CHAPTER 1: INTRODUCTION OF BOSCH GLOBAL SOFTWARE
General information & historical background
Bosch Global Software Technologies Company Limited (BGSV) is a software development company that is 100% owned by the Bosch Group Established in 2010 in
Ho Chi Minh City, Vietnam, BGSV is the first software development center of Bosch Global in Southeast Asia BGSV provides comprehensive engineering, information technology and business solutions, making it one of the top suppliers of technology and services BGSV’s comprehensive competency lies within the three IoT components of Sensors, Software, and Services Through a variety of solutions, BGSV has always aimed to enhance people's quality of life, provide new alternatives for producing income and increase operational effectiveness for businesses Enterprises can move from the traditional to the digital stage thanks to the ability to provide end-to-end solutions from BGSV
BGSV creates distinctive business models by understanding the needs of its clients and tailoring its services to meet those needs Nowadays, BGSV can proudly state that
“No automobile without Bosch” Its global customers in automotive sector include Honda, Toyota, Hyundai, Suzuki, Ford, BMW, Volkswagen, etc In hi-tech sector, its key clients are Sony, Intel, Schneider Electric, etc as well as Microsoft, SAP, Biti’s, Dai Dong Tien, etc in business services sector These customers consistently return and choose BGSV as their lifelong partner due to its innovation and competitive advantages Together with over 3000 high qualified staff members, BGSV constantly inspires its workforce to collaborate on the creation of services that add value and enhance life quality What drives BGSV is the desire to provide services that are “Invented for life” The company is now recruiting more and more talents for its business expansion as well as actively promoting the brand and its services Brief information of BGSV is shown in the table below
Table 1.1 Brief information of BGSV Registered name Bosch Global Software Technologies Company Limited
Address 364 Cong Hoa, Ward 13, Tan Binh District, Ho Chi
Name of Representative and Title
Dattatreya Gaur Ð Managing Director and CEO
Number of employees 3,076 (as of June 2022)
Website https://www.bosch.com.vn
(Source: Managing Director, BGSV) 1.1.2 Historical background
Milestones of BGSV in Vietnam since founded:
11/2010: Inauguration of Robert Bosch Engineering and Business Solutions Vietnam Company Limited (RBVH) (first Software and Engineering R&D center in ASEAN)
7/2014: Establishment of Bosch Automotive R&D (second R&D center in Vietnam)
1/2022: Robert Bosch Engineering and Business Solutions Vietnam Company Limited (RBVH) new identity: Bosch Global Software Technologies Company Limited (BGSV)
6/2022: Inauguration of BGSV’s new Software Center in Hanoi
The opening of the new center in Hanoi recently represents another crucial strategic turning point in BGSV’s development path, reflecting the company's ongoing efforts to strengthen its position as a market leader in software development and to become an even more desirable employer in the eyes of young talents.
Mision, vission and main business activities
BGSV’s mission statement is “We are Bosch” This is more than a catchy advertising slogan — it is a heartfelt conviction that underpins its history, culture, business strategy and services In the spirit of Bosch, BGSV is committed to making its customers' lives safer, more efficient and comfortable through its innovations 1.2.2 Vision
BGSV aims to be the innovation leader by pursuing a vision of technology and mobility that is sustainable and safe The goal of BGSV is to make people and robots to cooperate more closely in the future through the use of digital solutions
BGSV is an enthusiastic supporter of STEM (Science, Technology, Engineering
& Mathematics) initiatives Its main business activities are to provide solutions for enterprises in areas of engineering, IT and business services
- Engineering services: Delivering smart engineering services to make products connected and intelligent to bring a great end-user experience with services in embedded, Edge AI and security domain
- IT services: Providing software and technological tools and resources that enables enterprises to effectively develop and manufacture products in an effective and secure manner
- Business services: Offering organizations enhanced technical assistance, customized features and cutting-edge technological solutions to automate operations, increase productivity, and streamline procedures.
