Founded in 1992, Oriental Culture Academy (OCA) is one of the first Chinese language institutes that offers Chinese language courses. The results of internal and external factor analysis show that this kind of business is likely to have a bright future in long run. This supported by a number of factors such as government support Chinese language system preparing for the opening of the AEC by the year 2013. So “OCA” need for a marketing plan to increase their competitiveness in the future. Our marketing plan will focus on how to adapt strategies in response to target group needs based on customer need analysis. Objectives of this marketing plan are increase brand awareness and the number of students regarding distinctive competency that is teaching quality and knowledge. The result of survey found OCA should provide various services to suit its market demands e.g. curriculum, more flexible course schedule, more application channels. Right now students can easily apply online through its website. In order to make it convenient for students to get to the school, OCA also runs more shuttle buses to and from BTS or MRT. In terms of branding and awareness strategies, it has always focused on “word-of-mouth” where current students literally advertise or recommend OCA to others. This institute assesses their marketing strategies through a performance management system or KPI. The factors measured in the KPI are income, market share, and backup plan.
