INSTITUTE FOR PROFESSIONAL DEVELOPMENT (IPD)

INTRODUCTION:
The quality of education provided by the public sector in Pakistan has been poor due to low levels of teacher competence, lack of classroom-based support for teachers, poor quality of textbooks and learning materials, lack of systems to assess student learning outcomes, uneven supervision, insufficient resources for critical teaching and learning materials, and weak sector governance and management (World Bank, Third Punjab Education 2006). Research indicates that teacher quality, and supportive colleges organization and management, significantly influence school improvement, and eventually pupil learning. Literature also suggests that the quality of a teacher is generally dependent on the quality of his/her education, training, and availability of post-training support (AKF 1998). The 1998 ABEL/World Bank report on teacher education in developing countries states that whatever background experiences and qualifications teacher education staff come with, the quality of teaching in the program will be strengthened if staff: Have a clear concept of how adults and children learn best; Can impart subject pedagogies; Are active in classroom and school research to be current with issues and changing demands for teachers; Model good practices in their own learning; Take time to reflect with students about teaching practice in conjunction with school observations (Craig, et al. 1998). The situation analysis attempts to undertake a comprehensive review of higher education in Pakistan. The Ministry of Education is currently in the process of formulating a new education policy and has undertaken a National Policy Review. The recommendations should be assessed in view of how they contribute to improved outcomes for students.

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MISSION AND VISION STATEMENT Mission Our university believes in economic growth, regeneration of social wealth and moral uprightness. Actually our main aim to accommodate the job holder in the matter of higher education and secondly we want to revoke the migration of the graduated student for the sake of higher level education. The mission of professional Academy is to provide excellent academic and Islamic education in accordance with the Quran and Sunnah. Our objective is to nurture students in a safe, attractive environment that will prepare them to become responsible, productive members of society while remaining firm in their Muslim character and Identity. The University shall set itself to offer innovative programs of applied nature that will satisfy the needs of students and employers in relation to the knowledge driven age of technology. We commit ourselves to produce globally competitive graduates imbued with the highest sense of social responsibility and moral uprightness. Our mission is to produce a variety of scientists and researchers, and business adminstraters, responsive to national needs with priorities focusing on issues relating to socio-economic and selfreliance. The University will determine to keep on playing a vital role in the world of knowledge and will remain producing professionals and social scientists for improving the quality of life across the board. Vision Professional University will intends to be a lead public university in providing affordable educational opportunities to develop scientific, socio-cultural, economic, through learner-centered teaching and research, while strengthening our identity at National and International level. Further in our mission we want to increases the branches of our institute in other cities and also want to offer different courses in our institute to facilitate the students by providing the additional programs. The vision of our academy is to implement excellent academic and Islamic educational programs that will challenge our students to reach their full spiritual, social, emotional and intellectual potential.

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Our academy guides the students to think critically, respect others, understand and negotiate differences, promote collaboration, and lead virtuous and productive lives that enrich their community. Our vision is to create an attractive, safe and nurturing environment with the collaboration of parents, teachers and community members which provides high academic standards preparing the students to compete in a complex, technological and multi-cultural society. EXTERNAL ENVIRONMENT ANALYSIS The external environment is the main factor which influence on the decisions and strategic planning for the business plan, and the external environment in the foundation for strategic intent and developing the strategic mission to achieve the strategic competitiveness in the external environment we acquire the information about the general environment and about the competitors, customers and other stakeholders. There are three main factors in the external environment which helps to develop the business plan. General environment. Industrial environment. Competitor environment.

General Environment General environment is the study of the broader society which influence of the business plan, in which we evaluate the demographic, economic, political/legal, social cultural segment, Technological, Global and many others include in the study of the general environment and it can be individual or it can be groups but it is very difficult to the evaluation of the general environment and a single firm can not control or influence on the general environment. It is necessary to understand the each segment and its implication so that appropriate strategies can be selected and used. so in our project we must evaluate the general environment and if we studied in very well way then we easily evaluate that which thing can be effected us and which not so the accurate information about the general environment is the base of the successful strategic planning for any business.

