STRATEGIC
MANAGEMENT
INSTITUTE FOR PROFESSIONAL DEVELOPMENT (IPD)
INTRODUCTION:
As many of my colleagues completed their graduation from RAHIM
YAR KHAN, after the completion of their graduation they moved forwarded for
their higher studies by keeping in mind about our financial strength and joined
PAF-KIET for MBA.
While discussing with them, I found that from the day one in
PAF-KIET problems arises around them in shape of projects, assignments, presentations
and other activities, because they were from an urban area and they were
unaware of the presentations, that how we conduct the research, and they had
lack of confident to present in the front of the class and teacher, it results
the lot of embracement. So they realized that the degree they received earlier
is just a piece of paper nothing else, but at the same time an opportunity
raise in shape of idea to introduce a plate form for the students who really
wants to study , who are not after the piece of paper.
In the RAHIM YAR KHAN there is not a single institute which
offer the MBA and high level of graduation education so due to these reason mortally
all the student like them moves to the other city for the sake of the quality
education even they faced lot of problems in the other city because they bear
the double expense on their rental, food, educational and lot of many other
expenses in this way it is very costly for them so I want to revoke the migration
of the student by giving the solution of their problems.
And another problem in the rahim yar khan, many colleges and
university provide the evening classes but these classes only facilitate the
full time students but they mostly start from 4 to 8 or from 5 to 8 in this way
the job holders never took the class and continue the education never
facilitate the professionals
And many other problems like costly education and follow the
strategy that the student only pass the course not learn something which they
implement in their professional life so when we saw those problems then we saw
a opportunity and we decided to open a institute which provide the quality
education at a reasonable price and also revoke the migration by offering the
master level program and introduced the project and presentation and research
concept at the level of the graduation in this way we shall solve their
problems and evening class at the reasonable timing at which promote to
professionals continue the
education.
The quality of education provided by the public sector in
Pakistan has been poor due to low levels of teacher competence, lack of
classroom-based support for teachers, poor quality of textbooks and learning
materials, lack of systems to assess student learning outcomes, uneven
supervision, insufficient resources for critical teaching and learning
materials, and weak sector governance and management
(“Third Punjab Education” 2006).
Research indicates that teacher quality, and supportive colleges organization
and management, significantly influence school improvement, and eventually
pupil learning. Literature also suggests that the quality of a teacher is
generally dependent on the quality of his/her education, training, and
availability of post-training support (AKF 1998). The 1998 ABEL/World Bank
report on teacher education in developing countries states that ‘whatever
background experiences and qualifications teacher education staff come with,
the quality of teaching in the program will be strengthened if staff:
• Have a clear concept of how adults and children learn best;
• Can impart subject pedagogies;
• Are active in classroom and school research to be current with
issues and changing demands for teachers;
• Model good practices in their own learning;
• Take time to reflect with students about teaching practice in
conjunction with school observations (Craig, et al. 1998).
The situation analysis attempts to undertake a comprehensive
review of higher education in Pakistan.
The Ministry of Education is currently in the process of formulating a new
education policy and has undertaken a National Policy Review. The
recommendations should be assessed in view of how they contribute to improved
outcomes for students.
MISSION AND VISION STATEMENT
Vision
To make the IPD a world class University and a leader in
developing Pakistan’s
knowledge Society.
Mission
Our university
believes in economic growth, regeneration of social wealth and moral
uprightness. Actually our main aim to accommodate the job holder in the matter
of higher education and secondly we want to revoke the migration of the
graduated student for the sake of higher level education.
The mission of
“professional” Academy is to provide excellent academic and Islamic education
in accordance with the Qur’an and Sunnah. Our objective is to nurture students
in a safe, attractive environment that will prepare them to become responsible,
productive members of society while remaining firm in their Muslim character
and Identity. The University shall set itself to offer innovative programs of
applied nature that will satisfy the needs of students and employers in
relation to the knowledge driven age of technology. We commit ourselves to
produce globally competitive graduates imbued with the highest sense of social
responsibility and moral uprightness. Our mission is to produce a variety of
scientists and researchers, and business administrators, responsive to national
needs with priorities focusing on issues relating to socio-economic and
self-reliance.
The University will
determine to keep on playing a vital role in the world of knowledge and will
remain producing professionals and social scientists for improving the quality
of life across the board.
EXTERNAL ENVIRONMENT
ANALYSIS
The external environment is the main factor
which influence on the decision’s and strategic planning for the business plan,
and the external environment in the foundation for strategic intent and
developing the strategic mission to achieve the strategic competitiveness in
the external environment we acquire the information about the general environment
and about the competitors, customers and other stakeholders.
There are three main
factors in the external environment which helps to develop the business plan.
v General environment.
v Industrial environment.
v Competitor environment.
General Environment
General
environment is the study of the broader society which influence of the business
plan, in which we evaluate the demographic, economic, political/legal, social
cultural segment, Technological, Global and many others include in the study of
the general environment and it can be individual or it can be groups but it is very
difficult to the evaluation of the general environment and a single firm cannot
control or influence on the general environment. It is necessary to understand
the each segment and its implication so that appropriate strategies can be
selected and used. so in our project we must evaluate the general environment
and if we studied in very well way then we easily evaluate that which thing can
be effected us and which not so the accurate information about the general
environment is the base of the successful strategic planning for any business.
Demographic:
Demographic is concern
with the population, size, age structure, geographic distribution, and income
distribution.
In our project in case of population we focus
only those people those are crazy for better quality education or they want to
be educated and in case of age our target is younger and mostly job holder
because in this city even not a single institute which provide the evening
classes for professionals so that’s why we found the opportunity in the age and
it can be our strength in geographic distribution we mostly focus on the Urban
areas because our initial capital will be limited and the concept of education
mostly found
it the urban areas so we spent our advertising budget in the urban areas for
the promotion, and finally we target those community which must be counted in
the middle class we provide the different types of packages of the fees
according to the terms and conditions.
