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

Table of Contents
PREFACE................................................................................................................1
Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND
TECHNOLOGY DEVELOPMENT LIMITED COMPANY..............................3
1.1. General information...................................................................................3
1.2. Formation and development of the company...........................................3
1.2.1.

Vision.................................................................................................4

1.2.2.

Mission..............................................................................................4

1.2.3.

Objectives..........................................................................................4

1.3. Organizational structure...........................................................................5
1.4. Business activities.......................................................................................7
Chapter 2. CURRENT SITUATION OF MARKETING ACTIVITIES IN
NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING
EQUIPMENT LIMITED COMPANY...................................................................9
2.1.

Factors affecting to marketing activities of the company...........................9

2.1.1. External factors.......................................................................................9
2.1.2. Internal factors......................................................................................10
2.2. Current marketing activities...................................................................11
2.2.1. Marketing offline activities....................................................................11

2.2.2. Marketing online activities....................................................................12
2.3. Assessment on Marketing activities........................................................14
2.3.1. Advantages on marketing activities.......................................................14
2.3.2. Disadvantages on marketing activities..................................................15
2.4. Business performance in the last 3 years................................................16


Chapter 3. DEVELOPMENT ORIENTATION AND SOME
RECOMMENDATIONS TO IMPROVE THE MARKETING
PERFORMANCE.................................................................................................19
3.1. Future goals & development orientation in the next 5 years................19
3.2. Recommendations to improve marketing of the company...................20
CONCLUSION......................................................................................................22
REFERENCE........................................................................................................23

Table of Figures
Figure 1: Organization structure...........................................................................6
Figure 2: Performance of Ngochuy company in 2014, 2015 and 2016...............17

Table 1: Budget for marketing activities..............................................................11
Table 2: Performance of Ngochuy company in 2014, 2015 and 2016.................17


1
PREFACE
The process of globalization has been significantly strong as ever, especially
since Vietnam joined the WTO, our country's economy is increasingly integrating
deeper, wider into the world economy through trade bridge. The higher level of
integration, the more powerful and competitive business environment becomes. The
job market is more demanding for the graduates and one of the requirements is

requirement for work experience. As a result, the early approach to business
environment through activities is considered as a valuable opportunity for students
to become familiar with the accumulation of experience.
Marketing is the activity that creates the face of the company through the
tools used to let customers know about the company's products and services quickly
and effectively. Ngochuy Co., Ltd. has firmly grasped its opportunities and
challenges before and after Vietnam's accession to the WTO and its role in
marketing. The demand for quick marketing of marketing tools is vital to the
company's growing consumer demand for goods. The goods are not just good and
durable, they also need a development strategy to promote the consumer, always in
the consumer's consciousness. When competition is fierce, the customer becomes
more important and becomes "god", the customer will be the focus for companies to
search for them rather than before.
Realizing the importance of this trend, after a period of time studying some
major courses and due to requirement from the University, the writer has been
recruited as a marketing staff in Ngochuy Training Equipment and Technology
Development Limited Company. This really is an opportunity to know the strengths
and weaknesses of both knowledge, skills and attitudes so that the author can figure
out some ways to enrich, improve or fix.
On that account, over time of internship to improve knowledge, understand
the difference between theory and practice marketing activities, learn and study in
the Marketing department, with the help of the staffs the same room and the
dedicated guidance of Ms. Dao Minh Anh, the author would like to concentrate on


2
topic “Analysing marketing activities at Ngochuy training equipment and
technology development limited company” . The report includes three main
chapters:
Chapter 1. AN OVERVIEW OF NGOC HUY TRAINING EQUIPMENT

AND

TECHNOLOGY DEVELOPMENT LIMITED COMPANY

Chapter 2. CURRENT SITUATION OF MARKETING ACTIVITIES IN
NGOCHUY

TECHNOLOGY

DEVELOPMENT

AND

TRAINING

EQUIPMENT LIMITED COMPANY AND ASSESSMENTS
Chapter

3.

DEVELOPMENT

RECOMMENDATIONS

TO

ORIENTATION

IMPROVE

&

MARKETING

SOME
AND

PERPORMANCE
Despite many efforts, it is impossible to avoid shortomings of the content as
well as format. The writer wishes to continue receiving the comments from
company and supervisor to make the subject more completed.


