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Chapter 1. AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY
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.
Gradually build Ngochuy Training Equipment and Technology Development
Co., Ltd into a strong organization with advanced equipments and
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.
Creation and protection of the value of sustainable investment for owners
and partners based on financial transparency, expertise in organization and
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.
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"
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
Handle and process orders
Marketing & Sales
Board of Directors
Finance & Accounting
Consult on marketing plan
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.
Research, propose and handle
the technical issues related to
the production process
Plan the recruitment,
training, development of
Build regulations of
incentives to stimulate
Implement regimes for
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
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
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
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
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.
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%.
Chapter 2. CURRENT SITUATION OF MARKETING ACTIVITIES IN
NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING
EQUIPMENT LIMITED COMPANY
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
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
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.
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
Stock Company, Vinh Quang Group, Thanh Hung Automation Joint Stock
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
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.
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
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.