14 CHAPTER TWO: CURRENT SITUATION OF MARKETING ACTIVITIES AT TOPONE TRADING AND TRANSLATION COMPANY LIMITED .... In this research report, I would give some analysis on the current situat
FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH ********** GRADUATION REPORT Major: Business English THE PRACTICE OF MARKETING ACTIVITIES AT TOPONE TRADING AND TRANSLATION COMPANY LIMITED Student full name : NGUYỄN THỊ THẢO Student ID : 1837713049 Class : CNF18 Supervisor : Nguyễn Thị Hiền Hạnh, M.A Hanoi, January 2022 TABLE CONTENTS INTRODUCTION 1 Rationale of the report Report objectives Scope of the report Methodology Report structure CHAPTER ONE: BACKGROUND KNOWLEDGE OF TOPONE TRADING AND TRANSLATION COMPANY LIMITED 1.1 Company introduction 1.1.1 General information 1.1.2 Organizational structure 1.1.3 Company’s scope of activities 1.1.3.1 Translation 1.1.3.2 Interpretation 1.1.4 Mission, vision, and core value Mission Vision Core value 10 1.2 Introduction to the internship in Topone Trading and Translation Company Limited 11 1.2.1 Weekly schedule 11 1.2.2 Organizing media meetings and attendance for marketing purposes 12 1.2.3 Control the marketing paper 14 CHAPTER TWO: CURRENT SITUATION OF MARKETING ACTIVITIES AT TOPONE TRADING AND TRANSLATION COMPANY LIMITED 16 2.1 Theoretical background 16 2.1.1 Marketing concept 16 2.1.2 Marketing Mix 17 2.2 Current situation of marketing activities at Topone Company 21 2.2.1 Marketing strategy of the company 21 2.2.2 Marketing policies of the company 23 2.3 Assessments 25 2.3.1 Strengths 25 2.3.2 Weaknesses 26 CHAPTER THREE: RECOMMENDATIONS FOR TOPONE TRADING AND TRANSLATION COMPANY LIMITED 27 3.1 Future goals and development orientation 27 i 3.2 Solutions to improving marketing efficiency 27 3.2.1 Diversifying and improving the quality of the Company's products 27 3.2.2 Establishing reasonable and flexible rates 28 3.2.3 Building diversified distribution channels 29 3.2.4 Promoting promotion activities in building and developing the Company's brand name 30 3.2.5 Improving the quality of human resources 33 CONCLUSION 36 REFERENCES 37 ii ACKNOWLEDGEMENTS The internship opportunity I had with Topone Trading and Translation Company Limited was a great chance for me to learn and develop marketing skills professionally Therefore, I consider myself a very lucky individual as I was provided with an opportunity to be a member of Topone Trading and Translation Company Limited During the internship, I was also grateful for having a chance to meet so many wonderful and professional people who led me through this internship period Firstly, I would like to express my deepest gratitude to all instructors of Foreign Trade University for giving me knowledge and change to practice Especially, I would like to thank Ms Nguyen Thi Hien Hanh – my instructor who instructed me knowledge and experience on how to make a report successfully She gave me the right answer at the right time when I needed the support Secondly, I would like to express my deepest gratitude and special thanks to the Director of Topone Trading and Translation Company Limited – Ms Le Thi Uyen, who guided and kept me on the correct path and allowed me to implement my internship time at their organization I would like to express her deepest thanks to Ms Nguyen Thi Tra My, my supervisor of Topone Trading and Translation Company Limited, for providing me useful decisions, giving necessary pieces of advice and arranging all facilities to make my internship easier This time was extremely valuable for my study both theoretically and practically Finally, I perceive this opportunity as a big milestone in career development I will strive to use gained skills and knowledge in the best possible way, and I will continue to work in order to attain my desired career objectives I hope I will have a chance to continue cooperation with all in the future iii LIST OF CHARTS, FIGURES, AND TABLES Figure 1.1 The organizational chart of Topone Trading And Translation Company Limited iv INTRODUCTION Rationale of the report The marketing mix is one of the most popular theoretical frameworks in marketing and has been used by enterprises to make marketing decisions and other decisions more effectively According to the strategy adopted by the senior management to achieve long-term goals and objectives, the enterprise regards each element of the marketing mix as the source of competitive advantage The potential contribution of marketing to gaining competitive advantages has been recognized by the management of many successful enterprises, so more attention has been paid to this specific business area than ever before (Egan, 2007) Therefore, nowadays, most marketing-related concepts, such as marketing mix, product life cycle, PEST, and SWOT analysis, Porter's five forces, value chain analysis, etc., have received more attention than ever before These marketing concepts are being found in more and more enterprises and their practical application is being found Mixed marketing or 4Ps can be marked as one of the