MINISTRY OF INDUSTRY AND TRADE

COLLEGE OF FOREIGN ECONOMIC RELATIONS

DEPARTMENT OF FOREIGN LANGUAGES

INTERNSHIP REPORT

PROPOSAL FOR MARKET

DEVELOPMENT STRATEGY AT
MORIS CONSTRUCTION & DESIGN
CONSULTANT COMPANY LIMITED

Instructor: Phan Kieu Linh, M.A.

Student’s name: Nguyen Tran Phuong Thao
Student’s code: 1851504
Course: 22
Class: TATM22T

Ho Chi Minh City, January

i 2021
 MINISTRY OF INDUSTRY AND TRADE

COLLEGE OF FOREIGN ECONOMIC RELATIONS

DEPARTMENT OF FOREIGN LANGUAGES

INTERNSHIP REPORT

PROPOSAL FOR MARKET

DEVELOPMENT STRATEGY AT MORIS
CONSTRUCTION & DESIGN
CONSULTANT COMPANY LIMITED

Instructor: Phan Kieu Linh, M.A.

Student’s name: Nguyen Tran Phuong Thao
Student’s code: 1851504
Course: 22
Class: TATM22T

Ho Chi Minh City, January 2020

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 ACKNOWLEDGEMENT
First of all, I would like to express my deepest gratitude to the teacher guidance of
College of Foreign Economic Relations, who provide me lots of valuable knowledge and
major experiences, supported me very much during three years of college learning,
especially to Mrs. Phan Kieu Linh, who corrected my draft and whole stimulating
suggestion and guidance help me a lot through the time I was doing my report.

In addition, I would like to show my respect to Mr. Le Minh Hieu, my supervisor -

Director at Moris CO., LTD, who directly instructed and created the best conditions or
me to successfully complete my internship. I am also greatly indebted to my Sales &
Marketing group members at Moris CO., LTD for all they have helped and assisted me
during two months so that I was able to finish my internship easier and more
comfortably.

Last but not least, the internship report still has many mistakes due to the time, my
experiences and abilities. Therefore, I would like to receive instructions, comments and
advices from the company as well as teachers and my instructor to fix my report.

Thank you very much

Intern

Nguyen Tran Phuong Thao

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 COMPANY’S COMMENTS
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 PREFACE
Today, the trend of integrating the world economy to survive and develop in the
market requires businesses to always innovate and choose business methods as well as
advertising strategies for products and brands which are the most suitable, most
economical but still highly efficient. With such a goal, marketing is considered as one
of the indispensable tools in production and business activities, contributing to helping
businesses build a reputation and a solid position against competitors. However, most
Vietnamese businesses still do not thoroughly understand the nature and importance
of marketing activities, but only rely on their own experiences and their predecessors.
Therefore, the strategies proposed by businesses are not really suitable for the current
market.

Recognizing the importance of marketing to businesses and combining with the

internship at Moris, I have chosen “Proposal for marketing stratrgy to develop
business at Moris Construction & Design Consultant Company Limited” as my
internship report’s topic. With the desire to better understand the field of marketing as
well as its usefulness for businesses in general and Moris Co., Ltd in particular. Besides
that, find out the disadvantages and difficulties that the company facing and offer
solutions to improve the company’s marketing activities better.

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 TABLE OF CONTENT
ACKNOWLEDGEMENT ............................................................................................
COMPANY’S COMMENTS .......................................................................................
INSTRUCTOR’S COMMENTS ..................................................................................
PREFACE .....................................................................................................................
TABLE OF CONTENTS .............................................................................................
LIST OF TABLES, DIAGRAMS ................................................................................
ABBREVIATIONS .......................................................................................................
CHAPTER ONE: INTRODUCTION TO MORIS CONSTRUCTION & DESIGN
CONSULTANT COMPANY LIMITED ........................................................................
1.1. History of Moris Co., Ltd ............................................................................
1.2. General information ...................................................................................
1.3. Chief missions and Business areas .............................................................
1.3.1. Mission and Vision ............................................................................
1.3.2. Business areas ...................................................................................
CHAPTER TWO: MARKETING STRATEGY OF MORIS CO., LTD .......................
2.1. Overview of Marketing Strategy and “P Factors” ......................................
2.1.1. Definition of Marketing Mix .............................................................
2.1.2. Brief description of the four elements of marketing mix ..................
2.2. Marketing strategy of Moris Co., Ltd ..........................................................
2.2.1. Four P’s of marketing at Moris Co., Ltd ...........................................
2.2.2. SWOT Analysis .................................................................................
2.2.3. Advertisement plan ............................................................................
2.2.4. Social media marketing .....................................................................
2.2.5. Target Market Analysis .....................................................................
2.3. Findings and Recommendations ................................................................

