Business Strategy

Porter's Five Forces

Bargaining Power of Customers - Customers have the ability to choose other universities over Kean University. Their ability to bargain is limited though because tuition prices are locked. (Low-Medium)

Threat of Substitutions - Substitutes to Kean University would be online universities or community college. While this threat does exist, Kean is able to offer a wider variety of degrees and other accommodations to students (Medium)

Bargaining Power of Suppliers - Kean University uses many materials, which they purchase often. The cost of these purchases are of great value to the suppliers. (Low)

Threat of New Entrants - To enter into the higher education industry is very costly and time consuming. It takes a lot of time and money to start a university. (Low)

Rivalry - Other 4 year and beyond universities such as Rutgers, Seton Hall, Montclair, etc. These universities pose a threat to steal away potential students from Kean University. (High)

Competitive Strategy

The competitive strategy that Kean Career Services follows is better service across an industry. KCS has many advantages over online institutions. They offer many exclusive services and supply students/alumni with face to face meetings to determine what type of job or internship they want. Compared to competitors, Kean has the ability to give direct employer contact information through College Central, help with resume building, and conduct mock interviews. They also created an online portal specifically for Kean students and alumni. These services allow Kean to dominate against competitors such as online institutions, trade schools, and other universities. They address the threats from the five forces by having a convenient on campus location, offering positions that are a good fit, having connections with big companies looking for college students, offering different types of services, and holding job fairs- giving students the ability to network.

Value Chain

The Value Chain is composed by five primary activities which are inbound logistics, operations/manufacturing, outbound logistics, sales/marketing, and customer service. Inbound logistics involves receiving, storing and disseminating inputs to the products. Operations/Manufacturing is transforming inputs into the final product. Outbound logistics is collecting, storing and physically distributing the products to buyers. Sales and Marketing is inducing buyers to purchase the products and providing them a mean to do so. Customer service is assisting buyers in their use of the product and thus enhancing the products’ value.

Kean Career Services’ business strategy is built on this value chain. When a customer, in this case a student, comes is looking for a job or internships opportunities, he/she will hand in a resume/cover letter to be corrected (inbound logistics). There is then the operations process where the student’s documents are corrected. The final cover letter/resume will be then be posted on the IS portal College Central (outbound logistics). Sales and marketing will be inducing the students in using KCS services, posting for example flyers around campus or advertising ads on the University portals. Finally, customer service will be following up with the students and the companies who used KCS.