Marketing Mix And Customer Service Analysis Of Wentworth Metro College

Characteristics of products or services and their significance to the market

Marketing is the management process and with the help of marketing, products and services move from concept to the consumers. Marketing is mainly used to make, keep and satisfy the consumers. As stated by Armstrong et al. (2015), marketing involves promoting, researching, distributing and selling of the services and products. Mainly marketing includes the coordination of the four elements in it, product, price, place and promotions. In this report, Wentworth Metro College is chosen in order to show the marketing mix as well as the promotional method of this college. The aim of the report is to highlight the potential impact of the marketing mix on the college and the effectiveness of customer service of the college. 

The mission statement of Wentworth Metro College:

Wentworth Metro College seeks the exceptionally promising students around the world and across the nations to educate them in accounts and business through social experience and mental discipline.

Sydney Metro College is known as Wentworth Metro College as it is situated at Wentworth. Sydney Metro College has opened its new branch at Melbourne CBD as well. Wentworth Metro College offers the products to the students:

• Textbooks and trade books
• Reference books
• Art supplies
• School and office supplies
• Gift items and card or stationary items
• Dorm room furnishing
• Emblematic merchandise

• Special courses of Wentworth Metro College

(Certificate IV in Business, Diploma of Business, Advanced Diploma of Business, Certificate IV of Accounting and Diploma of Accounting)

• Wentworth Metro College Mailroom
• Library access
• Online learning facility
• Accommodation

Wentworth Metro College provides these services and products to the students in order to attract maximum students from Australia and from international spheres. In addition, they do the marketing of the products and services through online modes like social media, e-mail and websites. The college provides diploma and advanced diploma level courses for the students that help the students to become job-ready. The special features of the courses and online help can attract the students across the globe and this college has a well-maintained website from where the students can get the information regarding applying process and library access (Sydneymetrocollege.edu.au 2018).  

Wentworth Metro College provides products and services to the students who enrol their names in the academic session. Academic session starts at a specific time in each year and the duration of the courses are mainly 2.5 years; each of the courses has five semesters. For the future students from international spheres, Wentworth Metro College provides special benefits and attraction of giving the provision like making a bank account, OSHC, accommodation facility in Australia and airport-picking facility (Sydneymetrocollege.edu.au 2018). Current students of the college get the opportunity of SMC E-learning portal access, recognition of prior learning facility, student support services and English language support services.

Pricing policy and its impact on demand

Therefore, it has been noticed, Wentworth Metro College provides various student support services in order to increase the customer base. These products and services are perishable and time has significance in the college offers. The students need to enrol the name before all the seats are booked as service of the college is not used at the proper time, it may go for one year. In Australia, especially in Sydney; there are so many business ad diploma levels colleges. Service demand in education has a high degree of fluctuations and it many changes in demand for a year or for an academic year. Therefore, Wentworth Metro College has high demand during the beginning of the academic year and low demand in off period. As opined by Huang and Sarigollu (2014), unlike a product, the service given by the organisation cannot be touched, tasted or sensed before their availd. Wentworth Metro College provides various services like library access, online portal and graduation handbook; however, students have to enrol the name to get the access to these. Moreover, Wentworth Metro College provides personalised service as well when the students come for enrolment. The students can get the added advantage of getting a scholarship. Therefore, according to Fan et al. (2015), some of the personalised services must be created and consumed simultaneously.    

Wentworth Metro College has three main strategies for pricing. The first strategy is product lining through which Wentworth Metro College sets the price steps between product line items. Therefore, using high-low pricing can be an effective strategy when it comes to offering the premium students from the international sphere. It gives this college to same or rather higher pricing than the other competitor colleges in the market. In addition, service bundling refers to when the customers are given a deal or discount when they make a larger purchase rather than just one service (Hanssens et al. 2014). Therefore, Wentworth Metro College provides a special discount on the overall academic fees when the students book various services from the college like a handbook, academic fees, online portal access, accommodation and transportation. Lastly, price skimming is all about making the service or products pricing higher initially and Wentworth Metro College uses the strategy because of its brand image in the market.

Wentworth Metro College provides various types payment features and this college provides financial assistance to the students as well. The college also offers accommodation to the students in Sydney. Wentworth Metro College uses the pricing variables like discount percentage, agreements with the students over phone calls, the residual value of the service psychological elements of advertising and competitive pricing. Estimated total cost of studying in this college is AU$3,400 for 23 weeks courses (sydneymetrocollege.edu.au 2014).  

