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PERFECT COMBO LIVE BIG DREAMS

Cu 1: Tm chin lc Marketing hiu qu cho Summit


1. nh gi nng lc marketing hin ti ca Summit
Hin ti chin lc Marketing ca Summit ang thc hin c nhm nghin cu nh gi kh tt, song bn cnh nhng u im vn tn ti nhng hn ch nht nh. cp xc nh chin lc Marketing tng th (xc nh loi sn phm v khch hng mc tiu ) th y r rng Summit thc hin kh tt. Ngay t ngy u thnh lp, trung tm ting Anh ny xc nh sn phm mnh cung cp cho th trng l ting Anh du hc v khch hng mc tiu l hc vin tui di 30, ch yu l hc sinh cp 3 v sinh vin H. Tuy nhin sn phm ny khng c g mi m so vi nhng trung tm ting Anh khc hin nay trn a bn H Ni. Cp xc nh cc chnh sch chin lc cu thnh ca Marketing mix bao gm sn phm, gi c, phn phi v chnh sch xc tin. Sn phm: _ Ni dung cc kha hc: p ng tt nhu cu du hc ca sinh vin v nhng ngi i lm bng vic cung cp cc kha hc ting Anh chng ch cp quc t nh IELTS, GMAT, TOEFL. Tuy nhin Summit cha thc s c bit n nhiu chng trnh dy TOEFL m ch kh thnh cng trong vic o to GMAT, IELTS v cc lp k nng vit. _ Quy m lp hc: 10-12 hc vin/lp. y l mt cch thc t chc tt nhm nng cao cht lng o to. Song cng cn nhn nhn rng m hnh 10 -> 15 hc vin/ lp hin nay kh ph bin ti cc trung tm ting Anh c cht lng tt trn a bn H Ni, in hnh nh Language Link, Apollo, _ Gio vin: o ch yu l ngi Vit Nam. Li th l ngi hc s c tip nhn kin thc mt cch d dng hn t gio vin ngi Vit Nam, c bit l cc phn ng php hay c hiu. Tuy nhin im bt li chnh l hc vin khng c tip cn vi ngi bn ng t rn luyn kh nng nghe ni mt cch chnh xc, c bit l rn luyn accent theo chun. o bn cnh Summit cng tuyn gio vin chnh l nhng hc vin ca trung tm t tt, hn na im s s l mt minh chng c th hc vin c th cm thy an tm v tin tng hn rt nhiu. _ Nhn vin: cch lm vic ca nhn vin Summit kh chuyn nghip, nhit tnh. c bit ch Hoa CEO c , US-Guide, VietAbroader. Nhn chung cht lng sn phm m Summit cung cp c phn ng cc hc vin v ang theo hc nh gi mc tt. Gi c: cnh tranh so vi cc trung tm khc. c bit so vi Hi ng Anh, ACET th vic tham gia mt kha hc IELTS hay TOEFL r hn rt nhiu. Ti chnh l mt vn kh quan trng i vi i tng sinh vin v ngi mi i lm, v y c th coi l mt bin php tt nhm thu ht khch hng mc tiu ca Summit. Phn phi: a im ca Summit kh nh v kh kh tm so vi nhng ngi mi n ln u. S lng phng hc cn t, cha th hin c tnh quy m. Cha k ti khu vc qun ng a cn c cc trung tm ting Anh c cng khch hng mc tiu v cng cung cp mt s kha hc tng t vi Summit nh trung tm ting Anh ca din n ngoaingu.com.vn ti S 8, ng 14, H c Di hin nay ang thu ht c mt lng hc vin tng i ln. Xc tin: Summit thc hin vic qung b hnh nh cho trung tm mt cch kh tt thng qua vic t chc cc s kin di hnh thc hi tho chia s kinh nghim luyn thi thnh cng; tham gia ti tr; t vn o to cho cho nhiu CLB ca hc sinh, sinh vin trn a bn H Ni. y Summit . Thit ngh y l mt vic lm khn ngoan bi khch hng mc tiu Summit chnh l nhng i tng ny v c th qung b hnh nh tt nht khng g hn l mang hnh nh n gn vi khch hng mt cch nhanh chng v gip s lng khch hng tip cn c vi
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PERFECT COMBO LIVE BIG DREAMS


trung tm nhiu nht. ng thi khi m gii tr ngy nay qu quen thuc vi cc mng x hi, din n, Summit cng s dng cc knh truyn thng qua Internet cc k hiu qu. in hnh l vic thng qua email. C nhng ngi c nhu cu tm hiu nm r. Nhn chung, chin lc xc tin ca Summit rt thng minh, tit kim v hiu qu.

