QUANTITATIVE BUSINESS ANALYSIS

Running Head: QUANTITATIVE BUSINESS ANALYSIS
QUANTITATIVE BUSINESS ANALYSIS
Name of the Student
Name of the University
Author Note

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QUANTITATIVE BUSINESS ANALYSIS
Table of Contents
Introduction................................................................................................................................2
Problem Statement.....................................................................................................................2
Alternatives................................................................................................................................3
Solutions.....................................................................................................................................4
Memo.........................................................................................................................................5
Executive Summary...................................................................................................................9
References................................................................................................................................13

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QUANTITATIVE BUSINESS ANALYSIS
Introduction
Ferguson Training Across Culture is a home based business that provides English
language training services. Andrew Ferguson is the president of the business. The company
was founded in the year 2004 by Dr Angus Ferguson. In the year 2014, the company has
established 10 full time employees and established a data base of nearby 65 consultants. The
company was a leading provider of language, diversity and cultural training program in south
eastern Ontario region. The program focused on developing the oral & written
communication of the employees that can helps to solve the human resource problems. It also
focuses on team building, managing diversity, team mentoring and understanding the cultural
diversity inherited in the organisation. The company is going to launch a campaign for the
business promotion and to create awareness for the services. According to this new launch
strategy, the clients will be divided into clients for private and government organisation. This
paper will focus on the problem faced by Ferguson Training across cultures during its new
strategy of the business. The paper will discuss on the overall reason for the problem and will
determine the solution for solving the problem. The next part of this paper has discussed on
the alternative strategy that can be used by the business for a successful promotional plan and
attract the new clients in the business. The next part of this paper has discussed on memos to
communicate all the staffs, clients and the coordinators regarding the new business plan. The
last part has provided an overall summary of the case study that has been communicated with
the clients, staffs and the coordinator. The main purpose of this report is to understand the
problem faced by Ferguson Training Across Cultures and provide them the solution for the
business.

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Problem Statement
The cross cultural consulting business has launched a campaign in the year. Andrew
has grown his grandfather’s business and has developed his understanding towards the cross
culture company. He is responsible for attracting new clients to the business along with the
old ones. He is also responsible for responding to the inquiries band developing new market
campaign for the business.
In 2016, the company had spent very little money on the company promotion. Hence,
the business doesnot have enough networking to find new clients and new business in the
industry. The firm has to do many of its expenses for promotions and doing advertisements.
This is because, the company has to publish its brand through calendars and business
websites. The calendars provided information related to the training services which was very
efficient for the business. But, there is no formal strategy for advertisements have been
developed for the business in order to attract the new clients for the company development in
the year 2016. Therefore, a new campaign strategy was decided in order to make significant
growth in the business. This marketing strategy has been used as a promotion technique for
attracting more clients. This was the first direct mail campaign of the business which
involved compact disk in the campaign. The Latin jazz CD was send to 100 organisations and
it contains information on literature services that is offered by Ferguson. But, this new
marketing strategy did not work well for the business. They confused the CD campaign with
CD-ROM. They got confused and did not understand the actual meaning of this mail. They
misunderstood the mail and were not able to clearly understand the information. It was not
able to attract any new client to the business. This happened because, the clients did not
understand clearly on what type of services it is and what Ferguson is trying to say. They
were confused and mistakenly thought it as CD-ROM. The other problem related to this
campaign strategy us that, there were not any particular system that can track these mailings.

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There were not contacts made from the clients or recipients of the campaign to confirm that
the mail has received. This has caused the business to sell the direct mails to the current
clients and also to some of the former clients of the company. They were not able to grab the
new client’s for the business. Hence, the target strategy of new promotion technique did not
go well for the business. The implementation of this promotional strategy was expensive for
the business and the failure of direct mailing campaign has made Ferguson to develop the
associate positions. This campaign has numerous flow in the marketing strategy. The cost of
advertisement were also more and costly for the business. The aim of developing a brand for
the consulting firm has failed. This will affect the future growth of the business.

