MINISTRY OF FINANCE

University of Finance-Marketing

International School of Finance-Marketing

INTERNSHIP REPORT

TOPIC:

MARKETING ANALYSIS IN TRANSPORT –

WAREHOUSING AND TRADE SERVICE JOINT
STOCK COMPANY

Lecturer: BẢO TRUNG

NAME: NGUYỄN THỊ CẨM TÚ

ID: 1821002362
Ho Chi Minh City, 2021
 CLASS: IP18DMA

INTERNSHIP REPORT

I. INTRODUCTION
For a long time, lubricants and solvents have been
Lubricants and solvents have long been recognized as
critical and strategic materials for the country's
development. These are product lines that play a critical
role in ensuring socioeconomic development, as well as
effectively and efficiently serving the cause of the
country's industrialization and modernization.
Furthermore, lubricant products and solvents not only
meet people's daily needs, but they are also an important
source of fuel with a significant impact on the
manufacturing and service industries, particularly the
transportation sector.
Currently, one of the factors that Improving the
competitiveness of enterprises is a marketing tool, in the
face of the trend of integrating into the global economy
to be able to survive and develop in a dynamic world,
and in the face of fierce competition among businesses
in the market. TRANSPORT – WAREHOUSING AND
TRADE SERVICE JOINT STOCK COMPANY has
also partly focused on its marketing over the years to
encourage customers to consume the goods provided by

Ho Chi Minh City, 2021

the Company, thereby maintaining the Company's
market development. However, the company's
marrketing is still not professional.
Recognizing the importance of marketing for
businesses, I chose "Analyzing Marketing Activities at
TRANSPORT – WAREHOUSING AND TRADE
SERVICE JOINT STOCK COMPANY
VINATRANCO as the topic of his internship report, in
addition to the internship period at TRANSPORT –
WAREHOUSING AND TRADE SERVICE JOINT
STOCK COMPANY VINATRANCO.

Ho Chi Minh City, 2021

 CHAPTER 1:
INTRODUCTION WAREHOUSING AND TRADE
SERVICE TRANSPORT VINATRANCO JOINT
STOCK COMPANY

II. INTRODUCTION AND DESCRIPTION OF

ORGANIZATION

II.1. Overview of TRANSPORT – WAREHOUSING

AND TRADE SERVICE JOINT STOCK
COMPANY

II.1.1. History of establishment and development of

Vinatranco
Formerly known as Logistics and Trading Services
Company - a state-owned enterprise under the Ministry
of Trade, established in 1981. The company has
branches, warehouses and agents in Hanoi, Hai Phong,
and Ho Chi Minh City. Ho Chi Minh City and Joint
Venture with foreign partners.

The process of establishment and change of company

name:

Ho Chi Minh City, 2021

 - On November 3, 1979, the Department of Logistics was
established
- May 5, 1981 changed to Logistics Company I
- on 11/11/1985 changed to Logistics Corporation
- on 22.02.1995 changed to VINATRANCO Logistics
and Trading Service Company
- April 28, 2005 Changed into Logistics and Trading
Service Joint Stock Company – Vinatranco.

 Information of VINATRANCO:
- Company Name: TRANSPORT – WAREHOUSING
AND TRADE SERVICE JOINT STOCK COMPANY
- Short name: VINATRANCO
- Head office address: No. 473 Minh Khai Street, Vinh
Tuy Ward, Hai Ba Trung District, Hanoi City
- Phone: 8621644/ 8624413 FAX: 8621214
- Email: vinatranco@hn.vnn.vn Website: vinatranco.com

II.1.2. Industry and field of operation of Vinatranco:

The Company's mission is to produce, trade-in
transportation services, collaborate and invest with
domestic and international economic organizations to
produce and create goods, effectively exploit vehicles
and treasures, and contribute to meeting the demand for
consumption production, social consumption, and
import and export activities.

The following are VINATRANCO's areas of expertise:

- Transportation services and domestic and
international freight forwarding: packing,

Ho Chi Minh City, 2021

 consolidating, retail distribution, customs clearance
agency, shipping brokerage, transit transportation,
import forwarding, Vinatranco is a reliable partner
for many well-known shipping lines and
international freight forwarding companies
worldwide.
- Dealing in petroleum, specialty oils, rubber
plasticizers, and various chemicals... Since 1995,
Vinatranco has been a reliable and long-term
distributor of ExxonMobill lubricants in Vietnam.
- Import and export of iron and steel products,
synthetic rubber, automobile and motorcycle tire
products, office equipment, and consumer goods.
- Joint venture, investment collaboration in the
production of export products.
- Warehousing, manufacturing, and factory and
office rental and leasing: Vinatranco currently
operates 60,000 square meters of warehouse space
and over 20 container trucks. As a member of the
Federation of International Freight Forwarders
Associations (FIATA) and the Vietnam Freight
Forwarders Association (VFFA), we offer a wide
range of services (VIFFAS)

