Daycare Macro-Environmental Issues
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Introduction
Branding, Pricing, and Distribution of products and services in very important when it comes to starting a new business and getting the clientele needed to keep that business a float. In order for me to even think about starting my childcare facility, I have to look into how I am going to brand and market my childcare center in order to get the business on the right track. In this assignment, I will answer the following questions, in order to get me where I need to be when it comes to opening my childcare facility:
Create the domestic and global product branding strategy.
Determine and detail the optimum pricing strategy.
Examine how your pricing strategy supports your branding strategy.
Prepare a distribution channel analysis identifying the wholesaler, distributor, and retailer relationships (include any e-Commerce as well).
Discuss whether a push or pull strategy will be used, justify your rationale.
Discuss how the distribution strategy fits the product / service, target market, and overall marketing strategy for the company
Support your marketing plan with at least two (2) reference sources that discuss the nature of the assignment.
Create the domestic and global product branding strategy.
Domestic Product Branding Strategy
When it comes to my childcare facility, I will focus on those single or married upper and middle class families in the surrounding areas who want quality education and child care services for their children. In order for me to grab the attention and get those customers Im looking for is to develop my plan through advertising and social media, describing my facility and the advantages of what it offers. Once that has been put in place and my clientele is develop, then building a long lasting relationship with parent(s) and children to ensure them that their in good hands and that I can be trusted. Those relationships developed, will build the brand which will lead to a good reputation within the community. Once the reputation is develop and parent(s) broadcast my business via “word of mouth”, then more parents will want their children at my facility, because I have a trustworthy relationship with customers.
Global Product Branding Strategy
Global Brand Strategy will incorporate the same plan as the domestic brand product strategy, but it will be modified because on the culture and global audience. When broadcasting or marketing my childcare facility globally, you have to first and foremost, know what location
or area you feel will be a great community for this daycare, knowing the culture and language will also be a plus, knowing what is required, the conditions, and expectations on how your facility should be established is a must. Researching the area where you want to locate, getting assistance through the government, and even visiting other facility can also are done when you are trying to develop a brand name globally. You can also see when visiting other childcare facilities globally and what are the dos and donts of how the childcare facility should operate.
Determine and detail the optimum pricing strategy.
A childcare facility is a competitive market and sometimes facilities have to lower prices in order to keep their business. The prices that I charge at my childcare facility will not change and we will not subscribe to the low price concept, because my facility may offer more than what other facility offers. Offering value is what I am providing to parents and their children and it lets them know that Im offering more than what the competition is offering without putting a whole in your pocket.
The optimum pricing strategy would be charging for the education and care giving services. The revenue structure has to support the cost structure, so salaries that are paid to assure these quality services are rendered and balanced are based on the revenue being charged.
Examine how your pricing strategy supports your branding strategy.
The pricing strategy supports the branding strategy because my decision is to stay within the upper and middle class household who have one or two incomes and are able to support the pricing of education and child care services provided. My pricing will not change because I am charging based on the teachers, educational process, and childcare services. The brand is the childcare facility and the education it will provide from 6 weeks-12 years of age, and the strategy is to sell those services in a way that I build long lasting and trustworthy relationships.
Prepare a distribution channel analysis identifying the wholesaler, distributor, and retailer relationships (include any e-Commerce as well).
Getting a base food channel before building your clientele is needed because the children will need to be nourished. Voucher assistance through the government ensures that the children will eat breakfast, lunch, dinner and snacks to ensure healthy children. Once food assistance is provided, you have to choose which retailer is needed to purchase your products, whether it be Kroger, Wal-Mart, etc.,