LSST Consulting: Improving Brand Awareness in a Competitive Market

This report analyzes the marketing challenges faced by the London School of Science & Technology (LSST), focusing on low brand awareness and increasing market competition. The report highlights the importance of brand awareness in attracting students and differentiating LSST from competitors. Primary research, including questionnaires, was conducted to understand the issues. The analysis suggests that LSST should adopt a digital marketing campaign to enhance its reach and brand visibility. The report recommends specific solutions such as conducting digital brand campaigns across various digital marketing channels, selectively using traditional marketing strategies, and offering scholarships and discounts. Ansoff's growth matrix is used to suggest market and product development strategies. The report concludes that a digital brand campaign is the most appropriate solution for LSST and recommends the introduction of new courses and flexible educational services to attract more students. Desklib provides access to similar solved assignments and past papers for students.

Consulting in practices

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Problem Statement.......................................................................................................................1
Research ......................................................................................................................................2
Analysis .......................................................................................................................................2
Solutions......................................................................................................................................3
Outcomes.....................................................................................................................................4
Handover......................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing strategy can be descried as game plan of business that allow them to research about
consumers and also allow them to turn them into customer for purpose of their products and
service (Brent and Blackman, 2022). A marketing strategy includes value proposition of
company, its brand message, data of customer demographics and other things. There are different
method through which a company can adopt conduct its marketing strategy like digital
marketing, brand campaign and other things which allow them to attain their goals. Brand
campaign and other methods helps company to differentiae its products from other organisation.
This project report includes study of LSST which is a London based education institute that
provide education benefits to number of students. It is a report that cover different problem
faced by firm and also solution in order to overcome of it.
MAIN BODY
Problem Statement
LSST is a London School of Science & Technology which is a privately management education
institution that provide its service in academic sector. It has around four campus like Wembley,
Luton, Aston and Elephant and Castle. There are around 4000 students are studying there
different courses for business management, IT and computing, Health and social care and other
things. In this institute, students are feeds are Paddie through public purse and also through
student loan (Bruccoleri and Riccobono, 2018). This organisation is aiming to provide support to
individual students who are from different abilities, background as well as aspirations that allow
them to fulfil potential for business through learning and achievement. It is an organisation
which wants to be recognised as leafing for higher education that inspiring and make people free
from learning barriers. It is providing different values to students like professionalism,
excellence, accountability and transparency. It is one of biggest collage in UK and there are
different issues faced by this institute in recent years due to competitive market.
One of major issues faced by LSST is related to Brand Awareness as market become more
competitive. Brand awareness is one of important method which allow them organisation to
increase awareness of its products in market and also for increasing values for organisation. It
can be attained by company as it create impact over different areas as well as students. It is one
of important marketing issues as increasing brand awareness allow company to make their
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products known for customers. It work as basis for further step that is brand promotion. It is
important in order to attained goals and objectives of company and allow company to
differentiate its products from other products and service. It allow firm to overcome of
competition which is faced by LSST due to increasing competitiveness in market.
Another issues faced by firm is that there are various new marketing players are enter in this
industry due to which competition has increased in market (Burd, 2019). It is important for a
business to overcome of competition as it create negative impact over profitability and marketing
share of company. For this, company is not able to reach to customers to share their message
that their collage has various facilities for students. In order to overcome of it, company needs to
develop digital marketing campaign that allow them to increase brand awareness.
Research
Research is conducted for purpose of collection of information related to specific organisation
and other things. There are different types of source of data is used for purpose of collection of
data and information. For the research of LSST, primary source of research is conducted.
Primary research is one in which a person college original data through interview, questionnaire
and other method (Cushman, 2020). This research include data of questionnaire in which
different types of question has asked to individual to get right information.
Analysis
On basis of data and infraction collected from primary data, it can be analysed that problem
faced by LSST is related to entrants of new firm in market and also for brand awareness. Brand
awareness play important role for purpose of increase customers for business. It also allow
business to attract number of customers towards their business and also to increase marketing
share of organisation. In order to overcome of this, LSST can adopt digital marketing campaign
that is one of efficiency method. It allow business for purpose of understanding different
problem of market and also allow firm to understand which strategy to be developed by them to
overcome of competition. There are different factors present in market create impact over
business and its performance (Kang and Yang, 2020). Competition is threat for any business as
competitors adopt strategy which attract customers of business towards them. New entrants also
come with new technologies and efficient that also increase competition of firm. In order to
overcome of these problem, business can develop digital marketing campaign that allow them to
use technologies and also to increase reach of business to customers. It allow firm to use data of
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customers in order to understand their present and also allow business to satisfy them in effective
manner. On basis of questionnaire, it is analyse d that there are increasing demand of new
courses and new entrants are offering those course to its customer. For this, business needs to
adopt digital marketing campaign that allow them to aware customers about new facilities and
course to business (Li, 2019). Current business plan focus on increasing numbers of customers
for business on basis of different promotional strategies. It is also focusing on developing
strategies for new entrant in market that allow them to overcome of competition. Current
marketing plan also allow firm to make change in their strategies as business should use digital
technologies in order to increase brand awareness and also for overcome of competition.
