Running head: KIDS HEAVEN 1

Kids Heaven - Beyond Fun!

Done By:
Ameera Al Mansoori ID#
Layla Al Mansoori ID#
Mona Al Qassimi ID# s96!"9
#u$aida% A$dul&a%man ID# '!()()!
*%e Hi+%er 'olle+es o, *e-%nolo+y
MBA "./
Mar0e1in+ Mana+emen1
Dr2 &oudaina Hou3eir
KIDS HEAVEN 2
Table of Contents
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*a$le o, 'on1en1s555555555555555555555555555555552!
67e-u1ive 8ummary55555555525555555555555555555555"
8e-1ion ) In1rodu-1ion5555555555555555555555555555556
8e-1ion !- 'urren1 8i1ua1ion Ma-ro 6nvironmen1555555555255555555556
!2)9 6nvironmen1al analysis55555555225555555255555555526
8e-1ion / 'urren1 8i1ua1ion In1ernal5555555555555552225555555229
/2)9 'om:any &esour-es555555555555555555222555555529
/2!9 'om:any ;$3e-1ives5555555555555552255555555552)
/2!2)9 Mission 81a1emen155555555555555555522255552)
/2!2!9 <ision 81a1emen15555555555555555555552255)
/2!2/9 'or:ora1e ;$3e-1ives5555555555555555552225552)
/2!2.9 Mar0e1in+ ;$3e-1ives555555555555555555522255)
8e-1ion . 'urren1 8i1ua1ion Mar0e1 Analysis5555555555555555552225))
.2)9 Mar0e1 Analysis55555555555555555555555522555))
.2)2)9 Mar0e1 De,ini1ion555555555555555555552225522))
.2)2!9 Mar0e1 8i=e555555555555555555555552255))
.2)2/9 Mar0e1 8e+men1a1ion555555555555555555555222)/
.2)2.9 Indus1ry 81ru-1ure > 81ra1e+i- ?rou:in+s555555555555552).
.2)2"9 4or1ers " For-es Analysis55555555555555552225552)"
.2)269 'om:e1i1ion and 'om:e1i1ors 81ren+1%s and @ea0nesses555555522)6
.2)2A9 Mar0e1 8%are555555555555555555225555552)A
.2)2(9 Mar0e1 *rends5555555555555555555555552)(
KIDS HEAVEN 3
Cont. Table of Contents
8e-1ion " 'urren1 8i1ua1ion 'onsumer Analysis55555555555555552552)9
"2)9 'onsumer Analysis555555555555555555555555552)9
"2)2)9 Ba1ure o, Buyin+ De-isions5555555555222555555552)9
"2)2!9 4ar1i-i:an1s555555555555555555525555552!
8e-1ion 6 8@;* Analysis55555555555555555555555255552!)
62)9 8@;*55555555555555555555555555555552!)
62!9 'ri1i-al 8u--ess Fa-1ors C'8Fs9 in 1%e Indus1ry55555555555555252!.
62/9 8us1aina$le 'om:e1i1ive Advan1a+e C8'A9 5555555525525555552!6
8e-1ion A Mar0e1 &esear-%55555555555555555555555255552!(
A2)9 In,orma1ion &eDuiremen1s5555555555555555555525552!(
A2!9 &esear-% Me1%odolo+y555555555555552255555555552!(
A2/9 &esear-% &esul1s5555555555555555555555555552/
8e-1ion ( Mar0e1in+ 81ra1e+y5555555555555555555255555552/"
(2)9 Mar0e1in+ Mi7 .4s and 8ervi-e Li,e 'y-le55555555555225525552!"
(2!9 Mar0e1 8%are ;$3e-1ives and 8ervi-e Li,e 'y-le55555555552255552.
8e-1ion 9 Im:lemen1a1ion5555555522555555555552555555552.!
92)9 4ersonnel &eDuiremen1s55555555555555555552555552.!
92)2)9 &e-rui1men1 Me1%ods555555555555555552555522.!
92)2!9 &es:onsi$ili1ies555555555522255555555555552./
92)2/9 In-en1ives555555555555555555555555552."
92)2.9 *rainin+ &eDuired55555555555555555522255552.6
KIDS HEAVEN 4
Cont. Table of Contents
92!9 Finan-ial &eDuiremen1s555555555555555552555555555522.6
92!2)9 'a:i1al Fund55555555555555555552225555522.A
92!2!9 Bud+e1in+ ,or De:ar1men1s555555555555555555252.(
92!2/9 Finan-ial 81a1emen1555555555555555555552552"
92/9 In,orma1ion 8ys1em &eDuiremen1s CMar0e1in+>Mana+emen19 55555255552")
92.9 Moni1orin+ &esul1s and Ben-%mar0s555555555555555552552"!
92"9 'on1in+en-ies555555555555555555555555525552"/
92"2)9 A--iden1s a1 1%e 'en1er555555555555552225555552"/
92"2!9 Fire5555555555555555555555552255552"/
92"2/9 Any 1y:es o, Disas1er A,,e-1s 1%e 'en1er555555555555222252"/
8e-1ion ) 8-enarios55552555555555555555555255555552".
8e-1ion )) 'on-lusion E &e-ommenda1ions5555552555555555555552""
&e,eren-es 55555555555555555555555555555222555522"6
A::endi7 *a$le5555555555555555555555555555555522"9
KIDS HEAVEN 5
Executive Summary
*%is re:or1 Fas -ommissioned 1o analy=e 1%e -urren1 si1ua1ion o, Kids Heaven2 @e %ave e7:lained
%oF 1%e -om:any Fas s1ar1ed and Fe %ave dis-ussed 1%e environmen1al ,a-1ors 1%a1 are a,,e-1in+ 1%e
:er,orman-e o, 1%e -om:any 1%a1 s%oFed 1%e :ro$lems 1%e -om:any %as ,a-ed and>or is s1ill ,a-in+
in 1%e :oli1i-al>le+alG e-onomi-alG so-io>-ul1ural and 1e-%nolo+i-al ,ields2 @e %ave also dis-ussed
1%e -om:anyHs resour-es in re+ards o, 1%e ,inan-esG :eo:leG s0ills and 1imin+s as Fell as 1%e
-om:anyHs and mar0e1in+ o$3e-1ives 1o ,ind Fays 1o im:rove Kids HeavenHs :er,orman-e2 6very
$usiness %as 1o +o 1%rou+% -er1ain s1a+es 1o ensure 1%e $usiness Fill $e :ros:erous2 *%is re:or1
e7amines 1%ese s1a+esG F%i-% are -urren1 mar0e1 si1ua1ionG mar0e1 si=eG mar0e1 se+men1G
s1ra1e+i-ally +rou:in+G mar0e1 s%areG -urren1 mar0e1 1rend and 1%e need o, $usiness li0e Kids %eaven
in our -%osen mar0e12 @e %ave also analy=ed 1%e mar0e1 usin+ :or1ers " ,or-esG s1udied -om:e1i1ors
s1ren+1% and Fea0ness2 @e also e7amined 1%e na1ure o, -onsumerHs $uyin+ de-isionsG re-o+ni=in+
1%e need and 1%e :ro-ess 1%ey +o 1%rou+% $e,ore ma0in+ 1%is de-ision2 Mar0e1in+ 1ools and
1e-%niDues %el:ed 1o iden1i,y in1ernal and e71ernal ,a-1ors 1%a1 mi+%1 $ene,i1 or a,,e-1 Kids Heaven2
*%e in,orma1ion reDuired is rela1ed 1o ma3or de-ision-ma0ers C:aren1s or +uardian9 1o a11ra-1
:o1en1ial -us1omers C-%ildren9 ,or 1%is $usiness -on-e:1 1es1in+2 *%e resear-% me1%odolo+y is
Duan1i1a1ive resear-% ,or mar0e1 resear-%2 *%e resul1s s%oF 1%a1 1%ere is %i+% :o1en1ial ,or Kids
Heaven in 1%e mar0e12 In im:lemen1a1ion :%aseG %irin+ and 1rainin+ Fill $e done a,1er :ro:er
sele-1ion o, 1%e -andida1es2 6a-% o, 1%e a::oin1ed s1a,, Fill %ave res:onsi$ili1ies and 1rainin+ $ased
on :osi1ion needs2 In ini1ial s1a+eG 1%ere Fill $e less man:oFer $u1 in 1%e +roF1% s1a+e more 1alen1s
Fill $e re-rui1ed2 @e %ave :redi-1ed some ,u1ure s-enarios su-% as e7:ansion o, 1%e -en1er also
1a-0lin+ neF -om:e1i1ors en1erin+ mar0e12 @e are :lannin+ 1o e7:and Fi1% e71ra ,un ,illed a-1ivi1ies
,or 0ids su-% as s0a1in+G i-e $oard s0a1in+ and 0ara1e -lasses2 @e Fill -ondu-1 mar0e1 resear-% 1o
iden1i,y 1%e in1eres1 o, 1%e :aren1sG 1%eir -%ildren and 1%eir e7:e-1a1ions ,rom our -en1er2
KIDS HEAVEN 6
Section 1) Introduction
Kids Heaven is a small -om:anyG s1ar1ed $y a +rou: o, ,riends F%o are mo1%ers2 *%e idea $e%ind
1%is :ro3e-1 is 1o ,ind a :la-e ,or 0ids 1o +o 1o and $e 1%emselvesG e7:lore 1%eir %idden 1alen1s and
,ind ou1 F%a1 1%ey are really in1eres1ed in2 I1 is a :la-e F%ere 1%ey Fill learn some1%in+ neF a$ou1
1%emselves F%ile %avin+ a +ood 1ime and mos1 im:or1an1ly a sa,e :la-e F%ere :aren1s -ould leave
1%eir 0ids and $e sure 1%a1 1%ey are no1 only doin+ some1%in+ use,ulG $u1 also %avin+ ,un F%ile
doin+ i12 I1 o,,ers -lasses in ar1s E -ra,1sG -rea1ive dan-in+G musi-G :%o1o+ra:%yG +ardenin+ and
-oo0in+G Fi1% :lans 1o e7:and in 1%e ,u1ure $y in-ludin+ a-1ivi1ies su-% as s:or1s and lan+ua+es ,or
0ids ,rom 1%e a+e o, ! 1o )6 years old2 Quali,ied ins1ru-1ors F%o Fould loo0 a,1er 1%em and +uide
1%em in1o ,indin+ 1%eir %idden 1alen1s su:ervise 1%em a1 all 1imes2
Section 2) Current Situation Macro Environment
2.1) Environmental Analysis
*%e Mar0e1in+ 6nvironmen1 is a,,e-1ed $y many ,a-1orsG %oFever 1%e main ,a-1ors are 4oli1i-sG
6-onomi-sG 8o-ial>-ul1ural and *e-%nolo+y C468*92 8ee ,i+ure !2)2)
Fi+ure !2)2)2: 468* Analysis
KIDS HEAVEN 7
)2 4oli1i-al E Le+al Fa-1ors2 4oli1i-s are s1a$le in &AKG and :eo:le are $arely a,,e-1ed $y 1%e
ForldHs :oli1i-s2 8oG 1%a1 does no1 a,,e-1 our $usiness in any Fay2 HoFeverG le+al For0 F%en
Fe ,irs1 de-ided 1o o:en 1%e -en1er Fas a $i1 1ou+% 1o +e1 done2 @e need 1o +e1 :a:ers ,rom
di,,eren1 +overnmen1 o,,i-es and i1 Fas a lon+ :ro-ess o, le+al For02 *%in+s %ave im:roved
on-e i1 Fas all done and si+ned and a1 1%e momen1 1%ere are no le+al ,a-1ors a,,e-1in+ our
$usiness2
!2 6-onomi-s2 *%e -%an+es o, e-onomi-s around 1%e ForldG a,,e-1ed &AK indire-1ly2 A,1er 1%e
,inan-ial -risis in !(G :eo:le $e-ame aFare o, 1%e im:or1an-e o, s:endin+ 1%eir money in
1%e ri+%1 :la-es2 *%a1 en-oura+ed 1%em 1o s:end more on 1%e edu-a1ion o, 1%eir -%ildren2
MoreoverG 1%e level o, livin+ %as in-reasedG F%i-% en-oura+ed more :aren1s 1o send 1%eir
0ids 1o :riva1e s-%ools2 8ee Fi+ure !2)2! $eloF2 *%a1 in-reased 1%eir in1eres1 in s:endin+
more money on 1%eir 0ids develo:men12 Ano1%er :ro$lem Fe ,a-e is la$or -os1G 1%e :ri-es o,
la$or -%an+e a lo1 a--ordin+ 1o 1%e -oun1ryHs laF as Fell as 1%e laFs o, 1%e -oun1ry o, 1%e
la$or2

