DSpace at VNU: Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi

Among 6.9 billion population of the world, English is used as day to day communication in which: 400 million native speakers, 700 million non-native speakers, 1 billion people who are s

Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi

Trần Thùy Linh

Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05

Người hướng dẫn:

Năm bảo vệ: 2011

Abstract Among 6.9 billion population of the world, English is used as day to day

communication in which: 400 million native speakers, 700 million non-native speakers, 1 billion people who are studying English in the world today Over US \1 5 billion was spent in the English Language Training industry year 2007 (lessons, books, exams, etc) 80% of all of the information stored in the world‟s computers is

in English Over 50% of the world‟s scientific journals [reports, books, etc] are in English 80% of the English used today is between non-native English speakers These facts and figures showed the importance and development of English Language Training industry English has become a most popular and an international language It is used over the world and is an official language in most of important organizations as the United Nation, World Trade Organization, International Monetary Bank, World Bank…Vietnam joined WTO and is member of others organizations so English has become more important than ever In the era of culture and trade exchange, consumer behaviour of people changed a lot In learning English, people changed from Vietnamese teacher to native teacher The method of studying has changed from reading and writing to practicing speaking and listening The reason is that English is not only used in documents andacademic studying but also in daily using The companies have to understand the trend and consumer buying process to deliver the suitable marketing strategy Customer should be the starting point of every marketing strategy ILA is a famous brand name in Hochiminh City about quality English Language trainer There were more than 30,000 people studied at ILA each year in nation wide There were 8 branches in Hochiminh City, one in Vungtau, one in Danang and one in Hanoi Even the company used same marketing strategy that was successful in Hochiminh city; ILA Vietnam in Hanoi still had negative profit since it grand opening in 2007 The company did not understand customers‟ demands in Hanoi then applied unsuitable marketing mix In order to gain the market share development, ILA has to change a more suitable marketing mix for ILA Hanoi The thesis would like to analyze the problems of applying unsutable marketing mix in Hanoi and recommend some marketing solutions to improve company‟s market share Due to limitation of

ability, the solutions may concentrate on Marketing activities and strategies

Keywords Tiếp thị; Thị phần; Quản trị kinh doanh

Content

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

ABSTRACT ii

TÓM TẮT iv

TABLE OF CONTENTS vi

LIST OF FIGURE viii

LIST OF TABLE ix

INTRODUCTION 1

1 Research Problem 1

2 Objective and aim of thesis 1

3 Scope and scale of thesis 2

4 Methodology 2

5 Data resources 2

CHAPTER 1: LITERATURE REVIEW 4

1.1 Market share 4

1.1.1 Definition 4

1.1.2 Ways to increase market share 5

1.2 Consumer decision making process 6

1.2.1 Information search 6

1.2.2 Source of information 8

1.2.3 Information search on the Internet 9

1.3 Customer Value, Satisfaction, and Loyalty 13

1.3.1 Customer Value 14

1.3.2 Total Customer Satisfaction 17

1.3.2.1 Customer expectation 18

1.3.2.2 Measuring Satisfaction 18

1.4 Marketing mix 19

1.4.1 The product 19

1.4.2 Promotion mix 27

1.4.2.1 Advertising 28

1.4.2.2 Sales promotion 31

1.4.2.3 Public relation 33

1.4.3Place 34

1.4.4Price 39

CHAPTER 2: THE CASE OF ILA VIETNAM IN HANOI 41

2.1 Introduction 41

2.2 Business analysis 44

2.2.1 Analysis of visitor and sources of information channel 44

2.2.3 Product analysis and comparison 47

2.2.3 New sales analysis 55

2.2.4 Re-enrolment and customers’ loyalty analysis 57

2.2.5 Promotion mix analysis 58

2.2.6 Place 63

CHAPTER 3: CONCLUSION AND RECOMMENDATIONS 67

3.1 Conclusion 67

3.2 Recommendations 69

3.2.1 The information search on the Internet 69

3.2.2 Building Customer Value, Satisfaction, and Loyalty 70

3.2.3 Marketing mix 73

3.3 Product 73

3.4 Promotion mix 77

3.5 Place 81

REFERENCES 83

Appendix 85

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Vietnam Economic Times, 1, 2, 3, 4, 5, 6- 2010