Based on this case information, first you must develop a business research proposal – SEE Business Research Proposal instructions for specific requirements and assessment criteria. Students will, of course, present different proposals. Note that the assessment of your research report will be partly based on your proposal – that is, your final report (Business Research Report) must follow your Business Research Proposal. Don’t forget that!Then, upon acceptance of your proposal, you must undertake business research on behalf of Avisto Education to recommend a way forward, with clear financial implications – See Business Research Report instructions for specific requirements and assessment criteria. Again, note that the assessment of your research report will be partly based on your proposal – your report must follow your proposal and where it does not, you must explain why.MGSYS531-20N
Applied Research and Consultancy Practices
Avisto Education
Case
A
O
V
BUSINESS
EDUCATION
T
I
S
Introduction
Avisto Education is a small, fictitious business education company in Myanmar. Students will
be required to write a business research proposal and a business research report based on the
case information presented below.
THE CASE
January 2018. It was 1:00am in the morning. Dr Win Thein pushed back the papers on his desk,
shut down his computer and sighed. This was all looking too difficult. He had just attended a
Board meeting of his company Avisto Education where the Board said they were unwilling to
continue to financially support the company because of poor results. Unless, of course, he could
come up with a plan for improving the financial viability of Avisto Education. However, Win Thein
did not know what to do or how to do this.
BACKGROUND TO THE CASE
In 2007 Win Thein graduated from Yangon University in Myanmar with a Bachelor of Science
degree. He then had the opportunity through a sponsor (Mr David Lee) to study Management in
Singapore. From 2007-2012 he completed a Master’s in Business which was followed by a PhD
entitled “Asian Financial Markets – A New Measure of Volatility.”
With this background, Win Thein started Avisto Education in October 2013 to provide certificate
courses in select areas of business and management. Avisto Education was based in Yangon, the
largest city. These courses were of two months duration, with classes from 9am-12noon each
working day. The five courses which comprise the Certificate in Business are: Managing Projects,
Human Resource Management, Supply Chains, Marketing, and Finance. Teachers from
Singapore came to teach the first month of each course – these teachers graciously paid for their
own flights and accommodation, although Avisto always gave each teacher a small love gift. Win
Thein would teach the second month and do all the marking and assessment for each course. He
was supported financially by David Lee (his Singapore sponsor) who provided additional income
for the young company when required. However, after four years of operation, the company
was yet to make a profit.
Data from the first four years of operation are (Profit stated in Myanmar Kyat):
1
Year
Enrolments
Graduates
Net Profit (Kyat)
2014
30
15
– 7,100,000
2015
17
14
– 8,050,000
2016
13
12
– 8,897,500
20171
18
10
– 12,783,875
2018
?
Includes an additional 3,750,000 Ks spent on marketing, which was largely ineffective.
The major costs of Avisto Education are labour (Win Thein’s salary) and rental of classroom
facilities1. Students pay about 40,000Ks per course, one course at a time. Fees and operating
costs increased around 5% each year.
THE PRESENT TIME (February 2018)
As Win Thein reflects on these four years for Avisto Education, many thoughts come to him. First,
he enjoys his work of running a company and teaching business subjects to students. By all
accounts, he is a good teacher. Second, he realizes that he must make some significant changes;
otherwise the company will have to close. And third, he realizes that he needs help.
So… he contacts YOU and invites you to help him – for a fee. As you and Win Thein discuss the
situation, the following ideas and possibilities surface – in no particular order.
1

Close the company down before you lose more money.

Running this certificate course in the same way again is not likely to be financially viable.

What are some of the recent trends in tertiary education – in Myanmar and worldwide?

What about the possibility of online learning? Win Thein is very interested in this, even
though he knows little about it.

Would evening classes be an alternative strategy to morning classes?

Maybe it is only a marketing problem, so better marketing would bring more students?

What different fee structures are possible for students?

Can Avisto Education have a connection with another respected business college?
Perhaps a Singapore business college? Perhaps David Lee can help?
Win Thein rents the classroom apartment from his cousin brother for a relatively low cost – about 50% of the
market rate.

What are the expected operating costs of Avisto Education for different possible
strategies?

You and he also discuss the rapid growth of Strategy First (https://strategyfirst.edu.mm/)
in Myanmar, which offers a wide range of business courses, including an MBA and is also
accredited by a number of respected universities.

