Research rationale
In the competitive landscape of a market economy, Vietnamese enterprises encounter significant challenges, particularly amid economic recession and global market pressures To thrive, managers must enhance their business competitiveness through dynamic and innovative strategies, make informed decisions, and ensure accountability for future outcomes Effective marketing communication strategies are essential for preserving capital and driving profitability, making them crucial for success in this challenging environment.
In today's digital landscape, businesses must implement effective marketing strategies to differentiate themselves and remain competitive in the e-commerce sector A key element in achieving this is communication, which plays a vital role in fostering and maintaining long-term relationships with customers By understanding what their customers and prospects truly value, companies can tailor their communication efforts to enhance customer retention and attract new clientele (Nasir, 2015).
Enterprises in the education sector are also not out of the competition in terms of marketing strategies They especially focus on brand promotion and marketing communication to attract students.
Established in 2010, Summit Joint Stock Company quickly became a leading enterprise in IELTS, SAT, and English education for juniors, as well as study abroad consultancy, thanks to the contributions of three main shareholders In its early years, Summit thrived without significant marketing expenses, earning a reputation as one of the most prestigious and high-quality learning systems in Hanoi and Ho Chi Minh City However, in recent years, the English education sector has faced intensifying competition.
Summit faces increasing competition from emerging foreign language education institutions and English centers that effectively leverage diverse marketing communications Despite its extensive industry experience, Summit is falling behind in branding and communication, resulting in a significant loss of market share As consumers gain more options for educational services, each organization adopts distinct promotional strategies to enhance its market reputation To attract more customers and improve competitiveness, Summit Joint Stock Company must implement innovative marketing communication strategies.
This article focuses on "Developing Marketing Communication Strategies for Summit Joint Stock Company," aiming to analyze the company's marketing communication activities The study provides practical solutions to enhance these activities, ultimately boosting the competitiveness of the enterprise.
Previous studies
Marketing communication challenges are prevalent among businesses today, prompting extensive research into marketing activities This research plays a crucial role in identifying effective marketing solutions that are both relevant and practical for implementation.
Nguyen Quoc Thinh and Nguyen Thanh Trung (2012), “Brand with
The book "Managers" thoroughly explores essential concepts of brand communication and brand management, highlighting the critical role of branding in the growth of businesses It also addresses the latest updates in brand strategies within contemporary marketing practices.
Suphan Nasir (2015), “Marketing Strategies in Competitive Markets and
Challenging Times” This study has emphasized the importance of marketing strategies in the relationship between customers and businesses, customer insight and customer satisfaction.
Finne, Å and Grửnroos, C (2017), "Communication-in-use: customer- integrated marketing communication" This study concentrates on developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.
Oana Duralia's 2018 study on "Integrated Marketing Communication and Its Impact on Consumer Behavior" emphasizes the key tools used by specialists to maintain effective communication with both potential and existing customers It also includes a secondary analysis of how false news disseminated through various media channels affects consumer attitudes Understanding consumer behavior is crucial, as it significantly influences revenue growth and business positioning By identifying consumers' purchasing habits and service usage, businesses can develop targeted communication strategies that align with their customers' established shopping behaviors.
E S Soegoto and A T Utomo (2019), “Marketing Strategy Through Social
This study focuses on analyzing marketing communication through social media, highlighting its role as the fastest channel for disseminating information to a vast audience With just a click, users can share posts that convey important messages However, the ease of use presents a challenge for marketers to ensure their content is clear, accurate, and stands out among the millions of posts shared daily Consequently, this research will delve into effective marketing strategies tailored for social networking platforms.
Recent studies highlight the critical importance of marketing strategies in enhancing enterprise competitiveness and improving corporate marketing communications Despite this, there is a notable lack of research focused on marketing communication activities within the education sector, especially in foreign language institutions Consequently, this article will explore the current marketing practices of Summit Joint Stock Company in the education field and propose effective solutions for developing their marketing communication strategies.
Research objectives
The primary objective of this thesis is to analyze and assess the marketing communication strategies employed by educational enterprises, aiming to derive insights and recommendations for enhancing their future marketing communication plans.
- Observe and analyze communication activities at Summit Joint Stock Company.
- Evaluate the effectiveness of the company's communication tools, the advantages and disadvantages of those communication tools.
- Offer a positive solution to improve the company's communication weaknesses.
- Observe and learn how to work, how to build a communication strategy, and how to manage communication tools of the business.
Research subject and scope of study
Research subject: marketing communication activities of Summit Joint Stock Company.
This thesis examines the theoretical aspects and current state of marketing communication activities at Summit Joint Stock Company It aims to identify effective solutions to enhance the marketing communication strategies of the company, ensuring improved engagement and brand visibility in a competitive market.
- About space: The thesis was conducted at Summit Joint Stock Company.
- About time: based on the data of the last three years (2019 - 2021).
Research methodology
Based on empirical investigation, this study uses a qualitative method, in which questionnaires were used as instruments to collect the data from respondents.
Collected through interviews with marketing department staff.
A survey with a sample of 100 people, including: 30 people aged 23-25, 40 students aged 19-22, and 30 students aged 10-18.
Interview 10 employees working at Summit Joint Stock Company.
Media channels such as: internet, newspapers, magazines, etc to collect other necessary information.
After gathering 100 responses, proceed with data synthesis and analysis For direct questionnaires, input the results into the software, while online questionnaires will automatically export results to an Excel file, where the number and percentage of responses will be calculated.
