Tiếng anh du lịch Marketing plan for Làng gốm Bát Tràng
VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
BAT TRANG CERAMIC TOUR
BAT TRANG CERAMIC TOUR I. Introduction Only 16 kilometers from Ha Noi to the Northeast, there is a village that has stood the test of time and still preserves its peaceful, ancient characteristics and precious traditional crafts known as Bat Trang pottery village.
Source : Internet Bat Trang pottery is presented and admired not only in every region of Vietnam but also in foreign countries. Bat Trang pottery village has created and established its national brand to preserve the cultural values of Ha Noi capital, and it is also considered a favorite attraction in Ha Noi.
Source : Internet According to “ Dai Viet su ki toan thu” and “ Du Dia Chi” written by Nguyen Trai, Bat Trang pottery village was formed and established during the Ly dynasty. When Ly Thai To moved the capital from Hoa Lu to Thang Long, five families that pursued traditional crafts in Bo Bat village ( Yen Mo district, Xuyen Yen city, now belongs to Yen Mo district, Ninh Binh province) including Tran, Vuong, Nguyen, Le and Pham decided to move to Thang Long capital and take pottery artisans with them. The five families arrived at Bach Tho ward ( Now remaned as Bat Trang commune, Gia Lam district, Ha Noi ) which is home to the source of the precious material that they use to make the pottery, known as white clay. They cooperated with the Nguyen family to open a pottery production factory, founding Bat Trang pottery village.
Source : Internet Tourists can find any ceramic product in Bat Trang market where there are a large number of ceramic products displayed and sold. Bat Trang ceramic are produced for daily household use (bow, cup, plates, pot, bottle...), worshiping, or decoration purposes. In the modern world, the pottery artists bring into ceramics many innovation in production techniques. What makes you smile when visiting Bat Trang Village? Definitely not only a small random product that you find inside the market, but also, the moments when you get to know the people here. Setting foot into the village, you will certainly be invited by the local people to come to their ceramic workshops or to have a drink at their place. Come, have a conversation, listen to their sharings of life and the village’s history – you will at once realize the huge dedication and love that explains the village’s strong, steady career. In order to create the best possible quality pottery products, craftsmen have to follow many detailed steps, in which the first one is sourcing the clay, then preparing the clay mixture, and finally drying and repairing. This is only the fist stage. The second stage is decoration and application of enamel. The third step is a process called firing. Bat Trang artisans have summarized the experience of making pottery in a sentence. “ Bone first, leather second, and fire third”. Alltourists who visit Bat Trang want to learn how to make pottery form the clay, and then have the opportunity to take their crafts home. Nowadays, Bat Trang ceramic products are famous for not only in Vietnam but also in other countries in the world. The products of the villages has been exported to
some countries like Japan, Korea, America, and members of European Union since 1990. Besides, some products of Bat Trang ceramic village are stored in the world's large museums such as the Guimet Museum (France) and Royal Museum of Fine Arts of
Belgium. According to the artisans of the village, the popular subjects of Bat Trang products are the image of dragon, phoenix, couplets, nature and people reflecting the the spirituality and philosophy of Vietnamese people. These motifs are carved exquisitely and skillfully which make Bat Trang pottery have outstanding and special beauty in comparison to other ones. It is definitely an extremely amazing experience when visiting Bat Trang. Tourists will have opportunities to see the process of producing ceramic products, admire the creative of artisans and have great time in Bat Trang pottery market. This is really a should-not-miss trip in the holiday in Hanoi II. Swot analysis 1. Strength: Bat Trang Ceramic Village has been famous for its ceramics for a thousand years, particularly dinnerware and ornamental ware. The most outstanding strength of Hanoi Bat Trang Ceramic Village is its tradition of making pottery. Hanoi Bat Trang Ceramic Village traditional quality pottery includes bowl, dish, pot, cup, wine pot, a big flower-vase, leg lamp, lime-pot, big-bellied jar with glazes such as ancient pearl blaze, crackle glaze, dark glaze, indigo-blue flower glaze, grey flower glaze, melt glaze...
