LONDON SCHOOL OF COMMERCE

COLOMBO CAMPUS SRI LANAKA

MBA FOR EXECUTIVES

MODULE ASSIGNMENT: MARKETING MANAGEMENT

(Assignment 1)

Student Name : BamunugeKusalSanjeevKumarPieris

Student Registration No: B0092CBECBE0619

Module Lecturer : Dr. Syed Kadir

Module Tutor :MaduraThiwankaPathirana

Date Submitted : 8/8/2019

Total Word Count : 1750

I declare that this assignment is all my own work & that I have acknowledged all materials
used from the published or unpublished work of other people. All the reference have been
duly cited.

KusalPieris
 Business Report

To : Marketing Manager

From : Managing Director

Subject: Re-launching

Date : 8/8/2019

ii
 EXECUTIVE SUMMARY

The study is about Vidura College leading private school which teaches National Curriculum in
English medium, which started with just 2 students & now has nearly 4000 students. The school
has been a successful story in the eyes of fraternity of the educational Industry. However, since
of late school experienced down turn in student admissions & issues controllable &
uncontrollable. Therefore, this study is about as the Marketing Manager using various marketing
techniques finding solutions, which would steady the organization for years to come.

iii
TABLE OF CONTENTS
EXECUTIVE SUMMARY............................................................................................................iii

LIST OF TABLES...........................................................................................................................v

LIST OF FIGURES........................................................................................................................vi

CHAPTER 01: INTRODUCTION..................................................................................................1

CHAPTER 02: COMPANY ANALYSIS.......................................................................................2

2.1 Identification of the Company Existing Offline & Online Marketing Activities..................2

2.1.1 Offline Marketing Activities...........................................................................................2

2.1.2 Online Marketing Activities...........................................................................................4

2.2 Current Status of Vidura College Internal Factors................................................................7

2.3 Current Status of Vidura College External Factors.........................................................11

2.4Critical Evaluation of the Environment............................................................................14

CHAPTER 03: KEY PERFORMANCE INDICATORS..............................................................16

3.1 Proposed KPIs.....................................................................................................................16

3.2 Window of opportunity........................................................................................................17

CONCLUSION..............................................................................................................................19

Referencing....................................................................................................................................20

Bibliography..................................................................................................................................22

iv
LIST OF TABLE

Table 2. 1: SWOT Analysis to Vidura College...............................................................................8

Table 2. 2: PEST Analysis to Vidura College...............................................................................11

Table 2. 3: TOWS Analysis to Vidura College.............................................................................14

Table 3. 1: Window of opportunity to Vidura College..................................................................17

v
LIST OF FIGURES

Figure 2. 1: Victorious cast in a Drama Competition. (Daily News, 2018)...................................2

Figure 2. 2: Annual Prospectus.......................................................................................................3

Figure 2. 3: An example of Print Advertising.................................................................................4

Figure 2. 4: How Social media & e-mail have been used in it’s marketing campaign...................5

Figure 2. 5: Search Engine Optimization........................................................................................6

Figure 2. 6: Bowman’s strategy clock............................................................................................7

vi
CHAPTER 01:INTRODUCTION

ViduraCollegeis an independent National Buddhist School which cultivates& follows Buddhist

values, promotes & upholds culture, Sinhala traditions & country’s cherished heritage. It’s being
built on three pillars namely religious fever, cultural heritage & national thinking (Vidura
College,2019).

The school was created after an educational & market survey undertaken in 1998 it was
suggested that it to be established in Nawala, Sri Jaywardenapura&Thalawathugoda areas which
constitute a large number of educationally sound parents. Hence, the school was established on
27th of January 1999, Nawala– KirimandalaMawatha, with six students, two teachers, one Head
Mistress, one care taker & the Principal on the first day of its inception.Now she has over 4000
students on roll, 350 academic staff assisted by over 120 Administrative & support staff (Vidura
College, 2019).

