new branch
Sign contracts with domestic and foreign companies, organizations and individuals to exploit customer sources, propose and develop plans to open representative offices of the company.
Ensure information between travel businesses and customer sources, related departments in the business; About the plans of tourist groups, contract content.
The marketing department is organized based on the criteria of market segmentation and market development of the enterprise: There is a separate Outbound and Domestic department. This creates a specialization of the enterprise that is different from most other Travel businesses in the city: only playing the role of an intermediary, gathering customers with international travel needs and then sending them to affiliated Travel companies in Hanoi. At this time, customers have to pay a higher tour price (because it includes the commission for the customer gathering company in Hai Phong), at the same time the service quality is not guaranteed because the customer gathering company cannot be proactive about the service.
Operating Department:
Is the focal point for implementing all tasks from operating tourism programs to providing tourism services.
Plan and implement related work.
Establish and maintain close relationships with relevant agencies, select and contract with suppliers of tourism goods and services.
Monitor the implementation process and quickly handle unusual situations that occur when implementing tourism programs.
Instruction Department:
In fact, Vietravel Hai Phong does not have a team of company tour guides. Currently, the company invites tour guides from other units to collaborate. Therefore, during peak tourist season, it is very difficult for the company to invite experienced collaborators.
For important delegations, executives or sales staff in the company will directly guide.
Administrative and general department:
Finance and accounting department.
Organize and carry out financial tasks such as monitoring and recording business expenses in accordance with the state's accounting system and regime. Monitor and reflect the use of capital and assets of the business.
Implement periodic reporting.
Monitor the market, collect information, report and make timely recommendations to business leaders.
Human resources administration department:
Perform all tasks in the company's human resource management process; Perform office administration tasks of the business
Table 2.2. Human resources situation of Vietravel Hai Phong.
(Unit: person)
TT
Category | Number.L | Level | Sex | Language | |||||
University | C.equal | Level | P.th | Male | Female | ||||
1 | Vice president | 1 | 1 | 1 | 2 | ||||
2 | Administrative staff human resources | 1 | 1 | 1 | 1 | ||||
3 | International travel agent | 3 | 2 | 1 | 2 | 1 | 2 | ||
4 | Protect | 1 | 1 | 1 | |||||
5 | Domestic travel agent | 4 | 3 | 1 | 1 | 3 | 1 | ||
7 | Treasurer | 1 | 1 | 1 | 1 | ||||
8 | Accountant. | 1 | 1 | 1 | 1 | ||||
1 | Total: | 12 | |||||||
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(Source: Vietravel Hai Phong General Administration Department)
Most of the employees of Vietravel Hai Phong are young, aged 24-34: Enthusiastic in their work, but lacking in practical experience. Vietravel Hai Phong is proposing to the parent company: send specialized staff to branches to provide professional training for human resources; In addition, develop professional inspection plans according to the general instructions of the parent company.
1.3. Business areas and facilities:
Business lines of Vietravel Hai Phong:
-International travel.
-Domestic travel.
Head office: No. 03 Da Nang, May To Ward, Ngo Quyen District, Hai Phong City.
It is a 4-storey building: 3/4 floors are for employees to work. The 4th floor is for company employees to meet and discuss plans.
Table 2.3. Machinery and equipment of Vietravel Hai Phong company.
(Unit: piece)
STT
Device Name | Quantity | |
1 | Computer | 11 |
2 | Landline | 11 |
3 | Photocopier | 1 |
4 | Fax machine | 1 |
5 | Printer | 4 |
6 | Air conditioner | 4 |
7 | Camera | 1 |
8 | Handheld speaker | 2 |
(Source: Vietravel Hai Phong General Administration Department)
Although the company has just started operating, its infrastructure system is quite complete. All employees have computers connected to the Internet, creating favorable conditions for employees to work, while improving the business efficiency of the whole company. Because there are many individual customers coming to Vietravel Hai Phong through the company's online sales network.
1.4. Business results of Vietravel Hai Phong
Table 2.4. Business results for 2 years 2008-2009 Vietravel Hai Phong.