Win Thein tells you that David Lee (who is presently the Board Chairman) is willing to
provide a further three years funding for a re-development of Avisto Education, but this
will require a coherent and realistic Business Research Report to be presented within a
relatively short time frame. [That is, by the end of this course.] This report will make
recommendations for the future of Avisto, which both Win Thein and David Lee (and the
Board) will need to approve. It is important to remember that David Lee has two goals in
mind. One is to make a positive contribution to economic growth in Myanmar through
relevant business education of local people. Win Thein also has this goal. The second goal
is for Avisto Education to be financially viable long term.
REQUIREMENTS
Based on this case information, first you must develop a business research proposal – SEE
Business Research Proposal instructions for specific requirements and assessment criteria.
Students will, of course, present different proposals. Note that the assessment of your research
report will be partly based on your proposal – that is, your final report (Business Research
Report) must follow your Business Research Proposal. Don’t forget that!
Then, upon acceptance of your proposal, you must undertake business research on behalf of
Avisto Education to recommend a way forward, with clear financial implications – See Business
Research Report instructions for specific requirements and assessment criteria. Again, note that
the assessment of your research report will be partly based on your proposal – your report must
follow your proposal and where it does not, you must explain why.
Table of Contents
1. Title …………………………………………………………………………….. 2
2. Summary/Overview ……………………………………………………………. 2
3. Statement of Problem/Situation ………………………………………………… 2
4. Relevant Literature and Background Information ……………………………… 2
5. Research Objectives and Questions ……………………………………………. 3
6. Theoretical Framework ………………………………………………………… 3
7. Research Methods ……………………………………………………………… 5
8. Contribution of the Research …………………………………………………… 6
9. Project Plan/Timeline …………………………………………………………… 6
10. References/Bibliography/Information Sources …………………………………. 7
1
1. Title
Case Study of Avisto Education: The Effects of Marketing Strategy on Avisto
Based on the problems encountered by Avisto, the researcher believe that the lack of
market strategy is the main reason for the financial shortage of the company. Therefore,
the researcher want to discuss the impact of market strategy on the company.
2. Summary/Overview
Avisto Education, founded by Dr Win Thein, has been running a financial deficit for
four years in a row, and investors may stop investing. In this case, the researchers will
use qualitative research methods to collect data to help Win Thein identify the reasons
2
why the company is not creating profits, and develop a plan to improve its financial
viability.
3. Statement of Problem/Situation
After four years of financial losses and poor performance, Avisto Education’s founder
Dr Win Thein, says they will probably no longer get financial support from the board.
They need to develop a plan to improve financial viability of Avisto Education as soon
as possible. The researcher think the problem is that Avisto Education does not have a
clear marketing strategy.
4. Relevant Literature and Background Information
In this part, the researcher will explain the history and current situation of education in
Myanmar. And education institution in Myanmar also will present in this chapter.
The history and current situation of education in Myanmar
The space of education development in Myanmar is relatively slow. Before there were
no formal teaching institutions, the place where they studied was in the monasteries,
where they received their education. Since the beginning of the 20th century, Myanmar
has opened a number of specialized schools, such as medical and engineering schools.
However, the teaching facilities are poor and lack the necessary conditions and
foundations. Therefore, if students want to become doctors or engineers, they should
go to schools in India or Britain. Colonial schools trained only the service personnel
needed by colonial society, such as low-level officials and lawyers, but there were no
conditions to train doctors and engineers, let alone talents in economics or politics.
After 1918, Myanmar’s higher education has made great progress. Between 1920 and
1940, more than 3,000 students graduated from Yangon University, of whom 2,500
received bachelor’s degrees(Zhao, 2013 ).
There is plenty of room for demand for higher education in Myanmar, both from the
point of view of social needs and individual needs(Zhu, Ding and Sun, 2012). Since
Myanmar is a military-run country, the primary role of education is to preserve the
nationalization of the country, although the Myanmar government believes that the
popularization and internationalization of higher education is an important way to
improve the quality of higher education in Myanmar, it is still a closed education, which
limits the international exchange and cooperation of higher education(Zhu, Ding and
Sun, 2012 ).
Backwardness in education is an important problem facing the government. Despite a
national literacy rate of 92.2 percent, the average Burmese is still poorly educated. After
thein Sein’s government took office in 2011, education was reformed and basic free
programs were implemented. However, due to family financial difficulties and other
reasons, most students who graduated from junior middle school could not continue to
study in senior high school, let alone higher education. Myanmar’s education ranked
3
fifth from the bottom out of 150 countries in 2015(Kong and Xiao, 2018).
Education Institutions in Myanmar
UK Trade and Investment points out that private schools, English language classes and
technical and vocational education in Myanmar can be quickly profitable because all
sectors in the country require training at all levels(Myanmar Golden Phoenix, 2014).
But the registration process for international organizations in Burma is cumbersome
and often takes several years(Chen, 2015 ). Many organizations find that they can only
stay briefly in Burma on short-term business or tourist visas. Myanmar also lacks
adequate infrastructure to support international academic exchanges.
5. Research Objectives and Questions
Four years in a row of financial problems, Avisto Education faces the prospect of not
receiving financial support unless a plan is put in place soon to improve its financial
viability. The main purpose of this study is to help Avisto Education increase revenue
and explore the impact of marketing strategies on company development. The research
questions is:
