B2B Marketing Plan: Launching Big Data Services at Assemblo

This report presents a comprehensive B2B marketing plan for Assemblo, an Australian business consultancy, focusing on the implementation of big data analytics services. It includes market analysis, competitive analysis, environmental analysis, and the development of a marketing mix and positioning strategy. The plan aims to provide Assemblo's clients with valuable market insights, enabling them to make informed decisions and maximize revenue. A three-year financial analysis projects a substantial income, highlighting the potential success of the proposed service. The report emphasizes the importance of understanding market trends and consumer behavior to gain a competitive advantage and foster business growth. The analysis concludes that Assemblo can effectively leverage big data analytics to enhance its service offerings and drive client success.

Running head: B2B MARKETING PLAN
B2B MARKETING PLAN
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Executive Summary
The purpose of this project is to analyze the success of the implementation of big data
analytical services in Assemblo, an Australia based business consultancy. The report
summarizes the various aspects for the market planning of the company, namely competitive
analysis, market analysis, environmental analysis and accordingly frames the marketing mix
and positioning strategy of the firm. The report concludes by doing a financial analysis of the
firm for the next three years, which states an income of $396, 894,000.

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Table of Contents
Project Proposal.........................................................................................................................3
Marketing plan...........................................................................................................................4
Description of the new service idea.......................................................................................4
Description of the firm...........................................................................................................5
Market Trends........................................................................................................................6
Environmental Analysis.........................................................................................................7
Competitive analysis..............................................................................................................8
Segmenting and buying behaviour.......................................................................................10
Positioning and marketing mix............................................................................................12
Financial Analysis................................................................................................................13

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Project Proposal
The B2B or business to business organization which has been selected for current
project is Assemblo, who are experts in blending strategic marketing with traditional
advertisement which enables their clients to achieve success in their respective businesses.
As stated by Intezari and Gressel (2017) the new service which Assemblo should
introduce in market is big data analytics consulting services which will enable their clients to
maximize their revenue and will win happy and loyal customers. This proposed service will
help in providing valuable insights and trends to Assemblo’s clients which they could
capitalize upon.
As opined by Saggi and Jain (2018, reason regarding success of proposed new
service is that concept of big data analytics services is comparatively new in market and it
will help clients of Assemblo make informed decisions based on data insights and data
analysis. I selected Assemblo as it is emerging B2B firm in digital marketing sector that has
won several awards for being creative agency and proposed new service can be considered
effective as it aligns with their current strategy which is to make marketing work for their
clients and help in business growth of clients.
As Assemblo is private company, therefore it is little difficult to find information
regarding the company other than those which are available in company website. The
information regarding private companies are scarce unlike public companies. Therefore main
source of information regarding Assemblo is their official website. Other than company
website, information regarding Assemblo, such as regarding size, location and industry can
be found in business directories. The other sources of information for Assemblo could be
newspaper articles and business publications.

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Marketing plan
Description of the new service idea
The new service proposed is the big data analytics consulting services. Big data
analytics is the process of analysing a diverse set of data from the records, and analysing
them in the micro level, to get insights about the market, consumer behaviour, psychological
preferences, discover correlations, and market trends, to help an organization make business
and marketing decisions which would prove to be fruitful due to the acquired accuracy in
their market approach as a result of a detailed micro analysis of the market. These data could
be anything from market revenue, market share, to buying behaviours and customer
segmentation. The purpose of implementing this service in Assemblo centres the motive of
providing clients with valuable insights about the market and their target consumers, and also
helps them in identifying which is the consumer segment that they need to target with a
specific message or marketing strategy. The purpose is to give them a competitive advantage
with pure market insights for more accurate strategies, which would in turn earn them more
revenue and result in increased client retention and organizational value and image. It should
be noted that high quality analytics systems need to be installed, which would be able to
analyse diverse data with statistical algorithms and analytical models.
The potential for the success of this service in the market is enormous. This is because
the company deals with clients from various types of markets, each of which have a high
level of competition in them. In such competitive markets, it is impossible to woe the
consumers simply with the unique selling points of the clients. A proper market insight is
necessary to be able to identify the market trends and consumer behaviour, according to
which a strategy should be made in order to reach out to the consumers effectively. This is
the gap which the service of big data analytics fills. It is supposed to keep a record of the
market data of its clients, and break them down for more concise information of the market.

