by Terpstra Tong Jane Lai-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 99-100). / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF TABLES AND FIGURES --- p.v / ACKNOWLEGEMENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Methodology of Studies --- p.3 / Terminology --- p.3 / Approach --- p.3 / Data Collection --- p.4 / Chapter II. --- METHODOLOGY --- p.6 / Five Competitive Forces --- p.6 / Advantages of Industry Analysis --- p.13 / Establishing Competitive Advantage --- p.14 / Putting Strategy to Work --- p.16 / Data Collection --- p.17 / Rationale and Objectives of the Questionnaire --- p.18 / Chapter III. --- AN ANALYSIS OF THE CONTINUING BUSINESS EDUCATION INDUSTRY --- p.20 / Bargaining Power of Customers --- p.20 / Bargaining Power of Supplier --- p.23 / Threat of New Entrants --- p.24 / Threat of Substitutes --- p.26 / Rivalry Among Existing Competitors --- p.28 / Is the Continuing Business Education an Attractive Industry to Get in? --- p.30 / Chapter IV. --- "THE PRODUCT, THE CUSTOMERS, AND THE CURRENT OPERATIONS" --- p.32 / The Product: Diploma Course in Management Communication --- p.32 / Customer Profile --- p.35 / The Current Operations --- p.36 / Structure of APIB --- p.36 / Structure of DMC --- p.37 / Chapter V. --- COMPETITORS OF DMC --- p.39 / Competitors for Customers that View DMC as an English Program --- p.39 / Competitors for Customers who Take DMC as a Management Program --- p.43 / Diploma Programs of APIB --- p.43 / Professional Diploma of Hong Kong Management Association --- p.44 / Other Suppliers of Diploma Programs --- p.45 / A Warning of Quality --- p.47 / Competitors that Offer Management Skills Training --- p.48 / Who to Compete With? --- p.49 / Chapter VI. --- COMPETITIVE STRATEGY FOR DMC --- p.50 / Cost is Not Manageable and Low Cost Strategy is Not Possible --- p.50 / Broad Differentiation or Focus Differentiation? --- p.52 / Proper Strategy: Focus Differentiation --- p.52 / Position as Management Skills Program --- p.53 / Putting Strategy into Action --- p.54 / Focus Differentiation Strategy: Implications and Related Issues for DMC's Operations --- p.54 / What Do the Customers Value? --- p.55 / Target Customers - Who Should DMC Focus on? --- p.55 / Market Size --- p.58 / Chapter VII. --- MARKETING COMMUNICATIONS PROGRAM / Previous Marketing Plan --- p.60 / Core Program --- p.61 / Program Brochure --- p.62 / Press Release --- p.63 / Advertising --- p.64 / Direct Mailing --- p.65 / Option One: Sales Calls to Selected Corporations --- p.67 / Option Two: Whole Day Walk-in Registration Session --- p.68 / Budget --- p.69 / Chapter VIII. --- CONCLUSION --- p.70 / APPENDIX 1 QUESTIONNAIRE --- p.71 / Chapter 2 --- RESULTS OF SURVEY ON PART-TIME STUDIES OF WORKING EXECUTIVES --- p.77 / Chapter 3 --- STUDENT PROFILE --- p.89 / Chapter 4 --- SAMPLE OF PRESS RELEASE --- p.96 / Chapter 5 --- SAMPLE ADVERTISEMENT --- p.98 / BIBLIOGRAPHY --- p.99
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_320758 |
| Date | January 1996 |
| Contributors | Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vi, 100 leaves : ill. ; 30 cm. |
| Coverage | Hong Kong, China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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