Increasing Market Share of Hong Kong Management Association in Full-Time Post-Secondary Education Sector in Hong Kong

HKMA

Project Title

Increasing Market Share of Hong Kong Management Association in Full-time Post-secondary Education Sector in Hong Kong.

Client Requirements

The Hong Kong Management Association (HKMA) was established in 1960. It has effectively served the management education and training needs of the business community in Hong Kong for over five decades. Strong social and business networks give it a competitive advantage in education or training of management and business administration market.

HKMA core business is offering programmes in part-time mode and most of the participants are working adults. It has achieved considerable market recognition by acknowledging and recognizing prior learning by offering certificate, diploma and degree programmes as an alternative route to study higher level programmes.

One way to sustain and strengthen this core business is to establish customer relationships with potential customers in their early ages, i.e. when they just left secondary school. The current full time post-secondary education sector is dominant by institutions run by Government Vocational Training Council (VTC) and subsidiary groups of tertiary education institutions. HKMA has a very low market share. The management term need to develop a strategy for the next three years which would increase the market share of the full time education sector targeting young school leavers.

Aim

Identify the strategic options available for the Hong Kong Management Association to increase the market share of the full time post-secondary education sector for the next 3 years.

Objectives

1. Evaluate the market context of The Hong Kong Management Association

2. Examine competitors currently offering to the market and identify how the Hong Kong Management Association can develop a competitive edge

3. Develop an understanding of key expections of students and their parents

4. Summarize the outcomes and brief and marketing team

5. Have an ongoing 3 year strategic plan

Expected Outcomes

1. Have understanding of external factors and competition that hinder the growth of market share

2. Refine product range and service offering to increase competitiveness

3. Position: The Hong Kong Management Association in a unique way that students and parents value

4. Dedicate valuable resources to implement the strategic plan