Marketing Plan for Newly Establishing College. Explaining How we should plan marketing Mix, how to defining target market and how to analyzing PEST, SWOT.

1. American College of Professional Education

2. Marketing Plan of ACPE

3. History of ACHE
• Established in 1995
• ACHE is the only American Education provider
in Sri Lanka
• 7 Branches
• Morethen 70,000 Students passed out

4. New Opportunity
ACHE find high demand for Professional
Education and It has setup new College for
only targeting for professional education.
ACHE wish to supply High Productive Human
Resources for Industries & service sectors. To
meet this mission ACHE opens New College
ACPE (American College of Professional
Education) under their supervision.

5. SWOT Analysis of ACPE
Strengths
• ACHE has good Past records. (More than 70,000 students
passed over) and 18 years excellent service.
• Pleasant , Peaceful and Friendly environment with good
facilities.
• Well qualified lecture panel and Reasonable Charges
• Employment rates are high for Professional/Technical
program completers.
• The institution is located in Peradeniya – Kandy Street,
Which is famous street for Institutes and Educational
centres
• Internet Access Facility and Computer Lab Facility

6. Weaknesses
• New Name for Institute.
• There is a lack of qualified part-time instructors in the
college service district.
• The college is located in a High Competition area,
where hundred of Professional Education service
providers active zone.
• Changing Technology and Educational Trends.
Due to limited staff, many employees have several
responsibilities with limited time to be creative.
• Much of the public has a misconception of the role of a
community college

7. Opportunities
• Growing demand for productive Professional
• Growing Business Environment
• Growing Foreign and Local Investments in Country.
• The institution is flexible and creative in responding to
employer needs.
• Current Educational and Life style trend of People. After
High school normally
• In 2010, Above 233,609 Students sat for G.C.E. A/L
Examination. 142 516 students got through and Only
above 20,000 selected for the Universities. Rest of 122,000
students are opportunity for rest of private colleges.

8. Threats
• The continual increase in tuition rates.
• The cost of transportation (increasing fuel
prices).
• Competition of online course from other
institutions.
• Declining overall enrollment in college
programs.

9. Environmental Analysis
PEST analysis of Marketing Environment of ACPE
Political
Current Government education policy
• Normally in Sri Lanka, Local community accepting
Government Universities Qualification rather than private But
Current Government trying to Privatizing showing green light
for all private institute. If they privatized all state funding
universities, then automatically people have to accept private
degrees.
• USA acceptance.
• American College of Higher Education Accepted by United
States body, and This acceptance giving chance to transfer to
US.

10. Environmental
• Environmental factors shows positive for ACPE future endeavors.
• Growing political stability is giving room to business developments, which
will create more professional education needs.
Social
• Social factors Depend on Local People’s perception about Education, such
as
Changing Life style of Local people
• Professional Qualification is growing in local Labour market.
• Private companies interest in hiring professional qualified employees.
Technology
Technological forces include the need to meet technology improvements in
equipment and software to enhance college operations and the need to
keep the equipment and instruction updated in professional/technical
programs. The institutions connectivity to broadband access continues to
be an advantage to the institution and the community to help promote
training opportunities.

11. MARKETING OBJECTIVES of ACPE
Financial Goals
• Capturing Market By 5% - 10% with in Next 3 years
• Increasing Enrollment rate
• Scholarship for 3 students in every year
Non Financial Goals
• Increase the variety and effectiveness of promotional efforts.
• Create new and improved forms of marketing and techniques which may
include Web banner advertising and event driven promotions.
• Develop event driven promotions.
• Link marketing efforts to new program and new course development and to
program modifications.
• Market training opportunities to international agencies.

12. TARGET MARKET
• American College of Professional Education’s target
market is professional qualification seekers from
different age.
• ACPE Planning to Provide few course for Target
Market with high quality service.
• ACPE will joining hand with reputed leading
organization in Sri Lanka to provide Job Guranteed
professional Education service.

