(Luận văn đại học thương mại) marketing strategy for culinary art course of citysmart hotel management company

ACKNOWLEDGEMENT This internship was successful due to the cooperation and support coming from a number of people, by which have allowed me to gain much more than what the educational aspect of the program could have offered First of all, I would like to express my appreciation to Citysmart Hotel Management for enabling me to complete this report on “Marketing Strategy for Culinary Art course of Citysmart Hotel Management Company” I wish to acknowledge my company supervisor, Ms Shania Bui, the manager of Marketing Department and the entire Marketing team for enthusiastically sharing with me their experiences I am grateful to them for all of the support and guidance that they have provided me throughout the entire internship I also wish to extend my gratitude toward my academic supervisors, Mr Nguyen Hoang, Mr La Tien Dung, and Prof Corinne Montoya, for assisting me with tremendous opportunities and necessary resources required during the internship Lastly, I would like to give my warmest thanks to all who helped me in anyway during my internship CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SUMMARY This report of mine is called “Marketing strategy for Culinary Art course of Citysmart Hotel Management Company”, and its purpose is to contribute my ideas to the improvement of marketing strategies in the Citysmart Hotel Management, based on the experiences that I have acquired during the internship The report will be divided into different chapters In the first chapter, I will give a brief introduction about Citysmart Hotel Management company The next chapter will be a detailed description regarding the tasks that I have accomplished during my internship And, the final chapter will be about the evaluation of my own career achievements, alongside with the working experience that I have gained during the internship CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS ACKNOWLEDGEMENT SUMMARY .2 I COMPANY BACKGROUND II COMPANY LOGO III COMPANY INTRODUCTION Business Type Company Mission .4 Company Vision .5 Human Resources .5 Company Products Company goals and strategies IV COMPANY ANALYSIS .9 V SWOT ANALYSIS 14 Strengths 14 Weaknesses .14 Opportunities 14 Threats 14 VI DESCRIPTION OF THE TASKS GIVEN DURING THE PERIOD OF THE INTERNSHIP 17 Market segment 17 Market research 20 Direct marketing .22 Event marketing 23 VII SOME RECOMMENDATION OF SOLUTIONS TO INCREASE MARKETING OF CHM COMPANY 30 New type of content on social media solution 30 Human Resources solution .32 Compensation and benefits .33 Infrastructure and technology solutions 33 VIII EVALUATION ON THE REPORT 34 Achievements of the reports 34 Difficulties encountered on the process of completing the internship 34 Experience gained during the period of internship and solutions to overcome difficulties 35 CONCLUSION 36 CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com I COMPANY BACKGROUND Citysmart Hotel Management (CHM) Company Business name Citysmart Education Company Tax number 105608469 Address Golden Westlake Building, 151 Thuy Khe Street, Tay Ho District, Hanoi General Director Thomas Chan Phone 024 3728 6161 Email info@chm.edu.vn Website www.CHM.edu.vn II COMPANY LOGO III COMPANY INTRODUCTION Business Type Citysmart Hotel Management (CHM) is an international company under of the ownership of Citysmart Group It was founded in 2012 by Thomas Chan, who is now the General Director He is the owner of CitySmart Corporation, of which includes other systems: Study abroad consultant, Project Consultant, International Kindergarten, CHM International School CitySmart Group has more than 15 years of operation in Vietnam Company Mission CHM provides an elite educational experience that offers internationally recognized  qualifications, combining with theoretical and practical training career-focusing programs They prepare our students with the necessary skills to become future leaders within the aspect of global Hospitality and Culinary Arts Industry CHM’s mission is to increase the quality of human resources, and to supply graduates, who already possess the required skills, with opportunities to FasTrack their hospitality careers CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Company Vision Their vision is to become the leader in hospitality education in Vietnam Their highly qualified, experienced and dedicated team of lecturers, chefs, and supporting staffs are committed to ensure the success of all students Their superb facilities enable them to provide the highest-quality education in an environment that facilitates learning They have created not only the most hands-on educational experience in Vietnam, but through our talented and dedicated staffs, a tight-knit community has been widely facilitated which is determined to support students as they reach their highest potential Human Resources Currently, the company has nearly 40 employees, the average age is from 21 to 40 years old - General Director: operates and manages all activities of the company - General Manager: obtains profit contribution by managing staff; establishes and accomplishes business objectives - The company has departments: Human Resources: evaluates, coordinates, and recruits employees in the company Sales and Marketing Department: manages sales and marketing Accounting: oversees the company's facilities, provides capital for production, calculates the company's finances and pays salaries to all employees Technology: administers information technology, engineering and design models, and production process proposal Lecturer: