MARKETING MIX

Marketing Mix of Product and Service

Marketing Mix of Product and Service

Introduction

This assignment is about educational consultancy service brand “Doupe Educational Consultancy” established by the company and “Doupe Guide” that is a guide book for clients of the company. The company is planning to introduce above mentioned “Doupe Educational Consultancy” service and related product “Doupe Guide” to the market. This assignment performs SWOT analysis for both of them, concept of Marketing Mix and its significance for company's product and service. It highlights the features of the company's product and service being launched and stages of their lifecycle, significance of pricing and promotion strategy, and significance of suggested order of Ps for the chosen product and service launching into the market. The company is planning to introduce “Doupe Educational Consultancy” as a service and the “Doupe Guide” as a product.

Discussion

“Doupe Educational Consultancy” provides an educational consulting service to Undergraduate and Graduate level students with strong, intellectual and ethical relationships with top level schools and universities in the United Kingdom. Doupe Educational Consultancy brand focuses on reinforcing relationship with educational institutions in UK in order to provide students the assistance for imparting such as the Undergraduate and Graduate level studies. The reason for focusing on consultancy market in UK is because the company already has strong consultancy service brands in developed European and American countries. The launch of Doupe Educational Consultancy and Doupe Guide in the United Kingdom is a part of strategic move to diversify its products and service in new and potential markets.

SWOT Analysis:

SWOT is a model used for analyzing competitive position of a company or its product or service portfolio in order to analyze the present industrial position or worth of company's product or service portfolio and acts as a guide for setting future strategy of portfolio development (Gary 2007, pp. 44).

SWOT Analysis of Doupe Educational Consultancy:

Strengths:

The company has extensive knowledge base of operating in educational consultancy industry, therefore its gross Goodwill acts as strength in launching Doupe Educational Consultancy.

Student community is considered socially active segment of society due to their extensive use and exposure to social media products like Facebook, Twitter and MySpace. The company's presence in social media acts as strength in developing the new service and product. the use of social media in developing Doupe Educational Consultancy service has numerous benefits, such as its cost-effective due to low subscription charges in placing ads in social media websites like Facebook, it has ability to address a large number of diverse audience comprising of students, parents, teachers, industry personnel, educational and literary societies, etc. and interactive features of Social media like staying in touch with messages and tweets with existing and potential customers. It can enable the company to reach customers from a global perspective and generate business and reinforce service brand Goodwill within a short span of time.

Weakness:

Among the United Kingdom famous for Graduate and Undergraduate studies, certain countries like Pakistan and Bangladesh have limitations and constraints in providing higher ...