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KPMG Marketing Plan

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by

Jiaqi Wang

on 5 June 2015

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Transcript of KPMG Marketing Plan

Marketing Plan
Agenda
Market Analysis
Takeaways from Survey
Marketing Strategy
Goals and Future
Market Analysis
Takeaways from survey
Marketing Strategies
SWOT Analysis
Competition
Corporate Image
Positioning
Promotion
MIS
Printed AD
Goals and Future
Create
Protect
Enhance
Global Emphasis

International training & Acquisition of small foreign firms

Most successful financial firm in Asia & Europe
Fact Procedure
recent insider trading scandal and bad PR

Support Good Press
strong growth in consulting sector
Current Situation
Integration
Involve more campus representatives per university.

Clubs and organizations and their student databases.

Publicize through these channels
Implementation
Information sessions.

Allowance for more one-on-one interaction.

Expand the range of targeted students.
Follow-up
Further networking opportunities.

Advertisement through print or social network.

Reaching out to professors through networking events or retreats.
Students
Close-Knit Culture
client satisfaction, consistency, reliability

Diversification
acquire complex and niche industry clients
Currently fourth largest accounting firm in world, total revenue for 2013 was $23.42 billion.
Fastest growing field is advisory, audit is the slowest.
Over past few years KPMG's total growth has been slower than the other big four firms.
Networking
Global
Arranging global conferences - particularly with China

Sending one of KPMG's employees to form stronger ties with clients
Multimedia
Focus on business-professional television networks

Cloud/sharing system
coded URL
survey post-completion
Students
information sessions
job applications
experience surveys
Main competitors: Deloitte, Ernst and Young, and PriceWaterhouseCoopers.
Smaller accounting firms such as BDO, Grant Thornton, and McGladrey also pose a threat.
Clients
Clients
Golf Event
Seminars
TED Talks
Retreats
93 Reg Survey
13 Big 4 Interns
1 Campus Ambassador
1 Professor
Strengthen
Combat scandals and prevent further rumors being spread
Build stronger corporate image of KPMG
Pursue
Small, on-the-rise businesses growing with KPMG
KPMG's guidance
Distinguish
KPMG's uniqueness: tight-knit community and globalization
Gradually exceed other Big 4 in its unique aspects
Network
Help in promotion to form stronger ties with clients, students and employees
Benefit in the long run through connections
Students:
global firm with potential and opportunities
Clients:
primer quality of service
Students:
teamwork and go aboard
Clients:
diversified and reliable
How familiar are you with KPMG?
How familiar are you with KPMG?
Top three qualities that you value in a company
When looking for a job/internship....
Why not KPMG?
Budget for Students
Budget for Clients
Joshua Alcalde -- jalcalde@usc.edu
Justin Dodson -- jmdodson@usc.edu
Hunter Hite -- hhite@usc.edu
Sandy Lin -- sandylin@usc.edu
Yujin Seo -- yujinseo@usc.edu
Jiaqi Wang -- jiaqiwan@usc.edu
Presented by Group 1
Full transcript