out of all the four choices. This already shows that the owner already know the methodworks so it is not risky at all. The school industry goal is to just get more students in theexisting market even though it has competitors. It is also to expand the sale or make moreprofit. This strategy will help persuade and encourage more people to choose ISM instead ofother schools by offering more promotions activity like inviting students from othercountries with scholarship and inviting other domestic students with scholarship if they havehigh GPA. 3.1 Produce an assessment of existing business objective andplans Current Vision Mission and ObjectivesVision- “To provide an educational environment through staff, program and setting in‐whichstudents can continue to grow in academic competence, personal fulfillment, self-‐10
discipline, social and environmental responsibility and appreciation of their own and others’artistic and cultural heritage. “Mission- To make students academically well prepared, socially responsible,‐culturallysensitive and personally fulfilled.Objective-Increase number of more international students by offering scholarship within‐1year.Increase number of more domestic students to gain more profit every year.Offer more AP courses for students every year for college beneficialSegmentation, Targeting and PositioningGeographically ISY is located in Yangon. New small campus for kindergarten throughelementary school is also located near the main campus. But currently, the school is lookingfor new students in Yangon [CITATION Placeholder2 \l 1033 ]. Demographically for age, ISM has targeted from age 3- 18 because it starts with‐nurseryschool, then kindergarten, elementary, middle and high school. Gender is both targetedmale and female. For income. ISM has targeted customers that can pay at least USD 1000per month because overall yearly school fee is very expensive. Any religion and nationality iswelcome to attend the school. Psychographically, ISM offers after school activities that students can do forleisure. ISMpromotes healthy lifestyle for students by offering good gym equipment imported fromUnited States and build swimming pool for students and both teachers to swim afterschooland both during school time. It has also targeted people from high social class who has highincome and can afford to pay for their children. For interests, the students also havevolunteer group and community service group that students do for the school to have good11
impression and image. There are groups such as microloan group and fundraising events andhelp portrait group that help the poor people in the town. For targeting, ISM is aconcentrated one because the school fee itself is originallyveryexpensive compare to any other school in Yangon and therefore the school has only targetedcustomers who are from high social class and customers who can afford to pay the schoolfee[ CITATION Dib01 \l 1033 ].