3. Marketing Analysis
3.7. Differentiation Strategy
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
23
Table 4 Competitors strength and weakness
3.7. Differentiation Strategy
Despited the strong competition that Tomorrow People is facing, Tomorrow People Academy plans to use it differentiation strategy to attain a competitive advantage over its competitoors.
The School will incorporates marketing techniques that will coherently give them a
competitive edge, as well as design unique products and services that will attract the attention of potential client.
3.7.1. Service Flexibility
One of the most important unique attributes of Tomorrow People Academy is flexibility in time. This flexibility in time enable the school to be able to offer multiple enrollment plan which is something that is currently not offered in the early childhood education industry in
List of Competitors
Strength Weakness
Montessori Life School
The Little School
Usuthu Forest
Sifundzane
Annadale
Brand recognition
Quality Education
Lacks flexibility (one enrollment plan)
Safety (in terms of ratio between teachers and kids, 1:10)
Minimal use of technological tools.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
24
Swazi. This flexibility incoherently gives the school a competitive edge over its competitors because the current players in the early childhood education only provide one kind of an enrollment plan known as fixed plan.
3.7.2. Innovative and creative learning program’s
Tomorrow People Academy’s business profile will put more emphasis on the use of innovative and creative techniques. The school will carefully select materials and toys that will promote creativity. We will choose materials that will address creative needs for all children. The school will do the following;
1. Integrate Technology into programs
It is no secret that kids are crazy for technology, so it is important for Tomorrow People Academy to provide children with time to simply play, create and use their imaginations.
However, teachers will also ensure that students learn to use current technology in this constantly-evolving world. Integrating technology into our program when done well, it will not only reinforces key technical skills children need to thrive in the 21st century, but it also increases student engagement and enhances learning. The school will use:
Engaging websites: such as “Starfall” which aims at developing and strengthening reading skills, “ABC Ya” and “Cookie” which provide appropriate games and activities spanning all subject areas. “Math Magician” which will assist children improve their math fluency with addition, subtraction, multiplication and division.
Enriching Apps: The school will provide iPad carts to their teachers for use in classrooms.
Educational Video Sites: The school will use educational video sites tailored to learning objectives and specific age groups. There is a site called “Teachertube”
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
25
which is similar to YouTube that the school will use. This site enables teachers to share instructional materials such as videos, audio recordings, and photographs
2. Cooperative learning structure
In-order to engage student to more participative the school will use a “student-centered approach”. This approach creates engagements as it encourages interaction among student themselves: this method allows children to discuss class materials with buddies or in groups, thus maximizing the level of participation.
3. Differentiation Method
The school or teachers will tailor learning experiences to differentiate among the individual needs of students. This will be done through matching assignment of children to the readiness level of student, offering appropriate intervention and extension of activity as required.
4. Goal setting
The school will involve children in the goal-setting process which will be an excellent way to encourage them to take ownership of their learning. Teachers will also further facilitate goal setting through the use of organizers, anchor charts and similar aids.
5. Assessment learning
Tomorrow People Academy will use assessment for learning which is a data gathering process used by teachers to help them customize instruction to match student’s needs.
Most school uses summative assessment which does not give a clear picture of what the student knows. Assessment learning allows for teachers to monitor how the
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
26
children are learning as they teach, using observations, questioning strategies, class discussions, exit tickets, learning logs, peer assessments, self-assessments, and slate work, among other methods.
3.7.3. School Facilities
People of will use modern facilities which will also be safe and promote creativity at the same time. The school’s facilities will ensure welfare and comfort for both children and teachers.
The design, layout and physical environment will be conducive to meeting the needs of children. The flow of children and adults in the building will have, in particular, easy access to sanitary accommodation and outdoor play space.
Furniture, equipment and toys will be of suitable design and condition as well as developmentally appropriate, safe, suitable for children’s needs and non-toxic.
The school plans to be situated in an accessible and safe location. The location will be secure and suitable for the purpose of child education, as well as welcoming to the children and their families. Refer to Appendix 11 for more information on the school facilities.
3.7.4. Safety
Tomorrow people Academy will ensure that the children’s need are meet in a safe environment.
Children will be supervised at all times.
The ratio between children and teachers will be 1: 8
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
27
The premises and outside play area will be secure. Children will not leave the premises unsupervised.
A system will be put is in place for managing access to the premises and a record of visitors is maintained. Unauthorised individual’s will not be allow to access the premises or the outdoor play area.
3.7.5. Marketing
In order to attract customers, the School will need to make high investments in marketing. The business needs to become well known and therefore a marketing strategy will be designed to identify the market segment that the company wants to target, the product, price, place and promotions of the School. We will not only employ the traditional media to communicate but we will also use social media. In addition to that Tomorrow People Academy plans to have a child care application for communication, and updating guardians. This will give the guardians the opportunity to know what’s happening when their away which will ultimately give them peace of mind.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
28