Prioritization Of The Problems

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Marketing is one of the concepts of customer services it will help us on listening to client
needs, study it very well and try to provide a great offer compared to our competitors.
Marketing will lead us to successful businesses by determining the best target markets
and segments unlike using an untargeted approach. We need to continually analyzing
customer needs to produce a customer-orientated offering, we have to try to continually
satisfying the customer needs because it is better than competition, and will outweigh
the customers expectations.
The first step is to identifying customer segments and analyzing their needs. The next
step is evaluating and determining the attractiveness of each segment for the academy
and then will try to target the best segments. Choosing a market and a segment needs a
lot of work. Good analysis should determine if a particular segment suits the academy in
terms of: size, profitability, growth, competition.

Size we must determine if the segment is big enough to make our effort with benefits or
profitable, is it attracts other competition because it is so big, and finally study if it can
be much bigger to be global segment.
Profitability we must analyze how to serve the segment within an acceptable cost, to
make it generate a good profit, taking into account, if the segment is very profitable a lot
of competition will appear.
Growth - We must take into account the segment situation (decline or growth phase).
Competition - We must examine the nature of the competitor and competition (direct
and indirect, local and international....).

Finally, we will develop a unique marketing mix for each target segment.
Understanding students needs must be a continual process. So research is required to
continually tell us how they feel and what they want. We need to continually ask
questions to continually flow back into the business i.e. How can we serve him? And
How can we improve our service?
Marketing has to have power to do more than just satisfy needs. And that to help us to
provide a better solution and better services. We can create a different marketing mix
for different segments. Mixing the marketing mix will help us to create the best
combination of the 7Ps. The 7Ps provides a useful framework:
Product (Courses), price, place (Locations of the academy), promotion, people (Clients),
processes and physical evidence.
We must notice that people dont choose or buy goods and services depending on price,
availability and performance only. There are emotional reasons which have an effect on
buyer like esteem and image.
Research can help us to discover the real reasons why the customers buy. And then we
can change the marketing mix to suit the customer needs.
Customers are influenced by each others, and these effects come from one or more of
these social factors:
- Family: we have number of customers may choose our academy to register a course
because their brother or cousin has registered this or a different course.
- Reference Group: example we can target a school or a university, which make the
student who registered a course in our academy has an effect on his partners.
- Culture and Subculture: affect customers life style, attitudes, beliefs and their buying
behavior. Subcultures do not affect the culture of the procurement models only, but also
they can affect the method of receiving marketing news.
We must study the suitability and size of a market using data to determine the ratio of
chooses for customers. Using the data we can select the markets with the best potential.

Once the academy has created a database contain the 'ideal customer', it can then look
for a new customer among existing and some new online segments.
Understanding customers online will be easy using:
- Interactive product selectors - academy can match customer's requirements against
the service features.
- Inbound email analysis we can use the customers questions are asked by email to
identify the customer needs, requirements and complaints.
- Web logs - Provide information about the users concerns, and how they respond to
different communications on the Web site
- Directly solicited views conduct market research using tools to help us ask customers
about their opinions.
We have to develop online services to fit the requirements of a wide range of deferent
customers, and we must do that using 4 familiarities approach:
- Familiarity with the company we have two kinds of visitors (old and new customers).
- Familiarity with the company's Website - some customers will be familiar with the
website, and others not.
- Familiarity with range of products - the website has to explain the kind of courses for
those who are unfamiliar with them.
- Familiarity with the Internet - some website visitors will be new users of the internet.
We must try to get all the perfect information we need, because it will help us to have
decisions with zero risk guaranteed to succeed.
Determine this information is very important, using questions like 'How much
advertising should I do? When should I advertise? Which customers are best? Where
are they? And how do I contact them?

In the same time we must try not to ask wrong questions, because they will lead us to
wrong decisions and cost money and time.
We can use technologies which will help us to:
Measuring the rate of availability of the website.
Measuring the performance of the website.
Control the volume of traffic on the website.
To determine the volume of traffic on the website we can use the data giving by
competent bodies which can help us to calculate:
- Number of visitors
- entry rate (the percentage of guests)
- duration of the visit
- Total public and demographics such as age, sex, and social level for the visitors.
We can manage customers and students queries as follows:
- Customers ask questions.
- The service centers staff will respond.
- Questions and answers will be added to the database.
- Study and analyze the most frequently questions have been asked, in order to identify
the problems of the services.
- The problems will be processed and solved.
- Reduce the volume of work by creating a special page for the most frequently questions
had been asked.

2. eMarketing Strategy:

The marketing mix is a concept which will help us to structure a plan to each market
which we target it.
We have to mix a lot of components together to satisfy customer needs.
These components are Course quality, Course availability, Course price and all services
which we will provide them .
First we will talk about the term the 4P's. Product, Price, Place, Promotion four variables
which when mixed together satisfied customers.
1. Product: we have to attention to the courses or services in terms of quality,
production method, and different types of courses, the advantages of each course,
and the coherence and link between the courses.
2. Price: set the value of course or service equivalent to the benefit that obtained by
the consumer. We noticed that the academy charges high fees compared to other
rival institutions, so we have to restudy the prices based on the forces of supply
and demand and the prices of competitors.
3. Place: The institutions campus is housed on a single campus in central London,
this place is good for an IT academy but the management has to try to open other
campuses in big cities, then we will be able to target a large segment of
customers.
4. Promotion: we have to set plans to create a need among consumers and persuade
them to take courses. To do that we can use one of the various means of
promoting such as advertising and sales promotion methods.

The objectives of Promotion:

Enable students to identify the course or service, especially if the course or service is
new.
Change the negative views and trends of customers in the target markets to positive
views and trends.

Persuade the target customers of the benefits of courses and services to satisfy their
needs.
The 4Cs can replace the 4Ps as follows:
Customer Benefits (Product): we cant set courses and then try to make students follow
these courses. We have to study students wants and needs and then attract them one by
one with something each one wants.
Cost to Customer (Price): realize cost of course or service equivalent to the benefit that
obtained by the consumer.
Convenience (Place): we have to know how each student known and followed the course
- on the Internet, from a catalogue, by a friend, using credit cards, etc.
Communications (Promotion): it will help us to give and take between us and customer,
whereas traditional Advertising doesnt do that.
4Ps are better for products rather than services, so that we can use for our case the 7Ps
which also known as service mix.
- Product
- Price
- Place
- Promotion
- People: one of the basic components of the provision of any service is the use of good
staff and people. Using good staff and teachers and training them in a perfect way will
help us to obtain a form of competitive advantage. Because students will make their
judgments and deliver perceptions of the service depending on the employees and
teachers they interact with.
- Process: Refers to the systems used to help the Academy in delivering the service in a
perfect way. Example we will try to provide a highly secure staff and students interface
which allows them to login to the Intranet to do the following: Check/Carryout Online

Student Registrations, An Enquiries System that deals with student queries and
problems, Pay Fees Online and Facility to upload Lecture and Seminar information for
students
- Physical Evidence: consumers will make perceptions depending on their vision of the
service provision which will have an effect on the academy perceptual plan of the
service.
The 5I's complement the 7P's. The 5I's models the process needed, whereas the 7P's are
the variables which the marketer controls.
Identification - customer specifics.
Individualization - tailored for lifetime purchases.
Interaction - dialogue to learn about customers' needs.
Integration of customer knowledge into all the company.
Integrity - develop trust with Permission Marketing.
Everything today is about relationships. The choice of mix should help to grow
relationships.
We have to understand relationships and how to make us work whether online or
offline, with customers and companies.

Relationships blossom when important things are remembered (like student name, his
birthday ). So that if a customer talks to the company via staff or website there will be a
perfect database which will help us to recognize the student and deal with his specific
needs.
Research told us that our best 20% of customers generate 140% of our profits, So that
we must focus on this group of customers.

Our markets are business to business where we will train companies employees and
business to customer where we will train regular customers.
B2B markets are different from B2C markets in many ways. There are fewer customers
but they place bigger orders.
The Internet offers new way to extend services and sales of almost all products and
services.
Internet can help us and support the stages of the sales process summarized as the 7Ps
of the sales cycle. The 7Ps are:

Prospecting - identifying customers.

Preparation - Conduct study of the customers and find out the dimensions of
competition.

Presentation - needs analysis, discussion and demonstration.

Possible problems - Address the problems and symptoms.

Please install the application for registration - closing the sale.

Pen to paper - recording the details of registration process.

Post-sales service - developing relationship with the customer (long term

relationship).

First we must study and analysis the courses to make them suitable for online sales.
We talked above that website can be used to study the customers and to develop lists of
names of visitors or customers, by ask the visitors questions. And those questions help
us to profile the customers.
Maybe we can give the customer who answers the questions in a perfect mode gift like
discount.
The Website can be used to counter objections through:

- Content explaining features and benefits.

- Frequently Asked Questions that include objections.
Closing the online sales requires:
- Be easy to navigate within the website, which will allow customers to find what they
need quickly.
- The existence of clear and explicit calls to register a course.
- Procurement mechanism must be easy and clear.
The website will fail if it gets no visitors. Generating visitor traffic is important to
achieving eMarketing objectives whether to serve, save, speak or sizzle. We will talk
about three aspects which affect traffic building:

a- Traffic Targets:
We will decide if the website is successful depending on terms of quantity, such as the
number of visitors.
There are two questions have to put up to see the quality of visitor traffic: are these
visitors represent the target for the website and do the visitors achieve the overall
objectives of the website?
There is another important question to ask: is the traffic cost an obstacle? How much
does it cost to make quality visitors browsing the website?
This cost is measured in general according to:
- Cost per visitor.
- Cost per enquiry.
- Cost per register.
Cost of each action will measure by follow-up the visitor during his browsing and
through to every action is taken by him. This process is called 'tagging visitors'.

Tagging will help us to control the source of traffic and traffic on the website. For
example, we can tag users who responded to a promo email or banner camping, then
study and analysis the response rate. We can also monitor the transformation of these
users to real customers once they register a course.

b- Timing:
We have to create specific campaigns to achieve good web traffic. So we have to monitor
the traffic levels, then we can raise and reduce the flow of traffic depending on our
needs.
We have to make sure of the effectiveness of hyperlinks related to our website from
other sites all the time. This is done through the establishment of relationships with
other companies on the Internet, builds a base of hyperlinks, and recording of important
keywords in various search engines.

c- Techniques/Tools:
We can use a lot of tools which will help us to create traffic to the website like (Search
engines, Banner ads...).
Search engines: they are the primary way which will help customers to find our website.
If we dont register the website with search engines, customer will not be able to find it
easily.
Banner ads: they are one of the most important tools which we can use to create traffic
to the website, with a lot of benefits like it can be changed very quickly depending on our
decisions.
We can generate online traffic using offline tools, because these tools will form the
communication mix.
Some of offline tools: advertising, public relationships, sponsorship, promotions

3. Prototype:
a. Check/Carryout Online Student Registrations:
b. Pay Fees Online:

c. An Enquiries System that deals with student queries and problems:

d. Facility to upload Lecture and Seminar information for students:
e. Security issues, solutions and a secure login certificate:
We must protect our data from various security threats, because there are a lot of people
with tools to hack the security of our website.
Methods of attacks:
- Password attacks: hackers will use password cracking program to find weak passwords
so he will be able to access the network.
- Viruses: This will attack computers by tacking a large amount of memory which will
lead to a system crach.
- Denial of Service Attack: In a denial-of-service attack, an attacker attempts to prevent
legitimate users from accessing information or services. By targeting your computer and
its network connection, or the computers and network of the sites you are trying to use,
an attacker may be able to prevent you from accessing email, websites, online accounts
or other services that rely on the affected computer [1].
We can solve these problems using:
Firewall: it is a device or set of devices designed to permit or deny network
transmissions based upon a set of rules and is frequently used to protect networks from
unauthorized access while permitting legitimate communications to pass [2].
Ant viruses: it is protective software designed to defend your computer against
malicious software. Malicious software or "malware" includes: viruses, Trojans, key
loggers, hijackers, dialers, and other code that vandalizes or steals your computer
contents [3].

4. Legal and Ethical Issues:

We will face a lot of challenges to the maintenance of privacy:

1. Right to privacy: depending on that internet is a self regulated medium,

this give the internet the power to improve itself without the legal
constraints.
Our website will collect personal information, so that we must provide a privacy
sensitive strategy to our marketing services, because a lot of people may be hesitant to
use the credit card number for online registration.
1. Tracking Devices: it will help us to determine the visitors behavior, by
identify the most popular activities and products to the customer.
2. Cookies: it is a text file which helps us to track the actions of the visitor,
because it is stored on the visitor computer by our website. The computer
receive a cookie after his first visit to the website, and this cookie
reactivated each time the computer revisit the website. So that the cookie
may help us to address our best target market with a perfect accuracy.
But that will affect the customer privacy, and to solve that the user can delete these
cookies using the OS.
1. Unsolicited commercial email (Spam): we must take in our consideration
the large amount of unwanted emails generated by organizations, so we
must be careful to send emails to the target which will be interested.
And we can protect our staff and students emails from spam using services provided by
special websites which will help them to control the information they received.
1. Online contracts: we discussed above the security features which must be used to
secure the online transactions.

5. Budget:
Website Setup
Domain Names:
Price: 100$

Web Hosting fees:

Price per month 18$
Invoicing 12 months
Settings
Disk space 250GB
Traffic limit unlimited
Emails
Email accounts* 1000
Storage per account 2 GB
Mailing Lists
100
Email Redirections
1000
Email alias
1000
Antispam and Antivirus protection
Included
Webmails
Included
Automated Emails

Included
SMTP servers Included
Maximum email size 10 MB
*: Only with the main domain
Send emails from your site
using the PHP/Perl/Python mail function(s)
Maximum number of mails
generated with the mail function(s) 1500 /day
SQL databases
Personal SQL 3
Database Size 100 MB
Simultaneous connections 10
Pro SQL 1
Database Size 1000 MB
Simultaneous connections 10
SSL certificates
Shared SSL
Business SSL Option
Programming languages
PHP 4

PHP 5
PHP 5.3
PHP 6
Perl 5.8
C
Python
MySQL 5.1
Maintenance
The company provides a four-week testing period after the site launch. During this time
any technical issues will be resolved with no cost. After this period, an annual
maintenance cost will be 350$.
Additional site changes
Any changes to the website following the testing stage and conclusion of the contract
will be charged separately. The company offers a hosting and maintenance package
which will accommodate basic changes to the site (text and project photos) at any time.

Website Development
Task Description Fees
Discuss needs, receive rough estimate Briefly discuss your needs with the company
representative. Based on the information you provide, our staff will supply you with a
rough estimate. 100$
Project portal You will be required to pay the balance up to 25% of the revised total cost
of project, and a project portal username and password will be provided to you.
If, for any reason, you choose to terminate the website development process during the
design phase, the company will keep the 25% deposit. If you decide to terminate the

project after the design phase has been completed (i.e. during the production phase),
you will be obliged to submit the full payment as outlined in the quote.
Project portal is a web application where you can login and communicate with our
assigned project leader anytime. 25% of total cost
Concept design Upon your written approval of the proposal, the companys design team
will create an initial concept designs. The concept will include a sample web page (or
multiple pages, depending on the nature of the site) 200$
Student Registration The online student registration system will allow rich student
information records. Will be linked to the online payment system to complete all the
registration process online. 100$
Lectures Administration This system will allow teachers to upload their recorded
lectures, presentations, attached files, links and other resources. 130$
Payment System Provided by PayPal authority to confirm full secure transactions.
Standard security forms are provided with user friendly GUI and help system. 200$
Inquiry System Provides students with easy to use inquiry form to submit and track
issues. Website administration will be able to manage all the issues in easy and quick
manner. 130$

Conclusion:
This report should help the academy to offer additional incentives and services to the
students and its lecturing staff.
In the prioritization of the problems we tried to identification and prioritization of the
problems facing the organization by show the steps which the academy must take in its
consideration to achieve the perfect mode.