GRO U P A S S IGNME NT - GRO U P 1

IELTS LEARNING NEED

OF BANKING ACADEMY'S STUDENTS
 03
02 GOAL
Goal of our business
MARKETING ANALYSIS
Analyze data collected from
01 ABOUT US
Banking Academy's Students

Present about our business

01. ABOUT US
is a great Ielts training center for students to help them achieve
their goal in English and have more opportunities to be successful
in the future

At Athena, we grow together, we learn together

 ’ATHENA’ ENGLISH CENTRE

NGUYEN THI THUY

NGUYEN THI HANG
Leader
22A4020083
22A4020011

T R A N P H U N G B I C H VA N LAM THI PHUONG

22A4020117 22A4020176

NGUYEN KIEU TRANG LE HONG HANH

22A4020100 22A4020134
OVERVIEW INFORMATION

TASTE AND PREFERENCE

EFFECT OF INCOME

RELATED GOODS
 9.9%
31,7% 11.9%
32.7%
8.9%
68,3% 69.3%

Year 1 Year 2 Year 3 Year 4

accounting and auditing Majors
Male Female banking and finance

Gender Age business administration

english language
international business
Management information systems
International training system
Faculty of Law
Economy

Targeted customer: first-year students who study

accounting and auditing
 ENGLISH LEVEL TIME SPENT LEARNING ENGLISH ENGLISH CERTIFICATE

No knowledge

Primary Less than 1 hour From 1 to 2 hours

More than 2 hours No certificate Ielts Toeic Toefl Others

About 80% in 101 respondents don’t have any certificate in English. Besides, they don’t spend
enough time learning English with only 6% of respondents learning English for more than 2 hours.
That’s so little to improve their English. So their English level is quite low with 50.5% primary level
Although not spending much time learning English, around 78,2% of students surveyed aware of
the importance of English and especially IELTS certificate (83,2%).
>>> Almost all the BA’s students in our survey have known that English is very important but
they haven’t spent more time on it
TASTES AND PREFERENCES
‘ATHENA’ ENGLISH CENTRE
Student's knowledge about the
importance of learning English

4%
 Unimportant We can see that 78.2% of BA students
17.8%  Important aware of the important of learning
 Very important English and just a very small part of
students have not aware of this. These
figures also mean that most students are
interested in and there is a great need
78.2%
for learning English.
 Vietnamese teacher 6

Foreign teacher 23

Regardless of the teacher's nationality 65

Others 7
0 25 50 75

It can be seen clearly that The tendency of Banking Academy students when
choosing a teacher to attend is that they are particularly interested in the quality
of the teachers regardless of the teacher's nationality. And up to 64.4% of
students concur with this view.
In addition, more than ⅕ students participating in the survey are interested in
learning with foreign teachers because this may give them more opportunities to
access to the native style.
 Students criteria in
Very
Unimportant Normal Important
important choosing English center
Curriculum
content 3% 18% 56% 24% • Regarding the curriculum, about 80% of
Banking Academy students participating in
Reputation of the this survey have highly rated its importance.
training center 5% 34% 41% 21%
>>> Therefore, the more diverse the curriculum is
the more students prefer to study at the center.

When choosing an appropriate Ielts learning center, students of • Besides, the reputation of the Ielts center is also

Banking Academy usually focus on the following 5 criteria: significant. More than half of the students

curriculum content, reputation of the training center, the quality of attach great importance to this because each

teachers, tuition and commitment of output. training unit takes a lot of time and enthusiasm
to assert their name.
 Students criteria in
Very
Unimportant Normal Important
important choosing English center
The quality of
teachers 4% 8% 26% 63%

Tuition 3% 31% 45% 22%

• Another thing in the criteria for choosing an
appropriate IELTS centers is whether the
quality of the teachers is good or not. This is also
a prerequisite to ensure the learning quality of
students, up to 90% of people prioritize the
importance of the quality of teachers.
• The majority of students also attach great
importance to the attractive preferential cost
from the center, this is a criterion for attracting
more students and an advantage compared to
competitors' centers.
 Students criteria in
Very
Unimportant Normal Important
important choosing English center
Periodic tests 2% 16% 35% 48% • During to IELTS course, to achieve high
efficiency, Students appreciate that the center
Commitment of has many periodic tests. According to the
output 5% 17% 27% 52%
survey, 48% of students find this as an
extremely important way to learn well.

>>> Our center should focus on investing, • Last but not least , the commitment to output

developing quality teachers and developing an of the center was very important. Over 70%

interesting curriculum that can attract more
students to join the course at the center.
students join in this survey were highly
appreciated this criteria. So, to attract more
students, Ielts center should bring out a
commitment of output.
INCOME AND WEALTH
‘ATHENA’ ENGLISH CENTRE
 What is BA students's average
monthly income?
From the graph, we can see that 65,5%
5.9%
8.9% of students don't have their own income,
19,8% for less than 2 million, 8,9% for 2 -
4 million and 5,9% for more.
19.8% Most of the students in Banking
65.4% Academy live off their parent's pension
instead of having a part-time job or

