(TIỂU LUẬN) BUILDING AND DEVELOPING THE BRAND OF HDA ART EDUCATION JOINT STOCK COMPANY REALITY AND SOLUTIONS

FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH -*** - BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY - REALITY AND SOLUTIONS Name : Dang Thi Thu Uyen Class : Anh - K56 - FBE Student ID Instructor : : 1717710195 M.A Le Thi Bich Thuy Hanoi, August 2020 TABLE OF CONTENTS INTRODUCTION Reasons for choosing the topic Structure of the report Research methodology CHAPTER 1: AN OVERVIEW OF HDA ART & EDUCATION JOINT STOCK COMPANY AND BASIC CONCEPTS 1.1 Company overview 1.1.1.The process of establishment and development 1.1.3.Organizational structure 1.2 Internship activities 1.3 Theoretical basis of building and developing enterprise’s branding CHAPTER 2: CURRENT SITUATION OF BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 2.1 Current situation of building and developing the brand of HDA 2.1.1 The brand's identity 2.1.2 Current situation of investment in brand development 2.1.3 Marketing strategies in building and developing the brand 2.2 SWOT analysis 2.3 Achievements and limitations in building and developing the brand 2.2.1 Achievements 2.2.2 Limitations CHAPTER 3: RECOMMENDATIONS FOR BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 3.1 Orientation of building and developing the brand of the company in the future 3.2 Recommendations CONCLUSION Restating reasons for choosing the topic Overview solutions to the issue Implications and limitations of the report REFERENCES INTRODUCTION Reasons for choosing the topic Branding is one of the most effective ways for companies to popularize and reach their target customers However, branding is not a priority for small businesses nowadays It is viewed as a reductive concept involving only the logo, the product, the service or the technology they sell (Inskip, 2004) In many companies, they pay less or no attention to brand management in their daily tasks A brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product" (Principles of Marketing (Philip Kotler/Gary Amstrong) All businesses need to successfully sell their products and services to customers in order to achieve business success and competitive advantage, and small businesses are no exception to this rule (Pelham & Clayson, 1998) Whilst marketing success is imperative for the operational and financial success and growth of small and entrepreneurial firms, such organisations face numerous complex and difficult challenges in the pursuit of such objectives (Pelham & Clayson, 1998) Much of the success of the owners of small enterprises stems from their ability to recognise and overcome such challenges and formulate appropriate and effective branding plans and strategies for their products and services (Pelham & Clayson, 1998) The art training and education industry also has many limitations: New businesses only focus on enrollment and training, not pay much attention to market research, product design, distribution systems and development of their brands, not really mastering the large domestic market Objectives of the report Having the opportunity to accompany HDA Art & Education Joint Stock Company as a marketing intern, I can have a general overview of what a marketing executive at a company does, how this position supports others in the whole company system In addition, through the whole working time, I recognize some problems still existing that prevent HDA from utilizing maximum benefits of branding in the market at present Therefore, for the purpose of analyzing thoroughly the current situation and then figuring out some best solutions to fix it and help the company make the most out of its image, I come to write this report Research methodology With the proposed research objectives, all analyses are executed using ratios, comparison methods in order to draw conclusions from the data collected The data used throughout the report comprises secondary data gathered from annual reports of the company, as well as other sources of information such as textbooks, websites, journals, articles from the Internet Tables, diagrams and industry benchmarks are used interchangeably to interpret and analyze the abovementioned data Research structure Except for table of contents, acknowledgements, introduction, conclusion and references, this report covers three chapters: Chapter I: An overview of HDA Art & Education Joint Stock Company Chapter I1: Current situation of building and developing the brand of HDA Art & Education Joint Stock Company Chapter III: Recommendations for building and developing the brand of HDA Art & Education Joint Stock Company Chapter aims at introducing the HDA Art & Education Joint Stock Company, the internship activities of the author as well as the theoretical basis Chapter II provides an actual situation of building and developing the brand in HDA Art & Education Joint Stock Company Chapter III points out recommendations that I conclude from analyzing the current situation of the company CHAPTER 1: AN OVERVIEW OF HDA ART & EDUCATION JOINT STOCK COMPANY 1.1 Company overview 1.1.1 General introduction HDA is an art and education company specializing in training dancers from 6-18 years old in Hanoi with a team of professional teachers who have many years of teaching experience The main skill taught in HDA is dance class for both kids and adults Based in Hanoi and, with the representative is CEO Nguyen Anh Tuan Established as a start-up in 2019 with founders, the company had spent a whole year seeking its customers Their hard work paid off when they got 25 classes in locations the first year With their