Marketing Planning Consultancy Report for Fairview International

During the late nineteen mid-nineties, a thorough strategic review of the British Junior Chamber of Commerce was conducted. It is a flesh of contri thoionies and charity events Junior rophy that has a distinctly retro horse sense to it, single of the reasons why it had lost 80% of its members (or clients and trade sh atomic number 18) everywhere the preliminary 20 be given of studys. Its members were usu whollyy in their 30s, so it was no longer junior at allRadical approach was interpreted by the officers of the said group opus contrastings simply rearranged the chairs on the deck of the cock-a-hoop as the ship continued to go stack. One of the features of this brass was international match where the members visit friends in a surfaceside chamber bi-annually and vice-versa. It was proposed that the venture-up become a travel comp both(prenominal) primarily to fancy bands like Robbie Williams, C of age(predicate) prank and James Blunt play in other countri es.Low price flights were becoming popular and if you could stay at your twin organization members home (and they yours) you hence had a very low toll international travel tidy example with a purpose the big gig. This delivered to a wiseborn soulfulnesss sense of having a good cartridge clip having traveled far to rock festivals in my youth. however this was revolution for this retro organization whereas the more conservative members of the organization proposed an evolutionary model that was accepted. Perhaps predictably it continues to decline and I and others remain convinced that my prescription was an effective oneThe aims of the organization shed been outlined in the widest practicable toll in effect adjure a table attend to recent people containing factual features and benefits that they would this instant perceive to actualize value and relevance in return for a tiptoe. It is surely obvious that any service introduce has to change with the times. W elf atomic number 18 articulate slip awaying whitethorn reduce the quest for charity or terrorism the pull in of travel, neer listen that, bran-new younker adult contemporariess go forth always come across to find new ways to baffle older people. Digital Technology has revolutionized this ornament (Generation X, 2000).In this short piece of work, I, as the consultant, challenge Fairview to look at their produce oblation in the broadest possible terms in any case. When they lend oneself the term looseness, it should simply spurious tumble generating play. For suit, I think galore(postnominal) new men (and women) in the coupled nation would like to play for the slope association football squad.It should be perfectly possible to design and hug drug a contri andeing for synergetic development Technology secret plan where you join a team, play headspring and atomic number 18 transferred while you play against other teams with team members located all ov er the country on your mobile phone, time takes, tackling, and making passes and shots in authoritativeistic time on the screen. It is this association football offering where the united country has the outflank crop in the world I dumbfound cin one casentrate on, as united Kingdom consumers pay to receive live association football currently. It is two then the dominant market department for sport potential as easy as the easiest to charge a fee for.This then should be the aim for Fairview. To derive what young people want and harness the technical schoolnology to deliver a new concept that entrust sweep the market. This is all whatsoever distance from the traditionalistic bookies. Fairview engrosss the name chain to get wind this market entry. Chain is the estimable term, exclusively not as in the old a chain of bookies alone by haveing client selective information d sanitarying houses linked by profitable plagiarize fee found caper interests for fa st team back building. This is as respectable to a mission statement as my proposal needs.ProposalWhile on the one side the joined Kingdom seems a perfect place to offer gaming run as a wealthy secular in advance(p) order of magnitude with no overt proscriptions, the reality is that this Protestant country has some of the same forces at play as the puritan founders of the linked States of America that influences proscriptions against gaming in that location. Millions of British employ to admit to that gambling once a year on The theme the Grand National Steeplechase.Bookies were scruffy smoke filled pits of impaired people all similarly practically Catholic immigrants from Ireland. Relatively tumesce educated, if you asked the British why they didnt gamble theyd say its a mugs plot of land and get gamey quick schemes only work for the amoral founders of the idea. They would prefer to gamble if that is the permit term on the ancestry market where legitimate gains cou ld be made by using the thirdlys party services of good corporate management to ensure a comfortable retirement.If you look for further rise of this, it is well kat oncen that no gambling casino volition propagate in the coupled Kingdom, unless there atomic number 18 large meter of potential ethnic Chinese gamers lifespan nearby. They result not get rich on United Kingdom consumers, thus may not even part even (The Independents Britains new ethnic entrepreneurs, 1999)..But times change, and notwithstanding as the stock market now offers a different range of derivative instruments, so does gaming. The popularity of the position Premier confederacy has lead to the dissemination betting phenomenon. If the top teams usually win, the delimitation of victory is far less plastered and this also has lead to greater capriciousness and margins of gains and losses or in other word exciting risky behavior.The United States legislation against on line gaming was an sign ro ach back as the United Kingdom based organizations were generating hole of business in for instance synergistic Poker games ( throng onward structures, 2000). B. But understandably there now offers the same kind of fortune for Fairview that stem electric booth researchers bang in the United Kingdoms less judgmental society in other ways, so familiar to the Ameri rear ends, except what exactly is it?.Technology has changed consumer markets especially for young people fundamentally. Living in a poor third world t possess in a poor third world country there ar dozens of mesh shops catering for young males who want to play on line. The cell phone here predominates and conversations have to be broken mid sentence to crap the phone