

Group Members

Muhammad Zubair (7971)

Syed Ahmed Ali (10286)
Moomal Khalid (10316)
Sana Hanif (10248)



Principal of Marketing
Instructor
Ms. Midhat Masood
 Page |1

ACKNOWLEDGEMENT

Dear Reader:

With the blessings of ALLAH the almighty, the report enclosed has reached its

stage of final completion. This report is a result of exhaustive and much

enthusiastic work. We extend our heartiest thanks to Ms. Midhat Masood, for

conducting this course and making it interesting and knowledgeable, without her

efforts and co-operation the report would not have been possible. We also thank

for her confidence and trust she had in us, importance of which can in no way be

under estimated.

We are equally grateful to Iqra University for providing us the opportunities to

pursue our endeavor. We also appreciate the students of Iqra University, who

assisted us in providing us all the necessary information and feedback that we

required for completing this task.

We hope readers of this report can complement the depth of the study and

efforts put into it.

Thanking You.
 Page |2

EXECUTIVE SUMMARY
The following report has been made in order to launch the new business with innovative idea a

language center, “Apprendre A Parler” the name is derived from French language and its

meaning is “learn how to speak”. We would be acquiring a loan from the standard chattered

bank. To be specific, we would present our business plan to obtain a loan of Rs. 3 million (thirty

hundred thousand rupees) which is expected to be sufficient to fulfill the needs of the initial

capital requirement. Furthermore, we are confident that we will be able to pay back the amount

along with 19% interest, as per the commitment or approval granted period as the profits gained

out of this venture are expected to be fruitful enough.

There is so much competition in the market to launch of any new product or service may not be

as successful as anticipated but as consumer wants are unlimited, there is always a chance that

with proper marketing techniques, evaluation of launch strategies and implementation plans, a

new product or service may become the most important and competitive business of that time.

Keeping the above fact in mind, we, the following four students of Iqra University, came

together as a team on partnership basis due to our compatible mental match in order to research

on the success probability of an entrepreneurial venture with respect to the current market needs.

This involved chalking out a professional business plan to suggest an idea of launching a service

which will benefit potential clients in some way or the other.

Thus, the aim of making this report is to analyze and identify the critical factors that can assist or

hinder the success of our proposed service. We also plan to estimate the costs and benefits of

launching and development of “Apprendre A Parler” through this report, which will help us

finalize our decisions regarding the actual launch of the language centre.
 Page |3

Contents
RATIONALE FOR THE SELECTED BUSINESS IDEA.............................................................5
ANALYSIS OF THE BUSINESS SITUATION............................................................................5
CUSTOMER BEHAVIOUR AND MARKET NEED ANALYSIS...............................................6
Necessity as an Official Language..............................................................................................6
Required for Immigration............................................................................................................6
Handiness in Business Tours.......................................................................................................6
Style Concern in Youth...............................................................................................................7
Scope in the industry...................................................................................................................7
MARKET SEGMENTATION ANALYSIS...................................................................................8
LOCATION STRATEGY.............................................................................................................10
Location Planning......................................................................................................................10
Competitive Analysis.....................................................................................................................12
Perceptual Map..............................................................................................................................13
SWOT Analysis.............................................................................................................................14
Proposed Business.........................................................................................................................15
Vision.........................................................................................................................................15
Mission Statement.....................................................................................................................16
Scope & Goals of the Business Idea..........................................................................................16
Marketing Mix...............................................................................................................................17
Proposed Strategy..........................................................................................................................18
Proposed Pricing Policy.................................................................................................................19
Proposed Staffing & Functional Needs.........................................................................................20
Planned Financing.........................................................................................................................21
Initial Investment.......................................................................................................................21
Proposed Language Teaching Contents.....................................................................................22
CONCLUSION..............................................................................................................................27
Appendix........................................................................................................................................28
Page |4
 Page |5

INTRODUCTION
Learning languages other than one’s mother tongue is never useless in any way; in fact it can

prove to be an added pro to a person’s overall personality. This is one of the main reasons why

we, as a team, decided to select “Language Centre” as our new business venture, with the name

of “Apprendre A Parler”.

Being altogether four members in the team, we opted for ‘Partnership’ as our type of business

ownership as it seemed to be the most appropriate from the rest in our case. This was because,

ours is not a very large business and therefore the interference of too many people will certainly

raise confusion and conflicts, eventually leading to haphazard management. On the contrary,

with 4 partners, all active partners, we can easily divide workload as well as gather up more

money to serve as working capital and investments to be made in near future. This would prove

to be handy, especially if we wish to expand our proposed business.

