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Ferguson Training Across Cultures

Abhishek Sharma: 229649970 (section M)

Sayali Desai: 229614990 (section P)

Vasu Bhardwaj: 229670410 (section M)

Harpreet Kaur: 229662930 (section M)

Parth Rajdev: 229625390(section M)

School of Business & Economics, Algoma University

ADMN1207 Quantitative Management Decision Making

1 December 2022
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Ferguson Training across Cultures

Memo

To: Dr. Angus Ferguson, President

From: M5

Subject: Establishing the marketing strategy and advertising plan in preparation for

Ferguson's upcoming campaign launch

Recommendations

Every marketing strategy that attempts to increase a company's income must start

with branding. For Ferguson Training across Cultures, a brand identity is crucial. A distinct

brand identity is necessary. A brand with a distinct identity is simple for consumers to

recognize. If you have a strong brand identity now, it will be simpler to launch marketing

initiatives in the future.

We must answer the following three questions to build a brand identity.

1. Whom are we attempting to target?

2. What is the main goal of our business?

3. What does success mean to our business?

Short Term

The business should combine direct mail and magazine ads to get the most out of

both. The company should use the slogan "Cultural Diversity, Common Vision." In "We

Can Help You See Eye to Eye," the emphasis is placed on both the presence of an eyeglass

holder and the ethnic diversity aspect.

Long Term

The business should think about using guerrilla marketing, stunt marketing,

membership marketing, and content marketing as alternatives to more conventional

forms of advertising. Customer feedback should be sought out more frequently to

enhance the level of service and to use it as a means of generating additional money. A

greater range of services should be provided to increase the company's training portfolio.

Launching company merchandise will help to further improve the reputation of the

brand.

Control and Feedback

The implementation of best practices in the training sector should be done along

with benchmarking of services and quality standards with the industry. A current clientele

base might be polled or evaluated to have a better idea of what needs to be changed.
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Contingency Plan

The company's key priority should be boosting sales and developing new revenue

sources. A company's entire strategy must include maintaining a balance between new and

existing customers. The company needs to concentrate on its advantages and try to find a

market niche.

EXECUTIVE SUMMARY

Introduction

Ferguson Training provides specialized training services in diversity, language,

and culture. After deciding to leave his post as an English professor in 2004, Dr. Angus

Ferguson started a tiny business that would later grow to be a well-known training

company, earning $200,000 in 2015. The company uses both full-time employees and

consultants, depending on the requirements of the client. The company will start fresh

marketing initiatives to advertise its goods and services to the right customers and boost

sales. The senior management of the new campaign is dubious of the ideal marketing

plan to employ. Ferguson Teaching across Cultures began as a one-man home-based ESL

instruction business in 2004 under the direction of Dr. Angus Ferguson. Ferguson had to

hire ten more employees in 2014 due to the rise in demand for its services. Additionally,

he needed to compile a database of 65 consultants that he could use to meet client

demands. The business made $1.6 million in revenue by 2015.

Million and has been nominated for and won numerous awards for its quick

development. Dr. Ferguson observed that the business lacked a strategy and was

unprepared for the expansion it underwent, so he researched marketing strategies to

support the business' expansion and keep it in touch with new clients. Up until this

moment, the business has relied nearly entirely on networking and word-of-mouth

marketing to promote its goods and services. According to the company, magazine ads

and direct mail will continue to be the main forms of communication moving forward.

The distribution of eyeglass holders as presents to a select set of corporate clients as well

as advertising in the esteemed business newspaper "Canadian HR reporter" are both

planned. Executives from the company are unsure of the best marketing strategy to

employ for the campaign after earlier direct mail campaigns fell short of expectations.

Problem Statement

For the organization, selecting a marketing strategy and a tagline is proving

challenging. Ferguson had no company expansion strategy after 12 years. Both efforts

lacked a clear marketing or advertising strategy. He created a network of relationships

through speaking engagements, website publicity calendars, and word-of-mouth promotion.

