Báo cáo được viết bằng tiếng Anh. Đây là bộ quản trị chiến lược toàn diện cho Trung Tâm dạy kĩ năng sống cho trẻ em. Báo cáo này bao trùm Tầm nhìn, sứ mệnh kinh doanh Đán giá các yếu tố bên trong, bên ngoài ảnh hưởng đến doanh nghiệp Chiến lược hoạt động kinh doanh Phân tích, thực hiện và đánh giá chiến lược
Trang 11 BRIFT INSTRUCTION OF LIFE SKILLS EDU CO., LTD
Life Skills Edu Limited Liability Company is established in the interest of bringing
children helpful knowledge, valuable living skills, improving interpersonal skills and fulfilling personality – one of significant factors in achieving success after in life of each person
With the desire to gain high prestige from result as well as to offer practical knowledge, skills corresponding to particular need Life Skills Edu always believe that life skills can not merely accomplished by learning lessons but experiencing lasting progress from targeting particular education need to selecting appropriate approaches and finality offering supports after course to ensure highest effective ness
Head-office location: Truong Dinh street, District 3, Ho Chi Minh City
Brand name: Life Skills Edu
1.3 Mission statement’s components analysis:
Customer: each individual of young generation
Product or services: in-class courses and out-of-class courses
Market: the south of Vietnam
Trang 2 Technology: proper teaching techniques
Philosophy: with care and strongest sense of responsibility
Self-concept: high valued-added (in-class courses and out-of-class courses)
Employees: strive to develop mutually rewarding relationships with its employees
Trang 32 EXTERNAL ENVIRONMENT
2.1 DEMOGRAPHIC
Ho Chi Minh City is the most densely populated city all over Vietnam According to Scientific journal of the Pedagogical University - Ho Chi Minh City published in 2011, population growth rate of Ho Chi Minh City is three times greater than average growth rate
of other countries In addition, Ho Chi Minh City has a low gender ratio of 95 male : 100 female
2.1.1 Population size
According to statistic in 2014, population in Ho Chi Minh City is 8.047 million people accounted for 8.79% of the total population of Vietnam From 1997 to 2014, Ho Chi Minh City saws a considerably stable population growth rate of over 65.85% Especially, the period from 1999 to 2009 recorded the highest growth rate in population of the 18-year period by 2,060,000 people added which means that 206,000 people added each year In this 10-year period, the average annual population growth rate reached 3.5% which is 1.35 times greater than that of the after period
Figure 2.1 Population scale of Ho Chi Minh City from 1997 to 2014
(Source: Statistical office in Ho Chi Minh City)
Trang 4The average population growth rate of Ho Chi Minh City (natural increase and migratory increase) of the later period is always higher than the former one and migratory increase always overcomes the other Migratory increase in population is resulted from different reasons, among which seeking a convenient place for working, studying and health care take the main one
Figure 2.2 Structure in population growth of Ho Chi Minh City
(Source: Statistical office in Ho Chi Minh City)
1989-1999 2001 2003 2005 2009 2010 2011 2012 2013 2014Migratory Increase 0.840% 2.250% 2.070% 1.990% 2.170% 2.350% 2.750% 1.890% 1.542% 1.630% Natural Increase 1.520% 1.300% 1.180% 1.150% 1.030% 1.110% 1.320% 0.960% 1.004% 1.057%
Trang 5District 3 38,514.43 38,514.43 38,514.43 38,403.00 38,394.00 District 4 43,737.56 43,737.56 43,737.56 43,842.00 43,788.00 District 5 40,203.04 40,203.04 40,203.04 40,785.00 41,034.00 District 6 35,135.74 35,135.74 35,135.74 35,254.00 5,035.00 District 7 7,039.51 7,039.51 7,039.51 7,700.00 7,453.00 District 8 21,558.92 21,558.92 21,558.92 21,844.00 21,978.00 District 9 2,164.20 2,164.20 2,164.20 2,311.00 2,360.00 District 10 44,161.87 40,398.25 40,398.25 40,638.00 40,942.00 District 11 5,817.07 44,574.90 44,574.90 45,241.00 45,582.00 District 12 5,817.07 7,325.37 7,687.65 8,092.00 8,559.00
Go Vap 23,725.28 26,313.48 26,584.60 27,768.00 28,423.00 Tan Binh 17,662.24 18,348.21 18,862.11 19,233.00 19,229.00 Tan Phu 23,195.45 24,116.31 24,781.44 35,400.00 26,104.00 Binh Thanh 20,968.21 21,878.90 21,878.90 22,642.00 23,109.00 Phu Nhuan 36,077.05 35,877.87 35,791.19 35,897.00 35,990.00 Thu Duc 7,448.43 8,589.26 9,266.98 9,546.00 9,936.00 Binh Tan 8,062.52 10,608.85 11,150.14 11,473.00 11,778.00
Rural
districts 6,219.56 6,174.64 6,732.46 7,008.39 7,196.12
Hoc Mon 2,493.63 3,112.58 3,215.11 3,285.00 3,326.00 Binh
Chanh 2,493.63 1,273.11 1,607.93 1,770.00 1,841.00 Nha Be 456.82 915.25 1,010.51 1,034.00 1,095.00
