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Marketing management Marketing management Document Transcript

  • MRAKETING MANAGEMENT (MKT201) Group Assignment MARKETING PLAN FOR Inhome Tutors 9/29/2011 Hewlett-PackardPrepared by:Ismail Zabeeh: 023956 Markers Name:Assad Mohamed: 024260 Nuzha NizamMohamed Sameeh: 023958Ahmed Simau: 017643
  • Table of ContentsEXECUTIVE SUMMARY ............................................................................................................ 3Situational Analysis ........................................................................................................................ 4 Ansoff „s matrix ...................................................................................................................... 4 Porter‟s Five Forces ................................................................................................................ 4 Industry Analysis ........................................................................................................................ 5 PESTEL Analysis ....................................................................................................................... 6 Competitive Analysis .................................................................................................................. 7 Customer Analysis ...................................................................................................................... 7 SWOT Analysis .......................................................................................................................... 9Marketing Objectives .................................................................................................................... 10Marketing Strategy........................................................................................................................ 10Product Life Cycle ........................................................................................................................ 11Potential Strategies........................................................................................................................ 12 Positioning strategy................................................................................................................... 13Marketing Programmes ................................................................................................................. 13 Product ...................................................................................................................................... 13 Price .......................................................................................................................................... 13 Place (Distribution) ................................................................................................................... 13 Promotion (Advertising) ........................................................................................................... 13 People........................................................................................................................................ 14 Physical Evidence ..................................................................................................................... 14Implementation Plan ..................................................................................................................... 14Performance Evaluation and Monitoring ...................................................................................... 14Financial Information.................................................................................................................... 16Contingency Plans ........................................................................................................................ 17Appendix-1 ................................................................................................................................... 18Appendix-2 ................................................................................................................................... 19Appendix-3 ................................................................................................................................... 24Minutes of the work ...................................................................................................................... 24 References ................................................................................................................................. 27INHOME TUTORS- Marketing Plan 2
