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The Center for Entrepreneurship – Qatar University

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1. Executive Summary
The Center for Entrepreneurship is an innovative program offered by Qatar University. CFE's
offerings comprise training courses that raise knowledge regarding the importance of
entrepreneurship and support students to develop the skills needed to become future business
owners. An in-depth situational analysis and marketing strategy are discussed in the report with
the help of SWOT and PESTLE analysis. The analysis has helped to understand the landscape
and demographic of the market and to determine the strengths and weaknesses of CFE. To
achieve the business's aims and maximum capital appreciation in a successful advertising
platform, many marketing, and public relations tactics will be used in CFE.
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2. Introduction
The Center for Entrepreneurship (CFE) was founded in September 2013 as a Qatar Institution
development to improve innovation within the universities and throughout the society. CFE is
trying to bridge the gap between academic and corporate life through education, incubation,
investigation, and consultancy. Entrepreneurs must be knowledgeable about the economic and
political environments, notably the economic plans of the government and financial and
commercial organizations. The significance of every student developing entrepreneurial skills
cannot be overstated, for passed are the days when employment was accessible anywhere, both
in the private and public sectors of the economy, and businesses went about seeking for suitable
workers to hire. The research is one of the Center for Entrepreneurship's (CFE) foundations,
leading to the formation of its strategic edge (Qatar, 2022).
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3. Situational Analysis
3.1 Company Overview
The institute primarily hopes to help the university and college achieve their goals via
applied education, investigation, and outreach. By increasing the college's research
activities and giving assistance to Qatar University's students, instructors, and employees,
the institute will help to increase the offers of entrepreneurship courses. CFE's offerings
comprise development programs that raise knowledge regarding the importance of
entrepreneurship and help individuals develop these skills to become future businessmen.
The objective of CFE is to help students and the QU society create business ideas and
implement them into sustainable start-ups. The Center for Entrepreneurship's objective is
to help prospective entrepreneurs accomplish their potential by putting their ideas into
action, as well as to promote the viability of small and medium-sized businesses in Qatar
(Costa, 2020).

3.2 Company Analysis

CFE’s well-known program across Qatar and Qatar University. Programs and seminars
are held in the university, and the program is considered the top program in the
university. The company incubation at the Center for Entrepreneurship is an excellent
chance to obtain personal mentoring, education for management theories, and to further
strengthen current business and entrepreneurial skills. Entrepreneurship provides high-
quality one-on-one mentoring, a community of other entrepreneurs, incubator workspace,
and finance availability. The creation and presentation of an innovative item, method, or
service to a marketplace are referred to as innovation. Innovation is the bridge that
connects pure thought with the launch of a novel product, method, or service. There is no
such competition in the marketplace, the program offers solutions through standardized
processes for each particular service to guarantee team effectiveness and timely delivery
of slightly elevated services.
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3.3 Customer Analysis

3.3.1 Target Market
The knowledge and awareness of entrepreneurship in Qatar have boosted business
adoption, which has boosted the small and medium industries by around 27% by
2021. Countries with higher ranks are best positioned to undertake commercial
operations because their laws and regulations safeguard corporate people's
ownership rights. In comparison to other countries, Qatar's market has various
business rules and their implementation, making it appropriate for doing business.
According to the survey, Qatar's local environment score for entrepreneurial
ventures scored around 6.7 marks out of a 10, placing Qatar in top 10 among all
involved nations. In 2022, the country is ranked ninth among the leading countries
for entrepreneurship. In the list, Qatar is well above of several major economies,
including France, Canada, the United States, Germany, Canada, Japan, and the
United Kingdom.

3.3.1.1 Market Segmentation

Demographics
The CFE program's target client is the latest generation of entrepreneurs aged 18
to 30. This generation is considered as Gen z and Gen alpha. CFE will transfer its
attention to innovation and entrepreneurship as it develops and makes financial
revenue from its operations and commodities. While the intended audience will
mostly Generation Z and students aged 18 and older. The target can be an SME or
a new entrant in the market.

Geographical & Psychographic

CFE’s targeted audience is in Qatar, which has a demographic of around 2.881
million people. The target demographic is 354,562 people aged 18 to 30.

3.3.2 Buying Behavior

Consumer behavior, also known as buying Behaviors, refers to an individual's
behavior when purchasing, utilizing, or discarding a service or product. Several
factors can influence these behaviors. Furthermore, it entails product search, and
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product assessment in which the customer evaluates various characteristics,

purchase decisions, and product use. Consumers go through several processes
while purchasing a product or service. Customer behavior can help understand
how people make purchasing decisions and how they seek products (Busalim,
2022).

