SQA-HND项目非金融专业GU-2论文

Business with Marketing

Report of HND Grade Unit 2

Contents
Summary-------------------------------------------------------------------------------------------------

3 1. Introduction-------------------------------------------------------------------------------------------3 2. Planning-----------------------------------------------------------------------------------------------3 2.1 The Service Strategy of the Global IELTS Training School------------------------------3 2.2 Research Objectives----------------------------------------------------------------------------3 2.2.1 The Types of Products-------------------------------------------------------------------3 2.2.2 The Service of the Corporation---------------------------------------------------------4 2.2.3 The Quality of the Service--------------------------------------------------------------4 2.3 Users of the Report------------------------------------------------------------------------------4 2.3.1 The Managers of the Corporation------------------------------------------------------4 2.3.2 The Customers of the Corporation-----------------------------------------------------4 2.4 Reasons for the Topic---------------------------------------------------------------------------4 2.5 Reasons for the Company----------------------------------------------------------------------5 2.6 Information Sources----------------------------------------------------------------------------5 2.6.1 The Secondary Information Source----------------------------------------------------5 2.6.2 The Primary Information Source-------------------------------------------------------5 2.7 Market Research Methods---------------------------------------------------------------------6 2.7.1 Secondary Research----------------------------------------------------------------------6 2.7.2 Primary Research-------------------------------------------------------------------------6 2.8 Theory Criteria----------------------------------------------------------------------------------7 2.8.1 Market Mix--------------------------------------------------------------------------------7 2.8.2 Product Life Cycle-----------------------------------------------------------------------7 2.8.3 Market Positioning-----------------------------------------------------------------------7 2.8.4 Target Market-----------------------------------------------------------------------------7 2.8.5 Promotion----------------------------------------------------------------------------------7 2.9 Timescale-----------------------------------------------------------------------------------------9 2.10 Group Division---------------------------------------------------------------------------------9 2.11 Materials----------------------------------------------------------------------------------------9 3. Developing------------------------------------------------------------------------------------------10 3.1 The Current Situation of China’s English Training Market-----------------------------10 3.1.1 The Situation of the Market and the Global IELTS’s Position-------------------10 3.1.2 The Analysis of degree of Satisfaction Questionnaires----------------------------11 3.2 The Service Strategy of the Global IELTS Training School-----------------------------23 3.2.1 The Training Items----------------------------------------------------------------------24 3.2.2 The Price Strategy----------------------------------------------------------------------25 3.2.3 The Cooperation Strategy-------------------------------------------------------------26 3.2.4 The Training Flow of the Global IELTS Training School------------------------27 3.2.5 Staff Training Management-----------------------------------------------------------29 3.2.6 The Site Selection of the Global IELTS Training School-------------------------31 3.2.7 Teaching Facilities----------------------------------------------------------------------33 3.3 The Evaluation of the Strategies-------------------------------------------------------------37 3.3.1 The Evaluation of the Training Items------------------------------------------------37
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3.3.2 The Evaluation of the Price Strategy-------------------------------------------------39 3.3.3 The Evaluation of the Cooperation Strategy----------------------------------------40 3.3.4 The Evaluation of the Training Flow------------------------------------------------40 3.3.5 The Evaluation of the Staff Training Management--------------------------------41 3.3.6 The Evaluation of the Site Selection of the Training School---------------------41 3.3.7 The Evaluation of the Facilities-------------------------------------------------------42 4. Evaluation-------------------------------------------------------------------------------------------43 4.1 Evaluation on the Research Objectives---------------------------------------------------43 4.1.1 The Objectives of the Reserch--------------------------------------------------------43 4.1.2 The Service of the Training School---------------------------------------------------43 4.1.3 The Service Quality---------------------------------------------------------------------43 4.1.4 Theory------------------------------------------------------------------------------------43 4.2 Evaluation on Developing-------------------------------------------------------------------43 4.2.1 Users--------------------------------------------------------------------------------------43 4.2.2 Research Methods-----------------------------------------------------------------------44 4.2.3 Information Sources--------------------------------------------------------------------44 4.2.4 Developing Structure-------------------------------------------------------------------45 4.2.5 Time Budget Resources----------------------------------------------------------------45 4.3 Evaluation on the Weakness and Strength of the Report-------------------------------45 4.4 Experiences-----------------------------------------------------------------------------------45 5. Conclusions and Recommendations-------------------------------------------------------------47 6. References-------------------------------------------------------------------------------------------48 7. Appendices------------------------------------------------------------------------------------------50 7.1 The Introduction of the Global IELTS Training School----------------------------------50 7.2 The Annual Report of the Global IELTS Training School-------------------------------51 7.3 The Advertisement of the Global IELTS Training School-------------------------------52 7.4 The Photos of the Inner Facilities-----------------------------------------------------------53 7.5 Questionnaires----------------------------------------------------------------------------------55 8. Acknowledgement---------------------------------------------------------------------------------57

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Summary
This report mainly introduce the current situation of China’s English language training market, the satisfaction of the Global IELTS Training School’s customers, the service strategies of the training school and the efficiency.

1. Introduction
In this report, the researchers mainly analyzed the current situation of the English training market in China, the degree of satisfaction of the customers aim at the service provided by the Global IELTS Training School, the strategies they are carrying out to attract more customers and make more profits and the efficiency of the strategies. According to the report, the managers of the Global IELTS Training School can keep and develop thier advantages and do some corrections on their disadvantages in order to make the corporation operate better.

