Contents
Preface ............................................................................................................1
CHAPTER 1: INTRODUCTION TO FICO-YTL CEMENT.....................2
1.1. Overview of Fico-YTL Cement .......................................................2
1.1.1. Brief information .......................................................................2
1.1.2. Functions and missions of Fico-YTL ........................................3
1.1.3. Organization structure and human resources of Fico-YTL .......3
1.1.4. Business performance in the period of 2018 - first half of 2022
3
1.2. Description of the internship ............................................................3
1.2.1. Internship duties ........................................................................3
1.2.2. Internship summary ...................................................................4
CHAPTER 2: PLANNING & EXECUTION OF TRADE MARKETING
PLAN FOR CEMENT PRODUCTS IN TIEN GIANG PROVINCE AT FICO-YTL
CEMENT
7
2.1. Analysis of planning & execution of Trade Marketing plan for
cement products in Tien Giang at Fico-YTL Cement.............................................7
2.1.1. An overview of the process of planning & execution Trade
Marketing plan for cement products ...................................................................7
2.1.2. Details on planning & execution process of Trade Marketing
plan for cement products in Tien Giang at Fico-YTL Cement ...........................7
2.2. Comparisons between current execution and that of theory ............7
2.2.1. Similarities .................................................................................7
2.2.2. Differences.................................................................................7
2.3. General assessments of current commercial operations of the
company
7
2.3.1. Strengths ....................................................................................7
2.3.2. Drawbacks ................................................................................ 7
CHAPTER 3:
INTERNSHIP
REFLECTIONS
AND
RECOMMENDATIONS FOR FICO-YTL’s COMMERCIAL GROWTH ............. 8
3.1.
Lessons learned from the internship ............................................... 8
3.1.1. Operational competencies ......................................................... 8
3.1.2. Soft skills .................................................................................. 8
3.1.3. Career-path development .......................................................... 8
3.2.
Recommendations for Fico-YTL’s commercial growth ................. 8
3.2.1. Build & enhance the data-driven culture .................................. 8
3.2.2. Embrace a culture of value-based problem-solving ................. 8
3.2.3. Recruit & nurture high-qualified young talents ........................ 8
CHAPTER 4: CONCLUSION ................................................................... 9
REFERENCES ............................................................................................ 10
APPENDICES............................................................................................. 11
1
PREFACE
2
CHAPTER 1:
INTRODUCTION TO FICO-YTL CEMENT
1.1.
Overview of Fico-YTL Cement
1.1.1.
Brief information
- Company’s logo:
Image 1. 1 Logo of Fico-YTL Cement
- Legal name: Fico-YTL Cement Sales and Marketing Company Limited
- Transactional name: Fico-YTL Cement Sales and Marketing Company Limited
- Abbreviation name: Fico-YTL CSM
- Business Type: Limited Liability Company
- Starting Date: 28/11/2019
- Phone: 027-63829579
- Tax number: 3901291046
- Legal Representative: Mr. Yeoh Keong Junn – General Manager
- Address: 26 Floor, 11 Doan Van Bo, Ward 12, District 4, Ho Chi Minh City
(representative office)
- Business Field: Cement Distribution
FiCO Cement Joint Stock Company Tay Ninh (TAFiCO, now Fico-YTL) is a major
cement company in the Southern Vietnam region, with an ecosystem of a main
factory in Tay Ninh and several grinding stations and ports in other provinces. For its
top-tier quality, competitive pricing policies, and effective distribution channels,
FiCO is regarded one of the leading cement companies in Vietnam.
In 2019, YTL – a $7.5 billion-valued construction-based multinational corporation,
became the strategic shareholder of FiCO Cement after the acquisition of major stake.
FiCO then joined the YTL Corp as a member and announced the new corporate
identity of “Fico-YTL”.
3
The organization that I directly worked in during the internship is the Commercial
Department, or by legal name Fico-YTL Cement Sales and Marketing Company
Limited - a business unit of Fico-YTL.
1.1.2.
Functions and missions of Fico-YTL
1.1.2.1. Functions
Fico-YTL manufactures and distributes a wide range of cement products and
services, covering most standard construction purposes. Fico-YTL’s ecosystem
contains of multiple manufacturing and logistical facilities (factories, ports, grinding
stations) and distribution channels system.
1.1.2.2. Missions
Fico-YTL Cement has a mission to contribute to building the future foundation for a
prosperous Vietnam through the commitment to 06 sustainable development goals
(growth & innovation, minimizing environmental impacts, occupational health &
safety, circular economy, compliance & transparency, community well-being),
in
harmony with 3 pillars of Economy – Environment – Society. Fico-YTL aims to
become Vietnam’s leading cement company in Vietnam by having highest ratings for
reliability, employees’ fulfillment, and performance effectiveness.
1.1.3.
Organization structure and human resources of Fico-YTL
1.1.4.
Business performance in the period of 2018 - first half of 2022
1.2.
Description of the internship
1.2.1.