 No income separate financial income so that they

 Less than 2 million can not spend too much money learning
 From 2 to 4 million
 More than 4 million English.
 FOR STUDENTS HAVE FOR STUDENTS HAVE A
NO INCOME OR LOW HIGH AND MODERATE
INCOME INCOME

Most of students have no and low income. For
students who do not have a separate or low-
income source, studying IELTS is not necessary
because their income cannot meet both their
personal and academic needs, so they will choose
middle schools which has cheap fees to balance
both life and studies.
For middle and high-income students,
learning and working puts them on a
burden of time and energy. So they tend
to spend more time studying and
working, which leads to a reduction in
the need for learning IELTS

The higher the income is, the higher demand for consumers is. And
conversely, the low income needs can only be met at corresponding level.
Because beside income, there are many other factors that influence
consumers buying behavior.
 How much student are willing to pay
for an IELTS course

The pie chart shows that the majority of  Under 10 million VND
 10-15 million VND
5%
respondents prefers under 10 million - 15
 15-20 million VND
million dong cost for study Ielts ( 62,4%).
 Over 20 million VND
This price is considered as reasonable cost for 23.8% 62.4%
 Others
a student.
>>> Therefore, the English center should
apply this fee to encourage students to study
IELTS here, increasing the number of
learners.
How does income affect
the choose an IELTS center?
• Cu r r e n t l y , I e l ts i s a n i m p o r ta n t t o o l i n
c o m m u n i c a t i o n a n d i m m i g ra t i o n i ssu es as w e l l
as t ra d e b e tw e e n c o u n t r i es . H o w e v e r , t ha t ' s
w h y c h o o s i n g a r e p u tab l e a n d q u a l i t y e n g l i s h
learning center is also a very difficult problem.

• B e c au s e t h e t u i t i o n f e e a t t h e c e n t e r i s v e r y
h i g h a n d t h e q u a l i t y i s n o t gu a ra n t e e d as
c o m m i t t e d , t h e s t u d e n ts a t t e n d i n g t h e c e n t e r
are not many
 PREFERENTIAL TUITION
• Because most of students in our
survey have no income, so Price of
Ielts course should be suitable for
them. Besides, we also have discount
program in some special occasion.
Especially, we have give more
scholarship for those who have
special family condition. Group
learner of more than 3 will be
decrease 10% in fee.

TEACHER QUALITY
• We recruit trainers (consist of
Vietnamese and foreigners) who
have 3-year experience in training
Ielts.
• Learners will be learned 1 lesson with
trainer before registering this class.
EXTRACURRICULAR ATTRACTIVE TED TALK REGULAR TEST
CLASSES CURRICULUM ABOUT THE
Having some outing will Attract learners, then IMPORTANCE To be sure that all the
not only make learners improve their English OF ENGLISH learners have enough
excited when learning Thanks to this, learners knowledge to continue
English but also improve have more awareness of the course.
communication skills the importance of English
RELATED GOODS
‘ATHENA’ ENGLISH CENTRE
 PRICE OF IELTS RELATED GOODS

2 . C o m p l e m e n ta r y g o o d s :

I f t h e p r i c e o f I E L T S i s b e y o n d yo u r
ab i l i t y t o p a y , yo u w i l l c h o o s e :

37.6%
+ 3 7 . 6 % o f p a r t i c i p a n ts s t i l l c h o o s e t o
stud y English by IELTS
62.4%
+ 6 2 , 4 % o f p a r t i c i p a n ts w i l l c h o o s e a n
a l t e r n a t i v e as T o e i c , T O E F L , … .

• The price of IELTS exceeds the income,

t h e d e m a n d f o r u s i n g o t h e r s tu d i es
s e r v i c es w i l l i n c r e as e .

• I E L T S a n d o t h e r s e r v i c es a r e c a l l e d
 Ielts
su bs t i t u t es .
 Other services
 PRICE OF IELTS RELATED GOODS

2 . C o m p l e m e n ta r y g o o d s : 60

I f t h e c o s t o f t h e I E L T S e x a m i n c r e a s es ,
w i l l t h e p a r t i c i p a n t ta k e t h e exa m ?

• A l t h o u g h t h e t es t c o s ts a r e h i g h , t h e
40
use of IELTS for work is quite
e f f e c t i v e . s o t h e n u m b e r o f t es t - ta k e rs
is still over 53%
• B u t , i f p r i c e i n c r e a s es s ha r p l y , t h e r e
w i l l b e l ess p e o p l e w h o w a n t t o ta k e
20
this exam

STRATEGY:
Ou r c e n t r e w i l l su p p o r t 1 0 % o f price
o f I e l t s e x a m f o r l e a r n e rs .
0
 ‘ATHENA’ ENGLISH CENTRE

01 02 03 04

Decrease fee with Become sponsor for

Invite students in some Run ads on
groups of more than some competition of
university to experience Facebook or other
3 learners students at university
a 5-lesson course social networks
03. GOAL
Athena English centre will be a prestigious in
training Ielts for students
After 1 years, Athena English centre will popular
with many students
After 3 years, Athena English centre chain will
appear and bring more profit for us.
 THANK
YOU
Please contact with us by:
Gmail: athena.english.edu.vn
Hotline: 19001009