II.1.3. Function the apparatus the company’s organization

structure:
Chairman of the Board of Directors, General Director,
and Deputy General Director are among the company's
leaders.
Company office: 473 Minh Khai Hanoi, with 5 rooms:

Ho Chi Minh City, 2021

+ Sales of grease, solvents, and chemicals
+ Transportation - commercial business - forwarding
department
+ Administration and Organization
+ Project Accounting
+ Financial Accounting
The subordinate units:
+ CÔNG TY CP DẦU NHỜN CNLUBE VIỆT NAM
Địa chỉ: 20 Mạc Thị Bưởi, Phường Vĩnh Tuy, Q, Hai Bà
Trưng, Hà Nội
+ CHI NHÁNH CÔNG TY CP KHO VẬN VÀ DỊCH VỤ
THƯƠNG MẠI HẢI PHÒNG II
Địa chỉ: 52 Trần Khánh Dư, P Máy Tơ, Q Ngô Quyền,TP Hải
Phòng.
+ CHI NHÁNH CÔNG TY CP KHO VẬN VÀ DỊCH VỤ
THƯƠNG MẠI TẠI BÌNH DƯƠNG
Địa chỉ: 1/555 Tổ 9, Khu phố Hòa Lân 2, P Thuận Giao, Thị
xã Thuận An, Tỉnh Bình Dương.
+ KHO TẠI HẢI PHÒNG - CÔNG TY CP KHO VẬN VÀ
DỊCH VỤ THƯƠNG MẠI
Địa chỉ: 226 Đường Lê Lai, Phường Máy Chai, Quận Ngô
Quyền, TP Hải Phòng.
+ KHO TR U QÙY - CÔNG TY CP KHO VẬN VÀ DỊCH
VỤ THƯƠNG MẠI
Địa chỉ: Thôn Bình Minh- TT Trâu Quỳ- Gia Lâm, Hà Nội.
+ KHO ĐÔNG ANH - CÔNG TY CP KHO VẬN VÀ DỊCH
VỤ THƯƠNG MẠI
Địa chỉ: Tổ 37, Thị trấn Đông Anh, huyện Đông Anh, Hà Nội.
+ KHO MẠC THỊ BƯỞI - CÔNG TY CP KHO VẬN VÀ
DỊCH VỤ THƯƠNG MẠI

Ho Chi Minh City, 2021

 Địa chỉ: 20 Mạc Thị Bưởi, phường Vĩnh Tuy- Quận Hai Bà
Trưng, Hà Nội.
+ KHO CHI NHÁNH BÌNH DƯƠNG
Địa chỉ: 1/555 Tổ 9, Khu phố Hòa Lân 2, P Thuận Giao, Thị
xã Thuận An, Tỉnh Bình Dương.

Using the Company's management apparatus

- Create and organize the effective implementation of the

Company's plans to complete the assigned tasks,
resulting in high-profit business results.
- Manage and use business capital effectively in
accordance with the State's current policies and regimes,
and develop existing capital Comply fully with the
Ministry of Industry and Trade's policies, laws, and
regulations.
- Completely carry out the obligations set forth in the
contract signed with the customer in terms of keeping
the goods, forwarding and transporting the goods, the
joint venture contract, and the contract of purchase and
sale of supplies and goods.
- Employees are managed holistically, with attention paid
to both their material and spiritual well-being, and their
professional qualifications are constantly improved.
- Do a good job of protecting labor safety, social order,
the environment, socialist property, and defense and
security.
- Incorporate registered regulations into business
operations.
- to fulfill legal obligations to the state budget

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- To actively trade, sign economic contracts, form joint
ventures, and collaborate in investment with domestic
and international organizations.
- Borrowing capital from the State Bank of Vietnam,
mobilizing other capital sources at home and abroad to
conduct business, and investing in business
development in accordance with current legal regimes.
 Duties and powers Department of Organization and
Administration
- Advise the General Director, guide and inspect the
performance of administrative tasks of the units under
the Company to suit the development of the unit through
each business contract.
Organization of staff, labor and salary.
- Research and propose a plan on the organization of the
Company's apparatus to suit the development of the unit
over time.
- Performing money labor; personnel work and staff
planning of the Company, recruitment and training of
employees, signing labor contracts and monitoring
contract performance, social insurance, health insurance.
Manage personnel records, settle benefits for
employees, settle labor disputes.
- Pay salary for the office block, propose bonus for the
whole Company
- Develop professional standards, train to improve
professional qualifications, rank promotion contest,
consider salary increase, emulation, reward and
discipline.