3

Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT
AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY
1.1.

-

General information

Name of the company: Ngochuy
Training

Equipment

and

Technology Development Co.,
-

Ltd.
Transaction
Training

name:

Ngochuy

Equipment

and

Technology Development Co.,
-

Ltd.
Head quarter : Du Ngoai Hamlet,
Mai Lam Village, Dong Anh

-

District, Hanoi
Fax number: 0439616742
Website:

-

www.thietbidaotao.com.vn
Email:
Telephone: 0439610239
Charter capital: 20.000.000.000
VND

1.2.

Formation and development of the company

Ngochuy Training Equipment and Technology Development Co., Ltd was
previously the factory of College of Urban Works Construction, established in
1988. merchandising teaching and vocational equipment and facilities. During
early years, the products are mainly used in the field of teaching, the school's
vocational and provided to schools in the Ministry of Construction as well as
commerce companies. After a period of formation and development, Ngochuy


4
Training Equipment and Technology Development Co., Ltd was officially
founded on November 24/02/2004
In the last 13 years, it has been the company that produces equipment for
teaching, vocational training and of top quality reputation in Vietnam. It has
provided training equipments to hundreds of vocational schools, colleges and
universities. They are proud that their products have the quality management
standard ISO 9001:2008 and ISO 14001:2004 standard, contributing to the
improvement of quality of education.
1.2.1. Vision
-

Gradually build Ngochuy Training Equipment and Technology Development
Co., Ltd into a strong organization with advanced equipments and
production technology.

-

Striving to become one of the top businesses with a brand stature and
credibility in Vietnam specializing in providing technical equipment, training
models to teach the most advanced technology on the market to meet the
higher demand for modern technology integration period.
1.2.2. Mission

-

Creation and protection of the value of sustainable investment for owners
and partners based on financial transparency, expertise in organization and
production technology.

-

Persistence to build a staff of well-qualified, ethical, modern-working style
in a professional working environment.

-

Fulfilling responsibility to the shareholders, to contribute further to society
and the environment, and for the professional development and quality of
life better by the staff.
1.2.3. Objectives

-

Fostering talents, training to improve technique, good workmanship in order
to bring tremendous dedication in the many areas for society.

-

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


5
1.3.

Organizational structure

The company consists of a Director and four functional departments :
Marketing and Sales department, Finance & Accounting department, Technical
department and Personnel Administration Department. The organizational structure
is shown in the following diagram:

Figure 1: Organization structure


6

Handle and process orders
Marketing & Sales
Department

Board of Directors

Finance & Accounting
Department

CEO

Consult on marketing plan
development
Manage inputs, output
costs of the company
Report on the financial
situation of the company
for leadership if required
Manage the entire system of
machinery and equipment in
the production line.

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

Plan the recruitment,
training, development of
human resources
Personnel Administration
Department

Build regulations of

incentives to stimulate
employees
Implement regimes for
employees.

Source : Company regulations 2015, 3rd edition
The chart above gives some information about the functions of each
department. Howerver, the functions of Marketing department will described in
more detail.
Marketing functions include research and development, pricing, distribution,
customer service and communications. On the other hand, sales department advises
the marketing department based on its feedback with customers and focuses on
customer contact to drive sales. The marketing department that sets strategies and


7
decides what marketing communications it needs to support its efforts will tells the
sales staff what to emphasize and what sales tools is will use.
Under the current structure, Marketing and Sales department includes one
chief and four staffs, in which two people in charge of receiving and processing
order and one people in charge of making marketing plan and managing selling
products online.
The responsibility of the chief of the department:
-

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

-

Supporting business personnel in the handling of orders and developing

business plans for the company.

The responsibilitíes of the marketing staffs:
-

Looking for customers wishing to placing orders from the company

-

Finding reputable source, at a reasonable price and in accordance with the
requirements of customers for quality, styles and models.

-

Managing Facebook page (fanpage) and the website; support and care about
customers during and after transactions

-

Planning procurement of equipment, machinery for production and
marketing activities
1.4.

