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By Asim Yakub, BSR SG Head 1
Beaconhouse College Campus Defence, Karachi
Business Plan - February 2013
By Asim Yakub, BSR SG Head 2
BSR has witnessed expansion with the addition of branches for all levels (Bubbles and Early Years to A-levels)
Introduction
By Asim Yakub, BSR SG Head 3
Almost 400 BSS O-level students in Jubilee Campus and Defence Campus combined but don’t yet have any A-level branch in DHA
A’level in DHA/Clifton – the need
Growing population in the area
Construction of new high rise buildings
By Asim Yakub, BSR SG Head 4
Some other competitor A’level colleges in the vicinity have numerous students but are now filled to capacity.
BSR A’level Program – market gap
Nixor College – 800 students
The Lyceum – 700 students
TCS (PAF Chapter) – 1,000 students
By Asim Yakub, BSR SG Head 5
Attract and retain the cream of both BSS and non-BSS students by repositioning Beaconhouse A’level program
This can be achieved with establishment of an independent A’level school at a prime location in DHA, which offers more in terms of facilities, faculty, subjects and co-curricular activities than other premium A’level schools
Beaconhouse College Campus Defence
By Asim Yakub, BSR SG Head 6
Growing market: Increasing no. of schools now offering O’level in
Karachi A’level branches have been established by
various schools A handful of names, mainly independent A’level
schools/colleges, are leading the market due to general perception of best quality education and good prospects of students that enroll there.
Market Analysis
By Asim Yakub, BSR SG Head 7
SWOT Analysis
Strengths
• Infrastructure/Campus • Prime Location • Existing student base from Jubilee and Clifton A’level for A2 students • Jubilee and Defence O-level grads• Potentially large no. of non-BSS students from DHA/other areas that prefer to be in the vibrant DHA area
Weaknesses
• Perceived image of BSS A’level seems to be below that of KGS and Lyceum• Location disadvantage of Jubilee and Clifton A’level (Korangi, Behind KGS)• Co-curricular not very active • Physical facilities in need of upgrade• Lack of full time high caliber faculty
S W
By Asim Yakub, BSR SG Head 8
SWOT Analysis
Opportunities
• Only A’level school offering media studies at a time when this subject is becoming more popular • Student societies can be organized here with the hiring of new, full time staff • Use BSS network for student exchanges in co-curricular activities• Offer diverse qualifications like ;• UoL external degree programs (LLB, BSc).• Executive short-courses or even •EMBA can be offered, possibly in affiliation with a higher education institution e.g. IBA.
Threats
• New proposed A-level college will be in the vicinity of tough, well entrenched competitors, so we’ll have to try harder to gain premium product positioning: KGS The Lyceum Nixor College• Lack of amenity land will compel us to operate from a commercial building. This might not be received well initially
TO
By Asim Yakub, BSR SG Head 10
Target Market
Non-BSS O’level
BSS AS Level
BSSO’level
Jubilee & DefenceCampus
Relocation: Jubilee & Clifton A’level
O’level graduates of allgood schools; want to attend leading A’levelschool; especially residents of DHA/Clifton
By Asim Yakub, BSR SG Head 11
Position BSS College Campus as a leading A’level college as well as a bouquet of other qualifications, with high quality educational environment at par with other leading schools, although not a copy cat (differentiated product)
Marketing Strategy
By Asim Yakub, BSR SG Head 12
Unique Selling Proposition (USP): Location and campus itself, which will provide a better infrastructure than competitors:More parking space, rooftop cafeteria, indoor gym, Wi-Fi facilities, access to grounds and swimming pool at Defence and Jubilee Campus, etc.
Marketing Strategy
By Asim Yakub, BSR SG Head 13
Product Positioning
Price
Quality
BSS new campus to be here with KGS & Lyceum
BSS, The City School, LeCole, Southshore, etc.
Product Positioning - Overall
Nixor
Price
Quality
BSS
The City School, LeCole, Southshore, etc.
Product Positioning (Academics)
KGS, Lyceum, Nixor
The range of subjects, physical facilities and development opportunities offered to students will need to be the best possible in terms of market standards
By Asim Yakub, BSR SG Head 14
Campus: A modern building, designed by leading architect S.Abdullah, constructed on 400 sq.yards, with basement car parking and 5 upper floors plus roof top cafe
Marketing Mix - Product Portfolio
By Asim Yakub, BSR SG Head 15
The following images are rated outrageous!
Viewer discretion is advised!
