Repair and maintenance of motorcycles at home at MINH DUC ltd

INTERSHIP REPORT ON ROLES OF MARKETING STAFF IN RESEARCH A NEW SERVICE “Repair and maintenance of motorcycles at home” AT MINH DUC Ltd Prepared For Prof: Corinne Montoya Mr Nguyen Hoang Mr La Tien Dung JEAN MOULIN LYON UNIVERSITY THUONG MAI UNIVERSITY Prepared By NGUYEN THI THUC UYEN CONTENTS TABLE OF FIGURES SEGMENT I: BACKGROUND OF MINHDUC LTD Introduction to the practice unit 1.1 General information 1.2 Organizational structure Analysis of the company's business environment 2.1 Macro Market 2.2 Competitors 2.3 Market segmentation .6 2.4 Target customers .6 2.5 The business strategy of the company .6 3.SWOT SEGMENT II: MY ACTIVITIES DURING THE INTERNSHIP 10 Brainstorming: .11 Customer Satisfaction Survey 11 Discussion group to analyze problems 11 Monitor and keep abreast of work (Follow-up): .12 Presentations to everyone 12 Write a report 12 SEGMENT III: MY PROJECT IN INTERNSHIP 13 3.1 Overview of project 13 3.2 Results 15 SEGMENT IV : THINGS LEARNED IN THIS INTERNSHIP 25 CONCLUSION 28 APPENDIX .29 REFERENCE 32 TABLE OF FIGURES Figure 1: The structure of the Organization Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about years .5 Figure Customer rational analysis of competitors with Minh Duc 17 Figure Analysis of the reasons customers love to use services from companies opponents 18 Figure : The extent known to the company Minh Duc .19 Figure : Intervals customers want to use the service 20 Figure : The desire of customers for payments 20 Figure :The expected assessment of the quality of customer service .21 Figure 10: Rating afraid expectations workflow from client 21 Figure 11:Rating afraid expectations about utility customer service 23 SEGMENT I: BACKGROUND OF MINHDUC LTD Introduction to the practice unit 1.1 General information • TRADE LIMITED COMPANY AND SERVICE MINH DUC • Address: No 309 , Zone 10, Gia Cam Ward , Viet Tri City, Phu Tho provine • Tax code: 2600302616 (30/10/2003) • Legal director : Nguyen Duy Hung • Date of activity : 30/10/2003 • Business license: 2600302616 () • Field: Selling motorcycles, motorcycles 1.2 Organizational structure Figure 1: The structure of the Organization Manager Vice Director Human Financial Business Inventory Technical room Resorce Accounting Department Manager – Maintenance Source: Administrative Organization of the company Analysis of the company's business environment 2.1 Macro Market In Vietnam sales of vehicles produced in the first quarter / 2018 reached more than 800,000 vehicles, a slight increase of 1.9% over the same period last year Sales report of the Association of Motorcycle Manufacturers Vietnam (VAMM) said the market for 803 204 vehicles in the first three months of 2018, equivalent to the average purchasing power of nearly 9,000 motorcycles / day Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about years The total purchasing power unexpected increase in 2016 and 2017 shows that the concept of saturation has not yet fit to speak of Vietnam's motorcycle market In Vietnam, 90% of people still use motorcycles to get around, plus tax should remain high oto motorcycle market in Vietnam is still a lot of potential, comes as the repair services 2.2 Competitors With characteristics of a showroom selling motorcycle products, combined repair services and maintenance Currently competitors of the company can be divided into two major categories of authorized dealer of the largest motorcycle manufacturers such as Honda, Yamaha, Suzuki, SYM The retailer motorcycle other The current competitors that companies rated highest as follows: o VIET VUONG joint stock company o NAM CUONG commercial company, Ltd o HUNG CUONG co., Ltd o QUANG PHUONG Co., Ltd 2.3 Market segmentation Companies focus on the mass market, rural areas, the new people working or dire financial straits, with affordability to purchase a vehicle for 20-30 million In this market segment, the user needs to seek benefits from the motorcycle product has high strength, secure, multi-functional Repair services, companies oriented segment motorcycle repair home 2.4 Target customers Current activities consume products motorcycle at the Minh Duc consumed mainly in the Phu Tho City Market Customers The company focuses on families with 1-3 or more motorcycles using vehicles of scooter valued at> 25 million 2.5 The business strategy of the company  Product strategy - Focus on the motorcycle common car number and scooters - Diversification of products : customers not only seek to benefit from the product’s bike is not just a mean traffic , but also a property anonymous fashion of young people so the company will sell a variety of products with color , styling - Add new and changed models regularly  Pricing strategy -Pricing is usually applied in brackets manufacture, but the company has adopted a policy of discounting , 2-5% lower prices for customers - For repair services , maintenance will have preferential rates for car buy at dealer  Distribution strategy - Distribution at the company’s showroom  Promotion sale - The company organizing promotion from time to time , holidays , big events - Advertising thought flyers, hanging banners in areas passers - Gift, Promotional customers - Funding cultural events in the region , organized the charity program… 3.SWOT Strengths (S) S1 -The company provides products and services at competitive prices, forms of promotion and higher discount competitors S2 - thoughtful after-sales service, dedicated to customers target S3 - Backed easily sales promotion from manufacturers S5 - Workflow accordance with Japanese standards Weaknesses (W) W1- budget for the marketing department is limited (0.1% of revenues), inhibit direct marketing activities W2- Photos companies are in the process of positioning so influential to the market low W3 - bearing with PR team to make the online marketing campaign on W4 - bearing fully exploit the rest of the marketing tools such as: email marketing, social marketing, Opportunities (O) O1- demand for repair and maintenance of Challenge (T) T1- Competition from other agents motor is always higher O2- The new demand from existing customers, loyal customers of the company O3- Yes Showroom located at major roads, residential crowded, with many customers over the O4- the growth potential of services S-O S1-S4-O1-O2: Using thorough competitive advantage on price in order to maintain and expand the retail market using direct marketing tools While enhancing the use of direct marketing tools to capture new demands of current customers (loyalty) and new customers S2-O1: Maintaining and developing relationships with target customers, later they would be the ones to bring success to the company, especially as the demand for motorcycle repair at home are increasingly expanding and developing at high speed S3-O1: Leverage funding of mother producers to harness the support policy T2- costs of providing value-added services T4- time service delivery was slow due to limited manpower S-T S1-T2-T3-T4: Use strategic price competition to retain and attract customers, whacked tend to prefer low cost customer S3-T2-T3-T4: Exploitation of marketing tools to branding Ming Duc to compete with the rise of competitors, and consumers see the benefits of new services S5-T2-T3: Using the capabilities of the company's professionalism, caring to exploit customers W-T W1-W3-T2-T3: To strengthen and improve the internal resources to better implement marketing activities to build brand to compete with rivals T2-T3-W4: Using some extra marketing tools to attract customers from rivals W-O O1-W1-W2-W4: Take advantage of opportunities on the need to use the internet to use the tools of direct marketing to build company image O2-O3-W2: Combine demand increasing every customer location is ideally located to position the market for the brand SEGMENT II: MY ACTIVITIES DURING THE INTERNSHIP  The job at a glance The work that I was assigned at the Minh Duc Co., Ltd is positioned to market research staff in the marketing department of the company In this year, the company Minh Duc will expand the service as “ service maintenance and repair of motorcycles at home” to customers Currently the company has developed but has not focused on marketing the service In the opinion of the leaders, this is a unique service , which few companies rival operator or operators are not successful Leaders anticipate that this service will help companies grow revenue by 20% each year , 80% of the market operators in the region And the marketing division assigned the faculty supposed to know the market , job analysis , surveys of customer satisfaction and to provide unified solution for service policies, prices customers can accept In this part, all team members must almost the whole week , a lot of work to from planning to implementation Like other members of the group , I also have to participate in work as an HR official Outside official working time days/ week In the holidays , I have to work at home I was training at the company has been supplying the necessary equipment such as computer, catalogs , company profile and sometimes I was attending some workshops and special programs of the company My group had peoples , Leader is the official employee of the company , is also the head of Marketing We assigned the job list  Responsibilities and Description of the job This section includes all the responsibilities and detailed description of the work I have done during my internship Brainstorming: Minh Duc is a large company business of motorcycle in the area so to accomplish this task, the first task of us here is brainstorming to generate ideas campaign for the campaign We sat together in the first week to discuss and outline the idea and each offering his work 10 Figure Analysis of the reasons customers love