ASSIGNMENT 3: MARKETING PLAN

GROUP MEMBERS : NORWAHIDAH BINTI MOHD NASIR G1817806

NURUL NADIA BINTI ARIPEN G1815230

PROGRAMME : MASTER OF EDUCATION

(EDUCATIONAL MANAGEMENT & LEADERSHIP)

SUBJECT : EDUCATIONAL MARKETING: PRINCIPLES AND

PRACTICES (EDA 6003)

LECTURER’S NAME : ASSOC. PROF. DR. AZAM BIN OTHMAN

KULIYYAH OF EDUCATION
INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA
 CONTENTS

1.0 EXECUTIVE SUMMARY……………………………………………………… 3

2.0 COMPANY’S BACKGROUD ………………………………………………… 4

2.1 Overview ………………………………………………………………… 4
2.2 Vision ……………………………………………………………….…… 4
2.3 Missions …………………………………………………….……….…… 4
2.4 Logo ……………………………………………………………………… 5
2.5 Tagline …………………………………….. …………………………… 5
3.0 CURRENT MARKETING/ENVIRONMETAL ANALYSIS … ……..….….. 5
3.1 Industry Overview ………………………………….………………...… 5
3.2 Environmental analysis (PESTLE Analysis) ………………….……… 6
3.3 Target Market Characteristic ………………………………….…….. 8
3.4 Target Market Group …………………..…………………………….... 9
4.0 SWOT ANALYSIS ……………………………………………………….…..… 10
5.0 MARKETING OBJECTIVES ………………………………………….……… 12
6.0 MARKETING STRATEGIES ………………………………………….……… 12
6.1 Marketing Organization ……………………………………………….. 12
6.2 Marketing Mix …………………………………………………………... 14
6.3 Marketing Strategies …………………………………………………… 16
6.4 Gantt Chart …………………………………………………………….. 18
7.0 FINANCIAL PROJECTION/BUDGET .………………………………….….. 19
7.1 Capital Contribution …………………………………………………… 19
7.2 Costing …………………………………………………………..……….. 19
7.3 Budgeting ……………………………………………………….……….. 19
8.0 CONTROL AND EVALUATION …………….…………………….……..….. 21
8.1 Performance Standard ………………………………………………….. 24
9.0 CONCLUSION ………………………………..………………………………… 24

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1.0 EXECUTIVE SUMMARY

Al-Furqan Yōchien (Al-Furqan Pre-school) is a foremost pre-school and day care

center in Port Dickson, Negeri Sembilan. We are a preschool that provide day care

services for children under the ages of six to prepare them for primary school. We

also have the best of aims to prepare our pupils to come out tops in all they do- given

that they would be the leaders of tomorrow. We propose to achieve this and more by

merging an all exclusive curriculum custom-made explicitly for children.

Our pre-school business is yet to commence. This is because we have slated

our opening day to be in the first week of the month of January 2020. In the

meantime, a whole lot has fallen in place for us; from the structure and location which

we intend to start out from, to all the fittings and furniture that would be needed. We

have also taken time to interview all the employees that would be needed to run a

successful day care business. We will ensure that we hire professional educationist

and care – giver who are well trained to handle kids that are of pre – school age in

various kids development learning areas who are well experienced and passionate in

imparting knowledge to toddlers at various learning ladder.

We have strictly adhered to our business model- this is so that we do not miss

a thing out. We believe that with all these in place, by the time we do start operation,

we know that we will be able to get good returns on our investment. Furthermore, the

axis of Port Dickson town where we plan to locate our daycare business isn’t

saturated with day care businesses; as a result, we are glad there might be little or no

competition to face there.

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2.0 COMPANY’S BACKGROUD

2.1 Overview

At Al-Furqan Yōchien, we are first all about making the conducive pre-school

and day care in Port Dickson, Negeri Sembilan. Our pre-school will focus on

the application of Islamic values to our life as well as implement elements of

values as practiced in Japan. The idea of establishing this school was the result

of parents' interest in Japanese educational practice without abandoning

religious elements.

Al-Furqan seeks to develop in each student a positive identity as a

Muslim who is prepared intellectually, socially, emotionally, spiritually, and

physically to succeed in tomorrow's world. Al-Furqan aims to develop in each

student a balanced character enriched with knowledge, inspired to excellence,

and committed to the betterment of family, community, and humanity.

