Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Hang Seng Management College
Hang Seng Management College marketing strategy
Calvin Young Bella Chan Ken Yeung Amas Ma
Findings
like comment share
Background
http://hsmc.edu.hk/
HSSC --> From 1980
--> Prestigious and elite business school
HSMC --> From 2010
--> Post Secondary College
--> offering 6 degree programmes
Background
Vision :
To be a leading private university......especially in the areas of business and management.
Mission :
To advance knowledge and understanding of human activities, especially those related to business and management......
http://hsmc.edu.hk/
- More than 70% students know Hang Seng Management college (18/25)
- The most popular channel to let others know HSMC is word of mouth
- Around 80% interviewees agree HSMC is an post secondary college
- Around 40%of interviewees know HSMC , but more than 80% interviewees recognize HSSC
- The most unpopular channel to let others know HSMC is Ads
- Only 20% interviewees considered HSMC as a "Gateway to Professionalism"
- Around 60% interviewees think that HSMC can turn into an university
- 70% interviewees agree HSSC is a successful school
Objectives
- Investigate Hang Seng Management College's marketing strategy (STDP)
- Segmentation
- Targeting
- Differentiating
- Positioning
- Analysis and justify it efficiency
Methodology
- Study HSMC's popularity through questionnaire
(70 samples)
- Apply marketing concept to the result of questionnaire
Conclusion with analysis
like comment share
Questionnaire
Targeting
Differentiating
Positioning
Segmentation
- Demographic segmentation -> Based on age
- Concentrated marketing (or niche marketing) strategy
- Go after a large share of one or a few smaller segments or niches
Differentiation based on:
- Products
- Services
More for More !
create a positioning statement → ‘Gateway to Professionalism’
Higher price --> Better quality
More for More !
Company resources
- Self-financing starting by the S.H.Ho Foundation
- Creates innovative
- academic programmes
Gateway to Professionalism !
Conclusion with analysis
like comment share
Statistic
- Buzz marketing
- Word of mouth is very important
- Word of mouth marketing (WOMM)
- HSSC brand image is better then HSMC
- Slogan of HSMC cannot represent the brand image of our school
- Promotion strategy of HSMC is not sufficient to cover the targeted customers
- Successful case is the best promotion methiod
Recommendation
like comment share
- Promote HSMC via different media (forum)
- Focus the promotion strategy to secondary students
- Increase the entry requirements for admission