Eureka! Institutional Repository

In this paper we will investigate which business methods and tools we can use in order to move on to a business marketing plan for the establishment and development of a secondary education tutorial school in Greece in 2018 and more specifically in Ioannina. It will cover the needs of its clients, pupils and parents and will be an economically viable business. As a learning organization, we study the market conditions and the needs of our customers so that we can offer quality and innovative services solutions that will satisfy them. For this reason, the administrative model we will adopt must be oriented in this direction and fit into an educational organization. By highlighting the importance of the role of marketing in the survival and development of an educational organization in the modern competitive environment, we will look at what tools we can use to develop a strategic marketing plan. In the second part there is the analytical business plan for the tutorial that will begin its operation in June 2018. Our plan includes the following stages: • We learn the market by exploring the needs of students and parents and the criteria with which they choose a tutorial. We learn ourselves by performing a detailed job description, SWOT and PESTEL analysis. • We choose the services we will provide based on the effectiveness, honor and ultimate satisfaction of students and parents. As we wish, the continuous improvement and adaptation of our services to the needs of our clients, staff and administration, the TQM is chosen as an administrative model. • We move on to the two-year planning of the marketing mix based on 8Ps of service marketing and we choose as a strategy that will follow this differentiation from competition. To control the effectiveness of our methods and strategic choices, at the end of the first year of operation, we will use Balanced Scorecard BSC.