⚫ How can a clear marketing strategy assist Avisto in stemming declining student
numbers?
6. Theoretical Framework
In this study, the researcher plans to help Avisto Education develop and improve their
financial viability in terms of marketing. The researcher suggest that Avisto Education
should change its marketing strategy, develop long-term development plans and
corporate goals, build brand awareness and reach out to more students.
Financial strategic thinking and Financial Management
In the process of modern enterprise operation, the most important thing is to ensure the
normal financial activities of the enterprise. The application of financial strategic
thinking in enterprise financial management plays an important role in improving the
level of enterprise financial management and strengthening the competitive advantage
of enterprises. Hua (2017) points out that financial strategy is mainly to analyze the
capital flow of the enterprise, combine with the actual development of the enterprise,
long-term and overall grasp of the capital flow of the enterprise, to ensure that the
enterprise’s current financial management method can adapt to the development of the
enterprise, to provide a basis for the enterprise’s financial development strategy.
Financial and strategic thinking in the enterprise, help to improve the financial
management of enterprises, to ensure the effective implementation of the enterprise
overall strategy work, expanding the capital needs of enterprises, to achieve the optimal
allocation of the capital of the enterprise, ensure the efficient operation of enterprise
financial work, plays an important role in promoting the healthy and stable development
4
of the enterprise, promote the smooth implementation of the enterprise strategic target.
The right concept of financial management can guarantee that management activity the
more in line with the requirement of the modern enterprise, the second to do a good job
of the preliminary budget in financial management work, through the survey of market
dynamics, control and guarantee the accuracy of corporate financial information to
make the enterprise internal accounting quality can be better protected, so as to provide
a better basis for business decisions. Through the combination of financial strategic
thinking and financial management, a series of financial management can be carried
out on the basis of the enterprise’s operating strength, so as to improve the enterprise’s
operating ability, provide conditions for the sustainable development of the enterprise,
and enhance the competitiveness of the enterprise in the market while optimizing the
enterprise’s operating system.
Marketing strategy
The rapid development of network information technology drives the innovative
development of social economy, and the marketing concept of enterprises also needs to
be reformed accordingly. The era of network economy has a strong openness and
complexity, which makes the development of relevant enterprises face opportunities
and challenges. So does the marketing work, which must be adjusted and transformed
accordingly, which is very important for the development of enterprises. In today’s era
of network economy, the innovation of marketing concept is an inevitable process of
development(Geng, 2020).
In the context of the era of network economy, the first point of marketing strategy
innovation is to change the concept of marketing work, the company can use the
network information to achieve the change of marketing concept, create new profit
points and develop new markets. Conduct a comprehensive analysis of the market
environment and refer to other successful cases, such as Strategy First, and develop the
company’s own marketing plan. On the other hand, the company can develop online
business and teach students online. Online learning is likely to be a more interesting
and creative experience. Online teaching platform can provide good information
communication channels for teachers and students. Teachers can upload various kinds
of teaching resources on the online teaching platform, which greatly enriches the
teaching content. Students can use the information platform to query materials, search
information, communicate in conversation, complete tasks and so on. The diverse
teaching forms break through the limitations of time and space, and greatly enhance the
autonomy and initiative of students.
7. Research Methods
Research approach, data collection and ethic issue will present in this chapter.
Research Approach
5
This study will classify and read the relevant literature and sort out and analyze the
literature data to draw general conclusions or find problems and seek for ideas. And
then a case study, which is a deep and specific study of the company – Avisto Education.
In order to achieve the research objectives, qualitative research methods is selected as
the research methods in this paper. From the perspective of qualitative research of open
personal data to complete the research purpose.
Qualitative analysis attempts to explain social phenomena from a qualitative
perspective, using methods that do not rely on numerical measurements (Masue Swai
Anasel, 2013), but through on-the-spot observation, data collection experience, or
interviews, analysis and in-depth study of social phenomena, summary and induction
of the concept of rationality, and reasonable explanations. Quantitative method use the
principles of natural sciences, especially empirical methods, to explain social
phenomena, questionnaires are considered one of the most suitable tools (Masue et al,
2013).
Researchers can make up for the deficiency of the two methods by using mixed methods.
Combined with the advantages of the two methods, they can make a more extensive
and in-depth analysis of specific problems and add more evidence to the research
conclusions.
Data Collection
The researcher will use secondary data to complete the research, as this is about case
study. The advantages of secondary data is that it not only to save time and cost, but
also help researchers to understand the research and development of the past. The data
may come from the government statistics or have been published with a degree of
credibility that allows researchers to avoid the review process.
Ethic Issues
When collecting data, we should not only ensure the authenticity of data, but also pay
attention to protect the personal privacy of participants. Before the information was
collected, all participants were asked if they agreed to collect the data and use this data.
8. Contribution of the Research
This research will provide contribute in several ways. This research will adds to the
knowledge base about how to carry out marketing innovation in the era of network
