600 words due in 24hours

Marketing Plan: D2L Providing Corporate e-Learning Solutions and

Management Systems Entering the China Market

EMBA 501R1: Marketing Management

Table of Contents

Introduction 3

Objectives 4

Situational Analysis

Brand Positioning Strategy

Segmentation Strategy

Targeting Strategy

Product Strategy

Pricing Strategy

Integrated Marketing

Communication Strategy

Distribution Strategy

Bibliography

Introduction

D2L, also known as Desire2Learn, is a global software company founded in 1999 in Waterloo, Canada. They specialize in providing e-learning solutions and learning management systems (LMS) for educational institutions, corporations, and government organizations. Their flagship product, Brightspace, is an LMS designed for online learning, course management, and administration. D2L has gained recognition for its innovative approach to e-learning and serves millions of learners and institutions worldwide. They have a strong presence in K-12 schools, higher education, and corporate training programs. D2L continues to invest in research and development to enhance its products and make learning more accessible and engaging. In 2022, D2L Brightspace accounted for 44% of new Higher Education LMS implementations across various regions globally.

D2L also emphasizes the importance of inspiring learners and providing new technology to help their customers unlock their full potential and achieve academic and personal success. Just like their mission statement stated:

"To transform the way the world learns by providing innovative and engaging educational technology solutions that empower educators and inspire learners to reach their full potential."

D2L has introduced Creator+, an innovative tool integrated into Brightspace that allows users to create interactive digital course content. Creator+ saves time and effort for course creators by offering ready-made templates, flexible interactive elements, and seamless screen recording capabilities. D2L has a global presence with offices in multiple countries and a diverse team focused on supporting educators and learners in achieving their educational goals through effective and engaging digital learning experiences.

Objective

China has a strong economy, a vast consumer base, and rapidly developing industries, it is the best opportunity for D2L to enter the Chinese market.

1. Using D2L's flagship product Brightspace to meet the specific needs of Chinese enterprises. Brightspace is an LMS that provides a comprehensive platform for course management, content delivery, evaluation, and communication. It can be customized according to the needs of the Chinese market, including language support, localization, and integration with local education systems. D2L focuses on this segment by offering its learning management system (LMS) and e-learning solutions to help businesses deliver effective training programs, track employee progress, and enhance workforce skills.

2. Using Creator+ to create and develop vocational and technical courses for specific industries such as IT, healthcare, manufacturing, and hotels. Each industry can complete 1-2 training courses in the first year. China has a growing demand for vocational and skill-based training programs. On August 5, 2022, the Beijing Municipal Bureau of Human Resources and Social Security released a notification regarding the regulation of for-profit foreign-invested vocational skills training institutions in Beijing. This announcement indicates that China has been actively pushing for the opening up of the enterprise education sector to foreign involvement. It supports foreign investment in establishing for-profit vocational skills training institutions, presenting an opportunity for D2L to enter the Chinese market.

3. Collaborate with vocational training to develop value-added functions or modules specifically designed for the Chinese corporate market. Including industry-specific training modules, such as English courses for hotel services and performance management tools. These additional features can be provided as advanced features, providing opportunities for additional sales and generating additional revenue streams.

China’s Vocational Training Industry: Opportunities for Foreign Investment July 12, 2023, posted by China Briefing Written by Shanshan Fu

https://www.china-briefing.com/news/chinas-vocational-training-industry-opportunities-for-foreign-investment/

Implement

D2L conducts extensive market research and establishes strategic partnerships with local enterprises and government agencies before entering the Chinese market. This ensures a comprehensive understanding of the specific needs and preferences of Chinese enterprises and vocational training departments. Leveraging this knowledge, D2L customizes its flagship product, Brightspace, to cater to the unique requirements of Chinese enterprises. D2L aims to implement Brightspace and Creator+ for enterprise vocational training in China within a few months, following the completion of the system setup. The focus will be on industries such as IT, healthcare, manufacturing, and services industries.

D2L is a reputable enterprise known for its strong brand awareness and ethical conduct. While we have not encountered any significant obstacles, we recognize the importance of complying with China's policies and regulations for foreign companies. We are committed to maintaining a positive relationship with the Chinese government, collaborating closely, and avoiding any involvement in potential policy disputes that Canada may face. D2LChina is dedicated to embracing the future of online e-learning, delivering innovative solutions for the Chinese market.