13. Course Enrollment rate Trainee Appointment
2014 2015 2016
BIT 10 - 20 15 - 25 30 - 50 Virtusa
Charted Account -
SL
10 - 20 15 - 25 30 - 50 KPMG
HRM 10 - 20 15 - 25 30 – 50 Mass Clothing
Certificate in
banking and Finance
- 10 - 20 30 - 50 Commercial and
Sampath bank
Air Ticketing IATA - 10 - 20 30 – 50 Ticketing Service
Sectors
Multimedia - 10 - 20 30 – 50 Mass Medias
Fashion Designing - 5 - 10 30 - 50 Aboard
Networking 10 - 15 10 -15 30 - 50 Aboard

14. Marketing Mix
Product Strategy
• American College of Professional Education Providing
Following Courses for Students.
BIT Charted Account - SL
HRM Certificate in banking and Finance
Air Ticketing IATA Multimedia
Networking Fashion Designing
• These fields are having high employment rate, due to
this reason we believe we can attract large number of
student as we planed.

15. Distribution Strategy
Course Branches
2014 2015 2016
BIT Kandy Kandy,
Colombo
Kandy, Colombo
Charted Account - SL Kandy Kandy,
Colombo
Kandy, Colombo
HRM Kandy Kandy,
Colombo
Kandy, Colombo,Matara, Kurengala
Certificate in banking
and Finance
Kandy Kandy,
Colombo
Kandy, Colombo, Kurengala
Air Ticketing IATA Kandy Kandy,
Colombo
Kandy, Colombo,Matara, Kurengala,
Galle, Negombo
Multimedia Kandy Kandy,
Colombo
Kandy, Colombo,Matara, Kurengala,
Galle, Negombo
Fashion Designing Kandy Kandy,
Colombo
Kandy, Colombo,Matara, Kurengala,
Galle, Negombo
Networking Kandy Kandy,
Colombo
Kandy, Colombo,Matara, Kurengala,
Galle, Negombo

16. Course Charges
BIT First have to pay 30% fee, then payable in 3
installment
Charted Account - SL First have to pay 30% fee, then payable in 3
installment
HRM First have to pay 30% fee, then payable in 3
installment
Certificate in banking and
Finance
Half Payment on registration
Air Ticketing IATA Half Payment on registration
Multimedia Half Payment on registration
Fashion Designing Half Payment on registration
Networking Half Payment on registration
Pricing Strategy

17. Activities
Number of Time
2014 2015 2016
Career Guidance with help of school
OBA/SDC for school leavers
(Visiting Schools)
5 schools
10
schools
20
schools
Participating Ed Expo ( - Colmbo) 1 1 1
All Aptitude test for Scholarship 1 1 1
Creating Youth Club 1 - 1
Adventure programs for youth &
professionals 1 1 1
Social Media Contest 10 10 10
Sponsoring Events in 3 5 10
Promotion Strategy

18. Online Learning Course for ACPE
students.
• Under “Professional Qualification for All to
Succeed in Career Life” theme, ACPE hope to
go out from boundaries with the help of new
technology. This is first time in Kandy one of
Educational institute going to explore Virtual
learning Method. This is not easy task as we
think, we have to find out effective techniques
for success this mission.

19. How We can Dominate Online
Learning Method.
• High Quality Material
• World Recognized Course
• Easy Accessing Softwares and E-learning sites
• Other services for student
• Reasonable rates

20. Conclusion
• There is high demand for professional education courses
because of labour market can only satisfy from well qualified
labours. Therefore If ACPE can provide valuable course Surely
ACPE can dominate this market.
• This marketing plan well analyzed Situational and Marketing
Environment analysis find positive and negative factors which
will effect directly and indirectly ACPE .
• This Marketing Plan Implementation will increase ACPE’s
National Level achievement and global level reorganization.
We hope this is a balanced and Best marketing plan to practice.