Prodigy Enterprise

Sekolah Menengah
Kebangsaan Bandar Utama
Damansara (3)
Market Entry Strategy for

SEEKtoSPEAK
Online English tutoring course

2013 International Trade

Challenge (Asia Pacific)
By FedEx Junior Achievement
Lok Huey Ning and Yew Sher
Min
Introduction

The purpose of our market entry strategy is to devise a strategic marketing

plan for the advertising, export and sale of our online English tutoring course,
SEEK to SPEAK, to the population of China. Our market entry strategy will
include:

Introduction to our service, including service features, pros

and cons.
An analysis of the market and its competitors, as well as a
comparison between the services and identifying any
changes that might have to be made to our own service.
Short and long term goals.
Some facts about the target country.
The target market and an analysis on our target market.
Pricing and costs analysis.
Export and distribution to our target country and consumers.
Marketing and building a loyal customer base.
Methods of evaluation of our service.
Strategies on how to keep our service continually
competitive.
SEEKtoSPEAK
Online English Tutoring Course
Providing an online English tutoring course for people who seek to know,
seek to learn and seek to speak!

SEEK to SPEAK is an online English tutoring course aimed to assist Chinas

population in their learning and mastery of the English language, be it for
education, business or leisure purposes.

We have decided to start this online English tutoring course as English is an

important economical, social and educational language which is recognized
internationally. With the ongoing busyness of urban Chinas citizens lives, an
online course would be convenient and easily accessible to them. Most of
them have poor English and our online course would help them to learn and
improve on their English. This opens gateways for their future as they will
have more job opportunities and are able to form more international
connections. Business moguls will especially benefit from learning English for
it will allow them to form deals and trades with international companies
easier, not to mention expand their businesses internationally. To sum it up:
the objective of our service is to provide an easy, convenient way for the
people of China to learn English as it will surely benefit them greatly.

The two domains for our English tutoring course SEEK to SPEAK are an online
domain, that is our website www.SEEKtoSPEAK.com, and a physical domain
which is an office building located in Kuala Lumpur, Malaysia. The website
will be used fully for carrying out the English tutoring services while the
office building in Kuala Lumpur will be for administration purposes and also
the teaching center where the tutors can carry out their online lessons at.

Potential students can apply for our online English tutoring course either
through our website, www.SEEKtoSPEAK.com. The next step is to then tell
our course counselors what they intend to learn and achieve from our English
tutoring program. It could be anything from learning how to communicate
better with foreign customers to simply wanting to be able to converse
fluently in English. From there, our counselors will then set an evaluation
exam for the potential students so that we may determine their level of
English. The counselors at SEEK to SPEAK will then assess the students test
results while taking into consideration their purpose and intent of joining the
program in order to come up with an optimum learning course for the
student at hand. This learning course will be designed specifically to suit the
students needs, from course content and difficulty level to the tutor who will
be assigned to the student. Students are also given the freedom of setting
their own course timetable according to when theyre free so that they may
avoid their lessons clashing with other activities of importance. After this
starting procedure has been carried out, the online English course will then
officially begin!

At SEEK to SPEAK, our tutors will lay importance on teaching our students
proper usage of grammar and vocabulary, basic abilities at comprehension
and writing of the English language, and the ability to converse well in
English. Students will be given one-on-one lessons with their respectively
assigned tutors through video calls using SKYPE. The lessons are about 1
hours long and are held on the days according to the course timetable set by
the student. Besides teaching through speech, the tutors at SEEK to SPEAK
will also utilize the websites resources to assign other activities such as
exercises and games for the students to carry out. All these activities are
focused on helping the student improve their English while also making the
learning process an enjoyable one. Students are free to ask their tutors any
questions they should have on the English language as the lesson is being
carried out, in fact, the tutors at SEEK to SPEAK encourage students to ask so
that they may improve themselves even further and deepen their
understanding of the English language. Occasionally, students may even be
paired up together in a sort of buddy system so that they may carry out
conversations in English with each other. After all, the best way to learn a
language is to converse regularly in it. The topic of these conversations will
be given out by the tutor and the conversations themselves will be
continuously monitored by the tutor so that he/she may correct or improve
on any incorrect uses of the English language.

The timeframe for a SEEK to SPEAK English online course varies from 6
months to a year depending on the amount of days a student spends each
week on the lessons. After completing a course, students can choose to
continue with another course to further improve their skills.

Our tutors at SEEK to SPEAK consist of local (Malaysian) talent who have at
least obtained a diploma or higher in an English language course. Our tutors
are also required to possess a decent level of fluency in Mandarin, so that
they may communicate effectively with their students and thus ensure an
easier and smoother learning experience for our target customers: the
citizens of China. We here at SEEK to SPEAK understand that communication
between a tutor and his/her student is vital in order for the student to learn
at an optimal rate and fully grasp the nuances of a new language. The tutors
are all based in our SEEK to SPEAK center in Kuala Lumpur, Malaysia, but
once a month they will be sent to China in order to check up on their
students and carry our progress evaluations. These monthly trips to China
will be paid for by the company.

