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New Elite Institution. Group 1 林妙娜 李博欣 蔡秀棱 谢有群. Outline. Profile of the New Elite Institution Assessment of the business environment Marketing plan Summary. Profile of the New Elite Institution.
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New Elite Institution Group 1 林妙娜 李博欣 蔡秀棱 谢有群
Outline • Profile of the New Elite Institution • Assessment of the business environment • Marketing plan • Summary
Profile of the New Elite Institution Founded in 2007, the New Elite Institution is short for Beijing New Elite Career International education and technology Center. In 5 years, we have built up a group of experts in business, professionals in career development and personal growth, including college professors, well-known trainers and psychological consultants, which makes us become the most professional vocational education institution in China.
Description and ownership of our business • Our business form: Limited Liability Company (LLC) • Our mission: -- Grow up! Grow to be myself! • Our goal: -- with the most professional concept of career development training system, affect 30% Chinese and help them work out their greatest potential in their favorite fields.
Assessment of the business environment • Global environment • Industrial environment • Economic environment
Global environment • Although the global financial crisis has decreased the economic development since 2008, educational industry still attracts investment institutions’ attention with its decent cash flow and sustainable growth that was not affected by the economic cycle. In recent years, vocational education has gained the highest investment, which takes up 48% of the total amount in the whole education training market. So, our business has a promising future.
Industrial environment • The number of training institutions has increased over 100,000, 50,000 of which are vocational education institutions. These vocational training institutions have better living condition and more stable revenue than other institutions. However, most of them are small-scale and scattered. Institutions that develop in a chain-scale are relatively few.
From the chart above, we know that training institutions are mainly located in developed cities, such as Beijing (66%), Shanghai (19%) and Guangdong (8%). • Now, there is no vocational education institution in HEMC.
Economic environment • Nowadays domestic economic development is unstable, but vocational education institutions become increasingly popular • Increasing number of college students • Increasing number of choices given by this society • Higher requirements given by companies • ……. • College students feel lost and they need us to help them. • In a word, there’s a great demand for vocational education institutions. We believe that our business will have a bright future in Guangzhou Higher Education Mega Center.
Marketing plan • Target market • Service characteristics • Place • Pricing • Promotion
Target market • Mainly college students in HEMC, especially graduates and postgraduates. • We’ve made marketing researches such as phone calls and surveys online and now we’ve figured out a fact that facing the growing pressure on employment, some college students feel lost and have no idea about their future. There are more than 70% of them agree that receiving vocational education can make them have more competitive advantages.
Service characteristics • Career planning orientation quality course (职业规划定位精品课） • Career Management VIP course (职业生涯规划) • Career consulting one-on-one course (职业生涯一对一咨询)
Service characteristic 1. More professional and experienced consultants -- a group of experts in business, professionals in career development and personal growth, including college professors, famous trainers and psychological consultants 2. Reasonable price -- setting prices after we take college students’ revenue and competitors’ prices into consideration; Besides, more promotion are offered 3. Tailor-made -- everyone has its exclusive style of course 4. Thorough tracing -- we’ll still keep trace on you after you finish our courses
Place • North Shopping Center
Place • North Shopping Center -- situated in the central of HEMC, near the Commercial Northern District stop and HEMC North subway station. • How to get here? • Subway (transfer to Line 4, Higher Education Mega Center North subway station) • Bus (NO.381, NO.382, shuttle bus NO.4 etc.) • Walk
Promotion • Promotion mix: -- the combination of 3 types of promotion methods, including advertising, sales promotion and public relations.
Advertising • Flyers (dorms, canteens) • Posters (on bulletin boards) • Billboards • Electric displays
Sales promotion • Follow our weibo and repost for lottery • 5% discount for the first 100 registrations • 10% discount when 2 sign up together • Buy 3 get 1 free • Free trial lessons • Specialty advertising (reusable bags, pens)
Free trial lessons -- experience 2 hours for free -- professional individual test -- one-on-one consultation -- a pamphlet about career planning
Public relations • Sponsorship -- supporting school societies to hold activities, so that we can give briefing sessions in schools to boost our brand awareness
Summary • Profile of the New Elite Institution -- specializing in career planning and offering 3 kinds of courses to college students; “GROW UP! GROW TO BE MYSELF!” • Assessment of the business environment • Global environment • Industrial environment • Economic environment • Our business have a bright and promising future.
Summary • Marketing plan • Service characteristics • more professional and experienced consultants • lower price • tailor-made courses • thorough tracing • Place --Commercial Northern District, convenient • Pricing • Promotion --promotion mix including ad., sales promotion and public relations
