COMPANY BACKGROUND
Citysmart Hotel Management (CHM) Company Business name Citysmart Education Company
Address Golden Westlake Building, 151 Thuy Khe Street, Tay Ho District, Hanoi
Email info@chm.edu.vn
Website www.CHM.edu.vn
COMPANY INTRODUCTION
Business Type
Citysmart Hotel Management (CHM), an international entity owned by Citysmart Group, was established in 2012 by Thomas Chan, who currently serves as the General Director Chan is also the owner of CitySmart Corporation, which encompasses various other systems.
Study abroad consultant, Project Consultant, International Kindergarten, CHM InternationalSchool CitySmart Group has more than 15 years of operation in Vietnam.
Company Mission
CHM provides an elite educational experience that offers internationally recognized qualifications, combining with theoretical and practical training career-focusing programs.
Our program equips students with essential skills to emerge as future leaders in the global Hospitality and Culinary Arts Industry CHM is dedicated to enhancing the quality of human resources by providing graduates with the necessary skills and opportunities to fast-track their careers in hospitality.
Company Vision
Their goal is to lead hospitality education in Vietnam, supported by a dedicated team of qualified lecturers and chefs With exceptional facilities, they deliver top-quality education in a conducive learning environment By offering the most hands-on educational experience in the country, they foster a close-knit community that is committed to helping students achieve their fullest potential.
Human Resources
Currently, the company has nearly 40 employees, the average age is from 21 to 40 years old
- General Director: operates and manages all activities of the company.
- General Manager: obtains profit contribution by managing staff; establishes and accomplishes business objectives.
1 Human Resources: evaluates, coordinates, and recruits employees in the company.
2 Sales and Marketing Department: manages sales and marketing.
3 Accounting: oversees the company's facilities, provides capital for production, calculates the company's finances and pays salaries to all employees
4 Technology: administers information technology, engineering and design models, and production process proposal.
5 Lecturer: teaches and guides in Hospitality Management and Culinary Art’s students.
Company Products
CHM has only two main products which are known as “Hospitality Management” and
“Culinary Art” courses Both have short-term courses and long-term courses from 6 months to2,5 years.
CTH 2 Certificate in Hospitality Practice
• Provide students with specialized knowledges about Restaurant – Hotel and other main functions in a hotel
• Provide certificate for the completion of the course
• Help students to develop practical skills for future career
• Provide certificate specialized in many aspects of tourism, restaurant, and hotel
• Complement the career training program with academic subjects
• Provide interesting studying program for college students that have decided on the field of their careers in the future
• Provide conditions for students to pursue higher education
BTEC 4, 5 Higher Nationals in Hospitality Management
• Provide interesting, engaging and challenging learning experiences in Hotel Management with specialized knowledge and practical experience
• Provide skills and knowledge about Hotel Management to necessarily achieve good results in the environment of global customer service
• Give authority to students through topics about management, leadership, creativity and start-up to maximize the chance of a secured career
• Create opportunities to students to work and develop in the hotel major, or to study further to have honor degree on Hotel Management or other related majors
• Create opportunities for students to develop skills, techniques, and personal features necessary for the career
This article aims to enhance students' understanding of hotel services within both local and global contexts, while also offering insights into the ongoing global developments in international career opportunities.
• Help students to achieve certificate and degree globally-recognized after finishing the course
• Create career promotional opportunities relating to Hotel Management for the student, with the purpose of being internationally recognized
BSc (Hons) Internation al Hospitality Management
• Help students to achieve advantages in competition and learn how to face with the discrepancies and changes of hotel service major under the fluctuating conditions.
