Business Plan

Topics: Marketing plan, Marketing, Master of Business Administration Pages: 86 (19971 words) Published: June 12, 2015
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


UB No. 08013436

Page 2 of 84


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, promotions, website development, appointment of an exclusive marketing personnel etc. for the growth of organization

UB No. 08013436

Page 3 of 84

Balaji Bangalore Varadarajan
(UB No. 08013436)

Management Project submitted to the Bradford University School of Management
in partial fulfilment of the requirements
for the degree of
Master of Business Administration


UB No. 08013436

Page 4 of 84

With an inner desire to start my own venture in the nearest future, my interests for the past few years has been to understand the problems that a start-up venture would be faced with and to prepare against those issues. My marketing modules in the MBA programme created a major awareness about the need for an effective marketing plan. It also highlighted the usefulness of the marketing plan in the business. Although a marketing plan is required by large as well as small companies, since my interests were towards starting up a venture, I was interested to do a strategic marketing plan for a start-up venture. My MBA subjects and several readings about marketing literatures imparted the knowledge about how a marketing plan can be of great support in the success of a business growth. More than that, it taught me, how many companies have failed due to lack of marketing plan. It also has taught me that writing a marketing plan makes us think about many aspects of business including our strengths and weakness. It forms a clear road map for every individual in the organization. In order to capitalize on the gained theoretical knowledge, I proposed to do a strategic marketing plan for InterviewBay, a start-up firm and a venture of my interest and develop my strategic skills. Thus all these have led to the basis for me to do this project.

I would like to take this opportunity to thank some of the people who helped me to complete this...

References: Abell, D. (1980) Defining the Business: The Starting Point of Strategic Planning,
Englewood Cliffs, NJ: Prentice-Hall, Ch
Ackoff , R.I (1987), Mission Statements, Planning Review 15(4), 30-2
AdmissionConsultants (2008), Economic Downturn MBA Poll
Admissions411 (2009), MBA Admission Consultants [Accessed on 28th Aug
AIGAC (2009), Principles of AIGAC
Baron, P (2008), Educational Consulting from the perspective of an Industry leader [Accessed on 28th Aug 2009]
Brassington, F. & Pettitt, S. (2007), Essentials of Marketing
BusinessWeek (2007), A Booming Business in MBA Coaches
BusinessWeek (2008), MBA Applications Surge Again
Cavaye, A.L.M. (1996). Case study research: a multi-faceted research approach for IS.
Chow, C.W., Haddad, K.M & Williamson, J.E (2002), Applying the balanced scorecard
to small companies
Cohen, W.A (2005), The Marketing Plan, 4th Edition, New Jersey, John Wiley & Sons
Couper, M.P
Drucker, P. F. (1993) Management Tasks, Responsibilities, Practices, New York:
Harper and Row, 128
05B68E39FD1CED3 [Accessed on 20th Aug 2009]
Financial Times (2009), Global MBA Rankings 2009
GeekMBA360 (2009), A brief survey of the MBA Admission Consulting market [Accessed on 18th July 2009]
Gardner, D., Witherell, S (2007), International Students enrollment in U.S. rebounds [Accessed on 4th Sep 2009]
Ghauri,P. & Gronhaug,K (2005), Research Methods in Business Studies, Third Edition,
London, Prentice Hall
GMAT (2008), Regional Market Developments and Supply-Side Dynamics
Green,G. & Willams,J. (1996), Marketing: Mastering your small business, IL, Upstart
Publishing Company
Gordon, A.V (2005), MBA Admission strategy: from profile building to essay writing
and Comprehensive Approach, IL, NTC Business Books
Heiser, S (2006), International Graduate School Students Increases, Council of
Heiser, S (2009), International Graduate admissions decline for first time in five years,
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Business Plan
  • Biscuit factory Essay
  • Essay about Starting a Business Plan
  • Event Planning Business Plan Essay
  • Essay on Business Plan
  • Business Plan Activity Essay
  • Hoe to Prepare a Business Plan Essay
  • How to Write Your Business Plan Essay

Become a StudyMode Member

Sign Up - It's Free