Importance of promotional methods to marketing outcomes

Wentworth Metro College has been active in the social networking sites in order to reach the students across the globes. Promotional activities through social media and online platform are cost-effective for any colleges and universities (Helm and Gritsch 2014). The colleges cannot use any billboards and hoardings as these are a very costly way of communication to the students. In addition, Wentworth Metro College has its social networking page on Facebook, Twitter, Instagram and Google Plus. The PR team of Wentworth Metro College is active on social media pages to answer the queries of the students.

In addition, Wentworth Metro College does spot admission day once in a year and the college asks the students to visit the spot admission day to enrol their names. In addition, this college does events like admission fair where the students can get the prospectus of the college and get the ideas of fees structure. Wentworth Metro College tries to be unique and original in the content of the ads when they provide the print advertisement in newspapers. Sometimes, the college tries to give contests to the students and first few students get the chance to win scholarship when studying at the college.

In the year 2017, almost 800 million international students came to Australia for higher studies. Therefore, the student market is large in Australia and colleges try to book all the seats as possible. The students like to study in higher education, ELICOS, vocational education and school education. The customer base of Wentworth College is based on the domestic students and international students as well. This is a private institution and it offers mainly three types of courses. This college allows 164 students per class as they maintain a good ratio of students and faculty in the class.

Channel of distribution is important to the organisations as it is one of the components of marketing mix through which the consumers get the goods. Distribution channel refers to the path or route through which the services can travel to the customers. For the colleges like Wentworth Metro College, it does Business-to-Customer distribution of the service as it does not use any kind of middleman inside this. The distribution of service of education, giving prospectus, giving accommodation to the students all is done directly to the students. Marketing intermediaries are not needed for Wentworth Metro College as this college often outsource distribution of the prospectus and forms through online mode.

Significance of channels of distribution in marketing outcomes

 Wentworth Metro College provides best possible for customers service as it is a private institution and it has to attract the customers in order to book all the seats. Firstly, this college checks the entry requirements for the students when the students call or text them to ask for admission.

In addition, Wentworth Metro College asks for the Visas whether the students have this or not. If the students do not have Visas, the college helps the students to make a Visa for them.

Wentworth Metro College provides overseas student health cover (OSHC) when the students arrive in Australia (Sydneymetrocollege.edu.au 2018).

The college provides accommodation facility to the students in Australia who come outside of Australia. For the candidates who come to take the admission to college, the college provides Airport Pick-up.

The college helps the foreign students and domestic students to open the bank accounts for them.

Apart from the future students, the current college students can get the facility of e-learning facility and the student support services from the executive team. In addition, the college provides student handbook to the students where the students can get the facility of English Language Support and academic season help.

Product: Wentworth Metro College offers various products like textbooks and trade books, reference books, gift items and card or stationary items and dorm room furnishing. Apart from the products, the organisation provides the facility of the services like a diploma and advanced diploma courses for the students across the globes. Extra services are provided to the students like, of e-learning, qualifications, Recognition of Prior Learning and English Language Support.

Price: The College takes product-line strategy as this college provides a group of related products under the same brand sold by the college. Wentworth Metro College tries to expand the offering by adding extra value to the service and products. The product line strategy is associated with product bundling strategy where the customers like to have all the services as the college gives a discount when taking all the services at a time. The students need to buy service and products from the college which are familiar to the students. The college takes money at the time of admission and during the semester.

Place: Wentworth Metro College is near Sydney and it has another branch at Melbourne. The place of the college gives extra significance to the students and it adds values to the college. The students can access the students’ portal through online also.

Importance of customer service provision to marketing outcomes

Promotion: Wentworth Metro College uses mainly the social media and online promotional strategies. The admission date and the semester dates are shared by the PR team through the official website of the college and online media. In addition, this college uses the events like Spot Admission and Admission Fair in order to attract the students. The college students are provided accommodation to Australia.

The customers of this college are students who come from the foreign universities. The marketing mix helps to create mix creation for the organisation as all the activities of marketing are directly mixed up with each other (Menon et al. 2015). Wentworth Metro College provides best three courses for the students and they take the competitive pricing for the courses. The places of the campuses are close to the urban sections where the students can easily access to transportation. The online mode of education of the college helps the students to solve their doubt. This extra facility of the college would help it to gain the maximum revenue in coming years. Marketing mix also helps to develop new service for the students and they can learn from the competitors in the market as well. Marketing mix assists to increase the service and product portfolio in the market and it is a guide to develop a business (Baker 2014).

Political condition in Australia is stable at present as the political condition can impact on students’ visit in a country. Education industry in Australia is depended on the students coming from the foreign countries and maximum faculties also come from foreign countries. Stable economy helps students to take the decision of coming to Australia. Colleges and schools being privatised in Australia and government initiatives create the risks to change the skills required to be a teacher. The government policies help to create new services and products for the students and stable government rule can attract more students.

