project and intership final for subject suncoat for man in DAP CAU GARMENT COMPANY (2)

Chapter 1 : INTRODUCTION AND BACKGROUNDDAP CAU GARMENT CORPORATION COMPANYCompany Name Dap Cau Garment Corporation Joint Stock Company Date of Establish February 2 , 1967 Headquarters Th

THUONG MAI UNIVERSITY JEAN MOULIN LYON 3

LICENCE PROFESSIONNELLE MARKETING

MANAGEMENT

Professional degree in Marketing and Sales 2015-2018

Supervisor: Ms Corine Montoya

Mr La Tien Dung

Mr Hoang

Ms Nguyen Dang Dong

(Deputy import – export Manager)

Name : Pham Thanh Hang

Hanoi, Vietnam

TABLE OF CONTENTS

ACKNOWLEDGEMENT

CHAPTER 1 : INTRODUCTION AND BACKGROUND 1

I INTRODUCTION 1

1 RATIONALE 1

2 Aim 2

3 Methodology 2

II DAP CAU GARMENT CORPORATION JOINT STOCK COMPANY 2

1 Dap Cau Garment Company Background 3

2 Company mission 4

3 Goals of the company 4

4 Strategy in the future 4

III THE MANAGEMENT OF THE COMPANY 5

1 The managerial apparatus of the company 5

2 Functions and tasks of the management apparatus 5

2.1 GENERAL DIRECTOR 5

2.2 For departmental departments 5

CHAPTER 2 : ELEMENTARY THEORY 7

2.1 Marketing Strategy 7

2.2 Mixed Marketing 7

2.2.1 Definition 7

2.2.2 The 4P 7

2.3 Promotion tools 8

2.3.1 Advertising 8

2.3.2 Promotion 9

2.3.3 Public relations 9

CHAPTER 3 : MARKETING & ENVIRONMENT ANALYSIS 10

3.1 macro environment 10

3.1.1 technology environment 10

3.1.2 social-cultural environment 10

3.1.3 demographic environment 10

3.1.4 Political/Legal 11

3.2 Micro environment 12

3.2.1 company 12

3.2.2 Customer 12

3.2.3 Competitor 13

3.2.4 Supplier 13

3.3 SWOT ANALYSIS FOR THE GARMENT COMPANY 14

CHAPTER 4 : CHAPTER 4: INTRODUCTION ABOUT “SUNCOAT FOR MAN” 17

4.1 PRODUCT AND PRODUCTION PROCESS 17

4.1.1 PRODUCTS 17

4.1.2 Production process 18

CHAPTER5: MARKETING STRATEGY FOR “SUNCOAT FOR MAN” 21

5.1 Define goals 21

5.2 Market situation 21

5.3 Market segmentation 21

5.4 Marketing positioning 22

5.5 Brand positioning 22

5.6 Price strategy 22

5.7 Distribution Channel 23

5.8 Communication 23

5.9 Promotion 24

CONCLUSION AND EVALUATION 25

CONCLUSION 25

EVALUATION 26

Assess the suitability of the project with the objectives of the company 26

The limitations and limitations of the project 26

After studying at the school, he was given the opportunity by the school and the faculty

of marketing and sales to study the realities of the two-month internship at Dap Cau GarmentCompany Since then, she has used the knowledge she has learned in school to improve herunderstanding and help her identify her ability and skills to be more confident in her futurework

I sincerely thank the teacher of marketing and sales - Commercial University has taughtand taught the precious knowledge for the past time With the small knowledge that she hasalways needed to add in the immense knowledge of teachers, hope that fish teachers continue

to help her on the way to the future

I would like to thank the leadership of Dap Cau Garment Company, the leaders of thedepartment especially the export-import department and the company has created conditionsfor him to practice during the past and provide full documents and data In particular, I wouldlike to thank Mr Nguyen Dang Dong, Head of Import-Export Department and his brothersand sisters, for guiding them to complete this practice report

