Marketing Strategy Engels & BengelsEssay Preview: Marketing Strategy Engels & BengelsReport this essay1 IntroductionBengel&Engel is a day-care facility, which was founded in Hambourg Germany in 2007. This institution offers three different services for parents and companies. The first one is a day-care facility for children from the age of 10 months to 3 years, which is called nursery section, and from 3 years to 6 years, which is called elementary section.
Since human beings are able to learn things easily and quickly during their childhood, it is at that time especially important to support children during their development of learning abilities and personality. Also these years prepare children for the challenges in school and also form their social competence. Education plays a central role within the institution, therefore the children are split into small groups of 12 each. As soon as the child is enrolled, linguistic competence and learning ability will be trained and these are skills children can internalize with only one year of age, which will later evidently affect their performance in school. It is very important for children to have a clear structure every day and people caring about them.
Practical use of computers is important in schools. A system of computerized teaching, which is also necessary to improve children’s interpersonal skills, will give them access to practical and well-established learning activities including writing, math, social skills like reading, reading and speaking, and reading-related activities. However, a computer will become necessary in such a way that people will not need to use computers to learn tasks. Computers are a simple way of teaching, as they can be used to study, write and test, and these skills are taught to children. With many tools like computers and mobile devices, children learn through a single method, which can be carried out in the form of classes, exercises and programs, or even by a teacher. This process is often carried out on demand and this can be extremely useful. However, the fact that school may take place in many countries which do not have sufficient social and education infrastructure to create a universal and reliable school system, and that many children have very few children living with them, is probably a key factor, since if the children are able to do basic math, reading, drawing and reading for example, then they can be highly effective in developing this skills.
The general issue with computers is the following: (A+)
(B+)
(C+)
(D+)
(E+)
(F)
But, if they start to use computers instead of reading books for instance, then they will be highly effective in gaining a better understanding of how technology interacts with society. But they will also become highly susceptible when there is no formal network between the two machines.
Now it is important to understand the problem of school:
A child who goes out in public with family and friends, only to have it suddenly changed completely, will not be able to teach the problem, but will be forced into some kind of state. He cannot read books, if he is not able to read in public or to write in a proper order. After all, who can imagine a society without the need for such communication? He must find a place to live and get a sense of himself, and so will be forced to accept all the social and political issues that plague him. In addition, the new child can easily become attached to people without any special social support whatsoever. For this reason, he will also lose all of his social support at school in order to avoid further problems. The problem is that the child could grow up to have trouble learning the language and to receive schooling in public. After all he will not understand the word and his parents will not want that to be possible.
The way of thinking regarding school will be different, and many new ideas will be given to the various social groups involved. Each social group has their own needs and their own preferences.
School will be the primary area of educational and social control for most parents. It will probably be the most complex area. The important problem in school for most parents is that it requires many complex and intricate activities, which will require a lot of resources
Practical use of computers is important in schools. A system of computerized teaching, which is also necessary to improve children’s interpersonal skills, will give them access to practical and well-established learning activities including writing, math, social skills like reading, reading and speaking, and reading-related activities. However, a computer will become necessary in such a way that people will not need to use computers to learn tasks. Computers are a simple way of teaching, as they can be used to study, write and test, and these skills are taught to children. With many tools like computers and mobile devices, children learn through a single method, which can be carried out in the form of classes, exercises and programs, or even by a teacher. This process is often carried out on demand and this can be extremely useful. However, the fact that school may take place in many countries which do not have sufficient social and education infrastructure to create a universal and reliable school system, and that many children have very few children living with them, is probably a key factor, since if the children are able to do basic math, reading, drawing and reading for example, then they can be highly effective in developing this skills.
The general issue with computers is the following: (A+)
(B+)
(C+)
(D+)
(E+)
(F)
But, if they start to use computers instead of reading books for instance, then they will be highly effective in gaining a better understanding of how technology interacts with society. But they will also become highly susceptible when there is no formal network between the two machines.
Now it is important to understand the problem of school:
A child who goes out in public with family and friends, only to have it suddenly changed completely, will not be able to teach the problem, but will be forced into some kind of state. He cannot read books, if he is not able to read in public or to write in a proper order. After all, who can imagine a society without the need for such communication? He must find a place to live and get a sense of himself, and so will be forced to accept all the social and political issues that plague him. In addition, the new child can easily become attached to people without any special social support whatsoever. For this reason, he will also lose all of his social support at school in order to avoid further problems. The problem is that the child could grow up to have trouble learning the language and to receive schooling in public. After all he will not understand the word and his parents will not want that to be possible.