• Develop critical thinking and problem-solving skills in each specific sphere of career
• Provide opportunities for students to develop their career in Hotel Management, or continue to study to earn a master’s degree in Hotel Management or in any relevant field
• Students will earn knowledge and update contact information in order to ensure their chance of securing a career after graduation
• Understand about the differences in cultures and prepare for career in managing hotel services major
• Maximize studying potential of students by learning with case-study, consulting practical project, researching on business organizations related to recently-opened hotel services, and designing effective
CTH Level 2 Award in Culinary Skills
• Provide students with necessary skills in professional cookery
• Enhance personal skills and increase chances of finding a job
• Support personal skills and increase chances of finding a job
CTH Level 3 Certificate in Professional Cookery
• Provide students with necessary skills to work in professional cookery
• Enhance the ability to combine various skills to accomplish different dishes
• Develop the ability to assess the quality of any dish
• Develop time-management skills, food health and security, and personal hygiene as a professional cook must have
Pearson BTEC Level 4 and 5 Higher Nationals in Culinary Arts Management
• Provide interesting, engaging and challenging learning experiences in the course of Culinary Arts with specialized knowledge and practice experience
• Provide skills and knowledge about Culinary Arts to necessarily achieve good results in the environment of global restaurant and hotel services
• Give authority to students through topics about management, leadership, creativity and start-up to maximize the chance of a secured career
• Create opportunities to students to work and develop in the cookery major, or to study further to have honor degree in Culinary Arts or other related majors
• Create opportunities for students to develop skills, techniques, and personal features necessary for the career
This article aims to educate students about the rich history of culinary arts, both locally and globally, while offering them a comprehensive perspective on the evolving landscape of international career opportunities in the field.
• Help students to achieve certificate and degree globally-recognized after finishing the course
• Create career promotional opportunities relating to Culinary Arts for the student, with the purpose of being internationally recognized
Company goals and strategies
- CHM is now scouting more areas for their expansions in other cities (Nha Trang, Phu Quoc…)
- The company is determined to be one of the top brands in hospitality education in Vietnam, be able to compete with both domestic and foreign company.
- Invest more branches in national because it could help more students are excited about CHM have a chance to enroll the course.
- Improve the quality also the facility of the CHM to bring the best experience for customers.
- Diversity the range of products, provides more course for customer to choose.
- Increases partner commitment to a common vision.
COMPANY ANALYSIS
The economic landscape significantly influences the purchasing power and shopping habits of individuals investing in education Key economic factors such as development rate, inflation, economic downturns, income levels, and the consumer price index play crucial roles in shaping these behaviors.
Over the past 25 years, Vietnam has experienced significant economic growth, with a GDP growth rate of 6.7 percent in 2016 However, the first half of 2016 saw a moderation in economic activity, with a 5.5 percent GDP expansion, attributed to severe drought impacting agricultural production and slower industrial growth Vietnam has actively pursued international economic integration by signing several free trade agreements, including those with the Eurasian Economic Union, the European Union, South Korea, and the Trans-Pacific Partnership Despite successfully embedding itself in global value chains, the benefits of this integration are limited due to a lack of linkages with domestic firms.
Vietnamese households are experiencing significant income growth, with the largest segment seeing increases of $500 to $1,000 per month Additionally, Vietnam boasts the highest household consumption rate in Southeast Asia, with approximately 70% of monthly income being spent.
Vietnam faces significant risks from climate change and natural disasters, threatening its development gains and future progress The country is already grappling with rising temperatures, increasing sea levels, and intensified weather events such as storms, floods, and droughts.
Human factors significantly influence the market, encompassing aspects such as gender, population density, ethnicity, religion, career choices, and education levels In Vietnam, the population is increasingly educated and enjoys a higher life expectancy compared to other countries with similar income levels Despite this progress, a substantial portion of the population remains vulnerable, with approximately one-third, or around 30 million individuals, classified as 'poor' or 'near poor.' Notably, poverty and extreme poverty are predominantly found within ethnic minority groups.
Although they make up just 15 percent of the population, ethnic minorities account for half of the nation's impoverished individuals These communities face heightened vulnerability to the impacts of climate change, natural disasters, and economic and health crises.
Vietnam aims to reach an urbanization rate of 38% and establish 870 urban areas by 2016, as outlined in a draft national urban development program by the Ministry of Construction This growth is projected to rise to 45% with nearly 940 urban areas by 2020.