Observational method: observing the service attitude of employees towards customers, teaching methods of teachers towards students, corporate culture,interactions between departments.
Research structure
The thesis is divided into three chapters:
Chapter 1: Theories of marketing communication in businesses
Chapter 2: The current situation of marketing communication activities at Summit Joint Stock Company
Chapter 3: Recommendations for marketing communication strategies atSummit Joint Stock Company
THEORIES OF MARKETING COMMUNICATION IN BUSINESSES
An overview of marketing communication
Effective communication is essential for the marketing strategies of businesses and organizations, especially in today's competitive landscape The rapid evolution of the Internet, digital media, globalization, economic fluctuations, and shifting consumer habits are transforming marketing communications Companies must adapt their advertising and trade promotion efforts to these changes by embracing a diverse range of communication tools to effectively engage customers and stakeholders.
Businesses utilize a sophisticated integrated marketing communication system, known as the promotion mix, to effectively convey product and brand information to customers This system helps in shaping brand images and persuading customers to make purchases Key tools in this marketing communication strategy include advertising, sales promotions, public relations, direct selling, and direct marketing.
The American Association of Advertising Agencies (4As) describes integrated marketing communication (IMC) as a comprehensive strategy that assesses the strategic functions of various communication disciplines, merging them to ensure clarity, consistency, and optimal communication effectiveness.
This plan evaluates the strategic role of various advertising communications, including direct response, sales promotion, and public relations, to achieve the most effective communication outcomes The 4As definition highlights the importance of integrating all forms of trade promotion for optimal impact Marketing professionals are increasingly recognizing the value of Integrated Marketing Communications (IMC), understanding that cohesive marketing and communication efforts not only enhance consistency but also serve as a vital business process This approach enables businesses to identify the most effective communication methods and foster strong customer relationships, ultimately contributing to their success Don Schultz's concept from 1991 further supports this notion, emphasizing the significance of strategic communication in business.
Integrated marketing communications (IMC) is a strategic approach that involves planning, developing, executing, and evaluating coordinated brand communication programs These programs are designed to effectively engage customers, employees, prospects, and other stakeholders, both internally and externally The primary goal of IMC is to achieve short-term profitability while simultaneously enhancing brand and shareholder value over the long term.
Educational institutions are increasingly adopting integrated marketing communications (IMC) to effectively reach their target audiences While traditional mass media advertising—such as TV, radio, magazines, newspapers, and outdoor signage—remains prevalent, these institutions are also leveraging online communication tools By utilizing websites, they provide potential customers with valuable information about their offerings, enabling direct purchases and facilitating product feedback.
Marketing managers are utilizing emerging social media platforms like Twitter, YouTube, and Facebook, along with mobile communication devices, to provide customers with timely and relevant information wherever they are.
The psychological journey of recipients varies across different messages and communication channels, typically progressing through three stages: perception, emotion, and behavior Initially, potential customers become aware of a product, leading to an understanding that fosters a positive sentiment towards it This emotional connection ultimately drives them to make a purchase To effectively influence customers at each stage of the buying process, businesses must employ tailored communication tools, strategic messaging, and distinct communication channels.
1.1.2 The definition of marketing communication
An organization's marketing communication is a set of measurements, tactics,and procedures for getting information about the company's goods, services, or brand to its customers (Tran Minh Dao, 2013).
Philip Kotler (2012): “the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products”
An enterprise's marketing communication system is a well-structured framework that harmonizes various communication tools tailored to the specific business conditions at any given time This system illustrates the relationships and roles of stakeholders, providing a clear understanding of their interactions and contributions.
(Source: Marketing, Warren J Keegan, Sandra E Moriarty, Thomas R Duncan)
Effective communication is vital for businesses, as it involves complex systems that require specialized organizations to manage activities, draft content, and select appropriate tools Companies can hire marketing experts to design sales promotion programs, while also focusing on building a positive public image and training sales staff in effective communication techniques Additionally, maintaining strong relationships with customers and the general public is essential for enhancing overall communication effectiveness.
Coding (advertise ment, display, etc.)
Media (print, radio, TV, etc.) Interference
Like / Dislike Agree / Disagree Trust / Distrust Buy / Don't buy
1.1.2.3 The role of marketing communication
Marketing communication plays an influential role in coordinating with marketing mix activities to achieve the business’s overall marketing goals.
Effective marketing communication strategies play a crucial role in boosting product sales by informing potential customers about the advantages, uses, values, and benefits of the products By clearly conveying this information, businesses can enhance consumer awareness and drive sales of their existing products.
Effective marketing communication campaigns enhance brand and product perception, fostering customer awareness and preference for new offerings Establishing a strong brand image is a primary objective for businesses, and selecting appropriate marketing communication tools is crucial These tools should align with market conditions, product characteristics, and budget considerations to achieve optimal results.
Competitive tools in business: Marketing communication activities to increase product value, and information, build product awareness, enhance brand reputation, and maintain public trust, and a good attitude about the company.
1.1.3 The nature of communication management and the steps to conduct communication activities
1.1.3.1 The nature of communication management
To effectively organize a marketing communication activity, it is essential to grasp the communication process and its fundamental elements, including the sender, receiver, message, and media Additionally, the process involves encoding, decoding, response, and feedback, which are vital for successful communication Understanding the interplay between these elements is crucial for enhancing marketing strategies.
