premium service
Hai Phong's typical tours such as: Countryside tour, city tour, "Catching the sea breeze" Do Son - Cat Ba tour, have been advertised by the company but have not really attracted tourists due to lack of innovation.
With the Cat Ba - Ha Long tour being exploited a lot, most of them stop at connecting tours with other Vietravel branches.
International travel segment: the company focuses on exploiting tours with destinations in Southeast Asia, China and combined travel programs to visit relatives in Korea, the United States, etc.
The content of these tours has not been renewed.
Therefore, to create a solid position in the hearts of tourists, Vietravel Hai Phong products need to be invested in more research.
2.5.2 Pricing policy
In a country with low average income like ours, price is still the first factor that customers care about. Therefore, when a company has a reasonable price policy, it will greatly support the success of promotional activities.
Vietravel Hai Phong always determines its business goal to be the leader in quality, so the price of the company's tour programs is always higher than that of competitors in the city.
Vietravel Hai Phong 2010 summer tour price list.
Northern Tourism
Time | Vehicle | Tour price: 20-29 guests | ||
Cat Ba | 2 days | High speed train | 795,000 | |
Quan Lan - Van Don | 2 | High speed train, car | 1,100,000 | |
Sapa - Silver Waterfall - Cat Cat | 3 | Train, car | 1,515,000 | |
Sam Son - Cam Luong magic fish stream | 2 | Car | 850,000 | |
Nha Trang – Da Lat | 8 | Car | 3,318,000 | |
… | ||||
Across Vietnam | ||||
Nha Trang - Da Lat - Vung Tau – HCM | 9 | fly 1 leg | 4,230,000 | |
…. | ||||
Maybe you are interested!
-
Evaluation of Anti-Inflammatory Activity of Active Ingredients Isolated from the Ba Vi Snake Plant -
Evaluation of Cytotoxic Activity by Mtt Method -
Study on synthesis and evaluation of cytotoxic activity of benzimidazole and indole-2 derivatives -
Education and health promotion - 4 -
Evaluation of Research Situation and Issues Raised for the Thesis
This pricing policy is based on the company's research, with advice from Vietravel Corporation.
- Like other travel companies, the seasonality of the destination greatly affects the company's business process. To minimize this impact, the company has pricing policies to stimulate tourism demand among tourists.
In the fall of 2009, Vietravel Hai Phong had a program called “Cool travel - cheaper prices, more fun”, applying promotional tour packages with discounts, some tours were discounted up to 2,000,000 VND/tour for tour products in September, October, November.
(Source: website: www.vietravel-vn.com, article: "Vietravel Hai Phong: Introducing a series of new tours in autumn 2009 to tourists", Vietravel Diary section, posted on September 28, 2009 at 1:34')
For all visitors who have time to register for the tour 25 days before departure date.
Discount of 2,000,000 VND for tourists who register to buy the following tours: Can Tho - Ha Tien - Chau Doc (4 days); Price: 3,450,000 VND (summer price: 5,450,000 VND); Departure: only on October 29, 2009. Nha Trang - Da Lat
(5 days); Price remaining: 4,250,000 VND; Departure: only on October 14, 2009.
Da Nang – Ban Na - Hoi An (4 days); Price: 3,695,000 VND (1,000,000 VND discount compared to summer tour price)…
1,000,000 VND discount for groups of 2 tourists to Australia or South Africa.
-Australia Discovery Tour (9 days), departure date 09/30; 10/31 and 11/28 is sold for 51.2 million VND, tourists who register for 02 guests will receive an immediate discount of 1,000,000 VND/bill;
-South Africa Tour – 8 days – Departure: September 29, October 30, November 28 with price only 49.9 million VND/person and also applies the same promotion program…
In addition to its own stimulus programs, the company fully participates in the stimulus programs of the parent company as a tour link.
In general, the pricing policy at Vietravel Hai Phong supports the company's promotional activities quite a lot. However, in some issues such as pricing for new products, or pricing on special occasions, the company's policy is not flexible.
2.5.3.Distribution policy of Vietravel Hai Phong.
Distribution policy plays a big role in bringing business efficiency to the company. However, because it is newly established, Vietravel Hai Phong is currently choosing the form of direct distribution of products to customers. Customers can go directly to the company to buy products, or contact sales staff for service.
In 2010, the company plans to open a representative office in Hai Duong city to expand its business market.
