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SECONDARY DATA RESEARCH
Name: Vo Thi Diem Trang
ID number: S3480032
Lecturer: Nguyen Van Thang Long
TEEN ENGLISH PROGRAM
TABLE OF CONTENTS
BACKGROUND
RESEARCH OBJECTIVES
METHODOLOGY
KEY FINDINGS
LIMITATIONS
RECOMMENDATIONS
REFERENCES
SUPPLY, DEMAND & BACKGROUND OF THE TARGETTOP INSTITUTIONS COMPARISON
WHAT ARE THEY LOOKING FORHOW WE APPROACH THE TARGET
BACKGROUND INFORMATION
BACKGROUND INFORMATION
CLIENT:
CURRENT SITUATION:
CHALLENGE:
RMIT Vietnam is going to introduce the English for Teen program in order to cater the needs of younger target market and commenced their English studies later than many others.
How we could take advantage of the potential of market and compete with other English for Teen providers?
RESEARCH OBJECTIVES
RESEARCH OBJECTIVES
Grasp the initial sense of market
potential
Gain the insights of target
markets and their demands
Understand the competitors and
our target markets’ perception
towards
METHODOLOGY
SECONDARY DATA RESEARCH
Google is used with general keywords such as
“English for teens” in the first step to get what
people often seek for in the Internet, from
which we could get useful keywords to
investigate further.
SECONDARY DATA RESEARCH
Documents analysis including reports, online newspapers and online forums are used
to generally look into the target publics and their problems towards English for teens.
• Report “Vietnamese language study and motivation”
and “English studies practice in Vietnam” are
investigated to understand the general sentiment of
Vietnamese people towards learning English,
including: reasons to choose English, English center
choice factors, key areas to improve.
• Report “Online English learning” are looked into to get
general perception about choice factors when
choosing English providers
SOCIAL LISTENING TOOLS
Social listening tool is used to listen and measure
real-time conversations, from which we could
understand their perception and our competitors’
activities on all online channels
In order to get appropriate result and
avoid spam, keywords need to considering
carefully and previewed many times
before getting it runs.
GOOGLE TRENDS
Google Trends is used collaboratively with Social
Listening Tools to get more understanding about how
consumers are searching on Google.
In this report, this tool is maximized
to see how increasing the need of
studying English and the searching
situation of all centers.
FACEBOOK GRAPH SEARCH
By using the search algorithm and relationships
between the users and their behaviors, Facebook
Graph Search results in what people interest
expressed on Facebook.
For example, we could use Facebook Graph
Search to know what people who like a
single page will also like by using: Pages liked
by people who like + Page name
KEY FINDINGS
1. THE TARGET PUBLICS UNDERSTANDING
1A. THE TARGET PUBLICS
A. THE TARGET PUBLICS PROFILE
● Studying in secondary schools
● Teens are often unclear about their future
● They are not very active in choosing the
way they live and the way they grow up,
so they often depend on parents’ decision
(thanhnien.vn 2015)
● However, their development is the main
focus of the family.
Teens (11-15)
● Studying in high schools
● Have more thoughts about what will they
become in the future as they are pushed
to think about their career path more
(compared to when they were 11-16)
● Their concerns are more mature, they
may have voice to their parents
Teens (16-17)
A. THE TARGET PUBLICS PROFILE
● The decision maker in a family
● They always care about their
children, especially the potential
development in career
A. THE TARGET PUBLICS PROFILE
THERE IS A HUGE DEMAND IN THE MARKET
For future career
For studying abroad
For scholarship opportunity
THE REASON BEHIND NEEDS FOR THIS COURSE
According to Vnexpress (2016), people aim to
develop their children’s English from the
beginning to:
• Ensure their future career (1)
• For easier and cost-saving studying abroad
in high school study or Bachelor/ Master
degrees (2)
• For scholarship opportunity (3)
English study is believed to bring more opportunities for a “good job” and improve “current work operation”.
(1) FOR FUTURE CAREER
(Q&Me 2016)
Vietnam ranked number 8 among the top 10 countries that have most students study abroad, with the number of 130 000 students in 2016 (Vnexpress 2016)
The term “du học” is searching more and more in Google in the past 5 years (Google Trends 2016)
(2) FOR STUDYING ABROAD
From 2012 till now, there is significant increase on number of people, who do a search related-to study abroad (Google Trends 2016)
When studying abroad, English spoken country is the most preferable one, which counts for about 60% (Vnexpress 2016)
(2) FOR STUDYING ABROAD
(2) FOR STUDYING ABROAD
• The trend of studying abroad in high
school is increasing as parents want their
children to prepare well for Bachelor.