teaches and guides in Hospitality Management and Culinary Art’s students Student Services: supports students Company Products CHM has only two main products which are known as “Hospitality Management” and “Culinary Art” courses Both have short-term courses and long-term courses from months to 2,5 years CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Hotel Management: • CTH Certificate in Hospitality Practice • • • BTEC Certificate in • Hospitality • • • • • BTEC 4, Higher Nationals in Hospitality Management • • • • • • • • BSc (Hons) Internation al Hospitality Management • • • Provide students with specialized knowledges about Restaurant – Hotel and other main functions in a hotel Provide certificate for the completion of the course Help students to develop practical skills for future career Provide certificate specialized in many aspects of tourism, restaurant, and hotel Complement the career training program with academic subjects Provide interesting studying program for college students that have decided on the field of their careers in the future Provide conditions for students to pursue higher education Provide interesting, engaging and challenging learning experiences in Hotel Management with specialized knowledge and practical experience Provide skills and knowledge about Hotel Management to necessarily achieve good results in the environment of global customer service Give authority to students through topics about management, leadership, creativity and start-up to maximize the chance of a secured career Create opportunities to students to work and develop in the hotel major, or to study further to have honor degree on Hotel Management or other related majors Create opportunities for students to develop skills, techniques, and personal features necessary for the career Help students to understand about the background of hotel services in both local and global areas; while provide students with a permanent view on the global development in the international career path Help students to achieve certificate and degree globally-recognized after finishing the course Create career promotional opportunities relating to Hotel Management for the student, with the purpose of being internationally recognized Help students to achieve advantages in competition and learn how to face with the discrepancies and changes of hotel service major under the fluctuating conditions Develop critical thinking and problem-solving skills in each specific sphere of career Provide opportunities for students to develop their career in Hotel Management, or continue to study to earn a master’s degree in Hotel Management or in any relevant field Students will earn knowledge and update contact information in order to ensure their chance of securing a career after graduation Understand about the differences in cultures and prepare for career in managing hotel services major Maximize studying potential of students by learning with case-study, consulting practical project, researching on business organizations related to recently-opened hotel services, and designing effective marketing strategies CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Culinary Arts: CTH Level Award in Culinary Skills CTH Level Certificate in Professional Cookery • • • Provide students with necessary skills in professional cookery Enhance personal skills and increase chances of finding a job Support personal skills and increase chances of finding a job • • • Provide students with necessary skills to work in professional cookery Develop cooking skills Enhance the ability to combine various skills to accomplish different dishes Develop the ability to assess the quality of any dish Develop time-management skills, food health and security, and personal hygiene as a professional cook must have • • • • • Pearson BTEC Level and Higher Nationals in Culinary Arts Management • • • • • Provide interesting, engaging and challenging learning experiences in the course of Culinary Arts with specialized knowledge and practice experience Provide skills and knowledge about Culinary Arts to necessarily achieve good results in the environment of global restaurant and hotel services Give authority to students through topics about management, leadership, creativity and start-up to maximize the chance of a secured career Create opportunities to students to work and develop in the cookery major, or to study further to have honor degree in Culinary Arts or other related majors Create opportunities for students to develop skills, techniques, and personal features necessary for the career Help students to understand about the background of culinary arts in both local and global areas; while provide students with a permanent view on the global development in the international career path Help students to achieve certificate and degree globally-recognized after finishing the course Create career promotional opportunities relating to Culinary Arts for the student, with the purpose of being internationally recognized Company goals and strategies  Goals: - CHM is now scouting more areas for their expansions in other cities (Nha Trang, Phu Quoc…) The company is determined to be one of the top brands in hospitality education in Vietnam, be able to compete with both domestic and foreign company -  Future strategies: - Invest more branches in national because it could help more students are excited about CHM have a chance to enroll the course CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Improve the quality also the facility of the CHM to bring the best experience for customers - Diversity the range of products, provides more course for