With the permission of the Hanoi Daewoo Hotel, we had the opportunity to work in the hotel system. During the survey and research, we found that Hanoi Daewoo Hotels promotional activities are focused on marketing communication activities through the hotels 2 websites and Facebook, while the investment in marketing communication activities on the Instagram page is limited. The individual travel market is a large market with great potential for development. The use of marketing vehicles gives the hotel the opportunity to grow the company. Therefore, we decided that the theme of the future improvement project will be Promotion Activities of Hanoi Daewoo Hotel in the Context of the COVID19 Epidemic, with the goal of attracting tourists to the hotel. Hanoi Daewoo Hotel in the context of the pandemic. In the project, we not only built a marketing communication program for tourism products focusing on customers, but also assessed their interaction with this program. In addition, social media channels and websites are used as the main tools for the project to implement the communication program. In order to have a clear view related to the projects results, I conducted a survey by questionnaire both before and after the project implementation, hoping that after implementing the project, Hanoi Daewoo Hotel could attract more customers during the current pandemic situation.
UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY FINAL REPORT First name Name Group Tel/Mobile/E-mail HOANG Thi Hong DINH Quang Tiến 0868387087 LAI Phuong Thao hoanghong200134@gmail.com DO Thi Thuy Linh DUONG Do Lan Anh 0382523668 quangtienmeomeo@gmail.com 0364543813 thaolai4568@gmail.com 0356985555 vivianne.do214@gmail.com 0974257358 lananh.lananh.120@gmail.com Calendar year (and University year): 2021, 3rd year The company: Hanoi Daewoo Hotel The name of the company representative: Mrs Pham Thi Thai Tam The name of University tutor: Mrs Kieu Thu Huong The title of the project: Promotion activities of Hanoi Daewoo Hotel in the context of Covid-19 epidemic UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY ABSTRACT With the permission of the Hanoi Daewoo Hotel, we had the opportunity to work in the hotel system During the survey and research, we found that Hanoi Daewoo Hotel's promotional activities are focused on marketing communication activities through the hotel's websites and Facebook, while the investment in marketing communication activities on the Instagram page is limited The individual travel market is a large market with great potential for development The use of marketing vehicles gives the hotel the opportunity to grow the company Therefore, we decided that the theme of the future improvement project will be "Promotion Activities of Hanoi Daewoo Hotel in the Context of the COVID-19 Epidemic," with the goal of attracting tourists to the hotel Hanoi Daewoo Hotel in the context of the pandemic In the project, we not only built a marketing communication program for tourism products focusing on customers, but also assessed their interaction with this program In addition, social media channels and websites are used as the main tools for the project to implement the communication program In order to have a clear view related to the project's results, I conducted a survey by questionnaire both before and after the project implementation, hoping that after implementing the project, Hanoi Daewoo Hotel could attract more customers during the current pandemic situation UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY ACKNOWLEDGEMENTS Tourism is one of the main pillars of international trade, plays an important role in the economies of many countries around the world, and is an important source of income for many developing countries that includes Vietnam As tourism develops, diversification and increasing demand for entertainment, the tourism industry has created a potential development market and created momentum to form a lot of travel companies Hanoi has the advantage of being the capital, the economic, political, and cultural center of the country, as well as the traffic hub of the whole country, of making an important contribution to the general development of the country Hanoi has gradually developed significantly, with areas that strongly attract foreign investors Along with the development of the number of visitors to Hanoi, Hanoi's physical facilities are also developing rapidly This meets the accommodation needs of tourists The hotel market in Hanoi is now quite diverse and rich with many different types Many high-rise hotels have sprung up quickly, such as: Melia, Daewoo, Horison, Hanoi Tower, Nikko, etc These hotels have really changed the city of Hanoi; it is more beautiful and flashy now In that diverse hotel market, a type of joint venture hotel with foreign investment