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Bai Tong Hop Ila 366
Bai Tong Hop Ila 366
Bi tp nhm:
K HOCH MARKETING
CHO TRUNG TM ANH NG ILA
TP.HCM: 16/9/2013
1. Li m u
ILA Vietnam c thnh lp t nm 1996, l mt cng ty hot ng trong lnh vc
gio dc v o toc vn s hu nc ngoi. Tnh n th i im hin ti c 15
nm kinh nghim trong lnh vc o to ngoi ng, vi tim lc ti chnh m nh v h
thng cc 13 trung tm trn c nc cng vi i ng nhn vin nhit tnh, giu kinh
nghim, ILA Vietnam ang dn khng nh v th ca mnh vi cht lng o to
hng u.
Cng vi s gia tng dn s, thu nhp bnh qun u ngi cng nh nhu cu hc
Anh ng ca hc sinh ngy cng gia tng, thnh ph H Ch Minhtr thnh l mnh
t m u m ILA m rng hot ng.
Nhm mc tiu hon thnh k hoch Market ing t heo nh hng chin l c ng
thi t c kt qu ti u, k hoch Market ing cho sn phm Anh vn Thiu nhi ca
trung tm ngoi ng ILA Vietnam n thng 10 nm 2014 bao gm nhng ni dung
chnh sau:
Trn c s phn t ch mi trng marketing, nhng u v nhc im ca ILA
Vietnam, nhn din i th cnh tr anh, nm c nhng im mnh v im yu ca
i th, ng t hi xc nh r th trng v khch hng mc tiu, k hoch Market ing
cho s n phm Anh vn T hiu nhi ca trung tm ngoi ng ILA Vietnam t thng 10
nm 2013 n thng 10 nm 2014 s t p trung m rng th phn, c th s tp trung
vo nh v li th ng hiu trong tm tr khch hng thng qua vic n ng cao cht
lng, a dng ha dch v v y mnh truyn thng gy n tng m nh m cho
khch hng.
2.2Sn phm
Tn sn phm: Anh vn T hiu nhi (ILA Super Juniors).
i tng: dnh cho cc b t 6.5 - 11 tui.
Yu cu: tt c hc vin s c kim tra trnh ting Anh trc khi bt u
nhp hc.
2.2.1 M t
Chng trnh ging dy trang b cho cc hc v in y v c 4 k nng:
Nghe, Ni, c v Vit; trong ch trng hn v k nng Nghe v Ni.
Ng php v t v ng cng c a vo chng trnh ging dy gip cc
hc vin hc cch s dng t ing Anh mt cch chun xc thng qua cc hot
ng vui chi b ch v cc tnh hung th c tin ph hp vi la tui.
i ng gio vin bn ng s gip cho cc hc vin pht m ng v chun
xc. Nhng cng ngh, thit b v t i liu hc t p mi nht s c ILA trang b
cho kha hc, bao gm:Bng tng tc, cc thit b cm tay [iPads, my tnh
bng, ], cc tr chi hc Anh ng tng tc, Internet, m nhc v phim nh.
Tt c cc lp u c ging dy bng ting Anh. Gio vin s dng phng
php dy hc tng tc nhm khuyn khch cc hc vin tham gia vo qu trnh
hc tp thng qua cc hot ng vui chi, cc bi tp y th v bao gm:T h
ca, k chuyn, cc bi tp nhm, cc hot ng theo nhm, k nn g gii quyt
vn , cc d n vin tng, cc bi tp khi tr sng to.
M i lp s c mt Tr ging ngi Vit h tr cc gio vin trong vic
ging dy.
Cc hc vin ca kha hc ny c th tham gia cc k thi ting Anh thiu nhi
quc t Cambridge cc cp Start ers, Movers, Fly ers, KET, PET nhn
c bng cp quc t.
2.2.2 Gio trnh
Chng trnh ging dy ca tng cp c bin son k l ng d a trn
tui v kh nng c a cc hc vin.