Fi+ure !2)2!: !)-!)/ Lo-als E 67:a1s Bum$ers in &AK 4riva1e 8-%ools
KIDS HEAVEN 8
/2 8o-ial>'ul1ural For-es2 8o-ie1y 1%ese days is ,ull o, -om:e1i1ionG in our -aseG :aren1s
-om:e1in+ on F%ose 0ids are more -rea1ive2 Mo1%ers %ave also s1ar1ed For0in+ more 1%an
years a+oG a--ordin+lyG 1%ey s1ar1ed so-iali=in+ more2 *%a1 ma0es i1 a ne-essi1y 1o ,ind a sa,e
:la-e 1o :u1 your 0ids in ,or a -ou:le o, %ours2 ;lder 0ids %ave s1ar1ed indul+in+ in a-1ivi1ies
and %o$$iesG and in &AK 1%ere are no :la-es 1o su::or1 1%a1 e7-e:1 Kids Heaven2 &AK
A-ademy and Kids 4aradise a1 1%e Hil1on Bea-% &esor1 o,,er some a-1ivi1ies around 1%e
yearG $u1 1%ey o,,er 1%em a1 s:e-i,i- 1imes Ci2e2 a,1er s-%ool %ours and no1 all year around9G
and 1%ey only o,,er 1%ose a-1ivi1ies 1o older -%ildren2 Kids Heaven is 1%e ,irs1 :la-e 1o o:en
in &AKG 1%a1 in-ludes several -rea1ive a-1ivi1ies ,or 0ids o, di,,eren1 a+es and under one
roo,2 @e are 1%e only -om:any a1 1%e momen1 in &AK 1%a1 1ar+e1s $o1% 1%e lo-als and 1%e
e7:a1s as 1%e o1%er :la-es 1%a1 o,,er similar a-1ivi1ies 1ar+e1 e7:a1s mos1ly and older 0ids
only2 *%ey are also mos1ly in Al HamraG F%i-% is very ,ar ,or mos1 :eo:le livin+ in &AK2
.2 *e-%nolo+y2 As Fe all 0noFG Fe live in a 1ime F%ere 1e-%nolo+y is a main :ar1 o, our lives
and 0ids 1%ese days learn %oF 1o use 1%a1 1e-%nolo+y a1 a very youn+ a+e2 In so many
,amiliesG 0ids s:end mos1 o, 1%eir 1ime on 1%eir -om:u1ers or Fa1-%in+ *< and i1 is very %ard
1o +e1 1%em o,, 1%is addi-1ion2 @e 1ry 1o +e1 1%em ou1 o, 1%a1 environmen1 and in1o a di,,eren1
environmen1 F%ere 1%ey need 1%e minimum use o, 1e-%nolo+y2 @e 1ry 1o 0ee: our
environmen1 a :la-e F%ere 1%e 0ids donH1 need a *< or a -om:u1er 1o %ave ,unG F%i-% is
very di,,i-ul1 as a1 1%e $e+innin+ 1%ey 1end 1o +e1 $ored easilyG $u1 Fi1% :a1ien-e and some
1ime 1%ey s1ar1 +e11in+ in1eres1ed in 1%e o1%er s1u,,2 HoFeverG 1%a1 doesnH1 mean Fe donH1 use
1%a1 1e-%nolo+y ,or our oFn $ene,i12 @e use 1%e mos1 modern so,1Fare ,or :i-1ure edi1in+ ,or
:%o1o+ra:%ers and our sound sys1em ,or 1%e musi- and dan-e -lasses are u: 1o da1e2 @e also
use neF so,1Fare ,or our mana+erial For02
KIDS HEAVEN 9
Section ) Current Situation Internal
.1) Com!any "esources #
- Finan-ial @%en Kids Heaven ,irs1 s1ar1edG Fe %ad 1o 1a0e 1Fo loansG one ,rom a $an0 and
one ,rom K%ali,a Funds2 *%e res1 o, 1%e -a:i1al -ame ,rom 1%e . :ar1ners2 @e also %ave 1o
ren1 1%e $uildin+ Kids Heaven is a--ommoda1in+2
- 4eo:le . oFners and !! em:loyees F%o are Fell 1rained 1o %andle 1%e ,olloFin+ :osi1ions:
Mana+emen1 C?eneralG Finan-eG H&G Mar0e1in+G I* E Adminis1ra1ion92
A 1ea-%in+ s1a,, CIns1ru-1ors E 'oordina1ors92
8e-uri1y ?uards2
&e-e:1ionis12
'leanin+ Ladies2
*%e mana+emen1 1eam :i-0s 1%ose em:loyees -are,ully and 1%ey are in1ervieFed 1%orou+%ly
1o ma0e sure 1%ey are Duali,iedG +ood Fi1% 0ids and res:onsi$le2 *%ey are also sen1 1o
1rainin+ on a re+ular $asis 1o ma0e sure 1%ey are u: 1o da1e Fi1% 1%eir me1%ods Fi1% 1%e 0ids2
- *ime *%e -om:any is o:era1in+ 6 days a Fee0 ,rom 9am-!:m and .:m-(:m
- 80ills ;1%er 1%an 1%e mana+in+ s0ills 1%e oFners o, 1%e -om:any %ave F%i-% are ?eneralG
Finan-eG H&G Mar0e1in+G I* E Adminis1ra1ion s0illsG 1%ere are ins1ru-1ors o, di,,eren1
s:e-iali=a1ions C Ar1sG Musi-G Dan-eG 'oo0in+G ?ardenin+ and more9
KIDS HEAVEN 10
.2) Com!any $b%ectives#
.2.1) Mission Statement
*o dis-over youn+ :eo:leHs %idden 1alen1s and en-oura+e 1%em 1o $e :rodu-1ive and -rea1ive as 0ids
and as adul1s2
.2.2) &ision Statement
?uided $y our $elie, in 1%e $ene,i1s o, -rea1ivi1yG our s1a,, are mo1iva1ed 1o ins:ire 1%e 0ids 1o loo0
dee: Fi1%in 1o ,ind 1%eir %idden 1alen1s and 1o :ursue 1%ose 1alen1s2 @e aim 1o ma0e our -en1er a
%eaven ,or 0ids 1o e7:lore 1%eir -rea1ivi1y and 1o %ave ,un F%ile doin+ so2
.2.) Cor!orate $b%ectives#
- *o en-oura+e -rea1ivi1y amon+ lo-al and e7:a1 0ids o, &AK2
- *o $e re-o+ni=ed as 1%e Bo) -en1er in &AK 2
- *o e7:and and im:rove our servi-es and num$er o, $ran-%es2
.2.) Mar'etin( $b%ectives#
- *o a11ra-1 more :aren1s 1o $rin+ 1%eir 0ids 1o 1%e -en1er2
- *o in-rease 1%e num$er o, re1urnin+ and neF -us1omers2
- *o in-rease -us1omer sa1is,a-1ion 1o %el: s:read 1%e Ford2
KIDS HEAVEN 11
Section )) Current Situation Mar'et Analysis
).1) Mar'et Analysis
).1.1) Mar'et definition
*%e uniDue sellin+ :ro:osi1ion CI849 o, Kids Heaven Fill $e a Jone s1o: venue ,or -rea1ive
en+a+emen1 o, youn+ and ener+e1i- mindsK2 Kids Heaven Fill ,o-us on 1%e 0idsH develo:men1 and
en%an-e 1%eir -rea1ivi1y2 *%e an1i-i:a1ed mar0e1 ,or Kids Heaven in-ludes ,amilies Fi1% -%ildren
Fi1%in 1%e a+es o, one 1o ,ourG ,ive 1o nineG and 1en 1o si71een2 6a-% se-1ion s%all %ave a s:e-i,i-
Duali,ied ins1ru-1or2 *%ese +rou:s s%all in-lude $o1% males and ,emales2 '%ildren ,rom all
na1ionali1ies residin+ or visi1in+ &as Al K%aima% s%all also $e Fel-omed2
).1.2) Mar'et Si*e
Kids Heaven in1ends 1o 1ar+e1 1%e ,amilies o, -%ildren ,rom a+e +rou: ,rom )-)6 years F%o are
residin+ in or visi1in+ &as Al K%aima%2 *%e :o:ula1ion o, &as Al K%aima% ,or 1%e year !)/ s1ands
a1 .!!G as :er 1%e Ba1ional Bureau o, s1a1is1i-sG IA6 CDe:ar1men1 o, 6-onomi- Develo:men1G
!)/92 8ee Fi+ure .2)2!2)2 and Fi+ure .2)2!2!2
Fi+ure .2)2!2)2: 4o:ula1ion o, &as Al K%aima% !)!-!)/
KIDS HEAVEN 12
CDe:ar1men1 o, 6-onomi- Develo:men1G !)/9
Fi+ure .2)2!2)2: 4o:ula1ion 6s1ima1e $y A+e ?rou: E ?ender !)/
CDe:ar1men1 o, 6-onomi- Develo:men1G !)/9
*%e 1ar+e1 :o:ula1ion is )A2( L o, 1%e &as Al K%aima% :o:ula1ion in-ludin+ 6mira1is and 1%e
e7:a1ria1esG F%i-% in-ludes men and Fomen2 *%is num$erG %oFeverG is $ound 1o in-rease in 1%e
,u1ure2 As :er 1%e s1a1is1i-sG 1%e $ir1% ra1e %as +roFn a1 a ra1e o, "2(L over 1%e :as1 si7 years2 *%e
reason ,or 1%is is 1%e in-rease in ,orei+ners in 1%e IA6 :lus an in-rease in 1%e $ir1%ra1e2 @i1% 1imeG
Fe Fould also e7:and or de-en1rali=e 1o -a1er 1o 1%is in-rease in mar0e1 si=e 1%rou+%ou1 1%e IA6
