ANALYSIS AND MARKETING PLANNING FOR VIETNAM USA SOCIETY ENGLISH CENTERS VUS

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING
FACULTY OF MARKETING
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MARKETING SERVICE
FINAL EXAM

ANALYSIS AND MARKETING PLANNING FOR
VIETNAM USA SOCIETY ENGLISH CENTERS VUS

Lecturer: Ninh Đức Cúc Nhật
Class Code: 2121702052703
Class: CLC_20DMA03
Team Members’ Full Names and ID:
Huỳnh Thị Yến Nhi – 2021001763
Nguyễn Đông Bảo Châu – 2021006465
Trần Xuân Thống – 2021001509
Nguyễn Thị Thúy Duy – 2021000123
Lê Thị Minh Thư – 2021001583

Ho Chi Minh City, May, 2022

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GROUP EVALUATION TABLE

Ordinal

ID student

1

Huỳnh Thị Yến Nhi

2021001763

100%

2

Nguyễn Đông Bảo Châu

2021006465

100%

numbers

Activities

Completion

Full name

rate

From section 1 to
3

Trần Xuân Thống

2021001509

4

Nguyễn Thị Thúy Duy

2021000123

100%

5

Lê Thị Minh Thư

2021001583

100%

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section 5

100%


TABLE OF CONTENTS

LIST OF FIGURES ............................................................................................................ iv
SECTION 1: INTRODUCTION ........................................................................................ 1
1.1

Introduce ................................................................................................................. 1

1.2

Core value ............................................................................................................... 1

1.3

Mission and vision .................................................................................................. 2

SECTION 2: SITUATION, MARKET AND COMPETITOR ANALYSIS .................. 3
2.1 Market analysis ............................................................................................................ 3
2.1.1 Market situation..................................................................................................... 3
2.1.2 Location ................................................................................................................. 4
2.1.3 Trend ..................................................................................................................... 4
2.2 Competitor analysis ..................................................................................................... 4
SECTION 3: TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY
............................................................................................................................................... 6
3.1 Target customer analysis ............................................................................................. 6
3.2 Positioning strategy...................................................................................................... 6

3.2.1 Image difference .................................................................................................... 6
3.2.2 Service difference .................................................................................................. 7
3.2.3 Message difference ................................................................................................ 7
3.3 Positioning map ........................................................................................................... 8
SECTION 4: ANALYZING THE MARKETING MIX (7PS) STRATEGIES ............. 9
4.1 Services Product strategy ............................................................................................. 9
4.1.1 Core product .......................................................................................................... 9
4.1.2 Supplementary service: Facilitating and enhancing .............................................. 9
4.1.2.1 Facilitating ...................................................................................................... 9
4.1.2.2 Enhancing ..................................................................................................... 10
4.2 Pricing strategy .......................................................................................................... 11
4.2.1 Value - based pricing........................................................................................... 11
4.2.2 Key categories of rate fences .............................................................................. 12
4.3 Distribution strategy .................................................................................................. 12
4.4 Promotion strategy ..................................................................................................... 13
4.4.1 Target audience ................................................................................................... 13
4.4.2 Specifying Communication Objectives............................................................... 13
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4.4.3 The marketing communication mix .................................................................... 14
4.4.3.1 Service delivery channels ............................................................................. 14
4.4.3.2 Traditional marketing channels .................................................................... 15
4.4.3.3 Internet (web) ............................................................................................... 20
4.4.3.4 Outside the Organization .............................................................................. 21
4.5 Service processes management .................................................................................. 22

4.5.1 Flowcharting customer service processes ........................................................... 22
4.5.2 Developing a Blueprint ...................................................................................... 22
4.5.3 Setting service standard....................................................................................... 25
4.6 Physical evidence management ................................................................................. 25
4.6.1 Ambient Conditions ............................................................................................ 25
4.6.2 Space/Function .................................................................................................... 26
4.6.3 Signs, Symbols .................................................................................................... 27
4.7 People management ................................................................................................... 28
4.7.1 Hire the right people ............................................................................................ 28
4.7.2 Enable your people .............................................................................................. 29
4.7.3 Motivate and energize your people ..................................................................... 30
SECTION 5: CONCLUSION ........................................................................................... 31
5.1 Conclusion ................................................................................................................. 31
5.2 Recommendation ....................................................................................................... 31
5.2.1 Product ................................................................................................................ 31
5.2.2 Price ..................................................................................................................... 32
5.2.3 Distribution.......................................................................................................... 32
5.2.4 Promotion ............................................................................................................ 32
5.2.5 Process................................................................................................................. 33
5.2.6 Physical evidence ................................................................................................ 33
5.2.7 People .................................................................................................................. 33
REFERENCES .................................................................................................................. 35