Gio trnh cp nht nhng phng php v phng tin ging dy hin i nht.
3. Mc tiu
3.1 Mc tiu M arketing
M rng th phn chng trnh Anh vn thiu nhi.
lut Gio dc, quy nh v vic cp giy php lao ng cho ng i nc ngoi ti Vit
Nam.
Hin ti, lut u t nc ngoi ti Vit Nam v lut Gio dc Vit Nam cha c
s thay i. Tuy nhin, cng vi xu th hi nhp ca ton th gii, Nh nc v Chnh
ph Vit Nam cng c nhiu chnh sch khuyn khch hp tc, m rng gio dc, to
iu kin cho gio vin ng i nc ngoi tham gia ging dy ti cc trung tm Anh
ng. y l c s ILA c th tn dng cho vic m rng quy m, t ng cng s
lng gio vin bn x nng cao cht l ng dch v theo th hiu ca khch hng.
4.1.2 Mi trn g kinh t
Theo s liu s cp ly t ngun Tng cc Thng k, nm 2012, thnh ph H Ch
M inhvi t ng dn s 7.750.900 ng i, thu nhp bnh qun u ng i
t3.700 USD/nm , gp 1.77 ln bnh qun c nc,ton thnh ph c 474 trng
Tiu hc (khong 523.403hc sinh). y l th trng mc tiu m ILA v ang
trin khai k hoch Marketing. Vi quy m th trng ln, kh nng tng trng cao l
mnh t mu m ILA m rng hot ng. Tuy nhin, vi nhng iu kin mi
trng thun li , ILA cng vp phi s cnh tranh khc lit vi cc i th nng k
trong ngnh ang dua nhau khai thc th tr ng ny.
Khi i sng ca ng i dn c nng cao th vic quan tm n vic hc ca con
em cng s c ch trng nhiu hn. y l c hi ILA trin khai k hoch
M arketing v chng trnh Anh vn Thiu nhi. Tuy nhin, i sng ca ng i dn li
t l thun vi nhu cu s dng dch v nn yu cu ca khch hng v cht lng
dch v cng khng ngng t ng ln. Tr c th c trng , ILA nht thit phi nng cao
cht lng v a dng ha dch v ca mnh va theo kp i th cnh tranh, va
tha mn cao nht nhu cu ca khch hng.
4.1.3 Mi trn g vn ha x hi
Hiu ng by n trong quy t nh tiu dng l nt c trng ca ng i tiu
dng Vit Nam. Nu tn dng tt c im ny, chng trnh M arketing ca doanh
nghip s rt hiu qu.
Trong phn tch khch hng, t a s thy r ngi s dng dch v Anh vn Thiu
nhi ca ILA khng phi l n gi trc tip ra quyt nh tiu dng. Ph huynh l i
tng tr c tip ca hot ng M arketing m ILA h ng n v hiu ng by n l
mt trong nhng im m u cht ILA trin khai m arketing Mouth to mouth cho
sn phm Anh vn Thiu nhi ca mnh.
4.1.4 Mi trn g cng ngh
Cng ngh l con dao hai li i vi hot ng ca cc doanh nghip. Doanh
nghip no c kh nng bt kp nhp pht trin ca cng ngh th s v t xa i th
cnh tranh, ng c li s b o thi khi vic pht trin cng ngh hin nay ang tc
chng mt.
ILA khng chuyn v ngnh ng dng trit cng ngh nh ng vi s p ht trin
nhanh chng ca mi tr ng cng ngh th ILA cn c s quan t m ng m c n
vic trang b m y mc, thit b hin i phc v cho ch ng trnh o to ca mnh
bt kp nhp pht trin v l c s nng cao cng nh a d ng ha cht lng
dch v.
