Practice report Marketing activities of TNG Fashion Company

Marketing activities are aimed to satisfy customer needs and their desires through the exchange process.. Aims of study Expanding the marketing activities of company to attract custome

ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to M.A NGO THI

THAI who supported me throughout the process of writing report Although I do

not have many experiences and my knowledge is limited, but during the work

Mrs Thai gave me a lot of thoughtful recommendations, advice which helped

me to complete the report in the best way I am really grateful to her

Secondly, I would like to thank all my teachers in Ha Noi College of

Commerce and Tourism who taught me during three years with a lot of basic

and professional knowledge Thanks to this knowledge I can apply to the

practice and I carry out the report

At last, I sincerely thank TNG Fashion Company I had a great chance to

intent at the company Here, I had a chance to meet some people who guided me

in the internship period They helped me a lot and provided information about

the company which helped me to make a report Especially, I also thank Mr

Manh who have direct guidance, advises me about what is best to do Once

again, I really thank you everyone at the company

TABLE OF CONTENTS

ACKNOWLEDGEMENT i

TABLE OF CONTENTS ii

LIST OF TABLES iv

LIST OF ABBREVIATIONS iv

PART I: INTRODUCTION 1

1 Rationales 1

2 Aims of study 1

3 Scope of the study 1

4 Method of the study 2

PART II: CONTENT 3

Chapter 1: Theoretical Background of Marketing 3

1.1 Overview of marketing 3

1.1.1 Definition of marketing 3

1.1.2 The role of marketing 4

1.1.3 The functions of marketing 5

1.2 Marketing process 6

1.2.1 Marketing research 6

1.2.2 Classification 7

1.2.3 Factors affecting marketing 7

1.2.3.1 Product 7

1.2.3.2 Price 8

1.2.3.3 Distribution 8

CHAPTER 2: Practical Background 10

2.1 Introduction about TNG Fashion Company 10

2.1.1 The history of formation and development 10

2.1.1.1 The formation 10

2.1.1.2 The development 10

2.1.2 Function and tasks of production and business of the company 11

2.1.2.1 Function 11

2.1.2.2 Tasks 12

2.1.3 Organization structure 12

2.1.3.1 Management of the company 12

2.1.3.2 Function 14

2.2.1 Prices and methods of valuation of the company 17

2.2.1.1 Competition 17

2.2.1.2 The form sales of the company 18

2.2.2 Overview of TNG Fashion Company’s marketing activities 19

2.3 Assess 20

2.3.1 Accomplishments 20

2.3.2 Strengths 21

2.3.3 Weaknesses 21

2.3.4 Opportunities 22

2.3.5 Threats 22

CHAPTER 3: Proposals and Solution 23

3.1 Rate, review general situation of the enterprise 23

3.1.1 Rate, review 23

3.1.2 Cause success and shortcomings in the enterprise 25

3.1.2.1 Cause success 25

3.1.2.2 Shortcomings in the enterprise 26

3.2 Proposed a number of measures to promote business activities of enterprises 26

PART 3: CONCLUSION 28

REFERENCES 30

LIST OF TABLES

LIST OF ABBREVIATIONS

PART I: INTRODUCTION

1 Rationales

Today, Vietnam’s economy is expanding, so there are many great

opportunities for businesses to develop, compete with the global economy

Marketing activities are aimed to satisfy customer needs and their desires

through the exchange process Marketing is one of the most important strategies

for a fashion company Marketing decisions coordinate the connection between

business production activities and market of company It ensures the operation

of the enterprise market oriented

In addition, marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, exchanging offerings that have value for