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LIST OF FIGURES
Figure 1. 1: VUS 's international education partners............................................................. 1

Figure 2. 1: Top 10 most discussed centers on social media in Q3/2019 ............................. 3
Figure 2. 2: 10 chains of English centers with many branches in Ho Chi Minh City ........... 4
Figure 2. 3: VUS and VUS’s competitors ............................................................................. 5

Figure 3. 1: Target customer analysis.................................................................................... 6
Figure 3. 2: Logo VUS .......................................................................................................... 7
Figure 3. 3: Positioning map ................................................................................................. 8

Figure 4. 1: The hotline of each area shown on the website of VUS .................................. 15
Figure 4. 2: VUS’s billboard ............................................................................................... 16
Figure 4. 3: Advertising on vehicles.................................................................................... 16
Figure 4. 4: Hang banners ................................................................................................... 16
Figure 4. 5: Campaign "The Aliens - Don't Let English Stop You From Moving Forward"
............................................................................................................................................. 17
Figure 4. 6 VUS collaborates with Biti's Hunter to promote English Hub course .............. 17
Figure 4. 7: VUS uses ads on Zalo ...................................................................................... 18
Figure 4. 8: VUS uses SMS advertising .............................................................................. 19
Figure 4. 9: VUS offers tuition discount up to 30% ............................................................ 19
Figure 4. 10: VUS approaches customers through the social networking site Facebook ... 20
Figure 4. 11: VUS’s website ............................................................................................... 20
Figure 4. 12: VUS uses SEO to advertise centers and courses ........................................... 21
Figure 4. 13: Bonus levels for successfully referring others to study at VUS .................... 21
Figure 4. 14: Customer reviews about VUS ........................................................................ 22
Figure 4. 15: Flowcharting customer service processes of VUS......................................... 22
Figure 4. 16: Act 1: Go to the parking lot, go to the registration area................................. 23
Figure 4. 17: Act 2: Consulting, registration ....................................................................... 23
Figure 4. 18: Act 3: Receive learning materials .................................................................. 24

Figure 4. 19: Act 4: Test ...................................................................................................... 24
Figure 4. 20: Facilities at VUS ............................................................................................ 26
Figure 4. 21: A classroom at VUS....................................................................................... 26
Figure 4. 22: Lounge, the common living space of students is designed spacious, airy ..... 27
Figure 4. 23: A children's classroom at VUS ...................................................................... 27
Figure 4. 24: VUS uniform .................................................................................................. 28
Figure 4. 25: Recruitment process ....................................................................................... 28

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SECTION 1: INTRODUCTION
1.1 Introduce
VUS is one of the oldest and most prestigious foreign language training systems in
Vietnam. Established more than 20 years (in 1997), VUS now has 43 campuses across major
cities. VUS has the most professional teaching team in Vietnam, high and strict recruitment
requirements, periodic professional improvement training, and monitoring of the quality of
teaching regularly.
VUS is proud to be a global standard English language training unit recognized by
NEAS, an independent organization that manages the quality of international English
teaching centers.
The Virtual University of New York (VUS), one of VUS's key partners, is a new
educational institution in the United States that aspires to increase education quality. CUNY,
the third-largest public university in the United States in terms of training quality and
curriculum development. VUS' development has relied heavily on training collaboration
with international education partners including Oxford University Press, the British Council,

and Oxford University.

Figure 1. 1: VUS 's international education partners

1.2 Core value
-

Solid confidence: Each VUS member believes in the value and foundation of the
business, in their competence and skills, thereby striving to succeed in work and life.

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Shared concern: Each VUS member maintains a relationship of respect,
understanding, action, and dedication to service to bring the best value to customers,
partners, the community, and themselves.