2. Planning
2.1 The Service Strategy of Global IELTS Training School
In this report, the researchers will choose the Global IELTS Training School as the object of study. In the recent years, with the improvement of the incomes in many families, there is an increasing number of students want to study abroad. However, before they go abroad, they must attend a language test such as TOFEL or IELTS, and in order to get a good mark in these tests, many student choose to take part in a training in some language schools. This trend also makes the training schools become more and more famous, such as the New Oriental Language School and the Global IELTS Training School. So the service of the Global IELTS Training School is worth to be researched.

2.2 Research Objectives 2.2.1 The Types of Product
There are a great number of products in the Global IELTS Training School, this is an educate corporation, so their products are the courses aim at different students. In fact, they have many kinds of training class, for example, they have IELTS training classes, TOFEL training classes and many other kinds of foreign language test training classes. As a result, they can meet the need of different kinds of customers.

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2.2.2 The Service of the corporation
The researcher will choose the service situation of the Global IELTS Training School as the second objective, and will analysis the current situation of the training school’s service and give some suggestions to make them have a higher quality service.

2.2.3 The Quality of the Services
The researchers choose the quality of their service as the third objective, and according to analyze the service quality of the training school, telling them the disadvantages of their service, after they do some corrections, their quality of service will be improved.

2.3 Users of the Report 2.3.1 The Managers of the Corporation
By reading this report, the managers of the training school can get to know the actual situation of their corporation, understanding what problems his company has, they can know the operational situation, the financial situation and some other useful information. Based on this report, the managers can do some corrections aim at the disadvantages of the training school and make it has a better development.

2.3.2 The Customers of the Corporation
As a English training school, the Global IELTS always have a large numbers of customers every year especially in summer or winter holidays. Before they decide to enter this school to study, they must want to know the current situation of this school, for example, they can know the enrollment scale, the characteristics of the classes and the intelligence of the teachers, so this report will be one of the good materials.

2.4 Reasons For the Topic
The service strategy is a series of corporation management and marketing methods that can research the company’s service, it includes the 7ps which means product, price, promotion, place, process, physical evidence and people. The Global IELTS Training School was established in 1997, after 15 years, this school becomes more and more popular, it also has a large number of successful students, they got a high point in the IELTS test and went to popular foreign universities to study. So this topic is worth to research.
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2.5 Reasons For the Company
The Global IELTS Training School has a history of 15 years since it was built in 1997, these years, it is more and more popular in Wuhan and even in the whole China, and the researcher was also one of their customers, he is familiar with the situation of this training school, so he choose this company.

2.6 Information Sources 2.6.1 Secondary Information Sources
Secondary information means the information which already has been gathered, so they can be used directly. The advantage of secondary information is that it is easier to be collected and it is not expensive. Therefore it is common to use the secondary information as a base in a research and then compliment it with primary information. (1) Networks In the present-day society, the Internet technology is more and more advanced, as a result, people can get the information they want easily, and the cost is very low. The researches can get to know the basic information from the official network of the Global IELTS Training School.

(2) Library
Library is another important source of information besides the Internet, and the researchers can find some relevant books more easily.

(3) Magazines
The cost of magazines is very low, and the information is extensive, a great number of positive information can be found in magazines.

2.6.2 Primary Information Sources (1) Questionnaire
Questionnaire is a very direct and efficient method to know some information; the managers of the corporation can collect and arrange the information, they can know the need of their customers and the problems that exists in their organization, so they can take measures to solve the problems.
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The researches can collect the customers’ needs and their opinions to the Global IELTS Training School, on the other hands, they can also get to know the customers’ satisfaction, their sex proportion and the age structure.

(2) Observations
The researcher can arrive at the classrooms of the school and do some field investigation and obtain some direct materials such as pictures in the school, these materials can be important to the report.

2.7 Market Research Methods
2.7.1 Secondary Research
(1) Collecting information from the Internet The researcher is going to collect the useful information from the official network of the Global IELTS Training School and other websites. From the websites people can know the basic introduction of the Global IELTS Training School, the relevant class information and so on. (2) Collecting information from the brochures(小册子) The researcher is going to receive some brochures from the Global IELTS Training School and get some essential information such as the faculty of the school, the teaching environment of the school and the different types of the training classes.

2.7.2 Primary Research
(1) Questionnaire The researcher is going to give away at least 50 questionnaires aim at the customers of the Global IELTS Training School, after they finish filling them, the researcher will recover all of the questionnaires and choose the effective ones as the essential material of the report, and these questionnaires should be pre-test first, which means they should be given away in a small range first and test the effect of them before giving to the customers normally. (2) Observation The researcher will go to the Global IELTS Training School and take some photos of the inner facilities of the school as the materials, after the observation, the researcher will make a form to record the data during the process of this observation.

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2.8 Theory Criteria
2.8.1 Market Mix
As the first criteria, the market mix has a very important position in the report; it can be used in analyzing the information of the Global IELTS Training School, if they can do well in the market mix, it will be helpful for them to improve their reputation, attract more customers and make more profits.

2.8.2 Product Life Circle
According to research the product life Circle of the Global IELTS Training School, the managers can know which types of training classes have the most quantity of demand, this can help them meet the customers’ needs, offer the services with high quality to their customers and make more profits for themselves.

2.8.3 Market Positioning
The market positioning can help the corporation build a kind of class that is different with others and can give their customers a deep impression, this class based on the importance of the characteristics of their class. According to this class, the company can build up their image and pass it to their customers, this can help the typical class ensure its position in the market and it is better for them to operate the training school and decide how to improve the satisfaction of their customers.