economy. Enterprises should change the marketing concept, innovate the traditional
marketing work, and strengthen the marketing work of brand building, so as to adapt to
the great changes in the era of network economy and realize win-win economic and
social benefits. And the choice of the enterprise target market can change from the
direction of simplification to the direction of diversification. Although the marketing
concept is changing, the company should always adhere to the “people-oriented”
6
concept, to meet the needs of students at the same time, realize the economic benefits
of Avisto Education.
This research also will provides a new development idea for companies like Avisto
Education. The implementation of online teaching, not only can maximize the time
saved teachers and students to school, but also save the costs incurred.
The study will also provide new directions for other educational institutions in
Myanmar. As the research object of this paper — Avisto Education is the educational
institutions developed in Myanmar, taking Myanmar as the research background, it will
provide a new perspective for future researchers to understand the current situation of
education in Myanmar.
9. Project Plan/Timeline
The research project is scheduled to be completed before submission due date(Table 1).
The main body of this paper will divided into five chapters, chapter one is the
introduction providing the background, research problem, research objectives, scope
and significance of the study, this part of the work will be completed in about 5 days
from 9/12 to 9/16.
The second chapter is review of the literature, this part of the work will be completed
in about 7 days from 9/17 to 9/23.
The third chapter will provide a detailed introduction to research methods, research
strategies, data sources, and data collection processes, this part of the work will be
completed in about 12 days from 9/24 to 10/5.
In fourth chapter the researcher will use the collected data and use analytical tools to
draw findings and answer research questions, this part of the work will be completed in
about 6 days from 10/6 to 10/11.
Chapter five as the last part of the paper will include the conclusion and
recommendations, this part of the work will be completed in about 4 days from 10/12
to 10/15.
The final check and modification will be completed before 10/26.
Table 1. Timeline of the research
NO.
Name
Time
1
Chapter One: Introduction
9/12 -9/16 (5 days)
2
Chapter Two: Preliminary
9/17-9/23(7 days)
7
Literature Review
3
Chapter Three: Methods
9/24-10/5(12 days)
(Data collect)
4
Chapter Four: Data Analysis
10/6-10/11(6 days)
5
Chapter Five: Conclusions
10/12-10/15 (4 days)
6
Final version
10/16-10/26 (Final check and discussion)
Source: work by researcher.
10. References/Bibliography/Information Sources
Ashwin ARAVINDAKSHAN, Roland T. RUST, Katherine N. LEMON(2004).
Customer equity: Making marketing strategy financially accountable. Journal of
Systems Science and Systems Engineering, 13(4), p405-p422. DOI:10.1007/s11518006-0173-z
http://d.wanfangdata.com.cn/periodical/xtkxyxtgcxb-e200404002
Chen De-zhou(2015). Research on the current situation of Myanmar’s higher education.
Science & Technology Vision, Issue 6, p48-p49
http://www.cqvip.com/QK/70356A/20156/663660509.html
Geng Xu-rong(2020). Discussion on Marketing Strategy Innovation Driven by
Network Economy. Shangye Jingji, 7, p87-p88.
http://www.nssd.org/articles/article_detail.aspx?id=40867311
He Wan-ning(2001). Economic Globalization and Internationalization of Higher
Education. Journal of Jinan: Philosophy and Social Sciences, 23(3), p19-p24. DOI:
10.3969/j.issn.1000-5072.2001.03.004
https://xueshu.baidu.com/usercenter/paper/show?paperid=ea338cda75a81312e8e3228
f790558e7&site=xueshu_se
Hua Gui-rong(2017). Discussion on the Feasibility of Using Financial Strategic
Thinking To Improve The Effectiveness Of Financial Management. Economy and
Trade of China, 12th period, p257
http://www.nssd.org/articles/article_detail.aspx?id=WD907174775048495549504956
53
Kong Jian-xun and Xiao Lian(2018). Gender, Education and the Internet: Political
Participation of the Burmese People in Transition. South Asian Studies
https://www.sohu.com/a/253327827_765349
Myanmar Golden Phoenix(2014). Education and training in Myanmar can be a quick
8
profit.
http://www.mmgpmedia.com/2013-01-29-05-39-37/7336-2014-06-09-07-19-19
Masue, O. S., Swai, I. L., & Anasel, M. G. (2013). The Qualitative-Quantitative
‘Disparities’ in Social Science Research: What Does Qualitative Comparative Analysis
(QCA) Brings in to Bridge the Gap? Asian Social Science, 9(10), 211-221. Doi:
10.5539/ass.v9n10p211
Susan E. Kerstein(2005). Developing Online Learning Communities: Five Factors to
Consider in a Journey without Maps. Open Education Research, 11(1), p55-p57
http://www.en.cnki.com.cn/Article_en/CJFDTotal-JFJJ200501011.htm
Zhan Ping-yuan(2013). Financial Evaluation of Overseas Investment Projects. China’s
Foreign Currency, 7, p54-p55
http://www.nssd.org/articles/article_detail.aspx?id=45209924
Zhang Yi-yong, Liu Guan-xiao and Zhang Xu-jie(2010). Research and Development of
Financial Budget Management Information System in Educational Institutions. Journal
of Yunnan Finance & Economics University, 25(5), p108-p110
http://www.nssd.org/articles/article_detail.aspx?id=36377809
Zhao Jin(2013). Studies on Educational Development in Burma During the Colonial
Period. Oriental Forum: Journal of Qingdao University. 5, p44-p47
http://qikan.cqvip.com/Qikan/Article/Detail?id=50205391
Zhu Xiao-lin(2020). An Analysis of the relevant issues in Myanmar’s vocational and
Technical education. World Vocational And Technical Education, 2, p26-30
Zhu Yao-shun, Ding Hong-wei and Sun Kang(2012). A Research on the Situation of
Problems in and Demand for Higher Education of Myanmar. Journal of Yunnan
Agricultural University, 6(1), p68-p72
http://www.nssd.org/articles/article_detail.aspx?id=40867311
9
EXMBM531-20N
Applied Research and Consultancy Practices
Business Research Report
Instructions and Assessment
Due date: see course outline
Submission method: Moodle
Purpose
This report is your opportunity to show that you can do business research and write a report that the
appropriate people can use and put into action.
Instructions
The word count is 5,000-7,000 words.
It is recommended that you read Chapter 16 of Hair et al. which is about writing a business research
report. It provides some good background. Take special note of the Dashboard on p. 461 and the
guidelines on p. 462.
However, you are required to follow the format below for your final report. The bullet points are not
intended as specific sub-sections, but they are things that you need to include and discuss in your report.
Executive summary