4.2 Mi trng vi m
4.2.1 Phn tch ngnh
Ti TP.HCM, theo thng k ca cc thng k Thnh ph hin ti c 709 Trung
tm Ngoi ng - T in hc v bi d ng vn ha ngoi gi ln nh ang trin khai cc
chng trnh o to Ngoi ng cho ngi dn. T hnh ph c dn s 7.750.900 ng i
trong c 523.403hc sinh bc tiu hc. Nh vy, vi s l ng Trung T m Ngoi
ng hin c vn cha p ng nhu cu ca ng i dn.
4.2.2 Phn tch i th cnh tranh
4.2.2.1 i th cnh tranh trc ti p
Trong rt nhiu trung tm N goi ng ti TP.HCM, cc Trung tm c tiu ch hot
ng, khch hng mc tiu v cht l ng o to gn vi ILA nh: VU S, AM A
(CLEVERCLEARN), APOLO, BRITSH COUNCIL, KHNG GIAN , VATC. Trong
cc trung tm th Britsh Council v AM A l i th cnh tr anh chnh ca ILA. V
Britsh Council v AMA c ch ng trnh o to gn ging ILA: ch trng k nng
giao t ip, cc cp lp START ERS, MOVERS, FLYERS. Hc vin hc ht cp
th tham gia k thi Cambridgec bit khch hng mc tiu ca ILA cng l k hch
hng mc t iu ca Britsh Council v AMA: hc sinh tiu hc v gia nh c thu nhp
trung bnh 18 triu ng/thng. Ngoi ra, Britsh Council c thnh lp ti Vit Nam
nm 1993. Qua 75 nm, Hi ng Anh xy dng c danh ting l m t ni ging
dy ting Anh c uy tn trn t on th gii. Thng qua vic thit k v t chc cc kho
Thng thng, cc lp Anh vn T hiu nhi c t chc vo hai ngy cui tun:
Th 7 v Ch nht. V vy, yu t tm l v cng quan trng, lm sao lp hc
khng nhm chn, thu ht s vn ng ca cc em v mang li hiu qu trong hc tp
l yu cu ca cc bc ph huynh v cng l m c tiu ca cc Trung tm ngoi
ng.
T L G.V NN
(% )
GI TB (VN)/
KHA
GI/
KHA
64
GI HP/
Gi
100
16.800.000
262.500
100
100
50
100
12.136.000
74
164.000
11.550.000
90
128.333
3.900.000
52
75.000
4.700.000
64
73.438
Ngun: Web site cc trung tm
164,000
128 ,333
75,000
BRITISH
COUN CIL
ILA
AMA
VUS
73,438
VATC
dtnht l
95%
thigianhcngkvclmbikimtragiakhavccbikimtracuikh
a (nuc).
ngkhclikhahcch attrongvng 7 ngysaukhikhahcktthc.
Khi hon th nh kha hc: cc hc vin s c php tham d cp cao hn
trong vng 6 thng (khng phi thi xp lp)
do
M ngdoanhnghip Vit
Nam
(Vietnam
Ent erprises-
TchcChngnhnHthngChtlngQ uct)
phihpviCcXcTinT h ngMi (BCngThng) v NQ A (National
Quality
Assurance
tchcCh ngnhnqunlchtlngVngqucAnh)
GiithngRngVng
Lin tc 4 nm t 2009 n 2013, ILA vinh d c nhn gii th ng Rng
Vng do Thi Bo Kinh T Vit Nam trao tng. Gii thng Rng Vng l s
kin th ng nin do Thi bo Kinh T Vit Nam t chc nhm tn vinh cc
doanh nghip c vn u t trc tip nc ngoi hot ng kinh doanh hiu qu
v c nhng ng gp tch cc cho cng ng ti Vit Nam. y l nm th T
lin tip ILA Vit Nam nhn gii thng Rng Vng, iu ny cng khng nh
s cam kt v cht lng cc chng trnh o to Anh ng cng nh s ng
gp hiu qu ca ILA i vi cng ng
Minh