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Executive Summary

Land Park Infant Center & Preschool is one of the top ten schools located in Sacramento,

California. Land Park’s preschool is where the children will share experiences, hear wonderful

stories, investigate ongoing topics and concepts through project work. They have art time, work

manipulative, enjoy music and instruments, dramatic play center and also Italian lessons. This

program is designed to meet the development needs of young children.

Environmental Analysis:

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Part A: The Marketing Environment

Competitive Forces:

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Economic Forces:

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Political Forces:

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Legal and Regulatory Forces:

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Technological Forces

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Sociocultural Forces

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Part B: Target Markets

Identification

Land Park Infant Center & Preschool target market is infants as young as 4 months to

toddlers up to 5. They accept both full-time an part-time enrollments. Part of them offering full

time is a stable environment with children who are accustomed to one another. Full-time

enrollees allow for better staffing availability and better activities planning. Whereas part-time

children are usually unfamiliar and aren’t accustomed to the daily activities scheduled. Land

Park Infant center & Preschool offers daycare Monday through Friday daytime service.
Needs Analysis

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Current Marketing Objectives and Performance

Marketing Objectives

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Performance Analysis:

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SWOT Analysis:

Strengths:

1. Neighborhood/on-site security

2. Sponsorships by a host of lenders

3. Friendly Staff and certified teachers

4. Financial assistance program

5. Curriculum commensurate with age development (from infant- 4 years of age)

6. Focusing on effective learning tasks

7. Teaching Italian early childhood


Weaknesses:

1. Finding good employees/weakness-high stress and low pay make it hard for the good teachers
to stay.

2. Limited budget

3. Asserting power and control to "solve" issues with guidance

Opportunities:

1. Federal government agrees to sponsor Land Park Infant Center & Preschool as long as they
remain in good standing, promote facilities to workers, family and etc.

2. Safety, education, and cost are major issues for children outside their home.

3. Offering the Reggio Emilia approach (program teaching another language).

Threats:

1. Home care through, relatives and etc.

2. More established competition simulating ideas/ concepts

3. Legislation regarding daycare facilities


4. Local preschools offering a cheaper price.

Matching Strengths to Opportunities, Converting Weaknesses and Threats:

1. In order for Land Park Infant & Preschool to remain within the top ten schools in Sacramento,
the facility should consider keeping there curriculum and offering other languages as well. It
would the facility a better pitch and become more eye appealing to the consumer.

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3.

Marketing Objectives

1. Strategic Goals

• To develop a very successful facility, that will expand throughout the state of
California.

• To develop a financially sound Sacramento area Preschool facility that insures


child safety and continue offering a low cost to parents.

2. Financial Objectives

• To grow more than 40% within the next five years.

• To offer a profit margin of 15%

• To stay within the budget


3. Marketing Goal

• To meet the developmental needs of young children.

• To provide experiences that enrich and enhance each child’s cognitive, language
social, emotional, physical and creative development.

• To create a more ideal company, that’s more appealing to the consumers, hoping
to gain more children/staff in hopes of a bigger/well-known franchise.

4. Business Objectives

• To expand across the Sacramento, California area.

• To open bigger facilities.

• To keep ongoing incentives and various discounts available to all the consumers
that come to Land Park Infant & Preschool.

• To become in the top 10 preschools in the region.

Marketing Strengths

Target Markets:

1. Families who want full-time (35 hours) of child care each week.

2. Families who are expecting a baby and live or work within 10 miles

3. Families who have an infant under 12 months old and live or work

within 10 miles.

4. Families already bringing their children who may be expanding their

families.
Marketing Mix

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Marketing Implementation

Marketing Organization:

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Activities, Responsibility, and Timetable for Completion:

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Evaluation and Control:


Performance Standards and Financial Controls:

Each component of this marketing plan will be analyzed and correctly modified for

effectiveness and efficiency and the plan will be for taken action in hopes of expansion and great

franchise over the Sacramento area.

The budget break down as follow:

Billing the Customers


• Child care fees are due on the first day of each month. A late fee of $5.00 per day is
charged when child care fees are not paid on time.

Paying the Suppliers


• All expenses are paid as expenses are incurred.

Collecting the Accounts Receivable


• Land Park Infant Center & Preschool manages to run without receivables. Parents know
we have a waiting list and our clientele can well afford our service.

Reporting to Management
• All rules and procedures are posted for part-time help. Reports are filled out and given
to Land Park Infant Center & Preschool when employees are filling in for staff.

Inventory Control
• There is no real inventory. Food supplies are budgeted and monitored by staff
members. Children do not have access to snacks without adult supervision.

Monitoring the Company Budgets


• The accountant goes over the books on a quarterly basis

Monitoring Procedures:

1.