Sample CAP601

CAP601_Business Plan for Viet Media Travel Corporation
COURSE TITLE:
BUSINESS PLAN FOR VIET
MEDIA TRAVEL CORPORATION
Student: STUDENT NAME

ID : 12-XXXXX
COURSE CODE
CAP 601
Monitor: Prof. Pham Quang Vinh
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12-01170_Dang Quynh Nhu_CAP601_Final Project
[BUSINESS PLAN FOR VIET MEDIA TRAVEL CORPORATION]
A Research Project Presented in Partial

Fulfillment of the Requirement for the
Degree Master of Business
Administration
Submitted by:
UBIS
[July], [2022]
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Student ID_Student name_CAP601_Final Project
Executive Summary
Along with the development of the world economy, Vietnam's economy has also achieved
significant growth and development, especially after the economic transformation from a
centrally-subsidized bureaucratic economy to a multi-sector commodity economy, operating
according to the market mechanism, under the management of Government, with socialist
orientation. The developed economy, combined with the successful application of scientific and
technological advances in the world, has helped to increase labor productivity, increase incomes,
improve the quality of life, people’s intellectuals level is increasing day by day. When people's
lives are stable, they will aim to satisfy higher-level needs (secondary needs) according to
Maslow's hierarchy of needs, and the need to travel is inevitable.
In Vietnam, before the renovation period, the tourism industry did not have the conditions to
develop. But since the renovation, especially since 1991, the tourism industry has been interested
and strongly developed. Documents of the VI, VII, VIII party congresses and resolutions of the
Central Committee of the Government have affirmed: "Tourism is an important economic sector
in the country's socio-economic development strategy." The Resolution of the Ninth Party
Congress determined that "Tourism development really becomes a spearhead economic sector".
Therefore, following the development momentum of world and regional tourism, Vietnam's
tourism in recent years has turned to a new stage, a stage of growth and gradually integrating with
tourism of other countries in the region and the world. The growth of tourism is always ranked as
one of the 10 outstanding events of the country.
Contributing to the success of Vietnam's tourism industry, there are many contributions of travel
companies across the country. To operate effectively, it is required that travel companies have
appropriate and correct business strategies. This is an important factor leading to the success of
business operations. In the context that hospitality industry is facing many pressures: the impact
of the Covid-19 pandemic taking place around the world, the regional currency crisis, the financial
crisis after pandemic, etc. Faced with that situation, travel companies across the country in general
and Viet Media Travel in particular need to build a comprehensive and effective development
strategy to rise up and stand firm in today's competition. Recognizing this problem, the author
chooses the topic "Building a business plan for Viet Media Travel Corporation” to complete this
MBA graduation project.
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This business plan includes the following main sections:
- Introduction: this section will introduce the company, vision, mission, goals, products, keys to
success.
- Products/services: detailed description of the company's product/service, analyze and determine

if this product is suitable and best meets the customer's needs.
- Sales and marketing: presenting strategies and plans to attract customers and convince them to
use Viet Media Travel's products/services
- Operation: provide the operating process of the business, prove the calculation of the plan, ensure
stable products / services quality according to established standards.
- Management team: description of the enterprise's human resource structure, recruitment plan,
training, remuneration for employees as well as corporate social responsibility.
- Development - Growth: indicates the potential of the project in the investment problem, weighing
benefits and costs.
- Main plan: main plan for 3 years with key elements.
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Acknowledgment
It is my honor to be an MBA of 43 at UBIS University Switzerland. The course has brought me a

lot of useful and valuable knowledge. The first thing, for my gratitude to the University of UBIS
and the IBM Institute of International Business Management, gave me the opportunity and honour
to be a student of the world-renowned university.
In order to accomplish this subject as well as this assignment, I sincerely thank to Dr. Pham Quang
Vinh for his devoted teaching and guidance throughout the subject. I also would like to offer my
special thanks to the IDEAS supporting team for their kind assistance and guidance. Without their
valuable support it will be very hard to have such successful report.
In addition, let me give thanks to all classmates who communicated and contributed their
knowledge and experience to all lessons help me improve my skills in the work in the company.
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TABLE OF CONTENTS
1. Introduction ........................................................................................................................... 9
1.1. Background ..................................................................................................................... 9

1.2. Company Overview ...................................................................................................... 10
1.2.1. Overview ................................................................................................................. 10
1.2.2. History & Keys to success ...................................................................................... 10
1.2.3. System of products and services ............................................................................. 11
1.2.4. Notable achievements ................................................................................................. 12
2. Services and Products ......................................................................................................... 13
2.1. Description of products and services of Viet Media Travel ......................................... 13

2.1.1. Types of thematic tourism ............................................................................................ 14
2.1.2. Additional services ...................................................................................................... 16
2.2. Overview analysis of Viet Media Travel's competitors ................................................ 17
3. Marketing and Sales Plan ................................................................................................... 18
3.1. Features of marketing in the field of tourism ............................................................ 18

3.2. SWOT Analysis ............................................................................................................ 19
3.2.1. Assess Strengths, Weaknesses, Opportunities and Threats ......................................... 19
3.2.2. Analysis of the SWOT matrix ....................................................................................... 22
3.3. Competitive Strategy.................................................................................................... 22
3.4. Marketing Mix Strategy .................................................................................................. 24
3.4.1. Product ........................................................................................................................ 24
3.4.2. Price............................................................................................................................. 25
3.4.3. Distribution.................................................................................................................. 25
3.4.4. Promotion .................................................................................................................... 26
3.5. Brand strategy-integration-development of Viet Media Travel .............................. 26
4. Operation plan ........................................................................................................................ 27
4.1. The general process of operating a tour ......................................................................... 27

4.2. Proposing some plans to improve the quality of operation activities .......................... 30
5. Team management .................................................................................................................. 33
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5.1. Organization structure and departments’ functions .................................................... 33

5.2. Recruitment & training ................................................................................................... 38
5.3 Motivation .......................................................................................................................... 39
5.4. Social responsibility.......................................................................................................... 41
6. Development – Growth ........................................................................................................... 42
6.1. Marketing and Sales Budget ........................................................................................... 42

7. Financial Summary ................................................................................................................. 44
7.1. Assumptions ...................................................................................................................... 44

7.2. Set-up Investment of whole business .............................................................................. 45
7.2. Profit & Losses Forecast .................................................................................................. 47
7.3. Cash Flows Forecast......................................................................................................... 48
8. Conclusion ............................................................................................................................... 48
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List of Figures
Figure 1: Viet Media Travel Achievements ................................................................................. 10
Figure 2: Viet Media Travel organization chart ...................................................................................... 31
List of Tables
Table 1: SWOT Matrix ................................................................................................................ 20
Table 2: Payroll ........................................................................................................................... 37
Table 3: Web upgrading budget .................................................................................................. 40
Table 4: Online marketing budget ............................................................................................... 40
Table 5: Offline marketinng and customer gifts budget .............................................................. 40
Table 6: Sponsorship budget ....................................................................................................... 41
Table 7: Additional personnel recruitment budget ...................................................................... 41
Table 8: Increase sales volume .................................................................................................... 41
Table 9: Assumptions ................................................................................................................... 45
Table 10: Total Capital and Fixed Assets Schedule ..................................................................... 45
Table 11: Balance sheet as of year 2023 ...................................................................................... 46
Table 12: Profit & Losses Forecast .............................................................................................. 47
Table 13: Cash Flows Forecast .................................................................................................... 48
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1. Introduction:
1.1. Background
Nowadays, together with the development of science and technology, people' living standard
becomes higher with every passing day; therefore, satisfying the demand of people in both of
physical and mental life are also very high and necessary. For that reason, service industry in which
the main purpose is meeting customers ‘needs seem to play an important role as the key industry
in development process of most of countries all over the world. One of the most significant
business types of service fields that have brought many benefits for human society in general as
well as each nation’s economic growth, in particular, is tourism or traveling.
Travel industry, often referred to as the non-smoke industry, appeared in people lives rather long
time ago. At present, worldwide, traveling has become a necessary demand in social- culture life
and always needs to develop strongly. According to World Travel and Tourism Council (WTTC),
tourism is considered as a ruler for evaluating the speed of nation’s development.
There are various definitions of traveling was stated since people started to research about this
field. Mathieson and Wall (1982) created a good working definition of travel as "the temporary
movement of people to destinations outside their normal places of work and residence, the
activities undertaken during their stay in those destinations, and the facilities created to cater to
their needs." Or according to Macintosh and Goeldner (1986), travel is "the sum of the phenomena
and relationships arising from the interaction of tourists, business suppliers, host governments and
host communities in the process of attracting and hosting these tourists and other visitors”. In the
other words, travel is a collection of activities, services and industries that delivers a travel
experience, including transportation, accommodations, eating and drinking establishments, retail
shops, entertainment businesses, activity facilities and other hospitality services provided for
individuals or groups traveling away from home. The World Travel & Tourism Council claimed
that travel & tourism used to contribute 10.3% of global GDP before Covid-19 pandemic happened
to the world with $8.9 trillion in 2019.
In Vietnam, the travel & tourism industry was presented officially on 5th June, 1951 when Bao Dai
King found Vietnam National Administration of Tourism. Among the fastest growing tourist
destinations worldwide, Vietnam is known for its long coastline, rice terraces, and old French-
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colonial architecture within bustling, modern cities. As Vietnam shifted its heavy reliance on
agriculture towards a service economy, tourism has been an essential part of economic growth in
recent years. In recent years, tourism has become one of the major sectors in Vietnam’s economy,
with a direct GDP contribution of over 9% in 2019.The country had one of the highest numbers of
international tourist arrivals in the Asia Pacific region in same year, with yearly increases
in tourism receipts before 2020. Visitors from East Asian countries accounted for the largest group
of international tourists in Vietnam. Meanwhile, domestic tourist arrivals had been increasing fast,
although inbound tourism receipts still surpassed domestic ones.
1.2. Company Overview:

1.2.1. Overview:
Head Office: 239A Hoang Van Thu, Ward 8, Phu Nhuan District, HCMC.
Hotline : 1900 1177
Tel: (+84 8) 730 56789
Website: www.dulichviet.com.vn
Actual contributed charter capital: 18,000,000,000 VND
Ownership rate: 100%
Vision
• Become the most favorite tourism brand of Vietnamese people
• Become the leading resort group in Southeast Asia
Mission – Core Value
• Create abundant and humane tourism products for every Vietnamese family with “Original Value
– High Quality”
• Conveying the beauty of scenic spots, unique cultural features and achievements in all aspects of
mankind's development to customers.
• Connecting, leading to bring visitors interesting experiences in each journey to the beautiful lands
of Vietnam and the civilizations of countries around the world.
1.2.2. History & Keys to success:
Viet Media Travel Corporation was established in 2008 amidst the recession of the domestic and
international economies, Viet Media Travel appeared in the Vietnamese tourism market with high
quality domestic and international tourism products, surprisingly low cost. From domestic tour
routes, the company deploys foreign tour routes with destinations being countries in the region
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such as Cambodia, Thailand, Singapore, Malaysia, Hong Kong, China, South Korea, etc. Company
has diversified tourism products and services, and received positive feedback from customers such
as: Domestic and international package tours departing daily; luxury resort travel, romantic
honeymoon, adventure discovery, etc.
The breakthrough strategic direction at the time of establishment and operation in Viet Media
Travel's initial steps was: Instead of focusing on advertising, invest in a traditional sales system
which increasing fixed costs leading to an increase in tour prices, Viet Media Travel has focused
on investing capital in service quality and building human resources to keep the service stable and
the best for visitors at all times.
With clearly defining its business criteria as providing customers with the best travel products at
reasonable prices, in the years 2009-2010, the Company launched a series of Domestic Tour
products at a price down to 40-60% compared to the market but still ensuring service quality. This
is also a breakthrough to bring Viet Media Travel's name to high awareness.
Continuing to maintain the motto of continuous operation in the years from 2013-2019 (pre-Covid-
19 period), the company has over 150,000 customers/year, of which more than 70% of old
customers continue to use products provided by Viet Media Travel.
Viet Media Travel Company always tries its best and constantly creates, innovates, strives to
become the largest and most professional company in the field of travel and tourism. With the
foresight of the Company's Board of Directors and a team of about 300 dynamic and professional
staffs and guides (both full-times staffs and collaborators), combined with the strength of solid
financial resources, sustainable relationships with partners in the industry. and abroad, the
company has been building more and more tourism products and diverse types of tourism to serve
the needs of customers, bringing satisfaction, comfort, and interesting experiences in each trip with
Viet Media Travel.
1.2.3. System of products and services:

- Types of thematic tourism:
• Festival Tourism.
• Pilgrimage Tourism: Israel – Jerusalem – Nazareth; India - Nepal; Myanmar
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• Tourism combining health care & beauty (Wellness Tourism): Thailand; Singapore; Korea.
• Business and exploring investment opportunities tourism
• M.I.C.E and EVENT Tourism
• Culinary tourism & Cultural exchange.
- Services - comprehensive solution:

• Visa service.
• Air tickets booking.
• Hotels booking.
• Car rental service.
1.2.4. Notable achievements:

- 6 consecutive years ranked in the Top 10 leading travel companies in Vietnam awarded by the
Vietnam National Administration of Tourism.
- Enterprise for 8 consecutive years in the Top 10 Top 10 Tourism Enterprises of Ho Chi Minh
City. Ho Chi Minh City by the Department of Culture, Information and Tourism and the People's
Committee of Ho Chi Minh City.
- 2 times in a row Top 100 Vietnam Gold Star Enterprises (2014 and 2018) - Vietnam's leading
brand with international competitiveness awarded by the Central Vietnam Youth Union and
Vietnam Young Entrepreneurs Association and many other notable achievements.
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Figure 1: Viet Media Travel Achievements (Source: https://dulichviet.com.vn/)
2. Services and Products:

2.1. Description of products and services of Viet Media Travel:
With the criterion of improving the quality of products and services in our country's tourism
industry. Contributing to bringing Vietnam's smokeless industry to a new level of development.
From the very first day of establishment, domestic and international tourists have trusted in
choosing Viet Media Travel brand with package tour programs spanning the country and diverse
types. The outstanding products that Viet Media Travel introduce to domestics and international
visitors are based on the competitive advantages of landscapes, strength and depth of Vietnamese
culture. The company has a package of products and services for domestic and foreign tourists,
inbound and outbound for both groups and solo travelers. In addition, our company also offers
products and services in the form of self-selected travel, which means that customers will be able
to choose and design tours for themselves, groups, friends, agencies. under the guidance and advice
of the company's sales staff. All to bring customers the most enjoyable experience that the trip
brings. Below are the types of travel services and support services that the company is operating
and developing:
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2.1.1. Types of thematic tourism:

2.1.1.1. Festival Tourism:
Vietnam has many diverse and unique traditional festivals in all regions of the country. In each
region, each festival has different characteristics and values. Traditional festivals are an
opportunity for people to exchange and pass on morals and ethics about noble aspirations. At the
same time, it recalls many stories about objects of worship such as heroes against foreign invaders,
people with meritorious services against natural disasters, killing wild animals, saving humanity
or people with meritorious services.
Traditional festivals help wash away daily worries and help people find serenity in a spiritual place.
And that is also the reason why traditional festivals in Vietnam often attract a large number of
locals and tourists from all over the world.
2.1.1.2. Pilgrimage Tourism:
Pilgrimage tourism is a branch of religious tourism. In particular, pilgrimage tours are often
organized for religious or spiritual purposes to achieve religious values and practices, not simply
to visit architectural works, monuments and religious artifacts.
Pilgrimage tourism is a type of tourism for those who aspire to experience the spiritual life as well
as contemplate the specific culture of the religion. From there, each person will recognize
themselves, cultivate faith, cultural capital and live a more meaningful and good life.
When participating in a pilgrimage tour, visitors will admire the beautiful spiritual architectures
such as temples, pagodas, relics, sacred places of worship, etc. Especially, you will be fostered
spiritually, find peace and serenity, faith and happiness after the trip.
2.1.1.3. Tourism combining health care & beauty (Wellness Tourism):
With the development of economic life, the increasing pressure from the environment and society
leads to a higher demand for human health care. The model of tourism that combines health care
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and relaxation is a new choice for many people. The health of tourists is considered a central factor
for tourism business units such as Viet Media Travel to provide related services, thereby helping
visitors awaken hidden energies, find balance of body and soul. If medical tourism is a form of
tourism that combines the purpose of medical examination and treatment with both surgery and
non-surgical treatment, wellness tourism is understood as a tourism model with the purpose of rest,
relaxation, and enhancement of physical and spirit health. This category focuses on providing
experiences to satisfy the health care needs of tourists in destinations.
Accordingly, the popular health tourism products in the world today are resort tourism
accompanied by participating in courses of physical exercise, meditation, yoga, spa, hot mineral
bath to restore health, quit smoking, stress relief, etc. The target audience of health tourism is
mostly middle-aged, qualified and high-income people. This is also the reason why many countries
in the world soon recognized their advantages and focused on developing health tourism.
Typically, Japan with its strength in hot mineral spas, Korea with beauty industry, India with
meditation, yoga, etc.
2.1.1.4. Business and exploring investment opportunities tourism:
Viet Media Travel regularly organizes tours to help customers have practical experiences, learn
about the business market and investment models, as well as visit commercial and residential real
estate projects in some countries. The main content of each tour will be cultural tourism, exploring
and learning about nature, the country, the people, and our staff in that country will follow the
group to introduce, provide information and advise you in detail about the opportunities, potential
and value of investment projects/plans in each area.
2.1.1.5. M.I.C.E and EVENT Tourism:
MICE (Meeting Incentive Conference Event) is a type of tourism that combines conferences,
seminars, exhibitions, events, tourism and rewards for employees and partners. Therefore, the
MICE delegations are often very crowded, up to several hundred guests and especially the
spending level is higher than normal tour guests because the Organizing Committee of
international conferences always book rooms for guests at 4-5 stars’ hotels, high service, after-
conference tours must be designed specifically on request. MICE is currently a type of tourism
that brings a huge source of income to the tourism industry in many countries. For Vietnam, this
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type of tourism has been exploited by companies in the tourism industry for many years, initially
with positive results. Exploiting the MICE market is one of the goals of the development strategy
of Vietnam's tourism industry as well as of Viet Media Travel.
2.1.1.6. Culinary Tourism & Cultural Exchange:
Besides discovering the beautiful scenery, experiencing the culinary culture of the destination is
also of great interest to many people. Cuisine is also a category of culture, because cuisine is the
processing of food and drink to meet the needs of people to eat and drink delicious food. Like other
types of culture, cuisine also takes place cultural exchanges with the cuisine of other localities,
other ethnic groups and other countries in the historical process. Culinary tourism is one of the
growing trends today. Culinary tourism is one of the types of tourism towards the experience of
delicious dishes, food and specialties associated with the traditions and cultural identity of that
destination. With this tourism trend, visitors will be immersed in life, cultural and culinary
activities imbued with national identity in an extremely authentic way.
2.1.2. Additional services:

- Air ticket booking service: Air ticket office of Viet Travel Company is one of the authorized
agents of many domestic and international airlines. You can book cheap flight tickets online
simply, safely, and save money right at Vietnam Travel Website. At the same time, it is also
possible to compare domestic and international air tickets directly from airlines and regularly
update promotions and great deals - Reliable service, 24/7 support. Customers can inbox directly
to us via Fanpage for cheap air tickets, or send mail via [email protected]
- Hotel reservation service: Synthesize more than 200,000 domestic and international hotels with
good price promotions, customers can easily search for hotel rooms to book right at the website of
Vietnam Tourism company. Besides being able to order cheap hotel rooms online simply, safely
and economically, customers can also refer to and compare hotel room rates, which are updated
continuously at the time of your visit.
- Visa service: Viet Media Travel Company provides visa services for tourists with the
commitment of the highest visa pass rate, the most dedicated and timely handing over of Visa to
customers.
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- Tourist car rental service: Transport department of Viet Travel Company provides and brings to
your tourist car rental services at extremely good prices.
2.2. Overview analysis of Viet Media Travel's competitors:

Tourism activities are inherently fiercely competitive by many domestic and foreign competitors.
However, Viet Media Travel still achieved high growth thanks to the trust of customers and
effective business strategy. So how do tourism businesses compete in terms of products and
quality? Is the tour program attractive or not? How can the price attract the attention of customers?
And how attractive are the business's promotions and after-sales programs for customers? Viet
Media Travel's goal in the process of healthy competition with rivals is reflected in two points:
first, to win at home; Secondly, the Viet Media Travel brand appears and is confirmed in countries
in the region and the world on the basis of Vietnamese technology, Viet Media Travel technology.
 Current competitors:
Currently, there are many travel agencies and tour operators have same services and products.
Some travel companies operating strongly in the field of international and domestic travel that the
company considers as its competitors are: Saigontourist, Vietravel, Union Travel Company,
Fiditour, Star Tour, Vina Tour, Ben Thanh Tourist, Hanoi Tourist, etc. By the nature of the
industry, the products of these companies are often similar. Therefore, they cannot compete with
each other on products, but can only compete on price and quality of products. The company that
offers the market an appropriate price while still ensuring the quality of the tour program and
ensuring profits, that company will win and dominate that market. In addition to competing by
price, companies also depend a lot on their reputation in the market to attract customers. The selling
price of Viet Media Travel is very reasonable and not higher than that of other companies. In
addition, the company also has a very high reputation in the region of operation as well as
nationwide.
 Potential competitors:
Currently in the market to serve group travellers, in addition to the companies that regularly
organize tours for tourists, there are many new companies established in the city. These companies
operate in the following way: they open a company or an office, then sell tours to tourists like the
tour programs of the companies usually organize. If they can gather enough tourists, they will
organize tours for them, but if not, they will sell these tourists to other companies. But in general,
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these companies have great barriers to enter the market because currently the main distribution
channels from hotels and agents have been established by existing businesses. So, without good
relationships and commissions for agents, it will be difficult to gain market share.
Currently, in the travel service business market, Viet Media Travel has a frequency of tour
departures with many traditional and novel products, products "bottomed out" at low prices on the
basis of taking advantage of the system. Wide range of services to meet market trends and
demands. Product work has always been invested and built in advance to carry out promotional
and communication programs to prepare the market before each business session. However, the
self-exploited products at branches are still not diversified, mainly focusing on Asian markets.
Information on tours departing at the branch is still slow to update on the website. Therefore, in
the next part of this project, the author will make detailed and strategic business plan proposals for
the period of 2023-2025 with the aim of helping Viet Media Travel to develop more and more and
established its name in the domestic as well as international market.
3. Marketing and Sales Plan:

3.1.Features of marketing in the field of tourism:
Tourism is also a service industry with many specific characteristics of a smokeless production
industry, so marketing in the field of tourism is inherited and developed on the basis of service
marketing, and the necessity of a marketing strategy. Services applied to tourism in the trend of
the tourism industry are increasingly important and affirming their position.
Tourism marketing is the process of researching and analyzing customer needs; tourism products
and services; methods of providing and supporting to bring customers to products and services and
satisfy their needs; and at the same time achieve the goals of the organization”. Because tourism
products are far away from customers and fixed, tourism companies must find ways to bring
customers to products and services.
Along with the development of the economy, the tourism market is also increasingly expanding
and there is fierce competition. Therefore, to maintain and develop, Viet Media Travel needs to
have specific strategies to research and control the market and also to better serve the needs of the
market. Because the market is very large, in order for the business to be effective, Viet Media
Travel needs to choose its target market and work towards that target market.
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Currently, the company pays great attention to promoting and marketing with domestic and foreign
tourists, participating in international travel fairs, conferences and seminars. Strengthen the
cooperation of media agencies, airlines, corporations, foreign travel companies, in order to
promote brands, introduce new products as well as travel services in the summer, traditional
festival and Lunar New Year.
3.2. SWOT Analysis:

