(Luận văn đại học thương mại) project and intership final for subject suncoat for man in DAP CAU GARMENT COMPANY (2)

THUONG MAI UNIVERSITY JEAN MOULIN LYON LICENCE PROFESSIONNELLE MARKETING MANAGEMENT Professional degree in Marketing and Sales 2015-2018 INTERSHIP REPORT SUBJECT: LAUNCHING AND SELLING SUNCOAT FOR MAN Supervisor: Ms Corine Montoya Mr La Tien Dung Mr Hoang Ms Nguyen Dang Dong (Deputy import – export Manager) Name : Pham Thanh Hang LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Hanoi, Vietnam LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS ACKNOWLEDGEMENT CHAPTER : INTRODUCTION AND BACKGROUND I INTRODUCTION 1 RATIONALE Aim Methodology II DAP CAU GARMENT CORPORATION JOINT STOCK COMPANY Dap Cau Garment Company Background Company mission Goals of the company 4 Strategy in the future .4 III THE MANAGEMENT OF THE COMPANY The managerial apparatus of the company Functions and tasks of the management apparatus 2.1 GENERAL DIRECTOR .5 2.2 For departmental departments CHAPTER : ELEMENTARY THEORY .7 2.1 Marketing Strategy 2.2 Mixed Marketing 2.2.1 Definition 2.2.2 The 4P 2.3 Promotion tools 2.3.1 Advertising 2.3.2 Promotion 2.3.3 Public relations CHAPTER : MARKETING & ENVIRONMENT ANALYSIS 10 3.1 macro environment 10 3.1.1 technology environment 10 3.1.2 social-cultural environment 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 3.1.3 demographic environment 10 3.1.4 Political/Legal 11 3.2 Micro environment 12 3.2.1 company 12 3.2.2 Customer 12 3.2.3 Competitor 13 3.2.4 Supplier 13 3.3 SWOT ANALYSIS FOR THE GARMENT COMPANY .14 CHAPTER : CHAPTER 4: INTRODUCTION ABOUT “SUNCOAT FOR MAN” 17 4.1 PRODUCT AND PRODUCTION PROCESS 17 4.1.1 PRODUCTS 17 4.1.2 Production process 18 CHAPTER5: MARKETING STRATEGY FOR “SUNCOAT FOR MAN” .21 5.1 Define goals 21 5.2 Market situation 21 5.3 Market segmentation 21 5.4 Marketing positioning 22 5.5 Brand positioning 22 5.6 Price strategy .22 5.7 Distribution Channel 23 5.8 Communication 23 5.9 Promotion 24 CONCLUSION AND EVALUATION 25 CONCLUSION 25 EVALUATION 26 Assess the suitability of the project with the objectives of the company 26 The limitations and limitations of the project 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT After studying at the school, he was given the opportunity by the school and the faculty of marketing and sales to study the realities of the two-month internship at Dap Cau Garment Company Since then, she has used the knowledge she has learned in school to improve her understanding and help her identify her ability and skills to be more confident in her future work I sincerely thank the teacher of marketing and sales - Commercial University has taught and taught the precious knowledge for the past time With the small knowledge that she has always needed to add in the immense knowledge of teachers, hope that fish teachers continue to help her on the way to the future I would like to thank the leadership of Dap Cau Garment Company, the leaders of the department especially the export-import department and the company has created conditions for him to practice during the past and provide full documents and data In particular, I would like to thank Mr Nguyen Dang Dong, Head of Import-Export Department and his brothers and sisters, for guiding them to complete this practice report This is the first time I have done this topic so I can not avoid the shortcomings, I look forward to the comments and valuable comments from teachers and companies to complete the topic Finally, I would like to wish all the teachers of Marketing and Sales at the University of Commerce a good health, firmly on the path of pedagogy We would like to wish all employees and employees of Dap Cau Garment Company a good health and achieve great achievements in labor LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chapter : INTRODUCTION AND BACKGROUND DAP CAU GARMENT CORPORATION COMPANY Company Name Dap Cau Garment Corporation Joint Stock Company Date of Establish February , 1967 Headquarters Thi Cau Ward , District , Bac Ninh City , Bac Ninh City/Province BacNinh Phone 04 (222) 3827063 / 3821745 Fax 04 (222) 3821745 Website http://www.thucphamhanoi.com.vn Email Dagarco@dapcau.com.vn Registration Certificate No Director 2300102398 Luong Van Thu I Introduction Rationale As extreme weather is becoming more and more common due to climate change, the earth is getting warmer and health is feeling its effects Hot heat can lead to health risks, especially in the hot summer days High temperatures increase the risk of health damage, especially the heat that can cause skin cancer According to WHO statistics, Vietnam is in the top of the world cancer map On average, about 315 people die of cancer in which skin cancer accounts for only a small percentage of 0.2%, according to Professor Nguyen Chan Hung, chairman of the Vietnam Cancer Society said that the incidence of cancer is even tends to increase in most countries in the world - Knowing this, I thought and gave a product to the company that is a male sunscreen, it seems strange that ordinary people often hear more about women's and men's sunscreens are rarely heard and never heard because normally women will care and care about the skin More so because Vietnamese women prefer white skin and in Vietnamese men they are less important Skin problems or in other