2.8.4 Target Market
The target market can help the managers to know their target customers, and they can offer more high quality service with a lower price to this kind of customers, this can improve the satisfaction of the customers and turn them into the corporation’s loyal customers, and it is good for the manufacturer to expanse their reputation and attract more students to attend their classes, so they can also make more profits.

2.8.5 Promotion
As for the sellers, promotion is very significant for them, according to take some measures that is good for the customers, they can attract the attention of them, let more people get to know the training school, so the influence of them can be improved, and can also make more profits in this way.

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2.9 Timescale
Plan Date Week1 1.planning Week2 Week3 Week4 Week5 Week6 Week7 Week8 2. developing Week9 Week10 Week11 Week12 Week13 Week14 Week15 3.Evaluation 4. Final draft Week16 Week17 Week18 Task Ensure the title of the research Find the necessary data and materials Create the planning Print and submit the planning Create the research questionnaire Pre test the questionnaires Give out the questionnaires to the students Tally the questionnaires Finish the questionnaire analysis Research the strategies the training school used Create the developing Check the developing Ensure the final edition of the developing Print and submit the developing Create the Evaluation Ensure the final edition of the Evaluation Print the final edition of the Evaluation Print the final edition of the report and submit it

2.10 Group Division
People
Cui Wenqi Cheng Pengcheng Liu Xia

Task
Design the questionnaire and write the report Give away the questionnaires Census the data and the materials

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2.11 Materials
In this research, the researchers will use computers, printers, the Internet and other useful articles; here is a rough budget of all the expenses during the research: A Budget Form of the Research Cost Expense of transport Expense of gifts Expense of print and copy Expense of network Total Cash ?150 ?100 ?100 ?150 ?500

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3. Developing
3.1 The Current Situation of China’s English Training Market 3.1.1 The Situation of the Market and Global IELTS’s Position
Nowadays, the English training organizations in China can be divided into 4 types: (1) For the purpose of examination: this kind of training class provides the knowledge and skills to students who are ready to take part in some language examinations such as IELTS and TOFEL, they can help the students get a good mark in the exams. This kind of organizations includes the Global IELTS Training School, the Beijing IELTS Training School, the New Oriental Training School and so on. (2) For the purpose of integrated skills: this type of training class can help the students improve their English application ability, so that they can deal with many situations about English more easily. For example, the Wall Street Yingfu and the Webb English Training School are in this type. (3) Professional English training: this kind of training class aims at the people who want to obtain the professional certificates conferred by the government. In general, students can obtain the certificates they want like Interpretation Certificate after they took the class. (4) Remedial training: this kind of class aim at the primary school and middle school students, it can help the students improve their English achievement and get a greater value in their school English examinations. From the classification above, we can know that the Global IELTS Training School belongs to the first type. Here is the Global IELTS Training School’s income structure in 2010.

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From the pie chart above, we can see that the income of teaching center is the main source of the income of the Global IELTS Training School. Here is the statistical data. (thousand RMB)

The educational service (including the teaching center and the courses on-line) has a percentage of 90% in the total income of the Global IELTS Training School. In China’s English training market, the Global IELTS Training School owns a one-up position, this organization has branch institutions which undertaking English and professional education training in 66 different cities, 150 English training schools aim at children. Besides, the Global IELTS Training School also provides the service about consulting on the study abroad and teaching materials publishing. In conclusion, the Global IELTS Training School has the following advantages: Firstly, it has very strong brand awareness in China’s educational market; this advantage can help them attract more customers so that they can make more profits for themselves. Secondly, it has a nationwide Internet learning center, as a result, it very convenient for students in China if they want to take part in the class provided by the Global IELTS Training School, and the teaching resources on the Internet is very plentiful. Thirdly, its service has very high quality, this is the important guarantee for the training school to retain their current customers and increase new ones.

3.1.2 The Analysis of degree of satisfaction questionnaire
During the process of the research, the researchers totally give out 50 questionnaires, and withdraw all of them. Now the result of the questionnaire survey will be analyzed. In the questionnaire designed by the researchers, there are 11 questions, 7 of them are choice questions, others are essay questions. First, the researchers will analyze the choice questions. The table below shows the answers from the customers.
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Questionnaires No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41

Q3 B C B B C B C B B B B B B B C B B B B B C C C C B C B C C C C D B B C B C B C B C

Q4 ABCD ACD AD BC ACD AB BCD ACD ABCD ABCD ABCD ABCD ABCD ABCD ABD ABC ABCD ABCD AD AB CD BD ACD AC BD ACD A AD ABCD C A BD ABD BCD A D ACD A AB ABCD B

Q6 B C A C B A C C B B B B B A B C B B B A B C B B B B A B A B C C B A B B C C A C B

Q7 B B A A C C B B B B B B B A A B A B B A B C A A C A B C C C C B C A B C B A A C B

Q8 A C B C B B C B A A A B C A B C A C B B B B A C C A B C B C B C B A B C C B A B B

Q9 A C B D C C B B B B B B B B B B C C C C B B B B B B B B C C C B B B B C C B A B B

Q10 A C B A C A B B A A A C B C C A A A A B C A A B A B C B C C B A C B B C C B B C B
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42 43 44 45 46 47 48 49 50

C B A C A C C C B

ABD B AC ABC AB BC CD ABCD B

C B C B B B C C C

A B C A B C B C B

B B B A A A B C B

A B A B B B C B B

B B B A A D C B B

The first choice question is help the researchers get to know whether the types of courses the Global IELTS Training School provide is reasonable. The distribution of the answers from the customers are shown in the table and pie chart below. Options Number Frequency A B C D E Total 2 25 22 1 0 50 4% 50% 44% 2% 0% 100%