-

Consensus cooperation: Each VUS member nurtures and promotes the strengths of
diversity and teamwork to achieve common goals and sustainable benefits for all
parties.

-

Desire to conquer: Each VUS member is constantly learning and developing
themselves, determined to overcome all challenges, thereby steadily conquering new
challenges.

1.3 Mission and vision
-

Mission: VUS's mission is to empower the young generation of Vietnam on the path
of integration with an effective and sharp tool, which is English. VUS provides
quality training programs for children, adolescents, and adults at a reasonable cost,
through lively teaching methods and a highly interactive learning environment
certified by international organizations.

-

Vision: VUS’s vision is to be the leading English language training system in
Vietnam. On the journey of more than 20 years of establishment and rise to become
the leading English language training unit in Vietnam, VUS always remembers that
people are the decisive factor in the success and development of businesses.

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SECTION 2: SITUATION, MARKET AND
COMPETITOR ANALYSIS

2.1 Market analysis
2.1.1 Market situation
English is the most used common language in international trade transactions, not only
for relations and business cooperation but also for the exchange of knowledge. In Vietnam
there are many foreigners living and working here so being fluent in English is a necessity
in life. Parents are thinking about investing in foreign language knowledge for their children
from a young age, so they have sent their children to study English or invite tutors to teach
at home.
Today English has become an essential tool for many people. Therefore, in order to
meet the needs of everyone, many English language centers have appeared and expanded
the teaching everywhere.
Foreign enterprises are also rapidly investing and developing, including well-known
English language centers such as ILA, APAX, and VUS. English language centers have
appeared constantly, but when the market and economy are struggling there has been a
certain purification. As a result, quite a few English language centers have to close. Only a
few centers with in-depth investment and long-term commitment to good quality can
survive.

Figure 2. 1: Top 10 most discussed centers on social media in Q3/2019

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2.1.2 Location
English language centers in Vietnam have an expanding rate in number second only
to convenience stores, retail, and mobile phone stores. Of the top 10 centers in Ho Chi Minh

City, 50 branches belong to Apax center, followed by Prodigy (32 branches), ILA (31
branches), Apollo (28 branches), VUS (31 branches), etc. These centers are located in all
districts in Ho Chi Minh City.

Figure 2. 2: 10 chains of English centers with many branches in Ho Chi Minh City

2.1.3 Trend
Due to the trend of global integration along with the widespread demand for English,
people are willing to spend a lot of money to take extra classes in the language center. The
factors that have facilitated the English language education market have developed strongly
in recent years. Self-study seems to be very difficult for everyone and learning English in
centers becomes the current trend.

2.2 Competitor analysis
Currently, in Vietnam, there are more and more English teaching centers of
international quality. Among them are competitors such as ILA English center, Yola, Apollo,
etc.

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Figure 2. 3: VUS and VUS’s competitors

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SECTION 3: TARGET CUSTOMER ANALYSIS AND
POSITIONING STRATEGY
3.1 Target customer analysis

Figure 3. 1: Target customer analysis

3.2 Positioning strategy
3.2.1 Image difference
VUS's logo has a simple color that is mainly red and white. Because VUS's target
customers are young children, VUS uses red to symbolize the enthusiasm and dynamism of
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the children. To highlight the brand name, VUS uses white to create harmony. Compared to
other competitors, the majority use blue to symbolize loyalty and relaxation, VUS stands out
in the minds of customers with barn red.

Figure 3. 2: Logo VUS

3.2.2 Service difference
VUS has a special strength in understanding the needs of Vietnamese people and
knowing how to help Vietnamese people learn English most effectively. With the program

designed throughout, VUS, students will be trained to have a solid English foundation from
the beginning. VUS annually organizes a free VUS TESOL Conference, aiming to improve
the skills of all English teachers nationwide. In addition, VUS also organizes exams after
each level to check the amount of knowledge of students to rise to the rank. At the same
time, the center also awards entrance and end-of-course scholarships to attract and encourage
students, creating a learning environment like a real school, not just an English language
center.

3.2.3 Message difference
VUS will continue to uphold the slogan "Your English, Your Future" with the
meaning: English can help change the future of each young person, help them have the
opportunity to improve their knowledge, expand their horizons, confidently integrate into
the world education.

