customers to do land tours, send customers to other companies, do full packages - with only the group of customers from abroad coming to Vietnam for tourism).
Target market
Currently, the target customer market of Hanoitourist Travel Company is also divided into the following segments:
Domestically: the main market is the group of guests from agencies, departments, and companies in Hanoi, Thai Nguyen, Nam Dinh, Vinh Phuc, and Bac Ninh with the main purpose of sightseeing and resting, including the following sectors: transportation, insurance, electricity, and vocational schools in Thai Nguyen.
Regarding domestic tourists traveling abroad: the current target market is still China, Southeast Asian countries that have completed visa signing such as Singapore, Thailand, Malaysia, Laos and the markets of Hong Kong, Macao, Taiwan.
For the foreign tourist market in Vietnam: the main markets are tourists from Singapore, China and Southeast Asian countries.
Business results
Hanoitourist Travel Corporation has been formed and built for a long time but has only been built according to the parent company and subsidiary model. However, in recent years of operation, the company has achieved great results with an annual growth rate of 5.9 - 26.6.
Table 2.4. Growth rate
Year
Growth rate (%) | |
2013 | 26.6% |
2014 | 25.7% |
2015 | 5.9% |
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(Source: Hanoitourist Travel Company's 2015 tourism business summary report)
According to the tables above, we can see that the company's revenue from tourism activities is always at a fairly high level, but the growth rate in 2015 compared to 2014 decreased compared to the growth rate in 2014 compared to 2013.
This is a fairly high rate, especially in conditions of increasingly fierce competition and the main market is still domestic tourists traveling abroad and domestic tourists.
Not only that, through that we can see the accuracy and rationality in the company's strategies and tactics to maintain this reasonable profit level.
2.1.2. Viet Dan Tourism Company Limited
Viet Dan Travel Company Limited started operating in 2011, officially established on July 29, 2014 ( Business Registration Certificate). Trading name in English: VIET DAN TRAVEL COMPANY LIMITED. Viet Dan Travel Company Limited is a small company, belonging to a private company.
Currently, the Company manages two affiliated brands: Vietnam Rejser for Danish customers and Travel More Asia for the English-speaking market, with the aim of expanding the company's market share in the travel industry.
Vietnam Rejser is a brand for Danish tourists, present in Hanoi since 2007 but officially established in 2011. Vietnam Rejser's main activity is to cooperate with businesses, supply organizations, and tourism service distributors across the North, Central, and South; on that basis, build, arrange, and operate tourism programs for thousands of tourists from Denmark to visit and relax in Vietnam every year.
Travel More Asia is a new English-speaking market brand created following the remarkable success of the Danish market to increase the company's market share and profits.
After a short time, the company has had a stable source of Danish customers including online customers and agents from Denmark. The company is
To continue expanding its business operations and more closely manage the quality of services provided by the Company, Viet Dan Travel has opened a branch in Hoi An (No. 8 Ba Trieu Street, Hoi An, Quang Nam) and invested heavily in tourism promotion activities for English speaking customers.
The Company's business areas:
- Package products: Cultural - historical tourism; events; resorts; ecology; discovery; transit; honeymoon; sports.
- Products on request:
+ Tours on request. For example: Challenge yourself with Vietnamese cuisine such as dishes made from duck eggs, frogs, snails, snakes and insects.
+ Travel services in Vietnam for foreigners, including: providing free Vietnam travel information, airport pick-up and drop-off services, tourist transportation services, air tickets, train tickets, bus tickets, motorbike and bicycle rental services, currency exchange, etc.
- Airline tickets
Used in the tour program and airfare includes taxes as prescribed by the airline. There are some cases where airlines adjust fuel surcharges due to sudden price increases, then Viet Dan Travel will charge customers more according to the exact level prescribed by that airline.
- Hotel
The hotels provided in the tour program have standards corresponding to the tour price that the customer has chosen when registering for that tour program. Viet Dan Travel is always ready to refuse affiliated hotels but the service quality is inversely proportional to the quality, not serving the maximum needs of tourists to find potential markets, better quality.
- Food service
Tourist meals are clearly stated in the program with a diverse, flexible and attractive menu. Viet Dan travel prioritizes the arrangement of dishes.
With the traditional specialties of tourist destinations, tourists will always have the opportunity to experience the culinary culture voted by CNN as one of the top 10 countries with the best cuisine in the world.
- Transportation services
The means of transportation in the tour program are clearly stated in each specific itinerary. Viet Dan travel always arranges comfortable, modern vehicles with cool air conditioning, with enough seats to serve the number of guests throughout the tour.
For public passenger transport such as airplanes, trains, buses to Ha Long..., in case of any change in departure time, the company's operations department will inform customers as soon as possible, ensuring maximum benefits for tourists.
Characteristics of target market and product system
Since the company's establishment until now, Viet Dan Travel, like other travel companies, has still had to face many difficulties and challenges such as: high inflation, fluctuating exchange rates, fluctuating world economic situation, increasingly high customer demands, fiercer competition from competitors... However, the results of tourism activities up to now have shown that the company is still developing stably, with revenue and number of visitors increasing compared to the same period in 2014, partly due to the market characteristics not being affected much by world economic and political factors.
The tourism industry is currently growing on a large scale. With the emergence of a series of travel companies, there is a fierce competition environment to attract customers. Faced with the situation of supply exceeding demand, the Company has promptly grasped and changed to suit the general situation by creating a different product line to increase competitiveness.
