- Expanding market development, cooperation and developing corporate English programs with large organizations such as Samsung Company, Viettel Post Group, FPT Telecommunication Joint Stock Company.
- Implement distribution, promotion and process policies more effectively, policies that support each other in implementing the Center's marketing-mix policy.
- Continue to improve qualifications, regularly create training sessions for teachers and consultants of the Center.
3.1.2. SWOT matrix analysis
In order to come up with a solution to improve marketing-mix policies for TOEIC and IELTS training services at AMES Hue International English Center, the Center needs to analyze and identify the strengths and weaknesses in the internal environment that the Center is facing. In addition, the Center must also see the opportunities and threats from the external environment for its business activities.
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STRENGTH
- The center has a team of experienced teachers, good teaching methods and uses international standard curriculum. In addition, the center also has a team of enthusiastic, friendly, professional consultants who always promptly answer questions for students.
- Facilities and equipment are invested in a modern way suitable for current teaching and learning.
- Because AMES International English Center - Hue branch is under the parent company, Softech Technology Joint Stock Company - Hue branch, all issues related to the software or technology of the Center have been resolved by the parent company.
- The center brings high prestige to students.
WEAKNESS
- The Center's direct distribution points are not yet widespread, with only one facility in the city.
- Regarding promotion and communication, the Center has not really exploited all of its communication strategies.
- Community sponsorship and business cooperation programs are still relatively limited.
OPPORTUNITY
- AMES Hue International English Center is located at 18 Le Loi, Hue City. This is a convenient street with a high density of people passing by, so this creates an opportunity for customers to easily recognize the Center.
- The demand for learning TOEIC and IELTS is increasing as Vietnam is increasingly integrating with the world and most people here are aware of this. This is an opportunity for AMES Hue to further develop its two training services.
- With the 0% preferential policy for educational institutions, AMES English Center - Hue will not have to worry about taxes to be paid to the State.
- With the habit of searching for information has been gradually replaced by the Internet as it is today. While Hue is a city that is increasingly equipped with full facilities and infrastructure and with the development of network operators such as VNPT, Viettel, FPT, it seems that the Internet has covered and become a habit of most households in Hue city. This will be a great opportunity for the Center to take advantage of and develop further.
THREAT
- With the current development potential of the industry, the competition is becoming increasingly fierce, when there are too many centers opening to meet the training needs of TOEIC and IELTS courses in the market, which means the competition is also increasing. This requires the Center to have appropriate strategies to maintain the existing market share as well as develop new market share.
- Because the Center has a prime location, is convenient and has a lot of traffic, the rental cost is relatively high.
3.2. SOLUTION TO IMPROVE MARKETING-MIX POLICY FOR TOEIC AND IELTS TRAINING SERVICES OF AMES HUE INTERNATIONAL ENGLISH CENTER
Based on the analysis and evaluation of marketing-mix policies for TOEIC and IELTS training services of the Center, as well as based on the development orientation in the coming time, I would like to propose some solutions to improve TOEIC and IELTS training services of AMES Hue International English Center as follows:
Product policy
Continue to improve product quality, although product quality has received trust from students. However, the Center needs to further improve product quality to maintain product quality as well as the reputation of the Center, thereby increasing the Center's competitiveness compared to other competitors.
Assessing students through the results of entrance exams still has many shortcomings, not fully assessing the students' abilities, which can lead to inappropriate design and arrangement of learning paths for students. It is necessary to conduct tests with more skills for students to be able to determine what level the students are at.
In order to prepare students for their real exams, in addition to building their knowledge base in class, the Center should organize many mock exams for students with exam content close to the real exam. In addition to preparing students, this will also help students grasp their current knowledge better than in practice.
Regularly update new curriculum content to be closest to the real exam, ensuring each student's needs and levels.
Pricing policy
With the existence of businesses in the same field in the market, competition will become increasingly fierce, the competition criteria are easy to make customers see most clearly when competing companies offer attractive promotional prices to attract customers to register for their course products. Therefore, customers often consider carefully to choose the most suitable Center for themselves.
In order to increase the overall perception as well as attract customers, the Center needs to introduce appropriate pricing policies to ensure the competitiveness and survival of the business in the market.
The center needs to regularly update and innovate the curriculum while still ensuring reasonable prices for students. For documents serving the curriculum, the center can offer price incentives to support students in reducing the cost of documents.
Tuition is one of the important criteria that directly affects the ability to pay of customers, so AMES Hue needs to come up with pricing policies that not only attract new customers but also retain loyal customers of the Center. The Center can increase the quality of students' perception by strong discount strategies during the holidays or offering programs to buy courses and receive shocking gifts, etc.
Distribution policy
Whether students know about AMES Hue's TOEIC and IELTS training services to register for the course or not, the distribution channel system plays a very important role. Therefore, AMES Hue International English Center needs to constantly develop and improve its distribution channel system. If the distribution channel is well organized, the Center can reach students quickly and effectively.
Students who have studied at the Center are a reliable and worth-exploiting resource for the Center because they are people who have studied and found the effectiveness of studying at the Center. The cost of this approach is very small or completely free, but the benefits and revenue are also very large. This is also a good approach to the market, the Center should have a good plan on this issue to create motivation to expand the market further.
In addition, to increase customer perception in the long term, AMES Hue should invest in opening a new facility in the North of Huong River or near the university village, An Cuu ward to easily expand the market and meet the needs and recognition of customers for the Center.