Trang 6from 20 to 50 years old That results in a relative decrease in share of the group under 19 years old Similarly, the pointed top of the age pyramid does not mean that Ho Chi Minh city’s inhabitants have short life span but point out that the number of over-60-year-old migrators is very small in comparison with the amount of younger one Furthermore, age structure of residents of Ho Chi Minh City is different from most of residents of other regions as the age group between 20 and 24 years old takes up the largest part of the total population
Moreover, the age pyramid also reveals that Ho Chi Minh City’s population has a low child dependence ratio of about 25.3%, which ranked second lowest place in 5 cities having lowest child dependence ratio all over Vietnam
Figure 2.3 Age structure of Ho Chi Minh City’s population in 2009
(Source: Report on “Age - Gender structure and Marriage status of Vietnamese population”, 2009)
2.2 ECONOMY
Ho Chi Minh city is the economic center of Vietnam During the first 6 months of
2015, Gross domestic product (GDP) of Ho Chi Minh City in 2014 reaches 417.064 billion
Trang 7VND, increase 8.55% in comparison with the same period last year This increase breaks the record in the past three years
2.2.1 Gross domestic product
Figure 2.4 GDP of Ho Chi Minh City from 2001 to 2011
(Source: Statistical office in Ho Chi Minh City)
2.2.2 Average income and expenditure
Steady increase living standard of Ho Chi Minh City inhabitants proved by annual income in 2014 reaches 5.131 USD which is 2 times greater than that of the whole country
In fact, from January of 2015, the minimum salary level increases all over regions of Vietnam Specifically, the minimum salary of the first region including Ho Chi Minh City is 3.100.000 VND per month, which is 400.000 VND higher than that of 2014 And this level
Trang 8(Source: Statistical office in Ho Chi Minh City)
Figure 2.6 Monthly average expenditure per capita in Ho Chi Minh City
(Source: Statistical office in Ho Chi Minh City)
The figure 2.6, points out that food, transportation, equipment and education
respectively are the four costliest purposes for which people pay each month Despite the
Health care transportation Education Entertainment Others
Trang 9fact that the first 3 kinds of expenses reduce from 2002 to 2010, education expense costs more and more over the period
2.3 LAW
2.3.1 TAXATION LAW
2.3.1.1 Corporation income tax
The current corporation income tax is 22% but would be 20% after the 1st January of
2016 due to the decree 218/2013/NĐ-CP
2.3.1.2 Individual income tax
Concerning individual income tax, one earning less than 100 million VND per year is free from the individual income tax However, for the other ones, the income tax is applied
2.3.1.3 Excise (license tax)
Table 2.3 Annual excise
Excise Registered capital (billion Annual excise
Trang 102.3.1.4 Value added tax (VAT)
Corresponding to the business of Life Skills Edu, the applied VAT is 10%
2.3.2 LAW ON PROTECTION, CARE AND EDUCATION OF CHILDREN
As the direct customer of Life Skills Edu is children, this law is vital to the business
of the company After 8 years from the launch of first version, law on protection, care and education of children reveals many restrictions Meanwhile, modern life has created many problems related to children, such as violence, abuse, exploitation of children Because of this fact, the amendment version of the Law is now under consideration
According to the amendment law, there are 5 high light points should be noticed
First, the maximum age children increase from 16 to 18 years old
Second, specifying the responsibilities, powers of state bodies, social organizations related to children
Third, strengthening supervision responsibilities, supervision functions of the member organizations of the Vietnam Fatherland Front, the bodies of the National Assembly on the implementation of laws and programs relating to children
Fourth, provisions protecting children clearly, specifically, including child protection services
Thursday, providing details of the children's right to participation, as children are consulted, children are involved in decision making process of government at all levels
on policies involving children
Trang 112.4 SOCIAL
In the modern life there are many social problems concerning children which would hold back the development of the entire Vietnam social if there is no actions to fix them The typical problems are: moral degeneration, online game and internet abuse, obesity, dependence
2.4.1 Internet addiction
Vietnam is one of countries that have high proportion Internet using population (about 50%), concentrating in almost the young According to NetCitizens Vietnam, the average Internet using age in Vietnam is 29 years old, much lower than the average age of the whole world 36 years old