From the table and the chart we can see that the course offered of the Global IELTS Training School is reasonable, about 94% of the interviewees accept the course offered, because the course provided by the training school covers nearly all aspects of current English education in China, as a result, it can meet almost all students' needs. The second choice question is about the most helpful teaching way for the students. The distribution of the answers from the customers are shown in the table and bar chart below.
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Options A B C D

Numbers of students 36 31 29 32

In the Global IELTS Training School, the teachers mainly offer 4 kinds of training in their courses to the students who are preparing for the IELTS Test---------Questions explanation, Answering methods, Experience in the examination hall and the answering skills. From the bar chart we can see that the 4 items are all needed for the students because for most of them the IELTS Test is very unfamiliar and difficult, they are not adapt to this kind of examination yet, so they need some professional people to help them. The third choice question is about the teaching methods in the Global IELTS training School. The distribution of the answers from the customers are shown in the table and bar chart below. Options Number Fraquency A B C D E Total 8 26 16 0 0 50 16% 52% 32% 0% 0% 100%

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From the table and the pie chart we can see that 68% of the interviewees are satisfied with the teaching methods in the training school, this indicate that the students can get the essential knowledge and significant skills from the courses of the training school, and the courses of the training school is effective. The Global IELTS Training School can go on to carry out their teaching methods and make more profits for themselves. The next choice question is about the teachers' working attitude. The distribution of the answers from the customers are shown in the table and bar chart below. Options A B C D E Total Number 14 21 15 0 0 50 Fraquency 28% 42% 30% 0% 0% 100%

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The working attitude of the staff is one of the most important indicators to evaluate the work of the employees. It includes the whether the employee is serious when he is working, their responsibility and how hard they work. From the bar chart we can know that 70% of the interviewees are satisfied with the attitude of the teachers in the Global IELTS Training School, because the staff of the training school are working hard every day, the purpose of them is to provide service with high quality to their customers. The next choice question is about the personal image of the teachers. The distribution of the answers from the customers are shown in the table and bar chart below. Options Number Fraquency A B C D E Total 13 23 14 0 0 50 26% 46% 28% 0% 0% 100%

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The personal image of the staff is the representative of the corporation image, it can make the customers obtain the first impression of the company, and this is one of the indicators for the customers to decide whether they accept this company's service. From the pie chart we can see that 72% of the interviewees think that the personal image of the teachers are good, which means their first impression to the training school are good, so they might choose to attend the Global IELTS Training School's courses, and this can make profits for the corporation. The next choice question is about the teachers' professional level. The distribution of the answers from the customers are shown in the table and bar chart below. Options Number Fraquency A B C D E Total 14 22 13 1 0 50 28% 44% 26% 2% 0% 100%

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The teachers' professional level is the insurance of the quality of the service, a professional teacher can tell his students many useful knowledge and skills. The teachers in the Global IELTS Training School are professional, they can teach the students much knowledge and help them solve many problems, typically, there are many foreign teachers are undertaking the speaking teaching, this is better for the students than a Chinese speaking teacher. From the pie chart we can see that 72% of the interviewees are satisfied with the professional level of the teachers, this means the teachers' professional level and the training school's service quality won the recognition from most of their customers. However, 2% of the interviewees dissatisfied with the service, but the researchers think this is their personal reasons, it cannot represent most people's opinion, because it has only 2%. The last choice question is about the environment of the Global IELTS Training School. The distribution of the answers from the customers are shown in the table and bar chart below. Options Number Fraquency A B C D E Total 16 19 14 1 0 50 32% 38% 28% 2% 0% 100%

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The environment is also a very important factor when evaluating an educational corporation, a good environment can help the students calm down and study hard, and a set of good facilities can help the teachers improve their efficiency when they are giving lessons to their students, as a result, the students can learn more knowledge and skills, this will help them calm down when they are attending the IELTS Test and obtain a good mark. From the pie chart we can see that 70% of the interviewees are satisfied with the environment of the Global IELTS Training School. This indicate that the environment of the training school is very good although 2% of the interviewees have an opposite opinion. Next, the researchers will analyze the essay questions in the questionnaire. The first one is about the interviewees' experience of attending the training courses. According to the statistic of the answers the researchers found there are 3 kind of situations, the first one is the students attended the courses before they participate the IELTS Test, and they obtained the mark they want once; the second situation is the students attended the courses before they participate the IELTS Test, but they cannot obtained their objective; and the last situation is the students attended the courses, but they didn't attend the IELTS Test. The distribution of the answers from the customers are shown in the table and bar chart below. Types Attended the course and obtain the mark they want once Attended the course but didn't obtain the mark they want once Attended the course but didn't attend the IELTS Test Total Percentage 26% 62% 12% 100%
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From the pie chart we can see that most of the interviewees cannot obtain the mark they want after they attend the courses once, (62%) the percentage of students who get the mark they want once is 26%, and 12% of the interviewees didn't attend the IELTS Test after they finish the training. The second essay question is about the purpose of the students attending the courses. it can be divided into 3 types: getting the good mark in the IELTS Test in order to study abroad; attending the IELTS Test only; improving the students' English ability. The distribution of the answers from the customers are shown in the table and bar chart below. Types Percentage Getting a good mark in order to study abroad 56% Attending the IELTS Test only 14% Improving the English ability 30% Total 100%

