CONTENT
I. Executive summary.........................3
II. Description of the problem..............3
III. Research methodology..................5
a. Secondary data....................................................................................................................................5
b. Primary data........................................................................................................................................5
c. Total cost of the research....................................................................................................................6
IV. Research study results..................6
i. Business law and tourism industry..................................................................................................6
ii. Wedding anniversary demand on the Internet..............................................................................7
“Need Advice on How the Celebrate
2Nd Wedding Anniversary with Low
Budget................................................7
“This upcoming April will be the 25th
wedding anniversary of my parents,
and I wish to plan a classy surprise
party for the both of them. I need some
ideas on themes that will be fun, but
still remain fairly sophisticated. I am
1
planning on inviting many of their
friends, for I feel that it would make the
occasion more meaningful to them.
Anyone have any ideas on where I
should start!?
I want to plan a surprise party for my
parents’ 30th wedding anniversary. I
need help with everything...Any
ideas?” – said, Transon.english.ftu
from www.ttvnol.com..........................8
iii. Target market and their demand on our services..........................................................................8

iv. Ha Long – a great destination for couples...................................................................................11
v. Competitors...................................................................................................................................12
Monotonous tour programs ...................................................................................................14
V. The implications of the results......16
1. Business environment...............................................................................................................16
2. The demand on our services.....................................................................................................17
3. Primary and secondary market.................................................................................................17
a. Primary market.....................................................................................................................17
b. Potential market...................................................................................................................18
4. Our core services......................................................................................................................18
5. Competitors..............................................................................................................................20
6. Promotional ideas.....................................................................................................................21
2
I. Executive summary
The key findings from the market research
Information about 5 aspects:
- Business law and tourism industry
- Wedding anniversary demand
- Target market
- Services
- Competitors
 The findings above would be really necessary for us to know whether
our idea is feasible or not.
II. Description of the problem
KEY QUESTIONS
Aspect Necessary information
Why it is
necessary
Research
methods

Tourism
industry
- Business law
- Population of Viet Nam
- Population of Ha Noi
- Rates of households in Ha Noi
- GDP per capita of Ha Noi
- Tourism industry
+ The growth rates
+ Favorite destinations
+ Number of Ha Noi’s
foreign tourists
- Number and size of the
company in this industry
- What are the current
opportunities and theats in this
industry?
- Setting up a
company is
legal or not.
- Identify the
size and
purchasing
power of the
market
segment and
target market.
- Foresee
threats and
chances in the

industry
- Internet
- Book
Wedding
anniversary
demand
Quotations from several forums
Identify the
urge of
wedding
anniversary
services
Internet
3
Target
market
Profile
- How old are
they?
- Where do they
live?
- What do they
do?
- How much do
they earn?
- What are their
genders?
To build a
target market
profile and

adjust our
services to
satisfy them.
Using survey
sheet
Perception
towards
company
- Rate of
customers’
perception
+ a wedding
anniversary party
+ a wedding
anniversary tour
- How much are
they willing to
spend on our
services?
- When do they
buy?
- What do they
expect for
+ A wedding
anniversary party
+ A wedding
anniversary tour
Effective
advertising
method

- Which sources
do they use to find
information about
these services?
To have
effective
promotional
method to
attract
customers
Characteristics of target
customer
To
understand
some
psychological
factors and
buying
behavior
Observation
and websites
Product
- Describe the services our Conduct a
suitable
Survey sheet
4
business will provide. market
Competitor
- Who would be competitors in
the short term and long term?

- Attitudes of competitors’ users
- Measure customer satisfaction
and dissatisfaction of competitors
- Strengths and weaknesses of
competitors
To do better
than
competitors
and survive in
this
competitive
environment
Interview
directly
III. Research methodology
a. Secondary data
Two members of our group were responsible for searching information on several
credible websites and newspapers as well.
b. Primary data
a. Using the survey sheet
• When did the survey be given?
After Hung King’s festival day (15
th
April, 2011)
• Where did the survey be given?
Offices at which our parents and relatives is working. These are:
i. Viet Nam bank for agriculture and rural development
ii. Viet Nam maritime commercial joint stock bank
iii. Electricity of Viet Nam (EVN)
iv. Military Bank

v. Newspaper of Family and Society
• Who did we survey
People who were surveyed: Have high income (more than VND 7
million/ month)
• Number of people were surveyed: 280 people
• Survey sheet (can be seen on the final page)
b. Interview directly
• Contact methods:
i. Yahoo messenger
ii. Face book
iii. Telephone
iv. Face to face
• The number of interviewees: 25 people.
5
c. Total cost of the research
Method Cost (VND)
Internet Email 0
Face book 0
Yahoo Messenger 0
Websites
Phone call ( about 2 hours) 18,000
Print questionnaire sheet ( 300 sheets) 70,000
TOTAL 88,000
IV. Research study results
i. Business law and tourism industry
a. Business law
According to “Business law” adapted from July 2006, government encouraged
every citizen to run business to enrich themselves and society.
b. Macro information
Collected data Sources