This factor consists of the policies, regulation, and the procedure of the Government.
Vietnam boasts a stable political foundation, which serves as a significant advantage for domestic companies in attracting foreign investors The Vietnamese government demonstrates a strong commitment to reforms, as highlighted in the 2011-2020 Socio-Economic Development Strategy (SEDS), which focuses on structural reforms, environmental sustainability, social equity, and addressing emerging macroeconomic stability issues.
Despite of the control over retailing, this sector has now been more liberalized under the conditions of Vietnam’s membership under WTO law and other trade agreements.
Changes in government regulations and policies concerning the retail sector can present both opportunities and challenges for retailers Vietnam has engaged in various policies that significantly impact the retail landscape.
Since 2008, foreign investors have been permitted to own up to 49% of capital in joint ventures in Vietnam In early 2015, the country further opened its market by allowing fully foreign-owned retail companies to operate independently This shift has led to an influx of international retail groups, which leverage their extensive experience, substantial capital, and modern operational methods As a result, these foreign retailers have gained significant popularity, intensifying competition for domestic retailers and compelling them to modernize in order to remain competitive.
Other regional Free Trade Agreement (FTAs):
Vietnam's involvement in various Free Trade Agreements (FTAs), including the ASEAN-China Free Trade Agreement and the ASEAN-Japan Comprehensive Economic Partnership, is set to significantly influence its retail market through tariff commitments These agreements enable companies to benefit from reduced or zero tariff rates, encouraging manufacturing within Vietnam and facilitating the export of goods to neighboring countries where production costs are typically higher.
Vietnam has transformed from an underdeveloped nation with limited internet access and technology to a rapidly advancing tech hub The country's technological growth has accelerated significantly in recent years, demonstrating no signs of slowing down.
In 2016, Vietnam had approximately 36.1 million internet users, ranking second in Southeast Asia, just behind China and 39% ahead of Thailand This surge in internet usage has led to increased spending by Vietnamese consumers on entertainment, high-tech gadgets, health and beauty products, and education.
These trends, among others, follow the major societal and economic transformations that have taken place in Vietnam in the last 10 years.
With a population nearing 90 million, Vietnam's retail market is primarily fueled by its youthful demographic, where 70% are aged between 15 and 64 years This age group is expected to grow, leading to an increased demand for a wider variety of products, brands, and categories.
The younger population presents significant opportunities for the retail sector, as they are more inclined to invest in education and prioritize career development This trend indicates a shift in spending habits, with young consumers willing to allocate funds towards enhancing their professional prospects.
SWOT ANALYSIS
Strengths
- CHM are accredited by Pearson Edexcel, the UK’s largest awarding organization.
They provide International Qualification with competitive price
- CHM’s programs are taught by a team of experienced international lecturers who bring with them a wealth of industrial experiences from across the globe.
- CHM has state-of-the-art hospitality teaching facilities with seven multimedia classrooms, two hotel practical rooms and six different training kitchens.
- CHM hotel partnerships facilitate paid internship opportunities in famous 4 and 5- star hotels, resorts, serviced apartments and casinos, both in Hanoi and globally.
- CHM is unique in the way that it guarantees job placement in 5 stars hotel for our students after graduation.
Weaknesses
CHM offers high-quality education, state-of-the-art facilities, and professional qualifications, which results in elevated tuition fees Consequently, the primary clientele of CHM typically consists of individuals with medium to high income levels.
CHM operates exclusively with two branches situated in Hanoi and Nha Trang, making it challenging for students from other cities to enroll in either location.
CHM currently lacks on-site student housing, leading many students to worry about securing rental accommodations nearby, especially as housing costs continue to rise.
Opportunities
- Tourism and Hospitality industry is increasing in its own potentials Many hotels and restaurants are opening recently
- Hanoi and Nha Trang are famous tourist cities in Vietnam.
- Not many companies have training programs in the professional cookery.
