G1_00154 BUILDING DEVELOPMENT STRATEGY FOR MASTERMIND EDUCATION GROUP 2010-2020 XÂY DỰNG CHIẾN LƯỢC PHÁT TRIỂN CHO TẬP ĐOÀN GIÁO DỤC MASTERMIND 2010-2020

G1_00154 BUILDING DEVELOPMENT STRATEGY FOR MASTERMIND EDUCATION GROUP 2010-2020 XÂY DỰNG CHIẾN LƯỢC PHÁT TRIỂN CHO TẬP ĐOÀN GIÁO DỤC MASTERMIND 2010-2020 GRIGG G Global Advanced GRIGGS UNIVERSITY GLOBAL ANDVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CAPSTONE PROJECT REPORT BUILDING DEVELOPMENT STRATEGY FOR MASTERMIND EDUCATION G

GRIGG G Global Advanced

GRIGGS UNIVERSITY

GLOBAL ANDVANCED MASTER OF BUSINESS ADMINISTRATION

PROGRAM

CAPSTONE PROJECT REPORT

BUILDING DEVELOPMENT STRATEGY FOR

MASTERMIND EDUCATION GROUP

2010 - 2020

Class GAMBAO01.M05 - Group 9:

Nguyen Ngoc Diep Duong Cao Thanh Tran Dinh Cuong Nguyen Xuan Thuat

Hanoi, January 2010

of Education and Training —~ a generous and committed educator who has intimate

encourages youth to devote their talent to train active and creative students - these future leaders of Vietnam

We would like to also send sincere thanks to our Teacher - Assoc.Prof Ph.D Ngo Kim Thanh - who has given us clear strategic orientations and who has provided a solid basic framework to so many student generations Thanks to this, each person can approach success on their own initiative

We also mention Teacher — David John Whitehead, Executive Director of the Mastermind Education Group who foresaw the potential for development as well as the Competitive advantages of the Company He is a person with great experience

in the education sector in Vietnam and overseas He is directly participating in the strategic development and executing processes of the Company

As the strategic building person for my own Company, I, Nguyen Ngoc Diep with my classmates would like to extend my sincere thanks for the precious opinions

of the teachers within the Committee and especially in the training program of Master of International Business Administration for giving me the opportunity to have significant orientation and preparation to establish and develop this company

in a professional manner It makes me always active to master the best opportunities Success must be based on 90% of capacity and luck only accounts for 10%

MASTERMIND THE SOCIALIST REPUBLIC OF VIETNAM

Hanoi, 10 January 2010

To: Griggs University

The International Business Administration Master Program

On behalf of the Mastermind Education Group I wish to provide the following

Education Group 2010 - 2020” prepared by the authors, as follows:

The report has drawn a panorama about the 10-year development strategy which is timely and suitable for the requirements of the Company The authors of the report all have a good understanding of education and are enthusiastic about the needs for education development in Vietnam

The report is practical, well structured and well thought out It originated from the ideas and purpose of the company’s establishment and development by the founders The authors have conducted analyses, assessment and proposed suitable Strategies with capacity and competitive advantages of the company as well as recognizing social development trends and demands On behalf of Mastermind, | send our thanks to the authors for putting forward useful ideas and solutions for our

company

We highly appreciate the opportunities that Griggs University provides through this highly academic, yet practical educational program of study, for Vietnamese students

Best regards,

- As above:

- Company office

GRíoo eo

TABLE OF CONTENTS

ACKNOWLEDGEMENT 2 2222 2222 2a | LETTER OF THANKS FROM MASTERMIND CEO 2

ABBREVIATIONS 22222222222 0202022 nu 5 LIST OF TABLES 222222222 20222 sa 6 LIST OF FIGURES 22.22222 022222 22a 7 FOREWORID 2.22222222020120 2 001 n1 ng § CHAPTER 1: THEORETICAL BACKGROUND ò2 2222222262 II

CHAPTER 2: ANALYSIS OF CURRENT STATUS OF MASTERMIND

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2.2.2 _ Environment Analysis of Education SectOr -. c2: 30