This plan was built based on market research in Hai Duong, where there are many factories operating in industrial zones. Therefore, the number of workers working here is very large, this is the company's target market.
With low income and not much free time, they mainly go on short domestic tours with average services.
With the above analysis results, this office will be located near factories and enterprises.
3. Comments and evaluation of promotional activities: 3.1. Success
The company's marketing activities in the past year have been quite good, this is shown in the following figures:
Table 2.9. Business results of Vietravel Hai Phong in 2009:
(Unit: VND)
Content
Plan 2009 | Made in 2009 | Compare % | |
Total visitors | 1500 | 4016 | 267.7 |
Total revenue | 4740,000,000 | 9707.523.010 | 204.8 |
Total cost | 4456,000,000 | 8946.188.884 | 200.8 |
Profit before tax | 284,000,000 | 761,334,126 | 268 |
Profit after tax | 213,000,000 | 571.000.594.5 | 268 |
(Source: Finance and Accounting Department_Vietravel Hai Phong)
All targets were met well.
Considering the market share of Vietravel Hai Phong in the Hai Phong market, the total revenue of Hai Phong enterprises in the first 9 months of 2009 is:
978 billion VND (According to the online newspaper An Ninh Hai Phong in the article "Hai Phong tourism welcomes more than 3.2 million visitors"_updated: October 7, 2009 at 08:10). Divided equally among 120 travel agencies in the city (data from March 2010 of Hai Phong Tourism Association), we get the average revenue of each agency as
8.15 billion VND. During the same period, Vietravel Hai Phong's revenue was 8 billion VND (data source: Vietravel Hai Phong's accounting department). Thus, for a newly established business, we can see that Vietravel Hai Phong's position is relatively good.
Last year the company won the title "Excellent Labor Collective" of Hai Phong city in 2009. The deputy director personally won the title "Advanced Labor".
In terms of the company's promotional activities, the most outstanding are the promotional activities for tourists. Last year, the company was the most active promotional enterprise among the travel companies in Hai Phong. To successfully complete this year's plan, Vietravel needs to continue to promote its strengths.
In the marketing mix policies, the company's pricing policy is quite flexible, effectively supporting the company's promotion policy, especially in stimulating market demand during the off-season of tourism.
In terms of management, after 2 years of operation, the company has a project to open a representative office in Hai Duong to expand the market, this proves the open thinking of the leadership of Vietravel Hai Phong.
3.2. Existence
However, Vietravel Hai Phong still has many problems to solve.
In fact, the company's promotional activities still follow the general directive of Vietravel Corporation in Ho Chi Minh City, so there is a lack of initiative and creativity. The company has not paid attention to public relations activities, activities
This company's advertising is still carried out by the company's communications department. Therefore, advertising activities take place irregularly, without a regular spread in terms of time:
The company's online newspaper advertising activities in 2009 had a total of 8 articles, of which 6/8 were reported in September 2009. 4/8 were reported on September 9, 2009.
The number of articles in 2010 up to June 2010 has 5 articles. With this number, we can see that advertising activities are not continuous.
It is necessary to conduct promotional cooperation with businesses in other business fields. In the past, the company has only cooperated with Long Huy photo printing company and Thanh Thuy Spa-skin care (but in 2010, when Thanh Thuy Spa changed ownership, the two sides stopped cooperating).
Meanwhile this type of link has many benefits.
The company's promotional programs are seasonal and according to general instructions, Vietravel Hai Phong branch does not have its own promotional program.
The preparation for the programs was also not good. During the "Golden Autumn Colors" promotion program, when the promotional gifts for the program ran out, the corporation had not yet shipped them out, leading to customers having to wait a long time for the first batch to receive the gifts.
With direct marketing tools: The company has applied the form of giving birthday gifts to member customers (gold cards, silver cards), however, this activity is undertaken by the customer care department at the head office. Vietravel Hai Phong branch has not checked or monitored the results.
The company's market expansion planning has not been specifically developed.
body
In the 2010 plan, the company has a project to open a representative office in Hai Phong.
Duong. However, up to this point in June 2010, the company still has no specific plan for when it will open.
3.3. Causes and lessons learned
The above problems arise from the objective reality that the company has only been in operation for 2 years. The staff is young and inexperienced. Regarding the human resources system, there is no real executive director, so the management of the company's work is still difficult, so the demand for tourism market has decreased sharply.