customer to choose - Increases partner commitment to a common vision CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com IV COMPANY ANALYSIS Market environment analysis  Macro environment: • Economic: The economic situation has a great effect on the purchasing power and the shopping habit of people that invest on education The economic factors include: development rate, inflation, economic downturn, income, consumer price index, … According to World Bank, over the past 25 years, Vietnam has enjoyed a strong economic growth with remarkable development records The economy of Vietnam continued to strengthen in 2016, with an estimated GDP growth rate of 6.7 percent Vietnam’s economic activity moderated in the first half of 2016, with GDP expanding by 5.5 percent, compared to 6.3 percent over the same period in 2016 This slow-down is considered as a result of serve drought-affecting agricultural production and slower industrial growth Vietnam has also posted its international economic integration as it has signed a number of free trade agreements, including with the Eurasian Economic Union, the European Union, South Korea, and the Trans-Pacific Partnership While global integration has advanced well with Vietnam embedding itself in global value chains, the benefits are constrained by the absence of linkages with domestic firms The income of Vietnamese people is also increasing, with the largest group has the increase up to $500-$1000/month Besides, the total house hold consumption rate of Vietnamese are considers the highest in the South East Asia for about 70% per month • Ecological: Vietnam is highly vulnerable to climate change and natural disasters, posing significant risk to develop gains and further progress Already, Vietnam is experiencing rising temperatures and sea levels, stronger storms, floods, and droughts • Social: Human factors play an important role in the market They include: genders, population, density, ethnics, religions, careers, education standards, etc The Vietnamese population is better educated and today has a higher life expectancy than most countries with similar per capita income However, the poverty agenda still vulnerable, living close to the poverty line (one third of population - equivalent to about 30 million people - fall into the ‘poor’ or ‘near poor’’ groups) The poor and extreme poor are concentrated among ethnic minority groups While representing only 15 percent of the population, half of the nation’s poor belong to ethnic minorities Furthermore, these groups are highly vulnerable to shocks from climate change, natural disasters, as weak as economic and health shocks According to a draft national urban development program-me proposed by the Ministry of Construction, Vietnam is expected to achieve an urbanization rate of 38% with 870 urban areas by 2016 This is expected to increase to 45% with nearly 940 areas by 2020 CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Political: This factor consists of the policies, regulation, and the procedure of the Government Vietnam is one of those countries with stable political foundation This is considered as an advantage for the domestic companies, since they can attract many foreign investors to the market In addition to that, the Government of Vietnam has showed determination for reforms Vietnam’s 2011 - 2020 Socio-Economic Development Strategy (SEDS) gives attention to structural reforms, environment sustainability, social equity and emerging issues of macroeconomic stability Despite of the control over retailing, this sector has now been more liberalized under the conditions of Vietnam’s membership under WTO law and other trade agreements Nevertheless, any given change in the regulation and policies of the government with regard to the retail sector will bring both opportunities and challenges to retailers Here are a few examples of some policies Vietnam has participated in that related to retailing WTO membership: Foreign investors been allowed to own 49% of capital in joint ventures since 2008 In early, fully foreign-owned companies could also be established and were allowed to operate in the market independently, Vietnam will allow foreign retailer to set up businesses with 100% foreign capital from January 2015 With their rich experience, abundant capital and structured modern operating methods, international retail group have gained increasing popularity in the market and brought on intense competitor for the domestic retailers, pressuring the latter to modernize in order to content with the new players Other regional Free Trade Agreement (FTAs): Vietnam has participated in a number of FTAs such as the ASEAN - China Free Trade Agreement, ASEAN - Korea Free Trade Agreement, ASEAN - Japan Comprehensive Economic Partners, ASEAN - Australia - New Zealand Free Trade Agreement, and Vietnam Japan Economic Partner Agreement, which may impact the Vietnam retail market due to tariff commitments For example, when companies are allowed to take advantages of lower or zero tariff rates, this arrangement allows companies to manufacture goods in Vietnam and to export them to neighboring countries where manufacturing cost would have been higher • Technological: Long gone are the days when Vietnam was an underdeveloped country with limited access to Internet and little technology developments The technology of Vietnam has been growing especially fast lately and has shown sign of stopping In 2016, the Internet users of Vietnam are estimated at about 36,140,967, which is 39% ahead of Thailand and just behind China Vietnamese are spending far more than ever before on entertainment, high-tech consumer