Báo cáo thực tập tiếng anh thanh phuong limited company

TABLE OF CONTENTSCHAPTER 1: OVERVIEW REPORT ABOUT INTERNSHIP INSTITUTION 2 1.1 Background informations:...2 1.2 Brief history and mission of each period...2 1.3 Mission and vision:...3 1

TABLE OF CONTENTS

CHAPTER 1: OVERVIEW REPORT ABOUT INTERNSHIP INSTITUTION 2

1.1 Background informations: 2

1.2 Brief history and mission of each period 2

1.3 Mission and vision: 3

1.4 Organization structure: 4

1.5 Product, target customer: 6

CHAPTER 2: BUSINESS ACTIVITIES OF THE COMPANY 8

2.1 Business activities in general 8

2.2 Thorough analysis about marketing and sale activities 10

CHAPTER 3: AIMS OF INTERNSHIP, THE CONTENT OF WORK BY DIVISION AND METHODS OF IMPLEMENTATION 16

3.1 Aims of internship: 16

3.2 Working task by division: 16

3.3 Methods of implementation: 17

CHAPTER 4: THE OUTCOME OF INTERNSHIP 24

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CHAPTER 1: OVERVIEW REPORT ABOUT INTERNSHIP

INSTITUTION 1.1 Background informations:

 Name: Thanh Phuong Limited Company

 Address: 156 Viet Hung, Long Bien, Hanoi

 Function: Thanh Phuong Company was founded on the basis of thequality of products, services and progress as a guideline for theexecutive management; ensured business operations developed toincrease profit, generate income for the labor and contribute to the statebudget

 Manager: Mrs Nguyen Phuong Dung

1.2 Brief history and mission of each period

In 1993, Vietnam had just experienced the Renovation in seven years ThanhPhuong Co.ltd is one of the largest chemical distributors in Vietnam ThanhPhuong created a large number of chemicals market The main products arefrom China and imported directly into Vietnam, Thanh Phuong Co.ltd putchemicals into containers, and then transported to other small sellers throughoutVietnam These products were hazardous products and chemicals, which used tomake pesticides The target customers were distributors and a big seller inVietnam During the period, the task was unclear CEO of Thanh Phuong sawthe opportunity and she tried to make the supply of goods to meet the demand.The company's structure was not complicated, and Mrs Phuong Dung mainlyoperated all activities within the company

In 1996, by realizing the great potential of the agriculture sector, ThanhPhuong Co.Ltd leadership has decided to move the business The director ofCo.ltd Thanh Phuong, Mrs Phuong Dung think that the agricultural sector wasvery potential to the company with huge financial resources to move thebusiness into a new direction However, it is a very dangerous movementbecause Thanh Phuong’s core competencies are not related to the agriculturalsector After researching the market, with the consensus of the board, thecompany decided to break into agriculture The agriculture at that time earned alot of profit for Co.ltd Thanh Phuong Thanh Phuong slowly turned intoproducts plant protection chemicals Customers, farmers do not have manychoices at that time and the Thanh Phuong easily broke into the market, with thecompetitive advantage of lower costs and booming agricultural market, ThanhPhuong company went to the peak with the highest profit ever During the

period, the task of Thanh Phuong was enhancing agricultural production inVietnam, reducing poverty, building a strong domestic Vietnam after thestagnation of the economy Thanh Phuong has completed the task partlybecause Thanh Phuong has helped a lot of farmers to improve agriculturalproductivity and their lives.

In 1998, Thanh Phuong was one of the first companies offering products ofbiological crop protection and herbs With this product, Mrs Phuong Dungwanted to change the agriculture of Vietnam farmers Its objectives were toprovide less toxic products for both the farmer and the final consumer ThanhPhuong Co.Ltd was interested in cooperating with agricultural cooperatives tobring to market vegetable products, safely However, this plan did not succeed

as expected The market did not accept the company's products The reason forthis situation was the high cost of the product and the awareness of people aboutfood safety had not been right Therefore, Thanh Phuong companies must goback to the products of chemical pesticides Operations and sales of ThanhPhuong Co.Ltd relied heavily on these products until 2008

The financial crisis in 2008 had a very bad impact on the business of ThanhPhuong Co.Ltd The money collection from the distributors and retailers hadbecome very difficult In addition, there were a lot of competitors appear on themarket All of the above made the company step into a severe crisis The Board

of Directors must scale down dimension of production and reduced number oflabor, and tried their best to maintain the company's operations This declinelasted until 2014, when the company signed a large contract with a majorpartner from Ho Chi Minh City

