Ngo Tan Hung - Internship Report - Tài liệu tham khảo | Đại học Hoa Sen

HO CHI MINH CITY OPEN UNIVERSITY SCHOOL OF ADVANCED STUDY INTERNSHIP REPORT
SOME MARKETING SOLUTIONS
TO IMPROVE EFFICIENCY AND ATTRACT CUSTOMERS FOR 4STUDY EDUCATION STUDY
ABROAD CONSULTANCY COMPANY LIMITED Student: NGÔ T&N HƯNG Student ID: 1957012096 Ho Chi Minh City - 2022
Intership Report Instructor: Do Huu Anh
Intership Report Instructor: Do Huu Anh ACKNOWLEDGEMENTS
First of all, I would like to express my sincere thanks to the lecturer, Mr. Do Huu Anh,
for all his dedication and valuable experience. He has supported and guided me
throughout the process of implementing the graduation internship report, making sure
that the report is completed on schedule. Besides, he not only gave me knowledge but
also gave me a lot of useful lessons that I could not learn from anyone else.
In addition, I would like to express my deep gratitude to the leaders of the Faculty of
Business Administration and all the teachers who have imparted useful knowledge to
me, as well as the support that I have received from the Faculty of Special Training
and from the Open University of Ho Chi Minh City during my years studying at the
school. Those wonderful things will be valuable and strong baggage to help me be
ready to walk the path to come. I would also like to thank the board of directors and all
employees of 4Study Education Consulting Co., Ltd. for creating favorable conditions
and supporting me during the implementation of the report. When practicing at the
company, learning and experiencing practical knowledge over the past 3 months has been extremely useful. Thank you! Name: Ngo Tan Hung
Date: 25th December 2022 Student: Ngo Tan Hung i
Intership Report Instructor: Do Huu Anh INTERNSHIP CONFIRMATION Intern: Ngô T4n Hưng
Internship Company: 4STUDY EDUCATION STUDY ABROAD CONSULTANCY COMPANY LIMITED
Internship Period: From 30th October 2021 to 25th December 2022
Assessing the internship process at the internship company:
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Assess the level of completion of the internship process and the content of the
internship report of students:  Excellent  Good  Pretty  Fulfill the requirements
 Unsatisfied the requirements
Ho Chi Minh City, 25th December, 2022
CONFIRMATION OF THE INTERNSHIP COMPANY Student: Ngo Tan Hung ii
Intership Report Instructor: Do Huu Anh INSTRUCTOR’S REMARKS
HO CHI MINH CITY OPEN UNIVERSITY School of Advanced Study
Student’s full name: Ngo Tan Hung
Class: TA19DB01 Major: Business English
Instructor: M.Ed. Do Huu Anh
Student Ngo Tan Hung had done his best to perform his internship and report writing
with the topic ‘Some marketing solutions to improve efficiency and attract customers
for 4study Education Study Abroad Consultancy Company Limited’. Through the time
of practicing at the Company, Ngo Tan Hung had kept on close communication with
the instructor to ask for the assistance when being necessary.
The secondary data had been mainly used in this internship report and so far,
according to the guidance this internship report has satisfied the requirement of Ho Chi
Minh City Open University. Student Ngo Tan Hung had read carefully again his
writing and the amendment and his further writing had been done to achieve the
writing of this report efficiently and fruitfully with logical and practical suggestions to
the readers as well as Ho Chi Minh City Open University.
In reference to the school’s regulations, student Ngo Tan Hung is approved for the
submission of this internship report.