This is the first time I have done this topic so I can not avoid the shortcomings, I lookforward to the comments and valuable comments from teachers and companies to completethe topic

Finally, I would like to wish all the teachers of Marketing and Sales at the University ofCommerce a good health, firmly on the path of pedagogy

We would like to wish all employees and employees of Dap Cau Garment Company agood health and achieve great achievements in labor

Chapter 1 : INTRODUCTION AND BACKGROUND

DAP CAU GARMENT CORPORATION COMPANYCompany Name Dap Cau Garment Corporation Joint Stock Company

Date of Establish February 2 , 1967

Headquarters Thi Cau Ward , 6 District , Bac Ninh City , Bac Ninh

to increase in most countries in the world

- Knowing this, I thought and gave a product to the company that is a male sunscreen, itseems strange that ordinary people often hear more about women's and men's sunscreens arerarely heard and never heard because normally women will care and care about the skin More

so because Vietnamese women prefer white skin and in Vietnamese men they are lessimportant Skin problems or in other words, they are not interested because they think thatthey are male, so the white skin will be weak and not masculine, so come out rarely whenthey wear sunscreen because they want to have Skin is darker and healthier I would like topost after this topic, especially men, they understand how important skin protection is because

either male or female, our skin has the same constitution and is subjected to Heavy exposurefrom external factors and from the sun, it can be the risk of many diseases for us especiallyskin diseases in which heavy skin cancer.

2 Aim

- First create a new product for the company

- The second is to bring a product useful for society

- Make a profit for the company

3 Methodology

- Survey the consumers through the questionnaire

- Participants include instructors, instructors and students

- Research on the consumer market

- Advantages :

+ low cost

High reliability

+ convenient for the survey information collection

High accuracy in data analysis

- defect :

+ need to interview enough people to have the most accurate

+ The interviewer may hesitate to give honest answers

Chapter

II Dap Cau Garment Corporation Joint Stock Company

1 Dap Cau Garment Company Background

With the 50 years of establishment and development, officers and employees of DapauGarment Company have made great efforts to achieve important achievements in nationalconstruction and defense and economic development From 1966 to 1975, the company wentthrough the process of establishing, consolidating, producing and fighting for the countryduring the anti-American war Experiencing the difficult times, with the whole countrybuilding the socialist (1976 - 1985), integration (1986 - 2005), renovation and operation underthe form of a joint stock company from 2006 to now, Bridge has built a large scale Thecompany has three subsidiaries in Bac Ninh and Bac Giang, Vinh Phuc Modern facilitieswith 5000 garment equipment imported from advanced countries in the world As a result, theproduction level has been improved to meet the needs of economic development in the newsituation The period 2012 -2017 is the period witnessing the growth and development of theCorporation with the value of industrial production increased 193%, total revenue reached

10000 billion, export turnover reached 69 million USD , profit in 2017 reached 50 billion,compared to 2012 increased 320% At present, the Corporation has changed its ownershipform from 100% state capital to joint stock company with nearly 6,000 employees with anaverage income of nearly VND 8 million / person / month Party of companies for 25consecutive years from 1992 to 2017 continuously won the title of clean and strong Party.With many achievements, the corporation was awarded the Second Class Labor Medal

by the President in 1996; Medal of Victory Third Class in 1997; First Class Labor Medal in

2000 Many organizations and individuals were awarded certificates of merit, medals,

excellent emulation flags, certificates of merit from Ministry of Industry and Trade, Ministry

of Public Security, Ministry of Defense, Vietnam Textile and Garment

Just past the 50th anniversary of establishment, Mr Nguyen Huu Quat, DeputySecretary of the Standing Committee of the Party delegated the State Delegation for thesecond time to the Dap Cau Garment Corporation It has made excellent achievements inlabor, production, contributing to national construction and defense and socio-economicdevelopment for the period of 2012-2017