However, recently the school experienced a downward trend in student enrollment, high student
retrenchment rate due to the fact that most of the students have to come to Colombo from
outskirts of the city which inexorably time consuming & costly (Talk with Chatura,
2019).Further during an Interview conducted with the Consultant/ Financial Director stated that
the management considering the above facts decided to “re-launch the services inKalutara,
Kelaniya&Kurunegala markets allowing those branches to develop into fully fledged schools
over time”(Sumanasekera,2018).

1
CHAPTER 02: COMPANY ANALYSIS

2.1 Identification of the Company Existing Offline & Online Marketing

Activities

2.1.1 Offline Marketing Activities

2.1.1.1 Networking

The Chairman of the Vidura College stated that“organizing events such as quiz competitions,
dramas, sport events &etcwould enable Parents of non –Vidurians to come to know about
Vidura”(Cabral,2019).

Figure 2. 1: Victorious cast in a Drama Competition. (Daily News, 2018).

Source: https://www.google.com

2.1.1.2 Print Publications

Released prospectus for that yearbyVidura College as demonstrated in figure 2.2

2
Figure 2. 2: Annual Prospectus
Source: https://www.google.com

2.1.1.3 Print Advertising

3
Figure 2. 3: An example of Print Advertising.
Source: Adopted from Daily News (2019)

2.1.1.4 Word of mouth marketing

This indicates people to people oral, written & electronic communication which is done relating
to their experience about the product or service. (Kotler & Keller, 2012).

2.1.2 Online Marketing Activities

2.1.2.1 Social Media

At Vidura College it uses Facebook as a social media platform answering inquiries of Parents
specially in abroad & posting about school events & reaching potential parents to build an
unbreakable relationship.“The response time for an inquiry is within 24 hrs they should
reply”(Sumanasekera,2019).

4
2.1.2.2 E-mail

There are many advantages of e-mail marketing.

Figure 2. 4:How Social media & e-mail have been used in it’s marketing campaign.
Source: https://www.google.com

2.1.2.3 Search Engine Optimization

This indicates where in searching about Vidura College on search engine it appeared on top of
the page. Figure 1.5 demonstrates it.

5
Figure 2. 5: Search Engine Optimization

6
2.2 Current Status of ViduraCollege Internal Factors

The following figure 2.0exhibits Bowma’s strategy clock.

Figure 2. 6: Bowman’s strategy clock

Source : (Bowman & Faulkner,1997)

Therefore, according to “Bowman’s strategy clock’’ it’s placed in the Low price category where
parents can afford to pay a low price to attain reasonable education.

7
Following Table 2.1 demonstrates the SWOT analysis carried out in relation to Vidura College.

Table 2. 1: SWOT Analysis to Vidura College

Factor Impact
Strengths
Highly qualified
teachers(Vidura College,2019).

Student base over 4000 students

(Vidura College, 2019).

Established brand name(Vidura

College, 2019).

Financial stability of the TIMES campus was setup in September 2018

organization by further (Vidura College, 2019).
extending it to develop a
training institute (Vidura
College, 2019).

Factor Impact

8
Weaknesses
Competency of English
amongst teachers. (Daily
News, 2016)

Slow growth interms For instance Kalutara Branch will be re-launching on

of moving into other January, 2020. Kelaniyaon January 2021 & Finally
markets (Vidura College, Kurunegala will be on January 2022
2019). (Vidura College, 2019).

Factor Impact
Opportunities

Opportunities available to
open new branches
(The Sunday Times, 2019)

Teacher training school TIMES campus was setup in September 2018 to address
which has been setup training needs of teachers & facilitate students who wants
recently to pursue higher education in Srilanka& abroad at an
developcompetency level affordable price(Vidura College, 2019).
of teachers internally &
externally
(Vidura College, 2019).

Factor Impact
Threats
“Competition from other “Competitors include Highland, Sujatha, Royal Institute,
operators in the market Boswell College in Kaluatara&Sumedha College in
place”(Sumanasekera, Gamapaha District”(Sumanasekera, 2019).
2019).

