NATIONAL ECONOMICS UNIVERSITY

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INDIVIDUAL REPORT
USING THE KNOWLEDGE ABOUT TOUR OPERATION
MANAGEMENT AND MARKETING TO ANALYZE BROCHURE
Major: Tour Operation Management
Student’s name: Lê Thị Luyến
Student Code : 11163211
Class : POHE Tourism Management
Lecturer : Dong Xuan Dam, MBA., LLM., Ph.D

HANOI, 2019
Question : Collecting a brochure of a real tour offered by a TO.

Using your knowledge about tour operation management and marketing to analyze it.

1) You should do a critical analysis by showing positive aspect and negative ones.

2) Suggest your key solutions to improve this brochure.

Answer :
1. Introduction about Vietnam Team Building Joint Stock Company
Vietnam Team Building (VNTBD) is a company specializing in
organizing team building training, supporting building and developing teams
for businesses, teambuilding programs to motivate and motivate employees to
work actively, better, more quality and more creative.

They provide event organization, team building, team building tours,

quality and reputable MC rental nationwide.

Head office address: 56 Nguyen Van Cong Street, Ward 3, Go Vap

District, Ho Chi Minh City.

Phone: (028) 2247 3838. Email: info@vntbd.com.

Webtise: httaps://www.vietnamteambuilding.net

License Number for Business Registration / MST: 0312033603 - Issued

by HCMC Department of Planning and Investment.

Sale office address :

- 6/5 Đang Van Sam, P2, Tan Binh, TPHCM. Tell: 028 2247 3838

- 612A Hoang Hoa Tham, Tay Ho, Ha Noi. Tell: 024 3520 2366

- H69/27 K1, Pham Nhu Xuong, Đa Nang.Tell: 0236 6514633

2. General information about brochure

A brochure is an informative paper document for advertising, which can
be folded into a template, pamphlet or leaflet. Brochures are promotional
documents, primarily used to introduce a company, organization, products or
services and inform potential customers or members of the public of the
benefits.
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 They are usually distributed inside newspapers, handed out personally or
placed in brochure racks in high traffic locations.

The brochure enables potential customers to view and compare different

products offerings, including price and key features and indeed may provide
inspration for consideration of new destinations and resorts.

Brochure also provide information about the legal contract between the
holidaymaketer and the tour operator.

Brochure contents:
 Price of package
 Destination, itinerary and mode of transport
 Departure dates
 Type of accommodation, additional facilities
 Any meals included
 Standard information on passport, health and visa requirements
 Deadline for payment
Font cover: logo and imagery

Introduction: This usually includes information about company, the

uniqueness of their products and the destination.

Information specific to brochure: this may include regional departures,

hotel grading information, upgrade opportunities, health requirements, specific
information meals…

Destination pages: Most of the brochure is given over to information

about the destination and resort. Including comentary of each holidays.

Term and condition: Full condition booking. Information about

insurance.

Back cover: the back cover often includes promotion pictures of other
brochures, outlets, web address and social media details.

 Reality: Brochures are no longer popular when the Internet is crowned

and that is not necessarily a bad thing. Producing such materials is
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 expensive and the tourism industry has embraced e-commerce as a way
to make travel bookings much more cost-effective. I went to more than
ten agents, travel compnies on the old quarters without place with
brochures. Reviews on travel websites like TripAdvisor, Google search
results and word of mouth advice from relatives and colleagues have a
lot of influence on visitors to book vacations than brochures,
advertisements, reviews of the media and advice of travel agents.

3. Analyze brochure
Brochure tour: Tour teambuilding Phu Yen- Vietnam Team Building company.
Time: 3 days 3 nights

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4
STT Content Positive aspect
1 Brochure - There is an
contents introduction to the
destination.
- Have itinerary.
2 Front cover - Having destination
images
3 Destination - Giving visitors where
pages they will go, how
their destination will
be
4 Information - The information
specific to the about the activities in
brochure the tour will be
highlight to make the
reader pay more
attention.
5 Terms and
condition
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Negative aspect
- This brochure lacks
some of contents such as
price, any meals
included, about
payment, departure
dates.
- There are too many
words, but the
information given is not
too attractive to readers.
- There are no company
logo images and no
outstanding images for
the destination that the
company introduces.
- This brochure has no
image about tourist
attractions. Therefore, it
will decrease the interest
of visitors when they
look at a brochure which
has too many words.
- The brochure does not
have too much
information that is
especially interesting to
readers except that the
activity is bold in the
itinerary.
- There is no information
about condition booking
or insurance.
6 Back cover - Provide visitors with
information about the
company, how to
contact

4. Suggestion
When the company design brochure, they should make sure the contents.
Phu Yen tour brochure above lacks some contents. The company should
calculate the price and place it in the brochure so that the customers / readers
can have the information directly. According to marketing knowledge and
consumer behavior research, price is one of the factors that directly affect
buyers' decisions. Therefore, when designing the brochure, it is necessary to
give the price in the brochure. Nowaday, there are serveral ways to offer price
that impact on customer psychology. Example: If price of a tour is 3.000.000
VNĐ, companies often offer prices that is 2.999.000 VNĐ. I think the company
should apply this way. Add some terms on tour bookings, what prices include
and excluded.

The company's brochure is too simple, no special content can attract

customers. In addition to the itinerary, the company should specify some of the
activities in the tour, some outstanding images about Phu Yen accompanying to
attract readers. And the departure dates is given in the brochure.

The company should redesign the concept of brochure, put company’s

logo in front cover. Each tour needs a special name and its own logo so that this
tour will be more special than other company tours . Name of tour and logo
should put in front cover with company’s logo.

Everyone likes beauty so the beautifully designed things will attract

everyone's attention. In my opinion, the company's brochure is too simple. If
the company's tour is aimed at young customers, this brochure lacks creativity
and this simple layout will not attract their attention. They will be very lazy to
read what has too many words, instead of providing an excessive itinerary of
words, the company should focus on selecting the beautiful images of the
destination and designing the logo of the tour so as to stand out.

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 Instead of designing on an A4 side like this the company can design
smaller foldable ones like the sample below. This way helps company can
provide more information and and easier to see.

When company redesigned this concept, you can provide more

information and photos of restaurants and hotels that visitors will eat and stay
in.

In back cover, the company should add promotion pictures of other

brochures to increase your chances of bringing your products to customers
instead of just leaving each contact information.

Another way helps the company save time, human resources is that hire
a design company. However, its cost is costly.