EXECUTIVE SUMMARY The Cambridge public school is established with the vision to provide the quality education to the students of the Pakistan and to enable them to compete at the international level. To achieve this vision the school has the very well experienced and well groomed faculty that provide the education on modern lines that will inculcate the students as well as their parents for the betterment of their children career development. The quality education that provide in our school is at low price as compared to our major competitors Beacon house, Frobels, roots and City school etc. The Cambridge school is developed in order to facilitate the Pakistanis to get education as good and excellent as the students in Cambridge school England. The Cambridge school is located in England and is well renowned in all over the world for its Excellency in education field. Students from far flung countries go there with the aim to study and to get benefit from their quality education system. The Cambridge school of England is also ranked among the top ten schools of the world. Moreover the Pakistani students also go abroad to study in this school and they score quite well as compared to other fellow students. The only difficulty that the Pakistani students face while going abroad is that they have to pay a huge sum of money for visa and passport requirements. The Cambridge public school is established to provide quality education as did Cambridge school of England, while staying in their own country Pakistan. The Cambridge public school is affiliated with the Cambridge school of England. The educational industry that provide these types of services includes the competitors like beacon house, Frobels, Roots and City school. These institutions are established with the purpose of providing the quality education but initially they have done their job quite well in providing excellent education, and with the passage of time they start diverting from their core mission of providing quality education. Now their focus shifts to provide the luxurious environments to the students and not to provide the quality education. The students living in the luxurious environments are used to enjoy the beauties or luxuries of life and are not willing to hard work, normally student involves in other activities which lead them to depression and illegal works. The Cambridge staff is well trained to guide the student about their career development. The Cambridge school is one of the prestigious students and established in the capital of Pakistan in F-10 Islamabad. The reason behind choosing this location that is capital of Pakistan is that we can get attention to the people. Secondly the people living in that part are very well aware of the educational needs and they fully know the importance of good education. Thirdly there are a reasonable number of foreigners living and they want to get their children to get a quality education. Fourthly there are mostly living the elite class of people in Islamabad and our business is mostly targeted to the elite class. The Cambridge public school comprises of an elegant building, three grounds for outdoor sports activities of the students and one sports complex for indoor activities like table tennis, badminton, squash etc. The school consists of almost 17 class rooms, 2 staff rooms and one principal office. The class rooms are very well decorated and well furnished. The male and female staff
members have a separate staff. The Cambridge school has its own vast car parking facility for the students and the teachers. The school has its own transport facility which is considered as a competitive edge because its competitors are not providing that. Moreover the school appeals to those individual who are aware the importance of getting education and to get the quality education, for these students the Cambridge school is the ideal place for them. Further the school provides such a conducive environment that will nurture the students. It is also ideal place for those individual who desire to go abroad to get quality education or to have such type of education while staying in Pakistan at reasonable and affordable cost. The Cambridge public school provides the quality of education at the reasonable cost. For the purpose of promotion the Cambridge public school uses various marketing tools. The marketing tool determines the effectiveness of the marketing campaign. The marketing tools include the use of electronic media like television, use of posters and the development of website by the company. The use of television as the mode of promotion but it has the advantage that it is effective and it addresses to the large audience. The second marketing tool that is the posters is cheap and it is also very effective to get the name into the market. The third one that is development of website is very essential and it is essentially the requirements for the newly born company. The Cambridge public school has a very well established staff and the management. The organizational chart includes the one principal, one vice principal and the 25 teachers. The schools also the three grounds and one sports complex. The faculty staff selection is based on merit. There is the policy from the school that the employees are selected purely from employees. It is also the policy from the institution that the management should go for two months training in London before starting their jobs in Pakistan. The boards of directors are the same as that of Cambridge school of London. The assets of the institution includes the cash, accounts receivables, furniture, land and building etc and the liabilities includes the accounts payable and notes payable plus the owners equity.
