Market Potential Study

Challenge

Client needed to identify the total market for English training and private education and define the market segments for business development roadmap planning.

Other than understanding the consumers, competitive intelligence analysis was essential as well given the mushrooming of such service providers.

To add to the challenge, client would like to study specific techniques and strategies of competitors, e.g. how report feedback on learners’ ability is provided to learners.

Approach

• A multi-pronged approach was embarked on to achieve the stated objectives.

• Internal interview with key staff

• Desk research on current policy, trend and competitors.

• External interview with key decision maker/ influencer in training school and private schools

Key Milestones

Identify opportunities

The findings helped the client to identify the opportunities in different city tiers and segments.

Adjust products and business

The findings helped the client to adjust their products and business in the wake of new trends in the Indian education market. Awareness of brand was also a key issue to address to gain higher familiarity and trust among teachers, parents and students.