Marketing Ferguson training

To Professor Khaled Wahba

Group project
 Amarpreet Kaur Manpreet Singh Chahal (219620500)

 Sai varun Raj Varikoti (219657240)

 Pushpa Latha Nambada (219644190)

 Pratham Kumar (219670620)

 Yuvraj Masson (219695900)

MEMO
To: Andrew Ferguson, President, Ferguson Training Across Cultures,

From : Algoma Consultancy Committee. 

Date: 21 November 2021

 
SUBJECT : Recommendation of a New Proposal (or) Marketing
strategy for growth of Ferguson Training. 
Recommendations and Implementation.

 Short term (or) Momentary (0-6 months)

 Middle term (1-4 years)

 Long term(5 + years)

Control and Feedback. 

Contingency Plan.
EXECUTIVE SUMMARY
 Introduction 

Ferguson Training Across Cultures was founded in 2004, by Dr

Angus Ferguson. He was a retired University English Professor.

He has started a home based business that provided English as

a second language (ESL) with him as the president and sole

employee, later that has got attention of larger clients, the

services have also increased by 70% in 2014.

Problem statement

 After Angus Ferguson handed his business to his grandson

Andrew, there is lack of experience.

 As Andrew is not good at Marketing, there is a necessity of a

good strategy Manager for the Marketing strategies.

Analysis
External Analysis:

 Threats

 Opportunities

Internal Analysis:

 Strengths

 Weakness
Recommendations

Short term (or) Momentary (0-1yr)

 Ferguson training centre must design, an attractive website where they

provide all the information with the schedule and trainer where they can

provide the choice of the customer where he can & schedule his class

and trainer.
Recommendations

Mid Medium Term (1 to 4yr)

 As this Ferguson training has some existing customers they can

use them as the Marketing strategy by providing them with an

offer in which they can refer some customers where they get a

discount for one referral and also the customer gets the discount.
Recommendations

Long term (5yr life-line)

 It is also advised that there must be regular meetings, get

together etc like to know the feedback and to interact with

each other and make the customers feel like family-like

celebrating festivals and giving treats.

 Control & feedback

 Ferguson training centre is one of the best training institutions for cultural

diversity and language. They have been using of budget for unnecessary

things.

 They must try to manage and control their Financial and Non-financial

techniques. They must also make sure that they perform the audit to

confirm the financial statement.

Control & feedback

 Ferguson training must gather all the off feedback from

customers and try to implement or modify the feedback given by

the customers.

 They must know that they are not doing this for customer

satisfaction but they are even trying to top in the market.

 Contingency plan

 Andrew Ferguson believes that digital marketing is expensive, but he is not

investing solely in one platform because there are numerous social media

platforms such as Facebook, Instagram, and YouTube.

 Not only these they can use google for promotion by advertising their

training centre. If these are also not successful then he can use

outsourcing as the last option.

 Conclusion
 Digital marketing

 Advertising

 Marketing manger

 Experience

 Discounts

 Feed back
Thank
you