Vision, Mission, and Goals of Golden Little Champs’ Nursery School

Discuss about the Organisational Culture And The Creation Of Brand.

The new business which would be undertaken in this report is starting up the Nursery school in Alain city. This business is set up to offer best quality services to children for their bright future. The main strategic plan to make this Nursery school effective is based on the hiring of experts teachers and use of advanced technologies. Nonetheless, the infrastructure of nursery school would also be customized as per the interest of children. It will offer several international education programs, indoor and outdoor activities for the betterment of children and their learning program. The name of the newly established nursery school would be Golden Little Champs’ Nursery School which will be more focused to provide best quality teaching services to children.

The vision statement of Golden Little Champs’ Nursery School is to be number one in providing nurturing infants and children where create for them safe and valued environment. We encourage our children to be more social, emotional, educational and creative. 

The mission statement of Golden Little Champs’ Nursery School is to build a community of families that seek of delight environment

The main Goal of Golden Little Champs’ Nursery School is to increase its market share to 30% and create the strong brand image in Alain city. The goal is to develop children’s natural skills and curiosity, providing development of children learning.

It is evaluated that the main objective of setting new nursery is to provide the better quality of learning and nurturing environment for the children to grow and develop.

The business philosophy of Golden Little Champs’ Nursery School would focus on marketing concept that concern on needs and wants of children and guardian requirements. In addition, we implement the integration of 4 p’s which is low cost price, valued product and service, with suitable location which is Al Jahli area and selecting appreciate promotion channels to achieve profit in the long term.      

The nursery school is set up with the business philosophy to create value on its investment and develop nurturing the environment for the children to grow and develop in Alain city (Almekaini, et al. 2017).

It is evaluated that more than 10,00,000 children enrolled in nurseries for their education and learning program. However, the estimated revenue of these nursery industries is around 6.5 million. It is evaluated that nursery industry has revealed the growth rate of average 30% since last three years. The Golden Little Champs’ Nursery School would be having 20% return on capital employed from is business which is the good indicator of the success of an organization.  However, in the short term, there would be no specific changes in nursery industry but in long run, all the nurseries would be inclined towards installing advanced technologies and development of children-oriented infrastructure for nurturing the environment for the children to grow and learn new things (Johnston & Bate, 2013).

Business Philosophy of Golden Little Champs’ Nursery School

The major competitive strength of Golden Little Champs’ Nursery School would be its children-oriented infrastructure and experts teachers who are proficient in teaching to students (Giband, 2017).

My own interpersonal skills, divergent thinking and analytical use of sources will allow me to deploy the funds in my newly set up nursery.  In addition to this, my good contacts will also result in the hiring of experts teachers which will add value to Golden little champs’ nursery school. It will increase the brand image and quality of education program in school.

This new nursery school would be established in the Al Jahli area of Alain city. However, the legal form of new nursery school would be limited liability partnership. It is observed that due to the tough rules and regulation, keeping new nursery school as LLC will save the owners from the possible liabilities and penalties. The main purpose of selecting this business as LLC is based on its limited liabilities.  However, in order to incorporate LLC, all the promoters need to follow proper LLC rules and regulations. There will be annual reporting of financial statement (Mohd, Idris  & Momani, 2013).

The main product and services which will be offered by Golden Little Champs’ Nursery School would be educational and gaming activities. The education activities will focus on the improving the student’s aptitude. On the other hand, several indoor and outdoor activities will be arranged for the students to play and learn together.  The main competitive advantage would be to render best quality teaching services and children’s oriented infrastructure of the nursery. However, the main disadvantage is related to the threat of new rivals in the market. It is evaluated that nursery business is offering the good amount of return to entrepreneurs which attracts others to enter into this market with their advance strategies (Finch, 2016).