CHAPTER 3: PROPOSED STRATEGY FOR MASTERMIND EDUCATION

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APPENDIX: SOME IMAGES OF MASTERMIND 69

: Opportunities : Public Relations : Strengths

: Threats : Weaknesses

MODEL

PUBLIC SCHOOLS AND NON-PUBLIC SCHOOLS IN HA NOI

AT PUBLIC SCHOOLS AND NON-PUBLIC SCHOOLS

of the minority in comparison with the demand and its quality 1s under international standard

For most Vietnamese families, investment in education for their children 1s seen as a necessity and a high priority Whatever the financial condition 1s, parents always find a way to get the best schooling for their children Geographically, this thinking is more popular in the North of Vietnam with long tradition for centuries from the feudal time until now with promotion based on diplomas (educational qualifications) In terms of time, this thinking is more popular as the intellectual economy begins to play a more and more important role The system for assigning and appointing staff based on diplomas in most State agencies, enterprises and private companies has been the reason for “learning for diploma” or even fake diplomas

at comprehensive development in health, mental prowess, and personality to meet the educational demand of the current Vietnamese society, but also helps students to

be In line with the educational tendency of many developed countries in the world

To do that, we need a proper educational strategy in compliance with the background of Vietnam today The development of the education programs and training for teachers to achieve international standard 1s very necessary Training for

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students to have strong ethical and social standards, strong will and resilience, as well as high adaptation is urgent and essential in these times Helping them to establish and harmonize these relations in order to develop life skills 1s indispensable prior to study at a higher level

In general, the establishment of a system of schools at international standard with the first objective of training students to master their lives in the future and make contributions to the domestic education quality, urging the integration process

of Vietnam with the global educational process, is progressing at a pace

Urgency of the Report

Presently, private schools exist in parallel with public schools However, there are many issues related to law, finance, education programs, text books, etc especially in management, professionalism and uniformity which the private schools encounter today A great number of these schools which had been previously set up have been looking for solutions but another problem comes after a problem is only temporarily solved, and there is no strategy for development, specific goal setting or long-term planning With experience in teaching and management, the founders of Mastermind have the ability to understand the entire education system of Vietnam They also have experience with the foreign education system where a generation of students has been trained to become people with dynamism, creativity, adaptation, knowledge and independence in life So, in order to avoid the mistakes of other schools, a long term strategy and careful preparation must be made, building an educational model which is expected and supported by the society Thus, we have chosen the topic “Building development strategy for Mastermind Education Group

2010 — 2020.”

Goal of the Report

By analyzing the national and industrial business environments to see the

competitive advantages of Mastermind, we would like to provide a number of Strategy alternatives so that the optimal strategy for the enterprise can be chosen

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With the chosen strategy strategic solutions for human resources and development

of the system, investment, marketing and quality management together with a performance itinerary can be developed to meet the requirements of the enterprise The development of the strategy over a 10 year period will help Mastermind Education Group to identify the objectives and directions well into the future as the guideline for the operations of the enterprise

Methods of the study

The key method used in the study 1s the method of consolidated analysis of the situations and solutions, combining the bases for theory and practice Additionally,

we have also combined the methods of statistics, logic, comparing and contrasting,

etc

Object and scale of the Report

The object of the report is strategy, especially the development strategy for the business within 10 years

Scale of research: Internal analysis of Mastermind Education Group in its business environment, the education environment in Vietnam with opportunities and threats to propose the development strategy for the Company We have no intention

to research the business environment in general as well as features of other fields Structure of the Report

Beside the introduction and conclusion, this report is divided into 3 chapters: Chapter1: Theoretical background

Chapter 2: Analysis of current status of Mastermind Education Group

Chapter 3: Proposed development strategy for the period 2010 — 2020

10

orientation and scale of an organization to obtain the competitive advantage through identifying labor force in the changeable environment to meet the market requirements and satisfy the expectation of concerned parties” (Johnson, G., Scholes, K (1999), Exploring Corporate Strategy, 5" Ed Prentice Hall Europe)

