Nhóm 3 – Basic Marketing

ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH

TRƯỜNG KINH DOANH
KHOA KINH DOANH QUỐC TẾ - MARKETING

NỘI DUNG THUYẾT TRÌNH

Chủ đề: To analyze a specified segment for product at an English Training
provider and to suggest new product development strategy for the segment?

Mã lớp học phần: 23C1MAR50300124

Giảng viên: Thầy Trần Mai Đông
Nhóm thực hiện: Nhóm 3

TP. HCM ngày 27 tháng 11 năm 2023

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Họ và tên Mã số sinh viên

Vương Gia Bảo 31231025441

Nguyễn Thị Hiền 31231024277

Nguyễn Khánh Linh 31231021322

Nguyễn Thị Trà My 31231026048

Quang Trúc Nhi 31231020824

Mai Tiến Phát 31231023415

Trịnh Huỳnh Anh Phát 31231025009

Lê Thị Thanh Thúy 31231026222

Nguyễn Thị Bảo Trân 31231023429

Hồ Xuân Yên 31231022506

DANH SÁCH THÀNH VIÊN NHÓM 3

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GROUP 3: To analyze a specified segment for a product at an English Training

provider and to suggest a new product development strategy for the segment.

1. INTRODUCTION:
We are group 3, and our topic today is to analyze the first-year university
students segment for band 5.5 IELTS at the IELTS FIGHTER center and to suggest a
new product development strategy for the segment. Having been working diligently for
the past few weeks to prepare for our presentation, today, we are delighted to share our
findings and our team achievements with you.

2. REASON:
Let's briefly introduce the IELTS certificate and its significance to first-year
university students. IELTS is a standardized test that evaluates the English language
proficiency of non-native speakers, assessing their ability to understand and
communicate effectively in academic, professional, and everyday settings. Among other
English certificates available, IELTS is the most popular one due to its numerous
advantages.
So, why did we choose freshmen as the segment for analysis? Because in the
first year of university, we don't have to learn much specialized knowledge so we have
time to learn deliberately. Furthermore, the validity of your IELTS results is only two
years, you can get the certificate in the 2nd year to meet the expected learning outcome
of universities.
Considering the high demand for getting IELTS 5.5 freshmen nowadays, we
decided to choose them as the segment to analyze. After spending time researching,
we found and chose the IELTS FIGHTER center among all the English training centers
available nowadays.

3. INFORMATION ABOUT IELTS FIGHTER AND THE 5.5 IELTS TRAINING

COURSE:
a. About the center:
After researching the business, we obtained some basic information about the
IELTS FIGHTER center as follows:
IELTS Fighter was established in 2016.
• International standard curriculum: Combined with world-leading publisher National
Geographic Learning
• Authorized R.I.P.L method: Learn to acquire knowledge, develop four skills
comprehensively, and learn the format of the IELTS test.
• A team of professional teachers, with many years of teaching experience and
enthusiasm, IELTS Fighter teachers have inspired and motivated many IELTS students,
making them more interested and passionate about English.

b. About the course

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To gain a better understanding of the training course, we approached the center

directly to have a comprehensive overview of their product. So here is some information
we obtained:
 IELTS FIGHTER provides an IELTS 5.5 training course for about 8 to 9 months.
 About the schedule:
- Students will learn 3 lectures per week. There are two options: on Mon-Wed-Fri
or Tue-Thurs-Sat, students can choose one between them to study.

- Time: Each lecture will last for about 2 hours (8:00 AM – 10:00 AM or 5:45 PM –
7:45 PM)

- Besides that, the center will give you 2 extra classes to help you improve
specialized skills. You can choose the day you can go to class from Tuesday to Sunday.

 About the teachers:

- This course will be taught by Vietnamese teachers, we will learn with teachers
who have 8.0 IELTS or higher band. Enthusiasm, consideration, and humor are what
the center introduces about their teachers.

 Here are some add-on services when we join the course:

- The center will assist you in completing your application and registering for the
IELTS test.

- Endowed scholarships.

- Awarded students who have good achievements.

 Plan to achieve IELTS 5.5:

Reading:

In this section, you'll gain insight into the various question types encountered in
the IELTS Reading test, namely True/False/Not Given, Matching Headings, Gap-
fill, and Multiple Choice. You'll then delve into strategies for learning vocabulary
during Reading lessons and effective approaches for excelling in the IELTS
Reading exam with a score of 5.5.

Speaking:

In this section, you'll learn strategies for the three parts of the IELTS Speaking
test, including filler words, expanding responses in Part 2, and vocabulary for
describing people, places, and events. You'll also learn how to apply theoretical
concepts to six different topics in Part 1 and four distinct topics in Part 2.

Listening:

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The center will give some tips for spelling names, addresses, phone numbers,
and postal codes part.

Writing:

With Task 1, you will learn about the structure of an IELTS Writing Task 1, how to
write an introduction, how to write an overview, and the language of comparing,
giving data, and trends in Task 1. About task 2, we will learn how to write a Topic
sentence, how to write your ideas in a sentence, how to link two sentences
together, and gradually form the structure of a paragraph Task 2.