and modern and advanced technical facilities, as well as a staff of constantly trained professionals, emerged level to serve customers better and better However, it is this development, the expansion of the network, the network of hotels, that has created a strong competitive advantage in the tourism industry Therefore, the research and improvement of marketing and communication activities are necessary not only to help the hotel provide the best tourism and communication services to customers, but also to help the tourism industry improve its competitiveness compete in the market economy and rapidly integrate more and more deeply This is also considered an extremely important factor that should be prioritized in the promotion process of any tourist hotel in We chose Hanoi Daewoo Hotel as the internship location and gained valuable experience after our internship at the hotel Because we realize that the hotel's marketing communication activities are focused mainly on the Web and Facebook has not taken steps to promote marketing communication through the social networking site Instagram UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY Especially in the context of such a complicated epidemic, using social networking sites to reach customers is the most appropriate option Therefore, my team focuses on improving marketing communication activities for the company in order to help the company's communication segment develop and attract customers to the hotel Based on the importance and necessity of strengthening promotion activities at Hanoi Daewoo Hotel, we decided to choose the topic "Promotion activities of Hanoi Daewoo Hotel in the context of Covid-19 epidemic" to contribute part of the marketing strategy of Hanoi Daewoo Hotel in the context of the Covid-19 epidemic The evaluation results will help the management team have more methods to improve communication activities, increase interaction and retain as well as attract more customers We would like to thank Hanoi Daewoo Hotel for giving us the opportunity to carry out the project internally We'd like to thank all of the passionate employees who shared their expertise of the tourist sector and marketing with us Finally, we would like to express our gratitude to the tutors who have always provided us with guidance throughout the project implementation process UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY TABLE OF CONTENT PART 1: OVERVIEW ABOUT THE HOTEL AND THE GROUP PROJECT 1.1 Overview about Hanoi Daewoo Hotel 1.1.1 The process of formation and development of Hanoi Daewoo Hotel 1.1.2 Basic information of Hanoi Daewoo Hotel .7 1.1.3 Target market 1.1.4 Range of product 1.1.5 Human resource system 1.1.6 Awards 11 1.2 Project overview 12 1.2.1 Introduction 12 1.2.2 The aims of the project 12 1.2.3 Research scope .13 1.2.4 The organization methods .14 PART 2: PROJECT IMPLEMENTATION 15 2.1 Task 1: Analyze the current status of promotional activities of the Hanoi Daewoo Hotel 15 2.2 Task 2: Customer research at the Hanoi Daewoo Hotel Create a survey about customers' interest in Hanoi Daewoo Hotel 19 2.3 Task 3: Determine the promotion objectives of the project 35 2.4 Task 4: Determine the best methods of promotion 37 2.5 Task 5: Create the message of the advertisement 39 2.6 Task 6: Distribute the message of the advertisement through promotional methods 43 2.7 Task 7: Gather data on the reults obtained 46 PART 3: DIFFICULTIES AND SOLUTIONS 49 3.1 Time limitation for project implementation 49 3.2 Difficulties in applying new methods in the marketing process 50 3.3 External factor: Covid - 19 pandemic 50 3.4 Unable to take over the company’s website and Facebook page 51 PART 4: RESULT EVALUATION 51 4.1 Task 1: Analyze the current status of promotional activities of the Hanoi Daewoo Hotel 51 4.2 Task 2: Customer research at the Hanoi Daewoo Hotel Create a survey about customers' interest in Hanoi Daewoo Hotel 52 4.3 Task 3: Determine the promotion objectives of the project 52 4.4 Task 4: Determine the best methods of promotion 53 4.5 Task 5: Create the message of the advertisement 53 4.6 Task 6: Distribute the message of the advertisement through promotional methods 53 4.7 Task 7: Gather data on the results obtained 54 UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY PART 1: OVERVIEW ABOUT THE HOTEL AND THE GROUP PROJECT 1.1 Overview about Hanoi Daewoo Hotel This is a hotel that is considered a symbol of the development and prosperity of the open economy It was inaugurated in April 1996 Hanoi Daewoo Hotel is a 5-star hotel currently located on Kim Ma Street in Hanoi The hotel is located in the Daeha Business Center Complex, which includes 15 apartments for rent with an area of 21721 m2, a 15-storey apartment building with 193 apartments, and an 18-storey Hanoi Daewoo Hotel with 411 rooms of international