Organizational structure and division overview
The following chart lists 8 departments that make up BGSV’s organizational structure under the management of the Managing Director and Head of Operations
Figure 1.1 Organizational structure of Bosch Global Software Technologies Vietnam (Source: BGSVÕs Organizational Structure Ð 2022, Human Resources Department) 1.3.2 Division overview
CEO/ Managing Director: Mr Dattatreya Gaur is the top-most-ranking person at BGSV and is responsible for the company’s strategic direction and vision, setting the stage for long-term success and making major decisions that affects the whole organization
COO/ Head of Operations: Alongside the CEO, Mr Sathyanarayana T K is a top executive running the business His primary duties include overseeing the company's regular business operations, making administrative decisions, steering key initiatives and putting company-wide plans into action
Mobility Engineering Solutions: As one of the leading providers of mobility solutions, BGSV considers Mobility Engineering Solutions Department as the key to its success It is a team of passionate and dedicated people focused on bringing safe and suitable engineering solutions for all walks of life It holds responsibility for developing engineer or supporting mobility solutions used by various business areas
Software Development: BGSVÕs core competency that needs to be highlighted is technologies Software Development Department lays the groundwork for this competency by developing systems, software, providing IT solutions and cutting-edge technology for various functions of the company products in order to boost maintainability, scalability, and security
Finance & Controlling: The Finance & Controlling Department is responsible for raising funds, managing and allocating the company's budget, recording transactions, paying invoices, collecting debt and planning expenditures on various company assets Through coordination of analysis-based corporate planning, profitability evaluations and management-focused reporting, it also plays a crucial role in the company as a business counselor to management at all levels
Quality Management: The main task of this division is to make sure that all products merit the BGSV name It consists of all procedures required to guarantee that the product's specifications are met including assessment of the quality capabilities of systems and processes and evaluation of the outcomes in reports Processes involved in quality management are quality planning, quality assurance and quality control Human Resources: As more young talent enters the workforce and the sector expands rapidly, Human Resources Department at BGSV appears to be crucial in its role This division is responsible for ensuring finding and retaining the right people, and for developing their personal and professional skills It handles matters such as recruitment, payroll, compensation and benefit as well as organizational changes Marketing & Communications: Marketing & Communications Department works with other functional areas to develop effective strategies for promoting BGSVÕs products and services, strengthening the companyÕs value, enhancing relationship between BGSV and all internal stakeholders and playing a crucial role in fostering BGSVÕs reputation and popularity to external parties
Business Process & IT Management: Business Process & IT Management Department is in charge of evaluating existing processes, analyzing implemented changes and recommending adjustments to workflows or schedules and is responsible for coordinating, planning and leading computer-related activities such as managing information technology and computer systems of the company
Facilities Management: Behind the growth and development of many businesses are a variety of facilities management functions The main task of Facilities Management Department at BSGV is to effectively manage all property-related works projects and make optimal use of office accommodation and facilities, ensure companies stay up and running, key processes are established, maintained and that staff is always working in an optimal environment
As of June 2022, BGSV has a total of 3076 associates The personnel status of BGSV in 2019, 2020, 2021 and Quarter 2 Ð 2022 is shown in the table below
(Unit: people, %) Table 1.2 Personnel status at BGSV, from 2019 to Quarter 2 – 2022
(Source: BGSV’s Staff Condition, Human Resource Department)
In terms of headcount, BGSV’s workforce has continuously increased in line with its business expansion since founded The rising trend was stopped in 2020 due to COVID-19 pandemic’s layoffs Nevertheless, the decline in workforce number was not substantial because social and economic stability returned in the closing stage of 2020
In 2021, with experiences and preparation for the worst-case situations, BGSV was gradually overcoming the negative impacts of the pandemic by incorporating new policies for hybrid working mode and work-from-home mode to make social distance less of an issue BGSV also actively recruited more personnel for its upcoming plan of opening new R&D center in Hanoi, so there was a sharp increase in the number of employees in 2021 In the first two quarter of 2022, the personnel number also rose significantly from 2674 (as of the end of 2021) to 3076 due to BGSV’s overall growth
In terms of gender and age structure, BGSV's personnel are overwhelmingly male (over 70% over the years) according to the data provided Due to recent efforts to promote gender equality in the IT business, the gender gap between men and women is gradually narrowing Nevertheless, because of the nature of programming and the widespread belief that it is a field exclusive to men, there are consistently more male employees than female counterparts Also, due to the working settings, men make up a larger proportion of the Mobility Engineering Solutions Department (accounting for nearly 90%) and women make up a larger proportion of the Human Resources Department (almost two-thirds are females)
The staff can be classified into 3 age groups based on their chronological age: 21 – 30, 31 – 40 and above 40 It is clear from the table that the majority of the BGSV’s workforce are young and motivated individuals with an average age between 21 and 30 The few employees above the age of 40 are mostly professionals with vast knowledge and specific expertise who hold managerial or higher positions.
