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