Business of GWYNNE Teaching Latin - Case Study Example

DIGITAL MARKETING REPORT of the Answer The business that is talked about and is the main business of GWYNNE teaching is based on teaching Latin. The objective of the tutorial is to save the world by learning Latin. Mr. Gwynne teaches Latin through the traditional way as he feels that it is the best way to teach Latin. The target market of the company includes individuals who are below the age 20. However the tutorial also works with teachers, parents, students and any other who are interested in learning the way in which teaching is to be done. The teaching also focuses on teaching those who are interested to learn Latin. The key market that is served by the business is America. The business specifically targets Americans who live in NY, Colorado etc. There are several other online tutorials who teach Latin to students in the USA. Almost all of them are online based coaching classes who teach Latin based on teaching through SKYPE. The future direction for the business would be to advertise through online platforms such as face book and twitter and also contact the universities for conducting classes for the students of the universities. Answer 2 The current stakeholder’s in the organization’s marketing activities are the website of the company; you tube through which the company hosts the videos of classroom teaching to attract further students as customers. Other current stakeholders in the marketing activities of the organization are websites like Amazon through which the business markets textbooks written by the authors. In future the company intends to promote the business through social media websites and use them as marketing channels. Among the social media channels that the company wants to use in order to promote the business are Face book and Twitter. In future if the business goes big the company should hire more teachers, create a company promote online. The business may also provide free classes to the students so that they are attracted to undertake the full time courses. Answer 3 Amongst the existing channel mix for the business are the medium such as website of the company, and you tube. Most of the customers of the company connect with the company through the websites of the company. The website of the business also provides links about the videos dealing with classroom coaching by Mr. Gwynne. Other elements of the promotional mix that are used by the company to promote it are the newspaper in which the company advertises about itself. Amongst all the different marketing and channel mix that are used by the business to promote itself, the website of the company seems to be most effective. In the You Tube page of the business that is maintained by also contains a no., of videos. However the highest views that the videos have received is about 3000. The You Tube channel should ideally be the most engaging of all the channels of the communication mix. This is because the video network acts as the source for the tentative customers to have a view of the actual classroom teaching. Since the commodity being marketed here is a service rather than being a product so as per the principles of service marketing the video brings in some tangibility into the intangible domain of service marketing (Hoffman and Bateson, 2010). Answer 4 Existing participants of the tutorial engage with the company in the digital platform in order to express their view about the company and the service that they receive from the business. The main motive of the participants of the classes who interacts with the company is to give their feedback to the business about the classes. Some of the feedbacks are positive while some of them may be negative. The feedbacks provided by the customers helps the business to analyze the services that it offers in order to identify the loopholes which the business can effectively cover up (Shanker, 2002). Whereas the negative feedback helps the company to improve its services further positive feedback helps the business to attract other prospective customers in the business. The topics or interests that are the main meeting points of the existing customers and the business are topics such as how the customers receive instructions from the company or how the tutors in the business teaches the students. Answer 5 The participants who provide feedback to the company about the teaching they receive from the teachers of the business. When providing feedback about the business, the focus of the feedback is on the teaching methods that the business uses to teach the students of the business. While commenting about the methods Mr. Gwynne uses to teach his students some people praise the efforts of Mr. Gwynne. For example one of the customers named Khush James lauded the efforts that are put in by Mr. Gwynne in order to teach the students. The sixteen year student lauded how benefitted he is as a student and under MR. Gwynne he has been transformed into a far better student than he was before. He is now far more organised as a learner and thinker. Not only has that but the learning experience also been pretty enjoyable for Khush under Mr. Gwynne (Gwynne teaching, 2015). However there has been negative feedback too that the business has received and it concerns about the teaching methods of Mr. Gwynne. The negative feedback has focussed on the traditional rote learning method of teaching by Mr. Gwynne with one person saying that it gives him nightmares. Other feedbacks by the consumers and the participants are in the form of likes that the videos of teaching classes receive (Ebury Reads, 2014). Answer 6 The customers or the participants to the teaching program comment on the experience of the teaching that they receive from the institution on the website of the institute. The interactions that the students have with the platform are mostly in the form of feedback that the students provide are about