Practice for marketing analysis Every individual in Taiwan needs extra English courses at one point or another in their lives. According to minimum age of BBD’s entry requirement, the potential market for BBD consists of every person age from 16 to 65+ in the geographical area of Taiwan. I segment this market into a series of groups having different needs based on lifestyle. These segments are: 1.Junior high school and high school students (16 - 18). 2.Undergraduate and postgraduate students (19 - 24). 3.Fresh graduates (25 - 28). 4.Office Workers ( 29- 50). 5.Retired people (50 - 65+). The real key to this education business is staying ahead of the changing student roster. It is important to get out and get seen by all of the incoming international students. Testimonials by prior students are very helpful. As summers and winters are the high peak seasons, thus it would be appropriate for BBD to give briefing sessions on language courses to the people planning to studying in English in the US and Canada (The sessions could be promoted on BBD’s fan page and webpage in the early stage). Moreover, pre-departure events could be organised in Taiwan if a number of students from agents and cram schools request it at the same time. And this would give the students and their family a chance to meet and mingle with a regional manager of BBD. The marketing strategy will also incorporate a networking focus where the regional manager could be in close contact with the cram schools where many high school and university students and office workers are studying at. It could provide the cram schools with an opportunity to offer referrals to BBD for their students that need complete English immersion environment and would like to study in the UK, the US and Canada, etc.Moreover, BBD could plan to place advertisements in the university student newspapers. These advertisements would be effective due to their low cost and targeted readership. Students are the almost exclusive readers of the newspapers so BBD would receive considerable visibility. Also, as far as I know, Index Education First (known as IE) may be the main fierce competitor for the dominant position in the Taiwan market. Recently, EF has advertised themselves heavily on radio programmes, and has also placed advertisements on Taiwan High Speed Rail and Facebook. Likewise, BBD could consider placing advertisement on a popular radio station broadcasting in English such as ICRT.

Moon Festival in Taiwan Today is Moon Festival in Taiwan. There are a large number of Taiwanese people having a BBQ party at home or somewhere in the park. This custom has popularized for over 30 years since 1980s. Moreover, most people may not know why this custom originated from. From my understanding of the phenomenon, it may be because that the moon is the biggest and is the most circular during the festival and Taiwanese people would like to see the moon and have BBQ outside at the same time to avoid being hungry, however, some people believe that the BBQ custom might be influenced by advertisement or other commercial patters. In summery, when foreigners visit Taiwan during Moon Festival, I hope they would not feel surprised. In addition, it would be great if they could experience our local custom and also have some mooncakes while gazing the moon.

The first time of English session via Italki I've had a great Saturday afternoon to take one-hour online English session with my English teacher Molly from the UK. During the session, my speakers of laptop was not going well (I could hear my voice when speaking to the teacher) and then asked the teacher to be awaiting one moment as I wanted to solve the problem. In the end, I had sorted it out by restarting my WIFI and log onto the Skype again. This my first time to find a teacher via the Italki and I am quite satisfied with the service. I would continue to take more sessions via the Itaki to make improvement in my speaking of English. Moreover, I would like to look for language partners who are eager to learn Mandarin actively/ambitiously. I am the person who is keen to learn different cultures, to listen to different opinions and to teach some parts of Mandarin that people want to learn. As far as I know, the life in Taiwan is quite conservative and having less connections with other faraway countries. Hence, I am glad that through the Italki I can make some friends particularly language exchange partners and meet up with English teachers with different accents from the UK, the US, Australia, Canada, etc.

Advice for the private education provider As I know, International Education Consultants Association, Taiwan will be holding a large overseas-study fair on the 3rd and 4th of October. I think the fair will attract a large number of people who would like to study English and degree courses in the USA, the UK and Australia etc. Moreover, it would be great if BBD could temporarily hired a cute mascot when attending fairs and this would have many young people take pictures with the mascot and you could ask the student to click a like for BBD's Facebook fan page (Have more people tracking BBD's fan page). I have browsed the BBD's webpage many times and found that there are no contact details of your agents. If a prospective student from Tainan City (the Southern Taiwan) was interested in your English courses and could obtain the information about your agents locating in the same city and afterwards the student might visit the agent rather than just leaving a message on the web page.

Cover Letter My name is Jack Chou and I am currently working for ABB Education Services as education counselor in Taipei. I have known Patrick for two years and heard from him that your company is looking for a regional manager. Since I joined ABB in 2013, I have increased great practical knowledge of degree and language courses. Moreover, I have experience of studying at language schools in Australia and the UK and also have a good knowledge of English teaching pattern and school facilities. I am self-motived, willing to learn and have exceptional coordinating and planning skills. I am hoping for a breakthrough in the education field and therefore I would like to express my interest in the Regional Manager position at BBD and have enclosed my resume and background information for your review. If I could work for BBD as a regional manager in Taiwan, I would implement the following plans in six months to have an increase of 15%- 20% relative to last year. 1. Place advertisement for BBD to be spotted well by prospective clients During my work experience at Index, the most popular language schools that the students came to Index enquired about are 555, PPT and Giles. These three companies all have branches over the US and the UK. Moreover, I think 555 might be a fierce competitor for dominant position in the Taiwan market. Recently 555 have advertised themselves heavily in a number of Taiwanese radio stations, e.g. ICRT, and also placed advertisement at Taiwan High Speed Rail as well as Facebook. 2. Find more suitable/qualified agents to promote your language courses I would make considerable effort to locate the agents over Taiwan that BBD have not approached yet and would also visit the agents very often who already have business agreement with BBD and then improve the relationship between each other. As I worked for constriction companies as a project coordinator, I had managed about 20 to 25 suppliers and coordinated with several departments within the companies. I am the person who is really good at listening to colleagues, suppliers and clients and keen to work with them and then solve their problems arising from the projects.