customers, clients, partners, society at large

While practicing at TNG Fashion Company, I learned about overview of

business and knew the activities of enterprise which help me understand more

about the company, have more experiences What I learned from the internship

was that the importance of marketing and how to become the best marketing

manager I will try to use my abilities to complete the job

2 Aims of study

Expanding the marketing activities of company to attract customers,

bring revenue and profit for the company, search market, brand and brand

positioning

Marketing activities to sustain business development, make a difference

for the brand, optimize profits, maintain and improve customer relations

3 Scope of the study

The study covered marketing activities of TNG Fashion Company I will

work and research in this company from January to March 2015 At this

time, I will follow all activities of company and gather them into my report

4 Method of the study

I used synthesis method to gather information in my different media such

as: book, internet, magazine…

Besides, I also used analysis method to consider all documents when I

received enthusiastic guidance from the sister in the company It helps me get

much important information to support my report

PART II: CONTENT

Chapter 1: Theoretical Background of Marketing 1.1 Overview of marketing

1.1.1 Definition of marketing

Marketing is the communicating the value of a product or service to

customers, for the purpose of selling that product or service

Marketing is a social activity of people to satisfy demand through

exchange Marketing is to identify what the human and social needs If a product

is created that no one needs to buy, it will not be sold And business would not

be profitable

Marketing is the process of working with the market to make the exchange

to the needs and wants of people (Philip Kotler, 1980)

According to E.J MC Cathy (1962): Marketing is the process of

implementation of activities to achieve the objectives of an organization through

anticipating the needs of customers to control the flow of goods and services to

satisfy the demand from producers to customers or consumers

American Marketing Association (AMA, 2008) said that:” Marketing is a

task in the organization structure and a set of processes to create, exchange,

transmission of values to customers to manage customer relationships in

different ways, bring about benefits to the organization and the members of the

board” through market analysis and market segmentation, as well as

understanding consumer behavior and advertising a product’s value to the

customer From a societal point of view, marketing is the link between a

society’s material requirements and its economic patterns of response

Marketing satisfies these needs and wants through exchange processes and

building long-term relationships Marketing blends art and applied science and

make use of information technology

1.1.2 The role of marketing

Marketing strategy and marketing mix is a very important activity in the

business activities of enterprises, especially is commercial enterprises

Marketing strategies to help business looking for useful information about

market conditions and increased market expansion of business scale Marketing

tools help enterprises dominate the market, accelerate the speed of

competitiveness and satisfying customer needs Thanks to the marketing

strategy, the business activities are carried out in a uniform, business will

approach potential markets, conquest and entice customers Managing the

marketing strategy will help business understand the purpose and direction,

namely is the construction of the marketing mix It bind all individuals, all parts

of the organization together contribute to achieving common goals Marketing

strategy to help business grasp opportunities, risks, understand the strengths and

weaknesses of their which to ability to cope with the volatility of the market and

get the appropriate strategy

The most important role of marketing is to help them sell their goods for

profit in order to survive and develop

Marketing guide, direct and coordinate the activities of production and

business of enterprises, whereby the decisions outlined in the manufacturing

business have scientific basis

Thanks to research market demand, marketing ensures plan for the

development of national economy It helps the state orientate development

direction of the industry and the national economy effectively

Marketing is a tool to help businesses plan their production and business

strategy Marketing research to find ways to satisfy the needs of customers,

increased ability to compete ( tailieu.vn )

In addition, marketing also role to attract customers by activities such as:

advertising, trade fairs, promotion, direct sales, public relations…

1.1.3 The functions of marketing

Products adapted to the needs of customers: Through market research and

customer information, factors affect buying behavior or purchasing decisions of

customers Business manufactures have created products and goods to satisfy

customers even the most demanding Needs of today’s consumers changed with

the previous Carry out their activities marketing chain can acquire and

coordinate the activities of the department technology, product standards,

production, market research aim is to increase the attractiveness of the product

on the market, satisfying the needs of customers

Distribution function: Distribution function includes all activities to

organize the movement of goods optimal product since it ended production

process until it is delivered to the retail store In addition, it also guide clients

about procedures related to the process of purchasing, warehousing system

storage of goods preservation

Goods consumption function: This function consists of two major

activities: Control sales and sales operations, sales art

Support activities: Through support to customers, Marketing helps

businesses better satisfy the needs of customers and the tools to compete

effectively when optimizing costs can lead to difficult to compete on price

Support activities such as: advertising, promotion, participation in fairs,

exhibitions and customer service activities other

Function satisfies the best needs of society This is the most function of all

marketing activities Function enhanced adaptability and competitiveness

backwardness, stagnation in business

Function increase efficiency of production and business activities is the

relationship between the interests of society, the interests of business and the

interests of the market Marketing activities aimed at satisfying the needs of

society and the market to satisfy the needs of business

1.2 Marketing process

1.2.1 Marketing research

Marketing research is the collection and analysis purposes with the

information system relevant to the determination or offer solutions related to the