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 2.3.1. Revisit the specific problems and weaknesses ...................................
2.3.2. Recommendations to the problems of the process .............................
CHAPTER THREE: CONCLUSION ..........................................................................
3.1. Summary of the internship report ...................................................................
3.2. Lesson learnt from the internship at Moris Co., Ltd ......................................
3.3. Recommendations for the company ................................................................
3.4. Recommendations for the college – COFER ..................................................
REFERENCES .............................................................................................................

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CHAPTER 1: INTRODUCTION TO MORIS CO., LTD
1.1 History of Moris Co., Ltd:
In 2017, Moris Co., Ltd was established in construction and design consultant that
specialized in industrial and commercial building, expansions and renovations with the
initial charter capital was 8 billion VND. The head office of the company is located at
37 Nguyen Van Thu, Da Kao Ward, District 1, Ho Chi Minh City.
In 2018, under our president’s leadership, Mr. Le Minh Hieu, the company has evolved
into full service general contractor offering a comprehensive suite of services across the
South-South and South-Eastern parts of Vietnam.
In 2020, Moris Co., Ltd has made a remarkable growth when combined and distributed
many large resort projects in Mui Ne, Phan Thiet.
1.2 General information:
- Company name: Moris Construction and Design Consultant Company Limited
- Abbreviations: Moris Co., Ltd
- Company logo:

Figure 1.2: Logo of Moris Co., Ltd

(Source: Marketing Department – Moris Co., Ltd)

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- Tax code: 0314671094
- Headquarters: 37 Nguyen Van Thu, Da Kao Ward, District 1, Ho Chi Minh City
- Telephone number: 0287 302 5799
- Email: contact@morisstudio.com
- Website: https://www.https://morisstudio.com/
- Organogram:
Board of Director

Assistant Manger

Design Manager Sale & Marketing Finance Manager HR General

Manager Manager

Architectural Tax Accountant Executive Staff

Engineering Business
Development
Executive Accounting HR Executive
Senior Interior Liabilities
Design
Business Consultant

Construction
Engineer Marketing Executive

Diagram 1.1 Diagram of the organizational structure

(Source: HR Department – Moris Co., Ltd)
Board of Director – The Board of Director determines strategic objectives,
manages all business operations, builds culture and issue internal company rules.

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He is also responsible for representing the company to sign contracts or papers
related to legal nature and monitoring work progress.
Assistant Manager – The assistant manager helps to record and develop
instructions from superiors, define specific objectives and plan activities for the
department. She makes periodic reports to the Director and other departments,
reports to the Director to coordinate and supervises the business activities.
Project Manager – The main responsibility of the project manager is to take
overall responsibility for controlling during the design and construction phase. He
also participates in junior designers training courses to ensure accuracy of early
design work.
Architectural Engineering – The architectural designer’s responsibilities
include receiving project requests and drafting designs, revisiting designs and
making some adjustments to designs as needed. He/ She also ensures design
specifications align to safety standards and governmental regulations, liaises with
various professionals and departments to coordinate project details.
Senior Interior Design - The senior interior designer is responsible for
producing high quality project design deliverables in construction documents. He/
She can work on any/all phases of development then report to the Project Manager
on tasks and deliverables and work directly with him to ensure the facilitation of a
project’s completion, on-time and meets quality standards.
Construction Engineer – The main responsibilities of the construction engineer
are to oversee the design and implementation of large building projects, assist in
maintaining infrastructure systems, work with a team of construction crews to
complete projects, oversee progress and safety on construction sites.
Marketing & Sale Manager – The marketing & sale manager of Moris Co., Ltd
directly supervises the activities of the marketing department, evaluates and
develops the company’s strategies. He also might to plan, direct and coordinate