A strategist Brace Henderson, also the founder of Boston Investment Group connected the strategy definition with competitive advantage: “Strategy is a careful discovery of the plan to develop and connect the competitive advantage of an organization The difference between you and your competitor is the basis of your

We agree with the opinion of some authors who believe that “Business strategy

is the plan of effective control and use of human resources, property and finance to increase the effectiveness of the organization and reach long-term targets for the Business”

A business strategic document needs to include: (1) determination of the basic target and business orientation which must be obtained in each period; (2) The Orientation of the strategy shown through drafts of long-term business plans in the future, (3) Strategy is built on the basis of competitive advantages to maximize mobilization and connect well with exploitation and use of human resources (4) The business strategy is reflected consecutively from construction to performance, evaluation, checking and modification; (5) business strategy always contains strategic offensive opinions and winning opinions in the business world; (6) business strategy

is built in the long-term period of 5 — 10 years and decisions on strategy are focused

on the senior management group to ensure the secrecy in competition

1]

UNIVERSITY Mastermind®

it can be said that strategy building and implementation is the top mission and

an Important function of business administration The process of strategy building 1s presented in details in the following chart:

FIGURE 1.1: PROCESS OF STRATEGY BUILDING '

(PROCESS OF STRATEGY PLANNING)

-_ (Solutions and performance routes)

Examination and evaluation of results

Analyzing business environment according to model of PEST (Political, Economic, Socio-cultural and Technological) factors

' Handout of the International MBA Program (Griggs University)

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UNIVERSITY

FIGURE 1.2: PEST BUSINESS ENVIRONMENT ANALYSIS MODEL”

Using M Porter’s model of Five Forces to analyze industry environment

* http //www vnecon com/showthread php?t=9994

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FIGURE 1.3: FIVE FORCES MODEL BY M PORTER?

Five forces in M Porter’s model include:

Analyzing the industry is the systematic process in order to consider profitability of an entrepreneur currently and in future so as to build the position of the enterprise with the highest competitive ability Analyzing the industry, accessing the market is carried out from the view of supplier when analyzing the market in the direction of consumption demand of users

Analyzing the industry takes a number of steps (1) understand competitive forces in the business industry of the company; (2) assess attraction and

* Handout of the International MBA Program (Griggs University)

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to increase profit, strength and competitive position in the business industry

Analyzing business environment as well as industry environment is to review opportunities and challenges to the enterprise

Analysis of the weaknesses and the strengths of an enterprise

When analyzing an enterprise’s internal affairs, There are two main approaches

to find out weak (W) and strong (S) points Firstly, analyze key elements of

administration (function and performance of administration), marketing, finance and accounting, etc Secondly, Analyze according to the M Porter model that means added value created by basic activities and competitive advantages resulting from Supporting activities in an enterprise

SWOT matrix analysis technique

After analyzing the factors of macro environment and business environment, enterprises can clearly determine opportunities and threats from the external environment, strengths and weaknesses of their own enterprises to make a basis to consider and build strategy orientations and plans Widely applied technique is analyzing strengths-weaknesses-opportunities and threats (SWOT Matrix) SWOT matrix is used to form the strategic alternatives based on the following steps:

(1) Collating business environment analysis results- Opportunities and threats These are PEST and five powers analysis by M Porter, which then are used

as the base for the evaluation and classification of opportunities and challenges (EFE Matrix)

discovering strengths and weaknesses- to build a target system and have appropriate strategies which aim at utilizing all the strengths, making them more powerful while at the same time minimizing all the weaknesses An evaluation table 1s made, in which strengths can become weaknesses in some cases and vice versa

Opportunities Make a list of

the summary table of} from the summary table

| enterprise internal) of enterprise internal

Make use of external opportunities to overcome internal weaknesses of

most important threats

from the summary table

strategy, effort to overcome weaknesses and reduction (or avoidance) of external

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to guarantee the highest feasibility of the strategy which asks enterprises to build a number of proposals and set up criteria for an optimal strategy Instead of pursuing best opportunities, enterprises should build ground for developing competitive advantages by studying the harmony between their strong points and upcoming opportunities Selection 1s sometimes difficult so we shouldn’t be impatient with finding new opportunities and taking risks