Ho Chi Minh City, 2021

- Occupational safety and hygiene, fire prevention and
fighting, PCBL, inspection and protection.
- Comply with the relevant Law on Complaints and
Denunciations.
Administrative work.
- Typing documents and documents at the request of the
Company's leaders, forwarding dispatches to, keeping
records of documents, managing and using seals
according to regulations.
- Arrange, arrange working rooms and works to serve the
staff working at the Office
- Managing the use of cars, electricity, water, telephones,
stationery, buying newspapers, etc. to serve the work
and work of the Office.
- Make a plan to repair the house, purchase office
equipment and supplies to serve the unit.

 Duties and powers of the Finance-Accounting

Department
- Financial and accounting work
- Advise the General Director on the financial and
financial affairs of the Company and directly:
- Developing and implementing financial plans.
Coordinate with relevant departments to make a plan to
balance capital used and use it with high efficiency.
Actively ensure capital for production and business
activities of the Company.
- Collecting and processing accounting information and
data. Organize and maintain accounting documents and

Ho Chi Minh City, 2021

 records in accordance with the general provisions of the
Law and the Company's regulations
- To record and record honestly, accurately and timely
transactions arising in the process of production and
business.
- Check and supervise financial revenues and
expenditures, budget collection and payment
obligations, debt payment. Timely detection and
prevention of acts of embezzlement, wastefulness,
violations of financial and accounting regulations.
- Prepare financial statements according to the current
regime. Provide information and data on the financial
situation of the Company at the request of competent
individuals and organizations.
- Fund management, monitoring of cash balance, stocks,
bonds and other certificates with monetary value.
Monitor inventory and coordinate with Sales
Department to compare and confirm the value of
inventory periodically according to regulations
- Advising and assisting the General Director in hiring
auditors and financial consultants to provide accurate
and truthful accounting data.
- Management and inspection
- Advising and assisting the General Director in guiding
and inspecting the implementation of accounting,
financial and asset management operations of the
Company in accordance with current laws.
- Instructing subordinate units in recording, accounting
and reporting regimes in accordance with the prescribed
regime and time.

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- Performing internal audit for affiliated branches
- Perform other tasks as requested by the General
Director.
 Duties and powers of Project Department - General
planning work:
- Support the General Director in surveying, researching
strategies on market expansion and business products of
the Company on the basis of resources and potentials of
the unit.
- Synthesize and develop the company's 5-year and
annual business plan.
- Prepare dossiers and documents for operating
operations, meetings of the General Meeting of
Shareholders, the Board of Directors, the General
Director./
- Support the General Director in the field of consulting
the legality of documents, economic contracts of the
Company in negotiation, signing and the application of
legal documents in production and business. Exercising
the right to prosecute related cases and economic
contracts.
- Construction work and project management
- Carrying out the procedures for applying for legalization
of land use rights, land lease contracts and granting land
use right certificates for the land plots the Company is
using, serving the planning, management, exploitation
effectively exploit and use the existing land fund.
Manage records of the Company's house and land.
- Support the General Director in making investment
reports, making feasible investment projects and

Ho Chi Minh City, 2021

 submitting them to the General Meeting of Shareholders
and the Board of Directors when assigned.
- Support the General Director to evaluate the feasibility
of raising capital for production and business investment
before submitting to the Board of Directors or hiring a
consultant...
- Organize and monitor projects when approved
- Perform other tasks as requested by the General Director
 Duties and powers of the Department of Forwarding
- Transport - Commercial Business
- Support the CEO and directly do business in the
field of Forwarding, Transport and Commercial
Services in accordance with the current Law.
Actively survey and research to expand domestic
and foreign business markets
- Development of transport business plans and plans;
domestic and international freight forwarding
agents; customs clearance agent; transit transport,
border crossing, ship brokerage, port services;
trading in materials, equipment, spare parts, means
of transport; directly import and export goods and
receive entrusted import and export goods when
there is a need Organize the effective
implementation of shipments and contracts
assigned by the Company.
- In addition to the above duties, are allowed to
trade in goods not banned by the State.
- Good money management in the business process
- Make reports on economic results, make original
documents and invoices in accordance with the

Ho Chi Minh City, 2021

 provisions of law and professional guidance of the
Finance - Accounting Department.
- Urging debt recovery, taking responsibility for
customers' debts managed by the department.
- Guiding, helping and coordinating with affiliated
units to well perform related business operations.
- Perform other tasks as requested by the General
Director.

