Study of the school market in Osh city: Informational support for the repositioning strategy

The Aga Khan Development Network (AKDN) works to improve the quality of life for the needy, primarily in Asia and Africa, regardless of their origin, faith, or gender. Our multifaceted approach to development aims to help communities and individuals become self-reliant. AKES is part of the Aga Khan Development Network (AKDN). Today, the Aga Khan Education Services are one of the largest private, non-profit, non-denominational educational networks in the developing world. Currently, AKES operates more than 200 pre-schools, primary, secondary, and higher secondary schools and programs in Afghanistan, Bangladesh, India, Kenya, Kyrgyzstan, Pakistan, Tajikistan, Tanzania, Uganda, and the United Arab Emirates.

The goal of the research is to inform the repositioning strategy of AKES Osh with relevant demographic data and information related to the school market demographic data and information. The aim of the market analysis is to study the categories of private schools in Osh, identify the motives and strategies for choosing a school in Osh among parents, and determine the most competitive schools in Osh based on a comparison of information obtained from literature reviews, in-depth interviews, surveys, focus group discussions, and school documents.

The research was conducted in the city of Osh. To confirm the results, 300 parents whose children attend private schools in Osh, 30 school administrators, 2 representatives of the city education authority, and 2 education experts were surveyed.

The analysis results contributed to the repositioning of the Aga Khan School’s development strategy in Osh, improving the methodological approach and strategy that best meet the needs of clients (parents and children).