UNIVERSITY OF FINANCE MARKETING FOREIGN LANGUAGES FACULTY AN INTERNSHIP REPORT ON THE PROCESS OF MARKETING PLANNING FOR THE COMPA INTERIOR DECORATION COMPANY IN 2023 (January – March 2023) Reporte[.]
UNIVERSITY OF FINANCE - MARKETING FOREIGN LANGUAGES FACULTY - - AN INTERNSHIP REPORT ON THE PROCESS OF MARKETING PLANNING FOR THE COMPA INTERIOR DECORATION COMPANY IN 2023 (January – March 2023) Reporter : HÀ THANH HƯƠNG Student’s ID : 2063010009 Class : DH2_K5TA2 Course : 2020 - 2023 Supervising Lecturer : Phan Thi Hien, M.A Ho Chi Minh City, March 2023 ACKNOWLEDGMENTS The author won the entrance exam for the second degree in business English program at the University of Finance - Marketing, work-study system, from June 2020 After three years of study at the University of Finance - Marketing, the author has received enthusiastic teaching of the teachers from the Foreign Languages Faculty Therefore, first and foremost, the author to express her deep thanks to the Board of Directors of the University of Finance - Marketing and the teachers of the Foreign Languages Faculty With all the effort, the author completed the required number of credits of the bachelor's training program Twelve-week of an internship in business and make an internship report are the final steps for the author to complete a bachelor's degree in business English To make good on this internship report, the author received highly active support from the Foreign Languages faculty of the University of Finance Marketing, especially Phan Thi Hien M.A Phan Thi Hien, M.A as a supervising lecturer always followed, enthusiastically helped the author's internship report with the hope that her students achieve the best results Therefore, with the help of the supervising lecturer, the author completed her internship report on time The author would like to express deep gratitude to Phan Thi Hien, M.A with all her love and respect for responsible guide The completion of the author's internship report had received the enthusiastic help of leaders of the Compa Interior Decoration Company, directly the Marketing Department and the staff in this department On this occasion, the author would like to express her sincere thanks to the Board of Directors of the company, Marketing Department, and especially thanks Mr Bui The Vuong, who is Director of the The Compa Interior Decoration Company, for helping the author during her internship Sincerely, Reporter Ha Thanh Huong ii ABSTRACT Today, marketing is not only a bridge between businesses and consumers but also a tool, means of introducing, promoting, and affirming the position of the company in the domestic market and the international market With the fierce competition of Vietnam's socialist-oriented market economy, the field of interior design and decoration is not out of the competitive flow of that market Adhering to the English bachelor's program of the University of Finance Marketing, students need a twelve-week internship period in a business unit and make an internship report With a passion for studying the marketing field, the author chose the Compa Interior Decoration Company as an internship place to make an internship report in major of English With helping of the Compa Interior Decoration Company's leadership and staff, during her twelve weeks internship as a reporter, she worked together with the Marketing Department to create the marketing plan of this company in 2023 by doing some necessary steps It was a fantastic opportunity for the reporter to test her listening, speaking, writing, and reading skills to find out advantages to promote and overcome the limitations of using business English The main objectives of this internship report were to describe what the reporter observed during the process of marketing planning in 2023 of Compa and how she practiced her skills of using English The report also gave a few suggestions to the Foreign Languages Faculty and herself iii TĨM TẮT Ngày nay, marketing khơng cầu nối doanh nghiệp người tiêu dùng mà cịn cơng cụ, phương tiện giới thiệu, quảng bá, khẳng định vị công ty thị trường nước quốc tế Do đó, với cạnh tranh khốc liệt kinh tế thị trường định hướng xã hội chủ nghĩa Việt Nam, lĩnh vực thiết kế, trang trí nội thất khơng nằm ngồi dịng chảy cạnh tranh thị trường Tn thủ chương trình cử nhân chuyên ngành tiếng Anh kinh doanh Đại học Tài - Marketing, sinh viên cần có thời gian thực tập mười hai tuần đơn vị kinh doanh lập báo cáo thực tập Với sở thích nghiên cứu lĩnh vực marketing, tác giả chọn Cơng ty trang trí