NATIONAL ECONOMICS UNIVERSITY

BUSINESS SCHOOL

FIELD STUDY REPORT

Supervisor: Assoc. Prof. Bui Duc Tuan

Student name: Phan Thanh Tuan
Student ID: 11165721

HANOI, 2019

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 TABLE OF CONTENT
TABLE OF CONTENT...........................................................................................2
I - Introduction and description of the organization.............................................3
1. Full name of the organization:............................................................................3
2. Destined vision......................................................................................................3
3. 6 essential values...................................................................................................3
4. 2019’s golas...........................................................................................................4
II - Foundation history and development of the organization..............................5
III - Organizational structure..................................................................................6
IV- Operational areas..............................................................................................7
1. Langmaster...........................................................................................................7
1.1. English educating......................................................................................7
1.2. Mentality instructing.................................................................................8
2. HBR....................................................................................................................... 8
3. Mindmaster...........................................................................................................8
4. Langtech................................................................................................................9
V - Main resources.................................................................................................10
1. Human resource.................................................................................................10
2. Facility resource.................................................................................................10
3. Financial resource..............................................................................................10
VI - Main business’s results figures......................................................................11
1. Targeted revenue (billion VND)........................................................................11
2. Total revenue (billion VND)..............................................................................11
3. Net profit (billion VND).....................................................................................11
4. Net profit margins..............................................................................................11
5. Comments...........................................................................................................11
VII - Current difficulties faced by the company..................................................12

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I - Introduction and description of the organization
1. Full name of the organization:
Langmaster Educational Investment & International Technology Development
Joint Stock Company.

2. Destined vision
In the next 3-year period, the company hopes to deliver quintessential
knowledge to advance Vietnamese people’s status in the global market, thus bring
happiness and success to other people.
In the long-term, Langmaster aims to be the leading system in terms of
educating and developing Vietnamese’s workforce.
In 2019, becoming the prominent system in educating and training about
“Customer Experience” has been the most essential
Some priorities that need to be modified are: building a well-ordered, effective
and supportive organizational structure; updating and applying international
quintessential knowledge to the process of training and developing Vietnamese
workforce.

3. 6 essential values
- Customer-centricity
- Eagerness to learn, create and innovate
- Efficiency and effectiveness
- Integrity
- Commitment & responsibility
- Discipline is power
=> 3 essential value in 2019: customer-centricity; eagerness to learn, create and
innvoate; efficiency and effectiveness.

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4. 2019’s golas
Revenue 50 billion VND
Students’ recoomendation and upsales rate 20%
Number of successful stories 1,000
Number of coming students 12,900
End-of-year rewardable fund
30%
(compared to total profit)
Workforce training budget 430 million VND
Learning time 172 hours/person
Cultural improvement budget 212 million VND

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II - Foundation history and development of the organization
- 2010: Mr. Nguyen Tien Dung opened an English club for everyone to exchange
English skills.
+ It helped the young to self-study English from beginner.
+ Club’s attending subject mainly consisted of college students, the number rose to
100 people per session in 2013.
- 11/11/2011: Langmaster English Centre was founded.
+ Branch 1: Doan Ke Thien street.
+ Branch 2: Nhon street.
- 2013: Branch 3 at Tran Dai Nghia and Dai Co Viet street was opened.
+ A branch was opened at Bach Mai.
+ Branch 4 at Nguyen Xien street was opened.
- 2015:
+ Enterprises’ training courses by Dr. Le Tham Duong centralized in “Human
resource” were opened.
+ The company faced with some difficulties when some internal employees leave
the organization and founded another Engish centre (Pasal).
- 2017: Online English products were launched.
- 2018: The company started exerting the HBR brand name.

* Prominent achievements:
- For students: most students having finished their courses at Langmaster English
Centre all has a good impression; besides English, they feel more confident in their
life.
- For employees: employees have the will to develop their career and their own
enterprise in: teaching English, Yoga, boost up entrepreneuring spirit.
=> Langmaster gives them the faith in themselves to improve.

