Báo cáo tốt nghiệp tiếng anh đại học thương mại

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TABLE OF CONTENTS
Introduction............................................................................................................................
List of abbreviations..............................................................................................................
List of tables and charts.........................................................................................................
PART 1: OVERVIEW OF LKC ENTERTAINMENT AND MEDIA JOINT STOCK
COMPANY
1.1.

Foundation and development of LKC entertainment and media joint stock

company
1.1.1. General information of LKC Entertainment and Media, JSC....................................
1.1.2. Foundation History and development.......................................................................
1.2.
Major business areas
1.3.
Organizational structure
PART 2: THE BUSINESS ACTIVITIES OF LKC COMPANY
2.1. Core markets and products
2.1.1. Core markets and partners............................................................................................
2.1.2. Main products and services..........................................................................................
2.2. Analysis of business operation of LKC Company
2.2.1. Business results in the period of 2014 – 2016.............................................................
2.2.2. Assessment of business results in the period of 2014- 2016.......................................
PART 3: EXISTING PROBLEMS IN BUSINESS ACTIVITIES AND THE USING
ENGLISH OF LKC COMPANY
3.1. Existing problems in business activities
3.1.1. Evaluation of marketing activity.................................................................................

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3.1.2. Assessment of LKC’s Human Resource......................................................................
3.1.3. Limitations and solutions in competitive market.........................................................
3.2. Using English in LKC Company
3.2.1. The real state of using English in LKC Company.......................................................
3.2.2. Suggested solutions......................................................................................................
CONCLUSION
REFERENCES

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INTRODUCTION
Changing incessantly in the revolution of the domestic and international media
industry, being consistent with development strategy towards sustainable values, LKC
Media has gradually proved itself and created special character in Vietnamese media
market. Owning professional model of the creative and talent production team, together
with the most advanced equipment, the company can supply the best, the fastest and the
most efficient services and solutions to meet demands related to enterprises, partners, and
the public’s entertainment and media. With its aim to be the leading entertainment and
media supplier as well as producer of Southeast Asia in 2018, LKC Media always tries its
best to become the best marketing partners, improves progressively itself and has
particular success.
Being recommended and allowed by English Department – Vietnam University of
Commerce, I have luckily experienced as an intern in Marketing Department of LKC
Entertainment and Media Joint Stock Company. I am very grateful for all the enthusiastic
help from the staff of LKC Entertainment and Media., JSC, without whose help I could
not have finished this report. Then, I would like to express my gratitude to my instructor,

Mrs. Dao Phuong Mai, one of the lecturers at the Faculty of Business English in Vietnam
Commercial University, whose supervision and encouragement helped me a lot fulfill this
report. Mrs.Mai, along with his valuable sharing and feedbacks, has been my inspiration
as well as motivation to overcome all the obstacles and difficulties during the process. In
spite of my hardest attempt, this report certainly contains numerous mistakes due to the
limitation of information resources and other documents as well as the inexperience of the
writer in this issue. All of the feedbacks and recommendations from teachers are warmly
welcomed and will be considered in order to improve this report.

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LIST OF ABBREVIATIONS

LKC Media

LKC Entertainment and Media Joint Stock Company

No.
VNĐ
TV
TVC

Number
Vietnam Dong
Television
Television commercial

5

LIST OF TABLES AND CHARTS
Image 1: Logo of LKC Media
Diagram 1: Organizational structure chart of LKC Media
Image 2: Some typical partners of LKC Media
Table 2.1: Television partners of LKC Media
Table 2.2: Main products and services of LKC Media
Table 2.3: Price list of company’s products
Table 2.4: Revenues of major business field
Table 2.5: Business results in the period of 2014-2016

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PART 1 : AN OVERVIEW OF LKC ENTERTAINMENT AND MEDIA JOINT
STOCK COMPANY
1.1.

The foundation and development of LKC Entertainment and Media Join

1.1.1.

