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(INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone (INTERNSHIP REPORT) Improving marketing strategies at telecommunication service corporation company Vinaphone
INTERNSHIP REPORT Topic: IMPROVING MARKETING STRATEGIES AT TELECOMMUNICATION SERVICE CORPORATION COMPANY- VINAPHONE Student’s Name: NGUYEN THUY LINH Class: Marketing distribution Academic year: 2019 - 2020 Supervisor at the company: Mr Nguyen Huy Tung Supervisor at university: Mrs Nguyen Bao Ngoc Hanoi, 2020 CONTENT CONTENT I- Internal analysis 1.1 History of Telecommunication Service Corporation (VNPT Vinaphone) .2 1.2 Main services of Telecommunication Service Corporation (VNPT Vinaphone) .3 1.3 Results assessment 1.4 Analysis of Telecommunication Service Corporation (VNPT Vinaphone) .5 External Analysis 2.1Analysis of the environment 2.2 Demand analysis 12 2.3 Analysis of the customer 13 2.4 Analysis of the competitors 14 III Swot analysis of Telecommunication Service Corporation (VNPT Vinaphone) .16 IV Proposal and implementation of corrective actions 18 4.1 Recommendations to improve the content customer service programs at Vinaphone 19 4.2 Some recommendations to improve the efficiency of customer service programs at Vinaphone .21 V Measure of the corrective action 22 5.1 Qualitative study 22 5.2 Quantitative study 23 CONCLUSION 28 REFERENCES 29 INTRODUCTION Today, many business activities of domestic and foreign enterprises are taken place in the market, the competition of enterprises is getting fiercer and fiercer To survive and develop, each business requires to be independent, autonomous and creative in their own business Therefore, capturing, collecting and processing information to assess business is very important and essential for each company Marketing activities of the enterprise is one of a part to reflect its operational capacity in the course of business operations, marking the development of the enterprise through each period Thus, marketing role is very important for business in planning for the future and overcoming shortcomings Being one of the leading enterprises in the field of telecommunication services in Vietnam, Vinaphone Telecommunication Services Corporation has an advantage of prestige and large number of customers using telecommunication service, having network infrastructure as well as a wide distribution channel system In the course of its business operations, the company has made substantial developments showing its existence in the fiercely competitive environment and the fluctuations of the economy during the recession However, with the challenges of integration and different business strategies from competitors, Vinaphone's competitors are also growing and this is a big challenge for the business In the face of common difficulties of the economy, the company's business activities meet a lot of challenges Therefore, analyzing the way to improve the marketing strategy of Vinaphone Telecommunication Service Corporation and building solutions to improve competitiveness in the current period is very necessary This is the reason why I choose the topic “Improving marketing strategies at telecommunication service corporation companyVinaphone” I- Internal analysis 1.1 History of Telecommunication Service Corporation (VNPT Vinaphone) VNPT VinaPhone is a member unit of Vietnam Posts and Telecommunications Group (VNPT), is a key business unit and plays an important role in the Group's value chain (Vnpt.com.vn, 2020) • Company name: Telecommunication Service Corporation- Vinaphone • Headquarters: VNPT Building, 57 Huynh Thuc Khang Street, Lang Ha Ward, Dong Da District, Hanoi City, Vietnam • Business code: 0106869738 • Website: https://vinaphone.com.vn/ VNPT VinaPhone has a business network of over 7,000 sales employees and more than 103,000 business locations across 63 cities and provinces (Vnpt.com.vn, 2020) Development history Established on June 26, 1996, Telecommunications Services Company is a subsidiary of Vietnam Posts and Telecommunications Group (VNPT) operating in the field of mobile communications, providing GSM services , 3G, messaging, and many other fields, with the trade name is Vinaphone Vinaphone is a State-owned enterprise The international name is Telecommunication Service Corporation (VNPT - Vinaphone), with the original brand name is GPC, until 2006 it was branded as Vinaphone (Vnpt.com.vn, 2020) August 11, 2015, VNPT Telecommunications Service CorporationVinaphone officially launched with the development goal of bringing VNPT to the No position in the telecommunications and IT market in Vietnam (Vnpt.com.vn, 2020) Vision - Become the leading digital service provider in Vietnam by 2025 - Become Asia's Digital Hub in 2030 - Becoming the first choice of customers using IT - Telecommunication products and services in the market 