Graduation report major business english marketing practices at wider world vietnam co ,ltd

Report Structure 2 CHAPTER 1: OVERVIEW OF WIDER WORLD VIETNAM CO., LTD.... Current marketing practices of Wider World Vietnam Co., Ltd...e.. 2.2.2, Marketing process practice at Wider Wo

FOREIGN TRADE UNIVERSITY

FACULTY OF BUSINESS ENGLISH

5 Report Structure 2 CHAPTER 1: OVERVIEW OF WIDER WORLD VIETNAM CO., LTD ccc 4

1.1.5 Vision, mission, and values 9

CHAPTER 2: WIDER WORLD VIETNAM CO., LTD’s CURRENT MARKETING 2.9005.117 "4ö 12 2.1 Theoretical background of marketing mix and marketing process wuss 12

2.2 Current marketing practices of Wider World Vietnam Co., Ltd e 2.2.1 Marketing mix practice at Wider World Vietnam Co., Ltd

2.2.2, Marketing process practice at Wider World Vietnam Co., Ltd

CHAPTER 3: RECOMMENDATION FOR THE IMPROVEMENT OF THE MARKETING 2.9005.117 "4ö 29

3.5.1 Recommendations for Product Improvement

3.5.2 Recommendations for Price 3.5.3 Recommendations for Place 3.5.4 Recommendations for Promotion

3.5.5 Recommendations for Marketing Process

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ACKNOWLEDGEMENTS

My internship at World Wider was an incredibly enriching experience that allowed me to apply my four years of academic study in a practical setting I am deeply grateful for the opportunity to learn from the wealth of knowledge and experience shared

by the company's members, which enabled me to seamlessly transition my theoretical understanding into practical application

I would like to express my profound gratitude to my supervisor, Mrs Pham Thi Hong Yen, PhD, a lecturer at the Faculty of Business English, for her unwavering support and invaluable guidance throughout the process of writing this report Despite her busy schedule managing her academic responsibilities, she always provided me with crucial suggestions that helped me produce the best possible report Her encouragement was instrumental in the success of my writing, and without her guidance, I could not have completed my field report so smoothly Additionally, I am grateful to all my teachers for imparting their knowledge, which greatly aided me during my internship

I would also like to extend a heartfelt thank to all the members of World Wider who supported me during my internship The on-site training and working provided me with necessary insights into the startup ecosystem in Vietnam and globally My colleagues offered support and engaging discussions in this field, enriching my personal understanding and furthering my report on this internship

This internship opportunity represents a significant milestone in my career development I will strive to use the skills and knowledge I have gained in the best possible way and will continue to work on their improvement to achieve my desired career objectives

Sincere thanks!

LIST OF FIGURES AND TABLES Table 2.1: Pricing Packages of Wider World c1 12112 2n nh Hy na e 19

Eigure l.I: Wider World Foreign Language Center Organizational Structure 7 Figure 2.1: Five Processes of MarkefIng -.- - c1 1 t1 1211111151 151111211211 11111 H2 14

INTRODUCTION

1 Reason for choosing the topic

Marketing is an integral aspect of any company's operations and overall success Traditionally, marketing was closely intertwined with sales, where marketers were predominantly focused on closing deals with customers However, with the emergence

of digital media, the marketing landscape has undergone significant transformation Customers today have unprecedented access to information, empowering them to make informed decisions about their purchases independently

Consequently, modern marketing has shifted its focus from mere sales transactions to building enduring customer relationships and delivering value This paradigm shift necessitates companies to uphold their promises, engage in effective communication, and offer products or services aligned with their organizational ethos Despite this, some companies still prioritize immediate profits over customer satisfaction, resulting in marketing practices that deviate from their organizational values Such misalignment can lead to customer disillusionment and eventual disengagement with the company

As a student deeply passionate about marketing and currently mterning at Wider World Vietnam Co., Ltd., I am keen to delve into the company's marketing strategies Wider World Vietnam is an esteemed educational institution dedicated to delivering top- notch language education services It is imperative for the company's marketing practices

to resonate with its ethos of integrity, quality, and customer-centricity

During my internship, I aspire to optimize the company's marketing endeavors, and this research endeavor serves as a conduit to achieve that objective Therefore, I have chosen to explore the topic "Marketing Practices at Wider World Vietnam Co., Ltd."

comprehensively and identify avenues for enhancement

2 Objectives of the report

The primary objective of this report is to examine the marketing practices of Wider World Vietnam Co., Ltd This involves understanding the current marketing strategies and evaluating their effectiveness in achieving the company’s goals

3 Scope of the Research

This report focuses on researching and analyzing the marketing activities of Wider World Vietnam Co., Ltd., a language center The analysis includes examining various marketing strategies and campaigns implemented by Wider World Vietnam from

2021 to 2024 By evaluating these activities, the report aims to assess the effectiveness

of the company's marketing practices and their impact on customer satisfaction and engagement The scope covers all major marketing channels and tactics employed during this period, providing a comprehensive overview of the company's marketing efforts and their outcomes

4 Research Methods

To accomplish this report, the author employed methods of synthesis, observation, and analysis Secondary data was provided by Wider World Vietnam Co., Ltd and supplemented with information collected through direct observation This combination of data sources allowed for a comprehensive analysis and synthesis of the findings, providing a thorough understanding of the company's marketing practices

5 Report Structure

This report is divided into three main chapters:

Chapter 1: Overview of Wider World Vietnam Co., Ltd

In this chapter, the report provides a comprehensive overview of Wider World Vietnam Co., Ltd It includes a detailed examination of the company's background, including its history, mission, vision, and core values Additionally, this chapter explores the market position of Wider World Vietnam Co., Ltd., examining its competitive landscape and the broader industry context within which the company operates Through this thorough

overview, readers will gain a deeper understanding of the company's identity, objectives, and strategic priorities

Chapter 2: Wider World Vietnam Co., Ltd.'s current marketing practices This chapter delves into an analysis of the marketing practices currently employed by Wider World Vietnam Co., Ltd It provides insights into the various marketing strategies and initiatives implemented by the company from 2021 to the present This includes an examination of both digital and traditional marketing efforts, as well as an evaluation of customer engagement and communication channels utilized by the company Through a detailed exploration of these practices, readers will gain valuable insights into the effectiveness and alignment of Wider World Vietnam Co., Ltd.'s marketing efforts with its overall objectives

Chapter 3: Recommendations for improving the marketing practices

The final chapter of the report offers recommendations for enhancing the marketing practices of Wider World Vietnam Co., Ltd Drawing on the analysis conducted in the previous chapters, this section identifies key areas for improvement and proposes strategic solutions to address them These recommendations are informed by best practices in marketing as well as the specific needs and objectives of Wider World Vietnam Co., Ltd By providing actionable insights and guidance, this chapter aims to support the company in optimizing its marketing strategies and achieving its goals more effectively

CHAPTER 1: OVERVIEW OF WIDER WORLD VIETNAM CO., LTD

In this chapter, an overview of Wider World Co., Ltd will be provided, which includes its history, mission, vision and core values, organizational structure, and product lines and business performance My internship activities would also be added to this chapter

1.1.2 History and Development

Establishment and Early Years (2008-2012):

Wider World Foreign Language Center was established in November 2008, driven by a mission to provide high-quality language education and foster cross-cultural understanding The center started with a modest facility and a dedicated team of experienced language instructors In its early years, Wider World focused on offering English courses to young learners, adults, and professionals, quickly gaining a reputation for its effective teaching methods and friendly learning environment (Wider World Foreign Language Center - Introduction, 2023)

Expansion and Innovation (2013-2017):

As demand for language education grew, Wider World expanded its offerings to include additional languages such as French, Chinese, and Japanese The center invested

in state-of-the-art teaching technology and modernized its classrooms to create an engaging learning experience During this period, Wider World also introduced online courses, allowing students to learn remotely and at their own pace This innovation broadened the center's reach and attracted a diverse student body from across the region

Community Engagement and Partnerships (2018-2021):

Wider World strengthened its presence in the community by partnering with local schools, businesses, and cultural organizations These partnerships enabled the center to offer tailored language programs and cultural exchange initiatives Wider World also launched scholarship programs to support underprivileged students and organized language workshops and events to promote language learning and cultural awareness

Adapting to the Digital Age (2022-Present):

In response to the growing importance of digital media, Wider World enhanced its online learning platforms and integrated advanced e-learning tools into its curriculum The center's marketing strategies evolved to include a strong social media presence and digital campaigns, ensuring that its core values of quality education and customer satisfaction were consistently communicated Despite the challenges posed by the global pandemic, Wider World continued to thrive by offering flexible learning options and maintaining a strong commitment to its students’ success

Today, Wider World Foreign Language Center stands as a leading institution in language education, known for its innovative teaching methods, dedicated staff, and unwavering commitment to its core values As it looks to the future, Wider World remains focused on expanding its impact and helping more students achieve their language learning goals

1.1.3 Organizational structure

The organizational structure of Wider World Vietnam Co., Ltd follows the functional departmentalization model Tasks and responsibilities are assigned based on employee functions, ensuring each department specializes in its specific area Figure 1.1 illustrates the various divisions within the company: administration and accounting, research and development, academics, information technology, and marketing and sales Each department is responsible for its designated area and reports to the executive director rather than directly to the board of directors

From the top down, the director is the primary decision-maker within the company, with decisions approved by shareholders and the board of directors The deputy director also acts as the executive director, overseeing and managing the departments

The five main departments are as follows:

accounting for revenues and expenditures, and organizing business activities It also manages tasks such as recruitment, employee distribution and management, skill training, and commendation

educational products, designing content that is increasingly suitable for Vietnamese learners, and aligning with development trends

including providing educational counseling to parents on how to support their children's learning at home

the company's online learning platforms, supporting both students and staff with technical issues

research, promotion, and customer acquisition It develops strategies to attract new students and retains current ones

This functional structure allows Wider World Vietnam Co., Ltd to operate efficiently, with each department contributing to the overall goal of providing high- quality language education and maintaining the integrity of the company's marketing practices

Figure 1.1: Wider World Foreign Language Center Organizational Structure

The company's offerings extend beyond consulting services to include a variety

of additional products and services, such as employment consulting and disseminating key information The primary products encompass consulting services for studying abroad, employment opportunities, and settlement in countries like Germany, Australia, and New Zealand

Study Abroad Consulting Support:

As a dedicated supporter, Wider World assists students in selecting their study abroad destinations, majors, and schools that align with their personalities and future plans The company manages all visa and application procedures to ensure a smooth process In the Hanoi area, Wider World Vietnam Company partners with students, helping them prepare effectively for their academic journey ahead

English Courses for Various Ages:

Wider World offers comprehensive English courses for all ages, focusing on Listening and Speaking skills while also covering Reading and Writing The curriculum integrates grammar and vocabulary through engaging activities Native teachers ensure correct pronunciation, and the latest technology, including interactive whiteboards, iPads, and educational games, enhances learning Classes, conducted entirely in English, use interactive methods like poetry, storytelling, group activities, and creative exercises

A Vietnamese Teaching Assistant supports each class

1.1.5 Vision, mission, and values

of cutting-edge teaching techniques and technologies, they are dedicated to delivering unparalleled language training Moreover, they focus on equipping their students not only with language skills but also with the competencies needed for global integration, thereby elevating the caliber of Vietnamese human resources

1.1.5.2 Vision

Wider World Vietnam Co., Ltd envisions becoming the foremost education group in language and skills training in Vietnam By 2023, they aim to have assisted over 1.5 million Vietnamese individuals in confidently communicating in English, achieving their TOEIC and IELTS objectives, and enhancing their career prospects

Building on this success, they are committed to ispirmg and supporting students in nurturing their passion for languages

Their vision encompasses expanding their impact by offering a diverse array of educational products and services, ranging from personal to corporate training, from communicative to academic English, and from in-person to online instruction With a dedicated and innovative team, they are committed to continually enhancing their capacity to meet the diverse language learning needs of their students, ensuring they are well-prepared for global integration and success They strive to deliver sustainable value

to their students, aiding them in achieving their language objectives and advancing their personal and professional development

of providing exceptional language education

I conducted thorough market analysis and research to stay abreast of the latest trends in language education and digital marketing This research informed the

development of innovative social media campaign ideas, which I had the chance to design and present to the marketing team Additionally, I monitored various social media platforms for trending news, ideas, and feedback, leveraging this information to refine our marketing strategies and enhance customer engagement

Furthermore, I played a key role in preparing promotional presentations and assisting with the planning and execution of marketing events These initiatives were designed to showcase Wider World Vietnam's commitment to delivering high-quality language education while fostermg a sense of community among students and stakeholders

In addition to these responsibilities, I conducted extensive research and evaluation

of competitor marketing strategies and digital content This analysis provided valuable insights into industry best practices and allowed us to identify areas for improvement in our own marketing efforts

Moreover, I actively contributed to the creation of social media content, ensuring that our messaging was aligned with Wider World Vietnam's core values of dedication, integrity, innovation, and customer service By crafting engaging and relevant content,

we were able to effectively communicate the value of our language programs and attract prospective students

Throughout my internship at Wider World Vietnam Co., Ltd., I acquired invaluable insights into the alignment between the company's ethos and its marketing strategies Engaging in various marketing projects provided me with firsthand understanding of the necessity to synchronize marketing initiatives with the company's mission to excel in the competitive language education sector

CHAPTER 2: WIDER WORLD VIETNAM CO., LTD’s CURRENT

It encompasses the creation, communication, delivery, and exchange of offerings that provide value to customers, clients, partners, and society at large This expansive definition underscores the broad scope of marketing's impact on various stakeholders Sumilarly, The Chartered Institute of Marketing (2009) articulates marketing as a strategic management process entrusted with identifying, anticipating, and satisfying customer requirements in a profitable manner This definition highlights the proactive and strategic nature of marketing, emphasizing its role in driving organizational growth and profitability

The marketing mix, encompassing elements such as product, price, place, and promotion, serves as the tactical framework through which companies implement their

marketing strategies By carefully orchestrating these elements, companies seck to create and deliver value to customers while simultaneously achieving their organizational objectives (Kotler and Armstrong, 2014)

In summary, the marketing mix represents a comprehensive toolkit employed by companies to translate their strategic objectives into actionable steps aimed at building enduring customer relationships and driving organizational success Its effective utilization is paramount in an increasingly competitive business landscape, where customer-centricity and value creation serve as the linchpins of sustained growth and profitability

2.1.2, Marketing Process

The marketing process involves five key steps Each step is crucial in creating a cohesive and effective marketing strategy that drives customer engagement and business growth

The first step is understanding the marketplace and identifying customer needs and wants Needs are states of felt deprivation, whereas wants are shaped by cultural and individual factors When these needs are backed by purchasing power, they transform into demands, indicating a financial capacity to buy goods and services

The second step is designing a customer value-driven marketing strategy This step requires businesses to answer two fundamental questions: "Who is our target market?” and "How can we best serve them?"

In the third step, the firm constructs an integrated marketing program that delivers superior value This step initiates the process of building customer relationships by transforming the marketing strategy into actionable measures It encompasses the firm's marketing mix, which includes tools used to implement its marketing strategy effectively

Once these four steps are completed, the firm has successfully created value for the right customers, leading to the establishment of strong customer relationships The fifth step focuses on capturing value from customers in return, which involves generating profits and customer equity This is achieved through satisfied, delighted, and loyal customers who consistently make repeat purchases By capturing their value over the long term, the company can increase its market share and maximize the value it derives from its customer base

In general, marketing practices encompass the activities involved in the entire marketing process It is challenging to discuss marketing practices without mentioning the marketing mix, which is crucial for realizing marketing strategy and determining specific marketing practices within a firm The marketing mix refers to four broad categories of marketing decisions: product, price, place, and promotion

Figure 2.1: Five Processes of Marketing

SG as

g Se Build Profitable Customer equity

relationships and

Marketing Program

Marketplace and

and wants Bicone

Source: 5 Steps of Marketing

2.1.3 The Main Elements of Marketing Mix

The Marketing Mix comprises several elements, which can be tailored based on the organization's primary objectives The fundamental components of the Marketing Mix are often referred to as the 4 ‘P’s: product, price, place (or distribution), and promotion These elements of the Marketing Mix are instrumental in enhancing customer satisfaction levels (Perreault, 2002)

In the realm of marketing, products can also take the form of intangible services such as train travel, communication, financial services, healthcare, education, and many others These services, like physical products, are designed to fulfill specific needs and desires of customers, providing them with convenience, solutions to problems, or enhancements to their lifestyle For example, a train travel service offers the benefit of transportation, efficiency, and time savings, while a communication service provides connectivity, information exchange, and social interaction

Given this broad definition, the product is a pivotal element of the Marketing Mix The Marketing Mix, often referred to as the 4Ps (Product, Price, Place, Promotion), is a framework that businesses use to craft their marketing strategy The product is the first and most crucial component because it directly addresses the needs and wants of the consumer Without a well-defined product that meets market demands, other elements

of the marketing mix cannot be effectively optimized

According to Borden and Marshall (1959), price is the second most significant element in the Marketing Mix, representing the value charged for any product or service Determining the appropriate price for a product is influenced by various factors, including product necessity, production costs, consumer purchasing power, government regulations, and competitors' pricing strategies

Firstly, the necessity of the product and its demand elasticity play a pivotal role

in pricing decisions Luxury ttems may have more flexible pricing structures compared

to essential goods Secondly, production costs, including direct and indirect expenses, must be factored into pricing to ensure profitability

Consumer purchasing power is critical, as prices must be within reach of the target market Government regulations, such as price controls and taxes, also influence pricing strategies Competitors’ pricing strategies must be analyzed to determine competitive pricing levels

Pricing decisions have a significant impact on product demand and organizational profitability, as noted by Singh (2012) Effective pricing strategies can enhance perceived value, attract customers, and establish market positioning However, pricing too high can deter customers, while pricing too low can erode profitability

Price is a vital element of the Marketing Mix that requires careful consideration

of various factors Strategic pricing decisions are essential for driving demand, ensuring profitability, and maintaining competitiveness in the market

Place

According to marketing theory, place, or distribution, is a critical aspect of the Marketing Mix It involves making products available for purchase, ensuring they are conveniently accessible to customers, especially in urban markets

Price and distribution are closely linked in the Marketing Mix Changes in pricing can affect distribution strategies, and vice versa For instance, adjusting prices may require changes in distribution channels to align with demand and profitability Place is crucial for ensuring products are distributed effectively to consumers It involves navigating distribution channels and making strategic decisions to meet customer needs By aligning pricing and distribution with customer feedback through QMaA, organizations can enhance their market reach and overall marketing effectiveness Promotion

Advertising shapes a product's market image by informing customers and influencing their perceptions and attitudes (Borden and Marshall, 1959) It differentiates products from competitors, highlights unique selling points, and builds brand loyalty Public relations (PR) and publicity enhance a company's reputation, manage public perceptions, and leverage media coverage cost-effectively Integrating PR with advertising amplifies the impact of promotional efforts (Burnett, 2008)

Sales promotions like discounts, coupons, and contests offer immediate purchase incentives and boost short-term sales, especially in competitive markets (Borden and Marshall, 1959)

A well-crafted promotion mix positions products effectively in the target market, drives sales, and enhances brand equity, helping companies achieve their marketing objectives and sustain competitive advantage (Borden and Marshall, 1959)

2.2, Current marketing practices of Wider World Vietnam Co., Ltd