With rising living standards, parents are increasingly focused on enhancing their children's education by offering a wealth of resources This commitment aims to equip them with the skills needed to succeed in the competitive job market.
Threats
- CHM has strong competitors in the same market such as Huong nghiep A Au,
Netspace and Pegasus are well-established companies with numerous branches across Vietnam, making it challenging for new competitors to gain a foothold in the market due to their strong brand recognition in various cities.
- The needs of hotel recruiter are changing constantly The requirements to improve the quality of student are increasing also Therefore, CHM must focus on the curriculum in teaching students
The company can leverage available capital to prioritize research and development of new courses With rising living standards and increased parental support for education, the company has greater opportunities to connect with a wider audience Additionally, the growth of the hospitality industry serves as a key factor in attracting potential customers.
Despite the increasing competition in the Hospitality and Culinary Art training sector, CHM remains well-positioned to compete by implementing effective strategies and innovative solutions that address customer demands and industry growth Notably, CHM is the sole provider of internationally accredited certificates and diplomas from the Confederation of Tourism and Hospitality The majority of new students are referred by former students, highlighting the importance of maintaining strong relationships with alumni and ensuring excellent student services for newcomers.
The increasing number of hotels and restaurants poses a significant challenge by intensifying competition in the market To harness its full potential and drive growth, the company must implement innovative business strategies that enhance its service system.
CHM can enhance employee expertise by organizing targeted training programs for the student service and sales departments, focusing on service improvement and teaching skills Additionally, offering short-term training opportunities abroad for lecturers and managers can further enrich their knowledge To support this growth, CHM should consider expanding its branches to major cities like Ho Chi Minh and Da Nang, while also establishing dormitories for students at each location.
Conclusion of SWOT analysis in CHM
- Provide international certificate in Hospitality industry.
- International lecturers with lots of experience.
- Guarantee job placement for students after graduation.
- Do not have dormitory for students.
- Lack a sufficient number of branches.
- Hanoi and Nha Trang are famous tourist cities.
- Do not have a lot of competitors.
- People living standard is higher.
- Parents are available to support their children in education.
- Higher living standard help the company to penetrate customers easier.
- The needs of hospitality are increasing as well as the growth of its.
- Expand more branches in other tourist cities.
- Train lecturers and senior staffs to bring the best service.
- Build up dormitory for students.
- Despite of less competitor, the competitors are strong.
- The needs of the hotel recruiter are changing constantly.
- Provide international certificate as well as accredited by confederation of tourism and hospitality.
- Adapt to the needs of customer and the growth of the industry.
- More and more competitors provide the same courses with more competitive prices.
DESCRIPTION OF THE TASKS GIVEN DURING THE PERIOD OF THE INTERNSHIP
Market segment
Participants mainly involve construction side investors or supervisors.
Questionnaire and interview are implemented to collect data through direct communication with CHM’s customers.
+ Low costs of data collection.
+ Convenience in data collection from far location through email, fax or phone interview.
+ Highly level of accuracy in analyzing data.
+ Validity for a small - medium group of participants.
+ Interviews need to guarantee a sufficient number of interviewees.
+ The interviewees can hesitate to give honest answers about their business.
Question 1: Would you please tell us your age?
C Over 40 years old Question 2: What is your current industry?
B Business D Other Question 3: What is your or your parents monthly income?
A Under 5 million C Between 10 and 15 million
B Between 5 and 10 million D 15 million or more
Questionnaire about the company and the hospitality industry :
Question 4: Are you interested in Hotel management and Culinary arts?
A Yes B No Question 5: Which one do you prefer?
A Hotel Management B Culinary Arts Question 6: Which is the most important factor lead to your decision when you register a course?
After collecting and evaluating the results from the questionnaires and the interviews that we conducted at some locations, here are the final results:
Under 5 million 5 to 10 million 10 to 15 millitonOver 15 million
Fee Quality Facility Career after graduation
According to the outcome, it can be seen that the target customer of CHM is those from
Individuals aged 16 to 30, primarily consisting of high school students and enthusiastic adults interested in hotel management and culinary arts, represent a significant target market This demographic typically earns over 10 million, with a strong emphasis on investing in their education.
