2.

Market Study
2.1.Objectives of the Study
Market analysis is a diagnostic process. A thorough market analysis will help companies
understand how the market operates and how it affects the consumers.

Market analysis provides the initial foundation to build credibility and design a strategy. This
foundation is not fixed, as markets are dynamic and constantly evolving. Prepare to maintain
and update your market intelligence over time and accept that analysis is never really
complete.
2.2.Methodology
2.3. Demand
2.3.1. Consumption for the Past Years
Vietnam is now developing significantly in every aspect such as economic, society, education.
Our country is also in the integration process; especially lately Vietnam has joined Trans-Pacific
Partnership (TPP). Therefore, English become more and more important to Vietnamese people.
It generates more opportunities for us to do business. That is to educate English for people and a
lot of English centers are opened.

2.3.2. Major Consumers of the Product/Service

In Vietnam there is a graduation requirement in a foreign language, commonly English, at the
Universities, Colleges and Schools, as well as the standard requirement to apply for jobs. Not
only that, the society is growing, the parents of students in grades Primary to Secondary are
thinking of investing foreign language knowledge to their children, so they send their children to
centers to study with native teachers. In addition, a lot of people just like to know English to
travel and exchange knowledge and also culture with foreigners. As we mentioned about the
development of Vietnam above, these demand will increase highly together with the increase of
population in the future.

2.3.3. Projective Demand

In spite of many existing English centers, recent years new ones have been still established or
some famous brands opened additional agencies. According to the statistics of education, there
was 1,891 foreign language and information technology centers in 2012, whereas in 2014 it was
2,387, which is 26.23%. Therefore, we can estimate the number may rise to 3,326 in 2017 and
over 4,000 in 2020 according to this rate. The reason is because of the great increase in the
demand of studying English of people.

2.4.Supply
2.4.1. Supply for the Past Years (imported and locally produced)
At that time, there are over 200 English Centers in Vietnam. We can mention about some
well-known English Centers which have large size, good quality and placed in many
provinces such as Apollo, Equest, Bristish Council, ACET, Oxford, ILA and so on. Almost
big centers ara just opened in big provinces.

2.4.2. Projected Supply

The demand of studying English is increasing everyday, so it can create many oppotunities for
new entrants who want to develop English education. In the future, there will be a lot of English
centers opened.

2.5.Demand and Supply Analysis, Demand/Supply Gap

In Dak Lak, it has about 20 English Centers and almost garthered in Buon Ma Thuot City.
With the strong economy, the potential future to develop tourism, and there is not too many
centers opened in there, Buon Ma Thuot City is one prospect area for new entrants. Those
reasons above can be mentioned as the good conditions to every individual who wants to
start up.

2.6.Projected Sales/Market Share

2.6.1. Projected sales
In recent years, English education is more and more increasing. After researching about 5
English centers in Buon Ma Thuot City, we estimate the sales for those English center. From
that, at the 1st year, they try to take back their capital. The growth of sales will increase and
they can get profit for the next year (more than 1.5 times compared to the 1st year).

2.6.2. Market share

Based on the size of each different English Center in Buon Ma Thuot, Dak lak, we estimate
that the market share of 5 English Centers as the charts showed below:
 2015 Market Share

6%
10% Others

38% AMA

14% Ocean
VATC
KL
14% Sunrise
18%

Figure 3. Market Share of English Centers in Dak Lak in 2015(%)

In 2015, AMA has reached 18%, while Ocean and VATC reached 14%, KL was about 10%,
and Sunrise reached 6% for the whole major. The last 38% is included by some universities,
colleges, and vocational colleges.

Our center has been starting running for the last 3 months in 2016, so we predict that in 2017,
we can reach our own market share from the whole major. From that, in 2017, AMA will still
remain 18%, Ocean will be about 14%, 12% for VATC, KL and our center- Olympus- will
be 8%, and Sunrise will be about 7%.
 2017 Market Share

7%
8% Others

34% AMA
8%
Ocean
VATC
12% KL
Olympus

13% Sunrise
18%

Figure 4. Prediction Market Share of English Centers in Dak Lak in 2017(%)

2.7.Marketing Strategies/Programs
2.7.1. Product
To help the students can get the best knowledge and skills (Listening, Speaking, Reading,
and Writing); we will prepare logical lessons in each lecture. Besides, we set some activities
during the lessons to help students could understand the lectures easier. By the end of this
course, students can improve not only their knowledge, but also they can improve their abilities
as well as having more confidence.

English for Kindy (Kindergarten- 3 to 5 years old)

This course is a funny English program; the course is necessary and useful for children. It
can help them get acquainted confidence for new language and pronunciation standards.
Children learn English through songs and activities.

The book using for this course is Fingerprints (Student book, Activity book).

English for Kids (6-12 years old)

 This course is divided into different levels. The course helps children begin to learn the
basic knowledge of 4 skills: Listening, Speaking, Reading, and Writing and communication in
English with confidence and comfort. During the course, students have opportunities to study in
a convenient environment, work in group and practice with native speakers.

The book using for this course is Kids Box (Student book, Activity book- 1, 2, 3).

English for Teens (13-16 years old)

For Teens program, students learn English through group activities and focus on
developing communication skills. Olympus helps students improve 4 skills: Listening, Speaking,
Reading, and Writing.

The book using for this course is More! (Student book, Work book-1, 2, 3, 4).

English for Adults ( Communication and Preparing for International Examinations)

This course supports for learning English at school. Develop the necessary skills to
participate in the international exams. Prepare the necessary skills for studying in English at
home and abroad. In addition, the course helps the students improve 4 core skills, help students
feel more confident when using academic English, and fully develop the learning skills necessary
for higher levels.

The books using for this course are New English File and New Headway Academic.

Before each course, Olympus will give students a written test and also an
interview with foreign teachers. The results are the bases to place students in their
appropriate level.
Except the Kindy classes, students in other lasses-Kids, Teens, Adults- will have
the Mid-term test and Final test. The results will be sent to parents through e-mail
as well students will receive the certificate after each course. Based on the results
of the Final test, the students will be moved to the next level.

2.7.2. Pricing
The cost for each course that we set is showed in the table below:
 Table 4: Tuition fees

No. of No. of
Cost/ Course
No. Level Time/ Course classes/ students/
(Per student)
Course Course

1 Kindy 40hrs/ course 2 36 $220

2 Kids 28hrs/ course 7 140 $190
3 Teens 28hrs/ course 8 160 $190
4 Adults 24hrs/ course 2 20 $200

2.7.3. Place of Distribution

Place to distribute: Buon Ma Thuot City, Dak Lak.

Buon Ma Thuot City is one of the potential markets in the South of Vietnam: having a
huge amount of students and the number of English Center is still small.

2.7.4. Promotions/Advertising

The promotion and advertising are very important parts to promote the brand, increase the
competition with rivals and attract more students. We carry out the promotion and marketing
through some advertising such as Internet, TV, radio, Facebook and so on. We also have our own
website which has full general information about our training courses and our resources.

In addition, we give leaflets and hang banners in the center of the commercial. Special
offers are one of the ways to attract more students as:

- Reduce 8% the fee tuition for the first ten students

- Value scholarships for students who have high achievement at school and have the best
results in the Final test of the course.
- Have opportunities to join at funny and useful outdoor activities with foreign teachers.
Extremely, when applying any courses in Olympus, students will have the opportunity to
experience volunteering in schools and Centers of Social protection. Students also have the
opportunity to help students with difficult circumstances and experience of practical
activities to life.