Business performance from 2019 to Quarter 2 – 2022
BGSV has shown continuous growth in both revenue and profit since it started operations in 2010 Data about BGSV's business performance from 2019 to Quarter 2 –
2022, as measured by sales, cost, and profit, are shown below for comparative purposes Table 1.3 BGSVÕs business performance from 2019 to Quarter 2 Ð 2022
(Source: BGSVÕs fact and figures, 2019 Ð 2021 & BGSVÕs business update, Q2 Ð 2022)
BGSV seeks to secure the business by assuring its robust growth and maintaining its financial independence The variation in BGSV business performance is contributed by three factors: first, the decline brought along by the coronavirus pandemic, which impacted various countries at different times; second, significant exchange-rate effects; and third, the varying rates of economic recovery in the world's major regions The fiscal year 2019 ends with an impressive number in sales revenue and profit
In 2020, a satisfying outcome in light of the pandemic was also achieved thanks to considerable cost modifications and an increase in sales in the second half of 2020 It leads to BGSV’s business performance for 2020 exceeded expectations, 81,32 million dollars in revenue and 10,2 million dollars in profit
The challenges of 2021 were well-addressed by BGSV Sales surpassed expectations, but company developments were once again negatively impacted by the global coronavirus pandemic and significant supply bottlenecks, leads to costs rising Nevertheless, BGSV performed well, largely thanks to its high level of innovation and extensive diversification in a wide range of industry sectors and end markets As a result, all company sectors were able to grow their sales and declare a successful result for
2021 It generated sales of 94,79 million dollars and profit of 9,01 million dollars Sales thus increased roughly 12% over 2020 and also surpassed their 2019, pre-crisis level A sound financial result means a positive outlook for the future
As of the end of June 2022, BGSV has acquired 45% of its goal for 2022 (53,17 million dollars of 118 million dollars in revenue) Demand is still stable in 2022 and is expected to slow in 2023 This confident outlook is a result of BGSV’s clear strategic focus.
Description of internship duties
The internship began on May 2nd and lasted for 6 months until October 30th During the internship period, the author has the chance to work in Marketing & Communications Department as a Marketing Intern
During the first stage of the internship, the author gained foundation knowledge of BGSV structures, especially the roles and organizational relationships between all departments through the onboarding training sessions Also, the author had to get acquainted with the data systems, software and applications provided by the company
There were many guidelines and standards that every associate at BGSV had to strictly adhere and followed by several mandatory training sessions with assessment tests to ensure the employees understand thoroughly the procedure at BGSV The author completed them all in the first week of her internship
In her second week at BGSV, the author acquired practical knowledge regarding her role and responsibility As this was a high-peak season for Marketing & Communications Department with many activities to be implemented, the author had the chance to engage in brainstorming ideas and carrying out upcoming events She gained knowledge on how to optimize content and media designs for the best user experience as well as acquired basic knowledge of research and data collection skills to prepare for internal and external communications activities The second week came to a close with an individual review meeting when the author received input on both her strengths and areas that she could have done better The line manager praised the author for her initiative and thoughtfulness in helping to plan future events at BGSV However, in terms of areas that required improvement, the line manager advised that regardless of whether the assignments were on time or ahead of the timeline, it was important that the author keep the rest of her team informed about her progress
From the third week onwards, the author has been assigned varied tasks in her scope of work The tasks range from bringing marketing ideas into practice to developing joint venture plans and working closely with other departments to make use of social media platforms and data analytics in order to better promote the brand Additionally, the author participated in the preparation and optimization of Marketing
& Communications activities, e.g hosting BGSV’s tech talks, job fairs, workshops, hackathons, collaborating with Human Resources team to promote focused program to develop embedded competency of young talents – Bosch Embedded Academy, organizing flagship technological conference – FIT.Fest 2022, virtual expo event –
Bosch It Out and the biggest BGSV’s event recently – Hanoi Center Inauguration All contribute to the promotion of the company image among the tech community, young talents and BGSV’s partners and customers While gaining on-the-job experience, the author also continued to participate in several specific training courses related to professional skills
After 3 months of the internship period at BGSV, the author successfully gained a comprehensive understanding of BGSV’s business strategy and obtained job-related practical experience through the implementation of marketing strategies and communication tactics Moreover, she also developed her interpersonal skills through observation and practice as well as reflection and modification Now that both professional competence and interpersonal skills are leveraged, the author can finally integrate all the knowledge she gained in the past, broaden her perspective at present and have a clearer look into her future career path.
