Table of Contents

PREFACE.............................................................................................................................1

CHAPTER 1: OVERVIEW OF NOI LA LAM EDUCATION JOINT STOCK

COMPANY...........................................................................................................................3
1.1. Introduction of the company............................................................................................3
1.1.1. History and development process of the company.......................................................3
1.1.2. Company’s profile........................................................................................................4
1.1.3. Organizational structure...............................................................................................4
1.1.4. Functions and activities................................................................................................5
1.1.5. Main products...............................................................................................................6
1.2. Main business activities in 3 years (from 2011 to 2013).................................................7

CHAPTER 2: SOME SOLUTIONS FOR FACEBOOK MARKETING

CAMPAIGNS OF NOI LA LAM EDUCATION JOINT STOCK COMPANY FOR
THE NEXT 5 YEARS (FROM 2014 TO 2019).................................................................8
2.1. Current state of Facebook marketing campaigns of the company................................8
2.1.1. Main customers and their online habits......................................................................10
2.1.2. Marketing methods for approaching potential customers...........................................11
2.1.3. Market and 4Ps (Product, Promotion, Place, Price)...................................................17
2.1.4. Process of marketing campaigns on Facebook...........................................................21
2.2. Evaluation of Facebook marketing campaigns of NOI LA LAM Education Joint
Stock Company (SWOT)..........................................................................................................22
2.3. Some five-year term solutions for Facebook marketing campaigns of the company. 22
2.3.1. The company’s vision on future course of actions in the next 5 years........................22
2.3.2. Some personal suggestions for the company..............................................................23
2.3.3. Some suggestions for relevant State authorities.........................................................24

CONCLUSION...................................................................................................................26

REFERENCES
 LIST OF FIGURES

1. Figure 1.1: Organizational structure of NOI LA LAM Education Joint

Stock Company.......................................................................................................05
2. Figure 2.1: Customer decision making process.......................................................16
3. Figure 2.2: Marketing mix 4Ps................................................................................18
LIST OF TABLES
1. Table 2.1: Facebook monthly users from 2004 to 2013..........................................09
2. Table 2.2: Percent of Internet users in different income brackets on each social net
work in the USA......................................................................................................10
3. Table 2.3: Total page “Bán hàng như chuyên gia” likes from 01/12/2013
to 28/07/2014..........................................................................................................13
4. Table 2.4: Net likes of page “Bán hàng như chuyên gia” from 01/12/2013 to
28/07/2014..............................................................................................................13
5. Table 2.5: Where “Bán hàng như chuyên gia” likes come from (from 01/12/2013 to
28/07/2014).............................................................................................................14
6. Table 2.6: Post reach of “Bán hàng như chuyên gia” page from 01/12/2013 to
28/07/2014..............................................................................................................14
7. Table 2.7: Likes, Comments and Shares of “Bán hàng như chuyên gia” page from
01/12/2013 to 28/07/2014.......................................................................................15
8. Table 2.8: Hide, Report as Spam and Unlikes of “Bán hàng như chuyên gia” page
from 01/12/2013 to 28/07/2014...............................................................................15
9. Table 2.9: The number of people who like “Bán hàng như chuyên gia” page from
01/12/2013 to 28/07/2014.......................................................................................16
10. Table 2.10: The number of fans arranged to country, city and language of “Bán
hàng như chuyên gia” page from 01/12/2013 to 28/07/2014...................................16
11. Table 2.11: The success of different post types based on average reach and
engagement of“Bán hàng như chuyên gia”page from 01/12/2013 to 28/07/2014. . .17
12. Table 2.12: SWOT analysis of Facebook marketing campaigns of NOI LA LAM
Education Joint Stock Company.............................................................................22
 PREFACE
Rationale

In recent years, more and more Small and medium enterprises (SMEs) are
being founded in Vietnam. According to the report of Vietnam SMEs Association,
the number of SMEs has increased gradually year by year. In particular, in 2005,
there were 300 SMEs as membership and 2 provincial cooperative alliances as
members of Association. After over 6 operating years, in 2011, this number climbed
up to 32,000 SMEs as membership, 70 members in which 52 members as
municipal, provincial SME Associations. Despite the fact that Global Economy as
well as Vietnamese Economy has experienced a lot of difficulties since 2008, there
is still a huge demand of start-up in business, especially Small and medium
enterprises start-up. In this situation, the market has witnessed a bloom of the
companies working in various fields. NOI LA LAM Education Joint Stock
Company is one of these companies in Small and medium enterprises Association,
established in 2009, based in Hanoi, with hope to improve human development as
the field which the company has been chasing.

