Bcic Marketing

Subject: Marketing Plan BCIC

Contents

Executive Summary

Situation analyses

Objectives

Strategies

Tactics

Action

Control

1.0     Executive Summary

The goal of this marketing plan is to outline the objectives, strategy, tactics, actions and programme that will help increase number of members, visitors and enquires answered in the financial year 2005/2006.

British Council Information Centre (BCIC) unlike other similar organisations offers more than library service. It offers a forum of communication, education, information and enjoyment through the medium of British expertise and achievements. This innovative approach to information satisfies the need of our target audiences for a) opportunities for personal and professional development, b) support to their learning needs with resources and qualified staff, c) a place to socialise and enjoy modern environment, use communication technology, etc.

BCIC will focus its marketing on attracting new customers while responding to the changing needs of the old ones promoting our brand as a long term guaranty for our members.

In order to achieve this BCIC will invest heavily on customer care, and staff’s skills.

Our target market includes;

    • University students mainly from the capital and less remotely (university cities)

    • Young professionals from the capital

    • English language teachers (and others teachers)*

    • Teenagers (15-18) from the capital

    • Teenagers parents (indirectly)

    •

1.1   BCIC description

BCIC offers learner support and networking programmers for its target audiences. This is achieved through self access library and lending service, event-based information dissemination, support to networks of interest. We operate both face-to-face and remotely via web based services.
Full access to resources is given to customer via an annual membership

2.0 Situation Analysis

British Council information centre has been opened since...