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Beaconhouse College Campus Defence, Karachi

Beaconhouse College Campus Defence, Karachi. Business Plan - February 2013. Introduction. BSR has witnessed expansion with the addition of branches for all levels (Bubbles and Early Years to A-levels ). A’level in DHA/Clifton – the need.

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Beaconhouse College Campus Defence, Karachi

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  1. Beaconhouse College Campus Defence, Karachi Business Plan - February 2013 By Asim Yakub, BSR SG Head

  2. Introduction BSR has witnessed expansion with the addition of branches for all levels (Bubbles and Early Years to A-levels) By Asim Yakub, BSR SG Head

  3. A’level in DHA/Clifton – the need Almost 400 BSS O-level students in Jubilee Campus and Defence Campus combined but don’t yet have any A-level branch in DHA Construction of new high rise buildings By Asim Yakub, BSR SG Head Growing population in the area

  4. BSR A’level Program – market gap Some other competitor A’level colleges in the vicinity have numerous students but are now filled to capacity. By Asim Yakub, BSR SG Head

  5. Beaconhouse College Campus Defence • Attract and retain the cream of both BSS and non-BSS students by repositioning Beaconhouse A’level program • This can be achieved with establishment of an independent A’level school at a prime location in DHA, which offers more in terms of facilities, faculty, subjects and co-curricular activities than other premium A’level schools By Asim Yakub, BSR SG Head

  6. Market Analysis • Growing market: • Increasing no. of schools now offering O’level in Karachi • A’level branches have been established by various schools • A handful of names, mainly independent A’level schools/colleges, are leading the market due to general perception of best quality education and good prospects of students that enroll there. By Asim Yakub, BSR SG Head

  7. SWOT Analysis W • Strengths • Infrastructure/Campus • Prime Location • Existing student base from Jubilee • and Clifton A’level for A2 students • Jubilee and Defence O-level grads • Potentially large no. of non-BSS • students from DHA/other areas that • prefer to be in the vibrant DHA area • Weaknesses • Perceived image of BSS A’level • seems to be below that of KGS and • Lyceum • Location disadvantage of Jubilee • and Clifton A’level (Korangi, Behind • KGS) • Co-curricular not very active • Physical facilities in need of upgrade • Lack of full time high caliber faculty S By Asim Yakub, BSR SG Head

  8. SWOT Analysis • Opportunities • Only A’level school offering media studies at a time when this subject is becoming more popular • Student societies can be organized here with the hiring of new, full time staff • Use BSS network for student exchanges in co-curricular activities • Offer diverse qualifications like ; • UoLexternal degree programs (LLB, BSc). • Executive short-courses or even • EMBA can be offered, possibly in affiliation with a higher education institution e.g. IBA. • Threats • New proposed A-level college will be in the vicinity of tough, well entrenched competitors, so we’ll have to try harder to gain premium product positioning: • KGS • The Lyceum • Nixor College • Lack of amenity land will compel us to operate from a commercial building. This might not be received well initially By Asim Yakub, BSR SG Head T O

  9. Marketing Plan By Asim Yakub, BSR SG Head

  10. Target Market O’level graduates of all good schools; want to attend leading A’level school; especially residents of DHA/Clifton Jubilee & Defence Campus Relocation: Jubilee & Clifton A’level By Asim Yakub, BSR SG Head

  11. Marketing Strategy Position BSS College Campus as a leading A’level college as well as a bouquet of other qualifications, with high quality educational environment at par with other leading schools, although not a copy cat (differentiated product) By Asim Yakub, BSR SG Head

  12. Marketing Strategy Unique Selling Proposition (USP): Location and campus itself, which will provide a better infrastructure than competitors: • More parking space, rooftop cafeteria, indoor gym, Wi-Fi facilities, access to grounds and swimming pool at Defence and Jubilee Campus, etc. By Asim Yakub, BSR SG Head

  13. Product Positioning - Overall Price BSS new campus to be here with KGS & Lyceum Nixor BSS, The City School, LeCole, Southshore, etc. Quality Product Positioning (Academics) Price KGS, Lyceum, Nixor BSS The City School, LeCole, Southshore, etc. Quality Product Positioning The range of subjects, physical facilities and development opportunities offered to students will need to be the best possible in terms of market standards By Asim Yakub, BSR SG Head

