BUSM4622 - Flagship Internship (Business)

Assessment 1 Organizational Analysis Report

Semester 2023 - 1

Student ID S3847119 - Lin Thu Hue

Assignment due date 19th November 2023

Lecturer Dr Majo George

Word Count 1567

Number of pages
including the cover
7
page and table of
content

1
Table of Contents
I. Introduction.......................................................................................................................2
II. My Roles and Objectives in the Organization............................................................2
2.1 My Roles..................................................................................................................................2
2.2 Role Description.....................................................................................................................2
2.3 Role Relative to Organizational Hierarchy.........................................................................4

III. Company & Industry Overview....................................................................................4

3.1 Company Overview................................................................................................................4
3.2 Industry Overview..................................................................................................................5
3.3 Industry trend affecting the organization...........................................................................5

IV. Conclusion......................................................................................................................6
References..............................................................................................................................7

I. Introduction
The internship program at Virgo Nha Trang JSC has proven to be a very worthwhile experience,
offering important insights into the dynamic realm of Sales and Marketing Administration
specifically within the hotel industry. This report provides a comprehensive overview of the
student's responsibilities and goals during the internship, delves into an analysis of the
organization and its industry, and culminates with significant insights gained from the
experience.

II. My Roles and Objectives in the Organization

2.1 My Roles

In my role as the Sales and Marketing Administrative Assistant, the majority of my

responsibilities were providing assistance to the sales and marketing team via a range of
activities, such as facilitating promotional initiatives, managing communication channels, and
doing market research.

2.2 Role Description

2
As the Sales and Marketing Administrative Assistant, my role was multifaceted, involving a
range of tasks crucial to the efficient functioning of the sales and marketing team. The following
provides a detailed breakdown of the specific tasks and responsibilities:

Coordination of Promotional Initiatives

I had a crucial role in coordinating promotional activities aimed at enhancing the visibility of
Virgo Nha Trang JSC. This included collaborating with the marketing team to plan and execute
promotional events, both online and offline. I actively contributed to the design and distribution
of promotional materials such as brochures, flyers, and digital content.

Management of Communication Channels

Effective communication is at the core of successful sales and marketing strategies. In this
capacity, I managed various communication channels, ensuring timely and consistent
messaging. This involved maintaining the company's social media platforms, responding to
customer inquiries, and facilitating communication between the sales team and potential clients.

Market Research and Analysis

To stay abreast of industry trends and consumer preferences, I engaged in market research
activities. This included analyzing competitor strategies, monitoring media publications, and
conducting customer surveys. The insights gained from these activities were instrumental in
refining the company's marketing strategies and identifying opportunities for growth.

Active Participation in Team Meetings

I actively participated in regular team meetings, contributing insights and updates related to
ongoing and upcoming projects. This collaborative approach allowed for the exchange of ideas,
fostering a dynamic and innovative work environment. Additionally, I assisted in the preparation
of meeting agendas and documented key discussions and action items.

Support in Strategy Development

Working closely with the sales and marketing team, I provided valuable support in the
development of strategic initiatives. This involved assisting in the creation of marketing plans,
conducting SWOT analyses, and identifying key performance indicators. I collaborated with
team members to ensure that marketing strategies aligned with the overall business objectives.

3
Administrative Support

In addition to the above tasks, I provided essential administrative support to the sales and
marketing team. This included managing schedules, coordinating appointments, and preparing
documentation for client meetings. By handling these administrative responsibilities, I
contributed to the team's overall efficiency and effectiveness.

2.3 Role Relative to Organizational Hierarchy

Within the organizational hierarchy of Virgo Nha Trang JSC, I reported directly to Ms. Tran
Thanh Ha, the General Director. This structure facilitated clear communication channels,
ensuring alignment with the company's overarching goals..

III. Company & Industry Overview

3.1 Company Overview

In the heart of Nha Trang City, Khanh Hoa Province, Virgo Nha Trang JSC stands as a
prominent figure in the hospitality industry. Led by the experienced and visionary General
Director, Ms. Tran Thanh Ha, the company has cultivated a culture of professionalism,
teamwork, and an unwavering commitment to delivering excellence in service. Located at 17
Biet Thu Street, Loc Tho Ward, the company's strategic positioning reflects its dedication to
providing a memorable experience for both local and international patrons. Virgo Nha Trang
JSC specializes in a range of services designed to create an exceptional experience for its
clientele. From managing a diverse portfolio of accommodations, ensuring comfort and quality
for guests, to catering to events and conferences, the company's offerings are tailored to meet a
variety of needs. Within the hospitality sector, Virgo Nha Trang JSC distinguishes itself by
managing a diverse portfolio of accommodations. This includes a variety of room types, each
offering unique amenities that contribute to a comfortable and memorable stay for guests.
Additionally, the company excels in providing comprehensive services for events and
conferences, showcasing expertise in event planning, venue management, and customization
options tailored to individual client needs.

Marketing plays a central role in Virgo Nha Trang JSC's operations, defining its approach to
customer engagement and brand positioning. The company excels in managing a diverse
portfolio of accommodations, each uniquely designed to provide comfort and quality for guests.

4
From crafting enticing promotional materials to coordinating online and offline promotional
events, the marketing team collaborates seamlessly to enhance the visibility of Virgo Nha Trang
JSC. This concerted effort is particularly evident in the company's active use of social media
platforms, where it maintains a vibrant online presence.

