develop marketing mix strategy 7p for premier village resort project of sun group corporation

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<b>DEVELOP MARKETING MIX STRATEGY (7P) FOR </b>

<b>PREMIER VILLAGE RESORT PROJECT OF SUN GROUP CORPORATION </b>

<b>DANG THI THU HA, Class AMI 7A </b>

Under the guidance of Academic Supervisor

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<b>ACKNOWLEDGEMENT </b>

First of all, I would like to express my deep gratitude to Dr. Le Thanh Binh, my academic supervisor. Thanks to her enthusiastic guidance and experience sharing, as well as the knowledge she provided had helped me completed my internship report.

I would like to also give my thanks to the professors at Thang Long university and Nice – Sophia university, whose passion and lecture had given me basic knowledge as well as real business lesson through a number of real business case studies throughout my study.

Last but not least, I would like to thank Mrs. Hoang Thi The Thao – the manager of marketing department of Sun Group and all of the colleagues at the department, who had supported me during my internship and give me a great opportunity to put all of my knowledge into action.

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<b> ABSTRACT </b>

After 4 months doing my internship at Premier Village Da Nang, a resort belong to Sun Group, I have completed this internship report. In this report, I will present the overall information of Sun Group and Premier Village Da Nang resort. Base on all of my research during my internship period, as well as the knowledge come from MBA program of Nice – Sophia, I have come up with a few suggestions in order to help Premier Village Da Nang resort improve and expand its business in the market, as well as strongly increase the benefit.

The internship at Sun Group is also a precious opportunity for me to put all of the knowledge which I learnt from this course into practice. Only by putting what I learn into real business experience can help myself in my future career.

My report will illustrate the mission which I was assigned when I worked at Sun Group and goals that I need to fulfill. At the last part, I will note down all the good and bad point of Premier Village as well as give some suggestions to improve the situation

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<b>TABLE OF CONTENT INTRODUCTION </b>

<b>CHAPTER I: COMPANY BACKGROUND ... 2 </b>

4.2.1. Hotel and Accommodation service ... 5

4.2.2. Amusement & entertainment service: ... 6

4.2.3. Real Estate Trading Service: ... 6

V. Customer and client: ... 6

VI. Basic Financial Analysis of Sun Group Corporation ... 7

a. Sun Group Corporation financial report ... 7

b. Sun Group Corporation financial analysis ... 8

<b>CHAPTER II. COMPANY STRUCTURE AND ORGANIZATION CHART ... 10 </b>

I. Company structure ... 10

II. Company structure explanation ... 11

1. Shared holder General Meeting ... 11

2. Board of Directors ... 11

3. General Director ... 11

4. Deputy General Director ... 12

5. Audit and Internal Control Committee ... 12

6. Human Resources and Administration Department ... 12

7. Information and Technology Department ... 13

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8. Sales Department ... 13

9. Financial and Accounting Department ... 13

10. Project Management Department ... 14

11. Project Development Department ... 14

12. Legal Department ... 14

13. My internship position ... 15

<b>CHAPTER III: THE MISSION: ASSIGNED TASKS & GOALS ... 16 </b>

1.The Tasks assigned to my position ... 16

2.The link between the subject matter and my mission ... 17

3.The goals to reach ... 17

4.The value which I can bring to the company ... 18

5.The theoretical knowledge puts into practice ... 18

<b>CHAPTER IV: DEVELOPMENT ... 21 </b>

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4.Suggested strategies to develop Premier Village Da Nang resort business ... 28

1. Achievements of the internship at Sun Group ... 33

2. Shortcoming of the internship ... 34

3. Suggestion for Premier Village Da Nang ... 34

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<b>INTRODUCTION </b>

In recent years, according to CIA, Vietnam economy is developing rapidly, which lead to a dramatic change in people life style. Vietnamese people life has been improved greatly, and therefore they start to find luxurious hobby, like spending money to stay at elegant resort, or spending time at luxury amusement and entertainment service. As the result, the service business which include convalescence tourism, amusement & entertainment service and real estate involve luxury villa at famous tourist location has becoming a promising market.

