Austin Fraser Ltd. Marketing Plan: New Service Introduction Report

This report presents a comprehensive marketing plan for Austin Fraser Ltd., a recruitment consultancy aiming to expand its services. The plan focuses on introducing a market consultancy service, targeting medium to large enterprises. It outlines the company's vision, mission, and objectives, including a goal to capture 15% market share within eight months. The report details the chosen segmentation, targeting, and positioning strategies, as well as the strategic framework using Ansoff’s growth vector matrix. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. Finally, it provides financial information regarding the launch and promotion of the new service, alongside references to relevant academic literature.

Planning for growth

Table of Contents
P4. Marketing plan.....................................................................................................................3
REFERENCES................................................................................................................................4

P4. Marketing plan
Executive summary: Austin Fraser Ltd. is an international recruitment consultancy that
coves up digital, technology, aviation, automation and life science industry in order to recruit
high skilled employees. It is an offshoring/outsourcing company which is headquartered in
United Kingdom (Navimipour and et. al., 2015). Now company is trying to expand its business
operations by adding one new services that is market consultancy to advice companies over their
promotion event for best services.
Vision: To become a top class employer by maintaining long-lasting relationship with
recruitment partners.
Mission: To provide employees with best environment to work equipped with required
tools and skills they need for their development.
Objective: Main objective of Austin Fraser Ltd is to capture around 15% market-share
within the 8 months of launching market consultancy services.
STP: It is abbreviated as Segmentation, targeting and positioning which helping in
deciding the people among the market to offer services. For offering market consultancy
services, Austin Fraser Ltd is choosing retailer as its segment and target medium to large
enterprises. This service will be positioned as 'the solution of promotional strategies'.
Strategic framework: In order to position the market consulting services effectively
(Raineri, 2016) Ansoff’s growth vector matrix framework will be implemented and from which
it has been decided to use market penetration strategy which is less risky and provide positive
result.
SWOT analysis Strength: Through the diversification of services, Austin Fraser Ltd will be able to earn
more goodwill and revenue. Weakness: Major weakness is that market consultancy segment is totally a new concept
for organisation. Threat: Number of competitor present in marketplace that may leads to failure of Austin
Fraser Ltd. Opportunity- With the success of market consultancy service in UK it can further expand
operations at global level.

Financial information: In order to launch this service and positioning in marketplace
Austin Fraser Ltd requires around £ 30000 for its operations which will include marketing
practices such as advertisements and promotions.

REFERENCES
Raineri, A., 2016. Linking human resources practices with performance: the simultaneous
mediation of collective affective commitment and human capital. The International
Journal of Human Resource Management, pp.1-30.
Navimipour, N. J. and et. al., 2015. Expert Cloud: A Cloud-based framework to share the
knowledge and skills of human resources. Computers in Human Behavior. 46. pp.57-74.