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Center For International Education

Content

Micro environment

Customers
Students and parents : decide the profit and built the reputation

Employees
Lecturers and employees : Contribute to enhance the quality of center for international education

Competitors
Create the competition and promote the development of center for international education

Media
Broadcast brand through website, magazines and television or leaflets.

Suppliers
Chairs, tables, equipments and computers

Shareholders

olitical
E

Pestel analysis
ocial

conomic
S

echnologycal

egal

nvironmental

POLICTICAL FACTORS
Stable and not threaten by terrorist attacks or wars Policies for foreign lecturers Promulgates the social welfare policies.

POLICTICAL FACTORS
Taxation policy:
- Sunderland is applied at the rate of ....% - Keuka is applied at the rate of ....%

ECONOMIC ENVIRONMENT
GDP

ECONOMIC ENVIRONMENT
Unemployment rate - The low unemployment rates in the world. - The number of jobs increased 1.7%

ECONOMIC ENVIRONMENT
international department student rate

SOCIAL FACTORS
Economic integration
Vietnam education focus more on theory

Tuition fee in international is high


Level of education : graduated high school

TECHNOLOGY FACTORS
Center for international education have modern equipments

is broadcasted through social network

LEGAL FACTORS
Obey competitive, employment and safe employment law.
Accepted by the Department of Education and Training

ENVIRONMENT FACTORS
Vietnam promulgates environmental protection law Organizing activities to protect environment : collect rubbish at the beaches clean streets.

Setmenting consmer markets

Geographic segmentation

Da Nang

Geographic segmentation

Located in the centre of Vietnam.


One of the fourth largest city in Vietnam Tropical monsoon climate

Geographic segmentation

Convenient transport
A lot of foreign tourists

Demographic segmentation
AGE : over 18

Income : high income families

Unemployment rate in Danang: 4.9 % (2010) and tends to decrease

Demographic Segmentation
Students come to Danang for studying
100 1000 people 88.9 94.3 81.3 70.4 55.9 60 40

80

20
0 1997 Students 2000 2005 2007 2008

Demographic segmentation
Bacherlorhood Newly married

Solitary survivor I + II
Empty nest I +II

Full nest I + II
Full nest III

Psychographic Segmentation
Social class : Life style : middle and high class

Study in international education Dynamic, Enthusiastic

Love challenging
Want to change their life

Behavioral segmentation
Loyalty status Occasions : some families send both their children study here : after graduate high school

Behavioral segmentation
Benefit segmentation:

International diploma in business

Behavioral segmentation
Benefit segmentation:

Practical activities

Behavioral segmentation
Benefit segmentation:

English in all lesson

Behavioral segmentation
Benefit segmentation:

Many choices of studying in foreign countries

Target Marketing

Evaluating Market Segments


Segment size : small size Segment structural attractiveness
Level of competition Substitute products Power of buyers Powerful suppliers : low : high : high : low

Evaluating Market Segments


Company objectives and resources
Competitive advantage : motivate to develop and improve Availability of resources : modern facility and professional lecturers Consistent with company objectives : provide best training and education program.

Selecting Target Market Segments


Concentrated (niche) marketing.
middle and high class want to study in international education after graduate high school

Socially Responsible Target Marketing


The marketing : Show the real status of the centre. Follow the law and the culture in Viet Nam.

Socially Responsible Target Marketing


Organizing the charity activities