In the middle of 2013, Thanh Phuong Co.ltd and their group of professorssuccessfully found out the formulas of Herbal Shampoo, Body cream,Cosmetic… It took more a year to finish the registered license from HanoiHealth Department, testing on a human and large number of people Thecompany officially entered a new development phase with new herbal products

1.3 Mission and vision:

From 2014, due to commodity production conversion, mission and vision ofThanh Phuong company have changed The company's new mission is to bringthe products of natural origin to consumers Vietnam We have lived too long inthe polluted environment; used across multiple products containing toxicchemicals; has too many products imported cheap, poor quality of China Thanh

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Phuong's goal is to change the habits of consumers, providing them with thenatural herbal products in Vietnam.

Thanh Phuong's vision is to become the leading manufacturer and largestdistributors of herbal products body care in Vietnam The biggest goal is tobring the natural products to all parts of the country

1.4 Organization structure:

Thanh Phuong company is a private company with the owner and CEO isMrs Nguyen Phuong Dung The structure of the company is divided into fivedepartments: Marketing, Sales, Production, Accountant, Research andDevelopment In this report, as well as practice in the marketing department ofthe company, I will analyze mainly about marketing and sale department ofThanh Phuong Co.Ltd

The below drawing describes the organization structure of Thanh PhuongCo.Ltd

1.5 Product, target customer:

 Product: Now, Thanh Phuong Co.Ltd mainly produces and delivers theherbal health care products The outstanding product brands are such asHerbal Hair Growth Shampoo, Herbal Anti-Hairloss Shampoo, Herbalhair- conditional, Herbal Whitening Body Cream, Herbal Skin-CareCream, Herbal Hair Anti-Greyhair Serum…

 Target customer: The targeted customer of Thanh Phuong co.ltd is

o Women, from 24-64 years old

o High-paid willingness,

o Lived in urban

o Love Vietnamese natural products and expect to be more beautiful

CHAPTER 2: BUSINESS ACTIVITIES OF THE COMPANY 2.1 Business activities in general

A) Business activities strategy/plan:

Initially, the company has a business plan in the next 5 years

 In 2016, Thanh Phuong Ltd focuses mainly on the distribution, to expandthe network throughout the territory of Vietnam The company increasedcooperation with pharmacies, cosmetic stores, spas to expand the market Inaddition, the marketing team has a very important task is to develop andcomplete online marketing system through social networking channels andwebsites Further, the company also aims to offline marketing direction to reachmore customers, for example, advertising on television or printing products

 By 2017, the company plans to equitize enterprise This aims to call formore investment This is the right time because the product has started topenetrate deep into the market; brand has initially been identified; the companyhas the research and understanding of the product, market, customer tastesshould need a large capital to expand the market, to attract customers in largenumbers

B) Business production process:

Supply and logistic:

 Main ingredients for the company's products are quite diverse and mostlynatural herbs such as black locust, grub, coconut oil, lemongrass, lemon Theycome from all parts of Vietnam The company was ordered in two ways: buyingdirectly from farmers or through forms of cooperation With this form ofcooperation, the company will provide the plant variety and cultivation processfor farmers Whereby companies are controlled by the number and quality ofherbal medicine it needs

 Currently, the company has a warehouse located near the factory But thefuture, by the expansion needs of the national market, the company aims to hirewarehouse big logistics firms This will help the company's products are present

in the warehouse in all provinces across the country of the partner Whereby themovement of goods to the distribution center, the store quickly, convenientlyand cheaper

Productivity:

 The company always aims to standardize the productivity to the highestefficiency Leadership of the company always pays attention to the technicalimprovement and modernization of machinery and to increase laborproductivity and to bring the best products to consumers

 An example of quality priority is the company barely uses cheapmaterials but poor quality from China, including the packaging Thus, ThanhPhuong Co.Ltd has the ISO certificate for the production

Distribution:

Currently, the main distribution channels of the company are drug stores,cosmetic stores, spas This is possible because the channels they are commonand where customers go to for solving hair problems Moreover, they also helpthe company to get closer to your target customers (women) Now, products ofThanh Phuong Co.Ltd are available in: Hanoi, Hai Phong, Quang Ninh, ThaiNguyen, Lang Son, Da Nang, Hue, Quang Ngai, Quang Tri, Ho Chi Minh, BinhDuong… and other cities To develop the market, deep and width penetratinginto the channel is very important Therefore, as mentioned above, thecompany's strategy is to have as many distribution channels as possible Thecompany aims to cover 50 cities and provinces at the end of 2016

