Trang 1 FOREIGN TRADE UNIVERSITYSCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS---o0o---INTERNSHIP REPORTFIELD: MARKETINGOverview of Van Xuan Cable and Wire CompanyLimited''''s Marketing Act
FOREIGN TRADE UNIVERSITY SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS -o0o - INTERNSHIP REPORT FIELD: MARKETING Overview of Van Xuan Cable and Wire Company Limited's Marketing Activities Student: Nguyễn Khánh Linh Student code: 2212550041 Class: K61 – Anh 01 – CLC KDQT Subject: International Business Practice Code: KDOE410/He.2023 Instructor: PhD Nguyễn Hồng Hạnh Hanoi, September 2023 TABLE OF CONTENTS PREFACE CHAPTER 1: OVERVIEW OF VAN XUAN CABLE AND WIRE COMPANY LIMITED COMPANY INFORMATION .5 INTRODUCTION 2.1 Business fields 2.2 30-year history 2.3 Vision 2.4 Mission 2.5 Core values .7 2.6 Business philosophy .7 2.7 Representative offices .7 ORGANIZATIONAL STRUCTURE 3.1 Company structure 3.2 Department duties CHAPTER 2: ANALYSIS ON MARKETING ACTIVITIES OF VAN XUAN CABLE AND WIRE COMPANY LIMITED AND THE UPCOMING MARKETING CAMPAIGNS .11 ANALYSIS ON MARKETING ACTIVITIES: 11 1.1 Marketing Deparment organizational chart: 11 1.2 Marketing Department personnel: 11 1.3 Analysis on Marketing activities: 11 THE UPCOMING MARKETING CAMPAIGNS 16 2.1 Online: 16 2.2 Offline: 16 CHAPTER 3: INTERNSHIP ACTIVITIES AT MARKETING DEPARTMENT 17 INTERNSHIP ACTIVITIES: 17 CONCLUSION .21 TABLE OF FIGURES Figure Company structure .8 Figure Marketing Deparment organizational chart .11 Figure Province, Gender, Hobby Demographics 14 Figure Country demographics .14 Figure Age, Language demographics 15 PREFACE In today's business landscape, the importance of marketing cannot be overstated It plays a pivotal role in the success and growth of organizations across various industries Embracing effective marketing practices is essential for achieving both short-term and long-term business goals In the field of International Business, Marketing is also a crucial factor My major in International Business has provided me with a basic foundation in the principles of marketing, management, as well as macroenvironment and microenvironment understanding However, it was during my internship in the field of Marketing that I had the chance to witness some of these concepts come to life, manifesting in the form of marketing campaigns, market research, and consumer interactions This report shows my experience within the realm of Marketing during my internship It offers an insight into the organization where I was fortunate to intern, illuminating its mission, marketing strategies, and global reach Through these pages, I aim to provide a comprehensive overview of my role in contributing to the organization's marketing function and the personal growth and insights that this journey has afforded me My report includes three chapters: Chapter 1: Overview of Van Xuan Cable and Wire Company Limited Chapter 2: Analysis on Marketing activities of Van Xuan Cable and Wire Company Limited and the upcoming Marketing campaigns Chapter 3: Internship activities at Marketing department To commence this report, I would like to extend my heartfelt gratitude to the Board of Directors and the Marketing department of Van Xuan Cable and Wire Company Limited I wish to express my special appreciation to Mrs Lien, who serves as the Head of the Marketing department, as well as to my supervisor Mr Phong and others who supported me with comprehensive guidance throughout my internship at the company Despite my best efforts, there may be certain shortcomings in compiling this report due to my limited knowledge and practical experience Consequently, I eagerly anticipate receiving guidance, feedback, and recommendations to enhance the quality of my work CHAPTER 1: OVERVIEW OF VAN XUAN CABLE AND WIRE COMPANY LIMITED COMPANY INFORMATION Company Name: CÔNG TY TNHH DÂY VÀ CÁP ĐIỆN VẠN XUÂN Vietnamese Abbreviation: VAXUCO English Trade Name: VAN XUAN CABLE AND WIRE COMPANY LIMITED Headquarters: Lai Xa Hamlet, Kim Chung Commune, Hoai Duc District, Hanoi Logo: Motto: “Van Xuan - the destination of choice" Tell: 024 3848 9056 Fax: 024 3848 9056 Email: contact@vanxuancable.vn Website: vanxuancable.com Establishment Date: 05/01/2001 Location: Hanoi Charter Capital: 10 billion VND Founder: Mr Tran Duy Toan Position: Director INTRODUCTION Van Xuan Cable and Wire Co., Ltd was established in 1994, with 30 years of development The company is a leading reputable manufacturer of industrial and domestic electrical wires and cables in Vietnam With continuous investment in manufacturing technology, VAXUCO takes pride in providing customers with highquality products at competitive prices and meeting international standards The workforce training system is highly emphasized to enhance