Word document with the full project instructions attached. excel spreadsheet is also attached.
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Project Title: To develop and recommend a marketing strategy for Ark Housing Consultancy across Ark Seminars.
Project Summary: To undertake various forensic sales and marketing analyses of Ark Seminars to identify the optimum approach to maximize delegate sales/bookings across Ark seminars. This information will then inform the production of standardized formal procedures for the planning and implementation of individual Ark Seminars and to develop a template programme of Ark Seminars training events for the 2014/2015 financial year.
Overview of the company and the project.
Ark Housing Consultancy LLP is an award winning consultancy practice in the housing sector in the UK, which specializes in affordable housing with branches in Birmingham, Cheltenham and London. There are over 4 million affordable homes in the UK and Ark provides consultancy advice to organizations that manage the homes on behalf of local communities. This sector is dynamic and Ark is at the front end, and is a market leader in supporting housing organizations to improve access to quality and affordable housing.
Seminars: Ark seminars are a growing new business stream; active for about 18 months that provides and delivers market-leading CPD (Continual Personal Development) accredited training/seminars to hundreds of housing professionals in the housing sector.
The seminar programme is set up mainly to promote the company, Ark Housing Consultancy, and also be a source of income in terms of delegate sales and winning work for the company at seminars. The average cost of a seminar is about £250 per delegate but goes down to as low as about £180- 212.5 as a form of promotion (early-bird discount). The company reckons that an average of 20-30 people per seminar is appropriate. The seminar topics, location and speakers are put into place a few months-weeks before the seminar and some forms of marketing are carried out to increase the number of paying delegates (as can be seen from excel spreadsheet).
Despite the current marketing process, the company has experienced a fluctuating number of paying delegates/attendees at the seminars (as can be seen from excel spreadsheet). The number of paying delegates has been extremely low on a few occasions that the seminar had to be cancelled or rescheduled.
The raw company data given on the excel spreadsheets contains the seminars that have take place till date, and variables such as date, location, topic, speakers, cost, sales turnover, profit/loss, work won, marketing (social media and email numbers and readership%, paper mail outs, blogging). It also contains advertisement costs for the events in which they were used and all the costs are given in GBP.
Part of the project should involve breaking down the data on the spreadsheet comprehensively, looking at these variables against each of the seminars and these should be shown in words, on diagrams, charts, graphs and figures, also on excel spreadsheet (appendices should be included). This will help identify trends, patterns and will help give a clearer picture on how the marketing and advertisement process (which starts about 3 months before the event) has affected delegate bookings and the role of other variables like location, costs, and project manager’s time allocation to seminar planning.
The project/report should be in chapters and sub chapters. Each chapter should introduce what it is going to talk about and the project report should include:
*Introduction- giving a background, the research question, aims and objectives.
*Literature review- a theoretical underpinning of the subject (marketing/sales strategy), and it should be in line with the research aim of the report and analysis.
*Research plan-which looks at the methodologies used, approach, design, data collection and analysis methods, research limitations in terms of validity, reliability, generalizability and other limitations.
*Data collection, analysis, presentation and findings-which should give a detailed analysis of the data (as previously described), external analysis (PESTEL), brief market analysis (size, competitors), company/internal analysis (SWOT), segmentation, marketing mix. – This should be the largest chapter.
*Conclusion and recommendation-which should give a conclusion/summary on the report and give recommendations on the way forward for Ark seminars in terms of a standard/formal marketing procedure and other key actions regarding cost, resource and time allocation and other factors, for increasing delegate sales. A time plan/template for the new marketing procedure should be given.
Future research areas/opportunities, based on this research should be clearly stated.
The analysis, diagrams, charts, graphs, facts and figures from the data breakdown as well as the link to theory and principles in marketing and management will then be a basis for forming the recommendations for the company regarding new marketing procedures/strategy and resource allocation (time and money) for future use to increase profits and optimum delegate sales as well as a planned programme of events for the 2014/15 financial year, as Ark Seminars moves forward and further expands.
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