Internship report online marketing for hoangviettravel

First of all, I would like to express my gratitude to Hoang Viet TravelCompany for helping me complete successfully the report "Online Marketing for HoangViet Travel Company", especially

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING

COURSE: 2015-2018

Nguyen Duy Hung - Marketing 9

INTERNSHIP REPORT

“Online Marketing for HoangVietTravel.”

Working period from March 3 2018 to May 24 2018

During my internship period, I learned a lot about the marketing knowledge at thecompany, communication skills, working experience in a competitive environment aswell as real life First of all, I would like to express my gratitude to Hoang Viet TravelCompany for helping me complete successfully the report "Online Marketing for HoangViet Travel Company", especially with the help of staffs in the company After that, Iwould like to express my gratitude to those who helped me a lot in the process ofcompleting the report:

Ms Cao Hoai Huong- Manager of Marketing Department at Hoang Viet TravelCompany and she is also my instructor

Prof Corinne Montoya - Jean Moulin Lyon 3 University

Mr Tien- Advisor for my report

Mr Nguyen Hoang- Instructor for my report

Under their guidance I could write and complete the report successfully

Finally, I would also like to thank all the staffs of Marketing and Sales Department

of Hoang Viet Travel Company for helping me in the implementation of this report.With limited time, knowledge and experience, the report will inevitably makemistakes I would like to receive valuable comments from teachers so that I can improve

my knowledge

I would like to sincerely thank you !

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My internship report was named "Online marketing for HoangVietTravel", my reportaims to contribute some ideas about building online marketing for Hoang Viet TravelCompany The internship report will be divided into 3 chapters In the first chapter, I willintroduce briefly about Hoang Viet Travel Joint Stock Company In the next chapter, I willdescribe in detail the work that I have done during my internship In the final chapter, Ievaluated the results of the internship and the experience that I have learned frominternship period

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TABLE OF CONTENTS

ACKNOWLEDGEMENT 1

SUMMARY 2

TABLE OF CONTENTS 3

CHAPTER I: INTRODUCTION ABOUT HOANG VIET TRAVEL COMPANY 4

1.1 Company background: 4

1.2 Business activities of Hoang Viet Travel Company: 5

1.3 Some branches of Hoang Viet Travel Company: 6

1.4 The objective, quality and price of Hoang Viet Travel Company: 7

1.4.1 Objectives: 7

1.4.2: Quality and Price: 7

1.4.3: Company strategy in the future: 7

1.5: Outstanding achievements of Hoang Viet Travel Company: 7

CHAPTER II: DETAILED DESCRIPTION OF THE INTERSHIP RESPONSIBILITIES 9

2.1 The expectations during internship period: 9

2.2: Analysis of tourism market in Vietnam: 9

2.2.1: Macro environment: 9

2.2.2: Micro-environment: 12

2.3: SWOT analysis: 15

2.4: Marketing mix of the Hoang Viet Travel: 17

2.5 Description of the tasks given during the period of internship: 19

2.5.1 Market Segmentation: 19

2.5.2 Target customers: 20

2.5.3 Stimulate consumption to boost sales: 20

2.5.4 Search for posts and comments of customer about travel destinations: 23

2.5.5 Build the post ads on google to promote brand of the company 25

2.5.6 Build a good relationships with agents that supply the source of customers to the company 26

CHAPTER III: RESULTS ACHIEVED DURING THE INTERNSHIP 29

CONCLUSION 31

REFERENCES 32

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CHAPTER I: INTRODUCTION ABOUT HOANG VIET

TRAVEL COMPANY

1.1 Company background:

The company has full name is: Hoang Viet Investment - Transport - Tourism JointStock Company The company was established in 2005 and inherited the nationwidedistribution system all over the country

Hoang Viet Travel is also a prestigious company in the design, organization ofspecial programs required by customers from all over the world, such as: Asia, Europe,America, etc

Business Name: Hoang Viet Travel., JSC

Address: No 93 , Hong Ha Street, Ba Dinh District, Hanoi

1.2 Business activities of Hoang Viet Travel Company:

1 Type of business:

Hoang Viet Travel is a travel company The company is one of the best travelcompanies in the field of organizing and providing tours The main tour programs ofHoang Viet Travel are mainly domestic tours and foreign tours

2 Mission of the company:

- Hoang Viet Travel Company operates in the field of travel, so their mission iscustomer service and bringing convenience to customers (save time and money …).Besides, they also want to bring the best quality for everyone With the message "Do notprovide cheap and poor quality services to customers", Hoang Viet Travel alwaysprovide customers with the best products

- Hoang Viet Travel Company always strives to maintain its position as one of thebest tourism companies in Vietnam and the region in terms of price, quality andprestige