As “Apprendre A Parler”, we plan to provide our customers with the fluency of five such

languages that are termed as the top ones worldwide. The service we have intended to provide is

bound to benefit our clients in various aspects of their life, be it as an important tool to bridge the

communication gap with various people, local and foreign, requirement for immigration

purposes or even for being termed as a style icon. Furthermore, all traits of the proposed idea

point towards its high scope of growth in the Pakistani market.

 Page |6

RATIONALE FOR THE SELECTED BUSINESS IDEA

There is no doubt that there are several good language centers in Pakistan, but most of them

seem to be opting for only English as their offering. We however, plan to bundle forward five

most widely spoken languages around the globe, namely;

 English

 Arabic

 Chinese

 German

 French

in our business launch so as to provide individuals with more variety and choice of which

language they prefer to learn, as well as to provide a competitive edge over existing and potential

rivals in the market. Not only does this venture has high scope of growth in today’s market, but

will also help to reflect our abilities as in how we incorporate education with professionalism.

ANALYSIS OF THE BUSINESS SITUATION

In order to make sure that we possess sufficient knowledge about the trading area location along

with the customer preferences and competitive issues regarding the proposed business, a proper

analysis of the current business situation was conducted as per follows:

 Page |7

CUSTOMER BEHAVIOUR AND MARKET NEED ANALYSIS

When launching a new business, conducting a marketing analysis is the first step in determining

if there is an audience for the idea. Knowing the market's needs and how it is currently serviced

provides key information that is essential in developing the business.

Necessity as an Official Language

As English is the simplest language to learn and utilized worldwide, it has been termed as being

the official language all over the globe. Hence, it has become essential to grasp this tongue as it

proves handy not only outside Pakistan, but also across the country as youngsters usually prefer

to communicate this way and even in posh areas, clients can be seen to be dealt with in English.

Required for Immigration

Fluency of English is an individual’s utmost requirement especially in cases where one wishes to

immigrate to a country like Canada, etc. Why this is so is obvious, as one moves towards

stepping into a foreign nation, his inability to converse with people there will make them feel

lost. To ensure that the individual queuing for immigration has complete hold of the language,

some country’s have even made SAT, IELTS, etc compulsory to be scored with high points in

order to serve the purpose.

Handiness in Business Tours

Many businesses seem to be emerging in Pakistan today, out of which some involve the need of

importing and exporting as well as traveling to and fro from one country to another. This adds on

the reasons of learning English, Chinese so as to diminish any communication barriers and

strengthen client and supplier relations. Moreover, picking up fluency of other languages such as

Arabic, Chinese, German and French too can be an advantage here as they can provide efficiency
 Page |8

during communication with natives of the particular countries as well as cast a positive image on

the person being conversed with. Chinese, as a foreign tongue is the handiest after English

particularly in this case as wherever large business involving foreign relations are thought about,

China is one country that is top on the list. Furthermore, the country’s relations with Saudia

Arabia is also on a rise, which gives learning Arabic a good scope. This language is also very

useful when one is on the holy pilgrimage, i.e. Hajj and Umrah.

Style Concern in Youth

Not only do learning different languages prove effective as educational purposes or necessities in

the environment we dwell in, but have also evolved towards portraying such an image which

flaunts style. Thus languages like Chinese, German and especially French tend to be opted by the

youth as they believe learning more than one language will make them trendier. French in itself

is considered to be a stylish language and more youngsters tend to get attracted to it, preferring it

as their third language after Urdu and English.

Scope in the industry

Thorough assessment of market needs for the proposed service lead us to discover that the idea

of introducing a multi language center holds a large scope of growth in Pakistan due to the

linguistic necessities and also as not many of its kind have been thought of before, thus

displaying lower competition. As urbanization is also greatly on the rise in Pakistan, it is natural

that the use and importance of English Language will go up to a great extent, being the medium

of communication in most of the multinational firms and foreign organizations.

Furthermore, people who are seeking jobs in foreign countries must have a command over

English as well as that country’s national language for the ease of communication and therefore,

the need to learn those languages not be emphasized.

 Page |9

MARKET SEGMENTATION ANALYSIS

Segmentation is the process of partitioning a market into groups of potential customers who

share similar defined characteristics, such as common needs and desires, and who are likely to

exhibit similar purchase behavior.

It is obvious that different products and services are targeted towards different market segments.