OVERVIEW OF THE COMPANY, INDUSTRY, PRODUCTS AND SERVICES The overview of the company includes the vision, mission and product development and the statement regarding stage of development etc.
VISION Our aim is to become the market leader in the quality education. MISSION
Our mission is to hire the competent and qualified staff and trained them; establish the quality education standard so that our customers that are the students get the quality education at the reasonable cost.
NATURE OF THE BUSINESS The Cambridge business school is basically the educational institution and its aim is to become the market leader in the quality education. It is affiliated with the Cambridge public school of London.
LOCATION The Cambridge public school is situated in the F-10 Islamabad in Pakistan. The reason behind this prime location that is Islamabad is that it helps the institution to get the attention of the Pakistani audience.
SERVICES The Cambridge public school provides the educational services and its classes range from prep to O and A levels.
PHYSICAL DESRIPTION OF THE PRODUCT The physical description of the product includes the classes at morning shift ranging from the prep to O and A levels.
STATEMENT REGARDING USE AND APPEAL The Cambridge public school is ideal for the individuals who desire to have the quality education with reasonable cost and with the convenience. It is also very useful for the students who desire to go abroad for education purposes but due to lack of sufficient funds fails to do so. The best alternative for those students is to get education the same level as they desire in overseas. The Cambridge public school is an ideal choice for these students as this institution is affiliated with the highly renowned foreign institute the Cambridge school of England
STATEMENT REGARDING THE STAGE OF DEVELOPMENT The Cambridge public school is now in the design phase and all the planning regarding its nature, services, management, operation and feasibility studies is complete. It is now waiting for the final approval of the concerned authorities.
COMPILING THE MARKETING ANALYSIS
The marketing analysis section describes how the business will react to market conditions and generate sales to ensure its success and explain why the business is the good investment. The Cambridge public school faces a lot of challenges while operating in the very competitive environment. It is important that the Cambridge public school overcomes the marketing challenges and it is critical to the business success. The most important criteria for predicting the success of the business are those factors that establish the demand for the product or service. If a real market need is not present, all of the talent and financing in the world will not make a business successful.
The most important issues to address in the market section includes the following
MARKET OPPURTUNITY
This section establishes the demand or need for the product or service and defines both the market and the opportunity. This section defines what is the feature or quality of the product or service that will trigger the demand or need for the product or service and cause the customers to purchase that particular product. It defines what and why the customers prefer our product or services than those of our competitors.
The launching or Cambridge public school is very successful since the people are getting more and more aware of the importance of getting education and particularly the quality education. This urge will prompt the people to search for the prestigious institution that will not only impart the quality and up to date education and also train the individual to learn new and competent skills. This era is now the era of knowledge and the countries start focusing on getting quality education. History shows that only those nations survive and prosper who have invested their time, effort and resources in getting education. Unfortunately Pakistan is the third world country and it’s almost fifty percent of its population is illiterate; some of them do not even know how to write their name. Pakistan is largely an agriculture based country, but its agriculture products still fails to generate the handsome and reasonable amount of profit to fulfill the needs of the country. The focus is now shifts from the agriculture to the industrial areas. To improve the agriculture has to get educated and have knowledge to get awareness the new tools and methods for agricultural purpose. Unfortunately the Pakistan used only the typical traditional tools for agriculture and this will not increase the revenues for Pakistan. For this, it will prompt the Pakistani people to learn new and modern methods and tools and this will in turn increase the revenues and this can only be possible by getting quality and the modern education.
Secondly, no country survives or prospers having a focus on single aspect like agriculture or only the industries. Pakistan is an example of purely the agrarian country and its revenues are unable to meet its expenses and this will cause an adverse balance of payment. Pakistan is now shifting its focus on the industrial sector and the services sector. To be successful in these sectors, the Pakistan should have an excellent education setup, so the fresh and educated business graduate can not only learn the quality and modern education that will help them to operate the industries efficiently, but it will cause to increase their income and the standard of life but it will also boost the economy of Pakistan.
