Bài báo cáo thực tập bằng tiếng Anh chuyên ngành quản trị kinh doanh. Sinh viên Đại học Quốc Tế Đại học Quốc Gia thành phố Hồ Chí Minh. Công ty thực tập: Lazada Việt Nam Vị trí thực tập: Commercial intern FMCG
HO CHI MINH CITY - INTERNATIONAL UNIVERSITY Student name: Nguyen Thi Anh Tuyet ID: BABAWE12088 Instructor: Mr Phan Truong Quoc Internship information Starts at: October 3rd, 2016 Ends at: December 30th, 2017 No of internship days: 90 Position: Commercial Intern – Category FMCG – Line Health & Beauty Company: Lazada Vietnam, trade name: Recess Company Ltd I Executive summary of the internship Summary of the company Launched in 2012, Lazada Group has grown to become the leading online shopping and selling destination in Southeast Asia The company has about 5,500 employees in the region, with operations in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, and a team in Hong Kong that drives cross-border marketplace activities Lazada also operates technology hubs in Ho Chi Minh City and in Moscow Lazada’s strong performance has earned the support of key investors such as Alibaba Group, Temasek Holdings and Rocket Internet Working at Lazada means to be part of the team that is steering the exciting E-Commerce revolution in Southeast Asia INTERNSHIP REPORT Summary of the internship program The Internship Program is designed for fresh graduates of different majors, who are eager to bring the SEMESTER 2016-2017 academic knowledge and apply it in1the business working environment The applied position was Commercial intern, line FMCG (Fast Moving Consumer Goods), category HB (Health & Beauty) Main activities carried out by a commmercial intern during the internship are: • Send content templates, call to explain required input and follow up • Coach sellers on content guidelines (descriptions, images) • Prepare and update overviews of content pipeline, backlogs and progress • Be the central coordinator and work with our sales department, content department, data team • Seeking and Updating Supplier Database regularly • Updating all information of products to related departments following the standard procedure • Researching and analyzing about competitors in online and offline market • Planning, implementing and optimizing various internal projects • Support Buyer and Key Account Manager for others job related to merchandising The position requires: PAGE • High self-motivation and willing to learn • Dedicated highly responsible, hard and smart working • Pro-active and ability to work under pressure and tight deadline • Good communication and interpersonal skills • Good knowledge of English language and of Microsoft Office suite (Word, Excel) • Enthusiasm for e-commerce and its opportunities Internship Duration: months Working hours: 9a.m – 6p.m Description of the company Full title and brief history II Lazada Vietnam, international trade name Recess Company Limidted is a member of Lazada group Main office allocation: Floor 15 Empress Tower, 138-142 Hai Ba Trưng St., Da Kao wd., district 1, Ho Chi Minh city Ho Chi Minh warehouse: M14 st., Tan Binh industrial park, Binh Tan district • • Hanoi warehouse and office: 838 Bach Dang st., Thanh Luong ward, Hai Ba Trung • • • district Employees: Over 1000 Web link: www.lazada.vn Main events: November 2012: Set up a Tech Hub in Ho Chi Minh City, Vietnam, to focus on technology infrastructure and product development which is critical to develop a superior online shopping experience December 2012: Sparked a shopping frenzy with the first Lazada Online Revolution campaign on 12th December in all five countries, signalling the online shopping revolution that is coming to Southeast Asia In May 2013, introduced Lazada Express to supplement third-party logistics partners in providing last-mile delivery service, expanding Lazada’s geographical reach and further improve customer experience June 2013, Launched Android mobile application, tapping into the growing mobile wave in the region July 2013: Started rolling out Lazada Marketplace, offering comprehensive support to sellers to grow their business through eCommerce November 2013: Extended Lazada’s Online Revolution campaign to a month long, from 11th November to 12th December, following the success of the previous year’s campaign April 2016: Entered an agreement for Alibaba to acquire a controlling stake in Lazada, validating the potential of eCommerce in Southeast Asia and the role that Lazada plays in it Type of ownership: Limited Liability Company PAGE Business sectors Lazada’s assortment have come up to over million products, divided into big categories ranging from Electronics, Home, Fast Moving Consumer Goods, to Fashion and Accessories Products can be reached through platforms, desktop and mobile app Eventually, payments are made via online channels or on delivery In Vietnam