an internship report on exploring the promotional tools for mitsubishi xpander at mitsubishi g stars can tho

Ministry of Finance University of Finance — Marketing Faculty of Foreign Languages TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING An Internship Report on Exploring the Promotional Tools

Ministry of Finance University of Finance — Marketing Faculty of Foreign Languages

TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING

An Internship Report on Exploring

the Promotional Tools for Mitsubishi Xpander at Mitsubishi G-Stars Can Tho

Instructor: Chu Quang Phe, M.A Reporter: Lam Ngoc Tam Anh

Student’s code: 1521000006 Class: 1ISDTA1

Ho Chi Minh City, May 2021

Finally, I would like to express my special thanks of gratitude to my instructor, Mr Chu Quang Phe M.A., for contributing to the completion of my internship report with his full

of responsibility guidance and advice

ABSTRACT Nowadays, the automobile is the spearhead industry in the economy of Vietnam Facing the continuous and rapid transformation of the business environment and in buyer behavior, authorized dealerships have made great efforts to affirm the value of brands and products, thereby creating a competitive advantage to survive in the competitive market becoming more intensive

Understanding the importance of accentuating the business among many ambitious competitors, the reporter decided to write the report named "An Internship Report on Exploring the Promotional Tools for Xpander at Mitsubishi G-Stars Can Tho." The report was done during the reporter's internship period at Mitsubishi G-Stars Can Tho, aiming at reviewing and evaluating the company's implementation of marketing strategies for Xpander using promotional tools

The report includes the company's and its marketing team's general knowledge and describes the report's working process and the presence at Mitsubishi G-Stars Can Tho The report mentions the strengths and weaknesses of the tools’ usage at the company, along with the experiences and differences in the reporter's perception after the internship's completion Finally, giving suggestions for the Faculty of Foreign Language

at the University of Finance — Marketing

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TÓM TẮT

Hiện nay, ngành Ô tô đang là một trong những nền kinh tế chiến lược của Việt Nam

Đứng trước sự biến đối không ngừng của môi trường kinh doanh, cộng với sự thay đôi

trong hành vi và thói quen tiêu dùng của khách hàng, các đại lý phân phối ô tô chính hãng đã và đang rất nỗ lực khẳng định giá trị thương hiệu và sản phẩm, từ đó tạo nên lợi thế cạnh tranh dé có thê tồn tại trong môi trường cạnh tranh đang ngày càng khốc liệt Nhận thấy được tầm quan trọng của việc làm nổi bật cái tên doanh nghiệp giữa hàng loạt

những cái tên khác, tác giả đã thực hiện đề tài này Đề tài “Báo cáo thực tập về tìm hiểu

về những công cụ chiêu thị cho dòng xe Xpander tại Công ty Mitsubishi G-Stars Cần Thơ” được viết trong quá trình tác giá thực tập tại công ty Mitsubishi G-Stars Cần Thơ với mục đích nhìn lại và đánh giá quá trình công ty thực hiện các chiến lược quảng bá cho dòng xe Xpander thông qua các công cụ chiêu thị Báo cáo bao gồm những hiệu biết

cơ bản về công ty và bộ phận marketing tại công ty đồng thời mô tả về quá trình làm

việc của tác giả cũng như thực trạng sử dụng các công cụ chiêu thị tại công ty Báo cáo

cũng đề cập đến điểm mạnh và yếu của việc sử dụng các công cụ chiêu thị của Mi(subishi G-Stars Cần Thơ, những trải nghiệm và thay đổi trong nhận thức của tác giả sau quá

trình thực tập Từ đó đưa ra một số đề xuất cho Khoa Ngoại Ngữ, trường Đại học Tài

chính — Marketing — nơi mà tác giả đã dành thời gian nghiên cứu và học tập

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COMPANY’S COMMENTS

REVIEWER’S REMARKS

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

TOM TAT ii

COMPANY’S COMMENTS iv SUPERVISOR’S REMARKS Vv REVIEWER’S REMARKS vi INTRODUCTION TO THE REPORT 1

1 Background of the report 1

2 Reasons for the report 2

3 Objectives of the report 3

CHAPTER 1 INTRODUCTION TO MITSUBISHI G-STARS CAN THO csssssssssssssssssssssesessssssssesenseee 4

