ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS

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.. T

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

Nguy ễn Th Thúy Duy ị – 2021000123

Lê Th ị Minh Thư – 2021001583

Ho Chi Minh City, May, 2022

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1 Huỳnh Th Yị ến Nhi 2021001763

From section 1 to section 5

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TABLE OF CONTENTS

LIST OF FIGURES iv

SECTION 1: INTRODUCTION 1

1.1 Introduce 1

1.2 Core value 1

1.3 Mission and vision 2

SECTION 2: SITUATION, MARKET AND COMPETITOR ANALYSIS 3

2.1 Market analysis 3

2.1.1 Market situation 3

2.1.2 Location 4

2.1.3 Trend 4

2.2 Competitor analysis 4

SECTION 3: TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY 6

3.1 Target customer analysis 6

3.2 Positioning strategy 6

3.2.1 Image difference 6

3.2.2 Service difference 7

3.2.3 Message difference 7

3.3 Positioning map 8

SECTION 4: ANALYZING THE MARKETING MIX (7PS) STRATEGIES 9

4.1 Services Product strategy 9

4.1.1 Core product 9

4.1.2 Supplementary service: Facilitating and enhancing 9

4.1.2.1 Facilitating 9

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

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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

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LIST OF FIGURES

Figure 1 1: VUS 's international education partners 1

Figure 2 1: Top 10 most discussed centers on social media in Q3/2019 3

Figure 2 2: 10 chains of English centers with many branches in Ho Chi Minh City 4

Figure 2 3: VUS and VUS’s competitors 5

Figure 3 1: Target customer analysis 6

Figure 3 2: Logo VUS 7

Figure 3 3: Positioning map 8

Figure 4 1: The hotline of each area shown on the website of VUS 15

Figure 4 2: VUS’s billboard 16

Figure 4 3: Advertising on vehicles 16

Figure 4 4: Hang banners 16

Figure 4 5: Campaign "The Aliens - Don't Let English Stop You From Moving Forward" 17

Figure 4 6 VUS collaborates with Biti's Hunter to promote English Hub course 17

Figure 4 7: VUS uses ads on Zalo 18

Figure 4 8: VUS uses SMS advertising 19

Figure 4 9: VUS offers tuition discount up to 30% 19

Figure 4 10: VUS approaches customers through the social networking site Facebook 20

Figure 4 11: VUS’s website 20

Figure 4 12: VUS uses SEO to advertise centers and courses 21

Figure 4 13: Bonus levels for successfully referring others to study at VUS 21

Figure 4 14: Customer reviews about VUS 22

Figure 4 15: Flowcharting customer service processes of VUS 22

Figure 4 16: Act 1: Go to the parking lot, go to the registration area 23

Figure 4 17: Act 2: Consulting, registration 23

Figure 4 18: Act 3: Receive learning materials 24

Figure 4 19: Act 4: Test 24

Figure 4 20: Facilities at VUS 26

Figure 4 21: A classroom at VUS 26

Figure 4 22: Lounge, the common living space of students is designed spacious, airy 27

Figure 4 23: A children's classroom at VUS 27

Figure 4 24: VUS uniform 28

Figure 4 25: Recruitment process 28

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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 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

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- 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

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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 2 1: Top 10 most discussed centers on social media in Q3/2019

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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 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

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Figure 2 3: VUS and VUS’s competitors

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SECTION 3: TARGET CUSTOMER ANALYSIS AND

POSITIONING STRATEGY

3.1 Target customer analysis

Figure 3 1: Target customer analysis

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the children To highlight the brand name, VUS uses white to create harmony Compared to other competitors, the majority use blue to symbolize loyalty and relaxation, VUS stands out

in the minds of customers with barn red

Figure 3 2: Logo VUS

3.2.2 Service difference

VUS has a special strength in understanding the needs of Vietnamese people and knowing how to help Vietnamese people learn English most effectively With the program designed throughout, VUS, students will be trained to have a solid English foundation from the beginning VUS annually organizes a free VUS TESOL Conference, aiming to improve the skills of all English teachers nationwide In addition, VUS also organizes exams after each level to check the amount of knowledge of students to rise to the rank At the same time, the center also awards entrance and end-of-course scholarships to attract and encourage students, creating a learning environment like a real school, not just an English language center