9
 Change in the government
policy to introduce more
sophisticated labs by
making the nearest school
in the town as the best
school.
(Sunday Observer, 2019)

Source: Sunday Observer (2019);Sunday Times(2019);DailyNews(2016);Vidura College (2019);

Sumanasekera (2019)

2.3 Current Status of Vidura College External Factors

The following Table 2.2 represents PEST analysis carried out in relation Vidura College & its
impact to the broader society.

Table 2. 2: PEST Analysis to Vidura College

Factor Level of threat Impact

Political Factors
The policy of the government
to introduce “Common
Schools” (Colombo page news
desk, 2019).
“This gives the other operators
in the industry to capitalize on
this opportunity”
(Welegedara, 2019).
This will result in loss of
students & hence market
share which they experienced
prior to 2017(Vidura College,
2016).

The government has launched
a program to make 200 full
fledged schools as “nearest
school as the best school” in
town
(Sunday Observer, 2019).
This would give a reason for
the parents to send their
children to such schools,
which is developed to modern
standard
(Sunday Observer, 2019).
As mentioned by “Financial
Consultantthis will also lead
to modernize their facilities
which would mean charging
more fees to upgrade the
facilities”
(Suamanasekera, 2019).

10
Economic Factors
According to Central Bank
governor Srilanka experienced
a 3.2 % GDP growth rate,
which is lower than the
previous year 2018 (Daily
News, 2019).
Social Factors
Muslim population would
increase by 12 percent of the
country for next 10years
(Ceylone Today, 2019).
Technological Factors
Giving of Tabs to G.C.E.(A/L)
students to make students tech
savvy.
(Sunday Times, 2019)
All the economic sectors in
common faced a low growth
(Reutars, 2019).
Increase in mixed population
of the country would have an
impact on solely private
“Sinhalese Buddhist Schools”
(Sumanasekera, 2019).
Students who are going to
public schools would be made
technically competent.
(Sunday Times, 2019)
11
“Purchasing Power of the
People will be lower & also
would have a negative effect
on admission” (Welegedara,
2019).
According to CEO of the
Vidura College this would
have “an impact in the long
run of the business”
(Sumansekera, 2019).
This will have “an impact on
students who are attending
private schools in particularly
following local syllabus in
English medium, therefore
consulting with parents
necessary actions will be
taken" (Sumanasekera,2019).
Source: Colombo page news desk(2019); Sunday Observer, 2019; Central Bank of Sri Lanka
(2019); Ceylon Today (2019); Sunday Times (2019); Reuters (2019); Sumanasekera (2019);
Welegedara (2019)

12
2.4Critical Evaluation of the Environment

Table 2. 3: TOWS Analysis to Vidura College

INTERNAL FACTORS
EXTERNAL FACTORS

  Strengths (S) Weaknesses (W)

Qualified English
Academic Panel competency
Large Number need to be
of student base improved
Established Slow moving
brand name into other
Financial markets than
Stability Colombo.

Opportunities (O)  Strengths/ Threats (ST) Weaknesses/

Use financial Opportunities (WO)
Open new stability of the English
branches in organization to competency
other thwart level of teachers
markets competition can be
Training successfully. improved by
School Stretch the teacher training
financial muscle institute.
of the Making use of
organization to the
carry out opportunities
development offered open up
activities to new branches in
modern other markets.
standards.

13
 Threats (T)  Weaknesses/ Threats
(WT)
Increase in Improve
competitors English
Government competency
policy to level of teachers
introduce & have a system
sophisticated in place to
labs. absorb them
internally & to
use them in
branches which
are opening
new.

Source : Adopted from above SWOT & PEST Analysis

CHAPTER 03: KEY PERFORMANCE INDICATORS

3.1 Proposed KPIs

This a type of performance measurement indicators. This indicates how well a business has done
on chosen activity. Following are the basic types of marketing KPIs.