production skills, ensure the best input materials, and optimize work processes The distribution and agents network are all round Vietnam, enabling the company to meet customers' needs quickly and effectively Their products have been used in hundreds of projects nationwide, including major projects of the Vietnam Electricity, Vingroup, Ministry of National Defense, and other large entities 2.1 Business fields Manufacturing of domestic and industrial electrical wires and cables Trading of wires and electrical cables Importing and exporting electrical wires and cables, machinery, equipment, and materials for the production of electrical wires and cables 2.2 30-year history February 2023 – Hung Yen Factory commences operations March 2020 – Construction of the Cable and Wire Factory in Hung Yen begins 2018 – Exported to the Myanmar market 2017 – Van Xuan was honored to receive The "Top 50 Leading Brand in Vietnam" award 2016 – Establishment of Hansun Cable and Wire Factory 2010 – Establishment of Da Nang Branch – Hansun trademark registered 2005 – Tien Phong trademark registered 2002 – VAXUCO trademark registered 2001 – Thang Long officially changed its name to Van Xuan, the full name was Van Xuan Cable and Wire Company Limited (VAXUCO) 1998 – August Star trademark registered Document continues below Discover more from: International Business… KDOE410 Trường Đại học… 4 documents Go to course Feasibility Chapter 34 Barringer and Ireland International Business… None Báo cáo thực tập 13 intership report International Business… None THỰC HÀNH DỰ ÁN KINH Doanh International Business… None A27-111115011786 Nguyễn Thùy An-… Business Economics 100% (1) Midterm with 11 answers 1994 – Establishment of Thang Long Electrical Wire Production Business Facility, which 100% (1) Economics produced electrical wires in the Soviet-style using machines and equipment invented by the founder Tran Duy Toan Chapter 01-STS - 2.3 Vision business english… Van Xuan Cable and Wire Company Limited aspires to 13 become a leading enterprise in manufacturing and supplying high-quality power cables andBusiness wires in Vietnam, 100% (1) catering to the diverse needs of our customers with dedication,Economics professionalism, and effectiveness The company is committed to continuously improving production processes, investing in advanced technologies, and enhancing the capabilities of the workforce to earn the trust and satisfaction of customers, while contributing to sustainable development and making positive contributions to the socio-economic growth of the country 2.4 Mission To serve customers with safe, efficient, and cost-effective power transmission and distribution solutions by providing the highest quality electrical cables and wires 2.5 Core values Deeply caring about the interests of customers by supply high-quality products Building a highly competent workforce and fostering a work environment that promotes development Being at the forefront of researching and applying new technologies to create the best products 2.6 Business philosophy Customers are at the center of all business activities VAXUCO is committed to maximizing benefits for the customers by offering quality products and professional services, understanding and meeting their needs They continuously strive to improve the quality of their products and services while creating a positive working environment for their employees to develop themselves and contribute to the success of the company With this philosophy, VAXUCO aims to become a reliable partner for customers nationwide, contributing to the overall development of the country 2.7 Representative offices 2.7.1 Representative office in Hanoi: Address: 41 Hang Chao, Dong Da District, Hanoi Tel: 024.38 489 055 Fax: 024.38 489 056 Representative: Mr Tran Duy Quan 2.7.2 Representative office in Da Nang: Address: 27 Tran Dinh Nam, Hoa An Ward, Cam Le District, Da Nang City Tel: 02363 659 482 – 02363 659 483 Representative: Mr Nguyen The Anh ORGANIZATIONAL STRUCTURE 3.1 Company structure Board of director Supervisor Production Business Finance Project Factory Area Accounting Electricity project Factory Area Finance Construction project Factory Area Marketing Human Resources Office Administration Transportation Truck part Vehicle part for business Repair parts Figure Company structure 3.2 Department duties 3.2.1 Board of Directors The board of directors help set strategic planning such as set long-term goals and objectives and ensure alignment with the company's mission and vision Board members jointly supervise the activities of the organization, engage in risk assessment, review and approve the company's financial statements, budgets, and major financial decisions as well as represent the shareholders 3.2.2 Supervisor