He needs to implement an advertising and promotional strategy to draw in new consumers

and keep the business on its growth trajectory due to the unprecedent growth and demand

for his services. The business development associate position has been filled by Andrews

Ferguson's grandson, who will now oversee starting a marketing campaign.

campaign to win over new customers. Because he lacked past marketing expertise, he

sought the assistance of a seasoned advertising firm for an online and direct mail

campaign.

To 100 enterprises and groups, comprehensive information regarding Ferguson

Training Across Cultures was distributed. Results that were disappointing indicated that

no new clients were acquired. We didn't get in touch with them or follow up with the

possible new clients. Andrew has chosen to send 400 businesses and organizations in

Southeastern Ontario modest gifts of beaded eyeglass holders handcrafted by indigenous

women in the far-flung areas of Northern Ontario as part of a new marketing plan. The

idea was to make the present itself the center of attention rather than the information that

came with it on a flash drive with the copied logo. One of the most important decisions

Andrew had to make was the one about the accompanying literature's headline. Costs for

this new campaign will significantly rise and are projected to account for 50% of the

2016 advertising budget.

Recommendations

Short Term Recommendations

The company should use a multifaceted strategy that combines direct mail,

advertisements, and other types of promotion including web marketing. enabling the

company to test different combinations and permutation will also assist the business in

making advertising cost savings.

The company's slogan should be "Cultural Diversity, Common Vision." The

company's dedication to multiculturalism and the eyeglass holder gift can be effectively

communicated by using the tagline "We'll Help You See Right through It." Stop all

advertising and set aside money for developing your brand. Look at the mission and vision

statements of the business. Create a focus group of employees to discuss the goal and vision

of the business. A new vision and mission statement should be written or revised. While

choosing a logo, design, and color scheme, keep in mind the company's objective and

vision.

Long Term Recommendations

A business can position itself as the industry leader in its sector with its distinctive

products and top-notch service. A few non-traditional marketing strategies include

guerrilla marketing, stunt marketing, membership marketing, and content marketing.

Retaining current customers should be prioritized, and management performance should

take this into account when choosing new hires. Additionally, starting a business for

product promotion might be quite beneficial. Create and print marketing materials to

enhance the reputation of your business and draw in new clients. For employees to

effectively communicate the company's vision, aim, and direction to customers, the brand

must first be introduced inside. Host a brand launch party outside and invite existing and

potential customers. Include live demonstrations, talks, and presentations.

Respond to a customer survey following the launch and ask them about the event

and how it will benefit their business. Determine the marketing plan, including direct

mail, social media, and the internet, as well as other channels. Test the market's reaction

to each feature on a limited scale first.

Control and Feedbacks

Consumers should be surveyed frequently to ascertain a company's strengths and

weaknesses so that adjustments can be made. A regular competitive benchmarking practice

and industry best practices should be followed by a company to determine its position in the

market. The manager's sales aim ought to include both new and existing clients since this

would enhance the quality of the after-sale service. Measure the amount of new business

that comes in from both new and existing customers after the launch of a new product or

service. Conduct customer satisfaction surveys to get feedback from current clients at the

conclusion of each session.

Contingency Planning

To identify a company's strengths and flaws and make necessary improvements,

frequent consumer surveys should be conducted. A company should use industry best

practices and routine competitive benchmarking to identify where it belongs in the market.

Since this would improve the caliber of the after-sale service, the manager's sales goal
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should cover both present and potential customers. Measure the volume of new business

that follows the introduction of a new product or service from both new and existing

customers. At the end of each session, conduct customer satisfaction surveys to collect

feedback from current clients.

Conclusion

A corporation will achieve the best results at the lowest cost when it uses both

direct mail and magazine advertisements. Even while the company is experimenting with

novel marketing techniques, it shouldn't overlook time-tested tactics like networking and

relationship-building. We Can Help You See Eye to Eye" is without a doubt the best

choice because it blends cultural variety with the gift of an eyeglass stand, which is in

keeping with the company's basic beliefs.