FERGUSON TRAINING ACROSS CULTURES

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School

Algoma University *

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Course

1207

Subject

Marketing

Date

Apr 3, 2024

Type

docx

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Uploaded by onkar1991

Recommendations 1. Direct-Mail Campaign:  Target both past and c9urrent clients: Send the direct-mail package to past and current clients.  Target new potential clients: Identify a list of potential clients and send the direct-mail package to introduce them to Ferguson's services. This can help expand the client base and reach new markets.  Catch-phrase selection: Choose the most suitable catchphrase that aligns with Ferguson's brand and resonates with the target audience. The catchphrase should capture attention and create interest in the direct mailing. 2. Magazine Advertising:  Ad sizes and content: Determine appropriate ad sizes based on the available budget and consider linking them to the direct-mail campaign. Utilize engaging content highlighting Ferguson's services and emphasizing the benefits of cross-cultural training for organizations.  Strategic placement: Consider placing larger advertisements in issues of the Canadian HR Reporter that specifically cover cross-cultural topics. This allows Ferguson to showcase its expertise in those areas and attract the attention of professionals interested in such content. Introduction Andrew Ferguson is the development associate at Ferguson Training Across Cultures in Kingston Ontario where the weekly coordinators meeting is held that mainly focused on the coming launch of Ferguson’s largest marketing effort in the history of 12 years. It is also depicted that the Ferguson was the leading provider of language, culture and diversity training in Southeastern Ontario and his business provide merely two major services that are language training and cultural diversity training. External Analysis By analysing the display advertising rates and page layouts, it is witnessed that the display advertising rate of the full page in 1 time is $2,448 which is the maximum value in that size.

Thereafter, merely 302 of the advertising rates is observed in the 1/8 page size. Moreover, color process and PMS add shows $390 in just 1 colour, $640 in 2 colour while $885 in 4 colour. Internal Analysis Strengths Ferguson Training Across Cultures has substantial expertise and reputation as it is known for its leading role in providing culture, Diversity, and Language training in Southern Ontario. The firm is known to be credible due to the immense experience of the founder Dr. Angus Ferguson, a retired university professor. The company provides various services, such as language instruction and diversity education. Because of its varied offerings, Ferguson Training Across Cultures is able to serve a wide variety of clients. About sixty-five consultants are on file for occasional use by the firm. Consultants with this experience and understanding of cross-cultural training enable the company to offer individualized services to its clientele. Another strength is the firm has a considerable client base, including private and government clients. Government clients are human resources, Development Canada, and the Department of Foreign Affairs, while the private clients include Cisco Systems, Siemens, and Nortel Networks. This is a strength as the established relationships show that the company is trustworthy and its capabilities. The firm also has cost-effective partnerships that include Aboriginal Women found in remote areas to develop beaded eye-glass holders. The partnership is critical in direct mail campaigns and supports the minority community, which shows the firm's strength in its social responsibility. Weaknesses Ferguson Training Across Cultures has limited promotional and marketing efforts. The firm has not invested much in conventional forms of marketing until 2016. The company's capacity to reach more people and win new business could have been more robust by its dependence on personal connections and word of mouth. The firm needs marketing expertise. Andrew Ferguson, the partner responsible for the development, had a limited background experience in marketing and establishing widespread

campaigns. Since Andrew was liable for choosing the best approach to begin the advertising effort and guaranteeing its success, his lack of knowledge in marketing and monitoring campaign performance presented a difficulty. The company had a limited advertisement and marketing budget. Considering the expenditures connected with magazine advertising and direct mail campaigns, more than the company's 2016 marketing and promotional budget of $23,000 may be needed to execute complete marketing initiatives. This had an impact of reducing market reach and therefore losing its market share to the competitors. The firm did not have a formal promotional and advertising strategy. The company's marketing strategy mainly consisted of word-of-mouth and a few website postings. Lacking a well-defined marketing and advertising plan, the company struggled to recruit new customers and aggressively build a recognizably strong brand. Key Success Factors  Develop a strong brand identity instead of relying on the founder. Establishing Ferguson Training Across Cultures as a trusted and industry-leading cross-cultural consulting organization depends on solidifying the company's unique brand identity. Instead of depending exclusively on the founder's name recognition, this strategy emphasizes marketing the firm. As the business's newest associate, Andrew Ferguson is in a prime position to build and promote the firm's distinctive value proposition, experience, and history of providing consulting services and high-quality training.  Expand the promotional and marketing efforts. To raise awareness of its brand, draw new customers, and set itself apart from rivals, the firm needs to spend resources and build a complete promotional and marketing plan. Direct mail campaigns, print ads, internet ads, a solid social media presence, and appearances at industry events are all part of this strategy. As a development associate, Andrew Ferguson is well-suited to spearhead and manage such promotional efforts.  Develop and expand customized and specialized offerings. Leverage the company's resources to create training programs that are unique to each customer. Programs for cultural diversity and language instruction might be designed specifically for each

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