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This would help them target their strategies more effectively than their competitors in the
market, and would also lead to other brands and organizations coming to Assemblo for the
same purpose. This would immensely help the growth of Assemblo in the market. Another
factor for its potential success is return on cost. It takes a lot of expenditure to formulate a
marketing strategy and implement it and brands want the best return on that investment. This
service would ensure the clients that they indeed get the best possible return on their
investment in marketing.
Description of the firm
Assemblo is a business consultancy agency, based in Melbourne, Australia. They
serve clients from all around the world through their official website. The company was
founded by Steve de Niese and James McInerney, with the sole purpose of seeing businesses
grow. The firm’s current strategy is to make market strategy recommendations to its clients
based on market results. In other words, it is a results-driven strategy which the company
follows. The idea is to study the results of particular marketing strategies and analyse their
strengths, weaknesses, opportunities and threats, to formulate a better strategy based on the
observation of those results to help their clients grow their businesses with effective
marketing and business strategies. The company also looks into the internal analyses of its
clients, and tries to figure out the drawbacks from them to suggest a better solution.
The deliverables of the company include consultancy services on both business
development and growth, as well as strategizing market communication. The new offering of
big data analytics service would make sense for the company because it would help the
company identify the market and consumer characteristics with more details and precision.
Their services also provide brand creation and brand awareness, and for that matter, it is
critical for any business to know the accurate insights of the market which they will be
operating in and make business decisions and actions accordingly. The new service would be

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offering the clients just that, with accurate characteristics of the market and consumer base.
Its current strategy is result driven which means that it works based on the drawbacks of
previous experiences. This offering would provide the company with the ability to take
effectively preventive measures to avoid failures at all and yield the maximum return on
investment for a business as a result of precise targeting and strategy formulation.
Market Trends
The business consulting industry is a booming industry, with a whooping value of
over $250 billion (Poulfelt 2017). The market for this industry is vast, particularly because of
two factors. Firstly, new businesses are emerging every year. Entrepreneurs are at an all time
high in terms of numbers. All of these businesses need a guidance to make it big in the
market since competition in any given market is high at any given time. Therefore, they seek
expert consultation before formulating strategies of their own and expect accurate
recommendations from professionals who can guide them towards a successful business or
marketing strategy for the best possible returns (Lăzăroiu 2015). Secondly, most of these
business consulting services serve businesses across the world. With their official website,
they lend out their services to anyone from any part of the world, pertaining to digitalization.
This is what Assemblo does as well. This makes the market share of each of the consultancy
agencies in the industry a fair one. At present, the number of recognized business consultancy
agencies stands at 700,000, serving over 2 million businesses across the globe.
However, the market is declining. This is primarily because the number of agencies is
growing in number over the years, but the number of businesses affording the
recommendations of this firm is stagnant. This means that the market share is actually
declining for each of these firms, and poses serious threats to the chances of success of a new
firm in the industry against the established ones. Also, most of their services are labour

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intensive, and are time consuming. The fact that the recommendations of these firms are
subject to market dynamics also contributes to the decline of the market.
The current trend in the industry is cloud computing. This helps firms to keep every
data stored in their servers at any given place, for reference and market analytics purposes.
Big data is a concept that has not completely penetrated the industry as of yet. The
implications of the existing trends in the market on the proposed big data service are minimal.
This is because the current trend of cloud computing is far less advanced and effective than
the proposed big data analytics service. The two are different techniques of operating the
business, and there is no reason why a client would not choose a more detailed insight into
the market, rather than simple manual data analysis.
Environmental Analysis
It is important to note that the market of business consultancy is worldwide, as an
effect of globalization and digitalization of its services. To understand the environment of the
market, the environmental analysis of the entire world has to be conducted which is
obviously an insurmountable ask. However, it should be noted that the overall economy
around the world is growing, and businesses are emerging from all across the world, which is
beneficial for the market of business consultancy. Therefore, the focus in this section of the
report would be on how the environment around Assemblo is important for the new service
launch, and the thrift of its business.
Assemblo, as discussed earlier, is an Australian based firm. Although its services are
available worldwide, it is important to do the environmental analysis of the environment in
which the firm operates. The country has been politically stable and has a progressive
mindset. This has been encouraging businessmen to invest in the country to operate
businesses (McAllister 2016). This is a boon for Assemblo since this opens the gate for new

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firms to emerge in the country, who would need specific help regarding the market
knowledge and strategies. This increases the chances of the firm’s growth. As a result, other
and new firms would be tempted to try out the strategy as well.
As far as economic conditions, the country has witnessed strong economy of over
$1.5 trillion. However, the economy has been growing tardily, implying that new businesses
find it hard to grow immediately in the country. However, the country offers attractive
exchange rates for dollars, euros and sterling alike, which is a motivating factor for new
businesses to set up in the country, increasing the possible market share of Assemblo. This
motivating factor for business investors is just another reason why the new service would
prove to be fruitful, since the country has a vast economy and in-depth market insights is a
necessity to succeed in a developed market (Hatfield-Dodds 2015).
In terms of legal factors, the country does not have a very strict contractual law. Any
agreement which has been intended, signed and agreed upon, becomes a legal reference. This
factor is critical for new business opportunities and integration of businesses. This is
beneficial for Assemblo, since the emergence of new business enhance their chances of
getting new clients. This also brings the benefits of big data analytics more vividly. New
business opportunities and business integration requires complex data analysis to be done in
order to effectively study the market and its consumer base. This complexity can only be
solved with the help of big data analysis, which uses advanced algorithms to break the market
down in order to give proper insights into it (McKendrick and Liu 2015).
Competitive analysis
The main competitors of Assemblo are Port Jackson Partners Pacific Strategy
Partners. Port Jackson Partners are a consultancy group who provide business insights and
solutions to CEO’s and board of directors of businesses from around the world, especially the

