Internship report online marketing for hoangviettravel

MARKETING MANAGEMENT
PROFESSIONAL IN SALES AND MARKETING
COURSE: 2015-2018

Nguyen Duy Hung - Marketing 9
INTERNSHIP REPORT
“Online Marketing for HoangVietTravel.”
Working period from March 3 2018 to May 24 2018

Tutor in University

Tutor in Company

MR. NGUYEN HOANG
MR. LA TIEN DUNG
Prof. CORINNE MONTOYA

MRS. CAO HOAI HUONG

HA NOI - 2018


ACKNOWLEDGEMENT
During my internship period, I learned a lot about the marketing knowledge at the
company, communication skills, working experience in a competitive environment as
well as real life. First of all, I would like to express my gratitude to Hoang Viet Travel
Company for helping me complete successfully the report "Online Marketing for Hoang
Viet Travel Company", especially with the help of staffs in the company. After that, I
would like to express my gratitude to those who helped me a lot in the process of
completing the report:
Ms. Cao Hoai Huong- Manager of Marketing Department at Hoang Viet Travel

Company and she is also my instructor.
Prof. Corinne Montoya - Jean Moulin Lyon 3 University.
Mr. Tien- Advisor for my report
Mr. Nguyen Hoang- Instructor for my report
Under their guidance I could write and complete the report successfully.
Finally, I would also like to thank all the staffs of Marketing and Sales Department
of Hoang Viet Travel Company for helping me in the implementation of this report.
With limited time, knowledge and experience, the report will inevitably make
mistakes. I would like to receive valuable comments from teachers so that I can improve
my knowledge.
I would like to sincerely thank you !

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SUMMARY
My internship report was named "Online marketing for HoangVietTravel", my report
aims to contribute some ideas about building online marketing for Hoang Viet Travel
Company. The internship report will be divided into 3 chapters. In the first chapter, I will
introduce briefly about Hoang Viet Travel Joint Stock Company. In the next chapter, I will
describe in detail the work that I have done during my internship. In the final chapter, I
evaluated the results of the internship and the experience that I have learned from
internship period.

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TABLE OF CONTENTS

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CHAPTER I: INTRODUCTION ABOUT HOANG VIET
TRAVEL COMPANY

1.1 Company background:
The company has full name is: Hoang Viet Investment - Transport - Tourism Joint
Stock Company. The company was established in 2005 and inherited the nationwide
distribution system all over the country.
Hoang Viet Travel is also a prestigious company in the design, organization of
special programs required by customers from all over the world, such as: Asia, Europe,
America, etc.
Business Name: Hoang Viet Travel., JSC
Address: No. 93 , Hong Ha Street, Ba Dinh District, Hanoi
Phone number: (024) 37633222 - 38372626
Date of establishment: 1/2005
Business Code: 0101594871
E-mail:
Website:
Director: Mr. Vu Quyet Thang

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1.2 Business activities of Hoang Viet Travel Company:
1. Type of business:

Hoang Viet Travel is a travel company. The company is one of the best travel
companies in the field of organizing and providing tours. The main tour programs of
Hoang Viet Travel are mainly domestic tours and foreign tours.

- Domestic tourism:
Domestic travel Department of Hoang Viet Travel Company always provides
domestic tours with reasonable price and high quality service. Include:
• Tourism, relaxation and ecotourism
• Tourism festivals
• Tourism combines the organization of teambuilding activities
- Foreign tourism:
Foreign travel Department of Hoang Viet Travel Company was established in
October 2005. The Foreign Travel Department is responsible for organizing tours for
both individuals and organizations with the best quality and reasonable price.
2. Mission of the company:

- Hoang Viet Travel Company operates in the field of travel, so their mission is
customer service and bringing convenience to customers (save time and money …).
Besides, they also want to bring the best quality for everyone. With the message "Do not
provide cheap and poor quality services to customers", Hoang Viet Travel always provide
customers with the best products.
- Hoang Viet Travel Company always strives to maintain its position as one of the
best tourism companies in Vietnam and the region in terms of price, quality and prestige.
- The company has a lot of valuable resources, such as: strong finance situation,
experience and prestige in the field of tourism, close relationships with partners around
the world, dynamic and professional staffs. Hoang Viet Travel Company always tries to
bring customers the most valuable travel products.