  • EXECUTIVE SUMMARYDemand for tuition has been drastically increasing from the start of last decade. Parents feel togive tuition for their children at home is much safer. The fact is demand for tuition centers has adeclining trend due to favorable trend on demand for private individual tutors. The goldenopportunity has attracted many college students and school leavers as a mean to earn income. Sohere we are thinking that there is a profitable business (market gap) which is serving as amiddleman to bring the students and tutors in a professional manner.For the opportunity, we have designed a product (Inhome Tutors) which will fulfill the needs ofstudents and their parents which will be served and all marketing activities will be implementedin capital city of Maldives (Male‟). Inhome Tutors will play a middleman role in this service.Our service will offer the advantage of knowing performance or progress of the students, andthey can change their tutor if they want. We are also eligible and trustworthy as we are registeredorganization. We have planned to increase tangibility by having a website and customer careoffice.Our Marketing programmes comprises, participating in educational exhibitions, TV advertising,billboards near schools, and brochures. We have to start these marketing activities immediatelyafter its launch in order to make awareness among the people. This plan will be implemented inthe year 2012 and we expect the results of these marketing programmes in first quarter.As there is a robust demand in the industry, we are anticipating very high return. We expect toachieve revenue of MRF 1500,000 within one year after commencing the business; that is in2012.INHOME TUTORS- Marketing Plan 3
  • Situational AnalysisInhome Tutors is a new product to education industry which is planned to be launched in January2012. We provide tuition services in the comfort of our customers‟ home. Our service is not justonly an ordinary tutor service; we also have a website especially for our customers where theycan check their progress that they have achieved desired results over time. www.Inhome-tutors.com has a feature that allows seeing the profiles of tutors who are available and usefulresources for students. By the way the website is helpful for parents too. Our market area iscapital city of Maldives (Male‟ City). The target market is high income parents who need tuitionfor their children at home. We have four main packages created according to the affordability ofour potential customers. Those who need tuition at low cost can have a group of students whichcan spread the burden on each parent.Ansoff ‘s matrixInhome tutors is a new innovative product which is to be introduced in an existing market.Thereby our product falls under product development stage in Ansoff‟s matrix as we arefocusing our product to the students who take private tuition. We have to promote this service tothese potential customers. In this situation we have low moderate risk as our product is new tothis market. Product development is being used since there is a growing market for HomeTuition.Porter’s Five ForcesThere are large number of new entrants and substitutes in the market due to less legalrequirements and low investments. As there are many substitutes, bargaining power of buyers arevery high. And bargaining power of suppliers (tutors) is very high. To overcome from thesethreats we must keep differentiating our products based on market research. We can also conductcontinuous service audit to increase customer value and minimize the competitions from newentrants.INHOME TUTORS- Marketing Plan 4
  • Industry AnalysisTuition industry in male‟ is more of an Oligopolistic competition where there are few dominantsthat have comparatively equal prices and market share. Market size is about 7300 studentsaccording to ministry of education‟s statistics. We have conducted a market research where weused a random sample of 250students studying in grade 8, 9, 10 in different schools. From those250 students 136 students responded which is 54.4% of the sample. Research shows that 74%students take tuition that and 26% says they do not take tuition. From this our target market willbe those who want home tutoring service.There are few new entrants in to the market like SciCom Tuition Centre and Kiyeveni. And thereare very sound failures in the history of this industry. One of them is failure of Kinara TuitionCentre which is probably the first tuition centre. After about two decades of existing in themarket they turn to be a failure because they could not meet or adapt the changes in customerrequirements. Another significant failure is Review Tuition Centre who failed since they failed tomanage tutors.It is very important to have a PESTEL analysis in order to have an in-depth industry analysis.INHOME TUTORS- Marketing Plan 5
