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CHAPTER 01 INTRODUCTION

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 Identification of the Company Existing Offline & Online Marketing


Activities

2.1.1 Offline Marketing Activities

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

2.1.1.2 Print Publications

Released prospectus for that year by Vidura College as demonstrated in figure 1.1
Figure 1.1 Annual Prospectus

Source: https://www.google.com

2.1.1.3 Print Advertising

Figure 1.2 is an example of Print Advertising.


Source: Adopted from Daily News (2019)

2.1.1.4 Word of mouth marketing

This indicates people to people oral, written & electronic communication which is done relating
to their experience about the product or service. (Kotler & Keller, 2012).

2.1.2 Online Marketing Activities

2.1.2.1 Social Media

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

2.1.2.3 Search Engine Optimization

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

The following figure 2.0exhibits Bowma’s strategy clock.

Figure 2.0 Bowman’s strategy clock

Source : (Bowman & Faulkner,1997)

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.

Table 1.0 : SWOT Analysis to Vidura College

Factor Impact

Strengths

Highly qualified teachers


(Vidura College,2019).

Student base over 4000 students


(Vidura College, 2019).

Established brand name


(Vidura College, 2019).

Financial stability of the TIMES campus was setup in September 2018


organization by further extending
it to develop a training institute (Vidura College, 2019).
(Vidura College, 2019).

Factor Impact
Weaknesses
Competency of English
amongst teachers. (Daily
News, 2016)

Slow growth interms For instance Kalutara Branch will be re-launching on


of moving into other January, 2020. Kelaniya on January 2021 & Finally
markets (Vidura College, Kurunegala will be on January 2022
2019). (Vidura College, 2019).

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)

Source: Sunday Observer (2019);Sunday Times(2019);DailyNews(2016);Vidura College (2019);


Sumanasekera (2019)

2.3 Current Status of Vidura College External Factors

The following Table 2.0 represents PEST analysis carried out in relation Vidura College & its
impact to the broader society.

Table 2.0 PEST Analysis to Vidura College

Factor Level of threat Impact


Political Factors

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)

This would give a reason for As mentioned by “Financial


The government has launched the parents to send their Consultant this will also lead
a program to make 200 full children to such schools, to modernize their facilities
fledged schools as “nearest which is developed to modern which would mean charging
school as the best school” in standard more fees to upgrade the
town (Sunday Observer, 2019). facilities”
(Sunday Observer, 2019). (Suamanasekera, 2019).
Economic Factors All the economic sectors in
According to Central Bank common faced a low growth “Purchasing Power of the
governor Srilanka experienced (Reutars, 2019). People will be lower & also
a 3.2 percent GDP growth would have a negative effect
rate, which is lower than the on admission” (Welegedara,
previous year 2018 (Daily 2019).
News, 2019).
Increase in mixed population
Social Factors of the country would have an
impact on solely private According to CEO of the
Muslim population would “Sinhalese Buddhist Schools” Vidura College this would
increase by 12 percent of the (Sumanasekera, 2019). have “an impact in the long
country for next 10years run of the business”
(Ceylone Today, 2019). (Sumansekera, 2019).
Students who are going to
Technological Factors public schools would be made This will have “an impact on
Giving of Tabs to G.C.E.(A/L) technically competent. students who are attending
students to make students tech (Sunday Times, 2019) private schools in particularly
savvy. following local syllabus in
(Sunday Times, 2019) English medium, therefore
consulting with parents
necessary actions will be
taken" (Sumanasekera,2019).

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

Table 3: TOWS Analysis to Vidura College

INTERNAL FACTORS
EXTERNAL FACTORS

  Strengths (S) Weaknesses (W)


Qualified Academic English competency
Panel need to be improved
Large Number of Slow moving into
student base other markets than
Established brand Colombo.
name
Financial Stability
Opportunities (O)  Strengths/ Opportunities  Weaknesses/ Opportunities
(SO) (WO)
Open new English competency
branches in Making use of level of teachers can
other markets financial stability of be improved by
Training the organization to teacher training
School open up new branches institute.
in the country. Making use of the
Use the renowned opportunities offered
brand name to develop open up new branches
teacher training in other markets.
institute.

