Report for internship ii product selling process of bat trang ceramic trading and production co, ltd

MINISTRY OF TRANSPORT MINISTRY OF EDUCATION AND TRAINING VIETNAM MARITIME UNIVERSITY THE INTERNATIONAL SCHOOL OF EDUCATION REPORT FOR INTERNSHIP II PRODUCT SELLING PROCESS OF BAT TRANG CERAMIC TRADING AND PRODUCTION CO, LTD Student: Nguyen Phuong Thao ID: 84927 Class: BMM09 Supervisor: Nguyen Thu Quynh HAI PHONG, October 2021 Preface Since a long time ago, Bat Trang craft village has been famous for gorgeous porcelain and ceramic products, which are imbued with Vietnamese culture Bat Trang Village artisans have contributed to the construction of many great works of Vietnamese kings and court mandarins As time goes by, the products of Bat Trang pottery village are still very famous not only in national but also international markets because of their high-quality, unique beauty and feng shui meaning Although Bat Trang is famous, its products are still counterfeit a lot Knowing that the founder of Bat Trang Ceramics Trading and Production Co., Ltd has chosen to manufacture and distribute genuine products of Bat Trang Pottery Village to Hai Phong, his hometown Having a chance to be a trainee here, I chose to write about the product selling of the company to describe how the company widens its brand awareness and transfers its products to the customers In the internship period, thanks to the enthusiastic instruction of the departments, colleagues, and teachers, I have gained much valuable experience and knowledge This report includes three chapters: Chapter General information of the company Chapter Researching about managing the business operation of the enterprise Chapter Evaluating advantages and disadvantages of the process and state personal opinion after the internship Acknowledgment I'd like to express my heartfelt gratitude to my teacher, Nguyen Thu Quynh, who helped me a lot during this internship, and our principal for providing me with the wonderful opportunity to have a chance to work at a company, experiencing and learning so much about the company’s operation process I also want to thank Bat Trang Ceramic Company’s board of managers for providing me with the opportunity to develop my abilities in the company and for helping me with the project on the topic "Product Selling Process of Bat Trang Ceramic Trading & Production Co., Ltd" This project provides me with not only knowledge but also several valuable skills when working in an office environment Table of Contents Acknowledgement Table of Contents List of Tables List of Figures List of Pictures CHAPTER GENERAL INFORMATION OF THE COMPANY 1.1 The history of formation and development of the enterprise 1.2 Diagram of organization structure and functions of each department12 CHAPTER RESEARCHING ABOUT MANAGING BUSINESS OPERATION OF THE COMPANY 14 2.1 Company’s market segment 14 2.2 Recent business operation results 15 2.3 Company’s strategy to widen the market 17 2.4 Analysing the product mix (4P) 17 2.4.1 Product 17 2.4.2 Place 21 2.4.3 Price 22 2.4.4 Promotion 23 2.5 Gom Bat Trang’s product selling process 27 2.5.1 Direct selling process 27 2.5.2 Online selling process 28 CHAPTER EVALUATING ADVANTAGES AND DISADVANTAGES OF THE PROCESS AND PERSONAL OPINION AFTER THE INTERNSHIP 30 3.1 The advantages and disadvantages of the company’s product selling process 30 3.1.1 Advantages of company’s product selling process 30 3.1.2 Disadvantages of company’s product selling process 30 3.2 Recommendation for the company 31 3.3 Personal opinion after the internship 31 CONCLUSION 33 References 34 List of Tables Table number Description Page 2.1: Report of production and business results 15 2.2: Total revenue of the company year period 16 2.3: Sale promotion of September 2021 27 List of Figures Figure number Description Page 1.1: Organizational structure of the company 12 2.1: Distribution channel of Gom Bat Trang 21 2.2: The direct selling process of the company 28 2.3: The online selling process of the company 28 List of Pictures Picture number 1.1: Logo of the company Description Page 1.2: The first store Xuong Gom Bat Trang 1.3: The first store interior 1.4: Xuong Gom Bat Trang branch 10 1.5: Interior of the second branch 10 1.6: The third branches Gom Bat Trang 11 2.1: A porcelain altar sets of Gom Bat Trang 18 2.2: 19 2.4: Some of Fengshui porcelain products of Gom Bat Trang Different types of glaze are used on Gom Bat Trang’s products Prices of some fortune vases of Battrang.info 2.5: Price of Gom Bat Trang’s fortune vases 23 2.6: Outdoor billboard of the brand(1) 24 2.7: Outdoor billboard of the brand(2) The grand prix of Gom Bat Trang’s second branch on Hai Phong channel (1) The grand prix of Gom Bat Trang’s second branch on Hai Phong channel (2) Advertisement on Facebook page 24 2.3: 2.8: 2.9: 2.10: 20 23 25 25 26 CHAPTER GENERAL INFORMATION OF THE COMPANY Picture 1.1 Logo of the company - Name: Bat Trang Ceramic Trading & Production Co., Ltd Vietnam - Address: ● Head office: House number 24, lane 4, hamlet village Bat Trang, Bat Trang commune, Gia Lam district, Hanoi City ● First branch: 266D Tran Nguyen Han Street, Le Chan District, Hai Phong City ● Second branch: 396 Lach Tray Street, Ngo Quyen District, Hai Phong City ● Third