To Increase Vietnamese People’s Literacy in English

1.Organization

General Introduction

Someone has said:” Never stop learning, because life never stops teaching”. With the highest position in popularity, English is now the most common language of the World as nearly 50% of the World’s population speak English as their mother tongue. Therefore, nowadays, many people learn English hoping to get promotion in their career or education. Vietnam is not an exception, the importance of English has motivated everybody to study them. The demand for English training centers and schools has increased significantly since 2000. As a result, the number of English centers also has risen recently. ACET, which stands for Australian Centre for Education And Training, is proudly to appear as the most qualified center in Australia. Established since 2002 in Hanoi and HCMC. Ho Chi Minh, ACET is a collaborative project between IDP Education Organization (www.vietnam.idp.com) and Academy Insearch (www.insearch.edu.au), University of Technology Sydney. After more than ten years,

Mission

ACET's mission is to equip students with fundamental skills in English and solid academic to academic success while studying at colleges and universities at home and abroad. (Mission and Vision, 2014)

Vision

Become a global brand name of Vietnam and  stimulate the Vietnamese economy.

Objective

To increase Vietnamese people’s literacy in English.

Enhance Vietnam position in the international market.  

To become a leader in English teaching.

2.Analysis of Competitive Environment

Internal Environment

The SWOT framework will be used in analyzing an internal environment.

Strength

Vietnamese population is approximately 100 million and the young population density is exceptionally high. The youth have high demand for English training.

ACET teaching English courses are updated by Insearch Institute of the University of Technology Sydney, which is considered to be high qualitied.

Interaction with customer by SOCIAL MEDIA (Facebook, Youtube etc.)

CRM software created by ACET IT department which save time to import data and checking information.

Excellent methods to enhance the brand name including enormous fee for marketing campaign, which lead to a great deal of attention of consumers and the social.

Continuously improve the teaching efficiency by investing in modern technology and applying them into the workplace.

A substantial  increase in the annual revenue and market share.

Headquarter is located in district 3, right in the heart of HCMC. Therefore, it is easily accessed for students or parents to come.

Weakness

All of ACET courses focus equally on 4 main skills of English ( Listening, Speaking, Reading, Writing) while some people may only need to concentrate on one or two specific skill. ACET’s main competitor, British Council, has exploited this. They provide some specific courses for Speaking and Writing skill only.

ACET does not have specific promotion for each customer. Instead, they usually send the same seasonal promotion for all customer.

Fail to take into concern the adult ’s preferences and requirement of English courses while this group contribute to around 15%-20% among the students and is predicted to be even higher in the future.

 External Environment

Political and Legal

Vietnam is the country which is governed by a stable political background with only one party. The government always motivates and encourages citizens to consume domestic products and increase education level. The Minister of education and training ( MOET) has realized the importance of English in the work of nation building and they are now taking action. To be specific, they has a plan that is in 2020 they will conduct “Foreign Language Scheme 2020”. The goal is to grade 12, students will have to meet the standards of Europe B1, equivalent to level 3 of Vietnam. (Hung, 2014)

Economical

In spite of the fact that Vietnamese economy has suffered since the global economic crisis in 2011, the marker for English is still high. The economy of Vietnam in the year 2013 was analyzed to grow after the recession; given the record of the year’s GDP growth rate was 5.4%. (Nguyen Tan Dung, 2014).

Socio-cultural

Vietnamese youth generation is influenced by many culture, one of whom is US-UK. This culture has invaded the way Vietnamese youth entertain for years such as music, movies and magazines.