to use services from companies opponents Rate (%) Suitable price Suitable price Enthusiactic staff; 20 Quick service time; 45 Near the house; 30 ; 10Quick service time Near the house Enthusiactic staff There are 45% of customers use the Service responded that the quality of service or time served to influence the decision to use their services, 30% of customers use the services as close to home, 20% use the service of another company because the service attitude the remaining 10% for that because of cheap So we can see that when they decide to use this service, the price is not the problem they much care they need is speed so now they often choose the company close to home and quick service Thus Minh Duc need to design your workflow to accelerate time to provide services to dominate market share Question 4: Asking customers to know the names and services of Minh Duc cross-media, obtained the following results 18 Figure : The extent known to the company Minh Duc Rate (%) Accquaintance; 10 Internet; 10 Billboards; 40 Accquaintance Internet Leaflets Cataloge Billboards Leaflets; 30 Cataloge ; 10 In the survey data, 40% of consumers know the products and services of Minh Duc through billboard, 30% through leaflets and only 10% of the customers through the internet, and internet acquaintances Through this figure shows, the ability to recognize the brand Minh Duc through direct means the majority, they see the company name through the billboard and leaflet on the road where they go through, this is understandable because Vietnam people have the habit of looking out into the street the store when they have problems relating to motorcycles rather than looking through the Internet, ask a relative or watch via Catalog So in a campaign promoting sales Minh Duc should focus more on direct marketing Question 5: The customer asked about the amount of time they use the service, the results are obtained after 19 Figure : Intervals customers want to use the service Rate (%) Begining of the year; 5.00 Midyear; 5.00 End of the year; 25.00 Whenever; 65.00 Begining of the year Midyear End of the year Whenever 65% of customers say they use the service whenever and last year was 25%, so to deploy services Minh Duc Notes coordination personnel to always serve our customers when needed Question :Customers were asked about forms of payment they wish to use the service Figure : The desire of customers for payments Rate (%) Transfer; 20 Direct Transfer Direct ; 80 Forms of payment that customers most desire remains is directly accounted for 80%, but still up to 20% of customers want to pay through bank transfer, because the utility services the bank 20 offers are very popular, along with the convenience of smartphones so cash payment habits have gradually changed, so Minh Duc consider to diversify forms of payment for customers Figure :The expected assessment of the quality of customer service 70 58 60 48 50 40 30 20 22 20 16 12 10 Very Important Important Need Normal Not Important 12 Repair staff are skilled, modern Bắt lỗi hỏng hóc xác According to the quality of service customers get results as follows: Employees repair equipped kit complete, means repair Modern: 4% of customers rated this is not a criterion weight, 12% said that this is normal, 48% of the evaluation is needed, 20% said that important, the percentage of 16% of customers rated this as very important Employees catch malfunctioning correctly Physical: no customer reviews this is not the most important criteria, 22% said that this is normal, 12% assessed as necessary, 8% for that matter, the rate of 8% of customers rated this is very important As a result of this assessment, clients are eager to repair personnel of the company can catch the exact damage to their vehicles, and open very desirable equipment to support repairs to modern, full In the engineering sector still or saying "First graph, second 21 profession" should MD should focus equip and train their employees on workmanship Figure 10: Rating afraid expectations workflow from client 60 50 40 30 20 10 48 44 32 12 6 20 16 12 40 32 1210 40 24 20 Very Important Important Need Normal Not Important According to the survey showed expectations of customers about the service providers of the company Minh Duc as follows: Information consulting services easy to grasp: 6% of customers feel that it does not matter about the criteria this 32% normal, 44% felt it was necessary, 12% see this as important and 6% of customers feel this criteria is very important Meantime reasonable: 4% of customers feel that it is not important in this category, with 20% normal, 16% felt it was necessary, 12% see this as important and 48% customers feel this criteria is very important The payment process is quick and easy: 6% of customers feel that it is not important in this category, with 32% normal, 44% felt it was necessary, 12% see this is what and 6% valued customers feel