Báo cáo thực tập giữa khóa ftu Analysing Marketing activities at ngochuy company

CURRENT SITUATION OF MARKETING ACTIVITIES IN NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING EQUIPMENT LIMITED COMPANY...9 2.1.. Realizing the importance of this trend, after a period of tim

Chapter 1 AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY 3

1.1 General information 3

1.2 Formation and development of the company 3

1.2.1 Vision 4

1.2.2 Mission 4

1.2.3 Objectives 4

1.3 Organizational structure 5

1.4 Business activities 7

Chapter 2 CURRENT SITUATION OF MARKETING ACTIVITIES IN NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING EQUIPMENT LIMITED COMPANY 9

2.1 Factors affecting to marketing activities of the company 9

2.1.1 External factors 9

2.1.2 Internal factors 10

2.2 Current marketing activities 11

2.2.1 Marketing offline activities 11

2.2.2 Marketing online activities 12

2.3 Assessment on Marketing activities 14

2.3.1 Advantages on marketing activities 14

2.3.2 Disadvantages on marketing activities 15

2.4 Business performance in the last 3 years 16

RECOMMENDATIONS TO IMPROVE THE MARKETING

PERFORMANCE 19

3.1 Future goals & development orientation in the next 5 years 19

3.2 Recommendations to improve marketing of the company 20

CONCLUSION 22

REFERENCE 23

Table of Figures Figure 1: Organization structure 6

Figure 2: Performance of Ngochuy company in 2014, 2015 and 2016 17

Table 1: Budget for marketing activities 11

Table 2: Performance of Ngochuy company in 2014, 2015 and 2016 17

The process of globalization has been significantly strong as ever, especiallysince Vietnam joined the WTO, our country's economy is increasingly integratingdeeper, wider into the world economy through trade bridge The higher level ofintegration, the more powerful and competitive business environment becomes Thejob market is more demanding for the graduates and one of the requirements isrequirement for work experience As a result, the early approach to businessenvironment through activities is considered as a valuable opportunity for students

to become familiar with the accumulation of experience

Marketing is the activity that creates the face of the company through thetools used to let customers know about the company's products and services quicklyand effectively Ngochuy Co., Ltd has firmly grasped its opportunities andchallenges before and after Vietnam's accession to the WTO and its role inmarketing The demand for quick marketing of marketing tools is vital to thecompany's growing consumer demand for goods The goods are not just good anddurable, they also need a development strategy to promote the consumer, always inthe consumer's consciousness When competition is fierce, the customer becomesmore important and becomes "god", the customer will be the focus for companies tosearch for them rather than before

Realizing the importance of this trend, after a period of time studying somemajor courses and due to requirement from the University, the writer has beenrecruited as a marketing staff in Ngochuy Training Equipment and TechnologyDevelopment Limited Company This really is an opportunity to know the strengthsand weaknesses of both knowledge, skills and attitudes so that the author can figureout some ways to enrich, improve or fix

On that account, over time of internship to improve knowledge, understandthe difference between theory and practice marketing activities, learn and study inthe Marketing department, with the help of the staffs the same room and thededicated guidance of Ms Dao Minh Anh, the author would like to concentrate on

topic “Analysing marketing activities at Ngochuy training equipment and technology development limited company” The report includes three main

chapters:

Chapter 1 AN OVERVIEW OF NGOC HUY TRAINING EQUIPMENTAND TECHNOLOGY DEVELOPMENT LIMITED COMPANYChapter 2 CURRENT SITUATION OF MARKETING ACTIVITIES INNGOCHUY TECHNOLOGY DEVELOPMENT AND TRAININGEQUIPMENT LIMITED COMPANY AND ASSESSMENTS

Chapter 3 DEVELOPMENT ORIENTATION & SOMERECOMMENDATIONS TO IMPROVE MARKETING ANDPERPORMANCE

Despite many efforts, it is impossible to avoid shortomings of the content aswell as format The writer wishes to continue receiving the comments fromcompany and supervisor to make the subject more completed

Chapter 1 AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY

1.1 General information

- Name of the company: Ngochuy

Training Equipment and

Technology Development Co.,

Ltd

- Transaction name: Ngochuy

Training Equipment and

Technology Development Co.,

Ltd

- Head quarter : Du Ngoai Hamlet,

Mai Lam Village, Dong Anh

1.2 Formation and development of the company

Ngochuy Training Equipment and Technology Development Co., Ltd waspreviously the factory of College of Urban Works Construction, established in

