VNE Ecommerce Business Joint Stock Company Internship Report Major Entrepreneurship Student BUI VAN CHI Class CN16 – STA Student Code 19K640014 Professor Claude FERRAN Frédéric REINERT Instructor Nguyen Khac Nghia Tutor in university Nguyen Kh.
INTERNSHIP REPORT MAJOR: ENTREPRENEURSHIP Student : BUI VAN CHI Class : CN16 – STA Student Code : 19K640014 Professor : Claude FERRAN Frédéric REINERT Instructor : Nguyen Khac Nghia Tutor in university Nguyen Khac Nghia HA NOI - 2022 ACKNOWLEDGEMENT During the internship period and the preparation of the final internship report, I would like to express my heartfelt gratitude to Mr Nguyen Khac Nghia, the lecturer who directly guided me through the implementation and completion of the internship report Although he is always busy at work and in his personal life, he always takes the time to guide, analyze, and explain the issues to me, allowing me to have enough knowledge and confidence to work on my own to finish this internship report I would like to thank the Board of Directors of the University of Toulon and the Thuong Mai University, the Board of Directors of the Institute of International Training- Thuong Mai University, and all the teachers working in the school for their enthusiastic communication, gaining valuable knowledge and helping us throughout the learning process I would like to thank the Board of Directors-VNE Group Investment Joint Stock Company for allowing me to practice at the company, along with all the brothers and sisters of the departments in the company, as well as some personally The staff in the company supported and helped me during my internship at the company and provided data for me to complete the internship report Finally, I would like to wish the teachers on the International Training Institute's Board of Directors, as well as all of the teachers in the school, continued health, happiness, and success in their work and lives VNE Group E-Commerce Business Joint Stock Company would grow stronger and stronger Sincerely thanks! Hanoi, June 1, 2022 Student Bui Van Chi TABLE OF CONTENTS ACKNOWLEDGEMENT i TABLE OF CONTENTS ii INTRODUCING .iv 1.1 Overview of VNE E-commerce Business Joint Stock Company 1.1.1 History of formation and development of the company .1 1.1.2 Vision, mission, functions, tasks, and core values 1.1.3 The company's business philosophy 1.1.4 Enterprise resources 1.1.4.2 Invisible Elements 1.2 Organizational structure .6 1.2.1 Actual situation of the organizational structure of VNE E-Commerce Trading Joint Stock Company 1.2.2 Functions of each department Human Resources Department 1.3.Overview of business activities of VNE Group Investment Joint Stock Company .8 1.3.1 Factors affecting business activities of VNE Group Investment Joint Stock Company .8 1.3.1.1 Company's line of business 1.3.1.2 The company's process of importing goods 1.3.2 Business results in 2019-2021 10 1.3.3 Evaluate business performance .10 1.4 The influence of the microenvironment on the company's business activities 11 1.5 Opportunities and challenges of VNE Group Joint Stock Company 12 CHAPTER 2: MISSIONS AND ACHIEVEMENTS IN THE INTERNATIONAL PROCEDURES AT VNE E-commerce BUSINESS JSC .14 2.1 Internship plan 14 2.1.1 Internship period 14 2.1.2 Internship task .14 2.1.3 Objectives of the internship 15 2.1.4 Relevance of the proposed mission to the project 15 2.1.5 Internship diary .15 2.2 Practical experience 19 2.2.1 Basic knowledge of e-commerce and Shopee 19 2.2.2 The knowledge, skills, and attitudes learned during the internship 20 2.3 Advantages and disadvantages in the practice process 21 2.3.1 Advantages .21 2.3.2 Difficulties 22 2.4 Internship results 22 2.4.1 Booth overview .22 2.4.2 Business efficiency 28 2.4.3 Financial performance 30 CHAPTER 3: APPLICATION OF KNOWLEDGE IN INTERNATIONAL PROJECTS TO MY BUSINESS PROJECT 32 3.1 Contribute to my business project 32 3.3 Issues that need further research to complete the business project 33 CONCLUSION 34 INTRODUCING Implementing the training program for students of course 16, the faculty of business entrepreneurship under the international training institute – THUONG MAI UNIVERSITY organized graduate internships for students graduation internships occupy an important position in the training career of intermediate schools, colleges, and universities it can be said that this is a golden opportunity, of great significance and practicality for all students in general and students of the entrepreneurship faculty in particular internships help students approach reality, familiarize themselves with jobs related to their field of study, consolidate their knowledge, and apply learned skills to practical work i am honored and fortunate to be able to practice at vne ecommerce trading joint stock company this is