Economic:
It is the nature and
direction of the economy in which a firm competes or may not compete. The
economic condition is very bad in Pakistan because inflation rate increase day
by day and per capita income decrease and people have no resources for the
completion of the education so after the graduation they start the job and left
the study so it can be a huge threat for us but we shall try to cut
the cost and provide the education those person whose income will be
normal and provide the scholarships to the position holder student in this way
they can get the free education and also given the relaxation in shape of
installment to the students for the submission of fee. We shall try
to sustain our self in this economy.
Political/legal:
Political condition is
not stable in the Pakistan
every new government has separate rules and regulations which totally destroy
the economic condition and it also effect on the education. In this city many
other competitors are involve in the politics so they must disturb us and must
be create the barriers for us to inter in the market. But my uncle is MNA and
my brother in law is EDO (Education district
officer) so in can survive and compete very well and provide us the opportunity
in the hypercompetitive environment. We must full fill all the legal
requirements like in starting we must register our institute we took the
affliction from the best institute and submit all the documents in the
registrar officer and also show the partnership deed and provide the original
degrees according to the HEC requirement.
Socio cultural segment:
In this city even a
single institute is not involved in the social activities. But we must create
some activities which support to the culture like every year with the help of
our institute we help to the abnormal children’s which is not capable to dun anything
or we support to any charity institute. We must maintain the norms of our
institute in which every girl or boy will be safe and every girl come on time
and did not go outside without the permission of management and provide the
transport facility to the girls so they can safely reach their homes and we
promote the combine education rather than combine flirt so in this way we can
promote the culture of our country. It can be create the competitive advantage
for us.
Technological:
We shall try to take
the competitive advantage with the help of technology like we fixed the
projector in every room and establish the new computer labs and science
laboratories in which we have modern equipment. And introduce the MIS which
helps to the management and students for the current updates
and provide the all results to the parents and the management can
solve the quire of the students and maintain the accurate information which
helps to top management in many matters for the taking the decisions.
Increasing
of branches:
Now we only start the single institute due to
constraint capital but the district expeditions is include in our plan in the
future after the 2 or three year when we shall see that we are stable and our
goodwill have a power in the market then we separate the commerce and sciences
institute and then we open the branches in the other nearest cities like
khanpur, sadiq abad, in this way we shall try to get the opportunity in other
cities we shall try to explore our branches in the whole district there are two
advantages first one is all the students easily take the admission and they did
not migrate in the other city and second one is we shall increase the goodwill
and revenue. After that we also introduce the other courses like ICMA, CIMA,
and ACCA, CA
for the better quality and to achieve the better opportunity.
With the help of
general environment we can analyze and the current situation and significance
changes and trends among external element, and the general environment also
give us some indication about the threats and opportunities and what will be
happen in the future in this way we can gain the competitive advantage.
Industrial
Environment:
Educational institute
is a service industry in which the different program courses are the service which
is offered by the owner and they produce the student after the whole process. Some
education institute aim to earn the revenue but we want to provide the quality
education at low cost our mission and vision is totally depend on that type of
strategy
If we compared the
general environment to the industrial environment then we found that the
industrial environment has a more direct effect on strategic competitiveness
and above average return. Because if we found that in the RAHIM YAR KHAN has a
hypercompetitive then we must
made strategies according to the overall industrial environment. We will
evaluate our strategy after implementing that will it give us above average
return for long term or not. If that strategy is not sustainable for long term
then we will change our strategy or make some changes in it.
When we evaluate with the help of our survey we found that the
industrial environment of the RAHIM YAR KHAN is favorable for us because is
this city the students migrate the other cities for the sake of master programs
and quality education at the double cost so if we provide the quality education
and offer the masters programs then we can revoke the migration of the students
and motivate that they can take took the quality education in there city and in
this city lot of banks and UNILEVER and other industries and in which we found
lot of professionals are working and they want to the continue their education
so if we provide the evening classes at the reasonable time then we can also
motivate them.
And in this city there is not a party influence or bhatta system
or any political issue which create the problems in the opening or running of
the institute and the we can easily register our institute in the PID in Lahore
and easily full fill the requirements of
the affiliation process. And there is not the swear competition in this city so
we can easily sustain in the market by offering using our potential resources.
THREAT OF NEW
ENTRANTS
We will not only
focus on the strategies of our existing competitors but one thing which is very
important is that either new competitor is coming up in the market or not. Our
strategies would not only depend on the current competitors we should also have
a backup plan for new competitors so that we can easily compete them. Because
maybe the new entrants enter in the market with the better strategies than us
and it could be threat for us.
ECONOMIES OF SCALE
Economy of scale is
not very good because per capita income is very low. But we can reduce our cost
and can provide students education at very low cost because our teacher like we
will teach on low salaries at the starting so that we can provide services on
low cost. We will focus on the advertising of our institute so that this will
be the advantage for us that would know about us and our quality of education. In
this way we can maintain economy of scales. We will provide correct and timely
information to the students so that this will create value for them.
PRODUCT
DIFFERENTIATION
Not any university in
Rahim Yar Khan teaches there students to give presentations so that students
face problems while giving presentations in their practical life when they go
to work. As we are giving multimedia facilities in our class which is not given
by any universities in Rahim Yar Khan so that it gives confidence in students
while presenting in front of peoples. One other thing is that we will make a
room for teachers where teachers are paid extra to give extra time to the
students so that if students have some queries so that they can go there and
ask their teachers about their queries.
CAPITAL REQUIREMENT
As we are investing
money in this institute if we need more capital to increase our faculty or need
some more money to invest in it after some time so we can invest because our
family can support more than it.
SWITCHING COST
Our admission fee
will be very low compare to other institutes so that students can easily take
admissions in our institutes if they want to because the switching cost will be
very low. And we will not charge any admission fees from those students who got
more than 85% marks in their previous program examination. In this case good
students will be attracted towards our institute.
