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

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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.

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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

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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.

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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.

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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

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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.

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 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.

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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.

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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

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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.

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Price chart A $37,200.00 (240 students)

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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.
Place
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

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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.
SWOT Analysis
Concept and Significance
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).

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SWOT analysis of Mapping (Singapore) Private Limited
Internal Issues
Strengths Weaknesses
 Motivated and committed employees
with proper training
 Profound knowledge of the
executives on the teaching process
 Fun and creative curriculums
 Experiential and value based learning
 Training programs and workshops for
teachers and parents
 Increase the bond between the
children and their parents
 Programs are designed according to
the personal and societal needs
 Well structured future programs
 Good communication with the parents
 Strong connections with government
and private schools
 Strong social media promotion
 Affordable price of the programs
 Lack of collaboration with NPOs
 Lack of proper promotional plan
 Lack of organizing major events
 Too much reliance on the social
media promotion
 Exclusion of modern technologies
 Depending too much on the
connections of Amanda Teh
 Less involvement of international
organizations
 Absence of proper policy
 Absence of proper marketing strategy
 Parents reluctance in paying for a
year in advance
External issues
Opportunities Threats

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 Demand of proper teacher training
courses
 High demand of short time teacher
training courses
 Various companies that offer different
aspects of learning
 Government recognition
 Schools that hire untrained teachers
 More international collaborators
 Emergence of similar organizations
 Emergence of traditional teacher
training institutions
 Lack of understanding of the
importance of teaching competences
 Lack of understanding of a child’s
need to grow properly
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

18MARKETING MANAGEMENT
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.

19MARKETING MANAGEMENT
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.
Marketing Strategy
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

20MARKETING MANAGEMENT
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

21MARKETING MANAGEMENT
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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