Courses name	Curriculum	Level	Annual Fees for 2017-2018 in AED
Creative learning programs	UK Curriculum learning program	1 month to 2ed year	– Year-2: 39,600
Indoor and outdoor playing program	Learning and education program	2 years to 4 years	– Year- 1: 20,600

Others

High complexity

Price issues

Complex Educational and gaming program for children

1- Not preferable

2- Preferable sometime

3- Preferable

4- Strongly preferable 

Analysis and synthesis of data collected from the respondents

What is your gender?

Details	Responses	%
Male	6	60
Female	4	40
	10	100

Analysis- More than 40% are female respondents

Question-2 In which Group age does you fall?

Details	Responses	%
18-22	3	30
23-28	3	30
28-32	3	30
Above 32	1	10
	10	100

All the respondents are between the age of 18th to 32 years.

Detail	Responses	%
Local nursery	2	20
International	7	70
Others	1	10
	10	100

More than 70% respondents want international respondents.

Would you prefer if Golden Little Champs’ Nursery School hire international teachers for the students? 

More than 20 respondents said yes for hiring international teachers.

Market Trends and Competitors of Nursery School Industry in Alain city

Q6- Would you go offer online shopping over offline if high discount is offered by multinational shopping centre?

Details	Responses	%
Yes	4	40
No	3	30
depends on the offer	1	10
Sometimes	2	20
	10	100

What are the main factors which will influence the decision to enrol your children in Golden Little Champs’ Nursery School?

Details	Responses	%
Fees	2	20
International brand	3	30
Offers	3	30
Others	2	20
	10	100

What are problem faced by you while looking for nursery School in Alain city

Details	Responses	%
High complexity	3	30
Price issues	2	20
Complex Educational and gaming program for children	3	30
Others	2	20
	10	100

It is observed that more than 30% parents and guardians faced Complex Educational and gaming program for children.

Question 9- Do you prefer all time day boarding for your children in Nursery School

Details	Responses	%
1- Not preferable	2	20
2- Preferable sometime	1	10
3- Preferable	2	20
4- Strongly preferable	5	50
	10

More than 50% of the respondents strongly agree with the statement.

After conducting the survey, sample of 10 respondents who are guardian to their children have been chosen. The main output of this data research shows that they are more inclined towards enrolling their children in the nursery schools which follow international trend and culture.

The marketing plan of Golden Little Champs’ Nursery School would be prepared on the basis of activities , primary and secondary information. It is required to analyse the economic and industry before implementing a market plan. Golden bell nursery is having the turnover of AED 50,000 from its Nursery school in Alain city.  Shower nursery, Nareman nursery, and Sweet Baby Nurseryare also having turnover more than AED 60,000 from this nursery school business in Alain city (McIntosh, 2017). These all competitors are using online advertisement, offline banner and using Google image section to promote their nursery program for children. The total size of a market is approximately 10, 00,000 to 15, 00,000 in Alain city. The proposed market share which will be grabbed by Golden Little Champs’ Nursery Schooling Alain city would be approximately 10% in first two years and after that, within five years it will achieve the market share to 30%.  The current demand in the target market is for advance education and play activities program for children. However, the current demand is approximately more than 10, 00,000 children in Alain city (Sarker & Al Athmay,. (2017). the growth potential of Golden Little Champs’ Nursery School could be measured in terms of expected return on capital employed. On the basis of last year data of other competitors, it could be inferred that nursery school would be having 20% returns on capital employed. This nursery school has an opportunity to attract more children due to its attractive quality of play activities courses and nurturing environment educational program for the children to grow and develop (Schmidt, Spann & Zeithammer, 2014).

Marketing Plan for Golden Little Champs’ Nursery School

Product- The main product of the Golden Little Champs’ Nursery School would be to offer educational and gaming activities to children in Alain city.

Price- The fees charged for the educational and gaming activities or courses will be determined on the basis of competitors offering and using cost leadership strategy.

Place- The Golden Little Champs’ Nursery School will be opened up in the peaceful area of the Alain city for the convenience of the students.