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 marketing efforts; research the demand for products and services, explore the
market, identify the target customer segment.
Business Development Executive – The business development executive is
responsible for researching and pursuing new business leads for the growth of the
business, managing and maintaining services with partners.
Business Consultant – Responsible for consulting, recommending and customer
care to achieve the goal of increasing revenue and profit for the company.
Marketing Executive – Conduct market research to find answers to consumer
requirements, habits, and trends. Discuss, teamwork, and build ideas for creative
marketing campaigns.
- Financial statement:
Financial statement of Moris Co., Ltd

Differential
2018 2019 2020 2018-2019 2019-2020
Target
(1) (2) (3) (𝟐) − (𝟏) (𝟑) − (𝟐)
(2) - (1) (3) - (2)
(𝟏) (𝟐)
Total 20.500 28.500 29.000 8.000 39% 500 1.75%
Revenue

12.800 15.500 15.800 2.700 21.1% 300 1.93%

Cost

7.700 13.000 13.700 5.300 68.8% 700 5.38%

Profit

3.500 4.200 4.300 700 20% 100 2.38%

Total assets

Table 1.1: Financial Statement of Moris Co., Ltd

(Source: Accounting Department – Moris Co., Ltd)

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 Comments:
The revenue deductions of 2019 are higher than 2018: 8000 million VND
(39%). The cost is from 12,800 million VND to 15,500 million VND, increased
2,700 million VND (21.1%). The company’s gross profit is from 7,700 million
VND to 13,000 million VND, an increase of 5,300 million VND (68.8%). Those
increases prove the company’s development in the first established year.
The revenue deductions of 2020 are higher than 2019: 500 million VND
(1.75%). The cost is from 15,500 million VND to 15,800 million VND,
increased 300 million VND (1.93%). The profit is from 13,000 million VND to
13,700 million VND, an increase of 700 million VND (5.38%). Though all this
figure we can see that Moris Co., Ltd, as well as its products and services, are
accepted by more and more customers.
1.3 Chief missions, products and services:
1.3.1. Mission and vision:
Mission:
- Maintain a safe environment and outstanding service to the clients.
- Maintain a high standard of quality from start to finish.
- To produce projects at competitive pricing and provide safe working
environment.
- Marketing and promoting to individual quality and provide a unique blend of
the traditional and contemporary design.
Vision:
- To be a respectable building contractor delivering beyond expectation.
- To maintain the highest standards in developing commercial properties and
constructions.
- To provide feeling of living with ultimate comfort.

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 - To improve and optimize living space.
Besides that, Moris Co., Ltd also retains strong work ethic, clients’ satisfaction,
quality and high-performance standards as its core values and has remained its key
success factors over the years. The company learn the needs and wants of clients, then
plan carefully and manage to meet the highest quality standards to implement the project.
The company’s goal is to make sure the client’s new facility contributes to their
business’s success and conduct the business with integrity as a trusted advisor.
1.3.2. Business areas:
Moris Co., Ltd provides leadership by assisting clients in planning and establishing
goals for their projects. The process has proven time and time again to be the most
beneficial services by offering cost saving and scheduling improvements for clients. The
company specializes in supplying preconstruction services, specialty and general
contractor services, design build services, integrated project delivery…
Moreover, Moris Co., Ltd also assistances with permitting and documentation for
regulatory agencies requiring approvals when needed, establishes project schedule and
phasing plans for the project to capitalize on efficiencies that save cost and expedite
delivery, etc.
CHAPTER 2: MARKETING STRATEGY AT MORIS CO., LTD
2.1 Overview of Marketing Mix and “P Factors”:
2.1.1 Definition of Marketing Mix:
According to Borden (Marketing Mix: Definition and Concepts – Definition of
Marketing Mix), “The marketing mix refers to the appointment of efforts, the
combination, the designing and the integration of the elements of marketing into a
program or mix which, on the basis of an appraisal of the market forces will best achieve
an enterprise at a given time”. According to Stanton, “Marketing mix is the term used to
describe the combination of the four inputs which constitute the core of a company’s

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marketing system-the product, the price structure, the promotional activities and the
distribution system.”
Thus marketing mix is the combination of the product, the distribution system, the
price structure and the promotional activities. The term marketing mix is used to describe
a combination of four elements-the product, price, physical distribution and promotion.
These are popularly known as “Four P’s.”

