Case Study. Company Brand Story With the current state of trade around the globe, the internet serves as the best and most lucrative place to do business. My company is an online supermarket where customers buy and sell goods from the site. This is like a virtual supermarket where one orders goods and gets them delivered to their doorsteps. This is entirely made for those people who work too hard such that they have little or no time for shopping. What makes my company different is the fact that we offer delivery services even at night provided that the customer is within a specific region. to achieve this, my company allows workers to change shifts after every 6 hours where a group of workers will be picking orders and delivering the goods to the customers any time even at night. We encourage our workers to have a sense of humor whenever they are delivering the goods to the customers, this makes them comfortable and they will always feel secure and free while talking to our workers. The started as a coding program exercise where several practices were used. This was then brought to life where the site was tried for the first time and the customers started using the site. Marketing Team Values The most important thing in every business is making profits. In my business, the first thing that we use while making a decision is loyalty. In a case where a customer is involved, maybe there was a problem with the merchandise or the goods that were sold to them was not of their expected level, we are going to look into the customers loyalty and if we find that the customer is our loyal or regular one, there is no doubt we are going to decide in their favor. Next, we are going to look into honesty. An honest person will always say the same story. If at any point a customer or the employee changes the story of the events that unfolded, we are going to consider their argument and the decision would hardly be to their favor. Finally, the last is openmindedness. When making decisions, take an instance there is a suggestion of a new payment method that customers request, employees should not turn the idea down. In this case, they should be open-minded and take the idea seriously and in case it will help the company then we are going to implement it. Market Segments Our venture falls into e-commerce or an online store where we sell goods via an online platform. Our customers are located across the country except for those who buy foodstuffs and merchandize that get expired quickly, in their case, they need to be within a specific radius from our physical store so that their goods are delivered to them as soon as possible. This is the segment that will likely be able to buy domestic goods and foods. Those who are far are the segment that is expected to buy electronics and other machinery. This is the group that will receive their products within 4 to 10 days after ordering. Looking at each segment, the first group is always in a hurry and they can order foods even at night and in this case, there is a need for responsive customer service. This is the group that can make orders with phone calls, pay, and get their goods delivered within an hour. The other segment is always patient and always makes orders online. They usually pay for the goods in advance and gets the goods delivered to them within or less than 10 days. Target Market The segment that we are going to give maximum attention to is those who buy foodstuffs. The main reason behind this is the fact these goods have a short lifespan and, in this case, if they expire the company runs at a loss. These customers will also advertise the company to others if they are treated by our workers well and, in this case, we are going to have more customers in the future. Market Position The use of pictures and animations makes the site easier to use and attractive. In our case, the site looks beautiful and easier to use since the customers use pictures to pick the items they need. Our shopping site is also very reliable since we always deliver the goods ordered within the time frames. Introduction Online marketing companies keep emerging now and then. Considering the online selling company, Kendi Online Supermarket, there need to be appropriate market planning strategies. Even though the marketing strategy of a business is always liable to change due to changing market dynamics, the main objectives are usually clear. Objectives of the supermarket 1. Creating a brand- The goals of Internet marketing often include the development of a product. It involves not only setting up your logo and company name in customers ' minds but rather what your company stands for. Well-known brands are generally quite valued by clients, particularly when combined with positive experiences. 2. Increasing the prospect traffic-Each business owner needs to see the amount of traffic to their site and sitemaps growing. But, if they are not the right kind of flow, those numbers are irrelevant. Through focusing your ads to specific individuals and aimed at attracting unique, skilled people, you will maximize the ROI of your marketing activities, as well as your performance. 