words, they are not interested because they think that they are male, so the white skin will be weak and not masculine, so come out rarely when they wear sunscreen because they want to have Skin is darker and healthier I would like to post after this topic, especially men, they understand how important skin protection is because LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com either male or female, our skin has the same constitution and is subjected to Heavy exposure from external factors and from the sun, it can be the risk of many diseases for us especially skin diseases in which heavy skin cancer Aim - First create a new product for the company - The second is to bring a product useful for society - Make a profit for the company Methodology - Survey the consumers through the questionnaire - Participants include instructors, instructors and students - Research on the consumer market - Advantages : + low cost High reliability + convenient for the survey information collection High accuracy in data analysis - defect : + need to interview enough people to have the most accurate + The interviewer may hesitate to give honest answers Chapter II Dap Cau Garment Corporation Joint Stock Company LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Dap Cau Garment Company Background With the 50 years of establishment and development, officers and employees of Dapau Garment Company have made great efforts to achieve important achievements in national construction and defense and economic development From 1966 to 1975, the company went through the process of establishing, consolidating, producing and fighting for the country during the anti-American war Experiencing the difficult times, with the whole country building the socialist (1976 - 1985), integration (1986 - 2005), renovation and operation under the form of a joint stock company from 2006 to now, Bridge has built a large scale The company has three subsidiaries in Bac Ninh and Bac Giang, Vinh Phuc Modern facilities with 5000 garment equipment imported from advanced countries in the world As a result, the production level has been improved to meet the needs of economic development in the new situation The period 2012 -2017 is the period witnessing the growth and development of the Corporation with the value of industrial production increased 193%, total revenue reached 10000 billion, export turnover reached 69 million USD , profit in 2017 reached 50 billion, compared to 2012 increased 320% At present, the Corporation has changed its ownership form from 100% state capital to joint stock company with nearly 6,000 employees with an average income of nearly VND million / person / month Party of companies for 25 consecutive years from 1992 to 2017 continuously won the title of clean and strong Party With many achievements, the corporation was awarded the Second Class Labor Medal by the President in 1996; Medal of Victory Third Class in 1997; First Class Labor Medal in 2000 Many organizations and individuals were awarded certificates of merit, medals, LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com excellent emulation flags, certificates of merit from Ministry of Industry and Trade, Ministry of Public Security, Ministry of Defense, Vietnam Textile and Garment Just past the 50th anniversary of establishment, Mr Nguyen Huu Quat, Deputy Secretary of the Standing Committee of the Party delegated the State Delegation for the second time to the Dap Cau Garment Corporation It has made excellent achievements in labor, production, contributing to national construction and defense and socio-economic development for the period of 2012-2017 Company mission - The garment company is directly authorized to import and export high-quality apparels according to customers' orders at home and abroad - a company specializing in the production of garments with the capacity to produce 10 million products per year - Planning, training and professional training for staff - professional staff and resources development for the company - research and development of new products Goals of the company - With a long history of being established and one of the leading brands in Vietnam, it is able to compete with domestic and foreign retailers - combining the reproduction of business and exploiting the potential of the business - maximize the company's performance - Dapau Garment Company has set a target of at least 25% of retail market share in 2025 Strategy in the future - Diversify product and product range, establish brand in the market - Re-organization of new business models - Professional training and professional selection for employees once a year to help improve the quality of production to meet the needs of consumers and company brand LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com III The management of the company - In the process of development of the company, the organization and management structure is always adjusted to meet the requirements of production in each stage of general development and direct model - The managerial apparatus plays an important role in the development of the company As the leadership is on the right track, the company can achieve efficiency in production and business The managerial apparatus of the company - General director - Departments Functions and tasks of the management