creativity, HDA soon expanded their business to many dynamic provinces in Ha Noi Since 2019, the company has officially diversified their services, which includes kids class and adult class From 2019 till now, the company concentrated on business expansion and brand positioning 1.1.2 Vision and mission HDA’s vision is to become a top-notch, trustworthy, and recognized business in training dancing skill; from there, become a valuable factor in contributing to the development of the young generation HDA’s mission is to provide professional dance instruction and instill an appreciation for the art of dance in a safe, high-quality studio environment They also provide high quality dance classes to children and adults in a non competitive, socially aware environment At HDA, their work provides our dancers with all the necessary resources to be their personal best and encourage students to test their skills by participating in highly selective competitions around the country Knowing the key role of core values which form the foundation on which companies perform work and conduct themselves, in HDA, there are three core values: Integrity and Diversity, Creativity and Passion, and Connections and Collaboration The first value focuses on Integrity and Diversity Tuan Anh Nguyen, the Director of HDA, stated that they say what they mean and mean what they say If we make a promise, we will everything in our power to keep it We will never lie or twist the truth to serve our own ends We aim to be trusted and know that this can only be accomplished by being totally trustworthy In HDA, they are a supportive community committed to individual and artistic integrity and inclusion They promote and respect self-expression, a wide range of ideas, and diversity in all its forms The second core value at HDA is education It is not an exaggeration to say Creativity and Passion is the key factor in any kind of art That’s why all of HDA’s programs are designed to boost the creativity of children in our program participants HDA aims to develop creativity and passion that best prepare children for developing their soul The creativity and passion benefits are derived from numerous activities in our classes, ranging from working in groups, creating new things With a focus on excellence, we inspire, challenge and support the unconventional thinkers, dreamers and doers who are passionate about using their creative works to impact society It is how HDA makes their dancing classes different The third core value is Connections and Collaboration In HDA, children come to classes to connect with others We connect design and the performing, visual, communication and liberal arts in the classroom and the community, expanding artistic possibilities, outcomes and lives through creative collaboration 1.1.3 Organizational structure Here, the organizational structure of the company is organized according to the online functional model Management tasks are divided into specialized functions, which form departments These departments are in charge of specialized areas that they directly manage but not directly order Instead, they will report to the executive director Once approved by the board of directors and shareholders, the executive director will be the direct decision maker The organizational structure is detailed in the diagram below: Figure 1.1: Organizational structure of HDA (Source: HDA ART & EDUCATION JOINT STOCK COMPANY) The founder and director is in charge of making important decisions in the business operation with the assistance of the Executive Director and Professional Director Under her leadership, the company is divided into main departments: sales department, marketing department, human resources department, accounting department and professional teacher department Each department has a manager and from to staff The Sales Department is responsible for seeking partners and students who desire to study with HDA The partners include domestic and foreign ones The sales team is in charge of establishing partnerships with companies, universities, and organizations in Hanoi The task of the Marketing Department is to conduct business planning, market researching, as well as promoting products and finding customers, responsible for enrollment plans The Accounting department is in charge of financial planning for the company, accounting for the revenues and expenditures of customers and organizing business activities, as well as performing tasks assigned by the Directors through human resources recruiting, allocating employees and organizing training for new employees, improving professional skills for former employees The Professional Teacher department, including HDA’s teachers, is responsible for teaching levels according to qualifications 1.2 Internship activities During my internship, I had the chance to work at HDA Art & Education Joint Stock Company for months (from July 1st to August 31st) in the Marketing Department under the supervision of Mr Le Anh Tuan – Manager of Marketing Department As an intern, my job was to assist in planning and implementing the content marketing campaign and schedule including preparing relevant topics for blog posts and writing blog posts weekly; to assist in improving previous posts on HDA’s social media flats In short, my duty is to revise the old contents and produce new blog posts and content on the website 1.3 Theoretical basis 1.3.1 Theoretical basis of branding According to De Chernatony (2001), a brand can essentially be described as “an identifiable product, service, person or place, and it can be increased when the buyer or user perceives