Language barrier has been regarded as a kind of obstacle to hinder Globalization for those who live a life in a 21st century or Global Village so that they are making efforts about English. While kids English Institute has been in the limelight, along with the education policy to move English Course from freshman in middle school to freshman in elementary school, Franchise English Institute has become a trend. The adoption of the marketing concept is inevitable among those changes of market. Therefore, the purpose of this research is that:
Firstly, recognizing the importance of constructing marketing strategy of Franchise English Institute and suggesting the basis data useful to make up successful marketing strategy of the Franchise English Institute.
Second, I looked into marketing theory in order to make up a successful marketing strategy, and analyzed through case study and customer satisfaction survey.
Third, I studied using marketing mix as a framework of the analysis, and analyzed, conducting case study and customer satisfaction survey.
Fourth, the consequence of the case study this paper has shown is as follows.
Marketing strategy of each institute can be divided into 5 categories based on the analysis using marketing mix framework.
Firstly, as a strategy of product, step by step textbook and program which is fit for the kids should be developed. Second, as a strategy of circulation, Institute has to be established nearby residence crowed area, and safety should be considered by operating vehicle in case it is long distance to walk. Third, as a strategy of price, reasonable price and high-quality education should be supported. Fourth, as a strategy of promotion, the promotion to let Institute be known should be made continuously. Fifth, as a strategy of positioning, brand image has to be planted firmly in their mind.
Fifth, the result of the analysis of the customer satisfaction about Franchise English Institute is as follows.
I studied by dividing it into ‘'list of the satisfaction survey’' or reason to register, comparison to other institute, institute satisfaction, reality of the lesson, choosing for institute, repurchasing and word of mouth intention for education service, the part of the education service to be improved. Among those, the list of choosing for institute shows, as a factor to be considered, education program the highest for both of student and parents, and distance, lesson level, textbook in order for parents. In case of students, it narrates lesson level, textbook, teacher, management for kids, distance in order, therefore, both of them turned out to consider education program.
Sixth, I gained the result as follows.
In case of franchise English Institute, education program, brand recognition, price, location, teacher, textbook, facility etc, turned out to be influential factor for purchasing English education service. In other words, we need to conduct marketing strategy suitable for the priority order, which can be figured out from the customer satisfaction survey result. Manager should be equipped with sense of duty as an educator as well as a will to pursue profit as a enterpriser at the same time. Therefore, it is necessary to have wisdom to find out the balance between love for kids and business.