UCW MRKT 621 Marketing Plan for Immigration Consultants

This project is a comprehensive marketing plan developed for a new immigration consultancy in British Columbia, Canada. The plan includes an executive summary, organizational overview, and a detailed SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats. It incorporates both primary research, gathered through interviews with immigration consultants, and secondary research to understand the market. The assignment thoroughly covers the STP process, segmentation, targeting, and positioning strategies. Additionally, it addresses the product life cycle, marketing mix elements (product, price, place, and promotion), and a budget of $400,000. The project also includes financial projections with a profit and loss account and balance sheet, providing a four-year forecast to evaluate the marketing plan's effectiveness. The plan aims to guide the consultancy's marketing efforts and achieve its specified objectives within the given timeframe.

Running Head: Marketing Plan
Marketing Plan
Name of the Student:
Name of the University:
Author’s Note

1MARKETING PLAN
EXECUTIVE SUMMARY
The Authorized and Regulated Immigration Consultants is one of the emerging sectors
that can be developed in Canada which will cater the services of helping the individuals who are
internationally relocating from some other country. It is a form of providing industrial services
to various other organizations and also strategically planning to take care of the immigrating
people with the inclusion of various other services. The assignment is based on a marketing
planning that comprise of the SWOT analysis of the emerging new organisation. Followed by the
profit and loss and balance sheet provides a future forecast of planning the budget. The
marketing research plays a significant role in decision making process and provides with an unto
date data towards the decision making.

2MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................2
Organizational overview..............................................................................................................2
SWOTT analysis..........................................................................................................................4
Marketing research......................................................................................................................6
STP (Segmentation, Targeting and Positioning).........................................................................8
Stage of the product life cycle...................................................................................................10
Marketing mix...........................................................................................................................12
Control/monitor.........................................................................................................................17
Reference.......................................................................................................................................18

3MARKETING PLAN
Introduction
The strategy of a marketing plan can be defined as a comprehensive document or the
blueprint that brings out the advertising and marketing efforts for new business venture. The
marketing plan of a newly established organisation or venture should involve the activities of
accomplishing the specified marketing objectives within the specified time (Wood & Jobber,
2016). The following marketing plan is constituted to be established in four years time frame
which is catering the service of immigration and consultancy in British Columbia, Canada. The
purpose of using these ideas will bring in the steps and actions which can be taken to achieve the
specified goals in the market. The marketing plan will help to cater the marketing strategy,
knowing the strengths of the competitive business, forecasting its profit, sales forecast and
planning the budget. Further in the assignment the marketing plan of the company will cater on
the current environment, the client’s strengths and weakness and also throw light to generate
recommendations on the light of the budget (McDONALD, 2016). A plan tends to include the
specified sales of product, carry out the responsibility of the manager and other responsibility.
Organizational overview
Name of organization- Authorized and Regulated Immigration Consultants.
Mission statement, organization’s basic values and philosophy
The strategy of Authorized and Regulated Immigration Consultants would hold the
responsibility of helping the individuals who are internationally relocating from some other
country (Kang, 2016). The main task is to ensure about the client that avoid any legal issues

4MARKETING PLAN
which may occur in relation to the relocation by supplementary them and attain visa and other
associated immigration documentation. The mission statement of Authorized and Regulated
Immigration Consultants is to advocate assistance to the necessary immigrants which is visible in
monitoring and first generation Canadians and their family members which allows them to
become equal and full members of the Canadian Society (Absiye, 2017). The facility the
institution and organizational cater to is to create a change and meet the needs of a culturally
diverse society. With the aim of serving in the south-eastern region of Canada the organisation
will continue to expand in the regional footprint that is catering its services with premium
exceptional services.
The basic value of Authorized and Regulated Immigration Consultants is to focus in
providing its services and support that is needed in keeping the customers the center of the
universe. On the other hand, the formal education and training is also extended to the employees
or to the population of British Columbia who will keep the clients side by side of the current
regulations and technologies. Lastly the organisation puts forward in giving its services back
which comprise of the time, support and energy and treat the customer with consideration and
cooperation.
Geographic location
The headquarter is designed to be situated in the westernmost province of Canada,
located in Richmond and its regional office in Vancouver, Burnaby and Abbotsford.

