Marketing Strategy Report: Manage-IR Case Study, MKTG 5200

This report presents a comprehensive marketing strategy analysis for Manage-IR, a subsidiary of DigitEyes, focusing on its investor relations services. It begins with an executive summary outlining the need for effective marketing in a dynamic financial market. The situational analysis includes a SWOT analysis, highlighting Manage-IR's strengths like operational capabilities and brand value, alongside weaknesses such as a lack of digital presence and poor investor relations. Opportunities such as client base expansion and threats like market volatility are also discussed. A PESTEL analysis examines the political, economic, social, technological, environmental, and legal factors influencing Manage-IR. Strategic alternatives, including cooperative orientation, mutual trust, and shared responsibility, are proposed. The report concludes with recommendations for decision-making, implementation, and expected outcomes, aiming to enhance Manage-IR's market presence and client acquisition.

Running head: MARKETING STRATEGY
Marketing Strategy
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY
Executive Summary
This research report provides a detailed analysis of the market of investor relation services of the
organization Manage –IR that is a subsidiary of DigitEyes, which produces software
applications, related to different financial services. The subsidiary Manage –IR is in the need of
suitable marketing opportunities for its investor relation services. The situational analysis
presented in the report derives the fact that market environment even in the financial market has
been volatile and dynamic and thereby, generic prediction of share and stock exchange is no
more a viable solution to corporates. Investors, today look more accurate and feasible option for
investment. Thus, Manage –IR is in the need of developing more effective investment solutions
for corporates. To meet this gap in the demanded services, suitable strategic alternatives have
been developed in the report. Strategic alternatives may help the brand to find suitable client for
the future sustainability.

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Table of Content
Situational Analysis.........................................................................................................................3
PESTEL analysis.............................................................................................................................6
Strategic Alternatives.......................................................................................................................8
Decision.........................................................................................................................................10
Implementation..............................................................................................................................11
Expected outcomes........................................................................................................................13
References......................................................................................................................................14

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Situational Analysis
It has been identified that Investor relation in today’s business is one of the most
important aspects as the business environment is every sector is going to be more dynamic in
nature that it was before. It can be mentioned that investor relation combines finance,
communication and marketing to effectively control the flow of information between a public
company, its investors and its stakeholders. It is certain that investors play a great role in the
success and the growth of the organization, as for that matter it is utmost importance for
organizations to maintain strong, transparent relationship with the investors and this is where the
investor relations service providers like Manage –IR service comes into play. However, the
market dynamics are always threat to Manage –IR because there have been many service
providers. Market dynamics are creating potential challenges to the services providers.
SWOT
Strengths Weaknesses
 Operational capabilities: Manage –
IR is able to manage all necessary
information that an investor is most
likely to expect to observe on a
brand’s website. Some major design
element is stock data, stock charts, and
news release. Manage-IT also
provided subscription-based market
data to which it gained the access.
 Lack of digital presence: The
organization Manage –IR is
significantly lacking digital presence
and thereby, the market awareness is
weak. There are thousands of clients
across the world who are in the need
of investor relation service (Lo, 2012).
 Poor investor relation: The
organization is in the need of

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 Brand value: Manage –IT is one of
the most effectively owned subsidiary
of DigitEyes Inc. Outstanding and
innovative service of the company
contributed to its brand value which is
further helping the organization to
attract clients (Huang & Knight,
2017).
 IR Planning and Policy
Formulation: Manage -IR has
developed suitable investor planning;
for example, the firm has developed a
clear and effective IR policy and
program for investors –such as
developing and disseminating an IR
calendar plan ensuring effective
organization communication and
compliance
developing a governance movement
which needs to be developed across
the edifice of transparency, strategic
consistency and credibility
 No widening room for intervention:
There are some reasons that can
vindicate the requirement for
responsible investor relation. Even
though the organization has several
ongoing business engagement and
here IR practiced on “need-based”
basis as the most immediate business
priorities but such infrequent as well
as unplanned interaction may lead to
indistinctly articulated (Enomoto,
Kimura & Yamaguchi, 2015).
 Lack of suitable role: The
organization lacks a suitable balance
sheet understanding, analytical
capabilities as well as sectoral
thoughts to design an investor relation
blueprint. There can be a level of
mismatch between the interface with