Figure 2.1.1: 4P’s Marketing Mix

(Source: https://www.cleverism.com/wp-content/uploads/2014/08/4Ps-marketing-
mix.png.webp)
These four elements or sub-mixes should be taken as instruments, by the
management, when formulating marketing plans. As such, marketing manager should
have a thorough knowledge about the four P’s. The marketing mix will have to be
changed at the change of marketing conditions like economic, political, social etc.
Marketing mix is developed to satisfy the anticipated needs of the identified markets.
2.1.2 Brief description of the four elements of marketing mix (Four P’s):
2.1.2.1 Product:

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 Figure 2.1.2: The Sub-Components of the Four P’s
(Source : https://cdn.yourarticlelibrary.com/wp-
content/uploads/2015/04/image243.png)
The product itself is the first element. Products must satisfy consumer needs. The
management must, first decide the products to be produced, by knowing the needs of the
consumers. The product mix combines the physical product, product services, brand and
packages. The marketing authority has to decide the quality, type of goods or services
which are offered for sale.
A firm may offer a single product (manufacturer) or several products (seller). Not
only the production of right goods but also their shape, design, style, brand, package
etc., are of importance. The marketing authority has to take a number of decisions as to

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product additions, product deletions, product modifications, on the basis of marketing
information.

2.1.2.2 Price:
The second element to affect the volume of sales is the price. The marked or
announced amount of money asked from a buyer is known as basic price-value placed
on a product. Basic price alterations may be made by the manufacturer in order to attract
the buyers. This may be in the form of discount, allowances etc. Apart from this, the
terms of credit, liberal dealings will also boost sales.

2.1.2.3 Place:
Physical distribution is the delivery of products at the right time and at the right place.
The distribution mix is the combination of decisions relating to marketing channels,
storage facility, inventory control, location, transportation warehousing etc.

2.1.2.4 Promotion:
The product may be made known to the consumers. Firms must undertake promotion
work-advertising, publicity, personal selling etc., which are the major activities. And
thus the public may be informed of the products and be persuaded by the customers.
Promotion is the persuasive communication about the products, by the manufacturer to
the public.

2.2 Marketing strategy of Moris Co., Ltd:

2.2.1 Four Ps marketing mix of Moris Co., Ltd:

2.2.1.1 Product:
The products of Moris are construction services: design and survey buildings,
infrastructure, real estate and domestic project. The services have been created to
produce a better façade image for the customer. The company makes sure that the quality
of each and every product is top notch and are delivered within the stipulated time.

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Before founding the company, with more than 10 years of experience in the field and the
lastest training, our Director - Mr. Le Minh Hieu confidently assures that the services
provided by Moris are different than the same services provided by competitors with the
highest quality and lastest technology used in projects.

2.2.1.2 Price:

The quality of a product is directly relevant to the price of the product. The price of
products used in the work will be calculated separately with the prices of the products
that the customer chooses to be used in the project. Case company’s prices are average
compared to competitors’ prices with the same services.

2.2.1.3 Place:

Placing of the services provided by the company is not easy to specify since the
buying process happens online and face to face. The potential customer asks for a
quotation of the project from the company, then the company counts the prices and
answers to the quotation. In some cases, the deal is closed after that online, but
sometimes it will be dealt after the company’s representative invites customers to visit
the project directly.

2.2.1.4 Promotion:
Moris Co., Ltd, with just over two years of operation, is still a new business in this
field and does not have much experience in investing and focusing on developing
marketing strategies for the company, so promotion of the services is not as wide as it
could be. The company does not have any social media marketing, email marketing,
video marketing or advertising in magazines. Some new promoting projects will be
determined in the new marketing plan, which will be more friendly to customer.
2.2.2 SWOT Analysis:

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 SWOT analysis will show the internal strength and weakness of Moris Co., Ltd as
well as the external opportunity. Through that, the company can come up with solutions
to enhance its position in the market.

