Entrepreneurial Marketing: A Strategic Approach for Startups

This report explores the concept of entrepreneurial marketing and its significance for startups. It discusses the marketing audit process, setting objectives, targeting the right audience, selecting social media zones, creating an experience strategy, and managing budgets and controls. The report focuses on Orion Electrotech, a small business recruitment company, and provides insights into their marketing plan. It also highlights the use of social media platforms for promoting the business and attracting potential candidates and clients. The report concludes with the importance of monitoring and controlling measures to ensure the success of the marketing plan.

Entrepreneurial
Marketing

EXECUTIVE SUMMARY
Marketing is vital activity performed by large enterprises as well as SMEs in order to
identify the changing trend and modify the operations by spreading the awarenesses amongst
customer. Due to the evaluation of internet the dependency on the social medium platform has
been increased so the company needs to use this platform in order to appeal interest of final
consumer. Within this report marketing plan is prepared that represent the systematic procedure
to carry out the objective for which it has been prepared. Along with that it include allocating the
resources as per the designed budget in order to systematically mange internal operations.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Marketing audit (current marketing situation).............................................................................4
State objectives ...........................................................................................................................6
Gather insight into target audience..............................................................................................6
Select social media zones and vehicles........................................................................................6
Create an experience strategy using selected zones.....................................................................7
Establish activation plan (what will do you / when / timescale etc.)...........................................8
Manage and measure (budgets, controls).....................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................11

INTRODUCTION
Entrepreneurial marketing is the distinct field that encompasses the use of innovative
thinking and risk taking ability in order to carry out the functioning of start up or small business
venture. Once the entrepreneur grab the external opportunity the other step is to run the
marketing campaign that highlights the values of firm and focuses to stand out product amongst
competitors (Almeida, 2017). For the better understanding of report Orion Electrotech company
has been selected which is the small business recruitment company whose headquarter is in
United Kingdom. The company focuses on diverse market such as Engineering, Construction,
Manufacturing and so on by recruiting the potential employee whose main clients are large blue
chip as well as small and medium enterprises. Generally the resources are used to maintain
consistency and support the interest of diverse candidate for diverse position. This report cover
topics like preparation of marketing audit to determine current market situation and gathering
deep insights for particular target market. Along with that analyse the use of social media zones
that help to maintain the relationship and publish significant data. Further, create experienced
strategy and activated plan for the particular zone by managing as well as measuring the budget
effectively.
MAIN BODY
Marketing audit (current marketing situation)
Marketing audit refers to the preparation of plans, objectives as well as strategies that
collectively helps to carry out the diverse activities and execute the significant business plan
effectively. This helps the firm to prepare significant strategy particularly for those areas where
improvement is required (Orion Electrotech Ltd, 2018). SWOT analysis is the prominent part of
business that encompasses the understanding of both internal and external environment so that
Orion Electrotech company can strengthen its abilities by preparing vital plan in order to gain
opportunity and cope up with threats.
Strength
Orion Electrotecy is the well known company
that have 20 years of experience and
effectively maintain the relationship with its
clients by concentrating in data driven
Opportunity
The company can expand its size as well as
operations by constantly investing in the digital
media technique. This is the wider scope in
order to accommodate or access the needs of

techniques. company.
Weakness
In order to recruit the desirable candidate
various evaluation process are required that
adds up the cost of respected company. The
weakness of company can be its limited
resource that can restrict the performance in
terms to meet the demand of required
candidate.
Threat
There are various sources to carry out the
recruitment process like through email, video
conference that can be applied by customer via
website and job portal. Existence of various
modes lower down the availability of talented
pool of candidate for an organisation
(Frederick, O'Connor and Kuratko, D. F.,
2018).
Pest analysis involve the external elements which is the part of macro environment and
help the internal manager to identify the business environment where business operations are
need to be incorporated.
Political factor
It involve the rules and regulation of
government as well as their policies based on
which the recruitment company like Orion
Electrotecy function. As the company recruit
for various sectors and region so it need to be
clear with political condition to carry out
whole recruitment cycle within confined
duration.
Social factor
This represent the educational background as
well as position of qualified person which
attract the existence of various SMEs. Based
on this factor respected company understand
the customer about working culture and build
the positive attitude of people.
Economical factor
the hiring company examine the exchange rate,
inflation, disposable income and interest rate
based on which company design whole salary
structure is to attract and retain talent.
Technology factor
It involve using advance technology in order to
shape the internal functioning of an
organisation. Within, Orion Electrotecy the
manager remain connected with application
through technology and strong presence on
internet.