 Duties and powers of Lubricants - Solvents -

Chemicals Sales Department
- - Support the CEO and directly conduct business in the
field of lubricants, solvents, chemicals and other related
commercial services in accordance with current Laws.
- Survey, research to expand domestic and foreign
markets and products.
- Develop plans and business plans for petroleum
products, solvents, chemicals and other products derived
from open oil. Directly import-export and receive
entrusted import-export of goods when there is a need.
Organize the effective implementation of shipments and
contracts assigned by the Company.
- In addition to the above duties, they are allowed to
trade in goods not banned by the State.
- Good money management in the business process
- Implement business results reports for each shipment
and for each month, quarter, and year.
- Strictly observe the principles of economic
management, make original vouchers and invoices in
accordance with the provisions of law.

Ho Chi Minh City, 2021

 - Urging debt recovery, taking responsibility for
customers' debts managed by the Department.
- Guidance on the planning of loading and storing goods
of the Company and of the customer units that have
stored goods
- Guide and help subordinate units to perform well
related business operations.
- Perform other duties as requested by the General
Manager.
II.2. DESCREIPTION MY JOB IN ORGANIZATION:
Internship position:
Intern at the general administration department
with the title of administrative staff, perform the
main tasks as follows.
- Learn about the company's current lubricant and
solvent products.
- Check, supplement, classify and sort product
information according to separate items.
- Check additional missing information in the
management book of each product segment.
- Based on data collected from agents, classify
products according to the quantity of product
consumption.

CHAPTER 2:
THE MARKETING STATUS AT THE
COMPANY

Ho Chi Minh City, 2021

III. THE SITUATION OF BUSINESS AND
CONSUMPTION OF LUBRICINE PRODUCTS -
EXXONMOBLI AT VINATRANCO COMPANY.

III.1. Business situation of Vinatranco Company

Current status of the Company's business products
- In the field of transportation business and domestic
and international freight forwarding services; Packing,
retail distribution, customs clearance, ship brokerage,
transit transportation, border transfer, port services,
Vinatranco is a reputable partner of many shipping lines
and of many freight forwarding companies.
internationally famous in the world. Products
forwarding, transportation, customs, the company
always ensures to comply with international laws and
practices, ensures the best contract performance
according to customer requirements, improves the
reputation and competitiveness of the business on the
commercial service market.
- With the business field of petroleum products,
specialized oils, rubber plasticizers, chemicals...
Vinatranco always provides customers with high quality
products that meet the technical requirements for the
guaranteed production process. ensuring timeliness,
safety, convenience, civilization, always being a
business partner with many well-known enterprises.
Vinatranco is a reputable and long-time distributor of
famous lubricants and greases of the famous oil
company ExxonMobil in Vietnam since 1995.

Ho Chi Minh City, 2021

With the advantage of owning a lot of land, the
company has many advantages in the process of doing
business in warehouses, factories, renting and leasing
factories and offices. Vinatranco currently owns
60,000m2 of warehouse space, more than 20 container
trucks, is a member of the Federation of International
Freight Forwarders Associations (FIATA), and the
Vietnam Freight Forwarders Association (VIFFAS).
In addition, the Company also trades in many other
items such as: import and export of iron and steel
products, synthetic rubber, tire products for cars,
motorcycles, office equipment, and consumer goods.
The company focuses its resources mainly on
commercial activities such as: trading specialized
petroleum products, plasticizers, chemicals; import and
export of iron and steel products, synthetic rubber, tire
products for cars, motorcycles, office equipment,
consumer goods... These products account for more than
95% of revenue and are also the product group that
brings the most profit for the company. Next are
domestic and foreign transportation products and
services: forwarding, packaging, customs clearance,
ship brokerage, port services... annual revenue accounts
for 1.5-2.7% total revenue. As a company that is
convenient in land use, currently owns 60,000 m2 of
land, Vinatranco has utilized and exploited it as a
warehouse rental service, with annual revenue
accounting for about 0.9-1.5%. Next is revenue from
other activities, currently the company is also planning
to increase profits from these activities.

