ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS

VUS is proud to be a global standard English language training unitrecognized by NEAS, an independent organization that manages the quality ofinternational English teaching centers.. The

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING

FACULTY OF MARKETING

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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

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GROUP EVALUATION TABLE

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 enhancing

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

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

LIST OF FIGURES

Figure 1 1: VUS 's international education partners

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

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

Figure 2 3: VUS and VUS’s competitors

Figure 3 1: Target customer analysis

Figure 3 2: Logo VUS

Figure 3 3: Positioning map

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

Figure 4 2: VUS’s billboard

Figure 4 3: Advertising on vehicles

Figure 4 4: Hang banners

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

Figure 4 7: VUS uses ads on Zalo

Figure 4 8: VUS uses SMS advertising

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

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

Figure 4 11: VUS’s website

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

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

Figure 4 14: Customer reviews about VUS

Figure 4 15: Flowcharting customer service processes of VUS

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

Figure 4 17: Act 2: Consulting, registration

Figure 4 18: Act 3: Receive learning materials

Figure 4 19: Act 4: Test

Figure 4 20: Facilities at VUS

Figure 4 21: A classroom at VUS

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

Figure 4 23: A children's classroom at VUS

Figure 4 24: VUS uniform

Figure 4 25: Recruitment process

SECTION 1: INTRODUCTION

1.1 Introduce

VUS is one of the oldest and most prestigious foreign language trainingsystems in Vietnam Established more than 20 years (in 1997), VUS now has 43campuses across major cities VUS has the most professional teaching team inVietnam, high and strict recruitment requirements, periodic professionalimprovement training, and monitoring of the quality of teaching regularly

VUS is proud to be a global standard English language training unitrecognized by NEAS, an independent organization that manages the quality ofinternational English teaching centers

The Virtual University of New York (VUS), one of VUS's key partners, is anew educational institution in the United States that aspires to increase educationquality CUNY, the third-largest public university in the United States in terms oftraining quality and curriculum development VUS' development has relied heavily

on training collaboration with international education partners including OxfordUniversity 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 bestvalue to customers, partners, the community, and themselves

- Consensus cooperation: Each VUS member nurtures and

promotes the strengths of diversity and teamwork to achieve commongoals and sustainable benefits for all parties

- Desire to conquer: Each VUS member is constantly learning and

developing themselves, determined to overcome all challenges, therebysteadily 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 isEnglish VUS provides quality training programs for children, adolescents,and adults at a reasonable cost, through lively teaching methods and ahighly interactive learning environment certified by internationalorganizations

- 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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SECTION 2: SITUATION, MARKET AND

Today English has become an essential tool for many people Therefore, inorder to meet the needs of everyone, many English language centers haveappeared and expanded the teaching everywhere

Foreign enterprises are also rapidly investing and developing, including known English language centers such as ILA, APAX, and VUS English languagecenters have appeared constantly, but when the market and economy arestruggling there has been a certain purification As a result, quite a few Englishlanguage centers have to close Only a few centers with in-depth investment andlong-term commitment to good quality can survive

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

2.1.2 Location

English language centers in Vietnam have an expanding rate in numbersecond only to convenience stores, retail, and mobile phone stores Of the top 10centers in Ho Chi Minh City, 50 branches belong to Apax center, followed byProdigy (32 branches), ILA (31 branches), Apollo (28 branches), VUS (31branches), 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 forEnglish, people are willing to spend a lot of money to take extra classes in thelanguage center The factors that have facilitated the English language educationmarket have developed strongly in recent years Self-study seems to be verydifficult 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 ofinternational quality Among them are competitors such as ILA English center,Yola, Apollo, etc

Figure 2 3: VUS and VUS’s competitors

SECTION 3: TARGET CUSTOMER ANALYSIS AND

POSITIONING STRATEGY

3.1 Target customer analysis

Figure 3 1: Target customer analysis

3.2 Positioning strategy

3.2.1 Image difference

VUS's logo has a simple color that is mainly red and white Because VUS's target customers are young children, VUS uses red to symbolize the enthusiasm and dynamism of

the children To highlight the brand name, VUS uses white to create harmony.Compared to other competitors, the majority use blue to symbolize loyalty andrelaxation, 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 themeaning: English can help change the future of each young person, help themhave the opportunity to improve their knowledge, expand their horizons,confidently integrate into the world education

3.3 Positioning map

Figure 3 3: Positioning map

SECTION 4: ANALYZING THE MARKETING MIX (7PS)

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

traditional method, VUS will print paper invoices directly to customers or tell the customer about the amount of money to be paid.

When customers register for the course, to be able to pay tuition fees, therewill be many options In addition to the direct payment plan, customers can payonline via platforms such as bank cards, transfers via VUS' official accountnumber, via e-wallets such as momo or Payoo

- 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

will be noted and considered for settlement In the event of a service quality problem, internal staff will support the customer and will try to solve it as much as possible.

4.2 Pricing strategy

With the model of teaching English to everyone, VUS focus on helpinglearners to master and gain skills and benefits for them Therefore, VUS useValue-Based pricing to price its services

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 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

third-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

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

experience external extracurricular learning sessions to create a closer andmore 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 topay tuition fees, VUS also supports installments at a 0% interest rate VUSflexibly helps students switch study time for students if students withunexpected 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 andonline teaching Choosing a convenient location for students in terms of housing,workplace, school study, transportation routes, travel time, etc are alwayschallenges for VUS centers to overcome

- Direct distribution:

Currently VUS has 44 centers in major cities across the country – where there are a

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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 thecourse, tuition fees, training programs, and reviews of previous students so thatcustomers 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 athome during the recent Covid-19 outbreak All the content of study at the center isserialized when switching to a direct form to help students safely fight theepidemic at home The company has integrated learning support technologiessuch 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 feeland behave towards the center, and retain them

4.4.2 Specifying Communication Objectives

VUS always strives to satisfy the needs of customers in many differentways Therefore, VUS's communication campaigns always highlight the mostimportant tasks to complete

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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 helpoutsiders see the inside and vice versa creating a comfortable, spacious space.Every detail of the ceiling, wall, floor is carefully calculated to ensure the idealliving and learning space is friendly for each age VUS has also built a specialtechnology experience classroom where modern technologies of the 21st centurysuch as VR, AI, and AR are used to design a variety of different learning topics

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

Customer training:

VUS has trained customers on how to use the center's application This app provides all the detailed information about courses, time, and tuition fees Besides, it is also constantly updating homework for students after each session At the same time, the staff will also guide students to use the app to bring convenience This app will help customers familiarize themselves with the center's online combined in-person teaching and help them use it most beneficially.

4.4.3.2 Traditional marketing channels