CHAPTER 2: MARKETING & COMMUNICATIONS ACTIVITIES AT
Introduction of the Marketing & Communications Department
At BGSV, Marketing & Communications activities’ overriding objective is to continuously improve the brand reputation and promote its services It is achieved through a common brand understanding and by coordinating reputation-enhancing measures across the organization
The main area of activity of Marketing & Communications at BGSV is the management of the Bosch brand and its reputation This involves monitoring the brand status by means of market research and through the development of handling recommendations, as well as the communicative implementation of such recommendations through agency management and media planning The mission of Marketing & Communications Department at BGSV is stated as follows:
Mission: “We strive for the brand with the highest reputation worldwide
We show what makes technology “Invented for life” so fascinating and beneficial
We help associates identify with Bosch, its values, and its products
We build trust by engaging openly with stakeholders
We share our expertise with political decision-makers and advocate free trade and fair competition.”
In line with its objectives, the main activities that Marketing & Communications Department at BGSV performs can be summarized the figure below
Figure 2.1 Main activities of Marketing & Communications Department at BGSV.
Description of Marketing & Communications activities
In this report, after conducting in-depth study and working on specific projects, the author wants to introduce Marketing & Communications process at BGSV as this is a vital process that allows the company to build and maintain demand, reputation and long-lasting relationships with the audience This process assists BGSV in building stakeholder capital by strengthening its reputation to support the success and sustainability of the business
The process can be summarized in 4 stages in the figure below Each stage includes more sub-steps to promote collaboration across functional teams and improve controlling and mistake detection
Figure 2.2 Marketing & Communications process at BGSV
(Source: Division working procedure, Marketing & Communications Department) 2.2.1 Identification of target groups
In order to determine the messages that will be included to capture the stakeholders’ attention, it is imperative to precisely define the audience that the communications are intended for
At BGSV, internal/ external target groups include associates, media, content generating internet users, potential new associates, policymakers, regulators and NGOs Customers, suppliers & partners are also reached by BGSV’s communicative measures These stakeholders are classified into four main target groups in the table below
Table 2.1 Four stakeholder groups at BGSV
Society Politics Associates Customers and partners
Objectives Ensure positive postings about
Gain more commitment & less fluctuation
(Source: BGSVÕs stakeholders, Managing Director) This step may require discussion with other divisions, usually involving Talent Acquisition team For instance, if there is a recruitment need, Marketing & Communications Department will get the information of vacant positions from Talent
Acquisition After indicating which audiences will need to be involved, depends on each group, the strategies for marketing & communications will be developed accordingly 2.2.2 Strategies development
The staff at Marketing & Communications Department now consider an idea or appeal that it thinks would best convey the required message to the target audience For the purpose of fostering greater creativity, outside assistance (e.g marketing agencies) can be sought
If there is an involve of outside support such as marketing agencies, Marketing
& Communications Department must carefully prepare the communication briefing for the agency, clearly outlining the requirement and objectives Care must be taken to ensure that the communication measures align with the brand positioning of the relevant division, that the messages are consistent at all points of contact, and that planned use of resources is efficient At the very least, a good campaign should observe the BoschÕs Rules for good advertising (Appendix 6)
In addition, the visual elements of Marketing & Communications activities must be developed based on corporate brand guidelines All the appropriate logos, fonts, layouts, signatures, design elements, and more to ensure consistency throughout and strengthening BGSV brand codes
After designing and developing message that contain an effective content, structure and format, the execution stage is the following step
In this step, Marketing & Communications Department will put the strategy that has been established into action and communicate the topic to the target groups on appropriate channels Channels for implementation at BGSV are summarized in the table below
Table 2.2 Channels for promotional implementation at BGSV
Media relations www.bosch.com.vn Facebook Bosch Connect Display ads
Influencer relations www.bosch- softwaretechnologies.com
LinkedIn Bosch GlobalNet Paid influencers
Twitter Bosch Tube Pay per click