3.2.3 Message difference

VUS will continue to uphold the slogan "Your English, Your Future" with the meaning: English can help change the future of each young person, help them have the opportunity to improve their knowledge, expand their horizons, confidently integrate into the world education

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3.3 Positioning map

Figure 3 3: Positioning map

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VUS courses: SMARTKIDS,SUPERKIDS,YOUNG LEADERS,IELTS,TOFEL IBT,Interactive English,ITALK,Accelerated Class for "RootLess",Business-Specific Program

4.1.2 Supplementary service: Facilitating and enhancing

4.1.2.1 Facilitating

- Information:

VUS has provided full information to customers about its services VUS establishes systems that provide detailed information about referrals, visions, core values, center courses, news, and events about the center The center also provides contact information such as an address, schedule/hours of service, contact phone number, email of the center, etc through all media from the website to handing out flyers Transparent staff and service information will help answer and satisfy customers, making the decision to buy and pay for products and services faster

- Order-taking:

Customers or students can apply for courses directly at the center Before that, they need to provide their information at the website, app, or contact directly via VUS's direct phone number, so that employees can quickly confirm the customer's needs information and arrange an appointment for customers to go smoothly

- Billing:

VUS courses are provided with clear information and full of detailed information so that clients can check the tuition fees of the courses before applying According to the

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In addition, if the client does not have time to go to the consulting center, they 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, parents with comfortable reclining seats, and air conditioning at the center with the appropriate temperature in each season to avoid students and parents suffering from heatstroke In the process of waiting, VUS has bookshelves, and newspapers for them to read These will help VUS's service create a thoughtful, enthusiastic, caring, and satisfying image of customer satisfaction

- Safekeeping:

VUS provides free parking to customers, and staff arrangements to keep cars and personal belongings for customers In addition, VUS also invested in integrating the lounge space with an additional mini play area for children to wait for a class or wait for parents to pick them up

- Exception:

The center will contact students and parents to conduct surveys if the quality of service provided by the center has satisfied customers The special comments of the central customer

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4.2.1 Value - based pricing

VUS focuses on pricing strategies mainly based on product value and customer perception At the same time, VUS's tuition fees are also quite high ranging from 4 to 15 million VND so VUS's target customers are mainly middle to high-income groups For customers to be satisfied with the money they have spent, VUS must not only meet the requirements of teaching quality, staff but also meet the accompanying services of certain value in the customer's mind From there, customers will be willing to pay more for the service of the center, because of the efficiency the service has brought to them

As we can see, VUS's price campaign focuses on the perceived value of customers, based on:

Net Value = Perceived Benefit - All Perceived Cost

The value that VUS brings to customers:

- Outstanding teaching quality: Vietnamese teachers are rigorously selected through

many rounds and professionally trained by CUNY - the third-largest public university system in the USA At VUS, foreign teachers, as well as Vietnamese teachers, have international standard pedagogical certificates: TESOL, CELTA, or TEFL The facilities are modern and spacious and each room is limited to 10-20 students to ensure quality training

- Effective training program: The teaching method at VUS is very professional,

attracting interest in learning English In addition, VUS's syllabus is the original according to foreign books, so the content sticks to the curriculum This helps students feel close and receptive VUS also supports the provision of iTools, Oxford Online Practice software for maximum support in class and home training of students

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- Provide many other accompanying services: At VUS, students will experience

external extracurricular learning sessions to create a closer and more realistic feeling for students learning a foreign language Not only that, but VUS also provides scholarships and gifts for students with high scores on each periodic test to encourage students' morale