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the investors (Hoffmann & Fieseler,
2012)
Opportunities Threats
Client base: It has been identified that due to
globalization and technology advances, many
investors are in the need of investing on
longstanding businesses. However, to access
such market, the organization needs to
leverage the digital media platforms to access
the customer base.
Opportunity for investor services: There are
several investor communications, which the
organization can develop. There can be a
level of creative solution:
 Annual reports
 Brochures
 Presentations
 Branding
 Web and Digital
Opportunities for increased beyond
traditional investment: There is a broad
network, which the business needs to identify
to penetrate in the large market. Corporate
 Serious threat to global market
confidence: There is a growing risk
for the investor relation service. Due
to the globalization trends, it can be
mentioned that sudden downfall in the
currency exchange rate can be a
potential threat to Mange –IR because
the organisation is significantly
focusing on the large global market
 Risk of regulatory environment: As
the economy is instable, there can be
potential risk of regulatory
environment. Government of some
developing nations are trying to
formulate new taxation policies on the
investor relation consultants.

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communication is one the significant need
that provides the company the results and
investor sentiment for use in internal
employee communication.
PESTEL analysis
Political
The political challenges are indeed very indeed for the organization Manage IR because
these challenges depend on the political stability of Canada and USA. The marketing and finance
interface must be dealt by analyzing the international scenario. The political problems might
affect the investor relations between the chosen company and its investors. The market based
assets might put up a big challenge in the organization but they must tackle it with strict
regulation of the business scenario (Kirk & Vincent, 2014). The government regulations might
affect the entire system also.
Economic
The economic condition of the firms is an important decider in the smooth flow of the
business profits. There might be volatile cash flows within the organization. They will have to
think about the vulnerability of the market conditions. The considerations must be done on the
shareholder values. The chosen company can also enhance the cash flows that will
simultaneously increase the shareholder value also. The relational types of market values must be
implemented within the organization that would provide better opportunities for the
organizations in all the ways.

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Social
The use of the social media channels must be utilized by the organization so they could
gain better access into the minds of the customers. In today’s world, social connections with the
customers have become an integral part of the business profits. If the company can establish an
important relation between the customers and social media channels, they will get to know about
the likes and dislikes of the customers (Kirk & Vincent, 2014). Thus they will be able to provide
better services and products to the customers based on their overall market assets. This might
pose a challenge to them at some point, but Manage IR world definitely be able to overcome it
by the implementation of information technology.
Technological
Technology is regarded as the staircase for success for the organizations these days.
Manage IR must invest on the companies that use the technology for their developments. The
micro cap companies and blue chip companies should be the potential targets that would be very
effective for the organizations to benefit (Agarwal et al., 2016). Thus, the impact of technology
would really be very helpful for the community of the investors. The reputation of Manage IR
would definitely increase in this fashion as well.
Environmental
Environmental factors are very crucial for the investment organizations. The market
capitalizations must be done properly so the investors could focus on protecting the environment
properly. Investors have to make sure that their target companies implement such policies to
reduce the carbon footprint and emission of greenhouse gases from their wastes (Brown, et al.,

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2019). All the necessary investors come into play when Manage IR will decide their target
company.
Legal
It is the responsibility of Manage IR to ensure that legal factors are maintained properly.
Otherwise, the company would not be able to gain a fair reputation in the business industry.
Investors to function properly by keeping in mind all their priorities (Karolyi & Liao, 2015) must
obey the legal guidelines set up by the local governments.
Strategic Alternatives
The companies like Manage IR. should implement the investment options. Otherwise, it would
be very difficult to deal with the challenges that might occur during the political and economic
ones (Negre et al., 2017). Companies like Manage IR should indulge in the cooperative
orientation process. This is due to the fact that target companies and investors could utilize in the
joint outcomes.
Through this method, their aims and objectives would be linked to each other. This
method will cater to the overall development of investor relations and help to avoid all the
conflicts in the future. The target customers to be chosen by them are the young people between
the age group of 25 and 40 (Alexander & Gentry, 2014). They know the use of technology than
most other age groups. Thus, the use of the technology will yield better opportunities for Manage
IR.
The marketing plan for Manage IR will also depend on the interactions between the
parties and their connections with the common customers. The customers would be aware of
their strategies through the digital technologies. The operative evaluation mode will be used in

