This thesis is the elaboration of a business plan for developing an innovative tutoring center in Ho Chi Minh City, Vietnam. This study will provide an in-depth analysis of the target market for tutoring service and also enclosing a space for studying, with a cafeteria service. As a result, this project uses different kind of organizational and marketing strategies for the target market to get the attention from customers. The business plan outlined the industry analysis to understand the stakeholder’s requirements. Online closed ended survey questionnaires were designed and shared with a small group of students to understand their behavior, as well as preference in order to have a clear direction for the business to plan.
However, for the establishment of a center as wanted seems to be possible; yet it is necessary to make diverse studies. Firstly, understanding the background, following with the factors that are driving parents and students needs has been made. Secondly, a market analysis is proceeded, as it will paint out a portrait to create better strategies after making this analysis. After finishing the marketing plan, it was elaborated a management plan. To conclude, it is necessary to make the entire financial projections in order to have a perception of the business’s viability, along with the future plan for ACE Tutoring to be considered.

Table of Contents
ACKNOWLEDGEMENTS iii
ABSTRACT iv
LIST OF FIGURES vii
LIST OF TABLES viii
Executive Summary 1
I. Introduction and Industry Background 2
1.1. Business Model Canvas 2
1.2. The Interests of Business 6
1.2.1. Macro Factors 6
1.2.2. Micro Factors 8
1.2.3. Forms of Tutoring 9
II. Company Overview 10
2.1. Name and Logo of the Business 10
2.2. Mission 11
2.3. Vision 11
2.4. Goal of the Business 11
III. Situation Analysis 12
3.1. External Analysis 12
3.1.1. Competitive Rivalry 12
3.1.2. Threats of New Entrants 13
3.1.3. Bargaining Power of Suppliers 13
3.1.4. Bargaining Power of Buyers 13
3.1.5. Threats of Substitute Products 13
3.2. Competitor Analysis 14
3.2.1. Direct Competitors 14
3.2.2. Indirect Competitors 16
3.3. Internal Analysis 17
3.4. Business Strategy 20
IV. Market Research 21
4.1. Objective of Marketing Research 21
4.2. The Scope of Marketing Research 22
4.3. The Results of Marketing Research 22
V. Marketing Plan 23
5.1. Segmentation 23
5.2. Targeting 24
5.3. Positioning 24
VI. Marketing Mix 25
6.1. Products and Service 25
6.2. Price 27
6.3. Place 28
6.4. Promotion 29
VII. Operational Management 31
7.1. Layouts of the ACE Tutoring 31
7.2. Tutoring Center Operation Process 31
7.3. Organization Structure 32
7.4. Training 33
VIII. Financial Plan 33
8.1. Sales Forecast 33
8.1.1. The Number of Tutoring Sessions 33
8.1.2. Sales Amount 34
8.2. Investment Forecast 36
8.3. Salary Expenses 37
8.4. Utilities Expenses 38
8.5. Income Statement 39
IX. Future Plan 40
9.1. Brand Expansion 40
9.2. Business Service Expansion 40
References 41
Appendices 43

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