a dynamic and professional environment, with the help of teachers, teachers, and brothers and sisters in the company, i have finished my internship, below is the presentation of the internship report CHAPTER 1: OPERATION SITUATION OF VNE E-TRADE JOINT STOCK COMPANY 1.1 Overview of VNE E-commerce Business Joint Stock Company VNE E-Commerce Trading Joint Stock Company was established in 2019, formerly BP Investment and Trading Joint Stock Company VNE Group Investment Joint Stock Company, also known as VNE E-Commerce, The company started operating in 2019 with its head office at lane 68 Duong Dinh Nghe, Cau Giay, Hanoi The tax code of VNE Group Investment Joint Stock Company is 0109373602 The legal representative of VNE E-Commerce is Mr Nguyen Son Tung VNE Group Joint Stock Company operates in the fields of e-commerce business, exclusive distribution of household appliances, household appliances, quality life, and prestige to bring satisfaction to the user experience use customer products VNE E-commerce Business Joint Stock Company takes on the functions and tasks of distributing genuine household products not only in the Vietnamese market but also in developing countries such as some Eastern countries, South Asia and Africa (Figure 1.1 Logo company) 1.1.1.History of formation and development of the company VNE Group was founded in 2019, replacing BP Investment and Trading Joint Stock Company, which was founded in 2018 In March 2019, the company underwent a significant transformation, changing its name to a business joint-stock company, ecommerce VNE Group, which now has two additional bases in Hanoi and one in Ho Chi Minh City When there is a clear mission and goal for the company's development, the formation process becomes clear At the same time, the company's management decided to create a sustainable brand for the product to minimize costs and promote long-term development In 2020, the company officially opened more facility in Hanoi and overseas locations Intending to become an international housewares company, the company's management decided to set its first step in Southeast Asia, specifically the Philippines, Indonesia, and Malaysia markets In early 2021, the company officially developed in the Thai market, and in June 2021, it expanded to the African market in Nigeria VNE Group has more than 500 employees both at home and abroad Products are diversified into 06 product niches: kitchen, household solutions, mechanics, health, utility tools, and waterproofing materials 1.1.2.Vision, mission, functions, tasks, and core values Mission Providing close and practical product lines to improve the lives of users, towards a sustainable future with high-end household appliance brands Vision and development Not only dominating the domestic market, but VNE E-Commerce is also constantly innovating and creating products and services The goal is to become one of the top 10 e-commerce enterprises in Southeast Asia Core values VNE E-Commerce creates a more comfortable life when all needs are met promptly Mandates VNE E-commerce Business Joint Stock Company assumes the role of distributing genuine home appliance products not only in the Vietnamese market but also in foreign countries such as some Southeast Asian countries and Africa 1.1.3 The company's business philosophy The company's business philosophy Towards employees: The entire staff of VNE E-Commerce understands one thing the success of VNE lies in the values that VNE E-Commerce brings to customers Therefore, VNE E-Commerce is always committed to bringing customers more value than expected Customer-oriented: VNE E-Commerce recognizes that successful businesses are thanks to excellent people Each member of VNE is an expert in his or her field Friendly, creative inspiration and strong work motivation are their differences Slogan: “Embracing Challenges” 1.1.4.Enterprise resources 1.1.4.1 Tangible elements Personnel No A B C Labor characteristics Total Male workers Female workers Total Universities and Colleges Intermediate and high school Total Employees from 2019 Total 200 126 74 200 153 Percentage 2020 Percentage 100% 63% 37% 100% 76.5% Total 487 285 202 487 408 47 23.5% 79 16,23% 200 100% 487 100% 100% 52,97% 41,47% 100% 83,77% 21-40 186 93% 467 95,89% years old Workers over 40 years old 14 7% 20 4,11% Table 1.1 Total personnel of VNE e-commerce Business Joint-Stock company in Vietnam (2019 - 2020) (Source: Human Resources Department) From the table above, in 2020, the scale of personnel will be large Along with that, the quality of human resources is also promoted The number of employees reaching university and college levels in 2020 will increase by 7.27% The company welcomed 281 young employees in 2020, which shows that 95.89% of the company's personnel are