(Luận văn tmu) repair and maintenance of motorcycles at home at minh duc ltd

INTERSHIP REPORT ON ROLES OF MARKETING STAFF IN RESEARCH A NEW SERVICE “Repair and maintenance of motorcycles at home” AT MINH DUC Ltd Prepared For Prof: Corinne Montoya Mr Nguyen Hoang Mr La Tien Dung JEAN MOULIN LYON UNIVERSITY THUONG MAI UNIVERSITY Prepared By NGUYEN THI THUC UYEN CONTENTS TABLE OF FIGURES SEGMENT I: BACKGROUND OF MINHDUC LTD Introduction to the practice unit 1.1 General information 1.2 Organizational structure Analysis of the company's business environment .5 2.1 Macro Market 2.2 Competitors 2.3 Market segmentation .6 2.4 Target customers .6 2.5 The business strategy of the company .6 3.SWOT SEGMENT II: MY ACTIVITIES DURING THE INTERNSHIP 10 Brainstorming: .11 Customer Satisfaction Survey 11 Discussion group to analyze problems 11 Monitor and keep abreast of work (Follow-up): .12 Presentations to everyone .12 Write a report 12 SEGMENT III: MY PROJECT IN INTERNSHIP .13 3.1 Overview of project 13 3.2 Results 15 SEGMENT IV : THINGS LEARNED IN THIS INTERNSHIP 25 CONCLUSION 28 APPENDIX .29 REFERENCE 32 TABLE OF FIGURES Figure 1: The structure of the Organization Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about years .5 Figure Customer rational analysis of competitors with Minh Duc 17 Figure Analysis of the reasons customers love to use services from companies opponents 18 Figure : The extent known to the company Minh Duc .19 Figure : Intervals customers want to use the service 20 Figure : The desire of customers for payments 20 Figure :The expected assessment of the quality of customer service .21 Figure 10: Rating afraid expectations workflow from client 21 Figure 11:Rating afraid expectations about utility customer service 23 SEGMENT I: BACKGROUND OF MINHDUC LTD Introduction to the practice unit 1.1 General information • TRADE LIMITED COMPANY AND SERVICE MINH DUC • Address: No 309 , Zone 10, Gia Cam Ward , Viet Tri City, Phu Tho provine • Tax code: 2600302616 (30/10/2003) • Legal director : Nguyen Duy Hung • Date of activity : 30/10/2003 • Business license: 2600302616 () • Field: Selling motorcycles, motorcycles 1.2 Organizational structure Figure 1: The structure of the Organization Manager Vice Director Human Financial Business Inventory Technical Resorce Accounting Department Manager room – Source: Administrative Organization of the company Analysis of the company's business environment 2.1 Macro Market In Vietnam sales of vehicles produced in the first quarter / 2018 reached more than 800,000 vehicles, a slight increase of 1.9% over the same period last year Sales report of the Association of Motorcycle Manufacturers Vietnam (VAMM) said the market for 803 204 vehicles in the first three months of 2018, equivalent to the average purchasing power of nearly 9,000 motorcycles / day Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about years The total purchasing power unexpected increase in 2016 and 2017 shows that the concept of saturation has not yet fit to speak of Vietnam's motorcycle market In Vietnam, 90% of people still use motorcycles to get around, plus tax should remain high oto motorcycle market in Vietnam is still a lot of potential, comes as the repair services 2.2 Competitors With characteristics of a showroom selling motorcycle products, combined repair services and maintenance Currently competitors of the company can be divided into two major categories of authorized dealer of the largest motorcycle manufacturers such as Honda, Yamaha, Suzuki, SYM The retailer motorcycle other The current competitors that companies rated highest as follows: o VIET VUONG joint stock company o NAM CUONG commercial company, Ltd o HUNG CUONG co., Ltd o QUANG PHUONG Co., Ltd 2.3 Market segmentation Companies focus on the mass market, rural areas, the new people working or dire financial straits, with affordability to purchase a vehicle for 20-30 million In this market segment, the user needs to seek benefits from the motorcycle product has high strength, secure, multi-functional Repair services, companies oriented segment motorcycle repair home 2.4 Target customers Current activities consume products motorcycle at the Minh Duc consumed mainly in the Phu Tho City Market Customers The company focuses on families with 1-3 or more motorcycles using vehicles of scooter valued at> 25 million 2.5 The business strategy of the company  Product strategy - Focus on the motorcycle common car number and scooters - Diversification of products : customers not only seek to benefit from the product’s bike is not just a mean traffic , but also a property anonymous fashion of young people so the company will sell a variety of products with color , styling - Add new and changed models regularly  Pricing strategy -Pricing is usually applied in brackets manufacture, but the company has adopted a policy of discounting , 2-5% lower prices for customers - For repair services , maintenance will have preferential rates for car buy at dealer  Distribution strategy - Distribution at the company’s showroom  Promotion sale - The company organizing promotion from time to time , holidays , big events - Advertising thought flyers, hanging banners in areas passers - Gift, Promotional customers - Funding cultural events in the region , organized the charity program… 3.SWOT Strengths (S) Weaknesses (W) 10