Figure 1.2: Communication Process Diagram a Communication subject (sender): It is an individual, business, or organization that needs to send information to target customers.
• Factors determining the reliability of the source:
The reliability of a source hinges on two key factors: its credibility and expertise Credibility reflects how much the audience trusts the source's intent, while expertise indicates the source's capability to make accurate claims A source is deemed highly trustworthy when it prioritizes the audience's interests and possesses the necessary knowledge and experience to present facts accurately.
- The source is objective and highly informative without prejudice.
- The source understands the receiver's concerns and circumstances.
The primary goal of the source is to persuade the receiver to adopt its viewpoint for their benefit Coding refers to the transformation of ideas and information into symbolic forms, effectively expressing concepts through a specific communication language This involves converting information into words, images, and sounds that resonate with potential customers The message itself consists of a collection of symbols, with its content varying based on the communication medium; for instance, a television message may integrate images, sounds, and words to convey its meaning effectively.
Communication management activities
Currently, the communication activities of enterprises to customers often use a mixture of the following five main tools:
Different communication channels require unique strategies and can yield varying results Businesses must select the right communication channel based on their specific goals, target audience, and available resources Additionally, integrating multiple media can enhance the effectiveness of communication campaigns.
Advertising plays a crucial role in corporate communication strategies, serving as a cost-effective method to reach a wide audience It enhances brand value by effectively conveying information and influencing consumer perceptions Furthermore, advertising helps create distinctive and appealing brand images, which is essential in markets where products and services are hard to differentiate.
Advertising utilizes various media channels to communicate the benefits and quality of products to consumers, requiring businesses to invest financial resources in their marketing efforts.
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor (Philip Kotler, Principles of Marketing, )
Advertising aims to promote a product or service to shape consumer behavior, particularly among the target audience The objectives of advertising can be categorized into two main groups.
• Information: this goal is emphasized in the introductory phase to form the root need.
Persuasion plays a crucial role in competitive marketing, aiming to highlight the necessity of selecting a specific brand Many advertisements focus on this objective, often employing comparisons with rival products to foster consumer preference.
Reminders play a crucial role in marketing by highlighting products that will be in demand soon or during off-peak seasons Effective advertisements can inform customers about product availability and ensure that brands remain top-of-mind for consumers.
- Group oriented to the image (Image-Oriented):
These targeted advertisements are often combined with public relations activities to help them know the image of the industry, the business and the brand.
It is a form of non-personal communication about a product or a business by presenting commercially meaningful information about them in the media at no cost.
- The number of times reported is limited.
Propaganda often utilizes compelling narratives and engaging articles about a product or company, transforming events into creative storytelling opportunities for diverse audiences This process involves leveraging various media channels such as television, newspapers, and magazines Organizing events like fashion shows and art festivals serves as a strategic method for disseminating propaganda Successful propaganda requires a well-defined plan that includes crafting and selecting messages, whether sourced internally or externally, and choosing appropriate communication channels Building and maintaining strong relationships with media editors is crucial for ensuring effective publication and outreach.
Public relations (PR) involves cultivating positive relationships with a company's diverse audiences by securing favorable publicity, enhancing the corporate image, and effectively managing or mitigating negative rumors and events.
Public relations (PR) is an essential communication tool that helps convey information about products, individuals, organizations, and even nations It plays a crucial role in fostering positive relationships with customers, investors, the media, and local communities, ultimately enhancing the reputation and credibility of a business.
The main tools of public relations (PR) are:
- Printed documents, audio-visual materials;
- Sponsorship activities for social, cultural and sports activities;
- Brand and company identity means;
Public relations (PR) relies heavily on news as a vital tool, with professionals actively seeking or creating positive stories about a business, its products, or its personnel This news can emerge spontaneously or be strategically generated through organized events and activities Effective communication about a product or business can also be fostered through talks, press conferences, and statements made during seminars or sales conferences, all of which contribute to building a favorable image for the business Additionally, PR involves organizing special events, such as press conferences and grand openings, to capture the attention of the target audience.
Public relations professionals create various written and audiovisual materials, such as annual reports, brochures, articles, newsletters, and television reports, to effectively reach and influence their target audience Corporate identity elements, including logos, stationery, business uniforms, and vehicle branding, enhance business recognition when designed to be attractive and memorable Additionally, businesses can foster public goodwill by sponsoring social and cultural activities A well-designed website serves as a powerful PR tool, providing valuable information and entertainment to customers In today's fast-paced online environment, crafting compelling stories and positive public opinions can significantly enhance a brand's image within the social community.
Promotions are short-term incentives to encourage the purchase of a physical product or service.
Although promotions have many different tools, they have three characteristics:
• Communication: promotions attract attention and provide information that leads consumers to products.
• Stimulation: promotion uses tools to promote, motivate and increase benefits to persuade customers to buy immediately Advertising provides a reason to buy, while promotions provide an incentive to buy.
• Invitation: promotion as an invitation to urge customers to buy a product immediately.
Promotions serve as a strategic tool for businesses to accelerate purchasing decisions and enhance product visibility, particularly in times of declining sales While they yield quick results, their effectiveness diminishes when it comes to fostering long-term brand loyalty and preference.
The increasing popularity of sales promotions can be attributed to several key factors: a shift from push to pull marketing strategies among companies, advertising agencies expanding their services to include promotional activities, a management focus on achieving short-term results, and the rise of new technologies.
