Question

Imagine you are a Professor at KPU School of Business.

What are the typical “customers” (i.e. KPU students) like? Create a customer profile for KPU based on the theories we discussed about in this chapter.

Answer 1

To make and understand the customer profile for the KPU university, we need to consider the majority target customer to whom the courses can be of any value. we shall start with the following -

1. Geographical - Considering the location of the campus, we need to see the major business surrounded the region and to whom the course can be of value. An example can be like communities around to who we supply the goods if they are Asian, Mexican trading can be a good business for spices, grains, seasonal fruits, or frozen chicken/seafood items. For such marketing and import/exports can be a lot of value as well as supply chains.

We need to understand the demand from the market as well as future needs if offered and for such entrepreneurs and businesses, owners or managers can be a target market for the KPU School of business.

Another example can be also for resources that can be procured occurring naturally in the regions, example timber, coal, special vegetables/ fruits, and trading and marketing with good supply chain management would be the most target market. A good example for such a region is in India is Kerela (South India) having many spice processing plants since its resourceful of spices and condiments and its one of the largest export houses with good marketing and supply chain management.

2. Demography - Considering the demographic angle for the region which nowadays would matter somewhat, since the world is getting closer with the direct connecting flights and internet.

This would be important with the type of industries that are there in the region and which would attract students from a particular area/country or continent who would like to make their careers with a job/business in the industries. The best example would be California being the Silicon Valley of the West attract crowd from Computer, IT, and Electronics enthusiasts which are very convenient to both the companies and the aspiring employees as well.

The population majority would matter since if students from particular regions would be a subject of influence with month publicity as well as student preference considering the familiar crowd.

Also, there would a line of the economic background of the applicants which can set a bar of the student applying considering the cost of living and job availability for daily earning while studying would play an important role in attracting the type of students.

3. Psychographic - This would be in line with the values and culture of the region and would attract a similar crowd to the business schools.

This would be also with the spending range considering the region and the students/guardians should be mentally prepared for the costs and well being the student through the course with respect to spending, safety, and exposure to Culture and value system. Values can be of equality, status, and standard of living.

This can be varied of different people around the world with different ethnicities, social-economic background, and type of emigrant population, but mostly all would consider the more or less to the brighter future with the career success with safely and school reputation would play major roles in this market itself and showcase to be the best what student is looking for in a business school.

4. Behavioral - This would be parallel with the Psychographic trend but behavioral traits are mainly self-doubt of the forecasted fulfillment of the target and issues that can hinder the progress. In this word of mouth and history of the school will speak in a louder way.

Human nature is to learn from other experiences when there is matter of investment and better to see the burned hands than getting the hands burned.

Behavioral trends have shown and taught us that where is peace and prosperity everyone would like to stay and grow in that kind of environment, but its inconvenience may be in it in the climatic factor, reputational beliefs,etc student would get repelled. It's important to make as comfortable as possible in every which would make it a To-be kind of school.

Considering the above majority factors we can determine the typical customers and also the evalute the target student which can be considered as future customers. This is a Macro view and of course going in micromanagement should also considering if any special angle which is not common to our school and can become a USP( Unique selling proposition) of the School.