CONVENIENT PLACE
The place that we
have selected is in the center of the city. Which is very convenient for the
students to reach their because of convenient place. As Superior College
opened his campus which is little far from the main city of Rahim Yar Khan so
it is disadvantage for them because students want convenient place to study where
they can reach easily. And as our institute will be co institute so girls will
not take admission if the place is not convenient for them.
COST DISADVANTAGE FOR
NEW ENTRANTS
Cost disadvantage for
us is this that competitors are already settled which have big revenue in their
hand so that we will face problem to survive in starting due to constraints of
resources and experience.
GOVERNMENT POLICIES
We must establish strategy
which fulfills the educational policies of government and HEC.
We must register the name our organization with the registrar and we will show
the affiliation process to the registrar and authority letter which is given by
the HEC and our whole procedure will be legal. Illegal and unethical thing
shall not involve in our business.
Bargaining power:
In our business we
have no bargaining powers because our consumer are limited and we have a lot of
competitors so in this case we always accomplish or made our strategies
according to customer in this way we can facilitate them.
So in this way the
bargaining power of the buyers are powerful because they have substitute. and customer
always want to buy the quality services at low price otherwise they can switch
to the other institute and we must differentiate our services from other competitors
like our salary packages to the faculty and fee structure and way of teaching
and we offered lot of courses our norms and environment should be change from
our competitors because if we provide the same services like our competitors
then we cannot attract to the customer and they are not ready to switch. So the
differentiation is necessary for us to inter in the market otherwise we can’t
sustain in the market. And we only compete our competitors if we offer our
services from different ways which is not offered before it and it should be
our competitive advantage.
And one more
important thing which I found in the external environment in this city that due
to low quality of the education mostly after the complete of the graduation the
student migrate to the other cities for the better education and in new city
they face lot of problems and they bear the double expense of the study because
they pay the rent and food expense and lot of other expense and they also bear
the course expense and I am also counted in this category so my all friends and
my younger brother also studied so this is the advantage and opportunity for us
that we shall create that type of educational atmosphere and provide high
quality of education and we can revoke the migration of the student if we
provide all the facilities which they got in other cities. In this way we can
provide the same benefits at half cost.
SWOT ANALYSIS:
STRENGTH:
1-
All partners are having good qualification and great experience
of different segments, and few partners are having experience of similar
sector, which will support us.
2-
We will offer the best education environment comparatively at
very reasonable price and other fee packages will be offered for the facility,
and scholarships for the position holders.
3-
The campus is located in the centre of the city which will
support to the female students, employed, and other students as well.
4-
Our partner’s relative (MNA) assure to help us out with all
government concerns, this would help us in the affiliation and other political
matters.
5-
We have designed the new pay structure (Per Hour) for teachers, this will attract the competent teachers , and
teacher will love to spend more time with the students. This will make the
student more competent
6-
Students are motivated to learn and work in a place where they
can discuss and are allowed to speak freely, therefore our institute adopts
“STM Conference” student’s teacher management conference to diagnose each
student weakness, analyze and train students accordingly. This would help
students to know about their weak points and further guidelines related to
their problems.
WEAKNESS:
1-
Limited capital
2-
Few partners have lack of experience in the educational sector.
3-
Lack of analytical study regarding to understand the educational
culture of the city.
4-
The institute will run through one campus only. Campus for
different departments or separately for boys and girls cannot be afforded
initially for 5 years.
5-
Due to limited resources we cannot increases the functional
departments and one department control the work of other department. So the
work load is high one all the departments.
6-
Institute cannot support to maximize faculty members.
7-
As a new arrival in the city we cannot easily take loan from the
banks and will have no reputation vision for the citizens.
OPPORTUNITIES:
1-
Not even a single institute in the city is focusing on Master
Programs, so we can gain the opportunity by offering the masters programs
specially the MBA.
2-
The best opportunity to avail is that of providing convenient
timings for job holding candidates. Other institutes in the city are providing
evening classes from 4pm to
8pm. Many job holding
candidates work till 6pm.
So it is very difficult for those candidates to take off from their work places
from 4pm. So we shall offer
the evening classes from 6 to 9.
3-
Comfortable Hostel of our institute is likely to attract
students from other places and especially for the rural students to take
admission in our institute.
4-
Other professional courses like ACCA, CA,
ICMA and many other are offered by the institute with expertise faculty. This
opportunity can lead to high return.
5-
The city is comparatively cheap in regard to rent expenses and
transportation service charges. Both benefits can be achieved at lower prices.
6-
With Quality education and services will stop the migration of
students from Rahim Yaar Khan to other cities.
7-
MIS system is implemented in the campus to keep record of each
candidate. And especially parents about their sons and daughters.
8-
Co education in our institute is focused to make boys and girls
confident in giving presentations together, doing projects and working and
sharing the subject case studies. Look like a professional.
9- Telecommunication
Sectors Graph Is Growing up Day By Day We Will Establish the Telecommunication
Department to in cash This Opportunity.
10-
Other institutes are not providing pick and drop services for
the boys. We shall provide transportation services not only for girls but also
for boys.
THREATS:
1-
Our competitors are established from the past 15years and have
gained trust of the students of the city.
2-
Competitors have more capital than us.
3-
Competitor’s faculty is in bulk which all together has increased
the goodwill of the institutes.
4-
Punjab College and Superior College have also spread their links in Islamabad and Lahore to promote their
graduates to get Jobs in other two cities also. We initially do not have links
in Islamabad
and Lahore.
5-
Students of that City are noted to choose the institute on two
basis... first, reputation of the institute and second behavior of the
lecturers. IDP premier focus is on professional skill of individual which can
be a threat to attain student’s attention.
6-
Superior College has a platform to
support their graduate scholarship holding students to apply abroad for higher
education.
7-
Nicaas have different department sections for boys and girls so
people of Rahim Yaar are still under the separate traditional way of education
for boys and girls. More over Nicaas has recently opened its new campus in
different cities to have huge target candidates.
