ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING -ùø ùø ùø - MARKETING SERVICE FINAL EXAM ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS Lecturer: Ninh Đức Cúc Nhật Class Code: 2121702052703 Class: CLC_20DMA03 Team Members’ Full Names and ID: Huỳnh Thị Yến Nhi – 2021001763 Nguyễn Đông Bảo Châu – 2021006465 Trần Xuân Thống – 2021001509 Nguyễn Thị Thúy Duy – 2021000123 Lê Thị Minh Thư – 2021001583 Ho Chi Minh City, May, 2022 0 GROUP EVALUATION TABLE Ordinal ID student Huỳnh Thị Yến Nhi 2021001763 100% Nguyễn Đông Bảo Châu 2021006465 100% numbers Activities Completion Full name rate From section to Trần Xuân Thống 2021001509 Nguyễn Thị Thúy Duy 2021000123 100% Lê Thị Minh Thư 2021001583 100% i 0 section 100% TABLE OF CONTENTS LIST OF FIGURES iv SECTION 1: INTRODUCTION 1.1 Introduce 1.2 Core value 1.3 Mission and vision SECTION 2: SITUATION, MARKET AND COMPETITOR ANALYSIS 2.1 Market analysis 2.1.1 Market situation 2.1.2 Location 2.1.3 Trend 2.2 Competitor analysis SECTION 3: TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY 3.1 Target customer analysis 3.2 Positioning strategy 3.2.1 Image difference 3.2.2 Service difference 3.2.3 Message difference 3.3 Positioning map SECTION 4: ANALYZING THE MARKETING MIX (7PS) STRATEGIES 4.1 Services Product strategy 4.1.1 Core product 4.1.2 Supplementary service: Facilitating and enhancing 4.1.2.1 Facilitating 4.1.2.2 Enhancing 10 4.2 Pricing strategy 11 4.2.1 Value - based pricing 11 4.2.2 Key categories of rate fences 12 4.3 Distribution strategy 12 4.4 Promotion strategy 13 4.4.1 Target audience 13 4.4.2 Specifying Communication Objectives 13 ii 0 4.4.3 The marketing communication mix 14 4.4.3.1 Service delivery channels 14 4.4.3.2 Traditional marketing channels 15 4.4.3.3 Internet (web) 20 4.4.3.4 Outside the Organization 21 4.5 Service processes management 22 4.5.1 Flowcharting customer service processes 22 4.5.2 Developing a Blueprint 22 4.5.3 Setting service standard 25 4.6 Physical evidence management 25 4.6.1 Ambient Conditions 25 4.6.2 Space/Function 26 4.6.3 Signs, Symbols 27 4.7 People management 28 4.7.1 Hire the right people 28 4.7.2 Enable your people 29 4.7.3 Motivate and energize your people 30 SECTION 5: CONCLUSION 31 5.1 Conclusion 31 5.2 Recommendation 31 5.2.1 Product 31 5.2.2 Price 32 5.2.3 Distribution 32 5.2.4 Promotion 32 5.2.5 Process 33 5.2.6 Physical evidence 33 5.2.7 People 33 REFERENCES 35 iii 0 LIST OF FIGURES Figure 1: VUS 's international education partners Figure 1: Top 10 most discussed centers on social media in Q3/2019 Figure 2: 10 chains of English centers with many branches in Ho Chi Minh City Figure 3: VUS and VUS’s competitors Figure 1: Target customer analysis Figure 2: Logo VUS Figure 3: Positioning map Figure 1: The hotline of each area shown on the website of VUS 15 Figure 2: VUS’s billboard 16 Figure 3: Advertising on vehicles 16 Figure 4: Hang banners 16 Figure 5: Campaign "The Aliens - Don't Let English Stop You From Moving Forward" 17 Figure VUS collaborates with Biti's Hunter to promote English Hub course 17 Figure 7: VUS uses ads on Zalo 18 Figure 8: VUS uses SMS advertising 19 Figure 9: VUS offers tuition discount up to 30% 19 Figure 10: VUS approaches customers through the social networking site Facebook 20 Figure 11: VUS’s website 20 Figure 12: VUS uses SEO to advertise centers and courses 21 Figure 13: Bonus levels for successfully referring others to study at VUS 21 Figure 14: Customer reviews about VUS 22 Figure 15: Flowcharting customer service processes of VUS 22 Figure 16: Act 1: Go to the parking lot, go to the registration area 23 Figure 17: Act 2: Consulting, registration 23 Figure 18: Act 3: Receive learning materials 24 Figure 19: Act 4: Test 24 Figure 20: Facilities at VUS 26 Figure 21: A classroom at VUS 26 Figure 22: Lounge, the common living space of students is designed spacious, airy 27 Figure 23: A children's classroom at VUS 27 Figure 24: VUS uniform 28 Figure 25: Recruitment process 28 iv 0 SECTION 1: INTRODUCTION 1.1 Introduce VUS is one of the oldest and most prestigious foreign language training systems in Vietnam Established more than 20 years (in 1997), VUS now has 43 campuses across major cities VUS has the most professional teaching team in Vietnam, high and strict recruitment requirements, periodic professional improvement training, and monitoring of the quality of teaching regularly VUS is proud to be a global standard English language training unit recognized by NEAS, an independent organization that manages the quality of international English teaching centers The Virtual University of New York (VUS), one of VUS's key partners, is a new educational institution in the United States that aspires to increase education quality CUNY, the third-largest public university in the United States in terms of training quality and curriculum development VUS' development has relied heavily on training collaboration with international