Developing a Strategy and Business Plan for CORTEX Digital Media Agency in Gulf Region

This presentation discusses the strategy and business plan for CORTEX Digital Media Agency in the Gulf region. It covers objectives, strategic model, strategic plan and map, core values, strategic pillars, marketing strategies, market positioning, marketing mix, STP approach, sales target and KPI, financial projection, profit and loss assessment, break-even analysis, and financial projection for the next 3 years.

Developing a strategy and Business plan
For CORTEX Digital Media Agency in Gulf region (GCC)

INTRODUCTION
In order to bring the reformative changes in the lifestyle and manner of operating activities there
must be planning, strategy formulation and creation of activities which will be helpful in
governing the operational tasks most appropriately. In the recent times, business unit and
government authorities lay high level of emphasis on giving advertisement which in turn grabs
the attention of target audience. Hence, business referring market trend business entity of
Cortex has taken decision in relation to starting business in gulf countries.

Objectives:
• To attain leading position in the areas of digital media agencies within 6 months among Gulf
regions.
• To capture the market share of 12 to 15% at the end of 2nd year.
• To increase sales of Cortex by 5% at the 1st quarter.

STRATEGIC MODEL
• Business Overview : CORTEX digital media agency is planning to initiate a nationwide or
regional campaign for large governmental as well as corporation agencies in the Gulf region.
• Developing the business on large level will be challenging as there will be requirement of big
amount of capital.
• In the recent era, both government and non-governmental units lay high level of emphasis on
promoting their products, services as well as campaigns using digital technologies.

Strategic plan and Map
• Our strategic growth roadmap charts a course to a bold, ambitious target. Built on our
Purpose and core values as it’s one thing to imagine a better world. CORTEX is built to
deliver it.

Core Values
• Our core values define who we are, how we act and what we aspire to:
• Collaborate
• We build diverse teams that connect expertise to create innovative solutions.
• Inspire
• We develop and celebrate our people, and elevate the communities we touch.
• Anticipate
• We understand the complexity of our clients’ challenges and help them see further.
• Deliver
• We grow our business through operational excellence and flawless execution.
• Dream
• We transcend the industry by reimagining what is possible – and realizing it.

Our strategic plan provides a laser-like focus to ensure that
CORTEX flawlessly executes a business strategy that:
• − Turns the industry’s ever-growing need to attract and retain the most-
talented and dedicated staff into an opportunity that differentiates CORTEX
from its competitors
• − Drives the innovation required to effectively distinguish CORTEX as the
leader in our industry
• − Delivers excellence and continuous improvement, as we proud to say that
we provide our clients with the highest quality services

CORTEX Strategy four pillars
• The plan’s initial targets reflect CORTEX commitment to executing a strategy that
will enable the company to grow and prosper
• — This strategy built on four pillars:
• People
• Innovation
• Excellence
• Growth

People
• Our future success starts with our people. Professional development,
succession planning, diversity and inclusion, and employee engagement are
the critical success factors required to achieve our vision. Through our
people, we will leverage a more diverse, global leadership team to work
across the company. To reinforce the strength of our leadership team, we will
advance a culture of professional and leadership development that promotes
and values continuous learning.

Innovation
• Everyone at the company must be prepared to successfully meet the rapid
changes occurring in our industry. Innovation will be at the core of how we
do our work, where we do our work, and what types of work we will perform.
We must also look to develop new services that will better enable our clients
to achieve their goals. And we will continue to strive to deliver new
technologies in order to solve the complex problems facing the media world
now and in the future.

Excellence
• Our company aims to deliver excellence which will differentiate the services that we offer to
our clients. As we move forward with our future vision, excellence will assume even greater
importance in order for the company to meet the evolving — and increasingly demanding
and complex — needs of our clients, which will intensify the competition for key projects
around the world. Our future success depends on our ability to be recognized as an
indispensable partner that provides true service excellence.

