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Pasal Marketing Plan

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Autor:   •  October 10, 2017  •  Business Plan  •  1,503 Words (7 Pages)  •  11 Views

Page 1 of 7

Marketing plan

  1. Business Mission statement
  • Become one of the best choice for study communication English
  •  We intend to achieve profitability and sustain an attractive rate of return (20% or more annually)

  1. Situation analysis
  1. Competitive analysis

High competition

  • More than 80 competitor
  • 5 new competitors in a year
  • Competitors: EFC, KOS English center, New Light, Langmaster, …
  • Langmaster is the biggest competitor
  1. SWOT analysis
  • Strength:
  • Unique method:

100% our method is based on the exclusive Effortless English materials researched and presented by Dr. AJ Hoge and Pasal's lectures.

  • Low price: Our Price is just 200.000 VND each teaching period
  • High quanlity

The product is certified reliable products, perfect service, brand information of 2016 by the Intellectual Property Department.

We create a comfortable atmosphere for students to learn the language in the best way.

Pasal has enthusiastic and experienced teachers’ team, all of them got TESO International Training Certificate, and Effortless English Training Certificate issued by LLC

Modern facilities, studying conditions was licensed by the Department of Education and Training.

  • Manage the learning process of students with advanced and intelligent system: Student Performance Management (SPM)
  • Weakness:
  • Pasal have been introduced into VN since 2 years ago, so it is not well known to Vietnamese. Moreover, Pasal just focus on university students, its mean our target customers is limited. Nowadays, in Vietnam there are many English center which teach not only communication English but also teach other kind of English for many kind of customer (for example: Langmaster, Apollo, Topica,…). Therefore, we need to face with the THREATs is Crowded and highly competitive market and how to attract more customers in this demand market because we is new one and Vietnamese often prefer famous Eng center more than the new
  • Oportunities:
  • VN is opening up to foreign investment
  • Market for teenage is large in this time
  1.  Customer analysis
  1. Segmentation Dimensions

The most pertinent segmentation dimensions for our market is demographics (age).

There are 4 main group:

        Secondary- school students

        High-school students

        University students

        University graduates

  1. Target Market Briefly

(see Section 4.1)

  1. Objectives

  • Increase sales:2 billions VND in this finacial year
  • Build brand awareness, become more popular in Ha Noi and HCM City
  • Launch new products and services
  • Target new customers 
  • Enhance customer relationships
  • Improve internal communications
  • Increase profit

  1. Marketing stratergy
  1. Market Segmentation Strategy

Secondary school student

High school student

University student

University graduates

6-8 Grade

9 Grade

10-11 Grade

12 Grade

In 2016-2017, some universities have announced students which got Ielts or TOELF degree, for example: National economy, University of Technical Education of Ho Chi Minh City,…. Therefore many students shift from studying and trying pass university entrance examination to getting ielts or TOELF.

→ this mean secondary school students and high school student is potential market

This is still the group that is most focused because university students have more time to study than face future job search in the current economic integration era, they understand the importance of studying English and some groups at the schools also require the output of English certificates

Do not have enough time

This group have more time to study, depend on parent and parents always want to give their children the best possible direction so it is possible through their parents to reach the source of this customer

This group have to prepare for high school entrance exam → no much time

This group have time to study Eng and they are also close to the college entrance examination

his group is close to college entrance exams so it is difficult to access because they do not dare to change the way they learn to enter university and also not enough time to choose to focus on many learning options.

Potential

Not potential

Potential

Not potential

The most potential

No potential

According to Market Segmentation Strategy we choose Target market strategy is Differentiated Marketing

4.

  1. Market Mix
  1. Production

Pasal offers three main learning packages: match, torch, and cauldron, with the goal of helping students find passion, love learning English, and then communicate confidently in English at work and in life.

Course

Target customers

Match

Have not found the correct learning methods

Lack of confidence, discouragement and loss of motivation when learning English

Want to pronounce standard, improve listening comprehension

Help customers remember 100-150 new word and sentence structures which often see in communication

Improve the listening skill.

Standardize pronoun following International Phonetic Alphabet (IPA)

Torch

Good pronunciation of basic English vocabulary.

Customers are not confident and fluent in English

Not reflect and still have to think Vietnamese in mind when replying

Develop the listening- understanding –reflexing skills

Get used to body langue, emotions, intonation when communicating

Learn how to present, tell a story fluently

Help customers remember 150-200 new word and sentence structures

Cauldron

Good pronunciation

Want to improve your ability to speak English, presentations, interviews, debates

Want to develop language and communication skills in a foreign environment

100% class is taught by native speakers of English

Improve the new words and sentence structure in basic communication, interview, debating case,…

Confident to speak English in any case, to pass some exam like TOEIC, IELTS, TOEFL,…

We also have combo course:

...

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