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QUANTITATIVE BUSINESS ANALYSIS
Alternatives
The business had built a successful reputation from the existing client and now the
business is planning to expand its services and give new opportunity to new clients. This
campaign will focus on attracting a larger number of clients in the business. New clients will
help the business to grow. There is a new promotional plan initiated by the company and will
be delivered at the president’s desk. They confused the CD campaign with CD-ROM. They
got confused and did not understand the actual meaning of this mail. They misunderstood the
mail and were not able to clearly understand the information. The coordinators are requested
to coordinate and integrate all the program. The cross cultural program will develop a strong
awareness for the clients. To attract the new clients in a cheapest way, Ferguson can apply go
for alternative promotional techniques like digital marketing. This can be done by the use of
social media platform or use of other electronic media. They can promote their business
through mobile marketing. Advertisement using facebook and Instagram will help the
business to understand who all are interested in their business. Clients can feedback their
views through comments in the social media platforms. This method of promotions is cheaper
than direct marketing strategy. This will also help the business in developing their marketing
plan and strategy according to the customer feedback. Other promotional technique like
posters and electronic billboards can also be implemented by the organisation. This method
will allow the business to monitor and track the results easily from the marketing campaign.
It also allows the company to communicate easily with their target customers. This also less
expensive mode of communication tool that can attract new clients for the business. Mails
can be sent to existing customers of 400 companies & also to some of the organisations
which is present outside the Ontario city. The new clients can be retrained along with the
existing clients. This training program will be very much helpful for the clients. The language
training provide will allow cultural diversity in the business. The program will be develop the

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employees and clients in their oral and written communication skills. The new clients will be
retrained along with the existing clients of the business. It is recommended for the clients that
this training program will be very much helpful for them. It will allow cultural diversity in
the business and will develop the oral and written communication skills of the clients and the
employees. A new presentation technique can be focused on direct mail process of the
system. The previous concept of gifted items along with the direct mail will not be used. The
staff members are requested to engage themselves in such a way that that they focus more on
literature part during direct mailing to the clients. The promotional plan will focus on
building more relationship management in the business. The clients can be communicated
through direct mail. Through direct mail all the information will be conveyed to the clients
relate to the training programs. The company has been successful in building a strong
awareness for their services to the clients. They have built a strong reputation from their
existing client and now the business is planning to expand their services and create new
opportunity for the new clients. The company has maintained a good relationship with their
existing clients and proved themselves in maintaining a strong relationship management with
the clients. This will be more successful because the company is looking towards the clients
from both the government and private firms. The program will focus on building strong
reputation towards the clients and maintain a good relationship management of the client and
the staffs. The clients will be communicated through direct mail and all the information
related to training program will be conveyed to them through this mail. The business should
also make some delay of the service promotion. The delay is to be done to focus on future
business growth. A promotional strategy has to been initiated by the company in order to
grow the business. It has been planned that, a new presentation technique will be focused on
direct mail process of the system. The business should focus on doing experimental
marketing for placing the services to the required clients. Business must set a target

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segmentation before launching the product to a larger market. Target segmentation will help
the company to grab the clients to their business efficiently. They should understand the
nature of the target customers, the activities by the competitors, nature of their services, and
then accordingly prepare a description of their business to send the mail to the customers.
Hence, experimental testing can be successful for the company to make the clients more
understandable about their business.

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QUANTITATIVE BUSINESS ANALYSIS
Solutions
The business should handle the situation instead of getting disappointment. New
client’s is very important for the training company in order to grow the business. This is done
to grow the business in new direction. New direction will help the business in becoming the
leading firm in terms of consulting business. The direct mail strategy can help the company.
Instead of focusing on gifts through mailing, a clear description of Ferguson’s services should
be described in the mail. All the benefits of the services should be clearly described in the
direct mail of the customers. Instead of mailing to 400 organisations, they can select the
clients who have higher interest in this services. This can be found through online browsing
or by reviewing the similar organisation history. In this way direct mailing can be helpful for
the business and the cost of this marketing strategy will also be very low for the business
(Bayly et al., 2018). This will help to emphasise more on the literature part of the business. In
this way, the message will be appropriately reached to the clients.
In case of magazine advertisement the company should focus on human resource
professionals. This will increase the size of the market and more clients can be grabbed. This
can be done by expanding the business to broad channels which is outside the local business
(Ahire & Pekgun, 2018). Advertisement strategy will help the business to expand to more
customers and also helps them to reach towards their specific goal of attracting new clients in
their servicing programs. This solutions will help the business to solve their problem in
promotional technique and help to reach towards the goal. Current clients has only viewed
the Ferguson as Angus Ferguson, but has not viewed as an official company. Broader range
of clients will help the business to become like a company and helps in proceeding the new
direction. A new presentation technique will be focused on direct mail process of the system
Advertisement strategy will help the business to expand to more customers and also helps
them to reach towards their specific goal of attracting new clients in their servicing programs.