Population of Viet
Nam
87.000.000 ( March,
2011)
/>Population of Ha Noi 6.913.161 (in 2010)
Number of
households in Ha Noi
1.702.552 (in 2010)
GDP per capita of Ha
Noi
USD 1,950 DanTri news
(7
th
December, 2010)
The growth rate of
tourism industry
11% (in 2010) Baomoi.com
Number of Ha Noi’
foreign tourists
1.2 million (in 2010)
Some favorite
destinations
Ha Long, Phu Quoc,
Nha Trang, Phan Thiet,
…

6
ii. Wedding anniversary demand on the Internet
Comments on the Internet present the fact that there is a high demand on organizing a wedding
anniversary. Lots of people want to organize a wedding anniversary for themselves, even sons

and daughters want to celebrate this special day for their parents.
Here are quotations from several forums
“ I want to celebrate my 45th birthday and our 20th wedding anniversary, both of which are
this October. What would you recommend?? What travel agency should I choose? Do they
have this kind of tour?” – said, CuongeSc from www.webtretho.com
“We started dating in the fall of 1999, so a year from now we will have been together for ten
years. I can’t wait until our tenth anniversary, though. What a happy life is with this man! We
want to plan ahead and make reservations at a good resort or location.
Our current guidelines:
• Family Friendly
• Reasonably priced, or even Cheap! (Some ability to make meals a plus.)
• No more than maybe 3 hours from home? Some flexibility here, since the cheaper the
location, the more worthwhile the drive/time committed.” – said, Dakuwashinzen from
www.ttvnol.com
“Need Advice on How the Celebrate 2Nd Wedding Anniversary with Low Budget
this year will be our 2nd wedding anniversary and we both were working new jobs on our first
anniversary not to mention I was also happily prego last year & couldn’t pop the champagne.
Our ideal anniversary would be an enjoyable not to mention memorable anniversary but for a
reasonable rate, so we need help on deciding what to do besides sleeping it in and out” – said,
dothihuyentrang from www.naungon.com
“I need help. My husband and I will celebrate our 20th wedding anniversary in Dec. and want
to take our family on a memorable trip. We have 3 grown children. We thought of a trip to the
beach but have a 5 years old daughter with severe diabetes who has motion sickness so no long
air trips. We are also concerned about a cruise as she gets seasick also. Any suggestions? We
prefer something far away from Ha Noi. Many thanks” – said, Violetmoon_157 from
www.tcan.com
“I want to do something special….do I do a party for a 10 year anniversary? Where do I have
7
it, at home or at a hall? It is in September….where do I begin??? I’m little bit confused!
Should I introduce my friend and family? Is there any company specialize in organize this kind

of event?? I need some help!!!!!!!!!!!” – said, Goddess of love from www.webtretho.com
“Wedding anniversary help. . .Its our 8th wedding anniversary on the 29th and we'd love to do
something but have limited money. . ., no babysitter , no experience and I really don’t want to
cook my anniversary too and I cook every day. Has anybody has some experiences? What
should I do??” – said, Echipk1 from www.ttvnonl.com
“I need anniversary ideas!!. . .My hubby and I are celebrating our 3 year anniversary at the
end of the month (June)...I know 3. . . years isn't a "large" anniversary, but each year to me is
BIG... especially at this day in age... What . . . are some ways you celebrated anniversaries?? I
need ideas! I need help??” - said, Linhpham_elegent from www.ttvnonl.com
“I am going to celebrate our 1st anniversary. . .My husband and I are approaching our
first anniversary, we want to do something to celebrate. . . was hoping some of you would
share some of the things you've done for anniversaries, so we can get ideas and support : ).
Thanks a lot!” – said, Johnydeep_mylove from www.zing.vn
“A little wedding anniversary help!. . I'VE ALWAYS DREAMED OF HAVING A WEDDING
ANNIVERSARY! But I don’t know how. How to organize this event? How many people
should I invite? How would I decorate?? I need some help!!!” – said, Haianhpham from
www.amthucvietnam.com
“This upcoming April will be the 25th wedding anniversary of my parents, and I wish
to plan a classy surprise party for the both of them. I need some ideas on themes that
will be fun, but still remain fairly sophisticated. I am planning on inviting many of
their friends, for I feel that it would make the occasion more meaningful to them.
Anyone have any ideas on where I should start!?
I want to plan a surprise party for my parents’ 30th wedding anniversary. I need help with
everything...Any ideas?” – said, Transon.english.ftu from www.ttvnol.com
iii. Target market and their demand on our services
Question Answer Percentage Comment
8