BM561 Business Consulting: Marketing Projects for LSST and FSB

This presentation analyzes two marketing projects for the London School of Science and Technology (LSST) and Fairfield School of Business (FSB) as part of a business consulting module. The presentation provides an overview of the LSST and FSB, including their backgrounds, target audiences, and market data. It identifies problems within the marketing departments of both institutions and recommends solutions. The presentation covers industry reviews, including political, economic, social, technological, environmental, and legal factors, as well as the impact of events like the COVID-19 pandemic. It also outlines the skills and experience of the consulting team members. The presentation aims to pitch for these projects, highlighting the team's capabilities and proposed strategies to win the business. The analysis includes market data, problem identification, recommended solutions, and industry reviews for both institutions, offering a comprehensive marketing strategy for each.

MARKETING

INTRODUCTION
• LSST is a long established privately managed college in the Academic sector and
has four campuses in the areas of London: Wembley, Elephant & Castle, Luton and
Birmingham. At present time the College has 4000 students studying courses on
Business and Management, Health and Social Care and IT and Computing.
• Student fees are paid via the Public Purse and specifically via the Student Loan
Company where students need to apply for eligibility.

Market data
• Competition - There is high competition in the education sector. It is seen that for
any university, it is important to analyse the education industry before starting any
new business. The competition among the education industry is high and it is
important that work is done in proper manner for manner.
• Target Audience – The university is targeting all the people who need good
education and high quality knowledge.
• Scope of market – there is high scope for the education organisations. It is essential
for the company to manage the functioning of company in proper manner so that
successful education organisations are developed.

Problem identification
• The senior management of the organisation has decided for increasing the product
portfolio. There is need for introducing in the next academic year’s professional
qualifications. This college has different capabilities and it is capable for managing
the activities and tasks of the company. It is essential for the organisation that all
work is done properly.

Recommended solution
• There are some recommendations developed for this marketing plan
• To hire new and talented people so that successful organisation can be developed.
• To manage the marketing activities and tasks in effective manner.

Industry review
• Political factor- this is one of the essential factor which help in determining the impact on sales
of LSST.
• Economic factors- there are various macro environment factors which include which includes
savings rate, inflation rate, foreign exchange rate which effect the profitability that a business can
earn.
• Social factors- the way in which people behave and culture that their following impacts a lot to
business.
• Technological factors- technology is the only factor which affects industries a lot.
• Environmental factors- the UK market has fixed several norms as well as environmental
standards that affect profitability of education company within the market
• Legal factors- there are several legal regulations as well as rules which are developed for
protecting the intellectual property rights of the company

Events like corona effect on educational industry
• The impact on education is very high due to the corona disease. There is bad impact
in context of dropout rates and learning outcomes. There is bad impact on the
regions which are having low shock-resilience. Students are having few
opportunities as there is learning from home. They are not able to solve their doubts
and questions properly. This also affects productivity, incurs loss in wages,
consequently affecting the community and the economy as a whole.

FSB company brief
• Fairfield School of Business (FSB) is a community-based learning providers located
in the heart of Croydon. This has a new and well established teaching location in
Digbeth, Birmingham. This university is independent and provides private higher
education to the students. This education company provides a truly diverse and
multicultural learning experience. FSB focuses on the providing of vocational
education for the people who want to persue entrepreneurial flair.

Problem identification
• The senior management of the organisation has decided for increasing the product
portfolio. There is need for introducing in the next academic year’s professional
qualifications. This college has different capabilities and it is capable for managing
the activities and tasks of the company. It is essential for the organisation that all
work is done properly. The main challenge with the organisation is that it does not
have skilled human resource. This organisation needs to have professional specialist
qualifications, such as ACCA or CIMA that may be adopted in specialist areas.

Recommended solution
• It is recommended for the organisation that the marketing plan is considered
effectively so that profits can be increased.
• It is important for the university that proper strategies and plans are developed for
implementing the marketing plan

Market analysis
• Political factor- The Fairfield school of business wants to increase it’s sales and expand the
marketing condition for enhancing the market share of the organisation within market
• Economic factors- These factors are considered by FSB while making strategies and plans for
enhancing the market share.
• Social factors- It is also important for the education organisations that all the work is done
properly by considering the needs and demands of present education industry.
• Technological factors- It is essential for the education industry that all work is done in proper
manner so that work is accomplished effectively.
• Environmental factors- It is important for the organisation that it is able to analyse the
environmental factors while operating the education organisation.
• Legal factors- there are several legal regulations as well as rules which are developed for
protecting the intellectual property rights of the company.

Conclusion
• From the above discussion, it is analysed that marketing is an essential factor which
is helpful for managing the roles and responsibilities of working effectively in the
organisation. It is important for the organisation that it is able to work effectively
and promote the new products and services in market properly.

References
• Pimpa, N., 2005. Marketing Australian universities to Thai students. Journal of Studies in
International Education, 9(2), pp.137-146.
• Hemsley‐Brown, J. and Oplatka, I., 2006. Universities in a competitive global
marketplace. International Journal of public sector management.
• Sherwood, C.S. and Nordstrom, R.D., 1986. Computer Competencies for Marketing: Are
Universities Doing Their Job?. Journal of Marketing Education, 8(1), pp.55-60.
• Lewison, D.M. and Hawes, J.M., 2007. Student target marketing strategies for
universities. Journal of College Admission, 196, pp.14-19.

Skills and experience
• Manager 1 - It is important for me to do the project work in effective manner. It was difficult
for me to develop the marketing strategies and plans for managing the educational
organisation
• Manager 2 – I have managed the working of marketing project effectively so that there is
accomplishment of the project work effectively.
• Manager 3 - I have to manage the different activities and tasks related to the marketing
strategies needed for increasing the sales of organisation.