1.1 Foundation 4 1.2 The organizational structure 4 1.3 Products and services 6 1.3 Mission and vision 8 1.4 Competition 9 1.5 Achievements 9

CHAPTER 2 INTRODUCTION OF MARKETING TEAM AT MITSUBISHI 11 G-STARS CAN THO 11

2.1 Staffing 11

2.2 Marketing team’s duties 12

2.3 Marketing team’s responsibilities 13 2.4 Marketing team’s achiev ts 14

CHAPTER 3 BASIC CONCEPTS 15

3.1 Promotion 15 3.2 Promotion — mix 16

vil

3.2.1 The concept of Promotion — mix 16 3.2.2 Advertising 16 3.2.2.1 Definition 16 3.2.2.2 The purpose of advertising 17 3.2.2.3 Major media types 17 3.2.3 Sales pr tỉ 18 3.2.3.1 Definition 18 3.2.3.2 Consumer promotion 18 3.2.3.3 Trade promotion 18 3.2.4 Personal selling 19 3.2.5 Public relations 20 3.2.5.1 Definition 20 3.2.5.2 Public relations tools 20 3.3 Promotional tools for Mitsubishi Xpander at Mitsubishi G-Stars Can 'Tho -. -s- 21 3.3.1 Introduction to Mitsubishi Xpander 21 3.3.2 The presence of promotional tools for Mitsubishi Xpander at Mitsubishi G-Stars Can Tho 21

CHAPTER 4 JOB DESCRIPTIONS 24 4.1 The reporter’s objectives 24 4.2 Orientation 24

4.3 The reporter’s duties 24 4.4 The reporter’s responsibilities 25 4.5 Personal achievements 25

CHAPTER 5 FINDINGS AND EXPERIENCES 26

5.1 Findings 26 5.2 Experiences 27

CHAPTER 6 CONCLUSIONS AND RECOMMENDATIONS 29

6.1 Conclusions 29

Vili

REFERENCES 31

INTRODUCTION TO THE REPORT

1 Background of the report

The report studies the automotive market, which is one of the spearhead economic factors of most developed countries According to Vietinbank Securities (2019), the

automotive sector in the USA, China, Germany, and Thailand accounted for 3.25%, 5%,

4%, and 12% of the Gross Domestic Product, respectively In Vietnam, the sector plays

a substantial role in the economy and making up 3% of the Gross Domestic Product As reported by Vietnam Automobile Manufacturers Association (2021), passenger car sales

of the first two months of this year reached 19% increased compared with the same period last year

Thanks to the remarkable performance, the automotive sector is obtaining special attention from the administration By April 2019, Vietnam had signed twelve foreign trade agreements, including ASEAN Trade in Goods Agreement (ATIGA) and European- Vietnam Free Trade Agreement (EVFTA), which allows reducing car import

tax from ASEAN and EU to 0% Furthermore, Decree NO.57/2020/ND-CP of the

governmental amendment and supplement to several articles of the government's Decree NO.122/2016/ND-CP dated September 1st, 2016 on export and preferential import tariff schedules specifies that the excise tax on materials, supplies, and components for the

domestic manufactured car is abolished

The tariff changes spread the opportunities of consumption boom in the general automotive market ATIGA and EVFTA boost the increase in the number of imported Completely Build-Up (CBU) cars Additionally, the local production output after Decree NO.57/2020/ND-CP attracts significant investment

At present, buying a better car at a low price is in need more than ever, which leads the competition within dealerships to get intense As a result, dealerships need to discover

valuable promotion tools for their products and services to keep them stand out among many other dealers