young, creative, and enthusiastic This is the foundation for the success of the company VNE Group's leadership team is young but has many years of experience in operating, managing, and training personnel in most fields VNE Group's staff are enthusiastic, dynamic, creative, eager to learn, dedicated to working, always united, and committed to devoting themselves to the sustainable development of the business Each employee always understands their value and role in the process of building and developing the company Their development is the development of the VNE Group Finance With revolving capital and online business forms on social platforms, the company's capital is heavily impacted by capital costs, taxes, business costs, and the impacts of the COVID pandemic-19 These impacts change continuously, sometimes positively, sometimes negatively, making capital increase and decrease fluctuations over time However, with the online business form, the company's capital is always guaranteed to rotate capital for business activities, ensuring the existence and development of the company Infrastructure VNE E-commerce Business Joint Stock Company has its head office at 68 Duong Dinh Nghe, Yen Hoa, Cau Giay, and Hanoi The premises are spacious and airy, and the rooms are arranged reasonably Each department is fully equipped with air conditioners, water purifiers, computers, lights, elevators, and daily cleaning staff Tables and chairs are new, ensuring the safety of employees Besides, each space in the company has canvas posters to promote the morale and work responsibility of each employee Technology The technological equipment and techniques all meet Vietnamese quality standards All imported products are carefully inspected, imported legally, and certified for import shipments Before the product reaches the consumer, there is a department to check and evaluates the shipment to ensure the technical aspects as well as the safety of the goods 1.1.4.2 Invisible Elements Trademark cases of business bans or advertising bans according to the provisions of law The purchase and sale of goods through the Shopee e-commerce trading floor must be done openly and transparently, ensuring the interests of consumers This regulation's contents must all be by Vietnam's current legal system Members participating in the Shopee E-commerce Exchange must determine their legal responsibilities under Vietnam's current laws and commit to complying with the contents of the Shopee E-commerce trading floor regulations 2.2.2 The knowledge, skills, and attitudes learned during the internship a Knowledge acquired during the internship During my internship at the company, my job was to build a LUMOU Home booth on the Shopee e-commerce platform in the Indonesian market Professional knowledge: Through the internship, I learned the software and systems related to order management, bidding for keywords, running ads, and making revenue reports Thanks to that, I understand more about the knowledge I have learned and it helps me not be surprised when I go to work Some background knowledge about the economy, e-commerce, and social life: when exposed to real work, it is necessary to learn many areas related to work, such as online business; apply search tools, exploit information to expand the business market; develop creative thinking and entrepreneurial orientation; develop e-commerce business ideas on websites and mobile platforms; order management, sales, and customer service b Skills acquired during the internship - Communication skills: Communicating with upper management must keep a calm and confident attitude when presenting their views When disagreeing with upper management, you must behave skillfully and give suggestions in the most delicate way Create a friendly and gentle relationship with the employees in the company - Office skills: The skills I learned during the internship: printing documents, records, and vouchers; skills to make excel tables to report work 20 - Writing skills: The text must have a clear, concise, and detailed layout Must have content, and purpose There must be a division that issues, receives, and implements the content contained in the document - Email skills: When sending an email, there must be a specific recipient, and the people involved When writing an email, there must be a subject that the recipient can recognize The content of the mail is neat, straight to the point, and not forgotten to greet and thank the recipient; Introduce yourself - Work arrangement skills: Before each working day, I have to write a report of the tasks to be done for the day and the tasks to be done during the week The work of the day must always be prioritized on what needs to be completed first, the work is still outstanding, and there is always an