FNS40815: Business and Marketing Plan for Ease Mortgage Limited

This report presents a comprehensive business and marketing plan for Ease Mortgage Limited, a developing mortgage broking organization. It includes a situational analysis with SWOT and PESTLE analyses, competitive and market analyses, marketing goals, and strategies covering market segmentation, positioning, tactics, product, service, pricing, distribution, promotion, and people. The plan also addresses research, consumer behavior, marketing budget, evaluation, and an implementation plan, aiming to establish Ease Mortgage as a leading brokerage within two years and achieve a positive return on investment within the first 10 months. The report details the company's objectives to provide personalized services, build a strong corporate identity, and expand its client base in the competitive Australian mortgage market.

Running head: FINANCE
Finance
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Executive Summary.........................................................................................................................3
Objectives........................................................................................................................................3
Situational Analysis.........................................................................................................................4
SWOT Analysis...............................................................................................................................4
PESTLE Analysis............................................................................................................................5
Competitive Analysis.......................................................................................................................7
Market Analysis...............................................................................................................................8
Marketing Goals..............................................................................................................................8
Market Strategy...............................................................................................................................9
Market Segmentation.....................................................................................................................10
Market Positioning.........................................................................................................................10
Marketing Tactics..........................................................................................................................10
Product Strategy.............................................................................................................................11
Service Strategy.............................................................................................................................11
Pricing Strategy.............................................................................................................................11
Distribution Strategy......................................................................................................................11
Promotion Strategy........................................................................................................................11
People Strategy..............................................................................................................................12
Research.........................................................................................................................................12

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Consumer Research.......................................................................................................................12
Market Research............................................................................................................................12
Consumer Behavior.......................................................................................................................13
Marketing Budget..........................................................................................................................13
Evaluation......................................................................................................................................13
Implementation Plan......................................................................................................................13
Bibliography..................................................................................................................................15

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Business Name: Ease Mortgage Limited
Prepared By: Mr. Jonathan Charles
Executive Summary
Ease Mortgage is a developing and a new mortgage broking organization that is tries to
satisfy the wants and the demands of the customers in accordance to the loans and lending desire
a person, builders, real estate professional etc. The organization dedicated in several varieties of
the sources of mortgage and even looks to provide and recommend the most effective loan for
their customers that would have the most precise rates of interest, terms and expenses in order to
gratify the needs and the desires of their existing and prospective customers.
Mr. Steve Marley is the person who has undertaken all the investments for the
organization and Mr. Marley is a licensed mortgage broker who has an experience of over 7
years in the area of mortgage broking. Mr. Marley has appointed two individuals who function as
junior mortgage brokers and they have the responsibility of undertaking meeting with the
customers and satisfying the demands and the requirements of the client and thereby being able
to provide good and extensive services that is demanded by the customers.
Objectives
The company has the intention of providing extensive mortgage broking services and
activities. The organization tries to focus on providing personalized and skilled services and
recommendations in order to attain the desires of each and every customer. The organization has
their office situated in the business hub of Sydney and hence have the advantage of being able to
reach the prospective customers along with the other financial institutions. The main objectives
that is related to this organization are stated as follows:

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 The organization desires to become profitable by satisfying the benefits of the
investments and hence becoming accessible in the rapidly developing economy
 Develop a solid and secured corporate identity in the specified market segment
 Construct themselves as one of the leading brokerage organization within the first two
years
 Attain a return on investment that will be positive within the initial 10 months of their
operations
Situational Analysis
The process of situational analysis is associated with the evaluation of the working
environment within which Ease Mortgage functions and the evaluation of the market would be
attainable by taking help of the several kinds of processes and they are explained as follows:
SWOT Analysis
The process of SWOT analysis consists of the strengths, weaknesses, opportunities and
threats that are related to Ease Mortgage and they have been explained as follows:
Strengths
The strengths that is internal in nature associates with the skills and the experiences of
Mr. Steve Marley, who has been involved in the mortgage business for over 7 years. Mr. Marley
has adequate expertise and knowledge in this business line and would be able to provide
effective and valuable suggestions and advices to their clients. The two other employees who are
working in this company have adequate knowledge and expertise with the help of which both of
them would be able to give precise and desirable services to their customers.