Furthermore, the company was established at a time when the world economy was in crisis, along with the double impact of the A H1N1 flu epidemic.
Therefore, to achieve the above results, first of all, the branch stands on the shoulders of a giant, the Vietravel corporation, which has had a brand for more than 14 years. This is also the result of the correct direction from the corporation and the flexible application of the leaders of Vietravel Hai Phong, along with the efforts of all the brothers and sisters in the company.
In particular, Vietravel Hai Phong needs to promote: the company's initiative in cooperating with other Vietravel branches to connect tours, as well as cooperate for better business efficiency.
To do better in the coming years, Vietravel needs to invest in improving management skills for the board of directors, improving the professional skills of employees, as well as increasing cooperation between departments in the company.
CHAPTER 3
SOME SOLUTIONS TO ENHANCE PROMOTION ACTIVITIES OF VIETRAVEL HAI PHONG COMPANY IN
COMING TIME
1.Bases and viewpoints for proposed solutions 1.1.Based on the development situation of Hai Phong Tourism
The Politburo issued Resolution No. 32 NQ/TW dated August 5, 2003 on Building and developing Hai Phong city in the period of Industrialization and Modernization of the country: Developing Hai Phong into a tourist center of the Northern Coastal region, including building Cat Ba island together with Do Son and Ha Long to become one of the international tourist centers of the country.
Hai Phong is one of the largest cities in the country, a pole in the important economic growth triangle of the region: Hanoi - Quang Ninh - Hai Phong. Its favorable geographical location, along with the transportation system: waterway, road, sea, rail, air, affirms the city's important role as a traffic hub, these are advantages for economic development and foreign trade.
Hai Phong also has advantages in natural resources - a coastline of over 125 km, with many large and small islands, the largest of which is Cat Ba Island, the furthest is Bach Long Vi Island. The sea, coastline and islands have created a unique natural landscape of the coastal city. In particular, there is the Cat Ba primeval forest with diverse and rich vegetation, including many rare herbs and animals; especially the White-headed Langur - a rare animal in the world that currently only exists in Cat Ba. (In December 2004, UNESCO recognized it as a World Biosphere Reserve). This is a favorable condition to attract domestic and international tourists.
With a glorious history of development, Hai Phong has gone through heroic periods of building and defending the country, leaving behind many historical and cultural relics imbued with national cultural identity. Many major festivals such as: Buffalo fighting in Do Son, Fishing Village festival in Cat Ba, Hat dum festival in Thuy Nguyen, Ong Bo pig procession festival, and Wrestling in Kien
Thuy, the festival commemorating the death anniversary of cultural celebrity Nguyen Binh Khiem in Vinh Bao... and many traditional craft villages have been restored, maintained and developed. Because of this important position, Hai Phong city must prioritize faster tourism development.
Not to waste the potential, in recent years the city's leadership has taken actions to develop the city's tourism industry such as:
Investing in organizing events to attract tourists to Hai Phong, the program "Do Son sea calls", "Tourism festival"... have been continuously organized in recent years, creating a unique mark for Hai Phong.
Speaking of the development of city tourism, we must also mention the presence of 120 travel agencies, which have brought increasingly professional services to tourists (data from 3/2010 of Hai Phong Tourism Association).
Besides, the city's technical facilities are also invested in a very modern way: with a series of high-class hotels and restaurants: 4-star hotels such as Sunflower hotel, Nam Cuong hotel, Habour view...; International standard entertainment areas - Dau island international tourist area, high-class golf course system; especially Hoa Phuong island, the first artificial island in Vietnam, has been and is being built, with a system of luxury villas, a series of entertainment services that will be the highlight for Do Son tourism... supermarkets, modern Megastar cinemas... always ready to serve tourists;
Realizing the important role of promotional activities, the city has published many printed documents introducing city tourism including brochures, books "Hai Phong Tourism Guide"; to increase the impression of the image, there are also VCDs promoting Cat Ba tourism; along with documentaries introducing Hai Phong as a result of the combination between the Department of Tourism and Hai Phong Television. Propaganda activities have also been invested in organizing: first of all, there are programs talking about the beauty of Hai Phong homeland, Hai Phong people on the TV program: "Hai Phong, the city I love" to convey the love of homeland to each citizen. And then there are promotional activities