standards, including 35 special rooms The symbol of the Hanoi Daewoo Hotel is a blue 4-petal flower The hotel's slogan is "Hospitality From Heart", showing that the goal of the hotel is perfect quality, bringing the most comfortable feeling to customers when coming and experiencing the service here Going to the hotel, we also have the opportunity to admire the art collection, with more than 2000 paintings and sculptures by contemporary Vietnamese artists displayed in the lobby, restaurants and bars Luxury rooms and hotel rooms create a unique feature that we can only feel when we come here Hanoi Daewoo Hotel marks the 20-year journey of construction and development that brought Hanoi Daewoo Hotel to be the iconic hotel in Hanoi's capital The last 20 years have seen the proud journey ofHanoi Daewoo Hotel to become the iconic hotel of Hanoi City and the spiritual heritage of the people of the capital Since 1996 until now, Hanoi Daewoo Hotel has always affirmed its leading position in the hotel service industry when it is continuously selected as the venue for many international conferences and events, such as: Francophone Summit, ASEAN Summit, National Day of the Russian Federation The hotel is also honored to be awarded many awards from the Ministry of Culture, Sports and Tourism, voted by the National Administration of Tourism as the Top 10 Hotels in Vietnam's Top Stars, with awards from the Vietnam Association of Architects, the travel website Tripadvisor, the online booking site Expedia, 1.1.1 The process of formation and development of the Hanoi Daewoo Hotel Hanoi Daewoo Hotel is a famous 5-star hotel in Hanoi, opened in April 1996 and located in the Daeha shopping center project of the Korean Daewoo Group This is a collaborative UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY work between Soul Korean Industrial, Gian Daewoo, and The State Run Ha Noi Electronic (Hanel) At the time of October 1996, when the new hotel came into operation, Hanoi Daewoo Hotel became a symbol of the capital because of its large and impressive scale Located in a prime location in the heart of the western gateway of the city, Hanoi Daewoo Hotel is not only one of the largest hotels in Hanoi, but also attracts businessmen and politicians with its ancient architecture Classic beauty, elegance and sophistication The hotel is located at 360 Kim Ma, Ba Dinh The hotel is considered the hotel with the largest number of rooms in Hanoi The hotel is decorated in the Vietnamese contemporary art style The hotel has been visited by many international politicians, such as US President Bill Clinton and his wife (1996), Russian Prime Minister Vladimir Putin (2002), Korean Prime Minister Lee Hae Chan (2005), and the Prince of Brunei Abdul Qawi (2005) Chinese President Hu Jintao and Brazilian President Luiz Inacio Lula da Silva chose to stay when they came to Vietnam This is also the official hotel of the 2006 APEC Summit and the 2008 Miss Universe Pageant Not only is the first 5-star hotel in Hanoi representing the aesthetic value of the times, but Hanoi Daewoo Hotel also constantly affirms its mark with its preeminent innovation spirit throughout its history The special imprint of the hotel over the years must include the rich culinary world, always innovating on the quintessential culinary arts With a system of six restaurants, bakeries, and stylish lounges, Hanoi Daewoo Hotel takes diners on a journey of authentic culinary discovery with famous Chinese dishes at Ngan Dinh Hanoi, authentic German dishes at Duc Bao Gartenstadt, or exquisite Japanese dishes at Edo restaurant Surprisingly, the restaurants here are regularly upgraded in terms of both architectural space and culinary world, so diners can clearly feel the ever-changing, new, and appealing Hanoi Daewoo Hotel 1.1.2 Basic information of Hanoi Daewoo Hotel Vietnamese name : Hanoi Daewoo Hotel International transaction name: Hanoi Daewoo Hotel Address: 360 Kim Ma - Ba Dinh - Hanoi UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY Tel: +84 8315000 Fax: +84 8315000 Email: Info@DAEWOOHOTEL.com.vn Website: www.HanoiDaewoohotel.com 1.1.3 Target market With Hanoi Daewoo Hotel, the target customer market is the hotel object that needs to be aimed at There are many criteria to segment the target customer market such as age, gender, occupation, hobbies, motor travel, education, and religion The main target market of Hanoi Daewoo Hotel is businesses, mid-range and high-class customers In addition, the hotel also aims to be a reliable place to organize large-scale conferences and events, or to welcome heads of state and important international customers to Vietnam Each segment of this market has different needs, requirements on the quality of the hotel service when traveling to Hanoi Daewoo Hotel Research on the target customer market