AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTION TO ATTRACTING TOURISTS TO HUNG LE TRAVEL c o LTD IN THE LOW SEASON

MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
DEPARTMENT OF ENGLISH LANGUAGES

GRADUATION PAPER
AN INVESTIGATION INTO THE REAL SITUATION AND SOME
SOLUTION TO ATTRACTING TOURISTS TO HUNG LE TRAVEL C.O
LTD. IN THE LOW SEASON

SUPERVISOR

:

PHAN THI NHU GAM

STUDENT NAME

:

LUONG THI NGOC TRAM

STUDENT CODE

:

2220326458

CODE

:

702 – 2020

COURSE

:

2016 – 2020

Da Nang – May 2020


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Supervisor: Phan Thi Nhu

TABLE OF CONTENTS
ACKNOWLEDGEMENT.............................................................................................................i
PART A: INTRODUCTION.........................................................................................................1
Rationale.............................................................................................................................1
Aims and objectives............................................................................................................1
2.1.Aims..........................................................................................................................1
2.2.Objectives.................................................................................................................1
2.3.Scope of the study....................................................................................................2
Method of the study...........................................................................................................2
Structure of the study........................................................................................................2
CHAPTER 1: THEORETICAL BACKGROUND.............................................................................3
PART B: DEVELOPMENT..........................................................................................................4
CHAPTER 1: THEORETICAL BACKGROUND.............................................................................4
1.Overview of marketing and travel marketing..................................................................4

1.1.Definition of marketing............................................................................................4
1.2.Definition of travel marketing..................................................................................5
2. Factors affecting marketing activities in tourism business.............................................6
2.1.Macro environment..................................................................................................6
2.2.Internal environment...............................................................................................7
2.3.Internal environment inside the company...............................................................7
3.Tourism marketing policies..............................................................................................8
3.1.Product policy...........................................................................................................8
3.2.Price policy.............................................................................................................11
3.3.Distribution policy..................................................................................................12
3.4.Mixed promotion policy.........................................................................................13
CHAPTER 2 : CASE DESCRIPTION..........................................................................................15
1.General information of Hung Le Travel C.o. Ltd............................................................15

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1.1.Process of formation and development of the company......................................15
1.2.Company’development goal...................................................................................16
1.3.Organization structure of Hung Le Travel C.o. Ltd..................................................17
1.3.2.Organization chart...........................................................................................17
1.3.3.Business results of the company in 2018 – 2019............................................19
2.Factors acttrating tourist in the low season..................................................................22
2.1.Product policy.........................................................................................................22

2.2. Price policy............................................................................................................24
2.3.Distribution policy..................................................................................................25
2.4.Mixed promotion policy.........................................................................................26
3.Real situation of marketing activities to attract tourists in the low season of Hung Le
Travel C.o. Ltd...................................................................................................................28
CHAPTER 3: ANALYSIS AND EVALUATION.............................................................................34
1.Objectives and operation direction of Hung Le Travel C.o Ltd......................................34
1.1.Objectives...............................................................................................................34
1.2.Direction.................................................................................................................34
2.Some solutions to improve marketing activities to attract tourists in the low season
Hung Le Travel C.o Ltd......................................................................................................35
2.1.Completing product policies..................................................................................35
2.2. Completing the price policy..................................................................................42
2.3.Completing the distribution policy.........................................................................45
2.4.Completing promotion - advertising policies.........................................................46
3.Some recommendations for the company leadership..................................................51
3.1.Strengthen training and improve working efficiency of employees......................51
3.2. Improve partner policies.......................................................................................54
4.Proposals to the state and the tourism industry...........................................................55
PART C: CONCLUSION AND SUGGESTIONS...........................................................................57
REFERENCES.........................................................................................................................60

Student’s name : Luong Thi Ngoc Tram
Class: K22NAD3


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SUPERVISOR’S COMMENTS..................................................................................................61
COMMENTATOR’S COMMENTS............................................................................................63

