Crack-ED: Customer Journey of an Educational Technology Start-Up
商品編號：W33576
出版日期：2023/11/20
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：Ed-tech;platform service;brand positioning;service marketing;marketing strategy
難易度：5 - MBA/Postgraduate
內容長度：7 頁
地域：India
產業：Educational Services
事件年度：2022
It was the afternoon of December 17, 2020, and Debojit Sen was concerned about the future of his educational technology (EdTech) start-up, Crack-ED, which was founded in March 2020 in Gurugram, Haryana, India. Crack-ED provided training to recent business school graduates in order to help them secure jobs in the competitive, post-COVID-19 marketplace. Several other EdTech start-ups such as such as Scalar Academy and upGrad Education Pvt. Ltd. had also emerged to address the gaps in the Indian education system. Crack-ED faced two challenges: it needed to differentiate its service from that of its competitors and promote its relatively new brand of EdTech service platform in a highly competitive market with stronger players. Most EdTech companies were aggressively promoting their brand digitally. Search engine optimization, video marketing, and social media promotion were among the options available for Sen to promote Crack-ED, and each option had its own pros and cons. Sen wondered which digital promotion strategy would be the best fit for Crack-ED as the company’s promotional budget did not allow him to choose all options available.
教學手冊：Crack-ED: Brand Positioning Challenge of aCrack-ED: Customer Journey of an Educational Technology Start-Up - Teaching Note Service Start-up - Teaching Note
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