  • PESTEL AnalysisThere is a law stating that every Maldivian student has right or must get there textbooks andstationeries for free. “Primary and secondary education shall be freely provided by the state. It isimperative on parents and the state to provide children with primary and secondary education”.(Chapter-2 fundamental rights and freedom, article 36, subsection B). Due to this; parents cansave their expenditure to buy those stuffs which will lead to spend more on other educationalpurposes. This is because parents will feel that they should spend more on their children‟seducation.There is a Black market in this industry. Those expatriates are actually not allowed bygovernment to provide tuition services. But government cannot regulate this rules andregulations as it is very difficult to regulate. We can force government on this issue and we canmake public aware on this issue.We expect inflation will increase as in Maldives the main cause for inflation is imported inflationand world prices are increasing day by day. Although there is an expectation of increasinginflation rate in the economy, we believe that it will be controlled since government haspromised to do so.In Male‟ there is increasing trend of bullying on the street, rape cases, and other crimes. Sinceour target market falls on teenage group who might choose a wrong path easily; their parents arehesitant to let their children out of sight for any purpose. Most parents are very concern about theeducation of their children, so that they spend a lot on education eventhough their disposableincome decreases. They are spending large percentage of their income on children‟s educationespecially for tuition.Since the country‟s administrative services is being started to decentralize, people started movingback to their islands. However, still some people are migrating to Male‟ to get the better serviceswhich may not be available in island. And some families do send their children for educationpurpose. Normally capital cities are high congested when we look on other parts of the world.Now a days, Maldivian are getting aware and familiar with internet and its better uses. As ourservice is a pure service, we planned to create a website to show our tangibility. In our website,INHOME TUTORS- Marketing Plan 6
  • students can check their academic progress by participating exams. That means basically we areavailable on 24hours through our website. For this we can provide possible question which mayappear in the exams, additional readings which can help students to be well aware about thetopics they cover in tuition class and schools and readings for parents too. Other services we caninclude consist of helping and advising students about exam stress relief.Competitive AnalysisThere is a kind of oligopolistic competition in the industry since there are few registeredorganizations providing tuition service. We have different group of competitors who are thoseindividual tutors serving in the market who has a great influence. Competitions from tuitioncentres are more likely to be indirect competition and competitions from individual tutors whoare giving home tuition are direct competitors who have high influence on our business. Thereare new entrants in market like Kiyeveni Tuition Centre and other individual mobile tutors.There are an increased number of tutors who give home tutoring service. However we believethat we will have a strong position in the market as we are registered organization whencompared to individual tutors who might be difficult to market their service individually.It is very important to highlight that we cannot get into price competition as we cannot providethe service at a lower price. Only the way we can compete in the market is providing qualityservice and differentiating our products from competitors. In short, the potential source ofcompetitive advantage for us is unique features in our product. And the perception we can buildamong the people.Customer AnalysisWe have two segmentation dimensions which are demographic and geographic. This is because;we are only serving this service for students who are in grade 8, 9 and 10 who lives Male. Ourtarget market for the service is those who are in need of home tuition in Male.With limited resources Inhome Tutors plans to target O‟Level students who are in grade 8, 9, 10and students who wants to have extra help to re-sit O‟Level exam. According to a surveyconducted by us, 75 percent of those parents who hire a tutor to their child have monthlyINHOME TUTORS- Marketing Plan 7
  • household income above MRF 20,000. We have created packages according to customerrequirements at affordable rate.SP1 (Student Package) is most premium package which is created for high income earners whowant give tuition for their child without having peers with their child. However we anticipatedthat we will get a less revenue from this package compared to other packages. This is becausecharging very high tuition fee from individual student may attract few customers and alsobecause we have to offer a better salary for the tutors for this package. We believe that if highlyfocus on this group, we can make out better results from the students who prefer SP1. And ourimage will brighten up and it will create positive perception towards us.According to survey we have conducted, we understood that majority of the customers willdemand for SP3 and SP4 as they will have a group of students