(Source: Division working procedure, Marketing & Communications Department) The way BGSV maintains its internal communication channels plays a critical part in organizational development as it has more than 3000 associates in Vietnam who all need to establish connections with other associates globally As BGSV is a company with high-security concerns and all internal information must be protected and kept confidential, BGSV has numerous internal communication platforms, which is also a unique feature of Bosch In terms of internal communications, BGSV uses a variety of methods and channels including:
Bosch Connect: Bosch Connect is the social business platform introduced in 2013 and is available for all Bosch employees all around the world Its main goal is to support transparent communication This platform exists for exchanging ideas and opinions, knowledge, leadership and communication as well as for informal purposes
Corporate eNewsletter: Corporate eNewsletter is a weekly e-newsletter that provides a summary of recent updates to BGSV’s organizational initiatives, policies, accomplishments, staff activities, and internal job references
Bosch GlobalNet: Bosch GlobalNet is the official content and communication tool at BGSV It made it easier to exchange information globally due to its consistent design and simple navigation
Bosch Tube: Bosch Tube was introduced at the end of 2018 as a comprehensive social media platform Bosch Tube offers the possibility to share and deliver information (e.g news, products, training) to the audience in an appealing way It contains video assets, live streaming and webcasts accessible to all Bosch associates
It is noteworthy that these channels are intended for internal usage only with strict security protection and are restricted from outside access
While internal communications target the workforce and management, external communications at BGSV concentrate on informing the general public, clients and other stakeholders about its business For external communications, the main channels that BGSV is currently using are as follows:
Corporate websites: Bosch’s corporate website ecosystem consists of one global corporate website and around 90 regional corporate websites for more than 130 countries tailored to specific local needs In Vietnam, the site is https://www.bosch.com.vn Its role is to communicate BGSV’s strategically most important topics, be the first point of contact for applicants, present the brand and the organization as well as lead to specific pages in the Bosch ecosystem It serves as a central digital entry point for all target groups from customers to job seekers, from politicians to journalists, influencers and users
Social media: Whether privately or professionally, social media has long become an integral part of BGSV’s everyday communication There are many activities that are currently being conducted on Bosch’s social media pages such as recruitment needs, updates and recaps of BGSV’s event BGSV has its presence on Facebook fan page, YouTube, LinkedIn and Twitter
Email newsletter: With segmentation, BGSV is capable of categorizing its email campaigns into solutions for shareholders, customers and investors, and then further refining each of those groups
Events and seminars: The Marketing & Communications strategy of BGSV has traditionally placed a high priority on events and seminars These activities, ranging from tech events for IT community to recruitment events for university students, have greatly assisted BGSV to build its reputation
Consistent reputation management for BGSV and Bosch brand in general requires continuous assessment of the status quo Surveys are done frequently and the results of which can be used to quickly identify brand-relevant developments and reinforce or counteract them with specific activities on the basis of defined targets As a result, the effectiveness of deployed resources can be significantly improved This kind of data- driven brand management is useful in ensuring a coherent perception of the Bosch brand worldwide while not excluding regionally-specific characteristics
Overall assessment of the Marketing & Communications activities
2.2.1 Comparison between practice and theory
The author's academic curriculum and the Marketing & Communications process at BGSV share some specific similarities at the steps of developing marketing strategies as well as managing public relations that has been learned in the modules of Principles of Marketing and International Marketing Besides, there is knowledge of how to maintain relationships with internal stakeholders in the course of Human Resources
Management This background knowledge has made the author better equipped to deal with issues arising in the reality
However, there are certain discrepancies between theory and reality because of working practices and organizational features External communications play an important role in Marketing & Communications process to build the business’s reputation, however, not only does it include marketing campaigns but also the things the company uses to reach out to investors, suppliers, shareholders and potentially external stakeholders Additionally, Marketing & Communications process goes beyond simply promoting on external platforms It is also about maintaining social intranets and cultivating relationships with internal stakeholders
As before, the author could only visualize a broad overview of the elements and general knowledge in the domain of marketing and communications, but she had no idea of how to execute them properly by utilizing a combination of tools and platforms The internship at BGSV provided the author a chance to rectify and apply the knowledge she has gained from theory into practice