Therefore, there are more demands for
studying English in teenage years.
• Mostly, parents are the one who care
more about the learning journey.
(3) FOR SCHOLARSHIP OPPORTUNITY
• However, some senior students
in secondary schools are more
actively for seeking
opportunities.
• For these scholarships, English is
the main requirement.
THE TARGET PUBLICS SUMMARY
TARGET PUBLICS VERSUS DEMAND
Vietnamese students Parents
Age 11-15 16-17 35-45
Geographic Ho Chi Minh City & Hanoi
Psychology• Not really clear
about future• Know what they want • Have thoughts about how to
develop their children
Demand
• Learning English is fun
• Being asked to study English by their parents
• May seek for some course to improve their skills
• Certificate for scholarships or to move to international schools or study abroad in high school
• Seeking for needed English certificate and English courses
• Want their children begin their studying journey soon, so they could develop well on their career
AND THE HUGE SUPPLY AS WELL
SUPPLY FOR ENGLISH STUDIES
When mentioning about English for teens, most people think about International
English institutions/ centres. However, we may consider some substitutions such as
English private tutor, English online platform, International schools and the new
program: English at schools
Social Heat (2016)
ENGLISH PRIVATE TUTOR SERVICE
Hiring an English private tutor is one of a popular choice for parents when they want to improve their children’s skills.(+) Positive perception ● One-to-one tutoring helps understand
clearly what students need to improve● Teacher will easily focus on grammar,
reading and writing(-) Negative perception● Most Vietnamese tutor may not provide
excellent speaking skills compared to native teachers
● Class will not be energetic and bustle● High cost
AT SCHOOLS PROGRAMAn innovative program from 2015,
developed by the Ministry of
Education to provide students
with English skills in different
subjects (thanhnien.vn 2016)
(+) Positive perception
● Students could communicate
with native speakers
(-) Negative perception
● Class has too many students
that may affect teaching
quality
THROUGH ONLINE PLATFORM
Online English learning has become more
popular, especially for students (tinmoi.vn
2016) .
(+) Positive perception
● Flexible about time and have choice to
choose teacher
● Flexible about programs and studying
level
● More efficiency saving
(-) Negative perception
● Do not know how credible of teachers’
information could be
INTERNATIONAL SCHOOLS
With more than hundreds international
secondary and high schools in Ho Chi Minh
City and Hanoi, students are believed to
equip with best English practice.
(+) Positive perception
● Native teachers practice with students
everyday in every subjects, which can
help to improve every skills
(-) Negative perception
● May lose basic knowledge about
Vietnam
● Require extremely high investment
TRAINING CENTRES
Training centers are still the most popular
options for parents as:
(+) Positive perception
● The tuition fee is flexible for different
demands
● Students could choose to begin with their
appropriate proficiency
● Most institutions have native speakers
(-) Negative perception
● We cannot choose the lecturers
● There are many centers which make
consumers confused to choose
2. SCHOOLS, INSTITUTIONS OR TRAINING CENTERS
a. TOP BRANDS IN THE MARKET
TOP MENTION CENTERS ON SOCIAL
Yola, ILA, Apollo, VUS, AMA and SEAMEO are all considered as high-reputation and
experienced training centers for English for teens. Especially VUS with the highest
number of centers all over Vietnam is the most mentioning institutions.
Social Heat (2016)
TOP SEARCH INSTITUTIONS ON GOOGLE
The difference on top search and top
mentioning may due to some reasons:
• There are more seeders for VUS,
who help to create conversations
more on online platform
• ILA & AMA are the top-of-mind
centers when people decide to
find more information about
• People know a lot about VUS that
they do not need to search more,
they just directly recommend/
mention it when talking with
others.ILA and AMA are the top search centers on Google.
Google Trends(2016)
B. WHAT ARE THE AUDIENCE SPECIFICALLY SEEKING FOR?
THE LEVEL OF ENGLISH PROFICIENCY
Proficiency level CEFR Certificate
Beginner A1IELTS 1-2
TOEIC 0-150
Elementary A2IELTS 2-3
TOEIC 151-300
Pre-Intermediate B1IELTS 3-4
TOEIC 301-350
Intermediate B1+IELTS 4-5
TOEIC 350-500
Upper Intermediate B2IELTS 5-6
TOEIC 500-600
Advanced C1IELTS 6-7
TOEIC 600-780
There is no mention about the level people
are looking for. However, desired English
proficiency is measured by popular rate of
International certificate such as IELTS
5.5-6.0,TOEFL 500-600 or TOEIC 600
(newocean.edu.vn 2015)
From that, we could interpret that the
desired level of English proficiency is about
Intermediate or Upper Intermediate. After
that, people may consider course that
specifically focus on IELTS/ TOEIC.