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Demographic: Demographic is concern with the population, size, age structure, geographic distribution, and income distribution. In our project in case of population we focus only those people those are crazy for better quality education or they want to be educated and in case of age our target is younger and mostly job holder because in this city even not a single institute which provide the evening classes for professionals so thats why we found the opportunity in the age and it can be our strength in geographic distribution we mostly focus on the Urban areas because our initial capital will be limited and the concept of education mostly found it the urban areas so we spent our advertising budget in the urban areas for the promotion, and finally we target those community which must be counted in the middle class we provide the different types of packages of the fees according to the terms and conditions. Economic: It is the nature and direction of the economy in which a firm competes or may not compete. The economic condition is very bad in Pakistan because inflation rate increase day by day and per capita income decrease and people have no resources for the completion of the education so after the graduation they start the job and left the study so it can be a huge threat for us but we shall try to cut the cost and provide the education those person whose income will be normal and provide the scholarships to the position holder student in this way they can get the free education and also given the relaxation in shape of installment to the students for the submission of fee. We shall try to sustain our self in this economy. Political/legal: Political condition is not stable in the Pakistan every new government has separate rules and regulations which totally destroy the economic condition and it also effect on the education. In this city many other competitors are involve in the politics so they must disturb us and must be create the barriers for us to inter in the market. But my uncle is MNA and my brother in law is EDO (Education district officer) so in can survive and compete very well and provide us the opportunity in the hypercompetitive environment. We must full fill all the legal requirements like in starting we must register our institute we took the affliction from the best institute and submit all the documents in the registrar officer and also show the partnership deed and provide the original degrees according to the HEC requirement.

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Sociocultural segment: In this city even a single institute is not involved in the social activities. But we must create some activities which support to the culture like every year with the help of our institute we help to the abnormal childrens which is not capable to dun anything or we support to any charity institute. We must maintain the norms of our institute in which every girl or boy will be safe and every girl come on time and did not go outside without the permission of management and provide the transport facility to the girls so they can safely reach their homes and we promote the combine education rather than combine flirt so in this way we can promote the culture of our country. It can be create the competitive advantage for us.

Technological: We shall try to take the competitive advantage with the help of technology like we fixed the projector in every room and establish the new computer labs and science laboratories in which we have modern equipment. And introduce the MIS which helps to the management and students for the current updates and provide the all results to the parents and the management can solve the quire of the students and maintain the accurate information which helps to top management in many matters for the taking the decisions.

Increasing of branches: Now we only start the single institute due to constraint capital but the district expeditions is include in our plan in the future after the 2 or three year when we shall see that we are stable and our goodwill have a power in the market then we separate the commerce and sciences institute and then we open the branches in the other nearest cities like khanpur, sadiq abad, in this way we shall try to get the opportunity in other cities we shall try to explore our branches in the whole district there are two advantages first one is all the students easily take the admission and they did not migrate in the other city and second one is we shall increase the goodwill and revenue. After that we also introduce the other courses like ICMA, CIMA, and ACCA, CA for the better quality and to achieve the better opportunity.

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With the help of general environment we can analyze and the current situation and significance changes and trends among external element, and the general environment also give us some indication about the threats and opportunities and what will be happen in the future in this way we can gain the competitive advantage. Industrial Environment: Educational institute is a service industry in which the different program courses are the service which is offered by the owner and they produce the student after the whole process. Some education institute aim to earn the revenue but we want to provide the quality education at low cost our mission and vision is totally depend on that type of strategy

