MA proposal by C W Mills(Surangama Banerjee)

DEPARTMENT OF MANAGEMENT STUDIES

MBA (Marketing)

A RESEARCH PROPOSAL BY:

Full name: Surangama Banerjee

Student no: 2013PBM8001

Postal address:B-1054,Palam Vihar, Gurgaon-122017,Haryana

TITLE: Designing of market strategy for Focus IITJEE Academy by studying the consumer behaviour of students

Telephone number: 7727049562

E-mail: surangama90@gmail.com

Date of submission:

SUPERVISOR: Mr. Naval Arora

I declare that the work I am submitting for assessment contains no section copied in whole or in part from any other source unless explicitly identified in quotation marks and with detailed, complete and accurate referencing.

……………………………………..

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CONTENTS PAGE

1. INTRODUCTION............................................................3

1.1 The research problem. .............................................41.2 Rationale or purpose of the study.............................41.3 The objectives of the study.......................................4

2. ABOUT FOCUS IITJEE ACADEMY.................................4

3. PROPOSED METHODOLOGY ......................................7

3.1 Research design.......................................................73.2 Data sources ............................................................83.3 Data collection techniques........................................83.4 Sampling techniques................................................83.5 Data analysis and interpretation...............................83.6 Ethical considerations..............................................8

4. MY PERSONAL WORK PLAN...............................................8

LIST OF SOURCES .................................................9

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TITLE: Designing of market strategy for Focus IITJEE Academy by studying the consumer

behavior of students.

1. INTRODUCTION

The mushrooming of coaching centers all over the cities big or small, metros or districts

highlight the growing trend of students opting for coaching classes apart from the regular

curriculum. Once upon a time coaching was a rare phenomenon, generally unheard of and

only taken by those who were weak in their studies. But now it is a way of life for students,

aggressively promoted by the teachers and to some extent by the parents also. The craze

for coaching has led to opening of coaching centre in every by lane of our country selling

dreams of guaranteed success.

More and more students are flocking these centers as an alternative or supplement to

school teaching. Many experts believe that education is a natural process of learning. For

the regular and attentive students coaching is not really required till class twelfth. However

for professional courses like entrance examinations of CPMT and IIT professional guidance

is required in today's competitive world. A student has no background and idea of the

examination he is appearing for. He or she needs proper study material and guidelines on

the important topics, exam patterns, and short-cut methods of solving numerical and

analytical questions. It is here where the coaching centers play an important role in helping

students. They plan each topic methodically and time schedules to complete the modules.

The students feel that the tutors know what the important and less important topics are.

The minute details like the sections of question paper that need to be solved first are

explained by these teachers. The coaching classes also help students prepare for

interviews and face group discussions. For those who cannot attend regular classes,

correspondence coaching is helpful. They are relatively cheaper also as they charge one

fifth of the regular courses. The students can benefit from the study material and model

papers that are sent to them regularly. There are a number of factors that need to be taken

into consideration before selecting a coaching centre. The quality, experience and

expertise of the teachers should be the top priority. One should also talk to other students

before taking admission. The standard of coaching can best be analyzed by the success

rate and academic performance of the students studying there.

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1.1. THE RESEARCH PROBLEM

The research problem is to investigate the causes for less number of admissions

in comparison to other institutes and develop a marketing strategy to increase

the admissions by studying the consumer behavior of the students looking for

coaching institutes to help them pursue professional courses.

.

1.2. THE PURPOSE OF THE STUDY

Working with Focus IITJEE Academy, Vishveshariya Nagar, Jaipur, my primary

study comprised addressing their problem of less number of admissions in

comparison to other institutes. Basically, like every other organization, the main

motive of Focus IITJEE Academy is to enhance its business by tapping into the

versatile pool of candidates who are preparing to pursue professional courses.

But, according to the analysis done by the chairperson of the organization, they

have been found to lag behind other institutes and hence are trying to identify

loopholes and work on them so as to increase their business in this sector .

1.3. THE OBJECTIVES OF THE STUDY

1.3.1. To study the consumer behavior of the students.

1.3.2. To understand the needs and wants of the students and determine the

institute’s scores on those points.

1.3.3. To develop a marketing strategy based on the study conducted, so that

the institute can increase its ratings, which would help it get more business.