Hence, to position our proposed business in one such segment, a market segmentation analysis

was done in order to aggregate together the characteristics of the prospective end-users so as to

demonstrate a better understanding of our target market. This task was accomplished by

considering geographic, demographic, psychographic and behavioral attributes of segmentation,

as per below:-

Geographic Segmentation
It was decided that initially, only citizens of Karachi will be able to join our
language centre. Furthermore, Shahra-e-Faisal has been selected as the
Location
location for the institute as not only is it highly commercialized, but will
also provide convenient access to customers, being the centre of the city.

Demographic Segmentation
Learning new languages is not really bound to age limits; hence any person
who is matured enough and is able to read and write can opt for the
Age
language centre to learn any of the languages being offered, regardless of
his/her age.
Both males and females are welcomed to learn the languages being
Gender
provided.

People related to any professional field can opt to learn a new language;
Occupation moreover, those who are not working are not restricted from the service
benefits too.

It is essential that the potential customer has some educational background

so as to ease understanding of the subject. Preference would therefore be
Education
given to students of upper secondary class, those at college level, or
graduates.
 P a g e | 10

Psychographic Segmentation

The clientele to be served can be residents of both urban and suburban

Social Class areas, belonging to either upper, middle or lower middle sector of social
class, depending on their ability to pay for the courses.

The potential customers may value learning a new language as being an

enhancement to his/her personality, an added knowledge, or holding much
Life Style importance in the case where his chances of using the language in that
particular native country are high (in the case of business tours and jobs
abroad).

Behavioral Segmentation
The potential customers may value learning a new language as being an
enhancement to his/her personality, an added knowledge, or holding much
Benefits importance in the case where his chances of using the language in that
particular native country are high (in the case of business tours and jobs
abroad).

This characteristic points at those consumers who are open towards

Attitudes learning and experiencing new things, be it for some specific use or just for
fun.
 P a g e | 11

LOCATION STRATEGY
A location strategy is a plan for obtaining the optimal location for a company by identifying

company needs and objectives, and searching for locations with offerings that are compatible

with these needs and objectives. The location plan includes the location of the business, or at

least a preferred one, focusing on issues like whether the premises are to be availed either on

lease, rent or outright sale.

Location Planning

As we have selected Karachi city to start the business from, the next step is to decide on the most

suitable location within Karachi. Four major sites that were considered are as follows:

 D.H.A

 Gulshan-e-Iqbal

 North Nazimabad

 Shahra-e-Faisal

Out of the above mentioned locations, Shahra-e-Faisal seemed to be the most appropriate as it is

located in the centre of the city and is definitely one of the busiest commercial areas of Karachi

with lots of potential for a large number of prospective clients. Where as, the rest of the options

are neither as commercialized as Shahra-e-Faisal nor do they seem to be easily accessible for

clients across the entire city.

 P a g e | 12

Qualitative Determinants
Opening the language center at Shahra-e-Faisal would mean operating right
in middle of key competitors and taking advantage of market proximity just
Proximity to
like them. It would not only give competition to other language centers but
competitors
also add value to the services of ‘Apprendre a Parler’, our institute, on
account of the prestige of the chosen site.

After finalizing the location, it was also made sure that the desired site was
actually available to us easily on rent. For that purpose, various real estate
agents were consulted and finally two offices of 900 square feet each were
Availability
found at the 6th floor of Caesers Towers, Shahra-e-Faisal, making the total
area of 1800 square feet, seemed quite sufficient to be utilized for the
institute.

Quantitative Determinants

The monthly rent of each office was found to be Rs.75,000/-, making a

total of Rs. 150,000/- for two offices. And the security deposit money as
per agreement is an advance which is in total of Rs. 600,000/-, which will
be return at the time discontinuation or shifting of the business. When
checked with the real estate agents, it was found that this rate was lower
than the rate of a same sized office in D.H.A but was slightly higher than
Cost the prevailing rates of similar offices in Gulshan-e-Iqbal and North
Nazimabad.
However, considering the over all location advantages associated with the
chosen site, it was reasonable enough to ignore this subtle difference in rent
rate, as it is highly expected that starting business at Shahra-e-Faisal would
enable the management to pay back its initial investment comparatively
earlier.

As mentioned earlier, opening the language centre at main Shahra-e-Faisal

is expected to bring in more number of potential clients as compared to any
Sales & Profit
other location. This will also ensure that the overall sales and profit
Potential
potential of the business is higher at the chosen location rather than from
some other site.
 P a g e | 13

As per the above discussed aspects, it can clearly be concluded that being in the right location is

a key ingredient in a business's success as by locating itself at the most suitable and favorable

location, the business can maximize opportunity while minimizing costs and risks. Hence,

location often plays a significant role in a company's profit and overall success.

