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