Báo cáo thực tập tiếng anh INTERNSHIP COMPANYINSTITUTION VIETNAMTOURISM HANOI JSC

LIST OF FIGURES AND TABLES.FIGURES Figure 1: The Graph of Vietnamtourism Hanoi JSC’s Organization Structure...12 Figure 2: The Graph of Jobs Allocation of Vietnamtourism Hanoi‘s Tourism

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

***

GRADUATE INTERNSHIP REPORT

INTERNSHIP COMPANY/INSTITUTION: VIETNAMTOURISM HANOI JSC Address: 30A Ly Thuong Kiet street, Hoan Kiem district, Hanoi, Vietnam.

Supervisor: Ph.D Nham Phong TuanStudent’s full name: Nguyen Hai DangStudent’s ID: 11071397

Major: International BusinessClass: IB2012C

Hanoi, 11 th

March, 2016

For the final year students in universities, after having completed the general

education as well as specialized subjects, they will be provided some months to conduct graduation exercises This is considered as a compulsory subject for all students, to help each student initially be familiar with the specific work of

International Business and gain experience before the actual work Through this internship, students can have the opportunity to penetrate the reality, understand more clearly and more detailed about the work we will do in the future At the sametime, it also helps students apply the theories they have learned at school in workingpractices Graduation practice creates opportunities for students to consolidate, learnand add the missing skills in the area of their major Hence, students can be able to visualize better the work of doing business globally, to test themselves, to

experience and accumulate valuable experiences so that they could contribute to thesuccess later.According to the plan of International School, Vietnam National University, I have been doing the internship at Vietnamtourism Hanoi JSC During the past 6 week’s internship, I had the opportunity to learn many things and

accumulate much experience to conduct this report

Studying at International School, Vietnam National University during the past 4 years, I sincerely thank all of the teachers who has facilitated and supported me in studying process I also would like to thank Vietnamtourism Hanoi JSC in particularwho received and helped me during 6 weeks graduation exercises My internship process will not be completed without the check and dedicated guidance of my tutor

Mr Nham Phong Tuan Besides, I really appreciate the help of Mr Tran Thanh Tung in Vietnamtourism Hanoi JSC who guided me directly to the task assigned and connected me with all colleagues in other departments Even though I tried my best to complete the dissertation, I cannot avoid shortcomings due to short time of the internship I hope to be received many comments so that I can complete it more.Thank you

TABLE OF CONTENTS

LIST OF FIGURES AND TABLES 4

CHAPTER 1: OVER VIEW OF VIETNAMTOURISM HANOI JSC 6

I VIETNAMTOURISM HANOI - Corporate History of Establishment and Development 6

II VIETNAMTOURISM HANOI - Brand (Logo, Corporate Slogan, Trademark messages) 8

III VIETNAMTOURISM HANOI - Corporate Strategies: 10

IV VIETNAMTOURISM HANOI - Organization structure 12

CHAPTER 2: BUSINESS PERFORMANCE OF THE COMPANY 14

I The overview of Vietnamtourism Hanoi JSC Business performance 14

1 Results of the company’s business performance from 2010 - 2015 14

2 FINANCIAL ANALYSIS 2013-2015 23

II Analysis of the integrated marketing communications in strengthening Vietnamtourism Hanoi JSC´ s business performance 28

CHAPTER 3: THE PURPOSE AND CONTENT OF TASKS ASSIGNED IN THE INTERNSHIP PERIOD 33

I Purpose for internship: 33

II Tasks assigned: 34

CHAPTER 4: RESULTS ACHIEVED AFTER INTERNSHIP 35

I Knowledge contends fortified and strengthened 35

II Practical skills learned 37

III Real experiences gained: 37

IV Contribution to the internship company 39

V Recommendation: 40

LIST OF FIGURES AND TABLES.

FIGURES

Figure 1: The Graph of Vietnamtourism Hanoi JSC’s Organization Structure 12

Figure 2: The Graph of Jobs Allocation of Vietnamtourism Hanoi‘s Tourism Development Department 29

Figure 3: The Graph of Tasks Assignment in Process of Hanoi Branch’s Customer Service Department 31

TABLES Table 1: Current divided labor according to business departments 14

Table 2: Annual business performance compares to the target 21

Table 3: Ratio of total payment ability 23

Table 4: Ratio of payment ability in short-term 23

Table 5: Ratio of quick payment ability 24

Table 6: Ratio Liquidity 25

Table 7: Return on equity 26

Table 8: Profit-to-sales ratio 26

Table 9: Sale growth ratio 27

Table 10: Profit growth ratio 28

CHAPTER 1: OVER VIEW OF VIETNAMTOURISM HANOI JSC.

