Good morning everyone and a special greeting to our lecturer.
My name is Lam, and I’m from Group 11.
Today, I will be presenting our project titled:
‘Marketing Environment Analysis and Strategic Proposals for the Moc Chau
2-day-1-night Tour of Bon Mua Tourism Company.’
In this project, we focus on analyzing the key factors that influence the tour’s
performance,
and based on that, we propose some practical strategies to improve its
competitiveness in the market.”
Before we go into the main content,
we would like to invite you to watch a short video
to give you a quick overview of Moc Chau. ( Slide 1)
( play video )
Thank you for watching.( slide 2)
And now, let’s take a quick look at our brochure
to better understand the tour and its key highlights.
So, from this brochure,
we can get a quick picture of what this tour is about.
It’s a short but well-designed 2-day-1-night trip,
combining natural landscapes, cultural experiences,
and some unique activities.
And with a reasonable price,
it’s especially suitable for young travelers and office workers
who are looking for a quick getaway. (slide 3,4)
Now, to better understand this tour,
let’s take a step back and look at the company behind it.
Bon Mua Tourist was established in 2008,
and after more than 15 years of development,
it has built a solid reputation in the tourism market,
especially in Hanoi.
A key milestone was in 2010,
when the company received the ‘National Famous Brand’ award,
which significantly strengthened its credibility.
If we look at its development over time,
we can clearly see some important changes.
From 2019 to 2021,
the company experienced a significant decline in revenue
due to the impact of COVID-19.
However, starting from 2022,
it began to recover strongly,
and by 2025, it has achieved stable growth again. (slide 5)
Now that we have a general understanding of Bon Mua Tourist, let’s move on to its
main products and services, which are the core of its business
The company offers several main types of services.
Its core business is domestic tours,
focusing mainly on destinations within Vietnam.
In addition to that, it provides Easy Travel services,
which are more flexible and budget-friendly,
especially for younger customers.
The company also offers land tours, international travel services,
as well as additional support like booking and travel assistance.
This variety allows the company to serve different customer needs, from traditional
group tours to more independent travelers.(slide 6)
Among these, I will focus on the Moc Chau 2 days 1 night tour.
This is a short trip from Hanoi, so it is very suitable for weekend travel. The
itinerary is quite balanced and not too tiring.
On the way, tourists can visit Mai Chau Valley to experience local culture and
enjoy the natural scenery.
Some highlights of the tour include seasonal flowers like plum and peach
blossoms,
the Bach Long Glass Bridge, and cultural experiences with the Thai ethnic
community.
In terms of target customers, this tour is mainly suitable for young people, office
workers, and small groups such as friends, couples, or families with middle income
(Slide 7)
So, to better understand the position of this product, I will now briefly go through
the SWOT analysis of the company
I’ll just highlight the key points, and you can see the full details on the slide.
In terms of strengths, the company has strong experience, a well-organized system,
and a variety of affordable tour products.
However, for weaknesses, it still depends a lot on the Hanoi market and its online
presence is not very strong yet.
For opportunities, tourism demand is recovering, especially for short and flexible
trips like Moc Chau.
But there are also threats from strong competition, especially from online travel
platforms, as well as changing customer behavior.” (slide 8)
So the key question here is: how can the company respond to this situation?
To answer that, let’s move on to the macro environment analysis using the STEEP
framework (slide 9)
First, I’ll focus on the strategic implications for the company.
Looking at the table, social and cultural factors stand out with the highest success
rate, at around 80%. This reflects the growing trend of customers looking for more
personalized and experience-based travel.
Technology follows closely at about 75%, showing that digital platforms like social
media and online booking systems create strong opportunities for businesses to
reach customers more effectively.
Economic factors are moderate, at around 60%, mainly due to some uncertainty in
the economy, even though income levels are rising.
Meanwhile, environmental factors, at roughly 70%, suggest a good opportunity to
develop eco-friendly and sustainable tourism.
So, this suggests that the company should focus more on experiential travel and
strengthen its digital presence ( slide 10)
Now, we are moving on to the threats.
Environmental factors seem to be the most serious, at around 80%, mainly because
of risks like bad weather or natural disasters that can affect tour operations.
Social and economic factors are also quite significant, both at around 70%,
showing that customers are becoming more demanding, while economic issues can
reduce travel spending.
Technology is lower, at about 50%, but it still creates pressure due to strong
competition and the need to keep up with digital platforms.
Political and legal factors have the lowest impact, at around 30%, so they are less
critical compared to the others.
This means the company needs to stay flexible, improve service quality, and be
better prepared for these external risks, especially environmental one.. (Slide 11)
That’s all for my part. I’ll now hand over to my teammate, who will take you
through the next section. ( tiếp Mục 4 5 6 )