apparatus 2.1 General director - General Director: is the head of the company, which is responsible for the overall management of all activities of the company, the person with highest authority is responsible before the law, the State for all business activities of the company - Deputy Technical Director: helps the General Manager to grasp the operation of steering output, labor management, technical management and product quality - Deputy General Director of Economics: direct the establishment of the business organization of the enterprise, direct the finance and accounting department and take responsibility for all financial activities of the company - Deputy General Director of Home Affairs: directing the work of personnel organization, directing the security, order and safety in the enterprise 2.2 For departmental departments - For garments, achieving customer satisfaction is very important To find out about this problem the company needs to seek sources of information In order to obtain effective data information for the company's production and business activities, the company must have a modern information, effective management and use of data and information - Objectives of Information System and Data Analysis: - improve the efficiency of the quality management system - for analysis of production and business - Satisfy customers a Import-export department : - Production contract information: capture information on raw materials and market situation LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 3.3 SWOT analysis for the garment company ➊ strengths: - With a long history of prestige, the brand is known in the market In particular, the company has a lot of B2B customers Different organizations and companies come from different places, including foreign and Vietnamese businesses - Due to the wide distribution, the consumption of goods is very large and can reduce the price of products thanks to price support policy of suppliers So, customers can get the products at the most competitive prices The company has been established in Bac Ninh for 50 years, so the company has some loyal customers, so new products can easily be sold ➋ Weaknesses: - Although a long-standing brand, it focuses on selling and building relationships with B2B customers, not interested in B2C customers, leading to the gradual loss of the local retail market hand the competitors - Most of the leaders of the garment company are employees who work for the company for a long time They have a lot of experience but lack creative and creative thinking so the company does not have a good business strategy or catch up with the trend of recent market change They also not pay attention to recruiting and training staff of the company ➌ Opportunity: - The population is about 93 million, of which half are under 30 Moreover, the average growth of 1% per year means that nearly million new potential customers are born each year, this is a great opportunity for businesses - Vietnam is increasingly integrated into the world, creating opportunities for many enterprises throughout the country, including retail distribution business ➍ Challenge: - Fierce competition from domestic and foreign competitors Competitors are companies with strong financial strength such as Viet Tien, Garment 10, Thang Long This creates tremendous pressure on the garment company so the company needs strategy new to increase competitiveness Without major innovations to overcome the challenges of competitors, not only the garment company but also other domestic firms will face failure in the domestic market - The attractiveness of Vietnam's retail market ranks 4th in the world with about 90 million customers Although there is great potential, there are some weaknesses, such as new 14 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com markets that are operating at an early stage, lax business relationships, lack of professionalism, lack of supply chain information and method of backward purchase ➡ SO: The company can produce and focus on research and development of new products rather than just acting as the distribution channel to provide products from the required supplier The company should take advantage of the perennial brand and long-standing prestige to develop the brand, expand its branches to other cities across the country Apply technology to manage, organize business, help customers easily find information, purchase and payment ➡ ST: Although large foreign retailers are entering the Vietnamese market and increasing pressure, with a long tradition and steady distribution system in Bac Ninh, Compete with competitors if they are appropriate strategies as well as innovate themselves to adapt to changes in the market Nowaday, to find new customers is very difficult and expensive However, the garment company has owned a number of loyal customers, especially B2B customers, what the company needs to is to retain those customers, not to make too much effort to find customers new This will save the company a lot of money ➡ WT: Threats are a threat to the foreign market, as Vietnam's retail market ranks 4th in the world This forced the company to launch a new business strategy to develop the full potential, strength and development of the distribution system The garment company needs to focus on training its