presentation group 7
TRANSCRIPT
Marketing
Emily - Kris - Gemini - Jerry - Julie Group 7
Center for international
education
Content
Macro, M
icro
Environment
Market Segmentation
Target Market
Center For International Education
Micro environment
CustomersStudents and parents : decide the profit and built the reputation
EmployeesLecturers and employees : Contribute to
enhance the quality of center for international education
Competitors
Create the competition and promote the development of center for international education
MediaBroadcast brand through website, magazines and television or leaflets.
SuppliersChairs, tables, equipments and computers
Shareholders
P
E
olitical
S
conomic
T
ocial
echnologycal
L egal
E nvironmental
Pestel analysis
POLICTICAL FACTORS
Stable and not threaten by terrorist attacks or warsPolicies for foreign lecturersPromulgates the social welfare policies.
POLICTICAL FACTORS
Taxation policy: - Sunderland is applied at the rate of ....%- Keuka is applied at the rate of ....%
ECONOMIC ENVIRONMENTGDP
ECONOMIC ENVIRONMENT
Unemployment rate- The low unemployment rates in the world.- The number of jobs increased 1.7%
international department student rate
ECONOMIC ENVIRONMENT
SOCIAL FACTORSEconomic integrationVietnam education focus more on theoryTuition fee in international is highLevel of education : graduated high school
TECHNOLOGY FACTORS
Center for international education have modern equipments is broadcasted through social network
LEGAL FACTORSObey competitive, employment and safe employment law.Accepted by the Department of Education and Training
ENVIRONMENT FACTORSVietnam promulgates environmental protection lawOrganizing activities to protect environment : collect rubbish at the beaches clean streets.
Setmenting consmer markets
Geographic segmentation
Da Nang
Geographic segmentation
Located in the centre of Vietnam.One of the fourth largest city in VietnamTropical monsoon climate
Geographic segmentation
Convenient transport
A lot of foreign tourists
Demographic segmentationAGE : over 18 Income : high income families
Unemployment rate in Danang: 4.9 % (2010) and tends to decrease
Demographic Segmentation
Students0
20
40
60
80
100
55.970.4
81.388.9 94.3
Students come to Danang for studying
1997 2000 2005 2007 2008
1000
peo
ple
Demographic segmentation
Full nest I + IIFull nest III
Empty nest I +II
Solitary survivor I + II
Bacherlorhood Newly married
Psychographic Segmentation
Social class : middle and high classLife style : Study in international education Dynamic, Enthusiastic Love challenging Want to change their life
Behavioral segmentationLoyalty status : some families send both
their children study here
Occasions : after graduate high school
Behavioral segmentationBenefit segmentation:
International diploma in business
Behavioral segmentation
Benefit segmentation: Practical activities
Behavioral segmentation
Benefit segmentation: English in all lesson
Behavioral segmentationBenefit segmentation: Many choices of studying in foreign countries
Target Marketing
Segment size : small size Segment structural attractiveness
Level of competition : low Substitute products : high Power of buyers : high Powerful suppliers : low
Company objectives and resourcesCompetitive advantage : motivate to develop and improve Availability of resources : modern facility and professional lecturersConsistent with company objectives : provide best training and education program.
middle and high class want to study in international
education after graduate high school
Concentrated (niche) marketing.
Socially Responsible Target Marketing
The marketing :Show the real status of the centre.Follow the law and the culture in Viet Nam.
Socially Responsible Target MarketingOrganizing the charity activities