2.2 Vision

The vision of Al-Furqan Yōchien is to plant seeds of life-long learning,

nurtured with a strong Islamic foundation, which inspire our students to

blossom into well-rounded and productive citizens, able to think

independently and make meaningful decisions that will help achieve their

individual potentials.

2.3 Missions

The mission of Al-Furqan Yōchien, with input from all stakeholders, is to

provide our students with academically challenging, rigorous and relevant

learning experiences that will empower them to become life-long learners. Our

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 desire is that these educational experiences embedded with the tenets of Islam

will help our students to fulfill their utmost potentials for both spiritual and

intellectual growth.

2.4 Logo

2.5 Tagline

“A Criterion for Success”

3.0 CURRENT MARKETING/ENVIRONMETAL ANALYSIS

3.1 Industry Overview

Pre-school and day care business is one of the easy businesses that just about

anyone who has an interest in kids could readily start. Pre-school and day care

has become such a large industry because so many parents are working. That

is why investors are beginning to leverage on the high demand for pre-school

and day care services, to establish even better ones.

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3.2 Environmental analysis (PESTLE Analysis)

Marketing is a key aspect of a firm’s products and services. The right

marketing strategy allows firms to achieve goals and gain a competitive

advantage. Without extensive research and analysis, a marketing campaign

cannot be successful. PESTLE analysis is broadly used by businesses. The

analysis focuses more on external factors, which influence the business’

progress, hence making it more reliable. As the analysis is done, it can be used

for planning and strategizing, helping businesses chart a course for the future.

The Political, Economic, Social, Technological, Legal and Environmental

factors allow firms to get an extensive understanding of the trends.

Political

 Regulations and licensing requirements change regularly, based on the

current state government

 An increased interest in “School Choice” in the federal government.

Parents prefer to send their children to public pre-school.

 Certified by Malaysia Qualification Agency

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Economic

 Economic insecurity and recession: if parents are unemployed,

underemployed or insecure in employment, they are less likely to

enroll their children in preschool

 Attraction is more on parents in Port Dickson who work in

professional field with stable family economy

 Unstable economic condition makes the increase of pricing in service

Social

 Increasing in birth rate. According to statistics of population, Negeri

Sembilan, 2010-2019, Negeri Sembilan has approximately 106,000

children less than 5 years of age. 64% of them are Muslim.

 Demographic changes may affect likely pupil rolls or the nature of

pupils needs e.g. pupils with Islamic education, English as a second

language and values.

Technological

 Latest and advanced technology helps to promote Al-Furqan Yōchien

 No internet problem in Port Dickson area

Legal

 Public school operating hour (7.30am to 1.00pm)

 Public school offer only for 6 years old students to enrol their pre-

school.

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 Environmental

 New residential area in Lukut will opening in 2020

 A new highway layout near the Al-Furqan Yōchien

 School bus transport provided

 The new developing business area and commerce around

3.3 Target Market Characteristic

Target marketing involves narrowing down potential users of your products or

services by developing a profile of a likely consumer. Information typically is

gathered through marketing research, which makes use of tools such as

surveys and questionnaires. By determining a customer profile, you can

develop a marketing campaign geared toward your target market, which can

be much more cost-effective than trying to reach a mass audience.

Demographics

Our target group is Muslim children in Port Dickson in the age between 2 to 4.

From the statistics of population, Negeri Sembilan, 2010-2019, the population

of children getting increase year by year. We also set the target on parents

who works and need day care for their children.

Geographic

Port Dickson is a developed location in Negeri Sembilan and located nearest

to Seremban and Kuala Lumpur. Many new development and housing projects

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 are underway in Port Dickson. In five years, more people will migrate to Port

Dickson because of its strategic location.

Psychographics

The population of our target market is on population who with modern with

perception about education development and achievement as a crucial need for

the kids. Parents nowadays are influence by Japanese education style and

culture embedded with Islamic values. They prefer pre-school and day care

centre which can offer play-school type for their children.

3.4 Target Market Group

Our target market as clearly defined in our business plan cuts across every

industry and of course individuals and corporate organizations. We are going

to concentrate mainly on folks who have kids that need to be in pre-school

centre.

