The document analyzes the reality and goals of AIESEC Mongolia's brand ambassadorship program. It examines feedback from participants in the leadership opportunities (TXP), talent exchange program (TN), and exchange program (EP). The reality analysis found that while opportunities were provided, many were unaware of AIESEC's full role. The goal analysis suggested promoting AIESEC as providing networking, skills and an international experience to develop young leaders.

1. Brand Ambassadorship:
Goal & Reality Analysis
AIESEC Mongolia
Get Smart Campaign
mn.aiesec.org

2. Reality Analysis (TXP)
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Leadership opportunities
Personal development
Practice English
Communication skills
They don't know what we actually do
Different opportunities
mn.aiesec.org

3. Reality Analysis (TXP)
NUM Analysis
• Small sample size (30)
• Leadership opportunities
IFE Analysis
• Big sample size (300)
• A lot of people don't know
AIESEC
• Leadership + opportunities
mn.aiesec.org

4. Reality Analysis (TXP)
Hear:
Do:
Say:
Feel:
Leadership + opportunities
Nothing / want to join
Leadership + opportunities
What we do / offer is relevant
mn.aiesec.org

5. Reality Analysis (TN)
• Current TNs say that we are cost-effective (visa) but
other companies say that we are expensive (salary +
accommodations)
• International experience for the companies
• Value adding for the company
• Interns give the full value of the cost to the company
• Companies here do not know how to handle interns
• Unable to maximize the internship XP
• Still expecting "white people" even though they do not
have the capacity to pay
• Setting expectations may cause a harder sell
• Something + language-based TNs
mn.aiesec.org

6. Reality Analysis (EP)
Outgoing
• Happy with the cultural experience
• Not happy with AIESEC (non-delivery from the project side)
• Happy with the network
• Proper expectation setting
• Career development/ professionalism
• Disorganized LCs
Incoming
• Either overworked or underworked
• Difficulty working with the locals
• EPs get used to the working environment after a while
• Incompetent management on the TN's side
• Lack of communication from EPs
• Most of them are not AIESECers
• Need to be more connected and integrated with the EPs
mn.aiesec.org

7. Goal Analysis (TXP)
Hear: The international platform for developing
young leaders through leadership and exchange
opportunities (brand position)
Do: Become promoters of AIESEC (Promoters:
involve themselves for AIESEC, engaging and
attempting to bring in new customers)
Say: Network, interpersonal skills, leadership
opportunities, practical knowledge and skills
(brand promise)
Feel: There is a need to join AIESEC for the
betterment of the youth and the society
mn.aiesec.org

8. Goal Analysis (TN)
Hear: Foremost international talent solution
provider in Mongolia
Do: Collaborate with AIESEC to increase
operational capacity
Say: Endorse AIESEC and its programs to
other companies and organizations
Feel: AIESEC is adding value to the
company and the investments through the
international programs
mn.aiesec.org

9. Goal Analysis (Outgoing EPs)
Hear: Opportunity to gain international working
experience and a way to have fun and meet
new people from different countries
Do: Be involved in AIESEC in other countries
and bring back their experience into AIESEC
Mongolia (IXP)
Say: The internship and the experience as a
whole was value adding and fun for them
Feel: The exchange was worth the trouble and
money that they went through
mn.aiesec.org

10. Goal Analysis (Incoming EP)
Hear: Mongolia is a nice place to live and work
in
Do: Be involved with AIESEC Mongolia and be
promoters of AIESEC Mongolia to their home
countries and to their TNs
Say: See the internship as a value adding
experience for them that they will be more
competitive in the job market
Feel: Fulfilled and satisfied with the work
experience and with AIESEC for providing a
holistic experience for them
mn.aiesec.org