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Marketing Plan
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Presented by: Mr. Pharin Chhoda Rangsey (Kevin)
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RafflesEducationCorp
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Raffles International College (Cambodia) Limited
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Vision To be the premier education group in Asia-Pacific. Mission We are committed to providing quality education through our network of institutions in the Asia- Pacific region.
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The main aim of this marketing plan is: To increase number of students 50% by the end of this year. To gain more than 40 Students in October Intake and More than 20 in other three intake. To generate more revenue by the increasing 80% by the end of next year. To promote the majors such as Multimedia Design, Visual Communication and Fashion Design for getting more students.
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Company Analysis Founded as an international education provider as a subsidiary of Raffles Education Corporation with James Chong as a College Director and William Parkin as an Academic Director. A big advantage in the global world of design and commerce influenced and enhanced by local cultures and ideas
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With over 130 multinational students in campus with 90% are Business Students. Most of our students are high school graduated student at the age of 17 years old to 20’s. 75% of students are from high-ranking family, 10% have their own business but still want to enter academe more, 5% transfer from abroad and other 10% are students who don’t want to go abroad and choose to study at the most expensive college in Cambodia and it’s Raffles.
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American University of Phnom Penh (AUPP) with a school fee over $9.000 per year. They got more potential than us since they’re new university, more expensive and American System. Limkokwing University with a cost of approximately $2.000 per year. The school fee is affordable, they have more choices of major, a bachelor degree and master degree.
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GDP Per Capita in 2011 was 896.85 USD with a total population of 14.31 Million People.
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Right now Cambodian Political issue is still unstable since the end of the election. Proper communication with government and use any strategy for them to recognize us and our degree so that the controversy like in Raffles Vietnam won’t happen to us.
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17 to 25 years old From middle class to high-class family Speak English Used to attend an international education institution. (Preferable)
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We target 3 segments: Senior High school students, International school students Foreign student that stay in Cambodia for a period of times.
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Senior High School Students
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International School Student
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Foreign Students
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Strength, Weakness, Opportunity and Threat
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One of the top Cambodian college Annually auditing Centralized Management Less Turnover More potential to internationals students.
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Centralized Management Not affective marketing and management department Lack of training Lack of communication
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Parents encourage their children to study abroad. Revolutionary of Social Media Marketing. Graduated Student’s abilities.
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Student’s complaining Don’t underestimate competitors.
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4Ps of Marketing Mix
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Mainly on Lecturers
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Reconsider about our school fee
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Find a proper new campus immediately
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More events, student’s activities and corporate advertising.
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Time Limits Confidential Information
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Ngeth, S. (2013) – Senior Education Consultant. Company overview of Raffles International College (Cambodia) Limited. In person 30th August 2013. Kotler, P. and Keller, L.K. (2009). Marketing Management. New Jersey: Pearson Education. raffles-international-college.edu.kh (2013). About Raffles International College (Cambodia) Limited Overview. Retrieved from: http://www.rafflesinternationalcollege.edu.kh/About_Us_Overview.html Accessed on 29 th August 2013 http://www.rafflesinternationalcollege.edu.kh/About_Us_Overview.html raffles-education-corporation.com (2013). About Raffles Education Corporation overview. Retrieved from:http://www.raffles- educationcorporation.com/College_Information.htmlhttp://www.raffles- educationcorporation.com/College_Information.html Accessed on 29 th August 2013
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Thanks for your attention!
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