Some recommendations to develop the market share, the case of ILA Vietnam in Hanoi

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, 1 billion people who are studying English in the world today. Over US \1 5 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 8 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.

URI:

http://repository.vnu.edu.vn/handle/VNU_123/6324