Who requested this report?
What is the reason/objective of the report?
What you did
What you found
What action is recommended
Keep the executive summary brief and concise. On one page, or two pages at most. It should draw the
reader in and make him or her want to read the rest of the report.
Table of Contents

Keep this short and easy to read
Some readers will want to go straight to the recommendations and then maybe browse through the rest
of the report.
1. Introduction/Background







Who requested this report?
What problem/opportunity Is the central focus?
Time frame: When did the project start and end?
Why this report is important to read?
What actions must be taken?
What happens if these actions are not taken?
What assumptions have you made? This can be extremely important. If someone disagrees with
your conclusions, for instance, you can ask which assumptions they disagree with, because the
conclusions should follow from the assumptions. Clear assumptions are your protection.
2. What was done (Methodology)







Any people you talked with? Any you wanted to talk with but didn’t? This is unlikely for this case
as it is secondary research; however we include it for the more general situation where the report
contains both primary and secondary research.
What data did you access, how did you find it?
Any important/helpful data you couldn’t find or access?
When did you start, and finish?
What theoretical frameworks did you explicitly use for this research? Summarize the relevant
proposal material, but don’t repeat it all.
What analysis methods and techniques did you use? Cost analysis, market projections, etc.
The goal is to show that your process and method makes sense and is valid (that is, you did all
that was needed).
This section should be quite short.
3. .. What was found (Findings)




State at least three important findings. State your finding first in 6-10 words, then explain in more
detail.
For each finding, how confident you are of your findings based on data and analysis? Some things
we are confident of, some we are not sure. Don’t write as if everything is certain.
For each finding, are there other alternate ways that the same data or analysis could be
interpreted? This is important. Sometimes we get an idea in our head and that is all we can see –
when reality is actually more complex.
Some sense of urgency- does this need action or a decision now, in a month, or maybe next year?
That is, what is your action plan – see below in Action alternatives.
4. Action alternatives (Analysis and Conclusion)



Three action alternatives to address the problem/opportunity. That is, there is always more than
one way to do something. See comments below on Scope.
Scope: 1 alternative is low effort, 2nd is medium effort, 3rd is major effort and major cost.
2-3 advantages and disadvantages for each action alternative.



Costs and benefits of each, in dollars, not just adjectives – with explanation of how you got these
figures. How accurate do you think they are? Is there a return on investment?
Short- and long-term consequences/benefits of each alternative chosen. One alternative may
have good short-term benefits but poor long-term benefits, and another might have poor
shortterm benefits and high initial costs, but much better long-term benefits and savings.
Sensitivity/risk of each alternative to uncontrollable external factors: recession, newer
technology, competition, market changes, etc.
5. Recommendation(s)




Explain what the executive reader should do now, immediately, once finished reading the report.
Keep this practical and “do-able,” explain how to do it.
The recommendations must be clear and specific. DETAIL! So, a recommendation that a company
must “improve its marketing” is completely inappropriate and unhelpful.
Maybe provide a timeline plan supporting the recommendations in an appendix.
Cost – Two big questions will be – “What is this going to cost?” and “Will we get a return on our
investment?” Have an answer.
6. Bibliography/References and any Appendices


List all your references and data sources – use APA referencing style.
Put additional information in an appendix. For example, large tables of data, etc.
Writing a report is an art and it is hard work. Start early.
Marking Criteria
The rubric below provides the marking criteria for the Business Research Report.
Note that your research report must follow your research proposal. You cannot receive a good grade if
your report ignores your proposal. And if you depart from your research proposal – for this happens
sometimes, you must explain why.
0