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Weakness
The weakness that is related to the business is inclusive of the fact that the employees and
the organization are not aware of the transforming market condition that is taking place with the
advent of time and the tastes and preferences of the customers. This is an essential factor that
affects the opportunities and the development of the business.
Opportunities
The opportunities of Ease Mortgage includes founding themselves as one of the top and
well-known mortgage organizations as the demand for the mortgage industries are becoming
high because of rise in the demand of mortgage broking suggestions and the unavailability of the
quality mortgage company within the economy of the country.
Threats
The threat, which is related to the concerned organization, is associated to the increase in
the interest rate for the home loan and a decline in the real estate industries which can have an
impact on the profit and the sales of the industry as well.
PESTLE Analysis
PESTLE analysis assists in assessing the factors that are external in nature, which can has
an impact on the functional activities of the organization. The assessment of the same has been
explained as follows:
Political: The alterations in the tax rate and the regulations that are related to the industry can
have an effect on the business organizations. On the other hand, in relation to the present

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condition, there is unavailability of any sort of policies and regulations that have altered or
modified and hence the organization can work and operate in an effective manner.
Economic: The Australian economy has been operating in a successful way and thus there are
no such alterations that have occurred, which can have an impact on the business activities. The
inflation rate in the country is quite moderate and therefore influences all the industries to
perform effectively.
Social: It is seen that society has an essential role to play in the growth and business
development. However, in Australia there has been a rise in demand among the residents of the
country in order to purchase properties and houses. This is mainly due to the fact that the
population of the country is comprises of mainly teenagers who are looking to establish
themselves and create a family for themselves. In order to purchase new properties and taking
loan for the same the demand for mortgage services has been high in the society.
Technology: The incorporation and the implementation of the enhanced and developed
technologies have a key role to play for any kind of organization in order to sustain their
competitive advantage. The organization has fitted new and developing processing platforms for
the back office and even new and innovative software that would be helpful in making
comparison of the different desires of the lenders and thereafter simplifying the extent
performance and work.
Legal: There are is no existence of no legal problems that is associated to the business of
mortgage broking services, however, there are laws that can allege the company if they are
unable to provide services in accordance to the payment that they receive.

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Environment: The environment of the business is prospective and healthy and therefore there
are prospective for further development and thereby establish themselves as one of the precise
functional services.
Competitive Analysis
The competitive assessment of the business addresses the fact that the demand for the
service is extensively high as the teenage population is looking for further recommendations and
suggestions with the help of which customers are able to apply for the loan that is ideal for them.
The competition that is existent in the company is direct in nature because of the fact that there
are several other mortgage broking companies who offer the same level of services. It is seen
that the strength and the weaknesses of the competitive companies are similar to the strengths
and weaknesses that have been identified for Ease Mortgage. The only difference that is existent
is that none of the companies have such experienced personnel like Mr. Marley. Mr. Marley is
the only person who has the highest degree of experience on this field. The competitors are
mostly targeting the teenage sector of the population as they are the ones who are in need of loan
and assistance for loan.
The assessment of the market share indicates that there have been Invetex Mortgage
Broking Company holds the maximum number of the market share because of the fact that this
company has been operating in the economy for more than 5 years and have been providing
successful advices to their clients. There has been significant similarities among the business and
the competitors because of the fact that all the organizations have similar operational structure
and follow a scheduled path with the help of which the organizations are able to move ahead
with the business. On a general the competitive nature of the marketplace is very high as the

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demand for mortgage suggestions are high in Australia and therefore further development is
expected in this line of business.
Market Analysis
The analysis of the market is helpful for the new business so that accordingly the
company can effectively establish their business. The growth rate of the market is significantly
high as it is seen growth rate varies in between 10-15%. The market has extensive expansion
opportunities as it is seen that there mortgage broking services can be provided for various
business lines and the development of the new and innovative desires of the consumers leads to
the development and need of new line mortgage loans and therefore in general, the market line
has extensive scope of development. The company has an overall market size that consists of the
17 mortgage broking companies and with the availability of light rules and policies there are
scope that new companies can come into this line of business. It is seen that mortgage
marketplace is a growing business line.
Marketing Goals
Ease Mortgage looks to give out mortgage broking services that would have an enhanced
quality and class, which would be helpful in improving the desires of the business and other
entities. The objective of the company is advice their clients with the best products and services
that are ideal for them and accordingly keep the client informed and aware of how the loan
would be helpful to the economy. The firm tries to be a friend and a guide to their customers so
that loyalty and trust can be generated among the customers. The company even provides
improved values to their clients and even awards to them as well in order to keep them attracted.