3. Improving the local SEO- channeling of prospects by including the right tags and comments will yield the best for the company. Decision making A decision to be made based on the brand build objective is to be made. Choosing between focusing on the internal qualities such as logo, increasing the coverage and establishing what the company stands for is critical. Metric The lead metric possible to be employed is the number of leads attracted by the principal brand building objective. This metric is guaranteed to predict the market and influence the impact of leading assignment dealer. The lag metric is the cost of focusing on either prospect. As a lag metric, a long-term effect is to be observed. This measure goes a long way in enabling the establishment of the general perspective of marketing operations for the firm. This metric cannot be measurable from time to time, and therefore its cost may be determined way later. Customer Need Recognition Client need recognition entails identifying problems that might affect consumers’ buying patterns. Bearing in mind that our business is an online store, it might be a little difficult to know the issues that customers encounter when ordering products. For this reason, our employees are always encouraged to be friendly to clients such that they develop a trusting relationship with them. That way, customers will report any problem immediately it occurs. Besides, a proper solution will be determined to address the issue at hand so that clients can have an easy time using our website. Marketing Assumptions The primary marketing assumption of our online store is that customers are impressed by the pictures used in product identification. On that note, it is clear that clients get relevant information about the goods provided by our online supermarket, which enables them to make decisions on whether to buy or not. The other assumption is that clients will find our website easy to navigate so that they can compare different products and purchase the ones that meet their needs entirely. Overall, our online store strives to be the best in not only offering a variety of commodities but also in delivering them on time. Market Analysis When it comes to the target market, the maximum attention will be given to foodstuffs. Notably, our online store will offer goods to people of different ages. As such, we have a broad market to cover since we can offer various products as long as they are not highly perishable. Our company prioritizes delivering foodstuffs to buyers, particularly due to their short lifespan. However, all customers will receive their commodities on time. In case of any delay, which will be a rare occurrence, our workers will keep in touch with clients to avoid inconveniencing them. Consequently, the primary aim of our online store is to distribute products to their respective buyers to satisfy customers’ requirements and attract new ones to our online platform. Reference. Ghandour, A. (2015). Ecommerce website value model for SMEs. " International Journal of Electronic Commerce Studies", 6(2), 203-222. Ghandour, A., Deans, K., Benwell, G., & Pillai, P. (2008). Measuring ecommerce website success. ACIS 2008 Proceedings, 24. Pryor, M., Millar, G. C., McNamara, A., Kaufman, L., & McLaughlin, A. C. (2017, September). Creating Content Guidelines for Consistent Display of Information on an Ecommerce Website. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (Vol. 61, No. 1, pp. 1834-1838). Sage CA: Los Angeles, CA: SAGE Publications. Running head: LET’S LEARN MARKETING MANAGEMENT PLAN Marketing Management Plan: Let’s Learn Education Institute Name Course Institution 1 LET’S LEARN MARKETING MANAGEMENT PLAN 2 Table of Contents Introduction ..................................................................................................................................... 3 Company Background .................................................................................................................... 3 • The Company ....................................................................................................................... 3 • Company Impact Statement ................................................................................................. 4 • Company Vision .................................................................................................................. 4 Let’s Learn Marketing Management Plan ...................................................................................... 4 • Marketing: Brand Story ....................................................................................................... 4 • Values .................................................................................................................................. 5 • Market Segmentation: Criteria ............................................................................................. 6 • Market Segmentation: Targeting ......................................................................................... 6 • Marketing Brand Positioning: Market Position ................................................................... 7 • Marketing: Message ............................................................................................................. 7 • Marketing: Media................................................................................................................. 7 • Marketing: Marketing Mix .................................................................................................. 8 Decision Making & Behavior ......................................................................................................... 9 • Plan Purpose......................................................................................................................... 9 • Planning: Objectives ............................................................................................................ 9 • Planning: Decision Making.................................................................................................. 9 • Planning: Metrics ............................................................................................................... 10 Business & Market ........................................................................................................................ 10 • Customer Behavior: Need Recognition ............................................................................. 10 • Customer Behavior: Assumptions ..................................................................................... 11 • Marketing Research: Market Analysis............................................................................... 