Marketing Strategy for South-Korean Education Consultancy
Ace Consulting works with ApexIvy
Apex Ivy Global is a boutique education consultancy operating in South Korea that assists students who wish to pursue higher education in the US and UK. The client wanted to expand his services into Thailand and China and required detailed insight into these new markets and recommendations on how he can capture substantial market share.
As project lead, I structured the project to follow a design-thinking methodology. After we framed the problem and derived hypotheses, I personally led the primary research (devising 4 surveys with over 600 responses & conducting over 15 in-depth interviews) and the secondary research (analyzing over 150 competitors and marketing channels).
After rigorous analysis of survey data and other research, we derived insight on the challenges that students face, the demand distribution for various universities and majors, the consultancy services that can be rationalized, the potential direct and indirect competitors, industry trends as well as the perception that students may have towards a young, foreign consultancy. These were synthesized into recommendations on service offerings, branding and marketing strategy.
Duration of project: 9 months
Tools involved: Excel, Qualtrics, SPSS, R, Google Analytics
Personal contribution & skills: Leadership, Project Management, Marketing Research, Marketing Strategy, Data Analysis, Presentation