2

Strength

Flexibility of Curriculum

Diversified course modules

Degree from a reputed college

Less Costly

Education for all

Earn While you learn

Weakness

Constantly Changing Technology

Huge initial investment required for setup

High level of motivation among students required

Tech savvy Professors and Tutors difficult to be found

Inability to respond to the queries immediately

Opportunity

• Huge market segment of working professionals and students

• Can capture wider market due to easiness in access.

• Partnering with reputed universities and colleges bringing in brand loyalty

• Interaction with practicing professional and MoU’s can be signed for placements.

Threat

• Competitive Market

• Traditional method of teaching can be a hindrance

• User Friendly interface must for motivation of student and can cost higher

• Negative perception among recruiters

• Entry barriers such as Intellectual property rights, patents, copyright etc.

SWOT ANALYSIS

SWOT ANALYSIS

3

Target market

People Target Audience

ProductTargeted Product

As per age group the target people for distant learning courses come from the age group of 21-25 years followed by 26-30 years

Based on education Qualification Graduates are the major target, followed by Senior Higher Secondary Students.

Preferred Management courses such as MBA, BBA

On the basis of mode of teaching

• Centre based teaching for Unemployed or Employed (Part time)

• Online based teaching for Employed (Full Time)

For estimating the target market it has been classified on the basis of 5 P’s mainly People, Product, Place, Price and Promotion

4

Target Market

Colleges Industry

Chosen as study

centres

Used for Assessment of students

Industrial Interaction

Universities

Tie-ups

PLACE

Reputed Universities

AICTE or UGC

approved Courses

Guest Lectures Feel of Classroom study

Placement MoU’s

Practical Training

Choosing the best placehas been classified intothree different itemsnamely UniversityCollege and Industry.

Tie ups with reputeduniversity will bring inmore no. of enrolmentsand colleges can beused as study centre's

5

Target Market

Price

Promotion

Must lay emphasis on cost cutting Distance learning courses are cheaper than traditional

courses and can be afforded easily by middle incomegroup

Since players are already present in the market thecost of courses have to be competitive and attractiveand should not be a burden on their pockets

Scholarship schemes can be given for top achievers

Promotion through social media or online marketing Discount offering or referral scheme Seminar delivery within colleges Relationship Building After sales servicing brings in loyalty Effective Teaching Flue model can be used

6

Key Findings

70% people are fromage group of 21-30years

Out of the highestqualificationpossessed 59%possess a graduationdegree

33% of peopleenrolling are fromsenior highersecondary

To be grabbed

Approximately 40%people opt forgraduation as distantlearning course outof which 13% opt forcommerce and 10%for arts

PG courses are takenup by 58% of people.The managementcourses are taken upby 53% people out ofthose opting for PGcourses

Around 69% peopleprefer to have adistant learningfrom a reputedgovernmentuniversity

56% people prefercentre as mode oflearning, these aremajorly fromunemployed sector.Almost 64% peoplewho are notemployed currentlyprefer centre basedmode.

60% of peoplecame to knowabout distantlearning fromfriends whichstates lessemphasis onmarketing are laid.

For consultation67% peopleconsult studycentres followedby 53% gatheringinformation fromuniversity and 53%from their friendsand family

The top 3considerationwhile deciding thecourse areDuration of CourseReputation ofUniversity andAcademic support.

After grabbing theinformation fromstudy centresaround 45% of thedecisions areeffected by Friendsand Family whilemedia contributesonly 4%

Audience BaseNeed

AssessmentPreference

Data Collection

Decision Making

Decision Influencers

Expansion of source

Preference kept in mind

Product as per need

Most Attractive Target Segment?

• Students who have just completed their seniorsecondary education can be tapped as manypeople do not get enough marks to enroll in togood colleges.

• Working professionals who seek advancement intheir career opt for distant learning education

• Age group of 21-30 is the most feasible target ofmarket.

• MBA’s are in demand and is one of the mostattractive course in the PG stream. If placementscan be provided it will be a cherry on the cake.

8

How Can we reach the Target?

Online Marketing

Relationship Building

Mobile Marketing

Physical Study Centre

On the go learning

Mobile Quiz app

Online advertisements

Social Networking

Emails

SMS

Good user interface

Attractive website

Personal Assessment

Source of Information

Feel like Classroom

Ease in referrals

Resolving Grievances

Support services

Free Seminars

Campaigns

9

Key messages company should focus on

Pre Sales

Efficiency and cost base improvements

Assessing the target marketAssociation with reputed universities Media Advertising Industrial Tie ups Effectiveness of Courses Flexible timings and Availability of centre’s

Post SalesSales

24*7 support services Free Seminars Information of achievements of Alumni Advertising Flexible and Latest CurriculumMotivate

Networking with professionals Growth and Career driven Job Opportunities Guidance and Mentorship Feedback reportReward for higher achievers

10

Challenges that can be faced by ABC

Competitorpower

Buyerpower

Challenge ofnew entry

Challenge of substitution

Challenges for

ABC

{Competitor Power}

Existing market benefit

Highly competitive price and discounts

Financially Strong with existing tie-ups with universities

{Challenges of New Entry}

Intellectual property rights and patents

Huge initial cost of investment

Highly competitive market

{Challenges of Substitution}

Threat of substitution to competitors product

Lack of Motivation may lead to dropout

{Buyer Power}

Changing need and preferences of customer

Price bargaining as more people are from middle income group

Lack of Job opportunities

11

Suggestions and Recommendations

Suggestion and Recommendation

1. Signing MoU’s withreputed universities

8. Tie ups with companiesfor placement can beadditional advantage andcan pool in more candidates

4. Association with job portals can be effective

2. Motivating the studentsto carry on the coursethrough effective learning.

12. Scholarship for high achievers

6. After Sales supportservice must

3. User friendly interface forease in access for onlinestudents

5. Guest lectures formindustry experts or highlyrated professors

7. Providing industrial trainingor practical experience will addon to managerial and technicaleffectiveness

10. Global Tie-ups for educationwill bring in growth of studentsenrolling for distant education

9. Competitive price with highquality delivery

13. Use of Effective TeachingFlue Model

11. Work and Earn conceptcan be effective