11 Product Planning and Communications ........................................................................................ 11 • Product Planning: Product Life Cycle ............................................................................... 11 • Product Planning: Crossing the Chasm.............................................................................. 12 • Communications: Integrated Marketing Campaign ........................................................... 12 Marketing of Services & Global Marketing ................................................................................. 13 • Services .............................................................................................................................. 13 • Global Marketing ............................................................................................................... 14 Conclusion .................................................................................................................................... 15 Reference ...................................................................................................................................... 16 LET’S LEARN MARKETING MANAGEMENT PLAN Introduction Market management is the process in which an organization plans, implements, and controls programs intended to bring in new customers in the target markets with the aim of achieving organizational objectives. Marketing management involves programs targeting effective communication with the target market and the distribution of the products and services to the target market (Kotler & Keller, 2016). Through marketing management, organizations are able to come up with an effective marketing program through careful analysis and forecasting based on the prevailing market conditions. The success of the marketing plan heavily relies on appropriate pricing, effective advertising, and sales promotion, distribution, and the encouragement of potential customers to make purchases. With this in mind, this paper will develop the marketing management report for Let's Learn, a for-profit educational institution which desires to expand its market. Company Background • The Company The company that I’ll establish will be called “Let’s Learn.” The company will focus on providing education opportunities in low-income communities, which are characterized by low education attainments, high rates of unemployment, and high rates of unemployment. 3 LET’S LEARN MARKETING MANAGEMENT PLAN • 4 Company Impact Statement Through the Let’s Learn Company, I will provide learning opportunities to low-income and marginalized communities to improve their employability and economic standpoint. The company will help reduce poverty rates in low-income communities by providing individuals with low education attainments an opportunity to access education at a low cost by offering lowcost education opportunities. • Company Vision To become a model education center for low-income communities. Let’s Learn Marketing Management Plan • Marketing: Brand Story Let’s Learn is an educational organization that aims to provide educational services in low-income areas. Let's Learn will offer college diplomas in various subjects with the aim of developing skills among the target population. With low-income communities recording lower education attainments, job skills, and qualifications, the learning institution will target these populations by offering low tuition fees to improve enrolment. The college will compensate this by offering skills that will promote absorption in the job market, especially among the youths and mid-aged adults. The learning institution will stand out from the rest of the competition by offering low tuition costs while partnering with other non-governmental organizations to offer scholarships and funding for low-income individuals. The low cost of tuition at the facility makes the institution stand out from the rest of the competitors. This is in line with the market the institution targets with its operations. LET’S LEARN MARKETING MANAGEMENT PLAN • 5 Values In defining organizational values, Oestreicher (2011) note that these are abstract ideas that guide organizational thinking and actions. They represent the values on which the business is founded and influence decision-making and initiatives. The values which an organization adopts inform business programs and how they interact with the market as well as the services and goods they offer. Values act as guiding principles of the organization and influence how the business behave in the business world. At Let's Learn, one of the values that will be used in decision-making is service to others. According to Gilligan and Wilson (2016), service to others is one of the key values to the success of a business venture. Businesses that focus on serving the needs of others to the best of their abilities are also able to achieve profitability in the process. To be successful in the marketplace, enterprises should first identify a need in the market and coming up with strategies to solve the problem. As a learning institution, Let's Learn will solve the education needs of low-income communities by providing affordable alternatives to pursue education. The second value that guides decision-making at Let's Learn is innovation. Continually, we shall develop and come up with new and imaginative ways of offering quality education to the population that we seek to serve. The institution shall consistently seek to develop new innovative ways of addressing the needs of the community we serve. This will include innovative digital learning programs that will be cost-effective. The third value that will guide decision-making within the business will be open-mindedness. Being open-minded is based on the notion of recognizing that one is not all-knowing and is willing to take in the ideas and opinions of others in decision-making. As a learning institution, we