2. xut chin lc marketing cho Summit


c th tip cn vi nhm khch hng mc tiu mi mt cch hiu qu nht, Summit cn phi c mt chin lc marketing hiu qu, khng ch tn dng c nhng li th sn c th trng hin nay m bn cnh phi to c s khc bit so vi hng trm trung tm ting Anh khc trn a bn H Ni. Xc nh chin lc tng th i tng khch hng c nhm n th trng mc tiu mi l hc sinh cp 2 (t lp 6 n lp 9), vi sn phm c cung cp l ting Anh hc thut (AE). Mc tiu hng ti l a Summit tr thnh mt trung tm o to c ting khng ch trong vic cung cp sn phm ting Anh du hc cho hc vin tui di 30 m cn thnh cng i vi sn phm ting Anh hc thut dnh cho i tng hc sinh cp 2. Xc nh cc chnh sch/chin lc cu thnh ca marrketing-mix (4P) Sn phm Cn phi hiu r ting Anh hc thut l kha hc c thit k dnh cho hc vin hon tt chng trnh ting Anh cn bn, tng qut, to bc m vng chc nht hc vin t tin chuyn tip sang mi trng Anh ng hc thut chuyn su v n luyn cc k thi quc t nh IELTS, TOEFL iBT, SAT, GMAT, ... Do trng tm cn hng n l va phi m bo nn tng ng php vng chc ng thi phi rn luyn c hai kh nng nghe ni, vn l hai k nng m phn ng hc sinh Vit Nam cn rt yu. Vi li th i ng gio vin hu ht l ngi Vit Nam v rt nhit tnh trong cng tc ging dy, vic truyn ti kin thc ng php c th gip hc vin d hnh dung v tip thu d dng hn. Di y l m hnh xut cho sn phm ting Anh hc thut (AE) ca nhm Perfect Combo.

Nhn chung, xu hng ca cc ph huynh c con hc cp 2 hin nay: mt l hc trong nc, ch rn ng php thi cp 3 ri thi i hc; hai l mun con i du hc cng sm cng tt, hc ti nhng trng THPT tt nc ngoi (thng l Singapore, Anh, M ...) t kh nng hc i hc ti nc ngoi cao hn. _ i vi nhng i tng hc trong nc: m hnh trn khc phc c nhc im ca cc trung tm luyn thi khc l ng thi rn cho cc em kh nng nghe ni, bn cnh l
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PERFECT COMBO LIVE BIG DREAMS