CDe:ar1men1 o, 6-onomi- Develo:men1G !)/92
Ano1%er :arame1er 1%a1 Kids Heaven is 1ar+e1in+ is $ased on 1%e For0,or-e s1a1is1i-s2 ;u1 o, 1%e
1o1al For0,or-eG more 1%an "L are em:loyed and Fe are 1ar+e1in+ %ouse%olds F%o %ave e71ended
,amilies Fi1% 0ids o, 1ar+e1ed a+e CDe:ar1men1 o, 6-onomi- Develo:men1G !)/92 *%e +eo+ra:%i-al
lo-a1ion o, 1%e 1ar+e1 mar0e1 -omes a::ro7ima1ely !" 1o / 0ilome1ers ,rom 1%e -en1er o, 1%e -i1y o,
1%e &as al K%aima%2 8:e-i,i-allyG %ouse%old lo-a1ions in 1%e ,olloFin+ areas are Al Ba0%eelG
K%u=amG Al 8%amG Beraira1G Mul:%arG Ma=eeraG Al D%ai1 and Al &ams2
KIDS HEAVEN 13
).1.) Mar'et Se(mentation
*%e Mar0e1 se+men1a1ion is divided in1o several se+men1s $ased on 1%e demo+ra:%i-G +eo+ra:%i-
and :sy-%o+ra:%i- as s%oFn in 1%e 1a$le $eloF .2)2/2)2
*a$le .2)2/2)2: Mar0e1 8e+men1a1ion: Demo+ra:%i-G ?eo+ra:%i-G and 4sy-%o+ra:%i-
KIDS HEAVEN 14
).1.)) Industry Structure + Strate(ic ,rou!in(s
*%e ,loF -%ar1 demons1ra1es 1%e Kids HeavenHs indus1rial s1ru-1ure2
Fi+ure .2)2.2): Indus1ry 81ru-1ure
*%e s1ra1e+i- ,ea1ures o, 1%e 1Fo -om:anies men1ioned $eloF are similar 1o our $usiness2 BeloF
1a$le s%oFs ea-% s1ra1e+i- -%ara-1eris1i-2
*a$le .2)2.2): 81ra1e+i- Dimensions and '%ara-1eris1i-
KIDS HEAVEN 15
).1.-) .orters - /orces Analysis
*a$le .2)2"2)2: 4or1ers " For-es Analysis
KIDS HEAVEN 16
KIDS HEAVEN 17
).1.0) Com!etition and Com!etitors Stren(t1s and 2ea'nesses
*%ere are Dui1e a ,eF or+ani=a1ions :rovidin+ lessons in ar1G -ra,1G dan-eG musi- e1- ,or
-%ildren a+ed )6 and under in &as Al K%aima%2 *%e ,olloFin+ 1a$le illus1ra1es 1%e ma3or 1Fo
-om:e1i1ors and 1%eir s1ren+1%s and Fea0nesses2
*a$le .2)262)2: Ma3or 'om:e1i1ors 81ren+1%s and @ea0nesses
KIDS HEAVEN 18
).1.3) Mar'et S1are
Fi+ure .2)2A2)2: Mar0e1 8%are
*%e mar0e1 is -urren1ly domina1ed $y 1Fo ma3or :layers and o1%ers are small ,a-ili1ies 1%a1 o,,er
s:e-i,i- servi-es 1o s:e-i,i- a+e se1sG mos1 ,a-ili1ies o,,er $asi- servi-es and no a$ili1y 1o advan-e2
4rovidin+ an all-in-lusive servi-eG Duali1y a1 reasona$le :ri-es Fould +ain a -om:e1i1ive ed+e over
1%e o1%ers 1o a-%ieve a mar0e1 s%are o, ! :er-en1 Fi1%in 1%e ,irs1 year sin-e ,amilies -an noF 1a0e
0ids o, a+es 1o one ,a-ili1yG F%i-% Fill o,,er a Fide ran+e o, a-1ivi1ies and servi-es2
*%is mar0e1 s%are is $ound 1o in-rease Fi1% 1ime as 0ids and ,amilies reali=e 1%a1 Fe o,,er uniDue
servi-es as o::osed 1o 1%e o1%ers2 AlsoG as -%ildren $e+in +oin+ 1o our $usinessG 1%eir ,riends Fill
soon ,olloF and 1%e mar0e1 s%are Fill in-rease ra:idly2
KIDS HEAVEN 19
).1.4) Mar'et Trends
*%e resear-% resul1s ,or early -%ild%ood servi-es se-1or s%oFed 1%a1 1%e demand ,or -%ild
develo:men1 -en1ers is -onsidera$ly %i+%er 1%an 1%e su::ly2 *%e need ,or 1%is mar0e1 is develo:in+
and Fell Fel-omed $y 1%e IA62 *%ere,oreG 1%ere Fas in-rease in 1%e edu-a1ion $ud+e1 1o $uild
0noFled+ea$le and more :rodu-1ive ,u1ure +enera1ion C#amanG 82G!).92
Ano1%er reason 1o develo: 1%is se-1or in 1%e IA6 is 1%a1 1%ere is an in-rease in 1%e num$er o,
Fomen For0,or-e2 In !)G a::ro7ima1ely !" :er-en1 o, 6mira1i Fomen Fere em:loyed and 1%is
num$er is a--e:1ed 1o in-rease ,ur1%er C6arly NearsH 6du-a1ion Key 1o IA6Hs <ision !!)G !)!92
I1 is a -om:e1i1ive environmen1 F%ere every :aren1 Fan1s 1%eir 0ids 1o $e more -rea1iveG di,,eren1
and mul1i-1alen1ed -om:are 1o o1%er 0ids2 *%ere,oreG :aren1s -onsidered su-% servi-es ,or 1%eir 0ids
,or e71ra -urri-ulum a-1ivi1ies and im:rovin+ 1%eir so-iali=in+ s0ills2
8ome 0ids are na1urally 1alen1ed so 1o :olis% 1%eir 1alen1 :aren1s see0 ,or :ro,essional su::or12 *%e
-urren1 mar0e1 1rends are s:e-iali=a1ionG -us1omi=a1ion 1o address -us1omer needs $ased on
na1ionali1yG -ul1ure and valuesG neF areas li0e Ara$i- -alli+ra:%yG /D Ar1 and anima1ionG sand ar1G
,usion musi- e1-2 *%ese mar0e1 1rends are :romisin+ in 1%a1 i1 s%oFs a +ood mar0e1 1o s1ar1 a 0ids
and ,amily ,a-ili1y2
KIDS HEAVEN 20
Section -) Current situation Consumer Analysis
-.1) Consumer Analysis
-.1.1) 5ature of buyin( decisions
'onsumer $uyin+ de-isions are de,ined $y 1%e ,a-1ors li0e e1%ni-i1yG a+eG in-omeG +enderG a$ili1y o,
1%e -%ildG valuesG :res1i+eG s1a1usG 1radi1ionG e1-2 *%e %i+%-in-ome +rou: may -%oose e7-lusive areas
li0e %orse ridin+G musi- e1-2 An e7:a1ria1e Fill mos1ly -%oose %is or %er 1radi1ional ar1 ,orm2 8ome
o1%ers may -%oose 1o -ross $oundaries 1o learn ,usion or Fes1ern musi-2 *%e $eloF demons1ra1es
F%a1 in,luen-e -us1omer $uyin+ de-isions de:end on all 1%e $eloF ,a-1ors2
Fi+ure "2)2)2)2: Buyin+ De-ision In,luen1ial Fa-1ors CKo1lerG 42G E Arms1ron+G ?2G !)9
*%e -onsumer o, KID8 H6A<6B Fill :ass 1%rou+% all 1%e $eloF :ro-esses $e,ore and a,1er
:ur-%ase o, our servi-es 1o ma0e de-ision2
Bue! "#a!en$%&
De'i%i(n
)u*$u!e
S('ia* '*a%%
+a,i*
S$a$u%
#e!%(na*
Age and *i-e ''*e
E'(n(,i' %i$ua$i(n
.i-e%$*e
#e!%(na*i$ (- $he /id
#%'h(*(gi'a*
0($i1a$i(n
.ea!ning
Be*ie- and a$$i$ude
KIDS HEAVEN 21
*a$le "2)2)2)2: Buyin+ De-ision 4ro-esses CKo1lerG 42G E Arms1ron+G ?2G !)9
-.1.2) .artici!ants
*%e Kids Heaven $uyin+ -en1er in-ludes all individuals or +rou:s 1%a1 Fill a,,e-1 1%e de-ision
ma0in+ :ro-ess2 *%e ,olloFin+s are 1%e ma3or :ar1i-i:an1s in 1%e $uyin+ :ro-ess:
Fi+ure "2)2!2)2: Kids Heaven 4ar1i-i:an1s CKo1lerG 42G E Arms1ron+G ?2G !)9
KIDS HEAVEN 22
Section 0) S2$T Analysis
0.1) S2$T
8@;* Analysis ensures several $ene,i1s in develo:in+ mar0e1in+ :lan2 I1 does no1 reDuire
any e71ensive 1rainin+ $e-ause o, i1s sim:li-i1y2 I1 is also loFer in -os1s Fi1% ,le7i$ili1y 1o en%an-e
Duali1y o, Kids Heaven2 I1 Fill :romo1e o:en in,orma1ion e7-%an+e and -oo:era1ion a-ross di,,eren1
,un-1ional areas CHar1lineG M2G and FerrellG ;2G !!G ::2 (A92 Kids Heaven 8@;* Analysis is +iven
in ,i+ure 62)2)2 In 1%is mar0e1in+ :lanG 1%ere Fill $e 1Fo dis-ussed ,or ea-% o, 1%e ,a-1ors Fi1%
de1ailed e7:lana1ion in 1a$le 62)2)2 and ma1-%in+ s1ren+1%s 1o o::or1uni1ies>-onver1in+ Fea0nesses
and 1%rea1s in 1a$le 62)2!2