education partners including Oxford University Press, the British Council, and Oxford University Figure 1: VUS 's international education partners 1.2 Core value - Solid confidence: Each VUS member believes in the value and foundation of the business, in their competence and skills, thereby striving to succeed in work and life 0 - Shared concern: Each VUS member maintains a relationship of respect, understanding, action, and dedication to service to bring the best value to customers, partners, the community, and themselves - Consensus cooperation: Each VUS member nurtures and promotes the strengths of diversity and teamwork to achieve common goals and sustainable benefits for all parties - Desire to conquer: Each VUS member is constantly learning and developing themselves, determined to overcome all challenges, thereby steadily conquering new challenges 1.3 Mission and vision - Mission: VUS's mission is to empower the young generation of Vietnam on the path of integration with an effective and sharp tool, which is English VUS provides quality training programs for children, adolescents, and adults at a reasonable cost, through lively teaching methods and a highly interactive learning environment certified by international organizations - Vision: VUS’s vision is to be the leading English language training system in Vietnam On the journey of more than 20 years of establishment and rise to become the leading English language training unit in Vietnam, VUS always remembers that people are the decisive factor in the success and development of businesses 0 SECTION 2: SITUATION, MARKET AND COMPETITOR ANALYSIS 2.1 Market analysis 2.1.1 Market situation English is the most used common language in international trade transactions, not only for relations and business cooperation but also for the exchange of knowledge In Vietnam there are many foreigners living and working here so being fluent in English is a necessity in life Parents are thinking about investing in foreign language knowledge for their children from a young age, so they have sent their children to study English or invite tutors to teach at home Today English has become an essential tool for many people Therefore, in order to meet the needs of everyone, many English language centers have appeared and expanded the teaching everywhere Foreign enterprises are also rapidly investing and developing, including well-known English language centers such as ILA, APAX, and VUS English language centers have appeared constantly, but when the market and economy are struggling there has been a certain purification As a result, quite a few English language centers have to close Only a few centers with in-depth investment and long-term commitment to good quality can survive Figure 1: Top 10 most discussed centers on social media in Q3/2019 0 2.1.2 Location English language centers in Vietnam have an expanding rate in number second only to convenience stores, retail, and mobile phone stores Of the top 10 centers in Ho Chi Minh City, 50 branches belong to Apax center, followed by Prodigy (32 branches), ILA (31 branches), Apollo (28 branches), VUS (31 branches), etc These centers are located in all districts in Ho Chi Minh City Figure 2: 10 chains of English centers with many branches in Ho Chi Minh City 2.1.3 Trend Due to the trend of global integration along with the widespread demand for English, people are willing to spend a lot of money to take extra classes in the language center The factors that have facilitated the English language education market have developed strongly in recent years Self-study seems to be very difficult for everyone and learning English in centers becomes the current trend 2.2 Competitor analysis Currently, in Vietnam, there are more and more English teaching centers of international quality Among them are competitors such as ILA English center, Yola, Apollo, etc 0 Figure 3: VUS and VUS’s competitors 0  VUS's website also has its own section on the experiences and opinions of parents and students at VUS for new customers to refer to Figure 14: Customer reviews about VUS 4.5 Service processes management 4.5.1 Flowcharting customer service processes Figure 15: Flowcharting customer service processes of VUS 4.5.2 Developing a Blueprint 22 0 Act 1: Figure 16: Act 1: Go to the parking lot, go to the registration area Act 2: Figure 17: Act 2: Consulting, registration 23 0 Act 3: Figure 18: Act 3: Start the course Act 4: Figure 19: Act 4: Test 24 0 4.5.3 Setting service standard Step 1: Identify service attributes Mental stimulus processing is the characteristic service of VUS Step 2: Identify service process Act 1: Parking, go to the office center, the consultation office: time, script Act 2: Consult courses, the test - confirm result of exam, choose the suitable course, bill presentation, return vehicles: time, scripts Act 3: Receive learning materials, study English, homework: time, scripts Act 