the method of the teaching that they receive from the institutions. The interactions of the students or the existing customers with the institutions are in the form of feedback that the customers provide on the website of the institution or the business. Interactions with other customers and participants is not quite possible at least on the platform as the website is not currently connected to any social networking site such as face book or tweeter. Answer 7 Amongst the channels that are used by the consumers the most popular is the face with about 1.1 billion users as of 2013. The next follow are twitter and Google plus respectively. Amongst the different devices that are owned by the customers or the potential customers almost 50% use either a phone or a tablet in the United States. Amongst the people of US about 44% of US adults use Smartphone and 22% of US adults use tablets. It is also noted that consumers no longer focus on a single screen at a time but move between multiple devices. Answer 8 The participant’s favoured sources of information are website of the company, online sites that give information about the languages that the user wants to learn etc. The contents that are likely to influence them and their decision is the videos of the classroom so that they can understand the way of teaching, feedback of other customers about the teaching method, review of the tutorial classes published in a newspaper etc. The sources can be listed as follows 1. The website of the company detailing the course and the curriculum and the days taught 2. Sample video of the classroom coaching 3. Feedback by existing customers. 4. Review by online or offline newspapers, blogs or other reliable sources. Answer 9 The customers like to engage in a positive manner with the company. They create digital content by creating videos and uploading the same on you tube. They also create posts on face book, share pictures on face book, Instagram etc. or may sometimes create blog or tweet something on twitter. The main sites that they use to upload pictures are instagram, face book etc. The app that the customers are engaged with includes messaging apps. Mainly the app that is famous in recent years is Whatsapp. Environment scan Each and every industry is in turn affected by the environment in which the organization exists. The effect of the external environment on an organization cannot be ignored. The organization is a function of the environment in which the company operates. The environment impact of the factors of the industry on the organization is understood under the following headings Social/ demographic environment Latin as a language is considered a dead language and there are not many schools who teach Latin in USA. But there are several advantages of teaching Latin. Latin is exact and a mathematical language and teaches how to work. There are many words in English that have been derived from Latin and Latin as a language helps to open a window to the past. Most of the classical literature is written in Latin and thus learning Latin opens a window to the past. As per Mr. GWYNNE learning Latin as compare to other languages teaches people about how to become a best possible human being in every way possible. It also teaches to focus and concentrate, remember things, analyze, solve intricate problems, perseverance, diligence, consciousness and that is the reason why Latin was until 150 years ago one of the two languages to be taught in schools. The social impact is thus a positive one for Gwynne teaching and will likely result in more students adopt these classes. Competitive environment The competitors of the company are mainly Amerispan, Atlanta Academic learning language inc., be bilingual, bilingual America etc. Most of the competitors focus on teaching not only Latin but also other foreign languages in addition to it. Additionally the competitors also give classes in different countries across the nation. They use different mediums to give their coaching. Amerispan is linked to the customers through social networking sites such as face book, twitter, YouTube and Skype. The advantage of being on the digital platforms is that it enables the companies to be in touch with their customers, to inform them about any new programs etc. Gwynne teaching has to develop strategies and use social networks in order to beat competition. Technological Environment The technological environment that is bound to impact the organization is the development of internet connection speed that has enabled many a companies to provide classes through video and online based tutorials. The companies have also increased their connectivity with the customers through social networking sites. The company in question that is Gwynne teaching has to also adopt these advantages in order to stay relevant. Regulatory or Political/Legal Environment In US people have long rejected bilingualism and this has resulted in many states going in with the adaptation of English only policies. So the actual inhabitants of the area are more in favour of and are proficient in speaking a single language and that is English. Many states in America like California passed law like Proposition 227 that banned bilingual education to be taught in Schools (Carter, 2014). This is a bad sign for Gwynne teaching as the law would likely discourage people from learning Latin. References Ebury Reads., (2014). Mr Gwynne teaches from Gwynnes Latin. Retried from: https://www.youtube.com/watch?v=j0tUPXAz7R8 Gwynne teaching., (2015). Testimonials. Retrieved from: http://gwynneteaching.com/?page_id=1721 Hoffman, K., and Bateson, J., (2010). Services Marketing: Concepts, Strategies, & Cases. OH: Cengage Learning. Shanker, R., (2002). Services Marketing. New Delhi: Excel Books. Carter, P. M., (2014). Why this bilingual education ban should have repealed long ago. http://edition.cnn.com/2014/03/04/opinion/carter-bilingual-education/ Read More