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3. Revenue and human resources of the company:

- Revenue: The Company was founded by the investment cooperation of prestigious

brands in the tourism industry. We are one of the best travel companies in Vietnam with
average annual revenues of company in 2014-2015 is 300 billion VND.
- Human resources: Company has valuable and dynamic human resources. The staff
of the company has been trained very professionally and enthusiastically with
customers. The number of staffs in 2016 is more than 250 people.
- Departments of the company
•

Organization chart of Hoang Viet Travel Company:
DIRECTOR

VICE
DIRECTOR

VICE
DIRECTOR

ĐIỀU
SELLING
HÀNH
DEPARTMENT
TOUR

MARKETING
DEPARTMENT

TOUR
OPERATORS

ACCOUNTING

DEPARTMENT

- On the other hand, Hoang Viet Travel Company includes many different
departments such as: Reception Department, Accounting-Finance Department, Sales
Department, Tour Operator Department, Marketing Department, Domestic Tourism
Department, Foreign Tourism Department ...

1.3. Some branches of Hoang Viet Travel Company:
The company has a distribution network all over the country, such as: Hanoi, Hai
Phong, Da Nang, Ho Chi Minh ... and a lot of representative offices in many countries.
Accordingly, the company wants to promote the image of tourism in Vietnam to different
countries.
Ha Noi:
93 Hong Ha Street, Ba Dinh District, Ha Noi (Tel: 37633222)
94 Tran Vi Street, Cau Giay District, Ha Noi (Tel: 37165656)
Hai Phong:
22 Ly Tu Trong Street, Hong Bang District, Hai Phong
Ho Chi Minh City:
9 Phan Ke Binh Street, 1 District, HCMC (Tel: 39117050)
Da Nang:

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76 Bach Dang Street, Hai Chau District, Da Nang

1.4 The objective, quality and price of Hoang Viet Travel
Company:
1.4.1. Objectives:
The company has been looking for other markets in different provinces to open

many branches to expand distribution channels all over the country.
Hoang Viet Travel Company is trying to gain more revenue than previous year. The
company has set out a lot of plans to implement the objectives of the company.
1.4.2: Quality and Price:
Hoang Viet Travel Company always strives to have the most competitive prices for
the highest quality and professional services. The company has close relationships with
airlines, shipping company, car travel suppliers... so the company can always prepare in
transport. The company has also signed a lot of contracts with hotels, resorts and other
support services with special preferential price. The following factors have created a
special advantage in terms of price and quality of our tours, such as: the staffs are
honest, experienced and knowledgeable; along with the policy always putting PRESTIGE
on top.
1.4.3: Company strategy in the future:
The company will continue to invest and expand both domestic and foreign
tourism, looking for prominent locations to improve new tours for customers.
For foreign tours, the company has been trying to co-operate with a number of
branded travel companies in the country. In addition, the company is going to open more
branches in some countries to be able to add a lot of tour programs that are suitable for
customer’s demand.
For domestic tours, the company has been expanding its customer network, trying
to open a number of branches in many provinces to meet the needs of visitors.
The company should focus on diversifying tour programs, building a brand with
solid foundation in the hearts of consumers.

1.5: Outstanding achievements of Hoang Viet Travel
Company:
- Top Brands 2014.
- High quality products and services.
- Top 100 reliable suppliers in Vietnam.
…

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CHAPTER II: DETAILED DESCRIPTION
OF THE INTERSHIP RESPONSIBILITIES
2.1. The expectations during internship period:
- Study and work in a professional environment in the field of Marketing through
online marketing at the company
- Practice skills and learn from my colleagues in the Marketing department as well as in
the company
- Experienced in a practical environment and apply effectively the knowledge into
the work.
- Expand the relationship with customer, coworkers…; access to the field of
Marketing in real life.
I chose Marketing Department when I had an internship period at Hoang Viet
Travel Company, because of the following reasons:
•

First of all, this is the Department where I can apply the knowledge I have learned in my
university. It can be a place where I could develop my strengths and be able to work with

•

my major.
Second, this is an good environment that I can accumulate more about the experience

•

during my internship period.
Third, the marketing department is a high-promoted department. It also gave me
opportunities to experience, communicate with customers as well as experience

•

employees in the Marketing Department.
Finally, when doing the marketing and especially doing online marketing, I could be
creative and had good opportunities in a professional environment.
2.2: Analysis of tourism market in Vietnam:
2.2.1: Macro environment:
1. Economy:
In Vietnam, Rate of economic growth in 2016 slowed to 6.21%, lower than the rate
of economic growth in 2015 – 6.68%. The reason is that the mining industry (crude oil,
coal), which is the strong contribution to economic growth of Vietnam, sharply dropped
to 5.90%. Agriculture industry grew at a slower rate of 1.36% (the lowest level since
2011) due to bad weather conditions and environmental pollution.