market, thanks to LEX (Lazada Express) subsidiary company, products are shipped nationwide PAGE However, actual stocks are operated and managed differently due to their business sector, marketplace (MP) goods or retail goods Ecommerce marketpace Lazada provides a marketplace solution, connecting merchants with final consumers through one simple channel – lazada website This is a service sector in which main activites are providing tools for merchants to serve their consumers These tools include marketing solutions, suppliers’ accounts, management information technology, promotion, logistics, etc online retailer Lazada also acts as a retail distributor for specific brands and sellers Main activities are buying, promoting, selling, etc to final consumers PAGE Customer Relationships For Marketplace sector, customers are both consumers and suppliers A huge assortment of products come from merchants who sell their products on Lazada website Merchants co-manage their products with Lazada by using web tools provided by Lazada They start the relationship by an FBL (Fulfillment by Lazada) agreement, have their ready-to-sell inventories packed and shipped fully by Lazada For Retail sector, customers are final consumers from all segments Nevertheless, only internet users with full identity can be the direct buyers Brand/seller partners’ products, despite the smaller assortment, are managed more strictly and must go through a complex procedure from agreements to Quality Control (QC) process They operate business with Lazada under consignment or as a retail distributor Under the term of Consignment, stocks may be refunded to brands/sellers Otherwise, Lazada can choose to buy and sell brands’ products as an Online Retailer Fullfilment by Lazada merchants Partnership Consignment brands/sellers Purchase Outright Lazada’s strong brands partnership • Electronics Intel, Lenovo, Huawei, Apple, Microsoft, • Home philips, bosche, Robinsons Appliances, Daikin, • FMCG Unilever, P&G, Beiersdorf, Tesco, L'Oreal Paris, Mamy Poko, PAGE • Fashion & Accessories Invicta, Planet Sports, Penshoppe, New Look, Affiliate marketing Beside the main business sectors, Lazada also provide Affiliate Marketing business opportunity for all web content owners Commission is 8% for normal content owners However, partners with high performance, partners of Lazada’s strategic brands, may be pomoted for higher commision level up to 15% Lazada Vietnam Organisation structure PAGE CEO Alexandre Darby Truong Duy Linh Le Vinh Son General Counsel Director of Product Pham Thong Chief Marketing officer Online Marketing Tran Vu Quang Chief Commercial Officer Gerald Glauerdt Chief Operations Officer Tran Ngoc Tran Chief People Le Thanh Binh Chief Finance Officer Officer Tech Hub Customer Experience (CX) (Regional) HR Pierre Cahuzac Chief Logistics Marketplace officer Tax (CMPO) Office Admin Supply Chain Electronics Management IT Support Accounting Partnership FMCG Finance Controller Customer Service Fashion PR and Branding Lifestyle Strategy and Planning Commercial Hanoi Merchandising/campaign Pricing (reporting to Regional & Alex) Marketing Marketing department chart PAGE PAGE Commercial Commercial department chart • • • • • • • • • • • • • Data generating and analyzing BI Performance report Create and administer sites engines for maximum reach SEO Content developer strategic: acquire strategic partners whith deals/promotions to hunt for new campaigns and NMV Partnership Retail: Generate marketing revenue and NMV fro brands and sellers Maximize positive coverage, e.g articles, press, PR & Branding Handle crisis build brand equity throug TVC, activations, Campaign planning and execution Campaign & Mobile Grow app users and sale contribution on mobile manage advertisments n online marketing channels Online marketing Grow NCs and NMV with efficient spending Roles and responsibilities SEM & GDN Social Local display mobile campaign Affiliate online marketing campaign & mobile PR & Branding Strategic partnership retail partnership SEO BI Chief Marketing Officer PAGE 10 Products & Operations Products & Op Department chart • • improve payment term manage cash fows • • monthly targets have been aggressive Lazada has gradually been moving the weight to non-EL categories Track NMV everyday Give the most updated status of SKUs (sourcable? purchasable? which category to be improved?) • Strong partnership building equals to strong power to move forward, a good lever to increase revenue without much costing • always concentrate on price competitiveness upon competitors • connect departments and make end-to-end processes smoother • Reduce cost, increase margins, manage burn, • • • • • lazada profit has been negative Profit is one of the most important KPIs in the future MP/Retail operations • Working Capital NMV Profit Contribution