1.2 Main services of Telecommunication Service Corporation (VNPT Vinaphone) Products and Core Services of Telecommunication Service Corporation (VNPT - Vinaphone) include ● Mobility Services: mobile network VinaPhone with 3G / 4G with over 34 million subscribers in the territory of Vietnam (2019) ● Fixed services: occupies 90% market share of fixed subscribers and 45% market share of broadband subscribers (Internet) in Vietnam (2019) ● Television service (MyTV): paid television with more than million customers ● Digital services: IT products in many fields such as e-government, Health, Education, smart cities, smart tourism serves a wide range of customers from Government, Organizations / Enterprises to individual customers 1.3 Results assessment About financial results Regarding business activities, Vinaphone's revenue has steadily increased over the years In 2017, Vinaphone's revenue increased by 4,189,207 million VND equivalent to 28.93% compared to 2016 Year 2018 witnessed the strongest growth in Vinaphone recently By the end of 2018, Vinaphone's revenue reached 37,312,424 million VND up 22,833,915 million VND or 61.2% Profit after tax increased from 325,612 million VND to 881,687 million VND equivalent to an increase of 63.1% In 2019, Vinaphone's revenue continues to increase, but the growth rate has slowed down compared to the record increase of 2018 By 2019, Vinaphone's revenue reached 39,852,606 million Vietnam dong, increasing 6.37% Table 1: Financial results from 2016 to 2019 of Telecommunication Service Corporation (VNPT - Vinaphone) Unit: Million Vietnam Dong 2016 2017 2018 14,478,509 37,312,424 2019 Net revenue 10,289,302 39,852,606 Gross profit 1,005,963 1,332,098 4,618,046 6,789,174 Operating profit 389,263 403,190 1,087,916 1,305,533 Profit after tax 299,360 325,612 881,687 1,047,464 Net profit 299,360 325,612 881,687 1,047,464 Source: Financial Department Figure 1: Net profit of Vinaphone from 2016 to 2019 Source: Financial department About number of stores Currently, Vinaphone has 243 stores and transaction points across 63 provinces and cities in Vietnam, specifically as follows: Table 2: Number of stores of Vinaphone in 2019 Unit: stores Region Number of stores 99 58 86 North Region Middle Region South Region Source: Marketing department About market share Regarding market share, up to now, VinaPhone is the third largest mobile operator in Vietnam According to the Vietnam ICT White Book 2017, Vinaphone accounted for 22.2% of the mobile market (after Viettel with 46.7%, and Mobifone with 26.1%) According to VnExpress, Vinaphone is the mobile network of government officials with a majority of customers in this group (Vnexpress, 2008) Moreover, the actual number of Vinaphone subscribers is up to 27 million, accounting for a very high percentage of the total number of network subscribers Meanwhile, Mobifone and Viettel, while having a higher market share, have a smaller number of virtual subscribers in percentage compare to Vinaphone (Vnpt.com.vn, 2020) Figure 1: Vietnam Telecommunication service market share in 2018 Source: Marketing department 1.4 Analysis of Telecommunication Service Corporation (VNPT Vinaphone) - Business strategy difficulties So far, Viettel has provided up to 16 basic services of 3G such as MobiTV, Mobile internet, Mcclip, Vmail, (Vietteltelecom.vn, 2020) Strengths ● The largest number of mobile subscribers ● Wide coverage most ● Very competitive price ● Many attractive packages Plenty ● of 3G services Weaknesses ● Poor network quality, congestion still occurs ● Customer service is still weak ● Qualifications and attitude of staff are not professional III Swot analysis of Telecommunication Service Corporation (VNPT - Vinaphone) Strengths Weaknesses Having brand positioning is a high- Customer relation management system class brand with a long history of of the company still faces many creating trust for customers limitations, resources inadequate and personnel human division Unequal disclosure results in relatively slow response time, responses to inquiries and complaints Advantage in receiving modern The price of some services is high, the technology, providing new, diversified, method of charging is not attractive to high quality services and leading the customers way in 3G technology There is great financial and Cumbersome sales procedures technological potential from the parent company VNPT Nationwide infrastructure network, Limiting investment in advertising and 16 Strengths Weaknesses including backbone networks and local promotion The form of advertising is access network Wide service not attractive distribution network Often pioneering in providing new The quality of some services is not services, so attracting and creating high There are not many diversified customers' attention Customer services aimed at many different types of