SM, Service marketing, AITC

1. LOGO
Lecturer: Mr. Tuan Anh
Tutor: Ms. Huyen Anh
Nguyen Phuong Anh 0804000006
Pham Khuong Duy 0804000022
Nguyen Thi Loan 0804000062
Tran Thi Xuan 0804000110

2. Contents
Introduction
Situation analysis
Customers
Strategies
Conclusion and Recommendations

3. Introduction
 Foundation: April 28th 2003
 Operations: international training and consultancy.
 Main aims: introduce short training courses on management’s
skills and people’s skills
 Broad range of professional service
 Provide experiential custom
 Tailor skill- training workshop
 Sustain organizational effectiveness and personal fulfillment
 Contribute to develop an international world- class human
resource

4. Current trend
 Soft-skill
application
Increase in
education
Lack human
skills after
graduated
Situation
analysis
Competitors
Direct
PTI
G&H
Indirect.
Pace edu

5. Customer
contact
Segmentation Customer
expectation
Perceived
risk
Perceived
benefits
Customers
analysis

6. Market segmentation
 to define their target
markets that are most
profitable
 match its capacities to
provide high quality goods
and services
Geographic
Behavioral
Psychographic
Demographic

7. Perceived risks
Functional Financial Psychological Social
firm’s reputation
quality of
professors
availability of
the relevant
courses,
quality of the
consultancy
service
quality of
support facilities
cost is
beneficial
Misunderstanding
English lectures
Inexperience
clients’fear
Brand loyalty
based on
Vietnamese
culture

8. Perceived benefits
Firm reputation
Professional trainers
Social support
system
Special deal
or price
Confidence Social Special
treatment

9. Customer contact
Online supports
Online booking
courses
Low
.
Register in class,
Low interaction
between staffs
and customers
Medium High
In class, high
interaction between
trainers and trainees
Active contact

10. Business strategies
Copy positioning:
associates
communication,
advertising, direct,
sales promotion ,
public relations.
Positioning Pricing Promotional
Revenue-oriented
objectives
Patronage-oriented
objectives
Advertising
Sale promotion
Public relations
Servicescape
Word of mouth

11. Internal marketing
Human resource strategies
 All about the relationship an employer forms with its
employees.
 It is said that staff should be seen as internal customers and
their needs should be met, as well as external customers
 AITC have developed a good internal marketing
 Each employee is a brand ambassador
 Welfare policy
 Work environment

12. Conclusions
Customers
Situational
Internal
Marketing
Competitive
advantages
Positioning
Promotional
Pricing
solid position
take advantages in
high-strong brand and
experienced

13. Recommendations
 Pay attention in enhancing quality standard that requires a
long-term solutions
 Strengthen its marketing strategy
 Consider problem of high price
 Continue to expand the production and to gain market
share.

14. LOGO