Content
Year 2008 | Year 2009 | Compare 2008-2009 | ||
+/- | % | |||
International visitors (number of visitors) | 124 | 1727 | 1603 | 1392.7 |
Domestic visitors (number of visitors) | 293 | 2289 | 1996 | 781.2 |
Total visitors | 417 | 4016 | 3599 | 963 |
International LH Revenue (VND) | 297,169,071.6 | 6,115,739,496 | 5,818,570,425 | 2058 |
Domestic LH Revenue (VND) | 693,394,500.4 | 3,591,783,514 | 2,898,389,013 | 518 |
Total revenue (VND) | 990,563,572 | 9,707,523,010 | 8,716,959,438 | 980 |
Total cost (VND) | 697,742,754 | 8,946,188,884 | 8,248,446,130 | 1282.2 |
Profit before tax (VND) | 292,820,818 | 761,334,126 | 468,513,308 | 260 |
Profit after tax (VND) | 219,615,613.5 | 571,000,594.5 | 351,384,981 | 260 |
Budget payment (VND) | 73,205,204.5 | 190,333,531.5 | 117,128,327 | 260 |
Profit/cost ratio (%) | 42% | 8.51% | -33.5% | |
(Source: Accounting Department of Vietravel Hai Phong)
Comment:
Looking at the data table above, we see some pretty impressive numbers:
The total number of visitors in 2009 increased by 3,599, an increase of 963.07%. In particular, the total number of international visitors in 2009 increased by 1,603, an increase of 1,392.74% compared to 2008.
This development is thanks to the correct orientation of Vietravel Corporation, as well as the efforts of all leaders and employees. Specifically, after one year of operation, going through initial difficulties, the work of the departments has begun to get into operation, the company's brand customers have been known by many Hai Phong people, especially customers who have the need to travel abroad, have come to Vietravel Hai Phong with the strength of "The best foreign tour operator in Vietnam in 2009".
In 2008, the company's customer base was quite small due to: Customer reality
The company was newly established in June 2008, so the above figures are only the business results of half of 2008. Furthermore, due to the impact of the economic crisis and the A(H1N1) flu pandemic, the number of tourists traveling has been greatly limited.
Total revenue in 2009 increased by 8,176,959,438 (VND) compared to 2008, equivalent to 980% - a very proud number for a new company.
However, the company was newly established so its technical facilities were not adequate. Understanding the importance of investing in technical facilities to work efficiency, the company boldly invested in 2009.
In addition, there is the investment in organizing the "Product Introduction Conference" on September 19, 2009. This is a program to create brand buzz for the company, so the organization cost is relatively large (renting a 4-star hotel, inviting journalists, Hai Phong and Hanoi TV stations...).
Therefore, total cost in 2009 increased by VND 8,248,446,130, equivalent to an increase of 1282.16% compared to 2008.
As a result, the company's pre-tax profit in 2009 only increased: 468,513,308 VND, equivalent to an increase of 260% compared to 2008.
In terms of budget payment, the company always fulfills its tax obligations to the state. In 2008, the company paid: 73,205,204.5. In 2009, it was: 190,333,531.5, the following year was 117,128,327 VND higher than the previous year.
Looking at the profit/cost ratio in 2009: 8.51%, in 2008: 42%, down -33.49%. This number does not mean that the company's business was ineffective in 2009. As presented above, this is only the impact of the company's investment in technical facilities during the year.
Investing in this facility is a long-term investment and the company's business performance will certainly be very good in the coming years.
2. Current status of company promotion activities
2.1. Characteristics of the company's target market and product system
The target market that Vietravel Hai Phong aims at is people living and working in Hai Phong. The main market is the districts in the inner city and some suburban districts, where there is demand for tourism.
Specific data are shown in the table below:
Table 2.6. Structure of Vietravel Hai Phong's customers in Hai Phong city.