At the SEEK to SPEAK office center located in Kuala Lumpur, we will carry out
administration work and marketing and sales plans. From here, we will send
our employees to China to do sales and marketing work, such as making
deals with China companies to sign their staff up for company packages of
our online English course. (More details at the course features section of our
Market Entry Strategy.)

SEEK to SPEAK online English course features:

Each student gets a specific course tailored to their wants and needs.
Course timetables can be set accordingly to cater to a students schedule.
SEEK to SPEAK tutors possess a basic level of fluency in Mandarin, enabling
them to communicate effectively with the students should they fail to
understand something in English.
Group package courses are offered to students who prefer learning in groups
either due to price or personal reasons.
Special company package courses are offered to China companies so that
their staff will be able to strengthen their grasp of the English language and
thus be able to converse with international customers easier. (Company
package courses are also a form of courses carried out in groups.)
SEEK to SPEAK interactive website is filled with interesting videos, games and
exercises for students to use whenever they want.
Monthly visits from assigned tutors in order to carry out progress checkups
and evaluations.

SEEK to SPEAK online English course benefits:

Convenient-students neednt spend time and money to drive to a centre

because all the courses are conducted online.
 Easily accessible-Since this English course is carried out online, students can
sign in for lessons no matter where they are, as long as they have a
laptop/computer and internet connection to use.
Comfortable-students can carry out the online lessons in the comfort of their
own home.
Flexible-students can arrange course timetables to suit their personal
schedule.
Learn at your own pace-Courses based on evaluation of students English level
allows students to learn at a pace comfortable to them.
Learn what you want- Students get to specify what it is exactly they want to
get out of the online course, and our course counselors will do their best to
design a course optimum for their needs.
Easy to communicate-Tutors have a basic level of fluency in Mandarin
allowing easy communication with the students.
Fun and engaging- SEEK to SPEAK interactive website is filled with interesting
video and games for students to access freely.

SEEK to SPEAK online English course potential negatives:

People who arent well versed with the internet such as older generations
might find difficulty in signing up for the online course.
Some people might still prefer tutoring courses done in person instead of
through the internet.
Undisciplined students might neglect their lessons. (We will set a condition
that if they fail to attend more than 3 courses, their course will be canceled
and their money shall not be refunded.)

Potential competitors:

There are other online English learning websites, such as www.speak2me.cn

which actually comes with a mandarin guide as well.
English tutoring centers such as EnglishFirst or AstonEnglish.
Tutors who set up their own private English tuitions.

SEEK to SPEAK online English course advantages over its competitors:

SEEK to SPEAK offers live streamed videos for the online tutoring lessons to
be carried out, most other websites only offer a fixed animated guide.
A specified plan for each student allows the student to go at their own pace
and learn comfortably.
SEEK to SPEAK tutors are proficient in both English and Mandarin so that they
may communicate with the students effectively.
 Relatively low tuition fees compared to regular tuition center, since SEEK to
SPEAK is conducted online and there is no need to spend expenses on a
physical tuition center.
Can be accessed anywhere since it is carried out online and not at a tuition
center.
Quality education from qualified tutors who have at least a diploma level in
English.

Improvements that can be made to SEEK to SPEAK online English course:

Improving the website in terms of design and keeping it constantly updated.

Finding new ways to help our students improve their English optimally.
A more efficient signing up process for students whod prefer not to go
through all the evaluation procedures.

Factors that affect the sales of SEEK to SPEAK online English course:

The use of English as a global language: as long as English is still recognized

globally, our online courses will continue to be relevant and marketable.
The widespread usage of the internet: With social networking sites reaching
an all time high, there is clear proof that the popularity of the internet is
growing at an amazing rate. This means that our online courses will continue
appealing to a wider range of people.
International and Foreign trade: In order to engage in international trade,
company employers and employees will need to be fluent in English. They
will need to find ways to learn and improve on their English, such as through
our online courses.
Hectic, busy urban lifestyles: People with hectic lifestyles and crammed
schedules cant find time to go to a tuition center. It is much more convenient
for them to take an online course such as ours.

Short Term Goals

We at Prodigy Enterprise plan to:

1. Have a min amount of 500 students attending our online courses by the end
of the year 2014.
2. Sold at least 5 company package online English courses to
business/corporate moguls.
3. Have a minimum of 15 web advertisements on the site, to earn extra profit.

Long Term Goals.

