MARKETING STRATEGY DEVELOPMENT

Marketing Strategy Development

Sandra Baena

MKG 300 - Marketing Strategy Development

CSU Global - Colorado State University

Marketing Strategy Development

1.0 Executive Summary

Growing Seeds Educational Child Care is a full-service bilingual (English/Spanish) child care and development facility that educates and care for children age infant to five years old.  Growing Seeds Educational Child Care will be concentrating in the middle-upper-income working professional parents, dual and single. This targeted segment consist in parents who have real and unstated needs for their children while they are at work; not only the need to attend a high quality and safe environment facility where they can receive personalized care and attention on a daily basis, but to develop and reach the standard milestones, obtain the foundations for kindergarten preparedness, and acquire additional skills such as Spanish language and cultural awareness.

Growing Seeds Educational Child Care offers a low teacher/student ratio of 1/7 for the infant room, 1/10 for the toddler room, and 1/15 for the Kindergarten class, a variety of child care services from occasional unplanned or emergency drop-off to full week days, and before/after school program. Regular operating hours are from 6:30a.m through 6:30p.m., including some holidays.

2.0 Situation Analysis

Growing Seeds Child Care offers Littleton, Colorado, a fully licensed child care and development facility for infants to five years old, a variety of child care services from occasional unplanned or emergency drop-off to full week days, and before/after school programs. The regular hours are from 6:30a.m through 6:30p.m., including some holidays. These services will be differentiated from the competitors through specialized training of the support and teaching teams, and the innovative bilingual learning system carefully evaluated and classified by its owner, a native Spanish speaker.

2.1 SWOT Analysis

Following is the analysis of the children care service and will have an impact of the company. There are various factors that will be covered in the following swot analysis of the business and it will become more then needed objective to have an awareness of this analysis and create strategies according to these analysis.

2.1.1 Strengths

A sophisticated and effective Bilingual learning system.

Fully certified curriculum, staff, a state of the art facilities and educational resources.

An experienced business-minded leadership team implementing a package of business values and strategies.

Excellent training and quarterly review programs for all employees.

A selected customer base equivalent to the benefits that Growing Seeds Educational Child Care offers.

2.1.2 Weaknesses

The ability to find enough bilingual certified employees.

A low start due to the newly

Low profitability at least the first two years due to a lack of name and reviews awareness.

High investment responsibility.

2.1.3 Opportunities

A growing market with a large percentage of target customers not yet aware of Growing Seeds Educational Child Care.

Increased revenue as employment increases and economy recovers, therefore the need for educational day care.

As the number of children served grows, fixed costs are spread thinner over a larger customer base. (mplans, 2010).

2.1.4 Threats

There is a considerable number of different child cares in the Littleton area.

Competition from established child cares that will try to offer the same or more services ...