Here is a list of our target market; the people and organizations which our

business is designed for:

a) Working parents around Port Dickson

b) Government organizations in Port Dickson

c) Households within Port Dickson

d) Offices and places of business in Port Dickson

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4.0 SWOT ANALYSIS

Our purpose of starting a pre-school and day care centre is to compete favourably

with other schools, and surpass them. We have also decided to have a test run on the

business for a period of 5 years. This is to know how we are able to fare during this

time, as well as to determine if we are to devote more resources, additional money, for

the expansion of the business. We shall start with just one center for now and then see

how we are able to succeed despite the myriad of competition. In arriving at all these,

we deemed it fit to employ the services of an expert who has helped us with

conducting a SWOT analysis. was expedient that we did this, so as to ensure that we

have what it takes to run a day care school and perhaps even build more branches.

Here is a summary of the result from the SWOT Analysis that was conducted;

Strength:

Our area of strength to a very large extent lies in the fact that the owner of our day

center is well versed in child psychology. This is really a positive one for us, because

we believe that we shall be able to really handle the kids that are put in our care,

unlike some folks who have no background knowledge in education and psychology.

Furthermore, our premise is situated at the strategic location and easy access place for

parents to pick up the children right after working hour end. The combination of

Islamic Values and Japanese culture also will be the attraction to offer for parent to let

the kids learning more fun and full of good values based on Japanese culture. The fees

also affordable and worth for both parents and students.

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Weakness:

The perceived weakness for our business could be that we are starting out as newbies

and it really isn’t easy to convince people to come and enrol their kids at the day care.

This is why we have got to really work hard at our advertising strategies, as well as

solidify how to seal deal with our potential clients. Other also from other institute that

may be the competitor for our new premise. Also there will be lack in terms of

financial for it may be hard to maintain monthly profit for the newbies.

Opportunities:

The fact that we intend to lower the fees involved in enrolling a kid at our day-care,

seems to be one of the ways at which we will attract all and sundry. We are certain

without a doubt that with the quality of our employees and services, we shall attract

clients that would be highly satisfied with us.

Threat:

Some of the threat our business may likely faced with might be a scenario where a kid

has an illness and yet comes to the center. There may be likelihood that such an

epidemic might spread to other kids. As such; this might not be nice because that

might make some guardians want to withdraw their kids to a safer place. That is why

we suggest to do health screening before the student enter the classroom.

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5.0 MARKETING OBJECTIVES

Marketing objectives are goals that should be achieved when promoting products or

services to potential consumers. These goes have to be accomplished in a given period

of time.

Below are the marketing objectives of our company:

 Our pre-school targeting 50 students enrolment

by January 2020.

 Aware atleast 80% of Port Dickson people about Al-Furqan Yōchien

 To improve the average customer satisfaction of our website by 15%

(measured through marketing research surveys before and after redesign) by

the end of second half of 2020.

 Grow our preschool to become one of the top 10 pre – schools / daycare center

in Negeri Sembilan in 3 years.

6.0 MARKETING STRATEGIES

6.1 Marketing Organization

At Al-Furqan Yōchien we will ensure that we hire people that are qualified,

hardworking, creative, customer centric and are ready to work to help us build a

prosperous business that will benefit all the stake holders (the owners, workforce, and

customers).

In view of the above, we have decided to hire qualified and competent hands to

occupy the following positions;

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No Position
1 Pre-school
Coordinator/Administrator
2 Marketing and Sales
Executive
3 Financial Executive
4 Client Service Executive
5 Teachers/Tutors
6 Nannies
Job Description
Responsible for providing direction for the pre-
school / day-care centre
Identifies, prioritizes, and reaches out to new
parents, and business opportunities et al
Identifies development opportunities; follows
up on development leads and contacts;
participates in the structuring and financing of
projects; assures the completion of development
projects.
Responsible for preparing financial reports,
budgets, and financial statements for the
organization
Provides managements with financial analyses,
development budgets, and accounting reports;
analyzes financial feasibility for the most
complex proposed projects; conducts market
research to forecast trends and business
conditions.
Responsible for financial forecasting and risks
analysis.
Welcomes toddlers and their parents by greeting
them in person or on the telephone; answering
or directing inquiries.
Ensures that all contacts with parents (e-mail,
walk-In center, SMS or phone) provides them
with a personalized customer service experience
of the highest level
Effectively teach subject / subjects as assigned
by the school coordinator
Responsible for changing diapers for kids and
cleaning them up when they messed up
themselves
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7 Cleaners Maintain a clean pre-school facility by
sweeping, vacuuming, dusting, cleaning of glass
doors and windows, etc. if required.
8 Security Officers Ensure that the pre-school facility is secured at
all time
Control traffic and organize parking