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ACKNOWLEDGEMENT

This graduation paper could not be finished without all enthusiastic
assistance, advice and encouragement of my beloved lectures, families and friends.
First of all, I would like to express my deep gratitude to my supervisor, M.A
Phan Thi Nhu Gam, who helps me research and write this paper from the first step
to the last one. Due to her patience, motivation, enthusiasm and huge knowledge,
provided me the possibility to complete this graduation paper.
Secondly, I would like to thanks all lectures of Foreign Language
Department at DTU, the silent ferrymen that has loved and taught me everyday.
Furthermore,
I have more inspiration in studying all curriculums due to my loved lectures.
Thirdly, I always express my deepest gratitude to my darling family. They
have supported me when I met some troubles in this graduation paper. They takes
care of me everyday and always encourage me to study hard.
Last but not least, I would like to thank my friends, who be with me to deal
with troubles in studying. Besides studying, they have held many funny games to

relax after studying.
I wish all of you have a good health and success!
Best Regards
Luong Thi Ngoc Tram

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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the thesis, this thesis contains
no material published elsewhere or extracted in the whole or in part from a thesis by
which have qualified for or been awarded another degree or diploma.
No other person’s work has been used without due acknowledgment in the
main text of the thesis.
This thesis has not been submitted for the award of any other degree or
diploma in any other tertiary institution.
Da Nang, May 2020
Luong Thi Ngoc Tram

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Class: K22NAD3

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ABSTRACT
Some theories about the tourism business, travel services, tourism marketing
and travel business performance. It includes concepts, definitions and roles in
tourism marketing and travel industry issues to provide us with an overview of the
tourism industry. Besides, there are also policy criteria for marketing solutions to
attract tourists in low season.
We can see the business situation of the company in the last 2 years and the
marketing policies to attract domestic tourists of Hung Le Co., Ltd. In the last 2
years, the Hung has been on a steady development, the growth indicators have not
had a big but very solid growth.
Providing a number of solutions to improve the efficiency of marketing
activities to attract domestic tourists at Hung Le Co., Ltd. These solutions are based
on your own views and the actual situation at the company. In addition, the thesis
also makes a number of recommendations to the company and the state, the
Vietnam National Administration of Tourism should make to build a fast and
sustainable development of Vietnam's tourism business environment in the coming
years.

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TABLES AND FIGURES
Table 1.3.3. Business summary of Hung Le Travel Co., Ltd. from 2017 and 2018
Diagram 2.1. Company Organization of Hung Le Travel C.o. Ltd.

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ABBREVIATIONS
DTU: Duy Tan University
FLD: Foreign Language Department
TD : Transportation Department
HRD: Human Resource Department
FAD: Financial Accounting Department

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PART A: INTRODUCTION

Rationale
Nowadays, tourism on around the world has become an need in social life.
Tourism activities are being strongly developed and becoming an important
economic sectors in many countries around the world. Tourism has contributed to
promoting social progress, efficiency, peace and broadening mutual understanding
among ethnic groups. Vietnam is also one of the countries favored by nature for its
beautiful landscapes, along with the development of a culture that has experienced
thousands of years of history priceless humanities. It has turned Vietnam into an
attractive tourist destination among domestic and foreign tourists. As the demand
for travel is increasing, suppliers are increasing, the guest market is expanding.
Create conditions for travel businesses and hotels to develop. This has led to
competition among businesses in attracting customers to their businesses. Not
outside that general trend, Da Nang's travel business has also made steps and
changes to meet the tourism needs of people with a series of travel businesses.

However, besides that, the marketing experience is limited in attracting tourists,
especially in the low season. Hung Le Travel Co., Ltd is not out of the general
trend. Therefore, I choose this topic “An investigation into the real situation and
some solution to attracting tourists to Hung Le Travel C.O LTD in the low
season” for graduation paper.
Aims and objectives
2.1. Aims
- Appreciate the real situation with the service quality of Hung Le Travel C.o.
Ltd.
- Proposing a number of feasible solutions and recommendations to attract
tourist in the low season that can be applied to Hung Le Travel Company to
contribute a small part of my personal opinion to the development of the company.
2.2. Objectives
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- Systematizing some basic marketing theories to attract tourists.
- Surveying, analyzing and evaluating the current situation of marketing
attraction of Hung Le Travel C.o. Ltd. in the recent years.
- Based on the theoretical basic and overall assessment of the company’s
tourist attraction marketing, propose some solutions and recommendations to the
relevant departments to attract tourists in the future.
2.3. Scope of the study