Process- The Golden Little Champs’ Nursery School will follow the simple busienss process of LLP, in which all the teachers and staff members will be assigned particular responsibilities.

Physical evidence- The promotional strategic plans will be determined on the basis of available resources and brand image of Golden Little Champs’ Nursery School.

Promotion- The social media, Cyber computing system and seminars will be conducted to promote the Golden Little Champs’ Nursery School in Alain city.

People- The main client of the Golden Little Champs’ Nursery School would be parents, children and their prime guardians.

There are several barriers which may be faced by Golden Little Champs’ Nursery School in its newly set up business.

The first is related to consistent fixed cost investment in the nursery schools. Nursery school has to consistently change the infrastructure with the changes in children’s perception. It assists in the development of nurturing environment educational program for the children to grow effectively. Golden Little Champs’ Nursery School may also face issues related to hiring expert’s teachers who could easily establish tuning with the children. It would be hard to pursue chap to learn particular activities. The marketing cost would also be high which may also be another barrier to the success of nursery school. It will eventually increase the overall nursing fees. Golden Little Champs’ Nursery School will also have to pay corporate LLP annual fees (Siguaw & Simpson, (2015).

Golden Little Champs’ Nursery School will focus on nurturing environment educational program for the children so that they could grow and learn from them.  This nursery school will focus on using advanced cyber computing enterprises resources planning system to increase the communication system among employees such as, learning apps in IPad. In addition to this, the new corporate compliance program of LLC. It is evaluated that incorporating LLC as the nursery school in the Alain city will be shown as the separate legal entity.  In addition to this, if the existing economic factors such as GDP growth rate, purchasing power of clients and inflation rate changes then it will also increase the overall outcomes of business (Alkandari & Razzaz, 2017).

It is analysed that in the nursery school business users of services and buyers of services would be completely different. Children availing the offered nursery school program and playing activities are not having any discretionary mind. Therefore, as per their guardian point of view, they want nursery schools more animated and advances. They want nursery schools to customize their education program in such a way which could give more nurturing environment educational program to children to play and learn together.  The most special thing about the Golden Little Champs’ Nursery School is related to its infrastructure and experts teachers (Kowash, et al. 2017). There are several benefits such as children oriented learning a program, an arrangement of qualified experts teachers, advances technologies, customized learning and playgrounds and systematic learning steps for the children.  Children enrolled once in Golden Little Champs’ Nursery School do not have to pay annual registering fees. In addition to this, if guardian found that children are not getting the promised services then they could also ask for the refund within 2 months from the starting of the semesters (Ancheta, et al. 2016).

It is evaluated that all the education program and play activities designed by Golden Little Champs’ Nursery School will nurture the environment for the children to learn and grow together. In this type of nursery services, the target customers will be infants and children from 1 month to 4 years. However, their guardian will be the direct clients for Golden little champs’ nursery school. The infrastructure and another educational program would be as per the children’s need, wants and perception (Rikowski, 2018). In addition to this, the target clients would be sub-divided into two parts i.e. direct clients would be children 1 month to 4 years and an indirect client would be their parents or guardian. (Fabregas, 2017). As per the demographic profile of clients, services offered by nursery school would be customized as per the children having age 1 month to 4 years.  In addition to this, the location would be the highly open area in Alain city so that leasing investment could be cheaper for the promoters. The taxi and cab services could also be arranged for pick and drop for children.  The expert’s teachers who would be hired should have proper teaching education and persuasive skills. This new nursery school would require AED 200,000 investment and 40 teachers would be hired. The area of the nursery school would be 2000 square feet. The nursery program fees have been kept very low with a view to create competitive advantage in cost leadership (Pagani, Jalbert, & Girard, 2016).

