Developing a Marketing Strategy for Mapping (Singapore) Pte Ltd

This report provides a comprehensive marketing strategy for Mapping Private Limited (Singapore), an educational enrichment program provider. It begins by comparing the company's strategies with similar organizations like the Out of Service Club and Julia Gabriel Educational Centre. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report then details a marketing strategy encompassing product development, pricing, placement, and promotional activities, with a focus on leveraging digital media for branding. The strategy aims to enhance the company's market position and achieve sustainable growth by addressing the needs of children, parents, and educators in Singapore.

Running head: MARKETING MANAGEMENT

1MARKETING MANAGEMENT
Abstract
Mapping Private Limited (Singapore) is a company with the objective of developing the
learning process of children through educational enrichment programs. The company’s
strategies are compared with organizations, such as the Out of Service Club, Julia Gabriel
Educational Centre and the DramaStudio that have similar objectives. After completing the
SWOT analysis of the company, the potential risks and opportunities as well as the strengths
and weaknesses of the company are determined. Based on the analysis, a marketing strategy
has been developed that includes the product, price, place and promotion of the company. It
is expected that, by following the strategies the company would be able to grow the business.

2MARKETING MANAGEMENT
Table of Contents
Introduction....................................................................................................................3
The Three Boding Patterns.............................................................................................4
The Panel of Executives and Different Stakeholders.................................................5
Product, Brand Building, Promotion Media..................................................................5
Product Objective...........................................................................................................6
Objectives of the Speech and Movement Program....................................................7
Routine and Objectives of Pre-Nursery Speech and Movement................................7
Routine and Objectives of Nursery and Kindergarten Speech and Movement.........8
Promotional, Experiential Learning, Price.....................................................................8
Branding in the Digital Age...........................................................................................9
Building and Managing................................................................................................10
Competitive Advantage, Building, Managing and Promoting.....................................11
Price setting..................................................................................................................11
Place.............................................................................................................................14
SWOT Analysis...........................................................................................................15
Concept and Significance.........................................................................................15
SWOT analysis of Mapping (Singapore) Private Limited.......................................16
Marketing Strategy...................................................................................................19
Conclusion....................................................................................................................20

3MARKETING MANAGEMENT
Introduction
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.

4MARKETING MANAGEMENT
The Three Boding Patterns
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.

5MARKETING MANAGEMENT
The Panel of Executives and Different Stakeholders
Product, Brand Building, Promotion Media
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

6MARKETING MANAGEMENT
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.
Product Objective
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.

7MARKETING MANAGEMENT
 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.
Objectives of the Speech and Movement Program
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.
Routine and Objectives of Pre-Nursery Speech and Movement
 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.

8MARKETING MANAGEMENT
Routine and Objectives of Nursery and Kindergarten Speech and Movement
 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.
Promotional, Experiential Learning, Price
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

9MARKETING MANAGEMENT
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.
Branding in the Digital Age
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.

10MARKETING MANAGEMENT
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.
Building and Managing
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).
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.

11MARKETING MANAGEMENT
Competitive Advantage, Building, Managing and Promoting
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.
Price setting
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