4. Strategy and Implementation Summary

In order to reach its goal of becoming the UK premiere Chinese Oriented education services oragnisation, CED will adopt the following strategy:

1. Establish CED's reputation as a differentiated, specialty provider of international education services. This will be accomplished through a diverse marketing communications program at CED's target market, utilizing various media.

2. Provide unparalleled service to the international students of Greater Manchester & China in order to gain repeat business and build trust. This will include providing superior service in all phases of the transaction, including timely follow-through.

3. Aggressively promote the advantage of joint international programmes.

4.1 Value Proposition

The value proposition of CED's services comes from CED's experience with and love of international education. CED's employees are confident in their ability to meet the needs of their customers because they share the customers' enthusiasm for the activities CED offers. CED's confidence and ability translates into confidence for the consumer and a starting point towards developing long-term relationships and trust.

4.2 Competitive Edge

CED's competitive edge is its focus, passion, and experience. CED seeks to promote and provide access to international education services. CED provides a differentiated offering with the management experience, capital, and commitment to make it work.

4.3 Marketing Strategy

CED adheres to the theory that the goal of business is to create and keep customers. Its marketing strategy will reflect this goal as it builds its reputation in UK & China. Though CED operates in the counselling industry, it provides much more than counseling. CED provides services to fulfill the international education gap. CED offers students the ability to get away and remember how much they love the advantage and interesting of international education opportunities. CED will promote the benefits of international education. These benefits include better academic standard, excitement, personal growth, and a whole lot of future.

  4.4 Strategic Alliances

Strategic alliances for promotion have been developed with UK education providers. Alliances with other Chinese education institutions & agencies have also been established. In order to explore China education market, CED will set up more relationships with Chinese domestic education institutions.