Realizing the great opportunity, Sun Group has started heavily investing their money into service business such as convalescence tourism, amusement & entertainment service and real estate, starting from Da Nang, a famous tourist location in the central of Vietnam. Since the market is promising and the competition is fierce, I realize that if I can start my internship at Sun Group, specially focus in Premier Village Da Nang resort, one of the most important project of the whole Group in Da Nang, I will have great opportunity to put all of my knowledge into practice and improve myself in my future career

My internship report includes five chapter, namely: first chapter introduces overall information of the company, second chapter shows the structure of Sun Group and explain my position in the company. The third chapter illustrate my assigned task and goals that I must need when I spend time there. The forth chapter is looking into external and internal environment of Premier Village Da Nang resort, as well as its SWOT and give some suggest strategies for the managers to improve the resort’s business. The last chapter shows my achievement and my shortcoming throughout my internship at Sun Group, as well as some suggestions that I cannot discuss yet in chapter 4 for Premier Village Da Nang resort project.

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<b>CHAPTER I: COMPANY BACKGROUND I. Company Background </b>

In 2007, a group of young, passionate and successful overseas businessmen came together to found Sun Group Corporation. After 10 years of hard works and business development, to the present time, Sun Group has achieved a network of subsidiaries which expand into 4 main business fields - convalescence tourism, luxury real property, entertainment and construction investment. Their successful business has not only contributed to the socio-economic development of many communities, but also provided lots of employment opportunities to the local people.

 English name: Sun Group Join Stock Corporation  Abbreviated name: Sun Group

 Company type: Join Stock Company  Date of establishment: 16/05/2007

 Authorized capital: 1,300,000,000,000 VND  Legal Representative: Director

 Head quarter: Floor seventh, ACB building, 218 Bach Dang Street, Hai Chau district, Da Nang city, Vietnam.

 Tel: 02.511.381.9181  Fax: 02.511.381.9181

 Website: www.sungroup.com.vn  Branch: Ha Noi

 Representative Office: Floor eighth, Sport hotel, Hacinco student village, Thanh Xuan district, Hanoi, Vietnam.

Starting its business in the heart of Da Nang city, Sun Group has built a lot of successful businesses that significantly contributing to the spectacular change of the urban landscape and city tourism, namely: Ba Na Hills travel complex; luxury accommodation InterContinental Da Nang Sun Peninsula Resort; Novotel Premier Han River accommodation, Premier Village Da Nang Resort, Asia Park, and so much more…

Bana Hill travel complex in Da Nang is the Group’s first successful business in Vietnam market. This is a mix of different projects in 1 travel complex, a cable car system which won Sun Group a number of world records, a Fantasy Park considered one of the five biggest in-house park in Asia, a French village constructions complex that bring Europe cultural to Vietnamese people...

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Overall, with lots of successful businesses, Sun Group is on the way to become the leading private economic group in the industry, which is a basis for its desire for global integration.

<b>II. Business Areas </b>

Sun Group business focuses in 4 main areas:

<i><b> Convalescence tourism </b></i>

The convalescence tourism service in Vietnam is developing rapidly and is forecasted to attract lots of investors in and outside the country. Catching up with the market trend, Sun Group had developed a number of high quality resorts complex mainly in Da Nang. A few of the Group notable projects are: Bana Hills Mountain Resort, the Inter Continental Da Nang Sun Peninsula resort; Premier Village Da Nang Resort; Novotel Da Nang Premier Han Rivers,.. Besides Da Nang, the corporation also prepare future plan for other convalescence projects in other famous destinations like SaPa, Halong bay or Phu Quoc.

<i><b> Luxury-property </b></i>

Luxury real estate is a highlight in the Group business system. It works both as a normal real estate business, where the group calling investor to buy land or building planned at a famous tourist destination; and it also works as the convalescence tourism business where all those lands and buildings projects will be turned to a luxury resorts for renting. This business helps stimulates both Vietnam tourism and real estate market. It creates an opportunity for the investors to gain a large margin of profit from the projects as well as promote a number of Vietnam famous tourist destination world-wide. Some famous projects in this field are Premier Village Da Nang Resort complex and the on-going projects in Sa Pa, Phu Quoc and Ha Noi that attract a lot of attentions from investors.