Surveys indicate that the unemployment rate among college graduates in Vietnam is notably high, leading to concerns among prospective students While they are interested in pursuing higher education, they are apprehensive about job prospects post-graduation, as well as the associated course fees and the quality of instruction provided.
The Hotel Management course is increasingly favored over Culinary Arts among Vietnamese students, primarily due to concerns about the demanding nature of kitchen work, which can result in sleep deprivation An investigation reveals a significantly higher enrollment in Hotel Management at CHM compared to Culinary Arts, as many students opt for Hotel Management to avoid the perceived workload challenges associated with culinary careers.
Market research
Since its inception in 2012, CHM has been dedicated to the Hospitality major, operating from its sole facility in Hanoi Recent surveys indicate significant growth in this field, particularly in popular tourist destinations like Da Nang, Nha Trang, Ha Long, and Ho Chi Minh City, driven by increased investments in hotels and resorts across Vietnam In response to this booming demand, CHM expanded its reach by opening a new branch in Nha Trang in July 2018.
CHM is conducting market research on human resources in 3 to 5-star hotels in Nha Trang to develop the most suitable course for customers in the South This research involves contacting HR offices and utilizing hiring websites such as Hoteljob.vn.
Human Resources of Hospitality industry in Nha Trang
The data indicates that reception is the most commonly hired position in hotels, followed by housekeeping and kitchen roles, with restaurant table service being the least sought after A key issue contributing to this staffing shortage is the lack of professional training among new hires Additionally, the high-pressure environment and strict discipline lead many employees to leave shortly after starting To address these challenges, CHM must revise its teaching methods to better align hospitality training with current social conditions.
Technical skills Appearence Withstand pressure Hard working Listening
The Ministry of Tourism highlights that the Hotel, Restaurant, and Culinary Arts sectors are rapidly growing fields that significantly boost Vietnam's economy In 2013, these industries generated revenue of 20 trillion dong, with projections estimating that by 2020, they could reach between 19 to 20 billion dollars, potentially creating 3 million jobs in the process.
In Vietnam, 90% of college graduates in hotel management or culinary arts are still seeking employment due to inadequate training programs that fail to keep pace with global standards Employers have noted that these graduates often lack essential skills, particularly language proficiency, which is crucial in the tourism industry For positions in three-star hotels and above, especially in reception and restaurant services, strong language skills and professional appearance are vital Many prestigious hotels even mandate the ability to communicate in languages such as Chinese, French, or Russian.
Hotels seek specialized candidates for roles such as reception, housekeeping, and kitchen staff In response, CHM has revamped its short-term courses at the Nha Trang branch to provide college students in Southern Vietnam with tailored training that aligns with industry needs.
- Print flyer, Brochure, survey, folder, paper bag, bracelets.
- Contact High Schools in Nha Trang.
- Research the competitors in Nha Trang (their courses duration, fee, facility…)
Following comprehensive market research in Nha Trang, the marketing team engaged with local high schools to promote CHM's programs, while also gathering valuable data from final year students and fostering relationships with educational institutions in the area.
With the headmaster's approval, the marketing team has participated in various courses to provide advice and guidance to students preparing for career choice interviews, while also introducing CHM Additionally, the team conducted research on competitors in Nha Trang and identified Huong Nghiep A Au and Netspace as CHM's primary rivals.
To effectively reach target customers, it is essential to raise awareness by partnering with various high schools This collaboration will facilitate connections with 12th-grade students through engaging career workshops and informative conferences.
- Researches on the environment, circumstances and needs of the area surrounding Nha Trang to adjust the product.
- Understanding the operation of its competitors for the purpose of adjusting marketing plans to be more appropriate for the CHM’s branch in Nha Trang.
- The location of the branch is quite far from the center of Nha Trang city, which is not convenient for transportation.