2. ABOUT FOCUS IITJEE ACADEMY

FOCUS IIT-JEE Academy started in the year 2010 by Mr. Nalin Sharma with an aim

to impart quality education to the students aspiring to join professional courses.

Vision:

We go beyond the conventional standards to create a company which is more than

a coaching centre. We believe in new concepts, ideas & creativity to give the best

services to coaching industry. 

Mission:

Focus has created the vision to cultivate the young brain fields through rigorous

training and 360º flexible devotion by Teachers at FOCUS. FOCUS has proved that

a teacher is a person who devotes his/her life to establish their pupils on the right

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track. We deliver one to one interaction with self-disciplined methods to improvise

their thoughts to reunite their inertial energy at one point. We have become the

point for the conversion of childhood into techno-tics consolidating their

adolescence.

Education at FOCUS is not mere class room teaching. It is a program that

encourages students to find their strength and enhance them constantly explore

new avenues, step out of their comfort zones and hone their skills and personalities

recognize their limitations and overcome them.

Policies:

1. To provide stress free education to students.

2. Individual attention to each student. We give extra classes, backlog classes whenever

required.

3. We maintain bench marks of real exams of National Level.

4. Regular counseling sessions, motivation through easy testing.

Facilities & Services

1. Effective study materials

We have designed the study material in a unique way which resurrect your confidence,

shape-up your ideas, strengthen your foundation and lead you in to the top gear of IIT-

JEE preparation. The study material contains a systematic coverage of relevant theory

notes on each chapter of the syllabus of respective examination. It is prepared by a

team of highly experienced academicians. The material is self-sufficient in every

respect and gives you the route towards success. We regularly update the study

material incorporating each and every minute point that is necessary for student to

master. There is no compromise at any cost with quality of our material.

2. Subject and topic wise booklets

Sheet is topic wise multi exercise booklet, designed according to the syllabus of

NCERT, containing different types of conceptual, tricky & brain storming

questions including previous years competitive exam questions to build strength

over fundamentals asked in competitive exams, covering all the possible arena

of the problems which may be asked in fourth coming exams.

3. DPS-Daily Practice Sheets

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For every topic taught, to take a review of previous topics, an enhanced and

structured set of problems of previous topics of the subject will be given to

students for dynamic revision of all taught so that students remain in touch with

all the topics covered till date.

4. Result Oriented Test Series

This test series is an ideal tool to shape your preparation towards success. It not only

gives you practice but also helps you develop the right temperament for the various

competitive examinations. These tests will enable you to know the areas you need

more concentration and will guide you against the actual mistakes committed by you in

the examinations. Detailed performance evaluation, analysis and feedback help in

monitoring and improving performance. It is designed on the result-oriented concept

that will help you master any competitive exam.

5. Expertise Coaching

We believe to expertise students in all respects. We place priorities on results,

empowering our students to act in an efficient manner. The primary goal of expertized

coaching is to provide individual flexible personalized solutions which help students to

learn efficiently and provide them an extra edge in highly competitive scenario. We offer

an unmatched depth of knowledge and experience to deliver successful and expedient

resolution to your most challenging IIT-JEE. We provide with a perfect mix of various

resources and human skills to produce outstanding results. We equip students with the

knowledge and skills to reach their goals.

Courses

1. Zeal is a course for VIIIth class students in which we teach complete NCERT of class

VIII (SA-I & SA-II) along with that we also prepare students for different competitive

exams like NSO, IMO, IEO, NMO etc.

2.  Enthu is the Batch for IXth class students in which we cover complete NCERT of class

IX (SA-I & SA-II) along with that we provide a good preparation for competitive exams

like NSO, IMO, IEO, NMO, IJSO etc. We also provide a foundation of NTSE in this

course.

3. Victor-A is a batch of class Xth students named Victor - Advance. In this batch our

main aim is to prepare students for NTSE & SSTSE, along with NCERT. In this course

also provide a foundation of JEE Mains & Advance.

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4.  Victor-B is a course for Xth class students named Victor - Board. In this course our

main aim is to prepare students for school examinations (SA-I & SA-II) along with that

we provide a good coaching for Olympiads like NSO, IMO, IEO, NMO & NSTSE.

5.  Platinum is the best course offered by us for IIT-JEE preparation. The two-year

course, unmatched in its rigor and precision, raises you to the apex of your preparation.