Importantly, the Pakistan is currently having the traditional education system and its curriculum is almost ten to twenty years old. Moreover the education system in Pakistan is unable to address the changing trends and the various and the complex challenges that the global environment faces. The education standard of Pakistan is not up to the mark of the international standards. There is the need for such type of education system that will provide not only the quality education but the education should be provided by keeping in view the current and international requirements. The Cambridge public school is an ideal place for those who aspire to get a quality and modern education with the reasonable cost and in Pakistan.
Moreover, the people go abroad for getting the higher education and to get the up to date knowledge. For that reason they have to pay the huge sum of money for visa and passport requirements. The issuance of passport and visa takes a hell of time. They need such type of education institution that provides the same level of education standard in Pakistan, than they are searching abroad. For these types of individuals the Cambridge Cambridge public school is an ideal place.
There are number of other educational institutions of that kind that provide the same line of education as did Cambridge public school. Initially these schools started very well and serve their jobs quite well but with the passage of time they start diverting from their exact purpose i.e. providing the quality and up to date education to earn money. Their focus is now on earning more and more money and they are becoming the money eating institution. These institutions i.e. the Roots school system, Beacon house school system, and the City school system. They now emphasize on providing the luxurious environment for the students. They are mostly targeting the upper class and the students are selection are based not on the merit and fulfillment of requirements but on how much the students is capable to give them the revenue. This will cause the loss of confidence in these students. So the Cambridge public school is such type of education institution that stick to its purpose of providing the quality education at the affordable and the reasonable cost and the students induction in the institution is purely based on the merit and the requirement which is specified by the Cambridge public school.
The schools which are present in Pakistan do not fulfill the international standard of becoming the school. These types of schools do not have the desired number of class rooms or these schools do not have the extracurricular or sports facilities. On the other hand the Cambridge public school has a well established system of sports. The sports facilities include the play grounds and the sports complex for the indoor games for the students. Most of the school emphasize on the study and forget the importance of keeping and maintain the healthy body. Although the education and health should go side by side and only the healthy body can produce above average results.
There are very limited numbers of institution that are affiliated to the foreign institution. The Cambridge public school is of kind that is affiliate with the foreign school that is the Cambridge public school. The Cambridge public school is situated in England and is renowned for providing the highest standard of education. Students from all over the world come to this school for studying purposes. The Cambridge public school also offers the A and O level classes. In Pakistan there is very limited number of school that is offering A and O level courses. c ourses.
The Cambridge public school also got the foreign teachers and there very minimal number of schools in Pakistan that has the foreign teachers. The reason of induction of foreign teacher in the Cambridge public school is to gain from the experience and exposure of these teachers.
COMPETITION
The environment that the Cambridge public school and include the very high profiling institutions like Roots school system, beacon house school system and the city school system.
ROOTS SCHOOL SYSTEM Roots College International (RCI) is a university college offering University of London undergraduate external degree programmes in Pakistan. RCI offers BSc degrees in Economics and Management & Social Sciences. It has produced high achievers over the last years. First known as Roots Montessori and High school changed its name to ROOTS SCHOOL SYSTEM. Roots School System is a model institution styled on the modern educational system of International standard specially designed to meet the requirements of the child in his early, formative years by involving the three E's exposure, expansion and exploration.
