1. MRAKETING MANAGEMENT (MKT201)
Group Assignment
MARKETING PLAN FOR Inhome Tutors
9/29/2011
Hewlett-Packard
Prepared by:
Ismail Zabeeh: 023956
Markers Name:
Assad Mohamed: 024260
Nuzha Nizam
Mohamed Sameeh: 023958
Ahmed Simau: 017643

2. Table of Contents
EXECUTIVE SUMMARY ............................................................................................................ 3
Situational Analysis ........................................................................................................................ 4
Ansoff „s matrix ...................................................................................................................... 4
Porter‟s Five Forces ................................................................................................................ 4
Industry Analysis ........................................................................................................................ 5
PESTEL Analysis ....................................................................................................................... 6
Competitive Analysis .................................................................................................................. 7
Customer Analysis ...................................................................................................................... 7
SWOT Analysis .......................................................................................................................... 9
Marketing Objectives .................................................................................................................... 10
Marketing Strategy........................................................................................................................ 10
Product Life Cycle ........................................................................................................................ 11
Potential Strategies........................................................................................................................ 12
Positioning strategy................................................................................................................... 13
Marketing Programmes ................................................................................................................. 13
Product ...................................................................................................................................... 13
Price .......................................................................................................................................... 13
Place (Distribution) ................................................................................................................... 13
Promotion (Advertising) ........................................................................................................... 13
People........................................................................................................................................ 14
Physical Evidence ..................................................................................................................... 14
Implementation Plan ..................................................................................................................... 14
Performance Evaluation and Monitoring ...................................................................................... 14
Financial Information.................................................................................................................... 16
Contingency Plans ........................................................................................................................ 17
Appendix-1 ................................................................................................................................... 18
Appendix-2 ................................................................................................................................... 19
Appendix-3 ................................................................................................................................... 24
Minutes of the work ...................................................................................................................... 24
References ................................................................................................................................. 27
INHOME TUTORS- Marketing Plan 2

3. EXECUTIVE SUMMARY
Demand for tuition has been drastically increasing from the start of last decade. Parents feel to
give tuition for their children at home is much safer. The fact is demand for tuition centers has a
declining trend due to favorable trend on demand for private individual tutors. The golden
opportunity has attracted many college students and school leavers as a mean to earn income. So
here we are thinking that there is a profitable business (market gap) which is serving as a
middleman to bring the students and tutors in a professional manner.
For the opportunity, we have designed a product (Inhome Tutors) which will fulfill the needs of
students and their parents which will be served and all marketing activities will be implemented
in capital city of Maldives (Male‟). Inhome Tutors will play a middleman role in this service.
Our service will offer the advantage of knowing performance or progress of the students, and
they can change their tutor if they want. We are also eligible and trustworthy as we are registered
organization. We have planned to increase tangibility by having a website and customer care
office.
Our Marketing programmes comprises, participating in educational exhibitions, TV advertising,
billboards near schools, and brochures. We have to start these marketing activities immediately
after its launch in order to make awareness among the people. This plan will be implemented in
the year 2012 and we expect the results of these marketing programmes in first quarter.
As there is a robust demand in the industry, we are anticipating very high return. We expect to
achieve revenue of MRF 1500,000 within one year after commencing the business; that is in
2012.
INHOME TUTORS- Marketing Plan 3