MARKETING OBJECTIVES:
1- IMAGE:
As
our institute will be new in Rahim Yaar Khan, it will take almost a year to
fulfill promising image on the citizens of Rahim Yaar Khan. For the faculty member,
we have to provide a friendly and comfortable environment with all advanced
equipments, furniture and procedures which the faculty members can use to
perform their jobs. We provide best opportunities for the faculty members to
progress with the institute. Faculty training programs will be offered after
six months, where faculty members will be evaluated so they can be provided
with specific training. This would help our institute to attract hard working
faculty members from all over the city. The faculty of our competitors will
seek for progress in our institute and will aim to settle in a reputed
institute where not only students but the faculty members are also given a
chance to progress and prosper. Apart from training programs teachers. As per
our fee discounting policies, we are offering 50% discount to position holders.
This would create a center of attraction for the students who work hard for
scholarships and discounts. More position holders studying in our institute
will make a strong margin for us to create an image in the mind set of parents
and students who will pay less for high degrees and will give it a high value.
Other parents and students will tend to be motivated to look forward for an
institute where position holders have applied for and would aim to be among
them. The teacher’s staff is the foundation of our institute as IDP is the
first institute to offer Master programs in Rahim Yaar Khan. We require a
strong teaching staff to help, learn and skill our students to compete in the professional
world. The image for the teaching faculty staff is their salary per lecture.
Like others of our competitors we do not make our teaching staff to come on
daily basis. Proper schedule is designed according to each and every teacher’s
availability. Visiting faculty staff will also be another strong force to
attract teachers from all over the city. Teachers who are teaching in other
institutions can also apply in our institute as a visiting teaching faculty
member. This would allow our institutions to target maximum teaching and
experienced staff which is required for the working of our institution. More
over another discounting policy we have developed for the teacher’s children is
the 25% discount. Not only teachers will look forward to settle in IDP but will
also make IDP as a platform for the progress of their children. For the
fundamental image building we require to set our financial assets and manage
those assets in a way to deliver what we promise.
SEGMENTATION:
2- We
have following major segments…
3- JOBHOLDERS:
evening classes are introduced in our institute to target this segment where
boys and girls are already committed with their jobs and also want to complete
their education. We segment those candidates and start evening classes and
practical work to make them progress in their professional life.
4- INCOME: we
shall made the segmentation on the basis of the income
5- EDUCATION:
Those student who comes for the MBA they are comes in different segments like
simple B.COM,BBA, BBA.HONOURS.DOUBLE MASTER, BSC,BA so on the basis of the
education we have different segmentation.
6- OCCUPATION: On
the basis of the occupation we have segments like Executives, Employee,
Businessman, Teacher, Blue collar.
7- GENDER:
We have also segment our customer on the bases of the gender like male &
female.
8- FULL
TIME STUDENTS: Morning classes will generate trained graduates of our
institute. Many students and parents will want their children to study in IDP
because position holders will apply in our institute because of discount
policies. Reputed teaching staff will also be another point for students to
take admission in IDP. Students will focus on their long run career in our
institute because only our institute is providing higher education. They aim to
get into the institute so later it will not be difficult for them to get
admission for the master programs.
9- ACCA,
ICMA: programs under this segment will focus on to the students or
candidates who want to do short courses to enhance their skills and
capabilities are focused in this segment.
10- STUDENTS
FROM OTHER CITIES: hostel and transportation facilities we are providing in our
institute have segmented the students from other cities or far off areas. They
will find it easy to take admission in our institute because the two major
difficulties for living in other cities will be provided by the institute
itself (the hostel and the transportation).
TARGETING
JOBHOLDERS: Our
first target market is the candidates who are already committed with their jobs
and don’t have a platform to complete their higher education. They are busy in
the morning hours and do fulltime job from 9am-5pm. introducing evening classes in
Rahim Yaar Khan will target all those candidates who are willing to study. As
we believe professionalism as the foundation of all business affairs therefore
we target students who are seeking for the professional skills and development.
No institute in Rahim Yaar Khan provides professional guidelines to its
students. IDP targets to spend maximum resources in installing advance
equipments to fulfill professional demands.
FULL
TIME STUDENTS: And the second our main
target market are those person who done the graduation and then what to done
the masters mostly in MBA so we shall offer the MBA program in morning and
evening in this way we can target all the graduates and mostly those person who
migrate in other cities for the sake of the master degree and it is the very
important target customer for us.
GRADUATES:
Another target for us is the graduates. We promote our graduates and target
them by providing excellence to their degrees. Presentations, reports, group
case studies, projector presentations, group interns, seasonal visits and
workshops in an industrial sector are our strategies to target the fresh
intermediates from the city and from other cities to apply for IDP. Hostel and
transportation service stands as another important point to target the
graduates from far areas.
Gender; our
target customer is the both the male and female but in the MBA level our target
customer is the male because according to the tradition of this city mostly the
male students continue the study for masters so our key customer is the male.
Income; We
shall targets all the depend students.(20000 and above) second all the
self-employed.
URBAN
AND RRURAL AREAS; The students of the rural
areas is also the main target for us for all the programs many students (male)
of the rural areas and nearest cities want to studied in the best institute but
they have no convenient place to live so they did not took the interest but we
shall provide the facility of the hostel and mess to facilitate them. And the
girls did nit took the interest because they have pick and drop problem so we
shall provide the pick and drop facility in which they safely complete their
education
Pricing strategy
Our pricing
strategy will be different from our competitors. actually our full focus on the
provision of the quality education but
if we adopt the strategy of the providing of the education at low cost then the
competitors can also reduce the cost to compete us and it create the threat for
us and we can ,t sustain in the market so we decided our aim to provide the
quality education because with the help of our questionnaire analysis we found
the people are ready to pay reasonable price for quality education we also
maintain our prices of the courses but mostly focus that how we shall provide
the quality education.