Evaluation score for making graduation thesis:
Ho Chi Minh City, 25th December, 2022 Signature Do Huu Anh Student: Ngo Tan Hung iii
Intership Report Instructor: Do Huu Anh TABLE OF CONTENT
ACKNOWLEDGEMENTS..................................i
INTERNSHIP CONFIRMATION......................ii
INSTRUCTOR’S REMARKS...........................iii
TABLE OF CONTENT.......................................iv
LIST OF ACRONYMS.........................................v
LIST OF TABLES, IMAGES, DIAGRAMS.....vi
CHAPTER 1: INTRODUCTION.......................1
1.1 REASONS FOR CHOOSING THE TOPIC................1
1.2 RESEARCH OBJECTIVES..........................................2
1.3 METHODOLOGY OF THE REPORT........................2
1.4 SCOPE AND LIMITATION OF THE REPORT.........3
1.5 STRUCTURE OF THE REPORT.................................4
CHAPTER 2. COMPANY BACKGROUND.....5
2.1 AN OVERVIEW OF 4STUDY EDUCATION
STUDY ABROAD CONSULTANCY COMPANY
LIMITED...............................................................................5
2.2 FUNCTIONS AND AREAS OF ACTIVITY................7
2.3 ORGANIZATIONAL AND MANAGEMENT
STRUCTURE..........................................................................16 Student: Ngo Tan Hung iv
Intership Report Instructor: Do Huu Anh
2.4 BUSINESS RESULTS OF THE COMPANY IN
THE LAST 3 YEAR...........................................................18
CHAPTER 3. THE CURRENT STATE OF
MARKETING ACTIVITIES OF 4STUDY
COMPANY LIMITED.......................................21
3.1 CURRENT SITUATION OF MARKETING
ACTIVITIES AT THE COMPANY..................................21
3.1.1 Analysis 7P.............................................................21
3.1.2 Competitor.............................................................31
3.2 SWOT.............................................................................33
3.3 DESCRIPTION OF THE INTERNSHIP AT THE
COMPANY..............................................................................36 CHAPTER 4. PROPOSE SOME
MARKETING SOLUTIONS TO INCREASE
THE NUMBER OF CUSTOMERS FOR THE
COMPANY..........................................................38
4.1 GENERAL ASSESSMENT OF THE
MANAGEMENT ASPECTS OF THE ENTERPRISE
...............................................................................................38
4.2 PROPOSE SOLUTIONS TO IMPROVE
MARKETING ACTIVITIES AT 4S.................................40
CONCLUSION...................................................44
REFERENCES...................................................45 Student: Ngo Tan Hung v
Intership Report Instructor: Do Huu Anh LIST OF ACRONYMS LTD. Limited VND Vietnamese dong PR Public relations
LIST OF TABLES, IMAGES, DIAGRAMS
Table 2.1: 4S Education Co., Ltd at a glance.......................................................6
Figure 2.2 Functions of 4S Education................................................................10
Figure 2.3 Structure of 4S's study abroad services...........................................12
Figure 2.4 Procedures for students to study abroad.........................................14
Figure 2.5 Production structure of 4S................................................................15
Figure 2.6 Organizational structure of the management apparatus of 4S
STUDY Abroad Consulting Company Limited (4S EDUCATION)................16
Table 2.7: 4S Company Annual Report of 2019, 2020, 2021.............................18
Table 2.8: Profit/ loss Graph for the period of 2019-2021................................19
Figure 3.1: Conditions for valuation by means of market penetration..........25
Figure 3.2: Model of distribution channels........................................................26
Figure 3.3: 4S Education's distribution channel...............................................26
Figure 3.4: Review of study abroad companies.................................................33
Figure 3.5: Parameters of engagement for 4S companies.................................34
Figure 3.6: SWOT Matrix...................................................................................36 Student: Ngo Tan Hung vi
Intership Report Instructor: Do Huu Anh CHAPTER 1: INTRODUCTION
1.1 REASONS FOR CHOOSING THE TOPIC
Nowadays, with the development of society, studying abroad is no longer a distant
dream for many young people. However, to touch that dream is also a long process
that requires careful preparation of everything in advance. In particular, choosing a
reputable study abroad consulting company is an important stepping stone to make that dream come true.
Quite a few people think that, without a consulting centre, they can still find
themselves an opportunity to study abroad. With the current rapidly updated
information network, preparing to study abroad is completely easy and feasible. Many
schools now publish information and expenses on many websites, so you can easily
calculate your living level and financial projection. For related administrative
procedures such as visas, admission documents, financial proof procedures ...,
everyone can also actively go to agencies to find out.