4. Situational Analysis
Inhome Tutors is a new product to education industry which is planned to be launched in January
2012. We provide tuition services in the comfort of our customers‟ home. Our service is not just
only an ordinary tutor service; we also have a website especially for our customers where they
can check their progress that they have achieved desired results over time. www.Inhome-
tutors.com has a feature that allows seeing the profiles of tutors who are available and useful
resources for students. By the way the website is helpful for parents too. Our market area is
capital city of Maldives (Male‟ City). The target market is high income parents who need tuition
for their children at home. We have four main packages created according to the affordability of
our potential customers. Those who need tuition at low cost can have a group of students which
can spread the burden on each parent.
Ansoff ‘s matrix
Inhome tutors is a new innovative product which is to be introduced in an existing market.
Thereby our product falls under product development stage in Ansoff‟s matrix as we are
focusing our product to the students who take private tuition. We have to promote this service to
these potential customers. In this situation we have low moderate risk as our product is new to
this market. Product development is being used since there is a growing market for Home
Tuition.
Porter’s Five Forces
There are large number of new entrants and substitutes in the market due to less legal
requirements and low investments. As there are many substitutes, bargaining power of buyers are
very high. And bargaining power of suppliers (tutors) is very high. To overcome from these
threats we must keep differentiating our products based on market research. We can also conduct
continuous service audit to increase customer value and minimize the competitions from new
entrants.
INHOME TUTORS- Marketing Plan 4

5. Industry Analysis
Tuition industry in male‟ is more of an Oligopolistic competition where there are few dominants
that have comparatively equal prices and market share. Market size is about 7300 students
according to ministry of education‟s statistics. We have conducted a market research where we
used a random sample of 250students studying in grade 8, 9, 10 in different schools. From those
250 students 136 students responded which is 54.4% of the sample. Research shows that 74%
students take tuition that and 26% says they do not take tuition. From this our target market will
be those who want home tutoring service.
There are few new entrants in to the market like SciCom Tuition Centre and Kiyeveni. And there
are very sound failures in the history of this industry. One of them is failure of Kinara Tuition
Centre which is probably the first tuition centre. After about two decades of existing in the
market they turn to be a failure because they could not meet or adapt the changes in customer
requirements. Another significant failure is Review Tuition Centre who failed since they failed to
manage tutors.
It is very important to have a PESTEL analysis in order to have an in-depth industry analysis.
INHOME TUTORS- Marketing Plan 5

6. PESTEL Analysis
There is a law stating that every Maldivian student has right or must get there textbooks and
stationeries for free. “Primary and secondary education shall be freely provided by the state. It is
imperative on parents and the state to provide children with primary and secondary education”.
(Chapter-2 fundamental rights and freedom, article 36, subsection B). Due to this; parents can
save their expenditure to buy those stuffs which will lead to spend more on other educational
purposes. This is because parents will feel that they should spend more on their children‟s
education.
There is a Black market in this industry. Those expatriates are actually not allowed by
government to provide tuition services. But government cannot regulate this rules and
regulations as it is very difficult to regulate. We can force government on this issue and we can
make public aware on this issue.
We expect inflation will increase as in Maldives the main cause for inflation is imported inflation
and world prices are increasing day by day. Although there is an expectation of increasing
inflation rate in the economy, we believe that it will be controlled since government has
promised to do so.
In Male‟ there is increasing trend of bullying on the street, rape cases, and other crimes. Since
our target market falls on teenage group who might choose a wrong path easily; their parents are
hesitant to let their children out of sight for any purpose. Most parents are very concern about the
education of their children, so that they spend a lot on education eventhough their disposable
income decreases. They are spending large percentage of their income on children‟s education
especially for tuition.
Since the country‟s administrative services is being started to decentralize, people started moving
back to their islands. However, still some people are migrating to Male‟ to get the better services
which may not be available in island. And some families do send their children for education
purpose. Normally capital cities are high congested when we look on other parts of the world.
Now a days, Maldivian are getting aware and familiar with internet and its better uses. As our
service is a pure service, we planned to create a website to show our tangibility. In our website,
INHOME TUTORS- Marketing Plan 6