Stock Company
General information

Image 1.1. Logo of LKC Media
- Company’s name: LKC Entertainment and Media Join Stock Company
- English commercial name: LKC Entertainment and Media Joint Stock Company
- Abbreviation: LKC Media
- Head Office: No.2, Nguyen Kha Trac Street, Mai Dich Ward, Cau Giay Distict, Hanoi

- Telephone: 046 2810 462 / Fax: 04 62810435
- Email:

Website: lkc.vn

- Tax code: 0102032462
- Charter Capital: 1,9 billion
- Date of operation: 26/10/2007
- Legal Representative: Ngo Dang Linh
- Position: General Director
1.1.2. The foundation and development
On 26 th October 2007, Hanoi Department of Planning and Investment issued an
official Certificate of business registration No.0102032462 about approval for
establishment of LKC Entertainment and Media Joint Stock Company. Nearly 10 years of
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operating and accumulating experience, LKC Entertainment and Media Joint Stock
Company has become the leading company in media industry, advertising, introducing
products on the media. The company simultaneously builds and implements advertising
plans for products as well as brands of the famous company including Unilever, Acecook,
Vietnam Airlines, Vinamilk..., which is often advertised on the television. Up to this time,
LKC Media has got a firm foothold in the market and customer’s mind. LKC Media is
currently trading in the variety of media field such as exploitation film and TV rights, TV
advertising, creating media plans and general marketing plans, implementing graphic
design, TVC production, organizing the performance of events and sponsors.
LKC Media is having more than 200 staffs. Of which 20 percent of employees are
focused on research and development segment. LKC’s young staffs are evaluated highly
with good professional skill and the enthusiasm for company’s development orientation.
Regarding to Television services, media services, the value-added service and

digital content, human is the most vital thing that could bring the success. This kind of
service is highly competitive due to creation and difference. LKC Media always focuses
on optimizing the staff, maintaining a clean and friendly working environment, improving
business culture to create motivation and opportunity for staff development.
1.2. Major business areas
- Consult, build, supply and exploit programs of both domestic and international
television.
- Supply commercial advertising.
- Produce, trade digital content of radio programs, television programs.
- Supply Billboard services (outdoor advertising).
- Provide marketing services by Sms/Voice.
- Supply online services via Internet and Mobile.
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- Produce and provide the exploitation right of TV films.
- Organize events, public relation activities.
- Act as agency to provide and exploit the value added services on the telecommunication
network.
- Assist services for entertainment on the media.
1.3. Organizational structure
Organizational structure of LKC Media:
Diagram 1: Organizational structure chart of LKC Media

GENERAL DIRECTOR

DEPUTY GENERAL DIRECTOR

SALE
DEPARTMENT

MARKETING
DEPARTMENT

MEDIA
DEPARTMENT

HR
DEPARTMENT

FINANCEACCOUNTING
DEPARTMENT

LKC Media is operated by the functional organization structure. The company has
many departments including finance-accounting department, sales department, marketing
department and so on. Each department will have its own department head, and he will be
responsible for the performance of his section. In this structure, people are grouped as per
their area of specialization. These people are supervised by a functional manager who has

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expertise in the same field. Department heads effectively utilize the skills of employees to
help him in achieving the organization’s business objectives.
Ngo Dang Linh is the current General Director of LKC Entertainment and Media
Joint Stock Company. With the role of leading company, Mr.Ngo Dang Linh manages,
supervises all business activities and Project Coordinator. Having a lot of experience in
media field, he always pulls out all the stops to make LKC Media become the best
marketing partners. He also puts the efficiency and quality in work production in the first
priority.

Roles and functions of each department in the company:
Deputy general manager:
Deputy general manager is also referred to as an assistant manager, who works
closely with the manager and helps him to execute strategies handed down from above,
develops, coordinates and plans project and program. Deputy general manager also steps
in and assumes the general manager's responsibilities in his absence.
Sale Department:
Sale Department manages all business activities: setting up a business plan, finding
out and analyzing the market, building customer incentives, seeking markets and
developing sales activities to potential clients.
Marketing Department:
Marketing department’s job is to build monthly, quarterly and annual marketing
strategies for the company. It also markets product, promotes the company’s image,
instructs and explains any questions of customers.
Media Department:

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The main role of Media department is conveying company’s information and
business results to partners, customers and shareholders. Media Department will create
and advertise LKC’s brand on the stock in general and media market in particular. It is
also responsible for asking for sponsor, organizing social activities. Building and
advertising image is a new method of company media field.
Human Resources Department:
Human resources department is involved in recruiting the best people for the
organization, implementing regular trainings and development programs and reviewing
employee’s performance on a regular basis through proper performance appraisals.
Human resources department is also responsible for designing job description for the
prospective vacancies and determining the wages and salaries for different position in an

organization.
Finance and Accounting Department:
Finance and Accounting department provides accounting services and financial
support to the organization. The department records payable and receivable accounts,
inventory, payroll, fixed assets and all other financial elements. The department's
accountants review the records of each department to determine the company's financial
position and any changes required to run the organization cost effectively.