Due to National Investigation on the Vietnamese adolescent and youth in 2013, percentage of young people using the Internet reached 73%, including 50.2% of urban youth Over 60% of young people access to chat and online gaming Among them, a youth division who are so engrossed with the Internet, games should lead to addiction According to scientists, Internet addiction bears no difference from drug addiction as users always manage
to online at all cost to immersed in the virtual world
The research “behavioral manifestations of online game addiction in students studying
in some high school in Ho Chi Minh City" in 2014 conducted on 420 students at four high schools in the inner city Initial results showed that 6.89% of sampled students are supposed
to be online game addiction, while the mild addiction proportion accounted for 5.2%
The online game, Internet addiction put a severe influence on health Addicts are easy
to get sleeping disorder or get brain, spine hurt, poor eyesight, memory impairment life- threatening Moreover, because of engrossing with online games, addicts are hard to concentrated on work and learning, which leads to bad results, even dismissal from school Game addiction makes people fall into the virtual life, isolated from reality and family Besides, the addicts also lead to social evils such as theft, robbery In 2014, society was shock at the murder and robbery in Thai Nguyen by 2 perpetrators who were both under 13
Trang 12years old Both were game addicts, needing money to continue playing In Nghe An, the grandson killed for Uncle bride
2.4.2 The phenomenon of youth suicide in Vietnam in recent years
According to the Trung Vuong Emergency Hospital, Ho Chi Minh City, within one year (from May 5/2007 - 5/2008), this hospital received 310 cases of suicides under 16 years old, including 4 deaths At Children's Hospital 1, Ho Chi Minh City within a month had to rescue the four young suicide cases by herbicides The statistics of Children's Hospital 2, Ho Chi Minh City also showed that there are 47 cases of child suicide in 2008 These figures have been sounding the alarm about adolescent suicides It can be seen, the phenomenon of youth suicide and suicidal students in Vietnam has been very complex place
According to the Center for psychological crisis prevention (PCP), in Vietnam, youth age from 15 - 24 years old group has the highest suicide attempts, in which the percentage of female is as twice as male National surveys of adolescents and young people in Vietnam (2010) to more than 10,000 people in this age group showed that 4.1% of people think about suicide, 25% sought to end life
Three physiological factors - psychological - social simultaneously pushed many young people into the unsteady in emotion, the impasse in thinking and in action outbreaks The reasons such as failing in exam, scolding from teachers and parents, lovesick… are things that they can completely overcome by themselves However, no one teaches them skills to cope with everyday life stresses like that at all When they decided to go to the end
of his life, the fault is not completed in the children, but mainly because we have taught them incomplete
The current efficient key to solve this problem is attending in life skill courses which give the youth knowledge, necessary skills, strengthen their mind and help them to overcome daily life issues
2.4.3 Moral degradation
Trang 13Ethics youth tends to go down, state law violations and psychological depression in the children is worse This issue was pointed out at the seminar on "Violations of law and morality in students - problems and solutions" by the Hanoi Youth Union held on 30/11
Survey results also showed that four traits and negative lifestyle trends of young people in Vietnam today is:
Self-indulgence
Violent behavior, law violations
Selfishness, indifference, apathy, lack of responsibility and enthusiasm of youth
Superficial life, aping the "fashionable" trend, gross affect by civilization and foreign culture
From 2008 to 2011, in Ho Chi Minh City, 968 school age cases violated the criminal law Particularly, in 2011, the number of law violation young case was fought to be higher than previous years by 110 cases Not only increased in number, severity of cases also increased If before the 2000s, school age students often not intentionally injure a major threat when doing robbery or disturbing public order However, the nature of law violation cases has changed recent years: more dangerous, more diverse and complex
Specially, there is a youth division who participate in gangs and dens of criminals guilty of using violence with aggressive hooligan; very serious consequences
