Marketing strategy for hospitality course of citysmart hotel management company

MARKETING MANAGEMENTPROFESSIONAL SALES AND MARKETING 2015 - 2018 INTERNSHIP REPORT Marketing strategy for Hospitality course of Citysmart Hotel Management Company Internship period from

MARKETING MANAGEMENT

PROFESSIONAL SALES AND MARKETING

2015 - 2018

INTERNSHIP REPORT

Marketing strategy for Hospitality course of Citysmart

Hotel Management Company

Internship period from March 1st, 2018 to May 29th, 2018

Name: Nguyen Thuy Tram

Class: Marketing 9

Internship Company: Citysmart Hotel Management

Instructor in University: Mr Nguyen Hoang

Mr La Tien Dung Prof Corinne Montoya

Mentor in

Bui

This internship was successful due to the cooperation and support coming from a number of people,

by which have allowed me to gain much more than what the educational aspect of the programcould have offered

First of all, I would like to express my appreciation to Citysmart Hotel Management for enabling

me to complete this report on “Marketing Strategy for Culinary Art course of Citysmart HotelManagement Company”

I wish to acknowledge my company supervisor, Ms Shania Bui, the manager of MarketingDepartment and the entire Marketing team for enthusiastically sharing with me their experiences I

am grateful to them for all of the support and guidance that they have provided me throughout theentire internship

I also wish to extend my gratitude toward my academic supervisors, Mr Nguyen Hoang, Mr LaTien Dung, and Prof Corinne Montoya, for assisting me with tremendous opportunities andnecessary resources required during the internship

Lastly, I would like to give my warmest thanks to all who helped me in anyway during myinternship

Summary

This report of mine is called “Marketing strategy for Culinary Art course of Citysmart HotelManagement Company”, and its purpose is to contribute my ideas to the improvement of marketingstrategies in the Citysmart Hotel Management, based on the experiences that I have acquired duringthe internship

The report will be divided into 3 different chapters In the first chapter, I will give a briefintroduction about Citysmart Hotel Management company The next chapter will be a detaileddescription regarding the tasks that I have accomplished during my internship And, the finalchapter will be about the evaluation of my own career achievements, alongside with the workingexperience that I have gained during the internship

Table of content

Acknowledgement 2

Summary 3

Table of content 4

PART 1: COMPANY INTRODUCTION 6

I COMPANY BACKGROUND 6

II COMPANY LOGO 6

6

III COMPANY INTRODUCTION 6

1 Business Type 6

2 Company Mission 6

3 Company Vision 7

4 Human Resources 7

5 Company Products 7

6 Company goals and strategies 9

IV COMPANY ANALYSIS 10

V SWOT ANALYSIS 14

1 Strengths 14

2 Weaknesses 14

3 Opportunities 15

4 Threats 15

VI DESCRIPTION OF THE TASKS GIVEN DURING THE PERIOD OF THE INTERNSHIP 17

1 Market segment 17

2 Market research 19

3 Direct marketing 22

4 Event marketing 22

VII SOME RECOMMENDATION OF SOLUTIONS TO INCREASE MARKETING OF CHM COMPANY 28

1 New type of content on social media solution 29

2 Human Resources solution 31

3 Compensation and benefits 31

4 Infrastructure and technology solutions 32

VIII EVALUATION ON THE REPORT 32

1 Achievements of the reports 32

2 Difficulties encountered on the process of completing the internship 32

3 Experience gained during the period of internship and solutions to overcome difficulties 33

Conclusion 34

PART 1: COMPANY INTRODUCTION

Citysmart Hotel Management (CHM) Company

Business name Citysmart Education Company

Tax number 105608469

Address Golden Westlake Building, 151 Thuy Khe Street, Tay Ho District, Hanoi

General Director Thomas Chan

Phone 024 3728 6161

Email info@chm.edu.vn

Website www.CHM.edu.vn

1 Business Type

Citysmart Hotel Management (CHM) is an international company under of the ownership ofCitysmart Group It was founded in 2012 by Thomas Chan, who is now the General Director He isthe owner of CitySmart Corporation, of which includes other systems: Study abroad consultant,Project Consultant, International Kindergarten, CHM International School CitySmart Group hasmore than 15 years of operation in Vietnam

2 Company Mission

CHM provides an elite educational experience that offers internationally recognized qualifications,combining with theoretical and practical training career-focusing programs They prepare ourstudents with the necessary skills to become future leaders within the aspect of global Hospitalityand Culinary Arts Industry CHM’s mission is to increase the quality of human resources, and tosupply graduates, who already possess the required skills, with opportunities to FasTrack theirhospitality careers