nội thất Compa làm nơi thực tập làm báo cáo thực tập chuyên ngành tiếng Anh Với giúp đỡ nhân viên lãnh đạo Compa, mười hai tuần thực tập với tư cách thực tập sinh, cô làm việc với phận Tiếp thị để lập kế hoạch tiếp thị công ty vào năm 2023 cách thực số bước cần thiết Đây hội tuyệt vời để thực tập sinh kiểm tra kỹ nghe, nói, viết đọc để tìm lợi phát huy khắc phục hạn chế việc sử dụng tiếng Anh thương mại Mục tiêu báo cáo thực tập mơ tả lại q trình tác giả quan sát việc lập kế hoạch marketing năm 2023 Cơng ty Trang trí Nội thất Compa cô luyện tập tiếng Anh Trong báo cáo này, cô đưa vài đề xuất với khoa Ngoại ngữ thân thời gian tới iv v SUPERVISING LECTURER’S REMARKS INTERNSHIP ASSESSMENT No Criteria • • • • Score Form Accuracy Images, graphics References, sources • Academic style • Introduction • Company • Department • Basic concept • Job Descriptions • Findings • Experiences • Conclusion • Recommendations TOTAL: Comments: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………… vi REVIEWER’S REMARKS No Criteria • • • • Score Form Accuracy Images, graphics References, sources • Academic style • Introduction • Company • Department • Basic concept • Job Descriptions • Findings • Experiences • Conclusion • Recommendations TOTAL: Comments: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………… vii TABLE OF CONTENTS ACKNOWLEDGMENTS .II ATTRACT III TÓM TẮT IV COMPANY’S COMMENTS V SUPERVISING LECTURER’S REMARKS VI REVIEWER’S REMARKS VII TABLE OF CONTENTS VIII LIST OF FIGURES XI LIST OF TABLES XI INTRODUCTION .1 CHAPTER AN OVERVIEW OF THE COMPA INTERIOR DECORATION COMPANYAND MARKETING DEPARTMENT 1.1 An overview of The Compa Interior Decoration Company 1.2.1 Basic information .3 1.2.2 Company history 1.2.3 Company structure .4 1.2.4 Company development .7 1.2 An overview of the Marketing Department .10 1.2.1 Basic information .10 1.2.2 Functions of the Marketing Department 11 CHAPTER SOME THEORETICAL BASES FOR DEVELOPING A MARKETING PLANNING 12 2.1 Marketing Terminology .12 2.1.1 Marketing 12 2.1.2 Marketing plan 13 2.2 General theoretical basis for marketing planning .14 2.2.1 Preparing tasks before planning a marketing plan 14 viii 2.1.3 Setting goals, tasks, and implementation time 17 2.1.4 Organizing of implementation 17 2.1.5 Processing a marketing plan 18 2.1.6 Estimating budget for marketing plan 18 2.1.7 Controlling, evaluating the implementation, and reporting the results of the marketing plan 20 CHAPTER FINDINGS AND EXPERIENCES .40 4.1 Findings 40 4.1.1 Knowledge .40 4.1.2 Skills 40 4.1.3 Attitudes 41 4.2 Experiences 42 4.2.1 Knowledge .42 4.2.2 Skills 42 4.2.3 Attitudes 43 CHAPTER CONCLUSION AND RECOMMENDATION 44 5.1 Conclusion 44 5.2 Recommendation 45 5.2.1 Recommendation to Foreign Language Faculty at the University of Finance – Marketing 45 5.2.2 Recommendation to the reporter 45 REFERENCES 47 APPENDIX SOME PRODUCTS ARE DESIGNED AND CONSTRUCTED BY COMPA INTERIOR DECORATION COMPANY .48 Karaoke Vui Vui 48 Dang Quang Showroom .49 Karaoke Hoa Mi 49 Oriental Bar in Da Nang .50 APPENDIX SOME TRADITIONAL STRATEGIC PARTNERS OF COMPA INTERIOR DECORATION COMPANY 52 ix An Cuong 52 Hettich 52 Blum 53 Hafele 53 APPENDIX ANALYSIS OF STRENGTHS AND WEAKNESSES OF COMPETITOR COMPANIES OF COMPA INTERIOR DECORATION COMPANY 54 x However, her listening and writing skills in English were not practiced as much as expected Because all the clients she approached were usually accompanied by interpreters She was only an intern, so she wrote only in English in some cases during the process of marketing planning, professional staff did the rest As for soft skills, although she learned a few useful skills, she did not have the necessary experiences, so this was just a lesson but cannot practice She needed to train herself more in the future 4.2.3 Attitudes During her internship at the Compa Interior Decoration Company, the reporter participated in many meetings in the marketing department, especially a few times with Compa's leaders, but she was not confident, quite timid to give her opinion whenever someone asked Although she learned a professional working attitude and scientific style, she was still under psychological pressure, so she was not open and sociable with the company's staff She had to fix it for herself in the future 43 CHAPTER CONCLUSION AND RECOMMENDATION 5.1 Conclusion Along with economic development, the field of marketing is increasingly focused If in the past, many people confused and equated marketing with advertising, now they understand the role of marketing in