Documente Academic
Documente Profesional
Documente Cultură
Vidura College is an independent National Buddhist School which cultivates& follows Buddhist
values, promotes & upholds culture, Sinhala traditions & country’s cherished heritage. It’s being
built on three pillars namely religious fever, cultural heritage & national thinking (Vidura
College,2019).
The school was created after an educational & market survey undertaken in 1998 it was
suggested that it to be established in Nawala, Sri Jaywardenapura&Thalawathugoda areas which
constitute a large number of educationally sound parents. Hence, the school was established on
27th of January 1999, Nawala– KirimandalaMawatha, with six students, two teachers, one Head
Mistress, one care taker & the Principal on the first day of its inception.Now she has over 4000
students on roll, 350 academic staff assisted by over 120 Administrative & support staff (Vidura
College, 2019).
However, recently the school experienced a downward trend in student enrollment, high student
retrenchment rate due to the fact that most of the students have to come to Colombo from
outskirts of the city which inexorably time consuming & costly (Talk with Chatura,
2019).Further during an Interview conducted with the Consultant/ Financial Director stated that
the management considering the above facts decided to “re-launch the services in Kalutara,
Kelaniya&Kurunegala markets allowing those branches to develop into fully fledged schools
over time”(Sumanasekera,2018).
CHAPTER 02: COMPANY ANALYSIS
2.1.1.1 Networking
The Chairman of the Vidura College stated that“organizing events such as quiz competitions,
dramas, sport events &etcwould enable Parents of non –Vidurians to come to know about
Vidura”(Cabral,2019).
Figure 1.0 demonstrates Victorious cast in a Drama Competition. (Daily News, 2018).
Source: https://www.google.com
Released prospectus for that year by Vidura College as demonstrated in figure 1.1
Figure 1.1 Annual Prospectus
Source: https://www.google.com
This indicates people to people oral, written & electronic communication which is done relating
to their experience about the product or service. (Kotler & Keller, 2012).
At Vidura College it uses Facebook as a social media platform answering inquiries of Parents
specially in abroad & posting about school events & reaching potential parents to build an
unbreakable relationship.“The response time for an inquiry is within 24 hrs they should
reply”(Sumanasekera, 2019).
2.1.2.2 E-mail
There are many advantages of e-mail marketing.
The figure 1.4 demonstrates how Social media & e-mail have been used in it’s marketing
campaign.
Source: https://www.google.com
This indicates where in searching about Vidura College on search engine it appeared on top of
the page. Figure 1.5 demonstrates it.
Figure 1.5 Search Engine Optimization
2.2 Current Status of Vidura College Internal Factors
Therefore, according to “Bowman’s strategy clock’’ it’s placed in the Low price category where
parents can afford to pay a low price to attain reasonable education.
Following Table 1.0 demonstrates the SWOT analysis carried out in relation to Vidura College.
Factor Impact
Strengths
Factor Impact
Weaknesses
Competency of English
amongst teachers. (Daily
News, 2016)
Factor Impact
Opportunities
Opportunities available to
open new branches
(The Sunday Times, 2019)
Teacher training school TIMES campus was setup in September 2018 to address
which has been setup training needs of teachers & facilitate students who wants
recently to develop pursue higher education in Srilanka& abroad at an
competency level of affordable price (Vidura College, 2019).
teachers internally &
externally
(Vidura College, 2019).
Factor Impact
Threats
“Competition from other “Competitors include Highland, Sujatha, Royal Institute,
operators in the market Boswell College in Kaluatara&Sumedha College in
place”(Sumanasekera, Gamapaha District”(Sumanasekera, 2019).
2019).
Change in the government
policy to introduce more
sophisticated labs by
making the nearest school
in the town as the best
school.
(Sunday Observer, 2019)
The following Table 2.0 represents PEST analysis carried out in relation Vidura College & its
impact to the broader society.
The policy of the government “This gives the other operators This will result in loss of
to introduce “Common in the industry to capitalize on students & hence market
Schools” (Colombo page news this opportunity” share which they experienced
desk, 2019). (Welegedara, 2019). prior to 2017
(Vidura College, 2016)
Source: Colombo page news desk(2019); Sunday Observer, 2019; Central Bank of Sri Lanka
(2019); Ceylon Today (2019); Sunday Times (2019); Reuters (2019); Sumanasekera (2019);
Welegedara (2019)
2.4Critical Evaluation of the Environment
INTERNAL FACTORS
EXTERNAL FACTORS
This a type of performance measurement indicators. This indicates how well a business has done
on chosen activity. Following are the basic types of marketing KPIs.