luyn k nng pht m chun xc v nu pht m ng ngay t u th kh nng nghe ni ca cc em cng s tt hn; ngoi ra ni dung bi hc lun c gn vi cc hnh thc vui chi, gii tr nn khng gy p lc vi hc vin, gip cc em ch ng v t duy hn trong vic hc; hn na m hnh trn d phn loi hc vin v nh gi s tin b qua tng cp , trong qu trnh hc, hc vin c th t tm ra nh hng ph hp vi mnh. _ i vi nhng i tng i du hc ngay t cp 3: v iu ny, ch Hoa CEO Summit c bit n l mt ngi c quan h i ngoi rt rng v rt c kinh nghim trong vic tm kim hc bng, hon ton c th a ra nh hng hc tp ph hp vi nhu cu ca tng i tng. Hn na trong m hnh hc ca Summit, khi cp cng ln cao, cc hc vin s cng c o to nhiu hn v k nng vit essay, k nng phng vn, k nng giao tip t tin, l nhng k nng v cng quan trng khi ph huynh cc em c nh hng cho con mnh i du hc. Ngoi m hnh o to, vi i ng , chuyn mn gii, nhiu kinh nghim, mt im sng ca Summit l vic kt ni gia kt qu hc tp, gio trnh ging dy v ch tiu cn t i du hc l rt tt do kh nng t vn du hc l mt u im rt ln ca Summit, v im ny khng phi trung tm ting Anh no cng c c do Summit hon ton c li th pht trin hnh thc o to kt hp vi t vn du hc. Gi c: mc gi ca Summit hin nay so vi cc trung tm khc l kh cnh tranh. Do vi th trng mi, Summit vn nn gi mc gi va phi, khng qu cao nhng cng khng qu thp bi mt b phn ph huynh c th c tm l gi thp nn khng tin tng. Ngoi ra c th p dng hnh thc u i gim gi hc ph (v d: gim 30% nu nhiu ngi cng ng k, gim 50% hc ph lp cp tip theo, lp ting Anh du hc nu sau khi kt thc lp ting Anh hc thut vn tip tc hc ln cao Summit) Phn phi: nh phn tch trn, a im hin nay l mt bt li i vi Summit. Vn dch chuyn a im cn ph thuc vo quy m ngun vn v li nhun ca Summit do trong c th gii quyt trong di hn bng cch chuyn n a im mi (khu vc gn trng cp 2, a th mt ph nhng ni tp trung ng dn c, nm trn nhng trc ng chnh ca trung tm thnh ph tin cho vic i li). Bn cnh vn a im, Summit cn u t thm v c s vt cht nng cao tm vc chuyn nghip ca trung tm. Xc tin + Ti tr: thay v u t nhiu vo chi ph qung co trn bo i, Summit cn tip tc qung b hnh nh ca mnh qua cc hot ng ti tr hoc ng t chc. Thng qua mi hot ng nh vy, hnh nh ca Summit c th c qung b rng ri hn v c th thu c nhiu thng tin pht trin th trng mc tiu. + Tham gia lm din gi ti cc hi tho: nh cp, CEO Summit l mt ngi c networking rt rng v rt nhit tnh trong vic i lm din gi, khch mi qung b hnh nh Summit. Hnh thc qung b ny khng tn nhiu chi ph m thng em li phn hi rt tch cc (s chuyn nghip, d to c s tin tng). Do hnh thc ny cn tip tc c pht huy nng cao hiu qu qung b cho m hnh o to nhm khch hng mc tiu mi. + T chc cc cuc thi ca Summit (v d English Speaking Contest) thu ht s ch ca cc em hc sinh. Va c th qung b hnh nh ca Summit va tm kim c nhng hc vin tim nng o to Summit. +T chc mt s lp dy th (trong 1 2 bui) trong phm vi trng hc (vi s ng ca Ban Gim hiu). Vic ny nhm mc ch gii thiu m hnh o to ti cc em hc sinh v cho cc em c hi c tri nghim trc tip, t nhng phn hi nhn c s chnh xc hn Summit c th hon thin m hnh tt hn.

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PERFECT COMBO LIVE BIG DREAMS


Cu 2: Tm slogan cho Summit
Nhm Perfect Combo quyt nh chn Build Foundation- Catch Opportunities ( ) lm slogan cho Summit. Slogan ny th hin rt r hai u im ni bt ca Summit l: _ cht lng o to tt, i ng gio vin c chuyn mn tt _ m hnh o to kt hp vi v cng hiu qu Qua tm hiu ca nhm t kin ca cc hc vin v ang hc ti Summit, mi ngi u nh gi rng trung tm Summit trong vic vn du hc. y chnh l u im rt ln v cng l im to nn s khc bit ca Summit vi nhng trung tm ting Anh khc hin nay. Nu ch n thun hc ting Anh thi cp 3, thi i hc Vit Nam, nhiu ph huynh c th la chn nhng trung tm, l luyn thi chuyn o to thi c. Cn nu nh mun i du hc th nhng trung tm t vn du hc H Ni khng phi l con s t. Tuy nhin c hai i tng ny u c th tm n Summit v c tha mn nhu cu ca mnh, bi phng chm ca Summit khng phi ch l o to c kin thc, m quan trng hn l gip hc vin t nh hng c con ng no l ph hp nht vi mnh, t ra nhng quyt nh ng n. Summit gip nhng ngi mong mun i du hc xc nh r mc tiu cn t v hnh trnh nm bt c c hi n vi mc tiu y, nhng cng gip nhng ngi cha c nguyn vng du hc c th s c nguyn vng du hc m mang tm hiu bit trong tng lai. Nhm Perfect Combo ngh rng l s mnh cao c v cng l thng ip m Summit mun mang li: xy dng mt nn tng tht vng c th nm bt nhng c hi tng lai.

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