Besides, the state of cohabitation and sex before marriage is increasing The young people have premarital relations because of not only influence of Western culture but also too easygoing lifestyle, losing good Asian traditions Particularly, in Ho Chi Minh city, each year there are over 100,000 births but also the equivalent number of induced abortions Severely, 5% of those births given by girls under 18 years old and 15% of those have children before the age of 20
2.5 PORTER 5 FORECES
Threat of new entrants: High – Threat
Bargaining power of suppliers: Moderate to Low pressure – opportunity
Trang 14 Bargaining power of buyers: Moderate to high pressure – Threat
Threat of substitute products: High pressure – Threat
Rivalry among existing competitors: High pressure – Threat
2.5.1 Threat of new entrants
In fact, the service industry in Ho Chi Minh City particularly develops with fastest speed comparing to all other cities of Vietnam and the business of training and teaching life skills is not an exception In the current situation, when the average income is getting higher
by year, the concern about children education is deeper, the moral degradation is severe, the dependence on technology of the youth is worse parents are very interest in life skills courses for their children
Moreover, to do this kind of business, there is no need for a huge capital, usually, a facility located in district 3, with 5 rooms equipped with air conditioners, projectors, TV, and salary for employees need less than 500 million VND
On the other hand, those who are already have certificate of quality management systems (ISO 9001), license of the Education and Training Department having more chances to enter the market
2.5.2 Bargaining power of suppliers
Cooperating directly with good suppliers is one of the most decisive factors of firm’s success However, the suppliers in education field of business are variety because the nature of education is not targeting to product but to human, which means that we only need normal equipment and other supported tools That is the reason why suppliers in education business have less power of bargaining
2.5.3 Bargaining power of buyers
In fact, our buyers are parents When it comes to their children education, they are willing to pay even a high price in order to help their child better Furthermore, our course’s fee is acceptable to household having relatively good income
Trang 152.5.4 Threat of substitute products
As learning life skills is a lasting process interacting with community, many parents choose to enroll their children in sport clubs, music or art clubs or even foreign language centers Some think school environment is good enough for children develop and fulfil their interpersonal skills In fact, each district has a youth culture house in which many clubs are operated
Figure 2.7 Statistic of sport establishment managed by Ho Chi Minh city’s authority and individual
(Source: Statistical office in Ho Chi Minh City, statistical Yearbook 2011, page 315)
3 EFE MAXTRIX FOR LIFE SKILLS EDU
Table 3.1 EFE matrix
score OPPORTUNITIES
1 The population scale of Ho chi Minh City steadily
larger by year, from 1997 – 20014, population growth
Trang 162 The population density in district 3 (headquarter
location), increase considerably 38,394.00
2 0.11
3 Gross domestic product (GDP) of Ho chi minh City in
2014 reaches 417.064 billion VND, increase 8.55%
2.50%
2 0.05
4 Average monthly income in 2010 in urban are
increases 193% compared with 2002
6.15%
3 0.18
5 Average monthly expense in Education in 2010 in
urban are increases 45.1% compared with 2002
7.20%
3 0.22
6 The corporation income tax would be 20% after the 1st
January of 2016 due to the decree 218/2013/NĐ-CP
3.00%
2 0.06
7 Game and internet addiction: Research on 420 high
school students in HCM in 2014 showed that: 6.89%
online game addiction, 5.2% mild addiction
12.80%
4 0.51
8 The phenomenon of youth suicide gets worse Over
10,000 people aging from 15 -24, 4.1% of people think
about suicide, 25% sought to end life
12.25%
4 0.49
9 Moral degradation:
from 2008 to 2011, 968 school age cases violated
the criminal law Number of cases of 2011 greater
than 2010 by 110 cases
2012, 5% of 100,000 births given by girls under 18
years old and 15% of those have children before the
age of 20
10.61% 4 0.42
THREATS
1 Ho Chi Minh City’s population has a low child
dependence ratio of about 25.3% 2.32% 2 0.05
2 The minimum salary of the first region including Ho
Chi Minh City in 2015 is 3.100.000 VND per month,
which is 400.000 VND higher than that of 2014
1.58% 2 0.03
Trang 173 High threat of new entrant as the required capital is
4 High threat of substitute product: 21 Culture Youth