Business activities

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

of commodities traded by the company.


8
Ngochuy company mainly concentrates and develops vocational training
equipments as follows:
-

Types of practical models, experimental modules specialized in industrial

electricity: electricity - automation, PLC, production line, electric equipment,
elevator model, factory automation, ...
-

Models, experimental and practical modules of civil electricity: lighting, civil

electric control, models of household electrical appliances.
-

Models, experimental modules and specialized practice of electronics.

Including types of models, equipment, modules of civil electronics and industrial
electronics such as: Inverter controllers, inverter controllers, inverter circuits, Triac
and SCR test drives, ADC, DVD model, Loudspeaker, microprocessor, modules on
microprocessors such as PIC, AVR, 89XX, ...
-

Modules, experimental models, specialized practice of automation such as

PLC programming, inverter control, Profibus networking practice, controlling and

supervising SCADA system, etc.
There are some main customers, such as: Hanoi Vocational College of High
Technology, Tan Phong Equipment Joint Stock Company, Ninh Binh Vocational
College of Mechanical Implements, Citek Technology Joint Stock Company,
Electric Power University, Vietnam – Korea Industrial Technical Vocational
College, Bac Ninh Vocational College of Electro-mechanics and Construction,
….However, the orders from Ninh Binh Vocational College of Mechanical
Implements and College of Urban Works Construction account for the largest
percentage in total revenue, about 30%. The data on ordering from Tan Phong
Equipment Joint Stock Company come second with under 10%.


9

Chapter 2. CURRENT SITUATION OF MARKETING ACTIVITIES IN
NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING
EQUIPMENT LIMITED COMPANY
2.1.

Factors affecting to marketing activities of the company

To do a marketing research, the first step is always to study the factors that
affect the marketing of a company. Therefore, external factors and internal factors
will be covered in detail below.
2.1.1. External factors
Customer
Marketing is defined as the process by which the companies create value for
customers and build strong customer relationships in order to capture value from
customers in return. Hence, customers are decisive factors for success or failure of
your business. If the company's products were brought to market with little demand,

the cheap price and strong distribution channels is also not effective. So when
planning the strategy for product, the company has research about needs of our
customers.
The customers of Ngochuy company are mainly vocational colleges, such as:
Hanoi Vocational College of High Technology, Ninh Binh Vocational College of
Mechanical Implements, Electric Power University, Vietnam – Korea Industrial
Technical Vocational College, Bac Ninh Vocational College of Electro-mechanics
and Construction,….The proportion of orders of vocational colleges account for
about 70% in total.
Competitors
Now, Vietnam market has quite fierce competition. Besides more than 30
manufactory, there have hundreds of small manufactories. Can be included a
number of major competitors of the company such as Tan Phat Equipment Joint


10
Stock Company, Vinh Quang Group, Thanh Hung Automation Joint Stock
Company, ….
Economy – Society
Trend of social and cultural environment greatly affects the shopping way of
consumers. Due to rapid population growth and high standards of living, the
demand for products also increases dramatically. In fact, standard of living
influence on consumption situation of enterprises. Therefore, companies should care
and study cautiously to give appropriate solutions.
During the stage of developing economies, GDP per capita is increasing, for
example, in 2016, GDP reached 2,185.69 USD/person. Sector factors such as
inflation and especially economic crisis in 2008 have affected remarkably
confectionery consumption situation of consumers. Besides, the gap between the
rich and poor is a major challenge for the company since the company's products
are to serve consumers with the low and medium price.

2.1.2. Internal factors
Corporate objectives
As with all the functional areas, corporate objectives are the most important
internal influence. And the marketing staff in Ngochuy company always set
marketing objective that do not conflict with a corporate objective.
Human resources
For a services business in particular, the quality and capacity of the workforce is
a key factor in affecting marketing objectives. A motivated and well-trained
workforce can deliver market-leading customer service and productivity to create a
competitive marketing advantage
Business culture
E.g. a marketing-orientated business is constantly looking for ways to meet
customer needs. A production-orientated culture may result in management setting
unrealistic or irrelevant marketing objectives.


