GO-TO-MARKET STRATEGY FOR PROITIVITY TO ENTER IT EDUCATIONAL SECTOR IN KAZAKHSTAN AND ABROAD

Simple item page
dc.contributor.authorToktagulova, Aigerim
dc.contributor.authorKartbayev, Almas
dc.contributor.authorZhaparova, Aray
dc.contributor.authorTkachenko, Natalia
dc.contributor.authorDilixiati, Rena
dc.date.accessioned2024-12-13T06:59:27Z
dc.date.available2024-12-13T06:59:27Z
dc.date.issued2024-12-09
dc.description.abstractThe current digital era dictates its own rules with the demand for experienced IT professionals, driven by the rapid development of technology in all industries. To solve this problem, the Government of Kazakhstan has launched the TechOrda program, intending to train 100,000 IT specialists by 2025. The newly established ProITivity School of Information Technology joined this mission by receiving vouchers from the government for free tuition. However, given that the program ends next year and the number of vouchers is limited, ProITivity recognizes the need for a more sustainable and diversified strategy. This project explores how ProITivity can abandon its dependence on government funding and enter the B2B and B2C markets, targeting adult and younger students throughout Kazakhstan and abroad. The main goal is to develop a market entry strategy that positions ProITivity as a leading provider of IT education services, even though it goes beyond government support. The main areas of work include identifying competitive advantages, improving customer segmentation, and developing a pricing model that considers both short-term and long-term goals. Initial results show that Kazakhstan represents an attractive but competitive market landscape, where numerous providers of EdTech services already work in educational institutions. Competitor analysis identifies gaps in specific training modules, and pricing analysis points to potential entry points. Two strategies are proposed based on a deep primary and secondary data analysis. The first is to keep and promote the same product with different marketing approaches. The second is updating the product so alumni are more experienced. Ultimately, these strategies will allow ProITivity to grow steadily and contribute to the development of Kazakhstan's digital workforce while exploring opportunities to expand the availability of IT education outside the country.
dc.identifier.citationDilixiati R., Kartbayev A., Tkachenko N., Toktagulova A., Zhaparova A. (2024). GO-TO-MARKET STRATEGY FOR PROITIVITY TO ENTER IT EDUCATIONAL SECTOR IN KAZAKHSTAN AND ABROAD. Nazarbayev University Graduate School of Business
dc.identifier.urihttps://nur.nu.edu.kz/handle/123456789/8340
dc.language.isoen
dc.publisherNazarbayev University Graduate School of Business
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.subjectType of access: Embargo
dc.subjectGo-to-market strategy
dc.subjectmarketing
dc.subjectPESTEL
dc.subjectTECHNOLOGY::Civil engineering and architecture::Surveying
dc.subjectinterview
dc.subjectIT educational sector
dc.subjectEdTech
dc.titleGO-TO-MARKET STRATEGY FOR PROITIVITY TO ENTER IT EDUCATIONAL SECTOR IN KAZAKHSTAN AND ABROAD
dc.typeMaster`s thesis

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
GO-TO-MARKET STRATEGY FOR PROITIVITY TO ENTER IT EDUCATIONAL SECTOR IN KAZAKHSTAN AND ABROAD.pdf
Size:
1.66 MB
Format:
Adobe Portable Document Format
Description:
Master`s thesis
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
6.28 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

02. Master's Thesis