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HANOI-AMSTERDAM HIGH SCHOOL ANALYSIS

* Table of Contents
I.ACKNOWLEDGEMENT4
II.EXECUTIVE SUMMARY4
III.SITUATION ANALYSIS5
3.1. Current trends5
3.2. Competitor analysis6
IV.CUSTOMERS ANALYSIS6
4.1. A description of target market6
4.2. Buyer behavior6
V.POSITIONING STRATEGY11
5.1. Current place in customers’ mind11
5.2. Place the school wants to hold12
VI.SERVICE BLUEPRINT13
6.1. Employee and customer participation in service production and delivery13
6.2. Organizational structure14
6.3. Blueprinting14
VII.THE ROLE OF PHYSICAL EVIDENCE17
VIII.PRICING STRATEGIES EVALUATION18
IX.ANALYSIS OF METHODS BY WHICH SUPPLY AND DEMAND IS MANAGED19
9.1. Capacity evaluation19
9.2. Management of capacity and demand19
X.ANALYSIS OF CUSTOMER QUALITY, SATISFACTION, PERCEIVED VALUE AND CUSTOMER RETENTION EFFORTS21
10.1. Current measurement of quality, satisfaction and perceived value21
10.2. Strategies to build customer relationship22
XI.INTERNAL MARKETING22
11.1.Internal Marketing in school22
11.2.Rewards23
XII.CONCLUSION23
XIII.REFERENCES25
GROUP WORK CONTRIBUTION REPORT27
ASSIGNMENT MARKTING SCHEME28

*
EXECUTIVE SUMMARY
Nowadays, technology plays an important role in the development of society and education as well. As a result, Hanoi-Amsterdam High School becomes one of the best choices for parents. In this report, we analyze and give some recommendations about its service. Firstly, Hanoi is a center of education with a lot of famous high schools in Viet Nam, the competition of top rank school between Hanoi-Ams and other highly-reputed schools becomes more fiercely. Currently, Hanoi-Ams has been considered the most luxurious international school and also the most reliable choice of education aiming at overseas studies. That is a favorable but also challenging factor for Hanoi-Ams to become a leading educational institution in patterns of advanced education and in innovation. In addition, Schooling is of high – contact service, so high degree of interpersonal contacts and customization are required. Secondly, everything must be kept in order as detailed in the blue print that is prepared to maintain the discipline and equality in the school. In education, servicescape plays an important role for the development of this area. This service encounter should facilitate close interactions between customers and service provider. Besides, the appearance of physical evidence is important for customers to catch the content and process of the service. The school has modern facilities to serve the students’ as well as teachers’ use during teaching and studying. It also tries to match its supply and demand and improve its service. Thirdly, the most important promotional strategy that Hanoi-Ams uses is public relationship through events, conferences, contests. Another part of the report analyze students and parents’ satisfaction about their service such as teachers, the academic program, activities, Finally, it has to mention that, along with proposing strategies which support customer orientation, the school also attaches special importance to increase the staff’s quality, in which it has clear system to reward and punish teachers. SITUATION ANALYSIS

3.1. Current trends
Role of technology:
In the age we live, technology plays an important role in the development of society, especially in education. Thanks to technology advances, there are various benefits for students in learning process. Initially, technology used in the classroom engrosses students with the lessons. For example, a widescreen linked to a computer allows teachers to show videos, images and references that are related to the topic, making the lesson more lively and effective. Furthermore, technology also supplements class activities, providing students with questions, tests and quizzes through study software, or letting them search information for...
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