4: Do the test, receive the result, study at a higher level or get a certificate: time, scripts Step 3: Set Standards  Course consultation: Consultation, the introduction of the center within 15 minutes  Do the test - Receive the result: Take a 3-skill test Listening (30m), Reading (60m) Speaking (15m), get the result within 30 minutes after completing the test  Get test results after the course: Within days after completing the final exam Step 4: Performance targets Gain 90% of the clients who come to consult, register to study at VUS, and find the right course, satisfied with VUS services 4.6 Physical evidence management 4.6.1 Ambient Conditions - Color: Red is the dominant color in all of VUS' spaces, as red is the color that symbolizes enthusiasm, and victory VUS always stands out among other buildings and red becomes the brand identity for this center 25 0 Figure 20: Facilities at VUS 4.6.2 Space/Function - Space: Vus's lobby is very spacious, there are many glass doors to create a more spacious feeling for the main compartment VUS also uses ceiling lights with a gentle warm yellow color, not too bright to rebalance the space However, for classes, VUS will prioritize the use of white for the entire classroom Long with that, VUS will line the gray carpet to harmoniously balance the color of the classroom space Figure 21: A classroom at VUS - Layout: For the main lobby of the center, VUS has air conditioning, bookcases, newspapers, and couches so that customers can rest and wait At the same time, the 26 0 center also places a few ornamental plants to create a cool feeling for the space Not only that, but VUS also has a small play area for some young students to entertain and have fun Meanwhile, for the classroom, VUS arranges students' tables and chairs according to each table individually, with projectors and using quills Figure 22: Lounge, the common living space of students is designed spacious, airy 4.6.3 Signs, Symbols - Signs: VUS classes all have nameplates in front of the class so that students can find the right place in their class In addition, VUS also places a regulatory table inside the classroom for students to note, and avoid violations At the same time, for children's classes, VUS arranges a lot of cartoon drawings to increase creativity and fun for children Figure 23: A children's classroom at VUS 27 0 - Symbols: At VUS, students receive a red polo shirt with the VUS logo for customers to identify At the same time, VUS also gives backpacks, pencils, gums, etc with the center's logo printed on them This shows that VUS is very attentive, they try to provide the necessary items to customers but also affirm their brand through each small item Figure 24: VUS uniform 4.7 People management 4.7.1 Hire the right people VUS has created a specific recruitment process as well as answered general questions, providing basic requirements when candidates participate in interviews Employees in other departments will be selected according to the criteria that are suitable for the company In particular, employees who are in direct contact with customers will have the following requirement: Figure 25: Recruitment process 28 0 - - - Security:  Male, under 40 years old  Good attitude, honesty, high discipline, kindness, willingness to serve  Good communication skills, agile, professional working style Janitor:  Age: 18-40  Degree: Secondary/High School  Number of years of experience: if any, it will be an advantage  Qualities: Hardworking, honest, careful, organized  Style: Agile, professional  Attitude: Kindness, generosity, willingness to serve  Shift work, mandatory evening shifts and weekends  Friendly appearance and easy to create sympathy Teacher:  Priority is given to candidates who are majoring in English at universities, or are studying other majors in English or have an international English language certificate (IELTS, TOEFL, TOEIC, etc) -  Well trained  Passion, enthusiasm, and love of the profession Receptionist:  Priority is given to women, under the age of 24, with appearance  Education level: Intermediate or higher  English proficiency: basic communication  Computer level: office informatics  Communicate well, and have a sense of responsibility, agility, and eagerness to learn 4.7.2 Enable your people - VUS regularly organizes many activities and training programs, especially EQ training for personnel In particular, the highlights are training courses "EQ for Leadership" and "EQ at Workplace" with the participation of ASA managers and 29 0 personnel, helping to build a psychologically safe working environment, create proper motivation, and connect workers - After each program and course, VUS employees will be developed in terms of management, how to plan and arrange work, necessary skills such as cooperation, communication, presentation to chair meetings, motivation to work, listen to employees 4.7.3 Motivate and energize your people - Enterprises strive to ensure a stable source of income, in line with the size of work for current workers, maintain welfare policies, and timely support employees directly affected by the epidemic - In addition, the activities are within the framework of the program "VUS Caring Open happiness" to improve the mental and physical life of employees in the system Some of the main activities on this occasion include healthy running challenge, psychological webinars series: "Yoga - Quiet Mind", "Nutrition and movement of Covid-19 season", "Solutions for overloaded eyes", etc 30 0 SECTION 5: CONCLUSION 5.1 Conclusion In general, the VUS center has always been one of the leading English language centers in Vietnam thanks to the quality of training and modern facilities At the same time, VUS also satisfies the needs of students to learn English through a very effective 7P strategy However, the center also has certain limitations Therefore our team proposes a number of solutions for VUS's 7P strategy 5.2 Recommendation 5.2.1 Product - Core product: In addition to basic courses, VUS should create additional courses for working people Nowadays, the development of the market and the economy makes the demand for improving the foreign language skills of port commuters increase Therefore, more courses are needed that can provide lessons and lectures that students study at home, study in their free time, and have enough quality tests to assess students' ability to understand and acquire knowledge This will attract more students of other ages - Information: VUS should provide more contact information of the teacher teaching the children to parents when there is a timetable Because of young students, many parents want to talk to the teacher to understand the learning situation of their children - Order-taking: Increase online consultants and responders to provide the fastest advice on customer needs information and arrange an appointment for customers to go smoothly - Payment: The center should send emails, and messages informing about the successful client's course payment, and thank you - Hospitality: VUS should add English-language storybooks to the bookshelf, or some confectionery for the children - Exception:  VUS should add its own tutoring team, add 1-2 sessions for weak students, or arrange compensation sessions 31 0  For VUS's contact book, the center should provide additional parental signatures after each session to know if parents are monitoring their child's learning situation, as the majority of students are young children This will help the children to be monitored more closely - Consultation:  VUS can add online consulting services through google meet, zoom, etc So that the client can directly answer questions with the consultant  VUS should set the standard of picking up the phone immediately, not let guests wait beyond the third bell because it will cause trouble for guests  Increase online consultants and responders to quickly respond to information when customers have questions 5.2.2 Price During the recent Covid outbreak, most families' economies have decreased, so VUS should have a policy to reduce tuition fees for students who have studied, are studying, and plan to enroll here 5.2.3 Distribution - Expanding branches in other provinces are growing because the demand for English is increasing and especially for students at the middle and high school levels who need to learn English for an IELTS degree to have more opportunities to apply to the universities they want - Link with some secondary and high schools so that students can easily register for any course at VUS and will be awarded a discount voucher In addition, the center can cooperate with schools to support sessions with VUS foreign teachers 5.2.4 Promotion VUS needs to invest more in promotion activities to attract more new customers because VUS marketing activities of VUS are only stopping or repeating - Advertising on the Tik Tok platform: young people are occupying a large number on the Tiktok social network and this is a potential place for VUS to promote its brand image VUS can create videos of homework tips, English conversations that intertwine humor elements, shoot introductions to courses, classrooms, facilities, or 32 0 videos during class hours for students and faculty, etc, but always pay attention to the central image, video quality, catch the trend at the right time - Public relations: VUS should be involved in many humanitarian activities for the community Specifically, charitable programs, volunteer activities, workshops on learning English or providing scholarship funds The center can also link with secondary and high schools to organize English language competitions with prizes and award scholarships to the winning candidates to promote and attract students - Offer: VUS usually gives scholarships when paying for the course early Therefore, the center should have more gift combos