customers, customers Diversified services, advantages in providing package services to meet the needs of large customers who require setting up a private network There is a large market share of loyal business customers 17 especially young Opportunities Threats - The income per capita increases - Technology and services flourish, the rapidly, stability, raised intellectual cycle of change puts pressure on levels, a large population increases the potential risks of technological lag demand for telecommunications - Income and knowledge of the people services are limited compared to the current - The economic integration policy of demand for telecommunications the state facilitates economic, cultural services and political exchanges As trade has - Can Tho demand for value-added grown, the demand for information and services and information content information exchange has increased services The rapidly - risk of market share reduction due to - Internet technology has developed the government's open-door policy strongly, creating opportunities to Competition comes from corporations provide high quality new services with capital advantages, technology and - The trend of terminal price reduction management experience Geographical creates many opportunities to attract - characteristics, climate, culture, the users economic uneven development among - Perfecting the legal system and regions create a big gap in the demand policies in line with market for translation service mechanisms and international - State policies tighten management practices, creating a legal framework for enterprises with a controlling for businesses to operate stable market share, which is detrimental to operation large enterprises when competing through rates IV Proposal and implementation of corrective actions Customer relationship management is the activities, programs implemented to aim to bring customers the best service, satisfaction and most satisfaction thereby creating a strong bond between customers and with Vinaphone 18 Therefore, the customer service department needs to develop customer service management programs that are different from other carriers in order to attract and attract customers so that all customers know and care about the programs Currently, one of Vinaphone's weaknesses is in customer service management With 19.4 million customers using Vinaphone network, and being the network with the third largest number of subscribers Customer care of Vinaphone has not yet been fully invested, has not fully met customer requirements Staff not meet the needs of customers, at some points of time, often poor in the attitude of the service staff and sometimes keep customers waiting too long The center's customer database management software has not been professionally invested to develop relationships through adding value to customers, maintaining and developing loyalty Therefore, Vinaphone needs to improve its personnel training system, especially in customer service management, to improve service quality In addition, the customer service management programs are not abundant, not creating motivation for customers to return to use the service is also a weakness of Vinaphone Therefore, Vinaphone needs to focus on two main goals to improve the quality of its customer service, including (1) improving the efficiency of customer service management programs and (2) optimizing the customer service management activities 4.1 Recommendations to improve the content customer service programs at Vinaphone * Happy birthday program: - Expand the beneficiaries of this customer care program for all prepaid subscribers and postpaid For prepaid subscribers who not have date of birth data, replace it with the data of customers entering the network - Diversify more gifts to increase the attractiveness of gifts for each customer object each year - Constantly changing, improving card templates, envelopes with Vinaphone's own style and characteristics 19 - Greeting cards signed by the company's leaders This makes customers feel they are interested and appreciated and show the strategy towards customers from all levels of Vinaphone * Customer care program in the province - Introduction of Vinaphone's development strategy at conferences customers organized by the center - Introducing Vinaphone's preferential policies for customers to strengthen customer conference organization: customer conference is an environment for exchanging and exchanging information between the company and customers, is an opportunity for the unit to capture customers 'feelings and attitudes towards Vinaphone's services as well as their customers' desires and needs At the same time, it is an opportunity for Vinaphone to introduce the latest Vinaphone services to customers With such benefits, in the coming time Vinaphone needs to strengthen the organization of customer