Competitive Analysis
A competitive analysis is always carried out in order to discover the strengths and weaknesses of

competing products or services, to develop a list of issues that need to be addressed in order to

compete effectively and to gain consensus among a group of project stakeholders. Competitors

are one of the largest business threats for any company. Hence, organizations must know who

their competitors are and how they operate. Therefore, the following table was made to show the

key competitors for our business:

Language Course Offered

S. No Name of Institute
Englis Frenc Chines Arabi
Dutch
h h e c
1 Berlitz Language Centre X X X X
2 Pak British Language Centre X
3 Dominos English Language Centre X
4 Anees Husain Excellence in Education X
5 American Language Centre X
6 Pak American Culture Centre X
7 PIPS Language Centre X
8 Alliance Francaise X
9 Sharfabad Collegiate X
10 Geothe Institute X
11 Aljamia tul Arabia Pakistan X
12 The Rehman Collegiate X
 P a g e | 14

As per the above table, it can clearly be judged that BERLITZ LANGUAGE CENTER seemed

to be the only direct competitor for us as it was offering all languages courses that we had also

planned to offer, only with the exception of Arabic. The rest of the competitors were only

offering one of the five language courses and not all of them, making them indirect competitors.

Perceptual Map

5
Apprendre a Parler
High Range
(No. of courses) 4
3
Berlitz
2

Alliance
Francaise Geothe
Sharfabad
Pak British

Low Price High Price

Low Range
(No. of courses)
 P a g e | 15

SWOT Analysis
After finding out about our largest competitor, its salient strengths and weaknesses were tried to

uncover as per the following table, with an expectation to exploit its weaknesses and beware of

its strengths and devising out strategies accordingly, also enabling to identify the opportunities

and threats related to our business:

Strengths Weaknesses

 A totally new name, hence will take

 Offering five top languages
 Experienced & qualified faculty
 Adequate finance
 Comparatively low fee structure
 Effective promotional tactics
time to sustain a large clientele.
 Difficult to find faculty who has a
strong hold on a particular foreign
language.
 Accessible mainly to the urban
population.

Opportunities Threats

 Enhanced awareness
 Strong competition
 Expending business into other cities, if
 Easily copy able
successful
 Unstable political and legal conditions
 Venturing into a new niche such as
of the country.
student consultancy.

Identifying the major competitor’s strengths and weaknesses helped to decide how to position

the ‘Apprendre a Parler’, what level should the services be priced at, and how these services are

generally perceived by the existing as well as potential clients in the market. Further more,

identifying the weaknesses of the major direct competitor also helped in planning for future
 P a g e | 16

business lines to be ventured into, once the language center started running successfully, in order

to avoid the dependency on just one service of offering language courses. Thus, this would

ensure that when launched into the market, ‘Apprendre a Parler’ would be well prepared to face

the competitors as well as do better than them in the long run by striving to grasp all the

opportunities and growth prospects which would eventually take the business to new heights.

Proposed Business
The most suitable form of ownership for the Language Centre seemed to be ‘Partnership’, as it

allows having more than one owner of the business, sharing responsibilities as well as profits and

loss, stating partners’ rights in normal circumstances as well as in the event of a dispute, based

on Partnership Act 1932.

Hence, the business is intended to be started as a partnership firm, having 4 partners in total as

per the following details:

Name of Partner Type of partner Share in profit

Muhammad Zubair Active 25%

Syed Ahmed Ali Active 25%

Moomal Khalid Active 25%

Sana Hanif Active 25%

Vision

‘The Laureates’ shall be a world-class language institute recognized for its excellence in

Training, Education and distinction in service.

 P a g e | 17

Mission Statement

To provide quality educational programs at reasonable charges, aiming for excellence through

quality management, quality training and quality teaching bringing benefits to our clients and the

community.

Scope & Goals of the Business Idea

 To utilize our knowledge and abilities efficiently to venture into a new business

successfully

 To design, develop and deliver all proposed courses diligently to meet the students' needs

and objectives.

 To equip learners with knowledge and skills to be an effective conveyor and

facilitator of the particular language.

 To conduct and coordinate training sessions to maintain qualified and experienced faculty

 To gradually beat our competitors’ share in the market by sustaining a competitive edge

over them and earning good profits.