3.2.1. Assess Strengths, Weaknesses, Opportunities and Threats:
3.2.1.1.Strengths
Developing in its own direction, with the goal of meeting the increasing and sophisticated needs
of tourists in all income segments, according to industry characteristics, requirements, interests,
etc. Viet Media Travel builds a professional and diversified set of tourism products to all tourist
destinations in the country and many countries around the world, with the criteria of good service
quality and reasonable price always being the top priority. In addition, the company focuses on
building and promoting its brand online. Through the system of more than 300 websites
specializing in tourism with very high search ability by search engines Google, Bing, Yahoo, etc.
help achieve long-term effectiveness and benefit the company in finding new customers.
 About reputation and brand: Tourism products and services in Vietnam in general and Viet
Media Travel in particular are very diverse. From ecotourism, thrills to spiritual tourism,
M.I.C.E tour, festivals and food tourism. Visitors to Vietnam can easily choose the form of
travel that suits them. The company now has a certain position in the domestic as well as
international market, especially in Southeast Asian countries such as Thailand, Singapore,
Malaysia, Laos, Cambodia, etc.
 About the relationship with partners as well as other travel businesses: The company has a
wide relationship with other travel agencies and customers across the country and countries in
the region and this is an advantage for company to expand market and business cooperation.
3.2.1.2. Weaknesses:
Tour programs are almost identical to the programs of other travel companies. The organization
of travel programs, the company has done well, in accordance with what has been committed to
customers. However, sometimes due to customer factors and many other factors such as the
attitude of the guide is not really enthusiastic as well as the quality of the tour not meeting the
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customer's requirements because some young employees do not have deep expertise and limit of
language skills, this affects the reputation as well as the business results of company.
Moreover, in general, the infrastructure in Vietnam also has many shortcomings. Infrastructure
here is not only about the facilities of the accommodation but also about traffic, urban areas, etc.
The most obvious example is traffic congestion that will reduce the customer's travel experience.
In addition, Vietnam's tourism potential is great, but the ability to exploit tourism products and
services is still limited.
3.2.1.3. Opportunities:
Currently, Vietnam is a country that has been strongly integrating with the international economy.
Therefore, Vietnam's tourism also has great development opportunities. The support of the
government, as well as the General Department of Tourism to strengthen the image promotion of
the country and people of Vietnam to friends with the country slogan: "Vietnam-the destination of
the new millennium", "Vietnam-safe and friendly destination", and "Vietnam-Underlying beauty".
Vietnam has and is continuing to establish good diplomatic relations with many countries, while
many procedures of document for travelers in order to facilitate and attractive visitors to Vietnam,
this is also an opportunity for Viet Media Travel to develop its business.
Vietnam has a stable and economical political background in development, we also have many
locations, famous attractions. Along with a warm tropical climate all around year, Vietnam has the
distinctive cultural features of Oriental culture and wonderful nature; the hospitality of Vietnamese
people has contributed to the choice of this place as an attractive tourist destination. Moreover, in
Southeast Asia, Thailand is a popular tourist destination. However, the social and political security
situation in Thailand is currently in turmoil. Protests in Thailand affect tourism. This is an
opportunity for Vietnam's tourism to develop more.
Along with the policy of opening up for integration of our country, the tourism industry has also
introduced many policies to promote Vietnam to the world market. As more and more foreign
tourists know about Vietnam through the media and press, the international tourist market is
increasing day by day.
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3.2.1.4. Threats:
- Crisis of economic recession: The world economy in recent years has encountered a crisis of
recession, economic wars between some large countries. Moreover, the Covid-19 pandemic is also
dealing very strong blows to economic development. In that general picture, Vietnam's tourism
also faces development challenges.
- One-time experience: Tourists come to Vietnam to experience and come back not much due to
some bad experiences during the trip. Some local residents are not yet high consciousness should
be for tourists such as distinguishing prices for tourists and local people, paddling, begging,
pickpocket, etc. Instead of providing products and services that make frequent visitors come to
Vietnam, we are still having a high number of "one-way, no-return" tourists. Information from the
Vietnam Tourism Summit, held in December 2019, said that for many years, the number of
international visitors to Vietnam has grown at double-digit rates, but the return rate is low, only
from 10 to 40%.
- The level of tourism spending is not high: Both domestic and international tourists coming to
Vietnam have a low spending level. Also information from the Vietnam Tourism Summit 2019
said that the average spending of international tourists in Vietnam is just over $1,000 for a 9-day
trip. This level of expenditure is too low considering the potential of providing tourism products
and services in Vietnam.
- Environmental pollution: A challenge for Vietnam's tourism is the increasing environmental

pollution. Plastic waste in the seas, fine dust pollution in big cities like Hanoi and Ho Chi Minh
City, etc. Those are all challenges that make it difficult for Vietnam's tourism to develop strongly.
- Seasonal tourism: Many tourist destinations are also affected by the weather and can only provide
seasonal tourism services. For example, in the stormy season, it will be difficult for beach resorts
in central Vietnam to receive visitors.
- Development mechanism: Vietnam's tourism has not yet received adequate investment and
development. The tourism law has shortcomings. The regulations also have cumbersome points,
affecting tourism businesses.
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- Saving trend: In the economic downturn, families in both foreign and domestic countries tend to
save more. That will make it difficult for customers to spend much on travel.
- Pandemic situation: Currently, the Covid-19 pandemic situation in Vietnam is well controlled,
but in other countries, the disease is still complicated and continues to limit and close borders. This
is a big challenge for Vietnam's tourism when there are not so many international travel to Vietnam
like before.
3.2.2. Analysis of the SWOT matrix:
S W
- Strategies for developing tourist

market. - Ad booster strategies.
O
- Strategy to improve the quality of - Strategy to improve tourism products.
domestic and international travelers
- Strategies to distinguish product - Strategies to distinguish product

offerings to compete with competitors. offerings to compete with competitors.
T
- Strategies to maintain and improve - Strategies to maintain and improve
service quality to attract customers. service quality to attract customers.
Table 1: SWOT Matrix
3.3. Competitive Strategy:
The marketing plan must be determined based on the competitive advantage of the business. The
success of the company is shown in the best way through the position that the company
occupies in the market compared to its competitors. Although Viet Media Travel Company is
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small, but with the cooperation of long-time experts in this field, the guarantee of expertise is
completely possible. Compared to other companies, which have been established for a long time,
we realize that there are many problems with the quality of service and the attitude of employees
as well as the mind-set and psychology. The change in service quality and customer service attitude
of these companies, if done immediately, also needs a certain time to be implemented. Viet Media
Travel has implemented a long-term and sustainable business strategy to promote and increase
domestic and foreign investment in order to make Viet Media Travel international chain of brands.
In order to operate efficiently, the company must rely on its reputation to attract visitors.
Strategically in the upcoming phase of Viet Media Travel will develop into strong tourism
economic group, sustainable, providing diversified product value chain, high grade, high quality,
difference, construction technology advanced management, characterized by Viet Media Travel,
to develop brand franchising, increase competitiveness and govern the domestic market, deep
regional and global integration.
-Develop promotional activities, advertising, marketing images, brands, tourism products through
domestic and international travel fairs, regularly updating new information about website system,
on YouTube and the company's Facebook page.
-Strengthen the construction and supply of new tourism product lines to meet diverse needs of
tourists about tours, resorts, MICE Travel, cruises, ecotourism, festival tourism, craft village
tourism, community tourism. Thereby helping Viet Media Travel continue to maintain its leading
position in the map of Vietnam's tourism business.
Our company has a small scale, so planning and implementing these plans will quickly become
effective and cost a lot less. So our marketing strategy focuses around the following elements:
- Human factor: well-trained company staff with the motto of serving customers like taking care
of their loved ones.
- Quality of service: Supporting customers in the best way from beginning to end, even by phone,
email, ensuring the best and most convenient service for customers.
- Create a new travel style, stimulate customer needs.
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3.4. Marketing Mix Strategy:
3.4.1. Product:
Because tourism products are easy to imitate and copy. Therefore, it is very difficult to create new
products with distinctive and outstanding characteristics compared to other products. But Viet
Media Travel always tries to create unique products, with its own imprint compared to other travel
businesses. At the same time, improving the quality of new products creates the trust of tourists
with their businesses, and it is a factor that creates prestige, reputation and brand names in domestic
and foreign markets. With the products and services mentioned above, the company conducts to
provide domestic and foreign tours, with the discovery and search for new places, giving customers
the highest satisfaction with the highest level of satisfaction but low cost. All for long-term
development goals, and contribute to the development of Vietnam's tourism industry.
We have 4 main groups of customers, so we built our tours base on the needs of each group:
- Adventure tour group, love to explore, develop themselves, seek new sensations, etc.
- Cultural tour group, find the origin.
- Tourist groups are workers, officials, agencies and organizations.
- Group tour to participate in extracurricular sessions, participate in deep learning for the lesson.
Among the services and products mentioned in part 2, in the coming period, the company will
focus on promoting the strength of organizing MICE tours. Because MICE groups are often very
crowded and especially have higher spending levels than regular tourist groups. Therefore, MICE
tourism is currently a type of tourism that brings a huge source of income to the economy.
In addition, at present, the demand for entertainment and eco-tourism of tourists is increasing day
by day. Meanwhile, Vietnam is a country with a landscape favored by nature. This is an
opportunity for Vietnam's eco-tourism to develop. Viet Media Travel Company is also planning
to develop more strongly in this type of tourism.
The form of self-selected tourism, which means that customers will be able to choose and design
tours for themselves, groups, friends, agencies under the guidance and advice of the company's
sales staff is also one of our development strategy in next 3 years to bring customers the most
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enjoyable experience from their trips. Besides, we also have an equally unique product that is
separate tour: Adventure travel and "Home stay" at local people's house.
3.4.2. Price:
Determining the price of domestic and foreign tours is a difficult thing, to make the price of tours
so that customers are satisfied with the amount of money they spend. The company has
implemented empirical measures, with the association with stakeholders, other agencies and
organizations, the price is competitive with the market price.
With the tour, the price will depend on the number of people, the time and location of the tour, the
same means of transport, the number of guides, the time of living, eating and resting in specific
tourism each area, along with guest requirements such as: bedrooms, food, entertainment services,
collective activities, extracurricular activities.
Pricing policy the company is implementing:
- To encourage large groups, we offer 1 extra snack for groups of > 15 people.
If they are loyal customers, they will add discounts as follows:
- 10% discount for customers who are students or over 60 years old
- Children under 11 years old: charge 50%
- Children under 2 years old: charge 20%
3.4.3. Distribution:
We use direct distribution channels so that customers can access and use services quickly and
conveniently, without intermediaries.
In terms of eating and resting, at each destination, we choose good quality restaurants, motels and
hotels in accordance with the contract, all of which are thoughtfully prepared.
Regarding transportation, as mentioned in the product section, the company owns and cooperates
with the most reputable partners to rent vehicles, with detailed contracts that minimize risks.
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Our tours focus on tours going through the most prominent places in Vietnam, discovering new
and interesting things in each destination. Our mission is to introduce the culture, tradition, food,
history and natural beauty of the people and country of Vietnam as well as towards a vision to the
world.
3.4.4. Promotion:
Implemented with advertisements in magazines, on e-commerce systems, websites, forums,
magazines, etc.
In particular, the company builds a bilingual website with Vietnamese and English for customers
to search and select the services online, build and promote the company's image, the country and
people of Vietnam to friends on the Internet all over the world.
In order for the company's products and services to reach a large number of its customers, the
company implements mixed promotion measures such as promotions, sponsorship activities,
organizing events during the year in Ho Chi Minh City area and the whole country such as:
Sponsorship and promoting company’s image on the occasion of New Year's Day, Valentine's
Day, National Day, or long-term occasions such as promotion on price, service, number of people,
etc. Print hats, shirts, backpacks for customers. Along with that is a free photo service for tourists
on each trip.
3.5. Brand strategy-integration-development of Viet Media Travel:
The year 2023 was the first year of strategic implementation at 2023-2025, the company contested
the opportunity, overcome the challenge, focusing on directing with the strategy: "Brand-
integration-development", including the group of solutions, the focus program and
the controls.
To prepare for that, in the year 2022, the company focused on directing the organization, through
the following eight main tasks:
-Actively build and organize the implementation of the decision of the year 2022, implementing
the programs set out in the period 2023-2025.
-Enhance marketing promotion and implement brand strategy to meet development needs in the
new situation.
-Investment in depth and investment expand.
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-Human resource training.

