Enhancing the marketing performance of a start- UP Edu- Tech Company: the case of Canopy Innovative System Inc.

Date

6-2023

Adviser

Joram P. Obsioma

Principal

Mabel S. Buela

Abstract

This case study centers on Canopy Innovative System Inc.’s marketing sector, which compared with its other functional areas, necessitates the most enhancements. With this, the research seeks to provide substantial recommendations to help improve Canopy’s marketing performance. Such objective was achieved using the following methods: arranging a key-informant interview, using SWOT analysis to analyze the gathered data and assess Canopy’s current marketing management, benchmarking best practices from foreign and local Edu-Tech companies, utilizing the previously mentioned methods to form helpful recommendations, and developing visually enhanced marketing materials using the

Design Thinking process. The execution of the mentioned methods, primarily the key- informant interview, unveils Canopy’s good marketing practices at present, as well as some

practices needing improvement. The study’s results specify the start-up’s current strategies concerning the 7P’s of marketing, namely Products and Services, Price, Place and Distribution, Promotion, People, Process, and Physical Evidence. And in improving the said strategies, benchmarking similar companies such as Kada-Kareer, PamavTech, Edukasyon PH, Avion, CourseHero, and CTC wings proved useful. With the help of these companies’ best practices, marketing strategies, marketing materials, as well as a social media campaign plan, were developed while simultaneously adapting the Design Thinking process. After this study’s challenging yet fulfilling procedures, the student researchers hope that the recommendations, strategies, and materials they formulated with careful thought and discernment may be seen as beneficial and relevant by Canopy Innovative System Inc.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

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