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.

2. Experience a growth in new customers who are turned into long-term customers.
3. 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

	Fixed cost

 

Sales price per unit – variable cost per unit

Break-even point =

	60,000 USD

Break-even Analysis =

3000USD – 900 USD

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
	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	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
	2017	2018	2019
Advertising	$26,400	$26,400	$26,400
Printed material	$1,200	$1,200	$1,200
Other	$1,200	$1,200	$1,200
	------------	------------	------------
Total Sales and Marketing Expenses	$28,800	$28,800	$28,800
Percent of Sales	5.76%	3.79%	3.27%