Centum Mortgage Market Plan: Diploma in Finance & Mortgage Broking

This document presents a comprehensive solution to a Diploma in Finance and Mortgage Broking assignment. It includes a short answer activity covering key concepts such as marketing plans, market research, strategy evaluation, market segmentation, and growth strategies for existing clients. The second part features a detailed market plan project for Centum Mortgage, encompassing a vision and mission statement, target market analysis, competitor analysis, marketing objectives, promotion strategies, client acquisition plans, sales growth strategies, implementation plans, staff requirements, monitoring mechanisms, and contingency plans. The project aims to enhance Centum Mortgage's market presence and achieve specific financial goals over a five-year period, with a focus on specialized lending, commercial loans, home loans, car loans, and refinancing.

Running head: DIPLOMA IN FINANCE AND MORTGAGE BROKING
Diploma in Finance and Mortgage Broking
Name of the Student
Name of the University
Author’s Note

1DIPLOMA IN FINANCE AND MORTGAGE BROKING
Table of Contents
Task 1- Short Answer Activity............................................................................................3
Answer to Question 1..........................................................................................................3
Answer to Question 2..........................................................................................................3
Answer to Question 3..........................................................................................................3
Answer to Question 4..........................................................................................................4
Answer to Question 5..........................................................................................................4
Answer to Question 6..........................................................................................................5
Answer to Question 6A...................................................................................................5
Answer to Question 6B....................................................................................................5
Answer to Question 6C....................................................................................................6
Answer to Question 6D...................................................................................................6
Answer to Question 6E....................................................................................................6
Answer to Question 7..........................................................................................................7
Task 2- Market Plan Project- Centum Mortgage.................................................................7
1. Vision and mission statement clearly listing your objectives..........................................7
2. Explaining the target market, customer profile and researching on the information....10
3. Competitor Analysis......................................................................................................14
4. Key marketing objectives for the business....................................................................14
5. Description of the Financial Services to be promoted...................................................15
6. Indicating the way of promoting including branding to assist promoting the business 16

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7. Plan to add new clients..................................................................................................23
8. Plan for Increasing the sales..........................................................................................23
9. Indicating the plan to implement growth.......................................................................23
10. Indicating the timeframes for growth..........................................................................24
11. Indicating the staff requirements and staff procedures needed to be implemented to
encompass the growth....................................................................................................................24
12. Indicating how the growth will be monitored on reaching the marketing objectives
and growth objectives....................................................................................................................24
13. Advising on the contingency plans in case things are not considered to be planned. .25
14. Executive Summary.....................................................................................................32
References..........................................................................................................................35

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Task 1- Short Answer Activity
Answer to Question 1
The main benefits of a marketing plans will be beneficial in assessing the main USP of
the business. In addition to this, the marketing plan will be helpful in identifying the target
market and understanding the product and services to meet the needs. The marketing plan will be
also effective in gaining the appropriate control over the business by developing the position and
branding strategies (Business.gov.au 2018).
Answer to Question 2
The five areas of market research to be included in the market research are listed below
as follows:
1. Identification of the Target Market
2. Understanding the strengths and weakness of the rivalry
3. Evolving the pricing strategy grounded with the market research
4. Investigating on the similar products
5. Identification of the appropriate placement and location of the product (Bravely Go 2015)
Answer to Question 3
The three questions to be considered for evaluating the strategy performance are listed as
follows:
1. The number of the exiting customers of the business and how many of them are actually
spending?

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2. What will the business grow into as per the present strategy?
3. How should the business adopt the relevant strategies? (Process Excellence Network 2015)
Answer to Question 4
The five areas to be considered for evaluating the strategies of marketing finance are
shown below as follows:
1. Implementation of situation analysis
2. Evolving a board market profile
3. Setting clear marketing objectives
4. Shaping the marketing strategies
5. Creation of financial Plan
Answer to Question 5
Market segmentation is defined as the procedure of subdivision of a large standardized
market as per evidently identifiable segments with similar demand, needs and wants
characteristics. The chief objective of the market segmentation is further defined with the
objective of designing marketing mix and fulfilling the demand characteristics. The main
objective is also seen with designing the marketing mix in a precise manner by considering the
expectation of the customers in the target market segment. Some of the basic factors included
under market segmentation can be depicted in form of:
 Strong documentation of the segment
 Measuring the effective size
 Accessibility of the promotional efforts

5DIPLOMA IN FINANCE AND MORTGAGE BROKING
 Suitability of the strategies and possessions of the company
Answer to Question 6
Answer to Question 6A
The five strategies for employing the existing clients for growing the practice a s per rank
are stated as follows:
1. Analysing existing market share
2. Exploring new markets
3. Reposition and Efficiency
4. Franchising the business
5. Strategic partnerships
Answer to Question 6B
The implementation strategies in in form of the plan are listed as follows:
Strategy Role of the stakeholders
Analysing existing
market share
The stakeholders of the company such as the main enactors seeks to capture the
present market share which are depicted to be captured with increasing the
present marketing efforts and making adjustments in the prices.
Exploring new
markets
In this case the stakeholders are seen to be playing a vital role in terms of the
searching new markets for the present products. This will include expansion of
the sales in the new city, province or country
Reposition and
Efficiency
Based on this strategy, the growth of the company may be focused with
repositioning of the products thereby improving the efficiency.
Franchising the The stakeholders of the company such as the executives may decide to