houses having 220 all kinds of clubs, over 121 football
field, over 83 Swimming pools, over 272 training
houses (2011)
11.26% 4 0.45
5 Strong competitors:
- TGM Corporation: has trained 125.000 students
and has 1.000.000 fans
- The southern center Youth: large capital,
facilities, long history (19 years)
The total weight score is 3.51, much larger than the average score 2.5 and near the maximum score 4.0 This total weight indicates that the Life Skills Edu is in its overall
external opportunities In the other word, the current strategy of Life Skills Edu
effectively responds to opportunities as well as threats
4 INTERNAL ENVIRONMENT ANALYSIS
4.1 Resources
Table 4.1 Tangible resources
Financial resources Equity: 250 million VND
Trang 18Working capital: 600 million VND Organizational resources Clear and logical procedures
Physical resources Office
Product
(Course)
Diversify Flexible Theory and practice Reasonable price
Table 4.2 Intangible resources
Human resources Manager experienced in field of training
and education
10 people have MSc Psychology degree, other appropriate professional
Certificates Good knowledge on Life Skills Edu Rich life experience
Proactive and creativitve Good communicate Innovation resources Personal growth is the main force
Always innovate teaching method and technique
People are kind and cooperate
4.2 Core competencies
The core competency of Life Skill Edu is the exuberant content of each course If TGM Corporation is famous for their two persuasive speakers whose speeches can reach listeners’ hearts or the southern center Youth has good facilities which allow students to experience a
Trang 19true military life, Life Skills Edu makes a difference by combining in-class teaching and of-class teaching In class, students would learn about theory, phenomenon and tell their own stories After that, they will have chance to verify what teachers/speakers in practical activities such as: charity, team building activity… By that ways, the result would be engraved in each student’s mind Moreover, with this teaching style, children have chance to have their own experience by their own way
out-Moreover, we offer service after course, which means that children who used to our students would have psychological counseling in case they have problems
Furthermore, thanks to the fact that Life Skills Edu located near Tao Dan park, we can take this point as an advantage when we holding outside activities
4.3 Threats
The fact that Life Skill Edu is a new comers, has not well known in Ho Chi Minh City will made the company experience tough financial challenges in the initial stage Not to mention that children education is a delicate topic, that is why parents always focus the reputation and good recommends Moreover, almost children participating Life Skill Edu’s courses are motivated by most of their parents’ wishes not by their own will That will put a certain pressure on children, or even force them to learn In addition, if students often suffer disagreement atmosphere at home or stress at school, the courses cannot guarantee expected results Thus, to achieve the best result, there is an urge need for cooperation between school, family and Life Skills Edu
Moreover, because Life Skills Edu has outside class, the safety assurance for children is a vital problem
4.4 Internal matrix environment
Trang 20Table 4.3 IFE matrix
STRENGTHS
1 Provide a great working environment:
Personal growth is one of main concerns 8.60% 3 0.258
2 Combine in-class and out-class teaching 13.33% 4 0.533
3 Exuberant content of each course, including
charity and team building activities 9.29% 3 0.279
4 Located near Tao Dan park 7.30% 3 0.219
5 Offering after course service such as
psychological counseling 14.73% 4 0.589
6 10 people have MSc Psychology degree,
other appropriate professional 9.45% 3 0.284
7 Experienced and creativity employees 11.25% 4 0.450
WEAKNESSES
1 Life Skills Edu is establish in 2015 and is
2 The teaching method is not perfect 2.50% 1 0.025
3 Have to cooperate with family and school in
order to give students best results 7.70% 2 0.154
4 The safety assurance for children when
attending outside activities is the major
concern of parents
3.50% 1 0.035
CONCLUSION ON INTERNAL MATRIX:
According to the internal matrix analysis, major strength of Life Skills Edu comes from the interesting, unique content of course, especially the combination life skills learning and
Trang 21charity, team building activities Moreover, other main force of the company’s strength is its experience and qualified employees
On the other hand, the most considerable weak point of Life Skills Edu is its short history which results in less standing ground for the company