11
Budget for marketing activities
Table 1: Budget for marketing activities
Unit: Million dong
Year

2014

2015

2016

Budget

2.6

3.1

3.7

Total expense

20.55

21.57

23.28

14.37%

15.89%

The proportion of the total 12.65%
cost

Source: Financial report of Ngochuy company in 2014, 2015 and 2016
The budget for marketing activities has increased annually, accounting for
about 15% of the total cost which Marketing and Sales department manages and
allocates.With limited budget, it is quite difficult to boost marketing activities in an
effective way. Therefore, company should spend on marketing activities and
Marketing and Sales department needs to select and allocate appropriate budget for
the agencies, markets, to create vast sales network.
2.2.

Current marketing activities

Marketing decides and coordinates the connection of business activities of
the enterprise to the market. It is to ensure business operations of the enterprise
oriented to market, know to choose the market, needs and wants of the customer
support solidly for all business decisions.The marketing activities of Ngochuy
company include: marketing offline activities and marketing online activities.
2.2.1. Marketing offline activities
Sending catalog by post or direct mail
Marketing staff will send quarterly catalogs to potential companies. Catalogs
not only update new product models but also offer coupons, great deals or
promotions that not everyone receives. All ordering methods are also included in
the catalog. Customers can order via mail, phone, fax,…
Participate in trade shows


12
Trade shows put company under the same roof as the competition. The
company can study their pitch, check out their marketing materials, and generally
gain real insight into their strategy. Of course, trade shows are also awesome
opportunities to showcase

product and market company.

The company can

network with other professionals and look for opportunities to grow by working
together. Some trade shows are regularly held in Vietnam, such as: VINAMAC
EXPO 2014, VINAMAC EXPO 2015, E&A VIETNAM 2015, …
Word of mouth marketing

When the new company comes into operation, the budget is limited so it can
not afford to pay for marketing. Consequently, the majority of customers are
through word of mouth marketing. Therefore, the network of potential customers is
now partly thanks to this marketing method.
Customer Service
Most of the company's customers are universities. Therefore, the marketing
department will be in charge of giving flowers and gifts on special occasions such
as opening day, Vietnamese Teacher’s Day,…. Besides, the staffs of the company
having extensive experience in expertise should create favorable conditions for the
work in the company. From contacting the customers, taking orders, performing
delivery ... are done in a professional way. The workforce is still thin, however, with
many years of experience in the industry, the hardest situations are resolved quickly
and bring satisfaction to the customers.
2.2.2. Marketing online activities
Answering questions and advising customers on website
Ngochuy Training Equipment and Technology Development Co, Ltd has an
official website called . There, customers can find out
information about the company; learn more about services that the company offers
and get detailed quotations for each product or service. Ngochuy has integrated
online chat tools (chat) on the website to help customers chat with related staffs.
Marketing staff using the account (username) and password (password) provided by


13
company log in to the website and stay available there.
Customers getting access to the address will find the current chat dialog box at the
right corner of the screen. There, customers will be supported and be answered
questions about the company, information or quotation services. After receiving
questions from customers, support staff based on document content is provided to
conduct response. If the support staff can not give answers to customers,

appropriate answer can be arranged through the help of the salesperson or manager.
The answer is also done right in the dialog online chat.
Facebook page management and customer service
Besides the official website, the Facebook page is also an effective
communication channel between the customer and the company. Every day, support
staff has a duty to be available at the website and the Facebook page of the
company to control situation and the interaction between customers and companies,
which is also called simultaneous online customer care. Initially, support staff log
into Facebook with the personal account. Manager will take your Facebook account
and list administrators in the " Ngochuy vocational training equipment" (“Thiết bị
dạy nghề Ngọc Huy”). Shortly thereafter, the support staff can conduct business
management and customer service in name of administrator of the page. The first
job is to write on the page. The content will be provided in written form on paper
by marketing staff. Marketing staff’s task is to type and then post it on Facebook.
Under the post, there is the comment section (comments) which allows customer
interaction or questioning Ngochuy. The mission of staff are re-interact with
customers by answering or commenting thank below. Besides comments, customers
can send a message through Messenger on Facebook. Answering customer
messages on Facebook is conducted in the same way as it is on the website.
Support in handling orders from customers
Due to the great number of customers everyday, staff is assigned more tasks
to help official staffs in handling orders from customers. Customers will choose
their product suppliers by themselves or through the suggestion of support staff,


14
and conduct placing an appropriate order. Customers resubmit link address of the
product with its name and model, and the quantity of each type. Based on the
information provided, the staffs confirm the order, calculate total cash, including
cost of transport and service charges.