7. students can check their academic progress by participating exams. That means basically we are
available on 24hours through our website. For this we can provide possible question which may
appear in the exams, additional readings which can help students to be well aware about the
topics they cover in tuition class and schools and readings for parents too. Other services we can
include consist of helping and advising students about exam stress relief.
Competitive Analysis
There is a kind of oligopolistic competition in the industry since there are few registered
organizations providing tuition service. We have different group of competitors who are those
individual tutors serving in the market who has a great influence. Competitions from tuition
centres are more likely to be indirect competition and competitions from individual tutors who
are giving home tuition are direct competitors who have high influence on our business. There
are new entrants in market like Kiyeveni Tuition Centre and other individual mobile tutors.
There are an increased number of tutors who give home tutoring service. However we believe
that we will have a strong position in the market as we are registered organization when
compared to individual tutors who might be difficult to market their service individually.
It is very important to highlight that we cannot get into price competition as we cannot provide
the service at a lower price. Only the way we can compete in the market is providing quality
service and differentiating our products from competitors. In short, the potential source of
competitive advantage for us is unique features in our product. And the perception we can build
among the people.
Customer Analysis
We have two segmentation dimensions which are demographic and geographic. This is because;
we are only serving this service for students who are in grade 8, 9 and 10 who lives Male. Our
target market for the service is those who are in need of home tuition in Male.
With limited resources Inhome Tutors plans to target O‟Level students who are in grade 8, 9, 10
and students who wants to have extra help to re-sit O‟Level exam. According to a survey
conducted by us, 75 percent of those parents who hire a tutor to their child have monthly
INHOME TUTORS- Marketing Plan 7

8. household income above MRF 20,000. We have created packages according to customer
requirements at affordable rate.
SP1 (Student Package) is most premium package which is created for high income earners who
want give tuition for their child without having peers with their child. However we anticipated
that we will get a less revenue from this package compared to other packages. This is because
charging very high tuition fee from individual student may attract few customers and also
because we have to offer a better salary for the tutors for this package. We believe that if highly
focus on this group, we can make out better results from the students who prefer SP1. And our
image will brighten up and it will create positive perception towards us.
According to survey we have conducted, we understood that majority of the customers will
demand for SP3 and SP4 as they will have a group of students who share the total fee among
them. In our research, 26% of the students who go for tuition said they have a private tutor and
46% said they take tuition as groups.
We expected that there might be changes in target customer needs, buying behavior, perceptions
and attitudes. We assume that customers are in need of a professional organization which
provides tutor service to their door step. This is because, in many cases they find strange tutors
and paying in advance for them is very difficult since there has been known cases of tutors
faking around. There are no way students and parents can know how well are their children
performing and what kind of progress they are achieving. So customers need to have a way to
measure this and let them know on which area they are performing good and bad. That means we
expect the customers‟ perception will change towards us, as better and trustworthy organization
and feel like avoiding the normal unregistered tutors.
If there is a registered organization providing tutor service, customers will tend to trust them and
so demand for such organizations will increase. Due to increase in demand new registered
mobile tutors will enter into the market and also existing registered tuition centres might also
bring up a service targeting these customers. So competition in the market will be high in future.
As this is a new service to Maldivian economy, at first we cannot start serving to all the
segments in the market. That is why we are targeting students who are in grade8, 9, and 10 to
INHOME TUTORS- Marketing Plan 8