To develop personal relationships with potential clients, striving to make them spread favorable

words about ‘Apprendre a Parler’.

 P a g e | 18

Marketing Mix

Price
Rs. 5,000/- per student
Product
Expected 25students
Servicing business
Penetration pricing
(Language center)

Place Promotion
Caesers Towers Newspaper Advertising
Shahra-e-Faisal
Ads on TV channels

Penetration Pricing Strategy

As market is tough to enter in it and make space for the business, so we are
offering lower fee to attract the large number of people.
 P a g e | 19

Proposed Strategy
It can be noted that there are various marketing techniques which can be combined so as to
increase sales and profit margin by creating awareness throughout the target market. It was the
role of our marketing department is to think up and implement productive advertising strategies
and it has been decided that we would promote our business through the following means:

Promotional Activity

Cable TV slides
Ads

News Paper

This advertising tool is intended to focus on working people and students.

Poster Ads
 P a g e | 20

Website

On the whole, ‘Apprendre a Parler’ promotional plan was derived as such that it established the

company image by emphasizing on quality of service and informing potential clients about the

language courses available as well as the location where we would be situated.

Proposed Pricing Policy

Price can have a great impact on the consumer demand for the product and will largely determine

the degree of value added to the goods/services, by the business. Therefore, realizing the vitality

of pricing decisions, ‘Apprendre a Parler’ has planned it with great concern and has proposed to

implement Competition-Based Pricing, through which its price is based upon the prices set by its

competitors.

Class Duration 1.5 hours

Batches Twice a week

No. of Classes in a Day 7 (From 9:00am – 9:00pm)

Expected Students in a class 25

Fee Charged Per Student Rs. 5,000

(Fees for all language are equal).

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter Total

 P a g e | 21

Sales 5,055,052 5,182,976 5,314,138 5,448,618 21,000,000

Students (Volume) 1011 1037 1063 1090 4200

 P a g e | 22

Proposed Staffing & Functional Needs

Being a small scale organization, only three departments are to be established, and the

responsibilities have been assigned to all the partners of the business as two will perform the

responsibilities of the HR / Administration, one will be performing the responsibilities of

Marketing Department and the fourth one would perform the duties of Accounts & Finance

Department.

HR & Administration department

Moomal Khalid

Sana Hanif

Accounts & Finance department

Muhammad Zubair

Marketing department

Syed Ahmed Ali

 P a g e | 23

Planned Financing
No business activity can take place without proper financial planning where as inadequate or

inappropriate financial decisions can lead to business failure, indeed shortage of liquid funds is

often the main reason for businesses failing. Keeping this statement in mind, we, the

management of ‘Apprendre a Parler’ has carefully chalked out our financial plan.

Initial Investment

Pak Rs.

Office Rent 150,000

Security Deposit 600,000

Furniture 800,000

Fittings 500,000

Equipment 1524,000

Generator 150,000

Books & Stationary 180,000

Renovation and decoration of the premises 250,000

Website development cost 25,500

Networking (Intranet) 30,000

Newspaper Advertising 30,000

Brochure Advertising 25,500

Required Fund for initial investment 4265,000

 P a g e | 24

We have required a loan of Rs. 3,000,000/- for our business investment requirements this amount

will be offered at 19% interest rate with a repayment period of 4 years.

The general stationery items required for the Language Centre include:

 Pens & Pencils

 Cartridges
 Printing Paper
 Notepads
 Envelopes
 Letterheads
 Business Cards
 Writable CDs
 White Board Markers & Dusters

Proposed Language Teaching Contents

It was ensured that all teaching materials and guide would facilitate in developing customers’
speaking, pronunciation, reading, listening as well as writing skills for each language course
respectively. Both grammar and vocabulary were emphasized on, it was seen to that the
software’s bought guide student through lessons and explain as well as demonstrate the
concerned language to ease understanding. The table below contains information on which
teaching contents are to be bought for each language.
 P a g e | 25

Language Language Courses Content

 Teaching Content to English Language Learners by Jodi Reiss

 Teaching English Language Learners by Pat Barret-Dragan
 English Grammar in Use (with CD-ROM) by Raymond Murphy
English
 Practical English Usage by Michael Swan
 The Practice of English Language Teaching by Jeremy Harmer
 Learn to Speak English Language (Audio & Software set)

 Arabic for Beginners by Steve Cushion

 Arabic on the Move (3Cds + Guide) by Jane Wight wick
Arabic
 The Easy way to Arabic Today (a comprehensive Arabic language
learning software)