(Unit: number of visitors)
STT
District | 2008 | 2009 | |
1 | Hong Bang District | 70 | 618 |
2 | Ngo Quyen District | 63 | 562 |
3 | Q. Le Chan | 53 | 475 |
4 | Thuy Nguyen District | 43 | 379 |
5 | Q. Hai An. | 36 | 306 |
6 | An Duong District | 33 | 291 |
7 | Other Districts | 19 | 180 |
8 | Total | 317 | 2811 |
(Source: Accounting Department_Vietravel Hai Phong)
In addition to the main market of Hai Phong, the company also expands its market to other provinces such as Hai Duong (Hai Duong has a system of factories concentrated in industrial zones. Every year, the number of workers in factories going on vacation is relatively large).
Quang Ninh province is also a market that Vietravel Hai Phong is targeting, especially coal companies: Mao Khe coal company, Dong Vong coal company, Hon Gai coal company...
If determining the customer structure by occupation, Vietravel Hai Phong has the following customer groups: officials and civil servants working at state agencies - People's Committees of cities, districts and counties; Officials and employees at large corporations, factories, enterprises, banks, insurance companies; Students at high schools in the city.
Table 2.7. Customer composition of Vietravel Hai Phong.
(Unit: person)
STT
Object | 2008 | 2009 | |
1 | Employees State | 105 | 1646 |
2 | Employees in business units | 135 | 1205 |
3 | Teachers, Students | 96 | 763 |
4 | Other objects | 81 | 402 |
5 | Total | 417 | 4016 |
(Source: Sales Department_Vietravel Hai Phong)
Thus, the main customers of Vietravel Hai Phong are people living and working in the city. The largest proportion are officials and civil servants in state agencies (City Inspectorate; An Duong District Party Committee; Teachers of Maritime University...); Officials and employees of large companies (VNPT Post and Telecommunications Company, Thieu Nien Plastic Joint Stock Company
- Vanguard…)
The above customers have the following characteristics: busy and stressful work, stable income, wide relationships and free time during the holidays. Most of them have high education level, so they require services to be of good quality and professional.
Therefore, Vietravel Hai Phong has been constantly improving the professional skills of its employees; creating smooth coordination in work: sales staff - the person who directly signs the contract, the person who best understands the needs and desires of each group of guests; to advise the operating staff - the person who books services for tourists; to advise the tour guides who directly serve customers. In order to bring the best quality of service to customers. Paying attention to customer feedback, after each trip, the company will send customers a "Letter of Suggestion" to evaluate the quality of the tour program service.
The third largest customer group in the company is students. This group has the following characteristics: high demand for travel, entertainment and recreation;
but not yet able to pay, depending on subsidies from family. Therefore, the company's current customers are mainly students from schools in the inner city - children of well-off families: Ngo Quyen High School, Tran Phu High School...
For students, they like to go to entertainment centers and participate in group programs. Therefore, Vietravel has been building suitable programs such as organizing teambuilding exchange programs to connect the spirit between members; organizing tourism combined with studying.
In the summer of 2010, Vietravel Hai Phong organized a tour program combined with summer study abroad in Singapore and Australia. This is a tour program combined with studying English in countries with prestigious English training, and these are also famous countries for tourism.
The trend in the past 2 years is that the number of family travelers traveling abroad has been increasing. Especially in the summer, family trips are being used as educational rewards for their children after a year of studying; Grasping this trend, the company has launched a promotional program specifically for individual travelers.
Understanding the benefits of being trusted by customers, they will be an effective "word of mouth" channel to communicate about the company, and will be loyal customers returning to the company when needed; Vietravel Hai Phong is constantly trying to improve service quality.
Product system:
At each time of the year, tourists have different needs. Understanding this psychology, Vietravel Hai Phong always offers products suitable for the season, while also researching and offering new tour routes.
Spring product line includes temple visits:
For example: 2010 Spring Festival Program: "Exciting Spring Festival of Canh Dan" Tour series "Huong Son landscape and historical sites":
Hai Phong_ Huong Tich_ Duc Thanh Ca_ Mau Dam Da (2 days; 536,000 for 20-27 guests); Hai Phong_ Huong Tich Cave (1 day; 235,000 for 20-27 guests)...