40
50

70
80

100
Quality of writing
(20%)
Not in logical order, sentences
not connected, errors and
incomplete statements
Order and connection are
OK, simple and
understandable
Very clear, concise and to the
point, grammatically correct,
good logical flow
Quality of the
research process
and analysis
(50%)
No clear method, analysis is
vague and unsubstantiated, no
mention of assumptions, did
not follow their research
proposal
A work in progress, some
good analysis, some bad,
some assumptions – overall
messy and little evidence of
mastery, some alignment
with research proposal
Research process is methodical
and careful, analysis is thorough
and accurate, assumptions are
clearly stated, follows well the
research proposal/deviations
clearly noted.
Quality of
conclusion and
recommendations
(30%)
Conclusions seem to have little
or no connection with the
analysis, recommendations are
unclear and unworkable
Some conclusions make
sense, others do not,
recommendations not well
connected with action
alternatives, and still not so
specific or clear
Conclusions follow naturally
from the methodology and
findings (analysis),
recommendations are
sensible and able to be
implemented
Student ID Number:
Shan Liu 1536051
Paper Code:
EXMBM531-20N
Tutorial:
Assignment Name:
Avisto case-Business Case Report proposal
Due Date:
11 Sep2020
1
Table of Contents
1. Title …………………………………………………………………………….. 3
2. Summary/Overview ……………………………………………………………. 3
3. Statement of Problem/Situation ………………………………………………… 3
4. Relevant Literature and Background Information ……………………………… 3
5. Research Objectives and Questions ……………………………………………. 4
6. Theoretical Framework ………………………………………………………… 5
7. Research Methods ……………………………………………………………… 7
8. Contribution of the Research …………………………………………………… 8
9. Project Plan/Timeline …………………………………………………………… 9
10. References/Bibliography/Information Sources …………………………………. 10
1. Title
Case Study of Avisto Education: how to improve financial viability
2
2. Summary/Overview
Avisto Education, founded by Dr Win Thein, has been running a financial deficit for
four years in a row, and investors may stop investing. In this case, the researchers will
use case analysis, market analysis, qualitative and quantitative research methods to
collect data to help Win Thein identify the reasons why the company is not creating
profits, and develop a plan to improve its financial viability.
3. Statement of Problem/Situation
After four years of financial losses and poor performance, Avisto Education’s founder
Dr Win Thein, says they will probably no longer get financial support from the board.
They need to develop a plan to improve financial viability of Avisto Education as soon
as possible.
4. Relevant Literature and Background Information
The history and current situation of education in Myanmar
Education in Myanmar is relatively slow. Before there were no formal teaching
institutions, the place where they studied was in the monasteries, where they received
their education. Since the beginning of the 20th century, Myanmar has opened a number
of specialized schools, such as medical and engineering schools. However, the teaching
facilities are poor and lack the necessary conditions and foundations. Therefore, if
students want to become doctors or engineers, they should go to schools in India or
Britain. Colonial schools trained only the service personnel needed by colonial society,
such as low-level officials and lawyers, but there were no conditions to train doctors
and engineers, let alone talents in economics or politics. After 1918, Myanmar’s higher
education has made great progress. Between 1920 and 1940, more than 3,000 students
graduated from Yangon University, of whom 2,500 received bachelor’s degrees.
There is plenty of room for demand for higher education in Myanmar, both from the
point of view of social needs and individual needs(Zhu, Ding and Sun, 2012). Since
3
Myanmar is a military-run country, the primary role of education is to preserve the
nationalization of the country, although the Myanmar government believes that the
popularization and internationalization of higher education is an important way to
improve the quality of higher education in Myanmar, it is still a closed education, which
limits the international exchange and cooperation of higher education.
Backwardness in education is an important problem facing the government. Despite a
national literacy rate of 92.2 percent, the average Burmese is still poorly educated. After
thein Sein’s government took office in 2011, education was reformed and basic free
programs were implemented. However, due to family financial difficulties and other
reasons, most students who graduated from junior middle school could not continue to
study in senior high school, let alone higher education. Myanmar’s education ranked
fifth from the bottom out of 150 countries in 2015(Kong and Xiao, 2018).
Education Institutions in Myanmar
UK Trade and Investment points out that private schools, English language classes and
technical and vocational education in Myanmar can be quickly profitable because all
sectors in the country require training at all levels (Myanmar Golden Phoenix, 2014).
But the registration process for international organizations in Burma is cumbersome
and often takes several years. Many organizations find that they can only stay briefly
in Burma on short-term business or tourist visas. Myanmar also lacks adequate
infrastructure to support international academic exchanges.
5. Research Objectives and Questions
Four years in a row in the red, Avisto Education faces the prospect of not receiving
financial support unless a plan is put in place soon to improve its financial viability.
The research has two objectives the first is to help Dr Win Thein identify the causes of
the continuing financial deficit, and the second is to help Dr Win Thein develop plans
to increase revenues. The research questions are list are follows:
4
i.
What is the reason for the continuous financial deficit?
ii.
What is the impact of marketing strategy on the development of the company?
iii.
How to increase the company’s income?
6. Theoretical Framework
In this study, the researcher plans to help the company develop and improve its financial
feasibility from two aspects. On the one hand, the researcher plans to strengthen the
company’s financial management from the perspective of financial strategic
