New Elite Institution

Group 1

林妙娜 李博欣蔡秀棱 谢有群

Outline

Profile of the New Elite Institution Assessment of the business environment Marketing plan Summary

Profile of the New Elite Institution

Founded in 2007, the New Elite Institution is short for Beijing New Elite Career International education and technology Center. In 5 years, we have built up a group of experts in business, professionals in career development and personal growth, including college professors, well-known trainers and psychological consultants, which makes us become the most professional vocational education institution in China.

Description and ownership of our business

Our business form: Limited Liability Company (LLC) Our mission: -- Grow up! Grow to be myself! Our goal: -- with the most professional concept of career

development training system, affect 30% Chinese and help them work out their greatest potential in their favorite fields.

Assessment of the business environment

Global environment Industrial environment Economic environment

Global environment

Although the global financial crisis has decreased the economic development since 2008, educational industry still attracts investment institutions’ attention with its decent cash flow and sustainable growth that was not affected by the economic cycle. In recent years, vocational education has gained the highest investment, which takes up 48% of the total amount in the whole education training market.

So, our business has a promising future.

Industrial environment

The number of training institutions has increased over 100,000, 50,000 of which are vocational education institutions. These vocational training institutions have better living condition and more stable revenue than other institutions.

However, most of them are small-scale and scattered. Institutions that develop in a chain-scale are relatively few.

From the chart above, we know that training institutions are mainly located in developed cities, such as Beijing (66%), Shanghai (19%) and Guangdong (8%).

Now, there is no vocational education institution in HEMC.

Economic environment

Nowadays domestic economic development is unstable, but vocational education institutions become increasingly popular

• Increasing number of college students• Increasing number of choices given by this society• Higher requirements given by companies• ……. College students feel lost and they need us to help them.

In a word, there’s a great demand for vocational education institutions. We believe that our business will

have a bright future in Guangzhou Higher Education Mega Center.

Marketing plan

Target market Service characteristics Place Pricing Promotion

Target market

Mainly college students in HEMC, especially graduates and postgraduates.

We’ve made marketing researches such as phone calls and surveys online and now we’ve figured out a fact that facing the growing pressure on employment, some college students feel lost and have no idea about their future. There are more than 70% of  them agree that receiving vocational education can make them have more competitive advantages.

Service characteristics

Career planning orientation quality course ( 职业规划定位精品课） Career Management VIP course ( 职业生涯规划 ) Career consulting one-on-one course ( 职业生涯一对一咨询 )

Service characteristicsName Teaching form What you get after class

Career planning orientation Quality Course( 职业规划定位精品课）

Large class teaching,Group practice

• Clarifying your self-worth, positioning the career development direction.

• Distinguishing your advantages and excavating the core competitive ability.

• Learning the career planning system and helping others by helping yourself.

• Designing the best way of career development after clarifying the career planning direction at this stage

Name Teaching form What you get after class

Career Management VIP Course( 职业生涯规划 )

VIP course,8 students each class,Interacting with professors directly

• Breakingthrough career bottleneck and searching for the possibility of career development.

• Acquiring inner peace , improving happiness of your own career.

• Retrieving the enthusiasm of working and regaining the career motivation.

• Reviewing your life course,making out the life value of yourself

Service characteristics

Name Teaching form What you get after class

Career consultingOne-on-one Course( 职业生涯一对一咨询 )

One-on-one • A senior 、 professional 、 local career consulting expert team.

• Ending this course till you reach your goal.If you are not satisfied with us,we will turn back your fee.

• Our professionals will follow you during the consulting and provide intimate service.

Service characteristics

Service characteristic

1. More professional and experienced consultants -- a group of experts in business, professionals in career

development and personal growth, including college professors, famous trainers and psychological consultants

2. Reasonable price -- setting prices after we take college students’ revenue and

competitors’ prices into consideration; Besides, more promotion are offered

3. Tailor-made -- everyone has its exclusive style of course4. Thorough tracing -- we’ll still keep trace on you after you finish our courses

Place

North Shopping Center

Place

North Shopping Center -- situated in the central of HEMC, near the

Commercial Northern District stop and HEMC North subway station.

How to get here?• Subway (transfer to Line 4, Higher Education Mega

Center North subway station) • Bus (NO.381, NO.382, shuttle bus NO.4 etc.) • Walk

Pricing

Courses Price (yuan, RMB)Career planning orientation Quality Course( 职业规划定位精品课）

2080

Career Management VIP Course( 职业生涯规划 )

4280

Career consultingOne-on-one Course( 职业生涯一对一咨询 )

Senior consultant – 2980

High-class consultant – 2280

Professional consultant -- 1680

Promotion

Promotion mix:

-- the combination of 3 types of promotion methods, including advertising, sales promotion and public relations.

Advertising

Flyers (dorms, canteens) Posters (on bulletin boards) Billboards Electric displays

Sales promotion

Follow our weibo and repost for lottery 5% discount for the first 100 registrations 10% discount when 2 sign up together Buy 3 get 1 free Free trial lessons Specialty advertising (reusable bags, pens)

Free trial lessons

-- experience 2 hours for free

-- professional individual test

-- one-on-one consultation

-- a pamphlet about career planning

Public relations

Sponsorship

-- supporting school societies to hold activities, so that we can give briefing sessions in schools to boost our brand awareness

Summary

Profile of the New Elite Institution -- specializing in career planning and offering 3 kinds of

courses to college students; “GROW UP! GROW TO BE MYSELF!”

Assessment of the business environment • Global environment • Industrial environment• Economic environment

Our business have a bright and promising future.

Summary

Marketing plan Service characteristics

• more professional and experienced consultants• lower price• tailor-made courses• thorough tracing

Place

--Commercial Northern District, convenient Pricing Promotion

--promotion mix including ad., sales promotion and public relations

Thank you for your attention！