CASE STUDY APPENDIX 1 – MARKETING PLAN Your educational institute has decided to market the course you are undertaking to a new overseas market. The following are extracts of relevant sections to their marketing plan: Marketing Plan 1. Situation Analysis 1.1 - Corporate Review a. Mission statement Our educational institution excels in delivering the best quality learning and skilling to overseas students. b. Long-term goals We will be the leading Australian provider of business studies training for overseas students within the next five years. c. Organisational chart 1.2 - Service Review a. Service provision We provide a suite of business skills certificate and diploma courses to overseas students. We currently have good penetration and capabilities in most of the Western Pacific Rim (ASEAN) countries and now plan to enter the Indian market. b. Student trends During the mid 1990s we decided that student growth using domestic students only would not propel us to an institution of international recognition, and embarked on expansion of facilities and staff to accommodate an anticipated increase in student numbers from an overseas marketing strategy. This strategy proved successful and by the start of 2000, we became the largest provider of business training in the state. After several years of adapting to our expansion, we now wish to take the next step and become the largest provider in Australia. This will be achieved by entering the Indian market. c. Competitive analysis We currently compare ourselves with two other Australian institutions in terms of overseas market penetration. Both are currently focussing their efforts in consolidating their recent expansion in the Pacific Rim countries and would not have the physical or human resources to be able to enter a new market at this time. 2. Problems And Opportunities 2.1 - SWOT a. Internal strengths and weaknesses We have experienced staff with relatively low turnover. We have experience of entering new markets and consolidation of market penetration. We have recently had a short period for the organisation to recover from the strenuous efforts demanded for new market development. We have weaknesses in terms of having no Indian staff and limited contacts there. b. External threats and opportunities The opportunities are that our domestic competitors are not ready to compete for the Indian market. The major threat is the attraction of British and American educational institutes to the Indian student population. 3. Strategic Planning 3.1 – 12 month marketing objectives To establish our institution as a recognised name as a quality provider of business studies education in the greater Delhi area. To enrol 25 students from Delhi on our Business Studies course. a. Marketing strategies Identify suitable educational institutions to enter into strategic alliances. Utilise common sporting interests (e.g. cricket) as our main promotional vehicles. b. Segmenting and targeting The target market segment will be students aged 18-25 with appropriate (equivalent to Australian Year 12) qualifications. c. Positioning and branding We will utilise our current corporate branding, which is already recognised throughout Australia and the Western Pacific Rim educational communities. We will position ourselves as Australia’s leading business studies trainer for overseas students with a proven track record for quality. 4. Promotion Plan * This section is left blank as it forms the major part of this assessment. The assessment task is to provide the Promotion Plan. 5. Budgeting and Schedule The promotion budget for this assessment is $ 500,000 Australian, exclusive of existing staff salaries. Assume one promotion assistant will be appointed in Delhi with all-inclusive costs of $ 35,000 Australian. The overseas-based promotion assistant will be recruited and in post within 8 weeks of today’s date. Their duties will include implementing locally-based promotion activities and administering enrolments. Enrolments will open six months from today’s date, with the first course starting in 12 months from today’s date.