Marketing Plan - Group 6 - MRKT 621
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CaseStudyU - Marketing Plan
Ana Leticia Remor (2217158)
Bhawna (2305895)
Jayali Block (2234176)
Karmjeet Kaur (2228085)
Samana (2300261)
Sukhjit Kothari (2223951)
Sunila Tamang (2240279)
University Canada West
MRKT621 – Marketing Management Section 51
Professor Manish Bhatia
November 26, 2023
Table of Content
2
s
Executive Summary
................................................................................................................
2
I. Situational Analysis
.............................................................................................................
3
II. SWOT Analysis
..................................................................................................................
6
III. Consumer Segmentation, Targeting and Positioning (STP)
..............................................
6
IV. Differentiation and Positioning
.......................................................................................
10
Marketing Objectives
............................................................................................................
11
V. Marketing Program (4 Pc)
................................................................................................
12
Marketing strategy
................................................................................................................
16
VI. Budget
.............................................................................................................................
17
Control and Monitoring
........................................................................................................
19
Conclusion
............................................................................................................................
21
References
.............................................................................................................................
22
3
Executive Summary
CaseStudyU is a unique one-stop-informational website which aims to assimilate knowledge and competitive tools required to analyze case studies which are an integral part of higher education. Their mission is to provide quality educational resources which can be applied to
classroom and beyond. The Toronto, Canada based company is a pioneer in the field of delivering creative case study approaches. CaseStudyU currently provides value to their corporate customers who are educational institutes, by offering a dynamic framework and a database for various models
for analyzing case studies.
CaseStudyU plan in reaching an untapped customer base by targeting individual students. In order to achieve new heights and increase brand awareness CaseStudyU will require to actively engage with the target market by implementing marketing strategies recommended in the report. The recommendations were based on CaseStudyU’s SWOT analysis and the goal is to significantly
increase brand awareness and boost sales revenue.
4
I. Situational Analysis
Industry Analysis As students' needs change and educational technology improves, the educational resource environment is experiencing a dramatic transformation. Because of the rise in popularity of experiential learning techniques, there has been a dramatic increase in the need for case study answers in the business world. The importance of case studies in modern curricula has been widely
acknowledged by both teachers and students (Wright et al., 2019). The platform is an attempt to answer the growing need for low-cost, comprehensive case study solutions that can be adapted to the wide-ranging and complex needs of today's students.
Figure 1 Situational Analysis
Note:
From Sihotang, H.K.N. and Hudrasyah, H. (2023). Proposed digital marketing strategy using
existing customer journey analysis case study: PT SS. International Journal of Current
Science
Research
and
Review
,
6(3),
pp.1-
12.https://ijcsrr.org/wp-content/uploads/2023/03/07-07-2023.pdf
Situational Analysis
Internal Analysis
Strengths
Weaknesses
External Analysis
Opportunities
Threats
5
Competitor Analysis
In the market for educational resource providers, CaseStudyU faces competition from well-
established companies such as XYZ Edu Solutions (Sihotang & Hudrasyah, 2023). XYZ Edu
Solutions offers comprehensive materials and online courses conducted by industry professionals,
but CaseStudyU distinguishes itself with its one-of-a-kind information website that provides
customizable case study solutions and functions as a one-stop shop for all information. The firm
has an advantage in the market since its product is novel and there are few alternatives (Sudianto,
2019). CaseStudyU has a chance to carve out a significant niche in the B2C educational resource
industry by stressing its distinctive features in advertising.
Company Analysis
CaseStudyU is an all-inclusive resource for students in higher education who require one-
on-one assistance with their case studies. A comprehensive library of case study models and scenarios is included in the basic offers, giving a flexible basis for academic achievement. The company's strength resides in the paucity of direct rivals in the industry, allowing it a unique selling advantage (Abdullai & Nuredini, 2020). However, the present low levels of brand recognition make breaking into the B2C sector more difficult. Despite this, CaseStudyU is in a prime position to meet the rising need for case study materials in the educational environment because of its novel methodology and obvious value offer.
Customer Analysis
CaseStudyU's target market is discriminating university and college students who are actively looking for comprehensive case study solutions to help them thrive in their academic endeavors. These students have a growing interest in mastering the case study approach, which drives them to have a need for more intensive and hands-on learning experiences. In addition, they are driven by their own wants to learn. However, the cutthroat nature of the educational industry
6
presents a significant obstacle, and CaseStudyU must differentiate itself as an extraordinary resource among a plethora of other options in order to compete successfully in this market (Ilina, 2021).
II. SWOT Analysis
Table 1
CaseStudyU SWOT Analysis
Note
: Self-created.
The SWOT analysis of CaseStudyU's entry into the B2C sector suggests a positive future for the company. The company's advantages lie in the fact that it has few direct rivals and provides a novel, one-stop solution backed by a large library of case studies. CaseStudyU is therefore among
the first of its kind in the field of educational materials (Shankar et al., 2022). The present obstacle,
however, is low brand recognition, a flaw that calls for deliberate action to boost visibility in the
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