-Restructuring products, services, improving the quality of products.
-Improve the attitude of style of service, especially focus on customer care.
-Financial control and implementation of profit optimization program.
-Building a clean, strong political system.
4. Operation plan:
4.1. The general process of operating a tour:

After Marketing and Sales campaigns to bring products and services to customers, followed by the
overall processes to run a tour of Viet Media Travel company.
4.1.1. Tour preparation:
4.1.1.1 Vehicle preparation:
- Contact the car supplier to book a car, the staff in charge of car booking should check the
corresponding of tour schedule and compares it with the departure schedule of the bus operators.
- Choose a time suitable for the tour (choose a backup trip in case the booked trip is cancelled).
- Contact the transportation supplier the type of car, the number of cars, the time to receive guests,
the number of guests, the driver's name, the driver's phone number, update the contact information
in the agent directory.
- Contact the driver to determine the tour time, location, number of guests, the name of the guide
representative of that vehicle.
4.1.1.2. Contact tour guide for the whole line:
- Assign tour guides based on tour guide's work assignment chart in the month.
- Inform them about tour, time, pick-up point, type of guests.
- Ask tour guides to prepare necessary work for the tour.
4.1.1.3 Contact local tour guide:
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- Assign tour guides based on tour guide's work assignment chart in the month.
- Inform them about tour, time, pick-up point, type of guests.
- Inform them guests' arrival time and request for presentations in the tour.
- Ask tour guides to prepare necessary work for the tour.
4.1.1.4. Contact for accommodation:
- Based on the hotel catalogue and according to the tour request, contact the hotel's reservation
department.
- Book rooms and beds according to number of guests, corresponding amenities, check-in date,
number of days of stay, name of representative tour guide.
4.1.1.5. Food & Beverage:
- Based on the list of available restaurants, in case there is no restaurant in the list at the request of
the customers, it must be searched and evaluated according to the supplier evaluation procedure.
- Contact the restaurants to get menu, price.
- Receive/confirm/send service contract.
- Confirm service date/time.
- Determine the pre/post payment procedure.
4.1.1.6 Insurance:
- Contact insurance client to make insurance contracts for customers. Insurance service providers
are listed under the supplier assessment procedure.
- On the basis of insurance claims, contact the insurance provider according to the right type of
request, register the type of insurance according to the customer's needs and proceed to make the
procedure for signing an insurance contract.
4.1.1.7. Making advance slip with accounting department:
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- On the basis of the preparation work, the partner's request, the tour operator proceeds to make an
advance ticket for the tour guide.
- Prepare payment procedures for insurers.
- Prepare a car service confirmation sheet for the accounting department to settle at the end of the
month.
- Prepare vouchers for accommodation and food services to the accountant for payment after the
tour ends.
4.1.2. Tour implementation:
4.1.2.1 Check the preparation:
All the above works must be checked 4 hours before the tour departure time. In case of problems,
there must be alternative measures to ensure the tour is done well. In case it is not possible, the
tour manager must handle immediately.
4.1.2.2 Assign work to tour guide:
- Support tour guide to make advance payment for tour if necessary.
- Handing over the tour evaluation sheet to the tour guide.
- Check the work that the tour guide must prepare.
- Remind the tour guide necessary information for the tour's characteristics.
4.1.2.3 Keep track of how the tour implemented:
- The tour guide is responsible for being present 30 minutes in advance at the starting point,
contacting the driver to pick up the car, guiding guests to get on the bus.
- In case guests are not enough during the tour, tour guide must try to contact and support guests
show up on time or not to late up to 15 minutes. In case it cannot be resolved, immediately notify
the tour operator for handling.
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- During the tour, any problems that the tour guide cannot handle must be immediately told to the
tour operator to handle.
- Support methods when guests do not show up during the tour are contacting local guides of that
tour, and some other tour guides surrounding that area, contact driver, restaurants, hotels, local
government agencies to support, etc.
- During the entire tour, the tour guide performs the work according to the tour operator's
instructions.
- All problems occur during the tour, tour guide must write in the tour diary.
4.1.2.4 Drop the guests off after the tour:
- Check the numbers of tour guest before back to pick-up location.
- Thank you guest for taking this tour.
- Tour guide sends guests a tour evaluation, then guide guests to write or record that assessment.
- Make sure to drop the guests off at right location.
4.1.3. Aggregating and reporting:
- The tour guide submits tour settlement cost table to the operator for confirmation to complete the
settlement procedure with the accountant (attached with the invoices).
- Submit the tour evaluation sheet to the tour operator.
- Transfer the tour log for the operator to check.
- Report incidents occurring during the tour to the tour operator (if any).
4.2. Proposing some plans to improve the quality of operation activities:

4.2.1. Distribution channel expansion plan:
Currently, the company's distribution channel is a direct distribution channel: The company uses
representative offices, mobile sales forms, uses a modern communication system to organize the
sale of services and products for tourists at the office. Thus, the distribution channel of the
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company has not met the product consumption well. In order to increase sales, the company needs
to expand its distribution channel through: opening more branches, opening more travel agencies,
promoting cooperation with restaurants and hotels, and looking for more foreign travel agencies
to introduce the company's new products/services. The company should use existing relationships
with suppliers such as: Melia, Nikko, Sofitel, Mariott, Hyatt, etc. proposed cooperation and
association for these suppliers to become distribution channels for the company. As follows:
- Opening branches in key tourism markets to better distribute products, reduce great distribution
pressure at business, and at the same time help business capture full information on the market.
- Regularly participating in trade fairs and exhibitions in country and abroad to find more
customers and reputable distributors.
- Diversifying distribution channels through hotels, restaurants, airline service companies
along with supporting policies such as granting credits and commissions to attract them to
cooperate and become an effective retail channel for the company.
- Building a database of target market - the market to penetrate the company's products.
4.2.2. Technology development and electronic sales channels enhancing plan:
The company has built a website to update information and is a channel for visitors to book tours
online, but currently customers still report that the website has a slow loading speed and
information is not updated regularly. It is expected that in 2023, the company plans to promote
and invest more in the website to develop this electronic sales channel.
Build and regularly update the company's website with images of new products, travel routes,
tourists, etc. Create and distribute a newsletter with beneficial items for current and potential
customers’ capacity. Create an open room at the company to better get to know the majority of
customers along with building a better customer relationship with them. This will help the
company's newsletter sent to customers more practical and not fall into spam. Create good
relationships with customers and show respect to customers by sending thank you letters after
communicating with customers and after using the company's services. This will make customers
have a good impression of the company and when there is a travel need, they will contact the
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company. Optimize the benefits of social networks such as Facebook, Twitter, Blogger to promote
the company's image and products. There is a policy of rewarding those who share the best ideas
with the entire sales team through these tools.
Through building a flexible payment method, visitors can pay by cash, transfer, international
payment card for their transactions at the website. The establishment of more working networks
connected via Viber, Zalo, Facebook messenger helps transfer information and cooperation
direction between departments faster and more thorough in solving work. In addition, in 2022, the
company also deploys many software for business management, saving time, costs and human
resources such as: Etour Ver 2 (GIT and FIT) system, and Software for support and professional
work.
4.2.3. Plan to improve the quality of tour guides:
Currently, the quality of the company's guides is improving, which is highly appreciated by
customers, and the periodic rotation of the position of tour guide operator has created a stable
mentality and fairness by being objective in arranging tours for guides via company’s software.
During the year, regional branches such as Can Tho and Da Nang have established tour guide
department with the function of creating resources, training and supporting guides for units in the
region.
4.2.4. Plan to improve service operating quality:
The company is gradually implementing restructuring of the operating block; assigning and re-
assigning between departments in a more reasonable and effective manner. The overall
management of the company in 2022 will be significantly improved thanks to the strengthening of
coordination, standardization of processes, application of support software and will continue to
expand in the following years. In general, the services and guides are basically stable, so it doesn't
affect the operation much.
The company has restructured customer service and sales departments in a more efficient way.
Established tour guide department in Can Tho and Da Nang branches, and established a scuba
diving business in Nha Trang branch. Besides, the dissolution of some inefficient business
branches such as: Pleiku branch, Quang Nam branch.
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4.2.5. Plan to improve the quality of purchasing:
The purchase of services during the year had many positive changes, the company's service quality
is stable, the number of complaints about the service decreased significantly. The purchase of
foreign services to a focal point creates a large volume of services to make it easier to negotiate
with partners on prices, and at the same time to diversify service supply partners, has contributed
to reducing product competition and market price pressure. Processes, service data systems,
management systems, electronic reports create much efficiency in work deployment.
4.2.6. Cooperation expansion plan:
Viet Media Travel is planning to expand cooperation and joint venture with domestic and foreign
partners to implement a number of ecotourism development projects in the country. Especially,
company cooperate with some famous financial and travel business groups in the world to take
advantage of the project management experience, technology as well as strong financial resources
of these groups. Viet Media Travel is currently trying to link up with travel agencies in other places
to promote the utility of MICE tourism through forms such as meeting in Da Nang, convalescence
and relaxation in Hue, Hoi An, etc. In this way, to create a novelty for MICE tourism products
with a series of different activities combined by companies. Company also cooperates with airlines
such as Vietnam Airlines, Bamboo Airways, Vietjet, and Pacific Airlines to deploy a stimulus
package for domestic tourism to enjoy preferential airfares for participating travel program.
Currently, Viet Media Travel is receiving the highest discount of 47% depending on the flight
route by Vietnam Airlines. Maximizing this association will reduce costs and improve profits for
the company. Linking with clients of accommodation, dining, shopping services by selling services
at preferential prices or linking with transport client to open more tours passing through other
agencies in order to attract more source of visitors to the business.
5. Team management:
5.1. Organization structure and departments’ functions:
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5.1.1. Organization structure
Director
Vice-
director
Marketing Customer HR
& Sales Operation Finance Tour Guide Service
Department Department Department Department
Department Department
Outbound Inbound Domestic
Figure 2: Viet Media Travel organization chart (Source: https://dulichvietl.com)
Our fifth “P” is: people, the most important element in any organization. Above is the
organizational structure of Viet Media Travel up to the present time. The structure of the company
is organized according to the functional model. At the top is the general director, below is vice-
director then departments & divisions. The total number of permanent employees in the company
is 80 (including the management board and all employees in all departments) with degrees from
diploma to university. The percentage of office employees who are proficient in office computer
is 100%, and employees who are fluent in at least one foreign language account for about 80%.
The employees of the company are still very young, dynamic, enthusiastic, creative...meet the
needs of the job and profession. Besides, the company also has a large team of collaborators of
about 200 international and domestic guides who are very dynamic, enthusiastic, and highly
qualified.
5.1.2. Departments and Divisions functions:
- General Director: The person who directly runs the work and is responsible for managing the
entire operation of the whole company, managing the employees under him, is the decision maker
for important issues, is the The final decision on the entire company strategy in the short and long
34
term, and at the same time the director is also the person who makes the work plans, rules and
regulations to achieve the company's goals.
- Deputy Director: A person who is under the direct management of the director and supports the
director in the management and administration of the company. Functions and duties of Deputy
Director of Viet Media Travel:
+ Directly responsible for the Marketing and Operations Department.
+ Coordinating, operating, organizing the implementation of strategies and plans set out under the
direction of the director.
+ Establish and maintain domestic and international customer relationships.
+ Build company's products.
+ Research trends, development and decline of visitors of the markets.
+ Building, consolidating and perfecting the company's structure and working regulations.
+ Decide on issues related to the company's day-to-day business operations.
- Marketing & Sales Department:
+ The organization conducts domestic and international tourism market research, conducts
promotional activities, attracts tourist sources to the business.
+ Coordinate with the operating department to develop a tour program: content, price, suitable to
the needs of guests.
+ Find customers for the company.
+ Run promotions to attract customers.
+ Establish and maintain relationships with suppliers and customers.
- Operation Department:
+ Receive all requests from the sales department and proceed to order necessary services for
customers.
+ Contact service providers to find out the best rates and best service quality for customers.
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+ Always follow up and coordinate with guides and suppliers to handle problems customers
encounter while using travel services.
+ Survey new routes and update information to provide timely to Sales Department.
+ Planning and implementing the work related to the implementation of tourism programs.
+ Establish and maintain close relationships with relevant agencies.
+ Sign contracts with suppliers
+ Follow up the implementation of travel programs
- Tour Guide Department:
Previously, tour guide division belonged to Operation Department. But according to the company's
restructuring plan, due to the large number of human resources in this department, in November
2021, the tour guide division was separated and established the Tour Guide Department. This
department plays a direct production role, adding value to tourism resources and tourism services.
Functions and duties of the guidance department.
For the position of manager and assistant department:
+ Based on the guest plan to arrange the dispatch of guides.
+ Build, manage, train and maintain a team of tour guides.
+ Support and develop a new team of guides.
+ Work closely with related departments to conduct work effectively.
+ Collect full information at new tourist attractions.
+ Provide timely information to other departments about changes at tourist destinations.
+ Together with Marketing department to build complete and good quality products for tourism
programs.
For tour guide position:
+ The tour guide team plays a very important role in the development of the company, directly
representing the company to bring services to customers, acting as a bridge to create and maintain
relationships with customers during the tour.
+ Be a companion of tourists throughout the tour with the task of taking care of eating, resting,
shopping, etc.
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+ Ensure to meet all reasonable requirements of tourists and comply with the established tour
schedule during the process of leading the group.
+ The role of the tour guide is also the representative, who stands out to solve, arrange and handle
all situations so that tourists can continue their journey with peace of mind.
+ For the company, the tour guide is the person who conveys information and promotes the brand
image of national tourism for business and localities.
+ In addition, the tour guide also acts as the person who directly receives customer feedback about
travel services.
- Customer Service Department:
Maintaining a relationship with an existing customer costs much less than finding a new customer.
Especially in the tourism industry, most of the customers go in large numbers, from two or more
people or in groups. Therefore, when a company seeks and maintains a relationship with one
customer, it is also maintaining relationships with many other customers.
Functions and duties of CS department:
+ Ensure the interests of customers, receive inquiries, feedback, complaints from customers and
send them to relevant departments for handling.
+ Provide useful information related to service packages.
+ Use customer care support tools to support customers quickly and effectively.
+ Call to visit or send birthday greetings, invitations, thank you letters to maintain the customer's
connection with the company.
- Finance Department:
+ Monitor all financial activities of the company.
+ Ensure accurate and timely payment and settlement.
+ Based on business plans to make financial estimates.
+ Provide necessary data to the director when required.
+ Manage the compensation policy of employees in the company.
- Administrative & Human Resource Department:
+ Responsible for recruiting, arranging, managing employees, signing labor contracts.
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+ Advising, researching, building and perfecting the company's management structure.
+ Monitoring the implementation of internal regulations and settle regimes for employees
+ Take responsibility for assets in the company, develop protection and security plans, do internal
political work.
5.2. Recruitment & training:

With the view of considering human resources as one of the company's leading competitive
advantages, the company's recruitment principle is to select the best candidates for suitable
positions based on capacity, attitude, candidate's ethics and experience without distinction of race,
religion or sex. The company is constantly adding highly qualified personnel to participate in
management and strengthen its competitiveness in the market, meeting new challenges of the times
and in line with the scale of investment capital. The company also recruits a number of foreign
experts to cooperate as advisors through headhunting companies abroad to work as remote advisors
or work in the office to improve professionalism and help better understand the demand of tourists
in host countries. Viet Media Travel's employment policy creates fair and reasonable opportunities
for all employees of the company depending on the capacity of each employee in all aspects:
recruitment, training, appointment, salary review, bonus review, etc. In order to meet the needs of
market expansion and business plan, in 2023, the company is expected to increase by 10% of its
human resources. In which, there will be an additional 4% tour guided who can speak English,
Russian, Japanese, Korea to meet the needs of foreign customers, 4% of sales staff and the rest are
other departments.
In parallel with the recruitment work, the company also plans to train its employees to have a
human resource suitable to the company's requirements. Viet Media Travel always considers
human resource training as the most important task in human resource management and a form of
strategic investment. Through training, employees will improve their knowledge, professional
qualifications and other skills, thereby creating the greatest value for themselves and the company.
Viet Media Travel's employees must be dedicated people, serving customers with all their
enthusiasm. Customer satisfaction is a measure of the effective performance of each employee. At
the same time, through the training process, employees also identify their own development goals
in line with the company's development goals. The company's training courses are effectively
38
designed based on business requirements to ensure that employees can maximize the skills and
knowledge they have been trained in on the job.
Thereby increasing the trust and motivation of employees, motivating employees to constantly
develop and diversify professional careers to create opportunities for self-advancement.
Specifically, we will invest in a professional training system, the company's employees will have
access to the working methods of the world's leading travel agencies so that they can learn from
experience. In addition, the company cooperates with Ho Chi Minh City and Hanoi Department of
Sports and Tourism to organize workshops, seminars, events to create opportunities for employees
to try and increase their professional skills. In addition, for the tourism industry, foreign languages
are very necessary for staff, especially tour guides. Therefore, the company also encourages and
sponsors employees to study foreign language courses, especially English to improve.
5.3 Motivation:
Training and recruitment will not be most effective if we do not do a good job of creating
motivation and loyalty for employees. Viet Media Travel's salary and bonus policy is highly
competitive in order to attract and encourage employees to join and make long-term contributions
to the company's development. Wages are paid on the principle of ensuring fairness,
reasonableness, in accordance with the qualifications, capacity, performance and quality of each
employee along with the spirit and attitude of performing the responsibilities and assigned tasks.
The company applies a policy of steadily increasing salary from 6-15% over the years depending
on the performance of the employees and the operation of the company. The company has taken
steps to develop criteria to evaluate employee capacity, as a basis for building a new salary scale.
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Table 2: Payroll
The current applicable employee commission policy is as follows:
- Sales staffs: 5%/booking value sold by that staff
- Full-time tour guides: 5%/tour revenue
- Cooperated tour guides: 5%/tour revenue without basic salary
The company's employees are fully equipped with working equipment, enjoy safety regimes,
leave, maternity leave, rest for the tour guide after each tour, annual health check-up, social
insurance, full health insurance in accordance with the law and internal regulations of the company.
In addition, employees are also entitled to many different allowances depending on the
characteristics of each job position such as gas, phone, lunch, etc. In addition to the salary and
allowance policy, the company also applies a bonus and commission policy to encourage
employees to dedicate themselves and strive hard in all positions to build Viet Media Travel
developed and grow strong. Collectives and individuals achieving excellent results will be
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evaluated and rewarded according to uniform, fair and public regulations, combining spiritual and
material rewards. Every year, the company has a summer vacation program so that employees
have the opportunity to relax and interact with each other, with family and colleagues after stressful
working days. Viet Media Travel Company always tries to build a dynamic and professional
working environment but also extremely friendly and warm. Employees always feel like a member
of a family full of faith and hope, always interested in sharing and dedicating together, promoting
their own values to build a growing common house.
5.4. Social responsibility:

Viet Media Travel regularly participates in social activities contributing to building a
compassionate and civilized community. Through social organizations, agencies and departments,
companies participate in supporting or directly awarding scholarships to poor students overcoming
difficulties from ethnic minorities or remote areas. Specifically, as:
• The company accompanies with the Education and Development Day in Ho Chi Minh City to
establish a scholarship fund "Viet Media Travel incubating Vietnamese talents" for poor students
who overcome difficulties and study well at all levels in Ho Chi Minh City.
• Participating in awarding scholarships to students of the University of Economics who have

achieved excellent results in their academic years.
• Cooperating with TNK Travel and Intertour Vietnam to organize a charity program called
"Connecting - Sharing" to give gifts to 300 primary and secondary school students as well as 20
households difficult and 10 households living alone in Binh Phong Thanh commune, Moc Hoa,
Long An in 2017.
• Especially, from 2019, Viet Media Travel has a policy of deducting profits to organize an annual
program: "Journey of love". This is an activity the company organizes for the children of close
customers. At the program, in addition to outdoor activities, activities & integration, the children
also participated in meaningful community-oriented activities.
• The company's union regularly organizes other activities named "Vietnam Tourism - Charity"
such as: the program "Love porridge bowl" for the elderly, children in difficult circumstances,
family members of patients at hospitals.
41
• Participating as co-hosted in Vietnam - Japan Cultural Exchange Festivals, Vietnam - Korea

Cultural Exchange, etc. by Consulate General of countries, General Department of Tourism,
Business Association of countries in Ho Chi Minh City.
• Simultaneously affiliated with Universities and Faculty of Tourism to help orient students in the
learning process, the company regularly receives an average of 20 interns/year to help them
experience and improve their practical skills for their future career, they will be evaluated and
interviewed to get back to work after the internship is over.
• In 2020, in the face of the complicated global situation of Covid-19, although the company's
business activities were seriously affected, the company still sponsored VND 200,000,000 to
distribute food for lockdown neighbourhoods in Phu Nhuan district.
6. Development – Growth:
The total estimated budget to implement the business plan in 2023 as mentioned above is about 4
billion VND. This cost includes marketing and sales activities, sponsorship programs to support
image building and revenue growth, and the cost of recruiting additional personnel to implement
the plan. Tour operating costs will not be given here because the operating costs will depend on
the tour route and number of tours, which will be deducted directly from the amount booked for
each tour. Below is the estimated budget allocation table to implement the company's business
plan by specific departments.
6.1. Marketing and Sales Budget:

6.1.1. Estimated budget for website and software upgrades:
As mentioned above, the company intends to upgrade the website and invest in technology to bring
more convenience to customers when accessing. The company will outsource, hire a professional
website design agency with high qualifications and expertise with the expected cost as follows:
 Website design price: 10,000,000 VND.

