Tài liệu Báo cáo thực tập tiếng anh hp medical eqiupment and trading joint stock company

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL *** GRADUATE INTERNSHIP REPORT HP MEDICAL EQIUPMENT AND TRADING JOINT-STOCK COMPANY Address: No. 34 Alley 64/55 Kim Giang Street, Kim Giang Ward, Thanh Xuan District, Hanoi, Vietnam. Supervisor: PHẠM HƯƠNG TRANG Student’s full name: LÊ MAI MAI Student’s ID: 1107 1278 Major: International Business Class: IB2012B Hanoi,..11/03/2016… 1 ACKNOWLEGDEMENT The internship opportunity I had with HP Company was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period. Bearing in mind previous I am using this opportunity to express my deepest gratitude and special thanks to Mr.Do Manh Hung of HP JSC who in spite of being extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their esteemed organization and extending during the training. I express my deepest thanks to Ms. Huong Trang – my supervisor from IS-VNU for taking part in useful decision & giving necessary advices and guidance for me to complete this Internship report. I choose this moment to acknowledge her contribution gratefully. I perceive as this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives. Hope to continue cooperation with all of you in the future. Sincerely, Le Mai Mai ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 2 LIST OF FIGURES, TABLES AND CHARTS Figures: Figure 1: Organizational management chart. .........................................................Page 8 Figure 2: The company’s current distribution system. ................,........................Page 12 Figure 3: Sales process diagram……………………………………………...Page 18 Tables: Table 1: The number of retailers of of HP Medical Equipment and Trading JSC period 2012-2015………………………………………………...…..Page 13 Table 2: Some results of the company operations through the years 2013-2015 …………………………………………………………..…………….Page 15 Table 3: Comparison of the results of the company operations………... Page 15-16 Table 4: Value and proportion of the turnover from the market sectors of the HP Medical Equipment and Trading JSC for the period 2012-2015…...Page 22 Charts: Chart 1: Revenue from product sales………………………………………. Page 13-14 Chart 2: Density of Financial and enterprise management expenses over revenue of the firm (2013 – 2015) ……………………………………………………..Page 17 Chart 3: Contribution percentage to the revenue of four main product groups at the company period 2013-2015……………………………………………..Page 19 Chart 4: Consumption structure at HP Medical Equipment and Trading JSC for the period 2013-2015……………………………………………………….Page 20 Chart 5: The results of Grow-lex product consumption at HP Medical Equipment and Trading JSC for the period 2013-2015………………………………….Page 21 Chart 6: Market share of the Grow-lex compared to the competitors’ at three major hospitals in Hanoi for the period 2013 -2015…………………………...Page 24 ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 3 TABLE OF CONTENTS ACKNOWLEGDEMENT…………………………………………………………….1 LIST OF FIGURES AND TABLES…………………………………………….........2 TABLE OF CONTENTS……………………………………………………………...3 CHAPTER 1: THE OVERVIEW OF HP MEDICAL EQIUPMENT AND TRADING JOINT-STOCK COMPANY. …………………...…………...…………5 1.1 General information of the company………………………...…………..……....5 1.2 History of the company……………………………………………..…………......5 1.3 Mission and Vision of the company……………………………………………....7 1.4 Core Value of the Company………………………………………………........…7 1.5 Organizational Structure of the company.............................................................8 1.5.1 Organizational management chart……………………………………………8 1.5.2. Functions and duties of each department…………………………………....8 1.6 General Product/ Target Market / Business process………………...………...10 CHAPTER 2: BUSINESS ACTIVITIES OF HP MEDICAL EQIUPMENT AND TRADING JOINT-STOCK COMPANY. ……………………………………..10 2.1 General business activities information………………………………………...10 2.1.1 Main business activities..................................................................................10 2.1.2 Main product line ………………………………………………….………..10 2.1.3 Strategic / business plans …………………………………………….……11 2.1.4 Business activities ……………………………………………….………13 2.1.4.1 Sales …………………………………………………………….......13 2.1.4.2 Financing ……………………………………………….…….16 2.1.4.3 Distribution …………………………………………………..……..17 2.2. Business strategy analysis………………………………………………..……...19 2.2.1. Grow-lex consumption situation compared to other products …………………19 ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 4 2.2.1.1 Grow-lex Revenue and Profit…………………………..……………19 2.2.1.2 The structure of Grow-lex product consumption................................20 2.2.1.3 The target sale and results of Grow-lex product consumption at HP Medical Equipment and Trading JSC. ……….………………………...21 2.2.1.4. Consumption Situations of Grow-lex medicinal products by region. 2.2.1.5. The target customer of Grow-lex product. …………...…....………22 2.2.1.6. The achievements of Grow-lex product……………..……………...25 2.3. Shortcoming and causes of the business activities……………..……………...25 2.3.1 Sale activity challenges. …….……………………………………………...25 2.3.2. General weaknesses of the enterprise …………...