Publicação
Commercial development plan of MF online tutoring company
| Resumo: | With increasing competition in online education, MF Online Tutoring Company faces challenges in customer acquisition and retention. Issues such as unclear user profiling, delayed feedback responses, and limited course diversification hinder its growth and student engagement. This project aims to develop a Commercial Development Plan to expand MF Company's student base, enhance engagement, and improve long-term retention through refined customer strategies. To address these challenges, the study applies the 4R marketing framework, which consists of: Relevance Marketing - Enhancing precision in targeting potential students and parents; Reaction Marketing - Establishing an effective customer feedback and response mechanism; Relationship Marketing - Strengthening customer relationship management through personalized services; Reward Marketing - Improving student motivation and retention with incentive programs and course diversification. By analyzing MF Company's operational data, student profiles, and class records, this study identifies key factors affecting the company's online education business and proposes solutions to reach the defined objectives. Based on the findings, the following commercial development plan have been proposed: leveraging data-driven insights to better identify and attract potential students, implementing an efficient response mechanism to address student and parent concerns in real time, improving data management to personalize learning experiences and foster long-term customer loyalty, expanding teaching methods and reward systems to enhance student satisfaction and retention. By implementing these solutions, MF Company aims to expand its market presence and ensure sustainable growth. |
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| Autores principais: | Shufang Feng |
| Assunto: | Commercial plan Online English tutoring Customer relationships Sales Plano comercial Tutoria de inglês online Relacionamento com clientes Vendas |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | With increasing competition in online education, MF Online Tutoring Company faces challenges in customer acquisition and retention. Issues such as unclear user profiling, delayed feedback responses, and limited course diversification hinder its growth and student engagement. This project aims to develop a Commercial Development Plan to expand MF Company's student base, enhance engagement, and improve long-term retention through refined customer strategies. To address these challenges, the study applies the 4R marketing framework, which consists of: Relevance Marketing - Enhancing precision in targeting potential students and parents; Reaction Marketing - Establishing an effective customer feedback and response mechanism; Relationship Marketing - Strengthening customer relationship management through personalized services; Reward Marketing - Improving student motivation and retention with incentive programs and course diversification. By analyzing MF Company's operational data, student profiles, and class records, this study identifies key factors affecting the company's online education business and proposes solutions to reach the defined objectives. Based on the findings, the following commercial development plan have been proposed: leveraging data-driven insights to better identify and attract potential students, implementing an efficient response mechanism to address student and parent concerns in real time, improving data management to personalize learning experiences and foster long-term customer loyalty, expanding teaching methods and reward systems to enhance student satisfaction and retention. By implementing these solutions, MF Company aims to expand its market presence and ensure sustainable growth. |
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