Ivy Leaf Marketing Plan for Immigrant Students: BUS 90 Report

This report details the marketing plan for Ivy Leaf, a counseling center aimed at bridging the gap for immigrant students seeking admission to elite universities. It begins with an introduction outlining the mission and services offered, followed by an environmental analysis that assesses the market size, growth, and competitive landscape, including competitors like the National Center for transforming school counseling. A SWOT analysis identifies internal strengths (fulfilling immigrant student needs) and weaknesses (lack of expertise), along with external opportunities (expanding services) and threats (alternative technologies). Marketing objectives focus on growth, market penetration, and brand awareness. The target customer profile is defined demographically (immigrant students aged 15-25) and psychographically (irrespective of gender, location, religion, and income). The product value proposition emphasizes the solution to admission problems, offering counseling and application editing. Product strategy includes counseling and tutoring, with competitive differentiators like affordable fees. Pricing is designed to maximize profit and satisfy students. Place strategy focuses on channel objectives and strategies such as social media and promotions. Promotion strategies include advertising and highlighting product benefits. Success metrics involve revenue growth and market share. The conclusion highlights the plan's potential to enhance growth and establish a brand image in the US market, maintaining a competitive advantage, and the report concludes with a list of references supporting the analysis and recommendations.

Ivy Leaf
Marketing Plan
[ ]
BUS 90

Introduction
● Our mission is to bridge the gap between the
opportunities available at new immigrants high
schools and the level of competitiveness required
for admission to elite universities.
● We will be offering the in-center one to one
counseling and college application editing. We
will also offer test preparation classes and one on
one tutoring.

Environmental Analysis
● The counseling center in Cupertino, CA, US
region is mainly focusing on the US students
and they ignored the immigrants and thus
the firm can reduce the gap between
immigrants and Us students (Alhassan,
2018)
● A budgeted amount of 51,000 dollars is
selected for establishing the firm in terms of
the total addressable market
● The selected firm chosen for this study
provides counseling and college application
editing procedure that provides an
enormous opportunity for immigrant
students, that changes their trends (Perez-
Encinas and Ammigan, 2016)
● National Center for transforming school
counseling is the main competitor

SWOT Analysis
Internal Strengths Internal Weaknesses
External Opportunities External Threats
• Needs of new immigrant
students fulfilled
• Enhance the opportunity for
immigrants to get admission
in elite universities op
Financial resources?
• ?
• Lack of expertise in this
field
• Lack of technological
aspects
• Various alternative
technologies have been
used by the competitor
• Regulations of
government
• Counselling and college
application editing
program enhances the
growth of business in
another region of US
in the channel?

Objectives and Target
Customers
(see chapter 7)
Marketing objectives:
• To maintain positive growth in every month
• To increase the penetration of market every quarter
• To enhance brand awareness that quantified by feedback from
immigrant students (Alhassan, 2018)
Target customers:
Behavior:
• Employees of the firm will maintain a high degree of loyalty to
the immigrants and help them by proper way to enhance their
opportunities as like of the US students
Demographic:
• Customers are between 15 to 25 years immigrant students
Psychographic:
• The students are selected irrespective of their gender,
location, religion, and income, and this increases their
positive attitude towards the firm

Profile of Target Customer
●Jane Smith is the customer whose
age is 17 years; he is unmarried who
shows his interest in studying in elite
university
●Customer seeks to get an
opportunity that he can easily get
admission in any elite university of
US (Alhassan, 2018)

Continue…
● Customer's criteria is that he paid one-third
of the fees in this counseling center and
after getting admission in an elite university,
he paid the rest amount
● After getting the fees, the person will buy
the product (Perez-Encinas and Ammigan,
2016)

Positioning
Innovation &
Ideation Marketing &
Branding
Collaboration
&
Productivity
Service &
Support
Product
Competitors

Value Proposition
●You should buy this product, because it solves
immigrant students problem of getting admission
in various elite industries or meets the students
need
●It does so by providing proper counseling and
college application editing services to students
● It is superior to competitive offerings, because it
is a more flexible opportunity and it enhances
the admission level of immigrant students
(Perez-Encinas and Ammigan, 2016)

Product Strategy
(see chapters 8 & 9)
Product description:
• Counseling sessions provide test preparation classes for
immigrant students
• By tutoring process, students learn about the college
application editing procedure
Key competitive differentiators:
• Fees structure is limited that is affordable to
every immigrant student (Alhassan, 2018)
• Provide opportunities to students to get
admission to various elite universities

Pricing Strategy
(see chapter 10)
Pricing objectives:
• To maximize the current budgeted profit
• To satisfy the students and keep competitors away
Pricing strategy:
• Provide every product at the reasonable fee structure
(Perez-Encinas and Ammigan, 2016)
• For various course, session fee structure will be different
Product Price:
• Counseling session – 125 dollars for six months
• Tutoring session – 115 dollars for six months

Place (Channels) Strategy
(see chapters 11 & 12)
Channel objectives:
• To make the service available for students in the
selected location (Alhassan, 2018)
• To meet the student's service requirements
Channel strategy:
• By using social media and special promotion
events in various places will help them to attract
immigrant students
• Market information are collected and thus act as
per the student demands