staff, applying technology in business management, purchasing and business strategies to reduce the cost of business management, help customers conveniently, quickly, easy, regardless of geographic distance and avoid being removed from the main market by foreign retailers ➡ WO: The garment company can organize training for employees in the company in order to improve professional skills, especially short-term training abroad for managers, senior staff to learn New approaches in leadership organization The garment company needs to focus on improving the product quality and market research in a comprehensive way, improving the quality of customer service, maintaining the relationship with B2C customers before deciding to buy In addition, there should be adjustments for products that meet the needs of customers in different markets 15 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SWOT S W - Wide distribution channel - Losing influence in the - Competitive prices product domestic market - Depends heavily on the - The number of great loyal business decisions of the customers state - Old and obsolete company’s leaders - The recruitment and staff training are not done well O SO WO - There are more and more - Have enough potential to - Organize many trainings to potential customers, research and develop new improve professional skills especially in the world such products as : American , Germany , … for the company’s staff Develop the expanding its branches to products’ - The signing of several other cities economic agreements brand, - Focus on improving the quality and adjustment to suit for each - Applying technology to market management, business - Doing market research organizations thoroughly, improving customer service, maintaining relationship with customers T ST WT - The market is increasingly - Take advantage of the - Launch a new business competitive, especially from wide and stable distribution strategy foreign rivals channel as competitive - Focus on staff training, - The ageing market and advantage poor organization technology application to - Focus on maintaining the business management , sales market instead of trying to and purchasing as well as expand it business strategies 16 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chapter : CHAPTER 4: INTRODUCTION ABOUT “SUNCOAT FOR MAN” 4.1 Product and Production Process 4.1.1 Products - Not only women need sun protection, but men also need protection, shielding their skin when going in the sun, so buying a men's sun protection suit is essential As usual, we often think that wearing thick and thick coats is a good way to protect the sun, but that is completely wrong In fact, sunblock suits made of ordinary fabric can only reduce the burning sensation and mask some of the sun's rays, but harmful UV rays still affect your skin It is the cause of black skin with dangerous diseases such as skin cancer, or long-term skin aging - Material is one of the great determinants of the quality of every product, and so is the sunscreen When buying men's suits, you should choose a good and durable material because men not usually shop so the quality of the product should be good Currently cheap men's suits are sold quite rampant on the market on the sidewalks with the price is only about 70 thousand to more than 100 thousand, but most of these suits are not standard and only cover Sun burns skin less burning, not effective against harmful rays - When buying a men's sun protection jacket, you should also pay attention to the sunscreen level of the product to know the UV protection of the product: Arpansa UPF certification of the Agency for Radiation Protection and Prevention ARPANSA (Australian government agency) supplies sunscreens after being tested by the agency for sun protection a quality shirt that both protects your health and brings style and class to you UPF protection level % Ultraviolet radiation is prevented 15 , 20 Good 93 , 95 25 , 30 , 35 Very good 94 , 96 97 40 , 45 , 50 , 50+ Excellent >97,5 17 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - The sleeveless sleeveless shirt is covered with two layers: the long sleeved shirt is covered with two hands, which are sewn in thick layers of cotton with UV protection in the best way Do not worry about burns due to hot sun as the usual pattern - Intelligent ventilation is always cool: the armpit side has a vented extra ventilation net products with intelligent ventilation holes on both sides of the arms and sides, neck and shoulder sides let go under - 40 degrees of sunshine you still have a cool feeling - Detachable cap: can be covered with head, detachable and convenient to protect you from harmful UV rays head, neck and face 4.1.2 Production process  Cotton - Cotton is very soft and breathable Sweat on the body will drain through the fabric to prevent the body from getting wet and whiz Humid substances released from the silk thread will help to reduce the moisture between the fabric and the body, creating a cool feeling 18 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Under ideal temperature and humidity conditions, cotton is able to restore natural moisture up to 8.5% Therefore, cotton is a durable and biodegradable yarn  Polyester This is an oil-based polyester that is very water resistant and therefore does not absorb water Natural