Ho Chi Minh City, 2021

 Biểu đồ số 2.1 Cơ cấu doanh thu theo sản phẩm
năm 2007

III.2. Characteristics of competition in the market

- Characteristics are trading companies, buying and
selling, so when it comes to the market, it is necessary
to mention both the input market and the output market.
- Products that enterprises trade in the field of capital
goods such as lubricants, solvents, and chemicals. The
company imports goods from abroad with its partner,
the famous lubricant company ExxonMobil, or imports
its base oil and then returns it. Dong Nai prepares. Iron
and steel products, synthetic rubber, office equipment,
the company always does business with reputable
enterprises to bring consumers high quality products.
- The Company's customers are very rich and diverse,
mainly industrial customers, and possibly direct
Ho Chi Minh City, 2021
consumers. All subjects who have needs for the
products that the business provides are met by the
Company in the best way. However, the Company
always has a policy for its target market, always
exploiting potential market areas to take care of large
customers.
- The demand of consumers as well as manufacturing
enterprises is increasing and diversifying, which means
that the market of the Enterprise also becomes large and
diverse, which is an advantage for the company to
promote its advantages. his position. However, with
more and more companies operating in the field of
logistics and commercial services, the competition is
getting stronger and stronger. Each business segment of
the company such as the lubricant business or the
logistics business also has its own competition. At the
same time, the general economic development of
Vietnam's economy as well as the world's, the
international economic integration, which is clearly
demonstrated by Vietnam's accession to the WTO,
businesses have many advantages and also many
difficulties. . Import and export activities must also be in
line with international practices, and changes in foreign
policies also make the company have appropriate and
effective countermeasures to avoid passive situations.
- Particularly in the lubricant business, the company
currently faces many challenges, which is the increase
of lubricant brands in the market in both quantity and
quality, followed by difficulties due to new policies. of
ExxonMobil on the Vietnamese market. Currently, in

Ho Chi Minh City, 2021

 the lubricant business segment of the company, there are
two types of competitors: internal competition and
external competition.
- Internal competition is competition that takes place
between the distributors of the firm. Although
ExxonMobil has a policy of managing distributors with
each other to avoid competition for customers by
dividing market areas, there are interferences between
regions, which creates competition customer.
- Besides internal competition, in the lubricant business,
Vinatranco is facing strong competitors in the lubricant
market in Vietnam. In recent years, many foreign
lubricant companies have invested in our country's
market, creating fierce competition among firms, some
well-known brands such as: Shell, Caltex, BP, Castrol,
PLC, and some New domestic lubricant companies
appear with very small market shares and are still not
reputable such as Mekong, APP, Nikko, Vilube. Each
oil company has its own strengths and weaknesses, but
they all contribute to a more vibrant lubricant market in
our country, giving consumers more choices and
increasing competition among firms to promote the oil
market. grease in developed Vietnam. Strong
competition puts Vinatranco in front of great challenges
that require the company to take practical measures to
develop the market to increase profits for the company.

III.3. The current state of the company's marketing

operations
III.3.1.Product strategy

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 Currently, the company deals in lubricants for automobiles
and industrial machines.
Most of the base oil components in Vietnam cannot be
produced and must be imported entirely. There are
currently only a few small production facilities, but they
are untrustworthy and insignificant in number. The
Company trades two types of lubricants products based on
import criteria:
- Imported lubricant is a finished product.
- Lubricants are imported semi-finished products
that are then processed in Vietnam.

Regardless of whether they are completely imported or

prepared in Vietnam, the products traded by the
Company strictly adhere to the International Lubricants
Association's technical process, particularly the
standards of international lubricants. Top quality
products are guaranteed by an American engineer. To
facilitate management and sales of lubricant products,
the company's inventory can be divided into five
categories:

- Oil for trucks, buses and special purpose vehicles: CVL

- Industrial oils: In the group of industrial oils, there are
many subgroups such as: marine oil, hydraulic oil, gear
oil, air compressor oil, cutting oil, anti-rust oil, heat
transfer oil, machine oil stone stock, high temperature
chain oil
- Car oil: PVL is currently promoting two brands at the
same time to increase profits and boost sales with

Ho Chi Minh City, 2021

 effective marketing activities. The Esso brand has a
simple product range, the trademark of “Reliable and
consistent quality”: Esso Etra 20W-50, Esso Superflo
20W-50; With the Mobil brand, we have a diverse
product range, focus on lubrication benefits, and
position Mobil 1 as a product with world leading
quality: Mobil 1 5W50 & 0W-40 Mobil Special 20W-
50, Mobil Super XHP 20W-50, Mobil Super S Plus
10W-40….
- Motorcycle oil: MCO such as Esso 4T 20W-40, Esso 4T
Power 20W-50, Mobil Special 4T 20W-40…
- High-tech oil (rubber): RPO

YEAR 2013 2014 2015

QUANTITY (L) 4.552.858 7.780.263 9.381.530
VALUE (VND) 45.143.000.000 52.964.006.556 55.729.796.898
Table : Lubricant output and value from 2013-2015

There are many different products in each oil group that

the company divides, each of which has different
characteristics and specifications, from which the use
and features of each product are: As a result, prices and
market demand vary by type. However, because the
research conditions do not permit it, and the products in
the group share some similarities, we can only study the
group of products that the company has divided as
described above. The company's business motto is "best
quality, most reliable service, most reasonable price,
fastest delivery."