Fi+ure 62)2)2: 8@;* Analysis o, Kids Heaven
KIDS HEAVEN 23
KIDS HEAVEN 24

0.2) Critical Success /actors 6CS/s) in t1e Industry
In order 1o su--eed in 1%e edu-a1ion indus1ryG Kids Heaven s%ould develo: and main1ain
ei+%1 '8Fs as s%oFn in ,i+ure 62!2)2 *%e reasons are 1%a1 i1 Fill $e s1ren+1%enin+ and ensurin+
su--ess o, $usiness and -us1omer sa1is,a-1ion $y mee1in+ 1%eir needs and Fan1s2 In 1a$le 62!2)2G i1
de1ails Fei+%1in+ ,a-1or -om:arison Fi1% Kids Heaven and 1%eir -om:e1i1ors alon+ Fi1% 3us1i,i-a1ion
reasonin+ ,or ea-% o, 1%e '8F2 '8F is essen1ial ,or su--ess o, 1%e $usiness -on1inua1ion CM-DonaldG
M2G and Kee+anG @2G !!G ::2 !!A92
KIDS HEAVEN 25

Fi+ure 62!2)2: Kids Heaven '8Fs in 1%e Indus1ry
KIDS HEAVEN 26
KIDS HEAVEN 27
0.) Sustainable Com!etitive Advanta(e 6SCA)
8'A is im:or1an1 ,or Kids Heaven :lannin+G $uildin+ and main1ainin+ uniDue -om:e1i1ive
advan1a+es 1%a1 -om:e1i1ors Fill ,ind di,,i-ul1y 1o imi1a1e ado:1 or ada:12 I1 is o, %i+% value 1o
:aren1s and 1%eir -%ildren C-us1omers92 In ,i+ure 62/2)2G i1 de1ails ,rameFor0 ,or $uildin+ 8'A and
im:a-1 on Kids Heaven :er,orman-e2 A--ordin+ 1o Lam$G '2G e12 al2G !)G ::2 .!G 1%e sour-es o,
8'A is -os1 and di,,eren1ia1ion2
Fi+ure 62/2)2: FrameFor0 ,or Buildin+ 8'A C&i3amam:ianinaG &2G !/9
KIDS HEAVEN 28
8'A is s%oFn in ,i+ure 62/2!2 and 1%ey e,,e-1ive $e-ause i1 in,luen-es -om:e1i1iveness o,
Kids Heaven in 1%e indus1ry and de1ailed e7:lana1ion in 1a$le 62/2)2 'us1omers alFays loo0s ,or
dis-oun1s and loF -os1 F%en -om:arin+ Fi1% -om:e1i1ors also F%en 1%ere is di,,eren1ia1ion Fi1%
Duali1y and ran+e o, servi-es 1%en :o1en1ial -us1omers Fill $e a11ra-1ed2

Fi+ure 62/2!2: 8our-es o, 8'A
KIDS HEAVEN 29
Section 3) Mar'et "esearc1
3.1) Information "e7uirements
*%e in,orma1ion reDuired is as0in+ :o1en1ial -us1omers F%e1%er Kids Heaven $usiness
-on-e:1 Fill $e su--ess,ul2 #i0mundG @2G and Ba$inG B2G !)!G ::2 )! s1a1es 1%a1 1%e role is neF
$usiness idea s-reenin+ Fi1% -on-e:1 1es1in+2 *%e in,orma1ion +a1%erin+ Fill -onsis1 o, iden1i,yin+G
re-o+ni=in+ and unders1andin+ :o1en1ial -us1omer needs and Fan1s as 1%e $asis ,or de1erminin+
su--ess o, laun-%in+ Kids Heaven2 A--ordin+lyG i1 Fill $e e7aminin+ as:e-1s o, Kids Heaven
$usiness environmen1 $y as0in+ Dues1ions a$ou1 1%eir :re,eren-esG $e%aviorsG a11i1udesG -om:e1i1orsG
and numerous o1%er ,a-1ors2
3.2) "esearc1 Met1odolo(y
In 1%is mar0e1in+ :lanG 1%e resear-% me1%odolo+y a::lied is Duan1i1a1ive 1o +a1%er da1a and
in,orma1ion a$ou1 Kids Heaven -on-e:12 *%e sam:le si=e is " 1ar+e1ed 1%rou+% online survey
Dues1ionnaire as s%oFn in a::endi7 62 *%e reason 1o im:lemen1 Duan1i1a1ive mar0e1 resear-% is
$e-ause o, several advan1a+es as s%oFn in ,i+ure A2!2)2 *%e a::ro:ria1e :ro-edure ,or 1%is
mar0e1in+ :lan is s%oFn in ,i+ure A2!2!2
KIDS HEAVEN 30

