1) The document discusses a training and consultancy organization called AITC that was founded in 2003 and provides short courses on management and soft skills. 2) It analyzes AITC's customers, competitors, and current market trends focusing on increased demand for soft skills training. 3) The document recommends that AITC focus on enhancing quality standards, strengthening its marketing strategy, addressing high price concerns, and expanding its production to gain market share.

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