B09246: Marketing Assessment for Playground and Event Organizers

This report provides a detailed analysis of marketing assessment, specifically focusing on small businesses and new ventures in the playground and event organization sector. It begins by distinguishing features of the small business marketing environment, highlighting the challenges and opportunities these businesses face. The report then delves into key operational issues, such as resource constraints and lead generation, offering solutions to overcome these obstacles. It explores standard marketing theories and practices, including the application of the 4Ps, and examines the effectiveness of various marketing assessment methods like word-of-mouth, opportunistic approaches, innovation, and social media. The report also discusses the skills and abilities required for problem-solving, effective communication, and self-management within a small business context, ultimately providing a comprehensive overview of marketing strategies and challenges for small businesses in this specific industry.

B09246
ASSESMENT
MARKETING

Table of Contents
INTRODUCTION.................................................................................................................................3
1. Distinguish features of the small business marketing environment:...............................................3
2. Key marketing operational issues faced by new ventures and small
businesses:..................................................................................................................................5
3. Standard marketing theory and practice seen in small business research findings:........................6
4. Four best method of marketing assessment:....................................................................................8
5. Marketing tools within an operational framework:......................................................9
6. Skills and abilities requires for problem solving; effective communication and self-
management:...........................................................................................................................11
CONCLUSION....................................................................................................................................14
REFERENCES....................................................................................................................................15

INTRODUCTION
Marketing assessment is a tool which is required by every small medium sized enterprise
before successfully launching its product in the market. This project report discussed
various key features of small business marketing environment. Some leadership qualities
such as motivation, controlling and engaging employees towards same goal is necessary
for owner. Advertising is typically done before the presentation of an item in the market.
This is finished by evaluating the market structure with respect to the social, monetary,
physical, and financial qualities of the objective market. Dissimilar to the independent
company where the proprietor does the promoting of their items on an individual premise,
the showcasing idea is made out of the entire society as the mechanism of publicizing.
Likewise, showcasing is commonly done under moral contemplations of the network. In
this project report all studies and researches have done for small business firms having
less than 100 staff members; the sector chosen is Playground and event organizer for kids
less than 12 years of age.
1. Distinguish features of the small business marketing environment:
Small business marketing environment involves small scale entrepreneurs who lagging
behind large scale businesses. PLAYGROUND & EVENTS FOR KID’s usually do focus
marketing due to lack of sources available with them; they don’t have with enough
money for wastage. Large cap companies consists of huge product line and provides their
product at very feasible price due to large demand and huge productions; whereas small
scale enterprises left with limited capacity of production and need to create demand. In
the beginning, PLAYGROUND & EVENTS FOR KID’s can only grab market through
innovation, supervision and providing customized product to their customers (Noel,
Babor and Robaina, 2018).

PLAYGROUND & EVENTS FOR KID’s requires spending lots of time in understanding
customer’s needs, tastes and preferences before launching their product in highly and
tough market; because in beginning product failure may result in poor reputation and loss
of customer faith. Launching a new product is very crucial stage for small medium
enterprises; no chance for wrong step is allowed and needs lots or market assessment.
Opportunity: The main advantage for new ventures is they can launch innovative, new
and customizable product with flexible policies and can contact directly with customers.
The management structure of PLAYGROUND & EVENTS FOR KID is centralized due
to less staff and helps the company in taking instant decisions. The owner has complete
information about staff due to regular conversation with them; it also helps in boosting
employee’s motivation level.
New start up business most of the time uses mouth publicity, opportunistic, innovation
and social media strategies to enter into the market. It also invests money in hiring sales
team on temporary basis to let the people know about product. Some other strategies
include banner publishing, free sample distribution and multi level marketing (Giovanardi
and Lucarelli, 2018).
It should be noted that marketing philosophy is different from sales; because sales only
targets revenue maximization while marketing achieves increase in sales revenue with
customer satisfaction.
On the basis of above analyses; various features of small business marketing environment
discussed below:
 Small number of staff: PLAYGROUND & EVENTS FOR KID’s have smaller
teams in the beginning due to less operational activities and restricted budget. It
increases the size of the employee with more turnovers and more production
situation.
 Sole or Partnership ownership: New ventures trades by their own name or
partners name, to become company it requires more than 500 staff; else it treated
as sole proprietor ship firms. These types of firms usually adopted centralized
structure of leadership to control every activity under their supervision.

