Analysis Of Mapping (Singapore) Private Limited In Marketing Management

Company Overview

Mapping Private Limited (Singapore) is a company based in Singapore whose objective is to help planning the learning and teaching process. They offer educational enrichment programs, training programs for teachers, programs to develop curriculums, and workshops for parents. The programs they offer help children to have educational foundation and value-based development, and support parents and teachers to guide the children properly in their learning process. The purpose of these educational enrichment programs is not only to help the children excelling in their academic careers but also to nurture them to respect self and others (Leisman, Mualem and Mughrabi 2015). Children of this century need to acknowledge the fact that there are several challenges and competition in life. The company provides trainings on behavior, motivation, learning emotions and avoiding cultural conflict in order to prepare the children sustainable to the future challenges in life.

Tan Angela, the director of Mapping Private Limited (Singapore), sold the company to Amanda Teh in 2015. She expanded the business by tying up with both primary and secondary divisions of government and private schools to widen the customer base.

Sustainable decision-making is the process through which institutional growth and betterment are possible (Pettigrew 2014). In the current century, sustainable decision-making in an organization does not only mean the fulfilment of the organizational objective, but also how it contributes in the making of a sustainable society. The objective of the Mapping Private Limited (Singapore) is to nurture the children of this age in order to develop different learning abilities in them along with individual growth of their personalities. This way, the company fulfils its own business goals and contributes towards the shaping the future.

Social inclusion is the process that promotes equal opportunities and resources for every people in a society coming from any social background in order to make every individual feel that he is an important and integrated part of the society. Through this process, the dignity, ability and the opportunity of the disadvantaged people are increased to make their identity prominent in the society (World Bank 2018). Out of Service Club is a non-profit organisation (NPO) that promotes social inclusion. The setting ground of child learning in the provision of education, Out of Service Club has the duty of not discriminating in the act of outcomes and will be enhancing and strengthening the emphasis on the social inclusion in the provision of educational enrichment that had previously been excluded. Regardless of their differences in the social background, in order to develop their professionalism, the company developed programs that influence social inclusion.

In the context of cultural diversities in the societies of Singapore, the social inclusion of a child is significant. The designing of the programs are done keeping in mind the fact that each child is unique by its culture and personal abilities. Thus, it is crucial to design programs that are appropriate and relevant to each child. Monitoring is necessary to observe the behaviours of the children and to direct them towards social inclusion. Therefore, it is important to have the proper and experienced people in the panel of executive to make sustainable decisions.

Marketing Management Strategies

Mapping (Singapore) Private Limited spread their products widely across Singapore as a specialized educational enrichment program provider. The company divides their products according to the skills of the trainer. Mapping (Singapore) Private Limited advertises through website, Twitter and Facebook, which adds value to the company as a mature organization and build its reputation in the industry. The director of the company chose to utilize social media sites such as Facebook, twitter, and others as the platform for the branding of the company. Experiential learning through evaluated communication in relationship with various stakeholders and sustainable decision-making can bring into practice integrated communication (Boutilier 2017). Programme management through media builds the brand and brand awareness. Social capital is a combination of economic and cultural capital that utilizes the relationship network among the people of a society and work, in order to create a society that functions effectively (Dubos 2017). The connections and cooperation that are built among different heterogeneous groups are called as bridging social capital. On the other hand, the kind of social capital that relates to the norms and networks of the relationships among the people working under explicit or institutionalised power in a society are called linking social capital. These bridging social capitals and linking social capitals help to understand the importance of parents as the sustainable decision makers. The feedbacks and suggestions of the parents help to correct and modify the educating process and thus, help the company objective. This influence of the parents in this process of attaining company objective develops parents as promotional media (Mangold and Faulds 2009).

Product designing and pricing depend on the demand of the market and the size of the target market. In order to recognize the need of the market, the Mapping (Singapore) Private Limited had to understand the impact of the existing academic curriculum of the different private and government schools, and day care centres of Singapore. Studying the education system and its impact, the company concluded that there was a lack in the curriculum and the process of learning, deficiency in the training of the teachers, and also noticed the challenges parents faced while teaching their children. Based on the identifications of these needs, they saw potential market for their educational enrichment service and curriculum development programs.

Objectives for Speech and Drama of Mapping (Singapore) Private Limited are to-

• Create programs that enables and enhances the ability of the children to speak properly.
• Make the students confident and raise their self-esteem.
• Improve the communicating ability among the children, teachers, and the parents.
• Develop coordination and team work skills among the children.

Objectives of the Speech and Drama program of the Julia Gabriel Educational Centre are to (Juliagabriel.com 2018)-

• Impart communication skills along with confidence among the students.
• Make the students capable of presenting their ideas with precision.
• Ensure that the students have clarity of speech.
• Grow a fondness for reading among the students.
• Improve the listening skills of the students.

