I. PRESENTATION OF THE COMPANY
In 1986, Vietnam opened its borders to the world and since then, the development of its economy has been growing really fastly, the tourism market also increased by 63%. This is why Khoa Luan decided to create ANH VIET MEDIA TV TOURIST CO.LTD the 29th of September 2004, and its tourism department the 25th of June 2010. The Vietnamese Ministry of Culture and Tourism provided to Anh Viet Tourist the International Travel License. Today, the name of the company is ANH VIET MEDIA & TV TOURIST.
At the beginning, the Media & TV department was dedicated to the production and the organization of events, advertising campaigns, for professionals and particulars. In 2010, the international tourist department of the company was created to unable the development and diversification of its activities, and to benefit from the development of the Vietnamese tourism market. The tourism offer is divided into two segmentations :
- The inbound tourism for Vietnamese and all Asian willing to travel in Asia ;
- 2015 set up Hop on Hop off city Sightseeing tour with exclusive license. Special Hop on Hop off in Ho Chi Minh city is one of main Tourism programmer of Government.
- Member with Vietnam tourism Association, the organizer VTF forum Tourism, Amcham – American chamber. IT technology Hochiminh city Association, YBA – Youth Business Association, JCI Junior Chamber International.
- The outbound tourism for those who want to travel in the rest of the world, especially in Europe.
The following strategic diagnostic and the marketing plan only concern the tourist department of the group.
- The tourist offer
Since the creation of the tourist department in 2010, ANH VIET INTERNATIONAL TOURIST offers package and organized tours by providing visa, flight tickets, hotel reservations, restaurants etc..
The company enjoys a reliable network and offers diversified tourist products. It also can invest in the creation of many other tourist products and services for its domestic and international tours such as :
- Flight tickets booking :
ANHVIET TOURIST was chosen as strategy with Galileo. We had networking to IATA, ABACUS….
The agency provides an air tickets service for domestic and international flights available on its website or after a specific clients’s reques, but also can deliver the ticket to save customers’ time. The company works with some important arilines companies as Vietnam Airlines, Air France, Qatar , United Airlines, Cathay Pacific, Thai arway… Jetstar and Easy Jet for the flights in Europe.
- Transport services :
The firm provides a car rental service with a tour guide as a driver for little groups (less than 8 people), and minibus and coaches for rent with driver for more important groups. Bus Hop on hop off daily.
- Accommodation :
The company provides a room booking service in 3 or 4 stars hotels. Concerning the inbound tourism, the agency quotes different groups used to work with it as Oriental, Novotel, Intercontinental, Lake Side, Metropole, Palm Garden, Golden Sand, Ana Mandara, Sofitel, Caravelle, Legend, Saigon Can Tho …
Concerning the European market, the company doesn’t work with specific hotels and is looking for partnerships to build strong relations and to provide the same quality of service as he does for the Asian market. By now, when sellers have a Europe tour request, they search the best quality-price ratio on booking website such as Booking.com, Agoda, Hotels.nl or GTA.
From 2013 set up Hotels – Apartment system at HoChiMinhcity center 3-4 stars provide for or family tourists, specialists, mini groups go on business come HoChiminh city working short-time
The company also to develop a service for professionals as the organization of exhibition, seminars, events, customer meeting, team building, conference arrangements, etc… during 05 years company is representative for many international Exhibition as Space.fr – Ubifrance, Europe Trier – Germany, Fashion show week in Paris, Medical exhibition in Franfurkt…. Special ANHVIET TOURIST attend many International conference TPP enterprise Leadership, China-global enterprice forum,
Examples of prices for all included tours offered by the company :
- Inbound offer :
- Inbound daily in Vietnam : Ha Noi, Da Nang, Nha Trang , Dalat , Phu Quoc and Ho Chi Minh city tour.
- Hop on hop off city tour daily 24 tours from 8h00-21h30 with 02 line : city center and China Town-Saigon River.
- Shutter Airport : Hochiminh city center – Tan Son Nhat International Airport daily
- Connetion tour from Vietnam to Cambodia – Lao – Myanmar
- I.E.C tours with many Exhibition, Sport international , Conference, meeting, teambuilding…, JCI International meeting
- Outbound offer :
- France – Switzerland – Italy – Monaco: 13 days, 12 nights = 84,450 million of dongs per PAX ;
- France – Belgium – Italy – Netherlands: 12 days, 11 nights = 89,450 million of dongs per PAX ;
- London : 6 days, 5 nights = 53,905 million of dongs per PAX ;
- Danemark – Norway – Sweden – Finland: 11 days, 10 nights = 104,677 million of dongs per PAX.