Direct selling (personal selling) is defined as personal presentations by the business’s sales force for the purpose of making sales and building customer relationships.
Direct marketing is a method of using media so that organizations can communicate directly with target customers to generate customer feedback or transactions at any location.
Factors affecting marketing communication activities
In today's competitive landscape, businesses across all industries must navigate rivalry among numerous competitors To effectively capture market share and earn customer trust, it is essential for companies to enhance their promotional efforts across various channels.
In a competitive landscape, businesses must remain proactive and adapt their communication strategies to thrive By analyzing the product life cycle and leveraging product exclusivity, companies can develop effective strategies tailored to each product or service.
Marketing communication must continuously evolve to align with changing products and market demands, driving the overall growth of business marketing strategies, particularly within the industry When executed effectively, marketing communication can serve as a significant competitive advantage.
Economic environment: includes factors affecting the purchasing power of customers and consumption trends The more buying power the market has, the higher the buying potential.
Marketing communicators must stay informed about significant trends related to fluctuating incomes and evolving consumer behavior Key economic factors, including income levels, the proportion of income allocated to consumption, spending habits, savings, and borrowing practices, greatly influence market dynamics.
For businesses with significant profit margins, it is essential to thoroughly analyze the changing trends of the economic environment to implement effective adaptations During periods of economic instability, marketers must proactively devise strategies to minimize costs, enhance operational efficiency, and adjust their product offerings accordingly.
The technological environment significantly impacts the marketing landscape, varying based on how effectively businesses leverage technology This influence can generate opportunities or present challenges related to innovation, product substitution, product life cycles, and production costs.
Collaboration between marketers and research and development teams is essential for fostering market-oriented research and safeguarding consumer interests To maximize the effectiveness of communication strategies, prioritizing the selection of an appropriate marketing plan is far more crucial than merely focusing on financial investment.
Businesses and marketers need to select appropriate tools tailored to each product line and target audience to effectively reach their marketing objectives With the advancement of the internet and technology, marketing tools are increasingly diverse, widely used, and optimized for better performance.
The political-legal environment significantly impacts marketing decisions, shaped by the legal system and government organizations This environment dictates and restricts the actions of both organizations and individuals within society.
Marketing managers must closely examine the evolving legal landscape impacting businesses and the rise of advocacy groups dedicated to public interests Political stability is a crucial factor that underpins successful business operations.
Socio-cultural environment: Each national and regional environment will have its own socio-cultural characteristics Humans are nurtured and cultivated to form moral values.
Cultural life significantly impacts marketing decisions through several key characteristics These include a steadfast commitment to fundamental traditional cultural values, the presence of subcultures within a broader cultural framework, and the transient shifts in secondary cultural values Understanding these elements is essential for effective marketing strategies.
The basic cultural values of society are expressed through people's attitudes towards themselves, towards others, towards the institutions that exist in society, towards the whole society, nature and value.
1.3.2.1.Strategic objectives of the enterprise
The strategic goals of a business shape its long-term marketing communication plan and development direction As the marketing communication environment is constantly evolving, businesses must continuously monitor and adapt to market changes to effectively achieve their established strategic objectives.
1.3.2.2 Objectives of marketing strategy, marketing-mix structure
Big marketing goals associated with strategic goals However, for each marketing communication campaign, marketing goals need to be broken down to achieve accuracy and relevance when deployed.
Strategic marketing objectives must always be associated with the business, not too far from the order compared to the strategic goals of the enterprise.
A budget is essential for executing effective communication campaigns, as it directly impacts the scope and success of marketing efforts The allocation of funds should be tailored to the company's size and specific business objectives, ensuring that resources are used efficiently to achieve desired outcomes.
Well-funded companies typically allocate larger budgets to advertising and communication, allowing them to utilize a variety of tools for maximum impact In contrast, smaller businesses face limitations in their communication options and must carefully select strategies that align with their budget to avoid wasting resources Additionally, host companies tend to depend less on direct sales or affiliate advertising, often minimizing their advertising efforts altogether.
Smaller capital companies face limited choices for communication tools and must carefully select options that align with their budget to avoid wasting resources Unlike larger firms, host companies often do not depend on direct sales or affiliate advertising, making strategic communication even more crucial for their success.
1.3.2.4 Human resources for marketing activities
Each human resource for marketing activities, including the management board, is an important gear that determines the direction, implementation and results of marketing communication activities.
THE CURRENT SITUATION OF MARKETING
An introduction of Summit Joint Stock Company
2.1.1 History of formation and development
Established in 2010 by co-founders CEO Tran Phuong Hoa and Myo Min, Summit Education Services, operating under Summit Joint Stock Company, has solidified its position as a leading and prestigious organization in Vietnam The company specializes in providing top-notch English language instruction and expert consulting services for students seeking scholarships to pursue higher education in English-speaking countries.
- Transaction name: SUMMIT JOINT STOCK COMPANY
- Place of management registration: Thanh Xuan District Tax Department
- Address: 2nd floor, 101 Lang Ha building, Lang Ha ward, Dong Da district, Hanoi, Vietnam
- Website: https://summit.edu.vn/
- Gmail: Info@summit.edu.vn
After 10 years of establishment and development, Summit is now considered as one of the leading centers for teaching English certificates such as IELTS, SAT, TOEFL, and leading study abroad consulting services in Hanoi and Ho Chi Minh City.