9. know whether we can get enough tutors. However we are considering targeting new segments in
the future like A Level, middle school, primary and disabled children.
SWOT Analysis
WEAKNESSES
STRENGTHS
-difficult to recruit tutors
-Trustworthy
-high direct costs(tutors‟ salary)
-Product differentiations
-high price
-Have industry experience owner
-inexperienced tutors
-innovation
-poor flexibility to market conditions
-very good perceptions
-may not be able to cope with current demand
-earn additional income by placing
-less brand awareness
advertisements in our website
-lack of communication
THREATS
OPPORTUNITIES
-high formalities
-expatriates are prohibited to provide tuition
-high price competition from individual mobile
service
tutors and tuition centres
-have many segments that we can serve
- new tax system
-growing markets
-new competitor
-changing customer tastes
-declining population
-increasing demand
-new regulations
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10. Marketing Objectives
The overall goal of Inhome Tutors‟ marketing program is to create enhanced public awareness
through comprehensive advertisements that will result in increased demand. Inhome Tutors will
have 50 tutors who are from different colleges and high schools. Inhome Tutors have following
objectives:
 Achieve MRF 1,500, 000 revenue in 2012 (first year)
 Get 115 clients in 2012(first year)
 Increase revenue by 15% per year from 2012 for next two years
 Achieve a high level of customer satisfaction among 95% of customers
 Increase demand for SP3 and SP4 thus positively impacting revenues on an annual basis;
increase sale of these packages by 15 percent.
 Increase retention of customers throughout the year thus positively impacting revenues;
increase length of retention from 6months to 10months.
 Reduce marketing costs by 25% in year-2.
Marketing Strategy
Inhome Tutors has successfully identified and going to implement a creative marketing theme
entitled “Tuition in the comfort of your home!” our marketing message is selected to appeal to
the array of key target markets. The message resonates with consumers who have an interest to
get tuition in their home with fewer or no peers. Our logo shows a flying book which shows that
we can provide tuition any home in the capital city of Maldives. Our Ads will show how the
service works and it will be informative.
Haveeru classifieds do have high chances for our advertisement to reach our customers as most
of mobile tutors advertise their number there, stating the subjects they offer tuition. So we can
put half page Ad next to Haveeru Classifieds or bottom banner or content left banner so
customers usually get a perfect glimpse when searching for mobile tutor. Television Ads are also
a great way to attract the target market. Therefore chance of reaching our target audience is high
INHOME TUTORS- Marketing Plan 10

11. if we advertise our services in Haveeru Daily and MNBC One. However a large advertising
campaign is very expensive
Our market segmentation strategy is geographic (Male‟) and demographic segmentation. Main
market segments include A level students, O‟Level students, Primary school students, Middle
school students and disabled children From these market segmentation strategies, our targeting
strategy is O‟Level students as we want to test market before introducing the service for other
segments. However our marketing strategy is target marketing. Our target market is those who
are in grade 8, 9, and 10. Profile of our target market is as follows:
 Age: between 12 and 18
 Gender: Male and Female
 Social Class:
 Consumptions and use patterns
o They need tuition throughout academic year
o They want to take tuition at home with few fellow students
o Parents spend on tuition fees for their children
 Marketing and brand dimensions
o They prefer the brand and they will also consider product attributes like price,
quality etc.
 Nature of our relationship with customers
o Face-to-face, telephone, website or internet
o We will ask for feedback end of each and every month
o Customers can communicate with us 15 hours a day
Product Life Cycle
As our product is a new product it is in pioneering stage in product life cycle stage. Hence our
advertisements are based to make awareness about the product and changing the attitude and
perception of potential customers.
INHOME TUTORS- Marketing Plan 11

12. Potential Strategies
According to Porter‟s Generic Strategy, differentiation and differentiation focus are potential
strategies for Inhome Tutors‟ strategy formulation. In differentiation strategy we can differentiate
our product by using price, quality, features, customer services etc. We also can go for niche
marketing strategy in which we can focus on a very distinct and small market segment in which
all the marketing mix will be tailored on this segment. Advantages and disadvantages for us of
selecting these two potential strategies are as follows:
Strategy 1: Differentiation Strategy
Advantages: The major benefit we will get if we implement differentiation strategy is that we
can concentrate on achieving superior in an important customer benefit area valued by large part
of the market. Our services are quality leadership and we should match tutors with students
expertly, inspect them carefully and we also should communicate our quality.
Disadvantages: We cannot focus on more narrow market segments if we are having
differentiation strategy.
Strategy 2: Niche Marketing Strategy
Advantages: We can have differentiation within the narrow target segment.
Disadvantages: Our product is created for a huge target segment, so niche marketing may loss
market share for our product.
We have selected differentiation strategy after evaluating the two potential strategies. So core
strategy for our product is differentiation strategy to achieve marketing objectives which has
discussed in this plan.
INHOME TUTORS- Marketing Plan 12