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this discourse so maximum benefits can be utilized. This relationship will only work as the chief
determinant between the two parties.
Another option for building up better strategies is the mutual trust between them. Trust
between these two parties will definitely generate in the positive results for both the parties. This
will help in the decision making process and reduce the confusions. This is probably one of the
biggest merits in this scenario (Egger, 2014). The transaction costs between the two sides would
be lowered down too. Through the mutual trust and understanding, Manage IR and their target
companies will operate very smoothly. The concept of the shared responsibility will lead to the
better results in profitable earnings.
The option of the shared responsibility can also be implemented in this scenario. Through
this option, positive influences will only occur on the structures of the corporate governance.
This would help the organizations to exchange their resources with the organizations. This would
also definitely help them to take some deliberate decisions also. The essence of the commitment
between the organizations and investors is also very significant in this scenario. This level of
alliance might lead the organizations to make the short term sacrifices (Egger, 2014). Thus it
would create more opportunities for investors like Manage IR. They can look to improvise their
plans for developments of new products.
Another option for Manage IR to increase their benefits is to focus on the universal
system of reciprocity. Through this system, the investor relations will deepen and it will evolve
as per the needs of the market. This concept of reciprocity is also very significant for the decision
making for the companies (Salvioni & Gennari, 2017). Thus, the organizations will look to
capitalize on the opportunities provided by the investors. This dynamic relationship between the

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stakeholders will allow the customers to choose their favorite service providers. The quality of
service providing will also improve in this discourse also.
Decision
As put forward by Chandler (2014), there is a level of change in shareholder structure as
being expected to have the most greatest impact on the functions of investor relation. Thereby,
when it comes to focusing on the target market, it can be mentioned that sell-side and buy-side
are two different entities requiring attention.
Sell-side: In a way to reach the sell-side, comprised fundamentally of investment banks
and the research houses and gaining positive coverage from them can be similar to the action of
influencing the influencers. Thus, IR manager being in the sell-side is about selling its stock to
the investors, positive analyses can help to gain the attention of new investors as well as
influence buying (Baker & Ricciardi, 2014). Thus, it can be added that when focusing on the
target market, Manage –IR needs to target the banking organizations that are planning to focus
on the global market and such organisations are most likely to find relief in suitable investors.
Thus, the organization Manage –IR needs to get their the content directly into the hands of sell-
side analysts who are significantly interested in the organizations that effectively match the
market value, geographical location, industry and other specific elements. For example, the small
and micro-cap organisations, classified as organizations with a maximum of $2billion in market
capitalization, may find it difficult to create interest in coverage initially (Lele et al., 2014). Thus,
it can be mentioned that with the growing number of sell-side analysts over the last decade, the
majority of analysts mostly focus on big organisations. Thus, Manage –IR needs to focus on the
most compelling scenario that effectively reach the right analysts to stand out as well as become
visible.

11MARKETING STRATEGY
Buy side:
It can be mentioned that the primary audience for Manage IR is mostly the
buy-side/institutional investor. It is also noted that while the random individual investors who
tend to own a couple of hundred shares of an organization has value, the mutual funds, pension
funds and others that own millions of shares in an organization can be the most effective or true
focal points of IR efforts (Lin, & Yan, 2011). Therefore, it can be mentioned that accessing the
sell-side is predominantly a waypoint to ensure that the best reach the institutional investors on
the buy-side. Therefore, it can be mentioned that the institutional investors mostly have the
similar segmentation requirement when there is a time of caring about for fund that is entirely
based on small-biotech organizations or the mega cap technology organizations. To drive
investors of all categories to learn more about an organization and eventually purchase stock in
that organisation, a multifaceted approach to news distribution works effectively (Xu & Zhang,
2013).
Thus, when targeting the customers, the organization Manage IR needs to focus on both
sell-side and buy-side institutions. However, it has been identified that the organization needs to
focus on the fact that there has to be a solid purpose of communicating the value of the company
in a way, which significantly encourages investors’ investment. Hence, the organization can take
help of good earned media to attract more investment attention. It is necessary because all email,
phone calls, focusing on buy-side and sell-side in company’s sector and the geography can
sometime trigger for the coverage which eventually comes from intact story in an influential
publication (Huang & Thakor, 2013)