goods, and health and beauty products, also education These trends, among others, follow the major societal and economic transformations that have taken place in Vietnam in the last 10 years • CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Research the competitors in Nha Trang (their courses duration, fee, facility…)  Implementation: After market research in Nha Trang, team marketing visited the high schools to promote CHM’s programs and collected data from final year students, also building up relationship with schools in Nha Trang With the permission of the headmaster, marketing team has joined every course to give advices and guidance to the students for their upcoming interviews on career choice, and also to give an introduction about CHM After that, marketing team also did some researches on their competitors with CHM in Nha Trang, and has found out that Huong Nghiep A Au and Netspace are the two biggest competitors of CHM  Evaluation: Advantage: Raises awareness to target customers, in which it would include having partnership with many high schools in order to connect with the 12th grade students through career workshops and conferences - Researches on the environment, circumstances and needs of the area surrounding Nha Trang to adjust the product - Understanding the operation of its competitors for the purpose of adjusting marketing plans to be more appropriate for the CHM’s branch in Nha Trang • Disadvantage: - The location of the branch is quite far from the center of Nha Trang city, which is not convenient for transportation - The spending preferences of people in Nha Trang is also different as they not invest too much on education And so, they also not aim for their children to study at majors that would require a high cost of tuition or any other external fee - Its competitors already have a long-standing brand positioning in Nha Trang • Direct marketing  Situation: Direct marketing occurs when businesses address customers through a multitude of channels, including mail, e-mail, phone, and in person Direct marketing messages involve a CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 24 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com specific “call to action,” such as “Call this toll-free-number” or “Click this link to subscribe.” The results of such campaigns are immediately measurable, as a business can track how many customers have responded through a message’s call to action With the initial market research and its following results, CHM has directed its aims toward customers residing in high living standard cities near Hanoi such as Bac Ninh, Hai Duong, Hai Phong, Quang Ninh… These cities have been highly industrialized in the field of hotel in recent years  Implementation: Team marketing and sales visited the high schools to promote CHM’s programs and collected data from final year students, also building up relationship with schools in these cities With the approval of the headmaster, marketing team has joined every class to give advices and to answer interview questions of the student regarding their future career choices as they are being introduced to CHM - Provides flyer, brochure, and survey to students - Promotes majors: Hotel Management and Culinary Arts at CHM  Evaluation: Advantages: - Raises awareness about CHM as many students have looked for information through Facebook and CHM website after the event of direct marketing at their schools - Collects more information for telemarketing team - Becomes partners with many high schools - Can deliver detailed information on our products, services and prices unlike other forms of advertising • Disadvantages: - Using leafleting or paper-heavy can be bad for the environment Moreover, printing leafleting, or brochure costs a lot of money - Direct marketing response rates tend to be around 1-3% When I reach a consumer, who isn’t interested in our products of services, it wastes money and they are likely to find it irritating Event marketing •  Situation: Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays The practice works because it engages consumers while they’re in a willing, participatory position According to a 2012 study by the Event Marketing Institute: • 58% of event marketing participants purchased the marketed product after the event CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 25 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 86% of these consumers became regular customers A successful event marketing campaign provides value to attendees beyond information about a product or service A discount, free sample, charity alignment, or fun event will make customers feel like they are receiving a benefit and not just attending a live-action commercial In contrast to traditional advertising, which blasts millions of consumers with the same general television, radio or billboard message, event marketing targets specific individuals or groups at gathering spots, in hopes of making quality individual impressions As the product of CHM is academic courses relating to the study of hotel and restaurant, many high school and college students with great passions are still concerned about the infrastructure of facility and the quality of teaching, as there exist many worries in these two majors To help the student to have the best experience and the most suitable career choice, CHM has constantly organized events which allow them to have a visit and a free trial course at CHM •  Implementation: Sales team will directly call and communicate with the target customer, which are the students and their parents coming from the direct marketing campaign of certain schools - Later, marketing team will plan and provide a clear timeline for the event (writing PR on Facebook, or running ads location at the area of these target customers for that event): • Event at CHM: There are many cases where the students have no idea about their preferences, passions or abilities for future career choices after high school graduation Most of them would choose a popular, or a random major that comes to their minds And that situation will later make them to forget about the necessary conditions to help finding a suitable career In advance countries, school and family would together provide guidance toward career choices for children since they were still studying in kindergarten or elementary school, rather than waiting until secondary or high school to proceed with such guides Usually, careerchoice guidance would be conducted through parents and students, schools and students, or students and previous successful alumni or spokespersons Always considering career-choice guidance as a long-term goal, CHM frequently organizes active events that assist in career-finding for the youth, especially for students in high school that have special cares and interests to know more about the majors: Hotel Management and Culinary Arts Specifically, free trial courses about careers regarding of European cuisine, Vietnamese cuisine, and baking cookery (for Culinary Arts courses), or reception and room service, or restaurant gourmet (for Hotel Management courses), will be regularly organized at the main facility of the company located in Hanoi, for which will attract many young people to sign up for free experiences - CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com In the period of the trial course, customers will: • Learn more about the major Hotel – Cuisine and opportunities to develop careers both domestically and internationally • Listen to the experience story of presenters and professionals in the field Hotel – Cuisine • Visit a 5-star modern practicing room • Experience free trial courses in CHM • Have responses on every concern about the courses from the school representatives • Get a brief background information about the training program, degree, and scholarship of CHM • Participate in gameshow and receive rewards The event is organized right at the main facility of CHM in Hanoi and will occur frequently at the weekend, which is quite convenient to students, parents, and those who wish to have a visit or a free trial course to easily join To the target customer that lives in the surrounding area of Hanoi, CHM will provide transportations to pick them up at a certain location in the center of that province in order to relocate them to CHM in Hanoi However, to the target customer residing in Hanoi, there will be no transportation to relocate them to the facility directly Below is an example to the timeline of an event at CHM: CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 27 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Activities Time Description Check-in 9:00 - 9:30 - Check-in table in lobby and giving welcome pack to 30' customers - Leading the customers to the event room Opening & Warmup 9:30 - 9:50 20' Words of CHM 9:50 - 10:00 - MC introduce Students Academic Service Manager of 10' CHM: welcome the customers, introduce CHM, company’s visions, & our programs Group Division 10:00 - 10:05 5' - MC welcomes the customers and introduce about the event and Warm-up game - MC wrap up the opening and inform the customers about the next activities then divide the customers into groups Group 1: - Stay in Hotel Management trial class and enjoy the Group Activities Round 10:05 - 10:50 45' Break 10:50 - 11:05 15' Group 2: - Gather in lobby then visiting around the school and join Culinary Arts trial Class in Demo Kitchen and Training Kitchen - Let students rest for 15' - Cleaning class room for next lessons Group 1: - Gather in lobby then visiting around the school and join Culinary Art Trial Class in Demo Kitchen Group Activities Round 11:05 - 11:50 45' Lunch Break 12:00 - 13:00 60' - Customers were served a meal for lunch 13:00 - 15:00 - Closing game: - Alumni(students) share with the audience their experience 120' in the industry (training and working) - Customers conduct survey about the event Closing Group 2: - Gather in open space then move to Hotel Management trial class Before any event, the preparation of budget, logistic and human resources is very important For the event to run in the smoothest manner, the sales team will have to report the exact number of participants a week prior to the event, so that the marketing team can have an estimation on the domain of that event With these events, the number of participants will usually be limited to be under 80 people With the needed budget, the expense will range from 15 to 20 million including the money for decoration, tools for free trial courses, transportations for far-away customers, lunch meal for participants, and payment for presenters CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 28 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com The expense may seem insignificant for an event, but the gathered result and feedback were relatively positive Comparing to other means of advertising, the trial course events will allow target customers to have a clear and detailed understanding on the school and the course, also to build trust and to attract the enrollment of the courses (Culinary Arts trial class) (Hotel Management trial class) Event at career-guiding conferences in the provinces: To events that occur in other provinces, CHM still emphasizes on the actual experiences of two trial