You have been retained by XYZ University, as a consultant to make recommendations and/or proposals for the marketing of the University. Your recommendations and/or proposals should be developed as if they will be presented to the University’s governing body.
This first assignment is to gather/provide information regarding the XYZ University’s marketing objective (to increase enrollment). You are to clearly define/describe the competitive advantage of the XYZ University and its target market. You need to justify/explain why your analysis is correct. The following is an outline of the concepts you should discuss or consider. Remember, this should not be a report on “what it is” but also address “what it should be” (you are to be making recommendations). This analysis should include, but is not limited to (i.e., you can include other information than what is listed):
Competitive advantage
Situation analysis
Target Market
Economic factors (i.e., unemployment, national income, cost of living, purchasing power, inflation, recession)
Competitive factors
Consumer decision making issues
Differentiation
Positioning
Tools XYZ can use to achieve its goals
XYZ University is located in a small town with 13000 people and two hours away from the next biggest City. It's a small school with 4000 Students. Small classes and very good teach student ratio. Athletic top.
Not exceed 3 pages, sources should be listed.