However, self-inquiry is also arduous and strenuous. The more information about
studying abroad, the more confused parents and students are, not knowing how to
choose the school to suit their conditions. Moreover, the accuracy of such information
is also not verified. Administrative procedures are sometimes lame and take a lot of
effort, time, even money. Therefore, to shorten the time and save effort, many people
have resorted to the support of study abroad consulting companies. Coming to study
abroad companies, people will listen to advice on how to choose the school that best
suits their family's budget as well as instructions on student visa procedures and useful
tips to help interview for a visa. Most study abroad consulting companies have links
with foreign schools, so they can completely share experiences and answer questions Student: Ngo Tan Hung vii
Intership Report Instructor: Do Huu Anh
about those schools. Instead of spending time researching information, people will
take that time to rest, prepare everything well and wait for the day to leave. With the
knowledge learned at the school, I decided to choose the topic "SOME MARKETING
SOLUTIONS TO IMPROVE EFFICIENCY AND ATTRACT CUSTOMERS FOR
4STUDY EDUCATION STUDY ABROAD CONSULTANCY COMPANY
LIMITED" as my internship report. 1.2 RESEARCH OBJECTIVES
1.2.1 General objectives:
On the basis of reasoning and awareness of marketing majors, along with scientific
research methods, through analysis, it is possible to properly evaluate marketing
activities at 4study Education Study Abroad Consultancy Company Limited. From
there, it is possible to offer remedies, limit risks and promote strengths to make the
company's business always achieve good results and earn high profits.
1.2.2 Specific objectives:
- Systematize the reasoning of service strategy in marketing activities.
- About 4study Education Study Abroad Consultancy Company Limited.
- Description of the company's market in Ho Chi Minh City
- Analyse the company's product strategy and marketing activities.
- Evaluation of the company's product strategy and marketing activities.
- Propose a number of measures to perfect the product strategy and increase competitiveness. Student: Ngo Tan Hung viii
Intership Report Instructor: Do Huu Anh
1.3 METHODOLOGY OF THE REPORT
1.3.1 Data collection method
+ Directly collect data from 4S Education Company
+ Refer to data from books, websites, knowledge learned.
1.3.2 Data processing method Comparative methods
I use the comparison and evaluation method to analyse the data. From the collected
data, I conducted a year-over-year comparison, which clearly shows the change in the
company's ability and business situation over the reporting periods. 7P marketing mix model
In addition to helping 4S Education create a competitive advantage with
competitors, attract customers, and carry out activities to create sustainable
development, The 7P model in marketing will help businesses adapt to market
changes, cope with the impacts of the external environment, and create long-term development. SWOT analysis method
This is an important method in analysing the advantages and disadvantages of the
Company and is an integral part of the research process to come up with appropriate
strategies through the strengths, weaknesses and both opportunities and challenges for
the Company to set out marketing activities in accordance with the chosen strategy.
1.4 SCOPE AND LIMITATION OF THE REPORT Space range: Student: Ngo Tan Hung ix
Intership Report Instructor: Do Huu Anh
- The project was conducted at 4study Education Study Abroad Consultancy Company Limited.
- Time: between October 2022 and December 2022. Scope of content:
- Systematize the reasoning of marketing activities
- Current status of marketing activities of the company
- Some proposed solutions to complete marketing activities at the company
1.5 STRUCTURE OF THE REPORT
With the dedicated guidance of M.Ed. Do Huu Anh, the Business English
Department of Ho Chi Minh City Open University, and Director Tho in 4study
Education Study Abroad Consultancy Company Limited have created favourable
conditions for me to consolidate the knowledge I have learned and apply it in practice.
