Graduation Internship Report Topic Enhancing Internal Communication Of Vietnam Airlines.pdf

All the members in Passenger Marketing & Division of the Southern Vietnam Airlines have been dedicated to supporting me in the process of writing an internship report.. My Major‘s Corpor

MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES

June 2019

ACKNOWLEDGEMENT

In the first instance, I would like to express deeply gratitude to Vietnam Airlines Corporation - The Southern Region has enabled me to have the opportunity to practice and work here And I get me have more value knowledge from professional working environment Moreover, that also helps me a lot in the future Honestly, I experienced a memorable internship with everyone in here Otherwise, Hoa Sen University has also tried to create conditions for students to not only have the best learning environment but also the opportunity to rub against the reality through two

internships including first internship and graduation internship The time spent working in the

business helped me to improve myself better

I would like to sincerely thanks the teachers of Hoa Sen University, peculiarly Mr.Nguyen Chi Duy Khuong - the instructor has guided me during the internship and recommended useful information and knowledge so that I can complete graduation internship report in the best way Besides that, to complete this internship report, I am grateful to Ms Nguyen Dang Thu Hien All

the members in Passenger Marketing & Division of the Southern Vietnam Airlines have been

dedicated to supporting me in the process of writing an internship report

Finally, I wish Hoa Sen University instructors plenty of health and success noble careers We respectfully wish all the employees inside Vietnam Airlines the Southern Region is always very healthy and attainable many good successes at work In the near future, Vietnam Airlines will rise to become a 5 star airline by Skytrax

SUPERVISOR’S COMMENT

CHAPTER 1: INTRUCTION

I started participating in the internship at Vietnam Airlines from March 18 to June 30 Through

15 weeks, I experienced an amazing and valuable journey in both the office and an event While being able to apply knowledge to the real environment, somehow, I understand my strengths and weaknesses I saw it like a challenge for myself and as well as meet the goals I set out The goals I set up for myself to achieve in this Graduation Internship Firstly, I want to have chance to apply knowledge to a realistic environment so that I may understand differences between theory and practical That helps me repair and overcome my omission My Major‘s Corporate Communication (CC), when I work in Passengers Marketing & Division Department

of Vietnam Airlines Southern Branches I have chances to approach and learn deeply to marketing and communication of an organization As a result, that also helps me repair and overcome my omission

Additionally, I need to learn the way how to organize an event and communicate with the costumers of the company Not only external, I also want to learn more about the structure of an organization and their internal communications Besides that, I also may put my knowledge into practice, upgrade my competency to adapt and give the solution for any matters while I am

working

In addition to the basic goals, I hope to build good relationships with all colleagues, because I

believe that they might support me or being a business partner of me in the future I really understand that building social relationships is essential, especially in an organization

Through three months of work experience The most valuable experience in this internship, I

have summarized to myself by observing and finding out the internal aspects of an organization

By this way, I decided to write about internal communication The topic that I choose to exploit for my graduation report is “Enhancing Internal Communication of Vietnam Airlines”

CHAPTER 2: ORGANIZATION

2.1 Company’s information:

- Company Name: VIETNAM AIRLINES CORPORATION

- International Business Name: SOUTHERN REGION BRANCH OF VIETNAM AIRLINES

- Type of Ownership: JOINT STOCK COMPANY ( JSC )

Image 1: Vietnam Airlines Southern Region Branch

2.2 Symbol of Golden Lotus Logo:

On October 20, 2002 VNA held a ceremony to introduce the new symbol "Golden Lotus” This is

a milestone for the comprehensive change of VNA

Hoa Sen has a very special image for Vietnamese people Hoa Sen expressed the enlightenment and perfection; a image of both noble and sacred; charming, soft, but equally sturdy, poised That

is the precious qualities of Lotus and the reason for Viet Nam Airlines to choose Lotus as its new symbol The yellow color of Lotus symbolizes quality and perfection

we Vietnam Airlines :F)

Image 2: Official Logo of Vietnam Airlines

2.3 History and Development:

In the context of our country being in the process of opening the door, international economic integration, the aviation industry is an important gateway in connecting trade, developing cooperation and saving the world culture Before that request, Vietnam National Airlines

(Vietnam Airlines) formally formed as a large-scale air transport business unit of the state in

April 1993

In order to carry out commercial activities and exploitation of air transport services and promote and develop commercial marketing activities, promoting images of Vietnam National Airlines in

Ho Chi Minh City and Southern provinces Director issued Decision No 95 / HK VN on the

establishment of Southern Regional Office At this time, the scale of the Southern Regional

Office consists of 138 employees with 6 professional organizations, and three centers, teams and professional teams

In the period of 1993-2000, at the beginning of the establishment, in order to meet the

requirements of completing the general system of Vietnam Airlines, TCT carried out the transfer

of some specialized departments from the Southern Regional Office to other units in TCT By

1999, the Southern regional office organization consisted of 7 professional divisions and Aviation Sports Center, with 296 employees

In the period of 2000-2018, along with the strong development of the country, Vietnam Airlines expanded its route, developed production scale and gradually affirmed its brand in the region and the world At the end of 2018, Vietnam Airlines Southern Region's organizational structure consisted of 5 operational divisions and 2 branches, with 425 employees Ticketing system covers the entire Southern market

During 24 years of establishment and development, the average growth rate of Vietnam Airlines has reached on double-digits number for every year, Vietnam Airlines has continuously mature and become a prestigious airline in Vietnam Thanks to the strong point of the modern fleet, the wide network of routes and the favorable connection schedule, particularly in Indochina Starting with irregular domestic flights, Vietnam Airlines now operates to 21 provinces and cities across the country and 28 international destinations in 26 countries and territories