3 Company Vision

Their vision is to become the leader in hospitality education in Vietnam Their highly qualified,experienced and dedicated team of lecturers, chefs, and supporting staffs are committed to ensurethe success of all students Their superb facilities enable them to provide the highest-qualityeducation in an environment that facilitates learning They have created not only the most hands-oneducational experience in Vietnam, but through our talented and dedicated staffs, a tight-knitcommunity has been widely facilitated which is determined to support students as they reach theirhighest potential

4 Human Resources

Currently, the company has nearly 40 employees, the average age is from 21 to 40 years old

business objectives

1 Human Resources: evaluates, coordinates, and recruits employees in the company

2 Sales and Marketing Department: manages sales and marketing

3 Accounting: oversees the company's facilities, provides capital for production, calculates the company's finances and pays salaries to all employees

4 Technology: administers information technology, engineering and design models, and production process proposal

5 Lecturer: teaches and guides in Hospitality Management and Culinary Art’s students

6 Student Services: supports students

5 Company Products

CHM has only two main products which are known as “Hospitality Management” and “CulinaryArt” courses Both have short-term courses and long-term courses from 6 months to 2,5 years

• Provide certificate for the completion of the course

• Help students to develop practical skills for future career

• Create opportunities to students to work and develop in the hotel major,

or to study further to have honor degree on Hotel Management or other related majors

• Create opportunities for students to develop skills, techniques, and personal features necessary for the career

• Help students to understand about the background of hotel services in both local and global areas; while provide students with a permanent view on the global development in the international career path

• Help students to achieve certificate and degree globally-recognized after finishing the course

• Create career promotional opportunities relating to Hotel Management for the student, with the purpose of being internationally recognized

• Develop critical thinking and problem-solving skills in each specific sphere of career

• Provide opportunities for students to develop their career in Hotel Management, or continue to study to earn a master’s degree in Hotel Management or in any relevant field

• Students will earn knowledge and update contact information in order to ensure their chance of securing a career after graduation

• Understand about the differences in cultures and prepare for career in managing hotel services major

• Maximize studying potential of students by learning with case-study, consulting practical project, researching on business organizations related to recently-opened hotel services, and designing effective marketing strategies

❖ Culinary Arts:

6 Company goals and strategies

able to compete with both domestic and foreign company

have a chance to enroll the course

CTH Level 2 Award in

Culinary Skills

• Provide students with necessary skills in professional cookery

• Enhance personal skills and increase chances of finding a job

• Support personal skills and increase chances of finding a job

CTH Level 3 Certificate

in Professional Cookery

• Provide students with necessary skills to work in professional cookery

• Develop cooking skills

• Enhance the ability to combine various skills to accomplish different dishes

• Develop the ability to assess the quality of any dish

• Develop time-management skills, food health and security, and personal hygiene as a professional cook must have

Pearson BTEC Level 4

and 5 Higher Nationals

in Culinary Arts

Management

• Provide interesting, engaging and challenging learning experiences in the course of Culinary Arts with specialized knowledge and practice experience

• Provide skills and knowledge about Culinary Arts to necessarily achieve good results in the environment of global restaurant and hotel services

• Give authority to students through topics about management, leadership, creativity and start-up to maximize the chance of a secured career

• Create opportunities to students to work and develop in the cookery major, or to study further to have honor degree in Culinary Arts or other related majors

• Create opportunities for students to develop skills, techniques, and personal features necessary for the career

• Help students to understand about the background of culinary arts in both local and global areas; while provide students with a permanent view on the global development in the international career path

• Help students to achieve certificate and degree globally-recognized after finishing the course

• Create career promotional opportunities relating to Culinary Arts for the student, with the purpose of being internationally recognized

- Diversity the range of products, provides more course for customer to choose.

ANALYSIS Market environment analysis

❖ Macro environment:

• Economic:

The economic situation has a great effect on the purchasing power and the shopping habit of peoplethat invest on education The economic factors include: development rate, inflation, economicdownturn, income, consumer price index, …

According to World Bank, over the past 25 years, Vietnam has enjoyed a strong economic growthwith remarkable development records The economy of Vietnam continued to strengthen in 2016,with an estimated GDP growth rate of 6.7 percent Vietnam’s economic activity moderated in thefirst half of 2016, with GDP expanding by 5.5 percent, compared to 6.3 percent over the sameperiod in 2016 This slow-down is considered as a result of serve drought-affecting agriculturalproduction and slower industrial growth Vietnam has also posted its international economicintegration as it has signed a number of free trade agreements, including with the EurasianEconomic Union, the European Union, South Korea, and the Trans-Pacific Partnership Whileglobal integration has advanced well with Vietnam embedding itself in global value chains, thebenefits are constrained by the absence of linkages with domestic firms