The overall external matrix weight score is 3.073, which is larger than the average score 2.5 This result points out that despite Life Skills Edu’s obstacles the strategy of the company corresponds effectively to strengths as well as weakness
Product:
Workshops
Course for students (from 12 – 18 years old)
Course for adult
Course for corporation or company
Course length: under 30 hours
Course fee: high; from 150.000 - 900.000 VND/ hours
Location: no 268 To Hien Thanh street, District 10, Ho Chi Minh City
Marketing channel:
Home website
Social networks
Trang 22Clips on Youtube
Direct speeches in schools and universities
5.1.2 The southern center Youth
Established April 10, 1996 with functional organization of training on professional skills, tutorial content, methods, operational model for staff delegation - Society - Team, open training courses on foreign languages, information and training documents , organize the activities of living, recreation, learning and training for those teenagers, advise the Secretariat of the Central Union of the solution, working model of practical work union movement and youth sector organizations serving conferences, seminars, and projects of the Commission, units of the Central Union agencies, ministries, sectors and provinces Using this function, so far the Centre has gradually developed many effective programs, accordingly, attracted young people to participate, contribute to the diversity of activities at Center
Location:
Headquaters: No 01, No 3 street, Binh Tan District, Ho Chi Minh City
218 Nguyen Dinh Chieu Street, District 3, Ho Chi Minh City
Facility: area of nearly 02 ha property including building blocks: block vocational - training with 30 classrooms, meeting rooms, substandard; Blocks preschool education with international standards, 01 multifunctional hall (parquet) capacity of 1,000 seats, with 01 systems yard grass football pitch Natural grass football pitch 02 artificial pitch system volleyball, badminton, tennis and guest houses 63 well-appointed rooms and luxurious; cafeteria area accommodating over 250 guests The entire system is designed
in a spacious campus in conjunction with lawns, gardens and trees made animated nature landscapes, friendly and approachable
Product: Life skills summer training sourse “Army semester”
Target customer: Children from 10 to 18 years old
Content of course: Practical knowledge, life skills such as: the will of discipline, overcome difficulties capacity, the spirit of teamwork, survival skills and coping with
Trang 23emergency situations; community communication skills In addition, the program also helps them to forge perfect life personality pretty useful life through construction activities loving family, sharing, responsibility and sense of self-worth, value life
Corse duration: 15 days
Course fee: acceptable (3.800.000/student)
Marketing channels:
Home website
Multimedia channels: Newspaper, Tivi (VTV3, VTV2, HTV7), Internet
5.2 Competitive profile matrix
Table 5.1 Competitive profile matrix (CPM)
No Critical success factors Weight
The southern center Youth
TGM Coperation
Youth culture houses
Rating Score Rating Score Rating Score Marketing & Market share
Trang 24The Youth culture house, though is not as strong as the other, have relatively high price competitive capacity
After considerate the CPM results, there are some must – to – do things that Life Skills Edu should do to compete with or even take over those two rivals:
Accomplishing the least successful factors of rivals:
Increasing the number of marketing channels Improving the operation & management Offering the large space
Positioning itself by excellent quality of courses
Making the most of the core advantage: combining in-class teaching and of-class teaching
Trang 25out-6 STRATEGY ANALYSIS
6.1 The choice of strategy analysis tool
The Life Skills Edu uses SWOT theory to find out the most suitable strategies for stable development
The reasons of this choice are:
1 Life Skils Edu should not apply the BCG theory: as a start-up company, the
company recently, it does not have certain market share or market growth also While, BCG matrix mostly takes into account those two strategic parameters Moreover, using BCG means that the company has been operating for long enough to have learned how to be profitable, and will be enjoying scale economies that gives an advantage
2 SPACE matrix, Grand strategy matrix both are not suitable for a start-up
company
3 SWOT analysis is a useful technique for a new comer: understanding strengths
and weaknesses, and for identifying both the opportunities open to the company and the threats it faces SWOT affords the company the best chance to totally evaluate the effects that internal and external environment put on Life Skills Edu’s business
