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 – 200723004H
Chan Ngok Lung, Silver 陳岳龍 – 200723014H
Lo Kwong Fai, Alex
羅光輝 – 200723018H
Chan Pui Ting, Joanna 陳沛婷 – 200823036E
Chan Ka Kei, Doris
陳葭熹 – 200723009H
Cheuk Kwan Yuk
卓鈞育 - 200823027H
Chan Sau Yuk, Grace 陳秀玉 - 200723006H
16th May 2011 (Monday) – 9:30am
Contact Email: samchow100@hotmail.com
BBA 353 Strategic Management Presentation
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Our Major Objectives
BBA 353 Strategic Management Presentation
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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Mission Statement
“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.”
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CHC’s Background
In 1947
 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
In 1949
 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
• CHC is located at Tsuen Wan in HK
1980s
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CHC’s Background (Continue)
In 2003
In Oct 2004
 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.
 The Chief Executive in Council granted
approval for Chu Hai College of Higher
Education and change its Chinese name
to 珠 海 學 院
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CHC’s Background (Continue)
In mid-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.
In Jun 2009
 The College Land Grant and Start-up
Loan application to construct a purposebuilt 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
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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SWOT Analysis
CHC is a Non-profit Making Organization
SWOT analysis can be divided
into TWO parts;
S trengths
W eaknesses
O pportunities
T hreats
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(Internal)
(Internal)
(External)
(External)
SWOT Analysis - Strengths
The quality of teaching standard
is extremely high at CHC
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.
•Therefore, CHC needs to understand what its
strengths are and how these can be used to
improve the performance and results.
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SWOT Analysis - Weaknesses
The college’s resources on the
facilities are very limited
CHC DOES NOT really have a
real campus.
The facilities such as class
rooms and equipments at
CHC are extremely limited.
•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.
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SWOT Analysis - Opportunities
The culture in Hong Kong is shifting slowly
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.
•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.
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SWOT Analysis - Threats
There are many bias and stereotypes
out there about CHC
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!
•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.
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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
99%
99%
98%
97%
97%
28%
100%
98% 100%
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
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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Major Competitors
The major competitors of CHC are the Big Eight Universities in Hong Kong as follows;
1.
2.
3.
4.
5.
6.
7.
8.
Chinese University of Hong Kong
City University of Hong Kong
University of Hong Kong
Hong Kong University of Science and Technology
Hong Kong Baptist University
Hong Kong Polytechnic University
Lingnan University faculty
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.
Big 8 Advertising Tools;
*TV Advertising
*Local Newspapers
*Magazines
*Print Ad. at MTR
*Radio Avertising
Big 8 Advertising launch period;
*June & July
•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.
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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
Already built up Strong Images
•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”.
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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Our Target Choice
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,
•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.
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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?
In order to Survive, you will
need to have a degree!
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!
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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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.
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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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!
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.
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.
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Budget (HK$2,790,750)
TV Advertising
Radio Advertising
Radio Type
Range
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
叱o宅903 商業二台
One
Month
HK$162,750
One
Month
HK$139,500
One
Month
HK$139,500
雷霆882 商業一台
叱o宅904 商業二台
Cost
Type
Period
Cost
Road Show
1 week
HK$808,500
HK$808,500
Print & Online Advertising
Newspaper
Time
Cost
AM730
1
week
HK$396,000
AM730 (Web)
1
week
HK$105,000
Apple Daily 蘋果日報
1
week
HK$714,000
HK$767,250
BBA 353 Strategic Management Presentation
HK$1,215,000
26
Print Ad. Sample
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Agenda
Steps
• Brief History of CHC
• SWOT Analysis
• Major Competitors
• Our Target Choice
• Promotion Objective
• Advertisement Suggestion
• Conclusion
•Q & A
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Conclusion
 let us briefly summarize what we have just said
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)
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The End
– Thank you for
your time & patient!
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