If we compared the general environment to the industrial environment then we found that the industrial environment has a more direct effect on strategic competitiveness and above average return. Because if we found that in the RAHIM YAR KHAN has a hypercompetitive then we must made strategies according to the overall industrial environment. We will evaluate our strategy after implementing that will it give us above average return for long term or not. If that strategy is not sustainable for long term then we will change our strategy or make some changes in it. THREAT OF NEW ENTRANTS We will not only focus on the strategies of our existing competitors but one thing which is very important is that either new competitor is coming up in the market or not. Our strategies would not only depend on the current competitors we should also have a backup plan for new competitors so that we can easily compete them. Because my be the new entrants enter in the market with the better strategies than us and it could be threat for us. ECONOMIES OF SCALE Economy of scale is not very good because per capita income is very low. But we can reduce our cost and can provide students education at very low cost because our teacher like we will teach on low salaries at the starting so that we can provide services on low cost. We will focus on the advertising of our institute so that this will be the
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advantage for us that would know about us and our quality of education. In this way we can maintain economy of scales. We will provide correct and timely information to the students so that this will create value for them. PRODUCT DIFFERENTIATION Not any university in Rahim Yar Khan teaches there students to give presentations so that students face problems while giving presentations in their practical life when they go to work. As we are giving multimedia facilities in our class which is not given by any universities in Rahim Yar Khan so that it gives confidence in students while presenting in front of peoples. One other thing is that we will make a room for teachers where teachers are paid extra to give extra time to the students so that if students have some queries so that they can go there and ask their teachers about their queries. CAPITAL REQUIREMENT As we are investing money in this institute if we need more capital to increase our faculty or need some more money to invest in it after some time so we can invest because our family can support more than it.

SWITCHING COST Our admission fee will be very low compare to other institutes so that students can easily take admissions in our institutes if they want to because the switching cost will be very low. And we will not charge any admission fees from those students who got more than 85% marks in their previous program examination. In this case good students will be attracted towards our institute. CONVENIENT PLACE The place that we have selected is in the center of the city. Which is very convenient for the students to reach their because of convenient place. As Superior college opened his campus which is little far from the main city of Rahim Yar Khan so it is disadvantage for them because students want convenient place to study where they can reach easily. And as our institute will be co institute so girls will not take admission if the place is not convenient for them. COST DISADVANTAGE FOR NEW ENTRANTS
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Cost disadvantage for us is this that competitors are already settled which have big revenue in their hand so that we will face problem to survive in starting due to constraints of resources and experience. GOVERNMENT POLICIES We must establish strategy which fulfills the educational policies of government and HEC. We must register the name our organization with the registrar and we will show the affiliation process to the registrar and authority letter which is given by the HEC and our whole procedure will be legal. Illegal and unethical thing shall not involve in our business. Bargaining power: In our business we have no bargaining powers because our consumer are limited and we have a lot of competitors so in this case we always accomplish or made our strategies according to customer in this way we can facilitate them. So in this way the bargaining power of the buyers are powerful because they have substitute. and customer always want to buy the quality services at low price other wise they can switch to the other institute and we must differentiate our services from other competitors like our salary packages to the faculty and fee structure and way of teaching and we offered lot of courses our norms and environment should be change from our competitors because if we provide the same services like our competitors then we can not attract to the customer and they are not ready to switch. So the differentiation is necessary for us to inter in the market other wise we cant sustain in the market. And we only compete our competitors if we offer our services from different ways which is not offered before it and it should be our competitive advantage. And one more important thing which I found in the external environment in this city that due to low quality of the education mostly after the complete of the graduation the student migrate to the other cites for the better education and in new city they face lot of problems and they bear the double expense of the study because they pay the rent and food expense and lot of other expense and they also bear the course expense and I am also counted in this category so my all friends and my younger brother also studied so this is the advantage and opportunity for us that we shall create that type of educational atmosphere and provide high quality of education and we can revoke the migration of the student if we provide all the facilities which they got in other cities. In this way we can provide the same benefits at half cost.

