Business Performance Results of the Center from 2017-2019

 iLead Seniors: designed for teenagers and students/adults who want to improve their English skills for academic, business or communication purposes. The iLead Seniors program includes the following courses:

- iLead General English (5 levels)

- iLead IELTS (6 levels)

- iLead FTDP for Business

 iLead Network: designed to connect learners with each other and with the community through a range of complementary skills - extracurricular activities include: Youth Community, a community where young learners meet for two hours each month to discuss topics on language learning methods, resources, environment, arts, food, etc. work together to improve their speaking culture and leadership skills.

2.1.5. Business performance of the center from 2017-2019

Table 2.1: Business performance of the ILEAD AMA Hue International English Center System

Unit: million VND

Target

2017	2018	2019	Compare
			2018/2017		2019/2018
			+/-	%	+/-	%
Total revenue	6502	5568	6800	934	(14.4%)	1232	22.1%
Total cost	5844	5078	6203	766	(13.1%)	1125	22.2%
Total profit	658	490	597	168	(25.5%)	107	21.8%

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(Source: Accounting - Human Resources Department)

Looking at the above table, we can see the fluctuations in revenue, expenses and profits of the center over the years. Specifically, in 2018 compared to 2017, the center's revenue decreased by 934 million VND, equivalent to a decrease of 14.4%. Therefore, the profit in 2018 compared to 2017 decreased by 168 million. According to the center's management, the reason for the decrease in revenue in 2018 was because students were shared by another center opened at the same address.

However, by 2019, there was an improvement, compared to 2018, revenue increased to 1 billion 232 million VND, equivalent to an increase of 22.1%, and profit increased by 107 million VND, equivalent to 21.8%. This shows that the center is developing in a positive direction.

Table 2.2: Revenue by course at ILEAD AMA Hue International English Center System

Year

2017		2018		2019
Unit of measure Curriculum	Tr.đ	%	Tr.đ	%	Tr.đ	%
iLead Juniors	4356	67	3439	61.7	4269	62.8
iLead Seniors	2019	31.1	2008	36.1	2341	34.4
Other income	127	1.9	121	2.2	190	2.8
Total	6502	100%	5568	100%	6800	100%

(Source: Accounting - Human Resources Department)

Looking at the data table, we can see that the revenue from courses for children (iLead Juniors) is always higher than that of adult courses (iLead Seniors). Specifically, the revenue ratio over the years of adult courses is 31.1%, 36.1% and 34.4% respectively, accounting for only 1/3 of the center's total revenue. Meanwhile, the remaining 2/3 of revenue is from courses for children.

2.1.6. Current status of the center's mixed promotion activities

2.2.6.1. Advertising activities

In general, the iLEAD AMA Hue International English Center System has not invested much in advertising activities. However, with the development of the internet, the center has quickly caught up with the trend, using internet advertising channels such as Facebook Fanpage, Website, Instagram, etc. Thereby, the center posts images and videos with content introducing and promoting the center's image, activities, courses or promotional programs or programs that the center participates in sponsoring.

Currently, the center has an official Facebook fanpage called iLEAD AMA Hue International English Center System

Article		Number of people contacted near	Organic Viewership	Number of paid viewers	Likes, comments and share	Clicks on the article write
Staff iLEAD AMA Hue member		39864	3355	37456	150	1107
Video “Halloween Dear Fighter 2020”		1679	1679	0	53	133
ICE Competition – iLEAD English Championship	Lesson 1	26437	2001	25155	75	505
ICE Competition – iLEAD English Championship	Lesson 2	2246	2246	0	94	162

Photo 2.3: Page likes as of December 6, 2020 Table 2.3: Effectiveness of some posts on fanpage

(Source: Marketing Department - iLEAD AMA) As of December 6, 2020, the center's Fanpage reached 34,142 likes/follows, which is quite a large number. However, the articles are not supported by tools.

Running Facebook ads has quite low reach and interaction.

In addition to the Fanpage, the center also uses a website to introduce and promote its image. However, the center's website is still simple, the design is not eye-catching, vivid and the information is not updated regularly so it does not attract much attention from customers.

Banners and posters about courses and promotional information are hung at the center's facilities and at locations where activities sponsored by the center take place; flyers are delivered to customers in various forms.

2.2.6.2. Promotional activities

Promotion is an effective promotional tool in attracting and stimulating customers to buy more products and services. With the competitive situation of the English market in Hue, iLEAD AMA Hue has launched many attractive promotional programs to attract customers.

Promotional programs are often deployed on holidays and are implemented in many different forms such as tuition discounts, vouchers, gifts, etc. Some major promotional programs in 2020 are:

Table 2.4: ILEAD AMA Hue Promotion Program 2020

Time

promotion

Applicable program

30/1 –

January 31, 2020

Promotion program "Receive early spring luck":

- 50% discount on tuition for children's English courses

- Free trial week worth 500,000 VND

- Evaluate and build a personalized English learning path for each student worth 200,000 VND.

5/7 – 25/7/2020

- 30% discount on tuition for children's English courses.

- Receive one of the attractive gifts such as:

+ Relaxing vacation at 5 star resort,

+ Voucher for shopping for school supplies and fashion for children

+ Cashback up to 2 million VND, with the chance to receive valuable gifts (iPad mini, Apple Watch, Robot

Vector,…)

1/9 – 15/9/2020

Program "Happy new school year, full of gifts":

- 50% scholarship when registering for children's English course

- Own an iLEAD backpack and a set of advanced books

grammar and vocabulary

5/11 –

11/11/2020

11 100% scholarships for English courses

communication, A2, B1, IELTS and Cambridge program.

