Assignment on Entrepreneurial Marketing

ENTREPRENEURIAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Executive Summary....................................................................................................................3
Marketing Audit..........................................................................................................................4
Objective.....................................................................................................................................6
Gather insights into target audience............................................................................................6
Social media zone and vehicles;.................................................................................................7
Experience strategy.....................................................................................................................7
Activation plan............................................................................................................................8
Marketing Budget: .....................................................................................................................8
Manage and measure...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is one of the most important area to study and manage the exchange
relationships to get best of outputs. It is chain of activities to create relationship to satisfy the
consumers needs and demands. This report is based on the Airdri Group that founded by
Oxfordshire in 1974 by their major business partners to develop the hand dryers that is their core
business to develop and gain areas of growth. This report is based on the marketing plan by
taking or evaluating various factors such as by building plan, Pestle and Swot analysis and
promoting products with help of social media to enlarge business opportunities. It also includes
the various strategies to reach at large no. of consumer base to attain one of best goals and
objectives.
Main Body
Executive Summary
For an organisation social media marketing is one of most important aspect to reach at
large no. of consumer base. It is one of important tool to give knowledge and information of the
potential clients about the products and services by use various kinds of social networking sites.
Social media proved fruitful to spread awareness about product features and attributes to remain
always competitive in marketplace (Fiore and et.al., 2013). Airdri which is a small organisation
that expertise in producing the hair dryers and deals in highly reliable and energy efficient
products which are designed in a very beautiful manner. The first and foremost objective of that
report is to build the marketing plan that give direction to achieve each and every important

aspect to remain always competitive in marketplace by measuring and accessing the performance
in an organisation.
Marketing Audit
Marketing audit refers to the chain of activities that are comprehensive, systematic and
helps to evaluate the environment in which both internal and external objects, goals, objectives
and strategies consist to ascertain the concerning areas and opportunities that are very much
important to build a effective plan and policies (Franco and et.al., 2014). It is very much
important to evaluate each factor regarding the business plan so that better manner. In context of
Airdri they conduct marketing research that helps to give important insights about internal and
external factors to attain desirable objectives.
Internal analysis:
Internal analysis is one of important tool to analyse the factors that directly related with
the organisational major strength, weaknesses, opportunities and threats. The internal analysis of
Airdri are as follows:
Strength
The one of major strength of Airdri that they come in market with the new and unique
product firstly in the market to remain always competitive in marketplace. Airdri uses the team
of the expertise that able to give one of their best efforts to remain always stable in the
marketplace (Hartsfield, Johansen. and Knight, 2017). In order to they follow the hierarchy
system that proved beneficial for them to distributing the rights and responsibilities in systematic
manner for getting optimal outputs in positive manner. So they are one of competitive players in
delivering the hand dryers to their ultimate consumer base.
Weaknesses:
Access to weaknesses is also one of major factors for an organisation for an organisation
so that they can easily find out the gaps and give their best efforts to get potential outcomes. In
context of Airdri that due to rise in the level of competition they have to aimed to introduce and
expand their existing products and services into other markets so that they can easily beat their
fierce competitors by putting right efforts.
Opportunities:
It is very much important for an organisation to access the opportunities in positive
manner so that they remain always competitive in marketplace. In context of Airdri the major

opportunities in front of them that they operating in the limited marketplace. So it is very much
potential for them to expand their product range in different nations so that they remain
sustainable for long time in marketplace (Miles and et.al., 2015). For occupying the
opportunities they have to develop the strategies and tactics that proved beneficial to get
direction to systematically achieve the goals and objectives.
Threats:
The one of major threat in front of organisation is to remain always competitive in
marketplace for that they have to enlarge their opportunities by expand in other markets too. One
of threat that face by them is competitive threat that is various giant rivals have in front of Airdri
that hinders their self interest. So with the help of SWOT analysis organisation can be able to
determine in proper manner about the major factors that enables to evaluate their performance.
External analysis:
for the Airdri there are some factors that helps to evaluate the business and their external
factors also that are as follows:
Political factor:
In political factors consist of the political factors that affect the business such as rules and
regulations while operating in particular nation (Nijssen, 2017). In context of Airdri they
operates in the market of UK in which after the Brexit some kind of changes occurs in the
economy that directly impacts on their profitability and accessibility. The rules and regulations
of UK are not very much strict to the businesses that are deal in that region.
Economic factor:
In context of Airdri the economic factors directly affects on their business in which
consist of the taxation, credit policies and economic growth of the market are important factors
that directly influence the activities of an organisation. The purchasing power of the consumers
are major factors that directly impact on the business of Airdri that are totally rely on the
economic conditions of UK.
Social factor:
In social factors consist of changing taste and preferences of consumers. In today's world
the preferences of consumers changes in rapid manner. In context of market of UK where
consumers are demanding and needs changes in their products.