Aims of the study

Needless to say, the more enterprises are established, the more

competitiveness is given out. Therefore, it is obvious that in a very competitive
market like Vietnam, to enhance the competitiveness and increase the revenue of
the company, each company need to have a lot of strategies to develop itself,
specially a smart marketing campaign so that it can provide the customers the best
service. Specifically speaking, NOI LA LAM Education Joint Stock Company
should be clear about its Facebook marketing campaigns, which is the most
important channel in marketing campaign of the company.

Objective

As a result, during the time doing my internship in NOI LA LAM Education

Joint Stock Company, I choose the topic: “The situation of Facebook Marketing

1
Campaigns at NOI LA LAM Education Joint Stock company during 3 years (from
2010 to 2013)” as my objective to understand deeply about the Facebook marketing
of NOI LA LAM Education Joint Stock Company.

Methodology

Using both quantitave and qualitative research method, I would like to show
the current situation of Facebook marketing campaigns of NOI LA LAM Education
Joint Stock Company via survey results of customers, statistics of Facebook page of
the company and analysis them to have the whole review of the objective which
Iam studying.

Scope of the study

While studying this topic, I only focus on the time mentioned above (from
2010 to 2013) when the hierarchy of social media is expanded to the fullest ever.
Besides, the scope of the study is opened to the customers only in Hanoi – where
almost of the potential customers are living and working.

Design of the study

My internship report has two chapters as follows:

Chapter 1: Overview of NOI LA LAM Education Joint Stock Company

Chapter 2: Some solutions for Facebook marketing campaigns of NOI LA

LAM Education Joint Stock Company for the next 5 years (2014 – 2019).

In the process of implementing this report article, although I have tried my

best, the errors are inevitable. Therefore, I very much look forward to receiving
comments from my teacher and my supervisor. In the end, instead of the epilogue, I
would like to thank the Foreign Trade University and NOI LA LAM Education
Joint Stock Company has facilitated me to complete this report. In particular I
would like to thank teacher: M.A. Hoang Thi Doan Trang for showing me how to
write the report, Mr Do Duy Hung – Chief Executive Officer of NOI LA LAM

2
Education Joint Stock Company for guiding me during the internship.

CHAPTER 1: OVERVIEW OF NOI LA LAM EDUCATION JOINT STOCK

COMPANY

1.1. Introduction of the company

1.1.1. History and development process of the company

1.1.1.1. History of the company

NOI LA LAM Education Joint Stock Company was founded in September,

2011 by Mr. Do Duy Hung - a graduate of National Economics University intent on
providing an effective brand of human education and human development
assistance. At that time, there was not very many enterprises working in this field
even though human education and human development are two of the most
important factors each country need to care about on the way to become high
growth economics. In more details, according to the report of NOI LA LAM
Education Joint Stock Company in 09/2011, when was being asked the question:
“Have you ever heard about human development?”, 80% of the survey participants
(100% of them are students and office staffs) answered: “Not yet”. It showed that
just a very little of them knew about that definition. Hence, NOI LA LAM
Education Joint Stock Company was established to be pioneer for this field, not
only to make profit for itself but also to devote for the development of society. In
other words, this company’s mission is to deliver social and economic development
on a first-moving, cost-effective, best-value basis – an enterprise that is self –
sustaining because it is still profitable.

3
 1.1.1.2. Development process of the company: 4 phases

Phase 1: 09/2011: The company was officially founded by Mr. Do Duy Hung – a
graduate of National Economics University.

Phase 2: From 09/2011 to 03/2012: Organizing 3 skill development training

programs for students every 2 weeks.

Phase 3: From 03/2012 to 10/2013: Setting partnership with famous public speakers
in Vietnam, such as: Quach Tuan Khanh, Francis Hung, Phan Quoc Viet and so on
to organize skill development training sessions for office staffs every 2 weeks.