After completing the calculation, the staff send quotation to customers.
Customers rely on that to conduct checking the information about commodity
prices and the cost stated. Then, staff notify customers of payment terms. According
to the total cost that customers purchase, they will have to settte the payments at
different levels. For small orders which are worth less than 15 million VND,
customers have to settle all payments in advance except for freights the dollar; the
rest will be paid when customers receive the goods. If the order is worth more than
15 million VND, customers need to pay in advance 70% of the contract value, 30%
left will be paid when customers receive the goods. When the customer confirm the
terms of the order one more time, the company staff, notify new orders to the
official employees.
2.3.

Assessment on Marketing activities
2.3.1. Advantages on marketing activities

Marketing offline activities
In general, offline marketing activities at the trade shows are well organized.
After each exhibition, the company attracted many more orders as well as potential
customers. Besides, with nice image, beautiful design, updated model continuously,
good price, good promotion, catalogs also provide the impression and satisfaction
of customers when they buy products.
With a young and enthusiastic staff, they always give customers satisfaction
when ordering and buying. That becomes one of the most influential factors in
increasing company ’s revenue.
Word of mouth marketing method can save a lot of money for marketing.
This method also bring a large numbers of customers. The method develop thanks
to many years of experience and professionalism and proficiency. Over the years,

15
the company does not encounter any bad claims or litigation. The company also has
never been litigated by the customers about technical specification of the goods and
packaging as well as quantitiy or delivery time, which has always been in strict
compliance with the contract between the parties. That makes customers more
satisfied with the company's products and introduce more people to know products.
Actually this is a good signal, because this will help the company consolidate longterm collaborative relationships with partners, and create trust for the partner and
Ngochuy can be more likely to be able to sign other major contracts.
Marketing online activities
It can be said that the sales website of the Ngochuy company almost
provided all the information that customers need, highly interactive easy to use and
search information. Website friendly interface, easy to use, create convenience for
customers to view the goods and ordering online. The new products are updated and
attractive on the website with beautiful banners, high interactivity.
The product groups are arranged according to the needs of customers to help
them easily choose products . All information about the product is provided full
convenient for the search, research and tracking of customers.
Ngoc huy Company is known to exploit marketing channels on social networking
Facebook to reach customers through: fanpage, groups, events.
2.3.2. Disadvantages on marketing activities
Marketing offline activities
Although, marketing activity through taking part in trade shows can attract
many orders and potential customers, the cost for this is quite expensive. Because
all shows are just held in Hochiminh city, this cost includes many kinds of fee, such
as: delivery fee, ticket fee,…
Marketing online activities
The company's website is limited to giving general information about the
items/products, allowing users to get access to and obtain information related

16
purchase (through contacting Mr. Đôn). This is an obvious

drawback and

somewhat inconvenient for the users if they want to order directly from the website
of the company. Meanwhile, today's e-commerce development is significantly rapid,
the integrated website ordering function online has become so common and familiar
to users. Companies might want to consider integrating this function to the website
if they do not want to lose their advantage compared to competitors in the same
industry.
Facebook interaction is also not taken seriously, only few orders has been
dealed through this channel.
According to the current development trend, there are quite a few companies,
foreign partners who want to trade, exchange business with the company. However,
due to a lack of skilled workforce in foreign languages for transactions, negotiations
with foreign partners, sometimes meeting with foreign partners is still limited in
terms of communication. This can lead to time-consuming outcome or even lead to
unnecessary misunderstandings.
These years, the company's marketing activities have not been respected and
taken seriously. Although the company use some marketing methods in both offline
and online activities, company still depend too much on word of mouth marketing
method. Ngochuy bear the idea of waiting inactively for customers and then
introduce the products, execute business strategic planning, trade promotion has had
no apparent effect.
The company does not have its own marketing department. They just have
marketing and sales department. On the other hand, this activity is very limited
compared to other companies. Customers mainly are long-time customers, or
customers specified by Ministry of Construction.
2.4.