branch: 18 provinces 351 An Duong town - Hai Phong City - Manufacturer: Hamlet Bat Trang, Gia Lam District, Hanoi City - Hotline: 0982118885/ 0225 6528 668 - Website: https://gombattrang.vn/ - Facebook Fanpage: Gốm Bát Tràng - Gombattrang.vn Xưởng Gốm Bát Tràng - Cơ sở An Dương Xưởng Gốm Bát Tràng - Hải Phòng - Tax code: 0109382276 - Legal representative: Mr Nguyen Van Hien - Business license: 0109382276 - Fields: Producing and selling ceramic products - Business line: Manufacture of other porcelain and ceramic products - Business code: 2393 - Mission: Widen brand awareness to Hai Phong people, make Gom Bat Trang become the biggest porcelain brand in Hai Phong and receive the most trust from Hai Phong customers - Vision: Bring elite porcelain Bat Trang to every home 1.1 The history of formation and development of the enterprise ● August 12th, 2017 Gom Bat Trang officially opened the first store in Hai Phong port city At this time, the company still works under the name of a sub-branch of Salagroup Joint Stock Company in Hanoi, using the company's logo and importing goods from the same manufacture in Bat Trang village Whereas, the organizational structure was not clear, without development departments Picture 1.2 The first store Xuong Gom Bat Trang Picture 1.3 The first store interior Picture 2.3 Different types of glaze are used on Gom Bat Trang’s products (Source: Introduction information for customers of the company) Among those products, the most popular ones are porcelain altar sets and feng shui fortune porcelain vases Generally, those Feng shui porcelain products of Gom Bat Trang ve been influenced by China culture Regardless of size, Feng shui fortune porcelain vases have a similar shape with a wide mouth, tightening neck, and a big belly with the meaning of attracting talented, lucky, avoiding fortune losses On the surface of each product are different Feng shui images For example: • “Phu Quy Truong Xuan” (Fugui zhangchun): is the image of a couple of peacocks, peony flowers, and peach blossom The special combination of flowers blooming in spring along with a couple of beautiful birds shows the meaning of non-stop development It helps to attract prosperous, lucky development for the family • “Ca Chep Hoa Rong” (Liyu tiao longmen): is the image of several carps are on the way to the sky, transforming to the sacred Dragons This image is a symbol of luck, victory, and successful aspiration 20 2.4.2 Place Different from the other porcelain stores in Hai Phong, which imported lowquality products from China, the company has its manufacture at Bat Trang village All of the products from Gom Bat Trang were made by the workers and the artist at the company’s manufacturer Therefore, the distribution channel of Gom Bat Trang can be shown as the figure below: Manufacturer Branch stores Customers Figure 2.1 Distribution channel of Gom Bat Trang (Source: internal information of the company) Because of the reputation of Bat Trang village, as well as Bat Trang’s product, they have been counterfeited much for a long time Therefore, the customers would be in trouble in identifying and buying the fake ones if they not know about them With authentic stores of Bat Trang, the consumers would be guaranteed to buy genuine products of high quality At the moment, Gom Bat Trang is having branches in different districts throughout Hai Phong city They are Le Chan District, Ngo Quyen District, and An Duong Town All locations are crowded residents, with the appearance of many companies and businesses, developed places in Hai Phong city, which are suitable for the market segment of Gom Bat Trang in Hai Phong Besides buying at genuine stores, customers can also buy products through the Internet like Facebook or the website of the company Since the use of the Internet and online purchases is increasingly popular, bringing products to the Internet is the fastest way to help the company expand its brand awareness and increase the market coverage in Hai Phong city Because Facebook is the most 21 popular social media platform of Vietnamese people, the company decided to approach the customers and sell their products on Facebook 2.4.3 Price The company has successfully obtained a Competitive pricing strategy Competitive pricing is the process of selecting strategic price points to best take advantage of a product or service-based market relative to the competition Competitive pricing is used more by businesses selling similar products since services can vary from business to business, while the attributes of a product remain similar In Hai Phong, besides Bat Trang Ceramic, there are many other stores selling the same product lines such as Battrang.info, Minh Long Ceramic, Supermarket worshiping feng shui, Bat Trang family mart, etc Therefore, to compete with the other brands, the company products must have competitive prices with the competitors Competitive pricing analysis allows the business to regulate the competition by preventing the loss of customers and market share to the competitors By making the prices the same as the competitors or even cheaper, consumers will be less inclined to move from the company’s brand or choose competitors' products, thus enabling the company to maintain the market share Competitor