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Market Research Findings

To begin with, it is important to conduct analysis existing competitors and draw a perceptual map to better comprehend the sources of competitive advantage as well as unique selling proposition (USP) of competitors.



Figure 2 - Perceptual map of 2 key competitors

Result Learning Center is considered to offer premium-priced, high quality education. The premium market positioning of the LC is contributed by the fact that the company has achieved high admission rates to both local and international universities. Furthermore, Result LC is regarded to be a premium service according to the perceptions of customers.

Merit Education is another strong competitor of Big Ben School, which operates in a more affordable market segment. The LC has decent admission rates and high market share since it provides a wide variety of preparatory courses in subjects ranging from foreign languages to science subjects such as mathematics. In short, both Merit and Result LC enjoy significant market share and have been capable of enjoying significant market share due to a wide variety of services offered such as ‘express IELTS courses’, ‘Mathematics exam preparation in English’ and so on.

Based on the perceptual map, Big Ben School has the potential to compete in the low price, high quality quadrant. This is due to the fact that by providing fully online service, the business can minimize operations expenses which boosts the revenue and facilitates in keeping prices competitive.