Charles Darwin University: Pioneer Marketing Business Plan

This report presents a comprehensive business plan for Pioneer Marketing, a service-oriented organization focused on providing marketing solutions. It begins with an executive summary outlining the plan's objectives and key components. The report then details strategies for adopting and diffusing new service ideas, emphasizing market trends and the importance of strategic and tactical planning. It analyzes the 5 P's of Marketing (Product, Price, Place, Promotion, People) and their impact on the business. Furthermore, it outlines business growth strategies, including market development and diversification. A significant portion of the report is dedicated to financial planning, encompassing funding requirements, issues, and strategies. Finally, it addresses the company's corporate social responsibilities and communication plans. The report's goal is to provide a detailed roadmap for Pioneer Marketing's success in the competitive marketing landscape.

Running head: BUSINESS PLAN
Business Plan
Name of the Student:
Name of the University:
Author’s Note

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BUSINESS PLAN
Executive Summary
The main purpose of the assessment is to formulate a business plan which would be focus on
pioneer marketing and providing marketing solutions to customers. The analysis would be
identifying market trends so that appropriate plan can be formulated for the business. In addition
to this, the discussion would also be showing the five P’s of Marketing and how the same have
an impact on the operational process of the business. In addition to this, the discussion would
also be including a financial plan for ascertaining the viability of the business. The business plan
would also be including corporate social responsibilities of the business and how the
management can contribute towards the same.

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Table of Contents
Strategies for Adoption and Diffusion of new Service Idea............................................................3
5 P’s of Marketing...........................................................................................................................5
Business Growth Strategies.............................................................................................................8
Finance Strategy of the Business...................................................................................................10
Funding requirements of the Business.......................................................................................10
Funding Issues...........................................................................................................................11
Funding Strategies.....................................................................................................................11
Social Responsibility and its Communication...............................................................................12
Reference.......................................................................................................................................15

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Strategies for Adoption and Diffusion of new Service Idea
Pioneer Marketing is a company who aims to provide the range of consulting services to
other companies. The company mainly deals with the strategic and tactical planning of other
business organization. The company aims to include new service idea in the business line.
Pioneer Marketing wants to introduce the idea of management consultant to the clients. In this
aspect the company wants to provide suggestions that will help to increase the performance of
the company (Prajogo, Tang and Lai 2014). The company basically wants to provide new
strategic idea to the marketing management of the company. The consultancy firms need to meet
with the clients and extract the data regarding the performance and operations of the company.
After retrieving the data, the company tends to analyses the data. After analyzing the data, the
company will provide recommendations to the client. The company would create a schedule that
would assist the client in improvement of the performance. Thus, revenue earnings of the client
may also increase.
Pioneer marketing are also thinking of implementing the mail service in the marketing
campaign for the clients. In this aspect the company tends to send the mail to the desired
community, which the clients are expecting to target. In this way the results of the advertisement
can easily be measured. Thus, this would enable the client to reach to the desired community or
desired mass.
Pioneer Marketing also wants to implement the idea of reviewing the previous marketing
policy of the client. The company wants to run a test on the basis of the marketing policy and
provide the success rate. Thus, enabling the clients to understand the flaws present in their
marketing policy. The client can also save themselves from loss and hence the performance of
the company can also be increased.

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In today’s business world the small and big companies usually have websites so that they
can reach to the desired customers. These websites sometimes are not enough thus, the company
may not able to achieve the desired ignition. Pioneer Marketing would like to set up the website
on behalf of the clients (Shibeika and Harty 2015). The company would also like to plan for
social media planning for the clients. These will assist the client to attract new customers from
the market. The company will also help to manage the communication made in the social media
and thus enabling the client to maintain better customer relations. Pioneer Marketing would also
like to to maintain the transaction process, which are made online.
Pioneer marketing also like to introduce the idea of outdoor advertising. The company
would like to conduct a free sample testing for the client. These will enable to engage more
customers in the business. Pioneer Marketing is thinking of implementing the digital marketing
in the business marketing for the client. The strategy will help the company to increase the
means of communication between the client and the customers. In this way the company can
easily reach to the targeted customer group.
Pioneer Marketing also wants to introduce the use of the print and electronic media for
the clients. After introduction of the print and electronic media the clients’ public relations would
also increase. In this way the goodwill of the client would also increase (Kim 2015).
To implement all these idea Pioneer Marketing need to implement the five-stage model
of decision innovation. The five stages of innovation include knowledge, Coaxing, Decision,
Implementation and Confirmation. In the first step the Pioneer Marketing needs to research about
the idea and use the knowledge for eventually utilize it for the eventual decision. The decision-
making process of the company will come after analyzing the data collected during the

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knowledge gathering process. In this step the company needs to measure the advantages and
disadvantages of the idea (Gureva, et al 2016). The decisions are mainly formulated after the
perceptions and feelings that would rationalize the decision. The next step includes the
implementation of the idea in the business operations. During this process the company needs to
take care about the disadvantages, which are associated with the idea. After implementing the
company needs to confirm about the progress of the new idea. The confirmation would assist the
company to deal with the problems that may arise after the introduction of the new idea in the
business operations. Pioneer Marketing will be benefited from this idea mentioned above
because these ideas will be unique in the industry. Thus, this idea might attract much more
clients than expected.
5 P’s of Marketing
The marketing mix is a strategic tool which is controlled by an organization in order to
influence and to promote its product and service to the consumer in the market. The 5 P’s are
incorporating five factors product, price, place, promotion and people.
Product- The pioneer marketing aims at serving their clients with strategic planning and
business tactics. The pioneer marketing is basically a consultant service provided to other
organizations especially the organization who demands strategic changes in their operations in
order to excel in the market (SWEDIK 2019). The strategic planning includes market research
for examples evaluating the strength and weakness of the company and external threats and
opportunities. There are certain tools and techniques for advertisement and marketing provided
to its clients. Therefore, the company aims at offering the best strategic marketing plan and
advertising as well. The services provided by the company for its clients such as analyzing the

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market, evaluation and implementing the most appropriate marketing plans for the business. This
is assessed as per the requirement of the client.
Price- The price offered by the company will be based on the strategy such as value-
based pricing and project based-pricing. The value-based pricing is a pricing strategy in which
the prices is set based upon the service provided to the customers or clients. The prices of the
service provided is based upon the value of the deliverables. This strategy will be highly
beneficial to earn profit particular for pioneer marketing since, the business aims at providing
effective marketing plans and advertisements the charges can go its maximum extent. The
project-based pricing is set based upon the project of the client. This type of pricing helps the
organization to improve its quality and efficiency of the services provide to the customers. Since,
the price of the service provided is directly proportional to the quality of service provided to the
clients.
Place-The Company aims at positioning its business in a place mainly near small and
medium scale business enterprise planning are located. Since the company mainly focuses
providing service to the start-ups and small and medium scale business as this type of business
requires more assistance in order to leverage in the market. Therefore, the company finds an
effective place where the clients can reach to them and make pioneer marketing as their first
priority before going to any other organization for service. There is no distribution channel
required for providing service to its clients, therefore there is no cost incurred for the business.
Positioning the business with high density of SMEs business would be beneficial for the pioneer
marketing business to increase its productivity and demand in the market.
People- People refers to the individuals those who work for the business. The company
needs to hire highly skilled employees who can advise and provide marketing strategies and

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plans to their clients. The company hires marketing consultants who would provide highly
effective marketing plans and help the clients to execute the plans effectively. The company also
needs to hire highly creative and qualified employees who are referred as shills. These staff
members helps the clients to promote their business in the market with creative and innovative
plans. The human resource department would manage the workforce in the organization in order
to effectively manage the workforce in the organization competent and qualified managers and
supervisors are to be hired for the business. The marketing staff who will help the pioneer market
business for its promotion in the market and would help the company to underpin its business in
the global market. Therefore, it is highly necessary to hire skilled and competent employees for
the business.
Promotions- Promotion is the most crucial part of business where the business needs to
be highly creative in order to promote its business in the market. When the business segments the
market and target customers, the business will be designing and implementing advertising
strategies and public relation strategies in order to grab the attention of the customers. The
advertisement strategies that will be helpful the organization are through direct mails, cold calls,
newsletters and referrals. The direct mails are highly effective in order to directly reach towards
the targeted audience. The direct mails must present personalize sales message which would
compel the clients to look into the message. For consulting services, the referral is an easy
method to find clients who are seeking help and advice. The public relation strategies also help
to spread and manage the valuable information between the public and the organization. The
public relation strategies which will be highly beneficial for the pioneer marketing are corporate
communications and media relations. These two approaches will help the organizations to
communicate with the other business both externally and internally.

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Business Growth Strategies
The organization plans to leverage their business and increase their profit and sales.
However, in order to achieve the same the organization must implement certain growth strategies
so that they can achieve the target with least cost and risk (Gurcaylilar-Yenidogan, and Aksoy,
2018). The growth strategy used by the business depends upon the competition, it environment
and financial situation of the organization. For pioneer marketing the following growth strategies
will be highly beneficial for the organization to expand its market and achieve its targeted goal.
Market Development or Expansion
The market development growth strategy will focus on selling the current services or
products in a new market. Since, the pioneer marketing aims at providing marketing consultant
service to its clients and does not seek monopoly in the market. There are number of competitors
in the market for pioneer marketing. Therefore, the business needs to sell its current service in
the new market. There is no room for growth within the existing market if there is huge
competition and for pioneer marketing if there is no new market then there is least chance of
growth of increase in profit.
Diversification Growth Strategy
It will be beneficial for pioneer marketing to implement the diversification growth
strategy in the initial stage. The company aims at providing marketing plan and advertisement
plans. The company can also diversify its business by providing digital marketing, it can also
provide event management for public relation. The company can also focus on providing giving
service on human resource development (Ye et al., 2018). The workforce efficiency is a
challenge in current contemporary business therefore providing in depth service regarding

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human resource planning will give an opportunity to expand its business in the market. This
approach will help the business t gain competitive advantage over its competitors. The company
can focus on providing service to big companies in its growing stage. This approach will
improve its efficiency in the organization. In order to implement the diversification growth
strategy, plan the pioneer marketing business needs to undergo in depth research of the external
and internal environment. This will enable the business to know whether the new product have
the potential to attract its customers.
Product Expansion Strategy
The product expansion strategy will help the business to increase its product line or by
adding new innovation and features to its existing products. The company provides marketing
plans to the clients, the company can also provide plans and service on using digital technologies
to market the client’s business products (Chitty, D'Alessandro and Gray, 2019). This may
include content marketing, influencer marketing and social media marketing. This new features
in marketing plan will attract the startups and small-scale business to purchase their service.
Most of the companies tend to involve technology in their operations in order to bring efficiency
in their business, but it requires high level of knowledge and skills. Therefore, implementing
digital marketing plans service to their clients will be beneficial and profitable for the pioneer
business.
Acquisition Strategy
The acquisition strategy is a bit risky approach but highly effective. The pioneer
marketing business can purchase another company in the same company. Since it is observed
that there are number of competitor’s acquisition approach might help the company to build

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stronger position in the market. This also aids the pioneer marketing company to expand its
product line and enter into the new market. The acquisition strategy requires huge funding as
well therefore while implementing the following strategy the company needs to take care of its
financial perspectives.
Finance Strategy of the Business
Funding requirements of the Business

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The management of the company is planning to invest effectively in the resources of the
business so that the operations of the business is appropriately supported by the management of
the company. The business of pioneer marketing would be requiring a total start-up fund of $
8,00,000 for managing the operations of the business. The business needs to appropriately create
an appropriate capital structure so that the risks which is associated with the business can be
reduced. The management of the company has decided to take a loan from bank so that the
operations of the business can have a leverage effect in the operational process of the business.
The management of the company anticipates that the business would be able to enhance the
revenue of the business. The aim of the management of the company is to enhance the quality of
services and therefore it is anticipated that the costs for the business would be increasing. The
aim of the management is to ensure that proper capital structure is formulated so that the
business is able to derive maximum benefits from the operational process of the business.
Funding Issues
The funding issues which may arise is the fact that the management would have to rely
on internal capital for the purpose of financing the activities of the business. The nature of the
business which the management intends to establish is of a consultancy and marketing support
business and therefore viability for the same is always not favorable. It is therefore for such
reasons that the business would be facing problems for accessing appropriate source of capital.
The business would be facing a tough time getting accesses to loans from banks. It is therefore
for such reasons that the management of the company needs to prepare proper financial plan so
that the viability of the business can be established from the operations of the business.