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The organization has the aim of enhancing their rate of conversion in accordance to the
amount of queries and the settlement of the client to around 65% within the first year and within
the coming 12 months, the company would look to generate a positive investment return and
establish an identity for the company. Ease Mortgage has the desire of expanding their client
base and wants to attain the share of 45% of the mortgage business. The company even has the
intention of increasing their number of employees and therefore looks to appoint 10 new
employees.
Market Strategy
The marketing strategy is inclusive of the plans and policies that would be incorporated
in order to make the operational activity successful and effective. The company has the intention
of penetrating the market by looking at the volume of lending capacity and the amount the
market requires as loan. Ease Mortgage being a new company look to create their own market by
offering their services to the new market. This is undertaken in accordance to the geographic
development or by limiting the efforts of the market at the better segments of the market.
Products are developed in accordance to the demand that is available in the market and
the changes that are taking place in an effective manner. New products involve offering better
services in accordance to the products that are recommended to the client. The company at a later
stage would even look to diversify their business by bringing in newer products and services
within their business with the help of which the company can enhance their profits and maintain
competitive edge. Ease Mortgage does not look to retrench any segment of the business at any
point of time in the coming future.

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Market Segmentation
Market segmentation refers to the division of the market in such a manner so that the
company can focus on each and every aspect and accordingly take actions and steps that would
be useful in developing the business. The segmentation of the market is done according to the
age and occupation for Ease Mortgage.
The organization initially targets the market and this is done by by understanding who the
suitable client for the company. After the selection of the ideal client, the understanding of the
target market is essential in order to operate the business in an effective manner. The
understanding of the lending needs is essential so that the desires of the customers can be used in
order to create new plans and policies. The company has specific products and services that
would be useful for the teenagers as they are the target market and accordingly actions can be
taken that would be useful for the development of the company and customer base.
Market Positioning
The positioning of the market is a key component and in the current scenario, as this is
new company the company is new and learner and therefore the company brands their product
with the help of a photo that shows a man playing with his child and is happy, which suggests
that making relationship with this company would make a person stress free with respect to
lending and they can concentrate more on their families.
Marketing Tactics
The marketing tactics explains the strategies and the plans that would be incorporated
with the help of which the company would be able to enhance their operations.

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Product Strategy
The company provides various kinds of products to their customers that compromises of
personal loans, residential mortgages, leases, commercial mortgages and other products.
Service Strategy
The service strategy includes interacting with the clients and accordingly constructs plans
and policies with the help of which better relationship can be maintained. Ease Mortgage
manages to meet their clients during the time of lunch breaks and even during the evening after
the clients come back from office.
Pricing Strategy
The availability of several companies indicate that pricing needs to be done in such a
manner so that the customers get attracted towards their services and products. The price
provided by the company is reasonable and is lower than the price offered by the other
companies and therefore, has huge potential in increasing their level of sales.
Distribution Strategy
The company in general looks to attract the teenagers of the society who are planning to
settle down and have a family of their own. In this case, the company tries to distribute their
product by arranging meetings with the customers in a certain banquet hall so that the company
is able to interact with a lump of customers with the help of which the company can be
enhanced.
Promotion Strategy
The promotional strategy is one of the essential ways with the help of which the company
can brand their products and services and accordingly the management of the company makes

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use of brochures, posters, media releases and advertising in order to promote their business in the
market.
People Strategy
The company provides adequate training to the two employees so that they are well
aware of all the processes that need to be undertaken. On the other hand, initiations regarding
new marketing plans are communicated to the employees so that the employees can input their
plans and ideas as well in order to create a better people strategy.
Research
There are several researches that need to take place and accordingly there are certain
researches that have taken place as well.
Consumer Research
The consumer research would be undertaken in order to understand the changes in the
tastes and preferences of the consumers and the understanding can be undertaken by interacting
with the existent consumers and several tools and technologies would be used in order to
understand the same. The incorporation of the research finding would be done by the
management of the company and mainly by Mr. Marley. All the researches would be done
internally as the being a start up the management looks to minimize their unnecessary expenses.
Market Research
Market research will be undertaken by taking help of surveys and understanding the
trends that is existent in the market. The company looks to assess several internet websites and
news articles so that an understanding of the various aspects of the business can be understood
effectively.

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Consumer Behavior
Understanding the behavior of the consumers is essential because of the fact their
behavior would be useful in the development of the business. The need of the borrowers to take
these services needs to be understood and the benefits they require needs to be understood. The
process of gaining their trust and loyalty of the customers is helpful for their business.
Marketing Budget
A marketing budget can be created but as this is a startup company, the management is
reluctant to create an extensive budget for the purpose of marketing.
Evaluation
The assessment of the overall activities that have been explained in this paper indicates
that the company can benefit from the activities and can even understand their limitations and
strengths with the help of which they can construct their plans and policies accordingly. The
management can even make changes in the plans that are not working and thereby enhance their
operations.
Implementation Plan
Strategy Actions Who When
Marketing
Strategy
Feedback with the help of
survey from the
customers
Mr. Steve Marley 6 months
Market Research Assess the market on a Mr. Steve Marley 3 months

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frequent basis

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