In addition, GDP in Australia is $1.390 trillion and growth of GDP in recent time is 0.6%. An inflation rate of Australia is 1.8% (Favaloro 2017). Therefore, the economic condition shows the picture of the development of the country and students are gaining faith to visit Australia for further studies. The interest rate is getting lower for the students visit in Australia and students can get education loan also over here.  

Moreover, the social factors lie within the diversified people in Australia as there are wide ranges of languages already used in Australia. The people live in Australia also come from diverse sections of the world. The education level is increased in Australia. Therefore, the foreign students come to Australia for continuing the studies and existing students read in various universities and colleges.

Identification of potential customer base and pressure points

As stated by Pucciarelli and Kaplan (2016), various universities and colleges use the technological innovation in classrooms and they have taken the education from classrooms to the online portal. Classrooms have the features of projectors, computers and student-friendly technologies that may help the students. Changes to equipment required to open up the technologies as new computer virus may impact the operation in wrong way. ICT technologies should use in a responsible manner (Solomon et al. 2017). Higher technological development means spending more money on development of the colleges; therefore, the colleges can impose extra money for this to the students.

In Australia, legislative requirements must be fulfilled in the right way by the colleges and universities. The educational institutions cannot go out of the legal framework. As stated by Wu and Naidoo (2016), new legislation may bring risks of non-compliance with the laws and it may create a new administrative burden. The regulation in Australia tries to secure the students’ future and health and safety of the students. The regulation focuses to provide the equal right to the faculties of the college with minimum wage requirements and age discrimination. The legal framework sets the promotional activities of the colleges.

Lastly, the colleges and universities are aware of the facts of weather and climate change. The educational institutions need to support the global warming and climate change issue. Waste disposal, changes to highway route may cause the effect to the colleges and the students as well.  

Target customers	Priorities, preferences and needs
Domestic students	Online mode of studying Living in Australia Accommodation near the college Scholarship Best courses Discount on fees structure and flexible payment system
International students	Online help The campus must be near urban areas Students must hear about this The students can hang out with friends Transportation facility

Table 1: Identifying customers’ priorities

(Source: Self-developed)

From the above table, it is observed that international students mainly focus on the best courses, accommodation facility, discount on fees, online mode of studying and living in Australia with visas. Domestic students mainly want online help, campus near urban section, famous name and transportation facility. Therefore, in the marketing mix, the products and service should focus on the online availability of the education courses and service. All the information must be available online. The pricing strategy must be taken taking into consideration the competition and the fees structure must be flexible (Andy and Wali 2018). The place of the college must be in right area where the transportation is available. In addition, promotional activities must be done in order to reach international students and print media advertisement helps to reach domestic students.

Wentworth Metro College can add additional products and service in order to fulfil their business objectives. The target market of the organisation is the students from the domestic and international sphere. New service of the organisation needs to fulfil the desires of the students. The pricing strategy needs to be competitive. The college can keep the fees of the college low in order to meet the organisational goal. The college can take the promotional activities on social media and online platform so that the students can take help from this. Wentworth College can do the event so that the people can notice the new strategy of the organisation. The distribution channels of the service will be direct and the college will promote the new product or service by itself (Casidy 2014). The direct distribution of the products and services to the students will eventually help the students to get to know about the offerings.

Effect of marketing mix components on each other

Moreover, in order to be competitive in the market, Wentworth Metro College needs to do the service variations. The service of the organisations needs to be diversified in order to meet the students’ desires. The services of the college must meet the desire of the students and students’ friendly services can help the college to provide service variation.

Product: Wentworth Metro College provides courses to do the diploma and advanced diploma in accounting, business and pathways. In addition, it provides e-learning access to current students. The future students can get visas with the help of college and they can have OSHC as well. The students can get accommodation in Australia and the college provides airport pick-up. The college help to open a bank account to the foreign university students. The additional feature that the college is going to provide is transportation facility for the students who live nearby places. This transportation service will help the students to reach the college on time and the students need to wait at a particular place at the particular time in order to access the system (Zhang and Serra 2014).

Price: Wentworth Metro College takes the product-bundling strategy where the price needs to be given as a bundle with other products and then the customers can have the offer. Moreover, Wentworth Metro College offers the various service and products in a bundle. New transportation service for the students will be charged in every month if the students take the transportation facility. The college takes price skimming strategy where price is kept a bit high and the price gets lower with the time.