Growth
• We will leverage CORTEX’s diversified business model to pursue and nurture a healthy
balance of profitable organic and acquisitive growth.
• We will gain our global expertise through our relation, employees and attract new merger and
acquisition partners that complement company service offerings and global footprint.
• This strategy will benefit our clients and staff as our expertise grows and new opportunities
become available for our employees.

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• Through these strategy pillars, CORTEX will achieve an advantageous position to effectively
and efficiently navigate the rapidly changing markets during the next decade.
• By creating value for our clients, employees, stakeholders, and the communities in which
they live and work.

CORTEX Business Strategy
• CORTEX business strategy focuses on leveraging the company competitive strengths and
leadership positions in the core markets while opportunistically entering new markets and
geographies. Key elements of our strategy include:
• Expand our long-standing client relationships and provide our clients with a broad range of
services

Capitalize on opportunities in our core markets
• We intend to position CORTEX as a leading company in the market which will enable us to
continue to expand in the market offering our services. We believe that the need for digital
media companies to provide support services to different companies and authorities will
result in continued opportunities in our core markets. Thru our market research, we believe
we will in a position to compete for projects in these markets

Continue to pursue our acquisition strategy
• We are planning to attract other successful companies whose growth can be enhanced by
joining us.
• This approach will serve us well as it will help in strengthen and diversify our leadership
positions geographically, technically and across end markets.
• We believe that the trend towards consolidation in our industry will continue to produce
candidates that align with our acquisition strategy.

Strengthen and support human capital
• Hiring experienced employees and experienced management team are our most valuable
resources.
• Attracting and retaining key personnel will be critical to our success. We will continue to
focus on providing our personnel with training and other personal and professional growth
opportunities, performance-based incentives, opportunities for stock ownership and other
competitive benefits in order to strengthen and support our human capital base.

Vision and mission
• Vision: Digital Media Agency have been aimed at expanding the business on the global
segmentation. Thus, motive is for creating a unique identity as well as positioning the firm on
a favorable level.
• Mission: To bring the best digital solutions among the society which will be helpful in
uplifting the operational level as well as brand value of business.

Products & Services
• Personalization and targeting
• Email list management
• Graphic designing
• Designing the campaign
• Implementing campaign
• Tracking campaign
• Post campaign analysis
• Website Analytics
• SEO

MARKETING STRATEGIES
• In respect with promoting the business operations for CORTEX where, the professionals will
require the adequate planning and operational strategies which will help them in leading the
market with favorable analysis.
• Thus, in analyzing the consumer requirements, preferences, need and desires there will be
need of making fruitful market survey.

Marketing analysis by SWOT
• Strength: CORTEX has been operating various services such as Network as a service,
Document workflow and various AP& AR processes which is being unique and effective to
the market. The feature in AP & AR process enables users consuming less time and funds.
• Weakness: CORTEX has less operational influences in the market as well as have no
collaboration with any successful brand which determines less popularity of this brand. Also,
firm is being engaged in serving in a specific segmentation

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• Opportunities: The raise in technology at in the field of marketing, gaming, art, fashion and
education which creates a bridge between reality and animations Augmented technology will
be more reliable in respect with having the adequate image of a thing which have been
desired by an individual.
• Threat:. It will threat to the generation Z as slowly the dependency of this technology is
increasing the society. It will affect the health, knowledge as well as ability to perform the
duties.

Market positioning
• Positioning of brand: CORTEX is required to make adequate operational increment which
in turn will be useful for business in creating unique identity in the market. Analyzing
consumer requirements help in designing services according to their preference therefore
which will bring large numbers of buyers.
• Cost leadership and differentiation: There can be various rivalries stated in the market
which will challenge the business by offering the substitute services or offering lower costs
in same operations.

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• Business strategy: It requires the techniques that can be used by professionals in promoting
the product and services among society. Bringing them sample services such as free trial of
services for 10 days and relevant functions will be helpful in satisfying and attracting them
for long term basis.