………………………...26 CHAPTER 3: INTERNSHIP TARGET, THE ASSIGNEDWORK CONTENT AND METHODS OF IMLIMENTATION. ……………………………………….28 3.1. Graduation internship objectives………………………………………………28 3.2. Contents of the assigned work………………………………………………….28 3.3 Implementation methods………………………………………………………...30 CHAPTER 4: ACHIEVEMENTS FROM INTERNSHIP.......................................31 4.1. Accumulated experiences ( knowledge, skills gained )………………………..31 4.2 Matching between academic at school and real practice……………………....32 4.2.1 Apply academic knowledge into practice ………………………………….…32 4.2.2 Differences between school knowledge and lessons got from internship.…. 33 CONCLUSION…………………………………………………………….…………36 REFERENCES…………………………………………………………….…………37 ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 5 CHAPTER 1: THE OVERVIEW OF HP MEDICAL EQIUPMENT AND TRADING JOINT-STOCK COMPANY. 1.1. General information of the company. Company trading name: HP MEDICAL EQUIPMENT AND TRADING JOINT STOCK COMPANY. Director: Do Manh Hung Headquarters: No. 34 Alley 64/55 Kim Giang Street, Kim Giang Ward, Thanh Xuan District, Hanoi, Vietnam. Trading Office: 5th floor, Block 5 of 46 Den Lu 2 Urban Living Quarter, Hoang Mai District, Hanoi, Vietnam. Tax code: 0104959591 Phone: 04.66829258 Fax: 046.278.3065 Website: http://duocphamhp.com.vn 1.2 History of the company HP MEDICAL EQUIPMENT AND TRADING JOINT STOCK COMPANY is the company having 3 capital contributors, was established on 27/12/2006 registered under the business license number 0104959591 by Department of Planning and Investment in Hanoi with the capital of 2.000.000.000 VND. During almost 8 years entering into pharmaceutical business market, HP Company has achieved many accomplishments but also faces many difficulties in business development process. The process of the company's operations can be divided into two main periods: ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 6 • The very first established period (2006 - 2009): HP medical equipment and trading Joint Stock Company was found on the basis of the links with Thong Nhat pharmaceutical joint stock company, and its parent company is Limited Liability pharmaceutical ShinPoong DaeWoo Company. In its early days, the firm faces many difficulties and challenges due to lack of brand and position in the market. Main activities of the company based on the relationship with the former agent of the parent company and continue to distribute the main kind of drugs as Grow -Lex, Rigocef 750 ... At the same time, the company also created strong ties to the hospitals and private pharmacies. Thanks to the branding building campaign of the business to large hospitals such as Vietnam-Germany Hospital, Bach Mai Hospital, Central Hospital of Gynaecology, Oncology Central Hospital that now the firm has not only the distributed network expansion quickly but also to overcome difficulties during the economic crisis of 2008, the growth made momentum for the future development. • Period from 2010 to present Compared to the early days of establishment, the amount of employees of the company has increased significantly. By the end of 2013, the total number of staffs in the enterprise has more than 50 people. Also, besides the traditional line of pharmaceuticals from its early days, now HP could expand the numbers and types of products to more than 20 pharmaceutical line. With the principle of "sales only good quality, reasonable price, professional distribution," the company has always focused on quality issues to ensure the absolute safety of the health of consumers. Thanks to the always perform distribution operations and ensure the best quality, the enterprise has always been the priority medicines and hospital product selection. Although, the scale of the company is only medium, business has been increasingly expanding development more stable and potential. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 7 1.3 Mission and Vision of the company. During the development process, the company has always focused on expanding its cooperation with schools and academic institutions; research and development of large and small projects with domestic and foreign prestigious partners to create the best products for the target community. With the desire to improve better and better quality of life for Vietnamese people, in general, HP Medical Equipment and Trading JSC is proud to be one of the leading units in the research and distribution of products that help support human health. And, especially with the motto "Vietnamese people use Vietnamese goods", the company has been aiming to " Vietnamese drug honor". 1.4 Core Value of the Company. • Creating a professional working environment, dynamic and favorable conditions for each member’s self-promoting creative thinking abilities. • Paying attention to the training and development of staff of highly qualified personnel, integration with the regional and international levels. • Constructing distribution channel management and customer care systems. • Making financing activities for the social community with the motto "For the health of Vietnamese people" to develop and promote the brand. • Business philosophy of the company: + Customer orientation + Prestige, quality to mature + Cooperation for success + Human resources development + Orientation of a beautiful healthy Vietnam. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 8 1.5. Organizational Structure of the company. 1.5.1 Organizational management chart. Organizational apparatus of the company is an important factor determining the survival and development of the company. In order the get highly effective operation, the organizational factors that constitute the apparatus must be respected aiming at the highest efficiency. Stemming from specific business sectors and sizes of business type, the management of the company are held as follows: Figure 1: Organizational management chart. MANAGEMENT ADMINIS TRATION FINANCE AND ACCOUNTING DRUG DEALER AND PHARMACY BRANCH BUSINESS SALE OUTLET MARKETING WAREHOUSE AND SALES HOSPITAL PHAMARCY (Source: Administration and Finance Department of the company.) 1.5.2. Functions and duties of each department. * Board of Directors: Consisting of directors and the union; leaders in charge of ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 9 overall direction and departments. - Director: the head of the leadership, the legal personnel representative of the company, legally responsible for directing all production and business activities in the company. + Director must be a qualified pharmacist with a University Degree, at least. + He/she is the representative of the company in relation to transactions of concluded economic contracts, and has the right to the company organizational structure, staffing, salaries based on the result of business activities. * Department of Administration - Human Resources: responsible for all the work on organizational management, personnel administrative and executive of the company; combining the administrative organization and periodical report to the board of directors. * Financial -Accounting Department : responsible for the whole of the financial management, and accounting work; statistics and products test - imported, the voucher bill; tracking goods, inventory reporting and tracking imports liabilities. * Business Divisions: responsible for branding promotion, market development, market segments analysis, building long-term and short-term business strategies, distributing drugs to pharmacies, establishments, and agents of the distribution company. * Marketing Department: responsible for the planning and implementation of the marketing plan of the company's brands; collecting information of the needs of the market that would lead to serve the urgent needs for the development of new products; implementing the marketing plans for business and sale support programs; monitoring effective marketing campaigns. * Warehouse and sales department: responsible for taking orders, management, preservation and inventory of goods in stock; reporting the daily monitoring of goods in stock. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 10 1.6 General Product/ Target Market / Business Process The company specializes in the distribution of pharmaceutical products of the manufacturing company reputed in the market such as: Imexpharma, Traphaco, Mediplantex, JSC Central Pharmaceutical III ..., represents as level 1 distribute agent. Currently, the Company is distributing more than 50 products, many products have been doctors, pharmacists and consumers appreciated the quality as Uniferon - blood tonic, Luber - products treating osteoarthritis, Superkan - treatment cerebral circulatory insufficiency...,etc. The company has a wide distribution network with sales teams in almost major cities in the country. During the development process, the company has always focused on expanding cooperation with schools, academic institutions, research and development of large and small projects with prestigious partners at home and abroad to create products best for the target community. CHAPTER 2: BUSINESS ACTIVITIES OF HP MEDICAL EQIUPMENT AND TRADING JOINT-STOCK COMPANY. 2.1 General business activities information 2.1.1 Main business activities HP medical equipment and trading Joint Stock Company is now operating in the field of pharmaceutical wholesalers. The Input supply is imported from foreign pharmaceutical companies and other pharmaceutical wholesaler firms. The product lines are mostly imported from abroad mainly France, Italy and the US. Organizations implementing drug distribution activities to the health facilities and private pharmacies in Hanoi and surrounding areas such as Bac Ninh, Hai Phong, Nam Dinh. 2.1.2 Main product line ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 11 Three main product lines are deployed from the early stages of incorporation is - Antibiotics (Rigocef 750; Lasoprol; Itadixic ...) - Medicines Patent (Grow- Lex; Reamberin and Cytoflavin) - Vitamins and minerals (Nutravit, DHA Emulsion ...) In addition to 3 main product lines mentioned above, the firm is also conducting to launch a product line of medical nutritional foods into the market since the middle of 2011. Though the new products, the potential of this product is very large and it gradually contribute a significant proportion to the annual turnover of the company. 