The major competitors are Golden bell nursery, Shower, and Nareman who are offering quality nursery services in Alain city. They are having turnover more than AED 60,000 from this nursery school business in Alain city. These all organizations are running their business in Alain city. However, these organizations are only nursery services only in Alain city.  There are several indirect competitors such as private playgrounds and tuitions who are also providing the same substitute’s services to children. The nursery education program and play activities offered by Golden Little Champs’ Nursery School will be consistently changed as per the children’s interest (Rego, 2012). Ideally, it will increase the overall fixed cost but at the same time, it will attract more clients in the market. Parents and guardian in Alain city are less interest about the cost and educational program fees but wants to give effective education course program to their children. The main strategic plan which would be used by Golden Little Champs’ Nursery School stick in the client mind would be its product differentiation strategy. In this strategy, nursery school will offer an international quality of learning the educational program and nurturing the environment for the children to grow and develop together. The strong point of Golden Little Champs’ Nursery School would be its children-oriented learning educational program which will nurture environment for the children to learn and grow together (Armstrong, et al.  (2015).

The below-given tables are presented to evaluate the competition in the market.

Factor	Me	Strength	Weakness	Competitor A	Competitor B	Importance of Customer
Products	Children-oriented learning educational program	Nurturing environment for the children to learn and grow together	High fixed cost investment	Golden bell Nursery,	Sweet Baby Nursery	It is the important factor for the children to learn and grow together
Price	AED-39,600	It is average education fees	It may result in loss of business due to fewer fees structure	Registration fees 200 9 months – 2 year  ( 900 – 800 Dhs ) 2 year – 3 year (  700 Dhs )	registration fees 1000 1799  Dhs for per month 2 year – 4 year  form 2 pm to 5 pm 500 Per hour 30	The price of education fees is based on the cost associated with it.
Quality	Nurturing environment with its advances education program	The key strength is based on its learning and playing together courses.	It may become hard to control children.	It has the team of 35 experts teachers	It has more than 40 expert teachers	Children are highly influenced by the infrastructure.
Service	High in quality	Nurturing environment	High in cost	Children-oriented services.	Children-oriented services	Learning programs and playground activities.
Reliability	It has less brand image in the market.	It uses advanced technologies.	Strong brand image	35 experts teachers and strong brand image	40 experts teachers and strong brand image	An effective educational learning program
Stability	Uncertain	Hiring experts teachers	Strong	Strong	Strong	Based on the services offered in the market.
Expertise	Use of advanced technologies and experts teachers	Teachers and learning program	Persuasive nature	Experts teachers	Experts teachers	Children-oriented services.
Company Reputation	LLC	Limited liability company	Corporate compliance program	Private company	Private company	Services offered to customers.
Location	Al Jahli	2000 square land	High investment	Behind Air Arabia Office, Out Al Thouba Street, Al Ain	AL sulymat	Transportation services (Elenkov, 2014).
Appearance	Strong infrastructure	Customized education programs	High fixed cost investment	Strong brand image	Strong brand image	Services offered in a market
Sales Method	Online and offline both methods are used	Online marketing plan	No brand image	Strong brand image	Strong brand image	Services offered in a market
Credit Policies	Leasing structure	Semesters based payment	Loss of bad debts	Semesters based payment	Semesters based payment	Fewer interest charges
Advertising	Use of cyber computing system	Online dashboard and Google image section	Differences in buyers and service availing users	Strong marketing channel	Set marketing channel	Effective marketing plan and pursue marketing activates.

The Golden Little Champs’ Nursery School will have several advantages and disadvantages which are given as below (Daleure, 2017).

Base	Advantage	Disadvantage
The cost involved in business	Golden Little Champs’ Nursery School will keep changing its infrastructure as per the children’s needs and likes	It will increase the overall cost of an educational program.
Services offered	The main advantage is related to the available space and education program. It will give indoor and outdoor programs to children (Wolfe, et al. 2014).	It will be complicated to arrange transportation for the children for their daily ups and down (Chernev, 2015).
Hiring experts	It has to find at least 40 experts teachers.	If Golden Little Champs’ Nursery School fails to hire proper expert’s teachers then it will destruct the brand image.

