UNIVERSITY OF FINANCE - MARKETING FOREIGN LANGUAGES FACULTY ---------- AN INTERNSHIP REPORT ON THE PROCESS OF MARKETING PLANNING FOR THE COMPA INTERIOR DECORATION COMPANY IN 2023 (January – March 2023) Reporter : HÀ THANH HƯƠNG Student’s ID : 2063010009 Class : DH2_K5TA2 Course : 2020 - 2023 Supervising Lecturer : Phan Thi Hien, M.A Ho Chi Minh City, March 2023 ACKNOWLEDGMENTS The author won the entrance exam for the second degree in business English program at the University of Finance - Marketing, work-study system, from June 2020. After three years of study at the University of Finance - Marketing, the author has received enthusiastic teaching of the teachers from the Foreign Languages Faculty. Therefore, first and foremost, the author to express her deep thanks to the Board of Directors of the University of Finance - Marketing and the teachers of the Foreign Languages Faculty. With all the effort, the author completed the required number of credits of the bachelor's training program.
Twelve-week of an internship in business and make an internship report are the final steps for the author to complete a bachelor's degree in business English. To make good on this internship report, the author received highly active support from the Foreign Languages faculty of the University of Finance - Marketing, especially Phan Thi Hien. Phan Thi Hien, M.A as a supervising lecturer always followed, enthusiastically helped the author's internship report with the hope that her students achieve the best results. Therefore, with the help of the supervising lecturer, the author completed her internship report on time.
The author would like to express deep gratitude to Phan Thi Hien, M.A with all her love and respect for responsible guide. The completion of the author's internship report had received the enthusiastic help of leaders of the Compa Interior Decoration Company, directly the Marketing Department and the staff in this department. On this occasion, the author would like to express her sincere thanks to the Board of Directors of the company, Marketing Department, and especially thanks Mr. Bui The Vuong, who is Director of the The Compa Interior Decoration Company, for helping the author during her internship.
Sincerely, Reporter Ha Thanh Huong ii ABSTRACT Today, marketing is not only a bridge between businesses and consumers but also a tool, means of introducing, promoting, and affirming the position of the company in the domestic market and the international market. With the fierce competition of Vietnam's socialist-oriented market economy, the field of interior design and decoration is not out of the competitive flow of that market. Adhering to the English bachelor's program of the University of Finance - Marketing, students need a twelve-week internship period in a business unit and make an internship report. With a passion for studying the marketing field, the author chose the Compa Interior Decoration Company as an internship place to make an internship report in major of English.
With helping of the Compa Interior Decoration Company's leadership and staff, during her twelve weeks internship as a reporter, she worked together with the Marketing Department to create the marketing plan of this company in 2023 by doing some necessary steps. It was a fantastic opportunity for the reporter to test her listening, speaking, writing, and reading skills to find out advantages to promote and overcome the limitations of using business English. The main objectives of this internship report were to describe what the reporter observed during the process of marketing planning in 2023 of Compa and how she practiced her skills of using English. The report also gave a few suggestions to the Foreign Languages Faculty and herself.
iii TÓM TẮT Ngày nay, marketing không chỉ là cầu nối giữa doanh nghiệp và người tiêu dùng mà còn là công cụ, phương tiện giới thiệu, quảng bá, khẳng định vị thế của công ty trên thị trường trong nước và quốc tế. Do đó, cùng với sự cạnh tranh khốc liệt trong nền kinh tế thị trường định hướng xã hội chủ nghĩa của Việt Nam, lĩnh vực thiết kế, trang trí nội thất cũng không nằm ngoài dòng chảy cạnh tranh của thị trường. Tuân thủ chương trình cử nhân chuyên ngành tiếng Anh kinh doanh tại Đại học Tài chính - Marketing, sinh viên cần có thời gian thực tập mười hai tuần trong một đơn vị kinh doanh và lập báo cáo thực tập. Với sở thích nghiên cứu lĩnh vực marketing, tác giả đã chọn Công ty trang trí nội thất Compa làm nơi thực tập và làm báo cáo thực tập chuyên ngành tiếng Anh.
Với sự giúp đỡ của nhân viên và lãnh đạo của Compa, trong mười hai tuần thực tập với tư cách là một thực tập sinh, cô đã làm việc cùng với bộ phận Tiếp thị để lập kế hoạch tiếp thị của công ty vào năm 2023 bằng cách thực hiện một số bước cần thiết. Đây là một cơ hội tuyệt vời để thực tập sinh kiểm tra kỹ năng nghe, nói, viết và đọc của mình để tìm ra những lợi thế phát huy và khắc phục những hạn chế của việc sử dụng tiếng Anh thương mại. Mục tiêu chính của báo cáo thực tập này là mô tả lại quá trình tác giả quan sát việc lập kế hoạch marketing năm 2023 của Công ty Trang trí Nội thất Compa và cô ấy đã luyện tập tiếng Anh như thế nào. Trong báo cáo này, cô ấy đã đưa ra một vài đề xuất với khoa Ngoại ngữ và bản thân mình trong thời gian tới.
iv v SUPERVISING LECTURER’S REMARKS INTERNSHIP ASSESSMENT No. Criteria Score 1 • Form • Accuracy • Images, graphics • References, sources 2 • Academic style 3 • Introduction 4 • Company • Department 5 • Basic concept • Job Descriptions 6 • Findings • Experiences 7 • Conclusion • Recommendations TOTAL: Comments: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………… vi REVIEWER’S REMARKS No. Criteria Score 1 • Form • Accuracy • Images, graphics • References, sources 2 • Academic style 3 • Introduction 4 • Company • Department 5 • Basic concept • Job Descriptions 6 • Findings • Experiences 7 • Conclusion • Recommendations TOTAL: Comments: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………… vii TABLE OF CONTENTS ACKNOWLEDGMENTS. IV COMPANY’S COMMENTS.
