MARK101 Case Study Analysis

References

• Chartered institute of marketing, 2013, Membership, online. [Available:http://www.cim.co.uk/Membership/MembershipHome.aspx ]. Accessed 25th September 2013

Important Facts:

• Satell, G, 2013, 4 Principles of Marketing Strategy In The Digital Age, Forbes Magazine, online, [Available:http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-digital-age/]. Accessed 27th September 2013.

• Baines, P. et al , marketing, 'Principles of relational marketing', pp:494-496, 2nd edn.

• Operates as an awarding body and a professional membership body
• Is a charity organization
• Uses the internet to reach out to potential customers

• Stanford University, n.d., Marketing Strategy, online [Available:http://www.stanford.edu/class/ee353/marketing%20strategy.htm ] . Accessed 27th September 2013

CONCLUSION

The CIM's 7 P's Of Marketing: THE EXTENDED MARKETING MIX

Senior level experts should take first priority when targeting segments because:

MARK101

Case Study Analysis

2.Price

• Customer judgement
• Manage demand/ make a profit
• discount pricing strategy
• UK- 144-124 /Int. -100
• eg. sales

3.Place

• Where??
• Computer, technology, email
• Globalization

1.Product

• Item Sold
• Item/Service
• Membership offer/ Accredited degree

7. Processes

• Targeting well reputed professionals in the field sets a precedent
• Gives CIM themselves a prestigious membership body Reputation
• Simultaneously targets both markets in the long run cost effectively

• All tasks, schedules, activities, delivery
• Eg. CIM active website, answer calls , provide info, respond to emails.

• How is the product offered?
• Facebook, magazines, Ads, word of mouth
• No size, volume,
• Show benefits of the product

• Eventful & peripheral evidence

4.Promotion

• Provide tangible cue
• Use brochures, signs about quality
• Tardiness, tidiness, attitude, uniform etc.

6. Physical Evidence

• Direct contact- perceive quality
• Employing staff
• Represent the service
• Professional staff, telephone calls

5. People

Why is marketing important?

• Enhances the production and distribution of products and services
• Products require awareness to be able to connect with customers.

THE CIM

How can CIM increase its membership by penetrating:

BOTH

Targets 2 Markets Simultaneously

It isnt the most cost effective example

BUT

The Employment Market

Collaboration with well-known non-business schools.

Any Other Market

Targeting other markets

Target Engineering and Information Technology students

- Internship offers

- Seminars and discussion groups

- Overseas marketing programs

- Career advice

- Better networking opportunities

"Relationship Marketing"

• Memberships
• Affiliate (professionals)
• Affiliate (studying)
• Associate
• Fellowship
• Members
• Chartered marketers

The Customer-Relationship Life Cycle

Negative Effect

Presented By:

• Hanisha Kumar
• Hussain Aliasger
• Marwa Adeel
• Stacey Lobo
• Yash Wadhwani

Because the UK government is encouraging more in-house, employer-led training.

The CIM will lose valuable clients!

Senior Level Experts

CIM's Marketing Strategies

Long Term

Setting Precedent

Potential Growth

Situation:

Traditional Skepticism

Uncooperative

World Wary

The UK Government wants to develop a more qualified workforce.

I.e, increase employer-led training

Positive Effect

?

Negative effect

PEST

Junior Level Professionals

CIM'S SWOT ANALYSIS

Short term $

Innovation

Enthusiasm

Contemporary

Long term

Low influence

Inexperiened

Low budgets

Strengths

Weaknesses

So, what segment should CIM pursue?

• Business alliances
• Well reputed
• Strong international operations
• Strong online presence

• Ineffective marketing strategy
• Program not as diverse
• Many think marketing is a low priority

Junior Level Professionals

Senior Level Experts

Opportunities

Threats

OR

Both

?

• Available Governmental support
• Expand product/service lines
• Strengthen corporate ties
• Expand customer base

• May lose clients if government subsidizes
• Changes in regulations
• New competitors entering the market

So what strategies can be used?

1) Market research: Web Analytics

2) Sustainable Competitive advantage

3) Special "Train the Trainer" Programs

Possible Marketing Strategies