- The company has a lot of valuable resources, such as: strong finance situation,experience and prestige in the field of tourism, close relationships with partners aroundthe world, dynamic and professional staffs Hoang Viet Travel Company always tries tobring customers the most valuable travel products

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3 Revenue and human resources of the company:

- Revenue: The Company was founded by the investment cooperation ofprestigious brands in the tourism industry We are one of the best travel companies inVietnam with average annual revenues of company in 2014-2015 is 300 billion VND

- Human resources: Company has valuable and dynamic human resources Thestaff of the company has been trained very professionally and enthusiastically withcustomers The number of staffs in 2016 is more than 250 people

- Departments of the company

 Organization chart of Hoang Viet Travel Company:

- On the other hand, Hoang Viet Travel Company includes many differentdepartments such as: Reception Department, Accounting-Finance Department, SalesDepartment, Tour Operator Department, Marketing Department, Domestic TourismDepartment, Foreign Tourism Department

1.3 Some branches of Hoang Viet Travel Company:

The company has a distribution network all over the country, such as: Hanoi, HaiPhong, Da Nang, Ho Chi Minh and a lot of representative offices in many countries.Accordingly, the company wants to promote the image of tourism in Vietnam todifferent countries

Ha Noi:

93 Hong Ha Street, Ba Dinh District, Ha Noi (Tel: 37633222)

94 Tran Vi Street, Cau Giay District, Ha Noi (Tel: 37165656)

Hai Phong:

22 Ly Tu Trong Street, Hong Bang District, Hai Phong

Ho Chi Minh City:

9 Phan Ke Binh Street, 1 District, HCMC (Tel: 39117050)

ACCOUNTING DEPARTMENT

SELLING DEPARTMENT ĐIỀU HÀNH TOUR

VICE DIRECTOR

VICE DIRECTOR

DIRECTOR

76 Bach Dang Street, Hai Chau District, Da Nang

1.4 The objective, quality and price of Hoang Viet Travel Company:

1.4.2: Quality and Price:

Hoang Viet Travel Company always strives to have the most competitive prices forthe highest quality and professional services The company has close relationships withairlines, shipping company, car travel suppliers so the company can always prepare intransport.The company has also signed a lot of contracts with hotels, resorts and othersupport services with special preferential price The following factors have created aspecial advantage in terms of price and quality of our tours, such as: the staffs arehonest, experienced and knowledgeable; along with the policy always putting PRESTIGE

on top

1.4.3: Company strategy in the future:

The company will continue to invest and expand both domestic and foreigntourism, looking for prominent locations to improve new tours for customers

For foreign tours, the company has been trying to co-operate with a number ofbranded travel companies in the country In addition, the company is going to openmore branches in some countries to be able to add a lot of tour programs that aresuitable for customer’s demand

For domestic tours, the company has been expanding its customer network, trying

to open a number of branches in many provinces to meet the needs of visitors

The company should focus on diversifying tour programs, building a brand withsolid foundation in the hearts of consumers

1.5: Outstanding achievements of Hoang Viet Travel Company:

- Top Brands 2014

- High quality products and services

- Top 100 reliable suppliers in Vietnam

…

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CHAPTER II: DETAILED DESCRIPTION

OF THE INTERSHIP RESPONSIBILITIES

2.1 The expectations during internship period:

- Study and work in a professional environment in the field of Marketing throughonline marketing at the company

- Practice skills and learn from my colleagues in the Marketing department as well as inthe company

- Experienced in a practical environment and apply effectively the knowledge intothe work

- Expand the relationship with customer, coworkers…; access to the field ofMarketing in real life

I chose Marketing Department when I had an internship period at Hoang Viet Travel Company, because of the following reasons:

 First of all, this is the Department where I can apply the knowledge I havelearned in my university It can be a place where I could develop my strengths and beable to work with my major

 Second, this is an good environment that I can accumulate more about theexperience during my internship period

 Third, the marketing department is a high-promoted department It also gave

me opportunities to experience, communicate with customers as well as experienceemployees in the Marketing Department

 Finally, when doing the marketing and especially doing online marketing, Icould be creative and had good opportunities in a professional environment

2.2: Analysis of tourism market in Vietnam:

2.2.1: Macro environment:

1 Economy:

In Vietnam, Rate of economic growth in 2016 slowed to 6.21%, lower than the rate

of economic growth in 2015 – 6.68% The reason is that the mining industry (crude oil,coal),which is the strong contribution to economic growth of Vietnam, sharply dropped

to 5.90% Agriculture industry grew at a slower rate of 1.36% (the lowest level since2011) due to bad weather conditions and environmental pollution

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Gross Domestic Product (GDP) of Vietnam in 2017 is estimated to grow about 6.7%.However, international organizations said that Vietnam is a bright spot for economic growth

in the world, but they forecasted that rate of growth would be around 6% (IMF) to 6, 3%(WB, ADB) In opinion of LPB Research, rate of economic growth in 2017 would continue todecline from 2015, but it would be better in 2016 with a growth rate about 6.3 - 6.5%

Tourism industry is also growing year by year According to this report, rate oftourism growth in the period of 2006-2010 is 35%, in the period of 2010-2014 reached45%.It is forecasted that growth will be around 57% from 2015-2019, because tourism

is indispensable for people to relax and rest

Nielsen's survey of consumer confidence in the third quarter of 2017 showed thatabout two in five Vietnamese said they were willing to spend on tourism after paying foressential living expenses This rate is 44%, and it is higher than the rate in the secondquarter of 2017 (6%)

2: Natural environment:

The natural environment of each country is different and it also affects to thedevelopment of tourism The countries that are famous for landscapes, geographicalconditions and good weather, will be the ideal destination for visitors The Companyneed pay more attention to launch these tours with ideal locations and suitable forcustomers

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3: Politic:

The State has a lot of policies for the tourism industry such as Article 6 - the Law

on Tourism and policies on protecting and conserving natural resources tourism Inaddition, there is a policy on developing infrastructure, creating favorable conditions forthe tourism industry The Government should also extends the visa period from one tofive years and the duration of stay from 15 to 30 days for citizens of the United Kingdom,France, Germany and Spain…

25 has a growing demand for travel Therefore, Hoang Viet Travel needs to renovatepreferential policies to response the needs of the youth

2014 2015 2016 2017 0

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2.2.2: Micro-environment:

When launching a marketing plan, the leader of the Marketing Department mustcombine closely with the other departments in the company, such as: sales department,tour operator, finance and accounting department, etc

+ Tour operators and sales departments would offer tours, which need toaccelerate sales In addition, they will highlight special tours to approach customers.+ Financial and Accounting Department: They will always focus on the sources ofcapital and the use of funds to implement the marketing plan In addition, theAccounting and Finance Department also keep track revenue and expenditure data tosupport Marketing Department achieve the implementation of the objectives

The activities of other departments will affect to the company’s operation and theimplementation of the plan

1 Supply:

With the large number of companies competing with Hoang Viet Travel, it isdifficult to list the sources as well as the companies that want to combine with HoangViet Travel However, some companies also want to combine with Hoang Viet Travelbecause it is beneficial to both parties, they will also sell their products Plus, the sourcecustomers of the company are agents or travel companies that want to associate withHoang Viet Travel

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2 Customer:

The main source customer of the company is people living in Hanoi Besides,customers are also very diverse from many different regions, mainly the elderly, officer,worker, etc

According to the figures collected, here is the customer structure of Hoang VietTravel Company:

+ 70% - Whose income from 10 million to 15 million VND/month

(Most of them will buy the foreign tours, such as: Korea, Japan, Taiwan )

+ 20% - Whose income from 4 million to 8 million VND/month

(The number of tourists buying domestic tours will be higher than the number oftourists buying foreign tours)

+ 10% - Whose income from 2 million to 4 million VND/month

(Most of them will buy the domestic tours)

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Chart 1: Percentage Customer Structure of Hoang Viet Travel Company

INCOME OF CUSTOMERS

15,000,000

>10,000,000-4,000,000-8,000,000

2,000,000-4,000,000

Hoang Viet Travel Company's target customers are primarily concerned withproduct quality especially the price of the product Therefore, Hoang Viet TravelCompany is always focused on providing customers with the best prices Vietnameseconsumers are always smart, they always want to save rather than spend a greatexpense

- Vietravel: The Company was established in 1995 and it had many outstandingachievements in the tourism industry Vietravel has opened a lot of offices and branches

in many cities and provinces

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- Hanoitourist: As a tourism company with strong brands, multi-industryoperation, Hanoitourist has high competitiveness and effective international economicintegration.

3 Opportunity:

The number of Internet users in the developed countries is very high, especiallyamong young people Therefore, Hoang Viet Travel Company can take advantage of theonline marketing to find a large number of customers

According to a report by a tourism expert, the number of people who want totravel abroad is increasing, especially in countries such as Korea, Japan and Singapore.This is a great opportunity for Hoang Viet Travel Company to attract customers fromthese large markets and made a great profit

4 Challenge:

A lot of competitors with strong financial strength such as: Viettravel, Hanoitourist,Saigontourist, Vietrantour, etc this has put a lot of pressure on the company, so thecompany needs a new long-term strategy to increase the competitiveness

Nowadays, the tourism industry is growing with huge profits Therefore, potentialcompetitors can enter the market when they see the potential growth of this market.This is a challenge for Hoang Viet Travel

- Develop preferentialpolicies with agents

WO

- Focus on both markets(domestic & foreign)

- Develop a strategy toexpand distribution to meetdemand