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 III - Organizational structure
Board of Directors

Chief Executive
Officer

Business Training Admission Personnel

Department Department Department

Sales Marketing Accouting Human Training

Resource

Trainers Coaches Class Club Research &

(Lecturers) (Teaching managers Development
assistants)

* Customer Development Department (Sales):

Customer Development
Department

Admissions Counselor unit Direct Counselor unit

Branch 1 Branch 3 Branch 4 Branch 1 Branch 3 Brach 4

Online Customer
Study Customer Business
Development
Management Care Leader
Employees Freelance

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IV- Operational areas

LANGMASTER EDUTECH GROUP

LANGMASTER HBR MINDMASTER LANGTECH

1. Langmaster
Currently, Langmaster is operating in two main fields, which are: educational
training and human developing.
1.1. English educating
Langmaster English Centre has always been known as a company which
organizes communicative English courses for all those whom has the aspiration of
improving their English speaking and listening ability at all ages and at all levels
(from A1 to B2). The company’s main segments are college students and working
people (from 18 to 26). The main products the company provides to the customers
are from basic pronuncation courses for beginners to reflexive communication
courses.
In the last few years, Langmaster has also launched a new channel for English
teaching which is teaching online. This channel focuses on three main segments
prioritizing from highest to lowest are: working people (who want to improve their
communicating capability and English usage in daily life and in working
environment but are busy and don’t have time to go to English centres) and people
who have just settled in a foreign countries; students from 6 to 18 years old and
college students from 18 to 22 years old (both of whom want to improve their
English capacity but don’t have the environment to practice as well as the condition
to study at centres). Teaching online consists of 3 products: online tutoring 1 on 1;
English learning app; online courses.

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1.2. Mentality instructing
Not only in the field of English, Langmaster also focuses on the field of
developing people. The company has associataed with other organizations to set up
training courses in terms of mentality and skills, called “Neuro Linguistic
Programming - NLP”. Neuro Linguistic Programming is a scientific subject
researching into the 0.7% most outstanding people in the planet. The lecturer for this
course is Mr. Vasanth Gopalan, number 1 NLP training specialist in Asia from
Singapore.
Langmaster also spends a considerable amount of resource on developing its
own human resource with a myriad of diversified topic sessions.

2. HBR
Mr. Tony Dzung, the Chairman of the Board of Directors of Langmaster, is
also the Chief Exectuive Officer of HBR Business School.
Following the current trend of the era, HBR Business School is founded with
the mission of being the link spreading inspiration, and bringing the learnining
opportunities from renowned domestic and global specialists, gradually updating the
latest knowledge about leadership and management from top universities in the
world like Wharton, Harvard, MIT Sloan, INSEAD, NUS, SMU,… Based on that,
every Vietnamese enterprise can go out the big sea, compete in a continental scale,
creating the shortest and fastest way for the sustainable development of each
enterprise.
In order to implement its mission, HBR has been initiating and setting up
activities based on 5 main catergories: Enterprise training; Management consulting;
Books publishing; Leadership & Management researching; Investing activities.

3. Mindmaster
Mindmaster is a book brand originally belonged to HBR Business School.
Also known as HBR books - HBR bookcase for businessmen, its main subjects are

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management, marketing, human resource,… From the publisher Harvard Business
Review Press, these sets of books are written by eminent authors, such as Dr. Alok
Bharadwaj, Dave Ulrich, Philip Kotler,…

4. Langtech
Langtech is the automatic basis for managing enterprise’s activities. With the
slogan “Your vision - Our future”, Langtech provides customers with technology
adaptation solutions in autmoating enterprises, which helps companies to develop
sustainably and optimally.
One of the most prominent Langtech’s product is the Customer Relationship
Management system, which has been used by Langmaster from the very beginning.
This program is the most updated solution helping companies to control, measure,
optimize their Sales & Marketing activities.
In addition, Langtech also provides services in designing Mobile App and
website, which has also been utilised by Langmaster for its main website and other
English learning apps available on Appstore and Google Play.