13. Positioning strategy
Our positioning strategy is focused on both parents and tutors as parents have high influence to
buy our product. We will position our brand “Inhome Tutors” in the mind of consumers as a high
quality, convenient, trustworthy product. We also will use strong benefits offered by our product.
In short, we will position in consumers‟ mind as a unique helpful product to meet their tuition
needs. So branding is necessary tool to differentiate our service from direct competitors who
does not have any brand for their service to differentiate.
Marketing Programmes
Marketing programmes for Inhome Tutors is based on 7Ps in marketing mix. This is very
important as we are a service provider.
Product
Superior features of our product consist of checking students‟ progress before school exam,
match students and tutors depending on personality and need of students as this will have high
influence to on the results.
Price
We will use cost plus pricing as we have high variable cost (tutors‟ salary). We have created
different packages and our customers can select according to their requirements.
Place (Distribution)
Our target market is in Male‟ and we provide tuition service by sending tutors to students‟ home.
Other distribution we use to deliver our products to customers using a website. We can use
website statistics to arrange future marketing programmes as well.
Promotion (Advertising)
Expenditure on advertising will have high influence on marketing programmes. We have
budgeted marketing budget for our service to promote. We will reach our target audience
through TV Ads, billboards near schools, brochures and internet (facebook).
INHOME TUTORS- Marketing Plan 13

14. People
As this is a highly personnel service, we should ensure that our tutors have right training process
before hand. We should carry some marketing activities in order to attract tutors towards our
organization. There will not be any customers for us if we do not have tutors to deliver our
service.
Physical Evidence
Inhome Tutors is likely to be a pure service and it is more intangible. We have to create some
tangibility to our product. We have done this by renting out small office premise, appearance of
tutors (they wear our business card when visiting to customers), and website.
Implementation Plan
The following milestones identify the key marketing programmes. It is vital to accomplish each
activity on time and fit within the budget.
Master Schedule
Milestones start-date end-date Budget Department
Marketing plan completion 1/7/2011 29/09/2011 25000 Marketing dept
billboards installation & brochures 1/12/2011 10/12/2011 25000 Marketing dept
website completion 1/12/2011 30/12/2011 20000 IT department
Advertising campaign #1 1/13/2011 30/12/2011 20000 Marketing dept
Promotional Ad campaign 1/1/2012 15/02/2012 15000 Marketing dept
Recruitment Process 1/1/2012 7/8/2012 5000 HR dept
Total expenditure 110000
Performance Evaluation and Monitoring
There will be quarterly marketing plan review meetings. A summary of costs against budget and
actual progress against schedule will be prepared in these meetings. A report on the
implementation of the action plans will be presented at these meetings. This plan is to be revised
every 12 months. And also we will have an eye on the tutors we are dealing with, because they
are the most important asset that makes us who we are. To do this a performance appraisal form
INHOME TUTORS- Marketing Plan 14

15. will be filled by the teacher, his/her students and we will compare it with others teachers and to
previous months.
Inhome Tutors will review its objectives once a year to evaluate the achievement of the goals. In
addition, Inhome Tutors keep detailed record of the customer‟s information so it is easier to
handle other operations. We will monitor our Web site hits and the amount of time people spend
on the site. The figures are compared on a monthly basis, quarterly basis as well as a yearly
basis. In year two on a comparative monthly basis we will look at what happened the year
before; how did we market our product the year as opposed to last year; what special events
occurred to stimulate an increase (or decrease), and if the advertising might have been an
influence. When numbers go up, either on a month-to-month basis or quarterly basis or on a
yearly basis, Inhome Tutors cautiously feel marketing efforts have been successful. WE hope to
have an increase of 15 percent per year in all revenues and 90 percent students retain in Inhome
Tutors‟ figures will consider as a success and will call our efforts a profitable success.
INHOME TUTORS- Marketing Plan 15

16. Financial Information
We are anticipating a favorable return in the future. So we expect that Inhome Tutors will grow
15% of its sales in 2013 and 2014.
sales forecast for three years
2011 2012 2013 2014
MRF MRF MRF MRF
Sales Revenue 0 1579050 1815908 2088294
Direct costs 0 932760 1072674 1233575
Market Research 25000
Billboards 25000
TV ads 30000
bus registration 5000
total indirect costs 85000 388200 427020 469722
op profit -85000 258090 316213.5 384996.5
sales growth rate 15 15
profit growth rate 22.52 21.75
We can achieve break-even at point of 36 customers. (It is explained in the appendix-1)
Major assumptions
1. We will manage have 115 sessions per day before the end of 2012
2. Television advertisement costs will increase in 2013
3. We do not have to spend on billboards
INHOME TUTORS- Marketing Plan 16