price monitoring allows the company to respond to every move the competitors make, which can further help in the better positioning of the business 22 Picture 2.4 Prices of some fortune vases of Battrang.info (Source: website Battrang.info) Picture 2.5 Price of Gom Bat Trang’s fortune vases (Source: website Gombattrang.vn) 2.4.4 Promotion 2.4.4.1 Advertising The company has to place several outdoor billboards at different places which near the branch stores so that the citizens around can update the information of the brand Large billboards can get the brand message across with a big impact If the 23 same customers pass the billboards every day as they travel to work, then the brand are likely to be the first business they think of when they want to buy a product Picture 2.6 Outdoor billboard of the brand (1) Picture 2.7 Outdoor billboard of the brand(2) 24 4.4.2 Public Relation - On June 20th, 2020, when the second branch had the Grand Prix, the company co-operated with Hai Phong Television Station announcing the Grand Prix of the second store Picture 2.8 The grand prix of Gom Bat Trang’s second branch on Hai Phong channel (1) Picture 2.9 The grand prix of Gom Bat Trang’s second branch on Hai Phong channel (2) 25 Moreover, the company also make several advertisements video on Facebook to advertise their products Advertising videos were very successful when attracting thousands of likes and hundreds of comments Picture 2.10 Advertisement on the Facebook page 4.4.3 Sale promotion Besides advertisement and public relation, the company also hold several sale promotion programs among the months Specifically, the sale program of September 2021: • Apply 3-5% discount for old customers and online customers • With orders above million dong, the customers can receive a high-class porcelain cup or a piggy bank 26 • With orders above million dong, the customers can receive a mini Fengshui vase • With orders above 35 million dong, the customers can receive a “Sunflower” bowl set Table 2.3 Sale promotion of September 2021 (Source: Internal marketing strategy of the company) 2.5 Gom Bat Trang’s product selling process 2.5.1 Direct selling process With the direct selling process, the customers would come directly to the branch store and purchase with the seller The seller would provide the customers with some information about the prices, production process, quality, using purposes, etc., to persuade the customers to make a purchase After making the payment, the shipping department would help the customer deliver the package to their home if required The shipping department also provides arranging service for the customers if they wanted 27 Advises about the price, using purpose, List buyed products Shipping to the customers (if required) Make payment Figure 2.2 The direct selling process of the company 2.5.2 Online selling process Recently, Gom Bat Trang is having three pages on the Facebook platform, which helps the citizens in Hai Phong know about the brand as fast as possible All of the online selling activities of the company are mainly performed on Facebook Post on Facebook Collect client's phone number Advises about the price, using purpose, List buyed products Make payment Shipping to the customer Figure 2.3 The online selling process of the company First, following the marketing strategy given by the Head of the Marketing, the content writers would post the promotions of the company on Facebook, then the Facebook ads managers would promote the post to get as much interaction as possible The customer service representatives and telesales would collect phone numbers from people having interest in the products and interacting with the post (comment for asking or inboxing) Then the staffs will give the customers the prices of the products as well as some advices about using purposes, styles, hobby, etc After helping the customers choose suitable products, the sales would make a 28 checklist and payment with the buyers Finally, the shipping department would be responsible for delivering the products to the customers 29 CHAPTER EVALUATING ADVANTAGES AND DISADVANTAGES OF THE PROCESS AND PERSONAL OPINION AFTER THE INTERNSHIP 3.1 The advantages and disadvantages of the company’s product selling process 3.1.1 Advantages of company’s product selling process • Since Bat Trang already has a big reputation for high-quality porcelain and ceramic products, it is easy for the company in widening the market and build trust with the customers • The company has very good use of Facebook's convenience to expand the market and connect with many customers, which many other competitors at Hai Phong could not be done This has made Gom Bat Trang brand rapidly growing, overcoming many other old brands in the same marketplace • Collecting customer phone numbers will help the company better connect with the customers, more convenient in consulting and promoting information to customers 3.1.2 Disadvantages of company’s product selling process • However, many people not like giving their mobile phone number to the company because they think the company is trying to sell as many products as they can Therefore, the customer experience would be decreased and those people would be lost interest in the products of the