INDEX
INTRODUCTION 3
CHAPTER I: SOME BASIC THEORIES ON PRODUCT POLICY IN TOURISM BUSINESSES. 5
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1. Some basic concepts. 5
1.1. Travel and travel business. 5
1.2. Concept and product system of travel business. 6
1.3. Marketing and tourism marketing. 9
1.4. Concept and role of product policy. 11
2. Contents of product policy in travel business. 13
2.1. Determine the size of the product set. 13
2.2. Decision on product variety. 14
2.3. New product development. 16
3. Marketing mix policies support product policies. 20
3.1. Pricing policy. 20
3.2. Distribution policy. 22
3.3. Promotion policy. 23
3.4. Human policy. 24
CHAPTER II: CURRENT BUSINESS ACTIVITIES AND PRODUCT POLICIES OF NU HOANG TRADING COMPANY. 26
1. General overview of Nu Hoang Trading Company. 26
1.1.The process of formation and development of the company. 26
1.2. Organizational structure of the company. 27
1.3. Business fields and technical facilities of the company. 28
1.4. The company's business results for the two years 2007-2008. 29
2. Current status of the company's product policy. 32
2.1. Characteristics of the company's target market and product system. 35
2.2. Determine the size of the product set. 41
2.3. Decide on product types. 43
2.4.Decision to develop new products. 44
2.5. Marketing mix policies support product policies. 48
3. Reviews and comments on product policies at the company. 51
3.1. Successes and causes. 51
3.2. Limitations and causes. 52
CHAPTER III: SOME SOLUTIONS TO IMPROVE PRODUCT POLICY OF NU HOANG TRADING COMPANY. 55
1. Basis for proposing solutions. 55
1.1. Tourism development trends of Vietnam and Hai Duong province. 55
1.2. The company's business direction and goals in the coming time. 57
2. Propose some basic solutions to improve the product policy of Nu Hoang Trading Company. 59
2.1. Complete market research. 59
2.2. Complete the work of determining the size of the product set. 60
2.3. Complete the work of deciding on product types. 62
2.4. Completing new product development. 63
2.5. Improve quality management and improve product quality 64
2.6. Perfecting marketing mix policies to support product policies. 65
3. Recommendations to the state and relevant agencies. 69
CONCLUSION 72
REFERENCES 73
INTRODUCTION
1. Urgency of the topic.
Nowadays, tourism has become a popular socio-economic sector. The World Travel and Tourism Council (WTTC) has announced that tourism is the largest economic sector in the world, surpassing the automobile, steel, electronics and agricultural industries. For some countries, tourism is the largest source of foreign exchange in foreign trade. In many other countries, tourism is one of the three leading economic sectors. Tourism has quickly become a key economic sector of many countries in the world. Following this general trend, tourism in Vietnam has also developed remarkably in recent years. Currently, Vietnam is known to the world through the image of "Vietnam the hidden charm" with an increasing number of tourists.
Every year, hundreds of travel agencies are established, participating in this attractive tourism market. Therefore, travel agencies are currently facing increasingly fierce competition.
Tourism products are typical products and generate the main source of revenue for travel businesses. Therefore, to survive and develop in the tourism market, travel companies need to improve the quality of tourism products, innovate tourism products, create unique and attractive tourism products, suitable for the needs of the world, meet the increasing needs of consumers and create a competitive advantage in the market.
Because tourism products play an important role in the travel business, I chose the topic: "Solutions to improve product policies of Nu Hoang Travel Company" to research and complete this graduation thesis.
2. Scope and purpose of the research topic.
The research topic of this thesis is limited to the product policy of Nu Hoang Trading Company.
3. Research purpose of the topic.
This topic is researched with the following three purposes:
- Systematize some basic theories on product policy in travel businesses.
- Research the business situation and product policy of Nu Hoang Trading Company.
- Propose some basic solutions to improve the product policy of Nu Hoang Trading Company.
4. Research methods.
- Method of collecting documents.
- Analysis and synthesis methods.
- Data processing method.
- Field investigation methods, tourist investigation...
5. Structure of the thesis.
In addition to the Introduction, the thesis consists of 3 chapters:
- Chapter I: Some basic theories on product policy in travel businesses.