In our pricing strategy we offer the different packages for
the attraction of the students.
(1) We
shall provide the 25% discount to those students whose parents are studied in
our institute in this way we can hire the skilled, efficient and well reputed
teacher which helps to increases the efficiency of the institute and also
increase the number of the students.
(2) Second
we shall provide the 50% discount and scholar ships through the program to
those students who got the Positions in the board or in the institutes because
if we attract the some students through this offer they helped us to increase
the reputation in the market and also help to take the competitive advantage.
(3) In
this city many students are studied which comes from the rural areas but they
faced lot of problem bay paying the monthly fees because mostly students
related from the farmer families so they earned at once in the year (seasonal time) by harvesting their crops and
if they submit the fees at once time then there institute never provide the
discount so they thought that we shall pay on monthly basis but we shall made
the policies for those students who
submit their yearly fees at once time and we shall gave the 10% discount on
their fees in this way we can motivate, facilitate to the students and in this way we can
accumulate the capital and invest those capital on other purposes to achieve
the objectives.
(4) In
this city many family students (brother and sister or brothers and sisters) are
studied in two different institutes because even a single institute never
provide the any benefit to the family students there are same fee no discounts
so that why the students thought that we shall studied the different institute
in this way we can evaluate the quality education in the different institutes.
But we shall provide the 15% discount on the sibling bases in this way we can
attract the family students and if we provide the quality education then they
must use the good words for our institute the show the loyalty.
Pricing
strategy against the competitors
IN the RAHIM YAR KHAN our main competitors are the NICASS COLLEGE,
SUPERIOR COLLEGE, and PUNJAB COLLEGE.
In the program of FSC, I.COM and ICS the NICASS
College is charge the 30,000 for each year and for the b.com they also charge
the 32,000 but there main objectives only there students pass the course so
they taught those chapters to their students which helps to pass and got the
degree it means there main aim to earn the huge profit by providing low
standard education in which they mostly earn the 10 to 12 thousand per student.
But in there against we shall offer the FCS at 32,000 which is comparatively
high and I.COM, ICS at 28,000 which is comparatively low and B.COM at the same
price because we never differentiate on the bases on the prices from our
competitors because if we reduce the prices then they also reduce the fees
because they are stable so we shall differentiate our self on the basis of the
quality education which never provide any institute before it
And the SUPERIOR College and our institute mostly have
the same fesses but they as usual adopt the tradition of the NICASS College
they have a same objective and there another objectives to promote their
graduates in there universities but they never provide the quality education
they never introduced the concept of the research and presentation their
graduates and master have no capability and confident to present in the front
of the audience.
And the Punjab
college is relatively is too expensive they provide the standard education but
never according to their fees which they charge from the students but our
packages are relatively low and we totally focus on providing the quality
education by some implementing valuable strategies.
But we offer the MBA first time in this city so our
fees is high because we made the total different strategy for this program
because it is our main product and opportunity so we provide the high quality
education and environment by charging reasonable price because in this program
we want to revoke those students who migrate for this program and also increase
the Trent towards the MBA` of the students
and the students of the rural areas and the other cities like SADIQ ABAD
and KHAN PUR also motivate for the MBA. In this program we have the monopolist
but we never took the advantage of it we charge the reasonable price and
promote the students as a professional.
Promotion
/Advertising
Strategies
We shall decide to allocate the 20 to 25 lake for the
advertising because for the attraction of the customers we shall give the
reminder again and again through advertising. And it is one of the best initial
tools to create the awareness in the mind of the consumer because any company
who has a best marketing and advertising who easily hold in the market and
sometimes the companies gain the competitive advantage through their
promotions.
In starting we shall try to focus the urban areas for the
promotion and also give the little bit concentration in the rural areas and we
want to promote our self through the different way of advertising like Print
media, Electronic media, Radio in the print media we shall promote some
important place and like Bus stops and Sports grounds, through billboards and
pamphlets and News paper in which we only promote the MBA and BBA programs to attract the two segments the full time
student and job holders, and also give the advertisement in the News paper.
s
But our main focus and advertising way is the Electronic
media which means we promote our institute through the cable networking because
now a days the electronic media is popular and benefited as compare to the
print media because the electronic media give the reminder again and again to
the consumer and set the image and motivate to the consumer and the expense of
Electronic media is reasonable they charge the (40000 for one month on the 2
channels) and (75000 for the 4 channels) so our main target is the Electronic
media to create the awareness.
On other promotion way to promote our institute through the Radio
because in the RAHIM YAR KHAN only one channel of the FM which is FM 99 so we
target also those customers which listen the fm they have only one channel so
they cannot change it and due to again and again reminder the consumer must
give the concentration and remind the brand name in his mind.
One way which is very popular, important and cheapest in this
city is the wall shaking (write the name of the brand and message of the brand
on the walls at different places) IN this city many business and institute
promote them self through this way it is economical (6000 per area).
So with the help of these promotion strategies we shall try
to remind and set the image in the consumer mind as early as possible and also
differentiate our self through the advertisement because the customer of this
city attract from the innovative advertising and try to join or adopt the new
thing for the change.
ORGANIZATIONAL STRUCTURE:
ORGANIZATIONAL STRUCTURE ANALYSIS:
Our organizational structure is the functional but due to
constraint of capital and resources we initially cannot establish the separate
department of all the courses and programs but we shall made a future plan to
increase our institution structure according to the requirement.
In our organization the Principle is the key person for every
activity taking place in an institute. Rashid Yaseen which is one of the
partner of the institute of professional development who have already had a
vice principle of the MASTER GEE a institute of Karachi. He has lot of experienced to
implementing of the strategies as u know in the Karachi the competition is too
tough but faced it very well. He has done ICMA. No person other than an
experienced internal entity who is the important team member of this project
can understand the proper working of this institute.
With the help of his directions we would be able to take
proper decisions. Sir Rashid Yaseen would make a platform for each and every
activity which will play an important role for our institute. Sir Rashid Yaseen
have strong personal relations with an MNA, this would led IDP to maintain its
public image.