  14. Marketing Mix - Product Portfolio Campus: A modern building, designed by leading architect S.Abdullah, constructed on 400 sq.yards, with basement car parking and 5 upper floors plus roof top cafe By Asim Yakub, BSR SG Head

  15. The following images are rated outrageous! Viewer discretion is advised! By Asim Yakub, BSR SG Head

  16. By Asim Yakub, BSR SG Head

  17. Concept Images: Classrooms By Asim Yakub, BSR SG Head

  18. Concept Images: Modern Learning Areas By Asim Yakub, BSR SG Head

  19. Concept Images: Gym, Classroom By Asim Yakub, BSR SG Head

  20. Concept Image: Cafeteria By Asim Yakub, BSR SG Head

  21. BeaconhouseCollege Campus Defence Architectural Plan Site: DHA Site dimensions (approximate) : 83' x 51' Area per floor : 4100 sq ft Total area of 5 floors: 20500 sq ft Up to 200 students

  22. Color Palette

  23. Subjects Offered • Applied Sciences • Physics • Chemistry • Math / Further Math • Biology • Psychology • Computing • Media Studies • Environmental Mgmt • Social Sciences / Humanities • Accounting • Business Studies • Economics • Sociology • Art • Urdu Literature • English Literature • Law • History • Drama & Theatre Suitable for Pre-engineering as well as Humanities Pre-requisites: O-Level Math & English at least Grade B By Asim Yakub, BSR SG Head

  24. Product Portfolio - Affiliations By Asim Yakub, BSR SG Head

  25. Marketing Mix - Pricing • Avoid price war: more profitable for the new program to engage in Bertrand model of interdependent price based behavior with a uniquely differentiated premium product positioning • Compete on quality rather than price; Bertrand Nash-equilibrium will lead to price matching with premium competitors, making our project a more profitable venture • Scholarship policy? By Asim Yakub, BSR SG Head

  26. Bertrand Model : Price Interdependence By Asim Yakub, BSR SG Head

  27. Marketing Mix - Place • Located in Bukhari Commercial area, it is accessible from main avenues and streets of DHA such as Kh-e-Ittehad, Khayaban-e-Muslim, Kh-e-Shujaat and Kh-e-Bukhari • As compared to Nixor and The Lyceum, the street is not congested and the school building will have high visibility; being a 3-side corner location, ample parking space is available. By Asim Yakub, BSR SG Head

  28. Marketing Mix - Promotion • Registrations should be opened not later than mid-March for which a model classroom, gym and the reception area should be ready to showcase our college to parents/students/teachers • Promotional activities to commence from February • All communication for this will be geared towards not only announcing the launch of the new campus but positioning it as a premium product in the A’level/college education sector By Asim Yakub, BSR SG Head

  29. Promotional Tools • Use each tool to drive traffic to new campus and convert into registrations By Asim Yakub, BSR SG Head

  30. Social Media Marketing • Campus-specific Facebook page to be run by ROS, supported by HO • Facebook Updates: Facilities/infrastructure details; interior design pictures; work of BSS A’level students such as media students to be used after screening • Photography/videos to promote new campus to be made with the help of media students • Existing body of O and A’level students of BSS, and their teachers will be requested to like the page and spread word By Asim Yakub, BSR SG Head

  31. BSS College Campus Website • A campus-specific website to be created by HO CC/IT departments, with content provided by ROS • This will be a dynamic and interactive website, where students and teachers can register and receive updates of activities By Asim Yakub, BSR SG Head

  32. Advertising Two campaigns in The News and Express Tribune/ Online • The News is one of the most widely read newspapers amongst our Target Audience • Tribune ispopularwith the youngcrowd, including O and A’levelstudents (especially the website) By Asim Yakub, BSR SG Head

  33. Public Relations By Asim Yakub, BSR SG Head

  34. Events • 2 Open Days to be organized in April and July 2013 • These will be festive, full day events held on the rooftop of the new campus • Existing BSS O’level students from Jubilee and Defence Campus, and students from other schools will be invited with their parents By Asim Yakub, BSR SG Head

  35. The Beginning!Thank You! By Asim Yakub, BSR SG Head

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