 Situated at fewer locations: At the beginning, these firms tries to establish itself at
higher product demand areas preferable next to their rival for successfully
launching of its product in the market.
2. Key marketing operational issues faced by new ventures and small
businesses:
PLAYGROUND & EVENTS FOR KID’s face many operational challenges and issues in
their day to day activities, as the sole proprietor many task is to operated within capacity
like recruiting experts at feasible price, sale increment, preparing payroll, e-filing of taxes
and availing quality service and product to the customer on right time at right place
(Emana, and et. Al.., 2017). Small firm’s proprietors specially who are indulging in
organizing events and playground for kids due to shortage of money conducts survey and
marketing operations on their own. The main challenge face by them is to find their
return on investment to analyze whether their efforts are effective or not.
Below are some of operational issues faced by new ventures:
 Lack of resource: Usually a small firm faces the common challenge which is
shortage of main resources such as budget, staff and time. Operation such as
providing playground and organizing event for kids requires a field (lawn, garden
or large empty space), workers, suppliers for sports equipment, etc. for all this
money, workers and time needed.
 Generating quality leads: After meeting the first challenge, the next challenge
face by the company is generating leads. Proprietor can adopt funnel model to
calculate quality leads from the total leads generated. Here quality leads refers to
those customers who really wants to buy the services provided by company. As a
operational challenge; in this step proprietor or manager have to meet with parents
and convince them for firm’s products and services; converting these audiences
into quality leads is the main operational challenges face by small business
entrepreneurs.

 Choosing the right marketing tool: Marketing for small enterprises can be done in
various ways like social media, mouth publicity, banners, sample distribution, etc.
The main operational challenge for playground and events for kids is to choose
right alternative to get best results. All marketing tools have their different merits
and demerits at the same time it cost high; hence it’s the operational issue for the
firm to get the right one.
 Execution of marketing plans regularly: Making marketing plan or campaign is
not enough to get success, entrepreneur need to regularly practice these activities
to generate quality leads. As a startup, firm acquires budgeted employees who
have not much experience; thus it becomes issues for proprietor to execute
marketing plan to attract more parents (Matthes and Ball, 2019).
 Go with latest technology: In this new trending market; kids prefer Water Park,
fun games and hangout with parents. To attract such kids PLAYGROUND &
EVENTS FOR KID’s needed to update itself with latest trends and technology.
Following trends not always possible due to lack of resources and thus it is
operational issues faces new ventures.
How to overcome from such operational issue:
As every problem has a solution, in this case of playground and events for kids;
entrepreneur must separate itself from the queue of competitor by delivering totally
different and out of the box product for this it requires imagination, emphatic and
supervision skills. Small firm should first decide whom to target; parents or kids. The
answer will help sole proprietor in launching its service successfully in the market
(Katsikeas and et al., 2016).
3. Standard marketing theory and practice seen in small business
research findings:
Advertising is seen as a methods by which the network thinks of distributive procedures
of products and enterprises that are then offered to the buyers (Xia, 2018). The

showcasing component is made out of brokers and ladies who move the products and
enterprises starting with one phase then onto the next.
Independent ventures like Playground & Events for kids usually don't generally review
the market before passage into the field. They start through the individual activity of the
owner or accomplices with the perspective on realizing their fantasies.
This movement is planned for giving the advertisers a thought of in regards to client
desires, inclinations, different preferences (Gama, 2017). Thus, a suitable item is then
brought into the market. Promoting involves arranging and leading practicality
investigations of the new markets before the foundation I of a business in a given market.
In any case, private ventures are commonly done in a rush, and no due persistence is done
before setting up a business in an area.
The general showcasing is prefaced on the presumption of arriving at a wide client base,
utilizing all media stages that can pass on data to the buyers. This technique in many
occasions closes with the client’s consciousness of the item' s presence. Be that as it may,
no development, and input is looked for from the client by the business. This varies with
independent ventures whose essential objective is brand creation, and the making of
client devotion and enduring relationship through close, ceaseless relationship.
Comparability of showcasing and independent company radiates from the commercial of
their items. Both grasp the training because of its impact of activating shoppers to buy
their items. Aside from that it offers them a chance to leave their items alone known by
the purchasers (Vowles, Hutto and Miller, 2017).
The uses of the 4Ps of showcasing that have been applied by Playground & Events for
Kids in promoting its activities have been brought to address. It has been set up that the
technique gets insufficient with regards to the utilization of administrations. This gives
the independent companies an advantage on account of their nearby client
communications methodology, and administration arrangement. Also, the arrangement
can't deal with items that start from businesses.