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SWOT ANALYSIS:
STRENGTH:
1- Links with MNA, this would help us in the affiliation and other political matters. 2- Our institute will be the first to introduce a new pay structure (Per Hour) for teachers; this will attract teachers from other institutions to switch in to our organization. 3- We shall make projects and presentations as a compulsory part of each course. This will strengthen the students of our institute to be confident in competing with others professionally 4- All the partners working as a block of this institute are experienced in the corporate sector and educational center, so the management norms and culture of our institute will be highly professional. 5- New educational patterns will be followed by increasing lecture time, increasing practical working and marking of each candidate, reducing books burden by assigning relevant case studies. 6- Institute is likely to adopt Open Door policy so students face no problem in reaching to the management for any regard. 7- Different social activities will be promoted to meet institutes social image in the area by supporting IQRA School for training handicap children and their learning procedures. 8Yearly tournaments will be arranged by the institute. These tournaments will allow our students to compete with the students of other institutes and more to brought forward to visit other cities for further tournaments. These tournaments will be recognized as RY NATIONAL TOURNAMENT 2012 9- Our institute is going to introduce Department of candidates Prospect which would allow students to register themselves for internships, short training programs in any organization and even for jobs but under certain criteria and levels. 10- Institute gives complete security to boys and girls, no one without institute pass will be allowed to enter the main gate. Moreover for girls, no student (girl) will be allowed to leave the premises without Red Card issued by the Institute management. 11- Formal Dressing is the code of appearance for every candidate. No informal dressing will be accepted in the institute.

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12- Fees submissions are structured in different ways to provide leverage to the students in fees payments. 13- A lecturer will be offered to teach only course/subject of his/her experts. 14- Students are motivated to learn and work in a place where they can discuss and are allowed to speak freely, therefore our institute adopts STM Conference students teacher management conference to diagnose each student weakness, analyze and train students accordingly. This would help students to know about their weak points and further guidelines related to their problems. 15- Other institutes focus on the traditional ways of studying in library, while IDP provides an environment for a student to go to labs with internet facilities along with proper library. 16- No institute in Rahim yaar provides internet hours to a candidate, but IDP believes that internet is playing a vital role in grooming students to compete with others in the society. Therefore different internet packages are given to students which they can use from anywhere in Rahim Yaar Khan.

WEAKNESS:
1- Limited capital 2- Few partners have lack of experience in the educational sector. 3- Lack of analytical study regarding to understand the educational culture of the city. 4- The institute will run through one campus only. Campus for different departments or separately for boys and girls cannot be afforded initially for 5 years. 5- Institute cannot support to maximize faculty members. 6- As a new arrival in the city we cannot easily take loan from the banks and will have no reputation vision for the citizens.

OPPORTUNITIES:
1- The best opportunity to avail is that of providing convenient timings for job holding candidates. Other institutes in the city are providing evening classes from 4pm to 8pm. Many job holding candidates work till 6pm. So it is very difficult for those candidates to take off from their work places from 4pm. 2- Comfortable Hostel of our institute is likely to attract students from other places to take admission in our institute.

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3- Not even a single institute in the city is focusing on Master Programs, because most teachers are unable to fulfill teaching requirement for MBA classes. 4- Other professional courses like ACCA, CA, ICma and many other are offered by the institute with expertise faculty. This opportunity can lead to high return. 5- The campus is located in the center of the city, making it convenient for the candidates to reach easily. 6- The city is comparatively cheap in regard to rent expenses and transportation service charges. Both benefits can be achieved at lower prices. 7- Other institutes are not providing pick and drop services for the boys. We shall provide transportation services not only for girls but also for boys. 8- With Quality education and services will stop the migration of students from Rahim Yaar Khan to other cities. 9- MIS system is implemented in the campus to keep record of each candidate. 10- Maximum fee discount policy for position holders and others with GPA above 3.4 to be awarded with scholar ship programs. 11- Co education in our institute is focused to make boys and girls confident in giving presentations together, doing projects and working and sharing the subject case studies. 12- In other institutes telecommunication department is not introduced yet, through our institute candidates can avail the opportunity to have strong telecommunication skills.

THREATS:
1- Our competitors are established from the past 15years and have gained trust of the students of the city. 2- Competitors have more capital than us 3- Competitors faculty is in bulk which all together has increased the goodwill of the institutes. 4- Punjab College and Superior College have also spread their links in Islamabad and Lahore to promote their graduates to get Jobs in other two cities also. We initially do not have links in Islamabad and Lahore.