- research and development of new products

3 Goals of the company

- With a long history of being established and one of the leading brands in Vietnam, it isable to compete with domestic and foreign retailers

- combining the reproduction of business and exploiting the potential of the business

- maximize the company's performance

- Dapau Garment Company has set a target of at least 25% of retail market share in2025

4 Strategy in the future

- Diversify product and product range, establish brand in the market

- Re-organization of new business models

- Professional training and professional selection for employees once a year to helpimprove the quality of production to meet the needs of consumers and company brand

III The management of the company

- In the process of development of the company, the organization and managementstructure is always adjusted to meet the requirements of production in each stage of generaldevelopment and direct model

- The managerial apparatus plays an important role in the development of the company

As the leadership is on the right track, the company can achieve efficiency in production andbusiness

1 The managerial apparatus of the company

- Deputy Technical Director: helps the General Manager to grasp the operation ofsteering output, labor management, technical management and product quality

- Deputy General Director of Economics: direct the establishment of the businessorganization of the enterprise, direct the finance and accounting department and takeresponsibility for all financial activities of the company

- Deputy General Director of Home Affairs: directing the work of personnelorganization, directing the security, order and safety in the enterprise

2.2 For departmental departments

- For garments, achieving customer satisfaction is very important To find out about thisproblem the company needs to seek sources of information In order to obtain effective datainformation for the company's production and business activities, the company must have amodern information, effective management and use of data and information

- Objectives of Information System and Data Analysis:

- improve the efficiency of the quality management system

- for analysis of production and business

- Satisfy customers

a Import-export department :

- Production contract information: capture information on raw materials and marketsituation

- monitor the fluctuation of prices on the market, the way of delivery and payment

- customer information and ability to respond to maintain and attract new customers

b Office supplies

- Monitor the situation of supplies imported to the company according to each order ofeach customer separately to ensure the correct or delayed period and notify the customer totake measures

- Monitor production schedules and delivery schedules to take corrective measures,timely or negotiate with customers on the delivery schedule when the production of thecompany is not meet

c Technical Department

- information on preparation of orders

- Raw materials used in production such as quality, technical standards, types of fabrics,colors, product shapes

- technical progress, inventive innovations, improved productivity - product quality

d Quality management Department

- information on the quality of products in the production process to ensure thatproducts meet the technical requirements

- information on data analysis to improve product quality

e Financial Accounting

- To carry out the work of annual financial planning, accounting and bookkeepingaccording to the prescribed statistical financial system, financial management of monetaryrevenues and expenditures of the company

- with the division of functions and detailed tasks for each department as on the part topromote the production and business of the company more and more effective When tasksare clearly assigned, there will be no duplication of work Although each department has itsown function but closely related to each other, it is in the same organizational structure of thecompany Therefore, the efficiency of each department will directly affect the business results

of the company

Chapter 2 : ELEMENTARY THEORY

2.1 Marketing Strategy

- Once the best opportunity to meet the needs of customers has not been met isdetermined, a strategic plan to pursue opportunities can be developed Market research willprovide market-specific information that will enable the company to select a target marketsegment and optimize its position in that segment The result is a value proposition for thetarget market Marketing strategies then include:

- Segment

- Target market selection)

- Locate the product in the target market

- Propose the value to the target market

2.2 Mixed Marketing

2.2.1 Definition

"Marketing mix is a set of control variables that a company can use to influence abuyer's reaction." Variables that can be controlled in this context refer to the product, price,location (distribution) and advertising of P '4 Each company tries to build such a component

of 4'P, which can generate the highest level of consumer satisfaction

- simultaneously meet the goals of the organization Consequently, this mixture isassembled taking into account the needs of the target customers and it varies from oneorganization to another

- depending on its available resources and marketing objectives Now we have a briefidea about the four components of the marketing mix

