bba 353 strategic management presentation 1 an analysis on our unique college; “chu hai college of...

BBA 353 Strategic Management Presentation 1

An Analysis on Our Unique College; “Chu Hai College of Higher Education”

Presented by; Department of Business Administration

Chow Chun Sum, Sam 周駿琛 – 200723001H

Chan Wai Kin 陳偉健 – 200723004HChan Ngok Lung, Silver 陳岳龍 –

200723014HLo Kwong Fai, Alex 羅光輝 – 200723018H

Chan Pui Ting, Joanna 陳沛婷 – 200823036EChan Ka Kei, Doris 陳葭熹 – 200723009HCheuk Kwan Yuk 卓鈞育 - 200823027H

Chan Sau Yuk, Grace 陳秀玉 - 200723006H16th May 2011 (Monday) – 9:30am

Contact Email: [email protected]

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Our Major Objectives

BBA 353 Strategic Management Presentation

Agenda

•Brief History of CHC

•SWOT Analysis

•Major Competitors

•Our Target Choice

•Promotion Objective

•Advertisement Suggestion

•Conclusion

•Q & A

Steps


“To serve as an economic, cultural and technological bridge between the East and the West as well as to treat teaching and research as equally vital in our education. Not only to provide students with multi-disciplinary learning experiences, which will broaden their knowledge base and vision, and enhance their problem-solving power and adaptability but also to provide quality education for students’ all-round development, independent and critical thinking, and to enhance their ability to learn, to live and to work in a diverse social and cross-cultural, challenging environment.”

4BBA 353 Strategic Management Presentation

Mission Statement

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CHC’s Background

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In 1947

In 1949

CHC is the short form of Chu Hai College of Higher Education

Founded in Guangzhou, China as "Chu Hai University

CHC is also the oldest private institution in HK

The University moved with all its teaching resources to Hong Kong, and registered as Chu Hai College

Chu Hai was located in Mongkok

In the

1980s

• CHC is located at Tsuen Wan in HK


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In Oct 2004

In 2003

The Chief Executive in Council granted approval for Chu Hai College of Higher Education and change its Chinese name to 珠海學院

HKCAA confirmed the granting of accreditation status to the College

A total of Ten Bachelor Degree Programmes are all successfully accredited and fully recognized by the Hong Kong Government the mentioned Ten Degree Programmes are just the same level as the Degree Programmes offered in those other Eight Universities in Hong Kong.


CHC’s Background (Continue)

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In mid-2009

In Jun 2009

The degree programmes have been re-validated by Hong Kong Council for Accreditation of Academic and Vocational Qualifications HKCAAVQ (Previously known as HKCAA) after the 5-year validation period.

This is the normal process to ensure the degree programmes provided by CHC are up to standard.

The College Land Grant and Start-up Loan application to construct a purpose-built new campus has been successfully endorsed

The new campus will be located at Tuen Mun East Castle Peak Bay. The size of the site is 1.6 hectare The project is expected to be completed in 2012


CHC’s Background (Continue)

Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


SWOT Analysis

SWOT analysis can be divided into TWO parts;

S trengths (Internal)

W eaknesses (Internal)O pportunities (External)T hreats (External)


CHC is a Non-profit Making Organization

SWOT Analysis - Strengths

They are devoted to teach challenging and professionally relevant courses.As a result, many of the past CHC students were able to successfully pursue Master studies or to get a good job.

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•Therefore, CHC needs to understand what its strengths are and how these can be used to improve the performance and results.


The quality of teaching standard is extremely high at CHC

SWOT Analysis - Weaknesses

CHC DOES NOT really have a real campus.

The facilities such as class rooms and equipments at CHC are extremely limited.

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•Therefore, there are needs to be an understanding of the weaknesses and what is needed to turn these into strengths or how they can best be addressed.


The college’s resources on the facilities are very limited

SWOT Analysis - Opportunities

Everybody must be at least a degree holder in order to survive in this society.

It is extremely difficult to find a decent job without a degree in Hong Kong.If without a degree, you might not even get a chance to be participated in any of the interviews, therefore, it is a MUST to have a degree!

CHC offers a total of Ten Bachelor Degree Programmes, so that for those people who would like to stay alive by studying a degree programme.

CHC is another choice for them.

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•Therefore, CHC needs to be able to recognize opportunities so that it is in a position to take advantage of these, enabling it to gain market share in preference to its competitors.


The culture in Hong Kong is shifting slowly

SWOT Analysis - Threats

Lack of promotion done by the CHC

As a result, people out there don’t really know CHC that well, and some people don't even know that CHC does exist!

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•Therefore, CHC also needs to understand the threats that exist and be able to respond to these in a way that will also turn these into advantages.


There are many bias and stereotypes out there about CHC

Survey


Age No. of people CUHK CityU HKU HKUST HKBU PolyU Lingnan HKIed CHC %

1 - 15 124 124 118 124 123 121 120 116 119 3 2%

16 - 30 78 78 78 78 78 78 78 78 78 22 28%

31 - 45 32 32 32 32 32 32 32 32 32 15 47%

46 - 60 54 54 54 54 54 54 54 54 54 43 80%

60 or above 12 12 11 12 9 11 10 10 8 2 17%

300 300 293 300 296 296 294 290 291 85

100% 98% 100% 99% 99% 98% 97% 97% 28%

Therefore, we will focus on the promotion to let the outsiders know that CHC do offer a total of Ten Bachelor Degree Programmes which is the same level as those which offer at the Big Eight Universities

Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


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Major Competitors

The major competitors of CHC are the Big Eight Universities in Hong Kong as follows; 1. Chinese University of Hong Kong2. City University of Hong Kong3. University of Hong Kong4. Hong Kong University of Science and Technology5. Hong Kong Baptist University6. Hong Kong Polytechnic University7. Lingnan University faculty8. Hong Kong Institute of Education.