From the pie chart we can see that 56% of the interviewees attend the courses because they want to get a good mark to study abroad and accept the education with high quality, this is the main purpose. 30% of the interviewees want to attend the IELTS Test only and have no
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need to study abroad, other 14% of the interviewees' purpose of attending the training course is to improve their English ability. The third essay question is about the abilities students need to improve. The distribution of the answers from the customers are shown in the table and bar chart below. Abilities need to improve Number of the interviewees Listening 12 Reading 29 Speaking 18 Writing 10

From the bar chart we can see that there are 29 interviewees think that they should improve their reading ability, this is the most number, 18 interviewees want to improve their speaking ability, 12 interviewees want to improve their listening ability and 10 want to improve their writing ability. In my opinion, the Global IELTS Training School should offer more training courses aim at the IELTS reading test to meet the needs of their customers. In fact, as for the Chinese students, according to the English study in their primary and middle school, their listening and reading ability are very strong, however, due to the lack of the English language environment, the students cannot use the English they learnt at school to communicate with others in their daily life, so the speaking is the weak spot in the IELTS Test. So the Global IELTS Training School should offer more opportunity for the students to train their speaking ability. The last essay question is about the compare the between the Global IELTS Training School and the New Oriental Foreign Language School. The interviewees think that comparing with the New Oriental Foreign Language School, the Global IELTS has the following advantages:
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Firstly, the class capacity in the Global IELTS is not very big, every class has only about 20 to 30 students, so the quality of teaching can be ensured, and the teacher can help his students to the point. Secondly, the price of the course in the Global IELTS is more reasonable. The interviewees think that the Global IELTS Training School also has some disadvantages: Firstly, the process of the course is lack of interest, the atmosphere is depressive. Secondly, the teaching facilities are dated and lack of functions. Thirdly, some interviewees think the Global IELTS Training School lacks of teachers. And a few of interviewees think that the course arrangement is not reasonable, the training flow is too complicated, and lack of feedback. Other students cannot make the compare because they didn't attend the training courses in the New Oriental before. The distribution of the answers from the customers are shown in the table and bar chart below. The result of the advantages: Items The quality of teaching can be ensured The price is more reasonable Cannot compare Total

Percentage 74% 6% 20% 100%

From the pie chart we can see that the percentage of "The quality of teaching can be ensured" is the most-------74%, 6% of the interviewees think that the price of the Global IELTS Training School is more reasonable than the New Oriental, and 20% of them think cannot finish the compare.
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The result of the disadvantage: Items The courses lacks of interests The teachers are not enough The teaching facilities are dated The flow of the course is too complicated The course arrangement is not reasonable Lack of feedback Cannot compare Total

Percentage 48% 10% 10% 6% 4% 2% 20% 100%

From the pie chart we can see that the most serious disadvantage is that the courses provided by the Global IELTS Training School are lack of interests, the percentage is 48%, the percentage of the teachers are not enough is 10%, other 10% of the interviewees think that the teaching facilities are dated, 6% of the interviewees think that the flow of the course is too complicated, 4% of the interviewees think that the course arrangement is not reasonable, and 2% of the interviewees think that the course lacks of feedback. The researchers think that the Global IELTS Training School should take some measures to correct these disadvantages.

3.2 The Service Strategies of the Global IELTS Training School
First of all, the researchers will use the market positioning to analyze the Global IELTS Training School. The market positioning means to make sure the position of a corporation and its products in the market. Aiming at the attention of customers on the characteristics of the products, according to a series of marketing mix, pass the image of the products to the customers. The main step of the market positioning are as follows: (1) product positioning: including the quality, cost, characteristics and style of the products and so on. As for the Global IELTS Training School, its main products are the training courses, they are facing to the ordinary students, so they must have some characteristics to
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attract their customers, and according to the annual report of the training school, the cost of the courses are not very high, as a result, a large number of students will attend the training. (2) Corporation positioning: including the image of the corporation, the knowledge, the behaviors and ability of the staff. The Global IELTS Training School is very popular in China's English training aspect, the quality of service is very high, the staff are very professional, and have very high stuff. (3) Customer positioning: ensure the target market of the corporation. As for the Global IELTS Training School, its main customers are the students who want to pass the IELTS or TOFEL Test and study abroad, so if they can pass the test successfully after the training course, they will be satisfied with the school, and this is good for the long-term development of the school. The researchers will use the marketing mix to analysis the service strategy of the Global IELTS Training School. The marketing mix means the corporation ensures a better combination of marketing factors based on the demand of customers and the marketing purpose of the company. The marketing mix includes the 7ps as for a service firm------product, price, process, promotion, place, people and physical evidence.

3.2.1 The Training Items
When analyzing the training items of the Global IELTS Training School, the researchers will use the target market as a theoretical point. The target market means the customer group that the corporation hope and have the ability to own, it can bring the best marketing chance and the most economical benefits to the corporation. As for such an educational training organization, the main customers of the Global IELTS Training School are the students who want to improve their English language ability or study abroad. In fact, the training school have the ability to won them, and they want to own them too. These customers can bring the best marketing chance and the most economical profits to the Global IELTS Training School. As a result, the training school has many kinds of training items. The table below shows the types of course provided by the Global Training School. Course stages Children Teenager College English Love Twist Primary High CET-4 Study Course names English & school school & abroad Shout training training CET-6 Students’ age 3-6 7-12 13-15 16-18 19-23
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From the table we can see that the courses provided by the Global IELTS Training School cover the age from children to university graduated, so it can meet the need of all the students. In this report, I will talk about the IELTS training courses. The Global IELTS Training provides many kind of IELTS training courses like 6 marks basic course, 6 marks strengthening course, 6.5 marks basic course, 6.5 marks strengthening course, 7 marks spurt course and so on. Now, I will analysis the 6.5 marks strengthening class as an example. The Global IELTS Training School carries out an efficient strategy in the training item: aiming at a particular kind of class, combine the good service resources and improve the service quality, they can make it into a unique feature in the training school. In the meanwhile, after the students benefit from this unique feature, they will disseminate it to their classmates and friends; it can improve the popularity of this kind of class and there is no doubt that it can help the training school attract more customers and make more profits.