- Because there are many methods attract tourists, but I will focus on
marketing to attract tourists in the low season.
- Marketing solutions to attract tourist in the low season of Hung Le Travel
C.o. Ltd.
- Researching marketing activities to attract tourists in the low season of
Hung le Travel C.o. Ltd.
- The data have been collected from 2019 to 2020.
Method of the study
In order to finish the paper, I would like to combine the following methods.
Directing observation of activities, tools and channels of communication of
Hung Le has been perform.
• Method of Collection: data have been collected from books, websites and
researches.
• Method of Description: detailed description of company service about three
aspects including quality, quantity and marketing.
• Method of Analysis: from data collected, we analyzed the real situation of
Hung Le Travel C.o. Ltd.
• Comparative analysis, comparison with other travel companies.
Structure of the study

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CHAPTER 1: THEORETICAL BACKGROUND
1. Overview of marketing and travel marketing
1.1. Definition of marketing
1.2. Definition of travel marketing
2. Factors affecting marketing activities in tourism business
2.1. Macro environment
2.2. Internal environment
2.3. Internal environment inside the company
3. Tourism marketing policies
3.1. Product policy
3.2. Price policy
3.3. Distribution policy
3.4. Mixed promotion policy
Chapter 2: CASE DESCRIPTION
1. General information of Hung Le Travel C.o. Ltd.
1.1. Process of formation and development of the company
1.2. Company’ development goal
1.3. Organization structure of Hung Le Travel C.o. Ltd.
1.3.1. Information about departments
1.3.2. Organization chart
1.3.3. Business results of the company in 2018 – 2019
2. Solution attracting tourism in the low season
2.1. Product policy
2.2. Price policy
2.3. Distribution policy
2.4. Mixed promotion policy
3. Evaluation of marketing activities to attract tourists in the low season of
Hung Le travel C.o. Ltd.
Chapter 3: ANALYSIS AND EVALUATION
1. Objective and operation direction of Hung Le Travel C.o. Ltd.

1.1. Objective
1.2. Direction
2. Some solution to improve marketing activities to attract tourist in the
low season Hung Le Travel C.o. Ltd.
2.1. Completing product policies
2.2. Completing price policy
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2.3. Completing the distribution policy
2.4. Completing promotion – advertising policies
3. Some recommendations for the company leadership
3.1. Strengthen training and improve working efficiency of employees
3.2. Improve partner policies
4. Some recommendations for the company leadership

PART B: DEVELOPMENT
CHAPTER 1: THEORETICAL BACKGROUND
1. Overview of marketing and travel marketing
1.1.

Definition of marketing

- Marketing is not just a function of the business, it is a philosophy that
guides the entire operation of the business in discovering responsiveness and
satisfying customer needs. Here are some basic definitions that are commonly used
in the current period: According to Phillip Kotler, Marketing is working with the
market to conduct conversations with the purpose of satisfying the needs and
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desires of human . It can also be understood that marketing is a form of human
activities (including organizations) in order to satisfy human needs and desires
through reciprocate ”.
- According to the marketing association My (American marketing
association -AMA) Marketing is seen as an organizational function and is a process
that includes setting up, creating, communicating and delivering values to.
managing customers and managing customers in different ways to benefit the
organization and its members.
1.2.

Definition of travel marketing

- Tourism Marketing Definition of the World Tourism Organization
(UNWTO) Tourism marketing is a management philosophy, whereby tourism
organizations research, predict and select based on the wishes of travelers. bring

products to market in accordance with the desire of the target market, making a lot
of profits for that tourism organization.
- Tourism marketing definition of Michael Coltman: Tourism marketing is a
system of research and planning to create a tourism management philosophy
complete with appropriate strategies and tactics to achieve purpose .
- JC Hollway's tourism marketing definition: Tourism marketing is a
management function that organizes and guides all business activities involved in
recognizing consumer needs and transforming purchasing power of customers. As
a result, the company will need to meet the specific needs of a specific product or
service, deliver the product or service to the final consumer to achieve the targeted
or targeted profit of the business or tourism organization. This tourism marketing
definition has three important points.
- Tourism marketing is a method and technique supported by a special and
methodical spirit to satisfy customers' unspoken needs which may be for
entertainment or other purposes including:

household chores, business and

education.
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- We can define tourism marketing as follows:

- Tourism marketing is conducting research, analyzing customer needs, travel
products and services, and providing and supporting ways to bring customers
products to satisfy their needs and achieve organizational goals.
- As a research and analysis process:
+ Customers' needs
+ Travel products and services
+ Organizational product supply and support methods.
- To bring customers to the product to:
+ Satisfying the needs of the guests
+ Achieving the goals of the organization (profit)
(Travel products are far from customers and fixed, so the suppliers of the calendar
must find a way to bring customers to the product.)
2.