Bases to select a strategy include strength of the industry and the enterprise, targeted strategies of the enterprise, the attitude, will and leadership of the Chief Executive Officer, financial resources, administrators’ abilities and qualifications, the product or service quality, and timelines

Method to evaluate strategic proposals, this is the most popular method, it involves giving a mark for criteria The method is conducted as follows: firstly, detine criteria for evaluation, secondly, design mark for each criterion and thirdly, analyze and work out a mark for each strategic proposal Set a table for comparing the strategic proposals

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Make reference to such models to select a strategy as MC Kinsey Matrix in enterprises and business departments Quantitative Strategic Planning Matrix (QSPM) This is the QSPM Matrix

The above reasonable bases and technical tools for analysis will be used to break down the practice of the Mastermind Education Group referred in chapter 2 and the method to select the process for proposing the optimal strategy for the group

in the 10 year period from 2010 to 2020 referred in chapter 3

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CHAPTER 2: ANALYSIS OF CURRENT STATUS OF

MASTERMIND EDUCATION GROUP

x Xe ven te "

Mastermind | |

(formerly | Mastermind — Education

Corporation) — a joint-stock company,

is duly established in accordance with

2009; issued by Hanoi Department of

1500/SGD&DT dated 10 July 2006

“Mastermind®

Property of Vietnam dated 13 April 2006) : No 11 — Lot 1B — Trung Yen | Road — Trung Hoa

5 Providing informatics training | Providing network | Running an international

Mastermind registers to specialize in the following fields:

Education and training: Pre-school, Primary school, Secondary school, High school, College, University and Post-graduate; (Model of an international school trom pre-school to university level — comprehensive education for the development

domestic and overseas summer camps, etc.;

Research on education methods, program and curriculum compilation for Primary School level, applying technology into teaching (E-learning)

Telecommunication; providing network solutions for companies only including: consulting and designing the model of network administration and system security solution according to the scale and expectation of the management, then organizing for implementation of system configuration and installation, training the network administrators and staff, etc

Mastermind See Ee

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Mastermind is organized and led under the model of Joint Stock Company in accordance with Corporate Law (29/11/2005), other relevant Laws and the Charter

of the Company Founding members includes:

- Master of English

- Bachelor of Economics (B A)

experience in enterprise development

International school for 01 year)

- Bachelor of Information Technology, [ Bachelor of Economics and MBA

3 Nguyen Quang Duc

VNPT, Security Expert of IBM Vietnam

and now the Branch Director of Global

Informatics Service Company)

> Extracted from Mastermind Education Group profile

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Mastermind’s Board of Directors

Mastermind’s Management

Vietnam's economy in recent years has had many changes The year 2009 after severe economic crisis 1s predicted to be the most difficult year of Vietnam in general, but up to now we have initially overcome the recession Vietnam is predicted to be as one of the few countries that can recover quickly in the period 2010-2015 The following table shows the economic indicators in the past three years from 2007 to 2009

Moreover, the political position of Vietnam in the international arena is on the rise, Vietnam has become a member of several economic organizations in the region and the world such as ASEAN, APEC, ADB, WB, IMF, etc and especially Vietnam became the 150th member of World Trade Organization (WTO) This affirms that business opportunities for English training organizations are very good because English is the language that connects all international transactions Only in 3-5 years’ time, when the world economy as well and Vietnam's economy stabilizes again, it is forecast to be a strong development period for the Asian dragon, bringing about opportunities for enterprises well prepared and knowing how to grasp Opportunities It 1s time for educational strong development and big changes

” Central Statistical Office January 2010

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2.2.1.2 Legal and investment environment