3.1.1. Student growth rate

In the National Curriculum in English Medium market“Vidura College has enjoyed a sales
growth of 5% when compared to the previous year” (Welagedera, 2019).

14
3.1.2. Student Retention Rate

The student retention rate is as high as 85% due to the standards of education quality set out by
the college (Vidura College,2019).

3.1.3. Student conversion rate

Student conversion rate is 70%,this can be attributed due to poor economic

conditions&government policy to introduce “Sophisticated labs”(Madhushika, 2019).

3.2 Window of opportunity

Following Table 3.1 exhibits window of opportunity in relation to Vidura College.

Table 3. 1: Window of opportunity to Vidura College.

KPI Strengths of the company Opportunities in the market

place

From the previous year As indicated by the above
increase the students growth SWOT Analysis by opening
rate by 10% on 2020. up new branches in new
markets this target is
attainable.(The Sunday Times,
2019)
According to the PEST
Analysis carried out above by
capitalizing the open-up new
branches in new markets. (The
Sunday Times, 2019)

Increase the student Student retention ratio is high A larger percentage of students
15
retention rate by 5% from as 85% due to quality are leaving the school
the previous year. academic staff (Vidura following O/L examination.
College, 2019). “To retain those students with
the school, the management
initiated to give price
discounts by waving off half
of the price by 2019”
(Sumanasekera,2019).

Increase in conversion rate Use the financial strength of Cost benefit analysis carried
by 10% on 2020. the organization to develop out by Parents to
facilities to modern ViduraCollege shows that
standard(Vidura College, since it provides reasonable
2019). education there is no need of
attending private tutors after
school.
(Sunday Times, 2018)

Modernize the school facilities

to meet the modern standards
as mentioned by Financial
Director 2019 &“opening up
new branches would enable
parents to reach Vidura
College”(Sumanasekera,2019).
Source :Sunday Times (2019); Daily News (2019); Sumanasekera,(2019) ;Vidura College
Prospectus (2019)

16
CONCLUSION

Vidura College has been the market leader in private schools which teaches national curriculum
in English Medium. Since of late, it is being faced with number of issues, low admissions,
changes in the political, economic & technological factors, entrance of competitors just to name
a few.

SWOT & PEST analysis carried out gives a clear insight into strength & weaknesses the
organization possess. Subsequent TOWS Analysis carried out indicate how well an organization
could manage on threats & weaknesses. The emphasis is to move into the “Hybrid category” of
the strategy clock.

The study is about critically evaluating Vidura College re-launching into different markets in its
benefits which could get over a period of time.

17
Referencing

Aneez, S. (2019) ‘Sri Lanka’s 2019 growth to hit 18-year low after Easter Bombings: Reuters
Poll’, REUTERS, 10 May [online]. Available at:
https://www.reuters.com/article/us-sri-lanka-economy-growth/sri-lankas-2019-growth-to-hit-18-
year-low-after-easter-bombings-reuters-poll-idUSKCN1SG0R8
(Accessed: 9 July 2019).

Bowman, C. Faulkner, D. (1997) Competitive & Corporate Strategy. London : Irwin

Cabral, R. (2019) Conversation with PierisKusal, 8 July
Christopher, C. (2019) ‘Popular schools allowed open branches’, the SUNDAY TIMES, 10
February [online]. Available at: http://www.sundaytimes.lk/190210/news/popular-schools-
allowed-to-open-branches-335388.html
(Accessed: 8 July 2019).

Colombo Page News Desk. (2019) ‘Government takes a revolutionary step in education for a
modern Sri Lanka – PM’,ColomboPage Sri Lanka Internet News Paper, 21 February [online].
Available at: http://www.colombopage.com/archive_19A/Feb21_1550773555CH.php
(Accessed: 1 July 2019).