Marketing and sale:

 To bring its products to customers, Thanh Phuong is using two mainways through traditional distribution channels and online channels Whilerevenues from traditional distributors developed with high percentages, onlinechannels such as websites or Facebook page also proved very effective.Customers can visit the website to make an order http://daugoithienthao.net/.Products will be shipped to the customers within 1-4 days without a delivery

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fee In addition, customers only need to leave your phone number in ThienThao's Facebook page, the staff of Thanh Phuong Co.Ltd will call customers toadvise and persuade the purchase.

 Currently, the online marketing of Thanh Phuong just focused ondeveloping markets for the important product Herbal Hair Growth ThienThaoShampoo Thanh Phuong chooses SEO, landing pages system and Facebook ads

as 3 main tools to implement the digital marketing It is the way that company isusing to rapidly increase the customer (user) on the website by a combination

of technological tool and marketing tool

2.2 Thorough analysis about marketing and sale activities

A) Role in business activity:

Marketing and sales on digital play a very important role in the development

of the company Access to bulk customers via website, Facebook page helps thecompany's brand closer to consumers In addition, the online sale also helpscompanies save many costs, human resources The digital software, utilitiesgreatly assist in the process of communication, sales between companies andcustomers A lot of the sales steps are automated by technology This not onlysaves time but also bring interesting and convenience experience for customersmaking a purchase

to become retailers

 The positive sign of the end market has cheered the company's marketingdepartment quickly do more research about the market, competitors andproducts to quickly be able to launch our products Thanh Phuong Co.Ltd hassigned a contract with Rio Creative packaging, a famous design agency, in early

2015 After that, the product was officially launched in February 2015 This is alandmark success for the efforts of all the companies, and especially marketingstaff

 April 2015, the company's official website was launched with the domainname: http://myphamthienthao.vn This website is the foundation for digitalmarketing activities of the company

Market research

Thanh Phuong company make a deep research and here are the result

Shampoo market in Vietnam:

Total revenue shampoo market in Vietnam is about 5.5-6 trillion VND, withthe average growth rate of 11-12% / year

The herbal shampoo market still open, only Sao Thai Duong is the biggestone with over 70% market share and some of the small brand, imported fromKorea, Japan as: Hasu, Olive, R & B small firms which sell products throughonline channels and has no branding strategy

Vietnamese consumers receptive to new brands, "88% Vietnameseconsumers are willing to buy the new brand." (2013)

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Competitor research

 Direct competition in Herbal Shampoo: Sao Thai Duong Sao Thai

Duong was established in 2002 There are three shampoos solar products andThai Duong 3, Thai Duong 7 born in 2011, Valentine was sold widely in 2014and became top of mind of customers

Strong distribution: in 63 cities, covering in the pharmacy channel, there isone less in the cosmetic effect There is a good discount for distributors anddealers

Pricing strategy: Solar 40k for 3, 90k and 250k for solar 7 for ValentineStrategic branding: Traditional + digital

Tradition: TVC regularly on the channel VTV, TV Sao Thai Donginvests a lot of money to put hoardings, sponsored benches placed in the park,hotel

Brands include Romano

 ITP joint stock

Brands include X-series, X-men, …

SWOT analysis

 Strengths:

o Product quality is very good, the customer can use remarkably effective

o There are many loyal customers and use the product as a habit

o Having the support of 4 professors of pharmaceutical chemistrybiotechnology, professors willing to help to communicate Brands

o Close to traditional Vietnam

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 Weaknesses:

o It takes a long time to see clearly the result on customers

o The high price compared with ordinary shampoo products

 Opportunities

o Vietnamese consumers easily use products with new brand

o People care about chemical products, the Vietnamese are returning tousing herbal products and natural

 Threats

o Direct competitors have very strong brand

o People tend to foreign students, still not really trust in domestic products

Marketing Strategy

Marketing strategy is all about the content marketing that provides theuseful information in order to educate people on the internet and directlyconvert them into the customer (buyers) through a website system, which iscalled the Funnel

Creating Content for Marketing Funnel of Thanh Phuong Co.Ltd