Jessica Turner Case

Jessica Turner, founder and CEO of Turner Test Prep Co., is at a crossroad with her newly organized business; her company specializes in helping people study for the Certified Public Accountant (CPA) Exam. The company is in its third operating year and has grown steadily to corner approximately ten percent of the market; however, Jessica remains concerned that she is not achieving enough of the market share and growing in the right direction. The biggest competition for Turner Test Prep Co. is National Testing Services, a large national company offering multiple types of preparation exam services in multiple ways.
Jessica started out with countless ideas and formulated a high standard for the preparatory classes. She offered an extensive
Also, increasing the price for the highest level of service, offering a couple of different options, or assisting with only specific areas of the test with which a person may have been having trouble are alternatives that could attract the customer who equates quality with cost, the customer who is cost conscientious, and the customer who has limited needs. Jessica could review having a live person at all of the lectures and offer videotaped lectures; that would cut the cost of paying teaching staff multiple times and open the options for other students that may not have the need or the want for such an extensive class. I also believe Jessica needs an overhaul of her marketing plan, perhaps expanding to other areas besides the San Francisco Bay area, focus groups or even questionnaires for what students would like to see, would be a good idea and fairly economical. Jessica could meet with collegiate staff and review and explain her business concept and material in an attempt to become endorsed by the