<i><b> Entertainment </b></i>

Sun Group Corporation decided that the entertainment area has huge effect on the whole business system. Therefore, the Group had decided to invest their resources in a number of new

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amusement park such as: Fantasy Park, Asia Park in Da Nang (and a lot of future world class high quality parks in Sa Pa, Ha long, Phu Quoc,etc…. All of the Group amusement parks are well invested, strictly followed the professional quality control protocol and tested carefully on the quality and safety of the services provided. The amusement parks guarantee to become one of the competitive advantages in the service business for the whole Group and contribute to the local tourism service.

<b> Construction investment </b>

Beside all luxury-property, resorts, Sun Group also focuses on other social projects like building house for low-income people, constructions to serve Da Nang residents such as Sun Home (450 apartments), Ba Na – Suoi Mo road or some green areas within Da Nang city. By doing a number of no-profit projects above, Sun Group has partly contributed to the socio-economic development of Da Nang and building a friendly image toward Vietnamese customers.

<b>III. Vision </b>

<i><b>Development objectives: </b></i>

 To create high quality constructional works and services that meeting international standard and everlasting through time; contributing to the Vietnam, improve the citizens’ life quality and enrich the country’s economic.

 To build a prestigious Vietnamese brand with good reputation and have world-class quality services; as well as to help making Vietnam become an attractive investment destination for the foreign investors.

<i><b>Vision: </b></i>

Working under the Group’s credo “Wisely and thoughtful investing – sustainable development”, the firm is on the way to become the leading private economic groups in the industry. The firm considers Convalescence tourism, Amusement & entertainment and Luxury real estate as the company strategic investment.

<i><b>Business philosophy: </b></i>

To create an environment where corporate benefit harmonizes with the social benefit; balancing between business development and preservation; respect humanity and natural value… Only when the company business strictly follows these philosophies that its business will develop sustainability.

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 Luxury apartment towers: Along with high quality resort complex, the group are also expanding its business in selling luxury apartment tower. The Group are focusing most of the project in North Vietnam, with 2 projects in Hanoi and 1 project in Ha Long Bay. The Group are also slowly expanding its business into south and central of Vietnam.

 Amusement & Entertainment Parks: Amusement park is an add-up business that the Group investing in. As the company is slowly expanding its business in resort and luxury apartment, they discover that amusement and entertainment park will become a nice addition that increase value of all the projects that they are investing in. Therefore, the Group are building its amusement park in Da Nang and a newer one in Sa Pa, which will attract more customers to use their services.

 Cable Car System: Both 2 cable car system which was built by Sun Group are becoming very famous and receive a lot of international recognition. The 2 cable car systems, at Bana hill and Fansipan mountain, allow visitors to travel to high place with beautiful view in such a easy way that it attract a huge amount of visitors every year.

 Infrastructure: For now, the Group is investing in Van Don airport which locate at Quang Ninh, in order to expand their business and attract more investors to this place

<b>4.2. Core service </b>

<b>4.2.1. Hotel and Accommodation service </b>

Speaking of hotel or resorts business, their main product is accommodation service and round services serve as add-on for the main business. Premier Village Da Nang Resort is also considering the accommodation service as its core business of the whole brand and add some special elements to make its service different in the market.

all-All of the villas in the resort are designed under “a home away from home” concept, in which all the constructions include bedroom, a kitchen, a living room and couple of restroom are carefully designed and decorated to bring customers the feeling as if they are staying at their own house. The

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furniture and amenities in the villas are all from high quality brand, which guarantee customers’ a relax and enjoyable experience when they use the accommodation services of the resort. Besides, the all-around service which include restaurants, spa, gym center and tour provider are all guarantee a quality vacation for the guest who choose Premier Village Da Nang resort service.