 Buy 2 more standard configuration computers, the price of each machine is 25,000,000
VND. So the cost to buy a server is: 25,000,000 x 2 = 50,000,000 VND
42
 Depreciation in 5 years, each year is 10,000,000 VND.
Table 3: Web upgrading budget
6.1.2. Estimated budget plan for online marketing activities:
Table 4: Online marketing budget
6.1.3. Offline marketing costs and customer gifts:
Table 5: Offline marketinng and customer gifts budget
6.1.4. Estimated budget for sponsorship activities:
Table 6: Sponsorship budget
43
6.2. Additional personnel recruitment costs to implement the business plan in 2023:
Table 7: Additional personnel recruitment budget
With the above investment plan, the company is expected to increase sales in the coming years as
follows, the table below shows the added value as a percentage, the specific data will be listed in
detail in the financial summary section in next part:
Table 8: Increase sales volume
7. Financial Summary:
Below is Viet Media Travel's budget and financial analysis for the next 3 years. Vietnamese Dong
(VND) is the currency used in this financial plan.
7.1. Assumptions
Before proceeding with financial planning, several assumptions must be made and they are outlined in the
table below:
44
Table 9: Assumptions
7.2. Set-up Investment of whole business:
Table 10: Total Capital and Fixed Assets Schedule
45
Table 11: Balance sheet as of year 2023

Table above shows that the cash and cash requirement at the end of the year 2023 is positive
because Viet Media Travel is an existing company that is operated from more than 10 years.
46
7.2. Profit & Losses Forecast:
Table 12: Profit & Losses Forecast

The after-tax profit is increasing every year due to increasing total revenue yearly. According to
the financial statement on the business situation of Viet Media Travel last year, the profit after tax
of the business is 10,852,608,799 VND. By 2023, predicted profit has increased to 14,192,761,235
VND then 21,773,650,051 VND and 32,212,209,954 VND respectively in the next 2 years.
47
7.3. Cash Flows Forecast:
Table 13: Cash Flows Forecast
With the above calculation, Viet Media Travel's business plan within the next 3 years has a positive
NPV, IRR 77.62%. These indicators prove that the implementation of the above plan is highly
profitable for the business.
8. Conclusion:
Tourism is increasingly recognized as a service industry with high socio-economic efficiency.
Tourism development attracts a large direct labor force, contributing to solving employment and
income problems. Developing tourism in general and domestic travel business in particular is a
new direction to eradicate poverty, improve material and spiritual life for rural, mountainous and
remote areas have conditions for tourism development.
The target of the draft strategy for developing Vietnam's tourism in 2023 will reach a revenue of
about 150 billion VND/year, 200 billion VND in 2024 and about 270 billion VND in 2025,
contributing to the country's GDP to contribute to the development of the country. Tourism will
basically become a spearhead economic sector by 2025 and world-class by 2030.
48
Looking at the above data, we can see the importance of tourism business development in general
and domestic travel business in particular for the country's economic growth and business growth.
In order to do that well, in addition to constantly improving the organizational apparatus, technical
facilities, and improving quality, it is also necessary to develop and manage a pricing strategy in
the most reasonable way.
Due to the limited research time, the information and documents are not very complete and the
evaluation comments are more or less subjective. However, through this, I hope to be able to
contribute some of my ideas to further improve the operation and business strategy of Viet Media
Travel.
49
REFERENCES
Longencker, Petty, Palich, & Hoy. Small Business Management, 19th Edition, Cengage
Hill C. W. L., Schilling M. A.& Jones G. R. (2017) Strategic Management: Theory & Cases: An Integrated
Approach, 12th Edition, Cengage
Company website: https://dulichviet.com.vn/
World Travel & Tourism Council (2019). Economic Impact Report. Retrieved from
https://wttcweb.on.uat.co/Research/Economic-Impact
Minh Nguyen (Apr 12, 2021). Tourism industry in Vietnam - statistics & facts. Retrieved from
https://www.statista.com/topics/7742/tourism-industry-in-vietnam/#dossierKeyfigures
Chinhphu.vn. (April 13,2015). Bao dien tu. Retrieved from http://baochinhphu.vn/Thutuong-va-
Thanh-vien-Chinh-phu-tra-loi-chat-van/Xay-dung-truong-mam-non-ngoaicong-lap-duoc-uu-dai-
cao-nhat/224803.vgp.
Le Tham (June 22,2017). Thanh pho Ho Chi Minh. Retrieved from
http://www.nhandan.com.vn/tphcm/item/33242302-kinh-te-tp-ho-chi-minh-tiep-tuctang-truong-
cao.html
ITA National Tourism and Travel office (2017). Retrieved from
http://tinet.ita.doc.gov/outreachpages/inbound.general_information.inbound_overview.asp
HKT Consultant (2019). Retrieved from:
https://chienluocdoanhnghiep.edu.vn/da-dang-hoa-trong-doanh-nghiep-loai-hinh-va-ap-dung-thuc-te/
VNA. (2020). National Conference on Tourism 2020 discusses solutions to restore tourism.
Retrieved from https://vietnamtourism.gov.vn/english/index.php/items/15394
50

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CAP601_Business Plan for Viet Media Travel Corporation

Student: STUDENT NAME

[BUSINESS PLAN FOR VIET MEDIA TRAVEL CORPORATION]

A Research Project Presented in Partial

This business plan includes the following main sections:

- Products/services: detailed description of the company's product/service, analyze and determine

- Main plan: main plan for 3 years with key elements.

It is my honor to be an MBA of 43 at UBIS University Switzerland. The course has brought me a

1.1. Background ..................................................................................................................... 9

2.1. Description of products and services of Viet Media Travel ......................................... 13

3.1. Features of marketing in the field of tourism ............................................................ 18

4.1. The general process of operating a tour ......................................................................... 27

5.1. Organization structure and departments’ functions .................................................... 33

6.1. Marketing and Sales Budget ........................................................................................... 42

7.1. Assumptions ...................................................................................................................... 44

Figure 2: Viet Media Travel organization chart ...................................................................................... 31

Table 1: SWOT Matrix ................................................................................................................ 20

Table 2: Payroll ........................................................................................................................... 37

Table 3: Web upgrading budget .................................................................................................. 40

Table 4: Online marketing budget ............................................................................................... 40

Table 5: Offline marketinng and customer gifts budget .............................................................. 40

Table 6: Sponsorship budget ....................................................................................................... 41

Table 7: Additional personnel recruitment budget ...................................................................... 41

Table 8: Increase sales volume .................................................................................................... 41

Table 9: Assumptions ................................................................................................................... 45

Table 10: Total Capital and Fixed Assets Schedule ..................................................................... 45

Table 11: Balance sheet as of year 2023 ...................................................................................... 46

Table 12: Profit & Losses Forecast .............................................................................................. 47

Table 13: Cash Flows Forecast .................................................................................................... 48

1.2. Company Overview:

Actual contributed charter capital: 18,000,000,000 VND

Ownership rate: 100%

1.2.3. System of products and services:

• Pilgrimage Tourism: Israel – Jerusalem – Nazareth; India - Nepal; Myanmar

• Business and exploring investment opportunities tourism

• M.I.C.E and EVENT Tourism

• Culinary tourism & Cultural exchange.

- Services - comprehensive solution:

• Air tickets booking.

• Car rental service.

1.2.4. Notable achievements:

Figure 1: Viet Media Travel Achievements (Source: https://dulichviet.com.vn/)

2. Services and Products:

2.1.1. Types of thematic tourism:

2.1.1.2. Pilgrimage Tourism:

2.1.1.3. Tourism combining health care & beauty (Wellness Tourism):

2.1.1.4. Business and exploring investment opportunities tourism:

2.1.1.5. M.I.C.E and EVENT Tourism:

2.1.1.6. Culinary Tourism & Cultural Exchange:

2.1.2. Additional services:

2.2. Overview analysis of Viet Media Travel's competitors:

3. Marketing and Sales Plan:

3.2. SWOT Analysis:

- Environmental pollution: A challenge for Vietnam's tourism is the increasing environmental

3.2.2. Analysis of the SWOT matrix:

- Strategies for developing tourist

- Strategies to distinguish product - Strategies to distinguish product

Table 1: SWOT Matrix

3.3. Competitive Strategy: