Intership report Hanoi University of science and technology

Bài báo cáo thực tập bản tiếng anh ngành quản trị kinh doanh được 9 điểm. Nội dung khóa luận trình bày về công ty cổ phần truyền thông số VDATA. Bản khóa luận này có form gần giống như nhau có thể xem và tham khảo được.

HANOI UNIVERSITY OF SCIENCE AND TECHNOLOGY

GRADUATION INTERNSHIP REPORT

Nguyen Thi A

@sis.hust.edu.vn Major: Business Administration

Department: Science Management and Laws

Hanoi, 13/05/2020

NHẬN XÉT CỦA CƠ SỞ THỰC TẬP

Cơ sở thực tập: Xác nhận sinh viên: Lớp:

Đã thực tập tại ………… từ ngày …… đến ngày …………

- Chấp hành kỷ luật lao động (thời gian, các quy định của đơn vị):

- Quan hệ với cơ sở thực tập:

- Năng lực chuyên môn:

Ngày tháng năm 20… Đại diện cơ sở thực tập

APPROVAL OF THE SUPERVISOR

- Comments on student’s attitude/performance during the internship period:

- Comments on the report:

Approval for submission:

Date:

Signature:

TABLE OF CONTENTS

PREFACE 8

CHAPTER 1: COMPANY OVERVIEW 10

1.1 History 10

1.2 Mission and Objectives 11

1.3 Organization structures 11

1.4 Main product and services 12

1.5 Production process 13

CHAPTER 2: BUSINESS OPERATIONS ANALYSIS 15

2.1 Marketing and sales 15

2.1.1 Principal market and customer 15

2.1.2 4P Marketing of VDATA 16

2.1.3 Main competitors 23

2.1.4 Comments 24

2.2 Human resources management 25

2.2.1 Workforce structure 25

2.2.2 Recruitment and training 26

2.2.3 Working norm, labor productivity, performance evaluation 27

2.2.4 Wages and bonus 29

2.2.9 Working environment 30

2.2.8 Comments 31

2.3 Financial management 31

2.3.1 Income statement 31

2.3.2 Balance sheet 33

2.3.3 Financial indicators 35

2.3.4 Asset and inventory 38

2.3.5 Comments 39

CHAPTER 3: CONCLUSIONS 40

3.1 Overall evaluation of the company’s performance 40

3.2 Proposal of graduation thesis`s topic 41

REFERENCES 42

APPENDIX 43

LIST OF FIGURES

Figure 1.1: Organizational structure model 11

Figure 2.1: Diagram of the process provides services to customers 14

Figure 3.2: The target customer segment is VDATA's business organization 15

Figure 4.2: The main interface of thuongieuweb 17

Figure 5.2: Website Rental Packages 18

Figure 6.2: Service Price List of Vdata Domain Name Rent 19

Figure 7.2: The Price of Seo web services 20

Figure 8.2: Product promotion form of VDATA 21

Figure 9.2: the website analytics tool 22

Figure 10.2: the service delivery system directly to customers 23

Figure 11.2: Recruitment process at the company 27

LIST OF TABLES

Table 1.1: The name and code provided 12

Table 2.1: Vdata's Current Software Service Table 16

Table 3.2: Competitive analysis of VDATA 23

Table 4.2: General comments 24

Table 5.2: Workforce structure of the company 25

Table 6.2: Normal working hours 28

Table 7.2: Holiday schedule 28

Table 8.2: Labor productivity situation in 2018-2019 28

Table 9.3: Income statement of VDATA 31

Table 10.3: Balance sheet of VDATA 33

Table 11.3: Financial indicators of VDATA 35

Table 12.3: The depreciation situation of fixed assets in 2017 and 2018 38

PREFACE

The 21st century has witnessed major changes in the digital economy, especially the rapid growth of the Internet and the emergence of social networking sites has transformed the way of accessing information and culture, buying habits as well as consumption of people Therefore, the problem for businesses is to put their business operations on digital technology

Over the past three years, Vietnam has witnessed the success of

Social networking forms as a new tool to businesses

Access to market and target customers through forms

Online marketing

Vietnam is one of the top countries in the world for digital media because it can deal with the rigorous standards of its domestic and foreign partners in many aspects

Therefore, the Vdata Digital Media Joint Stock company has significantly contributed

to the development of Vietnam`s digital media

During this internship, I have experienced, applied the knowledge learned, and got more knowledge about my field of study

In the framework of this report, I would like to focus on the business situation at Vdata Digital Media Joint Stock company which helps me apply the knowledge of business administration learned to analyze My internship report is divided into 3 parts with the layout presented as follows:

Chapter I: Company overview

Chapter II: Business operations analysis

Chapter III: Conclusions

With all sincerity, I would like to express my gratitude and appreciation to Ph.D

Nguyen Duc Trong, a respected teacher who has directly helped, cared, and guided me to

successfully this report in the past

Furthermore, I wish to thank various people for their contribution to this report; board

of manager, the staff of Vdata Digital Media Joint Stock Company, for their help in giving

me the golden opportunity to work at offices and observe their daily operations I am looking forward to receiving your valuable comments and suggestions for my knowledge

in this field more complete at the same time have additional conditions to improve myself awareness

CHAPTER 1: COMPANY OVERVIEW

1.1 History

VDATA Digital Media Joint Stock Company was founded in April 2009 by a group of

information technology engineers with years of experience in systems integration,

digital media solutions, and software

✓ English name: VDATA DIGITAL MEDIA JOINT STOCK COMPANY

✓ Vietnamese name: CÔNG TY CỔ PHẦN TRUYỀN THÔNG SỐ VDATA

✓ Brief name: VDATA

✓ Address: No 87, Linh Nam District, Hanoi

✓ Fax: 091.200.5186

✓ Email: info@vdata.com.vn Website: https://vdata.com.vn/

✓ Law Agent: Mr Tran Van Hai

Over 10 years of establishment and development, VDATA has now become a leading

solution consulting company, with customers being multi-industry businesses with

customers being multi-industry businesses with diverse and complex information

technology application needs VDATA`s solutions include:

- General management information system for corporations, economic groups

- Datacenter infrastructure solution

- Virtualization solutions, enterprise management software solutions

- Sales solutions and warehouse management for chain business models

- Optical transmission solutions…

At VDATA, the engineers are constantly updating the latest technology changes,

always one step ahead with developing technology trends and having a great influence on

production and business

The core value of VDATA is the application of technologies to enterprise management

practices to enhance efficiency and bring competitiveness to business

VDATA is committed to always bringing the best quality products, professional and

reliable services

1.2 Mission and Objectives

The mission of VDATA is “always innovating the services we provide” The company`s vision is to: “Become the best and leading digital media business in Vietnam”

1.3 Organization structures

Figure 1.1: Organizational structure model

(Source: Human Resource and Administration Department)

Basic functions of departments

The organizational structure of the company has a clear specialization, each department handles specific tasks However, each inter-departmental linkage is closely attached and under the control and supervision of management and director

➢ The Chief Executive Officer (CEO): the top executive unit responsible for the

company`s responsibility for the main strategies and development directions for the business The Director will determine the vision, tasks, proposed development directions for the market, customers, partners

➢ Project Department: Contact customers to develop and implement a project related

to the company`s products and services, monitor and manage the company`s general plans and projects

➢ Accounting Department: Perform accounting, planning, and monitoring the

company`s financial position and other financial-related plans, perform control over

the company`s paperwork and data system including records and other important documents

➢ IT Department: Researching and installing the products and services of the

company Besides, IT personnel are responsible for building software to meet the unique needs of the business

➢ Business Department: Including two teams

• Sale team: Support the board of directors in the business activities of the

company with the goals and mission of the company; monitor and implement business plans, and be responsible for sales

• Marketing team: Performing and implementing plans, strategies to promote

the business activities of the company The main activities of the marketing team can be mentioned as targeting customer research, proposing strategies

on different media, and implementing them to increase brand awareness, increase interaction with customers, sell many packages of products and services

➢ Admin/HR: It can be said that this department carries out many activities of the

company, including supporting the board of directors in the organization, personnel management, administration and monitoring the number and attitude of work and propose internal communication strategies, internal activities to increase the cohesion between members and departments

1.4 Main product and services

VDATA focuses on bringing technology solutions to customers, below is a table of the name and code provided

Table 1.1: The name and code provided

2 Architectural practice; technical inspection and analysis 7110

7 Wholesale of computers, peripheral devices, and software 4651

8 Wholesale of electronic telecommunication equipment, components 4652

9

Data processing, hosting and related activities Details: Consulting services, website design, domain name registration, cyber storage (servers, hosting, domain), computer system design (Excluding legal advice, design services, construction);

Value-added services on telecommunications networks and mass media (except for information banned from the state)

6311

10 Other uncategorized business assistant services 8299

11

Agents buy, sell, consign goods; Art design (excluding construction design services);

Art design(excluding construction design services);

Consultancy on providing technological solutions in the field of information technology (not including legal advice); E-commerce services; trading in computers, computer software, peripherals, electronic components, telecommunications, and control; post and telecommunications service agency; Consulting services, website design, domain name registration, cyber storage (servers, hosting, domain), computer system legal advice, construction design services);

Value-adđe service on telecommunications networks and mass media (except for information banned from the government); import and export commodities trading company

The business sector has not matched the code with the Vietnamese economic system

(Source: Office of VDATA Digital Media Joint Stock company)

VDATA is a company that provides digital media solutions in many areas as mentioned

in the table above However, one of the strong areas and the company has developed in recent years is a website design and rental services, and sales software

With website service, VDATA has created Thuong Hieu Web as a solution to promote the brand development of the company Market participation strategy is to meet the needs

of the niche market with customers and businesses who have the needs of developing and operating on the website

Velo software is in the process of being developed and finalized to provide applications that help businesses manage goods, orders, contracts, personnel, processes, and many other management factors in a convenient, simple and cost-effective manner

1.5 Production process

VDATA is an enterprise providing digital media solution so I did not mention the supplier of the company

The process of providing services of VDATA includes 6 steps, as follows:

- Step 1: The marketing team researches the market and proposes a new marketing strategy to the board of directors

- Step 2: Board of director chooses the most appropriate marketing strategy and implements it

- Step 3: Marketing and sale teams find out and convince customers to cooperate and utilize services

- Step 4: IT and Marketing teams support services according to customer needs

- Step 5: Handing over the finished product to customers

- Step 6: Receive feedback from customers and return to step 1

Diagram of the process provides services to customers

Figure 2.1: Diagram of the process provides services to customers

(Source: Human Resource and Administration Department)

CHAPTER 2: BUSINESS OPERATIONS ANALYSIS

2.1 Marketing and sales

2.1.1 Principal market and customer

2.1.1.1 Principal market

The principal market of the company in Hanoi and neighboring provinces such as Hung Yen, Hai Phong, Thai Binh having the greatest volume and activity level for the sale In the future, the company will expand the market to the north-central and southern regions of Vietnam

2.1.1.2 Customer

❖ Customers are organizations

VDATA is a company providing services and software for digital media solutions, The company`s products meet the needs of the majority of businesses and organizations in business activities and organizational management as well operate equipment and machinery VDATA`s corporate customers are now divided into several major segments, such as:

Figure 3.2: The target customer segment is VDATA's business organization

( Source: Director`s office)

➢ Start-up businesses: They are young people, maybe students or newly graduated

students with passion, creativity, and burning desire to create their own company The common feature of most start-up businesses is that their business capital is

limited, production and management costs always need to implement the most optimal and effective solutions Therefore, this segment demands to use software, information technology systems, or communication services with the most optimal cost

➢ Small and medium enterprises (SMEs): Currently the number of SMEs of

Vietnam accounts for more than 90% which is a very profitable market segment However, the budget for marketing and media activities for these businesses is limited and always needs to use the services at a low cost

➢ Mid-sized businesses: These organizations are not too large and targeted the

customer focus on branding and corporate image They have a fixed budget to effectively promote their marketing activities Their need for digital media solutions

is prestige, price, and especially fast and efficient

VDATA's customers have operations and businesses in many fields such as healthcare, tourism services, hotels, businesses providing beauty products But their general needs are quick, convenient, efficient and affordable, digital media solutions

❖ Customers are individuals

VDATA customers may be individuals who need to own and use blogs, websites, or personal sales software Their psychology made quick buying decisions because they were not influenced by organizational factors

2.1.2 4P Marketing of VDATA

2.1.2.1 Products

The company`s products are quite diverse which serves the business activities of customers on digital media At present, however, the company focuses on providing services such as domain name, hosting, website-related services which are mentioned in the table below

Table 2.1: Vdata's Current Software Service Table

Main

service

1

Domain names Service of registration and maintenance of international domain names

and nations domain names Hosting Web hosting of the customer on the shared host server Email Email-related Services

Websites for rentals Website+ Hosting rental package with a free domain name depending

on promotion conditions

Comodo SSL

SSL (Secure Sockets Layer) is a standard security technology for establishing an encrypted link between a service and a client- typically a web server (website) and a browser, or a mail service and a mail client More specifically, SSL is a security protocol Protocols describe

2 how algorithms should be used In this case, the SSL protocol

determines the variables of the encryption for both the link and the data being transmitted

Input data Input data for the website, input data for software, digitize documents Online advertising Online advertising services like Google, Facebook, youtube

(Source: Office of VDATA Digital Media Joint Stock company)

• Advantages of current service packs

- The diversity and combinations of services provide convenience for customers so they will not take much time to choose different suppliers

- In terms of price comparison, VDATA's service packages usually cost 2-3 times lower than competitors' similar services

- Customers can easily perform transactions to receive advice or use services provided by the company without going through brokers or intermediaries

• Disadvantages of current service packs

- Compared with products and services of the same type as competitors, VDATA products and services are still limited in terms of interface, technical and programming elements For example, the main web site interface of a website-related service is "Thuong Hieu web" that is rated as an interface website that is still not beautiful and has a classic look

Figure 4.2: The main interface of thuongieuweb

- The website service has many limitations so it has not become a spearhead field to be able to promote the brand for VDATA Also, the content of the company on media such as Facebook, Fanpage has not been outstanding due

to the content strategy is limited, the articles are sporadic There are no specific and consistent strategies

- The quality of service is low-level

- The security service is not high

2.1.2.2 Pricing policy

Figure 5.2: Website Rental Packages

Note:

- The condition (*) applies to web lease payment with at least 1 year

- Payment terms (**) applies for web lease contract of at least 2 years

- Apply the payment method for 3 months, 6 months

The company uses product line pricing to show different levels of value, quality in the

customer`s mind Also, the company combines bundled products and services to promote customers' purchases

The company's other services cost as follows:

• Domain Name Leasing services

Figure 6.2: Service Price List of Vdata Domain Name Rent

Note: Price list of domain names is applied from 01/01/2020

The company creates a product line that offers low-end, mid-range, and high-end pricing that can lead consumers to believe that different product values

• Hosting Services

VDATA Hosting Services offers a variety of with 6 different hosting packages to serve the diverse needs of customers Each company package provides the necessary indicators and information such as storage capacity, bandwidth, accounts, domain names, free email numbers provided Hosting packages have prices ranging from 20,000 VND / month to the highest package 150,000 VND / month The hosting price provided by the company

is lower than that of competitors

• Services related to the Website

Services related to the website include: Data entry website, website administration, website design, specifically:

- Data entry website service: content-related solutions and content building with activities such as website content management, data entry, content editing, SEO standard writing, photo editing with cost only from 500,000 VND / month

- Website design services: website design suitable for the business model of each business, meeting many different requirements from the level of identification, function, interaction, compatibility with different fields such as computers or smartphones costs only 1,000,000

• Advertising services:

For advertising services, VDATA offers many different advertising solutions such as Google Adwords advertising, website SEO services, Youtube advertising, email marketing, Zalo advertising, Facebook advertising

SEO web services have the price list as below:

Figure 7.2: The Price of Seo web services

Facebook advertising service with a budget of only 50,000 VND / day with commitments such as free to create Fanpage, write ads, select audiences, engage engagement, support direct messages

Besides, some other services of the company such as sales software, website security, server management, programmer training

Comments:

VDATA`s service packages are diverse with many different prices, making it easy for customers to choose according to their needs and affordability Besides, VDATA uses

product line pricing which creates a product line to believe that different product values

With a competition-based pricing policy, the company wants to enter and gain share a specified market Therefore, the price policy that the company is applying is reasonable

2.1.2.3 Promotion

Select the main promotion: Personal channel

Figure 8.2: Product promotion form of VDATA

( Source: Director`s office)

❖ Advertising: VDATA designed its website and fanpage to introduce the company and

its products and services However, VDATA's budget is mainly for media activities on the Internet due to its low cost and proper access to the trend of social development The company prioritizes web SEO for websites to increase the search level of the brand's main website The results achieved from this activity were not satisfactory At present, the company focuses on developing ‘Thuong Hieu web’ to become a leading product with a web SEO strategy Based on the website analytics tool that is Similar web, we get the results when analyzing this website as follows:

- Website ranking in Vietnam: 57732 (February 2020)

- Traffic: 11817 (from December 2019 to February 2020)

- Access distributed by the device has 91.51% of visits coming from computers and 8.49% coming from phones

- The time for a website visit is usually as low as 1 minute 48 seconds

- High bounce rate: 81.69%

Figure 9.2: the website analytics tool

❖ Direct product-service offerings: The business office of the company has

responsibilities for fiding the new customers, marketing the company`s services, and giving incentives to a new customer

❖ Direct marketing- Telemarketing: Telemarketing is the process of selling products or

services over the telephone Telemarketing is used to achieve business goals, including:

- Selling a product

- Generating leads for the sales team

- Conducting surveys and collecting consumer data

- Maintaining contact with existing customers or encouraging previous customers

to return

❖ Promotion

- Trade discount for different customers

- Discounts for customers on special occasions such as birthday, black Friday, international women`s day

2.1.2.4 Distribution channels

As an enterprise providing technology solutions through software and services, VDATA does not need a product display space which reduces a source of investment costs for warehouses However, at present, VDATA has only one main base in Linh Nam, the company has not developed or expanded in other provinces while its customers come from many different places which also brings a disadvantage to the performance of direct transactions Therefore, transactions are prioritized for the online and telephone Demand for products of customers will contact the company's hotline directly or through the website without going through any intermediaries because the company does not have an official distributor

Figure 10.2: the service delivery system directly to customers

( Source: Director`s office)

2.1.3 Main competitors

VDATA Company has a wide range of services, but currently, it mainly promotes branding services on the internet, of which the most prominent is a domain name, hosting, email services, service related to the website, and advertising services According to the company's preliminary statistics, this niche market is becoming more and more competitive with four strong businesses operating including:

Table 3.2: Competitive analysis of VDATA

Unique selling The company

has the best security among the competitors

The company show some of the cheapest services among

competitors

The company has a good brand that shows its reputation and professionalism

The company positions itself as having the simplest process for

customers to purchase services

Value to prospective

customers

Customers get security when using the service

Customers have many ways to fulfill their needs

Customers have more reliable options

Customers have multiple options to meet unique needs

Core competencies The company

has a fast and enthusiastic technical support team

The company provides many different service packages for each customer segment

The company designs diverse products features

The company optimizes online business

conversion with detailed reporting

The marketing mix

(product-price-place-promotion)

+Product (Domain name, hosting services) +Price (Depends

on the services) +Place (Online) +Promotion (ads and by the designer)

+Product (Domain name, hosting services) +Price (Depends

on the services) +Place (Online) +Promotion (ads and by the designer)

+Product (Services related to the website and advertising services) +Price (Depends on the services) +Place (Online) +Promotion (ads and

by the designer)

+Product (Services related to the website and advertising services +Price (Depends on the services) +Place (Online) +Promotion (ads and by the designer)

Strength Online, easy to

use, good security, enthusiastic consultancy

Online, easy to use, many services, diverse service packages

Online, easy to use, many services, reasonable price

Online, easy to use, strong interface

Weakness Expensive The security is not

Designing more products to catch the trend

Promoting customer service

Threats New competitor

offering the same service or better

Other competitors offering cheaper services

New competitor offering the same service or better

New competitor offering the same service or better

(Source: Synthesized by the student)

When comparing VDATA with competitors in terms of services related to the website, hosting, domain names, and online advertising, it can be seen that VDATA is still a brand with poor recognition and not yet sustainable in the digital media market Therefore, VDATA needs to give solutions to create a firm position in the market

S2: The company chooses free marketing on the internet which does not cost too much

of the company`budget S3: Personal sales are stable

W

W1: The company has a difficult problem to maintain a spearhead product

W2: The product is not much different from competitors

W3: Positioning for the brand and each type of service is not clear