<b>4.2.2. Amusement & entertainment service: </b>

As an addition all-around service to increase the value of the Group resort project, Sun Group amusement & entertainment service has all kinds of entertaining services that can keep tourists involve for all days. Starting from classic thrill adventure game zone like roller coaster, Viking ship to family and children zone such as carousel, wheel and entertainment center. Moreover, the amusement park also has nice cultural addition such as pagoda in a calm and silent place for those families who bring their grandparents with them to the amusement parks. Throughout the day, there will be different parades on the main road of the amusement park which make the whole place always feel lively and energetic.

<b>4.2.3. Real Estate Trading Service: </b>

Since the whole Group business is all about real estate, the company decide to build their own real estate trading service and name it Sunland. This trading service are included all information of current and future investment of Sun Group in the real estate market. The trading agency of Sunland is mainly in charge of trading, transferring, leasing, buying and consulting real estate as well as all the products and services that involve Sun Group. The citizens of Sun Group building are also encouraging to use Sun Land service if they want to lease or selling their apartment in order to receive the best support as well as price consultant.

<b>V. Customer and client: </b>

Sun Group are running its business in both B2B and B2C environment. For B2C business, the customers of Sun Group are the end-user who use the convalesce tourism service & amusement and entertainment service. On the other hand, the clients of the Group in B2C are people who invest in Sun Group project and receive benefit from it. To be more specific, according to the official website of the company, the investors are receiving at least 9% of the income from letting the resort to be rented, and 15 nights vacation at any of the Sun Group resort. Basically, B2C is the main source of benefit of the whole group. In B2B, the Group has signed with a number of clients, such as real estate agents, to advertise their real estate service and help them selling it. The mission of

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and services 13,123,619,333,202 13,748,409,231,862 16,892,190,741,142 Cost of goods sold (10,152,582,086,268) (10,504,757,778,942) (12,736,401,587,588) Profit from sales and

administrative expenses (660,318,573,288) (712,289,679,316) (704,666,021,345) Operating profit 1,655,515,763,876 1,833,304,692,485 2,555,064,356,917

Other expenses (24,188,784,952) (20,412,389,741) (18,669,374,017) Other (loss)/profit (12,333,591,112) 1,687,431,555 2,561,934,226

<b>Gross profit before </b>

<b>taxes 1,643,182,172,764 1,834,992,124,040 2,557,626,291,143 </b>

<b>Gross profit after taxes 1,281,682,094,756 1,431,293,856,751 2,046,101,032,914 </b>

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<b>Chart 1: Growth chart (from 2014-2016 period) of Sun Group Corporation b. Sun Group Corporation financial analysis </b>

Since its establishment in 2007, Sun Group mainly focuses on 4 main fields: tourism, luxury property, entertainment and construction-investment. In just 10 years, Sun Group grew rapidly and became one of the biggest real estate companies in northern Vietnam beside Vingroup and FLC. The 2014–2016 financial report demonstrates Sun Group’s considerable achievements.

convalescence- Revenue from sales and services during 2014 - 2016 grew by 28,8%, from 13,148B to 16,943B VND along with profit from sales and services rising from 2,971B to 4,155B VND (growth rate of 39,8%). The main reason behind this significant development is Sun Group’s investments in tourism projects such as Bana Hills, Premier Village in Da Nang, Ha Long Ocean Park in Quang Ninh, helping gain much attention from tourists in Vietnam and around the world.

 Revenue from sales of goods increased by 25,44% during 2014 – 2016, but it is still 3,36% lower than growth rate of revenue from sales and services. Sun Group applied a new system in resource management in 2015, allowing the group to reduce a lot of extra expenses in production.

 Financial activities, while not the main field of Sun Group, maintained stable in 2014–2016. A small slump in 2015 was followed by a rise to 155B VND in 2016.

Sun Group Corporation Growth chart (2014-2016)

<small>Total RevenueTotal ExpenseGross Profit after Taxes</small>

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 Other expenses in financial activities, sales and general administrative also increased during the 3-year period: 1,470B in 2014, 1,588B in 2015 (6% increase year on year) and 1,756B in 2016 (12% increase from 2015). The rise is attributed to an enlarging marketing budget, paying interest and recruitment.

