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Marketing Plan 2: Background study

Bobana Simic

City University of Seattle, Vancouver

BC 300: Principles of Marketing

Dr. Ali Noorafshan

November 10, 2023

In this Marketing plan 2, we need to develop a strategy for a daycare for kids aged 6

months to 5 years. Therefore, we have to explore the market in terms of people's

characteristics, where they live, and their lifestyles. We also need to find a special area where

we can be unique, look at the trends in this category, and do a SWOT and PEST analysis. All

of this is necessary for us to succeed in introducing our service. In my case, it's about

launching a service.

Demographics

Based on information and records from 2022, Canada has a population of 38 million

people. Its population is diverse, with many people of working age and a large number of

students. All these people need to work, creating a constant need for daycare centers.

In terms of ethnic culture, it is widely known to be diverse, with new immigrants arriving

from all over the world. Most people live in urban areas because there are better job

opportunities.

In our case, Vancouver in Canada is known for its quality education, so many people

graduate from college. The standard of living in Canada is quite high, and social protection is

well implemented.

Because Vancouver is one of the busiest cities in Canada, we can say that the number of

young immigrants coming with their families is going up. So, taking care of children is a

challenge, and the city's urban areas almost don't have space for new kids. Waiting lists are

very long. Daycare costs a lot, but lately, the government is trying to solve the problem by

giving financial help to its residents.

Choosing a location for a daycare near public transportation can be a good move

because many parents use public transit to commute to work. Parking is an important factor

because Vancouver is highly urban, and parents don't have time to go to distant places to

park. A location near colleges and schools is highly desirable because families have children

of different ages, making the proximity to the daycare more convenient for them.

Vancouver is a place where it mostly rains, so we need to be mindful when choosing a

location for our daycare to ensure that children can play outside even when it's raining. We

will achieve this by having a part of the yard covered to protect from the rain. Additionally,

the availability of parking and proximity to public transportation is another consideration.

Psychographics

When we look at the market, it's really important not to skip the psychographic

characteristics. This is the mental aspect of our target market because it gives us insight into

the market, and we can assess how successful we will be. This helps us understand the next

steps of potential customers.

Canada is a multicultural country, so for our "Happy Children" daycare, we should hire

employees from different cultures. People in Canada care about the environment and healthy

eating. So, within the daycare, we could organize kids' workshops on ecology, and the

children's food in the daycare would be based on organic products.

Canadians are tech-savvy and follow the latest trends, so a good idea would be to handle all

documentation and communication electronically.

Currently, in Canada, there is a shortage of childcare workers. According to a 2013 survey,

one-fourth of workers said they plan to leave their jobs, while 63 percent of employers

reported being unable to fill vacant positions due to a labor shortage. Additionally, the

number of educators in colleges in Ontario consistently drops by about 7 percent each year.

(Dave McGinn, 2022)

Niche
 We provide childcare services for kids aged 6 months to 5 years. Our focus is on making

both parents and kids happy, and word of mouth is our best advertisement. We offer extended

hours and weekend overnight stays for children. This allows parents to have a break on

weekends, and the kids can have fun together. We organize themed children's parties, such as

New Year's parties, masquerades, balls, and watching animated movies.

We also take the kids on daily walks in nature so they can get fresh air and explore the

outdoors. A speech therapist and psychologist are included in the price. We have workshops

for kids where parents can join in too. This helps strengthen the bond and relationship while

giving parents a chance to see the daycare and socialize with other parents.

Considering how technology is everywhere today, it might be appealing that in our daycare,

kids don't use gadgets and spend time in front of screens.vegetables. Efforts will be made to

procure directly from the "Kirkland" supplier, which offers organic products, allowing for

lower prices.

SWOT

Strengths: A newly renovated secure facility that we would rent and create a beautiful

environment for employees and children, tailored to their needs. Strategically chosen location

near public transportation, with a facility that will have parking. Extended working hours as

well as working weekends with overnight stays. Workshops for both children and parents.

Weaknesses: Due to a new start, there is a limited budget. It takes some time for the daycare

to become popular.

Currently, there is inflation worldwide, affecting prices every day. This makes daily supplies

more expensive, which could result in an increase in daycare fees.

Respecting laws and regulations, we must always be cautious to follow all rules and

procedures because we are new, and it takes time to learn all the regulations.
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Opportunities: Collaboration with local stores for children, where we would offer a loyalty

card for those who are daycare members. Karate training, dance lessons, ballet classes, and

sports school sessions.

Threats: Challenges with finding qualified workers with many years of experience.

Economic moment, considering inflation and constant price increases. Changing laws for

daycare, leading to the need for staff to adapt and undergo training again. Pandemics like

Covid-19.

PEST
 Licensing and Regulations

 Government Funding

 Political Stability

 Income Levels:

 Inflation and Cost of Living

 Employment Rates

 Demographic Trends

 Cultural Preferences

 Lifestyle Changes services

 Technological

 Digital Communication

 Security Systems
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References

McGinn, D. (2022, March 12). Daycare workers are exiting the profession in droves, just as

access for parents opens up. The Globe and

Mail. https://www.theglobeandmail.com/canada/article-daycare-early-childhood-

education-workers-leaving-jobs-access/BBC News. (2023, June 30). Serbia country

profile. BBC News. https://www.bbc.com/news/world-europe-17907947

Government of Canada, Statistics Canada. (2023b, July 12). Census families with children by

age of children and children by age

groups. https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=3910004101

Copy to clipboard IBISWorld - industry market research, reports, and statistics. (n.d.).

Copyright © 1999-2019 IBISWorld, Inc.

https://www.ibisworld.com/search/default.aspx?st=Day%20Care%20in%20British

%20Columbia&ast=day
Day Care Business Marketing Strategy. (2017, November 21). Small Business -

Chron.com. https://smallbusiness.chron.com/day-care-business-marketing-strategy-

23466.html