2. Contents
EXECUTIVE SUMMARY..................................................................................................................................3
CURRENT MARKETING SITUATION ...............................................................................................................3
Company Description:...............................................................................................................................3
OBJECTIVES ...................................................................................................................................................4
COURSES OFFERED........................................................................................................................................5
THE MARKET ...............................................................................................................................................10
MARKETING PLAN.......................................................................................................................................11
SEGMENTATION..........................................................................................................................................13
STRATEGIC AND ACTION PLAN ...................................................................................................................16
CONTIGENCY PLAN......................................................................................................................................19
PROJECTED REVENUE..................................................................................................................................20
3. EXECUTIVE SUMMARY
Lajem College is a college based at the heart of the capital city of Kenya-Nairobi offering
courses in computing and information systems. Its strategy is to serve the premium class niche
market of the industry as well as the middle class.
Started in 2006, The College started Teaching computer Packages and also set aside a cyber cafe
that serves the general public and its students a discounted rate. The cybercafé is also stocked
with stationery and soft drinks.
CURRENT MARKETING SITUATION
Within the City of Nairobi, there are approximately 200 colleges that offer computing & IT
courses, 100 software development courses and 50 offer advanced IT courses ( sap, network
testing, java ). Most have developed their own market niche by specializing in one area such as
network testing.
Company Description:
1. NAME OF BUSINESS: Lajem College
2. PHYSICAL ADDRESS: Tena Estate
3. POSTAL ADDRESS: 1142- 00200 Nairobi
4. CONTACT PERSON: Loise Kitheka
5. CELLULAR: 0722 769359
6. EMAIL: lajemcollege@yahoo.com
7. WEBSITE:
PRIMARY CONTACT PERSON
Loise Kitheka
Director
Lajem college
P.O. Box 1142-00200, Nairobi, Kenya
Phone: +25472276935
4. VISION
To provide student with knowledge & experience that adds value to computed education & information
technology
MISSION
To offer high quality academic program which successfully prepare individual for entry level managerial
position in public & private sector.
GOALS
1. To provide the excellent education on latest technologies with maximum practical exposure.
2. To engage in partnerships with the private and public sectors and to implement programs that
addresses their identified employment needs.
3. Provide highly skilled professionals to the software Industry
OBJECTIVES
1. Achieve at least 30% growth every year.
2. Provide placement to at least 75% students.
3. Maximize accessibility by Opening 3 new teaching centers on various locations in Kenya every
year.
4. Acquire and upgrade best and latest software and hardware to provide state-of-the-art
technologies in the education and training of all individuals.
5. TARGET CUSTOMERS
• School going students.
• Graduates.
• Engineering students.
• Professionals.
• Management students.
• House wives.
• Government officials
COURSES OFFERED
BEGINNERS COMPUTING
1) Microsoft office
2) Web Design
3) Javascript
4) Visual Basic .NET
5) Visual C# .NET
6) Beginners PHP
7) Java for Beginners
6. SHORT TERM COURSES
• Programming Languages
C, C++, C#, VB1, VB2, XML1, XML2A, ASP
• IT Solution also offers bundled courses in C & Data Structure and in C, C++ & Data
Structure.
SQL 2000, Access 2000, .NET, ASP.NET with C#, C# with Winforms, VB.NET with Winforms
• IT Solution also offers bundled courses in .NET Programming & .NET Web Application
Development.
Java Technologies, JMS & J2EE Application Design, JSP & Servlets, EJB 2.0
• IT Solution also offers bundled courses in Java Programming & Java Web Application
Development.
• Operating Systems
• Linux, Unix, Office Tools, Advanced Microsoft Office, MS Outlook, Office Works - Level 1, 2,
3,Office XP
FOR PASS STUDENTS
• HTML
• Tally
• Java
• .NET
• CSS
• Javascript
• C
• C#
• XML
8. SAP Course FICO , MM, HR ABAP , SD , PP, EP , XI, TERP 10,
SAP 01
1200 hrs
Embedded
Systems
C and DS,
Intel 8-bit Core, Microcontroller ,
Linux Internals ,
Device Driver ,32-bit ARM Processor
72 hrs
Software
Testing
Introduction to SQT, Winrunner, quality centre,
quick test professional ,
Load runner
Test director 7.6
45 hrs
Application
programming
(.Net , Java)
Core Java,Java J2ee ,Java Struts , Microsoft
.Net ,Microsoft Biztalk ,Microsoft Share Point .
120 hrs
Mobile
application
development
Mobile technology Introduction, J2ME, WinCE,
Symbian Programming
84 hrs
9. COMPUTER QUALIFICATION AND CERTIFICATES
1 ECDL - Beginners Certificate
2 NVQ - Work Related Certificate (UK)
3 BTEC in Information Technology (UK)
4 Work in the NHS (for non-nurses)
5 Microsoft Office Specialist (MOS)
6 Microsoft MCSE and MCSA
7 Microsoft Programming Qualifications
WHY US?
• Certified Course in Advanced Technologies affiliated by AICTE.