such as giving sessions/week courses to communicate with foreigners, providing VIP accounts for students to learn English, etc to attract customers 5.2.5 Process VUS needs to take a closer look at the student's learning process At the same time, the center also needs to pay attention to students who are not well absorbed, interacting with them more 5.2.6 Physical evidence - According to the student's assessment, VUS should expand the library area more to be able to meet the needs of reference, search for learning materials of students - Some vus branches show signs of deterioration that need to be upgraded equipment (air conditioning, projector, etc) - VUS needs to add signage at the entrance so that students can easily find the classroom location - VUS needs to expand the classroom space more by building more transparent glass windows instead of decorated white walls - Toilets need to be designed, equipped with modern equipment and always ensure cleanliness and airiness 5.2.7 People - VUS needs stricter regulations in the classroom for teachers to teach because according to feedback there are still some teachers who still answer the phone during class hours, talk outside the subject a lot, which takes time out of the class 33 0 - Additional supervisors should be arranged for the final exam to ensure fairness for students - It is necessary to recruit more teaching assistants to help some students who have difficulty communicating with foreign teachers and timely support other difficult issues - VUS regularly offers free courses for training to improve the professional skills of its employees - VUS should have policies that encourage employees based on the level of job completion This helps motivate employees to hone their skills and increase the performance of the center - Between VUS departments should coordinate closely, build a most general information system to provide customers 34 0 REFERENCES (n.d.) Retrieved from vus.edu.vn: https://vus.edu.vn/ (n.d.) Retrieved from 123docz.net: https://123docz.net//document/1526586-baitieu-luan-danh-gia-muc-do-hai-long-cua-khach-hang-ve-chat-luong-dich-vu-cuatrung-tam-anh-van-viet-my.htm (n.d.) Retrieved from 123docz.net: https://text.123docz.net/document/1526586-baitieu-luan-danh-gia-muc-do-hai-long-cua-khach-hang-ve-chat-luong-dich-vu-cuatrung-tam-anh-van-viet-my.htm (n.d.) Retrieved from 123docz.net: https://123docz.net//document/9140568-phantich-chien-luoc-gia-cua-trung-tam-anh-van-hoi-viet-my-tai-thi-truong-viet-nam.htm Công ty cổ phần GMO-Z.com RUNSYSTEM (2017, 10) Khảo sát nhu cầu học ngoại ngữ Retrieved from cpanel.infoq.vn: https://cpanel.infoq.vn/common/reports/files/khao-sat-nhu-cau-hoc-ngoai-nguthang-10-2017.pdf Điểm mặt Top Trung tâm anh ngữ Việt Nam: phân hóa rõ ràng (2021, 05 18) Retrieved from vietdata.vn: https://www.vietdata.vn/diem-mat-top-cac-trungtam-anh-ngu-tai-viet-nam-su-phan-hoa-ro-rang-778749360 EDUTab (2021, 30) Case study: Mở khóa học mới, VUS giao tiếp với khách hàng mục tiêu - Gen Z nào? Retrieved from edutab.vn: https://edutab.vn/blogs/tieu-dung-thong-minh/case-study-mo-khoa-hoc-moi-vusgiao-tiep-voi-khach-hang-muc-tieu-g Lý Tú Nhã (2021, 17) “Đừng để tiếng Anh cản ngăn bạn tiến bước" - VUS giao tiếp với khách hàng ngôn ngữ gen Z Retrieved from advertisingvietnam.com: https://advertisingvietnam.com/dung-de-tieng-anh-can-ngan-ban-tien-buoc-vusgiao-tiep-voi-khach-hang-bang-ngon-ngu-gen-z-p16472 Ngọc Minh (2022, 28) 8Chìa khố9 giúp VUS nắm hội bứt phá giai đoạn Retrieved from vietnamnet.vn: https://vietnamnet.vn/chia-khoa-giup-vus-namco-hoi-but-pha-trong-giai-doan-moi-812431.html 35 0 10 Ngọc Minh (2022, 4) giá trị giúp VUS đạt giải 8Nơi làm việc tốt châu Á 20219 Retrieved from vietnamnet.vn: https://vietnamnet.vn/4-gia-tri-giup-vus-datgiai-noi-lam-viec-tot-nhat-chau-a-2021-820234.html 11 Nguyen Thanh (2021, 9) Có nên cho bé h ọc trung tâm Anh văn hội Việt Mỹ (VUS) hay không? Retrieved from danhgiatruong.com: https://danhgiatruong.com/tai-sao-nen-hoc-vus/ 12 Quy mô thị trường tiếng Anh nay, thị trường in English (n.d.) Retrieved from tranminhdung.vn: https://tranminhdung.vn/thi-truong-tieng-anh-hien-nay/ 13 VUS thu thập lead hiệu tiếp cận đến 70% t ập khách hàng Zalo (2021, 10) Retrieved from ads.zalo.me: https://ads.zalo.me/business/vus-su-dungzalo-ads-tiep-can-khach-hang/ 36 0 ... be very difficult for everyone and learning English in centers becomes the current trend 2.2 Competitor analysis Currently, in Vietnam, there are more and more English teaching centers of international... everyone, many English language centers have appeared and expanded the teaching everywhere Foreign enterprises are also rapidly investing and developing, including well-known English language centers. .. English center, Yola, Apollo, etc 0 Figure 3: VUS and VUS? ??s competitors 0 SECTION 3: TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY 3.1 Target customer analysis Figure 1: Target customer analysis