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QUANTITATIVE BUSINESS ANALYSIS
All the coordinators must work collaborate to retain more and more clients to the business.
The staffs can search the clients through online and they will also look for the clients who are
present outside the local organisations present outside the city. They should be working
collaborately to meet the new business solutions needs for the business success. The
coordinators should also track the system of direct mailing of the clients (Babatunde &
Ajibola, 2017). They are should handle the overall system of the business and concern on
providing more services to the clients. The coordinators should manage the overall
relationship management to the firms and thus helps in enhancing the business. The staffs are
advised to support in the new promotional plan for business growth. The coordinators
integrate all the business program for developing a strong awareness to the clients. The
program will focus on building strong reputation towards the clients and maintain a good
relationship management of the client and the staffs. The clients will be communicated
through direct mail and all the information related to training program will be conveyed to
them through this mail. The campaign will be creative and hence, coordinators are requested
to coordinate themselves and work collaborately to retain more clients for business
expansion. But, the clients were not able to understand the meaning of campaign mail and
they misunderstood it with CD-ROM. Hence, clear information were unable to reach to them.
The business did not get a strong responses from the clients. The coordinators are advised to
track the details from the system. They are requested to handle the overall system and drive
towards a good relationship management with the clients. The coordinators are advised to
track the details from the system. They are requested to handle the overall system and drive
towards a good relationship management with the clients. Instead of using Compact disk
campaign, direct mail will be sent with a clear description of Ferguson’s services will be sent
through direct mails. All the benefits of the services will be clearly described in the direct
mail of the customers. The staffs are requested to work co-ordinately to perform this function.

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QUANTITATIVE BUSINESS ANALYSIS
Client from both these sectors are allowed to attend this training program. The training
program will be done on both languages; English and French. Government clients will be
selected on the basis of bid system, on the basis of experience from the previous history.
Clients from private firms will also be hired for the business growth purpose. The new clients
will be retrained along with the existing clients of the business. The staff members are
requested to engage themselves in such a way that that they focus more on literature part
during direct mailing to the clients (Medlin, Graves & LeMire, 2018). They will be sending
the mails to both the existing customers and to the clients situated outside the Ontario city.
Hence, staff members are requested to support this new promotional technique in order to
support the business to attract the new clients and helps the business to grow. New strategies
in the promotional technique. This is planned because of the disappointing failure of the
campaign. Hence, it is planned to consider new presentation technique along with the direct
mail process.

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QUANTITATIVE BUSINESS ANALYSIS
Memo
1. Date: March 21, 2020
To: The president
From: Andrew Ferguson
Subject: problem in the launch of campaign program in the business
Due to less number of customer feedback and from the current testing of the new marketing
strategy, I wanted to inform you that, the new strategy for business promotion was found to
be disappointed. Hence, new clients were not interested in the business and the compact disk
campaign was a loss for the company. Please go through the problem and give suggestions to
reach towards new clients for business success.
Thank you
2. Date: March 21 2020
To: All the staffs
Subject: Launch of campaign
Due to less number of client’s feedback from the compact disk campaign. I wanted to inform
you that, the promotion of the service will be delayed from its original launch date. The delay
is done to focus on business growth. It is required to launch the programme with more client
in order to grow the business (Morissette et al., 2018). The concept is based on emphasising
more on gifted items rather than simply focusing on the literature part in the promotional
technique (Mukherjee & Banerjee, 2019. It is requested to all the staff to support in this new
promotional technique and helps to gather client’s in order to prevent from business failure
(Islam, 2018).

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QUANTITATIVE BUSINESS ANALYSIS
3. Date: March 22 2020
To: The clients
From: Andrew Ferguson
Subject: Ferguson Training across cultures
The company has been successful in building a strong awareness for their services. The
company’s relationship management with their existing clients have been proved to be
successful factors in the industry (Mishra, 2018). The training program will be done both in
English and French language (Muna, Fatmasari & Murti, 2018). This business is planning to
develop the new set of activity in their system that will allow the business to grow in the new
direction.
Thank you
4.
Date: March 22 2020
To: All the coordinators
From: Andrew Ferguson
Subject- The launch of Ferguson’s largest marketing effort
The business is going to start their one of the largest marketing campaign for the business
success. This will focus on building reputation to the clients and advertise more clients to
demonstrate the client’s services (Nurhidayah & Widarti, 2019). The coordinators re
requested to track the system of direct mailing of the clients (Babatunde & Ajibola, 2017).
They are requested to handle the overall system of the business and concern on providing