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PART 2: THE BUSINESS ACTIVITIES OF LKC MEDIA
2.1. Core markets and products
2.1.1. Core markets and partners
2.1.1.1. Company’s market
Domestic market: The company is based in Vietnam which is the main market. In
Vietnam, company’s products are distributed in almost provinces and cities of the
country. However, the products and services are more often consumed in the Northern
provinces. Because this is the first market, the company has entered and built customer
relationships. In the north market, company’s services have high competitiveness and a
firm foothold in this market. The company unfailingly supplies services with the fastest
and the best quality. Therefore, nearly 10 years of operating in the media sector, the LKC
Media has affirmed its position in the north market. Besides, since 2017, the company
steps up continuously supplying Media service towards the central market and south
market.
Foreign market: Japan and Korea are two potential markets of the company. Since
its establishment, the company has signed more than 200 film right agreements to buy
films from Japanese television stations (BS-TBS, NHK, Asahi...) and Korean television
stations (MBC, KBS, SBS...). In the coming time, the company tends to co-operate with
American TV station, Chinese TV station, Thailand TV station so that the company could

buy more film rights served for Vietnamese TV station.
2.1.1.2. Main partners
LKC Media has made considerable progress in business performance and become the
advertising agency for some well-known brands such as Unilever, Viettel, Honda, LG,
Fpt...

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Image 2: Some typical partners of LKC Media
Moreover, LKC Media has been developing network media partner with nationwide
television stations. It can be seen through this following table:

No.

1

2

3

Television Stations

Signed contracts in 2016
(Unit: VND)

Northern region

Quang Ninh, Hai Phong,
Nam Dinh, Vinh Phuc, Phu

Tho, Bac Ninh, Bac Giang,
Ninh Binh, Thanh Hoa....

40.248.485.000

Central region

Nghe An, Quang Binh,
Quang Nam, Hue, Dak
Lak....

30.679.835.000

Southern region

Binh Duong, Tien Giang,
An Giang, Vung Tau, Can
Tho, Ca Mau...

27.209.000.000

Area

Table 2.1: Television partners of LKC Media
2.1.2. Main products and services
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LKC Media provides four main services for customers including Media, Film,
Billboard and SMS/Voice. Among them, Media and Film are two services supplied the

most. As a result, they bring considerable profits for LKC Media.
Table 2.2: Main products and services of LKC Media
No.

Width of services
Supplying
film
Billboard
service
- Drama Films
- Building
- Action Films
and
- Science Fiction installing
Films
Billboard
- Swashbucklinghistorical
drama
Films

Media

Width
of
product
s

- Producing
TV and radio
programs

- Supplying
advertising
services

SMS/Voice
- Children’s
switchboard
- Online music
programs
- SMS
marketing

(Source: Marketing Department)
Table 2.3: Price list of company’s products (Unit: VNĐ)
No.

Type of products

Average price

1

- Television Commercial

2

- Notices

3

- Romance movie

1.500.000/episode

4

- Action movie

1.200.000/episode

5

- Billboard below 10m

350.000/m

6
7

- Billboard 15m
- SMS marketing

500.000/m
3.000/sms

19.000.000/spot
780.000/word

2.2. Analysis of business operation of LKC Company

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In recent years, the business of the company, in addition to the advantages, the
company has also to face with many difficulties as fierce competition with the companies
which have set up for a long time, affect the efficiency of the company. However, all
employees of the company have always striven to overcome difficulties, utilizing internal
resources to implement the company’s overall objectives. Therefore, the company is
considered as one of the prestigious media business in Vietnam’s market.
2.2.1. Business results in the period of 2014 – 2016
Table 2.4: Revenues of major business field
Unit:VND
No.
1
2
3
4
5