1988 merchandising teaching and vocational equipment and facilities Duringearly years, the products are mainly used in the field of teaching, the school'svocational and provided to schools in the Ministry of Construction as well as

commerce companies After a period of formation and development, NgochuyTraining Equipment and Technology Development Co., Ltd was officiallyfounded on November 24/02/2004

In the last 13 years, it has been the company that produces equipment forteaching, vocational training and of top quality reputation in Vietnam It hasprovided training equipments to hundreds of vocational schools, colleges anduniversities They are proud that their products have the quality managementstandard ISO 9001:2008 and ISO 14001:2004 standard, contributing to theimprovement of quality of education

1.2.1 Vision

- Gradually build Ngochuy Training Equipment and Technology DevelopmentCo., Ltd into a strong organization with advanced equipments andproduction technology

- Striving to become one of the top businesses with a brand stature andcredibility in Vietnam specializing in providing technical equipment,training models to teach the most advanced technology on the market tomeet the higher demand for modern technology integration period

1.2.2 Mission

- Creation and protection of the value of sustainable investment for ownersand partners based on financial transparency, expertise in organization andproduction technology

- Persistence to build a staff of well-qualified, ethical, modern-working style

in a professional working environment

- Fulfilling responsibility to the shareholders, to contribute further to societyand the environment, and for the professional development and quality oflife better by the staff

1.2.3 Objectives

- Fostering talents, training to improve technique, good workmanship in order

to bring tremendous dedication in the many areas for society

- Operation and development according to the criteria: "best satisfyingcustomer's needs, ensuring quality of provided products and services"

1.3 Organizational structure

The company consists of a Director and four functional departments :Marketing and Sales department, Finance & Accounting department, Technicaldepartment and Personnel Administration Department The organizational structure

is shown in the following diagram:

Figure 1: Organization structure

Source : Company regulations 2015, 3 rd edition

The chart above gives some information about the functions of eachdepartment Howerver, the functions of Marketing department will described inmore detail

Marketing functions include research and development, pricing, distribution,customer service and communications On the other hand, sales department advisesthe marketing department based on its feedback with customers and focuses on

Handle and process orders

Consult on marketing plan

Technical Department

Manage the entire system of machinery and equipment in the production line

Research, propose and handle the technical issues related to the production process

Personnel Administration

Department

Plan the recruitment, training, development of human resourcesBuild regulations of incentives to stimulate employees

Implement regimes for employees

customer contact to drive sales The marketing department that sets strategies anddecides what marketing communications it needs to support its efforts will tells thesales staff what to emphasize and what sales tools is will use.

Under the current structure, Marketing and Sales department includes onechief and four staffs, in which two people in charge of receiving and processingorder and one people in charge of making marketing plan and managing sellingproducts online

The responsibility of the chief of the department:

- Checking, reminding, reviewing the orders which the employees handle

- Supporting business personnel in the handling of orders and developingbusiness plans for the company

The responsibilitíes of the marketing staffs:

- Looking for customers wishing to placing orders from the company

- Finding reputable source, at a reasonable price and in accordance with therequirements of customers for quality, styles and models

- Managing Facebook page (fanpage) and the website; support and care aboutcustomers during and after transactions

- Planning procurement of equipment, machinery for production andmarketing activities

1.4 Business activities

Ngochuy company provides design, production and technology transferingvocational teaching equipment Besides, company also produces equipment andtranfers technology in the fields of information technology, mechanical engineering,instrumentation, electrical, electronics, refrigeration, automation, water andenvironmental sectors The other equipment can be repaired, warranty, maintenance

of commodities traded by the company

Ngochuy company mainly concentrates and develops vocational trainingequipments as follows:

- Types of practical models, experimental modules specialized in industrialelectricity: electricity - automation, PLC, production line, electric equipment,elevator model, factory automation,

- Models, experimental and practical modules of civil electricity: lighting, civilelectric control, models of household electrical appliances

- Models, experimental modules and specialized practice of electronics.Including types of models, equipment, modules of civil electronics and industrialelectronics such as: Inverter controllers, inverter controllers, inverter circuits, Triacand SCR test drives, ADC, DVD model, Loudspeaker, microprocessor, modules onmicroprocessors such as PIC, AVR, 89XX,

