In a school marketing system where opportunities and
risks are plentiful, each strategy for growth must be
carefully evaluated. Is the most efficient way to grow to
create a new service for existing families? Or take
current services into new neighborhoods or demographic
markets? Which strategy is best suited if you are seeking
diversity? What are the corresponding tactics?
We have taken Philip Kotler’s well-known growth
strategy grid (Table 1) and tactics and added our own
corresponding Growth Strategy and Tactic Matrix (Table 2)
to help in marketing planning for schools. (see
tables)
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