4.2.2 Key categories of rate fences

- Product-Related Fences: At VUS, there are different courses and study packages

The tuition fee of the course will depend on the package the student chooses Students can choose VUS premiere class (1 teacher and 1 to 4 students) so that teachers have more time to interact and monitor each student's skills For students who choose the basic class, teachers will not be able to have enough time to monitor the competence

of each student This barrier will help students see the difference between the two tuition rates

- Transaction Characteristic: VUS will require payment of tuition fees before the

date of admission For some students who are not eligible to pay tuition fees, VUS also supports installments at a 0% interest rate VUS flexibly helps students switch study time for students if students with unexpected problems cannot participate in the registered class

- Buyer Characteristic: At VUS, students who have signed up for the class in

advance, when raising their level, will receive a small reduction in tuition fees compared to students who have never signed up for a class Because there is a clear distribution of the price of the service, students feel and distinguish very clearly the core values that the center brings to them

4.3 Distribution strategy

VUS is using a distribution channel by combining in-person classrooms and online teaching Choosing a convenient location for students in terms of housing, workplace, school study, transportation routes, travel time, etc are always challenges for VUS centers to overcome

- Direct distribution:

Currently VUS has 44 centers in major cities across the country where there are a –large population, income, relatively high financial resources, and many needs to learn

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English (including 32 centers in Ho Chi Minh city, 5 centers in Hanoi, 1 center in Vung Tau,

2 centers in Bien Hoa, 3 centers in Binh Duong, 1 center in Da Nang) At the branches, there are always supporting consultants, so customers can come to the place to study, exchange course issues such as registration, tuition payment, space experience, etc

The average opening time of the central branches is from 7:30 to 21:30 on weekdays

- Indirect distribution (online):

VUS has its own website and fanpage to provide information about the course, tuition fees, training programs, and reviews of previous students so that customers can refer to, and conveniently search for the information they need Besides, customers can call or text the center through the hotline

In 2021, VUS has launched E-Center online classes for students to study at home during the recent Covid-19 outbreak All the content of study at the center is serialized when switching to a direct form to help students safely fight the epidemic at home The company has integrated learning support technologies such as AR/AI, and Learning Portal to enhance customer experience

4.4 Promotion strategy

4.4.1 Target audience

- Prospects: Towards the target audience are gen Z who are facing barriers in English

- User: VUS thrives on courses for the age of children from 6 to 11 mainly The group

of subjects from 12 to 25 years old is mainly students, who come to the VUS to get international certificates, and to participate in specialized English courses for businesses

- Employees: The staff and teachers at the center also target audiences that need to be

taken care of in order to change how they feel and behave towards the center, and retain them

4.4.2 Specifying Communication Objectives

VUS always strives to satisfy the needs of customers in many different ways Therefore, VUS's communication campaigns always highlight the most important tasks to complete

- Create memorable images of companies and VUS brands

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- Build preference by communicating the strengths and benefits of studying English

- Recognize and reward valued customers and employees

4.4.3 The marketing communication mix

4.4.3.1 Service delivery channels

 Service outlet:

The VUS main hall is designed with transparent glass doors to help outsiders see the inside and vice versa creating a comfortable, spacious space Every detail of the ceiling, wall, floor is carefully calculated to ensure the ideal living and learning space is friendly for each age VUS has also built a special technology experience classroom where modern technologies of the 21st century such as VR, AI, and AR are used to design a variety of different learning topics

 Frontline employee:

VUS's front team is mainly consultants Therefore, they are all trained in professional skills They are also equipped with their own uniforms to create professionalism and formality In addition, they bring a spirit of enthusiasm, and thoughtfulness to advise courses for students They also have a keen mind to handle unexpected customer situations

 Self-service delivery points:

VUS encourages customers to use self-service services through VUS's social networking platforms The website of the center provides detailed information according to the needs of customers Customers who can easily manipulate themselves on VUS' website, fan page, YouTube channel, or have special needs can call directly to the center through the hotline of each area shown on the website

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4.4.3.2 Traditional marketing channels