Read the following case carefully and answer the questions that follow:
Anupam Academy is an educational institution located at Kathmandu, Nepal. It was established with the main vision of academic excellence in competitive pricing. The institution was initiated by young entrepreneurs having their keen interest and experience in academic sectors. Anupam kick started with a good note. They had approached Higher Secondary Boards of Nepal for +2 studies with management and science stream which was duly approved within the year and had parallel approach for A-Levels program under Cambridge University, United Kingdom which was also approved within a year period. Becoming one of the prominent institutions offering academic facilities from multiple dimensions, Anupam carved a good market pie for almost 15 years and was considered as one of the most competitive academic institutions in Kathmandu. They had their keen focus in providing one of the most competitive A-level program and also was offering various programs under HSEB in competitive environment. For maintaining their market share, Anupam had their own market territory around Kathmandu, they concentrated in covering the growing urban market locations in addition to students migration from other cities of Nepal. The concentrated market territory approach helped Anupam to build up its niche.
However, post 2015 things turned around. With growing migration to Kathmandu and ever increasing demand for quality education, numerous players entered into the market with high capital, attractive infrastructure and offering similar facilities at comparatively cheaper price and Anupam could not remain untouched. Moreover, among total students pursuing their higher studies in Kathmandu, almost 50-60% migrate from various cities and are easily attracted by fancy infrastructure of other competitors. This has a long term impact and now Anupam has been facing gradual decline in students turnover.
Based on changing business scenario, Anupam has recently appointed Mr. Thapa as Principal with major target to revive the declining sale & revenue. Based on discussion with Mr. Thapa, Anupam has been facing major admission sales pressure. They have been facing immense pressure to maintain the standard set by competitors. They rely on referral marketing for students and with changing market scenario, they have been losing their control over their referees as most of the referrals are diverted among competing institutions. As a part of his revival strategy, he has contacted you as a sales consultant to discuss over various sales revival strategies in comparatively lower cost so as to act accordingly to capitalize upcoming new admission session.
Based on above scenario, as a sales consultant you are required to answer following questions to provide better sales strategies:
Questions:
a. What different activities under modern selling job would you refer Mr. Thapa to perform? Discuss.
b. What different sales process that Anupam should follow for revival of its sales & revenue? Explain.
c. Do you find any reason that Anupam has failed to establish goodwill in the market? If yes, explain in brief the methods of establishing goodwill.
d. Do you prefer to suggest Mr. Thapa to look for other marketing territories? Why or why not? Give your arguments.
