AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING MARKETING ACTIVITIES AT FIDITOUR TRAVEL JOINT STOCK COMPANY

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER LE THI MY HOA AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING MARKETING ACTIVITIES AT FIDITOUR TRAVEL JOINT STOCK COMPANY Major: English of Tourism Code : K23.702 Course : 2017 – 2021 SUPERVISOR: MAI LAN THI Da Nang, December, 2021  Graduation Paper i Supervisor: MAI LAN THI M.A ACKNOWLEDGEMENTS  After going through six weeks of internship, although the time is not too long, but thanks to the enthusiastic help of the brothers and sisters in the travel joint stock company Fiditour Da Nang branch, I have completed the actual report internship and graduation project smoothly Although Da Nang is being affected by the Covid- 19 epidemic, the brothers and sisters in the company also tried their best to create conditions for me to practice in the sales tour department, and I have learned a lot of experience valuable experience and lessons in this internship This is a very valuable experience for a final year student like me I myself feel very fortunate to have received so much help from people, to whom I would like to express my gratitude: First of all, I would like to thank all the teachers at Duy Tan University who wholeheartedly taught me and all the students Especially, Ms Mai Lan Thi has wholeheartedly helped me during this graduation And hereafter I would like to thank the Fiditour Travel Joint Stock Company, all members of the company for their help and always creating comfortable conditions for me to learn, exchange experiences and knowledge Last but not least, I would like to express my immense gratitude to my family, especially my parents, for their support, encouragement and motivation when I write this report Wishing you all good health and success! Sincerely, Le Thi My Hoa Student: LE THI MY HOA Code: 2320315688 Graduation Paper ii Supervisor: MAI LAN THI M.A STATEMENT OF AUTHORSHIP  I here by declare that I am the sole author of this diploma project and I have not used any sources other than those listed in the bibliography and I clarified as reference I further declare that I have not submitted this graduation paper at any other in situation in order to obtain a degree Student: LE THI MY HOA Code: 2320315688 Graduation Paper iii Supervisor: MAI LAN THI M.A ABSTRACT  Tourism is considered a spearhead industry of Vietnam's economy Studying marketing activities at the company will have a deeper look at the actual implementation of activities in a Vietnamese travel agency from which lessons can be drawn for other businesses Due to the long-term impact of the Covid-19 epidemic on Vietnam's economic activities, and especially the tourism industry is suffering the heaviest losses, after working at Fiditour Travel Joint Stock Company, Da Nang branch From the thoughts and knowledge gained in the process of studying and actually working in the travel business of the company, I chose the topic " An Investigation Into The Real Situation And Some Solutions For Improving Marketing Activities At Fiditour Travel Joint Stock Company " Marketing activities at Fiditour Travel Joint Stock Company, Da Nang branch as the thesis of the graduation project Student: LE THI MY HOA Code: 2320315688 Graduation Paper iv Supervisor: MAI LAN THI M.A LIST OF FIGURES  Figure 1: The Organizational Structure of Fiditor Company Danang Brand .21 Figure 2: Sales Tour Department Chart 21 Figure 3: Organized marketing department 25 Figure 4: Direct distribution channel map .27 Student: LE THI MY HOA Code: 2320315688 Graduation Paper v Supervisor: MAI LAN THI M.A LIST OF TABLES  Table 1: Package price of a tour program of Fiditour Travel .26 Table 2: Revenue growth(Calculation Unit: Million dong) 29 Table 3: Sample of customer classification survey 32 Table 4: Total arrivals of FDT from 2018-2020 33 Table 5: Central Vietnam tours 38 Chart 1: Business results from 2018-2020 .29 Student: LE THI MY HOA Code: 2320315688 Graduation Paper vi Supervisor: MAI LAN THI M.A LIST OF ABBREVIATION FDT: Fiditour Travel VND: Vietnam Dong Student: LE THI MY HOA Code: 2320315688 Graduation Paper vii Supervisor: MAI LAN THI M.A TABLE OF CONTENTS ACKNOWLEDGEMENTS i STATEMENT OF AUTHORSHIP ii ABSTRACT .iii LIST OF