shall be open to new ideas and ways of delivering learning to ensure cost-efficiency and high quality of services. LET’S LEARN MARKETING MANAGEMENT PLAN 6 Philanthropy will also be used as one of the values and which will be incorporated in decisionmaking. As an institution that aims to serve low-income areas and which will provide sponsorship and scholarship, incorporating philanthropy as one of the key values will ensure that this is considered in all decisions made. • Market Segmentation: Criteria Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics such as location, demographics, psychographics, and behavior (Gilligan & Wilson, 2016). The segmentation of the market allows easier targeting based on the group characteristics. One of the group segmentations that Let’s Learn will adopt is based on location. In its marketing activities, Lat’s Learn will be promoted in low-income communities as an affordable institution offering quality education. The institution will also come up with segments based on demographics. One of the population segments that will be targeted in Let’s Learn marketing activities will be the young adults aged between 17 and 24 years old. This age group constitutes a majority of college-going students. The other market segment that will be developed based on demographics will be older adults who are working but have the interest of furthering their studies. Online classes will be promoted as an alternative for this population. • Market Segmentation: Targeting In market targeting, those residing in low-income areas will be targeted first. This is because this constitutes the population with the lowest education attainment and who will be willing to enroll at a low-cost education facility that enhances their education standpoint. The segment is also easier to reach as they are based on specific communities. Geo-targeting will be LET’S LEARN MARKETING MANAGEMENT PLAN 7 used to target these specific communities in promoting the learning institution as an alternative to high-cost colleges. • Marketing Brand Positioning: Market Position At Let’s Learn education institute, we offer high-quality educational services on various courses at the lowest tuition cost in the country. • Marketing: Message The institution will use a Unique Selling Position (UPS) which states: “High-quality education for all.” “We are the cheapest college in the state, why look further.” “We are the best in whatever we do, ensuring you graduate highly qualified.” • Marketing: Media As an institution that seeks to serve the low-income population, the choice of media should be based on one that is easily accessible to the target population. Other than this, the media of choice should be low-cost as the institution is largely low-cost and seeks to cut on operational costs. Of the different media that can be used to promote Let's Learn, social media, specifically Facebook and Instagram, will be used. Paid adverts will be placed on these platforms and will be targeted to young adults who come from low-income communities. The choice of these three social media platforms is based on their popularity among the youths who are the major target population. Student sponsorship will also be exploited as a way of marketing the institution. The institution will sponsor bright students from low-income communities to access education from the institution free. The institution will provide the students as sponsors in the loincome community to promote enrollment. Content marketing in the form of YouTube videos LET’S LEARN MARKETING MANAGEMENT PLAN 8 will be used to promote the institution. Paid adverts on YouTube, which will be geo-specific, will target low-income communities. • Marketing: Marketing Mix In marketing, the marketing mix is key to determining the product/ service offering that the business has to offer in the market. The 4 Ps of marketing are known as the product mix and include the product/service being offered, price, place, and promotion (Oestreicher, 2011). Together, these refer to the set of actions and tactics that the business uses in promoting its brand in the market. The product mix of the Let's Learn education institution is made up of the educational services offered, which include courses and skills that learners obtained while there. At Let's Learn, various courses and skills will be impacted by the learners and will include business management skills, basic engineering, and marketing, among others. These are courses that will promote employability among learners. The second component of the marketing mix is price and which will be key to the success of Let's Learn. As an institution established to serve low-income communities, Let's Learn will adopt a low tuition cost approach to increase the rate of enrollment while offering education in innovative strategies to cut on costs. While public colleges charge annual average tuition of $11.000, Let's Learn will charge an average of $7,000 per annum to attract enrollment. The institution will also seek scholarships for the students. To ensure that the institution is able to serve the target population, college facilities will be located near low-income communities. Online courses will also be offered to increase access. The fourth component of the marketing mix is promotion and will involve measures undertaken to increase institution awareness, create interest, and create brand loyalty. Let's Learn Will be promoted using mass media, social media, and print media. LET’S LEARN MARKETING MANAGEMENT PLAN 9 Decision Making & Behavior • Plan Purpose In defining a marketing plan, Fifield (2018) note that this is a document that directs the marketing activities of an organization or business based on the goals and objectives set. The marketing plan aligns the marketing strategy of the business with its broader objectives both in the short-run and in the long-run. If the business goal is to expand its market presence, the