ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING -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 TIEU LUAN MOI download : skknchat123@gmail.com GROUP EVALUATION TABLE Ordinal numbers i TIEU LUAN MOI download : skknchat123@gmail.com TABLE OF CONTENTS LIST OF FIGURES SECTION 1: INTRODUCTION 1.1Introduce 1.2Core value 1.3Mission and vision SECTION 2: SITUATION, MARKET AND COMPETITOR ANALYSIS 2.1Market analysis 2.1.1Market situation 2.1.2Location 2.1.3Trend 2.2Competitor analysis SECTION 3: TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY 3.1Target customer analysis 3.2Positioning strategy 3.2.1Image difference 3.2.2Service difference 3.2.3Message difference 3.3Positioning map SECTION 4: ANALYZING THE MARKETING MIX (7PS) STRATEGIES 4.1Services Product strategy 4.1.1Core product 4.1.2Supplementary service: Facilitating and 4.1.2.1 Facilitating 4.1.2.2 Enhancing 4.2Pricing strategy 4.2.1Value - based pricing 4.2.2Key categories of rate fences 4.3Distribution strategy 4.4Promotion strategy 4.4.1Target audience 4.4.2Specifying Communication Objectives TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 Figure 2: VUS’s billboard Figure 3: Advertising on vehicles Figure 4: Hang banners 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 Figure 7: VUS uses ads on Zalo Figure 8: VUS uses SMS advertising Figure 9: VUS offers tuition discount up to 30% Figure 10: VUS approaches customers through the social networking site Facebook Figure 11: VUS’s website Figure 12: VUS uses SEO to advertise centers and courses Figure 13: Bonus levels for successfully referring others to study at VUS Figure 14: Customer reviews about VUS Figure 15: Flowcharting customer service processes of VUS Figure 16: Act 1: Go to the parking lot, go to the registration area Figure 17: Act 2: Consulting, registration Figure 18: Act 3: Receive learning materials Figure 19: Act 4: Test Figure 20: Facilities at VUS Figure 21: A classroom at VUS Figure 22: Lounge, the common living space of students is designed spacious, airy Figure 23: A children's classroom at VUS Figure 24: VUS uniform Figure 25: Recruitment process iv TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com - 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com - 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 TIEU LUAN MOI download : skknchat123@gmail.com - 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com 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 TIEU LUAN MOI download : skknchat123@gmail.com REFERENCES (n.d.) Retrieved from vus.edu.vn: https://vus.edu.vn/ (n.d.) Retrieved from 123docz.net: https://123docz.net//document/1526586-bai-tieu-luan-danh-gia-muc-do-hai-longcua-khach-hang-ve-chat-luong-dich-vu-cua-trung-tam-anh-van-viet-my.htm (n.d.) Retrieved from 123docz.net: https://text.123docz.net/document/1526586-bai-tieu-luan-danh-gia-muc-do-hailong-cua-khach-hang-ve-chat-luong-dich-vu-cua-trung-tam-anh-van-viet-my.htm (n.d.) Retrieved from 123docz.net: https://123docz.net//document/9140568- phan-tich-chien-luoc-gia-cua-trung-tam-anh-van-hoi-viet-my-tai-thi-truong-vietnam.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-ngoaingu-thang-10-2017.pdf 05 Điểm mặt Top Trung tâm anh ngữ t i Việt Nam: phân hóa rõ ràng (2021, 18) Retrieved from vietdata.vn: https://www.vietdata.vn/diem-mat-top-cactrung-tam-anh-ngu-tai-viet-nam-su-phan-hoa-ro-rang-778749360 EDUTab (2021, 30) Case study: Mở khóa họ c mớ i, 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-hocmoi-vus-giao-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-canngan-ban-tien-buoc-vus-giao-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-nam-co-hoi-but-pha-trong-giaidoan-moi-812431.html 35 TIEU LUAN MOI download : skknchat123@gmail.com 10 Á Ngọc Minh (2022, 4) giá trị giúp VUS đạt giải 8Nơi làm việc tốt châu 20219 Retrieved from vietnamnet.vn: https://vietnamnet.vn/4-gia-tri-giupvus-dat-giai-noi-lam-viec-tot-nhat-chau-a-2021-820234.html 11 Nguyen Thanh (2021, 9) Có nên cho bé học 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-anhhien-nay/ 13 VUS thu thập lead hiệu tiếp cận đến 70% tập khách hàng Zalo (2021, 10) Retrieved from ads.zalo.me: https://ads.zalo.me/business/vus-su-dung-zalo-ads-tiep-can-khach-hang/ 36 TIEU LUAN MOI download : skknchat123@gmail.com ... 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 wellknown English language centers. .. can visit VUS' s website for advice, and appropriate course recommendations, and VUS will give information and a roadmap of the course - Hospitality: At the center there are lounges for students,