Pricing Partnerships ATP Be the best business partner for sellers Sellers Make selling on Lazada easy, efortless, and afordable provide education, training, tools for sellers to sell more Growing assortment means increasing the opportunity for customer to reach products Assortment Roles and responsibilities Seller Services Camera Media & Voucher Seller Experience Elecronics Consumer Electronics Hanoi Nonelectronics Hanoi Commercial Hanoi Computer Laptop Mobile Tablet Electronics Outdoors Automotive Home & Living Home Appliances Lifestyle Groceries Sports & Vendor Acquisitions HN Sunglasses Toys, Kids, Babies Watches & Health & Beauty Clothing FMCG Fashion Vendor Acquisitions HCMC BI Teamleader manegement Vendor performance BI & Pricing Marketplace Chief Commercial Officer PAGE 11 * OVPM: Operational Vendor Performance * PSC: Partner Support Center * BPO: Business Process Outsourcing operational forecasting and planning to ensure that business capacity coping with growth in orderings, (transporting equipment, warehouse space, etc.) • • • • • • • • • overall operational performance management (lead time, cost per order benchmarking and improvement project, etc.) co-working with CS dept., analysing customer feedback and improve customer satisfaction management order fulfillment in both Haniand HCMC warehouses: make sure products are inbunded, labelled, stored correctly picking, packing, handover to delivery partners for faset delivery to customers execute the return processing if a cusomer wasn't happy with te products manage the delivery partners (external 3PLs as well as internal LEX) create new content (new released products on the website, images, text, videos,retouching and data uploads) procurement & replenishment for retail and FBL items to be inbounded at warehouse manage merchants relationship: fulfillment and operational performance management (marketplace dropshipping, these items are not inbounded into Supply Supply chain chain • Strategy Strategy & & Planning Planning Logistics Logistics management management warehouse) • • • process and answer customers inquiries via calls, emails, social media channels Customer Customer service service Order verifications (address and payment check) BPO (external call center partner), performance management Roles and responsibilities: BPO* & Performance management projects & program management Customer satisfaction OVPM* Outbound & returns) operational forecasting and planning vendor operations: PSC*, inventories management, Fulfillment (Inbound, Order management Content & production cost improvement networks) inbound (Calls, Email, Social Transport Customer Service Logistics Sourcing Supply Chain Management performance management Strategy and Planning Chief Operating Officer Customer Experience “Customer experience is the sum-totality of how customers engage with your company and brand, not just in a snashot in time, but throughout the entire cycle of being a customer” (Hardvard Business Review) CX activities Within company With customers Workshop for new employees, different teams, BPO,… • CX ambassador programs • CX Monthly newsletter • Other projects • • • CX surveys Customer focus group • NPS* calls *NPS: Net Promoter Score, the percentage of promoters minus the percentage of detractors Finance Finance department chart Chief Financial officer (CFO) Financial Controller Accounting Manager Tax Manager KPI report Financial accounts tax issues Budgeting SAP Internal compliance control Cash Flow planning and forecast Audit Plan Business Partnering IFRS Reports MP Finance Roles and responsibilities High levels of Finance dept responsibility (60% to 90%): Covers the core process type activities – accounting, transaction progressing, financial information, tax, cash management levels of finance dept responsibility (40% to 59%): Covers general management and control, Medium strategy and risk management, i.e business partnering of CFO PAGE 12 Lower levels of finance dept responsibility (less 39%): outsourcing and shared services where finance dept add vaue to business overall, i.e investment appraisal, dept financing Company performance Lazada in numbers Platform: > USD billion of annual GMV * Gross merchandise volume or GMV is a term used in online retailing to indicate a total sales dollar value for merchandise sold through a particular marketplace over a certain time frame Marketshare Over 36% of Vietnam Online E-Commerce market (2015) Logistics (Lazada’s group) > 75 Logistics Partners 34 last-mile delivery hubs 10 fulfillment centers * Source: Company data (April 2016) Number of suppliers: > 5000 • • • Sales record Online revolution 11-11 2016 PAGE 13 Converging mega trends • Large population base: 93.5 million, Vietnam population 2016 • Growth in young population: over 34% in SEA countries *Young population is defined