Factors affecting marketing activities in tourism business
Marketing activities that attract customers' success or failure are most

influenced by environmental factors. Which is divided into 3 main environments:
the macro environment, the internal environment (also called the industry
environment), the internal environment of the company.
2.1.

Macro environment

- The environment in which the company seeks opportunities and the
emerging threats that impact its development business. This is a factor that the
company cannot control and control, which forces the company to monitor and
adapt to it, specifically including factors such as:
+ Population environment: size and rate of population growth, distribution of
age and ethnic structure, education level, household model…

+ Economic environment: these are economic factors, the most important
factors affecting consumers' purchasing power such as income, price, savings,
consumption index, and inflation index, broadcast…
+ Technology environment: this is a place that can create profits as well as
cause difficulties for production and business activities of the company. Therefore,

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the company needs to monitor technology development trends, adapt and master
new technologies to better serve and to improve business efficiency.
+ Political environment: including elements such as the legal system, law
enforcement apparatus…
+ Cultural environment: Marketing needs to pay attention to the change of
culture so that it can predict new marketing opportunities and threats.
+ Natural environment: including factors such as landscape, level of
environmental pollution, weather conditions.
2.2.

Internal environment

Tourism business is influenced by the behavior of suppliers, competitors of
marketing intermediaries, the public and customers. These are also factors that the

company can hardly control. Specifically include the following factors:
- Competitors: Understanding the competitive situation and competitors is
extremely important to be able to build up effective marketing solutions.
- Suppliers: The change from the supplier side greatly affects tourism
companies, so it is important for the company to capture important information in
order to anticipate difficulties and options to keep up. Variable response times.
- Marketing intermediaries: These are service organizations, tour operators,
hotels and transportation companies…These factors are very important in finding
customers and selling products and services to the company.
- Direct public: Activities of tourism companies are surrounded and
influenced by a series of public organizations. To be successful a company must
regularly analyze, classify and establish public relations with each of the direct
public groups.
- Customers: Includes past customers, current customers and potential
customers. Marketers need to study their desires, perceptions, preferences and
shopping behaviors.
2.3.

Internal environment inside the company

The company's internal environmental factors greatly influence the company's
marketing efforts. Perhaps these factors are:
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- Financial capacity: this is an important factor for business activities in
general and tourist attraction activities in particular of a travel company because it is
decided for the marketing bank.
- Physical facilities, technology: this element contributes an important part in
creating service quality and improving the business efficiency of the company.
- Human resources: this is a very important factor that not only directly
affects the quality of service, but also makes a hard-to-first difference for
competitors.
- The next factor is the management and organization level of all parts of the
corporation, which directly affects the service provision and the ability to satisfy the
company's customers.
- The final factor is the level of marketing activity that determines the
business performance of the company. It ensures to meet guests' needs and desires.
3. Tourism marketing policies
To increase the attraction of tourists in the low season to the company in
addition to measures in management and organizational structure…Marketing
solutions play an indispensable role for any company, marketing helps businesses
have a panoramic view of the market that businesses are changing and ways to
attract customers. Come to the business. Marketing policies play an important role
in creating the desired position and contributing to improving the quality and
satisfaction of target customers. In order to do that, the company needs to have
marketing policies such as product policy, price, distribution, mixed promotion,
people, at the same time creating package products and programming, besides that.
Partnership policies with other businesses are needed. We will go into each specific
marketing policy to better understand the roles as well as the purpose of these
marketing policies to help tour operators in improving the efficiency of attracting
tourists.
3.1.

Product policy

Some concepts
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Products from the marketing point of view are all elements that can meet the
needs and desires of customers, benefit them, and can be offered for sale in the
market. It consists of two elements that are physical and non-physical. Such as, the
product is understood to mean all goods and services that can be offered for sale and
are capable of satisfying a person's need or desire, drawing attention, stimulating
shopping and consumption.
Tourism products are both a specific product and a non-specific product. In
other words, tourism products are a combination of different elements in order to
provide guests with a complete travel experience and satisfaction. The product
policy is understood as the overall rules governing the creation and launch of
products into the market to satisfy the needs of the market and the tastes of
customers in each business period of the business to ensure effective business.
Or is it the policy of enterprises to limit, maintain, develop and expand the
product structure innovation in order to timely meet the needs of the market with
efficiency suitable to the life cycle stages of the product. The product policy is the
lifeblood of a business strategy if this policy is not right, that is, to market the type