Threats (T)  Strengths/ Threats (ST)  Weaknesses/ Threats (WT)


Use financial stability Improve English
Increase in of the organization to competency level of
competitors thwart competition teachers & have a
Government successfully. system in place to
policy to Stretch the financial absorb them internally
introduce muscle of the & to use them in
sophisticated organization to carry branches which are
labs. out development opening new.
activities to modern
standards.

Source : Adopted from above SWOT & PEST Analysis


Chapter 03: Key Performance Indicators

3.1 Proposed KPIs

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.

3.1.1. Sales growth rate

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).

3.1.2. Student Retention Rate

The student retention rate is as high as 85% due to the standards of education quality set out by
the college (Vidura College, 2019).

3.1.3. Profit Margin

Reported “profit margin is 6% as reported in PEST analysis all the sectors in common reported a
slow growth rate”(Welagedera, 2019).

3.1.4. Student conversion rate

Student conversion rate is 70%,this can be attributed due to poor economic


conditions&government policy to introduce “Sophisticated labs”(Madhushika, 2019).

3.1.5 Market share

They enjoy 80% of market share in the market as indicated by (Welagedera, 2019).
3.2 Window of opportunity

Following Table 4 exhibits window of opportunity in relation to Vidura College.

Table 4 Window of opportunity: Vidura College.

KPI Strengths of the company Opportunities in the market


place
From the previous year As indicated by the According to the PEST
increase the students growth above SWOT Analysis Analysis carried out
rate by 10% on 2020. by opening up new above by capitalizing
branches in new the open-up new
markets this target is branches in new
attainable. (The markets. (The Sunday
Sunday Times, 2019) Times, 2019)

Student retention ratio is high A larger percentage of


as 85% due to quality students are leaving the school
Increase the student academic staff (Vidura following O/L examination.
retention rate by 5% from College, 2019). “To retain those students with
the previous year. the school, the management
initiated to give price
discounts by waving off half
of the price by 2019”
(Sumanasekera,2019).

Use the financial strength of Cost benefit analysis carried


the organization to develop out by Parents to Vidura
Increase in conversion rate facilities to modern College shows that since it
by 10% on 2020. standard(Vidura College, provides reasonable education
2019). there is no need of attending
private tutors after school.
(Sunday Times, 2018)

Modernize the school facilities


to meet the modern standards
as mentioned by Financial
Director 2019 &“opening up
new branches would enable
parents to reach Vidura
College”(Sumanasekera,2019)

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

Talk with Chatura (2019) Dhammika Perera. Available

at:https://youtu.be/3p24buetOhk (Accessed: 02nd February 2019)

Colombo Page News Desk. (2019) ‘Sri Lanka Premier says will introduce a common school
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http://www.colombopage.com/archive_19A/May22_1558545644CH.php

(Accessed: 08 July 2019).

Finance. (2019) ‘Lankan Records 3.2% GDP growth in 2018’, Daily


News E-PAPER, 26 April [online]. Available at:
http://www.dailynews.lk/2019/04/26/finance/183860/lankan-records-32-gdp-growth-2018

(Accessed: 10 July 2019).


Education TIMES. (2019) ‘Tabs for GCE A/L students from September - MOE’, the Sunday
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http://www.sundaytimes.lk/190616/education/tabs-for-gce-al-students-from-september-moe-
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(Accessed: 5 July 2019).

Samaraweera, B. (2019) ‘Muslim Population increasing - Gammanpila’, CEYLON TODAY, 20


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(Accessed: 8 July 2019).

Colombo Page News Desk. (2019) ‘Government takes a revolutionary step in education
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[online]. Available at: http://www.colombopage.com/archive_19A/Feb21_1550773555CH.php

(Accessed: 1 July 2019).

Perera, Y. (2019) ‘Govt. will establish education system to meet 21 st century needs: PM’, Daily
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(Accessed: 8 July 2019).

Inayathullah, H. (2019) ‘The nearest school is the best school’, Sunday Observer,
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(Accessed: 1 August 2019).


Wijesiri, L. (2016) ‘Enigma of English education’, DAILY NEWS E-PAPER, 29 June [online].
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(Accessed: 28 July 2019).

Education TIMES. (2019) ‘Anniversary Celebrations of Vidura College: Colombo 20 years &
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(Accessed: 8 July 2019).

Christopher, C. (2019) ‘Popular schools allowed open branches’, the SUNDAY TIMES, 10
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