Business results of travel at the Company
Viet Dan Travel is currently still a young travel company, gradually affirming its position in the flow of Vietnamese tourism. Since its establishment, Viet Dan Travel has become a trusted and prestigious address for thousands of Danish visitors to Vietnam. The long-term goal is to strive by 2020, Viet Dan Travel will become a leading business providing services for foreign visitors to Vietnam with the Danish tourist market in particular and the international tourist market in general through strong promotional activities of tourism programs and services.
The target customer market is Denmark and the company continues to expand into the English-speaking market.
- Business performance
Table 2.5. Business data 2013 - 2015
Year/content
2013 | 2014 | 2015 | ||
Number of visitors | Foreign visitors to Vietnam tourism (visitors) | 750 | 1300 | 2100 |
Domestic guests (number of visitors) | 200 | 350 | 500 | |
Total number of visitors (number of visitors) | 950 | 1650 | 2600 | |
Revenue (VND) | 5,100,000,000 | 7,750,000,000 | 10,500,000,000 | |
Profit before tax (VND) | 1,020,000,000 | 1,550,000,000 | 2,100,000,000 | |
Net profit after tax (VND) | 816,000,000 | 1,240,000,000 | 1,680,000,000 | |
Pay budget (VND) | 204,000,000 | 310,000,000 | 420,000,000 | |
(Source: Summary report on tourism business activities of Viet Dan Tourism Company Limited)
Looking at the growth rate of the number of visitors in the table above, we can see that the number of visitors over the years has been increasing at a fairly rapid rate. By 2015, the total number of visitors had reached 2,600. Through this, we can see that although the Company has just started operating, it has developed very well, gradually asserting its dominance in the market.
Looking at the revenue in the table above, it can be seen that the following year is always higher than the previous year. After only 3 years, the revenue in 2015 was nearly twice that of 2013. This proves that the Company has made the right decisions to maintain and increase revenue over the years.
2.1.3. Youth Solutions Travel and Media Company Limited
- PYS Travel
Youth Solutions Travel and Media Company Limited - PYS Travel was established on March 29, 2011. English trading name: PYS Travel.
Viet Dan Tourism Company Limited is a small company, belonging to a private company. The target customers are young customers, with average income, between the ages of 18 - 35. The customer market mainly focuses on domestic customers.
The Company's business areas:
- Organizing tours: the main tour routes go to the Northeast regions such as Ha Giang; Moc Chau or new beaches such as Co To; Hai Hoa...
- Providing air tickets: providing air tickets for Vietjet Air; Vietnam Airlines with the advantage of requesting to reserve seats; buying additional seats.
- Book tourist vehicles: domestic routes; airport pick-up and drop-off; or rent a car for sightseeing; travel.
- Hotel booking: book cheap rooms with hotels in Hanoi; Da Nang; Ho Chi Minh.
The company focuses on exploiting new, unique and highly experiential tour routes such as: Moc Chau - Mai Chau; Co To Island, Ba Be - Ban Gioc; Tay Thien - Tam Dao; Thung Nai; Ha Giang; Wayway tour...
Characteristics of target market and product system
Youth Solutions Travel and Media Company Limited - PYS Travel is a small company with a very young workforce. Although newly established, the company has been highly appreciated for its business activities in the domestic tourist market. This is clearly shown through the summary table below.
Table 2.6. Business performance results 2013 - 2015
Year/content
2013 | 2014 | 2015 | ||
Number of visitors | Foreign tourists coming to Vietnam calendar | 200 | 400 | 500 |
Guest inland | 1000 | 2000 | 4500 | |
Total quantity guest | 1200 | 2400 | 5000 | |
Revenue (VND) | 2,800,000,000 | 4,200,000,000 | 8,500,000,000 | |
(Source: Summary report on travel business activities of Youth Solutions Travel and Media Company Limited - PYS Travel)
Looking at the summary table above, we can see that the Company's main customer market is domestic customers. The number of customers has increased rapidly over the past 3 years. In 2015, the number of customers increased more than 4 times compared to 2013, and revenue increased more than 3 times. These successes confirm that the Company has been developing in the right direction.
2.2. Current status of promotion activities
2.2.1. The process of implementing promotional activities of Hanoitourist Travel Company
The company has outlined a general marketing strategy and a separate promotional mix policy that is quite specific and detailed, closely following the proposed general business strategy.
- Identify target customers
Hanoitourist Travel Company's target customers include: current customers, potential customers, decision makers or influencers. For each customer segment, the business has a different approach and way of sending messages.
For individuals receiving the Company's messages, they mainly live and work in the City, along with potential customers in the markets of Hanoi, Hai Phong, Quang Ninh, and Da Nang.
Specifically, with the target customers being decision makers or trade unions, the Company determined to deliver messages suitable for group guests as well as tourism programs focusing on two seasons: spring with festivals and summer with beach programs. Along with that program, it clearly stated the incentives for group leaders, free trips included or % discount on total contract value.
As for the target customers who are influential people such as journalists or prestigious people in the industry, the Company has built relationships and at the same time created tours with service fees suitable for this group.
- Determine the communication goal
“If you don’t know where to go, you’ll never get there.” To ensure that the Company’s promotional activities are always on track and have the best results, Hanoitourist Travel Company has set the following goals since its inception.