One element that sticks out in the development of a company's

internationalization is the necessity to interact with its customers. A customer is
more than simply a corporation's investment; he is a metric by which that firm
may measure its performance in a marketplace. This is why knowing customer
behavior, as well as the forces that influence it, is so crucial. A worldwide market
imposes economic and institutional constraints that are hard to estimate for a new
entry. To comprehend the consumer mindset, it is necessary to understand the
cultural characteristics that they practice (Rasool, 2020).

3.3.3 SWOT Analysis

3.3.3.1 Strengths
 Qatar university, is a well-reputed company in the country so the CFE program
has the benefit of the reputation of the university.
 Based in Qatar, the organization promotes the entrepreneurship initiative, which
was started by university high management.
 Generates business and that will help to create jobs for the vast majority of
people of Qatar.

3.3.3.2 Weaknesses
 A lot of preparation is needed to apply quality matters standards.
 As, entrepreneurship is a new concept in the developing world establishing
confidence with students will be a challenging undertaking.
 Not well prepared for management and planning.
 With the present business climate, there are many competitors in the marketplace,
and it will be tough for CFE to sustain industry quality and service.
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3.3.3.3 Opportunities
 Since CFE is headquartered in Qatar, many entrepreneurs and students may be
interested in the technology as a show of patriotism.
 Expansion of technology in all sectors.
 It might be a new target consumer group, a new geographical location, or an
extension of an already successful product.

3.3.3.4 Threats
 A modest shift in a significant competitor's strategy might knock out any market
position CFE has achieved.
 Once the Covid issue has passed, it is unclear if the present increasing trend in
entrepreneurship learning will persist, which might result in a decline in sales
revenue.
 Competitors such as Entrepreneurship Leave Program (ELP), Digital Incubation
Center (DIC), and Startup Track continue to control the industry, and many
institutions frequently select a tried-and-tested solution over a new one, therefore
the program may not attract many students among Qatar's university.

3.3.4 PESTLE Analysis

3.3.4.1 Political
Policy decisions are a major concern that may influence Qatar University's CFE
department. For example, if a policy adopting a rise in the pricing of one or both
of these components is implemented, the Qatar CFE division may have service
challenges.

3.3.4.2 Economical
Growth in size of the market, income, and competitiveness in each quarter
beginning in 2021, US$10.35 billion in 2023, and $100 billion by proactive 2025.
With improvements and adaptions in information at Qatar University, upgrading
present systems and technical equipment for the CFE department will become
essential. This will need the hiring of employees educated in these new advances,
which will boost the CFE program's budgetary requirements.
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3.3.4.3 Social Factors

CFE division is dealing with CSR and ethical buying, and more concerns of this
nature will need to be addressed in the future.

3.3.4.4 Technological Factors

CFE will need to upgrade its technical equipment and software infrastructure.
Furthermore, significant investments may be necessary for the implementation of
new technologies, which may be a challenging process.

3.3.4.5 Legal Factors

Additional laws may increase the risk of violation and add new administrative
responsibilities for the administration.

3.3.4.6 Environmental Factors

Related to ecological deterioration, the CFE section has purchased technological
devices from chosen suppliers that participate in ethical procuring and seek
organizations to produce items that are reusable in the majority of ways.

3.4 Competitor Analysis

Qatar's CFE industry is rapidly increasing. According to one study, the Qatar market will
reach $6 million by 2023, with thousands of young people enrolling. With its service and
programs focusing on secondary students, CFE is well-positioned to benefit from this
quickly increasing business; this area of the market is expected to grow by 30 percent to a
$9 million market by 2023. Moreover, this study was conducted during the Covid-19
outbreak, which altered the definition of a business (Gieure, 2020).

As the sector becomes more aggressive, competition is developing both internationally

and in Qatar. Entrepreneurship Leave Program (ELP), Digital Incubation Center (DIC),
and Startup Track, one of Qatar's most notable entrepreneurship courses, estimate an 80
percent rise in potential students month over month and a 40 percent increase in
individuals since the outbreak began. CFE, a big start-up in the education industry, is
now facing more competitiveness as the market expands. More businesses are striving to
penetrate the Qatari entrepreneurial sector. CFE also has the advantage of considering the
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existing industry and educational atmosphere in their home city and other places. Private
contracts have opened up accessibility to seminars and certification, giving the company
an edge over competitors in the sector and maybe helping them gain a better reputation in
the market (Aljannan, 2020).

Entrepreneurship is a training facility for novice adventurers. It is the area in which an

individual can begin his or her business concept which may grow into a large
corporation. All major industrial endeavors began as a modest entrepreneurial initiatives.
As a result, entrepreneurship offers a diverse range of initiatives and businessmen in
every market. As a result, the large open field of entrepreneurship serves as an incubation
for entrepreneurs. There is competitive pressure on a community scale, but as the global
industry grows humongous international firms like startup Track may consider entering
the Qatar education market with considerable financial investments and a reputable
professional experience, raising barriers of entry and disenfranchising relatively less
competitive institutions like CFE (Lee, 2019).

