Marketing Strategy Analysis of the Nirwana Education Group

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Report: Marketing Strategy Analysis on The Education Group

Background of Organisation

This report is focused on The Education Group, and the requirement of having a bachelor’s degree programmes and the ability to provide homegrown degree programmes via its status as a University College. They do have a range of institutions which runs several different levels of programmes but do not have a university college for students to be able to pursue their bachelor’s degree. Their headquarters serve as the central location for operations.

All business activities, decisions, support and services originate from here. The headquarters is also the home of their administration centre. The Education Group started as a small education institution which ran a franchise programme, which grew into a centre providing pre university programmes, diploma programmes, and distant learning programmes.

The Distant Learning Programme was an optional system offered to their students upon completion of their pre university programme and diploma programme. Here most students upon completing their pre university and diploma programme opt for foreign universities to complete their Bachelor’s degree as the option of completing their Bachelor’s degree in The Education Group is limited.  The number of students who have used the option provided from the Year 2015 to 2020 would be more 3000 students (Archive, student’s centre 2020). Upon considering the number of students who have opted to travel overseas to complete their bachelor’s degree and studies pathway, the GMD and his directors are now keen to retain their students to complete their bachelor’s degree within The Education Group itself.

This report documents this new marketing strategy. Methodology In order to compile this report there was a need to have had to conduct a large amount of research. This consisted of a number of primary techniques.

Firstly, interviewed the Group Managing Director (GMD), he administers and decides on The Education Groups’ expansion plans at every level. He provided a large amount of first-hand information and was invaluable. He was also able to provide me with a large amount of information about the current system and this has been included in the appendices.

GMD would also sit through certain aspects of the marketing strategy plan. Managed to speak with Director of Administration and Operations (DOAO) and the Director of Marketing (DOM) at length. Both, DOAO & DOM have strongly been involved with the marketing planning processes related to this project.

These two people ensure that the information provided for the systems currently in place is of the highest quality. Spoke on the telephone to a number of students who are currently pursuing their education on various levels on their thoughts about the process of this new marketing initiative.

Whilst this was mainly anecdotal, it did provide a good understanding of the impressions of these stakeholders. This research, whilst truthful, must be taken with a pinch of salt, as they are largely opinion based. I also used a number of textbooks, listed in the Reference and Bibliography written by respected authors on Marketing, Resource and Strategic Management in Practice. This is secondary research, but of good quality. Finally, I used a number of web resources as another form of secondary research to back up and reinforce ideas, theories and models.

Where possible I have cross referenced information to ensure data accuracy before including it in this report.

  1. Existing Business Plans and Strategies in The Education Group and the Risk and Competitive Position for the Organisation and a Suitable Management Strategy Plan.

This report would first analyse the existing business plans and strategies of The Education Group and then go on to propose, evaluate and select a new service to ensure a successful growth for The Education Group. The risks and competitive position for The Education Group and its factors that could potentially drive the need to develop a suitable strategy plan for the new marketing initiative. It would be able to analyse that using BCG analysis. The result of this was that it was identified that an appropriate business strategy is an important asset to ensure a successful implementation of a marketing strategy and the success to launch the new service or programme provided by the Education Group.

By recognising this opportunity, a viable opportunity has arisen. to develop its own all three-year Degree Programme internally, rather than paying a Moderation and Validation fee for each programme collaborated with a foreign university which plays a role as an awarding body. The Education Group would now like to provide education services platform from a college-based education institution to a university college status henceforth providing a homegrown programme for students locally and internationally.

In order to implement this new education service, research was required into how it would be best to implement it. Reviewing the existing business plans and strategies for The Education Group would be needed.  

The Nirwana Education Group has a strong existing business plan that are to produce competent graduates to fulfil national and international manpower needs.  The Group also aims to encourage the globalisation in the student population by attracting foreign students to join their prestigious university.  They also aim to provide opportunities to deserving students by provide funding in forms of scholarship and sponsorship. They also would like to offer adequate and quality higher education infrastructure, bench marking with the best practices adopted internationally and to enhance strategic alliances with local and foreign higher education institutions, and to venture into the field of research, development and commercialization. Their ultimate aim is to maintain and further enhance The Education Group as a Centre of Excellence for Higher Education.

Strategic planning for The Education Group is to formulate and implement new initiatives to ensure better business growth. Strategic planning can be profitable or non-profitable in nature. Non-profitable planning refers to the various Corporate Social Responsibilities the Education Group would participate to ensure satisfaction between stakeholders.

Market competitiveness is happening all around us without us knowing it. The recent economic downturn has caused chaos in organisations which have been forced to react rather than be proactive, and while the economic crisis may be something few could have predicted, it is not the norm. Being able to identify the drivers for change are essential in order for you to spot the necessity for making change happen, and also to determine exactly how you will combat these drivers and produce an effective marketing plan.

Upon considering a number of models the BCG model is selected as the main model to follow. To help attain this, it is important that analysing, planning and select strategy team is created for a smooth communication process in order to gain stakeholders commitment to the plan. This team at the very least should contain at least 2 very reliable employee or heads of the two key departments. It should also contain a company director, to keep the board informed and ensure proper alignment and information for the need for change throughout the organisation, from the top down. Guided by its mission, objectives and strategy, The Education Group must now plan its business portfolio. The business portfolio would be the business that would make up the organisation. This could be done with a thorough analysis on the strengths, weaknesses and the opportunities in the surrounding circumstances. In order to ensure a progressive growth, The Education Group would need to analyse its current business portfolio to ensure the current initiative would require less or same amount of investment and to develop and ensure a strong growth for the service to be provided henceforth.

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This could be seen in the stakeholder’s view, whereby to attain financials profits to the shareholders or owners through revenues but in contrast to the earlier view profits will not be the sole responsibility of an organization. This would not be defined as a personal interest of profit growth instead in terms of competence of advantages for both personal interest and the social order that The Education Group is set in. The validation for society-based inclusion is that of The Education Group’s reputation is important for its long-term financial progression. An operative CSR policy will fill all characteristics of processes. ...

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