- Modules, experimental models, specialized practice of automation such asPLC programming, inverter control, Profibus networking practice, controlling andsupervising SCADA system, etc

There are some main customers, such as: Hanoi Vocational College of HighTechnology, Tan Phong Equipment Joint Stock Company, Ninh Binh VocationalCollege of Mechanical Implements, Citek Technology Joint Stock Company,Electric Power University, Vietnam – Korea Industrial Technical VocationalCollege, Bac Ninh Vocational College of Electro-mechanics and Construction,

….However, the orders from Ninh Binh Vocational College of MechanicalImplements and College of Urban Works Construction account for the largestpercentage in total revenue, about 30% The data on ordering from Tan PhongEquipment Joint Stock Company come second with under 10%

Chapter 2 CURRENT SITUATION OF MARKETING ACTIVITIES IN NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING

EQUIPMENT LIMITED COMPANY2.1 Factors affecting to marketing activities of the company

To do a marketing research, the first step is always to study the factors that affect the marketing of a company Therefore, external factors and internal factors will be covered in detail below

2.1.1 External factors

Customer

Marketing is defined as the process by which the companies create value forcustomers and build strong customer relationships in order to capture value fromcustomers in return Hence, customers are decisive factors for success or failure ofyour business If the company's products were brought to market with little demand,the cheap price and strong distribution channels is also not effective So whenplanning the strategy for product, the company has research about needs of ourcustomers

The customers of Ngochuy company are mainly vocational colleges, such as:Hanoi Vocational College of High Technology, Ninh Binh Vocational College ofMechanical Implements, Electric Power University, Vietnam – Korea IndustrialTechnical Vocational College, Bac Ninh Vocational College of Electro-mechanicsand Construction,….The proportion of orders of vocational colleges account forabout 70% in total

Competitors

Now, Vietnam market has quite fierce competition Besides more than 30manufactory, there have hundreds of small manufactories Can be included anumber of major competitors of the company such as Tan Phat Equipment JointStock Company, Vinh Quang Group, Thanh Hung Automation Joint StockCompany, …

Economy – Society

Trend of social and cultural environment greatly affects the shopping way ofconsumers Due to rapid population growth and high standards of living, thedemand for products also increases dramatically In fact, standard of livinginfluence on consumption situation of enterprises Therefore, companies should careand study cautiously to give appropriate solutions

During the stage of developing economies, GDP per capita is increasing, forexample, in 2016, GDP reached 2,185.69 USD/person Sector factors such asinflation and especially economic crisis in 2008 have affected remarkablyconfectionery consumption situation of consumers Besides, the gap between therich and poor is a major challenge for the company since the company's productsare to serve consumers with the low and medium price

2.1.2 Internal factors

Corporate objectives

As with all the functional areas, corporate objectives are the most importantinternal influence And the marketing staff in Ngochuy company always setmarketing objective that do not conflict with a corporate objective

Human resources

For a services business in particular, the quality and capacity of the workforce is

a key factor in affecting marketing objectives A motivated and well-trainedworkforce can deliver market-leading customer service and productivity to create acompetitive marketing advantage

Business culture

E.g a marketing-orientated business is constantly looking for ways to meetcustomer needs A production-orientated culture may result in management settingunrealistic or irrelevant marketing objectives

Budget for marketing activities

Table 1: Budget for marketing activities

Unit: Million dong

Source: Financial report of Ngochuy company in 2014, 2015 and 2016

The budget for marketing activities has increased annually, accounting forabout 15% of the total cost which Marketing and Sales department manages andallocates.With limited budget, it is quite difficult to boost marketing activities in aneffective way Therefore, company should spend on marketing activities andMarketing and Sales department needs to select and allocate appropriate budget forthe agencies, markets, to create vast sales network

2.2 Current marketing activities

Marketing decides and coordinates the connection of business activities ofthe enterprise to the market It is to ensure business operations of the enterpriseoriented to market, know to choose the market, needs and wants of the customersupport solidly for all business decisions.The marketing activities of Ngochuycompany include: marketing offline activities and marketing online activities

2.2.1 Marketing offline activities

Sending catalog by post or direct mail

Marketing staff will send quarterly catalogs to potential companies Catalogsnot only update new product models but also offer coupons, great deals orpromotions that not everyone receives All ordering methods are also included inthe catalog Customers can order via mail, phone, fax,…

Participate in trade shows