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Marketing plan

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by

Pei Lin

on 7 January 2015

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Transcript of Marketing plan

Chinese Confucius Institute of America (CCIA)
Executive summary
Chinese Confucius Institute of America

Marketing Plan
Environmental Analysis
Goals & Objectives
Strategy
Conclusion
Internal
environmental analysis
Marketing goal & objectives
Marketing strategy
SWOT analysis
Strenghs:
Powerful Teaching Force
Weaknesses:
Short History and Immature System
Oppotunities:
Chinese Cultural Attraction, Developing Economics and Huge Market
Threats:
Competitors, Cultural Shock and Political Tint
Marketing
implementation

Evaluation & control
Conclusion
References
Goals
Objectives
Top 5 college in United States.

Top 10 college around the world.
The number of student as more as possible.
The more and more campus set up in United States.
Have higher teacher qualifications than general.
A. Brief History
CCIA was founded in 2014 by Michelle Huang.
Have two campuses(Taiwan;New York).
Provide the best teacher qualified to teach.
Provide Chinese course not only for business, but also for those who want to learn Chinese.
To make the school better than others.
To let students learn more and feel more comfortable while learning Chinese.
Marketing goals & objectives
http://www.ehow.com/info_7747540_marketing-objectives.html
http://www.nwoinnovation.ca/article/-378.asp
http://www.thebestcolleges.org/rankings/top-50/
http://10formation.blogspot.tw/2013/06/top-10-universities-of-world-2013.html
Marketing implementation
http://www2.usc.edu.tw/usc/tw/client/PageList.asp?hidml_Sn=5&lang=
http://www.nyu.edu/
Reasons
Product
By March to May, research potential new course offerings.
Responsibility: Research and Development Office.

By June to August, develop a plan for one new course.
Responsibility: Research and Development Office.

By September, implement a new course offering, advertising to current customers.
Responsibility: Academic Affairs Office.
Marketing
implementation
Marketing
implementation
Marketing
implementation
Pricing
By February, investigate the satisfaction of the customer for tuition.
Responsibility: Research and Development Office.

By April, analysis tuition with other schools which are also provide Chinese courses.
Responsibility: Research and Development Office.

By July, develop the tuition for new semester.
Responsibility: Academic Affairs Office.

Place
By May, New York.
Responsibility: Research and Development Office.

By December, East coast of America.
Responsibility: International Affairs Office.

By December, West coast of America.
Responsibility: International Affairs Office.

Promotion

By June, the earlier you sign up for the class, the more discount you can get.
Responsibility: Academic Affairs Office.

By September, sign up for certain classes with friends, you can get the discount.
Responsibility: Academic Affairs Office.

By December, sign for more classes in a semester, the more discount you can get.
Responsibility: Academic Affairs Office.

A. Formal Marketing Control

1. Input
Increasing teacher's resources is important.
Strict selection of classroom teaching material .

2. Process
Use Chinese in daily lives to communicate.
Combine with the concept of business.

3. Output
Can go to China or Asia to expand the career.
Evaluation & control
B. Informal marketing control

contains self-control, team control and cultural control. Through self-control in our university’s marketing, one can set hisown goal and view it again to check the outcome.
External environmental analysis
A. Economic Factors
1. Economic Growth and
Stability.
2. Political Trends and Legal
and Regulatory Factors.
3. Technology Issues.
4. Cultural Trends.
5. Social Responsibility
Expectations.
Evaluation
& control
C. Financial assessments

Identify our needs and work out

Income

The main part: service revenue

Part of spending : salaries and
wages.
The culture control
Is a long-term process with corporate culture.Its an invisible but effect way of marketing control.
Target Market Segment

Students who want to developed in China
market.
Benefits Sought by this Target Market Segment

Combined with business information.
Basic Theme and Focus of the Marketing Strategy

Enhance the peoples of the world‘s
understanding of Chinese
language,culture and education.
By the end of 2015, we want to
have two thousands and five hundreds students.
set up at least four campus in United States by 2015.
aim to be the top 100 colleges in United Stated
Marketing strategy
Product strategy
Recommendations for products.
To promote the quality of teachers in CCIA.

Recommendations on Tangible and Intangible Elements of Product.
Teachers and the knowledge of the teachers
are intangible elements of product.

Brand, packaging, warranty/Guarantee, Returns/Allowance Elements .
CCIA will ensure the quality of the teachers
every year.
Marketing strategy
Pricing strategy
Marketing strategy
CCIA is a institute, care about the quantity of the students and the quality of the teaching.

CCIA is located in a big city, so those reasons, CCIA can’t help but increase the tuition, this is why environmental influences on pricing policy.

Here are also many institutes which have Chinese lessons. Most of the people want to pay the tuition less, however, CCIA suffer the competition and react to pricing policy.
Marketing strategy

We should place our university in a proper place.

It should be close to the center of city.

It’s not supposed to be placed in a very central and prosperous downtown area.
Place strategy

Marketing strategy
We will offer after-school tutoring classes, so that students can try to catch up with everyone's progress, but also enable us to maximize the effectiveness of CCIA.
Promotion strategy
B. Competitor Analysis
1. Brand Competition.
2. Product Competition.
3. Generic Competition.
4. Total Budget Competition.
External environmental analysis
5. Core Competencies and Strategies of Significant Competitors.
Competitor A:
Other universities that provide Chinese teaching.
Strategies: Focus on teaching Chinese and do it better.

Competitor B:
Universities that provide another language course.
Strategies: Put more ads to let American people acknowledge the developing economy and the attraction of Chinese culture.

Competitor C:
Other industries that competes for same consumer dollar.
Strategies: Make people believe that education is the most important and most valuable.
6. Here are some competitors in New York:

Hofstra University
Bloomfield college
Adelphi University
External
environmental analysis
External
environmental analysis
C. Customer analysis
5W:
1.
Who
are they?
2.
What
do they do with our product?
3.
Where
do they buy?
4.
When
do they buy?
5.
Why
and how do they buy?
B. Capabilities Analysis

C. Current
4P
Current
Product

Current
Pricing
Current
Placement
Current
Promotion

Internal
environmental analysis
A0223301 Rita Lin
A0223314 Peggy Chen
A0223320 Sandy Lin
A0223337 Michelle Huang
F0301242 Hou Shuo

External
environmental analysis
$ USD
References
Internal & External environmental analysis
http://www.people.com.cn/GB/paper68/9188/853512.html
http://www.hofstra.edu/Academics/Colleges/HCLAS/CLL/cll_chinese.html
http://itps.bloomfield.edu/international-training/ticket
http://languages.adelphi.edu/
Full transcript