Marketing Strategy of a Private Preschool Educational Organization

Abstract This design and research work is devoted to the development of a marketing strategy for an existing licensed private kindergarten located in a residential area of Moscow, in accordance with its life cycle. The developed strategy is designed to strengthen the organization's position in the competitive market and to develop within the long-term period. The project is based on the results of an in-depth analysis of the organization's financial and economic condition, the range of services provided, the marketing strategy used and the set of tools, which allowed us to conclude that there is no clearly formulated strategy. The formation of a portrait of a potential consumer, the assessment of the nearest competitors, the analysis of external and internal factors, allowed us to formulate a new marketing strategy based on 5 basic goals. The essence of the developed marketing strategy is to adapt the way of action and applied strategy in a competitive market, depending on changing external and internal conditions, primarily the behavior of competitors and direct consumers. The reference strategy of concentrated growth is taken as the basis of the action within the framework of the developed marketing strategy for "Kindergarten "Razvivayka". From the implementation of the proposed marketing strategy, a positive economic and social effect is expected for the organization, as well as the removal of the social burden from the society of the Khimki city district. Keywords: marketing strategy, educational service, private preschool educational organization