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FERGUSON TRAINING ACROSS CULTURE

Sakshi Mittal 229535900

Amisha Aggarwal 239682470

Dhananjay Soni 239513460

Himanshu Aggarwal 239598340

Jaspreet Johal 239606130

Department of Business Administration, Algoma University, Brampton

ADMN 1207_A: Quantitative Management Decision Making

Prof. Pelham Matthews

Nov 8, 2023
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FERGUSON TRAINING ACROSS CULTURE

Memo

To: Dr. Angus Ferguson, President

Subject: Recommendation of a New Proposal (or) establishing Marketing Strategy for growth
of Ferguson Training Program

EXECUTIVE SUMMARY

Dr. Angus Ferguson who left his job as an English Professor in 2004, began a small

level home based business which later on called Ferguson Training Across culture on its

growing stage, which provide English language training to the wiling people This program

specifically provide training services in language, cultures and diversity. This company has

both full time employees and consultants as per his client’s requirements. The company

wishes to use trending marketing initiatives to advertise goods and services to the correct

customers in order to expand sales. Dr. Angus was the sole president of the company

however, in 2014, Ferguson had to hire new employees as a result of demand of its program.

Resultantly, the company made $1.6 million revenue in 2015.

Later on, Dr. Ferguson observed that their company is lacking of required strategy

as their unplanned expansion went wrong. Because, he felt that millions of the people was

nominated and won awards for the quick development of their business as he got nothing.

Therefore, he started making research on the on-going market strategies to give hand to its

expanded business and to attract new clients. As earlier, there current market strategy like

Direct mail was getting short of their expectations so they had to move to the latest one.
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PROBLEM STATEMENT

For any organization approaching the right market strategy is always a challenging

concept. Here in this case too Dr. was lacking the experience of right marketing and

advertising strategy. He only relied on his old strategies whereas he needs to adopt the

techniques to attract new clients and keep the business growing trajectory due to

unprecedented growth and demand of his services.

Also, Dr. Anus Ferguson hired his grandson Andrew Ferguson as business

development associate to oversee new marketing campaign. But, he also lacked past

marketing expertise, he sought the help of a seasoned advertising firm for an online and direct

mail campaign. Results were unacceptable as no clients were adding on.

RECOMMENDATIONS

Short Term recommendations

Ferguson Training should use a combined strategy that consists of both direct mail

and advertisements including all types of promotional platforms. This would enable the

company to test different combinations so that the best could be chosen and save

advertisement cost also. Company could also use different slogan or tag lines that define their

business program and attract new clients. Also, Ferguson should use branding technique and

while choosing brand, logo format should be chosen carefully. Logo’s design, color, pattern

should be selected that clearly define their objective of business.

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RECOMMENDATIONS

Long Term recommendations

In today’s modern market any industry or business should incorporate some kind

of top-notch services. Few non traditional marketing like stunt marketing, promotional

marketing etc. has attracted various business leaders to choose one of it in order to expand

their businesses. Under this, the business leaders should start offering some kind of

promotional coupons, discount coupons or referral coupons to existing clients so that the old

clients encourage themselves to refer their friends and families to join the training program.

Old employees should be treated like families. Regular discussions, group discussions, parties

should be organized in order to be aware about their responses.

Another recommendation is to take care of the customer’s feedback which is very

crucial part of providing service business. This would allow the company to work on any

suggestions or any improvements so that they can better serve their customers and could

attract new clients as well as retain the old ones. Alongwith that spread their business towards

each and every social media platform on internets, web channels to reach out to the larger

market area.

CONTROL AND FEEDBACK

Regular survey of the customer should be collected in order to ascertain

company’s strength and weaknesses so that necessary improvements could be made. Every

company should determine its position in the market. Information about the current market

trends should be calculated timely in order to evaluate the count of new comers in the market

and exit of the businessmen. This would enable the company to check where the company is

currently standing in the market.

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Budget should be prepared accordingly in order avoid unnecessary promotional

expenses or advertisement expenses. Their Financial and Non- Financial techniques should be

revised accordingly.

CONTINGENCY PLANNING

In order to identify any company’s strength and weakness continuous customer feedback is

the best option to opted for. It would help the company to work on any improvements and

suggestions. Also, Ferguson should not restrict his promotions to narrow digital platforms he

must think that apart from direct mail or other medium there are numerous social medial

platforms that works best as promoting businesses digitally. Alongwith that upon launching of

any new product or service customer’s responses should be evaluated regularly to find the

market trend.