Marketing
Plan
Project
(1)
Marketing
Plan of Migration Agency
Prepared
by
M. B. Mirghani
MBA
Holde
By
the name of Allah most gracious most merciful
The reasons behind the project
- cut cagulaities to the miniumum by proposing legal options specially for migrants take the risk and high role crossing the midetrainin, options for midle social class for better opportuinities(skilled workers)
- bend the rules that divid not unite for better good to humanities
- not forcing anyone to stay all his life in just one place spcially if he/she doesnt like it , just born in it
- facilitate trade and culuture exchange
- laws made to facilitate people's life not to complicate it so invent new rules .
1. Executive Summary
Without
border migration agency (WBMA) is suggested agancy to provide migration consultancy and
services to the United States, Canada, Australia, Newzeland and M2M (Malaysia
as a second home). And it’s a franchise of Rayford migration agency in
Malaysia. The founder of WBMA is Mohamed Babiker, MBA. Addition to his MBA he
is so passionate about the activities WBMA will offer
An
opportunity exists for two reasons
1).
Migration is a growing industry by 5% annually
2).
There is no provider to migration services in Sudan in term its blue ocean
The
agency target customers are high income as businessmen or skilled workers or
students or asylum seekers
WBMA Mission is to provide the customers with the highest
quality services. We exist to transform people’s life to better living
situation and, we exist to attract and maintain customers. When we adhere
to this maxim, everything else will fall into place.
WBMA Vision is to excel the migration service to extent to be
the best in Africa within the coming seven years. Provide help to transform
peoples life.
2. Objectives
Marketing Objectives
1. Maintain positive, steady
growth each quarter.
- Experience a growth in new customers who are
turned into long-term customers.
- To be recognized as the premier migration
service provider.
Financial Objectives
1. A double digit growth rate
for each future year.
2. Continue to decrease the
variable costs.
3. Situation Analysis
A). Market Summary
WBMA possess good information about
the market and knows a great deal about common attributes of our most prized
and loyal customers. WBMA will leverage this information to better understand
who is served, their specific needs and how WBMA can better connect with them
- Market Analysis
WBMA had done a research on reasons
behind migration in Sudan and reach to result shown on the pie char. As only
20% of the migrants migrate as businessmen or students the majority migrate as
skilled workers not particularly to the western countries.
So WBMA see it as an opportunity with
no migration agency or migration agents in the country.
B). SWOT Analysis
The following SWOT analysis captures
the key strength and the weaknesses within the agency and describes the
opportunities and the threat facing WBMA
- Strengths
A). Excellent staff who are highly
trained and very customer attentive.
B). high customer loyalty
C). A truly unique, high end, service
offering
- Weaknesses
A). A challenge to find employees who
possess the necessary skills and customer-centric attitude.
B).The struggle to maintaining the
level of quality that established over time from repetitive offering.
- Opportunities
A). Growing market
B). Growing number of young
professionals
C). Growing number of asylum seekers
from neighboring countries
D). The market still blue ocean to
the migration agency though there is need.
- Threats
A). The inflation
C). Competition
There
is no competition yet in the migration industry (blue ocean) in Sudan. We will
lead in this industry. We consider the other agency in other countries our main
competitor so we tend to do continuous improvement to our business
- Competing and substitute products
Traveling
to the gulf area could be the most threatening substitute to us as skilled
worker migration but we offer first world migration may end up with permanent
residency which gulf area countries cannot offer.
D). Services
WBMA position
itself as a leading migration service provider in Sudan with advantage that
it’s a franchising from Rayford migration agency Malaysia. WBMA offer migration
services to the United States, Canada, Australia, Newzeland and offer M2M
(Malaysia as a second home)
4. Marketing Strategy
WBMA will use several different form of communication of our marketing
strategy. The first effort will revolve around our internet site. WBMA demographic relies heavily on the internet for
information.
Another
form of communication is advertising, whether in radio, television or
newspapers and magazines. The newspapers and magazines will be used to increase
visibility of WBMA and position it as the top service provider in the market.
As time
progress and a loyal customer base is established WBMA will rely on email newsletters will share
special event with migration agents or even flight ticket prices to countries
migrate to
The
marketing strategy will be to develop long-term relationship with customers. WBMA will keep a database from which to obtain
important demographic information.
A). Target Market
WBMA will target four different
groups
- Business men
This group of people who seek new
market for their business and able new ventures abroad
- Skilled worker
This group of people are
professionals and met the eligibility of migration destination
- Students
This group of people is seeking
better education and end up migrating
- Asylum seekers
This group of people is who facing
problems and seek better life.
B). Positioning
WBMA will promote / position itself as differentiated migration service
provider. Positioning will leverage our competitive edge
- The competitive edge in our
service is the access we provide to
migrants
C). Marketing Mix
WBMA marketing mix comprised of the following distribution, pricing,
promotion and customer service
- Distribution Strategy
WBMA services will be distributed throughout Sudan, the United States,
Australia, Canada and Newzeland
- Promotional Strategy
The
most successful advertising will be the newspapers and the direct email
- pricing Strategy
WBMA does not compete on price it competes on service, additionally; the
target market is not price sensitive. To a large degree price irrelevant as
long as it is reasonably proportional to the service offered
- Product strategy
The
product strategy will be the customer service. WBMA philosophy that is established throughout the
organization is whatever needed to be done to make the customer happy must
occur, even at the expense of short-term profits. In the long run, this
investment will pay off with loyal customer base that is extremely vocal to
their friends regarding referrals
5. Finance
A). Break-even Analysis
Sales price per unit – variable cost per unit
|
|
Break-even point =
Break-even Analysis = 28.5 unit
So WBMA should serve at least 29
migrants to get break-even point
Break-even Analysis in dollar =
Sales price per unit *break-even point in unit
Break- even in dollar = 3000 USD *
28.57 =85714.28 USD
B). Sales Forecasts
Sales Forecast
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2017
|
2018
|
2019
|
Sales
|
|
|
|
United States
|
$360,000
|
$500,000
|
$570,000
|
Canada
|
$140,000
|
$260,000
|
$310,000
|
Total Sales
|
$500,000
|
$760,000
|
$880,000
|
|
|
|
|
Direct Cost of Sales
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2017
|
2018
|
2019
|
United States
|
$50,000
|
$180,000
|
$190,000
|
Canada
|
$40,000
|
$70,000
|
$78,000
|
Subtotal Direct Cost of Sales
|
$90,000
|
$250,000
|
$268,000
|
Marketing Expense Budget
Marketing Expense Budget
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|
2017
|
2018
|
2019
|
Advertising
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$26,400
|
$26,400
|
$26,400
|
Printed material
|
$1,200
|
$1,200
|
$1,200
|
Other
|
$1,200
|
$1,200
|
$1,200
|
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Total Sales and Marketing Expenses
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$28,800
|
$28,800
|
$28,800
|
Percent of Sales
|
5.76%
|
3.79%
|
3.27%
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