management. On the other hand, we should change marketing strategies, make longterm development plans and corporate goals, build brand awareness and win over more
students.
Financial strategic thinking and Financial Management
In the process of modern enterprise operation, the most important thing is to ensure the
normal financial activities of the enterprise. The application of financial strategic
thinking in enterprise financial management plays an important role in improving the
level of enterprise financial management and strengthening the competitive advantage
of enterprises. Hua (2017) points out that financial strategy is mainly to analyze the
capital flow of the enterprise, combine with the actual development of the enterprise,
long-term and overall grasp of the capital flow of the enterprise, to ensure that the
enterprise’s current financial management method can adapt to the development of the
enterprise, to provide a basis for the enterprise’s financial development strategy.
Financial and strategic thinking in the enterprise, help to improve the financial
management of enterprises, to ensure the effective implementation of the enterprise
overall strategy work, expanding the capital needs of enterprises, to achieve the optimal
allocation of the capital of the enterprise, ensure the efficient operation of enterprise
financial work, plays an important role in promoting the healthy and stable development
5
of the enterprise, promote the smooth implementation of the enterprise strategic target.
The right concept of financial management can guarantee that management activity the
more in line with the requirement of the modern enterprise, the second to do a good job
of the preliminary budget in financial management work, through the survey of market
dynamics, control and guarantee the accuracy of corporate financial information to
make the enterprise internal accounting quality can be better protected, so as to provide
a better basis for business decisions. Through the combination of financial strategic
thinking and financial management, a series of financial management can be carried
out on the basis of the enterprise’s operating strength, so as to improve the enterprise’s
operating ability, provide conditions for the sustainable development of the enterprise,
and enhance the competitiveness of the enterprise in the market while optimizing the
enterprise’s operating system.
Marketing strategy
The rapid development of network information technology drives the innovative
development of social economy, and the marketing concept of enterprises also needs to
be reformed accordingly. The era of network economy has a strong openness and
complexity, which makes the development of relevant enterprises face opportunities
and challenges. So does the marketing work, which must be adjusted and transformed
accordingly, which is very important for the development of enterprises. In today’s era
of network economy, the innovation of marketing concept is an inevitable process of
development(Geng, 2020).
In the context of the era of network economy, the first point of marketing strategy
innovation is to change the concept of marketing work, the company can use the
network information to achieve the change of marketing concept, create new profit
points and develop new markets. Conduct a comprehensive analysis of the market
environment and refer to other successful cases, such as Strategy First, and develop the
6
company’s own marketing plan. On the other hand, the company can develop online
business and teach students online. Online learning is likely to be a more interesting
and creative experience. Online teaching platform can provide good information
communication channels for teachers and students. Teachers can upload various kinds
of teaching resources on the online teaching platform, which greatly enriches the
teaching content. Students can use the information platform to query materials, search
information, communicate in conversation, complete tasks and so on. The diverse
teaching forms break through the limitations of time and space, and greatly enhance the
autonomy and initiative of students.
7. Research Methods
Research Approach
This study will classify and read the relevant literature and sort out and analyze the
literature data to draw general conclusions or find problems and seek for ideas. And
then a case study, which is a deep and specific study of the company – Avisto Education.
In order to achieve the research objectives, qualitative and quantitative research
methods are selected as the research methods in this paper. Two different research
perspectives are obtained: quantitative research perspective from closed data and
qualitative research perspective from open personal data.
Qualitative analysis attempts to explain social phenomena from a qualitative
perspective, using methods that do not rely on numerical measurements (Masue Swai
Anasel, 2013), but through on-the-spot observation, data collection experience, or
interviews, analysis and in-depth study of social phenomena, summary and induction
of the concept of rationality, and reasonable explanations. Quantitative method use the
principles of natural sciences, especially empirical methods, to explain social
phenomena, questionnaires are considered one of the most suitable tools (Masue et al,
2013).
7
Researchers can make up for the deficiency of the two methods by using mixed methods.
Combined with the advantages of the two methods, they can make a more extensive
and in-depth analysis of specific problems and add more evidence to the research
conclusions.
Data Collection
The researcher will use both primary data and secondary data to complete the research.
But secondary data will be the main data source of this study, as this is about case study.
Researchers are the benefits of using primary data can be directly to gather information
for their research purpose. According to the research question, the researchers can use
its own investigation, interviews and collect questionnaires methods such as direct to
collect the data you need. The advantages of secondary data is that it not only to save
time and cost, but also help researchers to understand the research and development of
the past. The data may come from the government statistics or have been published
with a degree of credibility that allows researchers to avoid the review process.
Ethic Issues