of tourism products that do not match the needs and tastes of customers, regardless
of the marketing policy. No matter how tempting it is.
Tourism products are tourism programs, accommodation and catering
services…So the characteristic of tourism products is to use it to know. Travel
products must be sold to customers before they consume them and see them. So
customers need to be thorough information about everything they will buy, will
use…Therefore a cumulative experience is required. On the other hand, tourism
products can not be stored and cannot be produced beforehand, so the regulation of
supply and demand is very difficult.
Therefore, the company needs to develop a policy in accordance with the
following:
 Product catalog policy
Today businesses do not trade a single product but usually consist of many
different products and services gathered into a mixture of products. For businesses
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doing business in the field of tourism to meet the needs of customers, a diverse
product mix is required. The diversification of services is assessed through the
length, width, depth and uniformity of the product portfolio. List of products is a
collection of groups of products and services that specific goods units offer to offer
to customers. Different products and services of the company's product portfolio
interact with each other in the sense of self-competition, but also complement each

other, so determining the size of the product portfolio is an important content
importance of product policy.
Types of products and services are closely related by the same function or by
selling to the same group of customers, or through the same type of commercial
organization or within the framework of a price range. Businesses can expand or
narrow their products are available on the market depending on the level of
competition or consumer needs of customers. Product portfolio width: is the total
number of services included in the company's product portfolio. Length of product
portfolio: is the number of different products in the same category but at different
quality levels. Homogeneity: reflecting the closeness and harmony of goods of
different categories according to the end-use angle or requirements of production
organization, distribution channels or targets. certain standards. Defining product
portfolio is deciding its basic parameters to satisfy customers' needs and wants.
 Deciding to extend the product category:
A business can extend a product category by extending products in the
category or adding new products within its current range.
Stretching to the bottom: Companies add lower-end, cheaper products to
attract customers. The company stretched its product portfolio to the bottom,
possibly because a competitor attacked at the top, so decided to counterattack at the
lower end, the growth at the top was slower than the bottom, the company wanted
add more products at the bottom end to cover the market gaps.
Stretching upwards: Companies that cater to the guest market are able to
afford mid- or low-end considering taking into account the more affordable guest
market, due to the attractiveness of the higher growth or for other reasons.
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Stretching out on both sides: Companies that can target the middle of the
market can extend their products and services on both sides. The decision can
extend the category of products and services to help the company reach and attract
more customers.
 Researching and develop new products
New products can be brand new, improved products, improved products and
new brands that the company developed through its own research efforts. And in
order to develop new products, companies need to go through the following steps:
• Forming ideas
• Selecting ideas
• Drafting and appraising projects
• Drafting marketing strategies for new products
• Designing new products
•
Market-testing
•
Commercializing
The research and creation of new products needed besides it brings high risks
for the company because of the high failure rate and high cost. Therefore, when
developing a new product, the company needs to strictly follow the steps to create a
new product and bring it to market. Because the needs of customers are constantly
changing with the advancement of science and technology and the fierce
competition in the market, each product has its own life cycle, so it needs to be
improved and changed to replace outdated products.
3.2. Price policy
Price has a great influence on sales volume and profits of the company. Price

is a specific factor in marketing, price is also the basis for customers to choose their
trip. Price decisions affect all participants in the marketing channel (customers,
competitors, distributors) so the company needs a flexible and reasonable pricing
policy to attract customers.
Pricing goals
Maximize profits: Often posed to companies with large reputations, good
service quality, and often higher than the average level of similar companies.

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Dominate the market: The first stage of market penetration the company needs
a secure foothold. So the company chose a solution that is equal to or lower than
the average to reach the market, to attract the attention of customers. However, that
price will change to ensure long-term profit for the company.
Leading quality: For companies cheats quality and their services to the level of
professionalism or unique features, the price is often very high.
Target survival: Regression companies will choose for themselves the pricing
to ensure existence. As a result, prices are often much lower than normal levels and
maintain for a very short time.
Valuation methods: Determination by adding up costs, pricing on target
profits, valuing values, pricing at current prices.

3.3.

