Marketing Plan: Center for Business Excellence Final Plan

8/12/2019 Marketing Plan: Center for Business Excellence Final Plan

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Zubaidah Abdul Rehman, BIS,20042080

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Ittihad University

Marketing Course


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Center for Business Excellence (CBE)Marketing Plan Analysis

Presentation and Report

Introduction

History

CBE Objectives

Training objectives andgoals

CBE services

CBE products

Targeting andpositioning

CommunicationStrategies

Report Analysis:

Executive Summary

Research and logic

Conclusion

SWOT Analysis

Marketing Strategies

Detailed:

Distribution Channel

Pricing decisions Bibliography


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The Ras Al Khaimah Free Trade Zone Authority is a rapidlygrowing service leader dedicated to the empowermentof business professionals in the United Arab Emiratesand on a global scale. The RAK Free Trade Zonescommitment to the professional development of its

clients is reflected in the launching of training servicesas a certified organization for ISO 9000 and 14000. It isalso a part of Sheikh Saqr Program for GovernmentExcellence.

By the implementation of quality and professionalprocesses, we will ensure that the needs of our clientsare met and exceeded by making the best possible useof the expertise of our staff and resources.-


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RAK Free Trade ZonesCenter for Business Excellencecan provide your business with a wide range of qualitytraining services. Our training programs begin with athorough assessment of your organizations needs and

proceed to conduct professional, customized andeffective training programs.

Follow up evaluation is an essential component of the RAKFree Trade ZonesCenter for Business Excellence in

order to guarantee the training provided has producedboth desirable and measurable results.


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In 2004 RAK FTZA training section was launched providingbasic courses for staff members to develop theirknowledge and awareness (Employee Orientation andISO awareness courses) as it is vital for an employee towork effectively and efficiently in an ISO 9000 and

14000 certified organization.

During the end of 2005 Center for Business Excellence waslaunched by providing courses as per the requirementsof RAK FTZA companies and establishments.


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The objective and goal of Center for Business Excellence isto be the market leader in providing various categoriesas education and development for business excellencefor productive and quality professionals.

The main objective and goal of marketing is to support andmaintain the goals of objective statement of Center forBusiness Excellence.

The marketing philosophy is to attract people keen incareer advancement through education.


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The main objective of Center for Business Excellencetraining services is to provide inclusive in their (privateor public sectors) investment:

Quality training material

Quality in contents of the course Assure meeting the objective for each course Customized training course to meet the requirements and field

of attendees Competitive fee structure Competitive and flexible discount

Sponsorship and scholarship possibilities Certificate of participation Certify participantcertified courses only Meals (snacks, refreshments, lunch / dinner) this is in order to

provide comfortable environment Assessment of participant


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Training services

Consultancy services

Prometric computer based certified testing

center ICDL

TOEFL

GMAT

GREOther list under process - verification


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Targeting and Positioning

The targeted market is as per the segments mentioned ingroups in the report and a survey will be carried onduring June 2007 (mid-year) to identify and evaluateexact requirements with specific details.

The places location for marketing will begin firstly from RasAl Khaimah and accordingly with government sectors,banks, companies, universities, schools, and so on.Upon availability of further seats for registration of eachcourse Center for Business Excellencewill start

marketing in other emirates within UAE when there isenough time for further registrations and confirmationsaccordingly with Dubai, and carried on by otheremirates as well.


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Communication Strategies

The CBE is considering 100% effort in marketing by: Surveys (RAK FTZA staff members, RAK FTZA

companies and RAK private or public sectors)

Advertising

Salesperson selling

Personal Selling Fax

Emails

Sms

Postal mailing

Posters distribution

Flyers

The Publicity is also through other advertising companiesbefore two weeks for commencement of the course.


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Pricing

In the competition for pricing not all education orknowledge providers make available for the abovementioned list of services:

Off-the-job training

On-the-job training

Computer Lab

Lecture venue

Catering

Transportation

Accommodation Coordination for external courses

Business strategy, procedure, and policydevelopment


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Distribution

The channels for marketing will be:

CBE team members marketing locally fortargeted private or public sector

CBE will hire external source before two weeksof the course in case of not filling the seatsavailable

The overall distribution of marketing plan in

terms of internet will be through emails andwebsite (under development as a part ofproject).


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Center for Business Excellence

Promotional Plan

The marketing promotion strategy for CBE is conductpromotional activities within the budget approved andto target as much effective inquiries with total

satisfaction in response.

Budgets

The initial startup for marketing promotion is estimatedto AED 30,000 for 2007 (public seminars that will

conducted from summer onwards on monthly basis) asper the quotations and proposals received fromadvertising companies and professional trainers/trainingproviders.


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Evaluation and Control

Upon completion of seminars and marketing plans it willevaluated as per the below targeted awareness media: Surveys (RAK FTZA staff members, RAK FTZA

companies and RAK private or public sectors)registered attendee(s)

Personal Sellingregistered attendee(s) Salespersonregistered attendee(s) Advertising companiesregistered attendee(s) All the above after evaluation develops a targeted

registration will be aggressively carried on for 2008year.

However, the budget will be controlled and assured that allthe expenses are covered and profits are gained tostart effective functioning of marketing next year.


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Conclusions

The aggressive cost effective marketing plan willresult in:

Community relationship within the country

Awareness in all the emirates in UAE

Targeted different categories of customers

Benefiting and taking advantage of coursesand as a certified center for prometric test

Finally there will be an image development for

RAK Free Trade Zone Authority for its clientsand investors and develop itself as a reputededucation and training provider.


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Center for Business ExcellenceMarketing Plan Analysis

Thank you for your attentionQUESTIONS AND ANSWERS

If you are interested in their product & services:

Tel.: 072041132Fax: 072041131

Email: [email protected]

Documents

Marketing Plan: Center for Business Excellence Final Plan