The three elements listed below are taken into account to be BGSVÕs competitive advantages regarding the Marketing & Communications process and facilitate the company in achieving its inherent success Firstly, the utilization of the latest technology by BGSV is at an all-time high As one of the biggest tech companies in Vietnam, BGSV continually incorporates technology into its daily business operation In the process of Marketing & Communication, the integration of technology can be found from a dedicated platform for communications and results tracking Time and efforts are greatly reduced as a result Secondly, BGSV possesses a diverse ecosystem of communication channels to facilitate Marketing & Communications activities BGSV utilizes a variety of internal and external channels for promoting the brand Internal channels are well- maintained and diverse enough to constitute and attract a substantial community that engages actively at a consistent frequency External communications are also facilitated by a wide range of channels as well It is noteworthy that the content and image appearing on every one of these channels are strictly governed by Bosch’s established brand guidelines Finally, BGSV provides a variety of training sessions regarding
Marketing & Communications including in-person instruction, webinars, web-based training, blended training and self-learning materials with a wide range of subject matter from general courses like Bosch's digital communications to specialized ones like storytelling for communicators or writing for printing and online These training sessions are marked as of fundamental importance for working in the area of Marketing
& Communications at BGSV They are standardized to global Bosch standards with helpful content and are offered without charge to BGSV staff
However, the process still has certain disadvantages and some improvements could be made so that the company can deliver better results Firstly, in terms of the overall process, there is only a general framework for marketing-related activities It lacks a clear and distinct structure adapting to each unique context in Marketing & Communications activities, and the staff often just go with the flow As a result, ambiguity, mismatch and communication gaps sometimes occurs between Marketing & Communications Department and other divisions when collaborating Secondly, the brand tonalities for Marketing & Communications activities are still very homogeneous across all countries It still lacks emotional adaptation to regional or divisional needs
Finally, the staff's high degree of workload is among the issues that need to be addressed
As recent marketing graduates typically choose agencies or clients in FMCG industry for their first start, BGSV may occasionally not be their first choice Additionally, since BGSV places a greater emphasis on hiring staff for its primary industries of Software & Engineering, talent recruitment for Marketing & Communications is sometimes left out This could help explain why there is a significant staff shortage in Marketing & Communications Department at BGSV With such a tight schedule and limited human resources, the staff members are sometimes overburdened with work, which can cause delays in completing deliverables and negative impacts on their mental and physical well-being.
CHAPTER 3: LESSON LEARNED & RECOMMENDATIONS FOR THE
Key learning points from the internship period
During her time working as an intern at BGSV, the author has observed and engaged in several marketing-related activities as well as received continuous training inputs to enhance her overall development Along with knowledge of the business operation and the big global technology picture, the author has also gained useful experiences in the planning and organizing of Marketing & Communications activities She has discovered gaps between lectures and practical settings throughout her internship period She realized that these differences result from situational changes or minor modifications to reflect the company’s present state In other words, for the author's complete comprehension, theory and reality do not contradict but rather facilitate each other
After 3 months of internship at BGSV, the author's soft skills improved quickly as a result of involvement in a variety of tasks and projects, as seen by the more in-depth delivery of information, faster reactions and initiative ideas Most notably is critical thinking and strong communications skills in dealing with various stakeholder, both internal and external, in order to better promote the company The author has also gained lots of skills regarding working method One of which is the Agile technique, which is a methodology that is usually used in technology company to keep track and manage the task Other achievements including mastery of Outlook, Skype, Excel, PowerPoint and improvement of communicative English are made possible by extensive computer- based work within the global environment of BGSV Moreover, the author cherishes every moment spent with her coworkers – people who motivate her to take initiative, be bold and further develop a growth mindset, all aid in the development into a better version of herself
