(Luận văn tmu) 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 Hanoi, Vietnam 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 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 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 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 2300102398 No Director 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 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 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