In the National Curriculum in English Medium market“Vidura College has enjoyed a sales
growth of 5% when compared to the previous year” (Welagedera, 2019).
The student retention rate is as high as 85% due to the standards of education quality set out by
the college (Vidura College, 2019).
Reported “profit margin is 6% as reported in PEST analysis all the sectors in common reported a
slow growth rate”(Welagedera, 2019).
They enjoy 80% of market share in the market as indicated by (Welagedera, 2019).
3.2 Window of opportunity
Source :Sunday Times (2019); Daily News (2019); Sumanasekera,(2019) ;Vidura College
Prospectus (2019)
CONCLUSION
Vidura College has been the market leader in private schools which teaches national curriculum
in English Medium. Since of late, it is being faced with number of issues, low admissions,
changes in the political, economic & technological factors, entrance of competitors just to name
a few.
SWOT & PEST analysis carried out gives a clear insight into strength & weaknesses the
organization possess. Subsequent TOWS Analysis carried out indicate how well an organization
could manage on threats & weaknesses. The emphasis is to move into the “Hybrid category” of
the strategy clock.
The study is about critically evaluating Vidura College re-launching into different markets in its
benefits which could get over a period of time.
Referencing
Colombo Page News Desk. (2019) ‘Sri Lanka Premier says will introduce a common school
system free of religious, racial divisions in next two years’, ColomboPage Sri Lanka Internet
News Paper, 22 May [online]. Available at:
http://www.colombopage.com/archive_19A/May22_1558545644CH.php
http://www.sundaytimes.lk/190616/education/tabs-for-gce-al-students-from-september-moe-
353626.html
Colombo Page News Desk. (2019) ‘Government takes a revolutionary step in education
for a modern Sri Lanka – PM ’,ColomboPage Sri Lanka Internet News Paper, 21 February
[online]. Available at: http://www.colombopage.com/archive_19A/Feb21_1550773555CH.php
Perera, Y. (2019) ‘Govt. will establish education system to meet 21 st century needs: PM’, Daily
Mirror, 4 July [online]. Available at: http://www.dailymirror.lk/print/breaking_news/Govt--will-
establish-education-system-to-meet-21st-century-needs:-PM/108-170550
Inayathullah, H. (2019) ‘The nearest school is the best school’, Sunday Observer,
31 March [online]. Available at:http://www.sundayobserver.lk/2019/03/31/junior/nearest-
school-best-school
Education TIMES. (2019) ‘Anniversary Celebrations of Vidura College: Colombo 20 years &
Kalutara 2 years’, the SUNDAY TIMES, 24 February [online]. Available
at:http://www.sundaytimes.lk/190224/education/anniversary-celebrations-of-vidura-college-
colombo-20-years-and-kalutara-2-years-337207.html
Christopher, C. (2019) ‘Popular schools allowed open branches’, the SUNDAY TIMES, 10
February [online]. Available at: http://www.sundaytimes.lk/190210/news/popular-schools-
allowed-to-open-branches-335388.html
Aneez, S. (2019) ‘Sri Lanka’s 2019 growth to hit 18-year low after Easter Bombings: Reuters
Poll’, REUTERS, 10 May [online]. Available at:
https://www.reuters.com/article/us-sri-lanka-economy-growth/sri-lankas-2019-growth-to-hit-18-
year-low-after-easter-bombings-reuters-poll-idUSKCN1SG0R8
Kotler, P. Keller, K. (2012) Marketing Management. 14th edn. New Jersey : Prentice Hall
Kotler, P. Armstrong, G. (2012) Principles of Marketing. 14th edn. New Jersey : Prentice Hall
Weihrich, H. (1982) ‘The TOWS Matrix- A tool for Situational Analysis’, Long Range planning,
(15) 2, pp.54 -66.
Bibliography
Chaffey, D. Smith, PR. (2013) E Marketing Excellence 4th edn. Oxon: Routledge
Kiang, M. Raghu, T. Shang, K. (1999) ‘Marketing on the Internet – who can benefit from an
online marketing approach’, Decision support system,(27)2000, pp. 383- 393