According to Gabriel (Juliagabriel.com 2018), it is crucial that the children should have proper conceptual foundation from an early age of academic learning. The culture of Singapore and the global demand of English language create a demand of people well versed in English. In order to accomplish this purpose the government and private kindergarten schools should focus on the children from an early age (2 years) to develop their conceptual foundations. As per Underhill (Ww1.macmillaenglish.com 2018), the Mapping (Singapore) Private Limited requires a deeper analysis to develop their educational enrichment programs.

• Pre-Nursery: At this stage, the children are taught to recognize symbols, English alphabets, phonetic sounds, pronounce words, describe pictures and read English.
• Activities: Movement, music, imagination, vision and speech.
• Objective: These activities encourage the children to read more and teach them the proper sounds and use of words.

• Nursery: At this stage, the children are taught to read their books properly without any help.
• Activities: Individually or as a group narrating pictures or puppet shows.
• Objective: The aim of these activities is to make the children capable of presenting their ideas with clarity.
• Kindergarten:  At this stage, the children are asked questions and they are taught to answer them properly. The children are also encouraged to communicate with each other and participate in character playing according to the themes. As each child is different, the way a one handles the situation of the characters is different from the others. Different themes help to bring the unique abilities of each child.
• Activities: Children present different skills of them (Parnell and Iorio 2015).
• Objectives: These activities bring out the different skills in the children and teach them express their ideas accurately through questions and answers. In addition, it increases their listening ability and concentration.

Combining the objectives of these three educational institutions, a common description can be derived. According to Mcdonald, these programs teach the children to be passionate, show empathy, and observe. Through the activities, the children learn to be confident about themselves, mind practice, lessons from mistakes, which make it easier for the parents to guide them further. As Singapore is a culturally diverse country, he programs enable the children to respect the diversity.

Sustainable Decision-Making and Consumer Behavior

Building a brand depends on the social capital of the society (Chhabra and sharma 2014). According to the Out of Service Club, the projects are planned based on the findings of the market analysis. The Non-profit organization uses the low price of their services as the promotional ground of their brand. On the other hand, according to Mcdonald, parents are enthusiastic on paying more for their services as they provide better services than other organizations in this industry. On this context, social capital helps to identify the advantages and makes the process of pricing and branding easier (Lin 2017). The recognition of different cultures and planning the activities of the educational enrichment programs accordingly adds value to the Speech and Movement. They also hold competitions and reward the talented children. It helps them as a promotional ground in the media.

Other organizations in this industry have similar approaches. Pricing is an important technique to gain competitive advantage (Lovelock and Patterson 2015), while brand image can be increased by constant evaluation of the programs and their results, and making according improvements.

Mapping (Singapore) Private Limited focuses on social media sites such as Facebook and twitter to utilize those as platforms for promoting their brand. They also use YouTube videos of the children’s performance and activities for the dual purpose of notifying the parents of their children’s development and improvement, and to promote the company.

Out of Service Club understands the importance of effects as it affects the learning and behaviour of the children. The NPO follows the 3d framework of marketing that is discover, design and deliver (Biswas 2014). The organization first discovers the demand of the market, and based on that demand, designs their services, and finally delivers it to the customers to make a successful business. In order to understand the demand of the market, they instigate interviews with the stakeholders such as the parents and children.

Julia Gabriel Educational Centre does not only use the YouTube for the parents to watch the performance of their children, but also as a marketing ground for the institution (Juliagabriel.com 2018). This institution focuses on the child development with a curriculum that is different from the ones that are used in government and private Schools, and Childcare Centres. After an extensive analysis of the market, the institution plans programs and curriculums. The programs that this institution offers are costly and thus, targets children belonging to the upper class societies.

Sustainable decisions are made based on the reviews of different stakeholders such as the reviews of the NPO, and viewed on ETpedia (Boutilier 2017). Parents can compare these with multiple similar organizations and comment for improvement. This approach strongly requires timeline management.

Mapping (Singapore) Private Limited builds and manages its individual clients and schools that are registered under the Ministry of Education (Singapore). The objective of the director of the company, Amanda Teh, is to manage the social media sites as the promotional ground of the company (Kleppinger and Cain 2015). The director utilizes her years of experience in academic services to influence the marketing of the company (Baym 2015).

Analysis of Strategies

As per the Out of Service Club, it is necessary to evaluate elaborately the quality of these specialized services and programs. The management must review the programs and go through constant progressive development. As an example, the government and private schools have common objective that is to teach the children. Yet their curriculums lack in the proper education and development of the children. This deficiency is complimented by the Speech and Drama.

Mapping (Singapore) Private Limited values the opinions of the parents and use it as the promotion of the brand. As person who is connected to the development of the academics, Ex Senior Educator and Head of the Department, Amanda Teh, utilizes her years of experience and connections to create advanced curriculum in accordance with the government instructed curriculums.

