Situational Analysis:

Background

Language Systems International (LSI)

Teaches English and test prep courses to
international students

Recognition Programs

Industry Analysis
Language Service Providers (LSP) is a huge global
business
USA among the top destination for English Learning
(EL) programs
California is the most popular state for EL students
USA becomes again a popular destination for EL
students


SWOT Analysis
STRENGHTS
Big Demand

Strong presence in Southern
California

Variety of services


WEAKNESSES
Large competition

Strong established global
competition
OPPORTUNITIES
Expenditure through merging and
acquisition

International Expansion
THREATS
Weakening Economy in the
developing Countries

Governments regulations
Based on its strengths and opportunities, we believe Smuckers it should support an
aggressive strategy.
Target Audience
International students:

Skills Improvement
Learn about the American culture
New experiences with classmates and friends
Demographics
Male and female from varied ethnicities and backgrounds
Today: mostly Asian, South American (Brazilian) and
Arabic; some European
Expansion to other South American countries and Europe
18-30, min high school education
Median age 26
Single with no kids
Generational
Millenial Generation
Generation E (1995-present): small, high school
graduates (18+)
Generation Y (1979-1994): large, university
graduates and young professionals (English skills
and American culture)
Generation X (1965-1978): small, married /kids, stable
job, career development
Psychographics
Language Systems International (LSI)

Target Group: International Students seeking to
learn English (Age: 18-30)

Psychographics
AIO Model
Activities
International students mostly have an active life with
different activities such as cultural events, active sports,
festivals, volunteering, tours, tournaments, and etc.

Interests
Mostly fashion, media, trends, travelling, food, events, etc.

Opinions
Enthusiastic, passionate or indecisive about future, career,
business, politics, and themselves.

Psychographics
VALs
International students mostly belong to the group of
Experiencers whose primary motivation is Self-
Expression.
They are aged between 18-30, enthusiastic shoppers.
They look for fashion and trendy stuff.
Its pretty important to have cool, trendy stuff.
Even though they have a limited budget, they can buy
expensive products if its trendy and cool.
Preferences to change products are high.
They easily get rid of what they use/have, and they can
buy new products just because they are new and
different.

Geography
The school is based in California
4different locations :
Torrance (South Bay LA)
Orange County
Alhambra (Northeast LA)
Downtown LA

Each of these schools gathers students from all
around the world.

Nationality breakdown
LSI Downtown LA LSI Northeast LA (Alhambra)
LSI South Bay LA (Torrance)
LSI OC (Orange County)
Nationality breakdown
The idea is to expand the school in Europe and in
South America
Why choosing Europe and South America?
According to different studies, the 2continents are
late on learning English from primary school
Europe is getting better and improving it
South America is still far behind the rest of the world

Media Objectives
To raise awareness and increase the student
population
Potential to go into every medium eventually
Sales budget based on Percentage of Sales
SIC Code 8200, Educational Services
Combination of pulsing and flighting timing
Outdoor and Online to start

Creative Presentation
Media Selection
Outdoor
Social Media Platforms
SEO + SEM
Banners
Partnerships

Social Media Selection
Development of a very interactive Facebook page,
Instagram, Twitter and Pinterest
One post/ day in schools, students around the world,
education
Pinterest: creation of boards to show the
destinations we offer = nice pictures, nice cities and
schools
Instagram: # pertinent words

Social Media Selection
Yelp:
People/students can share their impressions on the
school

It will give you some anonymous feedback
and help LSI improve its services

Social Media Selection
Competition game:
Send the most beautiful pictures of one of your trip
during which you were studying at LSI, the one with
the most likes wins a 1-year-tuition coupon at LSI

Social Media Selection
Youtube Channel:
Launching of 3different spots on a 6-week period
(1video broadcasted every 2weeks)

Storyboard:
A boy is dancing and singing in a crowded night club,
the music stops and people realize he has no idea of
the lyrics of the song

Social Media Selection

2
e
online spot:
A big fan of Pharrell Williams gets in an elevator and meet him in there,
he starts talking to her, but she cant answer him because she barely
knows how to say hi in english

3rd spot:
Love at first sight between 2foreign people in a restaurant. Love is in the
air but they cannot communicate because none of them can speak
english
SEO+SEM
Website of the company already created
Has to be better listed (Html links)
Words such as language, education, english, europe,
south america have to list LSIs website
Pay by click

Partnerships
With websites for students all around the world:
Timeout
Fashion Magazines such as Glamour
Travel agencies
Plane companies

Banners
On websites such as Facebook
Newspapers (to influence parents)
Online shopping (asos)
Yahoo
Famous nightclubs in capitals
Lonely planet

Expected Results
To increase Brand Awareness
Effective and appropriate advertising
Two mediums: Outdoor and Online
Outdoor: Getting attention from highly cosmopolitan city
LA locally

Online: Easiest and the most effective way to get
attention globally


Thank you
Q&A