Phase 4: From 10/2013 until now: Organizing sale skill training courses every
month.

1.1.2. Company’s profile

NOI LA LAM Education Joint Stock Company was based in Hanoi, with
salesperson as focused customers and ecommercial business as its main market.

In the first year, the company was the pioneer one in training skills for
human education and human development. From 10/2013 onwards, NOI LA LAM
Education Joint Stock Company has provided training courses only in sale skill.

Although being the young company in this area, the NOI LA LAM has
received a lot of good views from customers and had a great reputation among
salesperson in Hanoi. The consistent mission of company is honesty, responsibility,
modesty, creativity and commitment to put the client first.

1.1.3. Organizational structure

NOI LA LAM Education Joint Stock Company has 5 departments as the

chart below:

4
 Chief Executive Officer

Sale & Research & Human

Finance Event
Marketing Development Resources
Department Department
Department Department Department

Figure 1-1: Organizational structure of NOI LA LAM Education Joint Stock

Company

1.1.4. Functions and activities

1.1.4.1. General functions and activities of company

After a period of time of fixing the working way, at present, NOI LA LAM
Education Joint Stock Company specializes in organizing training courses for
salesperson in Hanoi. Each course includes 8 sessions and learners are requested to
join 3 sessions per week on every Monday, Wednesday and Friday. To prepare for a
course, all the staffs are responsible for 4 main tasks: marketing the course,
customer relation, event organizing and directly reporting on manager of the
company.

1.1.4.2. Each departments’ function and activities

 Sale & Marketing Department: 5 staffs.
 Sale: 3 staffs. They work as both telesales and direct-sale. Their main
tasks are to receive the calls, consult the customers, deal with customer questions,

5
register for the customers who want to join the course, meet customers in person to
close the sale.
 Marketing: 2 staffs and 1 intern. They are responsible for marketing
campaigns of the company, including trade marketing and social media marketing.
 Research & Development department: 2 staffs.

They are responsible for researching and developing products of the

company basing on market demand and competitors’ potentials. They also create
training curriculum for each course.

 Human Resource Department: 2 staffs.

They manage all internal activities of the company: recruitment

process, salary, bonus, nutrition and other support policies for staffs of the
company.

 Finance Department: 1 staff.

She is in charge of controlling money inflow and outflow of the

company, reporting income statement and balance sheet of the activities in the
company for Chief Executive Officer.

 Event Department: 5 staffs.

They are responsible for organizing the course: finding out the place
for course, preparing equipments, controlling the timeline and arranging human
resource in each course.

1.1.5. Main products

NOI LA LAM Education Joint Stock Company works with experts who have
experiences in both saling and teaching to organize the courses for salesperson. The
company’s main product is “Bán hàng như chuyên gia” course, which is held every
month. The course includes 4 training sessions:

 Sale skill training courses

6
  Customer service training courses
 Market Expansion training courses
 Sale Management training courses.

The focused second product is after-sale product. After joining the course, learners
have the chance to meet experts once time a month for sharing their lessons,
experiences, ideas and receiving the advice from the experts.

1.2. Main business activities in 3 years (from 2011 to 2013)

1.2.1. Phase 1: 09/2011: The company was officially founded by Mr. Do
Duy Hung – a graduate of National Economics University.
1.2.2. Phase 2: From 09/2011 to 03/2012: The company focused on
organizing 3 skill development training programs for students every 2 weeks. The
topic of training programs was: Presenting skill, Financial management skill and
Communication skill.

These training programs were not successful. According the to business

activities annual report of the company, the number of students joined these
programs were 10 students each course. Then, the company’s leader found out the
following reasons to be failed in this phase:

- Made mistakes in positioning and segmenting the market

- Did not fully understand the target customers

- The products were not in high quality

- The mindset of leader was wrong

1.2.3. Phase 3: From 03/2012 to 10/2013: After realizing the mistakes of the
previous phase, NOI LA LAM Education Joint Stock company moved to another
business working way. It set partnership with famous public speakers in Vietnam,
such as: Quach Tuan Khanh, Francis Hung, Phan Quoc Viet and so on to organize
training sessions for office staffs every 2 weeks. The topic of sessions were: How to
create motivation at work, how to keep good relationships at work, how to teach
children in the right way, how to communicate and present effectively.