2.1.3 Strategic / business plans With the aim of widely distributing its products on the market, HP Medical Equipment and Trading JSC has always perceived whether or not the information of corporate brands and products can come to consumers primarily lies in the distribution of goods. Therefore, the company has built a distribution system with high efficiency to ensure that the products can quickly reach consumers' hands at a minimized cost. In the pharmaceutical business sector, the direct delivery to consumers is often difficult because the demand for health care drugs of every individual is different, and to meet this demand businesses need a diversified product system with uneven quantities, leading to the inefficiency with its selfrealization. Therefore, the goods distribution of businesses is often done through the intermediaries. Below is a diagram of the company distribution system: ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 12 Figure 2: The company’s current distribution system. Hospital Clinic Drug Dealer Pharmacy Branch Sales Outlet Company Consumers Sales Outlet (Source: Sales Department of the company) As can be seen in the diagram, the main function of HP Medical Equipment and Trading JSC is carried out similarly to the role of an intermediary trader and pharmaceutical distributor from the producer to the consumer as a wholesaler. Thus, for a company specializing in pharmaceutical wholesale, the marketing and distribution issues are very important. Had it not been for this stage implemented properly, it would be impossible for the company to get such achievements as today. In general, the distribution system that the company has applied is consistent with the ability of the company and market adaptation. Below is Table 4 showing the number of retailers of of HP Medical Equipment and Trading JSC period 2012-2015. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 13 Table 1: The number of retailers of of HP Medical Equipment and Trading JSC period 2012-2015 Year 2012 2013 2014 2015 Hospitals 18 22 28 33 38 42 46 52 56 64 74 85 Pharmcies/ Private Clinics Total Retailers (Source: Sales Department of the company) Within 4 years, the number of retailers increased rapidly with 29 new retailers, which, however, are mostly private pharmacies. Although hospitals accounted for the smaller numbers, but with a major contribution to the profitability of this channel, focusing on hospitals like Hanoi Gynaecology Hospital, Bach Mai Hospital, Central Materity Hospital. This led to a major limitation for this distribution channel, which is largely dependent on the number of specific consumer base. Therefore, thesefacilities have sudden change in buying or linking complex putting businesses under pressures, leading to lower revenues and disadvantage in business. 2.1.4 Business activities 2.1.4.1 Sales The revenue from product sales is expressed in the chart below: Chart 1: Revenue from product sales. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 14 Revenue from product sales 20000000 18000000 16000000 14000000 12000000 10000000 8000000 6000000 4000000 2000000 0 !!!!2013! 2014! 2015! (Source: Sales Department of the company) As can be seen from Chart 1, the year 2014 revenue and profits was higher than that of 2013; the year 2015 revenue and profits was higher than that of 2014, thus making the workers’ income significantly increase with the minimum wage of 1 person / month is VND 6,450,560 million. The reason for that achievement is (1) the company market has been constantly expanded; (2) goods sold to customers ensure the good quality and right price; (3) the company prestige is always remained, leading to the steady increase in revenues over the years. Let’s have a look at Table 2 and 3, showing some main results of the company operations through the years 2013-2015. ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 15 Table 2: Some results of the company operations through the years No 1 Primary Targets Revenue consumption 2013-2015 Unit Year Year Year VND 2013 2014 2015 1,000 8.130.488 12.102.855 18.834.684 (At current prices) 2 Deductions 0 0 3 Net sales 1,000 8.130.488 12.102.855 18.834.684 4 Total labor Person 45 5 Pre-tax profit 1,000 1.676.781 3.108.303 4.684.400 6 Budget submission 1,000 220.815 607.672 7 After-tax profit 1,000 1.455.966 2.694.903 4.076.728 8 Average income 1,000 4.560 5.645 6.450 9 Average 180.677 151.285 156.955 labor 1,000 0 0 80 120 413.400 productivity /Year (Source: Finance & Accounting Department of the company) Table 3: Comparison of the results of the company operations. No Primary Targets Unit VND Years 2014/2013 Money amount Years 2015/2014 Money % amount % Revenue 1 consumption 1,000 3.972.367 48.8 6.731.829 55.6 (At current prices) ! ! 2 Deductions 0 0 0 0 0 3 Net sales 1,000 3.972.367 48.8 6.731.829 55.6 4 Total labor Person 35 77 40 50 Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 16 5 Pre-tax profit 1,000 1.431.522 85 1.576.097 50 6 Budget submission 1,000 192.585 87.2 194.272 47 7 After-tax profit 1,000 268.401 18.4 1.381.825 51 8 Average income 1,000 1.085 23.7 805 114.2 1,000 -18.067 3 5.670 37 9 Average labor productivity /Year (Source: Finance & Accounting Department of the company) These two tables show that the results of the company operations in the last 3 years have been very good, settling stable jobs for a workforce in the society despite the low number of employed workers. Full taxes have been paid to the State with the steady increase in profits year after year. The reason for such results is owing to the company‘s correct policy, which is mainly the combination of promotions and reasonable discounting payment. For the time being, people's income levels are relatively stable, the demand for tastes is increasingly diversifying, the markets are growing, and especially the people are paying more conscious attention to their health. This is the reason for the company to develop the strength of tonic commodities, treatment adjunct, and functional foods. 