Marketing mix
Elements Description
Product Through CORTEX several services will be offered to target market which in turn includes SEO, digital advertising,
website analytics, influencer, content and social media marketing and Augmented reality.
Price Penetration pricing strategy will be followed at initial level for the creation of large customer base.
Place Services will be delivered by establishing office at Business Bay, Dubai. Further, online website will also be created for
delivering services.
Promotion Services of CORTEX will be promoted through the means of both traditional and non-traditional mode. In other words,
CORTEX will place advertisement on newspaper, social sites for developing awareness among the customers.
People Skilled and competent people, who have ability to create attractive webpages, advertisement, will be hired. Moreover,
government of various countries in gulf region to be considered as per changes in their laws, regulations etc.
Process Standardized process will be followed for ensuring smooth functioning of operations. CORTEX will serve its operations
online through its website.
Physical evidence Website of CORTEX will be created in an attractive manner. This in turn helps in grabbing attention of potential
customers on long term basis.

STP approach
Segmentation Market will be segmented on the basis of geographical aspects. As per
this, digital marketing services will be offered to gulf regions in
countries like UAE, Qatar, Kuwait, Bahrain & Saudi Arabia.
Targeting Differentiated targeting strategy will be employed for attracting target
customers. Major target focus will be global organization and
government organization.
Positioning Services pertaining to digital marketing will be positioned on the basis of
uniqueness and cost effectualness. The brand will be positioned as there
have been less influences of Augmented Reality in the gulf countries.
Moreover, this will be a new approach and which will help them in
improving the economic and environmental lifestyle of nation.

Sales target and KPI
• Sales Target: It has been targeting that there will be raise in the sales at 15% at the end of 1st
year
• Key performance indicators
• Sales: 10% increment at the end of 2nd quarter
• Profit: 6% increment at the end of 2nd quarter
• Customer base: 30% increment at the end of 3rd quarter
• Market share: 12% increment at the end of 2nd quarter

FINANCIAL PROJECTION
Cost model
• Start-up funding :
Particulars Amount (in AED)
Start-up expenses need to
be incurred
35000
Funding requirements for
assets
140000
Total 175000

Fixed and variable cost
Particulars Year 1 (in AED) Year 2 (in AED)
Expenses
Staff salaries 110000 121000
Sales, marketing and other expenses 30000 32000
Depreciation on assets 6000 6000
Rent on leased equipment 2000 2000
Other utility expenditure 2000 2200
Insurance 1000 1000
Office rent 36000 38520
Sum of operating expenditure 187000 202720

Revenue model
Sources of revenue Year 1 (in AED) Year 2 (in AED) Year 3 (in AED)
Personalization and targeting 23000 26000 38000
Email list management 15000 25000 45000
Graphic designing 22000 20000 25000
Designing the campaign 20000 22000 29000
Implementing campaign 25000 20000 36000
Tracking campaign 22000 26000 35000
Post campaign analysis 28000 24000 32000
Website Analytics 25000 40000 50000
SEO 40000 50000 60000
Total 220000 253000 350000

Profit & loss assessment
Particulars Year 1 (in AED) Year 2 (in AED)
Sales revenue 220000 253000
Expenses
Staff salaries 110000 121000
Sales, marketing and other expenses 30000 32000
Depreciation on assets 6000 6000
Rent on leased equipment 2000 2000
Other utility expenditure 2000 2200
Insurance 1000 1000
Office rent 36000 38520
Sum of operating expenditure 187000 202720
Operating profit 33000 50280
Less: interest on loan 2200 1500
Profit after Interest 30800 48780

Break-even analysis
Particulars Year 1 Year 2
Sales 220000 253000
Variable cost 0 0
Fixed cost 9000 9000
BEP
(Fixed cost / contribution) 0.041 0.036

Financial projection for next 3 years
Particulars
Year 1 (in
AED) Year 2 (in AED) Year 3 (in AED)
Sales revenue 220000 253000 350000
Expenses
Staff salaries 110000 121000 132000
Sales, marketing and other expenses 30000 32000 36000
Depreciation on assets 6000 6000 6000
Rent on leased equipment 2000 2000 2000
Other utility expenditure 2000 2200 2600
Insurance 1000 1000 1000
Office rent 36000 38520 40560
Sum of operating expenditure 187000 202720 220160
Operating profit 33000 50280 129840
Less: interest on loan 2200 1500 2500
Profit after Interest 30800 48780 127340