who share the total fee amongthem. In our research, 26% of the students who go for tuition said they have a private tutor and46% said they take tuition as groups.We expected that there might be changes in target customer needs, buying behavior, perceptionsand attitudes. We assume that customers are in need of a professional organization whichprovides tutor service to their door step. This is because, in many cases they find strange tutorsand paying in advance for them is very difficult since there has been known cases of tutorsfaking around. There are no way students and parents can know how well are their childrenperforming and what kind of progress they are achieving. So customers need to have a way tomeasure this and let them know on which area they are performing good and bad. That means weexpect the customers‟ perception will change towards us, as better and trustworthy organizationand feel like avoiding the normal unregistered tutors.If there is a registered organization providing tutor service, customers will tend to trust them andso demand for such organizations will increase. Due to increase in demand new registeredmobile tutors will enter into the market and also existing registered tuition centres might alsobring up a service targeting these customers. So competition in the market will be high in future.As this is a new service to Maldivian economy, at first we cannot start serving to all thesegments in the market. That is why we are targeting students who are in grade8, 9, and 10 toINHOME TUTORS- Marketing Plan 8
  • know whether we can get enough tutors. However we are considering targeting new segments inthe future like A Level, middle school, primary and disabled children.SWOT Analysis WEAKNESSES STRENGTHS -difficult to recruit tutors -Trustworthy -high direct costs(tutors‟ salary) -Product differentiations -high price -Have industry experience owner -inexperienced tutors -innovation -poor flexibility to market conditions -very good perceptions -may not be able to cope with current demand -earn additional income by placing -less brand awareness advertisements in our website -lack of communication THREATS OPPORTUNITIES -high formalities -expatriates are prohibited to provide tuition -high price competition from individual mobile service tutors and tuition centres -have many segments that we can serve - new tax system -growing markets -new competitor -changing customer tastes -declining population -increasing demand -new regulationsINHOME TUTORS- Marketing Plan 9
  • Marketing ObjectivesThe overall goal of Inhome Tutors‟ marketing program is to create enhanced public awarenessthrough comprehensive advertisements that will result in increased demand. Inhome Tutors willhave 50 tutors who are from different colleges and high schools. Inhome Tutors have followingobjectives:  Achieve MRF 1,500, 000 revenue in 2012 (first year)  Get 115 clients in 2012(first year)  Increase revenue by 15% per year from 2012 for next two years  Achieve a high level of customer satisfaction among 95% of customers  Increase demand for SP3 and SP4 thus positively impacting revenues on an annual basis; increase sale of these packages by 15 percent.  Increase retention of customers throughout the year thus positively impacting revenues; increase length of retention from 6months to 10months.  Reduce marketing costs by 25% in year-2.Marketing StrategyInhome Tutors has successfully identified and going to implement a creative marketing themeentitled “Tuition in the comfort of your home!” our marketing message is selected to appeal tothe array of key target markets. The message resonates with consumers who have an interest toget tuition in their home with fewer or no peers. Our logo shows a flying book which shows thatwe can provide tuition any home in the capital city of Maldives. Our Ads will show how theservice works and it will be informative.Haveeru classifieds do have high chances for our advertisement to reach our customers as mostof mobile tutors advertise their number there, stating the subjects they offer tuition. So we canput half page Ad next to Haveeru Classifieds or bottom banner or content left banner socustomers usually get a perfect glimpse when searching for mobile tutor. Television Ads are alsoa great way to attract the target market. Therefore chance of reaching our target audience is highINHOME TUTORS- Marketing Plan 10
