Marketing management

Overview

Write a business plan for expanding into a new market.

Consider the following-

You work as a business development and marketing manager for a successful property rental and sales company in

the Bahrain region. Over the past three years the company has seen an increase in corporations in the manufacturing,

pharmaceuticals, and banking industry sectors. Global corporations are establishing regional head offices in the

Bahrain region and relocating senior management to executive level employees there.

Your directors have a strong indication that there is an increasing demand for luxury apartments and properties in the

region. You have been asked to examine this further, using your MBA knowledge of analysing markets and industries.

You are required to prepare a senior Board level report on the key areas for further investigation, before any business

expansion investment is made.

Further points:

Your report requires some secondary market research, but not an extensive, detailed amount.

Senior management and executive level employees are typically between the ages of 35 – 65 and usually

have families.

The employees relocated to the Bahrain region are typically from global locations, outside of the region.

Senior-level property rental and sales often requires more experienced, expert staff.

Your company doesn’t own any property.

Your submission is a Word document that clearly includes the following key sections –

Executive Summary

Table of Contents

1. Explain how Geographic, Demographic, Psychographic and Behavioral segmentation theory will influence

your choice of senior level properties to rent and sell.

2. Explain how a greater understanding of the services 3-Ps could enhance your company’s success in the

senior-level property market.

3. Identify the key internal and external buyer behaviour influences that may impact the new segment

buyers/renters of property.4. Conduct a numerically ranked PESTLE analysis of the senior property sector pressures to support your

5. 6. 7. answer.

Explain what marketing strategy the board of directors could consider for the growth market approach in the

senior-level property market

Identify how you would conduct further research into the senior level property market opportunity, describing

the research objectives and methodological approach.

Prepare a summary plan for communicating with the growing senior-level property renters/buyers, aligning

to the AIDA model.

Appendix – Any other data you feel is useful

Individual assignment - 3000-3500 words