 Teaching & learning Chinese as a foreign language by Janet

Zhigum Xing
Chinese
 A key to Chinese Speech & Writing by Joel Ballassen
 Elementary Chinese Readers (4 books & 8 audio cassettes)

 French step-by-step by Charles Berlitz

 French Grammar, a complete reference guide by Daniel Calvez
French
 French for beginners & general French Grammar by Steve Cushion
(an interactive language learning software)

 German step-by-step by Charles Berlitz

 German for beginners & general French Grammar by Steve
Dutch
Cushion (an interactive language learning software)
 German for beginners ( a free online German course)
 P a g e | 26

Apprendre a Parler

Operating Cash Flow

For the year ended December 31, 2009.

Pak Rs. (2009)

Sales (Students) 4200

Sales 21,000,000

Variable Cost (12,600,000)

Fixed Cost (4,536,000)

Gross Profit 3,864,000

Depreciation (464,800)

EBIT 4,328,800

Tax 40% (1,731,520)

Interest Expense (523,726)

EAT 2,073,554

(Increase) / Recovery in W/C (252,000)

Payment of Loan (550,087)

Add: Depreciation 464,800

Cash Flow 1,736,267

Opening cash flow 1,890,000

Closing cash flow 3,626,267

Apprendre a Parler
 P a g e | 27

Balance Sheet

Assets 1 Jan, 2009 31 Dec, 2009

Fixed Assets Pak Rs. Pak Rs.

Furniture (N-1) 800,000 720,000

Fittings (N-2) 500,000 450,000
Equipment (N-3) 1,524,000 1,219,200
Generator (N-4) 150,000 120,000
Security deposit 600,000 600,000
Total Fixed Assets 3,574,000 3,109,200
Current Assets
Cash 1,890,000 3,626,267
Books & stationary 630,000 882,000
Total Current Assets 2,520,000 4,508,267
Total Assets 6,094,000 7,617,467

Liabilities & Owners Equity Pak Rs. Pak Rs.

Long term liabilities

Loan 3,000,000 2,449,913
Owner's Equity
Capital 3,094,000 3,094,000
Add: Net Profit - 2,073,554
Total equities 3,094,000 5,167,554
Total liabilities & equities 6,094,000 7,617,467

Notes:
N1 - FURNITURE includes Desks, Tables, Chairs, Sofas, White Boards
N2 - FITTINGS includes Lights, Air Conditioners, Overhead Projectors
N3 - EQUIPMENT includes Computers, Printers, Scanners, Photocopier
BOOKS & stationary is a package of "Book, CD, Pen, High lighter, Book mark and a pencil" for each
student.
 P a g e | 28

Apprendre a Parler

Depreciation Schedule (Straight line method)

For the year ended December 31, 2009.

Life Depreciation W.D.V.

  Cost (Rs.) Salvage
(years) (Rs.) Ending (Rs.)

Furniture (*N1) 800,000 10 0 80,000 720,000

Fittings (*N2) 500,000 10 0 50,000 450,000

Equipment (*N3) 1,524,000 5 0 304,800 1,219,200

Generator 150,000 5 0 30,000 120,000

           

Total 2,974,000     464,800  

 P a g e | 29

CONCLUSION
For generating this report, our team efficiently utilized as a guideline, the much informative

concept and skills of the Principal of Marketing course in order to achieve the goal of the task

assigned to us. This incorporated coming together as a group and firstly deciding on what type of

business venture should be undertaken, and then deciding on the type of ownership for it. A

thorough market need analysis was then done so as to study the different customer behaviors and

their preferences regarding the proposed service which would be offered to a certain market

segment. Competitors too, were scrutinized carefully and a location to launch the service at was

selected, based on both qualitative and quantitative determinants. Then, responsibilities within

the organizational hierarchy were decided upon and it was seen to that the required books and

stationery are properly listed so as to prevent any miscommunication with the respective

suppliers. Also, an efficient pricing strategy assisted in calculating and organizing the financial

requirements of the business.

We believe that within a short time span, ‘Apprendre a Parler’, although initially a small-sized

enterprise is sure to reap in delightful profits. Once the institute attains its desired position in the

market, we plan to expand our service both geographically as well as into new fields such as

student counseling, admission consultancy as well as immigration consultancy. And by the time

competitors do think of applying this idea, we believe that we would have captured a loyal target

market, by providing highest of quality and results, finally actually launching the idea into the

market and opening up ways for its bright future.

 P a g e | 30

Appendix