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3.3 Positioning map

Figure 3. 3: Positioning map

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SECTION 4: ANALYZING THE MARKETING MIX (7PS)
STRATEGIES
4.1 Services Product strategy
4.1.1 Core product
VUS Center provides English teaching services and training courses to help students
improve their foreign language proficiency, communication ability, obtain international
certificates, etc.
VUS courses: SMARTKIDS,SUPERKIDS,YOUNG LEADERS,IELTS,TOFEL
IBT,Interactive English,ITALK,Accelerated Class for "RootLess",Business-Specific
Program.

4.1.2 Supplementary service: Facilitating and enhancing
4.1.2.1 Facilitating
-

Information:
VUS has provided full information to customers about its services. VUS establishes

systems that provide detailed information about referrals, visions, core values, center
courses, news, and events about the center. The center also provides contact information
such as an address, schedule/hours of service, contact phone number, email of the center,
etc. through all media from the website to handing out flyers. Transparent staff and service
information will help answer and satisfy customers, making the decision to buy and pay for
products and services faster.
-

Order-taking:
Customers or students can apply for courses directly at the center. Before that, they

need to provide their information at the website, app, or contact directly via VUS's direct
phone number, so that employees can quickly confirm the customer's needs information and
arrange an appointment for customers to go smoothly.
-

Billing:
VUS courses are provided with clear information and full of detailed information so

that clients can check the tuition fees of the courses before applying. According to the
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traditional method, VUS will print paper invoices directly to customers or tell the customer
about the amount of money to be paid.
-

Payment:
When customers register for the course, to be able to pay tuition fees, there will be

many options. In addition to the direct payment plan, customers can pay online via platforms
such as bank cards, transfers via VUS' official account number, via e-wallets such as momo
or Payoo.

4.1.2.2 Enhancing
-

Consultation:
At VUS, the staff is trained in highly specialized skills as well as the ability to

understand and grasp the psychology of customers. Therefore, the consultation process at
the center is based on the need to learn English, the course objectives that students want to
learn, and the current level of English of the student that the staff gives appropriate advice.
In addition, if the client does not have time to go to the consulting center, they can visit
VUS's website for advice, and appropriate course recommendations, and VUS will give
information and a roadmap of the course.
-

Hospitality:
At the center there are lounges for students, parents with comfortable reclining seats,

and air conditioning at the center with the appropriate temperature in each season to avoid
students and parents suffering from heatstroke. In the process of waiting, VUS has
bookshelves, and newspapers for them to read. These will help VUS's service create a
thoughtful, enthusiastic, caring, and satisfying image of customer satisfaction.
-

Safekeeping:
VUS provides free parking to customers, and staff arrangements to keep cars and

personal belongings for customers. In addition, VUS also invested in integrating the lounge
space with an additional mini play area for children to wait for a class or wait for parents to
pick them up.
-

Exception:

The center will contact students and parents to conduct surveys if the quality of service

provided by the center has satisfied customers. The special comments of the central customer
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will be noted and considered for settlement. In the event of a service quality problem, internal
staff will support the customer and will try to solve it as much as possible.

4.2 Pricing strategy
With the model of teaching English to everyone, VUS focus on helping learners to
master and gain skills and benefits for them. Therefore, VUS use Value-Based pricing to
price its services.

4.2.1 Value - based pricing
VUS focuses on pricing strategies mainly based on product value and customer
perception. At the same time, VUS's tuition fees are also quite high ranging from 4 to 15
million VND so VUS's target customers are mainly middle to high-income groups. For
customers to be satisfied with the money they have spent, VUS must not only meet the
requirements of teaching quality, staff but also meet the accompanying services of certain
value in the customer's mind. From there, customers will be willing to pay more for the
service of the center, because of the efficiency the service has brought to them.
As we can see, VUS's price campaign focuses on the perceived value of customers,
based on:
Net Value = Perceived Benefit - All Perceived Cost
The value that VUS brings to customers:

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Outstanding teaching quality: Vietnamese teachers are rigorously selected through
many rounds and professionally trained by CUNY - the third-largest public
university system in the USA. At VUS, foreign teachers, as well as Vietnamese
teachers, have international standard pedagogical certificates: TESOL, CELTA, or
TEFL. The facilities are modern and spacious and each room is limited to 10-20
students to ensure quality training.