 Due to strong management of expenses, positive results in revenue and tax rate dropped to 20% in 2016 (from 22% before 2016). Sun Group’s profits after taxes rose significantly in this 3 years period, especially in 2016, with a net profit of 2,046B representing a 42% increase compared to 2015 and 59% compared to 2014.

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<b>CHAPTER II. COMPANY STRUCTURE AND ORGANIZATION CHART </b>

<small>HUMAN RESOURCES AND ADMINISTRATION </small>

<small>FINANCIAL AND ACCOUNTING DEPARTMENT</small>

<small>PROJECT DEVELOPMENT </small>

<small>LEGAL DEPARTMENTINFORMATION AND </small>

<small>TECHNOLOGY DEPARTMENT</small>

<small>SALES DEPARTMENT</small>

<small>PROJECT MANAGEMENT </small>

<b>Figure 1. Company structure </b>

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 Appoint/Dismiss chairman or members of the Board of Directors and the Audit and Internal Control Committee

 Decide dividend rate, review all the upcoming major projects of Sun Group Corporation such as: Investment, raising capital, …

 Review all annual financial reports to appraise Board of Directors activities

<b>2. Board of Directors </b>

As one of the core in the company, Sun Group Corporation Board of Directors defines the long-term strategy as well as annual business plan for the company. Its job is to monitor the whole group activities, allocates resources, manage the staff at management level and direct the financial plan of the whole company. The detail rights and obligations of the Board include:

 Appoint/Dismiss the General Director and other directors  Decide the business strategy, business plan and company policy  Make decision for major projects

 Supervise, evaluate, appraise performance of whole company

In the board itself, each member is assigned different area to manage. Their knowledge in these areas will help the Board in the decision-making process of important business plan of the whole company.

The board hold meeting is often convened by the Chairman of the Board of Directors. The decision is made by majority of the votes cast. If the votes count are tied, the Chairman will then have the rights to decide whether it is an approval or disapproval.

<b>3. General Director </b>

The General Director is a person who directs all day-to-day business operation of the company in all 4 areas: Convalescence tourism, Luxury real estate, Amusement & entertainment service and Construction investment. The General Director will receive reports from directors in each departments and report directly to the Board of Directors and he/she is responsible for any

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business event, performance, result of Sun Group Corporation before the Board of Directors. The General Director main roles are:

 Execute and monitor all business plans approved by the Board of Directors  Make decision relating to day-to-day business operation of company

 Consult the Board of Directors in every upcoming projects, on-going projects  Report to the Board of Directors about company performance

 Represent company and the Board of Directors to deal with both internal or external matters

<b>4. Deputy General Director </b>

The Deputy General Director is responsible for assisting and following order from the General Director. In any case of the General Director absence, the Deputy General Director has right and authority to be in charge and makes order, gives decision on behalf of the General Director. Beside that, the Deputy General Director also joins in business operation, such as:

 Oversee day-to-day business operation, on-going projects, upcoming plans and report to his/her senior

 Work with other department directors to achieve company targets and goals

 Participate in negotiating contract, solving matter,… with other partners along with General Director

<b>5. Audit and Internal Control Committee </b>

The Audit and Internal Control Committee is responsible as a third party to execute auditing annually and check the legality, creditability and honesty of the company financial report, documents, accounting activities and business activities. They are independent with the General Director and reports directly to the Board of Directors. The Board of Directors will then use this report to present to the shareholders in the Shareholder General Meeting.

<b>6. Human Resources and Administration Department </b>

The Human Resources and Administration department gives advices to the General Director in the area of organizing the labor forces, managing and allocating the resources, building policies and regulations to support business operation. Such responsibilities are demonstrated as following:

 Recruit and find suitable staffs and specialists for the company

 Provide the administration services including receptionist, cleaning services, drivers, …

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 Coordinate with different departments to build the organization process and regulations. They will be in charge of reminding and checking if all the departments strictly follow the company regulation or not.

