Marketing Strategies at Foreign Trade University, Viet Nam

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Marketing plan
The American Accredited Undergraduate Program

Group members:
Trần Khánh LyĐào Quang Huy
Tạ Thùy LiênLê Huyền Phương
Nguyễn Thị Thanh HảiĐoàn Trà Vy

Content
ABSTRACT| 2|
OVERALL DIRECTIONAL STRATEGY| 3|
STRATEGIC MARKET ANALYSIS | 4|
Micro environment | 4|
Macro Environment| 5|
STRATEGIC BUSINESS UNITS OF FTU| 7|
FTU’s SBU| 8|
Life-cycle strategies| 10|
Resource allocation| 13|
STRATEGIC ORIENTATION| 16|
Improve services| 18|
Complete curriculum | 18|
Differentiate the program| 19|
Strengthen financial foundations| 19|
Develop cooperation| 20|

TARGET MARKET| 20|
Demographic segmentation| 20|
Geographic segmentation| 21|
Psychology segmentation| 21|
Behavioural segmentation| 21|
MARKET POSITIONING| 23|
Positioning by benefits| 24|
Positioning by price/quality| 24|
CONCLUSION| 25|
APPENDIX| 26|

ABSTRACT
Deriving from the tradition of industriousness and creativity, Vietnam’s education has been regarded as one of the fastest-growing sectors in Vietnam with a rapid increase in the quality and quantity of higher education institutions since “Doi moi 1986” (MOET report, 2010- Appendix 1). The Higher Education Reform Agenda (Resolutions 14-2005/NQ-CP) adopted in 2005 also further acknowledged education as “priority area” for national investment. Dancing in the tune with the whole industry, Foreign Trade University (FTU) is considered the leading educational tertiary in Vietnam and a reliable partner in international market. However, like other domestic universities, FTU also came into a lot of hindrances owing to the emergence of newly foreign-invested universities like RMIT or Raffles. A big question came out whether FTU has made use of its resources to promote FTU’s image. With the purpose of identifying the right marketing recipe for FTU, we conducted a small research covering 5 main parts: (1) overall directional strategy of FTU, (2) Strategic environment analysis, (3) SBUs and resource allocation, (4) Strategic orientation, (5) Market segmentation and (6) marketing positioning.

OVERALL DIRECTIONAL STRATEGIES
According to Wheelen and Hunger (2004), a company pursued a “directional growth strategy” when it is trying to expand its business activity. From this definition, it cannot be denied that Foreign Trade University has always been looking forward to developing its operational scope. Established in 1960 under the name “Faculty of International Relations of University of Economics and Finance” by the Ministry of Foreign Affairs, Foreign Trade University has undergone over 60 years of developments full of pride and challenges. From only one training facility in Ha Noi, FTU expanded its territory to Southern Vietnam with a second campus in Ho Chi Minh city (Degree 1485/GD-DT,2003) and recently in Quang Ninh province (Degree 957/QD-DHNT-TCHC,2009) (Appendix 2). Furthermore, the university even diversified its activities with more faculties (Economics and International Business, Banking and finance, Law and Commercial language) not only to satisfy the needs of students but also to catch up with the rapid development of educational system worldwide. Furthermore, to fulfil its mission “To nurture talents and provide high-quality human resources for Vietnam”, FTU held many cooperation programs with World Bank, MUTRAP, European Commission, JICA (FTU homepage, 2012) and even signed numerous agreements with international partners to provide more services for students including advanced programs, joint program or accredited undergraduate course with Colorado State University, U.S.A, La Trobe University Australia, Asia Pacific Japan, Rennes France. These programs have been acknowledged by the Ministry of Education in terms of quality and credibility. Last but not least, to ensure its sustained development, FTU have been constructing many new...
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