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business successfully implement the growth strategy which may be easily replicated by
others.
Strategic partnerships The common growth as per the strategic partnership may be formed with an
informal agreement with business in the complimentary markets and reference
to the clients (BDC 2019).
Answer to Question 6C
The benchmark to evaluate the success of the plan are listed as follows:
 Providing clear objectives
 Efficiency
 Quality
 Accuracy (Ong 2019).
Answer to Question 6D
The problems encountered in implementing the plan are stated below as follows:
 Planning the sequence
 Lack of availability of the resources
 Alignment of the team members
 Resistance to change (Boardview 2016)
Answer to Question 6E
No, there will be contingency plan for the above stated objectives and the goals of such a
plan are listed below as follows:
Creating awareness of the risk factors

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Monitoring of the risk which arise later stages
Taking response from the existing stakeholders
Managing of the sales and marketing team
Answer to Question 7
In order to develop a marketing, plan it is important to consult the marketing strategies
with the immediate supervisor.
Task 2- Market Plan Project- Centum Mortgage
1. Vision and mission statement clearly listing your objectives
Mission Statement
The mission statement of Centrum Mortgage is identified as being the ultimate
destination for providing loan services available throughout Australia especially in services
relating to specialized lending, commercial loans, home loans, car loans and refinancing.
The objectives of the business are seen with providing the appropriate services in the
sectors mentioned below as follows:
 Proving mortgage services related to home loans
 Proving mortgage services related to commercial loans
 Proving mortgage services related to car loans
 Proving mortgage services related to refinancing

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Objectives for Volumes, sales, market shares, gross margins, net profit, return on
investment
Objectives for Volume
The main objective for maintaining the volume of the business is seen to be depicted in
form of maintaining a low rate of interest with 3.69% for the variable rate and 3.73% for the
comparison rate.
Objectives for sales
The business aims to achieve a sale of $2,300,000 in the first year, $2,410,600 in the
second year, $2,563,320 in the third year $2,747,888 from the fourth year and $2,949,693 in the
fifth year.
Objectives for Market shares
The primary objectives of the market shares in the Centum Mortgage Group is seen with
increasing the market share by 4% in the year 1, 6% in year 2, 8% in year 3, 10% in year 4 and
12% in year 5.
Objectives for Gross Margin
The objectives of the gross margin are seen with achieving a target of $2,279,398 in the
first year, $2,353,272 in the second year, $2,449,484 in the third year, $2,556,873 in the fourth
year and $2,671,145 in the fifth year.
Objectives for Net profit
The business will be able to a net profit of $20,602 in the first year, $57,328 in the second
year, $113,836 in the third year, $191,015 in the fourth year and $278,548 in the fifth year.

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Objectives for Return on investment
The objectives return on investment is aimed at attaining 3% in the first year, 11% in the
second year, 22% in the third year, 36% in the fourth year and 51% in the fifth year.
Convert objectives to goals by assigning magnitudes and dates
Objective How are these Specific, measurable, Achievable, Realistic, Timely
(SMART)?
Yielding a turnover rate of 20% This is considered as a specific target to be considered by the company
Measuring the growth in the
financial objectives in the last
five years
This objective is depicted as measurable in nature
Sharing the goals and
objectives with the employees
The goals and objectives sharing aspect is considered as the achievable factor under the
SMART objective
Checking for adherence
of the marketing
objectives with the
marketing, office sales
and field sales
departments
This particular factor is inferred as Realistic in nature
Achieving financial
growth objectives in over
a period of five years
This consideration is depicted with timely aspect under the SMART
objective

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2. Explaining the target market, customer profile and researching on the information
Target market/segment characteristics
Geographic
The geography of the country encompasses of different aspect of the biogeographic
regions and being one of the minutest continents but being sixth major country in the world. The
location of the country is depicted to be situated between the “Indian Ocean and the South
Pacific Ocean”. It has a total area of 7,686,850 square kilometers.
Demographic
The demographic profile of the country is inferred with a total population of 23,232,413
(July 2017 est.). In addition to this, the average age structure is seen to be depicted as 20.002%.
The dependency ratios are seen with total dependency ratio 51.1 and population growth will be
inferred as 1.03%. In addition to this, 5.3% of GDP is relating to the education expenditures and
9.4% of GDP is relating to health expenditures (Indexmundi.com 2019).
Psychographic
It needs to be seen that unique psychographics segmentation tool has categorized
population of Australia in 56 distinct personas. This provides an unprecedented view of the
customers who are able to understand the relevant needs, values and beliefs along with the best
way to connect the individuals.
Behavioral
The cultural behavior analysis of the residents of Australia is understood with high level
of modesty, value for relationships, travelers by nature and following a multicultural origin. This
is seen to be resulting in form of heavy migration from Europe, especially from “Greece, Italy,
Germany, the Netherlands, Yugoslavia, Lebanon, and Turkey”.

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Target Customers
Age
Range
Socio
Economic
Bracket
Ethnicity Education Location Interests Employmen
t Status
23-30 Lower
Income
group to
Medium
Income
group
Irish and
Italian
Student and
working
professionals
Cheltenham,
Ormond and
South
Melbourne
Investors
and
Service
Student and
Employed
31-45 Medium
Income
group to
high
income
group
British
and Irish
Working
professionals
Cheltenham,
Ormond and
South
Melbourne
Investors,
Service
and
business
Employed
and own
business
46-50 High
Income
group
British,
Irish and
German
Working
professionals
and
businessman
Cheltenham,
Ormond and
South
Melbourne
Investors
and
Business
Employed
and own
business
51-70 High
Income
group
British,
Irish and
German
Working
professionals,
businessman
Cheltenham,
Ormond and
South
Investors
and
Employed
and own