Up to now, Summit has expanded to 4 branches in Hanoi city and 1 branch in
Our business focuses on providing international English certificate training, along with expert consulting and support for students navigating the study abroad documentation process By enhancing the foreign language and communication skills of Vietnamese students, we aim to improve their overall proficiency Additionally, we are committed to expanding our course offerings to better meet the diverse needs of our students.
2.1.2 Company organizational structure and Marketing department
Summit Joint Stock Company employs a functional organizational model, which segments departments based on their expertise and specific tasks This approach is widely adopted in Vietnam and is particularly effective for small businesses with over 100 employees, like Summit By allowing each department to focus on its specialized capabilities, this model enhances work efficiency while fostering cohesion in the company’s overall business activities.
The Marketing department of Summit Joint Stock Company comprises seven employees, including one manager and one deputy Among them, two focus on online marketing, three handle offline marketing, and two are responsible for diplomatic activities and partner meetings.
Figure 2.1: Summit Joint Stock Company organizational chart
(Source: Administration and Human Resources Department)
- The head of the Board of Director is the Chairman The board will decide on the company's strategy, medium-term development plan and annual plan.
- Appointing, dismissing and signing contract.
- Supervising and directing the General Director in operating the daily business of the company.
- Deciding on the organizational structure, internal management regulations of the company, deciding on the establishment of the company, branch, representative office.
- Consisting of the General Director and Deputy Directors with the function of controlling the activities of the departments.
- Setting monthly targets, orient activities, supervise the work performance of departments.
- Approving all applicable regulations within the company.
- Proposing business and investment strategies for the Board of Directors.
- Supervising the entire operating system in the company.
- Responsible for monitoring and recording all business activities of the company, and at the same time well managing and effectively using financial resources and assets of the company.
To enhance the efficiency of business capital utilization and ensure effective financial management, it is essential to create a comprehensive plan that includes a thorough analysis of the financial situation This involves accounting for debts, revenue, and periodic state budget payments, which should be reported and submitted to the Board of Directors By doing so, organizations can improve their financial revenue and expenditure processes while fulfilling their obligations to the state budget.
- Regularly check and compare books, data, accounting and auditing work quickly, accurately, honestly and in accordance with the law, monitor personnel situation, monitor timekeeping and related accounts.
Administration and Human resource department:
- Implementing the company's human resource management: human resource planning, recruiting, motivating employees, etc,.
- Reflecting the quality of human resources through reports and through reflections of partners.
- Responsible for reporting to the Board of Directors, consulting, receiving instructions, guidance and direction of the Board of Directors on human resource management companies.
- Search and connect with customers.
- Consulting on products at the company and implementing and monitoring the process of providing services to customers.
- Proposing to the Board of Directors the direction of business activities, measures to overcome difficulties in order to promote strengths, limit weaknesses to be competitive enough with competitors.
The Marketing Department plays a crucial role in collecting student information from both online and offline events This data is meticulously processed and classified before being handed over to the sales department for effective sales promotion.
- Deploying offline events: planning, contacting partners to cooperate in organizing and sponsoring events, thereby promoting the business.
- Implement online marketing activities: create content, manage fanpage, website,
No Education level Amount Task
1 Bachelor 2 Responsible for Online Marketing
2 Bachelor 3 Responsible for Offline Marketing
- Managing and supervising the implementation of the marketing strategy.
Table 2.1: Summary table of Marketing department personnel
Overall assessment of Summit Joint Stock company's business situation for
2.1.1 Overview of the market, customers and business products of Summit Joint Stock company
Summit operates in two major cities, Hanoi and Ho Chi Minh City, with four campuses in Hanoi and one in Ho Chi Minh City The company focuses on a unique educational model where students must attend classes at Summit's locations, primarily attracting customers from these two cities Research from 2020 indicates that Hanoi and Ho Chi Minh City are the leading regions for foreign investment in education, drawing significant financial resources Additionally, a study by Nilsen reveals that families allocate up to 47% of their total income to their children's education.
Foreign direct investment in Vietnam's education sector is increasingly focused on international-standard bilingual schools and chain models, beginning with kindergartens and expanding into new educational centers that emphasize critical thinking, soft skills, and foreign languages Consequently, Saigon and Hanoi emerge as prime markets for investment in English language services and foreign language certification programs.
Students can enroll in English certificate courses at top institutions in Hanoi and Ho Chi Minh City, where they will be taught by highly qualified lecturers with expertise in foreign languages and IELTS scores above 8.0 Additionally, foreign instructors hold international teaching certifications Currently, the IELTS course is the most popular at Summit, while SAT and TOEFL courses also attract a significant number of students.
Study abroad counseling is a specialized service designed for students aspiring to attend prestigious universities and high schools in the US and Canada At Summit, we assess each student's capabilities to create a tailored study plan, offer guidance on extracurricular activities, and assist in enhancing their profiles for studying abroad.
One-on-one tutoring offers personalized support for students seeking to enhance their qualifications and improve their performance in certification exams This service is also beneficial for those who wish to start learning from the basics to become eligible for participation in classes.
- English Junior: is a program for groups of students from 10-15 years old. Students will be taught basic English, especially the ability to communicate with native speakers.
- Some other services: spring thesis, math courses in English for children.
Based on the characteristics of the product, the target customers that Summit Joint Stock Company aims at are:
- Middle school students, high school students, 8-18 years old.