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ones based in Australia. This firm has a big market share because of the flexibility of its
services. It provides services to the big corporate firms, as well small start ups. Due to the
large number of clients which this deals with, the company does use the big data analytics
service. Hence, this will be competing directly with Assemblo’s new service inclusion. The
service is aimed at giving the best possible insights into the market to its clients, and thereby
the company has been able to sustainably grow itself through client retention. It positions its
services as being distinctive in a crowded market, implying that they claim that they are
bound to give their clients a competitive edge by providing the most appropriate and
innovative insights into the market and their organizations alike, on which marketing
strategies and business development take place more effectively than the others in the huge
market. They promote their services through social media marketing and visits from
representatives. The new inclusion of Assemblo’s big data analytics services is likely to make
them promote their own big data analytics services more prominently and distinctively than
before(Portjacksonpartners.com.au 2019).
Pacific Strategy Partners on the other hand are a consultancy group that does business
by providing strategic consultation services to businesses by analysing market competition,
pricing, customer segmentation, and other basic market characteristics. This firm does not
deal with big businesses, and deals with a number of small businesses and start-ups instead.
Therefore, their market segmentation is small compared to Assemblo and PJP. The firm
offers strategic consultation regarding business development and marketing strategies, which
would directly compete with the same services which Assemblo provides. However, the firm
has not positioned their services properly, creating the natural perception about their firm’s
services, as that of a regular consultancy service. They price their offerings reasonably low,
particularly with the intention to expand their market share. Assemblo’s new big data

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analytics services is likely to prompt them to afford their own or come up with a positioning
strategy that would be more interesting or appealing to the market (au.linkedin.com 2019).
Segmenting and buying behaviour
Macro segment:
Organizational size- Assemblo is set to target and serve organizations of any size. It is
primarily responsible for helping out the small businesses in the market with crucial market
insights, but at the same time, would be more than just happy to take complex projects for
bigger businesses. After all, that is the purpose of implementing the new service; to attract
big businesses for a greater market share and revenue.
Industry- Being a B2B consultancy group, it is inappropriate to be selective of the industries
which the firm would like to serve (Halinen and Jokela 2016). However, the main target
segment would include any firm apart from an IT company, since the firm’s expertise lies in
general marketing and business development.
Micro Segment:
Choice criteria- the target segment for the firm would be those who would be ready to pay
the price for the company’s detailed big data analytics services.
Decision making units- Initially, the firm would be targeting the segment of small to
medium sized DMU’s since their buying power is low and are more needy of a high quality
market analysis.
Buy Class-The firm would be mainly targeting modified rebuys, and new tasks, since its aim
through the launch of the new service is to increase revenue and market share.
Purchase power-The firm would be targeting the businesses with a purchase power of over
50,000 dollars per month.

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Considering and compiling the above segments, the one key segment which the firm
would be targeting is any industrial organization apart from the ones from IT sector, with
premium choice, small DMU’s, a purchase power of $50,000 per month and a buy class of
modified buys and new tasks.
Characteristics of the segment: The segment identified has the following characteristics:
Buying power: This segment does not have a very high buying power. This is because the
segment is in need of premium quality assistance, with a small DMU, which is indicative of
the fact that these firms tend to accept whatever reasonable pricing is given to them (Nicholls
and Orsmond 2015).
Organizational size: Organizational sizes can vary anywhere from small to large, but
typically small/medium, owing to the fact that these organizations are the ones who opt for
premium quality services despite having a small DMU.
Openness to new services: Openness to new services is high in this segment of the market,
since most of these organizations are not big, or have failed in the market for which they need
assistance. Therefore, they would be open to any service that suits their purpose the best
(Cowling and Tanewski 2018).
Knowledge of the market: With a majority of this segment being small to medium sized
businesses, it can be safely said that this segment has low to moderate amount of market
knowledge (Lilien 2016).
Position in market: This segment typically belongs in either the question mark or the dog
quadrant in the BCG matrix.
Buying Behaviour: This segment has a typical behaviour of analysing the recommendations
and previous success of the agencies before approaching them for buying their ideas. This