conferences - For big customers: Should hold large customer conferences regularly, especially when launching new services to be organized to launch, promote Vinaphone's products and services to customers And then collect customer feedback on that new product and service Especially in today's fierce competitive environment, flexible planning of customer conferences is extremely necessary - For small and medium-sized customers: regularly organizing activities and programs such as: "Vinaphone grateful customers, festivals exchanging with customers " Is the appropriate solution Offering gifts to Vinaphone long-term customers, customers using a large number of Vinaphone's services in addition, can organize some additional and auxiliary programs such as picnic, meeting at the weekend, at the end of the year these are programs to supplement and perfect the regular customer care programs, increase the surprise and attractiveness in customer maintenance Implementation of customer maintenance programs should promote diverse and diverse capabilities to attract more and more attractiveness, and it is necessary to combine customer maintenance with the exploration of feedback from the customer customers 20 about the center's customer care programs These results are an important basis to guide and implement the next program in accordance with the needs and aspirations of customers 4.2 Some recommendations to improve the efficiency of customer service programs at Vinaphone - Reduce the load of unnecessary procedures and documents Thereby, simplifying customer relationship management process For example, the company can reduce administrative documents when customers provide services at the store, this will help the customer registration process done more easily and quickly, which increasing satisfaction of customers when making registration at the store At the same time, it is necessary to specify more specifically the responsibilities and powers for each complaint support department to avoid overburdening responsibility, causing a backlog of complaints as well as the status of overlapping work performance In order for all departments in the organization to organize complaints uniformly and uniformly, reduce the load of complaint procedures, reduce the time for searching responsibilities and look up information about customers - Improve progress on complaint settlement + The advocacy processes of the information flow in resolving complaints should be ensured of consistency, and stability In case of any incidents or obstacles, delay in a certain stage, it is necessary to notify immediately and take timely measures so that the complaint handling process is not interrupted + The issue that needs to be focused in resolving complaints is the attitude of interest to consumers Once the cause of the complaint is clearly identified, the complaint resolution staff should openly acknowledge the problem, respond to customer requests and requests, and provide adequate incentives to build trust KH, build the Company's image in the hearts of customers For issues beyond the authority, the complaint handling staff should immediately report to the superior to be handled on time and ensure the interests of customers 21 + The optimal complaint process and method will improve the efficiency of customer complaints handling and will have a good impression of the company when their problems are satisfactorily resolved and their rights are guaranteed V Measure of the corrective action 5.1 Qualitative study In order to better understand customers' assessment of Vinaphone's service, during the internship, the author conducted in-depth interviews through direct interviews with customers who are using the service of Vinaphone at the store The collected information helps the author better understand the current situation of the company, as well as help serve the qualitative analysis process Objective of In-depth interview The purpose of the interview is to better understand the customer reviews about Vinaphone's customer care, and to find out the reasons why they are satisfied or dissatisfied with the customer service at Vinaphone company Content of in-depth interview questions First of all, the in-depth interviewees will be introduced to the purpose of the interview After that, these customers will be asked questions about Vinaphone's customer service, and they are also asked to answer the survey for quantitative analysis to give comment about the questionnaire The content of interview questions are as follows: How you rate the quality of Vinaphone customer service? How would you rate the content of Vinaphone's customer care programs? What are your suggestions about Vinaphone customer service? Interview results: Customer's assessment of Vinaphone's service The results showed that most interviewees (⅚) said that customer service currently