making a bridge between businesses and customers Businesses not only need consumers to know their products, use their products, but also want customers to remember the brand, prioritize choosing their products whenever needled, so does the field of interior design and decoration Therefore, businesses in interior design and decoration field must build a stronger relationship, maintain customers' continuous interest in products If they not have needed now, they should know the business brand, gradually form a connection so whenever they need, they prioritize choice and lead to increase the company's revenue Although the Compa Interior Decoration Company is not a large enterprise in the interior design, construction and decoration market of Ho Chi Minh City They have an ambition and aspiration to shape the company's position in the industry with dedication, taking care of each of their products in addition to increasing revenue accordingly Company's leaders usually invest in marketing activities The reporter was extremely interested in the marketing field; therefore, she chose the Compa Interior Decoration Company as an internship place to practice her knowledge in English and marketing She believed that her internship report on the process of marketing plan for The Compa Interior Decoration Company in 2023 is satisfactory under the University regulations During twelve-week internship at this company, she harvested more than she was originally taught to both in English and in marketing field She honed hard skills and soft skills that will help her in her later work After the first week of getting acquainted with the departments in the company, the following weeks until the end of the internship, the reporter was facilitated to observe and participated in some work to help the Marketing Department with Compa's 2023 marketing planning 44 Therefore, she experienced marketing knowledge and had the opportunity to improve her four skills of listening, speaking, reading and writing in English Moreover, she learned more about scientific and professional working styles, adhering to work schedules, and handling personal relationships This was unexpected but extremely useful for her in later work, although there were still many limitations in the short internship period that she must train and improve on her own 5.2 Recommendation 5.2.1 Recommendation to Foreign Language Faculty at the University of Finance – Marketing According to the bachelor's degree program in English language, at the end of the course, students must an internship and make a report on it This requirement is suitable for full-time trained students to access the working environment after graduation but is not suitable for work-study students However, the twelve-week internship period is briefly short, so access to and implementation of intern work is also limited for many reasons, especially reasons related to information security or company trade secrets Most work-study students already have stable jobs The requirement to practice and make internship reports is not suitable for their working time They could not internships at the required place of research while working to earn a living The reporter thinks that the requirement for students majoring in English is to proficiently use listening, speaking, reading, and writing skills Therefore, students can choose to participate directly in some seminars or events which are organized by the Foreign Languages Faculty of the University of Finance -Marketing or be introduced to participate in another places, not necessarily to practice at a specific place The above recommendation is only from the personal perspective of the reporter She wishes the leaders of the Foreign Languages Faculty to consult to better improve teaching activities as soon as possible 5.2.2 Recommendation to the reporter 45 After a three-month internship at Compa Interior Decoration Company, the reporter realized that she needed to train herself more as shown in chapter She found that she needed to spend more times practicing pronunciation correctly Besides, she had noticed that there was also a lot of specialized knowledge in marketing that she did not have a chance to use at the internship place in an abbreviated time Hence, in the future, if she wanted to practice more in the marketing field, she needed to get a job in a Group Overall, she managed to complete her internship report on time and met the requirements set for the internship She believed that she would have many opportunities