courses of Hotel Management and Culinary Arts Generally, the process of transportation within a day for target customers, who come from the far-away regions like Ha Long, will be quite difficult as it would take hours of traveling by cars And so, participating in the trial course fully at CHM is almost impossible Therefore, CHM organizes events directly in those regions for the purpose of socializing with those high school target customers for their career-choice guidance Mostly, CHM has created partnerships with many high schools through the method of direct marketing from before Thus, partners of CHM have always been willing to support by assisting in finding the location, and advertising the event to the target customers of these regions • CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com (Event organized in Ha Long) Budget for these events are often higher that those organized directly at CHM To be able to have a successfully organizing plan, many unintended logistic preparations occur such as arranging projectors, speakers, background screens, backdrops… and adding more personnel to participate in the event from Hanoi to these regions Moreover, there is still a need to have cars to transport and deliver potential customers that are unable to reach the event The schedule of an event organized in these provinces is often conducted from am to pm, as in accordance with similar events at CHM At these events, customers will not be able to visit the offices of CHM, so the amount of time to find out more about CHM will be increased Advance lecturers and staffs at CHM, current students and alumni will also be introducing about the majors, alongside with the studying and working process at CHM and other big hotels As a result, this makes the students to be very interested and curious about the courses • Event at career-choice guidance in Hanoi: Normally, annually from February to April, the Ministry of Education and the Office of Education, along with other universities and high schools would organize career-choice guidance conferences for high school seniors These conferences are usually to help students to have a vision of their future careers, also to assist them in finding suitable majors and universities to their own likings CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 30 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Choosing careers is a quest of searching for a long-term, committing and extremely difficult career path It requires every individual to spend lots of time and energy in learning and choosing a field of works, for which the person himself would have many opportunities to follow, develop, and bring back joys and happiness into his own life However, the purpose of choosing careers of students is now having materialistic and practical characters: the demand and opening position for the career, the income of the career, the location of the career… where a very small amount of the population would consider about the context, meaning and value to the society, as well as the appropriateness of the career toward the preferences of each individual In a conference for trainees interested in the major Hotel Management and Culinary Arts organized at schools, the majority of them could not answer the requirement and importance of those majors The purpose of these events is for the sales team to be capable of directly connecting and providing assistance to the target customers, and also collecting data  Evaluation: • Advantages: - With the assessment coming from different marketing events, CHM is the one that had the most positive views Its event brought back the most number of potential customers - Experiential events can generate short-term impact but also build longer term changes in attitude and belief of customers Thus, event marketing could reach to specific customers - Events are also a great place to collect some insight and feedback from your potential and existing customers Attendees satisfy with the events - Before and after every event, the amount of interaction with social media of CHM will increase - Due to conversion rate, team sales report that the event leads they spoke with are much more interested in buying the course than the leads they typically talk to, so working these leads is a better use of their time than a typical day of cold calling - Also, the leads who attended the event were more interested in a more expensive course than the leads that marketing normally generate • Disadvantages: - In a few events, there is a high level of discrepancy in the number of people who checks in that night and the number of people who actually confirms because the method of using such promotion has been insufficient - The situation where the number of people who participates differs greatly from the number of people who actually confirms their participation prior to the event has made the CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 31 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com logistic preparation to be unfulfilling VII SOME RECOMMENDATION MARKETING OF CHM COMPANY OF SOLUTIONS TO INCREASE Besides the marketing plan that I have conducted during the period of my internship, I also have come up with some solutions in different categories that can also help boost marketing of CHM company New type of content on social media solution The number of likes and follows on CHM’s fanpage is rather high with 90 thousand likes and does not differentiate too much from the number of followers Social media is also a tool which brings effective advertising to CHM However, though the number of likes and followers are high, their