17. Contingency Plans
If demand for our product is low, we can change our pricing structure. And if tutors are not
willing to work in our organization, we can change remuneration structure. For instance if we did
not get enough students registered in the promotional registration campaign or we did get lots of
negative comments about price we will follow the following contingency pricing strategy by
saying that it‟s a promotion.
Contingency pricing plan
Tutors
packages total fee per head salary
std-4 2200 550 1560
std-3 1800 600 1440
std-2 1600 800 1320
std-1 1500 1500 1200
customized
negotiable negotiable
pack negotiable
INHOME TUTORS- Marketing Plan 17

18. Appendix-1
Break-even Analysis
The break-even analysis indicates that MRF 35864 is required in monthly sales revenue to reach
the break-even point
Monthly units break-even= 36 customers
Monthly sales Break-even= 35864
Assumptions that we made
Average unit revenue MRF = 2157
Average per unit variable cost MRF= 1274
Estimated monthly fixed cost MRF = 32500
Average per unit revenue =
1579050 = total revenue per year =
131588= average revenue per month = 2157
732= total unit per year
61= average per month
Average per Unit variable Cost=
=
=1274
INHOME TUTORS- Marketing Plan 18

19. Appendix-2
Here are graphical data which was drawn out of survey form results. Here, we are going to
analyze the outcomes from the survey questionnaires through bar graphs, pie charts and
doughnut charts.
Figure-1
Number of studdents take tuition
120
100
80
60 yes
40 no
20
0
yes no
Figure 1
From the survey form results, Figure 1 shows, out of 136 students (100%), 101 students (74%)
are taking tuition and the rest 35 students (26%) are not taking tuition. Thus from this pie chart it
is clearly known that the majority of the students are taking tuition.
Figure-2
TYPE OF TUTION TAKEN BY THE NUMBER OF
STUDENTS
individual group tuition centre
28% 26%
46%
Figure 2
INHOME TUTORS- Marketing Plan 19

20. Figure 2 shows the type of tuition taken by the students and the number of students who are
taking a particular tuition. The types of tuition basically divide into three. They are individual (at
home) tuition, group tuition and tuition centre. From the above pie chart it is clearly shown that
54 students (46%) are taking tuition in groups, 33 students (28%) are taking tuition in tuition
centre and 30 students (26%) are taking individual tuition at their homes.
Figure-3
PREFFERED NUMBER OF STUDENTS IN TUTION
GROUPS
NUMBER OF STUDENTS
40
20
0
two three four five six
AMOUNT OF STUDENTS IN GROUPS
Figure 3 shows the preferred number of students in tuition groups. 34 students want to take
tuition in group which is based on four students, 32 students want to take tuition in group which
is based on three students, 17 students want to take tuition individually without forming groups,
13 students want to take tuition in group which is based on six students and only 5 students want
to take tuition in group which is based on five students.
INHOME TUTORS- Marketing Plan 20

21. Figure-4
STUDENTS ENROLLED IN DIFFERENT SUBJECTS
70
NUMBER OF STUDENTS
60
50
40
30
20
10
0
SUBJECTS
Figure 4 shows the amount of students who has enrolled in different subjects in tuition. The
name of the subjects and the number of students enrolled in those subjects are clearly labeled in
the figure above.
Figure-5
FACTORS CONSIDERING BEFORE TAKING TUTION
Other Tution Fee
Quality Time
FACTORS
School Teacher Distance
Experience Experience
Distance School Teacher
Time
Quality
Tution Fee
Other
0 20 40 60 80
NUMBER OF STUDENTS
INHOME TUTORS- Marketing Plan 21