7
 In this period of time, the company targeted office staffs as its focused
customers. These customers had ability to pay money for the course, the products
were good enough along with the talented public speakers were famous in market,
all of these things gave some successes for the company. However, after that, the
revenue of the company decreased gradually. The reasons for this decrease were
that target customers preferred more real courses, which bring more profit for less
time. Therefore, this phase was the first step for the next one.

1.2.4. Phase 4: From 10/2013 until now: The company specialized in

organizing sale skill training courses every month. The products has been: Sale skill
training courses, Customer service training courses, Market Expansion training
courses and Sale Management training courses.

Until now, the company has received a lot of good view from customers and
great reputation among salesperson in Hanoi.

CHAPTER 2: SOME SOLUTIONS FOR FACEBOOK MARKETING

CAMPAIGNS OF NOI LA LAM EDUCATION JOINT STOCK COMPANY
FOR THE NEXT 5 YEARS (FROM 2014 TO 2019)

2.1. Current state of Facebook marketing campaigns of the company

 Literature review of Facebook:

Facebook is a social network for connecting people with those around them:
friends, family, coworkers, or simply others with similar interests. As with any
social media tool, marketers have an opportunity to use Facebook to expand their
online footprint and directly engage with customers and prospects.

Nowadays, Facebook is becoming one of most powerful marketing

platforms. By the end of 2013, Facebook boasted 1.23bn monthly active users
worldwide, adding 170m in just one year. According to Facebook, 757m users log
on to Facebook daily, as of 31 December 2013.

8
Source: Facebook Newsroom

Table 2.1: Facebook monthly users from 2004 to 2013

Comparing with other social media like Twitter, Pinterest, Instagram or

Tumblr, the percentage of U.S.Internet Users accounted for more than a half of total
5 social networks

9
Table 2.2: Percent of Internet users in different income brackets on each social
network in the USA

 Literature review of Facebook Marketing

Due to the expansion of social media (According to Social Media Examiner,

83% of marketers indicate that social media is important for their business),
Facebook Marketing is becoming a marketing method, which is very useful and
potential. According to State of Inbound Marketing in 2012, 42% of marketers say
Facebook is critical or important to their business. Below are the analysis of
customer behaviour, their facebook online habits, the marketing method, marketing
process, marketing mix and market of NOI LA LAM Education Joint Stock
Company to understand more about Facebook marketing campaigns of the
company.

2.1.1. Main customers and their online habits

10
  Main customers:

- Age from 18 to 35 years old.

- They are sale staffs in companies, enterprises, showrooms, wholesaler and retailer.

- These target customers often do business in these following goods:

+ Tangible goods with high value, such as: car, luxury furniture, high-tech
equipment,…

+ Intangible goods, such as: financial consultant service (real estate, bank, stock,
…), software, education, hotel and resort, beauty products (gym, spa), ecommerce,
telecommunication service,…

 Their online habits:

As target customers of the company are from 18 to 35 years old, they often
go online early in the morning, at break time in the afternoon and before sleeping
time in the evening, so the peak time of their online is at 9am, 2pm and 11pm. At
9am, office staffs and students go online for surfing the Webs, reading news,
updating activities of other friends for all day long. At 2pm, they often go online for
relaxing: listening to music, sharing and chatting. At 11pm, they read the news,
update some information and a little relax before sleeping.

2.1.2. Marketing methods for approaching potential customers

At present, NOI LA LAM Education Joint Stock Company has two fan
pages: “Công ty Cổ phần Đào tạo Nói Là Làm” and “Bán hàng như chuyên gia”,
two Facebook accounts: “Đào tạo NOI LA LAM” and “NOI LA LAM đào tạo”, 7
Facebook groups which members are learners trained from the courses. The
marketing staffs of the company are in charge of taking care these 11 mentioned
methods for approaching potential customers via Facebook.