estimated time to handle the arising jobs c Other jobs In addition to the main tasks of building and developing the LUMOU Home booth (under the control of Ms Pham Thuy Dung), I also some office work such as preparing for a meeting board, some preparation work for a business trip, skills as an office worker, etc., so I have also accumulated a lot of useful experience and skills when going out in society 2.3 Advantages and disadvantages in the practice process 2.3.1 Advantages – With the support of the school and the internship unit: In this process, if there are any difficulties, people can directly discuss them with the instructors Besides, being the guidance of the internship helps me have the opportunity to practical work – Direct contact with work: I have been able to apply what I have learned to work Therefore, this is an important process that helps me discover many things such as my strengths and weaknesses, lacking professional knowledge, passion for my work Thereby, making me feel loved enjoys work and self-fulfills its limitations 21 – Supported with equipment and facilities: The company has full expertise and equipment to serve the best work Make it easy to use for practice Facilitating the data collection process for the graduation report - Trained and supported with specialized knowledge: Methodically learned and taught on the understanding of the E-commerce platform as well as actual combat experience on the floor Weekly job orientation training sessions, workshops, and skills training sessions of the company from direct managers and directors 2.3.2 Difficulties - Sometimes they not know how to apply the knowledge they have learned to work flexibly - Experience in publication design practice, keyword bidding is still not much, so shortcomings are inevitable - Learn about a field that has not been thoroughly studied in terms of theoretical knowledge, so when exposed to practical work, there are many surprises, both to cultivate knowledge and to understand practical problems, so it is sometimes effective work is not high - The target audience is Indonesian, so it is difficult to communicate because of language differences 2.4 Internship results 2.4.1 Booth overview LUMOU Home booth on Shopee https://shopee.co.id/lumouhome_official 22 Indonesia e-commerce platform: (Figure 2.1 Logo of LUMOU Home store) LUMOU Home booth is a booth during the internship that I self-manage and develop; operates on the e-commerce platform Shopee in Indonesia The above booth was established in March 2022 Up to now, the booth has more than 389 followers The number of products on the booth is more than 64 products The number of reviews from buyers is more than 106 times with an average review score of 4.8/5 (Figure 2.2 The image of the LUMOU Home shop interface on the e-commerce platform) - Optimizing product titles: The way to optimize the SEO e-commerce floor that the company wants you to aim for is to name products that contain keywords The more keywords placed at the beginning of the sentence, the better the floor display position will be Along with that, the title has added information about outstanding features to show the advantages of the product I have applied the formula to name the product when optimizing the e-commerce platform in the form: Product Name + Brand + Product Features 23 (Figure 2.3 Image and title of X2000 water-based glue) - I focus on posting a lot of pictures and videos to increase the possibility of selling The general rule on the optimal image size for the company's e-commerce platform is 720×720 px, and the image size is under 1MB Each product includes images and video in which the synchronous image is 800x800 px, including elaborate images, actual product images, and finally images Feedback photos to build customer trust (Figure 2.4 Synchronized image of cover shop image) 24 (Figure 2.5 Images of some banners about products and promotions) - The number of customers who have purchased the product based on their reviews: After the buyer receives the product, I will communicate to encourage them to rate the product in exchange for a floor discount on their next purchase Especially if there are keywords in the review section, this is a huge plus for the store's product ranking results (Figure 2.6 Product evaluation and review images) 25 - Apply promotions to optimize the floor: To optimize purchases, there should be promotions to stimulate sales I have implemented many promotions to stimulate customers' curiosity, thereby boosting sales during the promotion period (Figure 2.7 Included gifts- Attach promotion tags on images or product information) ( Figure 2.8 Shop-wide voucher) - Optimizing the structure of the store: The stall has classified the categories and product categories to ensure convenience