Department: This department supervise the activities made by the Board of Directors 3.2.3 Production Department: The tasks of Production department are overseeing the manufacturing process to ensure the production of high-quality cable and wire products; monitoring production schedules and output; implementing quality control procedures to maintain product quality; complying with environmental and safety regulations; and managing inventory levels to meet production demands These tasks apply to all three factories working under VAXUCO 3.2.4 Business Department: Employees working in Business department need develop and implement business strategies to achieve growth objectives; and identify potential business partnerships to develop and negotiate business contracts and agreements 3.2.5 Finance Department: This department has two main functions: Finance and Accounting With the former, employees are responsible for developing financial plans and budgets in collaboration with other departments; optimizing cash resources for investments With the latter, they oversee financial accounting and reporting processes along with coordinate internal and external audits 3.2.6 Project Department: VAXUCO has two main types of projects: Electricity projects of public sector and Construction projects of private sector 3.2.7 Marketing Department: About Marketing Department, employess have to conduct market research to understand customer needs, preferences, and industry trend; develop marketing strategies and campaigns to promote the company’s cable and wire products together with plan and execute advertising campaigns across various channels, including digital marketing, print media, national and international workshops 3.2.8 Human Resources Department: HR team conduct recruitment processes, including posting job vacancies and interviewing candidates; administer employee benefits programs and compensation structures; and complete administrative papers and formalities 3.2.9 Transportation: Truck part workers deliver cables and wires to retail stores all over the country Vehicle part staffs transport the assembled products catering to different needs of businesses while repair part employees take care of the damaged products and resend the new one 10 CHAPTER 2: ANALYSIS ON MARKETING ACTIVITIES OF VAN XUAN CABLE AND WIRE COMPANY LIMITED AND THE UPCOMING MARKETING CAMPAIGNS ANALYSIS ON MARKETING ACTIVITIES: 1.1 Marketing Deparment organizational chart: Head of Marketing Department Market research Content Public Relations Figure Marketing Deparment organizational chart 1.2 Marketing Department personnel: The Marketing Department has Head – Mrs Lien and employees, namely Mr Phong, Ms Linh, and Mr Tuan With the Public Relations function, the department also outsources some tasks, such as runing ads on online platforms or hiring media agencies to film commercial videos 1.3 Analysis on Marketing activities: Here are some key tasks and responsibilities of the Marketing Department 1.3.1 Market research: Conduct market research to understand customer needs, preferences, and industry trend by gathering data on competitors, market conditions, and emerging opportunities 11 With 30 years of experience, VAXUCO can collect information from their diversifed customers and gathering data from big corporations in this field like Tran Phu Cable, CADISUN Cable, etc to innovate their products and services as well as make amendments if necessary Based on the research findings, the Marketing department can provide actionable recommendations for marketing strategies, product development, pricing adjustments, and customer engagement Market research should be an ongoing process, continuously monitor market trends, customer feedback, and competitors to stay updated and adjust strategies as needed 1.3.2 Public Relations: Once VAXUCO is done with the market reseach to understand the position of the company in the market, the company move on to advertising and promotion in order to create an impression of uniqueness in the customers’ minds The main tasks are developing marketing strategies and campaigns to promote the company's products Along with that, the staffs need to develop high-quality content, including product descriptions, blog posts, videos, and infographics to educate customers After planning the strategy and developing content, the next step is executing advertising campaigns across various channels, including traditional and modern marketing a Marketing strategies development: VAXUCO traditionallly use the method Word of Mouth and reach to potential customers through current customers Thanks to its high quality products and reputation, its revenue is still stable However, if VAXUCO wants to foster more in this industry and competes with