From 2016 to 2019, Vietnam Airlines consecutively receives 4-star airline certificate from Skytrax, the world's leading airline and airport ranking organization

Image 3: Vietnam Airlines receives 4-Star Airline Certification from Skytrax

2.4 Function of Vietnam Airlines Southern Region Branch:

Organizing the implementation of policies to sell products (transporting passengers, luggage, goods and parcels) of Vietnam Airlines through the direct sale network and the system of agents

and forwarding companies in the region

Market research, assess the effectiveness of policies to sell products and current service standards to make recommendations to adjust policies for the purpose of developing product sales, increasing sales and improve product quality and Vietnam Airlines customer service

Monitoring ground and air services for Vietnam Airlines flights at local airports in the Southern region and quality of goods services performed by service providers at individual airports in the Southern region and Tan Son Nhat airport

Vietnam Airlines Southern Region represents Vietnam Airlines in building and maintaining

relationships with local authorities, Vietnamese and foreign agencies and organizations in southern provinces and cities in order to well perform their assigned tasks

2.5 Mission and Vision:

Mission:

- Develop development plan, annual production and business plan,

Short term of Vietnam Airlines Southern Region based on market orientation and production plan

of Vietnam Airlines Corporation

- Organizing the implementation of orientations and policies In addition to,

it also coordinate activities to implement market access policies for passengers, luggage, cargo

and parcels on trade plans in the Southern region under the decision of the corporation

- Collecting and processing market information and data base set out recommendations policy adjustments aimed at developing product sales, increasing sales and improving the quality of products and customer service services of the Corporation not Vietnam

- Negotiating, signing and managing economic contracts relating to the activities of Vietnam

Airlines in the Southern

Vision:

Vietnam Airlines is known as a dynamic, modern international airline and imbued with traditional Vietnamese cultural identity; Vietnam Airlines has implemented its strategy of developing the fleet in the direction of prioritizing the types of advanced technology aircraft The

most important is fuel-efficient and environmental friendliness like Airbus A350X WB, Boeing

787-9, and constantly improving service quality to meet the increasing demands of passengers

With the relentless effort and the desire to reach out, Vietnam Airlines aims to become a big and

Director

Deputy Director

Parties Ticket

Sales % Ofice Sales & Administration Unions

- Local Partner: VinGroup, Vietcombank, Agoda, Six Sense, Viet Travel, Sacombank,

BIDV, Long Beach, Grab, Mobifone, Booking.com, HD Bank, Shinhan Bank, Caravelle

Hotel, etc

- International Airline Partners: AirFrance, Czech Airlines, Alitalia, Korean Air, Royal

Dutch Airlines, Delta Air Lines, Air Europa, Kenya Airways, China Airlines, China

Eastern Airlines, Xiamen Airlines, Garuda Indonesia

Competitors: VietJet Air, Bamboo Airways

2.7 Business Performing:

Air transport for passengers, luggage, goods, parcels, mailers, letters; general aviation operation;

flying for political, economic, social, security and defense tasks

Maintenance of aircraft, aviation equipment, engines, spare parts, and other technical equipment;

production of aircraft components, supplies and spare parts, technical equipment and other

contents in the aviation industry; providing technical services and spare parts for domestic and

foreign airlines; export and import spare parts, aircraft, engines and aviation equipment (lease,

hire purchase and purchase, sale) in accordance with the State's regulations

CHAPTER 3: POSITION AND TASKS

3.1 Position:

On my first day I joined in Vietnam Airlines, I was a pointed as a staff in planning &

administration department However, Mrs.Giang - the leader of this department asked me to

move to another department to match my specialty That is passenger marketing and division,

after that, Ms.Nga arranged me in position as a marketing staff After that, I received the

appointment of the leader, Ms.Hien who directly instructed me People also supported me a lots After two weeks since I work in marketing team, people has facilitated me to participate in event organization for employees in the company That is something I've never had the opportunity to

do before Moreover, I appreciate that people are always willing to help me not only to complete the job in the company but also my graduation report Being able to work in that position, I have more opportunities for myself to participate and learn in the field of communication and marketing I see it as a pleasure of myself I realized that only when we put it into practice, the knowledge we learn is really effective Furthermore, I also understand more about how they communicate to a big business Fortunately, I am also given the opportunity to support and help colleagues when they implement strategies and events for the company Honestly, although I only internship, I am very happy that I may join with everyone I really love my job and see it as

a pleasure of myself

Image 4: My work desk

3.2 Task:

Since I am a part of marketing passengers and division, I have responsibility to support

my team in event ( SRO Sales Day 2019) and fair organization to promotion selling tickets for company ( Festival Day For Summer With Vietnam Airline) And this is

requiring me to have concentration and knowledge about marketing and how to organize

an event to catch up works Besides that, I also help everyone to prepare equipment and material which is stored in storehouse is extremely necessary for an event

When any event or fair are happening, I also have responsibility to be on duty and guide costumers in booking a ticket with promotion price and opening a membership card A fair which is happening lasts at least 4days Although the large number of costumers comes to take part in a fair from a morning to a late night, I try my best to maintain energy to hard work with everyone in company to complete it As I have not ever had chance to experience these new tasks, I really feel happy for that

When I returned to the office, I was instructed to monitor the printing process of the company's heritages that would be placed on each seat on the plane so that customers could read during their flight

After the tasks, I realized that all knowledge and skills about marketing which I was

taught in university by instructors is essential for me in working and that is also “a luggage” for my job in the future

Image 7: A heritage of Vietnam Airlines