- Students who need to study and take IELTS, SAT, TOEFL certificates, in which IELTS is the main product because many universities are now considering IELTS as a compulsory certificate.
- Primary school students who want to learn English from an early age, creating a foreign language foundation from a young age.
- Students with the desire to study abroad for high school or university in the
US and Canada are also a target audience that brings great revenue to Summit Joint Stock Company.
2.2.2 Summit Joint Stock Company's business results in the period of 2019
The company's business results over the past three years are reflected in three indicators: revenue, expenses, and profit Summit's sales figures are shown in the following table:
Table 2.2: Summit Joint Stock Company's business data sheet for the period of
(Unit: billion VND) (Source: Accounting and Finance Department)
From 2019 to 2021, Summit Joint Stock Company experienced steady growth in both revenue and expenses, reflecting a positive trend for a private enterprise despite the absence of significant breakthroughs The company's costs have risen over the years due to various factors, including increased rent, a growing workforce, regular salary hikes, and enhanced marketing efforts, alongside expenses for printing materials and facility upgrades.
In 2020, revenue, costs, and profits showed a steady increase compared to 2019 However, in 2021, the severe impact of the pandemic led to a rise in revenue but also a significant increase in costs due to the adoption of online teaching methods like Zoom and Google Meet The shift to remote work affected overall efficiency, resulting in a decline in profits for 2021 compared to the previous year Additionally, Summit made the decision to close its Da Nang branch after the July outbreak, viewing this closure as a necessary cost-saving measure in light of the branch's business performance.
Analyzing the impact of environmental factors on the marketing
The market share for English language centers is becoming increasingly competitive, with Summit facing notable rivals like The IELTS Workshop, IELTS Fighter, and the British Council As one of the first English certification training centers in Hanoi, Summit boasts extensive experience; however, its competitors enjoy significant brand recognition due to their robust marketing efforts To remain relevant and successful, Summit must continuously adapt and innovate in response to the evolving market landscape.
The current competitive advantages and limitations of Summit Joint Stock Company according to the latest analysis.
Summit Joint Stock Company’s advantages:
- Provide customers with diverse services.
- Courses that have little overlap with other educational institutions such as: SAT, TOEFL or GENMATH.
- Many students complete the course with high achievement.
- Long experience in the industry
- Flexibility in course development, provided according to students' needs.
- Experienced and highly knowledgeable teaching and academic staff.
- Many branches in areas around the city, convenient for students in choosing a study location.
- Quality data source, relevant and available for new products.
Besides the advantages, the company still has the following limitations:
- The market for IELTS teaching and study abroad consulting is becoming more and more competitive.
Summit lags behind its competitors in image promotion, as educational organizations like IELTS Fighter and The IELTS Workshop effectively utilize online platforms and engage in content creation activities on YouTube Additionally, they leverage various advertising methods, including outdoor advertising, to enhance their visibility and reach.
- The Covid-19 epidemic poses challenges in teaching and learning to ensure quality as well as to implement new learning programs.
In 2021, Vietnam's GDP grew by 2.58%, marking the lowest increase in a decade; however, this achievement is notable given the challenges posed by the rapidly spreading COVID-19 pandemic, positioning Vietnam among the highest economic growth nations globally Despite this overall success, the pandemic's complexities negatively impacted Summit's business operations, leading to postponed classes and delays in the execution of business plans compared to initial forecasts.
In 2021, Vietnam's Ministry of Planning and Investment reported that foreign direct investment reached USD 31.15 billion, reflecting a 9.2 percent increase from the previous year The country's stable political environment and limited political parties create a favorable landscape for attracting foreign investment Consequently, proficiency in foreign languages, particularly English, is highly valued in the job market, enhancing employment opportunities for candidates.
The rapid advancement of technology has significantly transformed company operations, streamlining processes and enhancing control During the pandemic, technology played a crucial role in enabling online classes to continue, allowing businesses to maintain effective operations despite challenging circumstances.
Vietnam boasts a rich academic tradition and a vibrant culture that blends classical and modern elements, fostering a continuous spirit of exploration The wealth of the Vietnamese people plays a crucial role in their investment in foreign language education, studying abroad, and pursuing international career opportunities.
Vietnam boasts a young and dynamic population eager to embrace new opportunities, which significantly boosts the demand for English language education As of the end of 2018, Hanoi was home to 2,709 educational institutions, including 2,190 public and 519 private entities This network comprises 1,128 preschools, 735 primary schools, 624 junior high schools, 222 high schools, and 393 technical centers focused on informatics and foreign languages, along with 29 continuing education centers and 584 community support centers Such a robust educational landscape presents a substantial advantage for the growth of educational institutions in Hanoi, highlighting a wealth of potential students.
2.3.2.1 Strategic goals of the business
Our business aims to enhance the proficiency of Vietnamese students in foreign languages and communication skills by offering international English certificate courses We provide comprehensive consulting, guidance, and support for students in completing their study abroad documentation Additionally, we are committed to expanding our course offerings to meet the diverse needs of our students.
To achieve the common strategic goal, Summit has been and needs to combine many factors from implementing business strategies, enhancing quality management to implementing appropriate marketing activities.
In its tenth year, the company is heavily investing in marketing to achieve key objectives The primary focus is not only on enhancing brand awareness among customers but also on driving increased business profits.
Effective public relations and image building are essential for strengthening cooperation and enhancing brand prestige This foundation enables businesses to expand their scale and product offerings By fostering customer trust through a long-established brand reputation and commitment to quality, companies can achieve sustainable growth and success.
Summit Joint Stock Company prioritizes the human element, recognizing its crucial role in shaping the company's image The company implements comprehensive and systematic training for its personnel, adhering to established procedures Most importantly, Summit's staff consistently demonstrate enthusiasm, wisdom, and dedication, reflecting the core values of the education industry.
Summit Joint Stock Company fosters a supportive and collaborative work environment where departments actively assist one another New employees receive a warm welcome and enthusiastic guidance, ensuring a smooth transition into the team The board of directors values employee feedback on promotions, making thoughtful adjustments that benefit both the company and its staff Additionally, annual teambuilding activities and year-end reviews are organized to strengthen internal bonds and recognize employees' hard work and dedication throughout the year.
Financial capacity is crucial for executing effective marketing strategies Analyzing Summit Joint Stock Company's revenue and profit over the past three years indicates that the company is financially stable and well-positioned to invest in various communication strategies.
Marketing proposals should be practical and pertinent, with measurable outcomes prior to approval So far, Summit has invested significantly in marketing communication activities due to their high effectiveness.
Summit Joint Stock Company determines its media budget based on two main methods:
Method based on goals and tasks: Based on the marketing department's plan to consider the results achieved From there, consider the appropriate costs for communication activities.
Summit optimizes its communication costs by selecting advertising tools that align with its budget and scale Instead of investing in expensive television commercials, Summit prefers cost-effective options such as banner ads and social media advertising, ensuring a strategic approach to spending that suits its capabilities.
Analysis of the current situation of marketing communication activities of
Establishing marketing objectives is a crucial element of any marketing communication or business strategy, as it ensures that companies remain focused on their communication efforts For each event or series of communication initiatives, the Marketing department sets specific communication goals In the case of ongoing marketing activities, these objectives are tailored to align with the overall strategy.
With monthly marketing campaigns: Maximize access to the target customer group, increase brand awareness and increase interaction.
Event sponsorship and organization aim to achieve key marketing objectives, including data collection for analysis and enhancing brand visibility among students and parents Additionally, the initiative seeks to gauge student satisfaction with the program effectively.
The seminar aims to engage parents and students by inviting them based on the predetermined guest list It will provide essential information to attendees and offer guidance to those interested or potentially interested in the services offered by Summit Joint Stock Company.
Dividing communication goals by tools or media campaigns allows the marketing team to effectively implement targeted content and image strategies, making it easier to measure the outcomes of each campaign.
Many communication program objectives are expressed qualitatively rather than quantitatively, leading to ambiguity in their goals As a result, the analysis of subsequent data often lacks precision and clarity.
Once the goal is established, the next crucial step is identifying the target audience for the campaign In most of Summit's communication efforts, the primary focus is on the target customer group While the specific products that pique their interest may vary, the overarching aim remains consistent: to spark curiosity about the offerings and encourage parents to enroll their children in courses.
The customers that Summit Joint Stock Company targets are students from elementary to high school, ages 8 to 18 years, specifically:
Students preparing for their IELTS and SAT certifications should prioritize the IELTS, as many universities now require it as a mandatory qualification for admission.
- Primary school students who have need of learn English from an early age, creating a foreign language foundation from a young age.
- Students with the desire to study abroad for high school or university in the
US and Canada are also a target audience that brings great revenue to Summit Joint Stock Company.
Summit offers a unique service tailored for school-age students, recognizing that their primary financial supporters are their parents The company strategically engages with parents, who are responsible for their children's education and funding for courses, to generate revenue To effectively reach various target groups, Summit utilizes specific promotional tools designed to maximize impact and engagement.
Summit's target audience is strategically segmented by age and aligned with their specific interests related to the services offered, enabling the business to implement the most effective marketing approaches.
Effective media content plays a crucial role in shaping the information that the target audience receives, ultimately influencing their interest in a product or brand To capture attention, it is essential to filter media content appropriately, focusing on the specific interests and needs of customers Understanding what readers seek in posts is vital for crafting engaging communication content This content should be clearly defined after establishing communication objectives and identifying the target audience, ensuring that it is tailored to various audience segments for maximum impact.
To effectively reach schoolchildren and students, leveraging social networks is essential This demographic is primarily interested in the center's achievements, the learning environment, and available facilities Conversely, when targeting parents, the focus should be on the quality of teaching, student achievements, and tuition fees, as these factors are paramount in their decision-making process.
2.4.4 Communication tools combination and budgets
Organizing and sponsoring events also helps Summit Joint Stock Company have a source of quality data for future business, research and advertising activities.
Category Average expense Frequency (times/year)
Event organization 10 - 15 million VND, 5 scholarships
2 times per year, each spell is 20 - 25 schools
Continuously promote online marketing activities in the enrollment season Advertisement 5 - 8 million VND 1-2 articles/month
Table 2.3: List and costs of marketing communication activities of Summit
The figures presented in the table are average estimates, indicating that both expenses and frequency may vary based on the scale of the event or the growth strategy for each quarter and year.
2.4.4.1 Public relations activities - event organization
Average budget: 10 - 15 million VND including gifts such as backpack, pen box and five scholarships per event.
Summit Joint Stock Company consistently engages in brand promotion activities, primarily through event sponsorships at middle and high schools, targeting its key audience of students.
Summit regularly hosts the engaging event "Ring the Golden Bell," where 50 students compete in front of their peers, answering English-related questions curated by the Marketing staff and reviewed by the Academic Department This popular contest has garnered positive feedback from both students and teachers, fostering an exciting learning environment The top three winners are awarded Summit scholarships, making this extracurricular activity a valuable opportunity for students to gain knowledge while enjoying the thrill of competition.
Picture 2.1: Ringing the Golden Bell program was held at Cau Giay Secondary
Event organization is currently bringing positive results in Summit's brand management activities Many students actively left information to get advice on the course.
As a gold sponsor, Summit also cooperates with school clubs to organize extracurricular programs at high schools, increasing the company's prestige and bringing the brand closer to customers.
The average cost of hosting an event is between 20 to 25 million VND, which covers expenses for printing banners, business documents, publications, and gifts for attendees Since these events are conducted at the company's educational facilities, there are no venue rental costs involved.
The evaluation of marketing communication activities of Summit Joint
Summit Joint Stock Company recognizes the critical role of marketing communication in meeting management needs and ensuring the company's growth and sustainability The company's marketing communication activities have yielded significant results, demonstrating their effectiveness in supporting overall business objectives.
The company's management structure is well-organized, with each department assigned specific functions while maintaining strong interconnections This seamless coordination among departments enhances business operations and aligns with the strategic direction set by the Board of Directors, contributing to the company's growing influence in the market.
Summit Joint Stock Company organizes its marketing communication efforts to align with its business characteristics and current circumstances, supported by a skilled team with defined roles The primary objectives of these marketing communications are to convey information about products and services, build brand identity, enhance customer relationships, fulfill business management needs, and drive corporate sales growth.
The company effectively integrates communication tools with a cost-efficient approach, successfully targeting specific market segments The Marketing Department has established a strong brand identity through cohesive elements, including business names and color schemes, which enhance media publications This strategy significantly boosts marketing communication efforts and leaves a lasting impression on customers Summit's communication initiatives, including event organization and sponsorships, have received high praise from students, parents, and participants alike.
The company provides consumers with diverse access to information about products and services The information is widely spread to increase the brand awareness and reputation of Summit.
At Summit Joint Stock Company, our team consists of highly qualified and experienced employees who take accountability for their work Each team member is individually responsible for specific marketing communication tasks that align with their expertise The organization prioritizes effective marketing communication by focusing on strategic hiring, ongoing professional training, and the establishment of comprehensive company policies and procedures.
The modern equipment department effectively addresses the training requirements of professional standards while rapidly updating course structures and knowledge to keep pace with today's technological advancements Additionally, the company offers a variety of distribution channels that enable students to register quickly and efficiently, including direct registration through the website, online consultations with advisors, and in-person registration at Summit's educational branches.
Summit's network of branches in Hanoi is strategically situated in inner city districts and densely populated areas, making it easy for customers to access services With four branches located in Hai Ba Trung, Dong Da, Long Bien, and Cau Giay districts, customers can select the most convenient and suitable locations for their study needs.
Summit's sales data and marketing communications analysis from the past three years reveal a significant improvement in the company's understanding of the importance of marketing communications strategy and brand identity in driving business growth.
However, besides the achievements, the company still has some weaknesses in marketing communication activities as follows:
Despite stable marketing communication efforts, Summit has yet to achieve significant effectiveness The company primarily relies on its industry reputation and experienced practitioners for communication However, in a highly competitive market, rivals like The IELTS Workshop, IELTS Fighter, and Langmaster are heavily investing in marketing and brand management, particularly through YouTube and influencer partnerships This strategic focus on digital platforms is a key factor contributing to their competitive edge.
Summit is inferior despite fully converging the factors of quality, reputation, or factual provability over time.
Despite Summit's Facebook page boasting over 110,000 likes and followers, engagement levels remain low, with posts typically receiving only 5 to 30 reactions This lack of interactivity signifies a missed opportunity for the company to leverage its social media presence effectively Furthermore, the videos on Summit's YouTube channel lack investment in both content and visuals, resulting in minimal viewership.
Summit operates four locations in Hanoi's inner-city districts but only has one branch in Ho Chi Minh City, limiting its expansion in the South, a promising market This single location makes it challenging for customers to access Summit's educational services, which reduces interest and consideration for the company, ultimately affecting sales and growth Consequently, Summit's competitiveness suffers compared to other market players.
According to observations, the shortcomings in the company's marketing communication activities are due to the following reasons:
Although the company's fan page boasts over 110,000 likes and followers, its ability to engage with social media users remains limited Despite extensive advertising efforts, the target customer groups struggle to connect with the company This challenge primarily stems from a lack of diverse and impactful information in the social media content.
Summit's brand touchpoints, which represent the connections between consumers and the company, are limited and primarily located at its branches In contrast, many of Summit's newer competitors have established a stronger reputation through extensive marketing efforts and effective use of communication platforms, leading to greater brand recognition.
Summit lacks a dedicated department or staff for brand development; however, its communication efforts are extensive and well-branded, primarily focusing on commercial objectives.
The COVID-19 pandemic has significantly influenced businesses, particularly in the educational service sector, where physical facilities are crucial The crisis has hindered the annual organization of key communication tools, such as events and seminars, which are vital activities for Summit.