marketing plan should detail how new customers will be recruited and should detail promotion efforts to achieve this. In the current case, the purpose of the marketing plan is to direct the activities of the Let's Learn Institute towards achieving its primary objective, which is to increase college enrollment. As a relatively new institution, there is a need for the college to initiate plans which will see more students join the institutions. All members of the Let's Learn Institute will use this marketing plan to plan and make decisions relating to the institutions, especially on how to recruit more students from the targeted market segments. The plan will direct actions and decision-making over the course of the next two years. • Planning: Objectives The marketing plan aims to achieve the following objectives: i. Increase student enrollment by 20% in the next two years. ii. Build strong brand awareness as an institution offering low-cost college education. iii. Dominate college enrollment among low-income communities. • Planning: Decision Making One of the marketing objectives of the business will be to increase student enrollment by 20%. To achieve this, the following decisions will be made: LET’S LEARN MARKETING MANAGEMENT PLAN • 10 Which of the several social media platforms in the market to use to target potential young students for college enrollment? • Which geotargeting strategies will the marketing department use to target low-income communities for college enrollment? • How will the marketing department structure target the different market segments created in the marketing plan? • Planning: Metrics The goal of the marketing plan will be to increase the number of new students who join the institution following the implementation of the new marketing plan. The metric goal in this case, therefore, will be the number of students who join the institution. The lead metric, in this case, will be the dollar amount spent in a particular 3-month period. This means that the effectiveness of the business plan will be based on the number of students who enroll in the institution vs. the dollar amount spent within that period. Business & Market • Customer Behavior: Need Recognition Despite the interest to enroll in college to boost their chances of joining the labor market and to reduce the high rates of unemployment within their community, most of the people in the target market were unable to afford the tuition fees most available colleges were offering. As a result, many choose to look for temporal jobs. However, when some of these people in these communities heard that the institution was offering subsidized tuition fees and a payment plan that was spread across years to enable them to pay overtime, they were willing to join. Most of LET’S LEARN MARKETING MANAGEMENT PLAN 11 the members who came to learn about the institution heard about it through social media adverts on Facebook and Instagram. • i. Customer Behavior: Assumptions There is a huge demand for college diplomas among the youths living in low-income communities but are unable to pursue them due to the inhibiting tuition fees charged by existing colleges. ii. There is a high demand for the courses offered in the institution among the students targeted. iii. Potential students view the Let’s Learn Education Institute as an institution that offers high-quality education. • Marketing Research: Market Analysis Which courses do most students targeted by the marketing plan and from the target environment intend to pursue? Product Planning and Communications • Product Planning: Product Life Cycle A product life cycle describes how a product/service evolve in the market from the time it is introduced to when it is withdrawn from the market. All products and services go through the four stages of the product life cycle, which are introduction, growth, maturity, and decline (Ryu & Kim, 2019). The introduction stage begins when a product or service is introduced in the market. Marketing activities during this stage are intended to build product awareness among potential customers. The second stage is growth and occurs when the product becomes accepted in the market, and demand rises over time. Marketing at this stage is aimed at broadening the LET’S LEARN MARKETING MANAGEMENT PLAN 12 market demand and sales volume. The maturity stage follows that growth phase and is characterized by high competitiveness and leveled sales. The decline phase occurs when sales decline due to increases in competitiveness. Based on the product life cycle, college education in the US is at the maturity stage. While there is increased competition among the different public and private universities, demand remains relatively high. Marketing in this stage should focus on offering quality education and charging lower rates, which is in line with the approach adopted by Let's Learn Educational Institute. • Product Planning: Crossing the Chasm Innovation adaption is classified under the innovators, early adopters, early majority, late majority, and laggards. While most of the courses offered at the college will be delivered through online platforms, this is not a new innovation and has been existing in the market. • Communications: Integrated Marketing Campaign Integrated Marketing is the process of creating a unified and seamless experience for consumers to interact with the brand. Integrated Marketing aims at linking all marketing communications such as advertising, sales promotion, public relations, direct marketing, and social media altogether to work as a unified force in marketing the business (Persuit, 2018). The goal of integrated marketing is to ensure that all messaging and communications strategies are consistent across all channels and communicate a single message at a time to the customers. For the Let’s Learn Educational Institute, the IMC will include school events, an institution website, and public relations. Every