-

Effective training program: The teaching method at VUS is very professional,
attracting interest in learning English. In addition, VUS's syllabus is the original
according to foreign books, so the content sticks to the curriculum. This helps
students feel close and receptive. VUS also supports the provision of iTools, Oxford
Online Practice software for maximum support in class and home training of
students.
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Provide many other accompanying services: At VUS, students will experience
external extracurricular learning sessions to create a closer and more realistic feeling
for students learning a foreign language. Not only that, but VUS also provides
scholarships and gifts for students with high scores on each periodic test to encourage

students' morale.

4.2.2 Key categories of rate fences
-

Product-Related Fences: At VUS, there are different courses and study packages.
The tuition fee of the course will depend on the package the student chooses. Students
can choose VUS premiere class (1 teacher and 1 to 4 students) so that teachers have
more time to interact and monitor each student's skills. For students who choose the
basic class, teachers will not be able to have enough time to monitor the competence
of each student. This barrier will help students see the difference between the two
tuition rates.

-

Transaction Characteristic: VUS will require payment of tuition fees before the
date of admission. For some students who are not eligible to pay tuition fees, VUS
also supports installments at a 0% interest rate. VUS flexibly helps students switch
study time for students if students with unexpected problems cannot participate in
the registered class.

-

Buyer Characteristic: At VUS, students who have signed up for the class in
advance, when raising their level, will receive a small reduction in tuition fees
compared to students who have never signed up for a class. Because there is a clear
distribution of the price of the service, students feel and distinguish very clearly the
core values that the center brings to them.

4.3 Distribution strategy

VUS is using a distribution channel by combining in-person classrooms and online
teaching. Choosing a convenient location for students in terms of housing, workplace, school
study, transportation routes, travel time, etc. are always challenges for VUS centers to
overcome.
-

Direct distribution:
Currently VUS has 44 centers in major cities across the country – where there are a

large population, income, relatively high financial resources, and many needs to learn
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English (including 32 centers in Ho Chi Minh city, 5 centers in Hanoi, 1 center in Vung Tau,
2 centers in Bien Hoa, 3 centers in Binh Duong, 1 center in Da Nang). At the branches, there
are always supporting consultants, so customers can come to the place to study, exchange
course issues such as registration, tuition payment, space experience, etc.
The average opening time of the central branches is from 7:30 to 21:30 on weekdays.
-

Indirect distribution (online):
VUS has its own website and fanpage to provide information about the course, tuition

fees, training programs, and reviews of previous students so that customers can refer to, and
conveniently search for the information they need. Besides, customers can call or text the
center through the hotline.

In 2021, VUS has launched E-Center online classes for students to study at home
during the recent Covid-19 outbreak. All the content of study at the center is serialized when
switching to a direct form to help students safely fight the epidemic at home. The company
has integrated learning support technologies such as AR/AI, and Learning Portal to enhance
customer experience.

4.4 Promotion strategy
4.4.1 Target audience
-

Prospects: Towards the target audience are gen Z who are facing barriers in English.

-

User: VUS thrives on courses for the age of children from 6 to 11 mainly. The group
of subjects from 12 to 25 years old is mainly students, who come to the VUS to get
international certificates, and to participate in specialized English courses for
businesses.

-

Employees: The staff and teachers at the center also target audiences that need to be
taken care of in order to change how they feel and behave towards the center, and
retain them.

4.4.2 Specifying Communication Objectives
VUS always strives to satisfy the needs of customers in many different ways.
Therefore, VUS's communication campaigns always highlight the most important tasks to
complete.
-

Create memorable images of companies and VUS brands.
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Build preference by communicating the strengths and benefits of studying English.

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Recognize and reward valued customers and employees.

4.4.3 The marketing communication mix
4.4.3.1 Service delivery channels


Service outlet:
The VUS main hall is designed with transparent glass doors to help outsiders see the

inside and vice versa creating a comfortable, spacious space. Every detail of the ceiling, wall,
floor is carefully calculated to ensure the ideal living and learning space is friendly for each
age. VUS has also built a special technology experience classroom where modern
technologies of the 21st century such as VR, AI, and AR are used to design a variety of
different learning topics.