(Source: iLead AMA Hue International English Center System)

Through the table above, it can be seen that iLEAD AMA's big promotions are held on major holidays and mainly focus on children, while adult students are quite few.

- iLEAD AMA also regularly organizes free international standard Cambridge mock exams, and offers free trial lessons for the first 2-3 sessions of each course.

In addition, iLEAD AMA also gives away tuition discount vouchers in programs and events that iLEAD AMA participates in, and regularly organizes mini games to give gifts to customers such as school bags, raincoats, umbrellas, water bottles, etc. printed with the center's logo.

Table 2.5: Analysis of effectiveness and cost of the IDIOMS & QUIZZES mini game program

Number of articles

Average Reach

Average likes, comments and shares

jar

Average article clicks

Implementation costs

18 lessons/3 weeks

707

300,000 VND/3 weeks

(Source: Marketing Department - iLEAD AMA) Through the above data table, it can be seen that the mini game program is not very effective, with low reach and interaction. The reason is due to the way it is organized and

The gift is not attractive and does not attract many customers to participate.

2.2.6.3. Public relations (PR) activities

In addition to focusing on advertising and promotional activities, the center also organizes events, participates in social activities, and sponsors to build a good image for the center in the minds of customers. However, in 2020, due to the impact of the epidemic and natural disasters, public relations activities were limited.

On November 13, 2020, at the K54 Freshman Meeting of the Faculty of Development Economics, Hue University of Economics, Ms. Pham Thuy Dung - Director of iLEAD AMA Hue English Center shared very intimately with the new students. At the same time, during the meeting, the center also awarded scholarships to

Valedictorian students and students with high achievements in the admission round

University 2020 .

On November 20, participating in the "Zero-VND Fair" booth at Hue University of Sciences, the center presented gifts to students as well as course discount vouchers.

Every year, iLEAD AMA will coordinate with the Department of Education and Training, Hue City Department of Education and Training to organize the IEC - iLead English Championship. This year, the first round of the competition took place on December 5, attracting nearly 1,400 students from 21 schools of 3 levels: Primary, Secondary and High School in Hue City. The competition with a total prize value of more than 200 million VND aims to create conditions for students to demonstrate their English talents, while also finding outstanding faces to be ambassadors for English training programs. This competition has also attracted the attention of the press to take photos and write articles.

The center also organizes TALKSHOW and WORKSHOP programs to primary, secondary, high schools and universities in the city to share experiences and English learning paths for all students participating.

On holidays such as International Women's Day (March 8), Vietnamese Women's Day (October 20), Vietnamese Teachers' Day (November 20),... the center will organize parties to show gratitude to teachers and staff of the center. On International Children's Day, Mid-Autumn Festival, Halloween... the center organizes festivals to create a playground for the center's students.

In addition, the center also organizes sales to raise funds for charity.

families in difficulty due to natural disasters, support the unfortunate.

2.2.6.4. Consulting activities

As we know, sales consulting is an extremely important activity in promotion policy. While advertising, promotion or other activities only support customer awareness, consulting is the main activity that helps customers decide to choose and buy products and services.

The consultant is considered the face of the center. This is the department that contacts customers, can directly persuade, answer customers' questions and greatly influence course registration at the Center.

The task of the consultants at ILEAD AMA Hue is to provide complete information about the center, as well as clearly introduce the courses, prices, promotions and how to register for the course. The consultants must have high persuasion skills, provide evidence to attract customers, and convince them to register for the course. In addition, the consultants need to be flexible, handle sensitive situations, and try to maintain long-term, good relationships with customers.

iLEAD AMA regularly organizes periodic training programs to improve consulting quality and professional expertise, helping consultants have enough knowledge to explain and advise customers and persuasive communication skills.

2.3. Customer reviews of mixed promotion activities at iLEAD AMA Hue International English Center System

2.3.1. Characteristics of the observed sample

The study conducted a survey with 120 questionnaires, after the screening process, 10 questionnaires did not meet the requirements and were eliminated. Therefore, the study analyzed and evaluated based on 110 questionnaires.

Table 2.6: Survey sample structure

Criteria

Number (people)	Proportion (%)
Sex	Male	48	43.6
Sex	Female	62	56.4
Age	16 - 18 years old	6	5.5
	18-25 years old	29	26.4
	25-35 years old	33	30.0
	Over 35 years old	42	38.2
Job	Student	12	10.9
	Office staff	30	27.3
	State official	27	24.5
	Business	28	25.5
	Other	13	11.8
Income	Under 2 million	10	9.1
	From 2-5 million	27	24.5
	From 5-10 million	53	48.2
	Over 10 million	20	18.2

(Source: Data processing with SPSS)

Sex

Looking at the table above, we see that out of a total of 110 customers participating in the survey, 48 are male, accounting for 43.6%, and 62 are female, accounting for 56.4%. Thereby, it can be seen that there is not too much difference between the number of male and female customers when surveyed.

 Age: to ensure the accuracy of the research, the author conducted a survey of students over 16 years old, for students under 16 years old, parents will participate in the survey.

Looking at the above data table, it can be seen that customers aged 25-35 and over 35 account for a high proportion. Specifically, the age group from 25-35 has 33 people, accounting for 30%.

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