Promotion policy
Promotion policy plays an important role in influencing the overall perception of customers. Therefore, AMES Hue needs to invest heavily in promotion policy through the following activities:
● Promotional activities
- Regularly offer promotions such as gifts, tuition discounts or lucky draws to attract more customers.
- Organize lucky draws when registering for classes with prizes such as trips, sightseeing, entertainment, picnics, etc. to attract more students because traveling and experiencing will help them have fun as well as learn more things outside.
- Organize more gift giving sessions for active students or students with high entrance scores such as documents, English vocabulary flashcards, tips to avoid test traps or other useful study tools, etc.
For learning English, documents or tips to avoid traps when taking TOEIC and IELTS are extremely important. Therefore, giving these meaningful gifts will be a great source of motivation as well as encouragement for students to study and thereby attract the attention of a large number of other customers to know the Center.
● Advertising activities
- AMES International English Center needs to have some advertising messages to highlight the brand image for their two training courses, TOEIC and IELTS, instead of general advertising for all courses. Only then will the image of the two training services, TOEIC and IELTS, be deeply imprinted in the target customers who need to use them.
When designing advertising programs for its two training services, the Center or advertising partner needs to highlight the advertising content with short, clear, memorable, easy-to-understand messages, ensuring that a high amount of information is conveyed, suitable for each type of advertising media and advertising recipients, and needs to portray the characteristics that the two training courses bring to customers.
As social networks are becoming more popular, this form of advertising has many advantages for the Center and the Center needs to promote that. For advertising on social networks such as Facebook, Youtube, it is necessary to do more and increase the frequency of advertisements. Increase the number of posts on the Center's personal page, in addition to the content about courses, promotional programs, it is also necessary to share content about sharing learning materials, tips for doing good English exercises to attract more customers.
● Public relations (PR) activities
AMES Hue needs to be quick in applying information technology for public relations by flexibly using media, the Internet, etc. In addition, AMES Hue also needs to have good relations with the media, provide information to the press and continuously monitor and process information.
Volunteer programs should also be integrated into courses as extracurricular activities, fundraising programs to support the poor, contributing books to poor but studious children, etc. to attract students to participate in sharing, helping others, and bringing love and compassion to society.
Human policy
“Humans are the most valuable assets of society”, in business as well, the success or failure of AMES Hue International English Center depends largely on the quality of human resources. To gradually improve the quality of human resources, the Center needs to implement the following human resources policy:
The Center’s teaching staff is mostly young, with teaching experience but not long-term. Therefore, to further improve the quality of teaching, the Center needs to regularly search for and carefully select teachers and organize workshops, training sessions and invite training experts to provide additional training in teaching skills and technology application for teachers.
In addition, AMES teachers need to learn all the current textbooks related to TOEIC and IELTS that students are using to be able to answer questions that students have. To achieve this, AMES Hue needs to have policies to train and develop a team of good teachers with expertise and pedagogical skills. Have easy-to-understand teaching methods suitable for each level of students to avoid boredom, dropping out of school halfway or not keeping up, causing loss of reputation to the Center.
For the consulting staff, their work is very diverse such as consulting on courses, communicating, answering questions for customers, ... and always maintaining a friendly and cheerful attitude with customers. The pressure for this job position can be very high and they need a team of staff with professional knowledge and a high working attitude. Therefore, the Center also needs to regularly organize training sessions for consulting staff to improve their knowledge.
Professional expertise, sales skills, and customer communication skills to help increase the friendly, polite, civilized, and professional image of AMES Hue consultants, creating a good impression in the hearts of customers about the AMES consulting staff and the beautiful image of AMES Hue International English Center.
Process policy
Although the general perception of students towards the TOEIC and IELTS training service policies and procedures at AMES Hue is not as high as other policies. However, in reality, the registration process, recruitment as well as the event schedule are implemented quite well. To increase the perception of students towards the Center's policies and procedures, the Center should take the following measures:
- Focus on developing the recruitment process to create a quality workforce.
quality, helping to build the Center's reputation with students.
- Simplify the training service registration process and cut down on procedures
cumbersome for students
- To bring AMES closer to customers, it is necessary to build and develop events to promote the Center to students. Regarding the issue of organizing events, the Center has not yet implemented them synchronously, so the results are not as expected (like the recent Christmas event). Therefore, to organize a successful event, the Center should implement specifically and clearly in the following order:
B1. Research the event. B2. Come up with ideas.
B3. Event design, discussion, and correction of errors. B4. Event planning.
B5. Implement the organization plan. B6. Stage the event.
B7. Conduct a 'test' run.
B8. Find errors, fix and test. B8. Review, run 'official' event. B9. Finish and summarize.
Facilities policy
For the classrooms for TOEIC and IELTS exam preparation students, in addition to students taking these two courses, there are also students from other classes such as B1 exam preparation class, communication class, KET and PET. With the number of students increasing every day, the classrooms are becoming overloaded. Therefore, the Center needs to come up with solutions to reduce the number of students such as buying more chairs, expanding the classroom area or negotiating with students to register for a less overloaded class time.
Regarding learning equipment, the Center should invest in additional equipment such as computers, headphones, and projectors to best support students, avoiding the situation where students have to wait too long for their turn. In addition, any broken or faulty equipment should be promptly reported to the synthesis department for timely repair.
Regarding parking, to avoid overload during rush hours or on holidays, the Center can contact the building owner to negotiate and reserve a separate parking lot for AMES Hue students. The Center may spend an additional fee to hire a security guard to arrange parking for students and staff of the Center in a more orderly and tidy manner.