Beaconhouse College Campus DefenceArchitectural Plan
Site: DHASite dimensions (approximate) : 83' x 51'Area per floor : 4100 sq ftTotal area of 5 floors: 20500 sq ftUp to 200 students
Subjects Offered
Suitable for Pre-engineering as well as Humanities
Pre-requisites: O-Level Math & English at least Grade B
Applied Sciences◦ Physics◦ Chemistry◦ Math / Further Math◦ Biology◦ Psychology◦ Computing◦ Media Studies◦ Environmental Mgmt
Social Sciences / Humanities◦ Accounting◦ Business Studies◦ Economics◦ Sociology◦ Art◦ Urdu Literature◦ English Literature◦ Law◦ History◦ Drama & Theatre
By Asim Yakub, BSR SG Head 29
By Asim Yakub, BSR SG Head 30
•Australia and Canada Matriculation Certification•One-year programs, which students can complete after their O’level•Recognized worldwide yet easier than A’level
AUSMAT/CIMP
•External degree programs in Law (LLB), Economics (BSc), Finance (BSc) can also be offered in the evenings and/or weekends
UOL International Degree Programs
•Offer Executive short courses and perhaps even ExecMBA in affiliation with some business school like IBA
Executive
Product Portfolio - Affiliations
By Asim Yakub, BSR SG Head 31
Avoid price war: more profitable for the new program to engage in Bertrand model of interdependent price based behavior with a uniquely differentiated premium product positioning Compete on quality rather than price; Bertrand
Nash-equilibrium will lead to price matching with premium competitors, making our project a more profitable venture
Scholarship policy?
Marketing Mix - Pricing
By Asim Yakub, BSR SG Head 33
Located in Bukhari Commercial area, it is accessible from main avenues and streets of DHA such as Kh-e-Ittehad, Khayaban-e-Muslim, Kh-e-Shujaat and Kh-e-Bukhari
As compared to Nixor and The Lyceum, the street is not congested and the school building will have high visibility; being a 3-side corner location, ample parking space is available.
Marketing Mix - Place
By Asim Yakub, BSR SG Head 34
Registrations should be opened not later than mid-March for which a model classroom, gym and the reception area should be ready to showcase our college to parents/students/teachers
Promotional activities to commence from February
All communication for this will be geared towards not only announcing the launch of the new campus but positioning it as a premium product in the A’level/college education sector
Marketing Mix - Promotion
By Asim Yakub, BSR SG Head 35
Social Media Marketing Website
Advertising
PR
Events
Promotional ToolsUse each tool to drive traffic to new campus and convert into registrations
By Asim Yakub, BSR SG Head 36
Campus-specific Facebook page to be run by ROS, supported by HO
Facebook Updates: Facilities/infrastructure details; interior design pictures; work of BSS A’level students such as media students to be used after screening
Photography/videos to promote new campus to be made with the help of media students
Existing body of O and A’level students of BSS, and their teachers will be requested to like the page and spread word
Social Media Marketing
By Asim Yakub, BSR SG Head 37
A campus-specific website to be created by HO CC/IT departments, with content provided by ROS
This will be a dynamic and interactive website, where students and teachers can register and receive updates of activities
BSS College Campus Website
By Asim Yakub, BSR SG Head 38
Two campaigns in The News and Express Tribune/ Online
◦ The News is one of the most widely read newspapers amongst our Target Audience
◦ Tribune is popular with the young crowd, including O and A’level students (especially the website)
Advertising
Launch Campaign
The News Qtr Pg (City Pages)Express Tribune Qtr Pg (City)Tribune Online
Rs.155,000
Mid-March/April
SecondCampaign
The News Half Pg (City Front)Express Tribune Half Pg (City)Tribune Online
Rs.310,000
July
By Asim Yakub, BSR SG Head 39
Coffee Mornings
•For mothers from Defence and Jubilee Campus•Allowed to take a tour of the campus, use the gym and drink tea/coffee•This will help them become familiar with the project and consider the school for their children (O’level students)
Networking Lunch/Meetups
•For O and A’level tuition and other schools’ teachers, with a good name in the market•The new campus and its vision can be promoted by Head of Corporate Communication and/or those overseeing the project execution in Karachi•Most of these teachers have hundreds of students and can be very effective brand ambassadors for us.
Public Relations
By Asim Yakub, BSR SG Head 40
2 Open Days to be organized in April and July 2013
These will be festive, full day events held on the rooftop of the new campus
Existing BSS O’level students from Jubilee and Defence Campus, and students from other schools will be invited with their parents
Events
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