Each child is to be assisted in growing according to his natural design without deprivation or forcing, in an environment and by a process, which also supply a social direction to his achievement. All activities are tuned into the child's stage of development. The institution was established in April 1988 at 74 Harley Street Rawalpindi by Mrs. Riffat Mushtaq (Aizaz-e-Fazeelat) a dedicated and committed teacher fired with enthusiasm and missionary spirit in the field of education. She took the challenge of introducing modern Methodology of Montessori System. In the formative years she introduced the International Montessori Method of education. Roots is the pioneer institution in having introduced an exclusive Montessori in the twin cities of Rawalpindi & Islamabad in 1988 and brought awareness about this method of teaching in Pakistan. The growth of children in this institution is the success of the "Teaching Methodology, Curriculum & Creativity". At roots where each child is assisted in growing by a system so that he feels the thrill of success and finds his own worth and dignity. Mrs. Riffat Mushtaq's roots can be traced back to her illustrious Grand Father, Late Khan Mohammad Khan Sahib (MLA) who is commonly known as the "Sir Sayyed of Kashmir. The success of Roots School System of education is evident from the high quality of Students the institution is producing as the school offers continuous education from Montessori to undergraduate level. Today roots has grown into a leading International educational institution imparting all-round education and its quality of teaching has been recognized at national as well as international levels. For more details please read on achievements Section of Prospectus. Roots School System has a nationwide network of nearly 45 Campuses and its presence is growing to nearly 10 major cities across Pakistan with an incessant increase in student number to a current 15000 plus.
BEACONHOUSE SCHOOL SYSTEM Beaconhouse education systems in the world. Established in November 1975 as the Les Anges Montessori Academy for toddlers, Beaconhouse has since grown into a global network of private schools, institutes, and universities, giving education to over 165,000 students from pre-school to post- graduation. Of these, over 78,000 study at the group’s flagship network, the Beaconhouse School System, while the remaining students are largely enrolled at The Educators, a parallel school network operated by the group. The group has 11,000 employees, of whom approximately 6,500 are teachers. Through independent divisions in Bangladesh, Malaysia, Oman, Pakistan, Philippines, Thailand, and the UK, it caters to the education and training needs of a diverse group of individuals of varying ages, socio-economic backgrounds, and nationalities, with its activities also extending beyond education in some countries. Beaconhouse School System has now grown into an international company with schools in the following countries: Bangladesh, Malaysia, Oman, Pakistan, Philippines, Thailand and the United Kingdom.
CITY SCHOOL SYSTEM The City School is one of the largest private English medium school systems in Pakistan. It has branches in Pakistani cities including Karachi, Hyderabad, Islamabad, Lahore, Okara, Larkana, Sukkur, Sahiwal, Vehari, Rawalpindi, Jhelum, Multan, Faisalabad, Gujranwala, Sialkot, Peshawar, Kohat, Quetta, Mardan, Rahim Yar Khan, Dera Ghazi Khan and others. It has international branches in UAE, Saudi Arabia and Bangladesh. It is mainly attended by students from affluent families. It now has more than 500 branches in 2 cities across Pakistan. The Head Office is located in Lahore which exercises control over the whole setup through four main regional offices. Southern Regional Office (SRO) which caters to Sindh (only Karachi) and Balochistan, Central Regional Office (CRO) Lahore which oversees 80% of Southern Punjab and Northern Regional Office (NRO) which looks after the leftover Northern Pakistan and Mehran regional office (MRO) which caters to interior Sindh (Larkana, Sukkur and Hyderabad). . The City School system, in collaboration with various other national institutions formed The City APIIT. Established in 1978, The City School's courses are modeled on those of British schools. Most of its students opt to take the international GCE O'level and A'Level examinations organized by the UCLES (University of Cambridge International Examination Syndicate).
MARKETING STRATEGY The marketing strategy includes the marketing tools that the business will use in order to market its products or services. The marketing tools include the product, the price, the place and the promotional tools.
PRODUCT The product of the Cambridge public school includes the educational services and the classes range from the Montessori to the O and A level classed.
PRICE The fees or the dues of the Cambridge public school are quite competitive and reasonable as compared to its competitors.
PLACE The Cambridge public school is situated in F-10 Islamabad which is the capital of Pakistan.
PROMOTION
For promotion of the institution the Cambridge public school uses various promotion tools like electronic media and print media i.e. television ads, newspaper ads and other tools.
MARKET RESEARCH The Cambridge public schools also establish the market research team with the sole purpose of inclusion of the modern and changing trends of education in the curriculum.
SALES FORECAST The Cambridge public school has the potential to achieve as a successful business. The Cambridge public school initially has negative cash flows until the business reaches at the breakeven point. After the breakeven point the business starts reaping their fruit and become the source of earnings.
