Marketing, Advertising and Public relations
A portfolio is a collection of different writings and descriptions that explains a person’s skills and expertise. Through a portfolio, an interviewer can have an idea of who the applicant is and what he is capable of doing. For example, the portfolio will entail samples of the current works the applicant has participated. Therefore having a systematic and synchronized portfolio can be a platform for getting a job.
Client: Abacus Lighting Ltd
Name: Peter Anderson
Type of Research: Secondary
Introduction
Abacus Lighting Ltd is a UK based organization that deals with different kinds of lighting systems. Their market target includes prestigious hotels, railway stations, sports centers, airports and roads. Lighting is responsible for security purposes (Abacus Lighting Limited, n.d., para 1). On the other hand, having a fabulous lighting system attracts more consumers. For example, the interior décor that combines with proper lighting in a beach hotel can attract many people who are on vacation. The man objective of the company is to increase sales.
Methodology
Through the research program, there were several methodologies used. The SWOT analysis (Strength, Weakness, Opportunities and Threats), provided a platform of weighing the benefits and challenges that the company can undergo while the project is on ground. In addition, the five principles of porters help in determining the marketing strategy that is most convenient for the business expansion (Grundy, 2006, P. 5). They include competitive rivalry, power of suppliers, power of buyers, threats of substitutes and threat of new entrants.
Basing on several evaluations like the SWOT analysis, five forces of porter and previous comments from clients who had purchased theses lighting systems, it was concluded that there are certain changes that can be applied by Abacus Lighting Limited to increase sales.
Findings and recommendations
Introducing a business development manager position to the company. The ideal responsibility of the business developer is to come up with strategic plans on how to increase sales. As days go by new projects are established. In addition, they need advisors who can direct them on nature of lighting. Therefore, the presence of a development manager can increase the chances of the company to get tenders from search clients (Ommani, 2011, p. 3).
.Enhancement of scope of virtual service. most investors and business people get information from the internet. Therefore, it would be advisable to revise the website of the company to reveal more information relating to the products being supplied. The company should focus more on creating a website that gives a detailed price oriented display.
Relationship status is equally important. It is vital to consider maintaining a close relationship with upcoming businesses in town (Huang, n.d., 5). This creates trust and eventually the different organizations will seek the advice of the company in stylish lighting options.
Conclusion and Recommendations
Being ready to undertake a risk is important in up bringing a business. This implies to both starting and those that are in progress. A well-edited website that displays the right information to the people will capture attention of many buyers. In the end, the company will market itself and reduce unnecessary costs that may be incurred initially.
Agency Brief
Client: Steven Steal
Project: Increasing sales in the company
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Background
Abacus Lighting company has been on progress for approximately 50 years. however they need a change in the nature of marketing to increase sells. They should focus more on identifying new clients. This can be done reestablishing the website to have more information. The strategic plan needed to increase sales in the company will depend on the Business development manager and his team. Therefore, the team will require extensive research that is responsible plan acquiring new clients.
Product
Abacus deals with lighting products that are of high quality. For example, exterior lighting (road lights), architectural lighting or amenity lighting products. The lighting products differ in pricing. They depend on quality of material used and design used to make the products. In addition, government legislations determine the pricing factor of a product. Initially the target markets for Abacus were prestigious and high-class projects like hotels restaurants. However, extending a hand to look for market in small projects like apartments can instill change in sales.
Objectives
Advertisement is an important aspect in a company. When people research on internet for information on how to make proper decisions on lighting purposes they get attracted on the nature of the website. The website should be easy to maneuver around and get desired information. In addition, it is important to include pricing list of the products. In the end, the consumers will make comparisons and decide whether to buy or not.
Target Audience
As earlier said, the main targets of the company were prestigious upcoming prestigious companies. However, it is discovered that the small businesses can increase sales in the company at a high rate. These include apartments and institutions like schools.
Proposition
Buying products from Abacus will reduce costs to the client. The products are durable and fabulous. People will be attracted to come to places with fancy décor as they are deemed to produce satisfactory products.
Key message
Products from abacus are durable and effective to the consumer. They are insured and are replaceable if any is not working within a life span of 3 days.
The support
When a consumer is purchasing a new product, he should concentrate on the quality and price of the product. This is what Abacus offers. The vision of Abacus is to remain the best in providing quality products locally and internationally.
Competition
Competition is a factor that drives many businesses to work harder. Therefore, studying how other companies work and working on your weaknesses. Differentiation is important to determine the best product to be in market. In the end, a consumer will purchase what looks revealing to the eyes.
Tone of Voice
Customers need to feel pampered and appreciated. Therefore when making requesting consumers to try out products of Abacus in a friendly way. Giving a span of recovery in case the initially product purchased is not working well will motivate the consumers to purchase in abacus as they have guarantee.
Desired response
The company should be patient with consumers. Change is not easy to instill therefore the company should make an effort of doing campaigns and show case their products.
Measurement of work
It is advisable to have a target and target limit. This will help the organization in knowing if their goals are being achieved with the time limit.
Media and creative art
Most people get impressed with graphics. The need for good art in an advert will attract many users. Therefore, it is advisable to concentrate on how to make the advert looking simple and pleasing.
Budget
Approximately 100, 000 US dollars will manage the coat and expenses of campaigns adverts and marketing on a door to door. In the end, people will have an idea of what is going on and will try the product.
Reference List
Abacus lighting limited n.d., viewed 01 February 2013,
<http://business.fullerton.edu/marketing/programRequire/portfolios.htm>
Grundy, T 2006, Rethinking and reinventing michael porter’s five forces model
<http://mis.postech.ac.kr/class/MEIE780_AdvMIS/2012%20paper/Part4%20%28Pack8%29/Strategic%20Management%20of%20Technological%20Innovation/8-7%29%20Rethinking%20and%20reinventing%20Michael%20Porter%27s%20five%20forces%20model.pdf>
Huang, B n.d., Marketing portfolio, viewed 01 February 2013,
http://business.fullerton.edu/marketing/programRequire/MP%20-<%20Sample%20Portfolio%20%28Huang%2008-11-2010%29.pdf>
Ommani, A R 2011, Strengths, weaknesses, opportunities and threats (SWOT) analysis for farming system businesses management: Case of wheat farmers of Shadervan District, Shoushtar Township, Iran. viewed 01 February 2013,
<http://www.academicjournals.org/ajbm/pdf/pdf2011/30Sept/Ommani.pdf>