interactions with the posts are low CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 32 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com It can be seen that there are three scales of measuring the number of reaches on CHM’s fanpage from 21st May to 27th May: Organic Reach is the total amount of unique people who were shown your post through your network Paid reach (promotion) is the total amount of unique people who were shown your post through advertising such as Facebook Ads, Google Adwords, Pay Per Click, Google Shopping, Native Ads, Display Ads, Inbox Ads, Text Ads, Instagram Ads, Sponsored posts and much more Total Reach is the combination of both the organic and paid reach plus any views by a person more than once through other means The number of reached posts on Facebook is mostly coming from the promotion, which can be seen how the content of these posts are not diverse, or lacking interesting videos and nice pictures that have resulted in the failure to attract the audience Most of the PR articles posted on the website of CHM only share about Facebook To increase the organic reach that want to be consistent and persistent with the posts and content, CHM should know the best times to post based on your industry standards and encourage eengagement on the posts Ask for the likes, the shares, and the comments and in turn, share the love by doing the same to others When posting content that want to be asking questions, a poll post, and use specific keywords Video post gets you the most reach better is a Facebook Live video, then a picture post and then a text post Keep your post text shorter Moreover, CHM should also focus on website development, comparison with the website of the competitor - Huong nghiep A Au, the website of CHM is quite simple, not attract viewers CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 33 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com (Huong nghiep A Au website) (CHM website) The matter of creating an interactive and compulsive website is highly beneficial and important If the website is not regularly updated, or being lazily updated with simple informing news and old reports, then the website will become more harmful than helpful to the company The content needs to provide diverse, unique and valuable information in a simple and easy-to-understand language At the same time, providing detailed instructional training in order to utilize the value coming from the products of CHM, partner portfolios, project journals, interviews, memorable individuals or internal actors All of the above attractions aim at connecting to the viewers, also maintaining their interests and understandings so that they would have a motivation to come back and visit the website Human Resources solution  Improving the quality of employees: CHM should organize a proper training program for their sales and marketing person because they are the ones who contribute to the sales of the company immensely Having an efficient and motivated can be a competitive advantage in the field of company The training should include: - Knowledge on the company - Knowledge on the products - Knowledge on the customer needs CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 34 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Knowledge on how to attract customers Besides, the directors and managers of CHM should also be trained frequently in order to catch up to the latest change and trends of the market Only by doing so that CHM will not get fallen behind from other competitors Compensation and benefits In order to maintain and attract the talents, CHM should operate a compensation and benefit system to motivate employees to work har The compensation policies can include: - Sufficient working hours - Bonus on overtime working hours - Rewards on successful tasks - Create a friendly working environment Infrastructure and technology solutions CHM should invest technological devices into classes like: dishes, glasses, bowls, kitchen stoves, barbecue grills, and dishwashers in order to improve the quality of teaching for the company The company should also install camera in the room not only to have security measure, but also to help oversee the quality of learning from the students Moreover, the use of computer equipment, printers for employees is also an important factor in determining the efficiency of employees' work Most electronic devices for CHM employees are not often replaced, so focusing on upgrading these devices is also essential - CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 35 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com VIII EVALUATION ON THE REPORT Achievements of the reports During the period of my internship, I have been given the task of research the market work on the customer segmentation as well as develop marketing strategies for CHM company In general, this report has successfully identified the desired market segment that CHM should be focusing on as well as the target customers Considering the resources as well as the ability of the company, I think that the segment and customers group that I have selected is very suitable with the company Besides, the report is also succeeded in creating a marketing strategy that fits the available budget CHM can easily put this strategy into practice and increase sales for their brand By this reporting, I have also located the position of CHM in the market therefore the company can have the proper direction on the future of CHM The figures that I have collected also can contribute to the linear market research database of other branches since all the numbers and figures that I