• Modular Courses for Professionals (Part Time)
• Strong emphasis on both theory as well as practical hands-on experience.
Well equipped labs which are open 24/7
• Training by professionals with years of industry experience.
• Course material designed around current and upcoming technologies.
• World Class Ambience
• Hi-End Infrastructure
• 100% Placement assistance with industry leaders.
10. THE MARKET
MARKET CHARACTERISTICS
• Population- approximately 30 million.
• Literacy ratio-
Male : 86.1 %
Female : 76.5%
• Most of the people engaged in agriculture & the service sector.
• economy-:
• small sectors industrial unit approx 2521.
• per capita income ksh. 99262.
• many other big industrial units.
• growth rate- 8.5%.
• IT park.
EDUCATION
COLLEGES & UNIVERSITIES
• Nobel College
• White house cyber
• GOVT. COLLEGE FOR BOYS.
• GOVT. COLLEGE FOR GIRLS.
• Nairobi University.
11. MARKETING PLAN
• Marketing objective- To achieve 5% market share in one year.
• Positioning-
Price- value for money.
Quality- high tech. education.
Image- premier institute in computer training specializing in software programs.
MARKETING COMMUNICATION
Advertising- local TV channel, seminar in schools, colleges, Universities.
Leaf lets in newspapers
Brochures.
Hoardings.
RESOURCES
• Infrastructure includes computers, basic premises, printers, furniture etc.
• Personnel- permanent & visiting faculty, etc.
• Financial resources- bank, financial institutions, capital.
13. SEGMENTATION
We can categorize potential customers into 5 major categories they are :
a. Unskilled Graduates.
b. Working engineers in industry.
c. Simple Undergraduates.
d. Fresh Engineering Graduates.
e. School goers below 18
TARGETING
• Fresh unemployed people struggling to find job in technologies industry.
• Simple engineering degree does not guarantee employment and they need extra edge from
others to be competitive.
• Our aim is to provide those people that extra edge with real knowledge plus working
experience on live projects.
WAYS TO TARGET
• Doing free technology seminars in universities and colleges and distribute brochures.
• Organize small promotional events in front of universities, schools, colleges and young people
preferred hangout places.
• Visiting technologies companies and informing them about our excellent curriculum and
persuade them to visit our institute.
• Provide special Discount schemes on software packages.
14. POSITIONING
4 P’S
PRODUCT-
• Build brand as niche technology training institute.
• Acquire best latest technology and well trained professionals.
• Build online helper for remote students.
• Provide cheap pick and drop facility to or from institute.
• Provide 100% job placement assistance.
15. PRICE
• Special discounts for merit student.
• One time or payment in parts payment options.
• Special discount of working class.
• Scholarship for best student in batch.
• 5% discount to reference students.
PLACE
• Build training centers at different part of countries.
• Build institute near universities colleges or at the middle of cities.
• Make contact centers to at remote cities to develop reachability.
• State of art, attention grabbing coaching centers.
PROMOTION
• Push and Pull both promotional strategies.
• Internet and newspaper advertising.
• Distribution of brochures at universities and colleges .
• Small Hoardings besides roads.
• Discount to reference students .
• Discount to family member of student.
16. STRATEGIC AND ACTION PLAN
• Strategy is to build a growth organization with attracting more youths to learn and grow with
us and build a national brand till end of 2020.
• To achieve that vision we are planning to establish at least 3 coaching centers across kenya.
One year action Plan of 2010 -11
MONTH ACTION PLAN
jan 1. Apply for Bank loan and get it
2. Look for good place to expand the institute
3. Do Survey and choose good hardware and software vendors and office setup companies.
4. Advertise for recruitment of new experienced people.
JUNE 5. Interview and recruit employees.
6. Build brochures and hoardings for the company and start advertising with information spread
7. Finalize all municipal paper work.
8. Finalize Setup of whole Institute.
17. JULY 9. Opening of IT Solution –Invite people from education circle and students.
10. Allocation of work and targets.
11. Visit technology companies to inform about our organization and invite them.
AUG 12. Visit Universities and give free seminars with company brochures.
13. Inform them about company discount schemes.
SEPT 14. Evaluation of Employee performance.
15. Keep checking System performances.
16. Visiting Universities.
OCT 17. Recruit more trained professional if required.
18. Quality measures and evaluations.
18. NOV 19. Aggressive marketing.
20. Discussion with employees achieves Kaizen.
DEC 21. Small functions to promote bight students and motivated employee.
22. Open New coaching centre somewhere.
JAN 23. Performance testing.
24. Positioning initiatives.
FEB 25. Collect feedback about system from students and employees and try to improve them.
19. CONTIGENCY PLAN
FAILURES CONTIGENCY PLAN
Lack of required Capital required
for growth
1. Talking too various banks and convince to invest.
2. Build relationship with Venture capitalists.
Difficulties in placing students 1. Regular talks with technology companies.
2. Invite companies to institute and encourage them to do Company seminars.
3. Show them projects done by students.
Non availability of latest
technologies in country.
1. Keep in touch with different vendors to provide best and latest technologies.
2. Ask system admin department to keep track of new technological changes.