V SUPERVISING LECTURER’S REMARKS. VI REVIEWER’S REMARKS.VII TABLE OF CONTENTS. VIII LIST OF FIGURES. XI LIST OF TABLES.
AN OVERVIEW OF THE COMPA INTERIOR DECORATION COMPANYAND MARKETING DEPARTMENT. An overview of The Compa Interior Decoration Company. An overview of the Marketing Department. Functions of the Marketing Department.
SOME THEORETICAL BASES FOR DEVELOPING A MARKETING PLANNING. General theoretical basis for marketing planning. Preparing tasks before planning a marketing plan. Setting goals, tasks, and implementation time.
Organizing of implementation. Processing a marketing plan. Estimating budget for marketing plan. Controlling, evaluating the implementation, and reporting the results of the marketing plan.
FINDINGS AND EXPERIENCES. CONCLUSION AND RECOMMENDATION. Recommendation to Foreign Language Faculty at the University of Finance – Marketing. Recommendation to the reporter.
SOME PRODUCTS ARE DESIGNED AND CONSTRUCTED BY COMPA INTERIOR DECORATION COMPANY. Karaoke Vui Vui. Dang Quang Showroom. Karaoke Hoa Mi.
Oriental Bar in Da Nang. SOME TRADITIONAL STRATEGIC PARTNERS OF COMPA INTERIOR DECORATION COMPANY. ANALYSIS OF STRENGTHS AND WEAKNESSES OF COMPETITOR COMPANIES OF COMPA INTERIOR DECORATION COMPANY .54 x LIST OF FIGURES Figure 1. The Compa Interior Decoration Company’s Logo.
An Cuong Groups’ Logo. Hettich Groups’ Logo. Blum Groups’ Logo. Hafele Groups’ Logo.
54 LIST OF TABLES Table 1. Structure of the Compa Interior Decoration Company. Business results of the Compa Interior Decoration Company 2019 – 2021. Job description of the reporter’s internship at the Compa Interior Decoration Company.
35 xi INTRODUCTION Marketing is a series of activities that play an essential role and is the key to connecting businesses with customers. In the business activities of enterprises, Marketing is the bridge between manufacturers, suppliers, and distributors of products and services to the consumer market. Marketing determines the success or failure of a business in the company's goals and business plans at each stage or throughout the company's operation. A good and promising marketing plan will definitely help the business operate effectively and stand firm proactively by controlling activities and dealing with fluctuations caused by the changing business environment.
Vietnam's socialist-oriented market economy is currently creating a business environment that has many opportunities to intertwine fierce competition with complex and unpredictable market fluctuations and unstable management mechanisms, requiring a very high adaptation of business enterprises in many fields, including the field of interior decoration. Recognizing the importance of marketing and marketing plan, the reporter wants to do an internship at a company that wants to build a marketing plan. The Compa Interior Decoration Company is a company with more than 10 years of experience in the field of interior design and construction. The leaders of company hoped that a marketing plan in 2023 will bring outstanding business efficiency, and higher profit than 2022 with the most perfect designs, meeting the needs of customers.
Therefore, this company also wanted to improve the quality of marketing through marketing plan. With the desire to practice in the marketing field, the reporter chose the Compa Interior Decoration Company as the internship place. Therefore, she chose “An internship report on the process of marketing planing for The Compa Interior Decoration Companyin 2023”. In the process of making a internship report at Compa Interior Decoration Company, the reporter wished to achieve some of the following content.
Firstly, in terms of the English language, the reporter wished to improve the use of specialized business English vocabulary. Moreover, with the graduation thesis on marketing plan at an interior decoration company, the reporter wanted to better use specialized English terms in the field of marketing. Besides, the reporter hoped that the marketing plan for The Compa Interior Decoration Company in 2023 would help the reporter strengthen her expertise in marketing, especially in expanding markets and finding new sources of customers. Secondly, about skills in using English for business, through the preparation of the 2023 marketing plan report of the Compa Interior Decoration Company, the reporter would consolidate four basic skills of listening, speaking, reading, and writing in English.
At the same time, through the process of researching and studying the activities of Compa Interior Decoration Company, the reporter would learn more teamwork methods, planning skills, forecasting skills, and handling problems, arising when operating the marketing plan into business reality in 2023 Compa Interior Decoration Company. Finally, about attitude, the reporter hoped that after completing the marketing plan from practice at a particular company, it would help her to know how to make a marketing plan using the specialized English language, English applications in making tables, using acronyms… Besides, completing the marketing plan for The Compa Interior Decoration Companyis also a way to help the reporter tested the knowledge in the marketing article that had been learned, gained experience, and would be perfect for making plans and future marketing plans. The internship report on the process of marketing plan for the The Compa Interior Decoration Companyin 2023 was constructed with five different chapters. Chapter 1 described an overview of the Compa Interior Decoration Company, and the department where the reporter had worked as an intern.
In chapter 2, the reporter gave some theoretical bases for developing a marketing plan and describes the process of making a marketing plan for The Compa Interior Decoration Companyin 2023. Chapter 3 showed the job description at the reporter's marketing department of the Compa Interior Decoration Company. Chapter 4 summarized the findings and experiences gained after completing the internship. The conclusion and recommendation would be given in chapter 5.
AN OVERVIEW OF THE COMPA INTERIOR DECORATION COMPANYAND MARKETING DEPARTMENT 1. An overview of The Compa Interior Decoration Company 1.
