Marketing Plan

This study is made to determine the current market situation of Dr. Yanga’s Colleges, Inc.’s College of Accountancy for the current academic year of 2011-2012. In here, DYCI is in comparison with its top rival schools offering Bachelor of Science in Accountancy within Bulacan namely, Meycauayan College (MC) and La Consolacion University of the Philippines (LCUP). This study also aims to determine potential strategies to develop Dr. Yanga’s Colleges, Inc. College of Accountancy’s both present financial and academic standing. The first section of this study shows the historical background and the company profile of Dr. Yanga’s Colleges, Inc. and College of Accountancy and other relevant information related to the college. The next sections of this study exhibits the socio-cultural, demographic, economic, technological, competition, legal, and political facts affecting and related to education specifically to the College of Accountancy. Likewise, Comparative Profile matrix and Comparative S.W.O.T. Analysis of DYCI, MC, and LCUP and a study of Porter’s Five Forces of competition among the three said rival schools offering BS Accountancy is provided. The Comparative Profile Matrix exhibits Six (6) Key Success Factors and corresponding weights for each factor. The group rates each factor according to the strength and weaknesses of the three competing schools. After the rates were given, the group gets the weighted average for each school by multiplying the weight of the factor to the rating assigned to it and adding the scores for each factor. While in the Comparative S.W.O.T. Analysis, a profound assessment on the competing schools was made by determining the strengths, weaknesses, opportunities, and threats for each school. Marketing Mix Analysis was also designed to differentiate the three institutions from each other. This analysis focuses on the difference of each institution in terms of the 8P’s marketing namely, the product, price,