Source : Internet
Bat Trang Ceramic Villager is also able to produce high quality goods to order, meeting the demands of international buyers and their markets, manufactured using controlled processes using modern gas-fired skills. The people are very skilful and talented, producing friendlyproducts with the environment that has a distinctive look . The village’s ceramic products have not only prevailed domestic markets but also been exported to countries worldwide. The Bat Trang producers export ceramic goods annually to the value of over $40 million a year. 2. Weakness: Bat Trang now lacks of investment for business development. Entertainment activities are still quite simple. Last week we spent a weekend to take a tour to Bat Trang, Just the activity of making our own pottery attract us. Moreover, the infrastructure is still rudimentary. Almost households there do their own small and spontaneity business. Marketing has not quite effective. 3. Opportunities:
Opportunities in Political:
+ In recognition of theimportant roles of craft villages andrural handicrafts, the Party and the State have provided guidance and adopted a number of policies on the development of rural craft villages, on some policies on rural handicraft development to promoterural social economic development, move economic mechanism towardsindustrialization and modernization, provide local jobs, enhance quality oflife and local incomes, and enhanceexportation. + One of the key tasks for the period of 2006 - 2015 of MARD is to undertake theProgramme "one handicraft for one village" in order to restore and developrural craft villages for enhancing employment and incomes through supporting the development of rural craftvillages, and encouraging households,individuals, co-operatives and smalland medium enterprises to invest inhandicrafts; training and supporting themovement from agriculture to non-agriculture practices; and putting in placeregulations on craft village waste management. + Bat Trang ceramics are a pride of Hanoi. In 2011, the municipal People’s Committee approved a detailed plan to preserve and develop the craft village in connection with tourism development. + Viet Nam Traditional Craft Village Tourism Festival.In the framework of the event, there are diverse activities, such as: handicraft exhibition, workshop themed “Vietnamese
craft villages associated with tourism development and international integration”; processions that praise handicraft villages’ ancestors; activities to honor outstanding traditional villages; performances of traditional music, martial arts and folk games; handson experience on making craft products, traditional toys; introducing craft village tourism in Hanoi, etc.The festival will contribute to the conservation of traditional handicrafts and promoting tourism development in the region. It will also help popularize the tourism products, culinary elite, specialties of localities to local people and international friends. + The State plays an important role in making orientations and drafting a sustainable development plan for craft villages to exploit their potential and promote links among travel companies and the local people. + Government and state issued system policy and orientated to developtraditional craft village, restore the culture value and build new model rural. -
Opportunities in Economy:
+ Borrowing capital policy invest in production be opened in rural areas is a good condition help many households improve their production force, invested in technical and widen production. Then, when tourism develops. It can bring to our nation a great avenue. -
Opportunities in Cultural and Social
+ Model of household production is main the labor of all family member include women and children. Children in village help in production when they were a child, it is an advantage point to remain and develop their love to our traditional culture. + It also plays an important role in preserve our nation’s historic and traditional culture.
Opportunities in technology:
+ The Fourth Industrial Revolution is leaving a comprehensive impact on the global economy and society at large. Vietnamese craft villages are no exception. They are forced to utilize science and technology to survive.The Fourth Industrial Revolution has opened up many consumption channels for craft villages which can also sell their products online. They have attached special importance to e-commerce and getting customers involved in product designing and patterning.
Threats in economic:
+ In the context of globalization and international integration, domestic products will face stiff competition in the coming time; therefore the villages themselves need to create their own attraction through unique products to become famous brands.Through tours, craft villages can learn more about the aesthetic tastes of visitors from different countries to innovate technology for production as well as change and renovate designs of their unique products, particularly handicraft products. + Bat Trang pottery village is operating at the household level, and rely on outdated technology, and as a result, will find it hard to fulfill large orders. + Domestic businesses lack practical experience in competition while their regional counterparts have been competing for a long time. That means when countries can freely penetrate each other’s market, they’ll be redoubtable rivals of Vietnamese craft enterprises.” + Some households use equity or borrow with high interest loan,role of State in preferential loans were too small, and it did not meet the need invillage development. Householdsproduction is difficult to borrow big loanif they cannot show their force, and production scale in future. + Suffering from the impacts of economic recession, as well as a lack of capital, problems with the sustainability of the material supply source, shortfalls in management and importantly, little recognition for the artisan’s work, Vietnam’s craft villages could be lost. -
Threats in social and cultural:
People in craft villages lack general knowledge about tourism and the ability to communicate with visitors. -
Threats in technology:
+ Technical technology to produce products in craft villages, especially traditional craft villages, is often very primitive, backward, mainly using manual techniques. The majority of labor tools in craft villages are manual tools and single production technologies. Many types of products with technology and techniques must rely entirely on skillful hands of workers although there is now mechanization and electrification step by step in production, but there are only a few Many jobs have the ability to mechanize some stages in product production. III. Costs 1. Mobile costs according to the number of guests
