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TABLE OF CONTENTS
LIST OF ABBREVIATIONS iii
LIST OF FIGURES iv
ACKNOWLEDGEMENTS v
INTRODUCTION 1
CHAPTER I. AN OVERVIEW OF PHOENIX JOINT STOCK COMPANY 3
1. History of the company 3
2. General information 3
3. Goal and Mission 4
3.1. Goal 4
3.2. Mission 4
4. Organizational structure 5
CHAPTER II. MARKETING PRACTICES OF PHOENIX., JSC 8
1. Establishment of Marketing Department at PHOENIX., JSC 8
2. Analysis of marketing practices at PHOENIX., JSC 8
2.1. Offline marketing activities in PHOENIX 8
2.2. Online marketing activities in PHOENIX 10
CHAPTER 3. EVALUATIONS AND RECOMMENDATION TO IMPROVE
THE EFFICIENCY OF MARKETING PRACTICES AT PHOENIX., JSC 15
1. Strengths 15
1.1. Offline marketing activities in PHOENIX 15
1.2. Online marketing activities in PHOENIX 15
2. Limitations 16
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2.1. Offline marketing activities in PHOENIX 16
2.2. Online marketing activities in PHOENIX 16
3. Recommendations 17
3.1. Website 17
3.2. Facebook 18
3.3. Finance 18
3.4. Remuneration policies for employees 19
4. Personal reflections on the internship 19
4.1. Experience and knowledge gained during my internship 19
4.2. Difficulties during my internship 21
CONCLUSION 23
REFERENCES 25
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LIST OF ABBREVIATIONS
JSC : Joint Stock Company
Co., Ltd : Company Limited
HR : Human Resources
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LIST OF FIGURES
1. Chart of organizational structure of PHOENIX., JSC
2. Chart of the level of customers’ satisfaction with PHOENIX’s products
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ACKNOWLEDGEMENTS
The internship opportunity I had with PHOENIX., JSC was a great chance for
learning and professional development. Therefore, I am grateful to be a part of the company
and meet so many wonderful people and professionals who led me through this internship
period.
Foremost, I would like to express my indebtedness appreciation to my supervisor
Ms. Vu Thi Diem Phuc, the lecturer at the Faculty of Business English. Her constant
guidance and advice played a vital role in making the execution of the report. She always
gave me her suggestions that were crucial in making this report as flawless as possible.
Besides, it is also a pleasure to express my sincere thanks to all the teachers for all the
knowledge they have taught and shared. That helped me a lot in my internship.
Secondly, I would like to give greatly thanks to my instructor at PHOENIX., JSC,
Ms. Nguyen Thi Trang – the head of the Marketing Department, who enthusiastically
guided me with my tasks at the company.
I perceive this opportunity as a big milestone in my career development. I will
strive to use gained skills and knowledge in the best possible way, and I will continue to
work on their improvement in order to attain desired career objectives.
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INTRODUCTION
Fitness has grown into a trend in the last few decades, and people nationwide try to
work out daily to stay in a healthy shape. So, the demand for sportswear and sports
equipment increases, leading to the mushrooming of the sportswear companies and retailing
stores all over the world, including Vietnam.
The competitiveness among these sportswear companies is so harsh that some of
which have to close or change the marketing strategy because they realized that the heart
of a business’s success lies in its marketing. Without marketing, the business may offer the
best products or services, but none of the potential customers would know about them.
Without marketing, sales may crash and companies may go bankrupt.
Honestly, marketing is the field I want to master in and I have worked as an intern
at the Marketing Department of PHOENIX Joint Stock Company, which raises my
awareness of how important marketing is to promote the product consumption and helps
me have lessons for my own.
Thus, I have chosen “Marketing practices in PHOENIX Joint Stock Company”
as my field report. Apart from the introduction and conclusion, I divide the report into three
chapters.
Chapter I. Overview of PHOENIX Joint Stock Company
This chapter provides some general information about PHOENIX as well as my job
position, during my internship here.
Chapter II. Marketing Practices in PHOENIX
The second chapter gives some basic information about PHOENIX’s Marketing
Department and analyzes the marketing practices at PHOENIX.
Chapter III. Evaluations and recommendations to improve the efficiency of
marketing practices in PHOENIX
The last chapter contains my evaluations of PHOENIX’s marketing practices and
recommendations to improve it. Knowledge and experience that I gained from the
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internship period as well as difficulties I met during this period are also mentioned in this