after graduating in English language from the University of Finance Marketing./ 46 REFERENCES Kotler, Philip and Kevin Lane Keller, Marketing Management, 12th ed Upper Saddle River, NJ: Prentice Hall, 2006 Associate Professor, PhD Tran Minh Dao, Basic Marketing Textbook, 1st ed National Economics University Press, 2006 Associate Professor, PhD Truong Dinh Chien, Marketing Management Curriculum, National Economics University Press, 2013 Commerce - Tourism - Marketing Faculty of University of Economics Ho Chi Minh City, The basic Marketing Book, Labor Publishing House Press, 2007 Compa Interior Decoration Company, Profile of working with traditional partners of the Compa Interior Decoration Company, 2018 Compa Interior Decoration Company, List of customers and products made by the Compa Interior Decoration Company, 2019 Compa Interior Decoration Company, Market research report on the field of interior decoration in Ho Chi Minh City, 2020 Compa Interior Decoration Company, The Compa Interior Decoration company's 2022 business performance report and 2023 direction, 2022 https://www.ama.org/the-definition-of-marketing-what-is-marketing/ 10 https://hoaphat.pro.vn/tu-van/cong-ty-co-phan-noi-that-hoa-phat/ 11 http://trangtrinoithatcompa.com/ 47 APPENDIX Some products are designed and constructed by Compa Interior Decoration Company Karaoke Vui Vui The Estella Apartment furniture 48 Dang Quang Showroom Karaoke Hoa Mi 49 Bar Artica Oriental Bar in Da Nang 50 Mr Chang Restaurant, District 51 APPENDIX Some traditional strategic partners of Compa Interior Decoration Company An Cuong An Cuong Wood Joint Stock Company is a leading manufacturer and supplier of interior decoration materials and décor materials in Vietnam and Southeast Asia Figure 2: An Cuong Groups’ Logo Hettich Provides high-end door handle accessories This is a supplier of products that are kitchen accessories and locking devices, hinges of all kinds for bathrooms and construction works Hettich was founded in 1888, up to now, after more than 132 years of establishment and development, this brand has become a big leader in the furniture accessories market Figure 3: Hettich Groups’ Logo 52 Blum Blum is a trademark of Blum Group, Austria This brand was founded in 1952 Blum-branded kitchen cabinet lifting products have always been one of the product lines associated with Blum's name around the world Blum lifting arm is used in many kitchen cabinets, cabinets of all kinds, typically used for cabinets, bowls & kitchen cabinets Figure 4:Blum Groups’ Logo Hafele Hafele, founded in 1923 in Germany, is the largest accessory technology company in the world today The wide range of products in all fields, from advanced electronic lock systems to various interior accessories, offers optimal solutions for homes and buildings Figure 5: Hafele Groups’ Logo 53 APPENDIX Analysis of strengths and weaknesses of competitor companies of Compa Interior Decoration Company YEAR OF RIVALS LOGO ESTA- STRENGTHS WEAKNESSES BLISHMENT Carpentry 2014 Decor Style • Design cafes, • Unprofessional restaurants construction team • Large staff • Not taking good • Strong finance after-sales customer care DG Fine Arts Furniture Co., 2017 Ltd • Interior design of • Little experience small-scale offices in implementing and houses hotel, restaurant, • Young and karaoke decor dynamic personnel projects • Inadequate equipment Saigon Magic Furniture 2019 Company • New enterprise • Weak of the specializing in management and Karaoke design and management of construction human resources at • Quality personnel many levels • Abundant financial • High price but capabilities not synchronous quality • Have no effectively 54 marketing strategy • Be not good in experience in the the quality industry management • Mass production of • Weak technical Dat Phat Furniture • Extensive 2010 home & office Company level personnel furniture products • Low cost • Wide distribution system ARTDECO • Strengths in • Few personnel karaoke construction and often • Competitive price outsourcing many products Construction – Advertising • Poor 2017 construction Company management Limited • Have not promoted the brand Hoa Phat Furniture Joint Stock • As a furniture • Operate capacity market leader in not enough to meet terms of scale and the market sales 1995 • Extremely strong Company finances • Diverse in price 55 and design, sound business strategy for offices, buildings, homes, schools, and medical furniture products • Have a highly qualified product development experts' team 56 57