Out of Service Club believes in planning for the future in advance, that is, it builds long term objectives and plans for it accordingly. The aim of the sustainable decision-making is to develop the business. It is required from the stakeholders, whose opinions are valued, to provide suggestions that will help in the long term planning of the company.

In the case of the Out of Service Club, the relationship between the different stakeholders and sustainable development exhibit the core value of the institution and thus, affects the consumer decisions. On the other hand, in the institution of Julie Mcdonald, experiencing different opinions and suggestions as the process of learning progresses, is the most significant element, as based on these opinions and suggestions, the programs are improved. This is the core value of the institution and the preference of the customers depends on it. Lighting style and effect have an impact on the ambience as well as creating illusions through digital technology affects the actions (Kuijsters et al. 2011). Competitive advantages should be utilized in the promotions, spreading the information nationwide.

Mapping (Singapore) Private Limited prices its services moderately. The moderate pricing of the several programs support the curriculums of private and public schools. The company has an office space on rental and the staffing includes five administrative officers and curriculum developers or advisors along with three experienced directors. The company expanded their service to the government primary and secondary schools in Singapore at an affordable price. The price ranges from $20.00 to $130.00 for each student per term per subject. As the pricing depends on the existing competition in the market, it also depends on the product advantage (Hinterhuber and Liozu 2017). Therefore, the situation before pricing should be assessed in terms of product advantage and the company objective, in order to make the pricing that creates an advantage for the company in the market (Nagle and Müller 2017). Pricing of the product depends on the value of the company in the market, and is different from the similar organizations in the industry. The modern technological gadgets such as computers, laptops and tablets are not necessary equipments for the programs. Thereafter, the possibility of the price to increase or decrease is less in at least five years. Thus, it can be said that the company pricing strongly depends on the product advantage on variable cost (Liozu et al. 2015). The value of the product advantage can be determined based on the level of the variable cost. As an example, the annual concert is performed in different halls in different locations every year, and the expense changes accordingly.

Conclusion

Price chart A $37,200.00 (240 students)

Price chart B $46,500.00 (300 students)

The minimum number that should be in a standard sized class is 8 children. The price each student has to pay for 10 lessons per term is $155.00. The company has the policy of taking an advance payment for a year at the time of the enrolment of the student. As per Gabriel (Juliagabriel.com 2018), before taking the decision, parents compare a company to it similar rival companies to choose the best for their children in an affordable price.

Mapping (Singapore) Private Limited does not involve any charitable works or collaborate with any NGO to promote its brand. It focuses on collaborating with government schools, private schools, and other kind of educational institutions to expand and promote the business. It employs various social media sites to develop the brand image (Dijck 2013). The company depends on its evaluation and evidence based curriculum designs, relationship between the stakeholder such as the parents, schools and government, and marketing management team to make sustainable decisions (Waas et al. 2014). It focuses on approaching the parents through different medium in order to publicize the company. According to the Out of Service Club, the educational programs should be presented and evaluated as quality learning process in front of the parents in order to make them understand the difference between the company and other competitive companies in the similar field of work (Wagner and Hollenbeck 2014). This should be done 1 or 2 weeks before the opening day of the schools to create greater impact on the parents.

The framework of SWOT analysis is used to analyse the strengths, weaknesses, opportunities and threats of a company in order to evaluate the position of the company in its competitive market (Hill, Jones and Schilling 2014). After measuring the potential opportunities and threats in terms of the company’s offered products and services, the assessment model is used to create marketing strategy.

SWOT analysis is the most crucial analytical framework for any company that intends to do an evaluation of their business and its potentials. Despite of its significance in the planning of marketing strategies, it is quite simple to perform. In order to perform SWOT analysis, information is gathered from the environmental analysis of the company and divided into two components – internal issues and external issues. The strengths and weaknesses fall under the category of internal issues and the opportunities and threats belong to the external issues category. The analysis helps to determine the factors that will assist in obtaining company goal and the factors that can create obstacles in achieving the goals and need to be overcome (Phadermrod, Crowder and Wills 2016).

The above chart shows that the company has multiple strengths as well as weaknesses. Although there are a few threats in the market, it is clear from the chart that the company has great potential to develop and expand.

Strengths: The staffs of the Mapping (Singapore) Private Limited are well trained, with proper motivation and dedication towards their work creating a strong workforce. The executives have adequate experience in their respective fields, which includes the teaching profession, in order to govern a company. The designed curriculums include fun and creative activities that attract the children to actively participate more and encourage them to learn. The learning programs are designed based on different social values and needs of personal growth. Hence, it nurtures the children into becoming matured and knowledgeable individuals in the future. The company also conduct training programs and workshops for the teachers and parents. The involvement of parents and family in the learning process of the child strengthens the bond between them. The company has always maintained a positive and progressive communication with the parents to notify them about the development and performance of the students. The company has proper construction of future programs that enables them to focus on the target even better. Due to the affordable pricing, the company gains a competitive advantage of drawing more consumers towards them (Gamble, Thompson and Peteraf 2013). It takes the advantage of the social media sites and utilizes those as the promotional platform of the company. Moreover, having strong connections in the Ministry of Education (Singapore) and collaboration with the government and private schools give the company a major advantage in the competitive market.