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Gross Domestic Product (GDP) of Vietnam in 2017 is estimated to grow about 6.7%.
However, international organizations said that Vietnam is a bright spot for economic growth
in the world, but they forecasted that rate of growth would be around 6% (IMF) to 6, 3%
(WB, ADB). In opinion of LPB Research, rate of economic growth in 2017 would continue to
decline from 2015, but it would be better in 2016 with a growth rate about 6.3 - 6.5%.
Tourism industry is also growing year by year. According to this report, rate of
tourism growth in the period of 2006-2010 is 35%, in the period of 2010-2014 reached

45%. It is forecasted that growth will be around 57% from 2015-2019, because tourism
is indispensable for people to relax and rest.
Nielsen's survey of consumer confidence in the third quarter of 2017 showed that
about two in five Vietnamese said they were willing to spend on tourism after paying for
essential living expenses. This rate is 44%, and it is higher than the rate in the second
quarter of 2017 (6%)
2: Natural environment:
The natural environment of each country is different and it also affects to the
development of tourism. The countries that are famous for landscapes, geographical
conditions and good weather, will be the ideal destination for visitors. The Company
need pay more attention to launch these tours with ideal locations and suitable for
customers.
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3: Politic:
The State has a lot of policies for the tourism industry such as Article 6 - the Law on
Tourism and policies on protecting and conserving natural resources tourism ... In
addition, there is a policy on developing infrastructure, creating favorable conditions for
the tourism industry. The Government should also extends the visa period from one to
five years and the duration of stay from 15 to 30 days for citizens of the United Kingdom,
France, Germany and Spain…
4: Sociocultural:
Vietnam is one of the countries with a lot of the oldest festivals. These festivals
have helped the tourism industry to attract both domestic and foreign visitors.
Vietnamese society is expressed in many aspects, but most characteristic is the
hospitality of Vietnamese.

5: Demographic:
With a large population, the Vietnamese market becomes a potential market for
tourism development. This is a good sign for travel companies when attacking the
market. According to the report of AC Travel, the population of Vietnam under the age of
25 has a growing demand for travel. Therefore, Hoang Viet Travel needs to renovate
preferential policies to response the needs of the youth.

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2.2.2: Micro-environment:

When launching a marketing plan, the leader of the Marketing Department must
combine closely with the other departments in the company, such as: sales department,
tour operator, finance and accounting department, etc.
+ Tour operators and sales departments would offer tours, which need to
accelerate sales. In addition, they will highlight special tours to approach customers.
+ Financial and Accounting Department: They will always focus on the sources of
capital and the use of funds to implement the marketing plan. In addition, the
Accounting and Finance Department also keep track revenue and expenditure data to
support Marketing Department achieve the implementation of the objectives.
The activities of other departments will affect to the company’s operation and the
implementation of the plan.
1. Supply:
With the large number of companies competing with Hoang Viet Travel, it is
difficult to list the sources as well as the companies that want to combine with Hoang
Viet Travel. However, some companies also want to combine with Hoang Viet Travel
because it is beneficial to both parties, they will also sell their products. Plus, the source
customers of the company are agents or travel companies that want to associate with
Hoang Viet Travel.

2. Customer:
The main source customer of the company is people living in Hanoi. Besides,
customers are also very diverse from many different regions, mainly the elderly, officer,

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worker, etc.
According to the figures collected, here is the customer structure of Hoang Viet
Travel Company:
+ 70% - Whose income from 10 million to 15 million VND/month
(Most of them will buy the foreign tours, such as: Korea, Japan, Taiwan ..)
+ 20% - Whose income from 4 million to 8 million VND/month
(The number of tourists buying domestic tours will be higher than the number of
tourists buying foreign tours)
+ 10% - Whose income from 2 million to 4 million VND/month
(Most of them will buy the domestic tours)

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Chart 1: Percentage Customer Structure of Hoang Viet Travel Company

Hoang Viet Travel Company's target customers are primarily concerned with
product quality especially the price of the product. Therefore, Hoang Viet Travel
Company is always focused on providing customers with the best prices. Vietnamese
consumers are always smart, they always want to save rather than spend a great
expense.
3. Competitors:

Hoang Viet Travel Company has a lot of competitors. Some competitors could be
listed such as: Vietravel, Vietrantour, Hanoitourist, etc.
As I mentioned above, Vietnam is a country with a strong tourism industry and the
demand of consumers is increasing. Here are some highlight information of the
company’s competitors:
- Vietravel: The Company was established in 1995 and it had many outstanding
achievements in the tourism industry. Vietravel has opened a lot of offices and branches
in many cities and provinces.