- Singapore – Malaysia: 7 days, 6 nights = 12,890 million # of dongs per PAX ;
- China: Beijing – Hangzhou – Suzhou – Shanghai : 6 days, 5 nights = 16,500 million of dongs per PAX ;
- India – Nepal: 11 days, 10 nights = 34,490 million of dongs per PAX ;
- Cambodia : 3 days, 2 nights = 3,79 million of dongs per PAX ;
II. EVOLUTION OF THE ACTIVITY AND OBJECTIVES
Until 2011, the company focused on the development of the luxury domestic tours with 4 to 5 stars hotels and on the commercialization of Europe tours.
Since 2011, Anh Viet Tourist decided to focus its development toward the European outbound tourism market with a middle/high positioning. The objective of the CEO ; Mr Khoa Luan, is to have the monopoly on Europe tours offer for Vietnamese, Cambodian and some Asian people willing to visit Europe with a high quality of services and at the best value. The company aims at reaching the best quality-price ratio, designing new marketing plan and reinforce its sales team.
In 2013, the goal fixed by Mr Luan is to reach a sum of 30 sells of pax per month, that means, around 1 or 2 group tours per month. This is a really ambitious expectation to reach and the team has to be highly motivated, trained and enhanced. Nowadays, there are many months without any group sale. Moreover the communication plan has to be developed if Anh Viet International Tourist wants to achieve its goal. This is why the realization of a diagnostic of the situation and a marketing plan is compulsory before everything.
It is also important to know that the activity has slowed down in 2012 compared with the 2010 and 2011 years. Moreover, in the beginning of 2012, ANH VIET TOURIST invested in the creation of a new office in Nha Trang but the activity wasn’t profitable so the CEO decided to close the office. For the moment, the office in Ho Chi Minh is not really profitable, with a loss of 353,788,673 dongs in 2012 (around 15602 dollars) with represents a decrease of 290% compared to 2011 (91,501,658 dongs). That is the reason why it is really important to develop the activity before considerate a diversification of locals.
For the moment, the sells realized are not enough to develop safety the company and invest in marketing. All the activity permitted the company to reach a turnover of 1,441,221,503 in 2012 (around 69 thousand of dollars), with a decrease of 50% compared to 2011 (3,015,673,520 dongs).
III. THE SEGMENTATION OF THE CLIENTS
Currently, the target of ANH VIET INTERNATIONAL TOURIST is divided into three segmentations :
- The individual clients ;
- The professional clients ; MICE ;
- The travel agencies to the company to create a tour for their clients.
The most important asking comes from the travel agencies which often ask tours for their own clients, in Asia and more and more in Europe, to several tour operators and keep the best quality price. For example, Phu Tho Tourist and Fiditour are two important clients, which bought few tours last years and which continue asking quotation.
Concerning the faithful professional clients for the asian inbound tourism, we can quote the HD Bank, Mobifone company, Vietfish, Ngan Hang Viet A, Open University in Ho Chi Minh City, the telecomunication group VNPT, the restaurant Nha Hang Hoa Vien Phong Lan, the vietnam rubber group, the Minh Long 1 company specialized in the ceramic, the De Le Hong Phong high school of Ho Chi Minh and the Quang Trung Software Park. So, one of the objective of the firm is to enhance the asking from professionals for the Asian and the European market. But the priority is to find personal and professional customers and retain them for the development of the European offer.
For the moment, the size of the ANH VIET TOURISM DEPARTMENT is limited with 14 employees, including 4 internship members, a tour operator manager, 2 tailor tours, 4 tour guides, a marketing on line executive, a freelance seller and a human resource manager. CEO has just hired a new Human Resource manager who masters English and whose mission is to make a real head hunter work to recruit some smart staffs to develop the business, and especially the outbound European activity.
We effort to provide customers with the best services in the travel industry today.
We are committed to offering travel services of the highest quality, with many years of experience and our closed and reliable network. A large number of customers were very pleased to come to us, especially in city sightseeing, Hop on Hop off in Vietnam, Indochina and outbound Europe, American tours.
VII. CORE VALUES
People who work together and share the same goals achieve greater results.They motivate each other and know that pulling together is more rewarding than going it alone.”
People with can-do spirit have a winning attitude and never give up. They are prepared and committed to do what it takes to succeed.”
Passionate people have the power to change the world. They love what they do, they believe in it. They know deep down that they can make a difference.”
VIII. CUSTOMERS AND PARTNERS