  • if we advertise our services in Haveeru Daily and MNBC One. However a large advertisingcampaign is very expensiveOur market segmentation strategy is geographic (Male‟) and demographic segmentation. Mainmarket segments include A level students, O‟Level students, Primary school students, Middleschool students and disabled children From these market segmentation strategies, our targetingstrategy is O‟Level students as we want to test market before introducing the service for othersegments. However our marketing strategy is target marketing. Our target market is those whoare in grade 8, 9, and 10. Profile of our target market is as follows:  Age: between 12 and 18  Gender: Male and Female  Social Class:  Consumptions and use patterns o They need tuition throughout academic year o They want to take tuition at home with few fellow students o Parents spend on tuition fees for their children  Marketing and brand dimensions o They prefer the brand and they will also consider product attributes like price, quality etc.  Nature of our relationship with customers o Face-to-face, telephone, website or internet o We will ask for feedback end of each and every month o Customers can communicate with us 15 hours a dayProduct Life CycleAs our product is a new product it is in pioneering stage in product life cycle stage. Hence ouradvertisements are based to make awareness about the product and changing the attitude andperception of potential customers.INHOME TUTORS- Marketing Plan 11
  • Potential StrategiesAccording to Porter‟s Generic Strategy, differentiation and differentiation focus are potentialstrategies for Inhome Tutors‟ strategy formulation. In differentiation strategy we can differentiateour product by using price, quality, features, customer services etc. We also can go for nichemarketing strategy in which we can focus on a very distinct and small market segment in whichall the marketing mix will be tailored on this segment. Advantages and disadvantages for us ofselecting these two potential strategies are as follows:Strategy 1: Differentiation StrategyAdvantages: The major benefit we will get if we implement differentiation strategy is that wecan concentrate on achieving superior in an important customer benefit area valued by large partof the market. Our services are quality leadership and we should match tutors with studentsexpertly, inspect them carefully and we also should communicate our quality.Disadvantages: We cannot focus on more narrow market segments if we are havingdifferentiation strategy.Strategy 2: Niche Marketing StrategyAdvantages: We can have differentiation within the narrow target segment.Disadvantages: Our product is created for a huge target segment, so niche marketing may lossmarket share for our product.We have selected differentiation strategy after evaluating the two potential strategies. So corestrategy for our product is differentiation strategy to achieve marketing objectives which hasdiscussed in this plan.INHOME TUTORS- Marketing Plan 12
  • Positioning strategyOur positioning strategy is focused on both parents and tutors as parents have high influence tobuy our product. We will position our brand “Inhome Tutors” in the mind of consumers as a highquality, convenient, trustworthy product. We also will use strong benefits offered by our product.In short, we will position in consumers‟ mind as a unique helpful product to meet their tuitionneeds. So branding is necessary tool to differentiate our service from direct competitors whodoes not have any brand for their service to differentiate.Marketing ProgrammesMarketing programmes for Inhome Tutors is based on 7Ps in marketing mix. This is veryimportant as we are a service provider.ProductSuperior features of our product consist of checking students‟ progress before school exam,match students and tutors depending on personality and need of students as this will have highinfluence to on the results.PriceWe will use cost plus pricing as we have high variable cost (tutors‟ salary). We have createddifferent packages and our customers can select according to their requirements.Place (Distribution)Our target market is in Male‟ and we provide tuition service by sending tutors to students‟ home.Other distribution we use to deliver our products to customers using a website. We can usewebsite statistics to arrange future marketing programmes as well.Promotion (Advertising)Expenditure on advertising will have high influence on marketing programmes. We havebudgeted marketing budget for our service to promote. We will reach our target audiencethrough TV Ads, billboards near schools, brochures and internet (facebook).INHOME TUTORS- Marketing Plan 13
  • PeopleAs this is a highly personnel service, we should ensure that our tutors have right training processbefore hand. We should carry some marketing activities in order to attract tutors towards ourorganization. There will not be any customers for us if we do not have tutors to deliver ourservice.Physical EvidenceInhome Tutors is likely to be a pure service and it is more intangible. We have to create sometangibility to our product. We have done this by renting out small office premise, appearance oftutors (they wear our business card when visiting to customers), and website.Implementation PlanThe following milestones identify the key marketing programmes. It is vital to accomplish eachactivity on time and fit within the budget. Master Schedule Milestones start-date end-date Budget Department Marketing plan completion 1/7/2011 29/09/2011 