2.1.4.2 Financing Financial and enterprise management expenses For enterprises JSC commercial and medical equipment HP, financial expenses mainly just interest expenses on bank loans because there is no financial investment or business capital contribution, and stock exchange. In terms of corporate management costs, this is the general expenses of the entire enterprise include the cost of salaries and allowances of staff, social insurance, health insurance, unemployment insurance , the purchase of stationery expenses, provision for payments, essential services (electricity, water, internet) ... ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 17 Chart 2: Density of Financial and enterprise management exspenses over revenue of the firm (2013 – 2015) Financial!and!enterprise!management! expenses!! 20! %! 15! Financial!and!enterprise! management!expenses!! 10! 5! 0! 2013! 2014! 2015! (Source: Financial and Accounting Department of the company) Total financial expenses and enterprise management expenses compared to the revenue at the company is low, accounts for only 12% - 18%. Because pharmaceutical products company have relatively high cost and the large demand to buy of consumers make the revenue grows faster than the growth rate of the cost of financial and business management. As for 2013, due to the expansion deploy business brands should now have to hire more staff, especially marketing and delivery team. This is the main reason as total costs rose more than 18% is close to 1.5 times compared to 2012. While costs increased compared to previous years, but we can see this is essential for the development of enterprises. 2.1.4.3 Distribution Market activities of the company are carried out mainly through sales channels, commercial centers specializing in drugs, agent companies, pharmacies, and hospitals. Currently, the company is distributing evenly over the provincial markets in all 3 ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! 18 regions throughout the country, but the company’s largest markets remain the major cities such as Hanoi, Hai Phong, Da Nang, Ho Chi Minh ... These are the cities with high population density, economic development and good income per capita. Therefore, the company has had intensive investments, been researching and developing a great variety of unique products with quality assurance to consumers. In addition, the company policy is to promote sales and expand markets in the northern mountainous region, Central South and Central Highlands. These are the areas where the consumption is almost insignificant but full of potentials. Regarding the distribution channel of the company, the company's sales are made primarily by two distribution channels (1) OTC (pharmacy, pharmaceutical agents), and (2) ETC (hospital, clinic). Accordingly, the goods are shipped from the company to the final consumers. These two distribution channels are also commercially connected intermediaries between the company and the wholesalers, retailers, resellers and end- users Below is the sales process diagram that clearly identifies what has been said above: Figure 3: Sales process diagram Market access offer and sales order recommendation Logistics Department Warehouse Agent Đại s lý Phamarcy warehouse Clinic Hospital Orders Accounting Sales ! ! Logistics Business Dept Marketing & PR programs Internship*Report*–*Le*Mai*Mai*IB2012B! ! ! Marketing Dept 19 2.2. Business strategy analysis. To complete this internship report, I would like to go deeply into sale and business strategy flied of the company, especially the main product Grow-lex – which accounts for the biggest proportion among the whole other products. 2.2.1. Grow-lex consumption situation compared to other products 2.2.1.1 Grow-lex Revenue and Profit. In the four traditional pharmaceutical lines of business licensed products, Grow- lex drugs belong to a class of pharmaceutical patents. Considering the correlation with other products in the corporate patented medicines group, Grow- lex key role has made up of more than 50% of the profits generated by this group and also made great contributions to the general revenue of the company each year. Chart 3: Contribution percentage to the revenue of four main product groups at the company period 2013-2015 120.00%! 100.00%! 4.66%! 23.18%! 17.40%! 80.00%! 60.00%! 10.09%! 21.91%! 26.20%! 25.70%! 51.50%! 52.24%! 14.90%! 40.00%! 20.00%! 0.00%! !!!2013 53.10%! Nutri?onal!healthy!food! Vitamins!and!Minerals! An?bio?cs! Patented!drugs!(GrowLlex)! !!2014!!!!!!!!!!!!!!!!2015! Source: Finance & Accounting Department of the company) ! ! Internship*Report*–*Le*Mai*Mai*IB2012B! ! !