- Price is the amount charged for a product or service This is the second most importantfactor in the marketing mix Fixing the price of a product is a stricky job Many factors such

as product demand, relative costs, consumer affordability, competitors' prices for similarproducts, government constraints, and so on should be Remember while setting In fact, price

is a very critical area because it affects the demand for the product and the profitability of thecompany

- Goods are produced for sale to consumers They must be provided to consumers wherethey can conveniently shop The woolen village is produced on a large scale in Ludhiana andyou buy them at a shop from a nearby town in your town So it is necessary that the product isavailable at stores in your city This includes a chain of individuals and organizations such asdistributors, wholesalers and retailers that form the company's distribution network (alsoknown as distribution channel)

- The organization must decide whether to sell directly to the retailer or throughdistributors, wholesalers It can even plan to sell directly to consumers

- If the product is manufactured at the discretion of the customer, the price is reasonableand available at the convenience store for them but consumers are unaware of its price,features, availability, effort Their marketing may not be successful Advertising is therefore

an important component of the marketing mix because it addresses the process ofcommunicating, persuading and influencing consumers to choose the product to buy.Promotions are made through personal sales vehicles, advertising, promotion and promotion

It is primarily intended to inform potential customers about the availability, features andusage of the product It evokes the interest of the potential customer in the product, compares

it with the competitor's product and its choice The rise of print and electronic media hasgreatly assisted the advertising process

2.3 Promotion tools

2.3.1 Advertising

- Advertising is defined as any form of paid or promotional communication forproducts, services and ideas Advertising is not only used by companies but in many cases bymuseums, governments and charities However, this treatment has been made for advertisersfrom an organization to an organization

- Advertising development includes a decision in five missions, money, messages,communication and measurement

2.3.2 Promotion

- Promotions are incentives used to promote short sales Promotions can be giventowards the consumer or the trade The focus of advertising to create a reason to buy the focus

of advertising is to create a motivation to buy Encouraging consumers can be samples,coupons, free trials and demonstrations Commercial motives can be prices, goods andallowances for free Motivated sales incentives can be convention, trade show, competitionamong sales staff

- Sales promotion activities can have many goals, such as attracting new customers'attention, rewarding existing customers, increasing the consumption of non-regular users.Sales promotions typically target fencers and brand converters

2.3.3 Public relations

- Companies can not survive the isolation they need to have constant interaction withcustomers, employees and other stakeholders Serving this relationship is done by the publicrelations office The main function of public relations offices is to handle press releases,publicity of products, the creation and maintenance of corporate image, the resolution ofissues with lawmakers, management guidance for with public issues

- Companies are looking to converge with marketing functions and public relations inpublic relations marketing The direct responsibility of public relations marketing (MPR) is tosupport the branding activities of the company and its products

Chapter 3 : MARKETING & ENVIRONMENT ANALYSIS

3.1 macro environment

3.1.1 technology environment

Poor production capacity, backward technology is one of the major constraints ofVietnam's garment industry The activities of the garment industry today are mostlyoutsourced to foreign countries or just simple products, while high-tech products with highadded value do not meet the demand Therefore, if properly invested in technology, thegarment industry in Vietnam can bring into full play the potential of labor and quality

3.1.2 social-cultural environment

The more developed the economy, the higher the living and income, the more peoplefocus on consumer products including clothing In addition, the tendency towards consumers'appetite for garment products is constantly changing If businesses do not focus on the rightinvestment for design work will quickly fall behind in this fierce competition Chinesegarments at low cost, diversified designs, often changing and quite suitable for the taste of theVietnamese are occupying the domestic garment market However, the Vietnamese peoplestill have the mentality of "eating well - wearing durable", so good quality products ofdomestic enterprises are still sought by many Vietnamese This is a good thing for domesticenterprises to take back the domestic market that is being attacked and dominated by China.Environmental factors are also being addressed by countries, particularly the EU, forstringent requirements and controls when importing garments The environmentalrequirements for garments are often used eco-labeling methods for production ofenvironmental protection products, labor conditions If it does not meet these requirements,

it is very difficult for the garment to be exported to the EU or be fined

3.1.3 demographic environment

- The population of Bac Ninh is 1,153,600 people, accounting for only 1.21% of thetotal population of the country, of which 568,055 males account for about 50% of thepopulation in Bac Ninh Creative more potential customer

