In phase 2 we were making a Apollo project with new members of group 8 ,called Blink Blink with 5 members in it. In this project we are required to make a research about English cources of Apollo language center. More clearly, we had to assess the Apollo history and its strongest competitiors, determine its market segmentation and weigh pros and cons of its cources. In addition to that, our group had to propose an idea for a new cource by relying on the questionnaire data we made in the previous phase. Therefore, by choosing a segment of target, we made up a cource, which is the main aim of Apollo project.
Before offering an idea for a new cource, the first thing that has to be done is reviewing the Apollo history, its service, rewards, strenghts and weaknes. We searched the information in the in the web service and came straight to the center in order to get information. Besides we searched the data about all other language centers and conclude Apollo’s strongest rivals by estimating and comparing the service they offer ang their reputation.
The differences:
- The lenghts of a course taken and the price for it
- Tuition program.
- How does Apollo price its products? Are there any differences or similarities with its competitor?
Apollo has been one of the very first but meanwhile, one of the biggest English Center in Vietnam as well and a part of its success came from the suitable tuition fee, especially for younger levels.
In general, for beginner’s classes, the price oscillates from 5 million VND to the peak of 8 million and one of Apollo’s rival – Language Link shares the same rate. The reason of this coincidence comes from both center’s main target and scale of each class.
The competition starts at higher level when students demand to take some serious lessons such as ESP or IELTS. At this pitch, different houses separate itself from the others by launching a number of academicals classes which require advanced students along with their thicken wallet
In comparison, Apollo provides a tremendous “Adults Save & Learn program “which craves a frightening entrance permit – 20 million VND at maximum. On the other hand, based on the orientation of the company, Apollo’s essence is not about international English programs and therefore, their fees for IELTS or TOEFL degrees only reach the comb of 8 million VND. Alternatively, ACET has given out a massive price which holding the position of the highest tuition fee for IELTS program among all English centers in Vietnam, 14 million for preparation and more than 15 for official IELTS classes.
Course idea
According to the assessment in the previous pages, it is obvious that Apollo’s main target is on young learners and many parents prefer to let their beloved children to study English at Apollo center rather than at any other centers. However, Apollo doesn’t pay so much attention to other cources as for children’s education, so in other segments, such as IELTS preparation and English for adults e.t.c., it lack of proffesionalization and therefore Apollo loses the older learners. Therefore, it is needed for Apollo to start seriously suggesting about customers-adults.
Apollo offers almost all the possible kind of courses that are in demand for the society for the current time and the main aim we suppose is that Apollo needs to enhance the quality of teaching of all existing ones. For example, the requirements from teacher has to be more strict and the tuition program has to be modified.
