Marketing Analysis for New Oriental Education & Technology Group Inc.
Liu, Yang (2015)
Savonia-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052710682
https://urn.fi/URN:NBN:fi:amk-2015052710682
Tiivistelmä
New Oriental Education & Technology Group Inc. is a provider of private educational services in China. It is currently the largest comprehensive educational company in China. It is also the target organization in this thesis.
For most enterprises, the common profit pattern is to purchase raw materials, and then manufacture and sell finished products. Technically, companies could meet market demand as long as with sufficient raw materials and productivity. However, as a provider of private educational services, New Oriental Group’s core production is the services provided by members, which present high standards for staff’s quality and cannot be improved through training within a short time. Its core production relies more on the talent, language skills and knowledge reserves of staffs. Therefore, the objective of this thesis is how to find the balance point between the sharp market expansions and keep the service quality at the same time, for New Oriental Group.
Various analysis methods have been used in this thesis such like SWOT analysis, external and internal environment analysis, which was combined with quantitative data about the current market situation of the company.
The quantitative (a questionnaire survey for target customers) and qualitative (an interview with the manager) methods were involved in this research, with the purpose of investigating and collecting various opinions from employees and target customers for the marketing strategy of New Oriental Group. The research for target students was sent as a questionnaire by social software, the interview with the manager who worked in New Oriental Group consist of 8 questions. And the suggestion and conclusion were given in the end.
For most enterprises, the common profit pattern is to purchase raw materials, and then manufacture and sell finished products. Technically, companies could meet market demand as long as with sufficient raw materials and productivity. However, as a provider of private educational services, New Oriental Group’s core production is the services provided by members, which present high standards for staff’s quality and cannot be improved through training within a short time. Its core production relies more on the talent, language skills and knowledge reserves of staffs. Therefore, the objective of this thesis is how to find the balance point between the sharp market expansions and keep the service quality at the same time, for New Oriental Group.
Various analysis methods have been used in this thesis such like SWOT analysis, external and internal environment analysis, which was combined with quantitative data about the current market situation of the company.
The quantitative (a questionnaire survey for target customers) and qualitative (an interview with the manager) methods were involved in this research, with the purpose of investigating and collecting various opinions from employees and target customers for the marketing strategy of New Oriental Group. The research for target students was sent as a questionnaire by social software, the interview with the manager who worked in New Oriental Group consist of 8 questions. And the suggestion and conclusion were given in the end.