moisture recovery is only 0.4% at ideal temperature and humidity For this reason, fabrics made of polyester not absorb sweat, causing a sense of humidity and discomfort Polyester yarns are used as insulation materials Polyester yarns are sometimes spun into natural fibers to create a blend of fabrics Cotton-polyester blend (polycotton) can be strong, wrinkled and tear-resistant, and shrink Polyester yarns are water-resistant, windresistant, and environmentally superior to plant-derived fibers They burn less and can melt when burned This is an oil-based polyester that is very water resistant and therefore does not absorb water Natural moisture recovery is only 0.4% at ideal temperature and humidity For this reason, fabrics made of polyester not absorb sweat, causing a sense of humidity and discomfort After research, the company decided to combine these two fabrics together to create a perfect suncoat for men The inside of the shirt will be a cotton pad that is sweaty and breathable and the outside of the shirt is a layer of sunscreen, dust and rain  Product advantages: - good durability - Cool, sweat absorbent good - No wrinkles and creases - Good price - Most of the stickiness is good - Easy storage (washing, drying, ironing) - Suitable for all skin types  Combining these two fibers together, you will get low cost and high durability (elasticity and durability of color) The fabric will not have wrinkles (Or have that very little wrinkles) Therefore, to cater to people as well as those who are not able to buy 100% cotton, Polyester adds a lot of advantages to manufacturers and users, at the rate of 65 / 35 (65% cotton and 35% poly) 19 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  production steps Product samples Material Cutting pattern maker Finish Official product 20 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chapter5: Marketing strategy for “SUNCOAT FOR MAN” 5.1 Define goals - Attract customer attention: Use marketing strategies and advertising to create a new shopping habit for customers, making customers know and remember the product method: use posters or stickers Optimizing revenue: High revenue is always an important goal for any business Achieving satisfactory sales is therefore an important first step to demonstrate whether a product has the potential to grow and compete with a strong competitor in the marketplace All marketing activities and advertising all boil to increase sales and maximize profits 5.2 Market situation Sunscreen for men, although not yet popular in the market, but in recent years due to the harsh change of weather and consumer demand, Vietnam must import sunscreen for men from countries such as Japan, China, see this some local companies in Vietnam have produced men's suits to meet the needs of consumers Although the market has a lot of potential, the number of suppliers is very limited, especially in Bac Ninh where there are many companies and industrial parks in the country 5.3 Market segmentation  B2B customers - Organizations buying products for resale to consumers (shops, clothing dealers and supermarkets) - B2C customers Group 1: Buyers to use Group ; Customers buy for relatives (wife buy for husband, mother buy for children, ) - B2C customer Group 1: Buyers to use are clients who have outdoor work, exposure to the sun for long time and frequency as much as the environment and construction Group 2: customers buy for relatives who are aware of the impact of sun and health are friends and relatives should have the need to buy - B2B customers: enterprise, shops, agents and supermarkets want to buy back to consumers 21 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 5.4 Marketing positioning At present, the health and safety issues are of great interest to the Vietnamese community Especially when the weather is more severe and there are many negative changes, the birth of a product useful for society and people, consumers have more choices for themselves to protect health Society is growing more and more demand for life and aesthetics so that the company's products in addition to good design, good quality, durable, the price must be reasonable 5.5 Brand positioning Dap Cau Garment Company is one of the most prominent garment companies in Vietnam with over 50 years of prestige and history Therefore, the products offered by the company will be easily accepted thanks to the brand has a firm foothold in the hearts of customers This is a good condition for the company to have the support of customers when the company launches men's sun protection products 5.6 Price strategy - Target price evaluation The objective of the price appraisal is from successive strategies; and marketing position The company evaluates based on the following objectives: - First objective : Increase market share Dapau Garment Company, established over 50 years ago, is known by many locals, but the company focuses on B2B customers and forgets the potential customers of B2C in Bac Ninh Therefore, the company evaluates the price based on the objective to achieve a small part of the first market competition After that, the company will strategically compete with other competitors - Second objective : Attract as many customers as possible - Third objective : Objective to meet the needs of the market This objective is based on the