Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi Trần Thùy Linh Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Năm bảo vệ: 2011 Abstract Among 6.9 billion population of the world, English is used as day to day communication in which: 400 million native speakers, 700 million non-native speakers, billion people who are studying English in the world today Over US \1 billion was spent in the English Language Training industry year 2007 (lessons, books, exams, etc) 80% of all of the information stored in the world‟s computers is in English Over 50% of the world‟s scientific journals [reports, books, etc] are in English 80% of the English used today is between non-native English speakers These facts and figures showed the importance and development of English Language Training industry English has become a most popular and an international language It is used over the world and is an official language in most of important organizations as the United Nation, World Trade Organization, International Monetary Bank, World Bank…Vietnam joined WTO and is member of others organizations so English has become more important than ever In the era of culture and trade exchange, consumer behaviour of people changed a lot In learning English, people changed from Vietnamese teacher to native teacher The method of studying has changed from reading and writing to practicing speaking and listening The reason is that English is not only used in documents andacademic studying but also in daily using The companies have to understand the trend and consumer buying process to deliver the suitable marketing strategy Customer should be the starting point of every marketing strategy ILA is a famous brand name in Hochiminh City about quality English Language trainer There were more than 30,000 people studied at ILA each year in nation wide There were branches in Hochiminh City, one in Vungtau, one in Danang and one in Hanoi Even the company used same marketing strategy that was successful in Hochiminh city; ILA Vietnam in Hanoi still had negative profit since it grand opening in 2007 The company did not understand customers‟ demands in Hanoi then applied unsuitable marketing mix In order to gain the market share development, ILA has to change a more suitable marketing mix for ILA Hanoi The thesis would like to analyze the problems of applying unsutable marketing mix in Hanoi and recommend some marketing solutions to improve company‟s market share Due to limitation of ability, the solutions may concentrate on Marketing activities and strategies Keywords Tiếp thị; Thị phần; Quản trị kinh doanh Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF FIGURE viii LIST OF TABLE ix INTRODUCTION 1 Research Problem Objective and aim of thesis Scope and scale of thesis Methodology Data resources CHAPTER 1: LITERATURE REVIEW 1.1 1.1.1 Market share Definition 1.1.2 Ways to increase market share 1.2 Consumer decision making process 1.2.1 Information search 1.2.2 Source of information 1.2.3 Information search on the Internet 1.3 Customer Value, Satisfaction, and Loyalty 13 1.3.1 Customer Value 14 1.3.2 Total Customer Satisfaction 17 1.3.2.1 Customer expectation 18 1.3.2.2 Measuring Satisfaction 18 1.4 Marketing mix 19 1.4.1 The product 19 1.4.2 Promotion mix 27 1.4.2.1 Advertising 28 1.4.2.2 Sales promotion 31 1.4.2.3 Public relation 33 1.4.3Place 34 1.4.4Price 39 CHAPTER 2: THE CASE OF ILA VIETNAM IN HANOI 41 2.1 Introduction 41 2.2 Business analysis 44 2.2.1 Analysis of visitor and sources of information channel 44 2.2.3 Product analysis and comparison 47 2.2.3 New sales analysis 55 2.2.4 Re-enrolment and customers’ loyalty analysis 57 2.2.5 Promotion mix analysis 58 2.2.6 Place 63 CHAPTER 3: CONCLUSION AND RECOMMENDATIONS 67 3.1 Conclusion 67 3.2 Recommendations 69 3.2.1 The information search on the Internet 69 3.2.2 Building Customer Value, Satisfaction, and Loyalty 70 3.2.3 Marketing mix 73 3.3 Product 73 3.4 Promotion mix 77 3.5 Place 81 REFERENCES 83 Appendix 85 References Aaker, D A., Kumar, V., & Day, G S (2003) Marketing Research Hoboken, New Jersey: John Wiley & Sons Best, Hawkins, Coney (2004); “Consumer Behaviour”, 9th edition, McGraw- Hill Companies, Inc, USA Bryman, A & Bell, E (2007) Business Research Methods Oxford University Press Inc., New York Danziger, Pamela N., 2004: Why People Buy Things They Don’t Need: Understanding and Predicting Consumer Behavior Dearborn Trade Publishing Dichter, Ernest, 1964: Handbook of Consumer Motivations New York Donald R Cooper & Pamela S Schindler - Business Research Methods, 8th Edition, McGraw-Hill Companies, Inc, USA, 2003 Engel, J.F., Blackwell, R.D., & Miniard P.W (1995) Consumer Behavior, 8th ed., Forth Worth, T.X.Dryden Press Evans, M., Jamal, A & Foxall, G (2006) Consumer Behavior, p.59-60,189 Grossack, Martin M., 1964: Understanding Consumer Behavior The Christopher Publishing House, Boston, U.S.A ILA competitor’s reports ILA customer visits report -2008, 2009, 2010 ILA sales report - 2009, 2010 Kotler, P & Armstrong, G (2005) Principles of Marketing: Marketing managing profitable customer relationships: Marketing defied China: Tsinghua University Kotler, P., Wong, V., Saunders, J., & Armstrong, G (2005) Principles of Marketing (4th European Ed.) 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Principles of Marketing: Marketing managing profitable customer relationships: Marketing defied China: Tsinghua University Kotler, P., Wong, V., Saunders, J., & Armstrong, G (2005) Principles of. .. 67 3.2 Recommendations 69 3.2.1 The information search on the Internet 69 3.2.2 Building Customer Value, Satisfaction, and Loyalty 70 3.2.3 Marketing mix ... Source of information 1.2.3 Information search on the Internet 1.3 Customer Value, Satisfaction, and Loyalty 13 1.3.1 Customer Value 14 1.3.2 Total Customer