DESCRIBING THE MARKETING AND THE SALES PLAN The marketing and the sales strategy discusses how the business will implement the marketing plan to achieve expected sales performance. The implementation of the marketing and sales plan is critical to the company success. The effective marketing and sales plan will no longer be successful until and unless it is accompanied with the effective implementation.
PRICING STRATEGY AND PLAN The pricing is an important element in the marketing strategy because it has a direct impact on the business section. The marketing and the sales strategy of the business plan address policies regarding discounting and price changes as well as their impact on the gross profit.
MARKUP PRICING The Cambridge public school chooses to use the markup pricing. The markup price is calculated by adding the estimated amount of profit to the cost of the product. The Cambridge public school has normally the service providing business and it is very difficulty to calculate the cost of the product i.e. the quality of teaching etc. the provision of services is basically the qualitative attributes and you can’t quantify it. The The other thing is that not much of the school are having the same type of setup and operations as did the Cambridge public school, so the Cambridge public school has decided to charge the markup price from his customers.
DISTRIBUTION STRATEGY
The distribution strategy section of the business plan describes the process of getting the product to the customers. The type of the channel selection depends on the nature of the product, industry and the size of the market. The Cambridge public schools distribute or market its services through its prospectus and the development of a website.
ADVERTISEMENT, PUBLIC RELATION AND THE PROMOTION STRATEGIES The first advertising tools that the Cambridge public school can use are the electronic media such as the television. Television is the most effective way to address to the large audience but it is at the same time expensive as well. But the benefits of using the television media as a mode of advertisement clearly outweight the costs. The posters which are pasted on the road sides and on the major locations like shops and markets are also very effective. The posters are the cheapest way to gather the attention of the large audience. Thirdly the prospectus of the Cambridge public school also communicates the message that what kind of features the school offers for its student, what are the characteristics that distinguishes it from other schools. It also describes the variety of courses offered by the Cambridge public school. Last but not the least; the Cambridge school has its own well developed and attractive website. The website comprise of all the information pertinent to the institution and it also facilitate the desired and willing candidates to take admission in this school by providing the information what they need.
DESCRIBING OPERATION The operation section of the business plan provides a detailed indepth operational plan. Creating this part of the operational plan will help the management to work on potential problems. The effectiveness of the business plan depends on the nature of the business.
PRODUCT DEVELOPMENT It is not unusual to prepare the business full range of products or services before development of the business plan. This is often true for the startup companies. Even if the business is not established it is often necessary to continue developing it before the business full range of products or services. The product includes the educational services. The Cambridge public school is basically the educational institution having the purpose to provide the quality education with the convenience. It aims to provide the educational classes for the students. The classes range from prep to O and A levels. The classes would be very well ventilated and very well decorated to provide the conducive environment for the students. The Cambridge public
school is also affiliated with the prestigious institute that is the Cambridge school of London. The Cambridge school of London is renowned for the worldwide best educational institute. The Cambridge public school after launching these classes decides to expand its market. The company may think to add other classes into his institute. The school may initiate the bachelors and the master degree. The inclusion of the bachelors and the master’s degree will depend on the success of O and A level programmes.