analysis of current competitors in Vietnam The company has determined prices based on several methods: Determining aggregate demand (total demand) The company is based on the number of prospective buyers, the consumer's desire potential buyers, purchasing power of potential buyers, and allocation of individual budgets for expenditure on goods and services Based on the formula to determine aggregate demand: QD = MQP + M: number of customers in the target market with some assumptions + Q: The average number of products purchased per customer 22 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com + P: expected price  Price We use price penetration strategies We choose this price strategy because there are many alternatives in the market Although there are not many competitors for men's suits in Bac Ninh Strategic penetration pricing strategies will help the company attract as many customers as possible, especially young customers In order to raise awareness of the brand, in addition, the company has a large number of B2B customers, so profit targets are not important to the current business situation of the company Although demand for new products is high, high prices will attract other competitors to enter, especially this product is easily copied We have the ability to choose this strategy because we produce without any intermediaries like some other competitors so it allows us to lower prices on them Estimated 500,000 / sunscreen for men 5.7 Distribution Channel The consumption of products depends very much on the organization of distribution network, distribution companies through: Direct distribution channel: the company's showroom Indirect distribution channels: shops, agents, supermarkets to sign consumption contracts 5.8 Communication - Advertising • Banner, Standee: In front of the supermarket, there will be banner and standee with "male sunscreen" with slogan to attract the attention of customers when shopping at the store Because it's a self-service environment, and posters are an effective number to attract attention So, it is quite cheap to produce a banner • Website: Design a separate website for the product line with specific information about the product such as: utility, quality, material, design, price, • Google Adwords: Google AdWords is a commercial Google service that allows customers to purchase text or image ads at search results or sites provided by Google AdSense partners This tool helps companies create online advertising campaigns that include display, mobile, and video ads, as well as text ads Cost is much lower than TV advertising, Google AdWords delivers great results 23 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com • Facebook: Make video on the production process of men's suits Then post to Facebook This will help customers understand the product as well as trust the brand of the company • Zalo: Zalo is a very effective software for advertising and maintaining relationships with loyal customers of the company Loyal customers will easily decide to buy the "male sunscreen" when they see the company's ad 5.9 Promotion  When customers buy products in large quantities will be discounted + with customers: buy from units will be reduced 5% + with the organization: the larger the purchase, the higher the discount from 10-20% depending on the geography and mode of transport  When new products are launched in the early days apply only 80% of the price has been built At the opening of each store to buy the product will be gifted glasses or gloves 24 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CONCLUSION AND EVALUATION CONCLUSION Dap Cau Garment Company is a reputable company with a long history of apparel Thus, it has the full potential to launch and sell a new product - men's suits, which are potential to be put into practice However, I have researched the market through questionnaires and interviews before deciding on the new product "Men's suits" will debut The difficulties we have to address mainly in the market segment are First, we chose B2B (as it would be most effective to sell new products), but then we had to switch to B2C because of limited resources and we wanted to develop the brand Demand, long-term development orientation and sustainability The strong competition in the market will cause the company to lose market share in the retail market, especially the garment industry This means that market research and appropriate marketing strategies need to be considered to help the company gain market share My marketing strategy is still limited, but I hope the implementation of the strategy will bring benefits to Dap Cau Garment Company and fulfill its planned marketing objectives I have been trying to complete the project with the help of Dap Cau Garment Company I hope someday I will be working on the project if I have the opportunity to work at Dap Cau Garment Company I would like to thank everyone, the relevant department for helping us complete the report Thanks a lot! 25 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com EVALUATION Assess the suitability of the project with the objectives of the company This is a project to develop a new product marketing strategy I have researched with the support of professors and sales staff of Dap Cau Garment Company The project is based on a general knowledge