Technological factors:
In technological factors consist of using advance tools and techniques to give one of best
products and services to the ultimate consumers (Pratono and Mahmood, 2015). In context of
market of UK in which government supports to the organisation which focus to bring innovative
products and services to enhance the market share.
Objective
Objectives is very essential for an organisation to put best efforts and build strategies to
get important outcomes to remain always competitive in marketplace.
Business Objective:
 The major objective of Airdri is to increase the sales by 15% in the upcoming four
months.
 To enhance the sales by the 20% in the 4 months.
Social media objectives:
 To reach at large no. of consumer base to enhance the sales by 20% in upcoming 4
months.
 To build positive relationship with consumers to remain always competitive in
marketplace.
Gather insights into target audience
For an organisation it is very much important while developing the marketing plan is to
understand the target audience with their potential needs and wants. To access the needs and
wants of consumers helps to marketers to build products as per the consumers choice and
preference. In context of the Airdri they collect necessary knowledge and information about their
consumers by dividing into different areas.
Demographic changes:
The taste and buying habits of consumers should be evaluated on the basis of factors such
as age group, households and corporates (Sussan and Acs, 2017). With the help of it they
accumulate important knowledge and information to remain always relevant in marketplace.
With the help of that feature organisation can be able to build products as per the type of
consumers that are their major clients. In context of Airdri by demographic basis they easily
build products as per the consumers taste and preferences.
Taste and preference and lifestyle:

The another important basis to acknowledge and build the best products and services as
per the consumer choice and preferences by accessing the lifestyle of consumers. In context of
Airdri they access the class of people who become their potential buyers and then provide
services accordingly to them.
Social media zone and vehicles;
For an organisation social media proved one of most effective tool that enables to reach
at large no. of consumers by giving proper knowledge and information to them. There are some
important media zone and vehicle that are as follows:
Relationship:
Social media proved beneficial for organisation to build a healthy relationship with the
consumers by delivering the right kind of knowledge and information to enhance their level of
sales and profitability. In context of Airdri by using social media tools and techniques they can
be able to build a strong relationship with consumers.
Publishing:
The another major attribute of the social media is to publish and transmitting important
knowledge and information to the potential consumers to remain always competitive in the
marketplace (Whalen and et.al., 2016). In context of Airdri they by using the social media they
can easily communicate and share the potential knowledge and information to the right people at
the right time.
Commerce:
The another major factor of the social media that it enhance the business of organisation
that are majorly entitled with the social media. As social media helps to reach at large no. of
potential buyers of the respective business. In context of Airdri by using the social media they
commercialise their products and services at large basis.
Experience strategy
Experiences are very much important for an organisation to deliver one of best products
and services to the ultimate consumer base. With the help of strategies and tactics organisation
can be able to direct and get potential outputs from the consumers to remain always competitive
in marketplace. In context of Airdri they use the various attributes to give one of best products to
consumers.
Personalised experiences:

the one of major factor in front of organisation is to give one of best experiences to the
consumers that attach with them for the life time (Sussan and Acs, 2017). It is very much
potential for organisation to build product uniquely that can be able to give one of best
experience to them. In context of Airdri their products are so much technical advance that give
one of best attributes.
Activation plan
For an organisation while build some kind of plan and policies it needed some kind of
strategies and tactics to successful implement in context of organisation. In context of Airdri by
planning and coordinating various works and activities. By communicating the goals and
objectives by distributing the roles and responsibilities to each and every individual so that they
can deliver one of their best efforts in proper manner.
Marketing Budget:
march
19£
April 19£ May 19£ June
19£
Market Research 9000 14000 18000 14000
Owned Media (Blog) 10000 18000 15000 20000
Video Adverting( Youtube) 30000 3000 22000 4000
Social Media ( FaceBook) 35000 4000 15000 13000
Marketing Platform 40000 7000 28000 5000
Creative Design Software 6000 8000 9000 6000
Recruitment 20000 9500 10000 22000
Hardware 9000 1000 10000 11500
Total 124000 64500 127000 95500
From the above budget it has been summarised that marketing budget is very much
important for them to deliver right kind of value to the management.
Manage and measure
In that regards organisation have to after implementation of the plans and policies have to
evaluate the results that achieve by them (Pratono and Mahmood, 2015).. In context of Airdri
they evaluate each and every factor that directly relate with their success factor which is sales,
profitability, brand value and other factors. So it is very much important to evaluate factors that
directly impact on their profitability and consumers satisfaction level.

CONCLUSION
From the above report it has been concluded that marketing is one of most important
aspect for an organisation to deliver right kind of value to the ultimate consumers in positive
manner. With the help of evaluation of both internal and external factors organisation can be able
to accumulate important knowledge and information that ultimately helps in taking major and
important decision making. After evaluation it needed to evaluate the performance and gaps
while performing the tasks and duties to gain potential outcomes for an organisation.

REFERENCES
Books and journals:
Fiore, A. M. and et.al., 2013. Entrepreneurial marketing: Scale validation with small,
independently-owned businesses. Journal of Marketing Development and
Competitiveness. 7(4). p.63.
Franco, M. and et.al., 2014. An exploratory study of entrepreneurial marketing in SMEs: The
role of the founder-entrepreneur. Journal of Small Business and Enterprise
Development. 21(2). pp.265-283.
Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial orientation, strategy, and
marketing capabilities in the performance of born global firms. International Business:
Research, Teaching, and Practice. 2(1). pp.12-38.
Miles, M. and et.al., 2015. Exploring entrepreneurial marketing. Journal of Strategic
Marketing. 23(2). pp.94-111.
Nijssen, E. J., 2017. Entrepreneurial marketing: an effectual approach. Routledge.
Pratono, A. H. and Mahmood, R., 2015. Mediating effect of marketing capability and reward
philosophy in the relationship between entrepreneurial orientation and firm
performance. Journal of Global Entrepreneurship Research. 5(1). p.5.
Sussan, F. and Acs, Z. J., 2017. The digital entrepreneurial ecosystem. Small Business
Economics. 49(1). pp.55-73.
Whalen, P. and et.al., 2016. Anatomy of competitive advantage: towards a contingency theory of
entrepreneurial marketing. Journal of Strategic Marketing. 24(1). pp.5-19.
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