Service
Media
Film
Billboard
Sms/Voice
Total

2016
29.015.871.334
98.137.338.000
2.325.457.149

1.267.652.111
130.746.318.594

2015
2014
18.835.250.000
18.149.000.000
69.100.451.239
57.980.863.000
531.300.896
600.951.239
94.000.824
87.980.000
88.561.001.959
76.818.804.239
(Source: Accounting Department)

Despite having higher price than SMS/Voice and Billboard service, Media and Film
services can bring significant profits for the company. Figures presented in the tables
above have indicated that Film service offers the largest revenue. In particular, Film
service reached VND 98.137.338.000 billion in 2016. Revenue from Media service also
makes up high revenue. The lowest revenue belongs to Sms/Voice, only recorded more
than VND 183 billion over three years.

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Table 2.5: Business results in the period of 2014-2016
Unit: VND

No. Indicator

2014

2015

Comparing 2014

Comparing 2015

with 2015

with 2016

Absolut
e value

2016

Relativ
e value

Absolut
e value

(%)

Relativ
e value
(%)

Total
1

Revenue

118,45

127,45

(Billion

7

7

117,07

125,97

0

4

4382

1,386

9,000

107,7%

8,904

107,6%

5579

1197

127,3%

1,482

0,096

106%

140,25

12,798

110%

12,185

109,6%

6489

910

116,3

2,096

0,614

141,4%

5

Dong)
2

3

Expense

138,15
9

Per
Capita
Income/
month
(1000vnd
)

4

Profit
(Billion
dong)

(Source: Accounting Department)
According to the business result report of LKC Media in three years, the company’s
business performance tends to increase gradually over years. In 2015, the revenue increased
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by VND 9 billion year on year to an estimated 107,7%. By 2016, the company’s revenue
went up VND 12,185 billion (110% compared to 2015), profits shot up simultaneously
141,1%, much higher than 2015 (106%). The reason for this sharp growth is the increase of
customer’s demands for advertising services and the surging of new customers and partners
in 2016. Therefore, it can be concluded that LKC Media has a stable business performance,
growth and annual development.
2.2.2. Assessment of the advantages and disadvantages of the organizational structure
and business activities
Advantages:
Regarding to the organizational structure, LKC Media has young, dynamic, wellqualified, enthusiastic and professional staff. The board of directors are always interested in
training staff. The company always considers human resource as the most valuable assets.
After nearly 10 years since its establishment, the company has built reputation in the market
and got the belief of customers and partners. It also has the strength to compete and meets
the increasing demand of customers.
With the current management model, which is divided into departments, managing to
exchange and maintain cooperative relationships with company’s partners both domestic
market and foreign market. It is easier for LKC Media to control efficiently the activities of
different departments. This model also helps company in mobilizing and using capital,
assets and human resources in each department, concurrently checking the authenticity of

figures in the financial report and other reports to find out faults in the operating system.
So, the company can find solutions, solve the problems properly, save time and cost as
well.
As for business activity, the company has accumulated good experience in organizing
large projects related to media and entertainment sector. Company’s business results
revealed that the company continuously gets profits. Five years from now, it is predicted

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that the company will reach the growth target of 30%. It is a feasible objective which helps
LKC Media expand its scale to more nationwide provinces, not just in the Northern area.
Disadvantages:
Although company’s revenues and profits still increase annually, these figures are not
remarkable and not having great process due to some certain limitations. Firstly, the staff in
some departments are deficient, not be able to meet the requirement of expanding business
of the company. Work space is limited and small to accommodate the needs of the staff. In
addition, the company has not focused much on researching market, finding new partners.
Activity network is concentrated in a few large cities that have not extended to other
potential markets. Besides, over the past few years, despite making many great efforts in
marketing plans and strategies, there are still a lot of restrictions in marketing activities of
the company. Consequently, the company’s business results are not really efficient.