The standard marketing theory’s essential objective of Playground & Events for Kids is to
expand the volume of deals. Through this, its activities, for example, publicizing, and
advancements of current events for kids like cycling, rafting, learning through playing
and adventurous tour can build an impact on viewers mind. Then again, company’s
fundamental objective is to make relations with clients. This procedure is accepted to be
progressively helpful because of their monetary restriction which bars them from leading
advancements and serious ad programs (Porcu, Del Barrio-Garcia and Kitchen, 2017).
4. Four best method of marketing assessment:
 Word of mouth: This is the practice done at small scale level where staff starts
doing mouth publicity around their neighborhood, among friends and other
places. It is good practice because it gives quick result and effective.
Advantage: This method of market assessment gives immediate result and more
powerful than other ways of marketing assessment. Mouth publicity is considered
as trusted information as the marketer is relative of listener hence it is very much
effective and output oriented.
Disadvantage: With its emergent impact; it could danger for Playground &
Events for Kids because negative mouth publicity can ruin the image of small
venture more than other tools can do.
 Opportunistic: This is the practice where entrepreneur always in a search of
opportunity for growth of business.
Advantages: It helps in identifying better alternatives available in the market and
gets opportunity to growth of Playground & Events for kids business all over
geographical locations.
Disadvantages: The major disadvantage of this method is; extra cost paid by
Playground & Events for kids on research of new opportunity without receiving
any guaranteed return.
 Innovative: This approach or practice is useful in making existing product look
different and antique from its rivals. Through innovation more huge customers
can be attracted.

Advantage: It supports Playground & Events for kids in making their service
different from competitors.
Disadvantage: Innovation sometimes proves risky if not getting positive
response from public side.
 Social media: It is the best platform to connect with customers directly. Hence it
is the best practice for managers to active on social media during launching new
product to get customer preference and tastes information.
Advantage: As like mouth publicity; social media also plays a major role in
marketing assessment through surveys on facebook, instagram and other social
media sites. It provides genuine report through direct link with customers.
Disadvantage: Any negative publicity could viral in a minute and can ruin
Playground & Events for kids image less than a day.
5. Marketing tools within an operational framework:
In today’s time the most favorite marketing tools for new venture is digital marketing;
because internet is the place where a seller can get huge audience and big platform for
serving their services. Playground & Events for kids can generate large leads from social
media like facebook, instagram, youtube and many others by posting videos and pictures
of playground and events organized for kids. Here sole proprietor can establish a direct
relation with customer and also can give all details related to their service. Marketing tool
within operational framework suggests those techniques which can enhance operational
activities of the PLAYGROUND & EVENTS FOR KID. Executing best marketing
operating model requires participation of stakeholders, colleagues, agencies and market
vendors (Dahl, Peltier and Schibrowsky, 2018). Below are six steps to be followed by
event organizers for kids to save its time and improve operational marketing
management:
I. Put all efforts in the same direction: As a small entrepreneur it will be wastage of
resources by diversifying efforts on different tasks and activities.
PLAYGROUND & EVENTS FOR KID acquires less resources and staff, so it