In Nha Trang, spending habits reveal a distinct trend, as residents typically prioritize other areas over educational investments Consequently, families often do not pursue high-cost tuition programs or specialized majors for their children.
- Its competitors already have a long-standing brand positioning in Nha Trang.
Direct marketing
Direct marketing occurs when businesses address customers through a multitude of specific “call to action,” such as “Call this toll-free-number” or “Click this link to subscribe.”
The results of such campaigns are immediately measurable, as a business can track how many customers have responded through a message’s call to action.
Based on initial market research, CHM has focused its efforts on targeting customers in affluent cities near Hanoi, including Bac Ninh, Hai Duong, Hai Phong, and Quang Ninh These cities have seen significant industrial growth in the hotel sector in recent years.
Team marketing and sales visited the high schools to promote CHM’s programs and collected data from final year students, also building up relationship with schools in these cities
With the headmaster's approval, the marketing team is visiting each class to provide guidance and answer students' interview questions about their future career options as they are introduced to CHM.
- Provides flyer, brochure, and survey to students.
- Promotes 2 majors: Hotel Management and Culinary Arts at CHM.
- Raises awareness about CHM as many students have looked for information through Facebook and CHM website after the event of direct marketing at their schools
- Collects more information for telemarketing team.
- Becomes partners with many high schools.
- Can deliver detailed information on our products, services and prices unlike other forms of advertising.
- Using leafleting or paper-heavy can be bad for the environment Moreover, printing leafleting, or brochure costs a lot of money
Direct marketing typically yields response rates between 1-3% When targeting consumers who are not interested in our products or services, it not only wastes money but can also lead to irritation among potential customers.
Event marketing
Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events.
Brands leverage event marketing entertainment, such as shows, contests, and parties, to connect with consumers through direct sampling and interactive displays This strategy is effective because it actively engages consumers in a participatory manner, enhancing their overall experience.
According to a 2012 study by the Event Marketing Institute:
58% of event marketing participants purchased the marketed product after the event
• 86% of these consumers became regular customers
An effective event marketing campaign offers attendees more than just product information; it delivers real value through discounts, free samples, charitable initiatives, or enjoyable experiences By creating a sense of benefit, customers perceive the event as more than a mere promotional effort, enhancing their overall engagement and satisfaction.
Unlike traditional advertising methods that deliver generic messages to a broad audience through television, radio, or billboards, event marketing focuses on engaging specific individuals or groups at targeted locations This approach aims to create meaningful interactions and quality impressions, enhancing the overall effectiveness of the marketing strategy.
CHM offers academic courses focused on hotel and restaurant studies, addressing the concerns of high school and college students about infrastructure and teaching quality To enhance student experience and aid in career selection, CHM regularly organizes events that include facility tours and free trial courses.
- Sales team will directly call and communicate with the target customer, which are the students and their parents coming from the direct marketing campaign of certain schools
- Later, marketing team will plan and provide a clear timeline for the event (writing
PR on Facebook, or running ads location at the area of these target customers for that event):
Many students struggle to identify their preferences, passions, or abilities when making career choices after high school graduation Often, they resort to selecting a popular or arbitrary major, which can lead to overlooking essential factors for finding a suitable career path.
In developed countries, career guidance for children begins as early as kindergarten or elementary school, involving collaboration between families and schools This proactive approach allows parents, educators, and successful alumni to provide valuable insights and support, helping students make informed career choices well before they reach secondary or high school.
CHM is dedicated to providing long-term career-choice guidance by regularly hosting engaging events aimed at helping young individuals, particularly high school students, explore their interests in Hotel Management and Culinary Arts.
The company in Hanoi will regularly host free trial courses focused on European and Vietnamese cuisine, baking for Culinary Arts, as well as reception, room service, and gourmet restaurant skills for Hotel Management These engaging sessions are designed to attract young individuals eager to gain hands-on experience in the culinary and hospitality fields.