faces a number of limitations such as: time to answer questions, responses are not fast (3 / respondents) (" answered on page for quite a long time, I have to wait quite a long time to get feedback "; " sometimes calling to customer service call center is blocked network, making calls that can't be solved "); 50% (3/6 people interviewed) also said that Vinaphone does not have many attractive customer care programs such as guest carriers, care and 22 hospitality programs are still lacking Certain effects help increase viewers' satisfaction 4/6 of the interviewees proposed that Vinaphone should take measures to minimize waiting time for customers both in direct stores and online channels via call center, email, or via social networks In addition, when asked about after-sales programs, customer care, 100% of the interviewees agreed that Vinaphone should develop more and more diversified programs of customer relationship management and incentives to increase experience, increase satisfaction and increase the rate of returning to Vinaphone's services Interview results: Customer's opinion about the survey questionnaire In general, the interviewees all assessed the questionnaire quite fully, the content was reasonable However, in some sentences, the author has reinterpreted the question based on the opinion of the interviewee to ensure the questionnaire is easy to understand 5.2 Quantitative study The objective of the survey by questionnaire is to assess in a more general way the customer reviews, and to collect ideas to improve the quality of Vinaphone's customer service ❖ Sample description The survey was conducted with a sample size of 114 people in the form of online coupon distribution via social networking platforms such as Facebook, Instagram Specifically, the number of responses the author collected after 11 days of online survey was 178 However, after the survey collection process, only 114 valid responses were retained (equivalent to 64%) 64 invalid responses are filled out, or randomly filled by respondents which not ensure the reliability for the data 114 people surveyed are all customers who have been or are using products and services of Vinaphone Descriptive statistics of the sample observed by gender and age characteristics are summarized in the table below Table 5.1 Sample description observed by gender and age 23 Factors Item 114 56 58 114 19 15 45 22 Gender Male Female Age Under 20 years old 20 to 29 years old 30 to 39 years 40 to 49 years old 50 to 59 years old 59 years old and older ❖ Percentage 49.12% 50.88% 16.67% 13.16% 39.47% 19.30% 5.26% 6.14% Source: Survey 2020 Survey result The statistical results describing customer reviews on the content of Vinaphone's customer service program are shown in the following table 24 Table 5.2: Customer's assessment of the customer care program content of Vinaphone Frequency (%) Strongl Item y Disagre Disagr e ee (2) Normal Agree (3) (4) Strongl y agree Mean (5) (1) Vinaphone has many customer relationship management programs (Care plus program, customer appreciation 7.02 29.82 54.39 % % % 1.75 40.35 33.33 14.91 % % % % 8.77 11.40 68.42 % % % 5.26 25.44 35.09 19.30 14.91 % % % % % 5.26% 3.51% 2,684 program, best wishes, ) Content the letters Vinaphone's customer relationship management program is quite 9.65% 2,904 8.77% 2.63% 2,851 diverse Vinaphone's programs are very convenient and easy to use (interface, registration time, ) Overall, I am satisfied with Vinaphone's customer relationship management 3,132 Source: Survey 2020 From the survey results in the table above, the level of customer satisfaction with Vinaphone's customer relationship management programs is only at low level (Mean 3,123), indicating that customers are still not really satisfied with the customer relationship management of the company, or the content of these program has not met the expectations of the majority of customers who have or are currently using Vinaphone's services Observational variable “Vinaphone has many customer relationship management (Care plus program, customer 25 appreciation program, best wishes, )” received the lowest average rating in the table (mean = 2,684) shows that, the current number of gratitude, customer relationship and marketing programs of Vinaphone has not been much, or much but has not created efficiency and impression for customers, has not been remembered by customers For example, a program that sends customers happy birthday messages is not often noticed by customers In addition, the content of these programs has not been assessed as diverse and rich (mean = 2,904) At the same time, some other customer programs are considered difficult to operate, not user-friendly when observing variables “Vinaphone's programs are very convenient and easy to use (interface, registration time, …) Received only the average value is 2,851 Table 