To raise reach rate, talking about this rate, conversation rate and likes of the
two fan pages (the company fulfilled 14,109 likes of fan page “Công ty Cổ phần

11
Đào tạo Nói Là Làm” and 5,449 likes of fan page “Bán hàng như chuyên gia”,
statistics at 9:50pm, August 06, 2014), the marketing staffs did a lot of tactics, tips
and activities on the fan page, including:

Posting articles related to not only the information of the course but also the
meaningful and touch stories about sale and business at the right time (9am, 2pm,
11pm). The content of articles is the King in Facebook marketing since an
impressive content can attract customers’ reading easily.

Merging the two Facebook accounts “Đào tạo NOI LA LAM” and “NOI LA
LAM đào tạo” into two above fanpages with the same amount of friends. The
number of friends of the two Facebook accounts will be the fans of the two fan
pages. This is a unique tactic in Facebook marketing which called: Merging
account.

Finding potential customers via Itarget application of Mr. Binh Nguyen. This
application allows Facebook marketers to search and filter all the fans of pages in
different ages, schools, jobs and companies.

To get the Facebook accounts of learners, the marketing staffs need to ask
them in sessions of the course.

Here are the statistics of fan page “Bán hàng như chuyên gia”, from
01/12/2013 to 01/08/2014 of NOI LA LAM Education Joint Stock Company:

Likes of page:

12
Table 2.3: Total page “Bán hàng như chuyên gia” likes from 01/12/2013 to
28/07/2014

It can be seen from table 2.3 that the total page likes of “Bán hàng như
chuyên gia” page increased gradually from 01/12/2013 at around 2700 likes to
about 5700 likes in 07/2014, with some downs at 03/2014 at just 2400 likes.

Table 2.4: Net likes of page “Bán hàng như chuyên gia” from 01/12/2013 to
28/07/2014

The percentage of net likes in this period is unstable with some ups and
downs, reaching at peak of 98% in 03/2014.

13
Table 2.5: Where “Bán hàng như chuyên gia” likes come from (from 01/12/2013 to
28/07/2014)

Table 2.5 showed that likes of “Bán hàng như chuyên gia” page come from a
variety of sources: ads and sponsored stories, on the page, page suggestions, page
likes and other with the major of the number of likes come from ads and sponsored
stories, which accounted for 58% in 03/2014 and peaked up at 63% in 06/2014

Reach rate:

Table 2.6: Post reach of “Bán hàng như chuyên gia” page from 01/12/2013 to 28/07/2014)

14
Table 2.7: Likes, Comments and Shares of “Bán hàng như chuyên gia” page from
01/12/2013 to 28/07/2014)

Table 2.8: Hide, Report as Spam and Unlikes of “Bán hàng như chuyên gia” page
from 01/12/2013 to 28/07/2014

Visit rate:

15
Table 2.9: The number of people who like “Bán hàng như chuyên gia” page from
01/12/2013 to 28/07/2014)

Table 2.10: The number of fans arranged to country, city and language of “Bán
hàng như chuyên gia” page from 01/12/2013 to 28/07/2014)

16
Table 2.11: The success of different post types based on average reach and
engagement of “Bán hàng như chuyên gia” page from 01/12/2013 to 28/07/2014

Source: NOI LA LAM Education Joint Stock Company Report (2013 – 2014)

It can be seen that the statistics of “Bán hàng như chuyên gia” page showed
exactly the situation of the company. It also illustrated the result of Facebook
marketing campaigns at each period of time.

2.1.3. Market and 4Ps (Product, Promotion, Place, Price)

To fully understand the market and analysis marketing mix 4Ps of the company,
firstly it is essential to have a literature review of customer behavior, customer
decision making process, factors affecting customer behavior and application to the
products of the company.

 Literature review of customer behavior

According to Solomon R.Micheal, consumer behavior is “the study of the processes

involved when individuals or groups select, purchase, use or dispose of products,
services, ideas, or experiences to satisfy needs and desires”.

17
 According to Kotler and Keller, consumer behavior is “the study of how
individuals, groups or organization select, buy, use or dispose goods, services,
ideas, or experiences to satisfy their needs and wants”.

In other words, customer behavior is the process that allows people to buy,
select, use or dispose things (products, services, ideas, or experiences). That process
includes thoughts, feelings, attitudes and buying, selecting, using activities of the
customers, influenced by many factors such as characteristics and psychology
conditions according to Kotler.