Business performance in the last 3 years


17
Table 2: Performance of Ngochuy company in 2014, 2015 and 2016
Unit: thousand Vietnam dong
2014

2015

Total
20,171,552
revenue
.63

Total
cash
Profit
before
tax
Profit
after
tax

2016

1,164,150.7
2

Ratio
2015/
2014
22,649,182. 106.93%
5
20,976,824. 107.24%
25
101.86%
1,672,358.2
5

908,037.56

101.86% 143.65% 146.33
1,304,439.4
%

21,570,650

19,028,663 20,406,499.
.58
28
1,142,889.
07
891,453.47

Ratio
2016/
2015
104.9%

Ratio
2016/
2014
112,28
%
102.79% 110.24
%
143.65% 146.33
%

Source : Financial reports in 2014, 2015 & 2016

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

Performance of Ngochuy Company
25,000,000.00

20,000,000.00

15,000,000.00

10,000,000.00

5,000,000.00

0.00

2014
Total revenue

2015
Total Cash

Profit before tax

Source : Financial reports in 2014, 2015 & 2016

2016
Profit after tax


18
As can be seen, the business situation of Ngochuy company had a slightly
increase in a period from 2014 to 2016. The growing evenly over the three years
shows the company’s effective business.
In terms of total revenue, the company's revenue in 2015 was 21,570,650
thousand VND, up 6.93% from 20,171,552.63 thousand VND in 2014. In 2016, the
total revenue was 22,649,182.5 thousand VND, up 4.9% over 2015.
In terms of cost, in 2014 the company had to spend 19,028,663.58 thousand
VND on costs and taxes. The figures in 2015 was nearly equal to that in 2016
(20,406,499.28 thousand VND and 20,976,824.25 thousand VND respectively).
The profit after tax had a tendency to rise in three years with 891,453.47
thousand VND, 908,037.56 thousand VND and 1,304,439.4 thousand VND.
However, there had great differences between total revenue and profit in three
years. Therefore, the solution should be found to reduce cost.


19

3.1.

Chapter 3. DEVELOPMENT ORIENTATION AND SOME
RECOMMENDATIONS TO IMPROVE THE MARKETING
PERFORMANCE

Future goals & development orientation in the next 5 years

Ngochuy Training Equipment and Technology Development Co., Ltd is doing
business in an increasingly complex market, competition between the economic
sectors have been becoming increasingly fierce. Finding orientations and tasks in
the fortcoming period is an objective requirement for survival and development of
the market economy
-

Vision: Top 10 teaching and vocational equipments supppliers in the North of
Vietnam, expanding market to the South.

-

Customers: Target customers are longtime customers, actively seek new
potential customers

-

Products: focus on core products that bring more profits to the company, such
as practical models, experimental modules specialized in industrial electricity
and outsource the other less important products.

-

Facitilies: with favorable conditions available, the company constantly improve
the technical facilities to better serve our customers and reduce labor intensity
for officials and staffs. Such change is due to the trend of the common
commercial civilization er, if the company can not catch up, they will destroy
themselves in competition.


20
Expand marketing activities both in the North and South. Keeping ties with
longtime customers, proactively approach new customers to gain new contracts.
Ensure unity of direction and run the two most important areas of business and
finance for companies. Maintain and promote the autonomy of business, expansion
and development of production on the basis of a common strategy taking into
account the efficiency of investment and the scope of the assignment, the field, the
market for each unit.
Always focus on innovation, creativity, with development and share the benefits,
associated with community responsibilities, socially and always bring trust, peace
of mind for customers, partners and employees
3.2.