- Hanoitourist: As a tourism company with strong brands, multi-industry
operation, Hanoitourist has high competitiveness and effective international economic
integration.

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2.3: SWOT analysis:

Strength

Weakness

Opportunity

Threat

1. Strength:

Hoang Viet Travel Company has a long-term and short-term development strategy
for its potential customers.

Hoang Viet Travel Company has experienced and professional Departments.
Besides, they also have a young, dynamic, creative and enthusiastic staffs’ team.
The company's products are diversified (domestic and foreign tourism), product
quality is highly appreciated.
The company has a strategy of maintaining strong relationships with the tour
agents for potential customers.
Hoang Viet Travel's strategy is always towards the competitive prices with quality
service.
2. Weakness:
Hoang Viet Travel has not really had a breakthrough in expanding the distribution
system in the country.
The financial budget of Hoang Viet Travel Company is limited so it is hard to
compete with the big company on the tourism market.
Hoang Viet Travel Company is a famous company but the company too focused on
foreign tours and we have lost the domestic tours as well as a large number of customers
in this potential market.
3. Opportunity:
The number of Internet users in the developed countries is very high, especially
among young people. Therefore, Hoang Viet Travel Company can take advantage of the
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online marketing to find a large number of customers.
According to a report by a tourism expert, the number of people who want to travel
abroad is increasing, especially in countries such as Korea, Japan and Singapore. This is a
great opportunity for Hoang Viet Travel Company to attract customers from these large
markets and made a great profit.
4. Challenge:
A lot of competitors with strong financial strength such as: Viettravel, Hanoitourist,
Saigontourist, Vietrantour, etc. this has put a lot of pressure on the company, so the

company needs a new long-term strategy to increase the competitiveness.
Nowadays, the tourism industry is growing with huge profits. Therefore, potential
competitors can enter the market when they see the potential growth of this market.
This is a challenge for Hoang Viet Travel.
S
- Have short-term and longterm strategies
- Employees are dynamic,
creative, enthusiastic
- Competitive price
- Build up good relationship
with the suppliers, agents,
customers.
O
SO
- The number of internet - Building an online
users is high
marketing strategy
- The demand for tourism is Develop
preferential
increasing
policies with agents

W
- Distribution system does
not have a breakthrough
- Budget is limited
- Focus on foreign markets,
lose domestic markets.

WO

- Focus on both markets
(domestic & foreign).
- Develop a strategy to
expand distribution to meet
demand.
T
ST
WT
- Competitors with strong - Use effectively the - Focus on both markets
financial potential
company’s
human (domestic & foreign)
More
and
more resources.
competitors
- Improve product quality
2.4: Marketing mix of the Hoang Viet Travel:

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•

Product

Price

Promotion

Place

Product:
In tourism industry, product is the vital element of each company. Any companies
that have diverse and unique products will be a huge advantage. Therefore, Hoang Viet
Travel Company appreciated great importance to the planning of product strategy.
Hoang Viet Travel Company is one of the famous companies in Vietnam with many
tours that are carefully researched from various factors such as: target market, demand
and taste of customers.
The characteristic of the travel product is easy to imitate and difficult to make a
difference. Hoang Viet Travel has been focusing on the quality in each product. It is key
factor to improve the company’s brand, which attracted customers.

•

Price:
Price is an important part of Marketing-Mix, the only factor that generates revenue
for the company. It also greatly influences the purchase decision and customer choice.
The company concerned about how to satisfy the customer's needs with the product,
service quality, value.
Customers will be convinced by the price, which offered by the difference. Hoang
Viet Travel Company also makes a difference in their products (professional, value
added, product quality).

•

Distribution:
In business activities of each company, the consumption of products is the most
important stage. The ultimate goal of each company is to sell the product and make a
profit.

In order to consume their goods, each company uses the channels of distribution
which is suitable for the specific activities of company as well as the characteristics of

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the products.

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Hoang Viet Travel Company is a travel company so the company's distribution
channels have differences, including:
Head Office
•

 Representative Office

Tourist Registration  Office

 Online

Advertising and promotion:
The target customer of Hoang Viet Travel is the current customer, potential
customer, those who make decision or influence. With different groups of customer, the
company should have different approaches and ways of conveying messages.