Fi+ure A2!2)2: Quali1a1ive vs2 Quan1i1a1ive 'on-e:1 and Me1%od C&ouseG A2G and Di-0G M2G )99.9

Fi+ure A2!2!2: Quan1i1a1ive 4ro-edure C@eeG *2G !)9
KIDS HEAVEN 31
3.) "esearc1 "esults
*%e sam:le si=e ,or 1%is mar0e1in+ :lan is " surveyees2 *%e online survey Dues1ionnaire is
sen1 ou1 1o ))" :o1en1ial res:onden1s and " res:onden1s %ave -om:le1ed su--ess,ully as s%oFn in
,i+ure A2/2)2 *%e Dues1ionnaire desi+ned and dis1ri$u1ed online is +iven in a::endi7 6 under online
survey Dues1ionnaire alon+ Fi1% de1ailed online survey re:or12 *%is Dues1ionnaire lin0 Fas sen1
1%rou+% email addressesG @%a1sa:: and Bla-0$erry Messen+er2

Fi+ure A2/2)2: ;vervieF o, &es:onses
Mos1 o, 1%e res:onden1s are )(-/ years as s%oFn in ,i+ure A2/2!2G F%i-% is AA :er -en1
res:e-1ively2 Ma3ori1y o, res:onses are 6mira1ie na1ionals Fi1% 96 :er -en12 Female res:onden1s
%ave s%oFn more in1eres1 and ma3ori1y are 6/ :er -en1 and mos1 o, 1%em are married "A :er -en12
*%ese res:onden1s are mos1ly ,rom A$u D%a$iG &as Al K%aima%G and Du$aiG F%i-% are .9 :er -en1G
!9 :er -en1G and )6 :er -en1G res:e-1ively2 A--ordin+lyG 1%e :eo:le in1eres1ed in Kids Heaven are
a+ed $e1Feen )(-/ yearsG 6mira1ie na1ionalG ,emales married -ou:lesG and 1%ey are residin+ a1 A$u
D%a$iG &as Al K%aima%G and Du$ai2
KIDS HEAVEN 32
Fi+ure A2/2!2: A+e ?rou: Fi+ure A2/2/2: Ba1ionali1y
Fi+ure A2/2.2: ?ender Fi+ure A2/2"2: Mari1al 81a1us
Fi+ure A2/262: 6mira1e
KIDS HEAVEN 33
Around .6 :er -en1 o, res:onden1s $elon+ 1o middle -lass and /6 :er -en1 $elon+s 1o u::er
-lass as s%oFn in ,i+ure A2/2A2G F%i-% s%oFs 1%a1 :ri-in+ s%ould $e sui1a$le ,or $o1% 1%e -lass
s1ru-1ure2
Fi+ure A2/2A2: 'lass 81ru-1ure
Mos1 o, 1%e res:onden1s :re,er -ra,1For0 -oo0in+ C/ :er -en1 and !/ :er -en19 also
+ardenin+ and dan-in+ C)6 :er -en1 and ) :er -en19 s%oFn in ,i+ure A2/2(2 *%ey %ave also -%ose
o1%er servi-es 1%ey Fould li0e are ,oo1$allG s:or1sG %orse ridin+G $a0in+G and more ar1For02
Fi+ure A2/2(2: 8ervi-es 4re,eren-es
KIDS HEAVEN 34
*%e :re,eren-es o, sendin+ -%ildren are durin+ Fee0ends Fi1% mon1%ly :lan and durin+
a,1ernoon 1imin+ C"6 :er -en1G ./ :er -en1G and ." :er -en19 as s%oFn in ,i+ures A2/292G A2/2)2G and
A2/2))2
Fi+ure A2/292: FreDuen-y o, '%ild 4ar1i-i:a1ion
Fi+ure A2/2)2: &e+is1ra1ion 4lan 4re,eren-es
KIDS HEAVEN 35
Fi+ure A2/2))2: 8ui1a$le *imin+
&es:onden1s are %a::y and 1%ey %ave a,,irmed 1%a1 Kids Heaven is di,,eren1 and very
di,,eren1 F%en -om:arin+ Fi1% -om:e1i1ors in 1%e mar0e1 Csu-% as .6 :er -en1 and . :er -en19
s%oFn in ,i+ure A2/2)!2 In 1%e ,u1ureG res:onden1s are e7:e-1in+ 1%a1 Kids Heaven Fill in1rodu-e
neF servi-es also e7:and C" :er -en1 and ." :er -en19 as s%oFn in ,i+ure A2/2)/2
Fi+ure A2/2)!2: 'om:e1i1iveness o, Kids Heaven
KIDS HEAVEN 36
Fi+ure A2/2)/2: 67:e-1a1ion in 1%e Fu1ure
Section 4) Mar'etin( Strate(y
4.1) Mar'etin( Mix ) .s and Service 8ife Cycle
Mar0e1in+ mi7 ma3or de-isions are made in 1%is mar0e1in+ :lan under ,our -a1e+ories and
1%ey are :rodu-1G :ri-eG :la-eG and :romo1ion and 1%eir analysis de1ails are s%oFn in 1a$le (2)2)2
*%ese varia$les are -on1rolled $y Mar0e1in+ Mana+er 1o sa1is,y :aren1s and ensure enrollmen1 o,
1%eir -%ildren2 *%is mar0e1in+ mi7 Fill +enera1e :osi1ive res:onses ,or Kids Heaven sales2
KIDS HEAVEN 37
KIDS HEAVEN 38
In ,i+ure (2)2)2G i1 s%oFs 1%e 1%ree levels o, Kids Heaven servi-es2 In -ore $ene,i1G i1 is 1o se1
F%a1 :aren1s Fill $e loo0in+ ,or 1o a-Duire Kids Heaven servi-es so -%ildren Fill %ave ,un and
develo: 1%eir s0ills and a$ili1ies2 Based on su-% -ore $ene,i1sG :aren1s Fill li0e 1o $uy servi-es2
A-1ual :rodu-1 lis1in+ o, servi-es in-ludes $ene,i1s ,or :ersuadin+ :aren1s and -%ildren2 Au+men1ed
lis1 o,,ers a,1er sale and o1%er servi-esG F%i-% are addi1ional2
Fi+ure (2)2)2: *%ree Levels o, Kids Heaven CMainG A2G !)G ::2 )!99
Mar0e1in+ mi7 :lays im:or1an1 role 1%rou+%ou1 1%e li,e -y-le o, servi-es C81a:le1onG M2G and
*%omasG M2G )99(G ::2 A6O M-DonaldG M2G e12 al2G !))G ::2 /A9 o,,ered $y Kids Heaven2 In every
s1a+e o, li,e -y-leG di,,eren1 mar0e1in+ mi7 is ,ormula1ed as s%oFn in 1a$lesH (2!2!-"2
KIDS HEAVEN 39
KIDS HEAVEN 40