Place: Wentworth Metro College has two branches in Australia, one is in Sydney and another one is in Melbourne. Two places have good value to the students as maximum numbers of the students in Melbourne and Sydney come from foreign countries. The students can access the online portal of the college from anywhere.

Promotions: Wentworth Metro College does the promotion through the social networking sites and online platform. The promotional strategy of Wentworth Metro College can be done through using the college website. The PR team of the college can take the strategy of SEO in the online portal so that the college website traffic can increase. The students can get the news of new offerings and services through the events as well. Event management is a costly decision for the organisation; however, social networking and online media are cost-effective.

Overview of Wentworth Metro College and its mission statement

Wentworth Metro College provides the services that the students want and the customer values of the organisation are high. The services and products of the college can help the organisation to attract the students. In addition, the price skimming and competitive pricing strategy would help the organisation to eliminate the competition and the students will purchase the bunch of services and products. The strategic objective of the organisation is to fill all the seats of the classes and to reach maximum numbers of students. The operational objective of the college is to earn a high profit for the organisation in order to maximise the revenue. The marketing mix will provide the benefit to add additional products and service to increase the numbers of customer’s base. The promotional technique helps to create right marketing with effective strategy (Yildiz and Kara 2017). Marketing mix helps to determine the right strategy that assists to find out the marketing plan for the target market.

• To provide the best education service to master the students in their career
• To increase the quantity, quality and impact of research, scholarship and innovation
• To provide an educational experience that defines international best practices
• To attract and retain excellent and diverse cohort students
• To build our engagement locally, nationally and internationally

Specific	Improvement in the teaching quality and learning assessment
Measurable	This can be measured through the feedback of the students
Achievable	Learners’ responses and faculties’ special initiative can help this
Realistic	This objective is realistic as it can share the good practice activities with better teaching quality
Time-bound	This can be achieved within 6 months

Table 2: SMART operational objective

(Source: Self-developed)

Specific	Continuously develop the curriculum that must be responsive to the needs of all stakeholders
Measurable	This can be measured through the annual review and internally target set
Achievable	This can be achieved through the review of mid-term and long-term support
Realistic	This objective is realistic to develop the appropriate and high-quality short-courses
Time-bound	This can be achieved within 12 months

Table 3: SMART operational objective

(Source: Self-developed)

Wentworth Metro College mandate the performance data and they measure the data using feedback from the students, diploma passed out and the staffs of the college.

Key Performance Indicators of the college are as follows:

• Diploma passed out the satisfaction of the students is the first measure for the college’s KPI. The students who passed out from the college can provide the feedback to other students whether they should admit in this college for securing future or not. Diploma passed out can provide actual feedback on the performance of the college.
• Employer satisfaction is all about diploma passed out student’s performance that they learn from the faculties of the college. The students of the college learn many Accounts, Finance and Business related things and then apply those to their professional lives. The employers of the students get to know about the performance of the students.
• The students who are currently reading in this college can provide actual information regarding college’s services and products. The students can provide an actual performance of the college regarding employer’s assistance, online teaching and the library access. The current students can get the service of accommodation in Australia.
• Successful passed out rate can also be defined the performance of Wentworth Metro College.  The college can be reviewed by the successful students who are produced by the college each year.

 Australian College education industry has accelerated at an unprecedented rate in the last few years at CAGR report has shown the growth of 11% in the period of 2010-2017 (Carter 2017). Colleges have more than millions of enrolled students and colleges employ over 10,000 staffs. International education is the largest service export in Australia. Australia’s regional colleges play an important role in supporting the regional economies. Wentworth Metro College is situated in Sydney and the place is accurate for the promotional activities to attract the students. Wentworth Metro College stimulates the innovation and it delivers the solutions to the demographic challenges, economic and social that the college has been facing.

Wentworth Metro College mainly attracts the students from various countries as international students are the target market of the college. In this regard, the college can alter the strategy of product or service bundling as the pricing strategy and they can take the lower pricing strategy in the industry. The international students would check the prices over the internet and they would find the lower pricing with excellent amenities provided by the college, therefore, they will be attracted to the college (Shen et al. 2016). The competitive pricing will always attract the students and current scenario in the global education does not support huge spending on education, accommodation and student spending.

Products and services offered by Wentworth Metro College

 In order to attract the domestic students across the different regional parts of Australia, the college can use Out-of-home (OOH) promotional activities. This type of promotion is costlier than other modes; however, the students can easily notice this. Colleges are significant contributors to the local communities by providing local employment as well if large numbers of students enrol in this college, the college can provide employment service to the individuals. Out-of-home promotional activities can attract large students as students can find the names of the college on billboards and hoardings and this will enhance the brand image of the college (Zhao et al. 2016). The college needs to highlight the basic services and facilities they are providing to the students.

