Proposal for a Marketing Plan for a New English Language School in China

Marketing Plan Proposal

English as a Second Language (ESL) School in China

Mission Statement -- Striving to provide accessible, high-quality, and affordable ESL education to individuals in China, with an aim to prepare students for education and work opportunities both within China and abroad.

Team Members -- The school will be staffed by a principal, a vice-principal, a public relations consultant, as well as several teachers. Al staff will be recruited from within China and abroad, providing individuals from all over the world the opportunity to take on one to two-year work terms in China.

Market Summary -- The ESL school market has been growing steadily in the past couple of decades. It is expected that due to globalization and China's increasing presence on the international business scene, ESL schools in China will demonstrate high levels of success. These present market conditions along with the high-quality education at affordable prices offered by this school suggest that this ESL should show initial success and great potential for growth.

Business concept -- The concept underlying this ESL school is that education will be provided with flexibility, promoting accessibility by diverse individuals. This will be achieved through most of the curriculum being offered online, with a certain number of required classroom-time which will be for developing conversational knowledge and experience. However, students can take the entire curriculum in-class if they prefer. The curriculum will be flexible, adapting to the diverse learning needs of students.

Goals and objectives -- It is expected that in five-years this will be the premier choice for ESL schools in the area. Furthermore, it is hoped that the school can expand and open schools in other regions.

Marketing plan

Market Research

ESL schools are currently a growing market, research findings will indicate important factors involved in the growth and successes of ESL schools. These factors will include market patterns, specific characteristics of the customer base, details regarding the school in comparison to what else is currently available, current sales and benchmarks within the industry, as well as businesses, such as suppliers or service providers, that will be relied upon for the operation of the School.

Target Market -- This ESL school will be targeted towards individuals looking for a flexible way to learn English in order to enhance their skill set for the pursuit of further education or work opportunities.

Product and Competition -- This English as a second language school will provide high quality language instruction with an emphasis on flexibility and affordability. There are competitors in the market, but they do not offer the same level of flexibility as this school.