field of marketing

Marketing activities in order to developed, expand knowledge, application,

resolve a problem

Marketing research including: exploratory research is the research aimed

to identify targets and make research identified problems, descriptive research is

to describe the research issues identified and causal research aimed to detect

causal relationships between variables in a research problem

Marketing research has a very important role in the marketing activities of

the enterprise Marketing research helps marketing managers assess the needs of

the information and provide useful information about the client group

Marketing research is the applications specific market research, product

research, distribution research, price research and advertising sales operations,

competitive research, trend forecasting research change and development

Marketing research involves conducting research to support marketing

activities, and the statistical interpretation of data into information This

information is then used by managers to plan marketing activities, gauge the

nature of a firm’s marketing environment and attain information from suppliers

Marketing researchers use statistical methods such as quantitative research,

qualitative research, hypothesis tests, chi-squared tests, linear regression,

correlations, frequency distributions, binomial distribution, etc… to interpret

their finding and convert data into information The marketing research process

spans a number of stages, including the definition of a problem, development of

a research plan, collection and interpretation of data and disseminating

information formally in the form of a report The task of marketing research is to

provide management with relevant, accurate, reliable, valid, and current

information

Market research, as a sub-set aspect of marketing activities, can be divided

into the following parts: Primary research (also known as field research), which

involves the conduction and compilation of research for a specific purpose

Secondary research (also referred to as desk research), initially conducted for

one purpose, but often used to support another purpose of end goal

1.2.2 Classification

Exploratory Studies: Its goal is to determine or identify existing problems

in marketing This type of research is used in the first stage of the marketing

research process to help determine the issues to be studied

Descriptive Studies: Its help researchers determine the scope of the study

should be conducted, imagine comprehensive “environment” of the problem,

and thus in some cases, the researchers were able to estimate the trends and

dimensions development of problem

Causal Studies: Causal studies to detect causal relationships in the research

problem, and so this is the kind of research aimed at finding a solution to solve

the problem To perform the casual studies, the researchers can use the

analytical model assumptions, but more often and more suitable for the study is

the use of experimental models

1.2.3 Factors affecting marketing

1.2.3.1 Product

Products are all things, factors can be satisfied need or desire to be

launched on the market with the purpose to attract the attention of consumers

For an enterprise wants to make good the consumption of their products should

have policies and strategies on products such as:

Product development: Products need to be expanded in the target market

that enterprise identified

Improved quality, characteristics, application: Customers who want to

satisfy their needs best To meet the changing needs of the product, businesses

need to take measures to improve products

Products of enterprise need to have separate models to be able to

distinguish with the models of other enterprises and reputation in the business

through product

Products of enterprise to be sold in the market which is now defined target

market to increase its sale Product brings separate brands to help customers

know the business name

1.2.3.2 Price

Enterprise needs to clear their pricing policy The right price policy allows

enterprises pricing and effective management of business Policies often used

include: Policy of price flexibility, price policies according to the life cycle of

products, price policy “introduced”

Policy of flexibility: Enterprise have to choose between price policy and

flexible price policy Price policy is being given a price for all customers buying

in the same basic condition Flexible price policy is offering different prices in