big corporations in this field, the company needs explicit and effective marketing strategies and campaigns to have a higher level of national recognition VAXUCO once wanted to use TV channels or radio (traditional marketing) for promotion, but this campaign seemed unrealistic: First is the exorbitant cost to run a 30-second advertisment, the company can run an online campaign in a whole month with the same money spent on two times appearing on TV channels This method requires continuous and densely packed appearance as well as experienced staff, VAXUCO still not have widespread reputation and enough financical budget so the risks are unmeasurable plus the result received may not meet the expectation Second, the company target audiences are contractors, retail stores owners and construction workers With regard to the former audience, most of them not 12 watch TV, or if they do, they only watch news or sport programs, which are too pricy to run commercials Other channels are not suitable for this type of customer With the two latter types of audiences, as most of them no longer use TV for recreational activites, they often turn to other online platforms such as YouTube or Facebook to entertain themselves Therefore this move is not only costly but also risky and ineffective b Content development As the content about cable and wires are mostly specialized knowledge, it requires the content creator to have a deep understanding of the product and the company, as well as have different content sections catering to the needs of distinctive types of readers At the moment, the company focuses on categories: Specialized information of the products: These contents aim to approach contractors, retail stores owners and construction workers to provide them with the product they need These posts on Facebook often attach the link of VAXUCO website and vice versa to provide customers with more information Pre-service: This includes activities such as answering pre-purchase inquiries, instructing the customers and the consumers of how to use and install the cable and wiresand, and assisting customers in making informed decisions before they buy a product or service Post-service: Customers are asked to join in customer support channel In this channel, the admin upload posts about maintenance, warranty services, technical assitance and addressing customer concerns or issues that may arise after the purchase For example, once customers’ cables are not working, they will know the reason and are offered with solutions, keeping them company and making them feel a sense of attachment, thus retaining customers’ loyalty to brand c Executing advertising campaigns: Currently, they are running online and offline campaigns Online: Facebook Ads, Facebook Fanpage, Website + Email marketing 13 Most of the contents are uploaded on Facebook Fanpage and company’s website VAXUCO hire agency to outsource the ads running task on Facebook because the agency have discount price for this Facebook’s service, so it is much economical to outsource than running the ads using the company private account The advantages of using this strategy are: VAXUCO can clearly see how many people the posts reach to; the interaction such as like, share, follow page; the ability to adjust and supervise hourly, daily to make justified amendments, know what content to dig deeper and what to get rid of; and it is possible to reach to non-customer who haven’t heard of VAXUCO on the internet Listed below are demographic statistics of the Facebook Page: Figure Province, Gender, Hobby Demographics Figure Country demographics 14 Figure Age, Language demographics In addition to Facebook, the department also send email to potential customers nationwide and worldwide The email includes open letter, catalogue, and capacity profile Offline: Workshops, Trade fair Trade fairs approach customers who have aleardy known about the company, especially contractors, using Word of Mouth marketing VAXUCO used to hold international workshops and participated in some trade fairs in Myanmar, Laos, Campuchia, Indochina market until Covid 19 outbreak in 2021, since then their international trade has been disrupted VAXUCO have two distribution channels: Project tendering (tender for buildings, factories, businesses, construction projects, etc) and sales distribution (each province has 1-2 big wholesalers -> intermediaries -> retailers -> construction workers) The workshop strategy is effective for both contractors and end users – construction workers With regard to the former, it is efficacious as contractors who join the workshop already know about VAXUCO Through Word of Mouth marketing, these contractors can affiliate to business owners, creating brand recognition and building trust