 1. Open administration offices at main states in China like Beijing, Shanghai,
Guangzhou, Nanjing, Jiangsu and more, so that we may spread out business
to even more people and companies.
2. Number of students attending our online English courses exceeds 2000.
3. Sold at least 10 or more company package online English courses to
business/corporate moguls.
4. Have gotten a few corporate sponsors.
5. Have 50 or more web advertisements on the site.
6. Spread our business to other mandarin speaking countries such as Taiwan.

Target Market

Seek to Speak is an online English tutoring course. It is made for the

customers convenience and thus is all done through the internet. Every
student will need to register themselves online or at our main centre located
in Beijing. Their account will then be made accessible after the fees for the
course is received.

We at Prodigy Enterprise have identified the different layers of society who

would be most interested in our online English course:

- Business, Cooperate moguls/employees: It is a well known fact that

most companies nowadays go big by going international. In order to
intercept an international market, English is an essential tool. Business
and cooperate moguls will benefit greatly from learning English and also
signing their employees up for our Company package English course
which is specifically designed to help companies and their employees to
learn and improve their English.

- Students who lack proficiency in English: Although English is taught

in all China schools, there are still a great many students, mainly in
college or university, who have problems in communicating and using the
language. Students can join this course in order to give them a better
understanding and better grasp of the English language. The cheap fees
and flexible times, not to mention the fact that all the lessons are
conducted online make this course the perfect way for students to learn
English.

- Citizens planning to work overseas: Citizens who are planning to work

overseas might want to brush up on their English language skills so as to
impress future employees and raise their chances of getting employed.
Through SEEK to SPEAK online lessons; they can hold one-to-one
conversations with the tutors and also other students, allowing them to
improve their English. Because these lessons are online, they can also
continue the lessons even after they have travelled to a different country.
 - Citizens with an interest in English: As long as someone has an
interest in English, they can take our online courses to learn the language
and open up gateways for their future.

- People who are too busy to attend classes during the day: Any
working adults who are interested in learning English but are just too busy
to attend classes during the day can sign up for our online English
courses. Since our courses offer a very flexible time range, they can
simply set their own timetable according to their needs and need not drive
anywhere as they can simply conduct the course in the comfort of their
home.

- People who travel often: People who travel often will benefit greatly
from our online English courses. Not only will they be learning English as
to improve their ability to communicate in foreign countries, especially
western ones such as US, UK or Canada, they can also conduct the
courses even whilst in these foreign countries since everything is carried
out online.

Distribution

Seek to Speak is an online English course and thus, doesnt require much
physical distribution at all. The customer only requires a computer/laptop
and internet connection in order to sign up for this course, and all the lessons
can then be conducted online.

As for the monthly visits from the tutors, the tutors will be flown from
Malaysia through AirAsia Airlines Company and the flight will be fully paid for
by the company. The tutors will then lodge in whichever area the student is
staying at. For example, if there are several students in Beijing, 1 tutor will
be assigned to that area and will carry out all the monthly evaluations for the
students in that area. The students are required to meet the tutor at his
lodging in Beijing. Another tutor will then be in charge of another area, for
instance Shanghai. The lodging fees will also be fully paid for by the
company. The tutors will be staying in China for 2 days and 1 night to carry
out the evaluations.

The sales and marketing employees from Malaysia will also be sent to China
from time to time to do important sales and marketing work such as
arranging appointments with business moguls in order to introduce them to
our online English service, especially the Company package which is
specifically designed to suit the needs of business and corporate
employers/employees. The sales and marketing employees will also carry out
other tasks such as distributing flyers. Their flight to China will be using
AirAsia Airlines Company and will be fully paid for by the company. Same
goes to their lodgings.

Marketing

We at Prodigy Enterprise intend to market our SEEK to SPEAK online English

courses in a multitude of ways in order to gain maximum exposure and
recognition from the general public of China. The marketing methods we
have chosen are effective both in publicizing our online English course and
also in cost.

Since its an online course, our primary marketing method will be through the
internet, mainly Chinese websites since our target market is China.

Examples of websites that we will advertise on are:

http://www.douban.com/
http://www.weibo.com/
http://www.renren.com/
http://tieba.baidu.com/
http://hi.baidu.com/

We will also post advertisements on video sites such as:

http://yinyuetai.com/
www.youku.com
http://tudou.com/

We will also be sending marketing employees from our administration center

located in Beijing to go looking out for potential customers by introducing our
online English courses to various businesses and companies. This will be
done through holding appointments with the company heads.

Flyers advertising our online English course will be distributed around to

attract potential customers. Our target flyer locations will be around schools,
office buildings and other areas which tend to be densely packed with our
specific target customers. (Students, business employees, graduates, people
who like to travel etc, etc.)

~FINITO~