 Literature review of customer decision making process

To observe customer behavior, it is necessary to emphasis on the customer

decision-making process to clarify how consumers recognize the problem, or need
for a product; their search for information about product choices; and the ways in
which they evaluate alternatives to arrive at a decision.

Evaluation
Problem Information Product
of Outcome
recognition search choice
alternatives

Figure 2.1: Customer decision-making process

The decision making process includes five main stages and is affected by
four groups of factors, namely cultural, social, characteristics and psychology
factors.

Problem recognition occurs when the consumer sees a significant difference

between his or her current state of affairs and some desired or ideal state. The
consumer perceives there is a problem to be solved, which may be large or small,
simple or complex. Information search is the process by which the consumer
surveys his or her environment for appropriate data to make a reasonable decision.
After recognizing their own needs and searching for information, the customer

18
evaluates and chooses their most suitable option. The outcome of the customer’s
decision-making process refers to the feelings of the customer when using the
product/service.

 Literature review of factors affecting customer behaviour

According to Kotler, there are four groups of characteristics affecting

customer behavior. They are cultural, social, personal and psychological factors.

Among them, the cultural group that includes the customer’s culture, sub
culture has the greatest impact on the customer behavior. Besides, customer
behavior is also affected by social factors such as social class, groups and family.
It is expected that people in the same class tend to behave in the same way,
clearly different from other classes. Groups of friends or colleagues or family can
have a direct or indirect influence on how the customer decides, but member of
family is believed to have a greater influence. More obvious, all factors like sex, age
and life style, economic circumstances belonging to the personal characteristics
have a certain impact on customer behavior. Last but not least, psychology factors,
motivation, perception, knowledge, belief and attitude, is considered to be an
important reason.

 Application to the products of the company

After analyzing customer behavior, customer decision-making process and

factors affecting customer behavior, the company shows the marketing campaigns
which comply as much as possible with customer behavior and its decision.

 Marketing mix 4Ps:

19
 Figure 2.2: Marketing mix 4Ps

 Products: According to McDonald, the important thing to remember

when offering service to customers is that they have a choice. They have a huge
number of ways of spending their money and places to spend it.

Therefore, NOI LA LAM Education Joint Stock Company emphasis on

developing the courses which customers want. In order to meet the fast changes in
the needs of customers, the NOI LA LAM has introduced new products and phased
out old ones, and will continue to do so.

 Prices: The company chose the penetration pricing strategy, which

means at the first period of development, the price for each course was not very
high. However, the danger of using low price as a marketing tool is that the
customer may feel that the quality is being compromised. Therefore, after
specializing in sale skill training courses, the price increased a little higher than
other competitors. By the way, the new price is fixed perfectly with other expenses
of the company.
 Promotions: The promotions aspect of marketing mix covers all
types of marketing communications. These promotional methods include: sales
promotion, point of sale display, telemarketing, direct mail and so on. In this
situation, the company chose Facebook advertising as its main promotion method.
Besides, other social media like YouTube, Google+, Twitter, Website and point of
sale display are also the important promotion methods of the company.

20
  Place: Place is involved physical locations, distribution points and
bringing the products to end consumers. In this company, staffs organized training
courses at Nguyen Trai University, and the products (training courses) are brought
directly to end consumers.

2.1.4. Process of marketing campaigns on Facebook

 Before the training course:

- Run Facebook ads

- Post information about the course on fan pages, Facebook accounts, Facebook
groups.

- Post articles and stories on fan pages and Facebook accounts every 2 days with the
impressive content.

- Update the reach rate, talking about this rate, conversation rate and likes of fan
pages everyday.

- Reply to all questioning comments of Facebook users on fan pages.

- Announce to customers about the upcoming course: time, venue, preparation.

 In the training course:

- Keep updating the information about the course

- Post photos of learners, teachers while training.

- Tag these photos to make more impact on public.

- Attract other customers by posting interesting and funny stories related to the
course

 After the training course:

- Keep posting photos and tagging learners for those photos

- Post good feedbacks of learners

21
- Inbox to learners for their comments and advice.