relevant, unique, sustainable added values which match their needs most closely and more satisfyingly” Keller (2003) introduced the concept of brand ⮚ Step 3: Make a list of marketing goals The company is recommended to write down a short list of goals and make them measurable so that it will know when it has achieved them The company should consider important factors for its goals including specificity, optimism, realism and short/long term ⮚ Step 4: Research marketing tactics This section is the heart and soul of the marketing plan, detailing the tactics the company will use to accomplish its goals To complete its tactics section, it should outline primary marketing strategies, then include a variety of tactics it will use to reach prospects at any point in its sales cycle To identify its ideal marketing mix, the company must find out which media its target audience turns to for information on the type of product or service it sells ⮚ Step 5: Set marketing budget The company will need to devote a percentage of projected gross sales to its annual marketing budget With so many different kinds of tactics available for reaching out to every conceivable audience niche, there’s a mix to fit even the tightest budget If having found the costs for marketing tactics exceed the budget, the company should simply go back and adjust its tactics until it has a mix that’s affordable CHAPTER 2: CURRENT SITUATION OF BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 2.1 Current situation of building and developing the brand of HDA Art & Education Joint Stock Company 2.1.1 Indicating the brand’s identity ● Brand: HDA, short for Hanoi Dance Academy, is an art and education company specializing in training dancers from 6-18 years old in Hanoi, their transaction name HDA Art & Education Joint Stock Company ● Symbol (logo): The logo of the company is delicately designed, with a deeply symbolic image that uses bright colors and suits for their main customers, children aged 6-18 years old The logo is the combination of main colors with distinct meanings: turquoise represents freshness, purple represents mischief and yellow stands for youthful and cheerful These are all typical children's adjectives The three-bar pattern from high to low is also the training direction of the center with the lesson plan going from basic to advanced, helping the children develop their talents with the right level and efficiency ● Slogan: HDA understands the role of healthy movement in our childrens’ development Moreover, HDA understands that early incubation and training of artistic talents for children from a young age can have a great impact on a positive and active attitude With slogan "Don't walk, just dance", HDA wants children to be confident and happy, consider dancing as a habit and passion and always enjoy this passion 2.1.2 Current situation of investment in brand development ⦁ In terms of facilities Every year, the company spends financial resources for brand development activities through communication channels because it becomes one of the important trends of the digital technology era today However, because they are small business, the level of affordable financial resources for this activity is not enough As reported, every year, the company spends 300-400 million VND for marketing and organizing related events ⦁ In terms of human resources The company has a marketing department, but they not organized a specialized marketing department to develop brands yet That’s why the task assignment for employees in carrying out online marketing activities is not clear enough Some tools like email or sms are done by the customer service department Therefore, the evaluation of specific tasks assigned to individuals in the implementation of marketing and brand development of the company is not really high The evaluation of marketing staff developing the company's brand is generally not clear The company has hardly arranged specifically staff to undertake marketing activities to develop the brand, they just implement branding stuff when they have to Therefore the number of employees undertaking brand development marketing activities in general has not met the requirements of quantity as well as quality 2.1.3 Marketing strategies in building and developing the brand of HDA Art & Education Joint Stock Company ⦁ Indicating target market The company has conducted research on potential customers (as assumed by the executives in the company) - who in the future will be interested in and buy art and education products of HDA The company conducts on assessing various market segments, then selects the target markets by market specialization Accordingly, the company focuses on serving the needs of a specific group of customers, who are middle-income people or above, who concentrate to develop their soft skills through art, dancing, etc to develop their soul The company is also interested in the group of customers who are organizations as potential customers because of the need to hire their services to teach at other schools and centers ⦁ Advertisements First, HDA runs advertisements on website The company has its own website with the address at https://www.no6dance.com/ with a rich content Not only does the company's website introduce information about products, but there are also many news and articles related to the art field Second, advertisements on social networks are also a crucial tool bringing about lots of benefits These are also marketing channels with low costs but relatively high efficiency so they are used by many businesses in the market The company selects social networking sites such as