Estimated cash flow statement
Cash flow statement
Sources of revenue Year 1 (in AED) Year 2 (in AED) Year 3 (in AED)
Personalization and targeting 23000 26000 38000
Email list management 15000 25000 45000
Graphic designing 22000 20000 25000
Designing the campaign 20000 22000 29000
Implementing campaign 25000 20000 36000
Tracking campaign 22000 26000 35000
Post campaign analysis 28000 24000 32000
Website Analytics 25000 40000 50000
SEO 40000 50000 60000
Total revenue (cash inflow) 220000 253000 350000
Staff salaries 110000 121000 132000
Sales, marketing and other expenses 30000 32000 36000
Depreciation on assets 6000 6000 6000
Rent on leased equipment 2000 2000 2000
Other utility expenditure 2000 2200 2600
Insurance 1000 1000 1000
Office rent 36000 38520 40560
Sum of operating expenditure (cash outflow) 187000 202720 220160
Net cash 33000 50280 129840
Invested capital 175000
Opening balance of cash 175000 208000 258280

Forecasted Balance sheet
Balance sheet
Particulars Year 1 (in AED) Year 2 (in AED) Year 3 (in AED)
Current assets
Cash 208000 258280 388120
Debtors 4000 5000 6000
Inventories 2000 4000 5000
Total current assets 214000 267280 399120
Non-current assets
Office buildings 12000 15000 18000
Furniture 5000 5000 5600
Machineries 2000 2500 3000
Total Non-current assets 19000 22500 26600
Total assets 233000 289780 425720
Liabilities
Current liabilities
Creditors 19200 3000 24380
Total current liabilities 19200 3000 24380
Non-current liabilities
Net income 30800 48780 127340
Long term debts 8000 58000 62000
Total non-current liabilities 38800 106780 189340
Capital 175000 180000 212000
Total liabilities 233000 289780 425720

OPERATIONAL MODEL
• Industrial structure
Departments Key function Department level objectives
Marketing department The major function of marketing is to gather
necessary information about trends, needs of
end users and market situation so that st
rategy can be made up accordingly.
The objective of marketing department is to
raise demand and enhance profitability of
Cortex company
Procurement department It selects correct supplier and manage supply
chain.
It main objective is to reduce procurement cost
and get quality raw material in business
Operation department Its function is to manage operations, produce
quality products.
Its objective is to products quality goods as per
needs of market
IT department Its function is to manage technical issues and
resolve these problems.
Implementation of all high quality technologies
in firm is main objective of company.
HR department To recruit skilled and deserving candidates,
enhance retention of employees., training,
motivation is the major function of HR
department.
Its objective is to enhance productivity and
profitability of company to great extent.

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Professionals Roles
Customer care executive -10 Analyzing consumer requirement and delivering the best
services.
Software developer- 5 As peer current market trend, they make innovation and bring
new technology.
Manager -2 They analyses and manage business operations.
Accountant- 2 They will record the transaction and make appropriate auditing
of accounts to manage financial operations.
Owner- 1 He will make ascertainment of revenue to be collected in the
operations as well as determine the costs in each operation.

