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How New Oriental Turns the Corner

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

Author

Listed:
  • Tianyi Xiong

    (Southwestern University of Finance and Economics, School of Law)

Abstract

This research aims to understand the ongoing process of the New Oriental’s transformation. Using extensive secondary research and text mining as a primary approach to collect information about New Oriental’s history and future plan of transformation. PEST analysis is used as an extensive tool to take step by step approach in analyzing the general environment for the education companies. Porter’s Five Forces analysis is used as tool to thoroughly understand the opportunities that exists in the specific general environment. Porter's five force analysis provides a method to understand the general position of New Orientals in the Chinese education market. This study finds out that New Oriental's core competencies will simplify the process of transformation, and the strategy of e-commerce and International expansion will be effective. Overall the study is strongly qualitative in nature and explores multiple avenues that an education company can implement to penetrate and gain greater market share.

Suggested Citation

  • Tianyi Xiong, 2022. "How New Oriental Turns the Corner," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 1182-1187, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_174
    DOI: 10.2991/978-94-6463-036-7_174
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