Legal framework convenient for investment and participation of private sectors

in education at national level and city level has been established Details as follows:

law 2005 05/2005/ 43/2006/ 53/2006/ 20/2005/ QD-

NQ-CP ND-CP ND-CP BGD& DT

Extraction of Education Law 2005

Article 12: Socialization of the cause of education

To develop education and to build learning society are the responsibilities of the State and of the whole population The State shall play the dominant role in developing the cause of education; carry out the diversification of schooling types and modes of education; encourage promote and facilitate organizations and individuals to take part in the development of the cause of education

Article 13: Investment for education

The State shall give priority to the investment for education, encourage and protect the legal rights and benefits of Vietnamese organizations and individuals

education

Article 103: Priority in finance and land allocation for building schools

Committees at all levels shall be responsible for incorporating the construction of schools, sporting, athletic, cultural, artistic facilities in service of education into the planning and socio-economic development plan of their sectors and localities; and

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shall give priority in finance and land allocation for the construction of schools, dormitories in their socio-economic development plans

Article 104: Encouragement for investment in education

The State shall encourage and facilitate organisations and individuals to contribute their intellect, labour and financial resources to education Investments, contributions, grants from economic organisations made on the establishment of training school and classes at their enterprises, co-ordination in training with educational institutions, sending staff for training and acquiring new technologies in service of their own needs shall be recognised as legitimate expenditure and will be deducted from corporate income taxable amounts according to the Law on Corporate Income Tax Contributions or grants made by individuals to education shall be considered for reduction of income tax applicable for people with high incomes as regulated by the Government

Article 108: Encouragement to co-operation in education with other countries The State shall encourage and facilitate Vietnamese schools and other educational institutions to cooperate with foreign organisations, individuals, and Overseas residing Vietnamese in teaching, learning and scientific research The State shall encourage and facilitate Vietnamese citizens to participate in studying, teaching, research and academic exchange abroad The State shall set aside its budget to send persons meeting criteria in quality, morals and qualification to study/or conduct research abroad in key areas and fields serving the construction and defense of the Fatherland

Article 109: Encouragement to co-operation in education with Vietnam

The Vietnamese State shall encourage and facilitate foreign organisations and

individuals, international organisations, overseas residing Vietnamese to conduct

technology transfer to Vietnamese education, their legitimate rights and benefits are

regulated by the Government

Article 110: Recognition of foreign degrees/diplomas

Foreign degrees/diplomas granted to Vietnamese shall be recognised according to regulations by the Minister of Education and Training and international conventions signed or acceded by the Socialist Republic of Vietnam The Minister of Education and Training shall be responsible for signing agreements with other countries and

degrees/diplomas

Extract of Resolution 05/2005/ NQ — CP

Article Il.4: Each non-public establishment may operate under the non-profit mechanism or the profit mechanism According to the non-profit mechanism, apart

from ensuring reasonable interests of investors, implementing social policies of the

Party and the State and, providing assistance for the poor, profits shall be mostly used for development investment According to the profit mechanism, profits may

be divided to individuals and liable to tax The State encourages the development of non-profit establishments

To transform a number of public schools into non-public ones to be managed

by collectives or individuals and to refund capital to the State

Article Ill.1.d: The state encourage (1) training cooperation and partnership with high-quality foreign training establishments; (2) the opening 100% foreign- invested educational and training establishments of high quality and prestige; (3) foreign scientists and educators with high qualifications and overseas Vietnamese to participate in teaching in Vietnam

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Main points in Decree 43/2006/ND-CP

Restrict the new establishment of public schools to encourage non-public schools in developing areas

Transform semi-public schools into non-public schools Schools which cannot

be transformed must be in charge of their business results

Promote socialization of educational investment activities, cooperation with foreign partners or establishment of 100% foreign-invested schools to supply high quality educational products

Extract of Decree 53/2006/ND-CP

Article 3 The State put emphasis and fair treatment for non-public products and services as public ones The State applies tax priority on Corporate tax for non- public establishments to encourage investment, improving infrastructures and service quality Non-public establishments are allowed to cooperate with foreign

and domestic organizations

Article 7: Non-public establishments are exempted from registration tax when registering land use right, house ownership and prioritized in VAT, import tax according to current tax regulations