 Implement social insurance and welfare policies to protect employees’ rights and benefits  Form a Labor Union as stated in Vietnam Labor Law 2012 (Article 13)

<b>7. Information and Technology Department </b>

The Information and Technology department is the core of the company, they play very important role in daily business operation such as:

 Manage and protect the company database like: company information, partner information, customer information,… from both internal and external threats

 Develop, upgrade and maintain the company system – make sure it can meet the company operation requirement

 Support other departments in all IT matters

<b>8. Sales Department </b>

Sales department is one of seven main departments in the company, their main responsibility is to achieve sales target given by the General Director and report directly to him/her and the Deputy General Director. In order to do that, Sales department focused on the following:

 Look for promising sale opportunities and potential customer constantly

 Develop and execute marketing plans to boost up sales and achieve company goals  Keep in touch with customer via phone, email or other channel – ensure every customer

complaint or inconvenience could be solved as soon as possible  Maintain and improve company reputation in public

<b>9. Financial and Accounting Department </b>

As one of the most important department in the company, Financial and Accounting manages, controls, oversees every financial activity of the company and report directly to the General Director. Besides that, they also do reports and advises Board of Directors and General Director in making decision for business plan and strategy. Their main functions are:

 Develop annual, short-term and long-term plan based on company plans and strategies  Follow all financial plans approved by the Board of Directors and the General Director

and advise if it needs any alteration

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 Ensure transparency in all company financial activities and be in charge of providing necessary and legalized document to the Audit and Internal Control Committee in time of need

 Do financial reports monthly, quarterly and annually

<b>10. Project Management Department </b>

Sun Group Corporation is a company that has a lot of major projects. In order to manage everything perfectly, they create a department called Project Management. This department key objective is already shown in its name: Manage project in every aspects like finance, manpower,… when project is just in beginning state or in operation later, including:

 Implement and monitor all company projects

 Setup project plan and target, draw out timeline to guarantee project running smoothly without any problems

 Co-operate with other departments to enhance project efficiency

 Advise General Director/Deputy General Director in term of project plan and strategy

<b>11. Project Development Department </b>

Different from Project Management, Project Development department is responsible for creating and collecting idea to develop project. They mainly involve in the very first stage of project – when it is in paper. To fully develop project from an idea to real plan, they have to:

 Collect market information, identify business trend and economic situation

 Develop, create new project or upgrade on-going project based on all collected information

 Analyze the newly-born project in every aspects to see whether it is plausibility or not  Present project before the Board of Directors and the General Director

<b>12. Legal Department </b>

The legal department is important in a complex and huge organization like Sun Group, they provide all legal advices and guidance to the subsidiary and departments, ensure that all the contract are done properly and protect company benefits. In any case which the conflict of interest may occur (which is common in Sun Group because they are huge organization), the legal department will represent the company in a court of lawsuit and provide protection for the company benefit. Besides that, they also take part in preparing contract with employee, partner for the company and ensure there will be no disadvantages if there is any lawsuit.

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<b>13. My internship position </b>

In the time of internship at Sun Group Corporation, I work as Marketing executive at Sales department and I worked in Premier Village Da Nang Resort project. My group consists of 8 staffs and 1 team leader and I am under team leader directly. He is my senior and also my tutor.

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<b>CHAPTER III: THE MISSION: ASSIGNED TASKS & GOALS 1. The Tasks assigned to my position </b>

I started my internship at Sun Group on 28^th January 2017 as a marketing staff for Premier Village Da Nang project at Sale department. Occasionally, if there are too much back-office workloads (mostly involve paperwork preparation) and the sale forces do not have enough time to do the job, I have to provide support as a sale assistant, I am mainly in charge of preparing all the papers for the sale staff.

In the first 2 and a half weeks, my task was to review all the papers and documents about the Premier Village Da Nang project provided by the department manager. This activity helps me to understand what kind of service Premier Village Da Nang is providing and how the whole project is operating.

After that, I was trained for 1 week by my supervisor to work as a marketing staff with specific responsibility such as:

 Join in a team of 5 people that in charge of Preparing the marketing plan proposal for Premier Village Da Nang. In that team, I was responsible to prepare the implementation plan for the proposal, based on other member analysis.