- Chapter II: Current business activities and product policies of Queen Pharmaceutical Company.
- Chapter III: some basic solutions to improve product policy of Nu Hoang Trading Company.
CHAPTER I: SOME BASIC THEORIES ON PRODUCT POLICY IN TOURISM BUSINESSES.
1. Some basic concepts
1.1. Travel, travel business
* Travel
- In a broad sense, travel activities include all human movements as well as activities related to that movement. With this approach, travel activities include travel elements but not all travel activities are tourism activities.
- In a narrow sense, the scope of travel activities is smaller to distinguish package tourism business activities from other tourism business activities such as hotels, entertainment, etc. Limiting travel activities to include only activities that organize package tourism activities. The starting point of this approach is because people think that travel activities are mainly package tourism business activities.
According to these approaches, tourism business activities in the Vietnam Tourism Law 2005 are as follows: "Travel is the construction, sale and organization of implementation of part or all of a tourism program for tourists".
* Travel business.
- Concept.
+ In a broad sense: Travel business is the investment to perform one, some or all of the tasks in the process of transferring products to realize use value or increase its value to transfer to the tourism consumption sector for the purpose of profit. Travel business is carried out by enterprises.
+ In a narrow sense: Tour Operation Business is the implementation of market research activities, establishment of full or partial tour activities, advertising and selling these tour programs directly or indirectly through intermediaries or representative offices; organizing tour programs. Tour businesses are allowed to organize tour networks.
+ Travel Subagent Business is the provision of pick-up and drop-off services, accommodation registration, transportation, tour guidance, selling travel programs of travel agencies, providing travel information, and travel consulting to earn commissions.
- Characteristics of travel business.
+ Travel business is clearly seasonal.
+ Travel business is a comprehensive form of business.
+ The business environment is always fierce and competitive.
+ Travel businesses must solve the balance between supply and demand.
+ Travel agency services are easy to copy and imitate.
1.2. Concept and product system of travel business
* Concept :
“A travel business is an economic organization with its own name, assets, and a stable headquarters, registered for business in accordance with the provisions of law for the purpose of profit through the organization, construction, sale, and implementation of tourism programs for tourists”. In addition, travel businesses can also conduct intermediary activities to sell products of tourism suppliers or carry out other general business activities to ensure serving the tourism needs of tourists from the first stage to the last stage.
According to the Vietnam Tourism Law 2005, travel businesses are divided into 2 types:
+ Domestic travel business.
+ International travel business.
* Product system of travel business
Before mentioning the product system of a travel business, we need to understand what a product is. According to the marketing perspective, a product is everything, any element that can satisfy a need or desire, offered for sale on the market with the purpose of attracting attention to purchase, use or consume.
The product system of the travel business includes;
+ Intermediary services.
+ Tour program.
+ Other products.
- Intermediary services:
Intermediary services are also known as individual services. For this type of product, travel businesses only act as intermediaries to introduce and sell products for tourism product suppliers to receive commissions. Intermediary services include:
+ Services for registration, booking, selling airline tickets and other means of transport: cars, ships, etc.
+ Vehicle rental brokerage service (cars, bicycles...)
+ Travel insurance broker.
+ Registration, booking and sale of tourism programs.
+ Accommodation and food services.
+ Consulting services, route design.
+ Ticket sales service for performing arts, sightseeing, sports competitions and other events.
+ Other intermediary brokerage services…
- Tour program:
Tour programs are the main and typical products of travel businesses. Travel businesses combine products from individual manufacturers into a complete product and sell it to tourists at a combined price.
The business process of a package tour program includes 5 stages:
+ Program design and costing.
+ Mixed promotion (communication) organization.
+ Organize sales channels.
+ Implementation organization.
+ Activities after completion of implementation.
- Other products:
+ Incentive tourism: is a special form of package tourism program with the best quality, organized at the request of economic and non-economic organizations.
+ Conference and seminar tourism.
+ Study abroad program.
+ Organize major cultural, social, economic and sporting events.
+ Other products and services in the direction of vertical integration aim to serve tourists in a closed cycle to have conditions, proactively control and ensure the quality of the package tour program.
+ Major travel businesses in the world operate mostly in tourism-related fields including: hotel business, tourism business, etc.