4. TUITION FEE:

Besides, we understand that tuition fee is one of the crucial factors influencing
students' decisions in choosing an English language center for their studies. In our
discussions with the IELTS FIGHTER center, we have noted the tuition fees
corresponding to various training programs as follows:

Level Input Output Tuition

Beginner 0 A1 3.790.000

Basic A1 2.0-2.5 3.990.000

Pre Ielts 2.0- 3.0-3.5 4.590.000

2.5

Pre Foundation 3.0- 4.0-4.5 5.190.000

3.5

Foundation 4.0- 5.0-5.5 6.590.000

4.5

Speaking and Writing 5.0-5.5 4.5+ 5.0- 5.5 6.790.000

Practice 5.0 5.5 4.550.000

This can be seen as a quite high tuition fee for first-year students, as they may
not be financially independent yet and still rely on their families. But the center has
many interesting available offers, such as:

 Discount by 500.000 VND/person when registering a group of 2 or more people

(the condition is to register for 3 levels or more).
 You will receive a voucher of 2.500.000 VND when registering for 3 or more
courses.

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5. INTERVIEW WITH IELTS FIGHTER’S STUDENTS:

To gain a specific insight into the course, we conducted direct interviews with
some students currently enrolled at the center to capture their feedback and
experiences during the learning process. Our group formulated a questionnaire based
on the following scales: affective scale, behavioral loyalty scale, and action loyalty
scale. These scales were referenced from international articles, ensuring a high level of
accuracy.

 Affective scale:
 Can you tell me the reason why you chose IELTS FIGHTER?
 How satisfied do you feel after participating in the course?
 In your point of view, does the center need any points to improve and how to
improve?
 Behavioral loyalty scale:
 After participating in the 5-5.5 training course at Ielts Fighter, when you plan to
improve your band score, will you return to the center and retake the course?
 Which points of the center make you decide to come back?
 In your opinion, what does the center need to do to promote those strengths?
 Action loyalty scale:
 When your relatives or friends need to study IELTS, would you recommend the
IELTS FIGHTER center to them?
 If someone wanted to ask your opinion about studying at IELTS FIGHTER, what
would you say?
 In the future, IELTS FIGHTER may improve those disadvantages, will you go
back to the course at the center?

We have three interviewees with three different opinions. According to the

interview, we have gathered some specific information from the perspectives of IELTS
FIGHTER’s students, including both positive and negative sides.

Positive Negative

-The center has modern facilities that can support -Inadequate exercises to
students during their learning process, creating a support students in studying
comfortable, friendly, and convenient environment beyond regular hours.
for effective English language learning -The teachers have not been
-The center has a team of quality teachers, and proactive in addressing
most of the teachers here have high scores on the inquiries about contents
IELTS test. beyond the curriculum.
-Well-known by many people for teaching IELTS. -Does not have a clear
timeline for students to track
their progress.
-High tuition fees compared to
other centers.
-There is some negative

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information about the center

on social media platforms.

6. PRODUCT DEVELOPMENT:
Due to various shortcomings in the center, we have proposed several
developments for the course as follows:
1. Upload additional exercises to reinforce the course content after each lesson.
Instead of relying on students reviewing content on their own at home, improve support
by posting related exercises during each session. This will help students remember the
lesson and gain a deeper understanding. In addition to traditional exercises, assign
different forms of practice, like mini-games or flashcards.

2. To limit the problem of teachers not having additional skills to effectively

convey lessons to students, the center needs to select and recruit lecturers who
meet both academic and pedagogical requirements; Implementing teaching
quality competitions among teachers with suitable rewards to promote uniform
training quality among centers and to motivate staff to work better.

3. Have students conduct evaluation sessions with their favorite teachers

to detect teachers with ineffective teaching methods who need more training and
learning.

4. Update and improve the facilities, and align the curriculum closely with real-
world scenarios to keep pace with the times and provide the best support for students.

5. Outline a specific, clear roadmap for students to track progress. Conduct

practice tests after covering one or two topics to evaluate how much students’ progress
has increased compared to the entrance test. This allows for more effective teaching
methods and ensures students progress collectively.

6. Train customer service staff to provide a welcoming and supportive

environment for students, showing dedication and readiness to assist whenever they
need help.

7. Timely address negative information impacting the center's image and

enhance current students' trust. It's crucial to counter misinformation on social media.

8. The center should focus on promoting diverse aspects beyond student

success stories, such as showcasing the learning environment through short videos.
These videos should highlight the effort, perseverance, and post-course opportunities
available for outstanding students, aiming to inspire viewers and bolster trust.

However, developing a product has always been a challenging endeavor. So we

have consulted with the marketing manager in two meetings to discuss this problem, as
well as have their advice and acceptance. They had helped us to pick out 2 solutions
that seemed possible. These are the solutions that they chose:

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First solution: To limit the problem of teachers not having additional skills to
effectively convey lessons to students, the center needs to select and recruit lecturers
who meet both academic and pedagogical requirements; Implementing teaching quality
competitions among teachers with suitable rewards to promote uniform training quality
among centers and to motivate staff to work better.

Second solution: Have students conduct evaluation sessions with their favorite
teachers to detect teachers with ineffective teaching methods who need more training
and learning.

From the bottom of our hearts, we hope that after conducting these two solutions,
the center will be able to improve its 5.5 band IELTS course, thereby enhancing
customer experience.

THE END.

REFERENCES:
Emerging Markets Queries in Finance and Business Developing a scale to measure
customer loyalty. Available at: <https://www.sciencedirect.com>