2 Reasons for the report

Along the way of the 4.0 Revolution, the way business does marketing has changed rapidly Enterprises have transferred from applying traditional marketing to using digital marketing Utilizing digital marketing tools such as social media, Search Engine Optimization, Search Engine Marketing, and Adwords, the company can not only reduce time to introduce the products or services to the public but also approach the target market directly Also, in some businesses, digital marketing could spur customers’ want

of convenient online shopping All they need to do is contact sellers or the services suppliers through a website or application Digital marketing communicates to the customers much more efficiently than traditional marketing and works well with medium and small businesses However, in a large-scale industry like the automobile field, traditional marketing always stands at a stable position The priorities are to visit the showroom to experience the actual car and discuss the prices with the salesperson These cannot be completed by the internet Therefore, together with the presence of the industry, dealerships in general and Mitsubishi G-Stars Can Tho, in particular, need efficient promotional tools to promote their products or services, advertise their brands, and attract customers to come to their showroom and purchase what they offer

Understanding the importance of the promotional tools to Mitsubishi G-Stars Can Tho, the reporter has studied and researched the tools applied at the company She believes that the report is the opportunity for the company to review its strengths and weaknesses thoroughly Furthermore, she believes that the process of writing an internship report involving the internship, studying, and researching will give her a chance to enrich her knowledge on marketing and marketing for the automotive field

3 Objectives of the report

Promotional tools are the critical marketing means of the company, which provide consumers and society with great benefits Thus, the reporter expects to meet the following objectives

Firstly, she presents the background of the company Then, she introduces some information about Marketing Team where she worked Next, she shows some basic concepts related to promotional tools and describes the presence of the promotional tools

at Mitsubishi G-Stars Can Tho After that, she describes the tasks she was given during the internship Thus, she figures out the findings and experiences she had after the internship Finally, based on the internship, she will make a great effort to offer some recommendations for the student, Faculty of Foreign Language, and the University of Finance — Marketing

CHAPTER 1 INTRODUCTION TO MITSUBISHI G-STARS CAN THO 1.1 Foundation

Mitsubishi G-Stars Can Tho has been founded in August 2018 thanks to the cooperation between Can Tho City and Hyogo Province Japan, and so the 30-year experienced dealer, Glion Trading, and Seven Stars Services Trading Company The company is the 28th authorized dealership of Mitsubishi Motors Vietnam (MMV) - an official distributor of Mitsubishi Motors Japan Recognizing the Mekong Delta as a potential market, MMV decided to establish the first showroom in Can Tho Located at the city's gateway, the company aspires that the easy-to-reach position will connect to potential customers efficiently G-Stars Can Tho is also the first showroom in Vietnam operating based on the global standards of showroom design of Mitsubishi Motors The new Point of Sales Materials brings the standing out brand's identity, consistency concept and increases the

customers’ convenience and satisfaction

The company has inherited the spirit of the Three Principles, Sankoryo, of Mitsubishi Group There are Shoki Hoko, Shoji Komei, and Ritsugyo Boeki, which means corporate responsibility to society, integrity and fairness, and global understanding through business The three principles are the guideline for all value brought to the customers by

Mitsubishi G-Stars Can Tho

1.2 The organizational structure

Mitsubishi G-Stars Can Tho is a medium-sized business with up to 100 employees At Mitsubishi G-Stars Can Tho, employees are grouped according to the function they provide Each group under the supervision of the department manager The director, Mr

Vi Nhat Ngoc, manages all the departments

Service Sales Human Accounting Customer

Department Departmen Resources Department Service

P t Department P Department

Service Sales ren Accounting

Manager 8 Manager Manager CSOUTCES Manager 5

Figure I The organizational structure of Mitsubishi G-Stars Can Tho

With the characteristics of a corporation specializing in selling and providing car repair services, Service Department and Sales Department are the essential parts of the company

The Service Department is responsible for processing the automotive repair activities and related ones to ensure the accessories sales and the repair goals

