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    英国MBA商学院 thesis:营销计划-企业语言课程

    来源: www.workforlgbt.org 发布时间:2020-03-03 论文字数:6677字
    论文编号: sb2019042809532526015 论文语言:- 论文类型:-
    Introduction介绍 在本报告的整个过程中,Acadsoc学术平台将为实施一系列新的课程而进行评估和分析,这些课程都是企业对企业的语言课程。 Throughout this report, evaluation and analysis will be developed f
    Introduction介绍
     
    在本报告的整个过程中,Acadsoc学术平台将为实施一系列新的课程而进行评估和分析,这些课程都是企业对企业的语言课程。
     
    Throughout this report, evaluation and analysis will be developed for the implementation of a new series of courses by Acadsoc academic platform, which are business-to-business language lessons.
    Recommendation of a new product新产品推荐
     
    Acadsoc新业务语言培训服务的目标受众是来自物流、电信和零售公司分支机构的各种规模的公司,这些公司需要外语技能来支持其未来或当前的行业运营。可能与业务有关的客户正在创造足够的利润,或者已经获得了如此可观的资金,他们准备通过教授现有的劳动力来在人才开发上投入更多。这些目标企业的员工可能不应该接受太高的培训,这可能会限制对新的商业课程的需求,特别是在高端服务行业,例如,一些咨询公司,在原则上,人们被教导说至少两种不同的语言。
    A target audience of Acadsoc’s new business language training service is companies of all scales from branches of logistics, telecommunication and retail companies which require foreign language skills to support their future or current industry operations. The possible business-related customers are generating enough profit or have attained such a considerable amount of capital that they are ready to spend more in talent development through teaching the current work force. The employees of these target businesses should perhaps not be too highly trained, that may limit the demand for the new business courses specially in the high-end service industry, for example, some consultationfirms where people are, in principle, taught to speak at least two different languages.
     虽然语言教育服务是以数字形式存储的,但是客户不需要精通技术作为使用它的先决条件。此外,与IT相关的问题由客户服务部门处理。如前所述,现有的广告宣传努力主要集中在中学教学大纲相关的学费上;这并不意味着企业无法将该领域扩展到更多与企业相关的培训。关于消费者地理位置的唯一明确要求是,在线连接足以在教师和学生之间进行视频聊天,这在技术上是可行的,上传和下载速率为500 kbps或更高。
     
    Although the language education service is stored in digital form, the customers have no need to be tech-savvy as a prerequisite to use it. Furthermore, the IT related issues are dealt with by the customer services. As mentioned earlier, the existing advertising efforts merelyconcentrateon tuition related to secondary school syllabus; this does not signify that the business is not able to extend the area to more business-related training. The only definite requirement regarding the geographic location of the consumer is the online connection is capable enough to get a video chat between the teacher and the student, that will be technically feasible together with upload and download rate of 500 kbps or higher.
    有了这项新的服务,公司还可以提供更多的在家工作的机会,其中涉及的成本是弹性的。澳大利亚各地的语言教师都愿意以不同的工资进行工作,这使得成本与各地区的不同价格具有灵活性。基于Kotler和Keller(2006)的细分计划,这项新推出的服务和Acadsoc展示了产品专业化的过程。但是,新的服务不是常规的产品专业化,即公司试图向市场的所有部分销售完全相似的产品,而是针对不同群体的客户分别进行了一对一的定制,以满足他们的要求。
    With this new service, the company can also provide more work-at-home opportunities of which the costs involved are elastic. Language teachers are willing to operate with different salaries are all around Australia, which makes cost flexible with the various prices of the respective regions. Based on Kotler and Keller (2006) ’s segmentation plan, this newly launched service and Acadsoc, showcase the process of product specialization. But, instead of a regular product specialization, where the company is attempting to sell a completely similar product to all sections of the market, the new service has been customized to satisfy the requirements of customer from different groups on a one-to-one basis separately.

    Acadsoc’s market and product analysisAcadsoc的市场和产品分析

    Resources available and shareholders’ considerations:
    Anticipation of problems in new product development:
    Growing new market and diversification of product:
    New Product Analysis
    Target Market
    Course materials 
    Course lengths 
    Group sizes 
    Choice of languages 
    Specialized instructors 
    Feasibility
    Test marketing:
    Implementation of marketing plan
    Promotion
    Organizational improvement and training of staff

    Quality competition

    The existing marketing policy of other digital language education providers needs to be considered as a significant threat, which is reacted only by providing services of similar quality butwith more aggressive pricing plan along with outstanding advertising strategies. High-profile competitors mentioned from the competition analysis provide language courses in-house together with their own trusted pedagogic methods. These competitions must be examined thoroughly hereafter, and also some of their methods instructed to freelancer teachers of this enforcement firm, in order to better achieve improved learning results and more standardized instruction methods. Therefore, reaching teachers with history of being employed by these rival businesses could prove to be a valuable source of information and experience. Information safety is a significant concern on the electronic market and the role of it will only increase from that aspect as the customer database increases and amount of private info will increase. For the company, this becomes even much more topical when the sum of business-to-businesscustomers increases, as corporations of all sizes needs to and ought to be concerned with the potential risks that neglected information security problems. The digital instruction platform, the site and therefore the entire business-to-business orientation of the company is now completely reliant on technological understanding, expertise and infrastructure of a website. If something unpredictable were to happen for this particular provider, it will mean the “fullstop” for the company. For situations like this, a backup program should be implemented to ensure data security. 
    Appendix

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