I VIETNAMTOURISM HANOI - Corporate History of Establishment and Development

A) Introduction about company:

- Company name: Vietnamtourism Hanoi JSC

- Head Office: 30A Ly Thuong Kiet , Hoan Kiem district , Hanoi

B ) HISTORY AND DEVELOPMENT TIMELINE OF COMPANY: 1

Historical development of the company through 02 main stages, and can be summarized as follows:

1 Confidential documents from Vietnamtourism Hanoi JSC.

- Phase 1: In terms of history, the company has rooted from Vietnam Tourism

Company which was established on 7th September, 1960 and then as VietnamTourism Corporation - founded on 9th April, 1990

However, with the perspective of joint-stock enterprise, the enterprise developmenthistory is defined as the born and developing period starts from the time of directprecursor corporation was founded Bases on that view, the history of the Companyhas been counted from the date of 26th March, 1993, when the Vietnam TourismCompany in Hanoi, the precursor of the company, has been established on the basis

of separation from the Corporation Vietnam Tourism , under Vietnam NationalAdministration of Tourism

After a long time of running the business inefficiently under the subsidy mechanismand to create the flexibility for business operations in line with regionalcharacteristics, the Corporation Vietnam Tourism is being restructured with theestablishment of three companies: Vietnam Tourism company in Hanoi; VietnamTourism Company in Da Nang, Vietnam Tourism Company in Ho Chi Minh Thetour companies are operating under the direct management of the GeneralDepartment of Tourism

Since this time, the Vietnam Tourism Company in Hanoi, the direct precursor of theCompany performs the function of business tourism to the scope of activities acrossthe country

In the early years of the newly established, Vietnam Tourism Company in Hanoihas faced many difficulties due to the transition from business to the subsidymechanism, a centrally planned to a business in the market mechanism However,from 1999 to 2013, Vietnam Tourism company in Hanoi has always received thetitle of Top-Ten International Travel CUP by Vietnam Tourism Association andTourism Board awarded This is the statement to the collective efforts of the leaders

and workers of the company as well as the right development direction that VietnamTourism Company in Hanoi has defined for itself.

- Phase 2: On 6th July 2007, undertakings IPOs of the Party and State to Stateenterprises to minimize the effects of the subsidy mechanism and create conditionsfor enterprises to develop their capacity to comply with the market mechanism inline with the trend of economic integration of Vietnam with regional andinternational; under the direct guidance of the General Department of Tourism,Vietnam Tourism Company in Hanoi equitized and transformed into JSC TravelVietnam - Hanoi This event is a new milestone in the development history of thecompany, giving the company new growth opportunities but also puts the company

in a very big challenge

Despite having much surprise in the transition from the operating mechanism of anorganized tour operators to new mechanisms of state of a company's shares, but thecompany continued to promote issues of a tradition leading travel companies inVietnam

II VIETNAMTOURISM HANOI - Brand (Logo, Corporate Slogan, Trademark messages) 2

A) Logo of company:

2 Confidential documents from Vietnamtourism Hanoi JSC.

With the belief that a strong brand should only be enhanced and not changed, much

of the symbolism behind original logo has been retained in the new version Thecolours in particular, represent Vietnamtourism Hanoi’s business philosophy: (1)Blue: represents an ensured and secure future for customers; (2) White: Reflectsbusiness integrity and the professionalism with which we serve customers Theglobe has evolved into a 3D shape, with connecting lines on its surface, whichrepresents an aspiration to expand its reach to the region and the world and becomethe leading tourism group in Vietnam

B) Corporate Slogan:

With the slogan "Beyond your expectations", the company has been and will always

be committed to providing our customers with high quality service with reasonableprices The brand of the company has promoted effective as an important resourcefor the development of the Company For the first time the company has made

"Franchising" as a new business model to make the first step on the road to use thebrand as an important resource in the development

C) Trademark messages:

“Providing customers with the best services for development”

This is the most succinct and quintessential message that Vietnamtourism Hanoiwould like to send to all customers; articulating mission to fulfill their everydayneeds with the best finance-insurance solutions It is instilled and carried out across

entire organization With the new logo architecture and brand strategy, we areconfident that our brand will continue to grow, as we enhance lives throughpersonalized services and continuous value addition for our customers The brandidentity will be strictly managed and preserved in order to build a unified andrecognizable brand in the marketplace.

III VIETNAMTOURISM HANOI - Corporate Strategies: 3

1 Mission, vision and core values:

A) Mission:

Create the highest value services "Exceeded expectations" of customers; contribute

to the overall development of the community and society through the developmentstaff, dedicated employees, with the high level of expertise and understanding ofmarket demand

B) Vision:

“Reinforce its leading Tourism group position in Vietnam in 2030 ; strengtheninternational competitive capabilities with solid financial strengths and sustainableprofitable growth”

3 Confidential documents from Vietnamtourism Hanoi JSC.

- Development: Aspiration pioneer and leader.