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V - Main resources
1. Human resource
Up to December 2018, Langmaster has recorded the number of:
- 70 trainers (lecturers at all fields)
- 250 employees
In addition, Langmaster also cooperates with major business partners and
specialists at their own field, such as: Dr. Biswaroop Roy Chowdhury (2 Guinness
world records holder in body and brain power), Dr. Phan Quoc Viet (Chairman of
the Board of Directors of Tam Viet group), Mr. Vasanth Gopalan (top guru NLP -
Neuro Linguistic Programming in Asia), Dr. Le Tham Duong,…

2. Facility resource
From 2012 to 2017, there had been 9 branches founded all over Hanoi.
Recently, a new division at branch 3 has just been instituted in September 2019
in Giai Phong.
Up to now, Langmaster has 6 working divisions and 1 headquarter located at
139 Cau Giay street. The 6 divisions include:
- Langmaster 140 Nguyen Luong Bang street
- Langmaster 485 Hoang Quoc Viet street
- Langmaster 51A Ho Tung Mau street
- Langmaster 76 Tran Dai Nghia road
- Langmaster 447 Giai Phong road
- Langmaster 32/168 Nguyen Xien road

3. Financial resource
From the initial day, the company’s charter capital was 9 billion VND.

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VI - Main business’s results figures
1. Targeted revenue (billion VND)

Year 2016 2017 2018 2019

Targeted revenue 28 35 43 50

2. Total revenue (billion VND)

2016 2017 2018
Branch 1 8.15 17.82 11.97
Branch 3 12.17 14.97 10.58
Branch 4 4.91 10.79 11.15
Total revenue 25.23 43.58 33.7

3. Net profit (billion VND)

2016 2017 2018
Net profit 5.12 8.35 5.92

4. Net profit margins

2016 2017 2018
Net profit margin
20.29 19.16 17.57
(%)

5. Comments
The business’s results in the period of 3 years from 2016-2018 bear
resemblance to the company’s strategies and the problems the company came down
with. In 2018, Langmaster was involved in a detrimental charge for copyright issues,
which somewhat damaged the image of the company in the eye of the public. Thus,
a fall in the business’s outcome was inevitable.

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VII - Current difficulties faced by the company
Having operated for 7 years, Langmaster has experienced a variety of
vicissitudes. In the first 4 year, the company thrived as being the leader in adapting
NLP and other special kinds of teaching methods into communicative English for
working people. However, some difficulties arose in 2015 within the company’s
members, creating a direct competitor. Since then, many new English centres, both
direct and indirect competitors, have entered the market due to the low entry barrier
and the increased awareness of Vietnamese people towards the importance of
English nowadays. Langmaster’s differentiations from the early years have
gradually been diminished since they can be imitated by the competitors. In 2018,
the company’s reputation got precipitously discredited due to a bad rumour relating
to copyright. Although the company has overcome this problem, it has still been
struggling to turn back to its prime.
=> In order to achieve this aim, a research on “Customers’ satisfaction after using
the communicative English offline course at Langmaster English centre” is
necessary.
With the appearance of many new competitors, Langmaster has been striving
for new competitive advantages and differential features. Applying these new
stratgies has led to some problems in synchronizing its products. Thus there has
been a few dissimilarity between the product which has been promoted through
marketing and sales, and its actual product expeirenced by customers.
=> Therefore, this difference has a direct impact on the customers’ experience since
not all customers’ expectations are fulfilled. A research study about “The factors
affecting customers’ experience during their communicative English offline course
at Langmaster English centre” is essential for the company to understand its
strengths and weaknesses in the eye of consumers.
The trend of requiring comprehensive English in many universities and
workplace has led to an escalating demand of English certificates such as Ielts,
TOEIC, TOEFL,… Langmaster, being intensive only in communicative English, has

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been put pressure on in expanding its product range. Being a newcomer in this field,
Langmaster has been facing with difficulties in attracting the novel segmented
customers.
Also due to the trend for English certificates, there are not many students
willing to attend the upper level courses that the company provides just for the usage
of English in the workplace and foreign environment, because most of them want to
tackle the test with tricks and tips in order to achieve the aimed bandscore. This
result in the company’s not making the most of its capacity and even loss from this
segment (because a class with too few students can not be initiated until the required
number of students is met, and in that period of time, customers can change their
mind and go to learn somewhere else).
=> Thus, one solution to this problem is utilising the previous customers and while-
using the service customers through upselling. The cost for attracting new customers
has been more and more costly through all communication and marketing channels.
Therefore, making use of the data from old customers can be the optimal solution in
this context. A research about “The factors affecting customers’ upselling decision
throughout their communicative English offline course at Langmaster English
centre” is crucial to optimize this strategy.

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