25000 Marketing dept billboards installation & brochures 1/12/2011 10/12/2011 25000 Marketing dept website completion 1/12/2011 30/12/2011 20000 IT department Advertising campaign #1 1/13/2011 30/12/2011 20000 Marketing dept Promotional Ad campaign 1/1/2012 15/02/2012 15000 Marketing dept Recruitment Process 1/1/2012 7/8/2012 5000 HR dept Total expenditure 110000Performance Evaluation and MonitoringThere will be quarterly marketing plan review meetings. A summary of costs against budget andactual progress against schedule will be prepared in these meetings. A report on theimplementation of the action plans will be presented at these meetings. This plan is to be revisedevery 12 months. And also we will have an eye on the tutors we are dealing with, because theyare the most important asset that makes us who we are. To do this a performance appraisal formINHOME TUTORS- Marketing Plan 14
  • will be filled by the teacher, his/her students and we will compare it with others teachers and toprevious months.Inhome Tutors will review its objectives once a year to evaluate the achievement of the goals. Inaddition, Inhome Tutors keep detailed record of the customer‟s information so it is easier tohandle other operations. We will monitor our Web site hits and the amount of time people spendon the site. The figures are compared on a monthly basis, quarterly basis as well as a yearlybasis. In year two on a comparative monthly basis we will look at what happened the yearbefore; how did we market our product the year as opposed to last year; what special eventsoccurred to stimulate an increase (or decrease), and if the advertising might have been aninfluence. When numbers go up, either on a month-to-month basis or quarterly basis or on ayearly basis, Inhome Tutors cautiously feel marketing efforts have been successful. WE hope tohave an increase of 15 percent per year in all revenues and 90 percent students retain in InhomeTutors‟ figures will consider as a success and will call our efforts a profitable success.INHOME TUTORS- Marketing Plan 15
  • Financial InformationWe are anticipating a favorable return in the future. So we expect that Inhome Tutors will grow15% of its sales in 2013 and 2014. sales forecast for three years 2011 2012 2013 2014 MRF MRF MRF MRF Sales Revenue 0 1579050 1815908 2088294 Direct costs 0 932760 1072674 1233575 Market Research 25000 Billboards 25000 TV ads 30000 bus registration 5000 total indirect costs 85000 388200 427020 469722 op profit -85000 258090 316213.5 384996.5 sales growth rate 15 15 profit growth rate 22.52 21.75We can achieve break-even at point of 36 customers. (It is explained in the appendix-1)Major assumptions 1. We will manage have 115 sessions per day before the end of 2012 2. Television advertisement costs will increase in 2013 3. We do not have to spend on billboardsINHOME TUTORS- Marketing Plan 16
  • Contingency PlansIf demand for our product is low, we can change our pricing structure. And if tutors are notwilling to work in our organization, we can change remuneration structure. For instance if we didnot get enough students registered in the promotional registration campaign or we did get lots ofnegative comments about price we will follow the following contingency pricing strategy bysaying that it‟s a promotion. Contingency pricing plan Tutors packages total fee per head salary std-4 2200 550 1560 std-3 1800 600 1440 std-2 1600 800 1320 std-1 1500 1500 1200 customized negotiable negotiable pack negotiableINHOME TUTORS- Marketing Plan 17
  • Appendix-1Break-even AnalysisThe break-even analysis indicates that MRF 35864 is required in monthly sales revenue to reachthe break-even pointMonthly units break-even= 36 customersMonthly sales Break-even= 35864Assumptions that we madeAverage unit revenue MRF = 2157Average per unit variable cost MRF= 1274Estimated monthly fixed cost MRF = 32500Average per unit revenue =1579050 = total revenue per year =131588= average revenue per month = 2157732= total unit per year61= average per monthAverage per Unit variable Cost= = =1274INHOME TUTORS- Marketing Plan 18
  • Appendix-2Here are graphical data which was drawn out of survey form results. Here, we are going toanalyze the outcomes from the survey questionnaires through bar graphs, pie charts anddoughnut charts.Figure-1 Number of studdents take tuition 120 100 80 60 yes 40 no 20 0 yes no Figure 1From the survey form results, Figure 1 shows, out of 136 students (100%), 101 students (74%)are taking tuition and the rest 35 students (26%) are not taking tuition. Thus from this pie chart itis clearly known that the majority of the students are taking tuition.Figure-2 TYPE OF TUTION TAKEN BY THE NUMBER OF STUDENTS individual group tuition centre 28% 26% 46% Figure 2INHOME TUTORS- Marketing Plan 19