- Creativity: Actively seize opportunities and cope with risks Products anddifferentiated services

- Friendly: Cooperation and sharing Long-term commitment Friendly workingenvironment and healthy

2 Development strategy

A) Promote comparative advantages

Promoting the comparative advantage of the company is always an important factorand favorable, easier to implement in order to enhance the capacity of the Companycompetitive compared with competitors

B) Creating unique position to build on the basis of the difference

Competition is always a difference and quality, in which the differences will play adecisive role Therefore, the development strategy of the Company should bedirected to the differences in business activities that a breakthrough will be theconstruction of tourism products

C) Sustainable development towards professionalism

Development in the context of integration, the development of business in generaland in particular travel businesses should aspire to international standards, wherebythe professionalism in the operation should be considered as one of the priority thefirst business development strategy

3 Identify development objective of company:

- Become the trusted partner in business industry.

IV VIETNAMTOURISM HANOI - Organization structure 4

4 Confidential documents from Vietnamtourism Hanoi JSC.

Figure 1: The Graph of Vietnamtourism Hanoi JSC‘s Organization Structure

HỘI ĐỒNG QUẢN

Đại Hội đồng Cổ đông

CHAPTER 2: BUSINESS PERFORMANCE OF THE

COMPANY

I The overview of Vietnamtourism Hanoi JSC Business performance

1 Results of the company’s business performance from 2010 - 2015 5

1.1) Labor :

Until 2015, the total number of direct labor (the Company pays the salary) hascurrently been 125 people, with 90.4% of them have the University degree Besidesthe direct labor, the Company also has the indirect labor (freelancer) which containsmainly part-time tour guides This is also the general theme of tourist companies allover Vietnam

Among current labor, 12% belongs to the management level, 88% belongs to directstaffs in business departments, including branches in Ho Chi Minh and Hue Thedirect labor has been divided and utilized according to business departments (Table1):

With the ratio between indirect and direct labor, the human resource managing hasbeen quite fair, allows the large percentage of labor to participate directly inbusiness However, as a tourist company, the number of tour guides is limited,affects to the performance of the organization

At the moment, there is not any clear assessment of human resource quality of the company, especially the suitability to the national and area standards of managing and occupations, as well as the effectiveness of the use of human resources each working position, however, because most of the workforce of the company was sticking, the company matured a long time before the 2007 should be able to assert

5 Confidential documents from Vietnamtourism Hanoi JSC.

the workforce of the company is who has extensive experience in management and business This is really important resource for the company to achieve business results over time with the recognition Tourism, Vietnam Tourism Association with the highest honors for business travel during the past

Table 1: Current divided labor according to business departments

1.2) Partnership:

This is considered especially important resource for every business, including the Company This is especially with tour operators by the nature of their particular business

As of 2016, the Company signed a cooperation agreement to serve international tourists to Vietnam with over 100 international travel agencies of more than 50 countries and territories around the world, of which there are many partners the travel agent is internationally renowned as Asia, Maison de l'indochine (French market); Catai, Myanmar Gold, Ikarus, Master, HF (Western Europe); Stjernegaard (Nordic market); Battle Tour (Australian market), Battle Fiel (US market) and Megatour (the Chinese market)

Most of the agency partners of the company have long-term cooperation with the company for over 50% said that the reason for them to cooperate with the

Company's by reputation that the company has been for them and 17 % said it was because of the company brand

All (100%) the international agency partners surveyed are committed to continue to cooperate with the Company in the development stage of the company strategy to 2020

According to the survey results, the partners in the country is quite diverse tourism value chain under which the Company provides to the guests Among the partners are the supplier of services, with 47% of partners have had time to cooperate with the company is over 5 years and 42% were 2-5 years

Through the survey results show that evaluation and partnerships of the company is quite broad and sustainable This is really important resource for business

operations of the Company in the next stage of development

1.3) Technology:

In the tourism business modernization, especially in the context of explosion of information technology and the trend of tourists seek information on the Internet to organize your own tour programs, the application of technology in promotion activities to promote products and distribution channels established product is considered an important factor for resource development activities in particular business and corporate development in general

From community perspective technology applications in business activities, the Company has built and operated Website: www.vn-tourism.com but the interface is not good, not contribute positively to the business activities of company

The company has established a technological process to ensure the operation of the main activities under the functions of a travel agent

Built and operated to establish intranet relationships and fastest processing tasks between the functional units of the Company

Software application dedicated line with professional features parts of a travel agent

1.4) Trademark:

Vietnamtourism- Hanoi is one of the brands of international tour in Vietnam with many well-known partners in the world, service providers and foreign prestige every year served to welcome tens of thousands guest Besides, the company has successfully organized many programs, important events such as sports tourism program synthesis adventure in the mountains of northern Vietnam (Raid

Gauloises), Actions Asia, Forum Organization Asian parliaments (AIPO), Vesak United Nations (Vesak), the Southeast Asian tourism (ATF), the 1000th anniversary

of Thang Long - Hanoi, annual Bank Conference Asia etc

With the slogan (slogan) "Beyond expectations", the company has been and will always be committed to providing our customers with high quality service with reasonable prices The brand of the company has promoted effective as an importantresource for the development of the Company For the first time the company has made "Franchising" as a new business model to make the first step on the road to use the brand as an important resource in the development

1.5) Financial resources:

- 2015, the company's total capital of nearly 66.4 billion, equity of approximately 47.5 billion

- The size of the enterprise finance above the industry average, but still quite small compared with the industry leader.