company • Recently, the company is having total of three branches in Hai Phong city and planning to open five more branches at other places around Hai Phong In my opinion, this is not a good expanding strategy because the main product lines of the company are not essential products like food and beverage, the customers not buy this type of products regularly Therefore, if the company opens too many branches at only Hai Phong city, the company 30 would meet “excess supply” If the company got high levels of excess stock, the chances are they have low inventory turnover, which means they are not turning all stock regularly 3.2 Recommendation for the company After a short period of being a trainee at the company, I very like the way how the company approaches the customers and how they build up their brand image However, to get better customers experiences, with the online selling process, the company should give them the needed information as fast as possible, instead of requiring their phone number Besides, in the future, it would be great if the company can open a small manufacturer in Hai Phong city The customers would have a chance to witness the production process of the company and trust the company better When having a small manufacturer in Hai Phong, the business can open several trips to the manufacturer for the visitors and students of local schools, as well as provide them experience program of making ceramic or porcelain products by themselves Moreover, in my opinion, it is not a good idea when open eight branches at Hai Phong city only The company should widen the market to other near big cities such as Hai Duong and Quang Ninh 3.3 Personal opinion after the internship During my one-month internship, I had both an excellent learning experience and a lot of fun The job has taught me a lot of extra skills that I wouldn't have learned in school When the assignments were handed to me, I found them to be both intriguing and demanding Joining Bat Trang Ceramic for my internship program provided me with a fantastic opportunity to get real-world experience I had a wide range of responsibilities that included nearly every element of marketing Working as a Content Writer, I am in charge of most of Content creating activities such as writing scripts, managing Facebook posts, etc., and joining Marketing department’s 31 activities I had to get proficient at delegating and coordinating my work with other staff to get my tasks done efficiently My coworkers had also taught me many things new, and I did not hesitate to ask for help when I ran into difficulties I could always try new things, participate in conversations, and talk to my coworkers about difficulties I was having My boss would often inquire about my present situation and any issues I had encountered It makes me feel fortunate to have such a fantastic team to work with throughout my internship 32 CONCLUSION In conclusion, this internship has been an excellent and rewarding experience I have been able to meet and network with many people who helped me and taught me so many new things One main thing that I have learned through this internship is time management skills as well as self-motivation When I first started I did not think that I was going to be able to make myself sit in an office for eight hours a day, six days a week Once I realized what I had to do, I organized my day and work so that I was not overlapping or wasting my hours I learned that I needed to be organized and have questions ready for when it was the correct time to get feedback From this internship, I had to learn how to motivate myself through being in the office for so many hours As an intern with Bat Trang Ceramic Trading and Production Company, I worked in a Content Writer position and was responsible for content creating tasks I was part of the Marketing team It was a good learning experience for me to work with their marketing division, as the project involved many innovative marketing practices However, I still have a long way to go in understanding the psychological aspects of marketing, and I need to improve many soft skills as well Overall, I found the marketing internship experience to be positive, and I'm sure I will be able to use the skills I learned in my career later Once again, I am grateful especially to Mr Hoang Quoc Truong, the head of the marketing department, who has helped me a lot during the internship period I am also thankful to Ms Quynh, my supervisor for her kindness and her guidance, encouragement, and suggestions, which provided me the necessary insight into the research problem and paved the way for the meaningful ending of the work in a short duration 33 References • Internal information data of the company • Investopedia 2021 Competitive Pricing Definition [online] Available at: https://www.investopedia.com/terms/c/competitive-pricing.asp [Accessed October 2021] • Ý nghĩa hình ảnh Phú Quý Trường Xuân phong thủy, (2021) Battrangfamily.com [online] Available at: https://battrangfamily.com.vn/phu-quy-truongxuan/#Tong_quat_hinh_anh_Phu_Quy_Truong_Xuan [Accessed 9, Octorber 2021] • Sự tích, ý nghĩa cá chép hóa rồng gì?, (2021) Meta.vn [online] Available at: https://meta.vn/hotro/ca-chep-hoa-rong-7669 [Accessed 9, Octorber 2021] 34