the same basic condition

Price policies according to the life cycle of products: given to the choice of

prices for new products Specific prices can greatly affect the time needed and

the ability to sell in the next period by contrast level of distribution

competitiveness and attractiveness of alternative products

Price policy “introduced”: offer low prices by cutting temporary to attract

the attention of customers This price applies for a short time when the company

introduced products

1.2.3.3 Distribution

Distribution policy is an integral part of the complex synchronization

marketing strategy Distribution policy is extremely important role in marketing

links, reduce competition makes the process of circulation of goods quickly and

efficiently Distribution policy depends on pricing policy and producing policy

Policies widely distributed unlimited, exclusive distribution policy,

distribution policy choices

CHAPTER 2: Practical Background 2.1 Introduction about TNG Fashion Company

2.1.1 The history of formation and development

2.1.1.1 The formation

TNG Investment and Trading joint stock Company was founded

November 22, 1979 of the People’s Committee of Thai Nguyen province with initial capital of 654.7 VND The company went into operation January 2, 1980 January 1, 2003, the company was privatized charter capital is 100% of the shareholders November 22, 2007, the company’s shares are listed on the Ha Noi Stock Exchange with the amount is 5.430 million shares The company’s headquarters at 160 Minh Cau, Thai Nguyen city After 30 years of growth, together with the strong development of the textile industry Vietnam The company has continuously invested to expand production, innovation technology machinery, diversifying items, training to improve the quality of human resources Slogan- business philosophy of the company: “ customer who are paid for us”

2.1.1.2 The development

The formation and development of the company is divided into five stages:

- The first period (1979- 1983): the company was founded November 22,

1979 with initial capital of 654.7 VND The company went into operation January 2, 1980 The main tasks of the enterprise at this stage is to produce workwear shirt under provincial targets This is the period laid the foundation for the construction and development of the company

Production business activities during this period under the centrally planned subsidy, products manufactured according to the needs of the state

- The second period (1984-1986): Here is the stable production phase

Production and business activities of this period under the centrally planned

- The third period (1986- 1993): This is the stage switching mechanism

from a centrally planned to a market economy In this period, economic situation of the country is extremely difficult, so the business of the enterprise becomes extremely difficult Therefore, it inevitable spiral of recession There are more businesses almost closed because not find a market for the product, workers lose jobs

- The fourth period (1993-2002): Here is the transfer phase

generation of leader Production and business activities according to market mechanisms Production and trading company with many flourishes, linkage with other units and abroad to invest in new equipment and technology and scale of production, attraction and solve more jobs for workers

- The fifth period (from 2003 to present): The company started to

operate in the model of joint stock company 100% owned by shareholders

Production and business activities according to market mechanisms, competitive domestic and international is becoming increasingly fierce

Maintaining market share product consumption should be based on brand

+ At the 2006, the company increased its charter capital to over 18

+ August 28, 2007: general meeting of shareholders decided to rename

was the company shares and trade investments TNG

2.1.2 Function and tasks of production and business of the company

2.1.2.1 Function

Production and sale of garments mainly office clothes To do a good job of selling products on the domestic market, as well as to compete

constantly invests in machinery, equipment and new production

technologies

Exploitation of material and human resources of the country

promote exports increased foreign exchange earnings contribute to the cause

of national construction and economic development At the same time, the

Company regularly offers courses and professional training to improve skills

further for workers to meet the rigorous requirements of customers

2.1.2.2 Tasks

For each business enterprise manufacturing company in general

and TNG Fashion Company in particular, the production and business

activities bring good results

Perform business activities on the basis of the initiative and

adhere strictly to the provisions of law Studying the possibility of

production, market demand, recommendations and proposals for industrial

Ha Noi solve problems in production and business activities Company look

for ways to improve product quality, increase productivity in order to

2.1.3.1 Management of the company

TNG Investment and Trading joint stock Company includes

three levels of management: senior management, middle management,

facility management Senior management of the company is general meeting

of shareholders- the highest authorities of the company Board is the

governing body with powers to decide all matters relating to the interests of

the company General management of the company appointed by the board

Middle managements who guide the daily activities of the

company Formed and incorporated the senior management decisions into specific jobs In TNG Fashion Company, managers intermediate are director

of branch and department assisting them

Facility management who monitor the activities of employees

directly engaged in production of goods and services to ensure successful implementation of tasks

Based on the actual situation of human resources and field operations, during nearly 28 years of development, leaders and board of directors selection and organization management as following:

Research and development prevention

Administrativ

e department

HR Department

Technical

director

Business Manager

Director of Human Resource

Board

General Manager