Colombo Page News Desk. (2019) ‘Sri Lanka Premier says will introduce a common school
system free of religious, racial divisions in next two years’,ColomboPage Sri Lanka Internet
NewsPaper,22May[online].Availableat:
http://www.colombopage.com/archive_19A/May22_1558545644CH.php
(Accessed: 08 July 2019).

Education TIMES. (2019) ‘Anniversary Celebrations of Vidura College: Colombo 20 years

&Kalutara 2 years’, the SUNDAY TIMES, 24 February [online]. Available
at:http://www.sundaytimes.lk/190224/education/anniversary-celebrations-of-vidura-college-
colombo-20-years-and-kalutara-2-years-337207.html
(Accessed: 8 July 2019).

Education TIMES. (2019) ‘Tabs for GCE A/L students from September - MOE’, the Sunday
Times, 16 June [online]. Available at:
http://www.sundaytimes.lk/190616/education/tabs-for-gce-al-students-from-september-moe-
353626.html
(Accessed: 5 July 2019).

Finance. (2019) ‘Lankan Records 3.2% GDP growth in 2018’, Daily News E-PAPER, 26 April
[online]. Available at: http://www.dailynews.lk/2019/04/26/finance/183860/lankan-records-32-
gdp-growth-2018
(Accessed: 10 July 2019).

18
Inayathullah, H. (2019) ‘The nearest school is the best school’, Sunday Observer, 31 March
[online]. Available at:http://www.sundayobserver.lk/2019/03/31/junior/nearest-school-best-
school
(Accessed: 1 August 2019).

Kotler, P. Armstrong, G. (2012) Principles of Marketing. 14thedn. New Jersey : Prentice Hall
Kotler, P. Keller, K. (2012) Marketing Management. 14thedn. New Jersey : Prentice Hall
Madushika, S. (2019) Conversation with PierisKusal, 31 July
Perera, Y. (2019) ‘Govt. will establish education system to meet 21st century needs: PM’, Daily
Mirror, 4 July [online]. Available at: http://www.dailymirror.lk/print/breaking_news/Govt--will-
establish-education-system-to-meet-21st-century-needs:-PM/108-170550
(Accessed: 8 July 2019).

Samaraweera, B. (2019) ‘Muslim Population increasing - Gammanpila’, CEYLON TODAY, 20

June [on line]. Available at: https://ceylontoday.lk/news-more/5423
(Accessed: 8 July 2019).

Sumanasekera, D.G. (2019) Conversation with PierisKusal 9 July

Sumanasekera, I. (2019) Conversation with PierisKusal 18 July
Sumanasekera, S. (2018) Conversation with PierisKusal, 10 August
Sumanasekera, S. (2019) Conversation with PierisKusal, 20 July

TalkwithChatura (2019) DhammikaPerera. Available at:https://youtu.be/3p24buetOhk

(Accessed: 02nd February 2019)

[Vidura College] (2016)[Vidura College] prospectus.Nugegoda :[Litrain Print].

[Vidura College] (2019)[Vidura College] prospetus.Nugegoda :[Litrain Print].

Weihrich, H. (1982) ‘The TOWS Matrix- A tool for Situational Analysis’, Long Range planning,
(15) 2, pp.54 -66.
Welagedere, N. (2019) Conversation with PierisKusal, 15 July
Wijesiri, L. (2016) ‘Enigma of English education’, DAILY NEWS E-PAPER, 29 June [online].
Available at:http://www.dailynews.lk/2016/06/29/features/85987
(Accessed: 28 July 2019).

19
Bibliography

Chaffey, D. Smith, PR. (2013) E Marketing Excellence 4thedn. Oxon: Routledge

Kiang, M. Raghu, T. Shang, K. (1999) ‘Marketing on the Internet – who can benefit from an
online marketing approach’, Decision support system,(27)2000, pp. 383- 393
Srivastava, R. Shervani.T. Fahey, L. (1999) ‘Marketing, Business process, and Shareholder
value: An organizationally embedded view of marketing activities & the discipline of
marketing’, Journal of marketing,(63), pp. 168-179.

20