5.2: Customer's assessment of Vinaphone's customer relationship management performance Frequency (%) Strongl Item y Disagre Disagr e ee (2) Normal Agree (3) (4) Strong Agree Mean (5) (1) Vinaphone's registration 4.39 24.56 47.37 18.42 % % % % 5.26 21.05 48.25 19.30 % % % % 6.14 22.81 35.09 22.81 13.16 % % % % % 4.39 26.32 45.61 16.67 % % % % In general, I am satisfied with 6.14 21.05 33.33 23.68 Vinaphone's customer service % % % procedures and services are easy to use The procedures for registering and using services of Vinaphone are very quick Quick response time on customer service system Quick response time 26 5.26% 2,956 6.14% 3,000 7.02% 15.79 3,140 2,956 3,219 % % Source: Survey 2020 According to the survey results, the overall satisfaction with Vinaphone's customer relationship management service received a medium value (mean 3,219) shows an average level of satisfaction with customer relationship management, feedback, and complaint resolution at the company The two observed variables that received the lowest mean values in the table were “Quick complaint settlement time” and “Service registration procedures, service” with mean for both observed variables being 2,956 This shows that customers are not really satisfied with these two aspects of Vinaphone customer relationship management Specifically, the low average value indicates that customers have higher expectations for the service registration Vinaphone can eliminate cumbersome forms and administrative documents to save time for customers and help users more easily access to company's products and services In addition, improving the optimization of customer complaints, especially reducing the waiting time for resolving complaints, supporting quick response to problems that can help improve customer satisfaction goods for brands 27 CONCLUSION The analysis of the research on the external environment as well as the internal environment of the business helps identify the strengths and weaknesses of the company, thereby finding opportunities and anticipating new challenges Regarding business activities, it can be affirmed that Vinaphone has a high-class brand advantage, a long history of creating trust for customers The company often pioneers in providing new, diversified and high-quality services to meet the diverse needs of its customers Along with that is the widespread infrastructure network and good financial potential However, it cannot be denied that the quality of some services provided by Vinaphone is not really high, there are not many services to meet the target of young customers, the prices of some high services and the method of fee calculation is not attractive to customers, cumbersome sales procedures as well as customer management system still face many limitations Therefore, some solutions given for Vinaphone are, Vinaphone needs to invest in developing its products - basic services and value-added services On the one hand, Vinaphone needs to increase investment for the Center in terms of facilities and resources On the other hand, improving the quality of products - services, particularly network quality, transmission lines, integrating technology into its value-added services, the list of products and services should also be diversified to expand the market of activities, serving a variety of customers In addition, Vinaphone needs to focus on investing in facilities, improving the quality of coverage in remote areas, meeting all the requirements of customers to enhance the brand of Vinaphone in the country and the whole country foreign In addition, one of Vinaphone's weaknesses lies in customer care Survey results show that customers are not really satisfied with the content of customer care and gratitude programs as well as customer care, feedback and complaint resolution by Vinaphone Therefore, the report proposes specific solutions focusing on improving the efficiency of customer care of 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2020 [online] Available at: [Accessed 15 April 2020] 10 Vnexpress, P., 2008 Mạng Di Động Của Những Người Giàu Vnexpress Kinh Doanh [online] Amp.vnexpress.net Available at: [Accessed 10 April 2020] 11 Vnpt.com.vn 2020 Giới Thiệu Chung Về Vinaphone - VNPT [online] Available at: [Accessed 10 April 2020] 30 ... topic ? ?Improving marketing strategies at telecommunication service corporation companyVinaphone” I- Internal analysis 1.1 History of Telecommunication Service Corporation (VNPT Vinaphone) VNPT VinaPhone. .. - Telecommunication products and services in the market 1.2 Main services of Telecommunication Service Corporation (VNPT Vinaphone) Products and Core Services of Telecommunication Service Corporation. .. analysis 1.1 History of Telecommunication Service Corporation (VNPT Vinaphone) .2 1.2 Main services of Telecommunication Service Corporation (VNPT Vinaphone) .3 1.3