marketting report introduction use this as a guide for your introduction and get an idea on how to do the rest

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Business Administration
Business Administration 1220E
Greg Smith

Moondi 1 MARKETTING REPORT STUDENT NAME: KOMAL MOONDI STUDENT NUMBER: 250576217 DATE: DECEMBER 9, 2010 INSTRUCTOR NAME: GREG SMITH SECTION NUMBER: 552 Moondi 2 SUMMARY: Kiai is a new company that has been created by a student, Roger Mills. Mills created this company in hope of making profit in order to pay for his HBA Program. Mills is advantageous towards this company as he is a first place qualifier for the “The Impact Apprentice” award where he competed against 32 of Canada’s top students to test his entrepreneurial and business skills. This sets a very positive image for Kiai and Roger Mills amongst the judges and various other people in the business industry. Mills needs to promote his business extremely well in order to be successful and make any profit from it for his future education. He has a unique and a very creative idea, however needs to make sure that it is marketed well to set the rightful image for his company. Being a student, he does not have enough money which is why he needs to make sure that he uses easy means to promote for his business such as Facebook, word of mouth, etc. Mills also needs to ensure promoting his business at the right places such as trade shows in order to portray his professionalism. Kiai’s professionalism will also be affected based on the price Mills sets for his customers to pay. He does not want to set a value that portrays his company as cheap however needs to ensure that it is not as expensive as that of his competitors. Mills also needs to ensure that the companies he works with are appropriate according to the University Student Council’s expectations. He needs appoint such 10 people at the job who will make sure to be present at various locations all over the campus, if possible, both in Fanshaw and Western along with the affiliated colleges with their laptops at all times in order to promote for these advertisements along with Kiai. Mills should work with small businesses at downtown London, as they would be most likely to contribute towards Mills Company, Kiai. Lastly, Mills has to ensure providing a satisfactory, rather good job for its customers in order to get loyal Moondi 3 customers who will promote for his company by word of mouth and will remain loyal to Kiai for a long time. INTRODUCTION: Roger Mills is a young and a prosperous business student at the University of Western Ontario who has recently completed his second year and decided to start a company that would provide advanced marketing solutions to London Businesses called Kiai Marketing Group. Mills won the first-place award for his idea of Kiai marketing business in 2006 where he competed with 32 of Canada’s top students to test their business and entrepreneurial skills. Kiai sells designer laptop skins which are a laminate cover that can be attached on the backing of laptop lids and used to advertise other businesses. Mills has decided to encourage local businesses to take part in his company in order to promote their logos and special promotions, especially because the student government restricts many companies from advertising on campuses. Advertising through Kiai would encourage such businesses as it would offer a new way for businesses to advertise to the university crowd. Kiai requires the advertiser to pay for all the design work and all material costs which is about $25 per skin. The money earned from the advertisers will be used to pay the employees, along with other expenses incurred by the company. Mills also plans on saving $5,000 from the profits the company makes in order to pay for school the following year. In order to reach the best possible results, Mills plans on appointing a team of 10 members, who would guarantee to go to each and every class everyday along with attend homework sessions, meetings, presentations and conferences with their laptops. This would allow a significant number of students as well as anyone else who they interact with within the year to get exposure to these advertisements. These individuals will also be required to know about the companies they are advertising and will present a short, casual sales pitch when asked about the Moondi 4 advertisements by anyone. In order to keep track of the exposure rates, Mills plans to conduct surveys around campus to determine how many people notice advertisements along with recalling the details of these advertisements. The challenges that Mills faces with Kiai consist of many other competitors in the same business such as The London Free Press, Western News, etc. These organizations are very successful and have been in the market for much longer than Kiai resulting in them having loyal customers and a great reputation. There are more chances for potential clients to work with these companies rather than Kiai, considering it is new and being run by a student. These companies also have access to a majority of the population within and outside of the Western campus. Kiai’s goals is to set a relatively low price as compared to other industries in the market, however not set an impression of a “cheap” company and market themselves with as many businesses as possible. ANALYSIS: Kiai is a new corporation full of many strengths and weaknesses. Some of the strengths that Kiai comprehends are that of being a new company therefore being more innovative. Also, since Mills is a business student he comes with a good business background to run the company as he is aware of how to advertise it, who his target audience should be and how to meet his goals. Kiai also provides its customers with a unique way to advertise their products amongst the university and Fanshaw campus along with many other individuals who interact with the Kiai employees in meetings or any other events that requires them using their laptops. Another major strength of Kiai is their price. Since they are a new company their prices aren’t very high which help them attract new businesses making it easier and cheaper for these companies to advertise. Moreover, Kiai consists of a team who have the ability to, when asked, present a short, casual sales pitch about the company’s they are advertising on their laptops. They are also guaranteed to Moondi 5 be found at many locations, some more permanent than others, throughout the year, thus making the advertisements disposed to a much wider audience, within and outside of Western or London. Some weaknesses that are faced by Kiai consist of it being a new company. While being a new company provides Kiai with opportunities, it also acts as a weakness for them since there are many other competitor businesses in the market that provide the same services. Companies such as Western News, The London Free Press, The Gazette, etc. not only provide the same services but also attract more customers as they are distributed within the entire city targeting about 250,000 readers and not just The University or College campuses. These companies have lasted in London for a much longer period resulting in businesses turning into their loyal customers. Another disadvantage of Kiai is their number of employees. Even though the ten employees working for Kiai are dedicated and hard-working, they are not enough people to capture the attention of 30,000 students and additional faculty members on both campuses. Moreover, starting a new business requires a lot of money. The company is not performing well in terms of finance. This is because taking in view that Mills is a student, who is concerned about paying for his HBA program, it can be assumed that he does not have enough money to start a business and provide for the costs of advertising, and other expenses. The company is performing well in the marketing area of the business as Mills is contacting small businesses along with big companies to promote Kiai. He is using his achievement in the “The Impact Apprentice” to set a positive image for Kiai in the market. T
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