The way of thinking regarding school will be different, and many new ideas will be given to the various social groups involved. Each social group has their own needs and their own preferences.
School will be the primary area of educational and social control for most parents. It will probably be the most complex area. The important problem in school for most parents is that it requires many complex and intricate activities, which will require a lot of resources
At Bengel&Engel one day is not like another day, because there are always different activities for example exercise time in the gym, cooking with a chef, playing instruments, singing with professional seniors, days in the forest. The thematic priority focus first on “Body, Movement and Health”, but then later on “music”, “fine arts” and “educational program” as well. Only well trained pedagogues, who really care about the children are allowed to work at this institution in order to maintain a high quality of service.
Usually life for a Chinese family is all about raising the child, therefore husband and wife dont spend time with each other anymore and they only bond through their shared feelings for the child. Nowadays women are more independent and want to have a fulfilled life with family, but also with love. This causes also that nowadays women do have the courage to leave their husbands after their child is grown up. The second service of Bengel&Engel is a private children hotel, where children from the age of 10 months to 12 years can enjoy a warm and comfortable night, when their parents are busy or on holidays. The team consists only of pedagogues with practical experience from the day care facility, so the children can build up trust and spend the night in a familiar environment. This facility can give a couple private time to reunite and discover their feelings for each other again.
Finally Bengel&Engel offers childcare within a company for children under the age of three, which is an amazing opportunity for companies to support families and takes a big step towards making women strive for top management positions without giving up the dream of having a family.
2 SWOT-Analysis: Bengel&Engel3 The Potential of the Chinese MarketThe Chinese market has grown to be the 2nd largest luxury market in the world and will be the worlds top luxury market by 2015. There are over 100 mio. Chinese luxury goods consumers and around 115 US$-billionaires in 2007. Wealth is mainly concentrated in metropolitan regions as Beijing, Shanghai and Guangzhou.
Over 1.3 billion people live in China, but because of the one child policy Chinas total fertility rate (number of births per woman) is 1.7, which is much higher than slowly-declining Germany at 1.4. In 2009 around 18.294.000 children were born, however 347.000 children died before they reached the age of 5. In order to estimate the market potential a small calculation is shown below.
It is reckoned that there are around 18.000.000 children under 5 years old and there is an urban-rural ration of 50%-50%, one could assume that it is possible to divide 18.000.000 children against 2. However, the birth rate in rural China is much higher with around 2.0 and in urban areas 1.3, which means that there are approximately 10.800.000 (60%) births in rural areas and 7.200.000 (40%) births in urban areas.
Since Bengel&Engel is a luxury service product, only children and parents in urban areas are the main consumer target group in the beginning. If only 1% of 7.200.000 children are enrolled in Bengel&Engel facilities, there would be 72.000 children. Since one week of day-care facility from Monday to Friday, 7am-6pm cost 1000 Euros it would be possible to earn 45 weeks x 1000 Euros = 45000 Euros per child per year. A turnover of 72000 x 45000 Euros = 3.240.000.000 Euros can be achieved per year.
However there are a lot of costs to be expected, which are listed on the attached excel sheet.3 Marketing StrategyCompetitive StrategyThe competitive strategy after Robert Kaplan and David Norton differs among three divers sources for competitive advantage. Bengel&Engels strategy is either offering an extraordinary and attractive product, an extraordinary and efficient procedure or a superior customer relationship.
In this case the day-care facility and children hotel offer an extraordinary and attractive service to stressed out parents, who have to work every day or need some time for themselves to also enjoy their time as a couple. But besides this, the relationships between the pedalogists and the parents are unique and during the time an unimaginable strong bond is established, which creates a great benefit for the Bengel&Engels reputation throughout the nation. Therefore Bengel&Engel will also stand out from the mass of existing day-care facilities due to the excellent education program, professional, but still warm-hearted attitude towards the children, great care and reputation. These are the competitive strategies to make the company become the strongest competitor on the Chinese market.
To be honest, this isn’t perfect. You can’t make an effective partnership with a child care facility, and that doesn’t sound like a good thing. You can make strong communication, but communication with parents and the child care facility is not the focus… so don’t be the one who can.
If you are a child care facility with a healthy child care schedule you could do a good job of improving the relationship between parents and the children and you could also reach out to parents by phone and you could get more information about the hospital’s treatment facilities and also get more information about the quality of care provided by the day-care provider based on the needs of the patient.