5MARKETING PLAN
SWOTT analysis
The purpose of the SWOTT Analysis for Authorized and Regulated Immigration
Consultants in British Columbia is incorporated that has number of strengths and enables to
strive in the market (Gürel & Tat, 2017). The strength of the organization will not only protect
the market share in the existing business but will assist to penetrate in the new market more
easily.
Strengths (internal)
The strength of Authorized and Regulated Immigration Consultants in British Columbia
are deliberated with the successful tracking of the records of the new immigrants and on the
other hand involves the innovation in creating safety measures. The developing factors in the
region attract most of the immigrants to change their location and shift to foreign land. There are
situations where students migrant from other country with the purpose of pursuing higher
qualification. Recently the city of Victoria has been recorded as the city of innovation, education
and tourism (Phadermrod, Crowder & Wills, 2019). There is a thrive of western naval base and
the thriving information on technological sectors with an annual revenue of four billion dollars.
With the strong dealer community the organisation has built a culture that is influenced with the
dealers who promote the organisation’s product and services and also invest in giving training
session with concern to the fire newly recruited employee. It is the aim of the organisation to
cater good return on the capital expenditure.

6MARKETING PLAN
Weaknesses (internal)
Weaknesses are the areas where the employee of a immigrating company caters to the
internal things and the authority gives an opportunity to improve them. These include the
customer, internal, financial and growth areas which can be improved. In case the business goes
well the organisation is likely to fabricate the returns (Kim & Chung, 2016). It is important for
the directors and the department in charge to formulate a proper code of conducts and analyze
the factors what is actually stopping them doing what strategically fits in and what is realistic and
substantial.
.
Opportunities (external)
The opportunity of working in this company will allow the employee to experience of
solving the problem of the clients. There is a strategy where the consultancy researchers and
constructs the strategies for long term goals of the company. It would facilitate an employee with
an opportunity of catering with different clients from different regions (Yuen, Cheung & Yuen,
2016). It can create more opportunity to render its services in case by developing its own website
where the web content can provide with information. The more it provides information the better
it is for the people to reach Authorized and Regulated Immigration Consultants.
.

7MARKETING PLAN
Threats (external)
The threats of Authorized and Regulated Immigration Consultants in British Columbia
are its competitors in the market, secondly the changes in the regulation and lastly the supplier’s
bankruptcy. The only basic awareness that the organisation is its planning procedure and its
implementation which requires meeting the challenges. On the other hand in case of investment
in such fields the issues is generally safe and secured.
Trends (external)
The outside factors of the location can easily become a factor of influence and create a
negative impact on the business. The external factors can create an influence on the competitors,
legal, social and technological changes. It tends to shape the business opportunities and design
the threats like economic condition of the state and its employment rate, disposable income
trends and interest rate. These factors are significant as the business preparation is used for
direction and success.
Marketing research
Primary Research
The primary research was conducted through interview technique with 10 officers who
are working in Immigrating and Visa Consultant. The interview was divided based on the
department the officers was working and specialized. This method of interview technique was

8MARKETING PLAN
chosen because this type of research included an interviewer where he or she conducts and
coordinates the process of the conversation face to face and ask question. This facilitates the
process of open door policy where two individual can share its own views and respond to the
questions. The 10 questions that the interview had questioned were:
i. Why do you want this immigrating consultant job?
ii. What is the common mistake that you have learnt on the immigration consultant job?
iii. What are the challenges that you are looking for in this consultancy?
iv. Described the typical work week for immigration consultant position?
v. What is your biggest weakness?
vi. Is anyone from your family working in the same position?
vii. Are there any illness or diseases that will hinder you in the job life?
viii. Describe a place where you felt pressure in work.
ix. What do you know about our company?
x. Do you have any question to ask us?
Secondary Research
Migration to Canada is a consequence of orientation that will offer the
professional immigration to advice and representation to the Canadian Government. The
organisation represents the client’s immigration matters with efficiency and integrity both within
the Canadian region and through its Embassies and consulates around the world. The goal is to
facilitate the families and business professionals in migrating to Canada by allowing their visas
with dedicating the professionalism and courtesy (Reddick & Sadler, 2019). It is the ability to