FIGURES iv LIST OF TABLES .v LIST OF ABBREVIATION .vi CHAPTER 1: INTRODUCTION .1 1.1 Rationale 1.2 Aims and Objects 1.3 Scope of the Study 1.4 Method of the study 1.5.Organization of the Study CHAPTER 2: THEORETICAL BACKGROUND 2.1 Travel business trade and travel business 2.1.1 Definition of travel trade and travel business 2.1.1.1 Definition of travel trade 2.1.1.2 Definition of a travel business 2.1.2 Tourism product definition and classification .5 2.1.2.1 Tour program and package tour program 2.1.2.2 Intermediary service 2.1.2.3 General travel business activities 2.2 Marketing theory 2.2.1 Marketing and tourism marketing definitions 2.2.1.1 Definitions of marketing 2.2.1.2 Definitions of Tourism Marketing 2.2.2 Basic role and function of marketing 10 2.2.2.1 The role of Marketing in business 10 2.2.2.2 The basic function of marketing 11 2.2.3 Marketing activities in the travel business 13 2.2.3.1 Products 13 2.2.3.2 Price .13 2.2.3.3 Place .14 2.2.3.4 Promotion 14 CHAPTER 3: CASE DESCRIPTION 16 Student: LE THI MY HOA Code: 2320315688 Graduation Paper viii Supervisor: MAI LAN THI M.A 3.1 General Information about Fiditour Travel Joint Stock Company .16 3.1.1 Introduction .16 3.1.2 The Organizational Structure of Fiditor Company Danang Brand 21 Figure 1: The Organizational Structure of Fiditor Company Danang Brand .21 3.1.3 Sales Tour Department Chart .21 Figure 2: Sales Tour Department Chart 21 3.1.4 Duties of Departments 22 3.1.5 Introducing the marketing department .23 Figure 3: Organized marketing department 25 3.2 The Real Situation of Fiditour Travel in recent years 25 3.2.1 Product 25 3.2.2 Price 26 Table 1: Package price of a tour program of Fiditour Travel 26 3.2.3 Place 26 Figure 4: Direct distribution channel map 27 CHAPTER ANALYSIS AND EVALUATION 29 4.1 Analysis business situation of Fiditour Travel from 2018 to 2020 29 Table 2: Revenue growth(Calculation Unit: Million dong) 29 Chart 1: Business results from 2018-2020 .29 4.2 Actual situation of sales at Fiditour Travel Company Da Nang branch .30 4.2.1 Actual identification of the source of customers 30 Table 3: Sample of customer classification survey 32 Table 4: Total arrivals of FDT from 2018-2020 33 4.2.2 Actual collection of customer information 35 4.2.3 Actually bid and receive customer comments .37 Table 5: Central Vietnam tours 38 4.2.4 Actual agreement on payment terms 40 4.2.5 Actual tracking and evaluation of sales results 42 4.3 Analysis and evaluation the company's marketing strategy 43 4.3.1 Strengths 43 4.3.2 Weaknesses .44 4.3.3 Opportunities 45 4.3.4 Threatens 46 CHAPTER 5: DIFFICULTIES AND SOLUTIONS 48 5.1 Difficulties 48 Student: LE THI MY HOA Code: 2320315688 Graduation Paper ix Supervisor: MAI LAN THI M.A 5.2 Solutions .48 5.2.1 The recovery and development of Vietnamese tourism 48 5.2.2 The recovery and development of Da Nang tourism 50 5.2.3 The recovery and development of Fiditour Travel .51 5.3 Some marketing solutions to improve competitive benefits of tourism products at Fiditour Travel 52 5.3.1 Completion of Price Policy 55 5.3.2 Complete of Place (distribution) Policy 55 5.3.3 Complete of Place (distribution) Policy………… …………………… .… .….57 5.3.4 Completion Promotion Policy……………………………………………… 57 5.3.5 Some outstanding tourism marketing methods to attract customers to buy tourism products…………………………………… ………………………58 5.3.6 Other marketing solutions 61 CHAPTER 6: CONCLUSIONS AND SUGGESTIONS 63 6.1 Conclusions………………………………………………………………………… 63 6.2 Suggestions………………………………………………………………… ……….63 6.2.1 For teaching methods .63 6.2.2 For the curriculum content .64 6.2.3.Create more practical experience programs for students 64 REFERENCES APPENDIX Student: LE THI MY HOA Code: 2320315688 ... Into The Real Situation And Some Solutions For Improving Marketing Activities At Fiditour Travel Joint Stock Company " Marketing activities at Fiditour Travel Joint Stock Company, Da Nang branch... And Some Solutions For Improving Marketing Activities At Fiditour Travel Joint Stock Company" for my graduation thesis 1.2 Aims and Objects  Overview of the theoretical system of marketing and. .. graduation And hereafter I would like to thank the Fiditour Travel Joint Stock Company, all members of the company for their help and always creating comfortable conditions for me to learn, exchange