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PART 3: EXISTING PROBLEMS IN BUSINESS ACTIVITIES AND THE USING
ENGLISH OF LKC COMPANY
3.1. Existing problems in business activities and solutions
3.1.1. Evaluation of marketing activity

 Achievements:

During the past three years, under the clear and lucid guidance of managers,
company’s performance in general and Marketing activities in particular have gained
certain successes. It can be seen from the business results that company’s trade is
profitable and stable. Revenue and profit go on increasing over years. The revenue and
profit of the following years are higher than the previous one. Specifically, revenue in
2016 has made up more than VND 140 billion, up approximately VND 13 billion, profit
reached more than VND 2 billion (up 41,1% compared to 2015).
Company’s marketing activity deserves compliments. Marketing performance is
gradually getting perfect and professional. It has made good impressions on customer’s
mind. These achievements are demonstrated as follows:
•
•

Always maintaining good relationships with customers.
Company’s image and reputation in the market, especially in media world, are

•

maintained and improved all the time.
Media and Film service has been expanding over the country and brought

•

considerable successes.
The board of manager has taken an interest in Call Centre service. This service
contributes a lot to keeping loyal customers via building firm belief in customer’s

•

mind.
Quality management activity has been concerned appropriately and promoted its
effect. Service quality is always stable and constantly improved.

 Limitations:
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Besides its achievements, the company still exists certain problems. It should be noted
that although annual revenues and profits keep on increasing, operating expenses grow as
well. What are the problems?
•

Because Mobile marketing operation via SMS is not focused much, it does not
bring high efficiency. On the contrary, if Mobile marketing operation is concerned

•

properly, it will promote its effect as expectation.
Media is one of two key services that bring the main profit for the company.
However, it cannot demonstrate its special features, the differences, and

•

competitiveness in the market.
The ability advertising of the company is not effective due to the insufficient

concern and budget from the company.
• Assessing the price of products is not clear.

 Solutions
The company needs to plan effective business strategies and marketing strategies to
ensure that company’s sales will rising over years. Moreover, the company had better
control operating costs tightly so that the company could get higher profit. Then, the
company is able to raising more funds for the investment and development of new
services. The company should pay attention to promotion budgets to stimulate customer’s
demands efficiently. In addition, logistics management needs to be concerned to keep
company’s prestige and reputation in customer’s mind.
3.1.2. Assesment of LKC’s Human Resource
 Existing problem in human resource:

Currently, the company is employing 200 people. In which, some employees at the
company graduated from university but they have the weakness of practical experience.
The structure of the company’s labour is deficient; the company cannot meet the volume
of work. Allocating staff in the company is not suitable. However, marketing is the
department, which has a large amount of work, only has 11 staffs. As we can see from
this below table, there are only two employees who undertake Film service:
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Table 3.1: Labour structure of Marketing Department
Service
Media

Quantity
(People)
3

Level
Undergraduate

Position
1 Marketing
Department head, 2 staffs

Phim

2

Undergraduate

Staff

Billboard

2

Staff

Sms/Voice

2

Call Centre

2

College
Post-graduate
Undergraduate

College
Undergraduate

Staff
Staff
(Source: HR Department)

 Recommendations:

Human resource is the key factor to determine the success or failure of the business.
Moreover, human resource also affects the survival and development of enterprises over
each year. For these reasons, the company must focus on the staff quality and efficiency
improvement. It is necessary to have effective recruitment solutions to recruit and train
employees, improve work productivity and bring benefit to the company. HR recruitment
must be supervised strictly to choose right candidate for right job. The company had
better perfect its organizational structure and merge some departments to improve the
efficiency of work at the same time.
Each year, LKC Media should organize skill and vocational training courses for the
staff. The courses must be suitable for each staff and department to get essential skills. In
addition, the company has duties to appoint employees to take part in the international
conferences. This will offer the staff opportunities to experience in international business
environment and approach modern technologies in the world. Since then, the staffs can
learn new knowledge and apply to the company’s business.
3.1.3. Limitations and solutions in competitive market.
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Today, the more the media sector develops, the fiercer competitive sector
competitiveness becomes. Media companies in both domestic market and foreign market
put the best efforts to provide best services for customers; this has become large obstacle

for the company’s development. With the aggressive competition, it requires the company
to innovate, improve and supply quality services to compete in the market. As predicted,
2017 will be promise year of media sector. In which, CCentre service, increasing
customer’s interact are focused. This below table reveals some large competitors in the
domestic market. They provide many services, which have effects on company’s business
activity. It forces the company to launch the new products and services into the market.
Table 3.2: Some competitors of LKC Media in the domestic market.
No.

