Entrepreneurial Marketing: Strategies for SMEs

This report discusses the marketing strategies for SMEs, focusing on Verdant Leisure, a holiday park in Scotland and the north of England. It covers internal and external analysis, setting objectives, targeting the audience, using social media and other marketing vehicles, experience strategy, establishing an active plan, and managing and measuring marketing efforts. The report emphasizes the importance of sustainable development and green marketing.

Entrepreneurial
Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Internal and external analysis.......................................................................................................3
State objectives............................................................................................................................5
Insights into targeted audience.....................................................................................................5
Social media zones and vehicles..................................................................................................6
Experience strategy using selected zones....................................................................................6
Establish active plan.....................................................................................................................6
Manage and measures..................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Entrepreneur is a person who is initiates an innovative and creative idea into reality with the use
of available resources and finance. Entrepreneurial marketing is a process in which the business
or the company tries to advertise and market their product and services. Through marketing the
company educates its targeted customers or the groups about the information of their products,
services, ideas or any kind of social message. They use promotional and advertisement activities
for making them educated. Marketing is an essential function to perform for any business. For
reference purpose this report has taken an example of a SME, Verdant Leisure. Verdant Leisure
was founded by Graham Hodgson, Andrew Wall and Bev Dixon, it is a holiday park which is
located in Scotland and the north of England (Hallbäck and Gabrielsson, 2013). The company
was founded in 2010 and it has maintained a high class and impressive low complaint of
customer service.
The report discuss about the current marketing situation of this company which includes internal,
external, SWOT. The report also states the objectives which the company has planned for
themselves, the insights in target audience and an active plan for the company.
TASK
Internal and external analysis
Internal environment of an organization includes its employees, structures, mission, visions,
values, customers and so on. The internal environment can get controlled by an organization
through the use of correct strategies and tactics. Internal analysis helps an organization to
analyze its internal operations like its qualities, its weakness, opportunities they can grab in near
future and so on. This help the organization in forming strategies for their future growth and
success. SWOT analyses are used by the organization to perform the internal analysis. The
SWOT analysis of Verdant Leisure is as follows:
Strengths
 Successful record for mergers and
acquisitions
 Excellent level for customers
satisfaction
 They company has very strong
financial cash flow.
 They also have a good record for
developing new and innovative idea for
services and products.
 Verdant Leisure is also known for
strong network diagram.
 The company has also hired skilled and
knowledgeable workforce in their
company.
Weakness
 The company is not so good in
forecasting demand for their product.
 The company also faced the high
attrition rate into their work force.
 They also need to have more
advancements into the technology
 It is also said that the company also
have a very bad financial planning
 Also the planning for the company to
tackle its competitors is not so good.

Opportunities
 The new markets and expansion can be
a big opportunities for a company.
 Also the company can increase the size
for their market through expanding
their business.
 The company also can increase their
growth by providing the services and
products in which they can cater their
market by providing customaries
services.
Threats
 The company has a threat from the
change in the political policies which
can change the operations for the
company.
 The competitors would also works as a
threat for the company.
External environmental factor are the factors which does not gets controlled by any organization.
These factors are independent to each other. Some of the external factors may include the
political, social , economical, technical, environmental and legal factors. The analysis of external
factor is very much necessary because these factors can affect the working of an organization
very badly (Ionita, 2012). For analyzing the external factors PEST analysis is done by the
organization. The pest analysis of verdant Leisure is as follows:
Political factor: This factor states the degree towards which the government controls the
industries in to country. The political factor includes the foreign trade policies, rules and
regulation of the government, and stability of the government. The UK government is very much
stable it works as a merit for the companies which are establish in UK as they don’t have to
change their operations according to the needs and rules of new government (Wallnöfer and
Hacklin, 2013).
Economical factor: The economical factor states the conditions and the situation of the
economy. This factor includes the employment rates, fiscal policies, GDP rates, growth rate and
so on. The economic condition of the country UK is very strong with a GDP of 6.5, apart from
this the country also have 75% of employment rate into their economy. The company verdant
Leisure is also very much in profits as the customers or the targeted audience can afford the
prices for the services and products which is been set by the company. There the lifestyle of the
company is above average which works as a merit for all the companies establish there.
Social factor: The social factors include the taste and preferences of the people or the customers
of the targeted market. By knowing these factors the company can know more about the behavior
and taste of customers so that they can provide the customers with the products and services
which is been demanded by the market (Kraus and et. al.,2012). As in the case with verdant
Leisure, the company performs the market research in which they study about the trends and
demand of the customers, through that the company can provide the services which customers
want.

