Marketing Plan: Starland Daycare

Paper Summary:

This paper explains that Starland Daycare will offer a full-range of childcare services for infants and toddlers and after school care for older children. The author points out that the Queens area is a growth market with 50% of the population working adults. The paper reports that the SWOT analysis reveals that the market upside justifies this start-up and that marketing initiatives can overcome parent reservations regarding start-up childcare centers without an established reputation. The author concludes that the competitive analysis shows that the market currently has many childcare centers; however, the market demand has outpaced the industry's ability to meet this demand. The paper concludes that Starland Daycare has an excellent market entry opportunity provided it sites itself appropriately. The paper includes a chart showing a competitor profile matrix.

Table of Contents:
Executive Summary
Situation Analysis
Service Overview
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitive Analysis

From the Paper:

"The greatest threat in the childcare industry is the regulatory apparatus within which the industry's competitors must operate. There are federal and state guidelines and provisions that must be following as well as safety and health requirements of the local county and city offices which must be complied with. These regulations limit the number of children that a center can serve as well as the type of child in that the care and service arrangements for infants and toddlers are different than those for older children."

Sample of Sources Used:

• Cubed, M. (2002). The National Economic Impacts of the Child Care Sector. The National Child Care Association, Fall.
• Jamaica NAACP Day Care Center. (2007). Jamaica NAACP Day Care Center, 18926 Linden Blvd, Jamaica, NY 11412.
• Queens borough, Queens County, New York. (2000). U.S. Census Bureau (online). Retrieved March 22, 2007 from: http://factfinder.census.gov/servlet/SAFFPopulation?_event= Search&_name=queens&_state=04000US36&_county=queens&_cityTo wn=queens&_zip=&_sse=on&_lang=en&pctxt=fph
• Riverview Montessori School. (2007). Riverview Montessori School, 728 Point Cres, Flushing, NY 11357.
• Vercelleto, C. (2003). Finding the best daycare. Baby Talk, 68/6, p.17.

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