State objectives
The objective of Orion Electrotecy company is to extensively utilise the variety of
resources in order to widen up the scope of firm. For this focus is given to the wide industries
like construction and engineering that can consistently help the organisation to fulfil the demand
of various candidates (Klein, 2017). The best result are offered to the large as well as SMEs to
build the adequate career opportunity for aspirant and help the company to accomplish their
vision. Basically the objective of Orion Electrotecy is to enhance the serving area by focusing on
the Technology driven interviews which is carry out via online platform. This can further
enhance the scope by covering immense candidate which can enhance the profitability of firm by
10% within 4 months.
Gather insight into target audience
Target audience refers to the willing candidates to whom the organisation target in terms
to deliver the products and services. Identification of candidate helps to maximise the
profitability as well as customer base of company. In context to Orion Electrotecy company
target external parties that includes candidates of the college or university on the basis of
demographical and behavioural segmentation. As per demographical segmentation respected
company focuses on youth as well as adults that are either fresher or experienced and looking for
a suitable job. Along with that as per behavioural segmentation the company determine the
status, interest and occupation on the basis of which the company target the potential employee.
Furthermore, the other target audience of respective recruitment company is the client company
on whose behalf the candidates are selected for vacant position. Thus, it works to place the right
candidate for right organisation by acting as a mediator
Select social media zones and vehicles
The application of social media zones and vehicle is to publish the content of company in
the online platform. This is the source of promotion that is used to engage the customer and
enhance the market of company. Explanation of social zones and vehicles in context to Orion
Electrotecy company is explained below:
Relationship: In order to build the relationship with client various social media sites like
Pinterest and Instagram is used which are they vehicles and help the candidate to research

significant information in context to company (Malecki, 2018). Also they get the opportunity to
seek the reviews of existing or past staff on the basis of which they think to take the final
decision.
Publishing: As per publishing zone relevant decision are taken to widespread the
productive information amongst target audience. This enhances the traffic and conversion rate
which help the company to increase the ratio of candidate and select best suitable ones for
desirables position. The vehicles that help the zone includes the use of Youtube as well as
BlogSpo.
Entertainment: Here the entertainment as well as enjoyment channels like Instagram
and Facebook is used to upload the information about Orion Electrotecy company. It is
considered as the significant platform because the traffic rate for these sites is high which
automatically promote the company.
Commerce: Online commerce zone are responsible to carry out the buying as well as
selling activities within virtual platform. Such practices leads to the involvement of user to
explore the diverse offering as well as reviews of customers (Pererva, Nagy and Maslak, 2018).
One of the well known vehicle is Yelp that can be used by people to anticipate the functioning of
recruitment company.
Create an experience strategy using selected zones
Experience strategy encompasses the application of diverse activities that are planned out
by an organisation and help to fulfil the diverse needs within confined duration. To engage the
knowledgable aspirant for the vacant position Orion Electrotecy company formulate the diverse
procedure or steps that are determined below:
Step 1: Establish the objective and vision of company: Within this step the recruitment
company establishes the long term vision and objective. It needs to be precisely prepared
because based on this the organisation need to carry out the processes. To sustain relationship
zone the vision are prepared in such a manner it effectively cater the need of target audience.
Step 2: Build connections or network: Recruitment company need to build the strong
relationship with the diverse parties like company as well as customer. This leads to the win win
situation by developing the significant ecosystem in order to process the functioning of firm that
leads to future growth as well as development. Generally with the help of marketing techniques