International students in Australia mounted up almost 15% in the year 2017 as almost 480,000 international students were enrolled in Australia in 2017, March (Raska et al. 2017). This figure was for universities as well as training and diploma courses as well. Therefore, the current market trend in higher education in Australia shows positive market growth and the colleges can take the promotional activities and lower pricing strategies in order to attract the students from different nations. Overall, 11% students are from India, 30% students are from China and 4% students are from Vietnam and Malaysia. Therefore, Asian students are more in numbers. This market condition in Australia gave potential economic growth of AUD 22.4 billion in income where only higher education students are taken into consideration (Belch et al. 2016). Wentworth Metro College needs to take this advantage of a market in order to attract the students from Asian countries offering best courses, services and products.

Market responses are good as the students from Asian countries cannot spend much money and they are depended on scholarships and lower pricing courses that provide academic degrees to them. In addition, the Website of Wentworth Metro College must be world class where it must mention the services and courses it offers to the students. Competitive lower pricing strategies will be perfect for the college where the college will offer the diploma courses to the students with competitive expenses. In addition, out-of-home (OOH) promotional activities will also offer an attraction to the domestic students and it will provide the brand image to the students (Luxton et al. 2015).

In millions (AUD)	2019	2020	2021
Revenues	1.90	2.10	2.40
Organisation –operated margin	.56	.58	.62
Improved services and facilities	.20	.24	.30
General and administrative expenses	.15	.19	.24
Operating expenses	.34	.45	.56
Promotional activities	.60	.70	.75.
Net income	1.45	1.90	2.20

Table 4: Budget requirements of Wentworth Metro College

(Source: Self-developed)

Strategic objectives of the Wentworth Metro College are:

• To increase the quantity, quality and impact of research, scholarship and innovation

Student support services and personalized services

Wentworth Metro College always strives to increase the numbers of scholarships to the students so that they can reduce the burden of expenses. In addition, quality faculties and services to the students will eventually increase the quality and quantity of the research and scholarships. International students will be attracted through the innovation.  

• To provide an educational experience that defines international best practices

International best practices of the education are mentioned on the website of the college and the students across the Asian countries will be attracted towards the services and products of the college. The prices of the services are also mentioned on the college website and it can define the international best practice.

• To attract and retain excellent and diverse cohort students

The Marketing Mix of Wentworth Metro College defines promotional activities to attract the students and it sets the pricing low in order to retain and attract the maximum candidates. Wentworth Metro College offers the best courses in diploma and advanced diploma; therefore, the faculties can teach the students the best knowledge.

• To build our engagement locally, nationally and internationally

Not only the international students, but the college is going to attract the domestic students as well through the out-of-home advertising. This will increase the brand value of the college as well.

The business strategies of Wentworth Metro College will be:

Service consistency that is promised

• Low and competitive pricing of the courses
• Out-of-home advertising as part of promotional activities
• Rebuild the branding strategy

Operational marketing objectives:

Quality service: Wentworth Metro College can provide quality service through improvement of quality teaching. This college can provide a minimum threshold of marks percentage in order to gain teaching and learning.

Student satisfaction: The students can get satisfaction through the curriculum that is responsive to the needs of the students. The college provides satisfaction to the students regarding accommodation facility, online portal service and transportation. Curriculum change in diploma courses helps the students regarding the appropriate level of employment.  

Desired Market positioning:

Wentworth Metro College can draft a positioning statement where they need to mention in which field the company is excelling. Wentworth Metro College can compare and contrast its own uniqueness and it can make differences between strategy and communication. This college can do competitor’s analysis in order to show the USP of the competitors. Wentworth Metro College can determine the current position and test the effectiveness of the current brand positioning. Marketing positioning that Wentworth Metro College wants is to target the international and domestic students through brand positioning.

Conclusion 

It has been observed that Wentworth Metro College provides diploma and advanced diploma courses to the students. The management team of this college identifies the characteristics of products or services to show the significance of market in order to review the pricing policies. The pricing policies of this college are based on product or service bundling and variables in the Australian market are depended on mainly international students. Promotional activities that the college mainly do are social media, events and using online platform. In addition, customer services of Wentworth Metro College are famous for attitudes towards the future candidates’ like providing Visa, airport pick-up facility and opening bank account. Therefore, the marketing mix of the college shows the marketing objectives and target market characteristics to point out the target market positioning.

Pricing strategies of Wentworth Metro College

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