Segmentation, Operation challenges and pricing strategy of emerging online software and vocational training market in India

Abstract

Changing landscape in education and training sector in India poses a different challenge infront of educators. A large number of people in India look for excellent quality of trainingbut at the same time there is unavailability of well-qualified trainers. This clear demandsupply gap at physical level prompts many educators to go online with their researched anddeveloped online contents to teach huge number of participants. Moreover, the increasedpenetration of Internet enables tutorial seekers and providers to arrive at a common onlineplatform.The players of this market are very high in risk due to the very fact of rapidly changing costsand the price wars between market players themselves. Most of the players in this spaceare quite unaware of these issues. They face a tough time streamlining the operationalissues to overall business and marketing strategy, which often reflects in terms ofunformulated pricing structure to be sustained over a long timeOur study would address these above issues pertaining with educational Internet market.This would be done by combined study of operational and marketing strategies involved.