Case:
AGUSTINE SCHOOL PROM
Many children of high-income families in Cabanatuan City and Nueva Ecija are sent by their parents to study in exclusive schools in Manila. Unmindful of the costs, the parents maintain the view that real education has a high price tag.
The public elementary schools as well as the public high schools are perceived, rightly or wrongly, as not being able to deliver the quality of educational services needed. Even if this is so, enrolment in public schools has swelled to more than 60 students per class. The rule in public schools, except college, is to accommodate everybody.
Currently, the opening of Montessori and private elementary schools in the area has provided some relief to parents who want quality education for their children. The older private schools are now competing with the new Montessori and private elementary schools which charge higher tuition fees.
Miss Jana Agustin is a teacher at the same time marketing officer to promote the school. She handles subjects in the secondary school of a university and has some five years of administrative experience in a private school. She is only 35 years old and is currently considering opening a school that will cater to an inadequately served market segment.
Teacher Jana feels that the high-income families in the area fall within the segment she would like to serve. She is particularly interested in the high school education needs of the same segment. Presently, no high tuition private high school is serving the area. She thinks that she should start operating a private high school exclusively for children of high-income families. She is now considering her first moves but she wonders what these moves should be. Now her task is to think of a better promotional strategy to capture the target market.
Questions:
[1] if you are teacher Jana, what promotional strategies will you adopt?
in terms of;
[a] Services
[b] Prices
[c] Place
[d] People
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