Facebook, Google, Instagram etc or forums which are becoming more and more popular not only domestically but also internationally ⦁ Facebook The company uses mainly through its Fanpage The company contacted Facebook through the Facebook advertising service website Currently the company is using Advertising for Fanpage including: Page Post Ads Advertising for an article on Fanpage (Post Engagement, Promoted Post, Suggested Post); Page Like Ads to increase like fanpage; Event Ads: advertising for events on Facebook, aiming to increase the number of event participants ● Price policy Based on the characteristics of its customers, along with studying market fluctuations as well as competitors, HDA has applied flexible pricing policies to attract a numerous number of customers Although the company's resources only focus on some objects, the company still brings in many different prices for each object to choose The company always has at least two prices for each type of product, each corresponding to different quality levels Price of the company’s main products Products Dancing course for Open Level Kid Dancing course for Advance Level Kid Price level type (VND) Price level type (VND) 400,000/ month 800,000/ month 800,000/ month 1,600,000/ month Online Dancing Course 500,000/ month 700,000/ month (Source: HDA Art & Education Joint Stock Company) In addition, the company can flexibly change according to customers' requirements Customers not need to buy course at full-month price, but they can buy each session if they need Besides, the company also provides private classes with higher prices for customers with good financial situations In general, considering at a certain angle, the price policy of the company has been quite successful However, in order to expand the market, increase the number of customers, the company needs to have some price changes applied to the newly exploited market in order to attract the most customers to the company and still bring about the economic efficiency ⦁ Hiring celebrities In fact, anyone can become an influencer on social networks nowadays They can be famous celebrities, bloggers, vloggers, journalists, writers, models who can lead the crowds and convey the brand's message to the customers Being aware of this, HDA has developed a brand development plan using this method First, buying advertisement from the influencer is very quick, affordable and effective way Customers will see these types of articles appear a lot on social networks, when the brand carries out a discount campaign or launches new courses The company has placed advertising with influencers to help the campaign be spread to the community These commercials may be the resharing of brand articles, images or videos of the influencer with the product, etc Second, the company can also hire influencers who can create a blog review, overview about classes at HDA Not only they talk about their experiences, they need to lead customers along with their emotions and provide new, unique information from their perspective 2.2 SWOT analysis The company has concretized the evaluation of capacity by using SWOT as follows: HDA’s SWOT analysis table T (Threats) O (Opportunities) Policies for the art and The cost of courses education sector are is low becoming more open There are more and User demand increases more competitors Income of consumers is getting higher and higher SO S (Strengths) ST Expanding distribution Have a good quality system Good director board, in customers’ point of vỉew ability to give out good decisions Competent and dedicated staff Teachers with high skilled and trained, at the top of Hanoi W (Weaknesses) WO WT The company's finance and Developing distribution Applying marketing budget is not too much system knowledge so that it is The organizational structure effective of the company has not been distribution system synchronized in the (Source: Personal analysis) 2.3 Assessments 2.3.1 Achievements First, the company has raised their awareness of trends and the important role of communication for business operations through annual brand development The goal was also based on the target customer identification of communication activities Second, every year, HDA allocates finance and budgets for communication activities because communication has become one of the important trends of the digital technology era Besides, it focuses on equipping advanced technology for employees to carry out this communication work Third, in the condition of limited resources, HDA has taken advantage of appropriate online marketing tools Through these tools, the company's online marketing activities have initially brought about efficiency 2.3.2 Problems 2.3.2.1 Lack of Capital, Time and Talent Actually, HDA does not have an independent department for brand management The marketing department of the company only concentrates on advertising services During the working time I found that capital, time and talent is one of the key reasons The director knows brand management is important for the company, but due to these reasons they cannot invest in branding as they expected Mr Nguyen Anh Tuan - director of HDA A&E,.JSC said he knows that spending on advertising can bring more income, but he does not have a lot of money to spend on it He also understands that if he has more platforms and organizes more events, it will be good for his business and it will be convenient for customers, but he does not have much time and employers to it In addition, a common problem in small businesses is that most companies not put effort on branding because they think that brand management cannot