2.2. Evaluation of Facebook marketing campaigns of NOI LA LAM

Education Joint Stock Company (SWOT)

Strengths Weaknesses
– Manager of the company is young and - Manager, marketing staffs are young
readily accept challenges. so that they do not have many
- Marketing staffs are young, talented experiences.
and acquisitive. - Marketing staffs have not found out
- Products of company are high quality yet the decisive marketing strategy on
and high-application enough to attract Facebook to make a difference from
customers via Facebook. competitors.
Opportunities Threats
- More and more people are using - Facebook is becoming messy with a
Facebook daily. lot of low quality fan pages, groups,
- There are a lot of tactics and tips to spam inboxes.
raise likes, reach rate of Facebook - Facebook team is trying to minimize
advertising on Facebook.
Table 2.12: SWOT analysis of Facebook marketing campaigns of NOI LA LAM
Education Joint Stock Company

2.3. Some five-year term solutions for Facebook marketing campaigns of the
company

2.3.1. The company’s vision on future course of actions in the next 5

years
2.3.1.1. The company’s vision on future course of actions in general
business activities in the next 5 years

The world is changing all around everyone. To continue to thrive as a

business over the next 5 years and beyond, the company must look ahead,
understand the trends and forces that will shape its business in the future and move
swiftly to prepare for what’s to come. It must get ready for tomorrow today. The

22
vision from 2014 to 2009 creates a short-term destination for its business and
provides the company’s staffs a roadmap for winning together in a very competitive
market like Vietnamese market at present.

In more specific, the 5 – year future plan of the company is divided in 3 phases:

 Phase 1: From 2014 – 2016: Continue building and organizing sale training
courses, connecting salesperson all over Vietnam, dealing with the problems of
providing sale teams, specializing in providing salesperson for other companies
upon business seasons. Besides, improving the quality and quantity of training
courses with a variety of product levels, expanding scale of the service.
 Phase 2: From 2016 – 2018: First step of approaching elearning market:
Founding a private university to provide human resource in business and economics
field for Vietnam, compete directly with public university of Vietnam
 Phase 3: From 2018 – 2019: Continue managing the business activities of the
company and building up education curriculum of university.
2.3.1.2. The company’s vision on future course of actions in
Facebook marketing campaigns in the next 5 years
 Phase 1: From 2014 to 2016: Improve the content of posts on two fan pages
and two Facebook accounts, create events for each course to invite friends, learn
more about the tips of Facebook marketing to make more impact to the sale society
in Hanoi as well as Vietnam.
 Phase 2: From 2016 – 2018: Link the posts on Facebook to Elearning
Website, create a new page of the private university and promote for it.
 Phase 3: From 2018 – 2019: Keep updating the new rules of Facebook, study
the market research and analysis the situation of social media at that time to find out
suitable solutions.

2.3.2. Some personal suggestions for the company

2.3.2.1. Human resources

It is undeniable that human resources in a company is the key factor to run

the business of that company. In my opinion, NOI LA LAM Education Joint Stock

23
Company should hire more staffs for each department. As can be seen that at
present, marketing staffs, event staffs and finance staff of the company are taking
care a lot of workload, it can result in the over-loading and reduce the result of
work. Therefore, more staffs or interns should be hired to decrease the stress in
work and facilitate their advantages.

2.3.2.2. Market research

At the moment, staffs in research and development department are

responsible for researching the market and developing the products of the company.
It is recommended that these staffs should pay more attention in researching other
competitors, especially in sale field. To do this, these staffs may participate in other
sale training courses to get experiences, overcome the company’s disadvantages and
utilize its advantages in a very competitive market like Vietnamese market now.

2.3.2.3. Marketing campaigns

In the near future, marketing campaigns should be more focused on. In more
details, marketing staffs need to build up campaigns on Facebook, YouTube,
Google+, Twitter and other social media. In particular, Facebook marketing
campaigns should be expanded to rise likes, reach rate, talking about this rate and
conversation rate. To fulfill this, the content and the context of each article need to
be written professionally and knowledgably. Besides, manager of the company may
disburse money for more Facebook advertising to attract potential customers.

