Wittenborg University - MA41: Marketing Strategy for Wiki Minds

This report provides a comprehensive marketing strategy analysis for Wiki Minds, a social enterprise focused on addressing social issues through student involvement. The report begins with an overview of Wiki Minds, its strengths, weaknesses, opportunities, and threats (SWOT analysis), followed by an examination of its marketing strategies. It then explores the application of Porter's Five Forces and brand equity theories to the company's marketing techniques. The report delves into customer segmentation, defining target demographics and psychographics. The report also examines the company's brand positioning, marketing mix (product, price, place, promotion), and marketing objectives. Finally, the report outlines essential parties for the company's success and proposes an action plan, concluding with an assessment of risks and appendices supporting the analysis. The assignment addresses the specific requirements of the MBA Marketing Management module, including the application of relevant marketing theories and frameworks to a real-world case study.

RUNNING HEAD: MANAGEMENT
Name of Student:
Name of University:
Author Note:

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1. Wiki Minds is an organisation focused solely on the social issues and the students play the
active role. The company is a start up and deals with a variety of societal problems. However, it
cannot be termed as non-profit organisations because of the commercialisation of the
possibilities of making the world a better one. In this respect, the concepts with which they are
evolving are at the same time prospectus and also have some disadvantages. The advantages r
strengths that they have regarding their possibilities of developing competencies are their young
workers. The strategy of attracting the mind of the youths is useful in engaging them in the
sustainable process. Another major strength of resource that they have is a definite framework
about their works. This helps the organization in having a clear identification of the strategies
and targets they need to set. The external environments that can affect the organization are the
ongoing political factors in the area. The future industry profitability, the taxation policies and
the government stabilities are the main political factors that can affect the working for this
organization. Since the company is not a non-profit organization the supply of money cost of
living and inflation are likely to impact their functions (Londhe 2014). The social conditions,
changes in the lifestyles and the economic pressure affecting the mental health of people will
also be an external force that will affect their activities.
2. Wiki minds is an organization that has set in the following marketing strategies
As pointed above the company has a well-defined idea about what they want to achieve.
This has enabled them to create proper positioning strategies. They have positioned themselves
as the active and creative institution with the power of the young generation and aimed at the
social concerns. It has created a proper brand association that depicts sustainability, refreshment
and counselling. With its non-affiliation to any other political or religious institutions, this has
created a brand identity of being free about emotions and speaking up the mind. This has

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rendered a considerable amount of competitive advantage. The offering of their services through
the multi-sided platforms Wiki minds has made itself accessible to a large number of
populations.
3. The key customer segmentation of the company is being done according to the needs of
different age groups and people with different needs. The use of digital technology in US has
been a rising one and smart phone ownership has increased by 20% (Hallbäck J. and
Gabrielsson 2013). The main target segments of the company are the young adults and the adults
who are more exposed towards technological advancements. The app targets people of all
genders with an optimum amount of education. This organization also targets those other
organizations that are genuinely concerned about the world and feel a responsibility for
enhancing the situation. It also aims at engaging both charitable organizations and commercial
business (Huang and Sarigöllü 2014.). The key competitors of the company are other mental
health tracking apps and the non- profit organizations.
4. The possible mission for the Wiki minds can be to engage the youth of the society and
accomplish within the upcoming 5 years a suitable plan and demonstration of long term resource
and sustainability management for reaching out to the maximum beneficiaries. As far as the
vision of the organization is concerned, they can focus on the rise of corporate social
responsibility and making the world more sustainable and enhancing the creativeness. In the
present professional world, there has been an increase in considerable amount the social issues
like depression, loneliness, ethnocentricism etc. The mission and vision of the company helps in
including these issues within their operations. Their concerns about sustainability and engaging
the youth will bring in more awareness within the communities regarding the social problems.

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5. SWOT Analysis of Wiki Minds:
STRENGTH
1. Strong attachment with sustainability issues
2. focus on innovation and creativity.
3. no political and religious affiliation.
4. relevance in present times
WEAKNESS
1. does not have a wide recognition
2. lack of proper vision
3. uncertainty in commercial profit
OPPORTUNITY
1. going global
2. expanding in terms of vision
3. creating a developed network
THREAT
1. threat of substitute
2. people still possess stigma regarding mental
problems
3. lack of senior management can make a company
to face problems.
Confrontation Matrix:
OPPORTUNITY THREAT
O1 O2 T1 T2
STRENGTH S1 4 3 2 1 12
S2 3 2 1 3 9
WEAKNES
S
W1 3 4 1 2 10
W2 1 3 4 2 10
TOTAL
TOTAL 11 12 7 8

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6. The two theories that can be applied to the marketing technique of Wiki minds are the
porter’s five-force and brand equity. The porters five force will help the company in identifying
the possible competitors for them and threats of substitute. This will also make them understand
the bargaining power of the customers and thus they can make a suitable strategy for enhancing
their competitive advantage and pricing and positioning strategy for making profit. The brand
equity theory will help the organization in understanding how the customers are associating
themselves with the brand or what are the key propensities that they will focus on for enhancing
the brand loyalty (Fuerderer Herrmann and Wuebker eds., 2013.).
7. The strategies that have been derived are particularly the marketing strategies and positioning
strategies. Resulting from the SWOT it can be understood that the company has a strong hold in
popularity because of their CSR and sustainable activity. Moreover, it has the strength of the
fresh bloods capable of driving business. However, there is a great threat from the substitute that
the company has to face. This requires a proper positioning strategy that will help the brand to
underline their uniqueness and association with the target market that others cannot afford. The
building up of brand equity will also help the company to make the target customers aware of the
social problems and how uniquely and considerately this company aims to solve it.
8. A proper segmentation analysis of a company will go as follows.
Demographic

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Age - Young adults, adults, students
Gender - Irrespective of gender.
Education - Fairly educated, educated, having knowledge in technologies, awareness in social
issues.
Income - Middle class, upper middle class.
Social choice - Flexible bend of mind, approachable
Geographic location - Urban areas mainly.
Psychographic – the psychographic segmentation of the target markets of wiki minds will
include those people who do not possess any stigma about mental health and seeks a sustainable
way out.
From the perspective of the organizational mission and goals, this targeting will help Wiki minds
in gathering the young minds who can engage themselves more into creating a meaningful
society and coming up with meaningful ideas for dealing with complex issues.
9. The Wiki minds brand has positions itself as a brand without any political or religious
affiliation and to be concerned only about social issues and involving young students who can
get a direction of leading their professional lives in future. The company has also positioned
itself as an organization that cares foe sustainability through solving social problems, particularly
the mental health. In addressing all these factors unanimously, the company has effectively
positioned itself as a social organization where people can talk their minds out without any

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inhibition and where the students have the possibility of being recognized for their uniqueness
for career purposes. In focussing towards the CSR issues, the people associate this brand where
they can avail practical and concrete ideas with innovative concepts.
10. The strategies that has been derived can be effective in producing a marketing mix for the
company as follows.
Product- The main product that a company will project is their concrete and innovative solutions
for social issues posted by educated students. This availability of free knowledge whenever
required and their concern towards the society will make their product unique one.
Price- Wiki minds can exhibit premium-pricing strategies in their commercialization of projects.
They connect with the funds looking for good cause that can divert some of their research and
development funds in inspiring their projects.
Place- Wiki minds though being a social organizations has its presence as a online platform that
offers its services through multi- sided platform that can be accessible through a mobile app or
desktop.
Promotion – The company van make their promotion through advertising through other social
media, pop- up ads and can also enhance their promotion by supporting and sponsoring any
events related to social cause (Felzensztein, Stringer, Benson-Rea and Freeman, 2014).
11. Marketing objectives:
A. Accumulate as much young talents with innovative bend of mind.
B. To connect with more funds and organizations concerned about social issues for the
commercialization of the project.

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C. To go global as soon as possible.
12. In featuring their product as sustainable and innovative solutions for social issues the
company can gain optimum competitive advantage and the interest of the young generation. In
being an online platform, it will be easier for them to reach towards the target segment at a
global base, which was not possible if it was an intangible institution. The promotional mix has
been planned according the fact that it aims at attracting the youth, the generation, which is
particularly concerned about sustainability, and have greater exposure in social media.
13. List of important parties for success of Wiki minds
The entrepreneur
The shareholders
The employees
External stakeholders like media, government, NGOs etc.
Technical facilities.
CFO
Sustainability manager
Plan for action;
1. the accumulation of the resources
2. forming networks
3. having a proper source of income

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4. spreading awareness
5. monitoring change
6. gathering feedback
7. do the required change.
14. From the above analysis of the Wiki Minds’ marketing strategy, it can be understood that the
company has a strong foothold regarding the positioning of their brand. Moreover, their global
attitude within the local scenario is also an added point for their future scopes. However, some
scope of risks are still there based on the confrontation matrix. The risk can be analysed as
follows
Risk Category Risk name priority
organisational negative feedback
internal Uncertainty about course
cultural cultural impact
project
management leadership clash
technical man handling of resources

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Appendix:1
The list presented in question one is important in the understanding of the resources and the
external factors because:
a. these factors helps in identifying the main strengths
b. helps to identify the main elements to be focused on
3. helps in identifying the main external threats that the organisation has to deal with. Ndix
Appendix 2:
The chosen number are based on the importance of the strengths and weaknesses in the
application of the marketing strategies. For the company, the fresh blood and its issue on
sustainability acts as the major strength to make it a more global approach. The threat of
substitute is considered to be the greatest threat in this market of competition.
Appendix 3:
(Turnbull and Valla 2013)
Fig. 1. Porter’s five force theory

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Fig. 2- brand equity model
Reference List:
Felzensztein, C., Stringer, C., Benson-Rea, M. and Freeman, S., 2014. International marketing
strategies in industrial clusters: Insights from the Southern Hemisphere. Journal of Business
Research, 67(5), pp.837-846.
Fuerderer, R., Herrmann, A. and Wuebker, G. eds., 2013. Optimal bundling: marketing
strategies for improving economic performance. Springer Science & Business Media.
Hallbäck, J. and Gabrielsson, P., 2013. Entrepreneurial marketing strategies during the growth of
international new ventures originating in small and open economies. International Business
Review, 22(6), pp.1008-1020.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.

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Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11(1964), pp.335-40
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Turnbull, P.W. and Valla, J.P., 2013. Strategies for international industrial marketing.
Routledge.