3.2.2 The Price Strategy
The price strategy means a corporation analysis the demand of customers and the operational costs choose a kind of marketing mix which can attract the customers and achieve the marketing management. The Global IELTS Training School carries out a specific price strategy--------- comminute pricing. From the table above, we can see that the expense of the 6.5 mark strengthening class is 3480 RMB, many people think this price is not very high and they can afford it, but in fact, it is only the expense of the first time, when the students have to retake the class because they don’t achieve their objective, they must pay another 600 RMB. So, the real total expanse of the 6.5 strengthening class should be 4080 RMB. The table below shows the price of “6.5 strengthening class” in some English training schools in 2011: Institution names New Channel Global IELTS Class hour Expense (RMB) Number of students in every class 25 Teaching contents Question types and skills Basic course and foreigner speaking Basic course Price per section (RMB) 26.9

96 141（60 foreigner speaking） 144

2580

3480

30

24.7

Longre

2980

25

20.7

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Beijing IELTS

102

2480

15-20

Basic course and skills

24.3

From the table we can achieve the following information: Firstly, the price of the Global IELTS Training School is cheaper than others, because it has 60 foreigner speaking course, in fact, if the students want to attend the foreigner speaking course all alone, the unit-price is higher than 24.7 RMB. Secondly, comparing with the Beijing IELTS Training School, the Global IELTS is better. The unit-price of them are almost the same, but the teaching contents are different. As a matter of fact, when students want to attend the training courses, more people are apt to choose the Global IELTS Training School.

3.2.3 The Cooperation Strategy
In the present-day society, with the development of the science and technology, people’s life level is improved very fast, so many people want to study abroad so that they can improve their integrated skills efficiently in a different academic environment. As a result, many universities establish an international education college. In such colleges, one of the most significant course is IELTS training. As a result, the Global IELTS Training School established a cooperation mechanism with some universities like Wuhan University of Technology. This mechanism has 2 functions: on the one hand, it can help the training school make more profits and keep its operation, on the other hand, it can also help the students who want to study abroad interpret their dream. Besides, the Global IELTS Training School also cooperate with some companies, government departments and social organizations, in order to improve the English application ability of the employees in these organizations, the Global IELTS Training School provides the English training service to them. With the training service, these organizations can improve their employees’ listening and speaking skills, achieve the unimpeded communication with their customers and finally improve their international competitiveness. The table above shows the organizations has cooperated with the Global IELTS Training School. Parter's Names The Types of the Partner
The government personnel project of Beijing Olympics The Ministry of Finance The Administration of Taxation The Health Bureau Beijing Disabled people’s Federation Lenovo Microsoft
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Business Units

Gome China Petroleum Carrefour Matsushita PICC

There are 2 ways to provide the training classes, one is the school send their excellent teachers to the companies, based on their requirements, the school can design the training project, design courses, recommend teaching materials and provide an opportunity to test the training efficiency. The training project is designed based on the corporation’s characteristics, business requirements and the level of their staff, and has essential flexibility, this can meet the corporation’s training needs furthest. The other way is the company organizes their staff to attend the training classes in the Global IELTS Training School. The advantage of this way is that the training school has more grumous academic atmosphere so that the training efficiency must be better than in the company.

3.2.4 The Training Flow of the Global IELTS Training School The whole training flow of the class is shown as follows

Previous consultation Level determination Design a training project Tutoring and following
Course feedback
Score feedback In the training flow, the first step is previous consultation. In this step, the students should communicate with the course consultant in the training school, come up with their training needs and get to know the detailed circumstance of the courses. Based on their needs, the
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course consultant will give them suggestions about what course they can attend and do a detail introduction on this kind of course. The second step is level determination. In this step, the student should receive a level examination, the purpose of the examination is to evaluate whether the student be proper to attend the course. If he can pass on the exam, he will come into the next step, if not; he will be suggested to attend an easier course.

The third step is design the training project. In this step, the Global IELTS Training School will design a specific training project for the students, and the teachers will give their students some suggestions about how to choose the exam time, what materials they must use and the key points in the examination. Besides, in the training class, the teachers will tell their students some essential knowledge and skills about how to reply the examination and finally get a good mark. The forth step is tutoring and followings. In this step, the teachers will teach their students some useful learning methods, answer the students’ questions and help them solve their problems. In addition, the Global IELTS Training School will collect the opinions and suggestions of the teachers and do some communication with the students termly.

The next step is course feedback. In this step, the teachers will help the students summaries the learning situation in the last period of time and make a learning project after they finish the course.

The last step is the score feedback. After the students attend the IELTS examination, the Global IELTS Training School should get to know the mark students achieved, help them analyze the result and come up with some essential suggestions. In the process of training, the teachers must obey the rules of the school. Here is the staff regulations of the Global IELTS Training School: (1) The teachers must have presentable surface when they are attending the courses; (2) The teachers must use civilized language and behaviors in their courses; (3) The teachers must have the youthful sprit and be active, they should have the ability to inform with the atmosphere; (4) The teachers must keep a responsible attitude when they are facing their works. During the training course, the teachers’ behaviors are very significant for the customers and the corporation, the staff’s happy and dedicated expression can make the customers calm down when they are impatient and unsatisfied with the service.

