Background
The company has offered summer programming courses in the country for several years. Since the classes were established during the summer holidays, the creative department offered to hold a ‘Camp Programming’ where children and teenagers could have fun with their peers. Such conceptual ‘camps’ were held for two years, and each time became more successful than the last. In this regard, the company thoroughly undertook to develop the idea beyond its home region and abroad.
The concept of the camp, promoted by the company, is based on combining business with pleasure. First, teenagers perform all tasks in parallel with the ‘teacher’; thus, the learning process is perceived as an online game. Furthermore, students receive numerous studies that they can complete at their own pace.
The success of this strategy is based on a thorough analysis of the target audience. On the other hand, rejecting traditional courses may lead to distrust and dissatisfaction among parents. Spending children’s leisure time together is a significant benefit for parents at any time. Programming courses are a great way to spend time in a fun and helpful manner.
In schools, computer science is introduced into the program from about the same age as the target audience of the courses, but it provides too superficial knowledge. In today’s world, it is essential to be able to use a computer with confidence. There are thousands of educational programs for children, but certain knowledge is required. In the classroom, students learn how to use basic computer programs, work with graphic editors and 3D animation, and learn programming languages.
The learning process in programming courses is like a game in the quest genre. The student earns experience points by completing tasks, which enables them to progress to the next level. Thus, the speed of progress through the material depends only on the students’ productivity. They receive new assignments to study every day.
After the study and execution, they upload it to GitHub, where it is validated. A computer program can reject even a generally successful job if all the conditions are not met at the last stage. Students prefer to engage with difficulties in this format, and the analysis of learning outcomes suggests that traditional teaching methods in schools, colleges, and universities are outdated.
Countries to Open a Campaign Abroad
First, developing the campaign in countries with similar cultures and languages is preferable, so Canada and the United Kingdom (including the British Virgin Islands) were chosen. It is essential to observe the ethics of cultures; at the initial stage, it is much easier to merge into a close one than to try to master something distant. In addition, both countries tolerate foreign business and do not cause many problems with campaign registration.
The British Virgin Islands
The British Virgin Islands (BVI) is an ideal place to register a company for internet entrepreneurs with a global income. It also encourages staying offshore to utilize the payment for new business projects in the future. It introduces additional business forms required to set up an International Business Company in the British Virgin Islands, such as the Declaration of Beneficial Owners. Therefore, foreign banks feel comfortable with companies registered in the BVI.
The UK culture values trust and honesty as the most important factors, which significantly contribute to the functioning and success of the organization. Integrity’s core concept is conducting business as reliably and honestly as possible. It implies an impartial attitude towards the end-user. Maintaining consumer confidence is essential to running a successful business.
Canada
The convenient geostrategic position of Canada enables collaboration with start-ups in the markets of Asia, the European Union, and North America. Given the relatively low cost of maintaining the company and living in the country, it will enable the campaign to move further into Europe or Asia. Additionally, the proximity of the United States government and developed infrastructure support creates unique investment opportunities for companies registered in Canada.
When promoting to Canada, it is essential to focus on the primary search networks: Google, Yahoo!, and Bing. The country’s bilingualism should be considered, and English or French is essential for local promotion. One must register a domain on .com, creating two site versions in the country’s two official languages.
Despite Canada’s tolerance for foreign businesses, newly created start-ups can face several problems. A distinctive feature of Canadian Internet promotion is the reference mass, which is one of the key elements in ranking. There is a trend toward the introduction of CRM technologies for customer communication. Mobile marketing integrates with most management strategies.
At the current stage of development, Canada is facing some ethical business issues that can cause distrust in new start-ups. According to a workplace ethics survey, more than four in 10 Canadians have witnessed workplace misconduct, including bribery, fraud, and financial fraud (HuffPost, 2022). In this case, an essential strategy is creating a company policy that is open to customers.
Theory and Strategy
Successful marketing focuses on customer care. It includes a set of processes for creating communication and delivering value to customers, managing customer relationships, and providing strategic guidance to the organization based on market analysis and customer insights (Fill and Turnbull, 2019). The successful idea of marketing is that to be effective, any business must comprehend the needs of its customers and satisfy them (Zook & Smith, 2020). It could provide the company with a competitive edge, and by staying informed about market changes, it will continue to present attractive offers to these target audiences.
The philosophy of informed marketing is that the company’s marketing activities should be aimed at fulfilling the objectives of the entire marketing system in the long-term requirements (Fill & Turnbull, 2019):
- Consumer-oriented marketing. The principle of enlightened marketing considers the consumer’s opinion.