When collecting data, we should not only ensure the authenticity of data, but also pay
attention to protect the personal privacy of participants. Before the information was
collected, all participants were asked if they agreed to collect the data and use this data.
8. Contribution of the Research
This research will provide contribute in several ways. This research will adds to the
knowledge base about how to carry out marketing innovation in the era of network
economy. Enterprises should change the marketing concept, innovate the traditional
marketing work, and strengthen the marketing work of brand building, so as to adapt to
the great changes in the era of network economy and realize win-win economic and
social benefits. And the choice of the enterprise target market can change from the
direction of simplification to the direction of diversification. Although the marketing
8
concept is changing, the company should always adhere to the “people-oriented”
concept, to meet the needs of students at the same time, realize the economic benefits
of Avisto Education.
This research also will provides a new development idea for companies like Avisto
Education. The implementation of online teaching, not only can maximize the time
saved teachers and students to school, but also save the costs incurred.
The study will also provide new directions for other educational institutions in
Myanmar. As the research object of this paper — Avisto Education is the educational
institutions developed in Myanmar, taking Myanmar as the research background, it will
provide a new perspective for future researchers to understand the current situation of
education in Myanmar.
9. Project Plan/Timeline
The research project is scheduled to be completed before submission due date(Table 1).
The main body of this paper will divided into five chapters, chapter one is the
introduction providing the background, research problem, research objectives, scope
and significance of the study, this part of the work will be completed in about 5 days
from 9/12 to 9/16.
The second chapter is review of the literature, this part of the work will be completed
in about 7 days from 9/17 to 9/23.
The third chapter will provide a detailed introduction to research methods, research
strategies, data sources, and data collection processes, this part of the work will be
completed in about 12 days from 9/24 to 10/5.
In fourth chapter the researcher will use the collected data and use analytical tools to
9
draw findings and answer research questions, this part of the work will be completed in
about 6 days from 10/6 to 10/11.
Chapter five as the last part of the paper will include the conclusion and
recommendations, this part of the work will be completed in about 4 days from 10/12
to 10/15.
The final check and modification will be completed before 10/26.
Table 1. Timeline of the research
NO.
Name
Time
1
Chapter One: Introduction
9/12 -9/16 (5 days)
2
Chapter Two: Preliminary
9/17-9/23(7 days)
Literature Review
3
Chapter Three: Methods
9/24-10/5(12 days)
(Data collect)
4
Chapter Four: Data Analysis
10/6-10/11(6 days)
5
Chapter Five: Conclusions
10/12-10/15 (4 days)
6
Final version
10/16-10/26 (Final check and discussion)
Source: work by researcher.
10. References/Bibliography/Information Sources
Ashwin ARAVINDAKSHAN, Roland T. RUST, Katherine N. LEMON(2004).
Customer equity: Making marketing strategy financially accountable.
Journal of
Systems Science and Systems Engineering, 13(4), p405-p422. DOI:10.1007/s11518006-0173-z
Retrieved from: http://d.wanfangdata.com.cn/periodical/xtkxyxtgcxb-e200404002
Geng Xu-rong(2020). Discussion on Marketing Strategy Innovation Driven by
10
Network Economy. Shangye Jingji, 7, p87-p88.
Retrieved from: http://www.nssd.org/articles/article_detail.aspx?id=40867311
He Wan-ning(2001). Economic Globalization and Internationalization of Higher
Education. Journal of Jinan: Philosophy and Social Sciences, 23(3), p19-p24
Retrieved from: http://qikan.cqvip.com/Qikan/Article/Detail?id=6530840
Hua Gui-rong(2017). Discussion on the Feasibility of Using Financial Strategic
Thinking To Improve The Effectiveness Of Financial Management. Economy and
Trade of China, 12, p257
Retrieved from:
http://www.nssd.org/articles/article_detail.aspx?id=WD907174775048495549504956
53
Kong Jian-xun and Xiao Lian(2018). Gender, Education and the Internet: Political
Participation of the Burmese People in Transition. South Asian Studies
Retrieved from: https://www.sohu.com/a/253327827_765349
Myanmar Golden Phoenix(2014). Education and training in Myanmar can be a quick
profit.
Retrieved from: http://www.mmgpmedia.com/2013-01-29-05-39-37/7336-2014-0609-07-19-19
Masue, O. S., Swai, I. L., & Anasel, M. G. (2013). The Qualitative-Quantitative
‘Disparities’ in Social Science Research: What Does Qualitative Comparative Analysis
(QCA) Brings in to Bridge the Gap? Asian Social Science, 9(10), 211-221. Doi:
10.5539/ass.v9n10p211
Susan E. Kerstein(2005). Developing Online Learning Communities: Five Factors to
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Consider in a Journey without Maps. Open Education Research, 11(1), p55-p57
Retrieved from:
http://www.en.cnki.com.cn/Article_en/CJFDTotal-JFJJ200501011.htm
Zhan Ping-yuan(2013). Financial Evaluation of Overseas Investment Projects. China’s
Foreign Currency, 7, p54-p55
Retrieved from: http://www.nssd.org/articles/article_detail.aspx?id=45209924
Zhang Yi-yong, Liu Guan-xiao and Zhang Xu-jie(2010). Research and Development of
Financial Budget Management Information System in Educational Institutions. Journal
of Yunnan Finance & Economics University, 25(5), p108-p110
Retrieved from: http://www.nssd.org/articles/article_detail.aspx?id=36377809
Zhao Jin(2013). Studies on Educational Development in Burma During the Colonial
Period. Oriental Forum: Journal of Qingdao University. 5, p44-p47
Retrieved from: http://qikan.cqvip.com/Qikan/Article/Detail?id=50205391
Zhu Xiao-lin(2020). An Analysis of the relevant issues in Myanmar’s vocational and
Technical education. World Vocational And Technical Education, 2, p26-30
Zhu Yao-shun, Ding Hong-wei and Sun Kang(2012). A Research on the Situation of
Problems in and Demand for Higher Education of Myanmar. Journal of Yunnan
Agricultural University, 6(1), p68-p72
Retrieved from: http://www.nssd.org/articles/article_detail.aspx?id=40867311
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