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3.2.5 Staff Training Management
The people who operate the training in the corporation are a part of their service. As a result, the leaders of the corporation must pay attention to the selection, training and motivation aim at the staff. Training aim at the staff is playing a very significant role in the Global IELTS Training School, it has 5 advantages for the staff of this organization. Firstly, training can make the company and its employees adapt to the change of the market environment, in the process of training, the trainer will teach the staff the details of the changes and how to reply the changes; Secondly, training can make the company meet the needs of market competition, during the training, the knowledge, skills and stuff of the employees will be improved, this will help them exert a greater effect in the competition between the Global IELTS Training School and their competitors like the New Oriental Language Training School and help their corporation win the competition; Thirdly, training can help the company improve their effectiveness, make more profits and win the competitive edge. Fourthly, training can make the staff meet the needs of their development, as a result, they can obtain more useful knowledge and skills, so that they can work for the corporation better, help the training school make more profits, in the meanwhile, they can achieve their personal value; Finally, training can promote the establishment of the corporation culture, during the process of the training, the trainer will take some measures like tell the staff the history and the market position of the organization, this can motivate the sense of pride as the staff of the Global IELTS Training School. At the end of 2009, the Global IELTS Training School hold a quality developing training aim at the staff, the training process is divided into 3 sections------“break the ice”, “the mien of leaders” and “the travel of life”. The first stage is a basis of the whole process of training, with the ordered arrangement of the trainer, according to the formation and dance, the atmosphere of the scene will become very active, and this will be the strong foundation of the next step-----the mien of leaders. Afterwards, the staff are divided into 4 teams and every team marry out a series of activities such as counting, the function of them are make the staff know importance of team cohesion in the process of achieving an objective. At the same time, according to these activities, every team member can know well about the objective design, understand that a
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team which is full of cohesion can achieve all objectives and defeat all troubles and problems. The following photos show the 4 teams in the training activities:

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3.2.6 The Site Selection of the Global IELTS Training School
If you input “the Global IELTS Training School” in the Baidu map, you will see the 4 campuses of the training school, they are: the Wuchang Campus, the Hankou Campus, the Wuguang Campus and the Luxiang Campus. The table below shows the details of the 4 campuses.
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Name of the campuses Hankou Campus Wuguang Campus Wuchang Campus Luxiang Campus

Address Wuhan Library 5th floor No.358 Jiefang Street Wuguang Office Building Room 2402 Hubei Science and Education Building Huale Business Center 27th floor

Telephone number 027-82615556 027-85717700 027-87838886 027-87538588

The 4 campuses are shown in the following map:

In the first place, it is obvious that 3 of them are near the Nubmer 2 subway of Wuhan, (the red line in the map), they are Wuguang Campus(B)、Wuchang Campus(C) and Luxiang Campus(D). This is not a coincidence, subway is an important mean of transportation, its purpose is to connect the districts with high amount of population and decrease the traffic pressures on the ground as much as possible. The subway station must be located at the luxuriant areas. According to these analysis, we can see that the standard of the training school’s site selection: focusing on the business quarter and crowded areas, 3 campuses are located in the full-blown campuses.(Wuguang, Hongshan Square and Guanggu) Hankou Campus is not in such areas, but it is in Wuhan Library, the people there are almost students, this kind of people is the Global IELTS Training School’s main customer, so the positioning is accurate. Taking a broad view in the whole Wuhan city, there are 2 Campuses in Hankou, 2 in Wuchang, so far, there is no campus in Hanyang. The reason might be as follows: Hankou is an important business area of Wuhan city, there are many middle schools there, and Wuchang is an academic area, there are many universities there, so they are main aim at the undergraduate students. If the Global IELTS Training School wants to exploit the market, they may choose Hanyang to establish the next campus. Just now, I said Wuchang is an academic area, now, I will analysis the Luxiang Campus(D) as an example.
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Luxiang District is a very good place in Wuhan, it is the central area of the Eastern Lake development zone, the largest urban green square-------the Guanggu Square is in this area too. Besides, some main streets intersect here, more than 20 bus lines are going across Luxiang. Many famous universities and international corporations are near here, like Wuhan University and Siemens, so the Luxiang Campus is a very good place with geographic advantages. If you draw a circle with center at the Luxiang Campus and radius equal to 5 kilometers like the map below, you will find many characteristics.

From the map we can see that there are 7 universities in the circle, they are: Wuhan University, Wuhan University of Technology, Wuhan Institute of Technology, Huazhong University of Science and Technology, Huazhong Agricultural University, South-Center University of Nationalities and China University of Geiscience, Huazhong Teacher’s University, as for the Global IELTS Training School, this is very good, there is a large number of students in the circle, they can be the main customers of the training school if they have the demand to training. On the other hand, the distance of 5 kilometers is not very far from the training school, maybe 25 minutes by bike and 5 minutes by bus, so it is very convenient for the students to attend the courses in the Luxiang Campus.

3.2.7 Teaching facilities
When you coming into the Global IELTS Training school, you can see a bright hall, 2-3 consultants sitting in it and prepare for answering the students’ questions. The atmosphere of the hall is very good, it can give the customers a very good first impression, this is very significant part in the physical evidence of the customers.

