The Research On The Marketing Strategy On MC Preschool Educational Services Company

There has been great changes in respect of globalization and information age of educational environment ever since. An unprecedented wave of educational reform around the world is on-going, in which Singapore is one of the countries who is also being explored. Currently in Singapore, the Government and Ministry of Education(MOE) are trying to follow people's wishes and meanwhile studying the possibilities to change or discard irrational or obsolete portions of their educational system. Furthermore, they are being more supportive to both public and private schools fairly. Each pre-school is given more freedom to adopt its own mode and philosophy of education, way of managing the schools and even contents of their teaching materials. The Government also allows high degree of autonomy of preschool, thus promoting the diversification of pre-school education and cultural differences.Many Singapore pre-school educational institutions are now facing many issues such as rapidly changed market demand, various social expectations and fierce competitions. Hence, pre-school institutions have to adjust themselves and develop suitable market strategies so as to obtain their sustainable development.This article uses MC Pre-school Educational Services Company as a basis to analyze Singapore's current educational market situations. Through studies of the company, we can apply marketing theory and develop feasible marketing strategy and implementation opportunities for MC Pre-school Educational Services Company.MC Pre-School Educational Services Company is the subsidiary of MC Educational Group Private Limited. In 2008, MC opened its first pre-school in Singapore. Currently MC has 23 pre-schools and wishes to further expand its business through new interactive platform and CRM system, thus strengthening its brand and expanding the international market.This article is divided into six chapters. The first chapter illustrates the background of our research, as well as the contents and structure of this article. The second chapter provides a clearer picture showing overview of Singapore pre-school market, segmentations and characteristics of Singapore pre-school market and competition analysis. The third chapter gives us an opportunity to understand the development of MC and the challenge that the organization is facing. The fourth chapter aims to analyze the targeted market, curriculum settings, pricing, service and marketing channels and its corresponding marketing strategies by using 4P theory. The fifth chapter states that the organization will strengthen website marketing, improve service quality, reorganize innovative marketing team and reshape its way of management. The sixth chapter summarizes the research results and the issues that the article is facing.Through our study, we propose that MC Pre-school Educational Services Company could aim to provide educational solutions for 0-6 years old children and their parents and promote the development of education and parent-child interactions. The company could also set its online and offline business models. Through in-depth study of market segments, MC Pre-school Educational Services Company could further refine its products and services, expand online products and put in more efforts to service customers. With the company's current situations and development needs, MC will emphasis more on APP and social marketing strategy. Company will not only invest more in marketing and strengthen online and offline services, but also set up marketing team who can be more familiar with internet marketing and maintenance of good customer relationship so as to increase the organization's overall competitiveness.