Marketing Plan for Australasia International School Pty.

Ltd
Business details

Business name: Australasia International School Pty. Ltd

ABN: 61 009 465 758

ACN: N/A

Business location: Level 14 233 Castlereagh St Sydney NSW 2000

Date established: 1973

Key stakeholders: Onyx Developments Pty. Ltd

Vision statement: To give our students the best possible real-life experiences, skills and knowledge in their chosen fields that
will prepare them for the Australian workforce.

Goals/objectives: Provide students with the opportunity to learn new skills and knowledge whilst being emphatic and
understanding fair and equitable at all times.

Target market: Students who are into workforce in the areas of beauty therapies, massage therapies and management.
 S.W.O.T. analysis
Strengths
 Increase the ranking and
reputation of the university
 Study programs differ
among countries
 More diversity of every
kind than other school
systems
 Generate income and
foreign exchange savings
through the enrolment of
international students
Weaknesses
 High cost of staying abroad
 Struggle recruiting the right
teachers
 Boards inexperienced in high
level governance, leading to
misdirected micromanaging
of daily operations
Opportunities
 Long lasting international
partnership
 Improving quality
 Improving reputation
 Competition from other
institutions
Threats
 Decreasing public funding
 Economic crisis
 Tuition fees expensive
decreasing the number of
international students
 
 S.W.O.T. activity

S.W.O.T weakness/ threat Activity to address weakness/threat

High cost of staying abroad Institution develop packages that lower down the cost for students.

Struggle recruiting the right teachers Includes NSPCC training for all senior leaders.

Boards inexperienced in high level Increase diversity by having more different people in various cultural
governance, leading to misdirected background
micromanaging of daily operations
 
 Products/services

Product/Service Description

Sports equipment and Offer all sports equipment to team needs as it takes pride as an important component of
uniforms building identity, unity, and community around the team.

Technology and digital Use Kahoot to create in-class questionnaires and quizzes. This is handy for obtaining data for
equipment graphing assignments, data for research essays, and feedback from their classmates.

Musical instruments Set up various classes such as multicultural instruments, whole class assembles, orchestra and
performances

 
Market position:

The business fits in higher price with higher quality standards. The school has a solid reputation, provides excellent school experience, and
provides a well-round education.

Value to customer:

Customers view the products and service as luxury as the price is higher than other schools and have full high-quality education and
services.

Unique selling position:

The school provides different and unique services to students. As it focus more on beauty therapies, massage therapies and management
as not much of institution provide such services in the market yet.

Anticipated demand:

Most customers would likely choose a full course till they graduated and obtain the official certificate. Most likely to be 2 to 3 years.

Growth potential:

Increase 80% of students attending international school as curriculum and examinations at such schools are internationally recognized.
Marketing strategy

Marketing Person responsible Date of expected Cost ($) Success indicator

activity/milestone completion
Create a Content Marketing content 1/4/2021 15/4/2021 Content click-
Offer creator through rates

Invest into Search Search engine 5/4/2021 10/4/2021 Average session

Engine specialist duration, bounce
Optimization rate

Invest in Marketing Marketing developer 16/4/2021 30/4/2021 Landing page

Automation conversion rate,
Customer
acquisition cost.
Marketing tactics

Planned promotion Promotional strategy Expected business Cost ($) Target date
/advertising type and rationale improvement

Targeted admission Setting up open days Increase signs up for $10000 1/5/2021
month for the public to visit 50%
the school

Advertisement about Publish related Increase engagement $5000 5/5/2021

course related information in school by 20%
newspaper magazines and
supplements and newspaper
magazine

Early bird enrolment Provide discount for Increase enrolment by $1000 1/6/2021
discounts students who enrolled 20%
during the promotion
period