Figure 2.2.2: SWOT Analysis

(Source: https://ngocnx.com/swot-la-gi-phan-tich-swot-hieu-qua.html)
Strengths:
The case company is small by size so basic operations as well as issues can be
handled directly and quickly. The personnel have many years of experience and true
expertise in filed. The company always provides the highest quality services and
meticulous in each small detail to ensure to bring customers the best project.
Weaknesses:
Because of the small size and number of staffs in the company some issues may
take time to be addressed and sometimes employees are “overload” during busy weeks.
The company does not have much experience in investing and focusing on developing
marketing strategies so the promotion as well as the brand expansion to the market is not
effective.

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 Opportunities:
Because the amount of new construction projects is expected to rise towards the
beginning of the year, it provides an opportunity for the company’s marketing activities
to step up to find potential sources of customers at that time to be able to pick the profits
after months of Co-vid disease. New markets in terms of end-year could make a
difference through exploitation of today’s trend of social media marketing, a form of
marketing strategies rarely mentioned in the case company’s field of business.
Threats:
Today, there is a lot of competitors in the field with similar services so it is not
easy for the company to enter in the market. The bigger competitors in the field have
immense financial resources and can pose a threat with overpowering marketing
activities compared to the company.
2.2.3 Advertisement plan:
Print, broadcast, direct mail, phone and outdoor advertising are some kinds of the
traditional marketing which is commonly used to promote the company’s services and
projects. Everyone encounters some sort of traditional marketing in their daily lives,
which plays an important part in reaching local audiences. It cannot be denied that this
is the oldest but most effective method. With today’s society, when the world becomes
more digital, digital marketing is gradually becoming an essential need of businesses.
The company is forced to change according to trend of marketing to catch up with the
competitors in the field. Digital marketing sometimes is not only more cost-effective
than traditional, but also it is a direct way to connect with more and more potential
customers. The Marketing Department is proposing new marketing strategies,
harmoniously combining traditional marketing with digital marketing to bring the best
advertising effectiveness for the company.

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 2.2.4 Social media marketing:
Moris Co., Ltd started of its marketing through outdoor advertising but gradually
shifted to online advertisements. Now, the company depends greatly on its Facebook
fan-page for marketing and promotional activities. The reason to choose Facebook for
social marketing is its popularity in Vietnam. In Vietnam, almost thousands of people
use Facebook from different platforms such as computers, mobile phones and tabs. The
main objective of the fan-page is to provide information about the services of the
company and seek to stay connected with the potential customers in many different ways.
2.3 Recommendations:
2.3.1. Review the specific problems and weaknesses:
During two months working as Marketing Intern in Moris Co., Ltd, I encountered some
issues that I thought should catch the company’s management’s attention to re-consider
business efficiency and extension of market. Moris Co., Ltd is still a new business in this
field and does not have much experience in developing marketing strategies. The
company’s Marketing Department is still using traditional marketing strategies, which
are costly, time and manpower-consuming but not as effective as expected, especially in
these epidemic months. Marketing team is not satisfied with their sales commission
because the company is too focused on pursuing KPIs for services and projects without
proper promoting or marketing plans.
2.3.2. Recommendations to the problems of the process:
Based on the observation, I can suggest some below recommendations:
- The company should run their marketing activities in the most efficient and
effective way. Based on the tools in Promotion (Four P’s), called promotional tools
or promotional mix, the company needs to build clear goals, determine the size of
the advertising campaign, as well as choose the advertising method suitable for each
service, financial capacity of the business. In times of need to boost sales,

20
 businesses can use Sales Promotion strategies, such as coupons, trade discount,
trade allowance, bundled rebates, etc.
- The company should implement internet marketing then the existing customer and
potential customer will be benefited with the system. In addition to the current form
of direct marketing and personal sales, the company's policies on online advertising
and public relations (PR) are still very limited. The company should improve its
own website so that the customer can access the service more easily and
conveniently. In addition, nowadays social networks are very developed, using
social networks to reach customers is a very useful form that companies should use.
In addition, PR plays a very important role in communication. This is the activity
of creating customer confidence in the company's services. The company should
poll customers with online surveys or workshops suitable to each age of customer,
thereby planning to improve the most effective marketing strategy.
- The marketing team does not concentrate too much on digital marketing. But I
believe that they should focus on this method as the effectiveness of this method is
very high. With advantages such as unlimited space and time, reasonable cost, high
interactivity, digital marketing increasingly attracts the attention of businesses.
Social network Facebook currently accounts for the most popular number of users
in Vietnam. This is an easy to use media (subscribed to by Facebook community)
and accessible to all types of customers. Most of customers know Moris company
through direct contact with sales staff and flyers. The company should create its
own fanpage so that it can both interact with customers and update and advertise
information to its audience.
CHAPTER 3: CONCLUSION
3.1 Summary of the internship period:
The report is the outcome of the two-month internship at Moris Co., Ltd. The
objective of the internship is to familiarize the student with the practical knowledge