be immediately effective, and that it will take a very long time, and they not have the time to wait More importantly, the lack of highly educated brand management talent will hinder the operation of brand management in these companies 2.3.1.2 Brand Management is Advertising In my company, it was noted that we not have an independent department for brand management They consider branding is publicity, advertising and making online websites Each company should have a brand, because a wellknown brand can bring a lot of benefits to a company and its customers, and enhance the competitiveness of the company as well CHAPTER 3: RECOMMENDATIONS FOR BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY ● Setting goals and plans for brand development through communication channels Through analysis of chapter 2, it can be seen that the determination of objectives and plans for brand development through communication channels of the company is not clear; therefore, enterprises need to detail the targets and plans for higher communication efficiency This solution will help brand development activities through communication channels clearly identify their goals more to be able to target key customers Identifying brand development goals through communication channels is to identify target customers This is an extremely important step when planning Obviously, it is vital to determine who will be the target customers receiving communication and brand development messages through the company's communication channels, to clearly distinguish between existing customers and potential customers, in order to be able to choose appropriate brand development tools through communication channels, using different media After having identified target customers, to indicate suitable brand development tools through communication channels and how to approach customers, it is necessary to analyze consuming behavior of these customers The brand development plan through communication channels needs to clearly allocate the resources (finance, personnel) to organize brand development activities through communication channels in each certain period ⦁ Enhancing resources for online marketing activities As analysis, we can see the lack of resources for branding through communication channels In order to well carry out branding activities, businesses need to have sufficient financial resources as well as human resources This solution will help brand development activities through communication channels meet all necessary requirements for deployment First, HDA must increase budget for brand development activities in communication platforms The marketing budget of enterprises depends heavily on business results and business scale However, brand development activities through communication channels generally not cost too much Therefore, the annual budget is expected to be only about 500 million VND to 700 million VND, including human resource support and group operation expenses Second, it is crucial for the company to take the personnel allocated for implementing plans into serious consideration To carry out brand development activities through communication channels, it needs both human and material resources Brand development through communication channels requires qualified technical and information technology staff to have knowledge about marketing Therefore, businesses need to set up recruitment and training plans to meet the requirements of this Businesses also need to organize specific tasks for employees to implement brand development through communication channels Accordingly, the Management board of the company can establish a Marketing group at each branch, including a list of responsible employees, clearly stating their functions and duties However, the selection of employees into certain Marketing groups requires careful screening Thus, using the company's own personnel helps it easily manage the quality of work as well as save costs For employees assigned to carry out brand development activities through communication channels, the company can conduct training on skills and knowledge about brand development through communication channels by sending them into short-term training courses The company should also develop regulations for assessing the performance of jobs associated with the work efficiency of these employees Eventually, the basis of the results of the work will be used to pay salaries, bonuses, etc., which will create motivation for employees Third, building a digital communication platform for brand development activities through communication channels is also in need Brand development activities through communication channels take the Internet as the basis for implementation In order to successfully conduct a digital communication strategy, the fundamental factor is that the business needs an eye-catching and full-featured website Website is the main source of information for Digital Marketing workers to conduct other activities on social networks Customers can know about the website of the enterprise through advertising information in Email Marketing, online advertising channels or social networking sites, etc., then the final address customers tend to find is the website Through the website, the business can introduce its products/services to customers in a clear and detailed way Therefore, the Domain name needs to be sticky or have content that relates to the brand of the company to make it easy to remember and be kept in the minds of consumers Besides, the Storage service is very important In order that websites are displayed when people access them, the data