The same goes for construction workers, as they can advise which cable has high quality and suitable for household needs 1.3.3 Obtaining Leads from Marketing campaigns In marketing, "leads" refer to individuals or potential customers who have expressed interest in a company's products or services These individuals have provided their contact information or taken some other action that indicates their 15 potential interest in what the company offers Leads are a critical part of the sales and marketing process as they represent potential customers who may be nurtured and eventually converted into current customers Through these aforementioned campaigns, the Marketing department collect customers list by Email marketing, social media, trade fairs, and referrals and send it to Business department THE UPCOMING MARKETING CAMPAIGNS 2.1 Online: Push more advertisement on Facebook and Google In order to reach to vast audience, VAXUCO intends to run advertisements on both Facebook and Google and will launch the campaign in October 2023 Start advertising on suitable platforms that targeted audience often use As traditional marketing is not an effective choice, VAXUCO plan to take advantage of YouTube and Business magazine Besides Facebook, most construction workers use YouTube to watch film and relax after a hard-working day, therefore it is more approachable to advertise on this platform In addition, businessmen will properly spend time searching business magazines, so this platform will be appropriate The marketing department has plan to film a commercial video on October 2023 2.2 Offline: Holding more workshops to attract more potential customers, including the investors that contractors are working with, so when the contractor mention VAXUCO, the investors will know about it and whether they can entrust their projects on the company’s hand or not Another type of potential customer is businessmen who work in different fields and want to construct a project It is essential to have a high level of recognition so whenever they have demand, they will think of the company and consider it 16 CHAPTER 3: INTERNSHIP ACTIVITIES AT MARKETING DEPARTMENT INTERNSHIP ACTIVITIES: 5-week internship working in the Van Xuan Cable and Wire Company Limited offer me to gain practical experience in marketing Internship Journal: - Period: weeks - Working hours: + Morning: from AM to 11 AM + Afternoon: from PM to PM - Working days: Monday and Friday every week Week Tasks Self – Lesson learnt evaluatio n (on (07/08 – 11/08) Observe the overall scale 10) 10/10 Have a general grasp of organizational structure how a manufacturing and activities of other firm operate Departments Understand some Observe the Marketing Marketing functions Department activities related to this field Go to the factory and Know the process of observe the process of making and evaluating making cable and wire the quality of a product Go to other retail stores before it enters the in Hanoi and observe market Understand the market 17 position of the product compared to other (14/08 Read the catalogue 10/10 companies Understand technical Read capacity profile terms and type of – Searching for affordable products 18/08) printing place, make a Be of help to other list for the Marketing employees department selection Train analysis and Sort out files and searching skills documents Familiarize with Learn how to stamp administrative work documents, seal files Know how to make Run on errand (receive beautiful and shipping orders, making comprehensive Excel coffee) sheets Receive instruction on Know how to write a how to search for business email potential customers, Know how to utilize the collect customers’s task using different information, write an tools email to customers in both Vietnamese and English Receive instruction on how to use mail chimp and mail merge to send email to many customers 18 Give some ideas to (21/08 develop content of – 25/08) 9/10 Develop searching skills and idea Facebook posts generating ability Learn how to compile a Know how to write an post: format, type of informative Facebook content, writing style, post infographics Know the process in Engage in discussion making a plan with Marketing Department on next month plan Participate in brainstorming suitable (28/08 – 01/09) marketing strategy Research media agency 9/10 for the commercial Develop research skills Know how to write filmings email script and Research suitable actor phoning script before Contact them through reaching to the media hotline, email and agency and the actor fanpage Know how to Engage in discussion summarize main idea with Marketing Department Writing meeting minutes for the (04/09 discussion Wrap up 9/10 Receive review from Know my strength, weakness and room for 19