Article 8: Corporate tax rate is 10% during operation time Incorporate Income Tax exemption and reduction for non-public establishments is executed according to Corporate Tax law

Article 9: Non-public establishments are allowed to mobilize capital in form of shareholding or from other resources

Article 13: Non-public establishments self-decide receipts and fees not

regulated by the State

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Summary of Circular No.13/2002/CT-UB

This circular guides the implementation of Decree No.73/1999/ND-CP

industries (Education and training, tax, cadastral, labor invalid - social affairs, social insurance, health insurance, culture and information as well as district/rural district authorities)

Summary of Decision No 51/2007/QD-UBND

Decision of Hanoi People’s Committee approves one item of 16 projects calling foreign investment in education in such districts as Long Bien, Gia Lam, Thanh Tri and Dong Anh

In general, investment and legal environment that Central and city authorities give to education is very convenient

2.2.1.3 Cultural and social environment

Vietnam has a high proportion of literate people (94%)° and the rate of students with university degrees is quite high compared to the limited GDP per capita

Hanoi is one of the cities with the highest population density in the most populated continent Asia It 1s clear that education and training 1s a basic factor determining the success or failure of each individual in fierce competition to get good jobs and high social status Market forces have shifted its focus of payroll and promotion based on qualifications to a new mechanism based on capacity/working results The new mechanism requires educational products of good quality in both

"content" and "form" People's intellectual standard is higher and higher, the general social concept of the Vietnamese and wide recognition of business community about high quality education of Western countries facilitate the integration and widespread popularization of foreign education products which are adjusted to be consistent with local conditions Income of Vietnamese households is growing sharply, helping

* Central Statistical Office 2008

to disappear, but at the same time bringing many new or more completed ones to the fore

Infrastructure of Vietnam has been developing quickly According to MPT, up

to April 2009, after 10 years using Internet, Vietnam has 4.5 million internet subscribers, 18.64/100 people using internet on average, which accounts for 19% of population, higher than the average level of ASEAN and the world Since Internet has pervaded every field of life, the demand in using IT is increasing, making IT education an increasing demand

As for the education business in particular, technology has been put to use more and more in order to enhance the education quality and education management However, the current technology application in schools has only reached the level in which range of computers, mostly with low quality, are bought with the thought that these are enough for students’ use Department of Education has also organized training courses for teachers but the efficiency is not high The fact has shown that some people, due to limited knowledge, haven’t had the right awareness of benefits from technology application, even raised objections by giving out some weaknesses Then after that trend, up till now, computer rooms in many schools are almost unused, or just used for some basic lessons

We can say that leader’s opinion and knowledge of IT are deciding factors If

IT is very important we must know how to apply IT, IT can generate amazing results in return Conversely, if we don’t know anything about IT and underestimate

it, an organization can not take advantage of IT

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In the future, whether one likes it or not, the capacity for IT application in

dependence on people If an enterprise makes the move ahead of others, putting IT

in to use as a basis for every activity, especially in building trademarks and increasing value in service/product, it will create a competitive advantage and have

more chances to succeed

2.2.1.5 International trade environment

Localization and globalization have been an indispensable trend that every enterprise, industry and government has to take into consideration In the education business, this trend is expressed very clearly through the fact that more and more foreign partners have an interest in the education market in Vietnam, they want to establish international schools with 100% foreign capital here or apply the education cooperation model in which Vietnam partner holds the major capital Besides, foreign schools/colleges also seek international students via organizations for study abroad or individuals who are studying abroad to take students to their countries or others A number of Vietnamese students studying abroad is more increasing This

is also a pressure and challenge to domestic schools/colleges

2.2.2 Environment Analysis of Education Sector

Education — a unique industry

Education is a unique business in comparison with other business fields Firstly, educators hold responsiblility for training and developing the most precious national source — the human resource Education levels from kindergartens, primary schools, secondary schools, high schools to colleges/universities are a public service provided by the government via state/public school system and this is included in the macro-concern of every nation Public schools have been playing the deciding role for decades Since 1992, semi-public, private schools have been established, existing concurrently and making a supplement for the public system Secondly, education products are human with values accumulated within and these values are