- In Vietnam, the living standards of urban people are increasing and are movingtowards the consumption of high-end garments imported from Korea, Taiwan, Japan, etc Aportion of the population preferred the method tailor made not only for luxury clothes but alsofor everyday wear Domestic garments also have a strong position with many famous brandssuch as Viet Tien, May 10, Thanh Cong, Thang Long

- Cities, towns have chosen carefully about style, quality, color, fashion, most ofthe rural people only focus on "solid - wear durable" in Currently, ready-made garments arethe main form because they are quick, simple and convenient They are cheap and diversified

in variety and design Ready-made garments often have to be discounted due to low quality,slow consumption, and excessive backlog High quality labeling products are only suitable for

a consumer segment of the society

- Therefore, the garment sector in Vietnam will be given priority Textile is a relativelysensitive sector in the trade relations of nations Vietnam's garments are low cost andcompetitive compared to other countries' exports but are also a constraint due to thevulnerability of importing countries to investigate and apply anti-dumping tariffs Dumping

In 2007, Vietnam's apparels were subjected to dumping investigations into the market.Although the US has concluded that Vietnam has not dumped the US market, Vietnam'sapparels have been overshadowed by exports to the United States in 2008 This will be one ofthe difficulties in boosting the garment export in Vietnam in the coming time

- Vietnam is highly valued thanks to political stability and social safety, which isattractive to foreign traders and investors Vietnam's active participation in regional and worldeconomic integration has also broadened its market access for exports in general and textileand garment exports in particular Foreign direct investment in Vietnam still showed anupward trend in the 2000-2007 period despite a sharp drop in 2008

- In addition, Vietnam's integration into the regional economy and the world economyalso facilitates better access to markets for textiles and garments Vietnam is now a member

of the WTO and has also signed and implemented many important free trade agreements atboth bilateral levels (such as the Vietnam-Japan trade partnership agreement) Thecommitments made by ASEAN in the areas of ASEAN, such as the ACFTA, the AKFTA,etc., make Vietnam's commitments to economic reform and development attractive toinvestors and open markets new and new partnerships

3.2 Micro environment

3.2.1 company

Dapaco Garment Company (DAGARCO) is an enterprise directly under VietnamTextile and Garment Corporation (Vinatex), was established on February 2, 1967 Dagarco isauthorized to import and export directly, the production of high quality garments according toorders of domestic and international customers Dagarco has an ISO 9001: 2000 qualitymanagement system and specialize in the manufacture of commodities Dagarco maintains asystem of social responsibility standards: SA-800

Dagarco specializes in the production of garments: jackets, feathers, jackets, men's andwomen's shirts, trousers, dresses, knitwear, felt, children and adults uniforms, trouserssportswear etc

Dagarco is using nearly 5,000 sewing machines of advanced countries in the world such

as USA, Japan, Germany There are many modern specialized equipment such as automaticspreading machine, automatic toner bag, system is the form of clothes and jackets, systemdesign by computer

Dagarco has 8 member factories and 3 subsidiaries with a total of 6,000 employees,including one joint venture with Singlun (Singapore)

Dagarco's products have been exported to many countries in the world such as USA,Japan, Germany, Spain, France, Denmark, Sweden

Korea, Hongkong, Taiwan, Australia

Dagarco is willing to cooperate with domestic and foreign partners to invest in garmentproduction and trading

3.2.2 Customer

B2C customers: are people living in Bac Ninh and neighboring areas: people, students,foreigners,