Speaking is the key area that people want to improve.
KEY AREAS THEY WANT TO IMPROVE
Q&Me (2015) Google trends (2016)
Social heat (2016)
80% of secondary students and 100% of teachers answered that they want to improve speaking skills for students when being asked (Giaoduc.edu 2015)
KEY AREAS THEY WANT TO IMPROVE
From students' perspectives From teachers' perspectives
C. THEIR NEEDS AND CURRENT DELIVERABLES
KEY AREAS VERSUS CHOICE FACTORS
Speaking and pronunciation are the most
concerned skills, which could illustrate
the effectiveness of learning quality
Intermediate is the average
level people aim for
Money is always a big problem
Native speakers and interaction
activities are the first considered
factors.
If students start from the
beginning, they will consider
lenghth of time.
Learning cost could always a
barrier to consumer’s choice.
From the understanding of their needs specifically in key areas and English proficiency, we could interpret that:
In social listening tools, we know that people often discuss about price, learning method & program, good reputation and quality of teacher.
CHOICE FACTORS AMONG INSTITUTIONS
Social Heat (2016)
Variety of program, length of studying and curriculum is also considered.
CHOICE FACTORS AMONG INSTITUTIONS
Q&Me (2015) Datasection (2016)
Tuition fee Facilities Teaching & learning method/ quality Other comments
VUS Affordable Quite good• Experienced
Good backgroundSome common classes only have Vietnamese teacher
ILA Very expensiveBest
investment in facilities
• Very experienced native speakers• Good at “English for children” and
“English for teens” program, especially for speaking skills
APOLLO Quite expensive Quite good
• Popular for “English for children” and “English for teens” program
• 100% foreign teacher but not native teachers
The entrance test is not credible. It may lower your
real ability
SEAMEO Affordable Quite good• 100% foreign teacher but not native
teachers• Quite good but cannot compare to VUS/
ILAAMA Affordable Quite good
PERCEPTIONS AMONG TOP ENGLISH CENTERS
4. HOW COULD WE APPROACH THEM?
Facebook and forum are the most popular platform to discuss about “English for teens"
TOP PLATFORMS
Social heat (2016)
TOP PLATFORMS
FACEBOOK NEWS FORUMS
Advantages ● A personal page that people could interact with others
● Various topic to look into
● Reliable sources that are checked before publishing
● People are free to create new topics and express their opinions
Disadvantages ● Credibility of information is unsure
● Many PR articles● Less familiar to
comment and discuss
● May have seeding topics that mislead true information
● Subjective perspective
Other platforms
Youtube is also developed as a learning tool when learning online is more popular. However, people tend not to discuss a lot on Youtube comments.
TOP FORUMS
TOP PAGES
TOP PAGES
Tu hoc IELTS 8.0Like: 243.359
Elight learning EnglishLike: 337.119Review: 4.6/5
Ms.Hoa ToeicLike: 692.0005Review: 4.5/5
These pages have the similarity of their content:
• They have edutainment content
• Some posts bring tangible value at the beginning, such as: like & share to
receive learning toolkit
Ms Nguyễn Thị Hoa• Alumni of Foreign Trade University• Have 7 centers at Hanoi & Ho Chi Minh City• Attract 200-300 students with 15-20 classes/ month • Website has 200 000 members study online
Ms Phan Kieu Trang• Full scholarship of Australian Government about
Marketing and English studies in 2013• Graduate in Top 5 at Hanoi University
Cựu sinh viên DH Ngoại Thương HN, cựu nhân viên công ty chứng khoán PSI, ngân hàng HSBC Tự học Ielts 8.0
Mr Ngoc Bach• Alumni of Foreign Trade University• Founder of Fanpage: Self-learning for IELTS 8.0
Similarity in their profile:• Used to be not good at
English but they try their best by themselves to be successful
• Really active on social media, from their personal page to main Facebook page
IDENTITY OF INFLUENCERS
IDENTITY OF INFLUENCERS
Famous people such as Ho Ngoc Ha, Tran Thanh, Hariwon &
Pho are followed a lot by people who are interested in English
center Facebook page.
