Term Paper
TABLE OF CONTENTS
HISTORY OF TCF 5
WHY THEY ARE DIFFERENT 8
VISION OF TCF 11
MISSION OF TCF 11 ANALYSIS 11
CULTURE OF TCF 13
GOALS OF TCF 14
INTERNAL AND EXTERNAL ANALYSIS OF TCF 15 Strengths 15 Weaknesses 17 Threats 17 Opportunities 18
PUBLICS TO BE SERVED 19
COMPETITION 20 Direct competition 20 Indirect competition 20
CORE MARKETING STRATEGY 21
SEGMENTATION 24
POSITIONING 26 SUGGESTIONS FOR POSITIONING 29
BRANDING 30
SOURCES OF FUNDS – DONATIONS 33 SUGGESTIONS FOR SOURCES OF FUNDS - DONATIONS 37
SOURCES OF FUNDS – SELF GENERATED REVENUES 42 SUGGESTIONS FOR SOURCES OF FUNDS – SELF GENERATED REVENUES 43
SOURCES OF FUNDS – PARTNERSHIPS 44 SUGGESTIONS FOR SOURCES OF FUNDS – PARTNERSHIPS 46
CUSTOMER CENTERED FUNDRAISING 47
FUNDRAISING ACTIVITIES OF TCF 49
LEVELS OF OFFERING 51 CORE PRODUCT 51 TANGIBLE PRODUCT 51 AUGMENTED PRODUCT 52
DIRECT MARKETING 60 Suggestions 60
INDIRECT MARKETING 61 Suggestions 63
PUBLIC ADVOCACY TOOLS 65
“EFFECTIVE” PROPOSED MARKETING STRATEGIES 68
APPENDIX 70
HISTORY OF TCF
TCF is a professionally managed, not-for-profit organization set up in 1995 by a group of citizens, concerned with the dismal state of education in Pakistan and is one of the country’s leading organizations in the field of formal education. To date, TCF has established 311 purpose-built School units (234 Primary Units and 77 Secondary Units) nationwide with an enrollment of more than 40,000 students, almost 50% being female students. TCF also has a dedicated Teacher Training Center in Karachi for the ongoing training of its faculty. TCF has created over 3,600 jobs of which more than 2,400 are female faculty positions.
TCF is registered as a Company limited by guarantee under section 42 of the Companies Ordinance, 1984. The organization maintains transparent accounting records and its accounts are audited by KPMG Taseer Hadi & Co. TCF is a registered NPO and has a non-profit organization (NPO) governance
HISTORY OF TCF 5
WHY THEY ARE DIFFERENT 8
VISION OF TCF 11
MISSION OF TCF 11 ANALYSIS 11
CULTURE OF TCF 13
GOALS OF TCF 14
INTERNAL AND EXTERNAL ANALYSIS OF TCF 15 Strengths 15 Weaknesses 17 Threats 17 Opportunities 18
PUBLICS TO BE SERVED 19
COMPETITION 20 Direct competition 20 Indirect competition 20
CORE MARKETING STRATEGY 21
SEGMENTATION 24
POSITIONING 26 SUGGESTIONS FOR POSITIONING 29
BRANDING 30
SOURCES OF FUNDS – DONATIONS 33 SUGGESTIONS FOR SOURCES OF FUNDS - DONATIONS 37
SOURCES OF FUNDS – SELF GENERATED REVENUES 42 SUGGESTIONS FOR SOURCES OF FUNDS – SELF GENERATED REVENUES 43
SOURCES OF FUNDS – PARTNERSHIPS 44 SUGGESTIONS FOR SOURCES OF FUNDS – PARTNERSHIPS 46
CUSTOMER CENTERED FUNDRAISING 47
FUNDRAISING ACTIVITIES OF TCF 49
LEVELS OF OFFERING 51 CORE PRODUCT 51 TANGIBLE PRODUCT 51 AUGMENTED PRODUCT 52
DIRECT MARKETING 60 Suggestions 60
INDIRECT MARKETING 61 Suggestions 63
PUBLIC ADVOCACY TOOLS 65
“EFFECTIVE” PROPOSED MARKETING STRATEGIES 68
APPENDIX 70
HISTORY OF TCF
TCF is a professionally managed, not-for-profit organization set up in 1995 by a group of citizens, concerned with the dismal state of education in Pakistan and is one of the country’s leading organizations in the field of formal education. To date, TCF has established 311 purpose-built School units (234 Primary Units and 77 Secondary Units) nationwide with an enrollment of more than 40,000 students, almost 50% being female students. TCF also has a dedicated Teacher Training Center in Karachi for the ongoing training of its faculty. TCF has created over 3,600 jobs of which more than 2,400 are female faculty positions.
TCF is registered as a Company limited by guarantee under section 42 of the Companies Ordinance, 1984. The organization maintains transparent accounting records and its accounts are audited by KPMG Taseer Hadi & Co. TCF is a registered NPO and has a non-profit organization (NPO) governance