 Calculate the detail budget for all the marketing activities

 Collect competitors’ information; analyze their service strength and weakness, study their current promotion plan and write weekly report and send to the manager.

 Co-ordinate with sale staffs to prepare specific marketing activity based on their requirement. For example: Create a promotion package for loyal customers.

About 2 weeks later, since I can quickly catch up with the pace in the marketing department and prove myself as a detail-oriented person through a number of analysis and reports which I sent to the manager, I was assigned another task: to become an assistant to the marketing manager. Apart from the ordinary job of a marketing staff and sale assistant, I had to responsible for:

 Check daily emails of every staff in the department, then gather important information, quickly summarize in a report and present it to the manager at the end of the day

 Remind the manager of the meetings and events that he need to take part in  Prepare documents (slides, notes, etc..) needed for the meeting

 Represent the marketing department and work with other department in the Group

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<b>2. The link between the subject matter and my mission </b>

All of my missions during my internship at the marketing department are linked closely to and directly serve the subject matter of this report: to prepare a 7P marketing plan for Premier Village Da Nang resort, namely:

 Working as a marketing staff, I have an opportunity to participate in daily marketing operation of the whole Group, which help me have a clear perspective of the Premier Village Da Nang resort service and its promotion plan. Understanding what service the project is providing will help me build a direct and oriented approach to different target customers, while analyzing its previous promotion plan allow me to create new efficiency promotion plan that avoid all the past mistakes.

 Working as a sale assistant help me understand the pricing policy for different target segment, which allow me to build different pricing strategy for them effectively. Besides, preparing all the documents for the sale staff give an opportunity to access to the information about the Group distribution channel, which is an important part in my 7P marketing proposal for the project.

 As a manager assistant, by gathering email for all the staff and summarize it to the manager, I have an in-depth understanding of the department process, as well as an information source of the human resources of the whole department. This knowledge allow me to generate an efficiency people and process strategy in my 7P marketing plan for the Premier Village Da Nang resort.

<b>3. The goals to reach </b>

There are some goals that I clearly define while working for Sun Group, which is:

 To understand Sun Group process and system in order to build an effective marketing plan  To study the Premier Village Da Nang resort project (products, services, customers, brands value…) to help in creating an on point and direct marketing plan that can immediately has effect on the business

 To study the way to work with the company internal source (other department, colleagues and managers) and external source (customers, partners,…) effectively

 To collect and analyze data of the market trend so that the marketing plan is up to date and catch up with the pace of any changes in the market

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 To study the competitor, their strength and weakness so that I can learn from the competitors’ success and avoid their mistake

 To understand what customers the business is serving and categorize them to different segment for different approach and strategy

 To collect data on different distribution channels and find a suitable channel to deliver our service effectively.

 Ultimately, to make a marketing strategy by combining all of these above studies and analysis in a clear, on point report that may help high level managers in their business decision making process.

<b>4. The value which I can bring to the company </b>

I am confident that all of my in-depth understanding in the business operation and marketing knowledge that I study from the AMI program can provide valuable insight source for the company, namely:

 Providing a clear, on point report based on analyzing the current data and number of marketing activities so that the higher management can have a whole picture of the business situation

 Helping the department manager by providing him daily and quickly summary report of daily basis operation of the whole department

 Providing a number of detail-oriented researches to the high-level manager a clear picture of the Group competitors, what their strength and weakness is, as well as suggestions to improve Premier Village service so that the services can compete effectively with other competitors in the market.

 Being a link connecting the marketing department with other department in the Group, by using knowledge in business communication

<b>5. The theoretical knowledge puts into practice </b>

Studying AMI program allows me to put a number of theoretical knowledge into practice during my internship at Sun Group. Those subjects which are most useful for my internships are listed below:

<i><b>International Economics and Globalization </b></i>

Since globalization is also affecting Vietnam business mindset, studying international economics and globalization gives me an opportunity to help bring Premier Village Resort service

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