Competitive strategy for diploma course in management communication.

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.iTABLE OF CONTENTS --- p.iiLIST OF TABLES AND FIGURES --- p.vACKNOWLEGEMENT --- p.viChapterChapter I. --- INTRODUCTION --- p.1Methodology of Studies --- p.3Terminology --- p.3Approach --- p.3Data Collection --- p.4Chapter II. --- METHODOLOGY --- p.6Five Competitive Forces --- p.6Advantages of Industry Analysis --- p.13Establishing Competitive Advantage --- p.14Putting Strategy to Work --- p.16Data Collection --- p.17Rationale and Objectives of the Questionnaire --- p.18Chapter III. --- AN ANALYSIS OF THE CONTINUING BUSINESS EDUCATION INDUSTRY --- p.20Bargaining Power of Customers --- p.20Bargaining Power of Supplier --- p.23Threat of New Entrants --- p.24Threat of Substitutes --- p.26Rivalry Among Existing Competitors --- p.28Is the Continuing Business Education an Attractive Industry to Get in? --- p.30Chapter IV. --- "THE PRODUCT, THE CUSTOMERS, AND THE CURRENT OPERATIONS" --- p.32The Product: Diploma Course in Management Communication --- p.32Customer Profile --- p.35The Current Operations --- p.36Structure of APIB --- p.36Structure of DMC --- p.37Chapter V. --- COMPETITORS OF DMC --- p.39Competitors for Customers that View DMC as an English Program --- p.39Competitors for Customers who Take DMC as a Management Program --- p.43Diploma Programs of APIB --- p.43Professional Diploma of Hong Kong Management Association --- p.44Other Suppliers of Diploma Programs --- p.45A Warning of Quality --- p.47Competitors that Offer Management Skills Training --- p.48Who to Compete With? --- p.49Chapter VI. --- COMPETITIVE STRATEGY FOR DMC --- p.50Cost is Not Manageable and Low Cost Strategy is Not Possible --- p.50Broad Differentiation or Focus Differentiation? --- p.52Proper Strategy: Focus Differentiation --- p.52Position as Management Skills Program --- p.53Putting Strategy into Action --- p.54Focus Differentiation Strategy: Implications and Related Issues for DMC's Operations --- p.54What Do the Customers Value? --- p.55Target Customers - Who Should DMC Focus on? --- p.55Market Size --- p.58Chapter VII. --- MARKETING COMMUNICATIONS PROGRAMPrevious Marketing Plan --- p.60Core Program --- p.61Program Brochure --- p.62Press Release --- p.63Advertising --- p.64Direct Mailing --- p.65Option One: Sales Calls to Selected Corporations --- p.67Option Two: Whole Day Walk-in Registration Session --- p.68Budget --- p.69Chapter VIII. --- CONCLUSION --- p.70APPENDIX 1 QUESTIONNAIRE --- p.71Chapter 2 --- RESULTS OF SURVEY ON PART-TIME STUDIES OF WORKING EXECUTIVES --- p.77Chapter 3 --- STUDENT PROFILE --- p.89Chapter 4 --- SAMPLE OF PRESS RELEASE --- p.96Chapter 5 --- SAMPLE ADVERTISEMENT --- p.98BIBLIOGRAPHY --- p.9