- Innovative marketing. A company must continually make real improvements to its products and marketing.
- Value marketing. A company should invest most of its resources in increasing the value of its products.
- Marketing with mission awareness. A company should define its mission not in narrow industrial terms but in a broad social sense.
- Socially responsible marketing. A company should make marketing decisions that consider the long-term desires of consumers and society, as well as its own requirements (Fill and Turnbull, 2019).
A marketing strategy must reflect the audience analysis results before implementing the recommended approach through marketing programs. First, the research; then, the strategic decisions; and finally, the formulation of marketing programs. Before developing promotional programs, marketers must understand their fair customers, competitors, and market trends, as well as their capabilities and performance (Fill & Turnbull, 2019). The focus should be on customer satisfaction, but in a way that leads to the organization’s success, for example, by meeting and implementing customer needs (Dibb, S., et al., 2019). With a marketing strategy relevant to the audience, a manufacturer can achieve the most successful financial results in the company’s history.
Audience Analysis and Costs
Programming is in high demand and developing rapidly in the modern world. Analyzing the target audience’s preferences can create an effective strategy for attracting customers. Customer focus offers numerous advantages, particularly in comparison to competitors. As mentioned earlier, the primary campaign eschews traditional methods of learning new things and favors the format most common among teenagers.
Many parents strive to keep up with the times and send their children to developmental classes. Although earlier programming has many advantages, including the development of concentration, logic, and creative thinking, many parents send their children to such courses with an eye to the future. Because of the rapid spread of globalization, there are no significant differences among modern children.
According to the audience analysis, many have been familiar with technology since childhood, are well versed in it, and are quickly learning. Given that the concept of the courses is based on a game format, this will only stimulate children to learn. They will not be too detached from their usual pastime. Additionally, participating in courses will help individuals make new friends with similar interests. Although the campaign is free for clients, creating a learning environment will still require expenses. Below is the budget required to establish a start-up in one country.
Table 1 – A Start-Up Budget
Thus, the most costly financing items are the costs associated with creating a marketing campaign. The marketing of computer training services typically includes spending on advertising, public relations programs, and marketing personnel. When investing in advertising, it is essential to track progress to ensure a good return. Innovative strategies to generate significant returns include leveraging a robust referral network and establishing valuable business partnerships. One can also optimize a website and develop a creative email campaign.
Conclusion
There is only one main reason for marketing: to help customers. If a company can help its customers better than the competition, it will convert more visitors into sales and ultimately turn more customers into loyal customers. The campaign’s first foreign start-ups are in countries with close cultural values.
However, this does not mean studying the features of culture and everyday life is unnecessary. Minor flaws, even in sign language, can hurt the overall development of the business. International marketing takes a business one step further into foreign markets by tailoring some of a company’s marketing activities to suit local cultures and differences.
Anyone can sign up for courses, regardless of their nationality, social status, age, or level of university education. The most significant benefit is that one does not need fundamental programming skills for entrance. Strictly speaking, for access, one needs to fill out an application on the site and pass a test that will contain tasks assessing logical thinking and memory quality.
Creating a favorable learning environment, as the event’s policy is aimed at meeting the customers’ needs first, helps to create an overall picture of a successful business. Given the target audience’s characteristics and requirements, the company can achieve significant success in comparison to its competitors. The creative component of the action is the basis for innovative projects’ marketing efforts.
The unusualness of the product becomes an important, sometimes crucial, part of the marketing mix. In addition, the courses aim to achieve success for the client, which can further stimulate children to develop in the IT field. Thus, the classes help not only in the child’s self-development but also in their future.
In the harsh modern conditions of hypercompetition, the market is compelled to continually develop new marketing technologies, in contrast to traditional forms of marketing. There are many new directions in marketing activities, and accordingly, many new concepts, including benchmarking, outsourcing, merchandising, Internet marketing, brand marketing, relationship marketing, and more. A key feature of innovative marketing technologies is that they work with a concept rather than a physically existing product. Therefore, an IT course campaign that accurately considers the needs of the target audience and the specifics of marketing development increases the likelihood of a confident entry into a foreign market.
Reference List
Dibb, S., et al. (2019) Marketing concepts and strategies. 8th ed. Cengage Learning.
Fill, C., and Turnbull, S. (2019) Marketing communications: Touchpoints, sharing and disruption. Pearson Education Limited.
HuffPost. (2022) This is how widespread workplace corruption is in Canada. Web.
Zook, Z., and Smith, P. R. (2020) Marketing communications: Integrating online and offline, customer engagement and Digital Technologies. 7th ed. Kogan Page.