Golden Little Champs’ Nursery School will offer advances education and play activities program for Nurturing environment, which could assist children to learn and grow together. This type of nursery courses will be different on its own. The main reason to choose this service is to target specific market needs, also to aware the guardian about the best technology learning programs via IPAD for those who are between 2 to 4 years old. As well as we provide the best expertise teachers to deal with children with the affordable prices.

The main marketing strategy would be to use enterprises resources cyber computing system to market the newly developed nursery courses online. The marketing strategy of nursery school would be based on its nursery courses. Golden Little Champs’ Nursery School could use loyalty card approach and social media to reach to the potential clients in a market (Andreasen, Kotler, & Parker, 2008).

It is the main marketing strategy which will help nursery school to promote its newly developed nursery courses which will assist in nurturing the environment for children to learn and grow together. The online marketing plan will help Golden Little Champs’ Nursery School to reach the potential clients in the market. In addition to this, it could also use other marketing methods such as updates on the social apps such as Facebook, Twitter, and Instagram. The main reason to choose this marketing strategy would be based on its covered market share. It will be the most effective marketing channel to reach to the potential clients in Alain city.  However, this online promotional plan would be slightly costly but could be managed within the cost. The overall promotional cost would be AED 40,000.  In addition to this, nursery school could also be promoted by asking other friends to promote it (Smart & Conant, 2014).

In order to have graphic support system, Golden little champs’ nursery school will use cyber computing digital system. It will assist nursery school to promote its new nursery school in Alain city. However, by using the SEO and dashboard mechanism implemented through its adopted cyber computing system, it could easily identify the repeated customers and their details.

Golden Little Champs’ Nursery School wants to present itself in the market as best nursery program provider which would help in nurturing the environment for the children to learn and grow together.  It wants customers to see this nursery school as best education program provider for children in Alain city (Belch & Belch, 2014).

The possible estimated budget has been set for all the promotional activities are AED 40,000.  The initial preliminary expenses which would be required to set up the new business would be AED 50,000. It includes all the expenses which would be required to start up this new nursery school in Alain city.

The total promotional budget will be subdivided into following parts

Promotional activities	Amount (AED)
Social Media Accounts	AED 20,000
Magazine Advertisement,	AED 10,000
Monkey survey and advertisement through SEO engine program	AED 10,000
Banners and conducting seminars	AED 5,000
Repeat customer identification online system	AED 5,000
Total promotional budget cost	AED50,000

There are several marketing strategies which could be used by Golden Little Champs’ Nursery School to set the fees for the entire educational and games program.

Penetrating pricing method- This pricing method is followed when there is high demand and nursery school wants to penetrate the market with its educational courses.

Skimming pricing strategy- This strategy is used by nursery school which has the strong brand image. Ideally, in this pricing strategy, education program fees are set high.

Competition based pricing model- Golden Little Champs’ Nursery School could use this strategy to set the price as per the rivals offer. The education program fees will be set as per the fees structured of other nursing schools (Kerkadi, Abo-Elnaga, & Ibrahim, 2015).

Clients based pricing model- In this pricing model, nursery school would keep its fee structure as per the client’s needs and demand.

The pricing strategy which would be followed by the Golden Little Champs’ Nursery School is penetrating pricing model. However, in the starting, it will keep the price of its educational program low but after two to three years, it will increase its educational fee structure.

The below-given table reflects the fee structure of the nursery school (Kowash, 2015). 

Courses name	Curriculum	Level	Annual Fees for 2017-2018 in AED
Indoor and outdoor playing program	Learning and education program	Less than 2 years	FS1 (per KG1) – Year : 20,600
Creative learning programs	UK Curriculum learning program	2ed to 4th year	FS1 (per KG1) – Year: 39,600

The fee structure of all the educational program has been set low due to its less effective brand image. However, in the future year, it will increase the fees accordingly.