During the internship, I learned about the activities of the company and completed the
report with the content of 4 parts along with that are the conclusion and references: ⮚ CHAPTER 1. INTRODUCTION
⮚ CHAPTER 2. OVERVIEW OF 4STUDY EDUCATION STUDY ABROAD CONSULTANCY COMPANY LIMITED
⮚ CHAPTER 3. THE CURRENT STATE OF MARKETING ACTIVITIES OF 4STUDY COMPANY
⮚ CHAPTER 4. PROPOSING SOME MARKETING SOLUTIONS TO
INCREASE THE NUMBER OF CUSTOMERS FOR THE COMPANY CONCLUSION Student: Ngo Tan Hung x
Intership Report Instructor: Do Huu Anh
CHAPTER 2. COMPANY BACKGROUND
2.1 AN OVERVIEW OF 4STUDY EDUCATION STUDY
ABROAD CONSULTANCY COMPANY LIMITED
Formerly known as REX Ho Chi Minh Education and Study Abroad Consulting
Company and has been operating for over 6 years. However, on April 1, 2022, the
company separated and officially changed its name to 4S STUDY Abroad Consulting
Company (4S EDUCATION) and moved its new address to the 2nd Floor, 27A Hoang
Viet Street, Ward 4, Tan Binh District, Ho Chi Minh City in October 2022.
4S Education is a study abroad consulting company that offers a wide choice of
courses and schools in countries around the world, focusing on countries that are
attractive to today's students, such as the US, UK, Australia, New Zealand, Canada,
Singapore, and some countries in Europe. Parents and students in need will be
consulted completely free of charge for courses at schools at many different levels of
study, including high school, college, university, master's degree, and English language
courses with high visa pass rates and assistance in finding valuable scholarships from
prestigious universities and high schools. On the other hand, 4S Company also
provides other services such as: applying for tourist visas, transferring schools for
international students, transporting students at the airport, financial proof, translation, etc. Student: Ngo Tan Hung xi
Intership Report Instructor: Do Huu Anh
Table 2.1: 4S Education Co., Ltd at a glance
CÔNG TY TNHH TƯ VẤN DU HỌC GIÁO DỤC Vietnamese name 4STUDY 4STUDY EDUCATION STUDY ABROAD English name CONSULTANCY COMPANY LIMITED Abbreviation 4S EDUCATION CO.,LTD Business sectors Educational support services Foundation year 2022
2nd Floor, 27A Hoang Viet Street, Ward 4, Tan Binh District, Location Ho Chi Minh City Director Nguyen Thi Tho Student: Ngo Tan Hung xii
Intership Report Instructor: Do Huu Anh (+84) 932094132 Contact (+84) 904976130 Email thonguyen@4studyedu.com https://4studyedu.com/ Website LOGO:
As a company specializing in providing consulting services on studying abroad,
traveling, and settling in countries around the world, our slogan is "An investment in
knowledge pays the best," meaning "there will be a great outcome if you start focusing
on nurturing your intellectual being." The logo of 4S Education Company is created
with three primary colors: orange, blue, and turquoise, representing the three objects of
customers (parents, students intending to study abroad, and those wishing to travel or
settle abroad permanently); the school (where international students will learn and live Student: Ngo Tan Hung xiii
Intership Report Instructor: Do Huu Anh
during the course); and 4S Education Company. All three will always keep in touch,
connect, and support each other during your travel, study, and work abroad until you
complete your course at school or when you intend to study higher. The company is
always ready to contact the school to support international students in the best way.
2.2 FUNCTIONS AND AREAS OF ACTIVITY
4S Education is a Vietnamese study abroad consulting company operating mainly
in the field of international study abroad (both self-sufficient study abroad and
scholarships). With the motto "An investment in knowledge pays the best," 4S is a
place that those who want to study abroad can trust when they want to study in a country around the world.
4S Education has more years of experience in the field of study abroad consulting
than anyone else. 4S Education understands how the study abroad path brings great
benefits to international students. However, the study abroad path of Vietnamese
students often encounters many difficulties and hardships, especially in terms of
foreign language ability and preparation for the study abroad application. Because of
that, 4S Education wishes that it can accompany the young generation of Vietnam in
conquering the global knowledge door. 4S Education always tries to bring its
experience and knowledge to help Vietnamese students fulfill their dreams.
4S Education was established with the main purpose of helping students wishing to
study abroad to improve their knowledge and understanding so that they can create for
themselves a future at will through the path of studying abroad. The main areas of activity of 4S are:
 Study abroad advice in the US, UK, Singapore, Australia, Canada, New
Zealand, and some European countries. With a team of experts in the field of
study abroad consulting, 4S believes that we can offer support and the best
solution for international students and parents. Student: Ngo Tan Hung xiv
Intership Report Instructor: Do Huu Anh
 International study abroad organizations for students in countries around the
world with the following levels: high school, bachelor's, and master's...