22. Figure 5 shows the most important factors that students consider before taking tuition. Those
factors include; tuition fee, time, distance, experience, school teacher, qualification and other
important factors. The exact results from the survey forms are clearly labeled in the above figure.
Figure-6
IMPROVEVENT OF TAKING TUTION
Yes No
11%
89%
Based on the survey results, figure 6 shows whether student achieve progress or improvements
when taking tuition. 90 students (89%) said that they achieve progress when they take tuition.
However, 11 students (11%) of the students said that they don‟t get any improvement even they
take tuition.
Figure-7
PROBLEM FACES WHEN TAKING TUTION
NUMBER OF STUDENTS
60 a, 57
50
b, 42
40
30
f, 20
20 e, 16
c, 12 d, 12
Other, 9
10
0
a b c d e f Other
PROBLEMS FACES
INHOME TUTORS- Marketing Plan 22

23. Figure 7 is based on the problems faces when taking tution. In the above figure it labeled only
the problem letters and the detail of those apply here.
a) Class cancel
b) Tuition-teachers are not attending on time
c) Tuition-teacher cannot deliver the things you want
d) No improvements
e) There is no way to check improvements before school exam (tution teacher do not give
exams)
f) If not satisfy with teacher, difficult to change the teacher
Figure-8
IMPORTANCE OF HAVING PROFESSIONAL
REGISTERED ORGANIZATION
No
27%
Yes
73%
Figure 8
Figure 8 is based on whether they think it is very important to have professional registered
organization which supplies tuition teachers. The majority (73%) said yes and 27% said no.
INHOME TUTORS- Marketing Plan 23

24. Appendix-3
Minutes of the work
Bachelors of business
Purpose: to create a marketing plan for new product, that can be introduced in Maldivian
market.
Date Time Discussions venue Participants
29th June 12:30 – Selected a product
FMC ALL
2011 13:30
16:00 –
th
CL
7 July 2011 17:30 Discuss about brand name for the service ALL
10th July 14:00 – Discuss about competitors
CL ALL
2011 15:00  Tuition centers
 Individual tutors
17th July 14:00 – Discussion about conducting a primary
Central library ALL
2011 15:1 research
4/8/2011 2:00-3:00 discussion about what product to select FMC ALL
11/8/2011 2:30-3:45 discussion about what product to select FMC ALL
13/8/2011 2:00-3:15 product finalization FE ALL
18/8/2011 3:00-4:00 service packages FMC ALL
INHOME TUTORS- Marketing Plan 24

25. 23/8/2011 1:30-2:45 making survey form FHTS ALL
25/8/2011 4:00-4:45 discuss about 7 p's FE ALL
31/8/2011 3:00-4:00 discuss about 7 p's FE ALL
4/9/2011 11:30-2:15 financial analysis FMC ALL
6/9/2011 4:00-6:00 financial analysis FMC ALL
Haveeru,
7/9/2011 4:00-6:00 interview with media ALL
MNBC
11/9/2011 2:00-3:30 interview with tution centres Tuition centre ALL
14/9/2011 2:00-5:00 analysing survey forms FHTS ALL
22/9/2011 4:00-6:00 writing draft FE ALL
24/9/2011 12:00-3:00 writing draft FE ALL
INHOME TUTORS- Marketing Plan 25

26. 25/92011 2:00-6:00 writing draft FMC
28/9/2011 2:00-4:00 review draft FE
28/9/2011 9:00-11:00 review draft Assad home
29/9/2011 10:00-1:00 report finalization Assad home
22/9/2011 4:00-6:00 writing draft FE
INHOME TUTORS- Marketing Plan 26

27. References
Education, M. o. (2010). School Statistics. Male', Maldives.
Kotler, P., & Kevin, L. K. Marketing Management 12e. New York: Prentice Hall.
Nizar. (2011, September 20). Classic Tuition Centre Supervisor. (I. Zabeeh, Interviewer)
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Westwood, J. (2000). How to write a marketing plan. london: Clays Ltd.
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