KIDS HEAVEN 41
4.2) Mar'et S1are $b%ectives and Service 8ife Cycle
*%e mar0e1 s%are o$3e-1ives are 1o in-rease Kids Heaven sales and 1o in-rease mar0e1 si=e2
In ,i+ure (2!2)2G i1 s%oFs mar0e1 s%are and mar0e1 +roF1% Fi1% e7:lana1ion in 1a$le (2!2)2
Fi+ure (2!2): B'? Mar0e1 8%are CBooneG L2G and Kur1=G D2G !(G ::2 "/9
KIDS HEAVEN 42
KIDS HEAVEN 43
Section 9) Im!lementation#
9.1) .ersonnel re7uirements
*a$le 92)2)2: Bo2 o, 4ersonnel &eDuiremen1s
9.1.1) "ecruitment Met1ods#
KidHs Heaven is a small si=e $usinessG F%ere s1a,, Fill $e re-rui1ed a--ordin+ 1o 1%e reDuiremen1s o,
1%e -om:any2 &e-rui1men1 Fill $e done a,1er :ro:er %irin+ :ro-ess in order 1o %ave an e,,e-1ive
1eam 1o $e su--ess,ul2 *%e me1%od Fe im:lemen1ed 1o re-rui1 is 1%rou+% adver1isin+ 1%e :osi1ions 1o
re-rui1men1 a+en-ies and :os1in+ 1%em on neFs:a:ers2 I1 is a -ru-ial s1e:G $e-ause 1%e su--ess or
,ailure o, iden1i,yin+G a11ra-1in+G and main1ainin+ a :ool o, Duali,ied -andida1es de:ends on 1%e
Duali1y and varie1y o, -ommuni-a1ion and media used 1o in,orm :o1en1ial a::li-an1s2
KIDS HEAVEN 44
9.1.2) "es!onsibilities
*a$le 92)2!2)2: 4osi1ions and 1%eir &es:onsi$ili1ies
KIDS HEAVEN 45
KIDS HEAVEN 46
9.1.) Incentives
;ur -om:any Fill use di,,eren1 0inds o, in-en1ive me1%ods 1o mo1iva1e our em:loyees su-% as:
*a$le 92)2/2)2: In-en1ives
;1%er a-1ivi1ies Fill $e :lanned in 1%e ,u1ure su-% as :aid +rou: lun-%esG and s:onsored s:or1s
1eams2
KIDS HEAVEN 47
9.1. )) Trainin( re7uired
*rainin+ Fill $e +iven 1o all s1a,, a--ordin+ 1o 1%eir 3o$s assi+ned in 1%e -om:any su-% as:
*a$le 92)2.2)2: *rainin+ Beeds Analysis
9.2) /inancial "e7uirements
Fi+ure 92!2)2: Kids Heaven 6nrollmen1
KIDS HEAVEN 48
@e are e7:e-1in+ 1%a1 1%ere Fill $e sloF in-rease in 0ids enrollin+ in our -en1er every mon1%2 As i1
is our ini1ial s1a+e so Fe Fill $e %avin+ a $i+ $ud+e1 ,or mar0e1in+ 1o 1ar+e1 our audien-e2
9.2.1) Ca!ital /und
Fi+ure 92!2)2)2: 8our-es o, 'a:i1al Fund
;ur 1o1al inves1men1 Fill $e "G A6D F%i-% as s%oFn in 1%e 1a$le a$ove )G A6D Fill $e
1a0en as a loan ,rom $an0 in 1%e mon1%ly :aymen1 $asis2 !G A6D Fill $e a::lied ,or K%ali,a
Fund and 1%e res1 money !G A6D Fill $e raised ,rom 1%e oFners o, 1%e -en1er2
KIDS HEAVEN 49
9.2.2) :ud(etin( for de!artments
Fi+ure 92!2!2)2: Bud+e1 Allo-a1ed ,or De:ar1men1s
*%e annual $ud+e1 Fill $e allo-a1ed 1o de:ar1men1s in our -en1er a--ordin+ 1o :redi-1ed e7:endi1ure
o, 1%e de:ar1men1s2 *%ey are res:onsi$le 1o e,,e-1ively mana+e 1%e $ud+e1s 1%en -onsiderin+ -ore
e7:endi1ure ,or 1%e year2
KIDS HEAVEN 50
*a$le 92!2!2)2: Mar0e1in+ 4lan Bud+e1
*%e a$ove s%oFn 1a$le is sam:le o, mar0e1in+ $ud+e1in+ ,or our -en1erG 1%is is -rea1ed a,1er +oin+
1%rou+% ea-% e7:enses 1%a1 Fill $e o--urred durin+ one year ,or 1%e de:ar1men12 *o1al $ud+e1 Fill
$e /")G) A6D ,or and i1 is divided in1o di,,eren1 -a1e+ories o, mar0e1in+2
KIDS HEAVEN 51
9.2.) /inancial Statement
*a$le 92!2/2)2: In-ome 81a1emen1
KIDS HEAVEN 52
KIDS HEAVEN 53
As you -an see ,rom 1%e a$ove in-ome s1a1emen1 -en1er is ma0in+ ne1 in-ome in 1%e ,irs1 year2 ;ur
ini1ial -a:i1al Fill $e "G Dir%ams 1o s1ar1 u: 1%e -en1er2 Mos1 o, 1%e e7:enses are a1 1%e
in1rodu-1ory s1a+e o, 1%e -en1er su-% as li0e li-enseG :ur-%asin+ eDui:men1 e1-2 81a,, re-rui1men1
1a0es a $i+ :or1ion o, 1%e -a:i1al in-ome $e-ause o, 1%e re-rui1men1 :ro-ess2 @e Fill %ave an
in-ome o, !A"G6 Dir%ams a,1er dedu-1in+ all our e7:enses2 As :er 1%e demand o, 1%e mar0e1 Fe
%ave :redi-1ed 1%a1 enrollmen1 o, 1%e a-1ivi1ies Fill $e in-reasin+ and as Fell as our revenue2
9.) Information system re7uirements 6mar'etin(+mana(ement)
*a$le 92/2)2: In,orma1ion 8ys1em &eDuiremen1s
9.)) Monitorin( results and benc1mar's
KIDS HEAVEN 54
Moni1orin+ resul1s $y 1ra-0in+ s1a,, 1as0s 1o ensure 1%a1 :aren1s and 0ids are sa1is,y Fi1% our
servi-es2 By moni1orin+ our a-1ivi1ies -an %el: us 0noF i, any o, our $usiness +oals are no1 $ein+
me1 or aler1 us F%en 1%ey are in dan+er o, no1 $ein+ me12
*%e main 1ool Fe Fill $e usin+ 1o moni1or our :er,orman-e is Key :er,orman-e indi-a1ors CK4Is9
F%i-% s%oFs 1%e measuremen1s 1o 1%e im:rovemen1 or de1eriora1ion in 1%e :er,orman-e o, an
a-1ivi1y -ri1i-al 1o 1%e su--ess o, a $usiness2 *%ey ena$le you 1o measure essen1ial a-1ivi1ies o, our
$usiness so 1%a1 Fe -an see %oF 1%ese a-1ivi1ies in,luen-e $usiness resul1s2 In our -en1er K4Is Fill
%el: us se1 8MA&* Cs:e-i,i-G measura$leG a-%ieva$leG relevan1 and 1ime $ound9 +oals ,or our
$usiness im:rovemen1s2 I1 Fill %el: us For0 Fi1% our s1a,, 1o iden1i,y areas ,or im:rovemen1 and se1
a 1ar+e1 ,or im:rovemen1 in a s:e-i,i- 1ime,rame2 *%en Fe Fill %ave a measura$le +oal2
*o moni1or 1%e resul1s Fe Fill loo0 a1 1%e enrollmen1 o, 1%e -%ildren and 1%en Fe Fill 0noF i, 1%e
mar0e1in+ mi7 Fe are usin+ is a11ra-1in+ 1ar+e1ed -us1omers or no12 4lannin+ our a-1ions -an lead 1o
more sales>enrollmen1 and i1 is 1%e Duali1y and Duan1i1y o, 1%ese a-1ions 1%a1 de1ermine 1%e level o,
sales Fe +enera1e2 Moni1orin+ -en1erHs resul1s and 1%en ad3us1in+ our a-1ivi1ies as needed 1o
+enera1e 1%e level o, sales Fe Fan12
@e Fill $en-%mar0 our -us1omer servi-e s1andards $e-ause 'us1omer servi-e is an im:or1an1
-on-e:1 ,or $usinesses Fi1% similar :rodu-1s or servi-es in &AK2 ;ur s1a,, Fill $e +iven -us1omer
servi-e 1rainin+ 1o severe 1%e -us1omers in 1%e $es1 Fay :ossi$le2 @e Fill 0ee: 1ra-0 o, 1%e num$er
o, -om:lain1s Fe re-eive and 1%e 1ime i1 1a0es 1o res:ond 1o 1%e -om:lain1s is im:or1an1 F%en Fe
Fill $en-%mar0 our servi-e2 I1 is im:or1an1 1o %ave a s1ron+ -us1omer servi-e F%en -om:anies %ave
a -ommi1men1 1o a -us1omer servi-e 1%is raises 1%e $ar o, -om:e1i1ion and ma0es i1 di,,i-ul1 ,or neF
en1ran1s2
9.-) Contin(encies
KIDS HEAVEN 55
In our -en1er -on1in+en-y :lan Fill $e do-umen1ed 1%a1 Fill lay ou1 a -ourse o, a-1ion 1%a1 -an $e
1a0en in res:onse 1o 1%e ,u1ure even1s2 *%e :lan Fill also -i1e F%i-% mana+ers or em:loyees Fill $e
res:onsi$le ,or -arryin+ ou1 1%e :lanPs ins1ru-1ions2
9.-.1) Accidents at center
I1 is very li0ely :ossi$le 1o %ave a--iden1s F%ile -%ildren are :layin+ or F%ile 1%ey are in
1%e -lass doin+ a-1ivi1ies2 In 1%is -ase our 1eam s%ould alFays $e ready Fi1% ,irs1 aid $o7 and
1%ey s%ould also $e aFare 1o :er,orm '4& on a -%ild2
9.-.2) /ire
@e Fill also :re:are :lan F%i-% Fill -on1ain a lis1 o, :ossi$le disas1ersG emer+en-ies and 1%rea1s
:lus a se1 o, ins1ru-1ions 1%a1 de1ail %oF 1%e $usiness Fill res:ond 1o ea-% one2 For e7am:leG in
-ase o, ,ire 1%ere Fill :ossi$le me1%ods 1o e7i1 or dis1in+uis% 1%e ,ire in 1%e -en1er2
9.-.) Any ty!es of disaster affect t1e center
I, 1%ere Fill $e an emer+en-y durin+ 1%e day and 1%e $uildin+ is unusa$le Fe Fould 1a0e all o, 1%e