Solutions
As per above explained secondary research, it is recommended to the London School of
Science & Technology (LSST) that is privately manages collage and provide course of business
and management, health and social care and IT as well as Computing that help campus to operate
its operations in efficient manner and lead its operations towards growth and development. Some
solutions are explained below:
 It is recommended to London School of Science & Technology (LSST) to conduct digital
brad campaigns that is related to marketing organisational courses across various digital
marketing channels that enable business to engage higher number of customers and
improve overall reputation of organisation. It provides competitive advantages to college
through differentiating it from others (MacQueen, 2020). Through secondary research it
is analysed that London School of Science & Technology will get various advantages
through conducting digital campaigns. Through these campaigns, college can target right
and potential customers in limited period of time by maintaining frequent
communication. As per the report of secondary research, it is identified that the college
uses various digital media platforms such as Facebook, Instagram, Twitter and other as in
current days’ customers are active on various social media channels.
 London School of Science & Technology also need to adopt traditional marketing
strategies to influence and persuade audience like advertisement, pamphlets as well as
other mediums. Advertisement through radio and newspaper have limited customer reach
because now these days’ customers not preferred reading newspaper (Mioara, Catalina
and Alina, 2021). Instead of that they swipe mobile applications and watch short videos
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to get information and news. From the secondary research, it is analysed that sometimes
implementing traditional marketing strategies helps college to enhance brand awareness
as well as influence them. London School of Science & Technology is suggested to implement other marketing
strategies like offering scholarships, provide discounts on fees and other techniques that
attract students towards college and maintain organisational differentiated image in
market (Mnisri and Mavoori, 2019). Scholarships attracts excellent students that
enhances overall standard of college through raising overall cut-off percentage for
admission purpose.
Ansoff growth matrix: Ansoff matrix is defined as the strategic planning tool that provides
framework to manager of organisation to devise future growth strategies. It includes for growth
strategies that are mentioned below:
 Market penetration is related to the selling organisational existing products and services
in existing market place. It is used to expand market share and profits.
 Market development is related to selling existing products and services in new market
place. Organisation need to conducts marketing campaign to enhance market awareness.
 Product development consist introducing new and differentiate products and services in
existing market place (Reisman, 2020).
 Differentiation strategy consist selling new product in new market place. It requires
higher investment and promotional activities.
London School of Science & Technology need to both market and product develop growth
strategies that enable college to enhances market share and customer base. Product development
helps college to bring new courses for students and market development help to attract higher
market share of different segments through conducting digital marketing campaigns.
Outcomes
As there are various solutions or recommendations are provided to London School of
Science & Technology to overcome the problem of low brand awareness and competition (Røhl,
Elmholdt and Meier, 2020). In all these suggestions, digital brand campaign is the most
appropriate solution that must be adopted by college because it enables it to use twitter and
Instagram that enhances college to reach large number of audience and spreading awareness
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among them regarding college courses and other aspects. Through adopting this solution, college
can attract millennials as well as influence them to take admission in educational courses of
London School of Science & Technology. It helps college to resolve the problem of brand
awareness and marketing in appropriate manner and plays important role in enhances admission
number in college. As college facing the problem related to competition in market so, college
need to conduct market campaigns to gain customer insight, understanding their behaviour that
enable the college to provide suitable courses to students as per their needs and requirements
(Soen and De Ridder, 2021).
It is important for the college to offer various new course that could be full time course or
diploma course that attract the millennials towards institute. London School of Science &
Technology can use social media marketing as well as email-marketing that enhances college
brand awareness in market and provide competitive advantages overall educational institutions.