LIMITATIONS
The social listening system only allows to
collect data within maximum 3 months,
which is the end of July & August.
However, based on Google Trends, the high
peak of conversation is usually on June.
Social media listening tool is not allowed
user to filter the area people are living
in, which may cause the differentiation
in data collection
TIMING GEOGRAPHICAL AREA
AUDIENCE
Based on the statistics of social media listening tools, the audiences are
mainly from 18-34 years old, which are completely not correct with the
researching target market.
AUDIENCE
This statistic also integrates with the Facebook users profile in Vietnam. Then,
although Facebook is the most popular discussion platform (as mentioned
above), any marketing strategy conducts on Facebook may not reach the
appropriate number of parents targeted.
APPROPRIATENESS OF SECONDARY RESEARCH
All found report on Q&Me do not have
completely same samples as our needed
research. Therefore, we could only use these
sources to understand the social sentiment.
RECOMMENDATIONS
KEY FINDINGS RECOMMENDATIONS
• Parents have clearer direction than teen in
English study. High schools students may be
more aware of their learning but it is
limited for secondary students.
Our marketing strategy should focus more on parents
as they are decision maker. Other tactics may aim to
create interest of senior secondary students (15 years
old) and upper.
• The most concern of learners are the
potential of their career
We could focus on the selling point that “RMIT is not
only an English institution, RMIT is a high-reputation
university that could offer wide range of degrees,
from Bachelor to PhD, from Vietnam to Melbourne.”• Studying abroad and getting scholarships
are reason behind to choose the course.
• Our key competitors are training centers.
However, we also have other substitutions
to consider.
We may consider the weakness of other substitutions
to add more value to our services. For example,
one-to-one consultation service could compete better
to private tutor.
KEY FINDINGS RECOMMENDATIONS
• People often discuss about price, learning
method & program, good reputation and
quality of teacher on social.
We may not offer the low price but we may add more
value on teaching & learning method (which could be
used to learned in international environment) or
native teachers.• Speaking and listening is the key area to
focus
• Facebook is the top popular platform, but
not the most effective platform to reach
parents
We must think about other traditional platforms to
approach the parents well.
• There are many influencers/ bloggers could
be used to trigger student’s interest.
We could take advantage of those people but it is
limited.
• May & June is the time have most search
about English study
Our marketing campaign should be kicked-off from
April.
REFERENCES
REFERENCES
Datasection Vietnam 2016, “Learning English online", 31 June, viewed November 1 2016,
http://datasection.com.vn/tag/hoc-tieng-anh-online/
Giaoduc.edu.vn 2015, “Students are not yet confident for speaking English”, December 15,
viewed 7 November 2016,
<http://www.giaoduc.edu.vn/hoc-sinh-chua-tu-tin-noi-tieng-anh.htm>
Q&Me 2016, ‘Vietnamese language study and motivation’, Q&Me, viewed November 1 2016,
<https://qandme.net/vietnam-report/Vietnamese-language-study-and-motivation.html>
Q&Me 2015, ‘English study practices in Vietnam’, Q&Me, viewed November 1 2016,
<https://qandme.net/vietnam-report/English-study-practices-in-Vietnam.html
Thanhnien.vn 2016, “The advantages of English at schools program", June 30, viewed November 7
2016, <http://thanhnien.vn/giao-duc/nhung-loi-the-cua-chuong-trinh-tieng-anh-tich-hop-718273.html>
REFERENCES
Tinmoi.vn 2016, “3 benefits of learning English online", November 16, viewed November 19 2016,
http://www.tinmoi.vn/3-loi-ich-cua-viec-hoc-tieng-anh-online-011436143.html
Vnexpress 2016b, “10 reasons English is the world language", August 31 viewed November 11 2016,
http://vnexpress.net/tin-tuc/giao-duc/hoc-tieng-anh/10-ly-do-tieng-anh-la-ngon-ngu-cua-the-gioi-3460
244.html
Vnexpress 2016a, “Where are Vietnamese studying abroad", November 2, viewed November 11 2016,
<http://vnexpress.net/infographics/giao-duc/du-hoc-sinh-viet-nam-dang-hoc-tap-tai-nhung-nuoc-nao-3
493240.html>
Vu, H 2015, “How much IELTS do we need for studying at Australia", New Ocean, 10 October, viewed 12
November 2016, <http://newocean.edu.vn/du-hoc-uc-can-ielts-bao-nhieu.html>
THANKS FOR READING.