| English language training market in China mainly consists of extra-curricular classes for K-12,from kindergarten to 12th grade,and off-campus training courses for candidates for some international language tests like IELTS and TOEFL.Because of the fact that online English training sector has been developing rapidly in the past few years,the competition in this market is extremely fierce.The COVID-19 pandemic of2020 has posed serious threat to the English language training companies,including traditional training firms and online ones.All the companies in the market face a far more complicated economic environment than ever.As a result,it is a top priority for every single company to seek better solutions to gain competitive edge and then retain sustained growth in the market with strong competition as well as high uncertainty.Firstly,the thesis elaborates some relevant strategic theories produced by international and domestic experts separately.After that,the inner and outer environment of X-company are analyzed with strategic tools such as PEST（Political,Economic,Social and Technological）and Michael Porter’s Five Forces Model.The analysis reveals that the competition in the English language training market is becoming increasingly fierce with more individual needs,a wider range of areas and technological factors.In the meantime,the findings on its resources,capabilities and VRIO model show that X-company has an edge in its academic research,teaching practice,learning platforms and organizational management etc.,which can help X-company to obtain competitive advantages.In the following chapter,SWOT matrix is used to study the corporate strengths,weaknesses,opportunities and threats,thereby demonstrating why X-company determines the differentiation strategy.Lastly,the thesis elaborates how the company differentiates its products,services,and platforms etc.,and some safeguard measures are proposed in the light of resources,research and development,and technology etc. |
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