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Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY

Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY

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Training Equipment and Technology Development Co., Ltd was officially

founded on November 24/02/2004

In the last 13 years, it has been the company that produces equipment for

teaching, vocational training and of top quality reputation in Vietnam. It has

provided training equipments to hundreds of vocational schools, colleges and

universities. They are proud that their products have the quality management

standard ISO 9001:2008 and ISO 14001:2004 standard, contributing to the

improvement of quality of education.

1.2.1. Vision

-



Gradually build Ngochuy Training Equipment and Technology Development

Co., Ltd into a strong organization with advanced equipments and

production technology.



-



Striving to become one of the top businesses with a brand stature and

credibility in Vietnam specializing in providing technical equipment, training

models to teach the most advanced technology on the market to meet the

higher demand for modern technology integration period.

1.2.2. Mission



-



Creation and protection of the value of sustainable investment for owners

and partners based on financial transparency, expertise in organization and

production technology.



-



Persistence to build a staff of well-qualified, ethical, modern-working style

in a professional working environment.



-



Fulfilling responsibility to the shareholders, to contribute further to society

and the environment, and for the professional development and quality of

life better by the staff.

1.2.3. Objectives



-



Fostering talents, training to improve technique, good workmanship in order

to bring tremendous dedication in the many areas for society.



-



Operation and development according to the criteria: "best satisfying

customer's needs, ensuring quality of provided products and services"



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1.3.



Organizational structure



The company consists of a Director and four functional departments :

Marketing and Sales department, Finance & Accounting department, Technical

department and Personnel Administration Department. The organizational structure

is shown in the following diagram:



Figure 1: Organization structure



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Handle and process orders

Marketing & Sales

Department



Board of Directors



Finance & Accounting

Department



CEO



Consult on marketing plan

development

Manage inputs, output

costs of the company

Report on the financial

situation of the company

for leadership if required

Manage the entire system of

machinery and equipment in

the production line.



Technical Department

Research, propose and handle

the technical issues related to

the production process



Plan the recruitment,

training, development of

human resources

Personnel Administration

Department



Build regulations of

incentives to stimulate

employees

Implement regimes for

employees.



Source : Company regulations 2015, 3rd edition

The chart above gives some information about the functions of each

department. Howerver, the functions of Marketing department will described in

more detail.

Marketing functions include research and development, pricing, distribution,

customer service and communications. On the other hand, sales department advises

the marketing department based on its feedback with customers and focuses on

customer contact to drive sales. The marketing department that sets strategies and



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decides what marketing communications it needs to support its efforts will tells the

sales staff what to emphasize and what sales tools is will use.

Under the current structure, Marketing and Sales department includes one

chief and four staffs, in which two people in charge of receiving and processing

order and one people in charge of making marketing plan and managing selling

products online.

The responsibility of the chief of the department:

-



Checking, reminding, reviewing the orders which the employees handle.



-



Supporting business personnel in the handling of orders and developing

business plans for the company.



The responsibilitíes of the marketing staffs:

-



Looking for customers wishing to placing orders from the company



-



Finding reputable source, at a reasonable price and in accordance with the

requirements of customers for quality, styles and models.



-



Managing Facebook page (fanpage) and the website; support and care about

customers during and after transactions



-



Planning procurement of equipment, machinery for production and

marketing activities

1.4.



Business activities



Ngochuy company provides design, production and technology transfering

vocational teaching equipment. Besides, company also produces equipment and

tranfers technology in the fields of information technology, mechanical engineering,

instrumentation, electrical, electronics, refrigeration, automation, water and

environmental sectors. The other equipment can be repaired, warranty, maintenance

of commodities traded by the company.



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Ngochuy company mainly concentrates and develops vocational training

equipments as follows:

-



Types of practical models, experimental modules specialized in industrial



electricity: electricity - automation, PLC, production line, electric equipment,

elevator model, factory automation, ...

-



Models, experimental and practical modules of civil electricity: lighting, civil



electric control, models of household electrical appliances.

-



Models, experimental modules and specialized practice of electronics.



Including types of models, equipment, modules of civil electronics and industrial

electronics such as: Inverter controllers, inverter controllers, inverter circuits, Triac

and SCR test drives, ADC, DVD model, Loudspeaker, microprocessor, modules on

microprocessors such as PIC, AVR, 89XX, ...

-



Modules, experimental models, specialized practice of automation such as



PLC programming, inverter control, Profibus networking practice, controlling and

supervising SCADA system, etc.

There are some main customers, such as: Hanoi Vocational College of High

Technology, Tan Phong Equipment Joint Stock Company, Ninh Binh Vocational

College of Mechanical Implements, Citek Technology Joint Stock Company,

Electric Power University, Vietnam – Korea Industrial Technical Vocational

College, Bac Ninh Vocational College of Electro-mechanics and Construction,

….However, the orders from Ninh Binh Vocational College of Mechanical

Implements and College of Urban Works Construction account for the largest

percentage in total revenue, about 30%. The data on ordering from Tan Phong

Equipment Joint Stock Company come second with under 10%.



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Chapter 2. CURRENT SITUATION OF MARKETING ACTIVITIES IN

NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING

EQUIPMENT LIMITED COMPANY

2.1.



Factors affecting to marketing activities of the company



To do a marketing research, the first step is always to study the factors that

affect the marketing of a company. Therefore, external factors and internal factors

will be covered in detail below.

2.1.1. External factors

Customer

Marketing is defined as the process by which the companies create value for

customers and build strong customer relationships in order to capture value from

customers in return. Hence, customers are decisive factors for success or failure of

your business. If the company's products were brought to market with little demand,

the cheap price and strong distribution channels is also not effective. So when

planning the strategy for product, the company has research about needs of our

customers.

The customers of Ngochuy company are mainly vocational colleges, such as:

Hanoi Vocational College of High Technology, Ninh Binh Vocational College of

Mechanical Implements, Electric Power University, Vietnam – Korea Industrial

Technical Vocational College, Bac Ninh Vocational College of Electro-mechanics

and Construction,….The proportion of orders of vocational colleges account for

about 70% in total.

Competitors

Now, Vietnam market has quite fierce competition. Besides more than 30

manufactory, there have hundreds of small manufactories. Can be included a

number of major competitors of the company such as Tan Phat Equipment Joint



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Stock Company, Vinh Quang Group, Thanh Hung Automation Joint Stock

Company, ….

Economy – Society

Trend of social and cultural environment greatly affects the shopping way of

consumers. Due to rapid population growth and high standards of living, the

demand for products also increases dramatically. In fact, standard of living

influence on consumption situation of enterprises. Therefore, companies should care

and study cautiously to give appropriate solutions.

During the stage of developing economies, GDP per capita is increasing, for

example, in 2016, GDP reached 2,185.69 USD/person. Sector factors such as

inflation and especially economic crisis in 2008 have affected remarkably

confectionery consumption situation of consumers. Besides, the gap between the

rich and poor is a major challenge for the company since the company's products

are to serve consumers with the low and medium price.

2.1.2. Internal factors

Corporate objectives

As with all the functional areas, corporate objectives are the most important

internal influence. And the marketing staff in Ngochuy company always set

marketing objective that do not conflict with a corporate objective.

Human resources

For a services business in particular, the quality and capacity of the workforce is

a key factor in affecting marketing objectives. A motivated and well-trained

workforce can deliver market-leading customer service and productivity to create a

competitive marketing advantage

Business culture

E.g. a marketing-orientated business is constantly looking for ways to meet

customer needs. A production-orientated culture may result in management setting

unrealistic or irrelevant marketing objectives.



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Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY

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