and professionalism On the interface of the booth, there are many categories, each product line specializes in several specific products of that industry, so LUMOU Home has classified store categories to build professional booths, and creativity as well as hit the target of customer search The 26 store's categories include top products, adhesive tape adhesive, and kitchen utensils (Figure 2.9 Pictures of store catalogs) (Figure 2.10 Catalog image of X2000 glues) - Search ads: Product search ads assist stores in increasing visibility to reach more customers and increase sales You can also keep your advertising budget under control by setting a fixed cost per click Customers will be able to easily find and purchase products from the company if advertisements appear prominently Because these are ads that appear on search engine results pages Users will see this ad if they search keywords previously targeted by the company - There are two types of keywords in the set of keywords that run ads: broad keywords and exact keywords I create campaigns with long keywords (over characters) for extended keywords and avoid running short key types In terms of exact keywords, I run ads with shorter keys of 2-3 characters 27 - Shop Ads: By bidding on keywords, this type of advertising can help the shop appear at the top of the search results page It helps to increase the store traffic as well as conversion rates for customers in need However, I not invest in this type of advertising; it is only deployed on some of the company's branded booths and has not been synchronized on all of the company's payroll booths A position in the top for a branded booth will usually appear in 3rd place (Figure 2.11 The set of keywords that run ads for X2000 water-based glue) 2.4.2 Business efficiency According to the stall's report, 3-month revenue is VND 34,515,996 and is expected to increase higher in the following months 28 (Figure 2.12 Report of sales of LUMOU Home booth in March 2022) (Figure 2.13 Report sales of LUMOU Home booth in April 2022) (Figure 2.14 Report sales of LUMOU Home booth in May 2022) 29 According to the revenue report, the business activities for three months through the stall's e-commerce platform result in significant efficiency when revenue gradually increases from March to now - Currently, the booth has 344 orders and in May 2022, it accounts for the majority with 291 orders The best-selling product is X2000 water glue with 182 purchases, followed by Vit-O rooting stimulant with 141 purchases (Figure 2.15 Top best selling products of the LUMOU Home booth) 2.4.3 Financial performance - Marketing expenses: Shopee Ads are a highly targeted form of advertising with a large budget I was allowed to spend 10% of the total monthly revenue on the LUMOU Home booth, but the advertisement had a significant impact on the store It is easily deployable, takes slight time, and is excellent for promoting increased revenue Assist me in reaching the right audience at the right time when I'm looking for what the store has to offer The current marketing cost per order is 10,345 VND, with a total cost of around 3,000,000 VND - Marketing revenue: Despite a slight budget, Shopee ads create the majority of the store's revenue When a customer clicks on the store's product advertisement, the 30 store must pay for each click The company's marketing revenue in three months is 23,100,000 VND (Figure 2.16 Report advertising of the booth for months) - Effective customer care Currently, the booth has an 86% chat rate (within hours) The current stall rating is 4.8/5, and the store has 106 reviews, with 95 5-star ratings, 12 4-star ratings, and only 1-star rating The store's refund rate is 5%, according to a three-month sales statistics report Rating rate star star star star star (Figure 2.17 The graph shows the rate of customer reviews) 31 CHAPTER 3: APPLICATION OF KNOWLEDGE IN INTERNATIONAL PROJECTS TO MY BUSINESS PROJECT 3.1 Contribute to my business project - How to design a booth: Website design needs to synchronize images with reasonable layout and colors The "Core Values" part is in the content and images, videos, etc When developing the website interface, it is necessary to focus on posting a lot of images and videos to increase the likelihood of purchasing Synchronize product cover images to create interest for products and brands - Product description information on the e-commerce platform: Similar to SEO on the website, for e-commerce sites, product description content is also highly appreciated This description of the company gives the direction that needs to be shown in detail, stating the advantages, outstanding features, and uses of the product to make an impression on the company's customers, who are Gen Z business individuals Accordingly, the