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Kumon Learning Center
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Kumon's marketing challenge is to expand the effectiveness of the overall message, as well as its brand name that is presented to the marketplace.
The word-of-mouth strategy can spready slowly, have a limited audience, and can hold the risk of a negative feedback effect.
Current marketing strategy problem
The telephone marketing strategy is also used by Kumon. This can create a disadvantage involving backgroung noise, and for non-spanish speaking employees.
The marketing strategies of
About Kumon
- Founded by Toru Kumon, 1958
- Utilizes "The Kumon Method"
- Available to children of all ages and academic levels
Outlines
- What is Kumon's marketing challenge?
- SWOT Analysis
- Problem with current strategy
- Who are Kumon's competitors?
- Why is it important to target Hispanics for Kumon?
What is Kumon's marketing challenge?
Opportunities
- Growth of marketing via social media/e-marketing
- dependency on technological resources
- Growth in other subjects
- Parental interest in long-term payoff
Strengths
- largest franchise in after-school learning
- Lower charges than competitors
- long-term program
- relaxed enviornment/can work at own pace
- 60% growth rate in the past 10 years
Analysis
Weaknesses
- limited to 2 subjects
- weak advertising efforts
- not as technologically advanced as competitors
- limited to 2 subjects
- weak marketing efforts
- use word-of-mouth as main marketing strategy
- not as technologically advanced as competitors
Threats
Reading, Writing, Math, Study Skills, SAT/ACT Prep, Advanced Youth Scholars Program, and courses for high school credit.
Work at home with online tutoring
(competitor)
Sylvan Learning Center
Create more marketing strategies to promote growth in company image
- Hispanics are the majority population in the RGV
- The importance of education is valued
- According to a Univision poll, 87% of Hispanics believe education is extremely important vs 78% of the rest of the population
The telephone marketing strategy is also used by Kumon. This can create a disadvantage involving background noise, and for non-bilingual employees.
The word-of-mouth strategy can spread slowly, have a limited audience, and can hold the risk of a negative feedback effect.
Why is it important to target Hispanics?
Threats
Special Events
E-marketing/social media
Effective strategies to promote growth
Ad-slicks
Samantha Ruiz