executive summary

executive summary - I.EXCECUTIVESUMMARY This study is made...

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Marketing Research for the College of Business Administration I. EX CECUTIVE SUMMARY This study is made to determine the current market status of Dr. Yanga’s Colleges, Inc.’s College of Accountancy for the current academic year of 2011-2012. In here, DYCI is in comparison with its top rival schools offering Bachelor of Science in Accountancy in Bulacan namely, Meycauayan College (MC) Laconsolacion University of the Philippines. This study is also aiming to determine potential strategies to develop DYCI-COA’s both present financial and academic standing. The first section of this study showed the historical background and the company profile of DYCI and DYCI-COA and other relevant information related to DYCI and DYCI-COA. The next sections of this study exhibited the socio-cultural, demographic, economic, technological, competition, legal, and political facts affecting and related to education specifically to DYCI and DYCI-COA. Also exhibited are the comparative profile matrix and comparative S.W.O.T. Analysis of DYCI, MC, and LCUP and a study of Porter’s Five Forces of competition among the three said rival schools offering Bachelor of Science in Accountancy. The Comparative Profile Matrix exhibits Six (6) Key Success Factors and corresponding weights for each factor. The group rates each factor according to the strength and weaknesses of the three competing schools. After the rates were given, the group get the weighted average for each school by multiplying the weight of the factor to the rating assigned to it and adding the scores for each factor. While in the Comparative S.W.O.T. Analysis, a profound assessment on the competing schools were made by determining the strengths, weaknesses, opportunities, and threats for each school. Marketing Mix Analysis was also designed to differentiate the three institutions from each other. This analysis focuses on the difference of each institution in terms of the 8P’s marketing namely, the product, price, place, promotion, people, process, physical evidence, and personalization as they are offering a service-type of business. Having these three sets of comparison, the group established three objectives which correspond to the three key results areas, the sales, profits, and market share, of the College of Accountancy. These objectives are supported by the marketing strategies, action plan and controls that the group have set for the 8P’s of COA. Projected income statement for the Academic Year 2011-2012 was also provided in the last section of this study. All of these studies were made for the group’s goal for DYCI-COA’s development and to bring it to market leadership. 1 Copyrights  ©  2010 by PRAM
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Marketing Research for the College of Business Administration II.  COMPANY PROFILE i. DYCI as an Institution History Dr. Yanga’s Colleges, Inc. (DYCI) started as a non-sectarian secondary institution. It was established in 1950 as the Francisco Balagtas Academy (FBA) by former owners, the late Mr. and Mrs.
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