have collect are from reputable sources and recently updated Difficulties encountered on the process of completing the internship There are different difficulties occurred during the different tasks which have been given to me in this period of my internship The first difficulty that I faced is that during the time I worked on the market analysis in new branch in Nha Trang of CHM CHM has a very limited database about the market as well as the competitors Every research has to be directly conducted by me Secondly, CHM is new brand in Nha Trang So, there is a difficulty in collecting figures as well as scouting the area for possible marketing strategy I had to travel to Nha Trang to assist the manager of marketing department Finally, when CHM had events in other cities, it took a lot of effort of our marketing team to build as well as to run the events We faced a lot of difficulty because of extra attendees, the budget was limited but the people came through many Also, we had to consider the timeline of the events and then were quickly given a fixing solution On my part, since it was my first time working in the working environment of a company, so I have been some snuggles myself There were some occasions that I wasn’t fully prepared or ready for the tasks that were given to me in the company I had to spend sometimes on observing and catching up to the working pace of my colleagues in the department Sometimes, I had to ask for the advices of the seniors in my department on some tasks because I still lack the experience required to properly handle the tasks, this cause some unwanted slowdown in the working pace of my whole department on several occasions After a period of working and training with the experienced people in CHM company, I have managed to work more efficiently as well as able to catch up to the working harmony of the department CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 36 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Experience gained during the period of internship and solutions to overcome difficulties During the period of my internship, under the guidance of my tutors as well as the professor in the university, I have been able to put my knowledge acquired into practice and contributed to a company that I had the honor to work in a period of time I have learnt how to set up a proper event marketing for company, as well as how to choose the right target customers and segmentation The senior colleagues as well as my tutor are always willing to answer all my question and carefully instructed me if I encountered any difficulties in any given tasks When I was working on the market research, my tutor had provided me with the accede to the trustworthy and reputable sources of information Then when I have to go direct marketing to understand also found out the market in Nha Trang, the managers of my company allowed me to travel with them to Nha Trang to help me have a complete vision to work on my research In order to work efficiently in the Marketing and Sales department of CHM, I also need to focus on creating my own working behavior that can catch up with the co-workers in my department By all the instructor, review and correction on my work by my tutor and colleagues, I have made a lot of progress in the way of communication, problem solving and teamwork Over the time, I had managed to work efficiently and didn’t make as many mistake when I first started my internship and gained many valuable real working experiences CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 37 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CONCLUSION In the time that I had the honor to work as an internship in the marketing department of Citysmart Hotel Management Limited Company, under the guidance and tutoring of my tutor as well as the senior colleagues, I have achieved a lot of practical working experiences The internship is a valuable opportunity for a Marketing student like me has a chance to put the knowledge that I have studied in the University into practice This report has proposed some possible marketing strategies as well as some direction based on the reality of the company that can be implemented on CHM to increase its sales To be able create marketing strategies is not an easy task, only when I really started working in a real company did I realized the difficulties that I can encounter in a real job There are a lot of differences between theories and reality, so the internship process is very helpful for me to gain the experience to my future work Once again, I would like to express my greatest gratitude to my tutor and colleagues in the Marketing Department of CHM for providing me with an opportunity to work in the company always give me helpful advices and instructions on the process of the internship I also would like to thank all my teachers and tutors in the University that guided and taught me valuable knowledge form all these years CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM 38 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... This report of mine is called ? ?Marketing strategy for Culinary Art course of Citysmart Hotel Management Company? ??, and its purpose is to contribute my ideas to the improvement of marketing strategies... number of college students enrolling in the Hotel Management course in CHM is much higher compared to the Culinary Arts course as many of them chose Hotel Management over Culinary Arts because of. .. 36 CITYSMART HOTEL MANAGEMENT - NGUYEN THUY TRAM LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com I COMPANY BACKGROUND Citysmart Hotel Management (CHM) Company Business name Citysmart