+ Lunch : VND 100.000/1 per + Domestic travel insurance : VND 1.500.000/1 per/ 1day insurance violations includes: death, accident-related disability or unexpected illness on the tour, the highest compensation level is VND 10 million per case. + Fees for making ceramic items by yourself : VND 100.000/ 1 per 2. Fixed cost for the trip + Comfortable 50 seat car with air conditioner, TV + Car rental fee : VND1 million/ 1day + Tour guide fee : 10USD/1 day (VND 210.000/1 day) 3. Marketing fee and Administrative fee a. Marketing fee + Advertise with facebook and google adword: VND200.000 /1 day b. Administrative fee + VAT: 10% of the selling price 4. Commissions and profits + Commissions for travel agents: 2% of the selling price + The desired profit of the company: 20% of the selling price 5. Tour price + Tour price = price/1per + marketing fee + Commissions for travel agents+ The desired profit+ VAT
TOUR PRICE: 2.000.000Đ IV. Tour 1. About this activity + Duration : 7.5 hours + Price : 100 USD/1per + Printed or mobile voucher accepted + Instant confirmation + Live guide : English
+ Pick-up service : Your hotel in Hanoi + Easy cancellation : Cancel up to 24 hours in advance for a full refund 2. Highlights + Enjoy the rural Red River landscape on the way to Bat Trang pottery village + Explore the hancraft proccess of ceramic production + Go shopping for unique ceramic items to take home + Join in making ceramic things by yourself 3. Full description 8 am : You will meet you at your hotel in Hanoi downtown, then start the trip to Bat Trang pottery village. 9 am : Arriving at Bat Trang pottery village 9 am –11 am : Activities Tourists can choose take a walk or join a buffalo tour for sightseeing and shopping. The guide will take tourists walk around the area of making ceramic products to see the artisans at work and tourists have chance to witness the process of molding and carving clay pots, dishes and vases. Then, tourists enter the ancient area in Bat Trang village, get in Bat Trang market and have a look of variety of ceramic products there. 11 am – 12 am : Time for lunch and take a rest. Tourists have lunch in restaurant near Bat Trang market. 1 pm – 3pm : Activities Tourists go to a workshop to make ceramic items by yourself with the traditional family.After drying your products, you will paint and cover them with different colors for decoration and make it become more and more unique. You can make the gifts for your family by yourself. 3.30 pm : Get back to Hanoi city – the Old Quarter and to your hotel. 4. Includes + Car + Full Insurance Cover + Tour Guide + Lunch + Fuel
+ Fees for making ceramic items by yourself V. Events and promotions 1. Events Deploying the "dream bookcase" program, in addition to books and newspapers prepared to give to disadvantaged children in Bat Trang, you can bring books, newspapers, stories, school supplies Together with us, we bring a warm atmosphere of love to Bat Trang. The program will help children in high school schools get the books, notebooks and other necessary supplies when the new school year comes. Give them a healthy reading habit, equipping them with knowledge through book pages. Helping their spiritual life to be richer, helping them learn better.
Source: Internet Similarly on the tour, you also contribute to support the families of poor households in 2018 with us. Accordingly, for every 2 million VND of tour purchased, you contributed 5000 VND to join us in implementing this meaningful program. This is a long-term project to bring joy to families in difficult circumstances in Bat Trang.
Source: Internet At the same time, we are committed to "not littering" with tourists and keeping the environment clean and beautiful. Where visitors will not have garbage, it also means contributing to making Vietnam tourism more beautiful in the eyes of international friends.
Source: Internet 2. Promotions
The membership card program is a great incentive in the promotion system with membership levels, silver cards, gold cards and VIP cards. Up to 50% discount when owning a membership card during the festival of Bat Trang pottery village held annually on the 14th - 15th of February lunar calendar. At the same time, we also have incentives for our partner's close customers when booking tours. Discount for customers with membership card of Asian Distribution Co., Ltd, reducing 5 USD / pax / tour for tour of foreign tourists, reducing 10USA / person / tour for other tourists in the country. When registering tours according to groups of tourists, they will receive more discounts: groups of 4 - 6 people will immediately drop 100,000 VND / person and group of 7 guests or more immediately reduce 120. 000 VND / person. In parallel with the price reduction, the gifts included when booking tours for visitors before and after traveling are also interested. For example, every customer who participates in Bat Trang tour will receive a hat (with the company's logo printed) and a ceramic product worth 50,000. At the same time, during the tour, customers will experience a free pottery lesson with artisan Nguyen Xuan Bach.
VI. Bat Trang tour achivements Nowadays, Bat Trang is not only famous for its ceramic products, but also well known as a tourist attraction in Hanoi. Visiting Bat Trang ceramic village, tourists can go sightseeing in unspoiled natural sceneries, witness the process of making pottery, try to make handmade ceramic products by themselves and bring their achievements to home. Go sightseeing in Bat Trang Pottery Village by sitting on a buffalo vehicle (a kind of vehicle moved by a buffalo) may be a very interesting and unforgettable experience of tourists visiting this land. After arriving in Bat Trang, tourists can ask local people for renting a buffalo vehicle going around the village. Each buffalo vehicle can contain ten people. Sitting on this strange vehicle, tourists can enjoy the peaceful and untouched
landscapes. They can also visit Van Van, a small gallery of ceramics of different periods and enjoy the beauty of the items displayed there.
Source: Internet Another thing tourists should not ignore when visiting Bat Trang village is going shopping at the shopping center. The products sold in this place are quite diverse and beautiful including cups, wind chimes, paints, colorful bracelets and accessories made from ceramic materials, and so forth. If tourists take time to watch and find in this stuff, they can find some beautiful and exclusive items which are cheaper than ones in markets. A further plus point is that local people here are very friendly and hospitable, therefore, tourists can comfortably take photographs besides unique and beautiful items in spite of not buying anything.