- A famous education and language assessment provider
- Client needed to identify the total market for English training and private education and define the market segments for business development roadmap planning.
- Other than understanding the consumers, competitive intelligence analysis was essential as well given the mushrooming of such service providers.
- To add to the challenge, client would like to study specific techniques and strategies of competitors, e.g. how report feedback on learners’ ability is provided to learners.
- A multi-pronged approach was embarked on to achieve the stated objectives
- Internal interview with key staff
- Desk research on current policy, trend and competitors
- External interview with key decision maker/ influencer in training school and private schools.
- The findings helped the client to identify the opportunities in different city tiers and segments.
- The findings helped the client to adjust their products and business in the wake of new trends in Chinese education market. Awareness of brand was also a key issue to address to gain higher familiarity and trust among teachers, parents and students.
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