(Tiểu luận) overview of van xuan cable and wire companylimiteds marketing activities

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 1 Code: KDOE410/He.2023

Instructor: PhD Nguyễn Hồng Hạnh

Hanoi, September 2023

TABLE OF CONTENTS

PREFACE 4

CHAPTER 1: OVERVIEW OF VAN XUAN CABLE AND WIRE COMPANY LIMITED 5

1 COMPANY INFORMATION 5

2 INTRODUCTION 5

2.1 Business fields 6

2.2 30-year history 6

2.3 Vision 6

2.4 Mission 7

2.5 Core values 7

2.6 Business philosophy 7

2.7 Representative offices 7

3 ORGANIZATIONAL STRUCTURE 8

3.1 Company structure 8

3.2 Department duties 8

CHAPTER 2: ANALYSIS ON MARKETING ACTIVITIES OF VAN XUAN CABLE AND WIRE COMPANY LIMITED AND THE UPCOMING MARKETING CAMPAIGNS 11

1 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

2 THE UPCOMING MARKETING CAMPAIGNS 16

2.1 Online: 16

2.2 Offline: 16

CHAPTER 3: INTERNSHIP ACTIVITIES AT MARKETING DEPARTMENT 17

1 INTERNSHIP ACTIVITIES: 17

CONCLUSION 21

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TABLE OF FIGURES

Figure 1 Company structure 8

Figure 2 Marketing Deparment organizational chart 11

Figure 3 Province, Gender, Hobby Demographics 14

Figure 4 Country demographics 14

Figure 5 Age, Language demographics 15

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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, Iaim 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

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CHAPTER 1: OVERVIEW OF VAN XUAN CABLE AND WIRE

Establishment Date: 05/01/2001 Location: Hanoi

Charter Capital: 10 billion VND

Founder: Mr Tran Duy Toan Position: Director

2 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 high-quality products at competitive prices and meeting international standards

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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

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Báo cáo thực tập intership reportInternational

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THỰC HÀNH DỰ ÁN KINH Doanh

International

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1994 – Establishment of Thang Long Electrical Wire Production Facility, whichproduced electrical wires in the Soviet-style using machines and equipment invented by the founder Tran Duy Toan

2.3 Vision

Van Xuan Cable and Wire Company Limited aspires to become a leading enterprise

in manufacturing and supplying high-quality power cables and wires in Vietnam, catering to the diverse needs of our customers with dedication, 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

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

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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

Construction project

Marketing Resources Human

Office Administration

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

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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 digitalmarketing, 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

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CHAPTER 2: ANALYSIS ON MARKETING ACTIVITIES OF VAN XUAN CABLE AND WIRE COMPANY LIMITED AND THE UPCOMING MARKETING CAMPAIGNS

1 ANALYSIS ON MARKETING ACTIVITIES:

1.1 Marketing Deparment organizational chart:

Figure 2 Marketing Deparment organizational chart

1.2 Marketing Department personnel:

The Marketing Department has 1 Head – Mrs Lien and 3 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

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Head of Marketing Department

Market research Content Public Relations

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 do not

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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 3 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 andmaking 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

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