Competitors
Southeast Asia Media

Service/Product
+ Program production
+ Event Organization
+ TV Booking
+ Film production
+ Building brand
+ Billboard
+ UUFA Champagne League
+ Branding and Associates
+ TVC
+ Digital Marketing
+ Mobile VAS
+ GViet Game Portal
+ Wap-Game Online
+ the value-added service
+ Cartoon production
+ Film right trading
+ Advertising consultant business

+ TV programme production

1

PSC Media
2
Thudo Media
3

4

Dien Quan Media and Entertainment
Company

 Solutions:

It is important for the company to enhance market research to meet customer’s new
demands. Since customer’s demand always changes and tends to grow, grasping the
22


market is the key to success. Diversifying products and services are one of the most
important steps to expand the business’s scale. Particularly, in the integration period,
appearing new demands requires company to supply more services. LKC Media had
better keep track of competitor’s marketing strategies in order to build appropriate
marketing strategies for company’s services. Now, the company is providing TVC 5s
service for the framework of golden hour (7:45pm-8.00pm). TVC 5s is a new service and
it promises of bringing successes for the company.
3.2. English usage in LKC Media
3.2.1. The real state of using English in the company

With the economic development and international integration, Vietnamese
companies are expanding the business into oversea market. And vice versa, more and
more foreign companies come to Vietnam for investments. Therefore, the demand for
human resources who are proficient in English, especially in business English, is
increasing. However, in LKC Entertainment and Media Joint Stock Company, English is
not used widely in all company’s departments.
At present, marketing department is the only department to use English in the
company. This department is in charge of film service and co-operating with foreign
television stations for buying film rights. Due to this limitation, the company has not
expanded its market yet. There are only two potential foreign markets Japan and Korea.
The company has two employees who are responsible for Film service. Their English
level is basic or basic reading comprehension. They often rely on contracts, which can be
found easily on the internet or available agreements. In the case of mending or changing
the term of contract, the company has to hire Translation Company. Furthermore, because
the whole company’s staffs are Vietnamese people, they are lack of environmental
communication for English.
3.2.2. Suggested solutions

23


Foreign languages in the modern economy play a vital role to each company. It is
necessary to the company’s future development and orientation. To overcome the
obstacles of using English in business, LKC Media should invest on organizing English
courses for the staff; create conditions for the employees to have opportunity to take part
in English training courses. Besides, it is the done thing to motivate them to use English
in the company as much as possible. For instance, the company can design a mini exam
for the whole staff on special occasions and award for the people who have made much
progess in English communication. This will contribute to the improving English level for
the staff and efficiency of using English as well.

The company should enhance the using English in business activities including
contract preparations, transactional email.... Regarding to HR recruitment, the company
had better give priority to those whose have good English level. On the other hand, LKC
Media can appoint some employees who have experiences and proficiency in English to
study foreign market, stimulate them by financial incentives, or reward them in kind when
they sign the contract with foreign partners. This will encourage company’s staff to learn
more and more.

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CONCLUSION
As the leading company in media and entertainment field, LKC Media has
achieved many successes and created a firm foothold in the domestic market. Besides, the
company also makes efforts to expand into the international market. LKC Media always
try its best to become the best media partner to the customers. Mr. Tae-sung Ahn - CEO
& Founder TJB Asia said, "LKC Media have shown us how TV can be a very effective
channel and make us stand out in market place. I'm very keen to build a long cooperation.” “Today, media is vital question to every business. With LKC Media, we
absolutely set our mind at rest and believe....”. Mr. Ngo Chi Dung, General Director of
Eco Pharma Joint Stock Company said. To get more successes in the future, the company
needs to plan the appropriate business strategies, study and expand the markets, have
timely solutions for existing problems.
This report is the result of my internship at LKC Media. By real experiences and
my knowledge, I do hope that what have been suggested the report will help the company
deal with existing problems in the company.
During the internship period, I had the opportunity to experience and learn useful
lessons from the company. I sincerely thank the company for giving me chance to learn
and develop myself in many different areas. They are valuable lessons that help me
orientate my future career.

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