company needs to evenly distribute the previously identified keywords and add the CTA section to maximize customer interaction - Apply promotions to optimize the floor: To optimize purchases, there should be promotions to stimulate sales Not only creating follow-up vouchers, store, and product vouchers, as well as flash sale programs to attract customers In addition, on the promotion banner, there are additional Freeship layouts, Xtra coin refunds, or sale prices to create an impression for customers to click on their products and booths In the booth thumbnail, there is a promotional layout (Freeship, Xtra coin refund), as well as a more attractive promotional price compared to competitors In addition, the company has tagged "Buy with Shock Deal", and "50% Off" (if any) so that they can click on the products that the company offers more and convert into customers - Provide product or service guides: Create a product or service guide to share with customers important industry information For example, you can dedicate a large section of your product description to giving helpful instructions on how to use your product to improve the user experience - Share product reviews: You can share your product reviews that appear as content or social proof Share product reviews or reviews that people appreciate about your brand, then pick the best part from that review and share it across the interface 32 - How to design a website interface: Website interface design needs to be divided into sections for sellers and buyers The website interface also needs to be neat, easy to understand and have specific instructions for each item After three months of practice, I was able to put the theories learned in school into practice Through this internship, I will be able to apply some of the knowledge and experience I have gained to my future project I understand that running a business is dependent on a variety of factors During my internship, I learned how to write business reports from the operations coordination department and design from the company communications department, in addition to collaborating I was able to set up a fully functional platform with the business "Cosmetic Platform." The practical experience I gained while working as a stall manager allows me to apply it to my business project This enables me to truly understand customer needs and interactions to provide value to customers and build trust My director and team leader also taught me how to manage human resources, manage teams, and effectively manage teams 3.3 Issues that need further research to complete the business project a Negotiate with partners Because the sourcing and warehouse management are both in charge of another department, I haven't learned a lot of negotiation and import skills At the same time, products not under the X2000 brand, have been negotiated by the company to offer the most suitable price before, so I need to learn more about this part b Skills in HR administrative work and C&B management Since this is not a job in charge of my sales department, I haven't been able to learn much To balance the revenue of my business project, I have to gain knowledge more about wage management and employee benefits At the same time, I lack experience in recruiting and the interview process It will be an important factor in running a successful business 33 CONCLUSION The above is a report of my internship at VNE E-commerce Joint Stock Company, which is in charge of Ms Pham Thuy Dung Although the internship period is not long, it has given final-year students like me many useful skills and knowledge for personal projects My practical and theoretical skills are still limited, so my internship report will inevitably contain flaws I sincerely hope to receive advice from teachers to enhance my internship report to make it more comprehensive Through this, I would also like to once again express my sincere and deep gratitude to the VNH Sales Department and Ms Pham Thuy Dung, who guided me during the time I was assigned to practice so that I could complete the first internship quickly, point out the shortcomings and the missing sides so that I could find a way to improve myself 34 ... CHAPTER 1: OPERATION SITUATION OF VNE E-TRADE JOINT STOCK COMPANY 1.1 Overview of VNE E-commerce Business Joint Stock Company VNE E-Commerce Trading Joint Stock Company was established in 2019,... of business activities of VNE Group Investment Joint Stock Company 1.3.1 Factors affecting business activities of VNE Group Investment Joint Stock Company 1.3.1.1 Company' s line of business VNE. .. Investment Joint Stock Company .8 1.3.1 Factors affecting business activities of VNE Group Investment Joint Stock Company .8 1.3.1.1 Company' s line of business 1.3.1.2 The company' s