-

Advertisement:

Advertising by printing publications with information about tour prices, time,
transportation .. they are all updated regularly and gave information to customers.
Having good advertising strategies will contribute to providing useful information to
customers and people interested in tourism. Some useful advertising programs that
Hoang Viet Travel Company has applied such as:

-

Banners:
For each event of the compnay, HoangvietTravel will announce discount programs,
special products, attractive programs .. to customers. The company's banners include:
Vertical banners & Horizontal banners.

-

Catalogs:
Hoang Viet Travel Company will announce to customer about new programs,
eventsas well, new services of the company. Besides, the company will also give
customers detailed information about tour promotions, best-seller tours on the catalog.

-

Public Relations:
Participate in the VITM Fair:
International Travel Fair VITM 2018 was held from 29 th March to 1st April. Location
of the Hoang Viet Travel Company: A139 - A140 at International Exhibition Center ICE
Hanoi - Culture Palace, 91 Tran Hung Dao Street, Hanoi). The company also brings to
customer a lot of discount tourisms and hundreds of gifts tours.

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2.5. Description of the tasks given during the period of internship:
2.5.1. Market Segmentation:
I decided to divide the company's customers into two segments. The first segment
is customers in Hanoi and the second segment is customers from different provinces.

I realize that Hoang Viet Travel Company needs to focus on the customers in Hanoi,
because they are main group of customer for the company.
Customers of Hoang Viet Travel Company in Hanoi:
The number of domestic customers of Hoang Viet Travel is decreasing. The reason
is the company has focused too much on foreign tours for potential customers. Thus,
competitors have the opportunity to expand their domestic market and gradually
dominate in the market. This makes the competitors have the opportunity to expand the
domestic market and gradually dominate Hoang Viet Travel. In addition, the company's
competitors are doing a good job that is balancing both domestic and foreign markets to
meet the needs of customers.
Customers of Hoang Viet Travel in other provinces:
The company has decided to have a lot of preferential policies for other provinces.
This is considered a smart strategy of Hoang Viet Travel. With the rapid urbanization in
Vietnam, people in these areas are becoming increasingly living standard and they are
willing to pay for the quality services.
2.5.2. Target customers:
The company has plans for all ages, but the target customers of compnay are the
young and clients who are already employed and have the ability to pay for the service.
2.5.3. Stimulate consumption to boost sales:
When sellers want to stimulate new products and products in list of the campaign.
These are the products that need to be speeding up sales.

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 Post advertising for the facebook page of company.

Customers can search information about highlight destinations on the facebook
page of company
/>
- Use websites and applications such as: google.com, facebook, instagram ... to
search images, videos that related to destinations where the company has been
advertising to the customer.
- Some software to edit photos and videos, such as:
GiliSoft Video Editor, Photodex Proshow Producer, PhotoshopCS6..
GiliSoft Video Editor:

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Photodex Proshow Producer:

-Write content for product’s post.
- Schedule and include detailed information about the product containing the
location, and we can insert links to the page of the company:
• Scheduled postings when there is a lot of interaction with Internet users
19h - 20h Vietnam time (avoid peak hours in Vietnam)
8h - 10h Vietnam time
 Advertisement for zalo.
-Search for customers who need to use the tour service on Zalo.
- Sending advertising boardcast to customer's zalo addresses.
- Writing content for the product through the Boardcast includes:
• Information about travel tour to promote sales (photos, review of travel

destinations tour)
• Include other products in the "campaign to stimulate sales"
• Link to the company page

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• Scheduled postings when there is a lot of interaction with Internet users
From 7PM - 8PM (avoid peak hours in Vietnam)
And 8AM - 10AM GMT +7
Why did the company give me this task?
- First, I have experience writing content. Previously, I worked in some offices and I
was trained to write content. I have the ability to write content that fits my company's
product.
- Secondly, they are in need of graphic designer for post ads. At first, I had difficulty
using the photo editing tools or video. Although, I already know about it. After a training
process, I was confident and I used these tools proficiently.
- Finally, because of the company's personnel structure.
Result:
- This activities will promote sales and attract customers to find more
informantion, and then they will contact to the saller of company when they want to
travel.
- Increase interactive value on page company.
- Advertising brand of company to customer.
2.5.4. Search for posts and comments of customer about travel destinations:
- Search for high-interaction articles through google.com, facebook.com, zalo,
instagram ...

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