This pricing strategy has been designed to create the core competency in the cost leadership skills. Although, people in Alain city are more inclined towards a quality of educational services. Therefore, the cost leadership pricing strategy may or may not affect the potential clients in their decisions (Miller, et al. 2013).

The main customer services are providing the educational program and nourishing the environment for children to grow and learn together.

The proposed location is Alain city in Al Jahli area, in United Arab Emirates.  However, 2000 square feet land has been selected to start up a new Golden Little Champs’ Nursery School. However, The newly set up Golden Little Champs’ Nursery School will have 100 square feet parking area, 2 gardens (every 400 square feet). The rest of the place will be used for the classes and other educational program. This Golden Little Champs’ Nursery School is incorporated and structured as per the children’s need and likes. In addition to this, the more features have also been added as per the guardian or parents (Gabr, & Al-Sallal, 2013).

The main distribution channel for Golden Little Champs’ Nursery School would be online and offline modes. The education nursery program will be sold directly through the administration office of the nursery school. Although, making online registration program could also be undertaken to register children online. This nursing school could also undertake strategic alliance with other organizations to increase the number of children in its nursery school. we will use a several moments during the business day that could present a perfect opportunity to register children to our nursery , such as registration earlier in holiday on Jun, July and August  month will benefit clients to save 20% of the whole cost . Also through the social media we can display our services and products to our customers who follow us. They also can contact us through our contact numbers that show in the website.

The sales forecast is formulated on the basis of past data of the industry. However, two cases have also been taken into consideration to determine the cash inflow in the worst case and best case.

The below-given sales forecast of Golden Little Champs’ Nursery School has been prepared with a view to estimating the cash inflow in the future year either in the worst case or best base (Herry, Maltais & Thompson, 2017).

Sales forecast of Golden little champs’ nursery school
Month sales	Worst case	Best case
Jan	AED 1,17,000.00	AED 1,36,500.00
Feb	AED 1,26,000.00	AED 1,47,000.00
Mar	AED 1,35,000.00	AED 1,57,500.00
Apr	AED 1,44,000.00	AED 1,68,000.00
May	AED 1,53,000.00	AED 1,78,500.00
Jun	AED 1,62,000.00	AED 1,89,000.00
Jul	AED 1,71,000.00	AED 1,99,500.00
Aug	AED 1,80,000.00	AED 2,10,000.00
Sep	AED 1,89,000.00	AED 2,20,500.00
Oct	AED 1,98,000.00	AED 2,31,000.00
Nov	AED 2,07,000.00	AED 2,41,500.00
Dec	AED 2,16,000.00	AED 2,52,000.00

This above given table reflects that in both case, nursery school would have positive cash inflow in business.

It could be inferred that the sales forecast of company is determined on the basis of sales of its competitor company. The Sales of Golden Bell Nursery has been used and in the best case 105% of the sales of Golden Bell Nursery have been taken into consideration. In addition to this, in worst case sales of the company would be 90% of the sales of Golden Bell Nursery

The sales data of the Golden Bell Nursery has been given as below.

Golden Bell Nursery

AED 1,30,000.00

AED 1,40,000.00

AED 1,50,000.00

AED 1,60,000.00

AED 1,70,000.00

AED 1,80,000.00

AED 1,90,000.00

AED 2,00,000.00

AED 2,10,000.00

AED 2,20,000.00

AED 2,30,000.00

AED 2,40,000.00

Conclusion

In this report, a proper business plan has been formulated. It is observed that company needs to analyse the all the internal and external factors of business. As per the forecasted sales and collected data, it is inferred that Golden Little Champs’ Nursery School would have at least 20% return on capital employed from is business. It reflects good indicator of the growth of the business. Now, in the end, it could be inferred that starting up new nursery school in Alain city would be beneficial for the entrepreneurs.

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