The Sales Department includes Sales Teams, Marketing Team, and Sale-Admins The department takes responsibility for setting and deploying monthly, quarter, or annual selling plans, following the marketing plan assigned by the factory and developing the ability to reach the target market

The Human Resources Department oversees performing the general administrative and clerical work for all departments; recruiting and managing employees’ performance; developing, operating, and maintaining the company's asset and Information Technology system

The Accounting Department undertakes the professional financial and accounting activities following the government's regulation on the accounting standards and principles

The Customer Service Department is responsible for taking care of customers after sales and services, updating customer data fully, accurately, and securely, receiving and booking maintenance and repair appointments, and receiving and answering customers’

feedbacks

1.3 Products and services

Mitsubishi G-Stars Can Tho is a Mitsubishi 3S global standard dealer 3S stands for

Sales, Services, and Spare part To become a 3S dealer, a showroom has to offer three

above elements to the target market

G-Stars offers the new lines of products of Mitsubishi in several different segmentation such as minicars, Multi-Purpose Vehicle (MPV), pick up or crossover with various editions of transmission such as Automatic Transmission (AT), Manual Transmission (MT), Continuously Variable Transmission; fuel and kind of assembly

Currently, MMV is distributing six models in Vietnam, including Attrage, Xpander,

Xpander Cross, Outlander, Pajero Sport, and Triton, which are released in several

options Depending on the preset criteria and budget, customers can choose suitable options The table below demonstrates the models’ names offered by Mitsubishi G-Stars Can Tho, provided editions, and its prices up to March 2021

Model’s Name Edition Price

Xpander Cross Xpander Cross 670,000,000

New Pajero Sport Diesel 4x4 AT 1,345,000,000

Diesel 4x2 AT 1,110,000,000

Gasoline 4x4 AT 1,200,000,000

New Xpander Xpander AT (CBU) 630,000,000

Xpander AT (Completely | 630,000,000 Knocked Down)

Xpander MT 555,000,000 New Attrage New Attrage MT 375,000,000

New Attrage CVT 460,000,000 New Attrage CVT | 485,000,000

Premium

New Outlander CVT 2.0 825,000,000

CVT 2.0 Premium 950,000,000 CVT 2.4 Premium 1,058,000,000

New Triton 4x4 AT MIVEC | 865,000,000

Premium 4x2 AT MIVEC | 740,000,000 Premium

4x4 MT MIVEC 675,000,000 4x2 AT MIVEC 630,000,000 4x2 MT 600,000,000

Mitsubishi G-Stars Can Tho also offers a warranty policy for new cars and maintenance for every vehicle manufactured or distributed by MMV G-Stars warrants that any item

of basic warranty items and specific items of the new automobile manufactured by MMV which proves defective under normal use and within the warranty period will be repaired

or replaced free of charge In general, almost all competitors in the same segment apply the same 36 months or 100,000 kilometers warranty policy as Mitsubishi The difference

in Mitsubishi's warranty policy is that original equipped audio equipment and battery are

warranted for the first 36 months or 100,000 kilometers and the first 12 months or

20,0000 kilometers, respectively

The objectives of maintenance are to keep the vehicle in prime condition and preserve the trouble on the road G-Stars provides two types of maintenance, which are free service and periodic maintenance Free services applied for the first 5,000 km, and periodic maintenance for every 5,000 km after free service

Mitsubishi G-Stars Can Tho supplies genuine lubricants and chemicals, drive belts, fuel

filters, air filters, oil filters, brake pads, and accessories for the vehicle produced inside

and outside Mitsubishi's factories Although Mitsubishi is committed to providing reasonable prices, the cost of genuine parts it offers is still higher than the ones from the garage The reason is that spare parts in the garage are often illegally imported to avoid import tax; meanwhile, Mitsubishi legally imports the products and must pay for the costs of the warehouse due to bulk imports