Vice principle is another key person in regard to help in the
implementations of the decisions taken by the principle. We would hire the
local person for this post and mostly target the vice principal of the other
institute by offering valuable package. because this person know the current
situation and the tradition of this city that what things which motivate to the
students and parents which promotion way is the best and which course we offer
or not and this person help in order to get help and information regarding
other matters which helps to take the many other strategic decisions so it is
the best for this post.
In the organizational structure we have designed, Principle
and vice principle are directly connected to the Finance department. Daily
inflow and outflow of transactions will be recorded by the Principle and Vice
Principle to analyze our budget and cost, and in initially all the financial
functions handle by the finance department (fesses of the student allocation of
the capital to the departments by the approval of the principal/vice principal.
Salaries of the employees, paying for the other expenses) so it means initially
the finance department deal with all the issues an reporting to the vice
principal.
We have two other functioning bodies as Admission and
Academic. Admission unit have further 2 subdivisions, the commerce department
and the science department. Actually in other institute the information
department is single commerce and science and provides the information when the
new session start then the student crowd is heavy so they cannot handle the
situation and some time provide the Wrong information which destroyed the image
of the institute and they customer has use worst word for the management. so
due to this reason we decided to the separate admission department for the
commerce and science in this way our management deal with customer very well
way and provide the accurate information related to their courses and we follow
the “ FIRST IMPRESSION IS LAST IMPRESSION”.
Similarly, Academic unit is also subdivided into two similar
subunits, the commerce and the science department. The commerce department
deals with the I.COM, B.COM, M.COM, MBA and other related programs. Whereas,
science department will handle the F.SC, B.SC and M.SC programs. All the
departments are their own heads and firstly all the teachers report to this
person and the head of the department handle all the issues related to their
department. Some other programs like IT and English programs can be handled by
both (commerce and science) major departments. All the subunits of science and
commerce department are connected with lab and practical department. As we
believe in the practices of our learning that is why we want our students to do
maximum practical work.
And the admission department and the information department
always report to the principal about their problems and their progress and they
provide the monthly report about the department and then the vice principal
report to the principal.
In our organization there is no complicated hierarchy level
any teacher individual talk to the principal and report to the principal about
their problems even the student can also contact with the vice
principal/principal and share their problems.
If we analyze the organizational structure of IDP (institute
for professional development) we can notice that this is the initial structure.
In this structure there is no promotion & marketing unit. Initially
research & development, marketing and promotion activities will be done by
the vice principle and the finance department due to constrain of time, budget
and capital.
Questionnaire
|
QUESTIONNAIR
|
|
(18-25) (26-30) (30-40)
|
|
2-
How much have you studied?
(INTERMEDIATE) (GRADUATE) (HIGHER)
|
|
3-
Would you like to change the educational
system in Rahim Yar Khan?
(YES) (NO)
|
|
4-
Why do students prefer short courses now?
(LOW FEES) (COMPLETES IN SHORT
TIME) (INCREASING
TREND)
|
|
5-
Why do students not prefer private educational
centers?
(DUE TO HIGH FEES) (AFFILIATION) (ADMISSION PROCESS IS TOUGH)
|
|
6-
Which field do you think is in demand these
days?
(ARTS
& IT) (SCIENCE) (COMMERCE)
|
|
7-
Would you like if any private institute
provides transportation and hostel facility?
(YES) (NO)
|
|
8-
Would you like teachers extra time after class
to reduce concept of tuitions?
(SOMETIMES) (NO)
|
|
9-
Educational centers must facilitate job
holders, do you agree?
(YES) (NO)
|
|
10-
Do you think private centers must provide fee
discount packages for teachers & gov.t officer’s children?
(NO) (YES)
|
|
11-
Do you expect to enjoy higher education with
higher quality and comfort level?
(YES) (NO)
|
|
12-
Do you think evening classes will give
opportunity of higher studies to job holding citizens of R.Y.K?
(YES) (NO)
|
|
13-
Do you want your institute to be nearest to
your home?
(YES) (NO)
|
|
14- Do you think
all standardized facilities will provoke the migration concept
(YES) (NO)
|
|
15-
Do you think programs such as MBA, ACCA, CA,
ICMA & more makes you professionally skillful?
(YES) (NO)
|
SURVEY
ANALYSIS
Q1:
Would you
like to change the educational system in Rahim Yar Khan?
(a)
YES
(b) NO
Actually our main aim is to ask this question to introduce
the new educational system because mostly in Rahim
yar khan the institute teach students only for the sake of passing the
courses and got the good grades which creates the problem when they consider
the master level education because they never learn the basic and important
things .When we analyze the response of the general public according to our
question we found that students of the Rahim yar
khan want to change the educational system because 19 persons select the option number “(A) YES” it means
that they want to learn something which helps in future rather than only pass
the course and get the good grades.
And in this question 11
persons select the option “(b) NO”
which means they never want to any change the educational system they as usual
want to study limited chapters which helps them to pass the program. So it
means we have an opportunity to enter in the markets by introducing new
educational system.
 |
Q2: Why do students prefer short courses now?
(a)
Low expenses (b) complete in short time (c) Increasing
Trend
Now in the RYK there are a lot of centers
which offer the short courses like computers, electrical diploma, Mechanical
diploma and many other short programs which can be attract the students. So we
ask the question for evaluating that it will create the threat for us or not
and why the students move to the short courses.
In this question we evaluate with the help of student
response the 16 person
select the option “(a) Low fees” so it means mostly consumer prefer the short courses because
they complete the diploma within low fees they did not prefer the MBA,M. COM or
other higher education because it is too expensive so we shall try to provide
the higher education at a reasonable price to compete our competitors.
The 11
students also select the option “(b)
complete in short time”. It means they think that any student who
done the B,COM and then MBA he took 5 to
6 year to complete the education but other student who done his diplomas within
two or three years and get the job and after three years he has a experience so
his worth is high as compare to MBA qualified.