The stimulating atmosphere of the institute, small batches and one to one interaction

with our instructors ensure that every rough edge is smoothened, every small doubt is

cleared. We @ FOCUS train you to think analytically. We give you a systematic

approach to problem solving - a must for IIT-JEE. If you think you are bright, if you think

you are capable, if you think that you can make it to the top, this course is precisely for

you.

6.  Focus-25when you have completed Class XI and are desirous of becoming an

Engineering professional through prestigious IIT’s, we take charge to guide you through

it. Rigorous flow of tough questions is fed to you when you are on the seats of FOCUS-

25. Here Class XII PCM syllabus target IIT-JEE is to be covered. Portion of Class XI

PCM will not be taught separately however it will be taken up only through DPPs. This

course prepares you in right earnest to teach you the ways that are required to take on

the IIT-JEE frontally at the end of class XII.

7. Olympus If you have set your aims high, if you want to touch the stars and reach the

sky and more importantly - if you have the courage to say that you shall settle for

nothing less than the best, then you - the XII pass student - are perfectly suited to this

course. You might have realized by now that you have everything - intelligence,

capability and willpower, but that you lack focused guidance - the do’s and don’ts of IIT-

JEE preparation and a stimulating atmosphere. At this juncture, we @ FOCUS offer you

our helping hand and performing platform. Come, strengthen your confidence, shape-

up your analytical skills, strengthen your fundamentals and get in to the top notch gear

of IIT-JEE preparation with this course.

3. THE PROPOSED METHODOLOGY

The methodology chosen as per discussions with my project supervisor and the

chairperson of the institute includes interviews and conducting a survey to achieve the

desired result.

3.1. RESEARCH DESIGN

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A research design is a systematic plan to study a scientific problem. Since, in this

case, the factors are not pre-determined, hence I have decided to opt for a flexible

research design which would be exploratory in nature.

3.2. DATA SOURCES

The data would be collected from the institute which are present in its records, survey

and interview data would also be considered, which would be based on the

questionnaire designed.

3.3. DATA COLLECTION TECHNIQUES

It would involve surveys, interviews(either telephonic or face-2-face)

3.4. SAMPLING TECHNIQUES

Snowball sampling technique would be followed in this study.

3.5. DATA ANALYSIS AND INTERPRETATION

The data would be collected based on questionnaires, recordings wherever permitted

and would be analyzed using the SPSS software.

3.6. ETHICAL CONSIDERATIONS

The data collected would be strictly for the purpose of conducting the research and

come up with a marketing strategy for Focus IITJEE Academy and would not be shared

with anyone without the express permission of the institute.

4. MY PERSONAL WORKPLAN

STEPS IN THE RESEARCH PLAN DEADLINE FOR COMPLETION

Submission of the proposal 6/2/15

Design of a research plan 20/2/15

Defining of a universe, a sample frame,

sampling OR setting up of selection criteria,

etc.

25/2/15

Design of a final questionnaire/schedules,

etc.

2/3/15

Interviews/posting of questionnaires, etc. 15/3/15

Editing of completed questionnaires,

grouping and coding of data, entering data

20/3/15

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into a computer

Raw tabulations/draft analysis of qualitative

data

31/3/15

Analysis of data 10/4/15

Report up of findings 20/4/15

Presentation of final research product(s) 25/4/15

LIST OF SOURCES

www.focusiitjee.com www.wikipedia.org www.google.com

1. Did you select the best methods to allow you to answer your research question(s)? Yes

No Don’t Know

1 2 3

2. Did you fully describe your study population, sampling procedures and methods of data-gathering?

Yes

No Don’t Know

1 2 3

3. Have you considered the problems of gaining access to your data sources? Yes

No Don’t Know

1 2 3

4. Do you need a letter of introduction (or a consent letter) from your study-leader(s)?Yes No

1 2

5. Will you have to design a data-gathering/recording tool (e.g., a questionnaire, an interview schedule, an observation checklist etc.)?

Yes No1 2

6. Did you select and describe the most appropriate analysis procedures?Yes

No Don’t Know

1 2 3

7. Will you need help with any analysis?If “Yes” describe the type of help If “No”, tell us why not

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you’ll needYes, will need guidance as well as

mentoring

8. Have you considered the ethical implications of your study?Yes

No Don’t Know

1 2 3

9. What are the MAIN problems you foresee in successfully completing this study?

Data collection Interviewees are difficult to find Time span is rather short

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