1.3 Mission and vision

With the vision of creating sustainable and long-lasting development and becoming a leading icon in quality and service, Mitsubishi G-Stars Can Tho is relentless in providing qualified products and complete after-sales support to satisfy customers’ requests Then, fulfilling the mission statement, distributing to the growth of the automobile industry, and bettering citizen's living

1.4 Competition

Almost all automobile transactions are taken place in Can Tho, the center of the Mekong

Delta Thus, about ten names place their showroom there; for instance, Toyota, Ford,

Honda, or Hyundai In comparison to other brands, Mitsubishi has fewer times appear in the area While Toyota, Suzuki, Ford have more than six years of experiment in the area and Honda has been there for five years, Mitsubishi G-Stars Can Tho has about three years interacted with customers Facing the fully strained competition from other dealerships is unavoidable, especially in the COVID-19 pandemic The pandemic has impacted trade in Vietnam, driving a change in customers’ spending behavior Although buyers worry about the breaking out of the economy and are careful to use their money, they also demand a private used transport mean After a slow down due to the pandemic, car imports increased dramatically in March as the tariff changes, according to the General Department of Customs (2021) The number of under 9-seat cars has accelerated

to 56.7% over February Industry insiders predict a significant discount in car prices Thus, buyers try to look for a better car but at an affordable price

Moreover, the flagship product, Xpander, confronts directly with Toyota Avanza, Toyota Rush, and indirectly with Honda City, Toyota Innova, and Toyota Vios already

have been welcomed in the market

1.5 Achievements

Proud to be a Mitsubishi authorized dealership, the company has achieved determined success in sales From August 2018 to the end of the year, Sales Department sold 230 units, accounting for 37% of the number of cars sold in Can Tho Sales figures made up 12.7% of Can Tho's market with 2,033 cumulative units the following year Despite the impact of the pandemic last year, 1,490 deals were signed successfully

Moreover, Mitsubishi G-Stars Can Tho has also earned various awards, including the 2nd Retailer Excellence Award in 2019, the 2nd Distributor Performance Award in 2019, and the 4th After-Sales Service Award for Distributor

Earning a major number of customers’ votes in the small and medium MPV segment in the public poll for the most popular automobile brands and models in Vietnam, Mitsubishi Xpander won the People's choice award in this category In the public vote

to select "2021 Car of the year", which were voted by media, Xpander received the highest forecasts and the most public favorites for "Car of the year 2021" from the community vote, declaring much interest and enthusiasm from customers for this MPV model Since its first introduction to the Vietnam market in 2018, Xpander has become the most popular MPV car and achieve good sales Xpander continuously appears in the list of Vietnam's top ten best-selling vehicles and the top five best-selling models of the whole year 2020, accounting for 50% of the MPV segment

Compare to Toyota or Honda, Mitsubishi is still an unfamiliar name for Vietnamese consumers On the contrary, Mitsubishi is the most popular automobile manufacturers

in Japan, the three brands’ hometown Therefore, Mitsubishi G-Stars Can Tho needs to

make a great effort to take advantage of its brand name to shorten the gap with the competitors for more outstanding achievement

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CHAPTER 2 INTRODUCTION OF MARKETING TEAM AT MITSUBISHI

G-STARS CAN THO 2.1 Staffing

Marketing Team belonging to Sales Department consists of only two office staff and one intern described in the following figure

Marketing Team

Marketing Employee Marketing Employee

Figure 2 Marketing Team's staffing

Since Mitsubishi G-Stars Can Tho a part of MMV, the promotion events that the company conducts are almost those planned by the Mitsubishi Vietnam factory Yet Mitsubishi G-Stars Can Tho has its detailed plan to both remain the brand's synchronization and still adapt to develop in the target market

Alongside the jobs which relate to selling activities, the Sales Manager controls the marketing activities at the company He reviews the sales goal designated by the director and conducts market research to develop the marketing strategies He supervises the implementation of marketing employees and reports the state of the plan to the director

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