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Without marketing segmentation, companies or education providers such as FIDE would not be able to devise a market strategy as they do not have a focus on who their target market would be (Backlash, 2011). Fid’s market segments are as follows: I I Personnel I Segmentation Variables I Staff are knowledgeable and supportive I FIDE provides a staff member that is dedicated to assisting Fid’s International Students with their visa I I I needs I FIDE offers numerous support services including orientation, student actively meetings, and cultural I exchange events.
I I Services finance assistance I Provides financial aids or scholarships for those who needs opportunity on joining ‘Project Runaway I One of the top 20 fashion schools in USA I Ranked #2 In top fashion schools in 2011 I Graduates may have an I Linage Marketing Mix The 7 elements in the marketing mix can be Improved using the positioning strategy so that FIDE could be more successful. Fid’s target market Is ‘Undergraduates’. FIDE could give 2 days trials for new students to explore how the fashion world works and this would encourage them to study in FIDE (Cotta, 2004).
I Price l- Price for undergraduates who are taking 45 units as of 2013/2014 ranges from $28000 – $33000 courses are > $ 42,000 l- Prices for postgraduates I Product – Students learn the hands-on, technical skills such as fashion sketching, creative design along with theoretical I I succeed in this incredibly creative and exciting field Skills necessary to l- Students get the real-world experience and the guiding hand of talented industry professionals practices in the fashion & textile industry l- Students get to employ business Students have to apply, analyze & forecast trends for upcoming seasons I Place I I Promotion l- FIDE has 4 campuses :- I Los Angels, San Francisco, Orange County, and San Diego l- By word of mouth, social medias such as Backbone & Twitter – By producing graduates who are known in the fashion world such as Unique Leerier shows under ‘MAT Friendly, helpful, knowledgeable, supportive l- By appearing in reality TV I I People I I Process to finish l- FIDE offers various of majors, which take different time frames l- Both Associate of Arts (A.
A) and Associate of Arts Professional Designation takes 2 years to complete Physical Evidence l- Good atmosphere l- Air-conditioning l- FIDE weapon l- FIDE campuses in LA, California, San Diego & Orange County Conclusion Basically, FIDE has successfully positioned themselves in the market for cushion school as they have produced a number of well-known people in the fashion world. They not only focus on Fashion Designing but also offer a variety of courses that relate to the fashion industry such as Jewelry Making & Merchandising. It is strong in its product differentiation and image differentiation focusing on their specialties, which separates them from its competitors. However, FIDE must continuously improve on their marketing mix in order to keep up with the strong competition from different private fashion schools. References Basin, H. (2011, February 15). What is Positioning.
Retrieved May 8th, 2013, from http://www. Regretting. Com/positioning-2/ Retrieved from: http://fide. Deed/en/about/ George, R. (2004). Marketing South African Tourism. Oxford University Press, 10(2), 1-10. Kettle, P. , Burton, S. , Deans, K. , Brown, L. And Armstrong, G. (2013). Marketing (9th edition). New South Wales: Pearson Australia. Cotta, C. (2004). Will Consumers be Willing to Pay More When Your Competitors Adopt Your Technology. Journal of Marketing, 75(9), 1-17. High Price Low Price ; International Fashion Academy Courses mainly focuses on Fashion Design Offers courses besides Fashion Design ; Parsons, The New School For Design Gap ; Academy of Art University