need to focus on best strategy to be work with and should communicate same to
all staff and operations managers. As there are many big malls gives playground
and toy facilities to kids; to compete them small ventures requires to focus on
making their product different and all team should work towards this main goal
or should do mind hunting for evaluating how to make firm’s service different
(Moorman and Day, 2016).
II. Establishing operational structure: Giving personal roles within framework will
help small firms in avoiding clash situations among staff and prevent resource
from wastage. Marketing team and operations team should know their tasks and
limitations for better coordination’s between them. Playground and event for
kids team should be formed in such a manner that marketing team should focus
on promotions and campaign organizations while operation team should focus
on how to fulfill items required for playground and event, same team should also
make a strategy about how to arrange available equipments for better
visualization and optimum utilization. The structure should be simple and crystal
clear for all employees for its better implementation.
III. Design efficient processes: For implementing any marketing plan on regular
basis; it should be suggested by a process which will guide through decision
making structure, resources available with firm, latest technology and social
media policies. Designing such process requires tools such as trial and error to
find any bug in the plan before launching it by playground and events for the
kids.
IV. Use of marketing performance indicator tool; Only good plan is not enough to
get success, measuring result is the key to get good return on marketing plan. By
matching the performance small firms able to know what makes their plan not
success and what should change in the framework to make it success. It creates
an issue for small firms deciding what should be the performance indicator. The
best tool for playground and event organizer can be valuable feedback of

customers and evaluating how much lead is generated after successful
implementation of marketing plan. These indicators also erase HIPPO effect and
deduct unnecessary alternative plans. To make this tool more efficient; regular
reporting process should build by company.
V. Better utilization of available technology: Some of the make staff intensive and
lengthy tasks easy and feasible in framework; various technologies such as
adobe creative cloud, basecamp, google docs, dropbox and coreldraw should
use. For Playground and events for kids it is recommended that firm should
adopt mobile setup service through which it can acquire a huge vehicle to avail
the service at the location asked by clients.
Sometimes business finds it difficult to continue with same marketing strategy while
business is growing; thus to cop up with this situation company requires to change
marketing structure with expansion of business. For instance; assume playground and
event organizer for kids launch successfully in the market and heavy responses
received from customer side, it cannot go with old marketing strategy where it was just
using social media and digital marketing tools. Now it requires tie ups with giant
brands and a celebrity as a brand ambassador, it also think beyond the box and adding
some more product in its line.
6. Skills and abilities requires for problem solving; effective
communication and self-management:
Self-management also known as self control and self regulation is the ability and skill of
individual to change themselves according to situation or circumstances demanded. For
instance; suppose parents are not convinced to let their children use playground and
events services, in such situation marketing person should not lose his temper on
customer rather he should try to identify the reason why parents are not convinced. Let’s

take another example; playground and event firm staff is not able to give desired result,
so instead of threatening staff, entrepreneur should handle this situation wisely and
motivate them to do better next time. Employee can manage themselves through positive
attitude and self confidence; as self management supports in achieving firm’s as well as
individual goals and it also supports in handling different situations easily; teamwork
environment at office is the best source for self management (Hanssens and Pauwels,
2016).
Problem solving skill is the ability to tackle problem and instead of becoming upset find
out the best alternative to solve particular problem. Any problem has two affects whether
it can be solved or cannot be solved; in first situation person has many alternatives by
which he can solve the problem but in other situation a person should find out the way to
heal damage cause due to issue. In case of playground and event organizer firm; the main
problem it is facing is space and lack of resources; for space it can take garden, lawn or
hall on rent but for resources firm can only wait. Through self management skills any
problem can be solved without difficulty. Some of the problem solving skills is discussed
below:
 Creativity: It is the skill which allows doing the same task differently. Through
this approach entrepreneur of playground and event can solve any complex issue
easily. But for creativity intuition and supervision ability is required which
usually a charismatic not developed.
 Research: To solve any problem first thing required is; critical analyses and
proper case study of problem. Every issue has some alternatives which can solve
it. But finding alternatives is again another problem which requires lot of
researches and analytical skills.
 Team working: Any issues face by firm organizing events for kids cannot be
solved only by entrepreneur but with the effort of whole team including
marketing, operational and financing some solutions can be identified.
 Risk Management: Various alternatives situated with some risks for instance if
event organizer firm wants to solve problem of different product, it requires to go
with totally different idea but this solution has a risk of totally rejection from