The Company has prioritized the quality of its input

goods over the years. As a result, in order to protect the
interests of customers, the technical team is required to

Ho Chi Minh City, 2021

 carefully check the quality of goods before distribution
to agents and customers. In general, when it comes to
product strategy, the Company has always prioritized
the quality of its goods in order to protect the interests
and interests of consumers, thereby building trust and
confidence among customers. more and more every day

III.3.2. Pricing Strategy

- For retail price
The retail price of petroleum products, like that of other
members, is the ceiling price set by the Ministry of
Finance; typically, the Company's retail price is not
lower than the ceiling price to ensure profitable
business.
- For wholesale price
Over the years, in order to increase the company's
market competitiveness and to retain and attract more
new customers, the company has implemented the
following wholesale pricing strategy:
- Selling price for general agents and agents
The Company provides a pricing strategy for agents and
general agents that allows them to be compensated per
liter of product. For general agents and agents, the
selling price is calculated as the retail price minus
remuneration. The company offers an appropriate
remuneration based on the distance, transportation costs,
and the competitor's agent remuneration. As a result,
different adjustments are made depending on the agent.
For oil products, the remuneration for general agents
and agents typically ranges from 150 to 170 VND/liter.

Ho Chi Minh City, 2021

 - Wholesale and wholesale prices for industrial
customers
For these customers, the company offers a pricing
strategy in which they receive a commission per liter of
gasoline. The company, like agents, calculates the
appropriate commission based on shipping costs,
distances, and competitors. Typically, the company has
a price list for customers to refer to first, and if the
customer agrees, the company signs a contract; if the
customer does not agree due to the commission level
(which is lower than other competitors), the company
continues to have an agreement with them so that both
parties can accept.
In general, the company has actively been flexible in
pricing policy for each customer in the past, so the
company has attracted customers' attention.
III.3.3.Distribution strategy

In the face of fierce competition among petroleum

companies as a result of the current strong increase in
demand for production and consumption activities,
while avoiding customer loss as they switch to buying
goods from suppliers. (Petechim, Saigon Petro, and
Petro Mekong) due to inability to meet demand
As a result, the company has established a relatively
efficient distribution channel, ensuring a continuous
supply of goods to consumers and customers in a timely
and efficient manner.

Ho Chi Minh City, 2021

 VINATRANCO

INDUSTRI
AL GENERAL
STORE AGENCY
HOUSEHO AGENTS
LD

CUSTOMER
 Company -
industrial household customers
The company will sell goods directly to industrial
households from warehouses. Manufacturing factories,
companies, and enterprises such as Electromechanical
Enterprise, Cai Mep International Port Company, Le
Hung Sao Mai Company, Thuan Phat An Private
Enterprise... are among these industrial households.
Typically, these are industrial households. The company
purchases goods in large and consistent quantities; for
these customers, the company typically delivers goods
to their location and on time.
 Company - Store - consumer
This distribution channel accounts for 34.04 percent of
the company's total number of points of sale in its
distribution system. To ensure an adequate supply of
goods for consumers, the company has established a
network of retail stores that are easily accessible to
customers. The provision of the Company's products to
consumers always ensures that the right products, the
right quantity, the right quality of goods, and the listed
selling prices are provided in accordance with
regulations. Currently, the Company has a policy of
Ho Chi Minh City, 2021
 timely transportation and distribution, never running out
of goods, based on the specific consumption situation in
the market and the needs of customers.
 Company - agent - consumer
The Company uses this distribution method the most,
accounting for 60.29 percent of the time. For the
majority of agents, the Company uses door-to-door
delivery based on their order requirements. However,
during times of high demand, the transportation vehicle
breakdown (tank truck is about to expire), the company
actively rented a tank truck and increased the number of
trips to meet the full source of goods on time.
 Company - General agent – consumer
This distribution channel accounts for 5.67% of the
company's sales points. The Company's products will be
distributed to general agents, then to product distribution
agents, who will distribute them to their agents, who
will then distribute them to consumers. In Binh Duong
province, the company currently has a large number of
large general agents. When buying, the general agent
usually receives the goods via his own means. If
customers transport the goods themselves, the company
will have a preferential policy for them, increasing their
remuneration from 15 to 20 dong/product in order to
encourage general agents to purchase goods from the
company.
In general, with a network of retail stores in all districts
and towns throughout the province, the Company
ensures that petroleum consumed in the province is
supplied and met in a timely and efficient manner.