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Key Competitor Analysis

•It is important for us to analyze our key competitors' marketing communications activities such as their advertising efforts, sales promotion activities Because CHC = the market follower and the Big Eight Universities = market leaders in the Education sectors of Hong Kong. We can benchmark them in order to create a better IMC for CHC

As a manager, we always look at our competitors especially the major ones in order to make improvement and seek for opportunities for ourselves because we want to survive in the same market.

•They have chosen these as their marketing communications activities because these are the most common way to draw people’s attention, and deliver the messages to the target audience, and it can be active and can be passive; •Active because if you were the people who wanted to have these information as a Form 7 graduate, then you may make a decision to choose whether you will move to the next step which is to apply what you just saw on the advertisement. •Passive, because if a father was reading a newspaper about the advertisement made from one of the Big Eight Universities, then he could pass on this message to his son or daughter.

Big 8 Advertising launch period;

*June & July

Big 8 Advertising Tools;

*TV Advertising*Local Newspapers*Magazines*Print Ad. at MTR*Radio Avertising

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Key Competitor Analysis (Continue)

•It is really not too necessary for them to do advertisement since they have been recognized and realized in the Jupas system which CHC do not have

•They have already made up a very strong image to the target audiences, it is not too necessary to make big advertisement

•But they would make some advertisements anyway in case if some other people who want to apply as the Non-Jupas, and these 8 Big Universities are not private institutions (apart from Hong Kong Shue Yan University) which means they have our Hong Kong Government to support while our CHC do not since CHC is a private institution in Hong Kong which we have mentioned in the “CHC’s Background”.

Already built up Strong Images


Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


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Our Target Choice

•For the Demographic Segmentation, “we have our target which is mainly for the people who are over 18, but we always need to consider for those who are between the age of 10 to 17, as we know that they will reach to the point to study in university one day.

For the undergraduate programmes now, this is still mainly for the age of 18 or and above, because it is supposed to design for those who have qualified at the A-Level examinations,


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Our Target Choice (Continue)

•For the behaviourgraphic and Psychographic; the benefits these students will get are simply to survive in the Hong Kong society after getting a degree,• Needs and wants would be shaped through aggressive promotion, innovative product designs, flexible pricing, intensive distribution and other competitors marketing schemes. As a result, these needs and wants can be provided by CHC.•Because of the Social Problems (the Post-80s group known as “80 後” ), they do not even know how to look after themselves, how can they build up their own family as well as looking after their parents?

Anyway, CHC can provide them all the needs and wants in terms of their psychological of respects of people, and most importantly, people’s attitudes, values, self image and lifestyle are being affected by the shifting of the culture of Hong Kong, again, because having a degree nowadays is almost a must to survive in Hong Kong!

In order to Survive, you will need to have a degree!


Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


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Promotion Objectives

Our main promotion objectives

1) mainly want to let the outsiders know more about CHC

2) increase the awareness by 30% from May 2011 to May 2012.

3) Letting people to know that studying at CHC will have a great future, a great career and a great life

We would use

1) Informative advertising can help CHC to create its awareness and knowledge

2) Reminder advertising can help CHC to reminder people that CHC does have a total of Ten Bachelor Degree Programmes which is recognized by the Hong Kong Government.

3) ATL advertising is tailored to reach a mass audience by big advertising, and use traditional media such as TV, newspaper, print, outdoor adv. to persuade or affect the customers buying decisions.

• Also, because CHC is not the market leader but is superior to the leader, then the objective is to convince the market of the brand’s superiority.


Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


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Advertisement Suggestion

Print Advertisement• Print media can be fairly passive”• The TWO main print media are magazines and newspapers • Newspapers are timely and pervasive, magazines are typically more effective at building user and imagery, and newspapers are popular for local.•Ad size, colour and illustration also affect a print ad’s impact

• The larger the print ads, the more attention will be gained!


Television Advertisement

•Television is most powerful advertising medium.•Since CHC needs to be promoted aggressively, this television advisement could be the best choice for it and we strongly recommend this to be the one that CHC

should choose; however, the advertising cost would expect to be very high.

Radio Advertisement•Main advantage is flexibility stations are much targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response. Radio is a particularly effective medium in the morning and in the late evening.

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Budget (HK$2,790,750)

Radio Advertising

Radio Type Range Cost

雷霆 881 商業一台 One Month

HK$162,750

叱 o 宅 903 商業二台

One Month

HK$162,750


One Month

HK$162,750

雷霆 882 商業一台 One Month

HK$139,500


One Month

HK$139,500

HK$767,250

TV Advertising

Type Period Cost

Road Show 1 week HK$808,500

HK$808,500

Print & Online Advertising

Newspaper Time Cost

AM7301

weekHK$396,000

AM730 (Web)1

weekHK$105,000

Apple Daily 蘋果日報 1 week

HK$714,000

HK$1,215,000


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Print Ad. Sample


Agenda


•SWOT Analysis





•Conclusion

•Q & A

Steps


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Conclusion

The image and reputation of CHC

is not strong enough

Heavy Invest

On the

Advertisements (for 1 month ONLY)

Good returns in the coming years

As a result, HK$2,790,750 to remove the bias and stereotypes of CHC by increasing the awareness is extremely needed, necessary,

and worthy (i.e. HK$2,790,750 is nothing compare to having bias and stereotypes for the rest of the life time)

let us briefly summarize what we have just said



The End – Thank you for your time & patient!

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