as between 15-34 *SEA: Indonesia, Malaysia, Thailand, Phillipines and Vietnam • Growth in South East Asia e-Commerce Market At the end of 2017, it is suggested that growth rate in SEAsia e-Commmerce market of Lazada group will be 2.5 times as much as in 2014 PAGE 14 III Internship activities & the functional department Internship activities The intern position requires specialist knowledge that characterized by not only the E-Commerce based business but also the qualities of Health & Beauty market sector Throughout the internship, the level of accountabilities increased accordingly with the managers’ confidence in my observed skills, knowledge, and working attitude • Filling data for creating SKU (Stock-Keeping Unit) A stock keeping unit (SKU) is a product and service identification code for a store or product, often portrayed as a machine-readable bar code that helps track the item for inventory Every department works separately on an SKU depend on the type of information they need That is why all the data must be precise and consistant from the beginning Otherwise, the coordination between functional departments shall be corrupted, leading to malfunction and low performance of that product A commercial intern also helps boost visibility of these SKUs in ranks that approved by the Line Manager, export lists of SKUs or specific information stored in systems required by KAMs in the shortest amount of time • Upgrade product contents and visuality This activity affects directly to the performance and competitiveness of a product Such interesting job requires specific skills varied from content writing, photoshop, some sense of aesthetic and understanding of the products The content should be fascinating, but not to be exaggerated There are cases that customers received wrong products or ones different from the description, which hinder a bad shopping experience There hardly can be an absolute control over this issue The 1st reason is, most of the information are provided by the suppliers, who sometimes gloss over the defects or overstate their products The 2nd reason is that all products are packed then shipped by other functional staffs The best way to diminish unexpected consequences were to compare various sources of information, work closely with suppliers, and respond to Customer Relationship Department instantly when defects shown up • Always keep up with warehouse activities All types of stock must be fulfilled, packed and delivered by Lazada Furthermore, Stocks inbounded must meet the standard in terms: patterns and description on real products must match what shown on website, packages must be whole and undamaged My role was to revise on time all the errors or mismatch between what stored in system with the actual inventories That would help stock buyers from Commercial deppartment keep pace with warehouse Quality Control (QC) process • Following up deadlines of activities that are aligned closely with business partners & finish all the delegated tasks on time to make sure campaigns would be executed on schedule This is the hardest and yet the most interesting activity As for category Health & Beauty, products from big brands such as Unilever, Laneige, L’Oreal Paris, Shiseido, etc shall be promoted coordinately with marketing campaigns from the other parties In the other hand, those brands will put aside mechanics exclusively for Lazada to run specific campaigns In this case, as an assistant of the team, my job was to follow up legal documents and other paper works, push both internal staffs and the brand partners to progress, then report to managers daily Functions and activities of Health & Beauty team Health & Beauty is a category belonging to Commercial department, line FMCG, along with category Groceries and Toys, Kid & Baby HB team manages every aspect of Health & Beauty products The team currently includes four KAMs (Key Account Managers) and one LCM (Local Categories Manager), holding similar functions with other categorial teams in line PAGE 15 Negotiate directly with suppliers (brands/sellers/merchants) in terms of selling quantity, assortment, promotion, profit share, dealines Be the smallest division to report to higher levels of manager and act upon delivered targets Be the contact point between all departments in the company and suppliers to execute a project or campaign They help suppliers handle all the required documents with Legal dept, clarify all the negotiated promotion to Marketing and budget to Financing depts, handle every inbound issue with Operating dept, report sales analysis to the head of Commercial Dept… Almost all activities of KAMs such as mailing, calling, meetings, analysing sales reports, create platfoms on excel, checking database, rely to the technology infrastructure Thus, they have to work closely with the IT dept