4. Objectives
4.1 Marketing Objectives
 The CFE company's primary goal is to be the most entrepreneurially minded organization
in the world.
 Increase sales and profit by acquiring 12% more development projects and expanding
academic share in the market by 2025.
 To advertise CFE by increasing the number of students enrolled in the program by 20%
every year.
 To penetrate a new market segment by increasing the enrolled students aged 18 and up to
20,000 by the end of 2023.

4.2 Communication Objectives

4.2.1 Advertising
To target 11% of students by increasing program test activation by observing
5,000 existing representative students for three months. By 2023, we hope to have
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achieved 10% brand awareness through commercials, commodities, and events on

social media channels, as well as measuring connections and conversations.

4.2.2 Sales Promotion

CFE sales campaigns are often in the shape of unique incentives for certain
consumers. Sales promotions are used by the corporation to entice new students
and business owners by providing additional perks.

4.2.3 Increase Brand Awareness

By the completion of the quarter, boost social media exposures among a younger
demographic by 30%.

4.2.4 Direct Marketing

To keep students and businesses, use customized mails, text messaging, and
telemarketing to lure them with varied offers and discounted offers.

5 Marketing Communication Strategy and Plan

5.1 Advertising Strategy and Plan
5.1.1 Search Engine Optimization
An unexpected study found that 64% of potential college students choose writing
and content on college websites. CFE should know which keywords to include in
online content to improve organic traffic and ranks. Understand the audience and
speak in their language. To improve the search ranks, use long-tail keywords.
Consider essential questions that potential students will question and respond to
them in high-quality content posts and weblogs (Chawla, 2021).

5.1.2 Video Marketing

A video marketing plan is required for brands. This is not a novel concept. What
has altered is the importance of video on every platform and stream. Video
creation is now more affordable and accessible than ever before. Companies may
now shoot high-quality 4K videos with their smartphones. The typical person
spends 19 hours each week viewing videos on the internet. For companies that
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want to succeed, neglecting content marketing is no longer a viable option

(Bhardwaj, 2020).

5.2Sales Promotion Tactics

Consumer direct marketing refers to sales marketing tactics that are directed toward end-
users. As an example, you might give consumers a 20% discount on a specific service.
The primary goal of consumer-oriented promotion is to directly raise sales by acquiring
new clients and seducing current systems. Sales promotion can be directed towards
certain groups, such as retailers and their consumers. Organizations develop innovative
strategies to compete and stay the competition's winner (Nyström, 2019).

5.3 PR Strategy and Tactics

The strategy's primary goal is to establish a viable relationship between a firm and its
intended audience. Traditionally, public relations was exclusively employed for
communication strategy. However, PR is presently employed throughout the lifespan of
a program or system to guarantee that the audience has a favorable picture of the
product/project (Lu, 2019).

5.4 Direct Marketing Strategy

Regular direct connection to consumers on the business email list with periodic sales
promotions will enhance sales revenue throughout the year. While not as straightforward
as mail, calling consumers to ask about their CFE experiences will have a big impact
on customer loyalty (Kim, 2018).

6 Company Evaluation
Each strategy utilized in marketing and strategy will be evaluated. Since the preponderance of
marketing is done by video less so locally. Once a week, the digital approach may be examined
by evaluating pay per click, visits, enrolled students, and payments, as well as monitoring each
individual from a distinct source to discover which tool is inefficient and minimize expenditure
in that specific area.
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7 Budget
The annual revenue of the CFE program is not much as it is still in the development stage after
all those years. In 2022, the university is aiming to generate a revenue of $40,000. The
advertisement and promotions will run all over the year so that they can reach a more targeted
audience. The marketing and advertising budget should be around $10,000.

8 Conclusion
To conclude, the Center for Entrepreneurship's objective is to deliver quality training and
expertise in major industries via teaching skills, research, and community outreach. Promoting
entrepreneurship and innovative products at Qatar University through different events such as
lectures, competitions, and workshops to highlight the relevance of entrepreneurial behavior.
Providing numerous training programs to enhance skills and capabilities for the development of
company thinking and innovative strategies. It is vital to implement an innovative advertising
plan to boost sales by developing purchase and demanding intentions. For example, producing a
marketing video for the programs and services. Sales promotion tactics aid in extending the life
of the program at various phases of the development life cycle. Utilizing sales promotions, the
program's mature stage may be extended, and the CFE can make more and more income.
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