Industrial workflow
Task Mode Task Name Duration Start Finish Predecessors
Auto Scheduled Project Management 7 days Wed 09-01-19 Thu 17-01-19
Auto Scheduled Project Initiation 2 days Wed 09-01-19 Thu 10-01-19
Auto Scheduled Project Plan documentation 3 days Sun 13-01-19 Tue 15-01-19 2
Auto Scheduled Risk Management 2 days Wed 16-01-19 Thu 17-01-19 3
Auto Scheduled Designing of database application 7 days Sun 20-01-19 Mon 28-01-19
Auto Scheduled Meetings for database design 2 days Sun 20-01-19 Mon 21-01-19 4
Auto Scheduled Documentation 3 days Tue 22-01-19 Thu 24-01-19 6
Auto Scheduled System architecture design 2 days Sun 27-01-19 Mon 28-01-19 7
Auto Scheduled Application Development 7 days Tue 29-01-19 Wed 06-02-19
Auto Scheduled Programming of language 4 days Tue 29-01-19 Sun 03-02-19 8
Auto Scheduled Implementation code control system 3 days Mon 04-02-19 Wed 06-02-19 10,7
Auto Scheduled Database Development 10 days Thu 07-02-19 Wed 20-02-19
Auto Scheduled Pilot testing 2 days Thu 07-02-19 Sun 10-02-19 11
Auto Scheduled Data migration 3 days Mon 11-02-19 Wed 13-02-19 13
Auto Scheduled Data Quality Assurance and Quality
Control 3 days Thu 14-02-19 Mon 18-02-19 13,14
Auto Scheduled Deployment of Resources 2 days Tue 19-02-19 Wed 20-02-19 15
Auto Scheduled Maintenance and Operations 7 days Thu 21-02-19 Sun 03-03-19
Auto Scheduled System Administration 2 days Thu 21-02-19 Sun 24-02-19 16
Auto Scheduled System Tuning 3 days Mon 25-02-19 Wed 27-02-19 18
Auto Scheduled Support from End user and help desk 2 days Thu 28-02-19 Sun 03-03-19 18,19

GANTT CHART

Resource Acquisition strategy
• Recruitment
Human resource is considered as most essential asset of business unit. Skilled and talented
employees play significant role in growth of business unit. Recruitment will be done through
recruitment agencies. Cortex will make contact with external agencies and will call eligible
candidates in interview session. By this way, entity will be able to recruit deserving candidates
those who can perform well in order to make this business plan successful.

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• Procurement
Collecting supplier information properly and comparing prices of each supplier will be best
strategy of procurement. This will aid in getting high quality raw material on time and offering
quality services to end users.

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• Funding
There are several options available for Cortex in order to get funds for this new plan. But bank
loan would be most effective option. By this way long term funding needs will be fulfilled by
the firm and it will not have to share ownership with others.

OPERATION WORKFLOW
• Phases- The project will have various phases starting from inception to planning, then
execution and lastly closure. The project will come to an end when project is delivered.
Moreover, this project will be start from the 9 January and consist of various major and
minor tasks with the number of days. It has been estimated by the professionals that it will be
ends on 3rd March 2019.
• Inputs- The input in the project such as energy, tools and equipment’s for digital media
campaign and finance are required.

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• Internal Processes- The internal processes will take into account all processes which will
enhance overall project and departments will provide productive work.
• External Processes- The external processes will ensure that key stakeholders are provided
with deliverables such as campaigns and make sure that clients may be satisfied.

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• Outputs- The outputs will be to provide necessary media agency services using augmented
reality so as to enhance company strength in the market. Along with this, there are various
other services which has been presented by organization such as Personalization and
targeting, Email list management, Graphic designing, Designing the campaign, Implementing
campaign, Tracking campaign, Post campaign analysis, Website Analytics and SEO.
• Key Stakeholders- The key stakeholders of the project are governmental organizations,
other business units, large corporation agencies in the Gulf region etc.

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• Expected duration- The project will be completed within 76 days and client will be
delivered project. This will ensure that firm may be able to successfully deliver the project.
• Key deliverables- The key deliverables will be digital solution using augmented reality so
that media services will be provided to clients by CORTEX.

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• Operational KPI- The operational KPI’s will be enhanced customer base, maximize
customer base and attain high market share in the industry. It includes several methods of
recording the performance of the organization with the help of Benchmarking, balances card,
Variance analysis and financial governance.

CONCLUSION
On the basis of above report, it can be said that, CORTEX must be effective in terms of
facilitating the appropriate digital solution. Report has discussed various services and
operational motives of business with context of facilitating the augmented reality. Moreover,
there have been influences of the various marketing strategies, operational plans as well as
feasibility plan. Further, influences of such aspects had given the best solution among the
professionals to operate and initiate the activities in favorable manner

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