6.2 Marketing Mix

Products

We are offering pre-school and day care to our students. Our pre-school also

emphasizes on the religious aspects of Islam and embodies the values of the

martial arts as practiced in Japan. The teachers who hired to teach here are

professional teachers and are given special courses to understand the school's

aspirations. We also promise conducive learning and a positive atmosphere

throughout the day. Our unique selling point is attached to the fact all kiddies

are treated and related to on an individual basis.

Al-Furqan Yōchien will be operated on daily basis from 8.00 am to 5.00 pm

and close on weekend. Parents can visit and pick up the kids anytime. The

nannies will make sure the safety of every student. We also have

extracurricular activities for all kids such as swimming, playing music and

else. We promise to make every kid’s special day a memorable one in our pre-

school and day care..

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Price

When it comes to fixing prices for our services, we will ensure that we set

pricing in line with what is available in the pre-school and day care trade. We

are very aware that we have got to lower our price so that we will be able to

attract customers like never before as we seek to gain recognition as newbies.

Our pre-school decides to charge the same fee to all level which is RM600 per

month within 20 days. So the price per day is only RM30 which is affordable

for all compared to other pre-school. Our unique selling point is our pre-

school accepting all type of payment such as cash, cheque and online bank in.

It helps those who are too busy and no time to go to our pre-school just to pay

monthly fees.

Place

Currently, Al-Furqan Yōchien will be operated at strategic area in Port

Dickson. We are planning to open another branch in Seremban in 2021.

We are here

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 Promotion

Currently, Al-Furqan Yōchien introduces our pre-school by sending

introductory letters alongside our brochure to parents. We also print out fliers,

poster and business cards and strategically drop them in religious centres and

public facilities. Besides that, our team also advertising online by using an

advertising platform such as Facebook group and website.

6.3 Marketing Strategies

Visiting Day/The Preschool Tour

Al-Furqan Yōchien is welcoming all parents and toddlers to visiting the school

on 4 December 2019. All visitors can explore and visit the premise and take a

look all the facilities in the premise. There is more to a tour than just walking

through the classrooms, handing out a packet and giving them us "elevator"

speech about our program.

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Open Houses

Many programs hold what is called an "Open House" two week before the

school year begins. At a true Open House, one that is meant for preschool

marketing and increasing enrollment, is planned intentionally many times and

many ways throughout the year. This programme will be on 16 December

2019.

Preschool Website and FB page

Al-Furqan Yōchien website and FB page already launched. All the

information are provided for parents .The details and content of promotions

are all in the websites including registration fees and monthly fees. Parents

also can fill the online form when they decide to choose our institution. All

other details such as the planned activities, modules and curriculum are also

stated in the websites.

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 6.4 Gantt Chart

Disember 2019 Jan 2020

No Description
Week Week Week Week Week Week
1 2 3 4 1 2
1 Situation analysis

2 Company analysis

3 Customer analysis

4 Competitor analysis

5 SWOT analysis

6 Product

7 Price

8 Placement

9 Promotion

10 Controlling and evaluation

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7.0 FINANCIAL PROJECTION/BUDGET

7.1 Capital Contribution

The capital invested to our company is RM150,000. The capital resource is

mainly a financing scheme from bank.

7.2 Costing

Al-Furqan Yōchien
Costing

No Items Cost (RM)

1 License cost 10 000
2 Premise (deposit and 1 year rent) 30 000
3 Renovation cost 40 000
4 Furniture (classroom, office, prayer hall, kitchen) 50 000
5 Decoration 13 000
6 Stationary 1 000
7 Website design 4 000
8 Poster, flyers, business card etc 3 000
Total 150 000

7.3 Budgeting

Al-Furqan Yōchien
Selling and Administrative Budget
For month ended 31ST December 2019
Cost (RM)
Services (No of students) 50 students
Enrol fees (RM1500) 75 000
Monthly fees (January : RM 600) 30 000
Total Cash Receipt 105 000