and publishing zone all the essential information is delivered to the target market and appeal
their interest.
Step 3: Gain constructive feedbacks: On the basis of commerce and entertainment
zone, the company explore the productive feedback as well as reviews of customer that help the
above mentioned company to bring suitable changes in the smooth processes (Ratten, 2017).
Step 5: Take corrective actions: According to the experience as well as suggests the
internal manager need to look forward ion terms to take the corrective actions and carry smooth
processes.
Establish activation plan (what will do you / when / timescale etc.)
The activation plan simply comprises of the diverse activities that need to be performed
by firm within specific time duration. Scheduling the activities help to enrich the capability and
cater the target audience effectively.
Activities (What) Time period (When ) Time scale
Encourage the response of
candidate to perform
evaluation round and get the
best suitable company. For this
focus needs to be given on
social medium platform that
share each and every details of
Orion Electrotecy.
February 15 days
Collect the data posted by
candidate through feedbacks
and accordingly bring
alteration in an organisation's
process.
January and February 28 Days
Optimum use of the publishing
zone like websites and job
portals to post the vacancy and
Marcfh 38 days

approach the aspirant.
Application of this plan and makes efforts to reach out to a solution before deadline can
lead to a transition within Orion Electrotecy by improvising the processes. This possibly assist
the manager to focus on each and every activity of firm and allocation requirement time in order
rto enhances the activities by giving significant priority.
Manage and measure (budgets, controls)
Budget: Budgets are the predetermined plan that is made by the Financial managers who
on the basis of past experiences and anticipated future prepares budgets (Standing and Mattsson,
2018). The motive of this exercise is to allocate the funds on diverse functions and department of
an organisation. In relation to the Orion Electrotecy company budget is prepared for the
investment in social media platforms which is essential in terms to attain the objective.
Presentation of budget is demonstrated below:
Particulars Amount ( in £)
Twitter 4520
YouTube 3520
Instagram 2800
Facebook 1200
Groupon 3250
Total 15290
Controlling measures: Controlling as well as monitoring measures are the activities
which is performance by manager of company in terms to make the best possible effort to attain
the objective. This possible helps to reduce the chances of deviation due to which the manager of
Orion Electrotecy company makes the particular amount of investment in different social
medium platform. Along with this Key performance indicator as well as benchmarking system is
used to enhance the performance of an organisation and accomplish standard effectively
(Syaglova, 2017).

CONCLUSION
From the above report it has been determined that marketing plan plays a significant role
in terms carry out the whole procedure associated while launching new product. To uniformly
cater each and every market the firm can use the online platform or social media technology to
successfully promote the brand. Marketing auditing helps to gain deep insight with the help of
internal as well as external analysis. There are various zones of social media sites like
relationship and commerce as well as vehicles such as Instagram, twitter and so on that
effectively promote company's offering. Budgets are prepared for adequate allocation of funds
on diverse activities based on which controlling measures are team to reach out overall objective.

REFERENCES
Books and Journals:
Almeida, F., 2017. Learning entrepreneurship with serious games-a classroom approach. arXiv
preprint arXiv:1710.04118.
Frederick, H., O'Connor, A. and Kuratko, D. F., 2018. Entrepreneurship. Cengage AU.
Klein, K., 2017. Entrepreneurship, identity, and the transformation of marketing systems:
Medical Cannabis in California. Journal of Macromarketing. 37(1). pp.85-101.
Malecki, E. J., 2018. Entrepreneurship and entrepreneurial ecosystems. Geography Compass.
12(3). p.e12359.
Pererva, P., Nagy, S. and Maslak, M., 2018. Organization of marketing activities on the
intrapreneurship. MIND Journal. (5). pp.1-10.
Ratten, V., 2017. Gender entrepreneurship and global marketing. Journal of Global Marketing.
30(3). pp.114-121.
Standing, C. and Mattsson, J., 2018. “Fake it until you make it”: business model
conceptualization in digital entrepreneurship. Journal of Strategic Marketing. 26(5).
pp.385-399.
Syaglova, Y. V., 2017. Influence of the Marketing Paradigm’s Cycles Patterns on the Global
Entrepreneurship. Ekonomicko-manazerske spektrum. 11(1). pp.48-61
Online:
Orion Electrotech Ltd. 2018. [Online]. Available through: <https://www.orionelectrotech.com/>