to make sure the management information system runs effectively More importantly, all the technology tools must be available to execute their promotion campaigns • • • • Health & Beauty team peformance evaluation Health and beauty sales records have always been “green” in every campaign, a color shown in sales tracking system when a category hits targets Every KAM (Key Account Manager) has high multitasking skill, managerial skill as well as interpersonal skill All of them are also very young people with high IT skills Those are some of the most competitive advantages of Lazada’s labor force However, Health & Beauty has hardly been among the top recognized categories for several factors Health & Beauty products have high price sensitivity The team has to keep low profit though monthly sales always hit targets, especially in big campaigns for the specific characteristics of Health & Beauty market (high promotion budgets, high discount rate due to the competitive business environment) Some major prolems to the team’s performance External problems Specific characteristics of the business: Buying buy Health & Beauty goods directly from stores is a long-term habit for most of Asian countries The team’s most impactful strategy has been to pump budget for trial sets, discounts, social marketing, back margin on profits for suppliers to push their assortment and investment in Lazada • Suppliers play a strategic role, escpecially for Marketplace business sector Lazada has always put great effort on suppliers training processes Suppliers who are lack of intention and contributing attitude usually cause a lot of backlogs, time-consumption on paper works, stock inbound and product quality issues Internal problems • The team of KAMs is currently co-managing over 200 partnering accounts The number is increasing every quarter While the overwhelming loads of works have is causing greater and greater stress and pressure for every employee • Lazada’s current operation system with over 1000 employees has not been able to transform accordingly to the new wave of business partners as well as consumers The problems have • PAGE 16 • reavealed clearly in 2016 in terms of late deliveries, failed deliveries, fails to response consumers’ feedbacks, bad cooperating experience with suppliers Employees’ multi-national background is an advantage, but also a great interceptor when it comes to analytical, technical and IT issues, especially when 80% of tech hub’s engineers are not Vietnamese IV An assessment of the internship Skills and qualifications gained from the internship Qualifications The internship in just a short time has helped me gain significant qualifications that I had never experienced from school First is the will toward time-management The stress and pressure from a real-world business where time is the most precious resource has forced me to change most of my negative habits, manage my time to fit with the team’s schedule Second is the drive for selfimprovement, the desire to perform tasks better day by day and not accept a mediocre result Third is the quality of commitment, getting-thing-done mindset, doing whatever it takes to bring out the most satisfied result despite the former methods Fourth is critical thinking, the initiative and activeness I learn that it is compulsory to fully understand the tasks and procedures before laying hands on the job Repeating what has been done is fine, but sometimes spending time figure out how things work would help process much faster and more effectively Finally, it is the confidence that has been gained from achieving results, bringing good value to the team’s business and being trusted Skills There are also valuable business skills observed from the internship The most remarkable is office computing skill, escpecially excel Moreover, almost every transaction and conversation in Lazada is carried out by e-mail and communication apps Hence, after a short time, I have been pushed to fluent all the computing skills faster than from any course taken before Another valuable skill is communicating thanks to coworking with branding partners and suppliers, especially in English as the company is a multicultural organization Also, in the content making process, I inherit some basic helpful photoshop skill Kinds of responsibilities undertaken during the internship period During the internship, I was accounted for supporting KAMs (Key Account Managers) with managing product contents, stocks and declare data required so that the team can make better decisions in buying & selling strategies The more precisely data is input and declared, the more precise merchandising activities, sale report analyzing & sale forecast are to be made Main activities have been: input data, create product content, networking with suppliers, brand partners, merchants (externally) and Lazada functional staffs (internally) and report the progress to KAMs Impact on the future career plan The internship has proved to have a great influence on my career plan I have come to better recognize the type of work I prefer more than the others My strengths and weaknesses also reveal more obviously I am now more confident in my own decisions, learning how to take account for personal tasks and better off the whole team Correlation from the internship experience with classroom knowledge PAGE 17 The internship activities also greatly visualize classroom knowledge It has been much more impactful to see how real people process a project beyond looking at charts and diagrams Remarkably, Lazada operates its office in the model of an open space There are no walls between departments Every topic is open for sharing and participation I was impressed by their monthly town halls in which high level managers reveal business results to all employees and inform major campaigns of the following periods Thanks to such open environment, I have learned the daily routines of several departments, how individuals from different functional departments form together and execute a project I also learn that resources allocation (staff, capital, facilities, materials, etc.) in the real world is more complex and flexible than theoretical principles What has impressed me the most is that almost 80% of their employees are under 30 but very porofessional, persistent and dynamic Working late at night or at weekends have become a lifestyle to most of the young leaders in such a dynamic and competitive business environment V Conclusion of the reports My internship fell into the most bustling quarter, October- December, in which happened the biggest campaigns such as: Online revolutions 11-11 and 12-12, Online Friday 2016, Black Friday Weeks, Christmas and New Year promotion Here I got the chance to really experience the company’s elasticity to the market, it’s ability to deal with low and high points Other than that, Lazada Vietnam is still a very young enterprise which is transforming itself dynamically In addition, E-Commerce is going to be the most competitive business in the near future In the competition with big names from domestic entities such as Adayroi.vn, Tiki.vn, chotot.vn, more tranformation, innovation and, improvement is to be made Such business sectors are thirsty for young and passionate labor force from both managerial and technical backgrounds The internship has not only given real experiences and knowledge but also, more importantly, the vision of opportunities and challenges for my managerial career PAGE 18 VI References Lazada New Employee Orientation handbook http://www.investopedia.com/terms/s/stock-keeping-unit-sku.asp http://www.lazada.vn/ http://www.netpromotersystem.com/about/measuring-your-net-promoter-score.aspx http://thegioibantin.com/thap-dan-so-viet-nam-2016.html http://vnreview.vn/anh-video/-/view_content/content/1678853/tan-mat-chung-kien-bep-nuc-cua-lazada https://accesstrade.vn/dua-top-pha-doanh-thu-lazada-tren-accesstrade.html https://masofer.com/infographic-cach-mang-mua-sam-lazada-1111/ PAGE 19 APPENDICES Executive summary of the Internship Summary of the company Summary of the internship program II Company description Full title and brief history Main events Type of ownership Business sector Ecommerce marketpace and online retailer Customer Relationships Lazada strong brand partnership Affiliate Marketing Lazada regional organisational structure Marketing Commercial Products and Operations Customer experience Finance Company performance Lazada in numbers Sales record Online revolution 11-11 2016 Converging mega trend III Internship activities & the related functional department IV Assessment of the internship Skills and qualifications gained from the internship Responsibilities undertakeduring the internship period Impact on the future career plan Correlation from the internship experience with classroom knowledge V Conclusion of the report VI Suplementary materials Internship confirmation Internship evaluation form VII References I PAGE 20 PAGE 21 ... Internet Working at Lazada means to be part of the team that is steering the exciting E-Commerce revolution in Southeast Asia INTERNSHIP REPORT Summary of the internship program The Internship Program... their products on Lazada website Merchants co-manage their products with Lazada by using web tools provided by Lazada They start the relationship by an FBL (Fulfillment by Lazada) agreement,... http://vnreview.vn/anh-video/-/view_content/content/1678853/tan-mat-chung-kien-bep-nuc-cua -lazada https://accesstrade.vn/dua-top-pha-doanh-thu -lazada- tren-accesstrade.html https://masofer.com/infographic-cach-mang-mua-sam -lazada- 1111/ PAGE 19 APPENDICES Executive summary of the Internship