9MARKETING PLAN
identify the trends that enables the public and the law which can enforce the community by
providing them with annual data of crime in Canada. The goal of the consultancy is to create an
exceptional experience for the client who can give importance of their decision. The immigrating
company offers innovative services from the city of Toronto to help and save the time and
money. With the assistance of the professional guidance and technology the clients will be
always take few steps closer to immigrate to Canada. It is the ability to identify the public laws
and the and the enforcement that could be identified on the advocates for their own safety.
STP (Segmentation, Targeting and Positioning)
The STP is the process of marketing that involves segmenting, targeting, and positioning
in a extensive framework that simplify and summarize the progression of market segmentation.
It involves the process of identifying the effective and attractive segments from the segmentation
stage, which is usually the most profitable part of the business (Schlegelmilch, 2016). In
marketing it is important to apply the STP process because it adds charge and hence improve the
advertising efficiency and its efficiency. It is the STP process that adds fuel to the additive which
was designed to increase the engine performance and making it more clients successful.
Segmentation
Market segmentation for the consultancy industry in Canada can be explained as the
process of dividing the market into potential customers which can be further divided into various

10MARKETING PLAN
segments based on the different characteristics. The common characteristics of the market are
divided into lifestyle, interest, gender and age. The market segmentation includes the
demographic, psychographic, geographic and behavior. The segment analysis of Authorized and
Regulated Immigration Consultants forms the market which is segmented on the basis of product
lifecycle, product type, end-users, technology and geography (Anderson, 2019). The
organization is segmented into international admission, documentation assistance, letter drafting,
career counseling, form filling, visa application, pre assessment, language counseling and case
analysis.
Targeting
Targeting is the promotion strategy which breaks the large market into small units or
segment to concentrate on a particular group of customers within specified audience. A particular
segment of customers is based on the unique characteristics and organisation tends to focus on
serving them. The process of targeting involves research which comes into the process at the
same point. The company wants to make sure that the customers come back for the services and
make sure that the service delivered is able to function properly. The price will really not affect
the customers purchase because the services which they have to purchase are the only business
that sells these types of products. The suppliers of the products are from the top distributors in
the region.

11MARKETING PLAN
Positioning
Marketing positioning can be referred to as the process that is established with the
identity and the image for a particular brand or a product. In case of Authorized and Regulated
Immigration Consultants in British Columbia it has positioned its market as a long-lasting and
reliable source (Shani, 2018). The greatest benefit of this migrating and consultancy is that it
provides a valuable service in making the visa application in an easier manner. The consultants
get the application submitted correctly the first time around which means that there is greater
chance of success and the application can be optimized correctly. This process is considered to
be easier as it does not change when the consultancy approaches but the prototype does changes.
On the other hand it has less chances of lower scale of rejection. The customer service platform
is the only way to approach the first portion of the marketing process. In case the documents are
not verified the result may reach to the rejection of visa. The company also plans to provide its
market with the facility of positing it in the global platform which is why it offers the inspection
of customer service.
Stage of the product life cycle
Product life cycle can be defined as the process where it goes through all the stages
starting from the introduction or the incipient stage till the decline position. It is the part of the
marketing planning to include the process of recognizing the effectiveness of all four stage of the
product life cycle. The four stages of the product life cycle are: introduction or the incipient
stage, growth stage, fully developed stage and lastly decline or decay stage. Therefore, the four
product lifecycle of immigrant and Consultancy Company are described as follows: