3/4 Final Proposal Differentiation and Positioning

Differentiation and positioning.

Definition of Differentiation and positioning.

Positioning can be defined as method of advertising used in which the paybacks of an organization commodities are obtained to a specified audience. Through adoption of auspicious responses, target market is recognized to an organization commodity. This happens after a sequence of research study and focus groups. An organization becomes competitive in the marketplace because positioning assists on the different of goods and services (Dombrowski et al., 2018). They are different reasons in all the targets groups for discovering a certain constituent the commodity tempting them. Contrary to this, product differentiation describes the methods used by the organization to distinguish its products from its competitors who have similar products like them in the marketplace.  The services that are taken by JGJ Inc. of providing high school education through the online platforms.

Analysis of Current Positioning in the Market

Current Annual Sales Volume in Dollars and/or Units Sold in the Market

Currently, the annual sales volume for JGJ Inc. of the company stands at $ 98 million since 2017 and there have more than 19 million students who have access to more than 20 million students and enjoy professional services from more than 20 thousand instructors.

Current Competitors and Their Offerings

There are a huge number of firms competing in the online high school businesses such as Udemy, and Stanford University online high school which are posing significant competition to JGJ High School. The current leading player is Udemy, having its presence in more than 384 across the United States. 

Udemy wants to increase their dominance in the market, therefore, they improved the quality of their education facility and they also adopted aggressive marketing strategies that made them known across the world (Choi, Walters, and Hoge, 2017). The company is currently in good position since it is able to compete by serving the increasing needs of students especially with the ongoing pandemic. This comes as all schools were sent home to contain the virus which increased demands for online high school education. Since, the institution is located in dense population, Udemy is in a better position to reach a broad number of high school students which gives them an upper hand in competition.

Current Price Points of Competitors

Dynamic pricing model is currently used in the industry, where the prices for all services are flexible in nature based on prevailing demand in the market which relies on the forces of supply and demand (McFarland, et al., 2018). The market players are now using technology applications, the pricing method allows for faster growth in revenue and profits owning to the fact that it is real time pricing model. Irrespective of the location of the students, the pricing is based on the duration of that the students will be attending the online classes.

Projections for the Market Projected

Overall Market Growth Rate for the Next Five Years

Online high school business will pick up in the next five years. JGJ Inc. expects to expand its market base to other continents such as Europe after realizing successful operations in the US. In order to pull in a big market share, JGJ Inc. is attentive towards bringing on board professionals in the field of training to match the services provided by Udemy by 2025 in most of its operations. Customer prices are likely to upsurge as the students will become more geared towards online coaching instead of going back to physical institutions.

Projected Changes to Overall Pricing in the Market for the Next Five Years

Due to expected strategic changes in the industry, the general pricing in the marketplace is likely to change (Carr,1993).  The adoption of more online schools will call for increased charges due to the fact that more parents are now accepting the concept of online learning for their children and there are minimal costs of entry to classes. However, with increasing number of students, the teachers will be under stress to meet their needs and thus pushing prices for enrolling in online classes higher. Nevertheless, the dynamic pricing strategy will still be accepted in the future even as charges are set to upsurge because online learning is seasonal.

Recommended Position for JGJ Inc.

Recommended Position and Points of Differentiation for the JGJ Inc. Offering

JGJ is required to enlarge the pace of adopting new and effective coaching techniques in order to increase its market share due to the fact that most of the customers are becoming conscious of the quality of education offered by a particular school as there are a variety to choose from. Parents are now looking forward to enroll their students in learning institutions that will provide their children with high quality education (Williamson et al., 2020) The company should pursue a more flexible structures that will allow students to get make up class if they did not manage to attend the live one. They should also provide an opportunity for students to exercise with other students online to bring them closer and motivate them to attend more classes. The future of online education is positive and therefore JGJ online high school must adequately prepare for this changes as the demand will surge. Therefore, the institution must ensure that they have the necessary teaching materials and professionals to guarantee that their students will get the best.

Complete Buyer Profile of the Target Customer

The people of Generation Z are the target market for JGJ Inc. due to the increase in demand by that generation group for online learning.  Providing the students with captivating learning classes to enable them to recover from depression that most students are facing due to increasing difficulties of life JGJ Inc. will thus focus on providing entertaining opportunities including facilities frequently demanded Generation Z to facilitate the learning process.

Product Positioning Matrix

· X- axis: Time and Money Expenditure

· Y-axis: Perceived Product Value

 

 

MNN

 

References.

Choi, J., Walters, A., & Hoge, P. (2017). Self-reflection and math performance in an online learning environment. Online Learning Journal, 21(4).

Dombrowski, U., Krenkel, P., & Wullbrandt, J. (2018). Strategic positioning of production within the generic competitive strategies. Procedia CIRP, 72, 1196-1201.

McFarland, J., Cui, J., & Stark, P. (2018). Trends in High School Dropout and Completion Rates in the United States: 2014. NCES 2018-117. National Center for Education Statistics.

Williamson, B., Eynon, R., & Potter, J. (2020). Pandemic politics, pedagogies and practices: digital technologies and distance education during the coronavirus emergency.

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