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 Al-Furqan Yōchien
Selling and Administrative Budget
For month ended 31ST December 2019
Cost (RM)
Website design 5 000
Rent 2 000
Office Furniture 50 000
Renovation and Design 40 000
Stationary 1000
Total Disbursement for Selling and administrative Expenses 98 000

Al-Furqan Yōchien
Cash Budget
For the month ended 31st December 2019
Cost (RM)
Beginning Cash Balance 0
Add: Cash Receipt
Loan from Bank 150 000
Fees 75 000
Total Cash Available 225 000
Less: Disbursement
Selling and Administrative Expenses 98 000
Excess of Cash Available after Disbursement 127 000

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8.0 CONTROL AND EVALUATION

8.1 Performance Standard

Evaluating marketing performance guides future marketing initiatives and

helps a company achieve its goals.

Expansion

Internal and
Number of
External
students
Response

Performance
Standard

Expansion

Al-Furqan Yōchien is located in a premise that able for only 50 students in one

time. For time being, we will look forward to expand our business in big scale.

So, we are expecting to open another branch of our pre-school within 3 years

to accommodate the increasing number of students. We also in planning to

open another Al-Furqan Yōchien in Seremban city.

Number of students

Al-Furqan Yōchien aim to provide services to at least 50 students for year

2020. Each teacher/tutor will assist 6 to 10 students only to maintain the

quality of learning.

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 Internal and External Response

The internal and external feedback should be incorporated in the evaluation.

Internal response is feedback from our staffs. All staff will be able to give

their ideas directly to our administrators or during our meeting. While external

response is any feedback from outsider such as parents and community. Our

pre-school are opened to receive any recommendation or complains to

improve our business quality.

8.2 Controlling

Controlling is a very important activity in a company and business to ensure

the quality of the products and services. This activity involves the action of

reducing gap between the expected performance and the actual performance.

Below are examples of controlling method that will be used in our company:

Financial
Control

Monitor
Target Market
Sales Controlling Customer
Feedback

Competitor
Analysis

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Monitor Customer Feedback

Customer feedback is any information coming directly from customers

(parents) about the satisfaction or dissatisfaction they feel with a product or a

service in Al-Furqan Yōchien. Customer comments and complaints given to

our pre-school are very important resource for improving and addressing the

needs and wants of the customer. We will get the information from parents or

customer in written or oral surveys, online forms, emails, letters, or phone

calls from the customer to the company.

Financial Control

Financial control aimed at achieving desired return on investment. It also

refers to act of monitoring the company financial transactions to be parallel to

projected financial. The company cannot spend too much for unnecessary

things that may cause the company loss. Administration must always monitor

company money flow and make sure company income is stable and make

profit.

Target Market Sales

Sales can be measured in units sold, revenue generated or profit amount. Each

marketing plan sets out to determine the effect of the plan on the target

market. Once again, this is done through market surveys or at the point of sale

with the assistance of retail partners. Actual sales in the target market are

compared to the marketing plan projections to see if any changes need to be

mad. In some cases, analyzing a demographic breakdown of sales may

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 indicate that the initial target market was inaccurate and a new target market

may emerge based on sales data.

Competitor Analysis

A competitive analysis is a critical part of our company marketing plan. With

this evaluation, we can establish what makes our product or service unique--

order to attract your target market. We will always identifying our competitors

and evaluating their strategies to determine their strengths and weaknesses

relative to those of our pre-school and day care.

9.0 CONCLUSION

First of all we choose to write this marketing plan to fulfil the requirement for our

educational marketing subject for this class, we find it difficult to make another

marketing plan based on the one that have been given by the lecturer because the plan

is already seems completed and perfect written by an experts. We never write any

marketing plan before because we are not really expose to the big business that need

to hire workers and staff and big amount of budget. In this strategy, we are expose to

a plan which include a service that fulfil human need and wants. The budget also need

to be plan carefully based on the financial loan in order to distributed for all parts to

avoid abandon that may cause failure in the future because of unprofessional budget

management. Thus, careful meticulous management of budget must be consider

before running the company. In this plan, mission, vision and objectives are stated

clearly to give better description about our company. The uniqueness of combining

between Islamic Values and Japanese style and culture will give parents a new style

of learning for their kids.

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