An Overview of Private Preschool in Malaysia: Marketing Strategies and Challenges

• Published in: Procedia, social and behavioral sciences Vol. 130; pp. 105 - 113
• Main Authors: Mustafa, Lily Muliana, Yunus, Nek Kamal Yeop, Azman, Mohamed Nor Azhari
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 15.05.2014
• Subjects: marketing challenges; marketing strategies; parents’ choices; private preschool; Public preschool; parents’ choices; private preschool; Public preschool; marketing strategies; marketing challenges
• ISSN: 1877-0428; 1877-0428
• DOI: 10.1016/j.sbspro.2014.04.013

Marketing of a preschool exists because of high competition among the preschool managers in the public and private institutions. The objective of marketing strategy is important for them to deliver value to parents as well as strengthen their services while facing the challenges. The strategies will ensure each preschool to sustain providing the best services in the early childhood education program. Thus, the transforming of preschool business profit services had turn to the popular branded private preschool. However, although making profits by franchising and providing licensing to the other new preschool managers, sometimes managers neglect continually referring the marketing strategies. The marketing strategies help the managers to become the leader and expertise in the early education field. In order to achieve parents’ choices towards their preschool, applying the 7 Ps in services marketing are very important. The research of this study is based on the literature findings. This research also results the Integrated Framework of Marketing Strategies 7 Ps and Management Stage. During the stage of management, it is recommended to implement with 7 Ps Marketing Strategies for managers continually delivering value services. It is hope that the research from this study may contribute the urgency of knowing the marketing strategies and challenges among preschool managers.