MANUFACTURING The Cambridge public school first gets the NTN number. The NTN stands for the national tax number. The national tax numbers is issued by the federal board of revenue FBR. The NTN number is the legal requirement for the start up companies. It describes the name of the company, its operations and describes that the company is registered and the company should pay the tax. The Cambridge public school then hires the building on rent. The building is rent for the purpose of arranging classes there. The building is selected as per the requirements for the institute. It has almost 25 class rooms plus the staff rooms for the management. The Cambridge public school has its own sports complex in which there are the indoor games for the students. The Cambridge public school is now then register to the ministry of education. It is also the requirement for the institution mainly the educational to register to the ministry of education. The ministry of education confirms that the particular institution is located in Pakistan and it provides the educational services for the students. The Cambridge public school then publishes the advertisements for its institution. The advertisement for the institution includes the ads in the electronic media like the television, posters and the development of the website. The use of television as the mode of advertising is very effective since it addresses to the large audience and the message can be tailored to the targeted audience. Using the television is very effective since the message can be easily positioned to the minds of targed audience. The posters is another tools and it is very cheap as compared to the television and especially if the posters is displayed at the road sides and use of posters can enable the roads to be decorated with the colourful posters. The website development is very effective interms of it provides the wholeset of information of the Cambridge public school. The category which includes in the website is the home; services, training, and management, frequently asked questions or FAQs. It also provides the information to the individual who are willing to take admission in the Cambridge public school but do not have an idea about how to get admission.
The Cambridge public school then hires and selects the individual for the management of the company. The school first publishes the ads in the news papers about the new vacancies open in the institution and he is willing to hires the staff for its management. The Cambridge public school publishes the job description and job specification. The job description describes the nature of the product and the job specification describes the qualification required for the job. The Cambridge public school then issues the prospectus for the fee for the post of the management. The candidates who are willing to get admission into the institution first purchase the prospectus and then apply for the entry test which is held at the specified date by the institution. The test for the selection of the management is held and the candidates arrive with the desired documents and the candidates who have passed the test is selected for adhoc basis and the candidates who have failed the test will be screened out from the admission into the institution. The candidates who have passed the test had to go through the merit procedure. The candidates who are on the merit will be selected by the Cambridge public school. The Cambridge public school then sends the call letter to the selected candidates and in this letter it is mentioned the date of joining etc. The Cambridge public school then inducts the students into their institute. The school first publishes the admission requirements either in the news paper or in the website. The desired candidate applies in the institute with the purchase of prospectus, give the test and selection is based on the merit.
MAINTENANCE AND SUPPORT The maintenance of the building is done with the periodic renovation that includes the activities like painting, varnishing etc. The renovation of the furniture is done after almost every two years and it includes the activities like the purchase of the new furniture and the polishing of the old furniture. The teachers training workshops are held after every two to three years to update the knowledge of the teachers. On the job training and off the job training also takes place for the management.
DESCRIBING THE MANAGEMENT TEAM
The Cambridge public school is affiliated with the Cambridge school of England.To achieve its vision the school has the very well experienced and well groomed management team that provide the education on modern lines that will inculcate the students as well as their parents for the betterment of their children career development. The school comprises of simple orgazitional structure and hence allows communication to disperce quickly between upper and lower management.
PERSONNEL PLAN The staff will consist of 1 principal, 1 vice principal, 25 teachers, 5 employees from administration department, 3 employees from transportation department, 3 from sports department, 7 clerks, I doctor and along that staff between Cambridge school London and Cambridge school Pakistan is exchanged for the purpose of training and development. In addition decision Cambridge school of London is included in the management decisions. This simple structure provides a great deal of flexibility and allows communication to disperse quickly and directly. In addition meeting is organizes every month for the purpose of management decisions and for the betterment of the school. Similarly coordination between the management team of London and Pakistan has got value in the eyes of the customers.
MANAGEMENT TALENT AND SKILLS The Cambridge School has got very skilled and talented team having experience of working in Cambridge School of London. The management team of Cambridge School of Pakistan is employed by the Cambridge School London so that the standards can be maintained and the school can prosper effectively according to its vision and mission statements. The management team is exclusively trained in London For the purpose of its deployment in Pakistan; therefore its management team has got the same skills and talent as that of London Branch.
POLICY AND STRATEGY FOR EMPLOYEES The employees of the school is selected by the management team, the people having Qualifications from abroad are given importance. After their selection these people are trained for 2 months and then they are allowed to perform their duties. It is school policy of recruiting people having Pakistani nationality.
BOARD OF DIRECTORS AND ADVISORY BOARD Board of Directors and advisory board are same as that of Cambridge School of London.