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5- Students of that City are noted to choose the institute on two basis... first, reputation of the institute and second behavior of the lecturers. IDP premier focus is on professional skill of individual which can be a threat to attain students attention. 6- Superior College has a platform to support their graduate scholarship holding students to apply abroad for higher education. 7- Nicaas have different department sections for boys and girls so people of Rahim Yaar are still under the separate traditional way of education for boys and girls. More over Nicaas has recently opened its new campus in different cities to have huge target candidates.

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MARKETING OBJECTIVES:
1- IMAGE:
As our institute will be new in Rahim Yaar Khan, it will take almost a year to fulfill promising image on the citizens of Rahim Yaar Khan. For the faculty member, we have to provide a friendly and comfortable environment with all advanced equipments, furniture and procedures which the faculty members can use to perform their jobs. We provide best opportunities for the faculty members to progress with the institute. Faculty training programs will be offered after six months, where faculty members will be evaluated so they can be provided with specific training. This would help our institute to attract hard working faculty members from all over the city. The faculty of our competitors will seek for progress in our institute and will aim to settle in a reputed institute where not only students but the faculty members are also given a chance to progress and prosper. Apart from training programs teachers. As per our fee discounting policies, we are offering 50% discount to position holders. This would create a center of attraction for the students who work hard for scholarships and discounts. More position holders studying in our institute will make a strong margin for us to create an image in the mind set of parents and students who will pay less for high degrees and will give it a high value. Other parents and students will tend to be motivated to look forward for an institute where position holders have applied for and would aim to be among them. The teachers staff is the foundation of our institute as IDP is the first institute to offer Master programs in Rahim Yaar Khan. We require a strong teaching staff to help, learn and skill our students to compete in the professional world. The image for the teaching faculty staff is their salary per lecture. Like others of our competitors we do not make our teaching staff to come on daily basis. Proper schedule is designed according to each and every teachers availability. Visiting faculty staff will also be another strong force to attract teachers from all over the city. Teachers who are teaching in other institutions can also apply in our institute as a visiting teaching faculty member. This would allow our institutions to target maximum teaching and experienced staff which is required for the working of our institution. More over another discounting policy we have developed for the teachers children is the 25% discount. Not only teachers will look forward to settle in IDP but will also make IDP as a platform for the progress of their children. For the fundamental image building we require to set our financial assets and manage those assets in a way to deliver what we promise.

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2- TARGETING:
JOBHOLDERS: Our target is the candidates who are already committed with their jobs and dont have a platform to complete their higher education. They are busy in the morning hours and do fulltime study from 9am-5pm. Introducing evening classes in Rahim Yaar Khan will target all those candidates who are willing to study. As we believe professionalism as the foundation of all business affairs therefore we target students who are seeking for the professional skills and development. No institute in Rahim Yaar Khan provides professional guidelines to its students. IDP targets to spend maximum resources in installing advance equipments to fulfill professional demands. GRADUATES: Another target for us is the graduates. We promote our graduates and target them by providing excellence to their degrees. Presentations, reports, group case studies, projector presentations, group interns, seasonal visits and workshops in an industrial sector are our strategies to target the fresh intermediates from the city and from other cities to apply for IDP. Hostel and transportation service stands as another important point to target the graduates from far areas.

3- SEGMENTATION:
We have following major segments ACCA, ICMA: programs under this segment will focus on to the students or candidates who want to do short courses to enhance their skills and capabilities are focused in this segment. JOBHOLDERS: evening classes are introduced in our institute to target this segment where boys and girls are already committed with their jobs and also want to complete their education. We segment those candidates and start evening classes and practical work to make them progress in their professional life. SIMPLE STUDENTS: morning classes will generate trained graduates of our institute. Many students and parents will want their children to study in IDP because position holders will apply in our institute because of discount policies. Reputed teaching staff will also be another point for students to take admission in IDP. Students will focus on their long run career in our institute because only our institute is providing higher education. They aim to get into the institute so later it will not be difficult for them to get admission for the master programs. STUDENTS FROM OTHER CITIES: hostel and transportation facilities we are providing in our institute have segmented the students from other cities or far off areas. They will find it easy to take admission in our institute because the two major difficulties for living in other cities will be provided by the institute itself (the hostel and the transportation).

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