And finally 3 person
select the option number “(c) Increasing Trend “that means the trend of short courses
increasing day by day so that’s why other student also adopt this trend because
they easily got the job after the short courses.
 |
Q3: Why do students not prefer private educational centers?
(a)
Due to high Expensive
(b) Affiliation (c) Admission
Process is Tough
In RYK
we found the great student strength in the government institutes like that in
Karachi the students mostly prefer the Karachi University as u know the
condition of the class rooms and atmosphere and the study of the government
institute is not good, so even due to these reason why the students promote the
government institutes and why they did not promote the private sectors which
want to provide the good atmosphere and quality education.
By evaluating the responses of the students in this question
the 13 students select the
option number “(a) Due to high Expensive”. It means they did not move
because they think that private centers are too expensive as compare to
government institutes. if any student done his M,COM from the government institute he spent maximum 100000 rupees and if other student
done his M,COM from private sector
so he spent 300000 rupees so that
means it is too expensive so it can be create the thereat for us.
In this question the 12
person select the option “(b) Affiliation” It
means the worth or value of the institute or degree in the market for the jobs,
like the Preston university lost his recognition its degree is very low value
as compare to other centers in the market so in the RYK the degree of the
government institute has more worth as compare to the private centers.
And the 5 students
is also select the option “(c) Admission Process is Tough”.
Like that entry test or the requirements of the documents or initial fees all
the process is very tough so they did not prefer the private sectors.
 |
Q4: Which field do you think is in demand these days?
(a)
Arts and IT (b)
Science (c) Commerce
Actually the aim of asking this question we want to check
out that which field is mostly promoted by the students of the RYK we want to
check out that which field is most popular in the RYK because currently we have
a limited capital so we did not promote or given the full focus to all the
fields so if we found that which field is highly promoted we shall invest more
than half capital on it to sustain in the market and also promote the other programs
and then in future also invest the more capital on the other programs.
When we evaluate the responses of the 15 students select the option “(c) Commerce”. It
means the I.COM,B.COM,M.COM ,MBA and others commerce field has more worth
in RYK as compare to other fields so it is a opportunity for us because we all
done our education in commerce so we can manage and we shall increase our
strengths, invest and promote the commerce field.
And then the 9 students
also select the option “(b) Science”. Which means they also
promote the field of the BSC, MSC
and other science related programs so we shall also invest our one third on
this field?
And finally the 6 students
select the option “(a) Arts and IT” .it means there are some students who promote
the arts and it so we also facilitate those students. We shall try to change the minds of the arts
students that they also move to the COMMERCE or start the single program of the
IT and ARTS but if we have short capital then we shall initially revoke this
field for the short time.
 |
Q5: Would you like if
any private institute provides transportation and hostel facility?
(a)
YES (b) NO
Our aim is to ask
this question to find out the reason that why the student of rural areas did
not prefer the private institute in the urban areas. So with the help of this
question we evaluated the reason behind it.
According to the responses of the
students 18 person selected option “(a) YES”. This means that students want
to acquire this facility of transportation and hostel so that they can move to
the private institutes of urban areas. Because according to the perception of
girls if any private sector provide the facility of transport they can easily
reach from their homes to the institute and institute owned transportation service
will give them complete security to reach back home safely.
According to the perception of
boys, if any institute provides them with the better environment hostel
facility then they will move to the private sectors of urban areas. Therefore,
it is an opportunity for us to provide these facilities to change the
perception of the students.
The remaining 12 students selected the option “(b) NO”. Because according to their perception private institutes
are expensive and these two facilities will also increase the fee structure of
each student. It will be costly for students.
 |
Q6: Would you like teachers extra
time after class to reduce concept of tuitions?
(a)
YES
(b) NO
Our aim to ask this question is to
analyze if students want to finish the tuition system at homes. As tuitions
makes education more expensive.
According to the responses 21 person selected option “(a) YES” and want the institute to
provide the tuition facility for the offered subjects. Because they think that
it will be easier for them to understand the course if the referred teacher
gave them extra time within the institute, in this way they can save their time
and cost. So that’s why we made it our competitive advantage for our institute.
According to the survey, 9 persons selected option “(b) No” and they believe that if they
do not understand the teacher in the class, it is useless for them to take
extra time from the teacher within the campus. Their perception is that they
can clear their concepts if they study from two different teachers.
Q7- Educational centers must
facilitate job holders, do you agree?
(a) YES (b) NO
The main aim of this question is
to find out the opportunity to start the private institute which facilitates
the job holder’s candidates. We aim to circulate this question to analyze if
students of Rahim Yar khan will promote this trend or not. Because our aim is
to target the professionals and to make it as our competitive advantage to
sustain in the market and to compete with our competitors. Moreover, we also
want to make a strong relationship with different companies. In this way, with
the help of different companies we can offer better jobs and internships to our
students or even take our students for an educational survey in different companies.
According to the survey analysis 25 persons selected the option “(a) YES”. This means students of Rahim
Yar Khan are want to promote the evening classes which facilitate the
professionals. In this city there are lot of private institutes which offer the
evening classes but they did not facilitate the job holders due to unfavorable
timings because mostly the evening classes start from 4pm to 8pm and the
professional free after 6pm so that’s why the evening students cannot continue
the education with the jobs so any institute cannot facilitate the evening
students. So it is the opportunity for us to start the evening classes which
facilitate the job holders in this way we can increase the trend and make it as
a competitive advantage.
5 students select the option “(b)
NO”. Because they thought any person who joins the organization after the
B.COM or MBA to earn the money because they want to support their families so
how they continue their studies within limited pays because education is so
expensive.
 |
Q8: Do you think private centers
must provide fee discount packages for teachers & gov.t officer’s children?
