Havina- Vietnam’s Market Vietnamese Student Group
Result of survey There are 85 people who answer our survey. We have some conclusions for this: Young people from 18 – 25 are interested in improving English speaking skills Lots of people have no idea to do that They have some method to learn Most people want to have good English speaking program Most people lose their work chances because of lack of speaking skill (around 86%) BUT they don’t have much money (69%: between 3-5 millions/year; 17%: under/free) need truth from that program (quality – 57%, price – 37%, previous people – 25%) not find suitable program (17%) Not have time (2%)
Competitors Main competitiors come from English language centres with extra curricular activities and foreigner teachers with English as native-language.or main language. They are mainly from Australia, Ireland, Philippine, British, United States. For example: International centre: Apollo, Language Link, ACET – IELTS trainning British Council – IELTS trainning, UK cultures, activities. Local centre: Aroma – focus on officer. Cleverland DACE Equest – TOEFL, TOEFL ibt trainning Online Website or service such as tienganh123.com or Paltalk with the support from Vietnamese who live and work in foreigner countries. We also found out a language centre with the same name as Havina. Havina Language Academy. This could be a potential problems if Havina intented to enter Vietnam.Havina Language Academy
SWOT Strength - Learning, and improve speaking through game platform. -Provide speaking training which is It is not a strong point of local products. -Good reputation from Finnish Education system. Weakness - No experiences in Vietnamese market. - Need local partner when approaching to Vietnam market. - The cost for purchasing or using Havina product might be lower than the company’s expectation. Opportunities - Vietnam is a potential market that has huge amount of young people (students, graduated students, officers, employees) who want to learn speaking English for a better chance in study, working life. - Less time consuming advantage - No real local competitors in this market segment. Threats - Software cracking problem. - Need to build a routine from users as Vietnamese has bad habit when learning English, e.g. 70% online user click on “vocabulary” button when they learn English than other sections.
Facts about Vietnam 95% Vietnamese aged 15 – 24 have access to the Internet Internet users in Vietnam: 30,858,742 (10/2012) 73% users are under 35 95% users visit online news websites 90% users watch online video 86% users visit social networking sites, 19% users use social networks everyday 66% users use the web everyday 79% users have liked or followed a brand on social media 81% users inform purchase decisions through social media 55% users believe the internet has helped improve their self- confidence Total population: 91,519,000 54% Vietnamese is under the age of 30. 25% Vietnamese is below the age of 15 However: 69% Vietnamese live in rural areas, But more than 80% urban population connected to Internet. Devices are used to go online: 81% desktops 56% mobiles 47% laptop. 75% household have a PC Source: Social, Digital and Mobile in Vietnam - wearesocial.net´- blog.Social, Digital and Mobile in Vietnam
Social Network Facebook 1 st social network site in Vietnam Total users: 8,525,000 (10/2012) and 19,6 million users (8/2013) Local Social Network Zing Me. Provide features like facebook, and musics, games from VNG – mother company of zing me Zing Me Rivals of Facebook about the number of users until Octorber 2012 with 8,2 million users. Go.vn, product of VTC – big ITC corporation in Vietnam. Operates like a inforamtion portal. Still in beta with 2,5 million users Go.vn Tamtay also operates as photography network with 2 million users. Tamtay Cyworld a model of cyworld from Korea. Cyworld Zoota – new social network from big state-owned company Mobilephone, operates in all platorms. Focus on game. Zoota Source: Social, Digital and Mobile in Vietnam - wearesocial.net´- blog.Social, Digital and Mobile in Vietnam
Blog and Microblog Twitter has no growth in Vietnam’s market, only 9% Vietnamese netizens have used twitter. Favourite bloggers often from Vietnamese who study, live and work in foreigner countries, mainly using blog services such as: Blogspot Wordpress Young Vietnamese generation follow global trend of Viral Blog – Vblog, videos uploaded on YoutTube, and other. 1,792,848,000 onlines videos watched by internet users (06/2012) 24% internet users have YouTube accounts, beside local video service providers like clip.vn.
Online Communities Online communities are channels for Vietnamese to exchange knowledge and information about all area in lifes, from technology, language study, to love stories. Vietnamese often go to online commuinities asking for advices or recommendations from other users. Always as good channels to promote products. Key to success: Be active in the post Be patient Provide necessary information. Build a trust toward other members of the communities. Example of some top online communities in Vietnam - Tinhte.vn – about technology - Webtretho – a community for household - Lamchame – a community for young parents - Webketoan – community of accountants and auditors
Results of survey
What should Havina do in Vietnam? Have a local partner support in marketing Set different levels of price for different customers Customers segment should be students and graduated students Building believe and truth by connecting with famous people (testimonial)