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QUANTITATIVE BUSINESS ANALYSIS
more services to the clients. The coordinators should manage the overall relationship
management to the firms and thus helps in enhancing the business.
Thank You
5.
Date: 22 March 2020
To: All the staffs
From: Andrew Ferguson
Subject- New Solutions to the promotions
The new promotional plan for the business was not successful. The concept of compact disk
campaign was initiated as the first direct mail campaign of the business. The direct mail was
sent to nearly 100 organisations. But, it was found that, the system was unable to track and
monitor the information of direct mailing (Sari, I., Maseleno, Satria & Muslihudin 2018). The
clients were unable to get clear information related to CD campaign. They got confused with
this concept and mistakenly thought it was CD-ROM services offered by Ferguson.
Therefore, the business was not able to attract new clients. For this, new solution is advised to
solve the problem (Ma, Fildes & Huang, 2016). They will search the potential clients who are
interested in this sector through online (Songur, 2018). The staff must support by searching
the potential human resources for the business. They are advised to look towards more clients
outside the local business (Farazuddin, Ahmed & Maddali, 2016). Therefore, the staffs are
requested to support in this new business solutions for business success.
Thank you

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QUANTITATIVE BUSINESS ANALYSIS
Executive Summary
1. The main purpose of this report is to deliver the problems related to CD campaign that
has been found during the promotional process. This will be delivered to the president
for solving the problem. This will be supported by providing limited tracking details
of the client’s information to the president. The president will see the overall
promotional plan and the evaluate the information. This will help the business and
enhance their business growth. It was found that, new direction will help the business
in becoming the leading firm in terms of consulting business. Current clients has only
viewed the Ferguson as Angus Ferguson, but has not viewed as an official company.
Broader range of clients will help the business to become like a company and helps in
proceeding the new direction.
2. The main purpose of this report is to make aware to the employees regarding the
failure of CD campaign. The study is supported by determining the track details of the
clients. It has been found that, the promotion of training service is delayed for some
days. This is because of less number of client’s responding to the failure. The delay
has been done to focus on future business growth. A promotional strategy has to been
initiated by the company in order to grow the business. It has been planned that, a new
presentation technique will be focused on direct mail process of the system. The
previous concept of gifted items along with the direct mail will not be used. The staff
members are requested to engage themselves in such a way that that they focus more
on literature part during direct mailing to the clients. They will be sending the mails to
both the existing customers and to the clients situated outside the Ontario city. Hence,
staff members are requested to support this new promotional technique in order to
support the business to attract the new clients and helps the business to grow.

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QUANTITATIVE BUSINESS ANALYSIS
3. The main purpose of this report is to deliver a message to the clients related to the
training program. The report is supported by reviewing the client’s details who were
not able to understand the concept of CD campaign. It has been found that, a new
client’s receiving strategy has been planned on the basis of client requirement. It is
recommended for the clients that, this training program will be very much helpful for
them. It will allow cultural diversity in the business and will develop the oral and
written communication skills of the clients and the employees.
4. The main purpose of this study is to report all the coordinators of the organisation to
integrate the company system in doing a successful business growth. The study has
been supported by tracking the system of client’s responses and feedback. It was
found that, the business is going to start a new marketing campaign for attracting new
clients from both the government and private firms. This is done because, new clients
will allow the company to reach to new market and expand their business. The new
promotional plan will be developed and will be presented in the front of president’s
desk. It is requested to the coordinators integrate all the business program for
developing a strong awareness to the clients. The program will focus on building
strong reputation towards the clients and maintain a good relationship management of
the client and the staffs. The clients will be communicated through direct mail and all
the information related to training program will be conveyed to them through this
mail. The campaign will be creative and hence, coordinators are requested to
coordinate themselves and work collaborately to retain more clients for business
expansion. But, it was found that the clients were not able to understand the meaning
of campaign mail and they misunderstood it with CD-ROM. Hence, clear information
were unable to reach to them. The business did not get a strong responses from the
clients. The business did not get a strong responses from the clients. The coordinators

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QUANTITATIVE BUSINESS ANALYSIS
are advised to track the details from the system. They are requested to handle the
overall system and drive towards a good relationship management with the clients.
5. The main purpose of this report to execute a new solutions to promotional plan to all
the staffs. The study is supported by reviewing the previous failure of marketing
strategy. It was found that the company was unable to get a proper responses form the
clients. They were unable to monitor the direct mail. The clients were confused from
CD campaign concept and misunderstood it as CD-ROM services. It has been found
that a new solution has been recommended for the business. The staffs are advised to
support in the new promotional plan for business growth. The business is planning to
use direct mail strategy instead on CD-ROM services. With the direct mail a clear
description of Ferguson’s service will be sent through this mail to the clients. The
staffs are requested to collaborately perform this process for a successful business.
They will search the potential clients who are interest in this training program.

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QUANTITATIVE BUSINESS ANALYSIS
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