Frontline employee:
VUS's front team is mainly consultants. Therefore, they are all trained in professional

skills. They are also equipped with their own uniforms to create professionalism and
formality. In addition, they bring a spirit of enthusiasm, and thoughtfulness to advise courses
for students. They also have a keen mind to handle unexpected customer situations.


Self-service delivery points:
VUS encourages customers to use self-service services through VUS's social

networking platforms. The website of the center provides detailed information according to
the needs of customers. Customers who can easily manipulate themselves on VUS' website,
fan page, YouTube channel, or have special needs can call directly to the center through the
hotline of each area shown on the website.

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Figure 4. 1: The hotline of each area shown on the website of VUS



Customer training:
VUS has trained customers on how to use the center's application. This app provides

all the detailed information about courses, time, and tuition fees. Besides, it is also constantly
updating homework for students after each session. At the same time, the staff will also guide
students to use the app to bring convenience. This app will help customers familiarize
themselves with the center's online combined in-person teaching and help them use it most
beneficially.

4.4.3.2 Traditional marketing channels


Advertising:


Handing out leaflets: in schools, areas with a large number of students,
students, etc.



Billboard: at major highways, roads, roundabouts in Ho Chi Minh City and
Ha Noi areas.

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Figure 4. 2: VUS’s billboard



Advertising on vehicles

Figure 4. 3: Advertising on vehicles



Hang banners

Figure 4. 4: Hang banners

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

"The Aliens - Don't Let English Stop You From Moving Forward": VUS
released viral clips on Youtube to promote the English Hub curriculum.

Figure 4. 5: Campaign "The Aliens - Don't Let English Stop You From Moving Forward"



Public relations:


VUS sponsors campaigns, community projects for students or UNICEF
organizations, AIESEC, etc, related to English to promote its brand.



Participated in the "Ho Chi Minh City Education and Development Festival"
organized by the Ho Chi Minh City Department of Education and Training
for many years.



The partnership with Bitis Hunter, a brand that has greatly influenced Gen Z,
will help boost the media promotion campaign across various channels and
reach the right target customers.

Figure 4. 6 VUS collaborates with Biti's Hunter to promote English Hub course

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

VUS also promotes the campaigns "Language Differences: They are aliens
or friends" and "Decoding Gen Z from the perspective of linguistics" through
famous KOLs/Influencers.



Direct marketing:


VUS uses Zalo Form advertising to attract customers who need to register to
learn, thereby communicating directly with customers by phone to identify
customer needs, financial potential, level of interest, learning needs and help
customers get full information in a short time.

Figure 4. 7: VUS uses ads on Zalo



VUS often cooperates with high schools and universities to promote its brand,
while collecting customer information. After having the data, VUS will reach
customers by calling directly, interacting, and building trust with customers.
From there, learn the needs of customers and motivate them to use the service.



In addition, VUS also advertises via phone message to promote promotions,
incentives, and scholarships for students when registering for courses.

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Figure 4. 8: VUS uses SMS advertising



Sale promotion: On the major holidays of the year and each month VUS often has
discounts on courses, and tuition fee incentives up to 30%, VUS also offers a
scholarship of 5 million VND to students who complete their enrollment within 3
days. For summer promotions, students will receive lucky scratch cards and
sweepstakes upon completion of enrolling in a course.

Figure 4. 9: VUS offers tuition discount up to 30%

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4.4.3.3 Internet (web)


Online advertising: VUS reaches customers through social networking sites such as
Facebook, and Instagram. These social networking sites provide information about
courses, promotions, ceremonies, etc. Help customers capture the information every
year. In addition, posts on Facebook, and Instagram also help attract more customers
and increase profits.

Figure 4. 10: VUS approaches customers through the social networking site Facebook



Company website: VUS uses its own website for a variety of purposes including
providing information about courses, tuition fees as well as achievements, awards
that VUS has achieved over the years, and much other outstanding information. The
website also has its own section for customers to ask questions and provides branch
addresses, emails, and phone numbers to support customers more easily.

Figure 4. 11: VUS’s website

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