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Mastermind

shown in a whole process under various forms Thirdly, education 1s systematic, continuous and incremental Input of the next level is output of the previous ones and inherits results from the previous ones Every change in education needs to take this properly into consideration, if not it will become overlapped and conflicting Based on the above reasons, education 1s really unique and there will be no success without a true education “business”

Development Prospects for this business

Education has been a hot business in Vietnam recently, especially in Ha Noi where supply and demand in high quality education are differential Hence, together with the timely appearance of many organizations, enterprises, and schools as they are established even without much preparation, they target right into the citizen’s taste/demand

In the education system of Vietnam generally and Ha Noi in particularly, there exists concurrently such types of schools as: (1) International school (UNIS, HIS,

Bilingual Schools (HORISON, KINDERWORLD, Vietnam —Australia, Le Quy Don primary School, Dream House School, Ha Noi Academy School, International Vietnam School, Newton Grammar School, .); (3) Schools for gifted students including Hanoi-Amsterdam, Chu Van An, Foreign Languages Specializing High School, .; (4) System of high quality private schools with famous ones like Doan Thi Diem, Nguyen Sieu, Lomonoxop, Marie Curie, Ly Thai To, VIP, Luong The Vinh, .; and lastly (5) Public school system

The chart below represents the proportion of public schools and non public schools, based on the report from Ha Noi Department of Education and Training In September 2009

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Figure 2.1: COMPARISON BETWEEN THE NUMBER OF PUBLIC

SCHOOLS AND NON-PUBLIC SCHOOLS IN HA NOL?

© Total number of public schools in Hanoi Total number of non-public schools in Hanoi

According to the chart, there are 254 non-public schools in Ha Noi during 2009

kindergarten, primary schools, secondary schools and high schools In compliance with Law of Education and other decrees of Vietnam, the Ministry of Education and Training plans to limit the opening of public schools and to encourage the transformation from public into private This also means there will be an increasing number of non-public schools

We can see that the majority of people know which is necessary and best for their children’s development Even now, if making a decision without taking payment ability into consideration, many people think that the first type of schools (International School) is the best Understandably, because when there are many weaknesses in Vietnam’s education system, people will react and select schools outside the system But the second type will predominate soon

Foremost, this is time when parents have various opinions as well as orientations for their children Educational organizations and schools will have to

” Report from Hanoi Department of Education and Training in January 2010

Q2 i)

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bear an enormous pressure trom parents and society and competitive pressure from many new private ones The concept of business in education will be widely accepted and every activity of non-public sector will be controlled by the market rules

About 15 — 20 years ago, there was almost no competition among schools in education Children at studying age were sent to public schools according to the permanent living address or family registration The first private schools to operate were high schools which met the demand in part from students who failed in the entrance exam to 10" grade At that time, students in private schools were normally not as good as those from public schools The studying conditions were not as good, infrastructure for education was rented In general, there is a clear market segment However, in the last 10 years, when more and more private schools have been established, they have had favorable conditions to introduce new thought from foreign countries and added values so as to offer better care for children, improved English programs etc and the results are that some non-public schools have proved the preeminence of their products Now, parents have a choice and chances to select the best school for their children Apart from the school system, parents pay much attention to center training talents, skills, English, Sport clubs, enhancing the education experience

In terms of competitors in informatics and English language training as well as corporate training, in which the company has operated for 4 years, Mastermind pays attention to the following competitors with their strengths and weeknesses: (Table

2:3)

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TABLE 2.2: COMPETITORS IN ENGLISH TRAINING FIELD

—————¬

conferences on - High fee for many

study

Many bases for

selection

camp + Training cooperation with

at training primary and secondary children

few customized part

and demands)

- Non-uniform