(a)
NO (b) YES
The main aim to circulate this
question is to analyze whether students will support our competitive advantage
or not. We aim to give 25% discount
in fees to our teaching faculty staff. Through this strategy senior and
experienced teachers will be interested to get hired in our institute so their
children can get 25% fee discount.
With the help of this core competency we are targeting teachers as well as son
and daughters of teachers. We would have a mass of teacher’s faculty we can
hire according to our choice and this would automatically increase the
student’s applicants in our institute.
According to our survey 21 persons selected option (a) YES and supported this fee discount
offering for the teacher’s staff children. They agree with our strategy of
bringing more and more teachers applications for the selection because they
know it is for their best interest and which will benefit our students.
Only 9 persons answered NO
to this question. They think that it will be biasness to give fee discount
facility to only gov.t officers and teachers children. These 9 persons think
that the discounted fee from the children of teachers and gov.t officers will
be compensated in their fee structures.
 |
Q9: Do you expect to enjoy higher education with higher quality and
comfort level?
(a)
YES (b) NO
The main idea to ask this question
from our survey person was to determine their expectations. We have noted
people in Rahim Yar Khan don’t expect to enjoy all major facilities which
should be provided by the institute. Their perception is that all gov.t
institutes provide strong affiliation of their degrees and low fee structures.
But these gov.t institutes do not provide quality education, comfort level,
transportation, and security and job opportunities to their students. In case
of private institutions people have strong perception that these private
institutes are highly expensive for the middle class people to get education
in, more private institutions are not as strongly affiliated as gov.t
institutions are and these institution are mostly located at far off areas. But
the private institutes ensure quality and comfort level. They ensure good
facility of transportation and security.
From the survey we conducted, the
feedback concluded that 22 persons
selected the option (YES). This
means they still think that a standardized institute could be formed at a
reasonable cost giving the utmost facilities to the students.
While remaining 8 person’s perception is that no
institute can provide all expected facilities and meet the trends and demands
of students.
 |
Q10: Do you
think evening classes will give opportunity of higher studies to job holding
citizens of R.Y.K?
(a) YES (b) NO
This question analyzed the feedback towards our core
competency. No institute in Rahim Yar Khan supports the professional
candidates. This makes it difficult for the job holders to complete their
education once they have started their job. Moreover, we also wanted to know
the feedback that whether people of RYK will support to study at evening hours
or not specially when we talk about girls. There are many families who still
don’t allow their children to go out after magrib. Therefore it was very
important for us to know the feedback of the people.
From the survey it has been analyzed that 24 survey people selected option (YES). As we circulated our
questionnaire to the job holders also, so they supported our strategy of
evening classes. Their perception is that if we start evening classes for job
holders this will facilitate them to complete their education, get more
professionalize skills and would compete with the professionals of different
companies.
On the other side 6 persons selected the option (NO)
and they think that joining university after job will not make any good to
the job holders. Professional degrees are tough to study and students coming
after their job hours will not get time to study properly. These 6 people also
think that evening classes will only facilitate boys, because it will be very
difficult for girls to join university after 5 and then attend class till 9pm.
Q11: Do you
want your institute to be nearest to your home?
(a) YES
(b) NO
The location we choose to set our institute lies in the
center of the city. We aim to locate it in the middle of the city to compensate
the negative factors which can devalue our institute. Previously we noted that
many people think that evening classes would only support boys because they can
remain out for late hours but it will be difficult for a girl to study in the
evening. By setting up an institute in the center of the city parents will find
it convenient to go and pick their children or keep the check of their classes.
Our survey portrays that
21 persons selected the option (YES).
They agree with the idea of setting institute in the center of the city
will make it convenient for parents to support evening classes, more it will be
easier for the job holders to reach their classes in time. Secondly, when the
class ends at 9 it will only take few minutes to drive back home.
9
persons selected the option (NO). Their
perception is that location will not change people’s mindset. They think that
setting an institute in the middle of the city will not be a peaceful place for
an institute. Their perception is that an institute should be apart from the
city area.
Q12: Do you think all standardized facilities will
provoke the migration concept?
(a) YES (b) NO
Our mission and vision revolves around the concept of
preventing the migration of students from the city. From the past five years it
has been noted that students migrate from RYK to other cities for higher
education and professional programs. They find job in other cities and visit
their families occasionally. We aim to prevent this concept and hold
educational stability within the city so the educated professionals can do some
good to the city. This will also help the city to start its own projects with
the help of skilled professionals. No one out of the city will be required to
perform jobs. This would surely reduce cost and ensure development of RYK.
From the survey we conducted it was concluded that 17 person choose option (YES). They believe that education is
the main reason for the migration of students. Their perception is that if we
get all required and comfortable facilities within the city many students will
stop going to other cities. Moreover, if the hostel and transportation facility
is provided along with high affiliation as promised many students from other
cities will migrate to RYK for getting standard education and comfortable
living facilities.
The survey questionnaire concluded that 13 persons still think that this project will not prevent the
migration concept. They think that other cities are more developed in
attracting students from all over Pakistan. Their degrees and
recognition is stronger than the city like RYK. These 13 people also believe
that it is not only educational facilities which attract the students but also
professional opportunities which initiate the concept of migration.
 |
Q13: Do you
think programs such as MBA, ACCA,
CA, ICMA & more makes you
professionally skillful?
(a) YES (b) NO
We aim to start these courses in our institutes because in
other cities and recognized companies candidates with these professional
degrees are the top priority for the company. The pay more to the candidates
with these degree programs.
According to our survey, 25 persons selected the option (YES).
They think that it is now very important for the candidates to have any of this
professional degree. The courses within these degrees are skillful for the
students. Many courses such as SPSS, M.S OFFICE, MIS (ERP) and other computer
Related programs will make one more professionally skillful.
Remaining 5
persons think that one can be skillful through his/her own knowledge and
capabilities. They choose the option (NO).
They think that this education is only beneficial for those who want to do job.
But those who want to start their own business will find it useless to do such
expensive programs.
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