of sales, marketing, in-depth knowledge of the launch and sale of a new product on the market and some market-related knowledge I think this product will help attract the attention of Dap Cau Garment Company because now the strong competitors from both domestic and foreign are putting pressure on the retail sector We hope this will be a trademark of Dap Cau Garment Company to compete with these competitors The limitations and limitations of the project After the study, I also noticed some shortcomings in my project about marketing sunscreen products for men That is the limit of not being able to fully control the risks when the product actually hits the market Because sometimes the gap between plans in the project is quite different from when it comes to practice, especially the difficulty in estimating budgets for product distribution and marketing When I was working on the project, I encountered some difficulties in finding information about the men's suits market because no company has ever researched on this topic before The information given in the report primarily from the research articles, research and analysis of competitors 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com PERSONAL INTERSHIP PROCESS IN DAP CAU GARMENT COMPANY The company's projects are implemente - Following and study market situation and customer needs regularly - Track price movements in the market - Improved distribution and billing - Always seek information about the original material - The company target to account for at least 25% of the retail market share by 2020 - Bac Ninh market research and strategy suitable for men Aim - Learn about the products, business model and operation of the company from previous years - The history of the company - Understand the company to be able to carry out the next job - Main duties assigned after a period of internship at the company: to support the market research strategy for import and export suitable for men Process of project implementation => Project Overview - Monitor the market situation to always give the best strategies for the company - Market surveys regularly capture the needs of consumers - Build the best marketing strategy, capture, adjust and implement goals - Link with departments to create the best strategy for the company - After researching and understanding the tastes of consumers, they must make the customer understand the value of the product, the essential benefits of the product and the value that the product brings Consumers: health protection, sunscreen, harmful UV rays and reasonable price - One advantage of the market is that the Bac Ninh area is the focus of many companies and industrial parks, so there will be a lot of construction from there There will be a lot of target customers that are an advantage to the company at the first step of the project Objective of the project Delivered to the consumer market in Bac Ninh in April 2019 Accepted and used by consumers 27 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Create a new product for the company and a product that is useful for everyone and society Bring profits to the company SWOT PROJECT Strengths: A new and limited product on the market Through the survey, it was found that the interest and needs of consumers with the product is feasible Is a product that has the latest design and manufacturing in the market and not competitors Weak - Access to consumers is limited and difficult - Marketing capacity is limited Opportunity - excellent source - Products are made from a reputable company and brand in the market should have the confidence of customers challenges - Difficult to access the market - New products coming out of the market may not be accepted immediately Project results and internship results at the company - The project is still in the process of being implemented - Participate in market surveys - Find customers through the database to help the company - Learn and learn more about the apparel and fashion industry, how to run ads - Especially know how to create a marketing strategy for a product - Through this internship, I was able to learn and work with my colleagues and department to help me better understand the marketing and sales projects that helped me to market and have more experience for later work - I hope this project is completed and implemented and will help the company to earn higher profits, develop and upgrade the brand further - During my internship, I always try my best to fulfill my duties and meet the goals of the project, but I still find it hard to avoid mistakes when working in the company and teachers Please help me finish this project better 28 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... compete with domestic and foreign retailers - combining the reproduction of business and exploiting the potential of the business - maximize the company' s performance - Dapau Garment Company has set... important To find out about this problem the company needs to seek sources of information In order to obtain effective data information for the company' s production and business activities, the company. .. export, meeting the increasing demand of domestic consumption, creating more jobs for the society, enhancing competitiveness and firmly integrating the regional economy world - Therefore, the garment