- The general financial situation of the company is very stable

- Current liquidity of the company is very high in all aspects of both short and long term However, this company has also demonstrated efficient untapped sources

- Stability and self-financing ability of the company is very good This allows the company to easily gain access to capital, reduce capital costs However, this also reflects the slowdown of growth dynamics in the current business areas of the company

- Effective use of capital of the company is quite good and is tending to increase Profitability of the capital stabilized at a good level and also gradually increasing signs This is a positive trend, but also potential negative risk The financial

indicators reflect the status scale business activities on existing fields tend to narrowdespite maintaining good effect

- Gross profit margin on sales is not high, this is characteristic of the core business areas of the travel company However, the business performance of the company is positive signs when the proportion is likely to increase over the years

- The growth rate of the company's revenue is not stable, reflecting the narrowing ofboth scale and market share in the business travel sector

- Similar to revenue, growth of profits is also unstable and has declined in 2015 However, a comparison between the rate of increase / decrease of profit and

revenue showed effectiveness in production and business activities of the company growing

1.6) Assets:

In addition to these important resources, according to financial data in 2015 that the company has long-term assets (in monetary terms) is close to 26 billion and the equity is over 47 billion

Through factor analysis of long-term assets on equity shows the stability of the investment assets in equity sources Arch status quo is quite small and tends to decrease the stability and expressed the initiative to dispose of the assets of the Company

This is an important factor contributing to business results of the company over timeand for the development of the company in the coming period

1.7) Mission and result until 2013:

- In the period before 2007: As mentioned above, prior to 2007, with nature as a state enterprise, the business objectives of the company is not entirely unique goals, especially the period before 1990 when the company also carried out additional management functionality tourist state During this period goals and results of the Company development is completely dependent on the plan by the state authorities

of the central tourist traffic

Basically the plan targets set for the company have been made whether the business indicators such as number of visitors every year served, revenue, profits must be adjusted to ensure achievement

Only in 1993 when the Vietnam Tourism Company in Hanoi was established on thebasis of separation from the Vietnam Tourism Company, the Company truly escape

bureaucratic mechanism that in a long time operation of the company has to

comply, creating delays in organizing business operations and do not care about economic goals

In the period 1993-2007, the objective of the Company's business effectively to ensure the development of the company as well as improve the income of workers

in the framework of the law Despite many difficulties due to the lack of operationalexperience in the market mechanism, but the annual business objectives of the Company are set out have been done with the results Not only that, since 1999 the Company continued to receive the title of Top-Ten International Travel CUP by Vietnam Tourism Association and Tourism Board awarded This is testament to the ongoing efforts of the Company

- In the period 2007 - 2011: In this stage, 05-year plan to develop the company's first in the model of joint stock companies Despite many difficulties due to lack of experience in managing and operating the business under the new model, however, the annual business targets that the Company raises have been made in excess even

in context the global economic crisis had a negative impact on Vietnam's economy, especially to the development of tourism activities This is the result of a

remarkable first step on the way to the first company operating under the model of joint stock companies

- From 2011 - 2013: The statistics on the business of the Company, all indicators show growth even in the context of tourism businesses in trouble, business decline due dual dynamic of world economic crisis and the political crisis in many regions

of the world, especially the unstable situation in the East Sea

Table 2: Annual business performance compares to the target

a) Revenue b) Profit

1.8) Current situation of the development and competitiveness of the company:

In the market economy, "competition" is the deciding factor the existence and development of every business Business development activities the company is not out of sense on

The development of the company, specifically through organizing paradigm shift from state-owned enterprises into joint-stock enterprise and business results as mentioned above

Up to the present time (June 6/2015), a total of 1,343 international travel business ingeneral and 445 joint-stock companies in particular tourism, the Company has always been the General Department of Tourism, Vietnam Tourism Association South and Travel Tourism Association rated as one of the leading tour operators in Vietnam whether on company size is limited in comparison with many internationaltour operators such as Saigontourist, Viettravel, Ben Thanh Tourist, etc This is the recognition of the industry and the business community tourism on the

competitiveness of the company in the context of the Company faced many