Technical factor: The technical factor includes the advancements and awareness into the
technology. It is said that more advance is the country more developed it would be. UK comes
under the category of developed country which is technically advance economy. As in the case
with verdant leisure, the company uses the technology very enough. It uses the Management
information system which keeps all record about the company’s activities. This also helps the
company in making correct decision for the organization.
State objectives
Verdant Leisure is focused on advancing maintainable the travel industry and ensuring
and improving the indigenous habitat. At every possible opportunity, they consider nature and
mean to decrease the effect we have on our environmental factors. The entirety of their parks are
individuals from the Green Tourism plot and have accomplished the Bronze Award. Any place
conceivable they advance the decrease and reuse of materials and empower the guests and
occasion property holders to reuse (Thomas, Painbéni and Barton, 2013). They intend to make
all Verdant Leisure Parks all the more earth cognizant and help the clients to accomplish more
while visiting the areas. They empower their staff, clients and occasion property holders to
lessen, reuse and reuse however much as could reasonably be expected and have reusing offices
on the entirety of the parks and inside the administrative center space.
Every one of Verdant Leisure's vacation parks have accomplished a Bronze Award from
the Green Tourism Scheme and Pease Bay accomplished the Silver Award in February 2019.
This plan grandstands organizations and attractions which show a pledge to individuals, places
and the planet. As a Green Tourism grant holder they have affirmed their responsibility to
advocate venture and improvement in the neighborhood networks, preserve the nearby economy
and find better approaches to lessen the impression and help the journey to beat over the top an
unnatural weather change.
Insights into targeted audience
The company verdant leisure is in hospitality business which provides the
accommodation services to the travelers. They provide the best locations for the people where
they can relax themselves in the lap of nature. The locations which is been chosen by the
company are all full of nature and natural habitat (Miles and et. al.,2015). As the company
verdant leisure is located in Scotland and the north of UK where their huge tourism for the
people who prefers the nature the most and prefers to visit such places for holidays. The
company sells tourism and basically targets those people or market who loves to travel to the
green places. The company don’t have some particular market to target for as it usually considers
the whole UK as its targeted marketed and for which it tries to provide the marketing and
promotional activities to educate them about the service and products which is been provided by
them.

Social media zones and vehicles
The company has taken the help of various methods and modes for providing the
advertisement and promotional activity for educating their target group about the services and
products which is been offered by the company. The verdant Leisure has make a very nice use of
digital marketing where they promote their services at the digital platform. The digital marketing
has helped the company very much in marketing their products and services. Also marketing the
services at the digital platform easies the work for the company as they don’t have to send much
money for digital marketing (Mort, Weerawardena and Liesch, 2012). Through digital marketing
the company also shows the discounts and offers which the company releases for the customers.
Apart from the digital marketing the company takes the help of newspapers to promote their
company so that mass population of people can watch their ads. Also the company for
advertisement and for building strong public relation organizes the events for public so that they
can make a bond with them and along side they also can performs their advertising and
promotional activities.
Experience strategy using selected zones
First the company tries of use the marketing strategy which attracts the small market for
them. The strategies which the company adopted for marketing purpose were first at digital
platform. The company put more efforts to market their company at digital platform because
they consider it a very broad and wide platform to perform the marketing activity. Verdant
leisure thinks that from the digital marketing they can approach large number of people and also
it would include comparatively less cost for the company. Digital marketing would provide the
less cost but would give more advantages to the company. All the information which a customers
would get to know about them is easily available their along with the contact details of the
company so that the customers can approach them if they want to clear any query from them.
Apart from this the company also has associated them with the initiative of sustainability
development in which they encourage the people to reuse and recycle the use of resources.
Establish active plan
For the company verdant leisure which puts more focus upon nature can focus upon the
marketing strategies in which they can perform the green marketing. The green marketing refers
to the marketing activity in which the organization markets them by stating them economically
sustainable. The manufacturing or operational activities which is been used by the company does
not affect or harm the environment. In this process the company the claim their all activities and
operations sustainably fit which does not create any harm the environment (O'Cass and Morrish,
2016). This activity can be support well when the company would get certified itself from the
government or from authorized body so that it can gain the trust of public or targeted audience.
For the completion of this whole plan would take hardly a month. In this one month the company
can get itself approved for the authorized body and can get itself ready for advertise at digital
platform and also by organizing the public relation events so that they also can get educate about
the company services.

Manage and measures
All the cost would be related to the marketing which the company would be performing.
The cost may include the associate cost in organizing the events or public in which the company
would engage with public and also will promote their services (Sethna, Jones and Harrigan,
2013). The cost would also includes the activities which is been related to the promotional and
advertisement activity through newspaper and TV.
Activities Budgets
Public event 400 Euro
Newspaper advertisements 100 euro
Television advertisement 300 euro
Total 800 euro
CONCLUSION
From the report discuss above, the marketing strategy for a SME company has been
mentioned. The report includes the SWOT and pestel analysis of the company, also the
company’s objectives have been stated, that they are aiming to become a sustainability
developed place or organization. The modes for advertisements and media has been includes
some of which are digital platform, public events, newspapers and so on.

REFERENCES
Book and Journals
Hallbäck, J. and Gabrielsson, P., 2013. Entrepreneurial marketing strategies during the growth of
international new ventures originating in small and open economies.International
Business Review. 22(6). pp.1008-1020.
Ionita, D., 2012. Entrepreneurial marketing: A new approach for challenging times. Management
& Marketing. 7(1). p.131.
Kraus, S., and et. al.,2012. The entrepreneurial marketing domain: a citation and co‐citation
analysis. Journal of Research in Marketing and Entrepreneurship.
Miles, M., and et. al.,2015. Exploring entrepreneurial marketing. Journal of Strategic
Marketing. 23(2). pp.94-111.
Mort, G. S., Weerawardena, J. and Liesch, P., 2012. Advancing entrepreneurial
marketing. European Journal of marketing.
O'Cass, A. and Morrish, S., 2016. Anatomy of entrepreneurial marketing. Journal of Strategic
Marketing. 24(1). pp.2-4.
Sethna, Z., Jones, R. and Harrigan, P. eds., 2013.Entrepreneurial marketing: Global
perspectives. Emerald Group Publishing.
Thomas, L. C., Painbéni, S. and Barton, H., 2013. Entrepreneurial marketing within the French
wine industry.International Journal of Entrepreneurial Behavior & Research.
Wallnöfer, M. and Hacklin, F., 2013. The business model in entrepreneurial marketing: A
communication perspective on business angels' opportunity interpretation. Industrial
Marketing Management. 42(5). pp.755-764.