The income of Vietnamese people is also increasing, with the largest group has the increase up to

$500-$1000/month Besides, the total house hold consumption rate of Vietnamese are considers thehighest in the South East Asia for about 70% per month

• Ecological:

Vietnam is highly vulnerable to climate change and natural disasters, posing significant risk todevelop gains and further progress Already, Vietnam is experiencing rising temperatures and sealevels, stronger storms, floods, and droughts

• Social:

Human factors play an important role in the market They include: genders, population, density,ethnics, religions, careers, education standards, etc The Vietnamese population is better educatedand today has a higher life expectancy than most countries with similar per capita income.However, the poverty agenda still vulnerable, living close to the poverty line (one third ofpopulation - equivalent to about 30 million people - fall into the ‘poor’ or ‘near poor’’ groups) Thepoor and extreme poor are concentrated among ethnic minority groups While representing only 15percent of the population, half of the nation’s poor belong to ethnic minorities Furthermore, thesegroups are highly vulnerable to shocks from climate change, natural disasters, as weak as economicand health shocks

According to a draft national urban development program-me proposed by the Ministry ofConstruction, Vietnam is expected to achieve an urbanization rate of 38% with 870 urban areas by

2016 This is expected to increase to 45% with nearly 940 areas by 2020

• Political:

This factor consists of the policies, regulation, and the procedure of the Government Vietnam isone of those countries with stable political foundation This is considered as an advantage for thedomestic companies, since they can attract many foreign investors to the market In addition to that,the Government of Vietnam has showed determination for reforms Vietnam’s 2011 - 2020 Socio-Economic Development Strategy (SEDS) gives attention to structural reforms, environmentsustainability, social equity and emerging issues of macroeconomic stability

Despite of the control over retailing, this sector has now been more liberalized under the conditions

of Vietnam’s membership under WTO law and other trade agreements Nevertheless, any givenchange in the regulation and policies of the government with regard to the retail sector will bringboth opportunities and challenges to retailers Here are a few examples of some policies Vietnamhas participated in that related to retailing

WTO membership:

Foreign investors been allowed to own 49% of capital in joint ventures since 2008 In early, fullyforeign-owned companies could also be established and were allowed to operate in the marketindependently, Vietnam will allow foreign retailer to set up businesses with 100% foreign capitalfrom January 2015 With their rich experience, abundant capital and structured modern operatingmethods, international retail group have gained increasing popularity in the market and brought onintense competitor for the domestic retailers, pressuring the latter to modernize in order to contentwith the new players

Other regional Free Trade Agreement (FTAs):

Vietnam has participated in a number of FTAs such as the ASEAN - China Free Trade Agreement,ASEAN - Korea Free Trade Agreement, ASEAN - Japan Comprehensive Economic Partners,ASEAN - Australia - New Zealand Free Trade Agreement, and Vietnam - Japan Economic PartnerAgreement, which may impact the Vietnam retail market due to tariff commitments For example,when companies are allowed to take advantages of lower or zero tariff rates, this arrangementallows companies to manufacture goods in Vietnam and to export them to neighboring countrieswhere manufacturing cost would have been higher

• Technological:

Long gone are the days when Vietnam was an underdeveloped country with limited access toInternet and little technology developments The technology of Vietnam has been growingespecially fast lately and has shown sign of stopping

In 2016, the Internet users of Vietnam are estimated at about 36,140,967, which is 39% ahead ofThailand and just behind China Vietnamese are spending far more than ever before onentertainment, high-tech consumer goods, and health and beauty products, also education Thesetrends, among others, follow the major societal and economic transformations that have taken place

in Vietnam in the last 10 years

• Population:

The Vietnamese population of approximately 90 million is the main driver of growth in the retailmarket 70% of the population is currently aged between 15 and 64 years, and this is projected tocontinue to increase This will spur the demand for greater choice in products, brands, and productcategories

Younger population will also provide more opportunities for the retail sector because young peopletend to spend more money on education as they care very much about career-choice developments

❖ Micro environment:

• Company and customer:

The main customer of CHM is the population that lives in the North and South of Vietnam Mainly,those, mostly students and adults, who have great passions with Hospitality and Culinary Arts Andnow, the number of customers in this group has been increasing drastically

According to the research of CHM’s Marketing Department as I have collected, we have thecustomer structure of CHM as:

The target customer of CHM is concerned about course quality, fee, duration, job opportunitiesafter graduation The Vietnamese consumer is prudent, preferring to save rather spend However, ineducation, parents are willing to pay a lot of money for children to go to school In recent years,more and more international schools have been operating such as Vin school, TH school, RMIT…The total expenditure on Vietnamese education accounts for 47% of total household expenditures

It can be said that the Vietnamese spend money almost limitless on education because manyVietnamese people believe that education is the key to help them and their families to solve thedifficulties of the economy

Vietnamese parents, especially old generations, still prefer to invest for their children to study intraditional university in Vietnam However, with the increasing incomes and living standards, theyhave become more concerned about the school which can provide modern facilities, adequateteaching and learning facilities, quality teachers at the request of international organizationsprovide educational programs and above all the knowledge, skills as well as output qualification

• Partner:

The rapid development of the global hospitality industry has led to the growing demand forprofessional hotels and tourism managements In order to be guaranteed with a good job right aftergraduation, students studying at CHM are not only equipped with theoretical and practicalknowledge at the school, but also received paid internship at the hotel system, both ininternationally and domestically As a result, it is not only easy for students to get a job right wherethey are from, but also to receive many invitations from other major hotels CHM is constantly

developing its network of career partners to provide the best job opportunities for all of our

students

Partnership:

• Competitors:

In recent years, the hospitality industry is growing at a fast pace and offers many careeropportunities The foreign investors investing in Vietnam's tourism industry has developed rapidly

in the past decade and has the potential and prospects to go further In line with the growth of the

catering services, are recruiting youngster resources Hence, a lot of vocational schools areestablished Hereunder are a few notable competitors with CHM:

Huong nghiep A Au: is a vocational school and established in 2011.

They have 12 branches and school in nationwide from Northern toSouthern of Vietnam They have Hospitality such as Front Officecourse, Food and Beverage course and housekeeping course andCulinary Arts such as Asian course, Baking course, European course,Bartender course and many short term and long-term course suitsstudents

Nestspace: is a vocational school and established in 2010 They have

7 branches in many big cities in Vietnam such as Ho Chi Minh, DaNang, Nha Trang, Hanoi… Netspace only has culinary art trainingcourse with many diversity cuisine such as: European cuisine,Vietnamese cuisine, Chinese cuisine, Japanese cuisine, Vegetariancuisine, Baking course, Bartender course…

Pegasus: is an International College which established in 2011, as a

part of Kinder World Education Group They only have 2 campus inHanoi and Danang Pegasus provides 2 main course is hospitalitymanagement and culinary arts They only have short term courseunder 6 months

SWOT ANALYSIS OF CHM

1 Strengths

organization They provide International Qualification with competitive price

them a wealth of industrial experiences from across the globe

classrooms, two hotel practical rooms and six different training kitchens

hotels, resorts, serviced apartments and casinos, both in Hanoi and globally

graduation

2 Weaknesses

studying at CHM will be quite high Therefore, the main customers of CHM are usually those who have medium or high income

other cities have found it very difficult to enroll into either of the two branches

house or apartment near the company as the course fee of accommodation is increasingly higher

3 Opportunities

restaurants are opening recently

by providing all the necessary and available resources to help them advancing on the labor market

4 Threats

Pegasus… These companies have been trading for a long time, and they also have many

branches in Vietnam It is very difficult to compete with these rivals, as they are already famous

in many cities

of student are increasing also Therefore, CHM must focus on the curriculum in teaching students

➡ SO: The company can take advantage of the sources of capital to focus on the research anddevelopment of new courses Thanks to the higher living standards as well as parents arealways available to support their children in education in recent years, the company receivesmore opportunities and finds it easier to reach out to everyone The development of hospitalityindustry is also the factor that attracts potential customers

➡ ST: Although many big competitors are entering Hospitality and Culinary Art training andcausing increasing pressure, CHM can still totally compete with these rivals as they are capable

of coming up with appropriate strategies as well as innovative measures for themselves to adaptthe rising needs of customer and the growth of the industry Moreover, CHM is the onlycompany provides international certificate and diploma accredited by Confederation of Tourismand Hospitality Today, the majority of new students comes from the recommendation of oldstudents of CHM Thus, the company needs to keep in touch with those students as well as tomaintain the student services for new students

➡ WT: The challenge lies in the threat of occupying the market of big competitors as the numbers

of hotel and restaurant are increasing This forces the company to adopt new business strategies

in order to develop all of its potential, strength and growth within the service system