Ho Chi Minh City, 2021

 However, the company occasionally encounters many
difficulties in transportation and distribution of goods,
particularly during times of high demand and when the
epidemic situation is unfavorable to the company's
operations.
III.4. Overall evaluation of the Company's recent
marketing activities
- In general, due to the characteristics of the company's
products, it has been discovered that this is a necessary item
in business activities and daily life. As a result, the company
has not given much attention to its marketing work, and as a
result, this work at the company has not been methodical and
professional.
- In terms of product strategy, the company always focuses on
quality issues and constantly improves products to meet
market demands. To ensure the interests of its customers, the
technical team is always required to carefully check the
quality of goods.
- In terms of distribution, the Company has established a
relatively efficient distribution network capable of
responding quickly to consumer demand. However, there are
still many challenges in transportation, particularly in times
of high demand, complicated epidemics, and numerous
disadvantages, such as today.
- In terms of marketing strategy, while the company has
implemented some forms of promotion, propaganda, and
public relations in recent years, the budget for this activity
remains modest.
- - Because the company currently lacks a marketing
department, marketing is handled by sales personnel. As a

Ho Chi Minh City, 2021

 result, the sales department specialists are overly focused on
their expertise in importing and exporting goods and
reporting, so conducting market surveys, understanding
customer needs, and updating information are rare, and the
sales department's marketing work is amateurish. Meanwhile,
market forecasting is becoming increasingly important and,
in some cases, decisive for the Company's business
performance, particularly as the Government, the Ministry of
Trade, and the Corporation change their business
mechanisms. business.

CHAPTER 3:
PROPOSED SOLUTIONS

IV. PROPOSED SOME SOLUTIONS AND

RECOMMENDATIONS TO IMPROVE THE
EFFICIENCY OF VINATRANCO'S MARKETING
ACTIVITIES

Some solutions to improve the efficiency of marketing

activities for the company

With the Party and State of Vietnam's policy of

developing a multi-sector economy, petrol and oil
businesses have been developing together to sell
petroleum products in the domestic market in general,
and in the market of Binh Duong Province in particular.
Lubricant and solvent wholesale and retail in the form
of agents, general agents. Faced with the current fierce
competition among petroleum trading enterprises, the
Company must strengthen and further promote
Marketing activities in order to well fulfill the
Ho Chi Minh City, 2021
 Company's objectives, continue to maintain and develop
market share in the province, develop close,
comprehensive, sustainable relationships with agents,
general agents, industrial customers, and consumers
Here are some ideas for improving the company's
marketing efforts:

IV.1. Product Strategy

The Company requires the Company to regularly check
the measurement and quality of products at retail stores
under the Company in order to create prestige and trust
for customers and to protect the interests and interests of
consumers. agents in the Company's distribution
network
- For retail stores of products under the Company:
Check the measurement and quality of sold goods on a
regular basis in stores, and strictly prosecute acts of
mixing and cheating that endanger the interests of
consumers.
- For agents of the Company's distribution system:
+ Require periodic inspection of goods and monthly
notification to the corporation of items with high sales
volume and products with low consumption. The
products must be checked on a regular basis by the
company to ensure that the product quality always meets
the company's standards.
+ Stop working with agents who mix products from
other companies or low-quality products, affecting
product quality.

Ho Chi Minh City, 2021

 + Furthermore, because product quality is frequently
perceived by customers through their senses, ensuring
the quality and quantity of goods has not yet seen the
distinct advantages of the company's products, so the
company It is necessary to focus on product support
services through the establishment of a skilled sales
team with professional training to serve customers in the
best and quickest way.

IV.2. Pricing strategy

- There are certain preferential policies on debt for
customers who are State agencies, key economic
establishments, and traditional customers such as
hospitals, departments, and Ferry management
enterprises. to keep them long-term with the company.
- The company should have a cash discount policy for
customers who buy goods and pay quickly. The
company will have a policy to reduce the price of goods
on sales revenue from 0.1 to 0.2% to encourage the
purchasing power of customers.
- For customers who buy in large quantities such as
agents, general agents, based on the accumulated
consumption volume, the company has a discount policy
of 0.1 - 0.3%. This is an effective method that will
create attraction and attachment between them and the
company.
- In order to have a reasonable agent remuneration policy,
the company needs to determine the shipping cost for
each agent. Based on the transportation distance from
the central warehouse, the company can determine the

Ho Chi Minh City, 2021

 shipping cost of each agent and offer an appropriate and
fair remuneration policy for customers. The
remuneration for the agent is equal to the central
remuneration set by the company minus the shipping
cost.
- In order to further improve the efficiency of its business,
the Company needs to be proactive and flexible in its
pricing policy to ensure a suitable pricing strategy for
each customer group, and at the same time, it will
improve the efficiency of the business. the Company's
competitiveness in the market, building increasingly
better relationships between the Company and
customers, attracting potential customers, keeping and
developing market in the province.