21
which is far different from the bookish knowledge that a student has studied at school.
The report includes three chapters and focuses on a few of common issues about
marketing activities at Moris Co., Ltd.
In the first chapter of the report, it provides information about Moris Co., Ltd. It starts
from the history of the company and continues with some general information such as
company name, logo, organizational structure, financial statement, etc. I also mention
the missions, visions and business are of the company in this chapter.
In the second chapter, it describes mainly about the internship experience. It starts by
listing the knowledge about marketing that I have studied at college related to topic of
the internship report, and continues to analyzing marketing activities of the company I
have been working on.
In the last chapter contains problem and experience that I had faced during the
internship, also the conclusion from the observation and suggested recommendations.
This internship period helped me to learn about the practical marketing experience
of a Construction & Design consultant company.
3.2 Lesson learnt from the internship at Moris Co., Ltd:
I am happy to complete my internship as a Sales & Marketing Intern under the
Marketing Department of Moris Co., Ltd. During the internship period at Moris Co., Ltd.
I have learned many things. I learned how to work with other staff as well as work in a
team efficiently. I improved my communication with others and presented confidently
to many people without being as shy as before. I understood marketing language and the
differences between important marketing concepts. I learned how to provide ways of
combatting any issues and problems with data to get the best results for customers. I also
understood the basics of programs such as Photoshop, Illustrator, and Final Cut to
support the marketing team in need. Although I might not understand all professional
marketing skills, I have learned how to focus on results and be able to take on at least
part of a project within the company as an intern.

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3.3 Recommendations for the company:
In my two-month internship program I have tried my best to observe Moris Co., Ltd.
I realize that they have a good management process as well as the marketing developing
department also to run the business smoothly. Based on my little knowledge, I may
suggest the following recommendations for the successful operation of the company.
Firstly, the freedom to unleash the creativity and flexibility of young staff is essential to
achieve better results. Moreover, I think the company should hire more experienced
official staff to reduce workload as well as have enough personnel to train and guide the
intern better. Secondly, the company should develop and invest in a marketing strategy
to promote as I mentioned in Chapter two of the report. Although there are still some
strategies that are not suitable for the current trend, the Marketing Department is making
great efforts day by day, coming up with new unique, and innovative ideas to widespread
the company’s brand. Thirdly, the company should consider having more break time in
the midday for staff to relax. One-hour break time is not enough for the staff to have
lunch and relax after the morning shift. Fourthly, I suggest that the company should
innovate facilities, as install higher-speed and stable Internet systems, install more glass
doors to make the company airy, and find a larger office to have enough space to
accommodate the current number of employees, to give the best working environment
to the staff. Finally, the company should give allowances to interns especially transport
allowances to cater to transport costs most interns stay far from the company. Despite
the small money, it can motivate interns and boost their productivity in performing their
duties during the internship period.
3.4 Recommendations for the college – COFER:
Besides the lessons and recommendations for Moris Co., Ltd. I have also some
suggestions for my College, COFER. Firstly, I think that COFER should organize more
events and projects for students to practice and improve their English skills with foreign.
Secondly, COFER should have a longer internship period at least three months for

23
students, because almost the company require that. Moreover, interns can have more
time to get more experience. Thirdly, COFER should give students more time to prepare
the internship report as almost all students have to work six days per week during their
internship period and do not have much time to complete the report on time. Fourthly,
COFER should change the period students go for an internship to January since by the
time the interns go to the field the company is finalizing and are closing the financial
year. Because in the end-year period, it is difficult for students to find suitable internships
on time according to the school’s schedule and even if they find internships, some of
them do not have a chance to do what they are really specialized because of this reason.
Finally, COFER should carry out constant supervision and monitoring of students during
the internship period to encourage them to complete the duties accurately and have an
appropriate assessment of what interns are doing in the field.

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