Internship duties
Internship Position: Market Business Intelligence intern (In Vietnamese: Thực tâ ̣p
sinh Thông tin thị trường)
Job Description:
- Collect, process, synthesize, and analyze data from multiple sources to help
formulate sales & trade plans that maximize impact on different stakeholders across
value chain of cement products (including company, distributors, retailers, and endusers)
4
- Monitor company's sales performance & other movements of marketplace (increase
of costs), competitors (trade programs), customers (shift of product preferences) to
identify discrepancies on weekly basis to serve as back-end analytical support
- Track, update, & proof-read market information to update company’s historical data
system (pricing breakdown, market share, distributor’s performance, share of wallet,
etc) to update collective real-time market dashboard
1.2.2.
Internship summary
Week 1 (June 5th – June 11th): On-boarding
After 02 successful interviews – the initial interview with Ms. Chau, Talent
Acquisition Specialist, and the final interview with Ms. Phuong, Head of Sales, I was
officially accepted into Fico-YTL's Commercial Department as an MBI intern. My
first week at Fico-YTL was filled with intensive yet exciting introductory,
orientation, and training sessions – through which I was equipped with industry’s
understanding, company and department’s background & operations, and internal
procedures & regulations of the MBI team, as well as essential trainings of skills
needed for my job duties. Regardless of feeling overwhelmed and confused on many
occasions, I was quickly assimilated into the fast-paced working environment in my
team.
Week 2 (June 11th – June 17th): Business Trip – Visiting Retailers
As a practice of the MBI team, a newbie will usually be tasked with a Retailers Visit
business trip on their his/her second week to have a practical understanding of how
different stakeholders in the distribution flow of cement products interact, or how
end-users really interact with a low-engagement product such as cement. After
conducting efficient research via historical data or industry’s networking, I received
intensive coaching from Ms. Phuong – Head of Sales and Ms. Xuan – Regional Sales
Manager to prepare for the trip – planning objectives, preparing data-collecting
questionnaire, and conducting interview meetings with retailers. Second week
finishes with the completion of my trip to visit retailers in Tien Giang province,
during which I was accompanied by a Area Sales Executive. I was effectively
equipped with the know-how of conducting a business research project after this
experience.
5
Week 3 (June 19th – June 24th): Market Analyzing & Trade Program Planning
After the effective business trip, Ms. Xuan – Regional Sales Manager set up a meeting
to discuss next-steps regarding processing and analyzing of the data I collected.
During this third week I was guided on how to process raw market information into
actionable insights and produce inter-departmentally reference-able reports.
Fortunately, Ms Xuan’s perspectives on my synthesized market information helps
produce actionable insights. We quickly organized a meeting of Regional Sales
Manager, MBI, and Brand Activation (trade marketing) teams to propose some
directions for Tien Giang market. Thanks to this week, I have a practical experience
of interpretating data into ideas for problem-solving.
Week 4 (June 26th – June 31st): Execution of Trade Program
My work in the fourth week is considerably lowered in terms of intensiveness, as the
execution trade marketing plans is owned by the Brand Activation (trade marketing)
team, However, I still partook in multiple executional workloads with Brand
Activation to understand the full process of how a trade marketing plan is carried out
from Commercial Department, across different stakeholders of the value chain, to be
exposed to end-users. This week equipped me with communication and teamworking skill.
Week 5 (July 2nd – July 7th): Reflection & Report
During this week, retailers and end-users in Tien Giang were officially engaged by
the trade marketing plan I joined in planning & execution – marking the my
involvement in the full process of implementing a marketing activity in practice.
Finally, I request for access and use of necessary data to produce the internship
report. Ms. Phuong – Head of Sales, checked my report, then sealed and commented
for organization’s remark on my internship.
6
7
CHAPTER 2:
PLANNING & EXECUTION OF TRADE MARKETING
PLAN FOR CEMENT PRODUCTS IN TIEN GIANG PROVINCE AT
FICO-YTL CEMENT
2.1.
Analysis of planning & execution of Trade Marketing plan for cement
products in Tien Giang at Fico-YTL Cement
2.1.1.
An overview of the process of planning & execution Trade Marketing plan
for cement products
2.1.2.
Details on planning & execution process of Trade Marketing plan for
cement products in Tien Giang at Fico-YTL Cement
2.2.
Comparisons between current execution and that of theory
2.2.1.
Similarities
2.2.2.
Differences
2.3.
General assessments of current commercial operations of the company
2.3.1.
Strengths
2.3.2.
Drawbacks
8
CHAPTER 3:
INTERNSHIP
RECOMMENDATIONS
REFLECTIONS
FOR
FICO-YTL’s
GROWTH
3.1.
Lessons learned from the internship
3.1.1.
Operational competencies
3.1.2.
Soft skills
3.1.3.
Career-path development
3.2.
Recommendations for Fico-YTL’s commercial growth
3.2.1.
Build & enhance the data-driven culture
3.2.2.
Embrace a culture of value-based problem-solving
3.2.3.
Recruit & nurture high-qualified young talents
AND
COMMERCIAL
9
CHAPTER 4:
CONCLUSION
10
REFERENCES
11
APPENDICES