This document provides an overview and analysis of the life coaching industry in Vietnam and Better Living, a Vietnamese life and business coaching company. Better Living was established in 2012 and offers individual and team coaching packages, as well as life skills training programs. The document analyzes the macro environment through a PEST analysis, identifies key competitors in the industry, and performs a SWOT analysis for Better Living. It finds the life coaching market in Vietnam is growing rapidly due to factors such as a young, educated population and increasing demand for lifestyle and personal development services.

1. Life Coaching Industry in Vietnam
Marketing study case : Better Living
Developed by Adela Yadallee
8th august 2013
1

2. Better living: the company overview
 Estabished in April 2012, BetterLiving is aVietnamese company
specialize in life & business coaching.
 Business services offered:
 Coaching :
 Coaching individuals
 Coaching team
 Coaching packages:
+ Career for you
+ Life Check-up
 Training:
 Life (12 classes)
 Successful Living
 Live enjoy
 BetterLiving operates inVietnam
2 Developed by AdelaYadallee

3. Better living: the company overview
Vision
• Be the leader in the process
of helping people to live
happy, successful lives and
enjoy each precious day.
Value
• Highly experienced team
• Continuous improvement
• Customer well-being
Mission
• A tailored services to each
client in order to help them
to build the best ago for a
better life
3 Developed by AdelaYadallee

4. Market Analysis
4 Developed by AdelaYadallee

5. Macro Analysis : PEST Analysis
• Threats
• Less autonomy control for any
organization.
• Influence of cultural and information
Ministry
• Opportunities
• Fast growing market
• Political stability
Political
• Threats
• Economic downturn
• Corruption
• Lower-middle disposal income, weak
currency exchange rates & high inflation rates
• Opportunities
• Booming of the services sector. Life coaching
services is new and nearly inexistent
• Expected GDP growth rate to 2011 - 2020
period, averaging 7-8 % per annum
Economic
5
Sources: KPMG Vietnam Market entry report
The World Bank
Developed by AdelaYadallee

6. Macro Analysis : PEST Analysis
• Threats
• New industry
• Estimating demand for life coaching services
is difficult
• Opportunities
• Young, educated and motivated population
(57% of the population is above 30 years old)
• Perception of the Face saving in society
• Increase in consumer demands for goods,
services and travel.
Socio-cultural
• Threats
• Move towards more automation vs.
personalization in service
• Internet: PriceTransparency
• Opportunities
• Social Media Marketing
• Vietnam is ranked as the 7th country in Asia
with high proportional internet users.
Technological
6
Sources: Cimigo Vietnam
Market Publisher
Developed by AdelaYadallee

7. 7 Developed by AdelaYadallee

8. Life coaching: Industry Analysis
8
 Since 2007, there is more than 30 000 coaches working worldwide.
 The coaching market continues to grow. The number of executive coaches has tended to double
 The rapidly growing number of working coaches can be explain by the fact that there's not a lot of turnover
in the industry. A full 85% of coaches indicate that they intend to stay in this field for at least a decade
 Most coaches indicate that it takes time to build up a client list large and reliable enough to generate a solid
income.
 Coaching is a business with a lot of niche areas. Some of the fastest growing niches in coaching at the
moment include
 executive coaching, which has seen a 19% increase since last year,
 leadership coaching with an 18% increase
 life vision and enhancement coaches with a 16% increase.
 The coaching industry is tending towards clients who want help managing not just their businesses, but
their overall lifestyles.
Developed by AdelaYadallee

9. Life coaching market: Segmentation
Demographic Psychographic
9
 Age : from 12 and more
 Gender: Men &Women and
company (BtoB)
 Income: CSP+, executive, HNWI,
UHNWI
 Life cycle-stage: Family with two
children
 Living: Urban population living in
biggest cities & capital
 Lifestyle: looking and feeling happy
life & a better quality of life
 Social Status: middle to upper
middle class individual
 Values: Is seeking to provide their
children with assistance; for
advanced career counseling
advice.
Developed by AdelaYadallee

10. Industry Analysis: Competitors Analysis
10
 TGMValue:
 belief that "every person born in her good values ​​and great potential,“
 aspiration "to make a difference for theVietnamese and the country”
 ambition "because 1 million peopleVietnam more happiness and success ",
 TGM strives to bring social development of training itself was a
breakthrough and differentiation, as well as personal development
titles phenomenal and meaning.
 Strength:
 Easy navigation on the website,
 many products
 Weakness:
 more focus on children and teenager
http://www.tgm.vn/Developed by AdelaYadallee

11. Industry Analysis: Competitors Analysis
11
 HonVietValue:
 To understand yourself and help increase inner strength, for “creating the soul of
your business”
 Give an effective solutions to the human resources, minimize brain
drain in the trend of economic integration knowledge.
 Training programs with trained psychological professional
 Strength:
 focus on individual in their private life and professional life
 Good brand portfolio
 English section
 Weakness:
 not attractive website
 Weak image
http://www.honviet.com.vn/Developed by AdelaYadallee

12. Industry Analysis: Competitors Analysis
12
 Leader mindset value:
 provide a global vision system, with a clear mandate, a "first" match including conscious and
unconscious.
 Teaching "Practical training - according to consultant companion
International standard "design program based on the model MTC - Result
® with a completely new approach based on NLP & Hypnosis techniques
(Neuron Linguistic Programming - Programming languages ​​thinking)
combined toolkit Coaching standards of the world Association of Coaching
(ICF)
 Strength:
 Good brand portfolio
 Member of Group Training & Consulting Deployment PIONTOP (TOP PION Group)
 More qualified and experienced
 Weakness:
 Put an english section that is not working on the website
http://www.leadermindset.vn/Developed by AdelaYadallee

13. Industry Analysis: Mapping
13 Experienced
Quality
High
HighLow
based on the online content and website
Developed by AdelaYadallee

14. Industry Analysis: Key success factor
14
What do customers want?
• Superior Customer Service
• Value Proposition
• Reliability
• Delivering of Promise
• Experience
How does the firm survive
competition?
• BrandVisibility
• Location
• Unique product offer and
dedicated experiment team
KEY SUCCESS FACTORS
• Strong Culture & Management
• Unique Niche Service
• Location
• Servce Innovation
• Operational Efficiency
Developed by AdelaYadallee

15. SWOT Analysis
15
•Lower-middle disposal
income, weak currency
exchange rates & high
inflation rates
•Competitive market
• Influence of cultural and
information Ministry
•Fast growing market and industry
•Young, educated and motivated
•Perception of the Face saving in
society
•Increase in consumer demands for
goods, services and travel.
•New in the Industry (1
years activity)
• Not enough staff
• Weak communication
strategy
•Niches industry
•Professional dedicated
team
• A psychological
practionner
•Variety of product
•Online presence
Strenght Weakness
ThreatsOpportunities
Developed by AdelaYadallee

16. 16
Marketing solutions
 For more information, please do not hesitate to
contact me: yadallee_adela@live.fr
Developed by AdelaYadallee