semester, the institution will hold a sporting event in the community with the primary aim of enhancing and creating brand awareness. The institution will also maintain a website that will consistently communicate about the offerings of the institution and how one can join and study there. As part of the public relations, the institute will continuously LET’S LEARN MARKETING MANAGEMENT PLAN 13 sponsor bright students on a full scholarship to study there. These students will serve as ambassadors of the institution. Other than these three, social media will play a critical role as part of the integrated communication. As one of the key promotion methods, social media will also argue the integrated marketing campaign. While not removing any of the previous three methods, social media will be added as the fourth tool of the integrated marketing campaign. Marketing of Services & Global Marketing • Services While the primary business for the Let's Learn Educational Institute will be to teach students through both one-on-one classes and online platforms, the institution will also offer library services for all students. The institution will run both an online and physical library where students can access books at a subscription. The intention of this will be to supplement the learning services offered by the school while earning revenue, which will be used to operationalize the library. To ensure that the students get to access the books they need, the library will provide a variety of books that will be both in physical and soft copies. The online library services will available for both students and other non-students who register on the online platform. However, the physical library will not be open to the public due to security concerns. Overall, the provision of library services will be important for the institution achieving its goal of providing quality education to low-income societies. The primary aim will to consistently provide different types of books as needed by the students to enhance quality. Ensuring books of all kinds are available will be key to ensuring that students and the public get what they need when they need it. The number of books and the different varieties available for borrowing at any given time will be used as a measure of the LET’S LEARN MARKETING MANAGEMENT PLAN 14 quality of services. In addition to the provision of library services, the institution will also provide on-campus accommodation to students from poor background and those with a history of homelessness. This will help improve school attendance while generating additional revenue to the school. • Global Marketing Globalization is defined as the current status where businesses are increasingly growing interdependence of the world's economies, cultures, and populations, brought about by crossborder trade in goods and services, technology, and flows of investment, people, and information (Steger, 2016). Recent years have seen businesses serve markets beyond their national borders in an aim to boost profitability and dominate the world market. Recently, more businesses have sought to pursue a globalization strategy aimed at increasing market size and earnings from their operations. As an institution aimed at serving low-income communities, Let's Learn will pursue a globalization strategy with great emphasis on developing countries. To cut on costs, classes will be delivered through online platforms, which can be accessed from any part of the world. The aim of this will be to ensure as many people are given an opportunity to attend classes and learn. Globally, the demand for higher education continues to rise as more and more people become more enlightened and aware of the benefits that come with being educated. More developing countries have seen a surge in demand for education and its such market that the institution will target. This will not only increase profitability but also help the institution to pursue a global market strategy. To make it easy to penetrate in different markets, the institute will partner with existing higher learning institutions, non-governmental organizations, and the government to bring education services close to the consumers. The strategy of providing lowcost education while at the same time partnering with different organizations will make LET’S LEARN MARKETING MANAGEMENT PLAN 15 education more affordable to many potential consumers. Partnering with existing local institutions will help in branding Let's Learn to ensure ease of fit in multiple countries. Conclusion For a business to succeed in the market place, having a detailed marketing management plan which guides its actions and decision-making is key. For the Let’s Learn education institute, having a robust marketing management plan is key to the success of the initiative as it ensures that marketing activities are well-defined and consistent with the overall business strategy. This plan has achieved this by outlining the different activities and steps that the Let’s Learn Institute can take to achieve its primary and strategy in an increasingly competitive business environment. LET’S LEARN MARKETING MANAGEMENT PLAN 16 Reference Gilligan, C., & Wilson, R. M. S. (2016). Strategic Marketing Planning (Vol. 2nd ed). Amsterdam: Routledge. Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson. Oestreicher, K. G. (2011). Segmentation & the Jobs-to-be-done theory: A Conceptual Approach to Explaining Product Failure. Journal of Marketing Development & Competitiveness, 5(2), 103–121. Persuit, J. M. (2018). Social Media and Integrated Marketing Communication: A Rhetorical Approach. Lanham: Lexington Books. Ryu, Y. U., & Kim J. (2019). Enhanced Collaborative Filtering: A Product Life Cycle Approach. Journal of Electronic Commerce Research, 20(3), 155–168. Steger, M. B. (2016). Globalization: A very short introduction. Oxford University Press. 
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