basic concepts of marketing and focus on four aspects of business activities: products, prices, promotions, and locations (Klein, 2007) The actual application of enterprise marketing mix varies with a series of factors such as scale, selected management strategy, geographical location, competitive advantage, etc Kumar (2010) pointed out that mixed marketing is a term used to describe the combination of methods used by an enterprise to achieve its goals by effectively pushing its products and services to specific audience groups Bootwala et al (2009) cited Philip Kotler's definition of a marketing mix, according to which "a marketing mix is a set of controllable variables used by a company to influence the target market and their extent" (Bootwala et al., 2009, p 3.1) Document continues below Discover more from: Financial Reporting FR224 Trường Đại học… 839 documents Go to course Mindmap f3 - f3 financial accounting Financial Reporting 100% (14) Aptis practice book 108 - web version Financial Reporting 95% (22) Aptis vocabulary 56 Financial Reporting 100% (5) 02 Financial Reporting 100% (4) 24 Financial Reporting 100% (3) 35 Financial Reporting 100% (3) In the current marketing economy, if businesses want to survive and develop, the application of Marketing policy is very important In this research report, I would give some analysis on the current situation of marketing activities, thereby propose some solutions to promote marketing activities of Topone Trading and Translation Company Limited This will show a part of how I perceive myself with research issues After doing an internship at Topone Trading and Translation Company Limited, I learned and analyzed the current situation of marketing activities that the company has been implementing, I have a more realistic view of business activities in general, marketing policies in particular Understanding the importance of marketing activities, I chose the internship topic “THE PRACTICE OF MARKETING ACTIVITIES AT TOPONE TRADING AND TRANSLATION COMPANY LIMITED” as my internship report Report objectives The purpose of this internship is to use the knowledge and skills learned in class to successfully complete the tasks assigned by Topone Trading and Translation Company Limited On the other hand, my internship experience has helped me improve my soft skills, such as communication skills, problem-solving skills, information search, and integration skills And more importantly, the internship helped me observe and learn about the marketing activities of an enterprise, in reality, to know how the knowledge I learned in school was applied in practice by enterprises Therefore, my main purpose is to analyze the Marketing activities of Topone Trading and Translation Company Limited Thus, the strengths and weaknesses of the company's marketing policies, and propose some disarmament measures to improve the effectiveness of the company's marketing activities through this report Scope of the report • Spacial scope: Topone Trading and Translation Company Limited • Temporal scope: Business situation of Topone Trading and Translation Company Limited form 2017 to 2019 Methodology In order to complete the report, several research methods were used: First, the descriptive method is used to describe some of the basic marketing definitions The second is that this report uses data synthesis and analysis methods I have collected primary data such as the company's financial statements in the last three years from the finance and accounting department, the marketing performance report of the marketing department, After collecting the data, this paper reviews the company's operating performance and marketing performance in the past three years and finds out the achievements and limitations The research methods have been used flexibly in the report Report structure In addition to the introduction and conclusion, the content of the report is divided into three specific chapters as follows: Chapter 1: Background knowledge of Topone Trading and Translation company Limited In chapter 1, an overview of Topone Trading and Translation company Limited includes basic information about the company's formation and development process In addition, it also provides information about the company's structure chart, vision, mission, goals, and scope of activities Chapter 2: Current Situation of Marketing activities at Topone Trading and Translation Company Limited This chapter focuses on the marketing strategies and policies being adopted by the company, including product policy, price policy, distribution policy, and trade promotion policy After presenting the situation, the report also shows the strengths and weaknesses of the company's marketing activities Chapter 3: Recommendations for Topone Trading and Translation Company Limited After assessing the strengths and weaknesses, in chapter 3, the report makes some recommendations for Topone Trading and Translation Company Limited in order to improve the effectiveness of the marketing activities of the business