Distribution policy

Distribution is about giving consumers the products that they need at the right
time, time, quality, category and desire. In other words, it is the way to show the
measures and tricks to bring products and services to end customers to ensure the
civilized service element.
In a general view, a distribution channel is a collection of businesses or
individuals that are independent or interdependent, participating in the process of
bringing goods from producers to consumers. The system of tourism distribution
channels is a collection of suppliers or individuals engaged in activities to bring
customers to tourism products or provide information about tourism products to
guests. goods. The process of bringing travel products created to customers is
called product distribution. The decisions associated with that process are product
distribution strategies.
Basis for building and selecting distribution channels:
• Visitor location
• Customer characteristics
• Characteristics of products and services
• Types of intermediaries
• Based on the competitive situation in the market
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• Based on the characteristics of the company
From the above bases select the distribution channel. Distribution network in
travel includes two main types of distribution: direct distribution, indirect
distribution.
Direct distribution: Producers => Consumers.
Indirect distribution: Producers => Intermediaries => Consumers.
In the tourism distribution system, there are 3 main distribution channels:
• Tourism companies
• Tourist offices or travel agents
• Specialized companies
In addition, business travel businesses can also sell goods through many other
forms such as catalogs, mail, phone, fax, online.
Management of distribution channels.
•
•
•
•

Selection of channel members
Discount policy
Conflict management
Management of the practical effectiveness of channel members
• Modification of distribution channels.
3.4.

Mixed promotion policy

Includes promotion - advertising policies

Promotion: is a special and purposeful area of marketing activities that is
directed at offering, pitching and establishing the most favorable relationship
between the company and its customers and a set of potential customers. The point
is to coordinate the dynamic implementation of the company's chosen marketing
strategy and program. The promotion aims to bring the company's information to
customers through communication tools to stimulate customers' needs to buy
products and services, creating conditions for customers to freely choose products
consumption, creating favorable conditions for tourism products to be consumed
many times, thus contributing to product improvement.
Steps of the mixed promotion process
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To plan for promotion, there are 4 steps:
• Identify target markets
• Establish communication relationships
• Review and select promotion options
• Set promotion time
The promotion must be timely and appropriate, after fixing it, the print design
and selection of other combined tools…We need to know if our communication
results are effective or not. If you want to know this, you should compare it to the
target market.
Some key promotion tools:

Advertising: is a form of promotion to introduce ideas products, non-personal
goods and services paid by a company.
Promotion: the application of a form of discount for a short time to increase
the ability to sell.
Direct marketing: is a form of promotion without intermediaries and
conducting marketing activities through direct contact between customers and
employees of the company.
Also follow M. Belch and A. Belch and Philip Kotler add the Internet,
integrated media and Philip Kotler adds direct marketing.
In tourism, the combined promotion tools include 6 main tools:
• Advertising
• Sales promotion
• Public relations propaganda
• Direct marketing
• Direct sales / personal sales
• Integrated Internet / Tradition
Advertising is a way of survival and development that any business will apply
in the course of their business activities. In order to achieve success, the advertising
process should pay attention to; What is the purpose, to introduce or advertise
which products will be marketed.

The content of the advertising program is

presented including what, for whom, where to advertise where appropriate, how to
advertise and just how much the activity should be..
Advertising aims to:
• Introduce about the product
Student’s name : Luong Thi Ngoc Tram
Class: K22NAD3

15
Graduation Paper
Gam

Supervisor: Phan Thi Nhu

• Give the information
• Reminder
• Impress
• Convince
• Advocate
The advertising content must be plentiful, ensuring the following points:
• Must highlight the advantages of the product
• Consistency between words and deeds
• Must be clear, easy to understand, easy to remember, impress
• Must make lazy clear promises
• Confirmation of quality quality of products
• Being public and high goals
• Tone, images, colors must be eye-catching, information provided must be
easy to remember.
The advertising process consists of the following steps:
• Determining which advertising targets to target and what the target market is.
• Determine the budget for advertising activities in a specific and clear
manner.
• Select the content and advertising media accordingly and bring high
efficiency.
When choosing the means of advertising, pay attention to the different forms
of advertising such as newspapers, television, websites, outdoor advertising or in
the form of brochures and brochures about the product. From there, we can choose a

suitable and effective means of advertising.
Each type of advertising is aimed at a specific audience so they will have
different effects and costs. To achieve high efficiency, it is necessary to choose one
or two different means of advertising to stimulate consumers after finding
information about the product through distribution channels that will need to buy
that product immediately.
CHAPTER 2 : CASE DESCRIPTION
1. General information of Hung Le Travel C.o. Ltd.
1.1.

Process of formation and development of the company

Student’s name : Luong Thi Ngoc Tram
Class: K22NAD3