Weaknesses: There are NPOs that have the shared interests with the company. Yet, the company does not indulge into collaborating with such organizations. It relies too much on promoting the company on social media platforms, and is not enthusiastic about organizing events with partners to promote the company. The lack of proper promotional plans is a potential threat to the company in the competitive market. The prolonged dependence on the connections of Amanda Teh also reveals the company’s weakness. The expansion of the company is challenged by its lesser number of international collaborators and the absence of proper marketing strategy. There is a lack of utilization of the modern technologies that gives the company a competitive disadvantage. The parents also show reluctance to make the payment of a year in advance.

Opportunities: The company has the opportunity to grow as the demand is increasing for thorough teacher training courses as well as the short time courses. Various organizations have different objective that can make the learning processes better and collaboration with those is a great opportunity for the growth of the company. Recognition from the government is a potential way to create more opportunities. There are schools that hire teachers who lack in proper training. There is an opportunity to form partnership to provide trained teachers. In order to enter a country’s market, international educational organizations need to collaborate with existing companies of that country. The Mapping (Singapore) Private Limited has the opportunity to collaborate with them.

Threats: The emergence of traditional teacher training institutions is potential threats for the company, along with the arrival of the companies in the market that have similar courses. Teachers need particular set of skills to teach effectively. There is a lack of understanding of the importance of those skills, and hence the significance of the programs that Mapping (Singapore) Private Limited offers does not reach to the consumers. Every child is unique and has different qualities, and hence, requires proper nurturing to show full potential. Parents do not comprehend the significance of this, and thus do not see the programs as useful.

The evaluation of the findings of the SWOT analysis strongly suggests that the company has areas that needs to be attended. The target market of the Mapping Private Limited (Singapore) is the students, parents, teachers and aspiring teachers, private and public schools and other educational institutions. Therefore, the marketing strategy of the company should strategies plans that focus on the target market in order to increase the consumers. Fulfilling this objective requires focusing on the four significant Ps of market – product, price, place and promotion (Khan 2014).

Product: The company provides services such as educational enrichment programs, teacher training programs, and guides the family how to improve the learning process of the children. The services the company is offering can utilize the modern technologies such as mobile applications and YouTube channels to gain competitive advantage. It can also create digital classrooms using projectors to create a better learning process. Collaborating with international organizations will give the company insight on the program designing of those organizations and can get ideas to improve the programs of the company.

Price: The pricing of the company is moderate. The only problem is that they take advance payment for a year at the time of enrolment, which can become inconvenient for most of the parents. Hence, it has the scope of changing the one year advance payment system and make it only one month advance payment for the convenience of the parents. This will help them to attract more parents to enrol their children in the system.

Place: The company can utilize the schools that have been hiring untrained teachers to place their services of teacher training programs by tying up with them as the supplier of trained teachers. It should also develop awareness programs that enables the parents to understand the importance of child development.

Promotion: The current promotional strategy of the company depends majorly on social media and the connections of the directors. It needs to focus on mass promotion through organizing events collaborating with different NPOs, international organizations and other institutions. The promotion can focus on how the company will utilize the techniques of those companies for betterment, and how the learning process of a child is a concern all around the world.

Conclusion

Mapping (Singapore) Private Limited is a company that offers programs for the purpose of educational enrichment of the children. The company offers different kind of services such as workshops, teacher training programs, parents and family training programs, and curriculum development program along with the teaching programs of the children. The company influences social inclusion through its curriculum among the children and parents. It emphasises on academic as well as personal growth of each child. The objective for parents training is that it recognises the challenges parents face while teaching their children and wishes to train them the proper way of teaching. The company has collaborated with both public and private schools. After doing a SWOT analysis of the Mapping (Singapore) Private Limited, the strengths, weaknesses of the company and the potential opportunities and threats are determined. With the help of this analysis, a marketing strategy has been devised that includes the product, price, place and promotion of the company. It has been found that the company needs to devise stronger promotional strategy that involves promotional events and utilize the opportunity that various organizations are offering through collaboration. Collaboration with NPOs and other international educational institutes can get the company market advantage. It can also utilize modern technologies in digital classrooms and mobile applications to enhance the service it is providing. In conclusion, it can be said that the Mapping (Singapore) Private Limited has great potentials to grow, and in order to do that it needs to follow the marketing strategies that have been suggested.

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