Business Plan
Bradford School of Management
Strategic Marketing Plan for InterviewBay
Balaji Bangalore Varadarajan
UB No. 08013436
UB No. 08013436
Page 1 of 84
Statement of Authenticity
I have read the university regulations regarding plagiarism and certify that this project is my own work and does not contain any unacknowledged work from any other sources
WORD COUNT: 14591
UB No. 08013436
Page 2 of 84
ABSTRACT
•
This is a real-time project done for InterviewBay, a start-up venture specializing in MBA Admission consulting field (providing mock interview services for top business schools). The aim is to create an effective and viable strategic marketing plan to improve the revenue of this company.
•
Some of the well-known classical marketing theories of Jobber, McDonald and
Cohen have been used here to analyse and develop a new marketing template that would fit InterviewBay appropriately. Even though these marketing plans were framed few years ago, they are still appropriate to the contemporary business environment through customisation.
•
Research has been carried on to determine cost-effective means of advertisements for InterviewBay. The author has collected primary and secondary data. Primary data was collected through personal interviews as well as by conducting online survey to get feedback from aspiring MBA students.
This information has been used for setting up pricing strategy as well as to understand the need of these students from the Admission Consultants. The secondary data was sourced from various b-schools and Admission consulting websites. Based on the research results, the author has identified the main market segments that the business can focus on.
•
Financial forecast (Break-even analysis, Revenue and Cost Projections) for next
3 years of operation has been performed. Suggestion about strategic alliances has also been provided to capture business across the globe.
•
The author has also provided more recommendations in terms of the pricing,
Strategic Marketing Plan for InterviewBay
Balaji Bangalore Varadarajan
UB No. 08013436
UB No. 08013436
Page 1 of 84
Statement of Authenticity
I have read the university regulations regarding plagiarism and certify that this project is my own work and does not contain any unacknowledged work from any other sources
WORD COUNT: 14591
UB No. 08013436
Page 2 of 84
ABSTRACT
•
This is a real-time project done for InterviewBay, a start-up venture specializing in MBA Admission consulting field (providing mock interview services for top business schools). The aim is to create an effective and viable strategic marketing plan to improve the revenue of this company.
•
Some of the well-known classical marketing theories of Jobber, McDonald and
Cohen have been used here to analyse and develop a new marketing template that would fit InterviewBay appropriately. Even though these marketing plans were framed few years ago, they are still appropriate to the contemporary business environment through customisation.
•
Research has been carried on to determine cost-effective means of advertisements for InterviewBay. The author has collected primary and secondary data. Primary data was collected through personal interviews as well as by conducting online survey to get feedback from aspiring MBA students.
This information has been used for setting up pricing strategy as well as to understand the need of these students from the Admission Consultants. The secondary data was sourced from various b-schools and Admission consulting websites. Based on the research results, the author has identified the main market segments that the business can focus on.
•
Financial forecast (Break-even analysis, Revenue and Cost Projections) for next
3 years of operation has been performed. Suggestion about strategic alliances has also been provided to capture business across the globe.
•
The author has also provided more recommendations in terms of the pricing,
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