Pasal Marketing Plan
Essay by Khánh Ninh Đỗ • October 10, 2017 • Business Plan • 1,503 Words (7 Pages) • 993 Views
Marketing plan
- 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)
- Situation analysis
- 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
- 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
- Customer analysis
- 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
- Target Market Briefly
(see Section 4.1)
- 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
- Marketing stratergy
- 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.
- Market Mix
- 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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