The official website, ericanhatranghotel.com, serves as a dynamic hub for potential clients to
explore services, make reservations, and stay abreast of the latest offerings. Social media
platforms are strategically managed to not only disseminate information but also to foster a
sense of community and engagement. The company's commitment to marketing and social
media reflects its recognition of the evolving landscape of customer interaction and the crucial
role these channels play in establishing and maintaining a strong brand presence.

3.2 Industry Overview

Vietnam's hotel industry, grappling with a slower post-COVID-19 recovery compared to global
counterparts, faces unique challenges attributed to its dependence on the Chinese market and
an extensive hotel pipeline. Despite a global resurgence in the hotel sector, Southeast Asia,
including Vietnam, lags behind. Vietnam's pre-pandemic robust growth, marked by an annual
16.9% increase in international travelers, is hampered by the pandemic's disruption, demanding
a substantial demand surge to match the prolific pre-pandemic development pace. The absence
of Chinese tourists, constituting nearly a third of Vietnam's 2019 foreign arrivals, particularly
impacts coastal destinations like Nha Trang (VietNamNet News 2023). The sector eyes
recovery with the return of Chinese travelers post-border reopening, but the industry landscape
requires adaptability and innovation to cater to evolving traveler preferences, emphasizing
wellness-related offerings and quality-focused experiences for both domestic and international
markets. The hospitality industry in Nha Trang represents a dynamic and competitive
landscape, catering to a diverse clientele of both local and international tourists. To comprehend
the contextual nuances and competitive forces at play, a comprehensive analysis is imperative
(Basera 2018). Nha Trang's hospitality sector is characterized by a proliferation of
establishments vying for market share, with key competitors such as Gran Meliá Nha Trang,
Sheraton Nha Trang Hotel and Spa, and Vinpearl contributing to the vibrancy of the market
(Heine & Berghaus 2014).

3.3 Industry trend affecting the organization

5
The hospitality sector in Vietnam, exemplified by Virgo Nha Trang JSC, is undergoing a
profound transformation marked by a significant industry trend towards wellness offerings, a
response to the enduring impact of the COVID-19 pandemic. This trend reflects a shift in
consumer preferences towards holistic experiences prioritizing well-being, prompting a surge in
demand for wellness-oriented amenities and services. Virgo Nha Trang JSC is strategically
positioned to capitalize on this evolution by incorporating wellness-related initiatives, such as
yoga retreats and nature-immersed resorts, aligning with the broader industry emphasis on
quality and attention to detail. The integration of wellness not only enhances the guest
experience but also differentiates the company in a competitive market, fostering resilience and
addressing the evolving needs of health-conscious travelers. By embracing and innovatively
integrating wellness, Virgo Nha Trang JSC can create a distinctive value proposition, ensuring
long-term relevance and loyalty in a dynamic industry landscape (Sigala 2020). This trend
underscores the imperative for adaptability and innovation, urging organizations to proactively
respond to evolving consumer expectations, contributing to the industry's future trajectory..

In preparing for the emerging trend of wellness-focused offerings in the hospitality industry,
Virgo Nha Trang JSC can adopt strategic measures that align with the evolving preferences of
health-conscious travelers. Collaborating with experts in wellness and holistic health can
facilitate the development of specialized programs and services that cater to the unique needs
of guests seeking well-being experiences (Sharma & Nicolau 2020). The incorporation of serene
and health-focused environments within the accommodations can enhance the overall guest
experience, contributing to the differentiation of Virgo Nha Trang JSC in a competitive market
(Sigala 2020). Engaging in partnerships with wellness brands or professionals can not only add
credibility to the offerings but also attract a discerning clientele seeking authentic and
transformative experiences (Sharma & Nicolau 2020). Additionally, investing in staff training to
deliver high-quality wellness services and creating marketing strategies that emphasize the
organization's commitment to guest well-being can position Virgo Nha Trang JSC as a leader in
the wellness hospitality segment. By proactively embracing this trend and aligning operational
practices with the growing demand for wellness experiences, the organization can ensure its
preparedness for the transformative shift in consumer preferences.

IV. Conclusion
The Virgo Nha Trang JSC internship in Sales and Marketing Administration has been a valuable
experience, providing insights into the dynamic hotel industry. Virgo Nha Trang JSC, situated in

6
Nha Trang City, distinguishes itself through a diverse portfolio of accommodations and
comprehensive event services. The company's marketing prowess, particularly in utilizing social
media platforms, reflects its commitment to engaging customers and maintaining a strong brand
presence. Virgo Nha Trang JSC can strategically prepare for this trend by collaborating with
wellness experts, creating specialized programs, and emphasizing its commitment to guest well-
being.

References
Basera, V 2018, ‘Tourism Marketing Strategies and Domestic Tourism Demand in Kariba Resort
(Zimbabwe)’, Journal of Tourism & Hospitality, vol. 07, no. 02.

Heine, K & Berghaus, B 2014, ‘Luxury goes digital: how to tackle the digital luxury brand–
consumer touchpoints’, Journal of Global Fashion Marketing, vol. 5, no. 3, pp. 223–234.

Sharma, A & Nicolau, JL 2020, ‘An open market valuation of the effects of COVID-19 on the
travel and tourism industry’, Annals of Tourism Research, p. 102990.

Sigala, M 2020, ‘Tourism and COVID-19: Impacts and implications for advancing and resetting
industry and research’, Journal of Business Research, vol. 117, no. 1, pp. 312–321.

VietNamNet News 2023, Vietnam’s hotels recovering from pandemic but still face challenges:
Savills, VietNamNet News, viewed 19 November 2023, <https://vietnamnet.vn/en/vietnam-s-
hotels-recovering-from-pandemic-but-still-face-challenges-savills-2120775.html>.