shows that the higher the education level (depends on the family owner), the greater the ability to travel When human living standards increase, human travel demand also increases That means the more human experience, the demand for product quality and services is even more rigorous Public service guests require fast and accurate service with pure tourists They look forward to a service depending on their preferences according to the characteristics of ethnic groups, gender, and religion Therefore, the hotel provides guests to suit their needs Customers crate engines for hotel business activities So the hotel must find ways to feel the feeling after the service consumers are greater or equal to the expectation before the service consumers reach a high quality satisfying the needs of customers All hotel activities are directed at the target customer market Advanced service quality: thinking, eating, entertainment, of Hanoi Daewoo Hotel is also to retain, attract customers, make plans, strategies, to become more and more Meeting the needs of customers who are profitable for hotel traders 1.1.4 Range of product UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY Like other hotels in Hanoi, Hanoi Daewoo Hotel's main products are accommodation and food services Accommodation services of the hotel include bedroom rental, apartment rental and office rental In addition, because Hanoi Daewoo Hotel is a 5-star hotel, it also has many other additional services: Organizing parties and seminars Laundry service Swimming pool service Sports services: Tennis and golf Beauty services: sauna massage Gym And many other services Hanoi Daewoo Hotel provides accommodation and dining services according to the standards of a luxurious and large-scale 5-star hotel In addition, the hotel also provides a number of other products and services such as: conference services, seminars, party services according to pre-ordered menus, beauty services, massage services, saunas, swimming pools with waves, DIY, same-day laundry service, traditional Vietnamese handicraft products, customer support service, facilities for the disabled, 24-hour room service, no rooms available smoking, free outdoor pool, car park At Hanoi Daewoo Hotel, customers are also consulted and can buy tours of different travel agencies right away, customers can also order air tickets at the hotel reception, use the service hotel transportation, and many other convenient products and services 1.1.5 Human resource system Labor structure by age and sex: With 52.1% male employees and 47.9% female employees aged from 18 to 45, the structure of labor by age and gender of Hanoi Daewoo Hotel is reasonably arranged, in line with the general development trend of the industry In the hotel business, the proportion of male employees is higher due to their higher productivity and working efficiency The number of male employees of Hanoi Daewoo Hotel is not more than the number of female employees Therefore, in order to improve the quality in the management and use of employees, in the coming time, the hotel must come up with policies and solutions to suit the general trend of the hotel business Labor structure by level: In an organizational structure, the director holds an important position at the enterprise Directors must have high qualifications to have the right business line, effective business UNIVERSITÉ DE TOULON THUONG MAI UNIVERSITY organization, they must be people with economic understanding to lead the business The General Director of Hanoi Daewoo Hotel is someone who has experience in management, organization and diplomacy to lead the large hotel system to operate and develop as it is today Title Academic level % Qualification % Foreign language level % Director Universit College Intermedi University Intermedia Element Manager y ate te ary A BC H Assistant - 100 Manager 100 - - 100 - - - - 100 - Supervisor 100 26 - 74 - - 100 - Receptionist 74 - - - - - 100 - Bell man - 100 33.3 - 25 - - - 100 - 60 27.2 6.7 - - 75 25 - 72 100 - - 47.8 52 - - 42.8 57.2 - - 28 71 0.6 - - 100 Reservation 25 25 25 - 75 25 Operator Food & 30 20 50 - 70 30 - - 80 20 Beverage Sales & 70 30 - 70 30 - - - 80 20 Marketing Security - 27 73 - 20 70 35 65 - - Other parts 21 37 42 25 40 35 50 38 - 12 Table 1.1 Table of personnel structure by professional qualifications From the above table, we can see that the Hanoi Daewoo Hotel has a high level of manager and supervisors This proves that they have accumulated professional experience to manage and direct the work And especially the foreign language level is 100% C or higher, and everyone knows one more thing foreign languages, but only at the communication level As for education and professional qualifications, 100% of them graduated from university, none of them had college or elementary degrees and some had 10