In the period of the trial course, customers will:
• Learn more about the major Hotel – Cuisine and opportunities to develop careers both domestically and internationally
• Listen to the experience story of presenters and professionals in the field Hotel – Cuisine
• Visit a 5-star modern practicing room
• Experience free trial courses in CHM
• Have responses on every concern about the courses from the school representatives
• Get a brief background information about the training program, degree, and scholarship of CHM
• Participate in gameshow and receive rewards
The CHM facility in Hanoi will host regular weekend events, making it convenient for students, parents, and visitors interested in free trial courses For those living in the surrounding areas, CHM offers transportation from designated central locations to the facility However, residents of Hanoi will need to arrange their own transportation to attend events.
- Check-in table in lobby and giving welcome pack to customers
- Leading the customers to the event room Opening &
Warmup 9:30 - 9:50 20' - MC welcomes the customers and introduce about the event and Warm-up game
- MC introduce Students Academic Service Manager of CHM: welcome the customers, introduce CHM, company’s visions, & our programs
Group Division 10:00 - 10:05 5' - MC wrap up the opening and inform the customers about the next activities then divide the customers into 2 groups
- Stay in Hotel Management trial class and enjoy the
- Gather in lobby then visiting around the school and join Culinary Arts trial Class in Demo Kitchen and Training Kitchen
Break 10:50 - 11:05 15' - Let students rest for 15'
- Cleaning class room for next lessons
- Gather in lobby then visiting around the school and join Culinary Art Trial Class in Demo Kitchen
- Gather in open space then move to Hotel Management trial class
Lunch Break 12:00 - 13:00 60' - Customers were served a meal for lunch.
- Alumni(students) share with the audience their experience in the industry (training and working)
- Customers conduct survey about the event
Effective event preparation requires careful planning of budget, logistics, and human resources To ensure a seamless experience, the sales team must provide an accurate participant count one week before the event, allowing the marketing team to gauge the event's scope Typically, participant numbers are capped at under 80 attendees.
With the needed budget, the expense will range from 15 to 20 million including the money for decoration, tools for 2 free trial courses, transportations for far-away customers,
While the expense for the event may appear minimal, the positive feedback and outcomes were noteworthy Unlike other advertising methods, trial course events provide potential customers with a comprehensive understanding of the school and its offerings, fostering trust and encouraging course enrollment.
• Event at career-guiding conferences in the provinces:
To events that occur in other provinces, CHM still emphasizes on the actual experiences of two trial courses of Hotel Management and Culinary Arts
Transportation for target customers from distant areas such as Ha Long poses significant challenges, as the journey requires approximately four hours by car Consequently, fully participating in the trial course at CHM becomes nearly unfeasible.
Therefore, CHM organizes events directly in those regions for the purpose of socializing with those high school target customers for their career-choice guidance
CHM has established strong partnerships with numerous high schools through direct marketing strategies, enabling them to effectively support event organization These partners actively assist in locating suitable venues and promoting events to target audiences within their communities.
(Event organized in Ha Long)
Events organized outside of CHM typically require a larger budget due to additional logistical preparations This includes arranging essential equipment like projectors, speakers, background screens, and backdrops, as well as hiring extra personnel from Hanoi to support the event Furthermore, transportation is necessary to accommodate potential customers who may have difficulty accessing the venue.
The schedule of an event organized in these provinces is often conducted from 9 am to 3 pm, as in accordance with similar events at CHM
During these events, customers will be unable to visit CHM offices, leading to an extended timeframe for learning about the institution Faculty members, current students, and alumni will provide insights into various majors and share their experiences related to studying and working at CHM and prominent hotels This engagement fosters a strong interest and curiosity among prospective students regarding the available courses.
• Event at career-choice guidance in Hanoi:
SOME RECOMMENDATION OF SOLUTIONS TO INCREASE MARKETING
Infrastructure and technology solutions
During my internship, I conducted market research focused on customer segmentation and developed marketing strategies for CHM Company This report successfully identifies the key market segment and target customers that CHM should prioritize Given the company's resources and capabilities, the selected segment and customer group align well with CHM's objectives Additionally, I devised a budget-friendly marketing strategy that CHM can implement to boost brand sales The findings also clarify CHM's market position, providing valuable direction for the company's future The data collected is sourced from reputable and up-to-date resources, contributing to a comprehensive market research database for other branches.
