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Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi
INTRODUCTION
1. Research Problem
ILA Vietnam in Hochiminh City is a very famous English Training Centre.
Everyone can recommend friends and relatives to ILA to study when they are
asked. There are six training centres in HCMC, one in Vung Tau, one in Da Nang
and one in Hanoi.
The centre in Hanoi was established in 2007. This centre has a big problem with the
market share development. Although Hanoi Training centre has more than three
years running, it now still has negative profit.
The problem is that ILA Hanoi has to compete with many big competitors such as
Apollo, Language Link, ACET and British Council. Hanoians are familiar with
these centres and know little about ILA Vietnam. Besides, ILA still uses one
marketing strategy for both northern and southern area.
With those research problems, the thesis will be conducted with the purpose to
improve the market share then to get more profit for ILA Vietnam in Hanoi for the
period of 2011-2016. The objectives will include: Study the comments of
customers in Hanoi about ILA‟s products and marketing activities; analyse business
performance of ILA in Hanoi; find out the problems occurring in the Hanoi Centre;
and give the recommendations to develop the market share based on applying the
suitable marketing mix to Hanoi market.
2. Objective and aim of thesis
Those research problems will be discovered with the purpose to improve the market
share then to get more profit for ILA Vietnam in Hanoi for the period of 2011-2016.
The objectives will conclude:
- Study about marketing performance of ILA Hanoi
- Find out the problem occur in the ILA Language training centre in Hanoi
- Study comments of customers in Hanoi about ILA products and marketing
activities then build up the suitable marketing program to increase market
share.
- Give the recommendations to develop the market share
3. Scope and scale of thesis
This research will be conducted based on some major objects are:
- Current customers of ILA Vietnam in Hanoi
- Visit customers, students of University, secondary and high schools, parents
of primary students.
- Staffs and manager in Hanoi
4. Methodology
The thesis used some method of research such as surveys potential customers,
existing customers, ILA‟s staffs and analyse reports of the company. One hundred
customers were asked to collect information of their need in studying English and
the source of information that they used to find and select an English Training
centre. The company‟s reports were used to analyse the business performance such
as the sales number, the number of visitors and number of students. The existing
students were asked for their satisfaction on courses, customer services, books,
teachers, teaching assistants and if they would recommend their friends and
relatives. The comments of customers were used to measure the effectiveness of
marketing activities of ILA in Hanoi. The more suitable marketing strategy could
Giúp ILA to attract more customers and expand its market share.
5. Data resources
The primary data was gathered from direct interviews and discussions with the
customers, students, visitors, parents of students, staffs and managers of ILA. The
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Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi
INTRODUCTION
1. Research Problem
ILA Vietnam in Hochiminh City is a very famous English Training Centre.
Everyone can recommend friends and relatives to ILA to study when they are
asked. There are six training centres in HCMC, one in Vung Tau, one in Da Nang
and one in Hanoi.
The centre in Hanoi was established in 2007. This centre has a big problem with the
market share development. Although Hanoi Training centre has more than three
years running, it now still has negative profit.
The problem is that ILA Hanoi has to compete with many big competitors such as
Apollo, Language Link, ACET and British Council. Hanoians are familiar with
these centres and know little about ILA Vietnam. Besides, ILA still uses one
marketing strategy for both northern and southern area.
With those research problems, the thesis will be conducted with the purpose to
improve the market share then to get more profit for ILA Vietnam in Hanoi for the
period of 2011-2016. The objectives will include: Study the comments of
customers in Hanoi about ILA‟s products and marketing activities; analyse business
performance of ILA in Hanoi; find out the problems occurring in the Hanoi Centre;
and give the recommendations to develop the market share based on applying the
suitable marketing mix to Hanoi market.
2. Objective and aim of thesis
Those research problems will be discovered with the purpose to improve the market
share then to get more profit for ILA Vietnam in Hanoi for the period of 2011-2016.
The objectives will conclude:
- Study about marketing performance of ILA Hanoi
- Find out the problem occur in the ILA Language training centre in Hanoi
- Study comments of customers in Hanoi about ILA products and marketing
activities then build up the suitable marketing program to increase market
share.
- Give the recommendations to develop the market share
3. Scope and scale of thesis
This research will be conducted based on some major objects are:
- Current customers of ILA Vietnam in Hanoi
- Visit customers, students of University, secondary and high schools, parents
of primary students.
- Staffs and manager in Hanoi
4. Methodology
The thesis used some method of research such as surveys potential customers,
existing customers, ILA‟s staffs and analyse reports of the company. One hundred
customers were asked to collect information of their need in studying English and
the source of information that they used to find and select an English Training
centre. The company‟s reports were used to analyse the business performance such
as the sales number, the number of visitors and number of students. The existing
students were asked for their satisfaction on courses, customer services, books,
teachers, teaching assistants and if they would recommend their friends and
relatives. The comments of customers were used to measure the effectiveness of
marketing activities of ILA in Hanoi. The more suitable marketing strategy could
Giúp ILA to attract more customers and expand its market share.
5. Data resources
The primary data was gathered from direct interviews and discussions with the
customers, students, visitors, parents of students, staffs and managers of ILA. The
Do Drive thay đổi chính sách, nên một số link cũ yêu cầu duyệt download. các bạn chỉ cần làm theo hướng dẫn.
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