IV.3. Product distribution strategy

- Distribution strategy plays an important role for the
Company, for the business of oil and solvent products, it
is an important tool that will accelerate product
consumption, ensure timely supply of goods. customer
service, reducing shipping costs and delivery times.
Currently, the company's distribution channel is
relatively effective. The following are some suggestions
to further improve the distribution strategy at the
Company.
- In order to create favorable conditions for agents,
industrial customers, especially those who are far from
the Company's warehouses or have difficult transport
and transportation conditions, the Company will provide
goods. to this customer at its nearest retail stores. With

Ho Chi Minh City, 2021

 the establishment of this distribution system, it will
ensure to provide goods to customers in a faster and
more convenient way, and at the same time save on
transportation costs.
- For the group of customers who are industrial
households, their activities have an impact on socio-
economic life such as Hospitals, Ferry Enterprises, and
the Company should have preferential policies on
sources of goods, prioritization. deliver goods on time to
customers, even when there are difficulties in
transportation, scarcity of goods. At times due to the
strong increase in consumer demand for goods, the
Company also faces difficulties in problems. freight
transport. Therefore, the Company should encourage
customers to rent a car to receive goods directly at the
Company, customers will be given certain incentives in
terms of source of goods and agent remuneration, and at
the same time avoid customers taking goods from other
suppliers. other places.
- Establishing an effective distribution channel will
ensure the company further improve its business
performance, increase sales volume, maintain and
develop its market share, in addition to the
recommendations mentioned above. Above, the
Company can consider the following solutions to
increase sales volume.
- Expanding the current market by developing more retail
stores on the transport routes invested and improved by
the province, fully exploiting consumption demand and
increasing market in the province.

Ho Chi Minh City, 2021

V. Some recommendations to improve the analysis of
marketing activities at the company
Through the process of researching and analyzing
marketing activities at Vinatranco Logistics and Trading
Services Joint Stock Company, as well as analyzing
marketing activities, propose some solutions to improve
the efficiency of Marketing activities at the company.
Company, I would like to present some of my
recommendations about Marketing at the Company as
follows:
- There should be a professional marketing department
for the company; focus on training on marketing skills
for sales staff, adding more marketing force at the
company.
- Increasing focus on marketing activities, thereby
helping the Company to timely receive information
about needs, process and use information to benefit the
Company in creating sources and developing sales
policies. suitable products bring efficiency, establish
close relationships with customers, keep - Do well in
customer care through specific and practical activities
such as support, visits to learn about customer needs,
additional budget for promotions to create a good
relationship. between the Company and customers in a
closer, comprehensive, sustainable and long-term way.
- Increase focus on material and technical facilities,
purchase and repair equipment, improve conditions and
transport capacity to ensure the safety of goods quality,
fully meet the source of goods when customers request.

Ho Chi Minh City, 2021

- Consolidate and develop the market in the province by
developing more retail stores under the Company to
increase retail output because retail brings high profits,
while maintaining and developing sales volume. through
agents; develop more industrial customers and retail
agent system.
- Focus on improving the professional skills and
qualifications for all officers and employees to promptly
meet the development requirements of the Company in
the present and in the future. Encourage everyone to
present their ideas to maximize creativity, sensitivity
and flexibility in work.

CHAPSTER 4:

CONCLUDE

In recent years, the company's business has faced many

difficulties as a result of complicated economic situations,
particularly in the context of complicated epidemics, but

Ho Chi Minh City, 2021

with our efforts, the company has taken many flexible
measures to ensure adequate supply of goods with the
prescribed quantity and quality for customers and
consumers in all circumstances. Maintain and develop
increasingly close, comprehensive, long-term relationships
between the company and its customers. The company's
distribution channel is becoming increasingly perfect; the
company has maintained and developed a good dealer
system, and it is constantly searching for and expanding the
market. However, in addition to the achieved results, the
company encountered numerous difficulties and flaws:

- The increased competition among companies in the

same industry to win customers and dominate the
market has made it difficult for the company to
achieve its goal of increasing sales volume. and
increase provincial market share.
- Because the company currently lacks a Marketing
department, the company's marketing work is
handled by specialists in the sales department. As a
result, the company's marketing efforts are neither
professional nor systematic.

To be able to maintain its market position, overcome

difficulties and challenges, and fulfill its business tasks, the
company must devote more attention to marketing in order
to improve its performance. Business performance is
improving and becoming more stable.

Ho Chi Minh City, 2021

Ho Chi Minh City, 2021