2 Difficulties encountered on the process of completing the internship
During my internship, I encountered various challenges, particularly while conducting market analysis for CHM's new branch in Nha Trang One significant difficulty was the limited database available regarding the market and competitors, which meant that I had to carry out all the research independently.
CHM is a new brand in Nha Trang, presenting challenges in gathering data and identifying effective marketing strategies To address this, I traveled to Nha Trang to support the marketing department manager.
Organizing CHM events in various cities required significant effort from our marketing team due to challenges such as managing unexpected attendee numbers and operating within a limited budget Despite these difficulties, we successfully attracted a large audience Additionally, we had to carefully manage event timelines, which led us to implement quick and effective solutions.
On my part, since it was my first time working in the working environment of a company, so I have been some snuggles myself
At times, I found myself unprepared for the tasks assigned to me at the company, necessitating moments spent observing and acclimating to the work pace of my colleagues in the department.
I often seek guidance from senior colleagues in my department due to my limited experience, which has occasionally slowed down our overall productivity.
After gaining valuable experience and training with the skilled professionals at CHM Company, I have significantly improved my efficiency and adapted to the collaborative work environment.
EVALUATION ON THE REPORT
Achievements of the reports
During my internship, I conducted market research on customer segmentation and developed marketing strategies for CHM Company This report successfully identified the key market segment and target customers for CHM, aligning well with the company's resources and capabilities Additionally, I created a budget-friendly marketing strategy that CHM can implement to boost brand sales The report also established CHM's market position, providing a clear direction for the company's future The data I gathered from reputable and up-to-date sources will enhance the linear market research database for other branches.
Difficulties encountered on the process of completing the internship
During my internship, I encountered various challenges, particularly while conducting market analysis for CHM's new branch in Nha Trang One significant obstacle was the limited database available regarding the market and competitors, necessitating that I perform all research independently.
CHM is a new brand in Nha Trang, which presents challenges in gathering data and identifying effective marketing strategies To address these issues, I traveled to Nha Trang to support the marketing department manager.
Organizing events in various cities required significant effort from our marketing team, as we encountered challenges such as managing a larger number of attendees within a limited budget Despite these obstacles, we successfully attracted many participants Additionally, we had to carefully consider the event timelines, which led us to implement quick and effective solutions.
On my part, since it was my first time working in the working environment of a company, so I have been some snuggles myself
At times, I found myself unprepared for the tasks assigned to me at the company, requiring me to invest time in observing my colleagues and adapting to their working pace.
At times, I sought guidance from senior colleagues in my department due to my limited experience in handling certain tasks, which occasionally led to a slowdown in our overall work pace.
After gaining valuable experience and training at CHM Company, I have significantly improved my efficiency and adapted to the collaborative work environment.
Experience gained during the period of internship and solutions to overcome difficulties
During my internship, I had the privilege of applying my academic knowledge in a practical setting, guided by my tutors and university professor This experience allowed me to contribute meaningfully to the company I worked for, enhancing both my skills and professional development.
I have learned to effectively set up event marketing for my company, focusing on selecting the right target customers and segmentation My senior colleagues and tutor have been incredibly supportive, always ready to answer my questions and guide me through any challenges I faced While conducting market research, my tutor provided access to reliable and reputable information sources Additionally, when I needed to engage in direct marketing to explore the Nha Trang market, my company managers facilitated a trip for me to gain a comprehensive understanding for my research.
To excel in the Marketing and Sales department at CHM, I focused on developing a productive work ethic that aligns with my colleagues Through guidance and feedback from my tutor and coworkers, I significantly improved my communication, problem-solving, and teamwork skills Over time, I became more efficient in my work, reducing mistakes compared to my initial internship days, and gained invaluable real-world experience.