For example, students who finish grade 12 can study at the university
level, and students who have university graduation certificates can do
masters in countries around the world through 4S Education.
 Connect with international schools to organize summer camps for high
school students to help them get used to the independent lifestyle and
enhance their foreign language skills.
For example, every year, schools in countries such as Australia, Canada,
and Singapore have summer camp programs lasting from 2 to 4 weeks
for high school students. This is a good opportunity for them to integrate
into another culture, develop a sense of independence, and improve their foreign language skills.
In addition, 4S also has many forms of short-term training links in the country that
are combined between foreign schools and domestic organizations to create conditions
for those who are unable to improve their qualifications abroad.
With our abilities, 4S can completely help students find suitable schools in the
countries they want to study abroad. With the help of 4S Edu, students can quickly
complete the procedures to settle down and start their studies.
During the process of studying abroad, these students receive close monitoring
from 4S on their learning situation as well as accommodations. If students have
problems during their studies, they can completely contact 4S to get the necessary help
in all aspects, such as the accommodation program. If they feel unreasonable, they can
consult with the school through 4S to improve the situation in the most reasonable
way, including if the course is not in accordance with the requirements originally set
by the student, who has the right to change the course or claim a refund to be able to
study at another school, but all of the above must be resolved through 4S Education. Student: Ngo Tan Hung xv
Intership Report Instructor: Do Huu Anh
2.2.1 Classification of forms of study abroad
There are many types of study abroad, of which there are usually two types: self-
sufficient study abroad and study abroad due to receiving scholarships. a. Study abroad on your own
It is a form of study abroad where students have to pay all costs (tuition fees, living
expenses ...) in the process of living and studying abroad.
b. Study abroad due to receiving scholarships  Full scholarship
A full scholarship is a scholarship package where students will be funded not only
100% of tuition fees, but also provide an amount of money for living expenses (meals,
housing, insurance), and also provide round-trip airfare. This type of scholarship is
usually granted by major organizations around the world and governments of countries.
Normally, to receive a full scholarship, students must meet the "necessary
conditions" such as high SAT scores, TOEFL iBT above 100 or IELTS equivalent,
especially the GPA must be very high (above 8.5) or graduate from a prestigious high school.  Partial scholarships
This is a form of scholarship where the program only supports tuition fees (100%
of tuition fees or part of tuition fees) or a certain amount (beneficiaries will still have
to pay tuition fees), or both supports tuition fees and supports an additional monthly living fee ...
This type of scholarship is usually provided by schools, social organizations, and
companies. It can be a whole course scholarship, or just a few academic years, a few
semesters, or even just a few months, or just a short course like a student exchange scholarship. Student: Ngo Tan Hung xvi
Intership Report Instructor: Do Huu Anh
Since the value of this scholarship package is not high, the requirements are usually
lighter, as well as less competitive than full scholarships.
2.2.2 Data collection method
Figure 2.2 Functions of 4S Education Customers who Schools in the want to study 4S Education world abroad
- Study abroad service is a special service because each individual has different
requirements for their needs, so the services are created in a single form.
- Study abroad service is 4S consulting and connecting for those who want to study
abroad with schools around the world.
- In this process, people who want to study abroad will go through 4S to get the
necessary information about where they will go such as:  Culture  Standard of living
 Living and learning conditions  Price
thereby making decisions for your study abroad.
- On the contrary, foreign schools also go through 4S to know information about
who will participate in studying and training at the school such as:  Education.  Foreign language ability. Student: Ngo Tan Hung xvii
Intership Report Instructor: Do Huu Anh  Financial condition.  Personal information
from which it is decided to accept or not to receive this object.
- However, the most important role is that 4S must meet the requirements of both
parties, i.e. how the school and students can accept each other's conditions so that they
can start a study abroad consulting process.
2.2.3 Production structure of study abroad services Student: Ngo Tan Hung xviii