Question

Mr. Ahmed wants to open a small Edu park for children with special needs so that the Edu park will not only provide special education and training for such children but also give some fun related games where such children motor skills and concentration improves.

1Q. Help Mr. Ahmed in setting his overall goals, objectives and strategies for his new business

in context with his mission and goal.

2Q. Suggest him with good decision of marketing concepts for his new business.

Answer 1

Ques 1.

Overall Goals and objetives-

1. Needy children get proper education- both by books and in practical

2. There is a sport facility for students who want to be doing good in sports

3. Provide proper meal to the kids in their educational program

4, Proper environment - fresh air, low disturbing noice around

5. recruit proper staff which understands the needy students and can help them willingfully

6. Develop a proper financial plan so that things can be run in a smooth way

Strategy-

Make departments as like any other company-

1. Financial - create a proper financial structure

2. Marketing - Do proper marketing planning - discussed in ques 2

3. HR- Hire a proper staff, train them well, and set their objectives wisely

4. Strategy - Develop your course wisely- what subjects, what sports, do this according to the liking of students you are likely going to get

IT -Use proper IT infrastructure to aid you in your day to day work and make the operations much more efficient

Operations - Create a proper operations team which can handle Quality, and make the processes more efficient using tools like "Total Quality Management", "Six Sigma" and "Lean"

Strategy -

1. Do a survey with the kids who need your help, and get their needs

2. According to the needs, develop what subjects need to be taught

3. Assign how much to be given to theory and practical respectively

4. Take out proper time for sports and fun activities as well

5. Develop a time table in which you yourself would be able to help these children

6. Prepare proper recruitment questions- so that only those are selected who really want to help these children and not just have financial gains with no work

7. Recruit staff

8. Look out for a proper location- fresh air and low noise, and take government permissions

9. Recruit a 3rd party constructor to build a good campus

10. Hire a 3rd party IT service provider, which can provide good technological support according to the needs- like student attendance, digital teaching, digital student and teacher feedback etc.

Marketing Concepts- You can use a work-force of 6 people and at the posts or roles listed below to create an effective marketing strategy and communicate well about your Edu Park in the sociey

Marketing Director-
Responsibilities:

1. Assigning budget for marketing campaigns

2. Working in sync with other departments to design strategies in sync with everything

3. Managing the juniors well and keeping the team together

Personality Type: Leader and person who can fight tough situations, creates a good aura around himself.

Characteristics: Works well with the team, guides the juniors, has a happy nature, ready to go to any length for making the campagin successful, always encouraging and jolly, understands the peple well and people are ready to tell him/her anything they feel like

Chief Marketing Strategist or Marketing Manager: The main work will be design a proper marketing strategy. Use Porter's 5 forces analysis first to analyse the current market.

Porter's five forces:

Threat of new entrants: Any other similar park that might be coming up, or how difficult is it going to be for you to start a Edu park here- like arranging for staff, equipment suppliers, food providers etc.

Threat of substitutes: Other similar programs, and what better facilities they provide have to be looked into.

Bargaining power of buyers ( needy children ); Targetting of the students can be done using Customer Segmentation- segmenting customers on the basis of theri demographics, psychographic, behavior etc.

Bargaining power of suppliers ( teachers who provide teaching, equipment suppliers ): The rates or prices these teachers take, equipment suppliers take have to be carefully looked into. Vendor Management can be used to develop long term suppliers of the course.

Internal competition : Competition coming from within the other similar programs run by other people

Personality Type: Leader and person who can fight tough situations

Characteristics: Works well with the team, guides the juniors, has a happy nature, ready to go to any length for making the campagin successful

Also the marketing strategist would look into:

1. Channels to use for advertising: TV, social media, news papers etc. This will again depend on the type of customer we are aiming at. What type of media they use have to be analysed

2. What budget to spend on what type of marketing channel

3. Any 3rd party marketing service provider whose services can be availed.

Marketing Communication manager: This manager's job would be develop a proper communication strategy and plan for the customers based on the marketing channel decided by the marketing manager. This would be done by-

1. Study all the sports and subjects that will be taught

2. Sit with professionals and discuss how their teaching program can be made better than other similar running programs

3. Go-to in-depth analysis of the problems faced by needy children and what they want from society and define strategies how your program would handle them.

Desing proper web sites. FB or INSTA campaigns, TV ads etc along with the professionals. Also, events like seminars in colleges or high schools can be arranged for if possible.

Personality Type: Creative mindset

Characteristics: Works well with the team, guides the juniors, has a happy nature, ready to go to any length for making the campagin successful. Good knowledge of what people look for- capturing the public mindset should also be there

Marketing Research Analyst:

The responsibility is to analyse the public mindset, what they want and look for, by conducting a survey.

1. Design a proper survey

2. Go to the target audience and take the feedbacks - done by 3rd party. Perform group interviews, one on on interviews, online surveys, closed room observations etc during the survey

3. Analyse the feedback - using Statistical tests like Z test, T - Test, Chi square etc. whatever seems fit for the type of survey designed.

4. Develop a proper conclusion on what public looks for, and take the result to the strategy team

Personality Type: Person who does not get bored with a monotonous job

Characteristics: Works well with the team, good with numbers, has a liking for analytics, can be creative in designing analytics tool for data interpretation

Product Manager: The product in this case is the athletics program. The responsibility is :-

1. Look after the program implementation

2. Carefully observe the missing points in the program and how they can be improved

3. Create a report on program performance

4. Suggest team what needs to be done to solve the problems that are arising

Personality Type: Person who can do monotonous work, speaks the truth and is not manipulating his words

Characteristics: Works well with the team, is a good observationist, can be hard on people when required

Content Creator

Reponsibilities :

1.Understand the culture, language, taste of the students

2. Find innovative writing techniques- using content or the type of content liked by target audience

3. Create content for all types of media promotions - and use the type of content suitable for them accordingly

Personality Type: Creative, looking for big things in smaller picture

Characteristics: Works well with the team, has good cognitive skills, understands and is well aware of new and local trends in the public.