-%ildren 1o 1%e near$y %all ou1side 1%e -en1er2 A mem$er o, 1%e 8enior Mana+emen1 1eam Fould 1a0e
1%e -on1a-1 num$ers o, 1%e :aren1s 1o -on1a-1 1%em2 *%e si1ua1ion Fould $e e7:lained and 1%e
de-ision F%e1%er 1o -olle-1 1%eir -%ildren Fould $e le,1 1o 1%em2
Section 1;) Scenarios
KIDS HEAVEN 56
*a$le )2)2: 4redi-1ions ,or Fu1ure 8-enario
KIDS HEAVEN 57
Section 11) Conclusion and "ecommendations
*%erePs no dou$1 a$ou1 i1 1%a1 -rea1ivi1y is as na1ural and ne-essary ,or -%ildren as ,res% air and
suns%ineG so $y o:enin+ a $usiness F%i-% -on-en1ra1es on -%ildrenHs -rea1ivi1y Fe in1end in
e7:osin+ -%ildren 1o -rea1ive e7:erien-es li0e +ivin+ 1%em 1%e +i,1 o, a ri-% and memora$le
-%ild%ood2 Kids Heaven is all a$ou1 doin+ some1%in+ $e11er 1%an o1%ersG i1 is a$ou1 1%in0in+G
e7:lorin+G dis-overin+G and ima+inin+2
;ur 1ea-%ers Fill res:e-1 -%ildrenPs ideas and %el: 1%em learn 1o 1%in0 and solve :ro$lems ,or
1%emselves2 *%is in 1%e ,u1ure Fill %el: '%ildren ,eel ,ree 1o ma0e mis1a0esG e7:loreG e7:erimen1
and ,ind neF Fays 1o do 1%in+s2
In 1%e ,u1ure Fe are %o:in+ 1o in-lude more ,un ,illed a-1ivi1ies ,or 0ids su-% as s0a1in+G i-e $oard
s0a1in+ and 0ara1e -lasses2 @e Fill -ondu-1 surveys 1o 0noF 1%e in1eres1 o, 1%e :aren1s and 1%eir
-%ildren and 1%eir e7:e-1a1ions ,rom our -en1er2
@e are %o:in+ 1o ma0e a di,,eren-e in a -%ildHs li,e $y %el:in+ 1%em $ein+ 1%emselves and our
$usiness Fill $e aimin+ 1o $e innova1ive and -rea1ive in ideas 1%a1 Fill %el: us a11ra-1 more -%ildren
1o our Kids Heaven2
KIDS HEAVEN 58
Mar'etin( .lan "esources + "eferences
BooneG L2G and Kur1=G D2 C!(92 'on1em:orary Mar0e1in+ C::2 "/92 BeF Nor0: 'en+a+e Learnin+2
&e1rieved ! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idR?D'<n=m:dI'E:+R4A6AEdDRMar0e1Ss%areSo$3e-1ivesE%lRenEsaRTEeiRvU76I
(D-HI;KAAaMmoHQ'+EvedR'60Q6A6FAF#vRone:a+eEDRMar0e1L!s%are
L!o$3e-1ivesE,R,alse
Har1lineG M2G and FerrellG ;2 C!!92 Mar0e1in+ 81ra1e+y C::2 (A92 BeF Nor0: 'en+a+e Learnin+2
&e1rieved ! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQidR-
dI@AAAAQBAME:+R4A(AEdDRmar0e1in+GS8@;*SanalysisE%lRenEsaRTEeiR?!7'I-
6eMN!D%Qe.0oDoA+EvedR'6AQ6A6FAQ#vRone:a+eEDRmar0e1in+L!'L!8@;*
L!analysisE,R,alse
Heal1% Level 8even CHLA92 C!.92 Mar0e1in+ 4lan ;u1line2 &e1rieved ! Mar-% !). ,rom
%11::>>FFF2%lA2or+>do-umen1-en1er>:u$li-U1em:UB("'66AF-)'!/-BA)A-
'/('AA)/9.(BA>F+>mar0e1in+>HLAL!Mar0e1in+L!4lanL!;u1line
L!DMv)2do-
MainG A2 C!)92 4rin-i:les o, Mar0e1in+ C::2 )!992 BeF Del%i: <K India 671er:ises2 &e1rieved !
Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idR#7eu(dU,=!Q'E:+R4A)6/EdDR1%reeSlevelsSo,SaS:rodu-1E%lRenEsaRTEeiRL&:8I
-D0B(8)4Nao+$A;EvedR'?NQ6A6F'A#vRone:a+eEDR1%reeL!levelsL!o,L!a
L!:rodu-1E,R,alse
Lam$G '2G e12 al2 C!)92 6ssen1ials o, Mar0e1in+ C::2 .!92 BeF Nor0: 'en+a+e Learnin+2 &e1rieved
! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idRD,+6AAAAQBAME:+R4A.!EdDRmar0e1in+Gsus1aina$leS-om:e1i1iveSadvan1a+eE%lRe
KIDS HEAVEN 59
nEsaRTEeiR3)<'I-
mM6#81%Q,4rN?+BQEvedR'DMQ6A6FAQ#vRone:a+eEDRmar0e1in+L!'sus1aina$le
L!-om:e1i1iveL!advan1a+eE,R,alse
M-DonaldG M2G and Kee+anG @2 C!!92 Mar0e1in+ 4lans 1%a1 @or0 C::2 !!A92 BeF Nor0:
Bu11erFor1%-Heinemann2 &e1rieved ! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idRsT/UiUBAKvo'E:+R4A!!6EdDRmar0e1in+G
S'ri1i-alS8u--essSFa-1orsE%lRenEsaRTEeiR+FB'I.-
ABID!%Q,6Uo'I'AEvedR'66Q6A6FBA#vRone:a+eEDRmar0e1in+L!'L!'ri1i-al
L!8u--essL!Fa-1orsE,R,alse
M-DonaldG M2G e12 al2 C!))92 Mar0e1in+ 4lans ,or 8ervi-es: A 'om:le1e ?uide C::2 /A92 BeF Nor0:
Mo%n @iley E 8ons2 &e1rieved ! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idR&3ABQD%.u6o'E:+R4A)6EdDRmar0e1in+Sservi-eSmi7S.S4sG
Smar0e1Ss%areSo$3e-1ivesE%lRenEsaRTEeiRT,16IU$sIuiMAQ$/oDo'QEvedR'DNQ
6A6FAA#vRone:a+eEDRmi7E,R,alse
&i3amam:ianinaG &2 C!/92 A FrameFor0 For 'on-en1ri- Diversi,i-a1ion *%rou+% 8us1aina$le
'om:e1i1ive Advan1a+eG Mana+emen1 De-isionG <ol2 .) Iss: .G ::2/6! - /A)2 &e1rieved !
Mar-% !). ,rom %11::>>FFF2emeraldinsi+%12-om>-on1en1Uima+es>,i+>).).")2:n+
&ouseG A2G and Di-0G M2 C)99.92 *%e Ise o, BIDI8*G a 'om:u1eri=ed Analy1i-al *oolG 1o 8u::or1
Quali1a1ive In,orma1ion 8ys1ems &esear-%G In,orma1ion *e-%nolo+y E 4eo:leG <ol2 A Iss: /G
::2" - 6!2 &e1rieved ! Mar-% !). ,rom
%11::>>FFF2emeraldinsi+%12-om>-on1en1Uima+es>,i+>)6)A/.)2:n+
81a:le1onG M2G and *%omasG M2 C)99(92 HoF 1o 4re:are a Mar0e1in+ 4lan: A ?uide 1o &ea-%in+ 1%e
'onsumer Mar0e1 C::2 A692 BeF Nor0: ?oFer 4u$lis%in+G L1d2 &e1rieved ! Mar-% !).
KIDS HEAVEN 60
,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idR,n;rM9%?IHo'E:rin1se-R,ron1-overEdDRmar0e1in+Sservi-eSmi7G
SMar0e1Ss%areSo$3e-1ivesGSSLi,eS'y-leE%lRenEsaRTEeiRH,#6I(amD-
!,A+$M0.H.DFEvedR'?QQ6A6F'Q#vRsni::e1EDRservi-eL!mar0e1in+
L!mi7E,R,alse
@eeG *2 C!)92 *%e use o, mar0e1in+ resear-% and in1elli+en-e in s1ra1e+i- :lannin+: 0ey issues and
,u1ure 1rendsG Mar0e1in+ In1elli+en-e E 4lannin+G <ol2 )9 Iss: .G ::2!." - !"/2 &e1rieved !
Mar-% !). ,rom %11::>>FFF2emeraldinsi+%12-om>-on1en1Uima+es>,i+>!)9./)2:n+
#i0mundG @2G and Ba$inG B2 C!)!92 6ssen1ials o, Mar0e1in+ &esear-% C::2 )!92 BeF Nor0:
'en+a+e Learnin+2 &e1rieved ! Mar-% !). ,rom %11::>>$oo0s2+oo+le2ae>$oo0sQ
idRedFKAAAAQBAME:+R4A)!EdDRMar0e1S&esear-%GS
S-on-e:1S1es1in+E%lRenEsaRTEeiR*n)'IUy0?";I%Q,=1.?N'AEvedR''Q6A6FA
A#vRone:a+eEDRMar0e1L!&esear-%L!'L!L!-on-e:1L!1es1in+E,R,alse
KIDS HEAVEN 61
A!!endix Table
A::endi7 A 4i-1ures and 8:e-i,i-a1ions555555555555555555555526/
4i-1ure A2) Kids Heaven 6n1ran-e555552225555555555552555526/
4i-1ure A2! Kids Heaven Kids *oile155555555555555555525556/
4i-1ure A2/ Kids Heaven Musi- &oom 5555555555555555552556.
4i-1ure A2. Kids Heaven Dan-e 81udio5555555555255555225552256.
4i-1ure A2" Kids Heaven Ar1 81udio555555555555555555555226"
*a$le A2) Business 8:e-i,i-a1ions 55555555555555555555556"
A::endi7 B 6mail and ;1%er Dis-ussions 555555555555555555555266
Fi+ure B2) ?rou: 4ro3e-1 Dis-ussion 6mailed 'all ,or Mee1in+ 55555552266
Fi+ure B2! FolloF u: o, Dis-ussion Made 5555555555552255526A
Fi+ure B2/ Deadlines and @ord 'oun155555555555555555226A
Fi+ure B2. &eminder o, 8u$missions5555555555555555556(
Fi+ure B2" I:da1e on 4ro+ress ,or Kids Heaven <ideo Analysis555555526(
Fi+ure B26 I:da1e on Kids Heaven Lo+o55555555522555555569
Fi+ure B2A @%a1sa:: MBA ?rou: Dis-ussion 67am:le555555555522269
A::endi7 ' : Minu1es o, Mee1in+s5555555555555555555555555A
A::endi7 D: ?rou: @or0 C?na1 '%ar19555555555555555555555552A)
A::endi7 6: Mar0e1 &esear-% and &esul1s5555555555555555555552222A/
A::endi7 F: 67am:le o, 4a:erFor0 ,or ?overnmen1al ;,,i-es55555555555522222222()
KIDS HEAVEN 62
A!!endix A# .ictures and S!ecifications

.icture A.1 Entrance of <ids =eaven

.icture A.2 <ids =eaven 'ids toilets
KIDS HEAVEN 63

.icture A. <ids =eaven Music "oom

.icture A.) <ids =eaven >ance Studio
KIDS HEAVEN 64
.icture A.- <ids =eaven Art Studio
5ame <ids =eaven
Service <ids activities club
A(e 2?10 years old
Timin( 9am to 1!m )?4!m
Activities Music@ arts A crafts@ !1oto(ra!1y@ dancin(@
(ardenin(.
:uildin( s!ecs &illa Bit1 a (arden@ outdoor !lay area@
rece!tion area@ indoor !lay area@ arts room@
dance room@ music room@ rest room@ canteen@
2 offices@ 1 boys toilet@ 1 (irls toilet@ 1 adults
toilet.
Table A.1 # :usiness S!ecifications
A!!endix :# Email and $t1er >iscussions
KIDS HEAVEN 65
In 1%is mar0e1in+ :lanG +rou: mem$ers Fere su--ess,ully a$le 1o -ommuni-a1eG and
-oordina1e -om:le1ion o, For0s assi+ned2 @e %ave su::or1ed ea-% o1%er Fi1% ideas and reminders
:ro+ressively2 ;1%er 1%an emailsG all +rou: mem$ers %ave also used @%a1sa:: Messen+er CMBA
?rou: Vone e7am:le +ivenW9 and mo$ile -alls 1o dis-uss and -ommuni-a1e any -on-erns and issues2
In 1%is se-1ionG no1 all -ommuni-a1ionsG reminders or ,olloF-u:s are $u1 only ,eF due 1o si=e and
amoun1 o, messa+e2
Fi+ure B2)2: ?rou: 4ro3e-1 Dis-ussion 6mailed 'all ,or Mee1in+
KIDS HEAVEN 66
Fi+ure B2!2: FolloF-I: o, Dis-ussion Made
Fi+ure B2/2: Deadlines and @ord 'oun1
KIDS HEAVEN 67
Fi+ure B2.2: &eminder ,or 8u$missions
Fi+ure B2"2: I:da1e on 4ro+ress ,or Kids Heaven <ideo
KIDS HEAVEN 68
Fi+ure B262: I:da1e on Kids Heaven Lo+o
Fi+ure B2A2: @%a1sa:: MBA ?rou: Dis-ussion 67am:le
KIDS HEAVEN 69
A!!endix C# Minutes of Meetin(s
MBA "./ Mar0e1in+ Mana+emen1 ?rou: 4ro3e-1
8a1urdayG Mar-% )"G !).
4resen1: AmeeraG LaylaG MonaG and #u$aida%
<enue: 'lassroom ne71 1o Li$rary > Be%ind &e-e:1ionis1 Des0
A(enda and >iscussions
*ime A+enda I1em Dis-ussion
)): am )9 Business -on-e:1 Brains1ormin+ and dis-ussin+ $usiness a-1ivi1iesG
servi-esG ,a-ili1iesG e1-2
8%arin+ 0noFled+e and e7:erien-es F%a1 -an $e
done 1o ma0e i1 1%e $es1 su-% as lo+oG slo+anG
adver1isemen1 videoG $ro-%ureG $usiness -ardsG
so-ial :la1,ormsG e1-2
): :m !9 ?rou:
re:or1>:resen1a1ion
reDuiremen1
dis-ussion
All mem$ers dis-ussed and Fen1 1%rou+%
reDuiremen1s ,or $e11er unders1andin+2
Dis1ri$u1in+ For0 Cse-1ions and su$se-1ions92
Dis-ussion on For0s dis1ri$u1ed2
): :m /9 @ra:-u: Final -losure and -on-erns2
KIDS HEAVEN 70
A!!endix ># ,rou! 2or' 6,antt C1art)
?rou: @or0 ?an11 '%ar1
*as0 Bame Dura1ion 81ar1 Da1e Finis% Da1e ?rou: Mem$er
*i1le 4a+e 2"d XA:ril )(G !).X XA:ril )(G !).X Mona
*a$le o, 'on1en1s 2"d XA:ril )(G !).X XA:ril )(G !).X Mona
67e-u1ive 8ummary )d XA:ril )(G !).X XA:ril !)G !).X All
In1rodu-1ion "d XMar-% )6G !).X XMar-% !G !).X Mona
'urren1 8i1ua1ion
ma-ro environmen1
(d XMar-% !)G !).X XA:ril )G !).X Mona
'urren1 8i1ua1ion -
In1ernal
)!d XA:ril !G !).X XA:ril )AG !).X Mona
'urren1 8i1ua1ion
Mar0e1 Analysis
)"d XMar-% )6G !).X XA:ril /G !).X Ameera
'urren1 8i1ua1ion -
'onsumer Analysis
)d XA:ril .G !).X XA:ril )AG !).X Ameera
8@;* Analysis 6d XMar-% )6G !).X XMar-% !)G !).X #u$aida%
Mar0e1 &esear-% )"d XMar-% !.G !).X XA:ril ))G !).X #u$aida%
Mar0e1in+ 81ra1e+y .d XA:ril ).G !).X XA:ril )AG !).X #u$aida%
Im:lemen1a1ion )d XMar-% )6G !).X XMar-% !AG !).X Layla
8-enarios )!d XMar-% !(G !).X XA:ril ).G !).X Layla
'on-lusion 2"d XA:ril )(G !).X XA:ril )(G !).X All
&e-ommenda1ion 2"d XA:ril )(G !).X XA:ril )(G !).X All
&e,eren-es )d XA:ril )(G !).X XA:ril )(G !).X All
KIDS HEAVEN 71
A::endi7 A:
4i-1ures and
8:e-i,i-a1ions
)d XA:ril )(G !).X XA:ril )(G !).X Mona
A::endi7 B: 6mails
and ;1%er
Dis-ussions
2"d XA:ril !)G !).X XA:ril !)G !).X #u$aida%
A::endi7 ':
Minu1es o,
Mee1in+s
2"d XA:ril !)G !).X XA:ril !)G !).X #u$aida%
A::endi7 D: ?rou:
@or0 C?an11 '%ar19
2"d XA:ril !)G !).X XA:ril !)G !).X #u$aida%
A::endi7 6:
Mar0e1 &esear-% E
&esul1s
"d XA:ril ).G !).X XA:ril )(G !).X #u$aida%
KIDS HEAVEN 72
A!!endix E# Mar'et "esearc1 A "esults
$nline Survey Cuestionnaire# 1tt!#++7uestion!ro.com+t+A<"1IDC0T1
KIDS HEAVEN 73
KIDS HEAVEN 74
KIDS HEAVEN 75
$nline Survey "e!ort
1tt!#++7uestion!ro.com+s+1?2-;23?4)-;;)
Info ,ra!1ics
1tt!#++BBB.7uestion!ro.com++userima(es+sub?2+2-;23+Cuestion.ro?Info,ra!1ic?
4)-;;).!n(
KIDS HEAVEN 76
KIDS HEAVEN 77
KIDS HEAVEN 78
KIDS HEAVEN 79
KIDS HEAVEN 80
A!!endix /# Exam!le of !a!erBor' for (overnmental offices
KIDS HEAVEN 81
KIDS HEAVEN 82