Marketing Strategy for Kosovo Market

Topics: Kosovo, Kosovo Force, Cisco Systems Pages: 49 (12261 words) Published: November 22, 2010
EXECUTIVE SUMMARY

Semos Education is the first and the biggest computer education centre in Macedonia. The centre was opened in 1995 and hitherto 9000 participants with different profiles (teachers, students, big companies, organizations and ministries) have developed and improved their computer technology knowledge there. The centre offers a wide range of courses run by highly educated professionals, with many years of experience in this field. Apart from Macedonia, the company works on projects in Kosovo, Albania and Denmark.

Our internal analysis of the company has pinpointed several important strengths: the trainers of the company are being continuously trained in the world most famous software companies ( Microsoft, Cisco, Autodesk..); the company is a Microsoft Gold Certified Partner for Learning Solutions, which means that they’ve met rigorous requirements for certification and expertise, and this partnership is a proof that the company has superior levels of successful implementation, capabilities and certification; the certificates offered by Semos Education are world recognized- there is no need for further validation; the company’s computer training courses create an excellent basis for carrier advancement and much more.

From the wide range of courses offered by the company we focused on the Cisco, Java and EC Council official courses, and the goal of our research was to explore the possibilities of entering the Serbia and Kosovo market with these three services. For this purpose we made several analyses about these two markets, which are presented on the pages below, and we came up with a few important conclusions. The two markets are quite different from one another, but each of them offers big opportunities for Semos Education to expand its work there and earn substantial profits. Here we present a Marketing Communication Plan made for the purpose of successful entry of the company in these two markets, in which the first objective is to create awareness about the existence of a high quality education centre. This objective will be achieved by using two types of strategies for which we have chosen media types and vehicles. The chosen strategies are: pull strategy, outlined with advertising on the markets with print, radio and banner ads and profile strategy, outlined with sponsorship.

An important part of this promotional campaign is the evaluation of all communication activites, and if the outcome is positive - increased level of awareness and evidence of interest in using the services of the company on these markets, then the next objectives for expanding the work of the company in these two markets will take place.

Content:

1. Internal analysis..................................................................................................1 1. The Vision.......................................................................................................1 2. The Mission............................................................................. ......................1 3. Mc Kinesy’s 7Ss model...................................................................................2 • Strategy................................................................................................2 • Structure...............................................................................................3 • Staff........................................................................... ..........................4 • Skills.....................................................................................................4 • Style......................................................................................................4 • Systems.................................................................................................5 • Shared...
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