2.3.3. Some suggestions for relevant State authorities

2.3.3.1. Some suggestions for Ministry of Plan and Investment

In current situation of Vietnamese economics, the Government is focusing

more on State enterprises and FOREIGN DIRECT INVESTMENT enterprises.
According to General Statistics Office, the proportion of enterprises with 100%
foreign direct investment accounted for 83% in 31/12/2013 while the contribution
rate to GROSS DOMESTIC PRODUCT got from these enterprises was just 19,6%.
On the other hand, Small and medium enterprises is a dynamic and potential group

24
which contributes for GROSS DOMESTIC PRODUCT more than 40% (according
to Ministry of Plan and Investment). Therefore, NOI LA LAM Education Joint
Stock Company suggests that Small and medium enterprises VietNam should be
paid more attention and received more policies from Ministry of Plan and
Investment to develop in the future.

2.3.3.2. Some suggestions for Ministry of Education

In the near future, NOI LA LAM Education Joint Stock Company is going to
be a private university which directly competes with public universities of Vietnam.
Hence, it is recommended that Ministry of Education should give out more support
policies for enterprises to do business without a lot of limits.

25
 CONCLUSION
NOI LA LAM Education Joint Stock Company has received many good
reviews from customers who working in sale field. To achieve this result, both the
manager and staffs have worked hard with commitment to put the satisfaction of the
customer first since the first day the company was started up.

In the situation of the bloom of social media, (according to State of Inbound

Marketing Hubspot 2012, 62% of marketers said social media became more
important to their marketing campaigns in the last 6 months), without any doubts,
social media was forecast to keep developing in the future. That is the reason why
the Vietnamese Facebook marketing still has a lot of potentials. Consequently, NOI
LA LAM Company is going to have many opportunities to expand its business and
get a higher profit by learning and updating the new ways to approach customers.
Although being one of the most reliable and famous company in Hanoi specializing
in business education and training, NOI LA LAM Company still has some
drawbacks that are needed to be changed as mentioned above. To reach a greater
achievement, the whole company has to make a greater effort and always make a
highest priority to the customers’ satisfaction.

26
 REFERENCES

1. Philip Kotler, 2004, Principles of Marketing 3rd edition. Mc graw hill edition
2. Michael Solomon, 2006, Customer behavior: A European perspective, 3rd edition.
Prentice Hall
3.
4. PGS. TS Nguyễn Hoàng Ánh, 2010, Tìm hiểu hành vi người tiêu dung Hà Nội
trong tiến trình toàn cầu hóa. Hội thảo khoa học quốc tế Hà Nội
5. Websites accessed from 22 July to 04 August, 2014
 Hiệp hội doanh nghiệp vừa và nhỏ Việt Nam

http://vinasme.vn/: accessed at 10:43pm, 22 July 201

 Tình hình kinh tế xã hội Việt Nam 2011

http://chinhphu.vn/portal/page/portal/chinhphu/noidungtinhhinhthuchien?
categoryId=10000520&articleId=10047956: accessed at 10am, 23 July 2014

 Khủng hoảng kinh tế thế giới năm 2008

http://kinhdoanh.vnexpress.net/tin-tuc/quoc-te/5-nam-khung-hoang-kinh-te-the-
gioi-noi-dau-chua-dung-2863445.html: accessed at 10:25am, 23 July 2014

 Effects financial crisis

http://www.economist.com/news/schoolsbrief/21584534-effects-financial-crisis-
are-still-being-felt-five-years-article: accessed at 11:02am, 23 July 2014

 Công ty Cổ phần Đào tạo Nói Là Làm

http://NOI LA LAM.com.vn/ : accessed at 11:57am 24 July 2014

 Building your company vision

http://hbr.org/1996/09/building-your-companys-vision/ar/1: accessed at 9:18pm, 25

July 20148
http://businesscasestudies.co.uk/mcdonalds-restaurants/the-marketing-
process/introduction.html#axzz39ZdcFwrP: accessed at 01:30 am, 25 July 2014

 Facebook marketing

https://www.facebook.com/business/overview: accessed at 3:47pm, 25 July 2014

 Facebook in numbers statistics

http://www.theguardian.com/news/datablog/2014/feb/04/facebook-in-numbers-
statistics: accessed at 4:10pm, 25 July 2014

 Tổng cục thống kê http://www.gso.gov.vn/default.aspx?

tabid=382&idmid=2&ItemID=15062: accessed at 10h42, 28 July 2014
 State inbound marketing

http://www.stateofinboundmarketing.com/: accessed at 01 August 2014