6.2 SWOT MATRIX
HUMAN RESOURCES
1 10 teachers have MSc Psychology degree, other appropriate professional
2 All teachers and office
workers are at least 1 year
NEW COMER
1 Start-up company, have no
market share and loyal customers
2 The first 2 years must
suffer budget deficit
Trang 26experience in relative position
RELATIONSHIP
3 Good relationship with partners: international kinder-gardens, schools and charity organizations
PRODUCT
4 Course fee is 95.000 VND/hour, cheaper than
520.000/hour)
FACILITIES
5 New and modern facilities
and attractive external appearance
6 Having website, fanpage on
SERVICE
7 Good customer service
3 Curriculum and content of
course are not perfected
FACILITIES
4 Limited parking space
of Vo Van Tan Street and Truong Dinh street; and at Tao Dan park
2 (S3, O4) Grant 15 scholarships of full course and 2 hours learning free
3 (S1, O7, O8) 100 chances
of free psychology
1 (W1, O1, O2) conducting large Grand opening, holding press conference
Trang 274 6.86% of 420 secondary
students is Game addiction
5 Moral degradation and
phenomenon of youth
suicide gets worse
LOCATION
6 Heavy flow of traffic
through Truong Dinh street
7 Tao Dan park is 300m from
1 HCM has low child
dependence ratio of about
25.3%
LOCATION
2 An agent of the Southern
Youth Center is 1km from
the school
PRODUCT
3 The appropriate safety
assurance for students in
outdoor class
4 Have to cooperate with
family and school in order
to reach the highest result
1 (S1, T4) advising parents
how to deal with changes
in psychology and behavior
of children
2 (S3,T1) Grant 5 sponsorships for cultural events and sport activities
3 (S7,T5,T6) Uploading advertising clips on website, YouTube, fan page on Facebook Paying money to Google to be the
on the 1st page of searching results
1 (W4,T3) Hiring 2
part-time workers being in charge of safety assurance for students in out-door class
Trang 285 High threat of substitute
products (21 Culture
Youth houses having 220
all kinds of clubs)
MARKETING
6 Advertising and PR
activities are costly
6.3 QUANTIATIVE STRATEGIC PLANNING MATRIX (QSPM)
AS: attractive score
TAS: total attractive score
Strategic Alternatives
Granting scholarships of full course, 2 hours learning free, free advising for parents
Enhancing marketing and PR activities, via: Website,
Facebook, YouTube, Sponsorships
Weight AS TAS AS TAS KEY EXTERNAL FACTORS 1.00
1 Population of district 3 equals 8.7% of total Urban
2 Heavy flow of traffic through Truong Dinh Street 0.09 - -
3 Average monthly income in 2010:2002 in urban go
Trang 297 6.86% of 420 secondary students is Game
8 Moral degradation and phenomenon of youth
1 HCM has low child dependence ratio of about
2 An agent of the Southern Youth Center is 1km
3 The appropriate safety assurance for students in
4 Have to cooperate with family and school in order
5 High threat of substitute products (21 Culture
Youth houses having 220 all kinds of clubs) 0.08 3 0.35 1 0.12
6 Advertising and PR activities are costly 0.12
KEY INTERNAL FACTORS 1.00
1 10 teachers have MSc Psychology degree, other
2 All teachers and office workers are at least 1 year
3 Good relationship with partners: international
kinder-gardens, schools and charity organizations 0.11 - -
4 Course fee is 95.000 VND/hour, cheaper than
5 New and modern facilities and attractive external
1 Start-up company, have no market share and loyal
Trang 302 The ratio of total debt to equity is quite high
3 The first 2 years must suffer budget deficit 0.06 4 0.33 1 0.08
4 Curriculum and content of course are not perfected 0.08
Conclusion on QSPM:
The strategy 1(Granting scholarships of full course, 2 hours learning free, free advising
for parents) has higher TAS than that of the strategy 2 (Enhancing marketing and PR
activities, via: Website, Facebook, YouTube, Sponsorships) (4.21 > 3.68),o that, Life Skill Edu should invest more in the strategy 1 than the strategy 2
However, basing on the fact that the total TAS of strategy 2 (3.68) is relatively high, the company should not completely reject the strategy 2 but to appropriately combine the two strategies together
7 IMPLEMENTING STRATEGIES: MANAGEMENT & OPERATIONS ISSUES
7.1 PROCESS OF IMPLEMENTING STRATGIES
7.1.1 Process of building content of course
The content of life skill course is mainly built by the Academic department and is contributed by the board of manager and the whole employees
The content is based on the professional ideas and the practical testing The testing classes are held in charity schools and in cooperation with the youth culture centers
This process is used regularly to keep up with the changes of children’s psychology resulting from changes in social life