must be stored on a computer (server) which is always active and connected to the Internet This computer is the host server To ensure the safety of the storage system, it is recommended to use the existing infrastructure of large telecommunication enterprises in the market today ⦁ Monitoring and evaluating brand development activities through the company's communication channels It is obvious that the company lacks supervision and evaluation of brand development activities through communication channels This section aims at helping brand development activities through the company's communication channel to avoid mistakes and follow the right direction Monitoring and evaluating brand development activities through the company's communication channel can be based on several indicators The first is the Fan reach, simply the number of users who see any Fan Page posts This is the "natural" reach, which means that it indicates the number of people who directly see the posts and not through the customer's actions (such as liking, sharing or commenting) The second one is the Organic Reach, which is the number of people and customers who see the company's posts Similar to Fan reach, Organic reach only counts views not from a customer action Next, the company should also consider the Engagement According to Facebook, at the level of each post, engagement is "the number of people clicking anywhere in the company's post" Engagement is counted as the number of people clicking, commenting and sharing and those who have watched the video or have clicked on the link or image the company posted Or even when employees click on the name of the commenters, click like for a comment, click on the Page name or even negative feedback givers to Facebook by reporting the content of the company This is the second important figure, just after the reach data While the Reach figure tells the company how many people may have seen the content, engagement is the number of people who have interacted with that content One more indicator to consider, the Click-through rate (CTR), tells the company the number of people who clicked on the link in the content, or clicked to watch the video or zoom out the image contained in the company's content The final one is the Effectiveness measurement of email marketing channels The company needs to take some features into account to evaluate its effectiveness There are several indicators such as rate of email recipients, rate of people opening email, percentage of people clicking on the link in the email and rate of customer feedback after receiving email CONCLUSION In summary, this internship report is a wrap-up for my learning experiences about improving the efficiency in building and developing the brand of HDA Art & Education Joint Stock Company The goals of carrying out this shortterm research to give HDA a closer look at the current situation of developing their brand as well as its merits and demerits in the company marketing activities During my internship period, the support from Marketing Department Staff together with ongoing supervision from Mr Le Anh Tuan, my instructor had made my research go much more smoothly The open environment of an international company paves the way for direct communication at the workplace, which allows me to get a big picture of the current situation of building and developing the brand of a company as well as study its strengths and weaknesses Based on the above analysis, the solutions for improving branding activities are found The company is suggested to identify their goals and target customers more clearly and specifically in brand development activities through communication channels to maximize the marketing efficiency In addition, the company should increase investment budget on marketing, take the matter of personnel allocated for implementing plans into serious consideration and build a strong digital communication platform Finally, it is vital for HDA to pay high attention to monitoring and evaluating brand development activities Building brand is a complicated process that a company needs time to research These report findings will be a concise reference for companies to improve the branding of HAD My internship report has a focus on branding only, which leaves rooms for further research in the future If I had an opportunity to further research , I would like to dig deep into the online branding activities of a small and medium company REFERENCE REFERENCES Vu Hang (2014) Solutions to enhance communication activities at GM Vietnam Co., Ltd Easy Simple Plan for Entrepreneurs to Create a Marketing Plan for a Small Business [online] Entrepreneur Asia Pacific Available at: [Accessed 16 July 2019] The brand management problems in SMEs University of Gavle Available at: (n.d.) Keller K L (1988), Strategic brand management, Enhlewood Cliffs, NL: PrenticeHall Philip Kotler/Gary Amstrong Principles of Marketing Keller, K L (2003), Strategic brand management: Building, measuring and managing brand equity, 2nd ED, Prentice- Hall, Englewood Cliffs, NJ ... CURRENT SITUATION OF BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 2.1 Current situation of building and developing the brand of HDA 2.1.1 The brand'' s identity 2.1.2... 3: RECOMMENDATIONS FOR BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 3.1 Orientation of building and developing the brand of the company in the future 3.2 Recommendations... HDA Art & Education Joint Stock Company Chapter III: Recommendations for building and developing the brand of HDA Art & Education Joint Stock Company Chapter aims at introducing the HDA Art & Education