Recommendations to improve marketing of the company

Integrate ordering functions associated with the Website and pay more attention
to Marketing, especially Digital Marketing and interaction through Facebook page
As mentioned earlier, the website of the company has not been exploited
effectively to some extents. To become more user-friendly and customer-oriented, I
highly recommend the company integrate online ordering tool right on the website.
Through that online ordering tools on the website, customers can also use the online
ordering function if registered account there. After ordering, customer orders will be

displayed in the Order Management section. Staff log into the company's account at
the website and retrieve data conduct orders. Orders including information about the
goods, quantity, supplier and contact address of the

customer. Based on the

information obtained, the business staff will be able to conduct calculation of cost
and then send an electronic mail (email) of confirmation and price of goods and
services to customers. After that, the customer will contact by email or phone that
has confirmed the order and initiate a funds transfered. Confirmed money will be
transferred to the accounts of the company.
On the other hand, interaction through Facebook is increasingly important since
Facebook has become of the most popular online communication channels all over
world. The company should make their Facebook page more active, increase the


21
frequency of posting articles about products on that page, simultaneously improve
the quality of the articles of Facebook by putting more information of the company,
website, email, person in charge.
Do not wait passively for customers, actively looking for and approaching
potential customers
Almost all customers of Ngochuy are long-time customers or customers that are
introduced by Ministry of Construction. This can lead to the passive position of the
company. Companies should plan to actively search potential customers , build a
list of those potential customers, screening customers who do not qualify. This step
helps company save time, effort, money, form a professional and modern style.
Salespeople can make phone calls, send emails to prospects before deciding on the
appointment. Salespeople need to know full information about prospects, set a
target of conversation and persuade customers. Employees must have a strategy to

reach out to each specific customer, so they should learn these traits and their needs
to target mainly hit those points. Sales staffs need to be trained how to greet the
buyer to get the first step for future business relationships
Make a detailed plan in regards to customer care and warranty for large
machinery periodically
The company should give a specific customer service plan, so both can retain
longtime clients of the company and re-enhance the reputation of company in the
industry.
One of the customer-care activities that needs attention is offering maintenance
schedule of large, bulk machinery which requires regular maintenance such as
'double roll forming machine' or 'plate shears'. Ngochuy may also appoint personnel
responsible for calling and asking customers their opinions on the products after a
period of use.


22

CONCLUSION
Within the scope of researching and presenting the topic, I have an overview and
details about the operation of the company on the basis of observation at the
Marketing and Sales Department in particular and analyzis of statistical data
provided by the company. From there, I go deeply to study of the sales process of
the company, thereby give some comments about strengths and weaknesses in the
implementation process. I hope this report along with the recommendations outlined
in Chapter 3 will partly help Ngochuy company complete their marketing and sales
process in the near future.
Besides, through this mid-term internship period, despite not being so long, I had
the opportunity to apply the theory learned from university into practice, engage in
working environment in reality. This experience really brought me more
knowledge, skills, and the new understanding of sale process in particular and

business in general. Another thing is that I realize theory is not always compatible
with practice. If we want to apply knowledge gained from books into reality, there
should be a correction, flexible customization of each individual. From then, I am
aware that I should practice and enrich my knowledge more, propose some selfdevelopment plans to be able to adapt easily to the business environment as well as
the highly effective work in the future.


23
REFERENCE
Vietnamese
1. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2014),
Bản báo cáo tóm tắt tài chính năm 2014, Hà Nội
2. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2015),
Bản báo cáo tóm tắt tài chính năm 2015, Hà Nội
3. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2016),
Bản báo cáo tóm tắt tài chính năm 2016, Hà Nội
4. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2015),
Thống kê khách hàng 2015, Hà Nội
5. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2016),
Tổng hợp Doanh thu 2016, Hà Nội
6. Công ty TNHH Thiết bị đào tạo & Phát triển Công nghệ Ngọc Huy (2015),
Quy chế hoạt động công ty 2015. 3rd edition, Hà Nội
English
1. [Assessed on July 21, 2017]
2. [Assessed on July 21, 2017]
3. [Assessed on July 21, 2017]
4. Entrepreneur (2016), How to Improve Your Sales Process and Increase
Business

[Online] Available />

[Assessed on July 21, 2017]
5. MSPmentor (2015), 7 Ways to Improve Your Sales Process, [Online]
Available

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[Assessed on July 21, 2017]