Handover
As per the above solution and recommendations, it is analysed that London School of
Science & Technology need to start at least 5 new courses for the students that are preferred by
them as a career option. It is essential for college to provide flexible educational services to
students that enable them to continue their studies with part time working. It helps college to
attract large number of students and maintain differentiate reputation of college. Flexible timing
as well as attendance system need to adopted by the college to retain higher number of students.
Along with that, it is important for college to use social media to provide necessary
information to audience and attract them towards courses of institute. Effective implementation
of social media campaigns provides various benefits to London School of Science & Technology
such as identifying the requirements of customers and current market trends.
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REFERENCES
Books and Journals:
Brent, M. and Blackman, R., 2022. Ethics Consulting in Industry. A Companion to Public
Philosophy, pp.381-387.
Bruccoleri, M. and Riccobono, F., 2018. Management by objective enhances innovation
behavior: an exploratory study in global management consulting. Knowledge and
Process Management, 25(3), pp.180-192.
Burd, M.B., 2019. Build and improve business processes for evaluation consulting. New
Directions for Evaluation, 2019(164), pp.69-80.
Cushman, P., 2020. Two worlds or one? Politics inside and outside the consulting
room. Psychoanalysis, Self and Context, 15(3), pp.218-226.
Kang, Y. and Yang, K.C., 2020. Employing digital reality technologies in art exhibitions and
museums: A global survey of best practices and implications. In Virtual and augmented
reality in education, art, and museums (pp. 139-161). IGI Global.
Li, J., 2019. Best Practice: Management Consulting and the Ethics of Financialization in
China. Journal of International and Global Studies, 10(2), pp.136-138.
MacQueen, J., 2020. Working with Organizational Culture: Ideas About Consulting. In The Flow
of Organizational Culture (pp. 175-198). Palgrave Macmillan, Cham.
Mioara, J.E., Catalina, T.S. and Alina, T.P., 2021. A Comparative Analyses of Educational
Leadership Practices in European Countries: The Role of Neuroleadership Consulting
Services. Risk in Contemporary Economy, pp.54-61.
Mnisri, K. and Mavoori, H., 2019. Creativity and managerial practices within communication
consulting agencies (CCAs). Recherches en Sciences de Gestion, 131(2), pp.29-59.
Reisman, L.M.G., 2020. Strategizing for Social Good: How Consulting Shapes the Nonprofit
Sector.
Røhl, U.B.U., Elmholdt, K.T. and Meier, N., 2020. Digital data at work: Management
consulting, Public government and Healthcare compared.
Soen, V. and De Ridder, B., 2021. Practices of Applied History: Between Docutubes and
Historical Consulting.
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Submitted in part fulfilment of BM562 module projects
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BM562 CW1 Project Portfolio 2021-22
Exploration and agreement of the brief from first meeting with client
Date:
Present:
Absent:
What is the problem(s) or issue that the client needs to address?
The client is needed to address the problem of entrance of new firm and creation
of brand awareness of LSST in a successful manner in order to accomplish the targets
and objectives of the organisation effectively.
Why is s/he focusing on this problem?
The issue of brand awareness is being concentrated as the university is expected
to foster its brand for enhancing brand awareness.
Further background information about the company/competitors/customers etc,
relevant to the problem
LSST is a university offering education to the students who belong to age group
of 17 to 34 years. The university is a hub for excellence in providing education as well as
support to students. Competitors include Center for Court Innovation, The GAVI Alliance,
Arizona Commerce Authority, etc.
Key deliverables/What would be a ‘successful’ outcome for the client, by the end
of the project?
When such problem will get solved, the client get favourable results including
increment in students as well as promotion of brand for enhancing profitability.
Concerns/limitations raised by the client (e.g. costs, client availability)

The key limitation is of time for clients and it should get resolved within 3 months
in order to get more and more admissions in this year. Another drawback is of cost as
LSST has 24000 pounds only to execute solution in an effective way for the respective
problem.
Concerns raised by the consulting team
The key concern has raised is of selecting an alternative among the other
available options for the purpose of creation of brand awareness campaign successfully
that involves digital marketing, advertisements, etc.
What actions were agreed and what are the deadlines for these?
 To communicate in an effective manner.
 Group formation
 To get familiar with LSST brand and business
 To deliver education in a professional as well as timely manner.
 To give constructive comments
 Access to additional clarifications for answering different queries.
The action is agreed for adoption of digital medium to create brand awareness campaign
in order to capture a large number of students towards it within less time period. The deadline
for meeting it is 31st July 2022.
Next client meeting date (or schedule of dates).
1st June 2022.
Submitted in part fulfilment of BM562 module projects
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