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The most important facility is the classroom. The environment of classroom is also very good, they are very bright, when the students learning in such classrooms, they must be very happy. On the other hand, there are some modern facilities in every classroom, such as computers and projectors, the equipment is very helpful for the teachers, it can not only make them feel relax when they are teaching, but also can improve their working efficiency. In addition, the PowerPoint should be more convenient for the students to read and understand the study contents.

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Outside the classroom, there is a roll of honor on the wall; there are some photos and transcripts with high marks on them. The owners of them are the students who attended their training course and obtain a high mark in the IELTS examination. These materials have 2 functions: on the one hand, they can encourage the students who are attending the course to regards the previous students as a model and study hard, finally, they can also obtain a high mark too. On the other hand, this is also a good opportunity to make dissemination to the students, as a result, the reputation of the Global IELTS Training School can be improved again and attract more and more new customers, finally, they will make a large amount of profits for the training school.

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The students can also write their opinions and hopes on a piece of small paper and put the paper up on the wall, these papers can turn into a showing area. It can also be a beautiful scenery line in the Global IELTS Training School.

3.3 The Evaluation of the strategies
3.3.1 The Evaluation of the training items The training items provided by the Global IELTS Training School is various, and both work time and vacations, the training school always have many different kinds of training courses provided to their customers, this is very good for both the school and the students. As for the training school, they can provide service with high quality to the students, and make profits for the company uninterruptedly, this can make sure the normal operation of the company, whenever the work time and vacations.

The table and the line chart below show the income situation of the training courses in the Global IELTS Training School in some continuous quarters.(thousand RMB) Time 2008 2008 2009 2009 2009 2009 2010 2010 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Training 49450 42096 45232 47884 81350 55025 58056 66197 income
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From the line chart we can see that the Global IELTS Training School can keep a good operation in the whole year, whatever in summer and winter. In addition, the training income in the 3rd quarter of 2009 is 81350 thousand RMB, it is the highest point in the period of time. This is influenced by the change of the number of students in the training school. The numbers of students in this period of time are as follows:

As for the students, whenever they need the training course, they can enroll and attend one of the proper course easily, the students who attend the exam after taking part in the training course but don’t get the promise mark, the Global IELTS Training School provide an opportunity for them to retake, and they have to pay 600 RMB. This measure is helpful
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for its reputation, people will think that the Global IELTS Training School is a responsible institution; they really do everything they can to help their students, not focus only on making profits. On the other hand, from the analyze of the questionnaires, we can see that 50% of the interviewees think that the types of the course provided by the Global IELTS Training School is more, and 44% think it is just so-so, which means 94% of the interviewees are satisfied with the course design, this indicate that the types of the courses can meet the needs of the most customers. As for the society, many people can achieve the benefit from the Global IELTS Training School. The school has many kind of course provided to their students, which means they need many teachers to teach the students, as a result, there should be many posts, and the people who have the ability to teach the students can attend the work. The advantage is that it can decrease the rate of unemployment and keep the stable of the society. As for the characteristic course of the Global IELTS Training School, there is no doubt that it is a good signboard of the training school, the teachers and the facilities of this kind of course is the best in the Global IELTS Training School, so this kind of course should be the strongest type in the training school and the teaching quality should be the highest. As for the Global IELTS Training School, this strategy is very helpful, it can make the students enjoy the good service with high quality, when the class finished, they will achieve a large amount of useful knowledge and integrated skills, this will be one of the key factors for the students to be successful in the IELTS examination. On the other hand, after they finish the course, they will tell their classmates and friends about the course, this will be a good dissemination for the Global IELTS Training School, it will help it attract more and more new customers and make more profits. Here, the researcher will talk about the 6.5 marks strengthening class as an example. The faculty of this class is powerful, they are the famous troops in the training school and know well about the professional skills, especially in the speaking course, the speaking course in this class has two teachers, a Chinese teacher and a foreigner teacher, the foreigner teacher is the past speaking examiner in the IELTS examination, as a result, he can tell his students about some essential skills when they take part in the exam, includes examination skills and some other important things, such as how to accommodate their mentation in the examination room. The essential knowledge can help the students obtain a greater mark in the IELTS examination. 3.3.2 The Evaluation of the Price Strategy The Global IELTS Training School adopt the segmentation pricing, they divide the price of a kind of course into 2 parts, in the first time, the training school gather the expanse of the first part, as for the rest of the money, it will be gathered in the second time, this strategy has the following advantages:

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As for the training school, it can not only guarantee the profits of the training school, but also avoid the customers leave them because of the price, so this strategy gets a double advantage. As for the customers, this price strategy provides a chance to the loser to remedy. This measure improves the brand awareness and can attract more customers to attend their classes and make more profits, according to this strategy, the customers must be think that the Global IELTS Training School is a responsible organization and they do not give up the students who didn’t achieve their objectives, they give them another opportunity to remedy. As for the whole society, the Global IELTS Training School can take the lead in other training organizations, the customers believe that it is a responsible corporation, so the awareness of its brand will be improved, as a result, an increasing number of students will choose to attend their training courses, and the profits will be increased. This process will be transmitted to other English training schools, and they will learn from the Global IELTS Training School, and their brand awareness will also be improved, finally, the quality of the English training market will be improved, and this will be very good for the society. 3.3.3 The Evaluation of Cooperation Strategy The cooperation strategy of the Global IELTS Training School, as for the school, this strategy is very good for the training school, if the efficient of their training courses is good and helpful to the staff in those corporations, they will be satisfied with the school’s service, this can help them expand their brand awareness, attract more customers and increase the source of their profits. As for the staff in the corporations, they have no need to attend the IELTS examination and stud