  • Figure 2 shows the type of tuition taken by the students and the number of students who aretaking a particular tuition. The types of tuition basically divide into three. They are individual (athome) tuition, group tuition and tuition centre. From the above pie chart it is clearly shown that54 students (46%) are taking tuition in groups, 33 students (28%) are taking tuition in tuitioncentre and 30 students (26%) are taking individual tuition at their homes.Figure-3 PREFFERED NUMBER OF STUDENTS IN TUTION GROUPS NUMBER OF STUDENTS 40 20 0 two three four five six AMOUNT OF STUDENTS IN GROUPSFigure 3 shows the preferred number of students in tuition groups. 34 students want to taketuition in group which is based on four students, 32 students want to take tuition in group whichis based on three students, 17 students want to take tuition individually without forming groups,13 students want to take tuition in group which is based on six students and only 5 students wantto take tuition in group which is based on five students.INHOME TUTORS- Marketing Plan 20
  • Figure-4 STUDENTS ENROLLED IN DIFFERENT SUBJECTS 70 NUMBER OF STUDENTS 60 50 40 30 20 10 0 SUBJECTSFigure 4 shows the amount of students who has enrolled in different subjects in tuition. Thename of the subjects and the number of students enrolled in those subjects are clearly labeled inthe figure above.Figure-5 FACTORS CONSIDERING BEFORE TAKING TUTION Other Tution Fee Quality Time FACTORS School Teacher Distance Experience Experience Distance School Teacher Time Quality Tution Fee Other 0 20 40 60 80 NUMBER OF STUDENTSINHOME TUTORS- Marketing Plan 21
  • Figure 5 shows the most important factors that students consider before taking tuition. Thosefactors include; tuition fee, time, distance, experience, school teacher, qualification and otherimportant factors. The exact results from the survey forms are clearly labeled in the above figure.Figure-6 IMPROVEVENT OF TAKING TUTION Yes No 11% 89%Based on the survey results, figure 6 shows whether student achieve progress or improvementswhen taking tuition. 90 students (89%) said that they achieve progress when they take tuition.However, 11 students (11%) of the students said that they don‟t get any improvement even theytake tuition.Figure-7 PROBLEM FACES WHEN TAKING TUTION NUMBER OF STUDENTS 60 a, 57 50 b, 42 40 30 f, 20 20 e, 16 c, 12 d, 12 Other, 9 10 0 a b c d e f Other PROBLEMS FACESINHOME TUTORS- Marketing Plan 22
  • Figure 7 is based on the problems faces when taking tution. In the above figure it labeled onlythe problem letters and the detail of those apply here. a) Class cancel b) Tuition-teachers are not attending on time c) Tuition-teacher cannot deliver the things you want d) No improvements e) There is no way to check improvements before school exam (tution teacher do not give exams) f) If not satisfy with teacher, difficult to change the teacherFigure-8 IMPORTANCE OF HAVING PROFESSIONAL REGISTERED ORGANIZATION No 27% Yes 73% Figure 8Figure 8 is based on whether they think it is very important to have professional registeredorganization which supplies tuition teachers. The majority (73%) said yes and 27% said no.INHOME TUTORS- Marketing Plan 23
  • Appendix-3Minutes of the workBachelors of businessPurpose: to create a marketing plan for new product, that can be introduced in Maldivianmarket.Date Time Discussions venue Participants29th June 12:30 – Selected a product FMC ALL2011 13:30 16:00 – th CL7 July 2011 17:30 Discuss about brand name for the service ALL10th July 14:00 – Discuss about competitors CL ALL2011 15:00  Tuition centers  Individual tutors17th July 14:00 – Discussion about conducting a primary Central library ALL2011 15:1 research4/8/2011 2:00-3:00 discussion about what product to select FMC ALL11/8/2011 2:30-3:45 discussion about what product to select FMC ALL13/8/2011 2:00-3:15 product finalization FE ALL18/8/2011 3:00-4:00 service packages FMC ALLINHOME TUTORS- Marketing Plan 24
  • 23/8/2011 1:30-2:45 making survey form FHTS ALL25/8/2011 4:00-4:45 discuss about 7 ps FE ALL31/8/2011 3:00-4:00 discuss about 7 ps FE ALL4/9/2011 11:30-2:15 financial analysis FMC ALL6/9/2011 4:00-6:00 financial analysis FMC ALL Haveeru,7/9/2011 4:00-6:00 interview with media ALL MNBC11/9/2011 2:00-3:30 interview with tution centres Tuition centre ALL14/9/2011 2:00-5:00 analysing survey forms FHTS ALL22/9/2011 4:00-6:00 writing draft FE ALL24/9/2011 12:00-3:00 writing draft FE ALLINHOME TUTORS- Marketing Plan 25
  • 25/92011 2:00-6:00 writing draft FMC28/9/2011 2:00-4:00 review draft FE28/9/2011 9:00-11:00 review draft Assad home29/9/2011 10:00-1:00 report finalization Assad home22/9/2011 4:00-6:00 writing draft FEINHOME TUTORS- Marketing Plan 26
  • ReferencesEducation, M. o. (2010). School Statistics. Male, Maldives.Kotler, P., & Kevin, L. K. Marketing Management 12e. New York: Prentice Hall.Nizar. (2011, September 20). Classic Tuition Centre Supervisor. (I. Zabeeh, Interviewer)Saeed, G. (2011, September 20). Kieveni Owner. (I. Zabeeh, Interviewer)Westwood, J. (2000). How to write a marketing plan. london: Clays Ltd.INHOME TUTORS- Marketing Plan 27