this criteria is very important Always answer the questions of customers: 4% of customers feel that it is not important in 22 this category, with 20% normal, 40% felt it was necessary, 24% see it as important and 12% of customers feel this criteria is very important Through the above figures show that customers assess the need for the service provider of company Minh Duc is relatively high, so the Minh Duc must improve the efficiency of all of the above criteria, paying special attention to meantime, since most customers are expected to occur quickly and staff handle problems quickly Figure 11:Rating afraid expectations about utility customer service 60 56 52 50 48 40 40 32 30 36 32 24 20 10 12 m ay p sy Ea ns tio p to en Se m co g in ch ar te ple m or inf ly ick u ,q on ti a e on Ph m nu a rs be 16 12 12 re to sy a e m re em Q r be c ui 23 ee kf a db f ck m ro m sto u c s er Very Important Important Need Normal Not Important According to the survey showed that expectations of customers for utility services company's MD as follows: Payment Methods varied easily: 4% of customers feel that it is not important in this category, 24 % normal, 52% felt it was necessary, 12% see this as important and 8% of customers feel this criteria is very important Search for information fully and quickly: no customers feel it is not important in this category, with 8% normal, 56% felt it was necessary, 32% see this as important and 4% of customers feel this criteria is very important Phone number easy to remember: 16% of consumers feel it is not important in this category, with 32% normal, 40% felt it was necessary, 12% see this as important and no guests customers feel this criteria is very important Support feedback from customers quickly: no customers feel it is not important in this category, with 12% normal, 36% felt it was necessary, 48% see this as important and 4% of customers feel this criteria is very important Through the above figures show that customers assess the need for the service provider of company MD is relatively high, so the MD must improve the efficiency of all of the above criteria, paying special attention to support feedback from customers quickly and find information, as most customers are keen to have an interaction with the firm for feedback about problems in the process of using the service On the basis of these data gathered at the market research company would have the facility to conduct market forecasting services "motorcycle repair at home" as well as forecasts of demand for customer service 24 SEGMENT IV : THINGS LEARNED IN THIS INTERNSHIP After the internship is to stand in the ranks Marketing company Limited Minh Duc, in addition to being exposed actual work, along with the difficulty to solve the problem, sometimes I feel like I insurmountable, but with the cooperation and guidance enthusiastic colleagues in the company, I have gradually grasp the problem and completed For an employee marketing in general or employee market research in particular, the working skills are important can be listed as follows: Teamwork Skill is the skill of teamwork interaction between members of a group, to promote effective work to develop the potential of all its members A great goal often requires multiple people to work together, so teamwork becomes an important definition of organization as well as in life Group work skills include small skills: - Develop a major role in the group - Meeting management skills - Development process of working groups - Creative and stimulating potential Problem solving Solve problems is a way of thinking in order to clarify and implement a solution to improve the problem The core of the problem is sought to achieve the purpose when trouble or when only very limited conditions for implementation purposes This often involves skills some important factors: 25 - Identify issues - Classification problems - Modeling problem - Use tools to solve the problem - Solving process issues Communication skills : The purpose of the communication is convey the message This is a process involving both the sender and the recipient of the message Communication skills is extremely important and it is the most visible factor in the dynamics of a student This often involves skills some key factors: - Presentation Skills crowd - Communication skills - S kills to listen and gather information Critical thinking : Critical thinking is a process of dialectical thinking including analysis and evaluation of information made under a different view of the problem set out to clarify and reaffirm the accuracy of the problem Critical thinking helps comprehensive coverage than to acknowledge a problem After the internship at the company I see that the value I bring to the company are appreciated, as shown by chain work I've done may include the following: - I have been involved in operations designed the survey analyzes the market for the company - participation in work to survey customers - analysis of data from the survey 26 - Giving recommendations to improve the quality of service "at home motorcycle Repair" a fair, objective and transparent through data 27 CONCLUSION Is working for a professional company like Company Limited Minh Duc is my wish after graduation, I'm happy because I finished work their internship at the company, in addition I also the last of a very nice, caring and always cooperate, people consider me as a home, work and leisure The result of my work is leadership appreciated, I really hope it will be applied as a prerequisite for the company's actions But three months is a relatively short time to this job adequately, because analysis and market research is a large array, need a lot of time, and data collection to more new for accurate results to measure customer satisfaction During the three months’ internship period, so many obstacles came in Some of the limitations in making the report are following: In collecting primary data, it is really hard to get correct information from people as they might not feel comfortable or provide their false feeling To observe the whole corporation activities and come up with a fruitful result requires huge amount of time, so time limit is another crucial limitation of this study The internship proposal is conducted based on several secondary data which were rather inefficient or unreliable Due to confidentiality clauses within the organization, it was not possible to gather some more information that could make the report much greater from all aspects 28 APPENDIX QUESTIONNAIRE Name respondents: Dear customer! I'm Phuong Uyen - Student Faculty: Marketing and Sales Administration - University of Commerce cooperation with Jean Moulin Lyon University Currently I am researching on "Repair and maintenance of motorcycles in the" Company Limited Minh Duc The survey below will help us serve our customers better Sincere thank the cooperation of customers! Guide to filling: If He / she chose the answer does tick the box corresponding to the left or circle the corresponding code Do you know the motorcycle repair service at home of Company Limited Minh Duc ? Yes No I don’t care Do you normally use a motorcycle repair services of Which company at home ? Viet Vuong Joint Stock Company Trade Co., Ltd Nam Cuong Co Hung Cuong Co Quang Phuong Company Limited Minh Duc Another Company 29 Why you use the service at home repairing motorcycles of this company which is not the Company Limited Minh Duc offer? Reasonable price Near by home Time served quickly Enthusiastic employee You know the products and services of the company Minh Duc through which public media? Acquaintance Internet Billboard Catalog Leaflets Do you often use the bicycle repair service, at any time during the year? Beginning of the year Midyear Late of the year Whenever You would like to enjoy a promotion under ? Coupons direct Awarded , accompanying gifts Lucky draw Other Which payment you want to use ? Direct 30 Transfer account Other Would you please assess the level of importance of the criteria below in your opinion? Please mark ( X ) Target position Level Expectations about the quality of service The employee are fully equipped with modern equipment Highly qualified staff Expectations of workflow Information about the service easy to understand and easy to grasp Waiting time reasonable Process of payment is fast and easy Always answer the questions of customers Expectations about utility services Payment methods varied easily Find information sufficient and quickly Phone number easy to remember Support quick customer feedback 1.Verry important2.Important 3.Need Normally Don’t important Thank you for your answering ! REFERENCE Editor in Chief TRAN MINH DAO, 2015, Marketing Basic - National Economics University Assoc NGUYEN THANH DUC, 2015, Business Strategy and Business Development National Economics University An Thi Thanh Nhan, 2012, Advertising and Trade Promotion Textbook, Statistical Publishing House, Hanoi 31 Prof Bui Bang Doan: Prof Pham Thi My Dung, 2012, Business Analysis - Agricultural Publishing House, Hanoi Agricultural University Associate Professor Le Van Tam, 2010, Strategic Management, Statistical Publishing House Sales data of Minh Duc Co., Ltd from 2013 to 2017 32 ... elements of the study We have tried to collect both quantitative data and qualitative data Due to limited time, MS Excel is used to collect and analyze data This software can calculate and create... analyzing the results of the competition of Minh Duc, the result obtained after Figure Customer rational analysis of competitors with Minh Duc Rate (%) Other; Việt Vương; 12 Minh Đức Minh Đức; 28 Nam... Leaflets Cataloge Billboards Leaflets; 30 Cataloge ; 10 In the survey data, 40% of consumers know the products and services of Minh Duc through billboard, 30% through leaflets and only 10% of the