Development of an Effective Marketing Strategy for a Language Institute: understanding customer requirements and behavior.

Abstract

In Sri Lanka, proficiency in English is crucial for achieving success in academic, professional and social aspects. As the school educational system is still finding its way to fulfil this requirement, the commissioning organization, Simple English Academy has been established with the intention of bridging this gap by offering English language education. This thesis intended to explore the potential market of the organization to identify the key expectations of the consumers and understand their behavior. The research findings have been utilized to develop a comprehensive marketing strategy for the organization while recognizing the other factors that need to be considered. The theoretical framework mainly consists of three parts: consumer decision making, attributes of service marketing and marketing strategy. The marketing strategy section included a discussion regarding the phases of the SOSTAC framework which will be utilized to construct the organization’s marketing strategy. The research strategy employed was a case study approach, allowing for in depth analysis of specific phenomena within real life context. A survey has been used as the main data collection method to gather information regarding the potential market whereas a semi structured interview was used as a supportive method to collect data regarding internal environment and competition. The information related to the external environment information were mainly gathered from secondary data. Mixed methods have been employed in data analysis where quantitative methods were used to analyze majority of the survey data while qualitative methods were used to analyze free form responses, interview answers and secondary data. The research has followed an abductive approach where literature review findings have been validated through the analytical conclusions generated from the collected data. This research provided valuable insights into market attributes, consumer behavior, and decision making processes, which were utilized to navigate through each phase of the SOSTAC framework and develop a tailored marketing strategy for the commissioning organization. By highlighting on the preferences and priorities of potential customers, the study indicated the importance of addressing consumer expectations in course content and delivery. Moreover, understanding the consumer decision-making process along with internal and external dynamics proved crucial in crafting an effective marketing approach. This research can be further extended into areas such as customer journey mapping, understanding emerging trends in language education and expansion into international markets.