Recommendations for the improvement of Marketing & Communications
to making sure the process runs well As a result, it is suggested that BGSV periodically offer more specific training programs for associates to help streamline the Marketing & Communications process, especially in terms of internal platforms since BGSV owns a varied ecosystem of communication channels Secondly, BGSV needs to allocate its resources more equally BGSV has incorporated a variety of communication tools for marketing, but due to inconsistent levels of concentration, the effectiveness of these promotional methods has been reduced BGSV should therefore balance the uneven performance of all communication tools To achieve the desired balance, the ideal combination of timing, medium, and message must be carefully planned With this combination, the message will be clear and the resources will be leveraged to their fullest potential Thirdly, BGSV should maintain its key competitive edge – Technology Digital transformation has gained even more momentum Technological innovations like blockchain and chatbots are being more widely used and adopted in the field of Marketing & Communications In today’s digital landscape, there are many platforms for market research, brand promotion and result tracking so there are plenty of opportunities to grow the effectiveness of Marketing & Communications activities at BGSV Finally, in order for BGSV to remain relevant in the ever-changing social media landscape, it is imperative that BGSV should adapt to the platforms and channels that its audience prefers BGSV needs to proactively look into various platforms for reaching the target audience while taking the nature of each campaign into account Among those platforms, the social media site TikTok experienced tremendous success in 2021, and predictions indicate that the platform will enjoy even more success in 2022 BGSV can better promote the brand by utilizing this platform
In today’s digital landscape, numerous possibilities and challenges have been bought about for businesses, especially in terms of Marketing & Communications It is imperative that organizations pay close attention to these activities because “while brands continue to play important roles for both firms and consumers, it is the way brands are interpreted, managed and communicated that may need rethinking” (Leslie
& Francesca, 2006) Along with the increasing awareness of such concern, the author’s internship at BGSV has allowed her to accomplish a deeper understanding and more practical expertise in the field of Marketing & Communications
Although the current Marketing & Communications process is generally well- executed and helped the company to stand out from many of its rivals, BGSV needs to be aware of its limitations, taking proactive steps to address them and continuously innovate to maintain its position in the market Some suggestions for improvement could be made including staff training, resources allocation and platform extension Due to knowledge gaps and internship length, the author can only introduce and evaluate general aspects of the Marketing & Communications activities Be as it may, the author hopes recommendations in this report will be of assistance for the company growth The author believes that BGSV shall, with one of the most dynamic and qualified teams in this field, constantly improve all aspects of its Marketing & Communications strategy as well as business operational process in overall and achieving great success in the future
1 Official website of BGSV: https://www.bosch.com.vn
2 Bosch’s mission statement “We are Bosch”: https://www.wearebosch.com/index.en.html
3 Onboarding materials for BGSV’s staff
4 Internal resources for BGSV’s staff
5 General information of BGSV, Managing Director – BGSV
6 BGSVÕs organizational structure, July 2022, Human Resources Department – BGSV
7 BGSV’s staff condition, 2019 Quarter 2, 2022, – Human Resource Department – BGSV
8 BGSVÕs fact and figures, 2019 Ð 2021, Managing Director – BGSV.
9 BGSVÕs business update, Q2 Ð 2022, Managing Director – BGSV
10 Division working procedure, 2020, Marketing & Communications Department –
11 BGSV’s stakeholders, 2019, Managing Director – BGSV
12 Expert practitioners' views on roles of brands: Implications for marketing communications, Leslie De Chernatony & Francesca Dall'Olmo Riley, 2006, pp
3 BGSVÕs business updates in terms of revenue, Quarter 2 – 2022
4 Marketing & Communications core strategy related to slogan ÒInvented for lifeÓ
5 BGSVÕs stakeholders and strategic tactics for Marketing & Communications
6 BoschÕs Rules for good advertising
(Source: Onboarding material, Managing Director) Appendix 2: BGSVÕs partnership
(Source: Onboarding material, Managing Director)
Appendix 3: BGSVÕs business updates in terms of revenue, Quarter 2 – 2022
(Source: Internal resources for BGSV staff, Managing Director)
Appendix 4: Marketing & Communications core strategy related to slogan ÒInvented for lifeÓ
(Source: Internal resources for BGSV staff, Marketing & Communications
Appendix 5: BGSVÕs stakeholders and strategic tactics for Marketing &
(Source: Internal resources for BGSV staff, Marketing & Communications
Appendix 6: BoschÕs Rules for good advertising
(Source: Internal Resources for BGSV staff, Marketing & Communications Department)
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