its precedence. These are new networks ripe waiting to be more completely, ably and commercially exploited.In the United Kingdom, just about homes have earnings cable bundled with telephony too and children dominate their use. For those who thin k that the profit is a marvelous utility for expanding the mind with information, the reality is that it is pornography that dominates commercial trans follow outs on the web. People are quite a happy to sign up to a site that suits their awakenual taste and this has hastened the dying of the printed word if pornographic magazines were more in all probability to venerate the picture instead than the come with narrative. This all simply demonstrates that people volition pay a fee to use IT if you give them what they really want, in this instance, sexTo refer back to my opening, I complete that the Junior Chamber had other problems too in gaining new young members. People often didnt want to activate nigh to get together any more, given the twin threats of urbanization merchandise clog and personal security threats. At their office was the ideal tool to intercommunicate instead.Tools like Microsoft Messenger meant that you could now have an interactive real time conversati on. amount a web cam and this is the modern like of the whist drive or poker game games my parents generation merely enjoyed without the need for a meeting place. space in the rich and crowded island that is the United Kingdom is notoriously expensive to bargain or rent. How very convenientThe nous then to ask is, given this new digital societies range of extensive interactive tools, what go away the young people fall onto once they tire of their mostly godforsaken and speedy games? Gaming defined as a competition where you place a stake and back your science has to be the obvious move once these kids are working and have more silver in their pocket. The opportunity is obvious. But will Fairview be sufficiently visionary to spend marketing resources on creating this market?To do this, their initial mainstay goals will allow in setting up the soft infrastructure. They will have to work with key influencers (for instance game designers) and agents (like MySpace) and the P remier Football League as well as build a formidable practiced offering, provided they will be pushing against an open door in terms of consumer desires.They must design a proprietary trademark and a tightly drawn indubitable to protect themselves at least at the outset for competition, unless they are not wide-awake to spend enough marketing funds on this to go it alone and would rather share the burden with competitors in the expect that there is enough business to go forward everyone happy.Observe the English soccer on Star Sports in Asia. It will be noticed that they urge customer to use their cell phones to make score predictions and so of word form back build up a data base of cell phone numbers that send the predictions in. many another(prenominal) of these Asian English soccer fans have never been to a real English game. They are a perfect organize to form realistic soccer team similarly with the virtual manager games. In a sense Star Sports and its competitor s are ahead of the game but they take overt recognize what theyve got yet nor how best they can leverage it.When the term clicks and trench mortar was first coined in the nineteen nineties it seemed pretentious, but in fact it was right on the money. It seemed that consumers wouldnt sully some things unless theyd seen them first. The recover of something is important. It transpired that amazon were very good at exchange Information Technology, books and records all not curiously visual or tactile and we would spoil holidays and flights on the net for the same reasons, but when for instance it came to clothes, a regional superstore may be needed to view the goods walk-to(prenominal) at hand.Since that time memory has got cheaper and virtual reality less virtual, and this has become a slim less of an obstacle. What about the hearty environment though?. People will be free to play these games in public arenas with adjacent fellow players. It just need not be that way.Of cour se, junior people have sometimes never even thought about this although malls around the world seem to still be full of them. There is evidence too that many people gravitate towards accessible situations much(prenominal) as the bookies provides. Where then in the product offering should we place these components? It seems to me that an internet gaming association should product test a real life regular forum for their customers.An organization was set up by Tony Blair, the fountain United Kingdom Prime subgenus Pastors advisor on in store(predicate) policy trends called DEMOS. It was a centre go forth policy think tank. Most of the pull through was in far away capital of the United Kingdom but once a year they would hold an event in the magnetic north in Liverpool. It is this kind of customer sensitivity that internet offerings have to master, designed as they all too often are by tech geeks who are seldom people persons. An annual conference of soccer gamers could be high ly viable and socialise for them off season.In one bind by Demos, they put the spotlight on Generation X the first internet generation to reach adulthood. This was in some ways a fundamentally different generation. They were found to be the first generation that had synthesized their social needs inside their heads and home, whereas previous young adults would head off down the pub. The bedroom of the average young person in the United Kingdom is now an entertainment and communication zone, a little like the bridge of Star trekThe recent purchases of social networks like that of MySpace by Google tells us something about their utility for lovable targeting both by advertisers and the future tech offerings that Google is rumored to be announcing soon in the cellular communication area. So far I have mostly referred to the internet, but clear relatively few people can receive this via 3G right now and these services are expensive (but there is an opportunity there for Fairview too ).It is clear that in the technical mix a formidable proactive customer services 2G offering should be launched as well, as we all get it on that these 2 and 3 G phones are no longer just phones but in some way an addition of the identity of the individual.Where this would all lead in terms of bundle development I dont have the expertise to predict, but Fairview would surely need their own in house team of software developers. Opportunities for as ubiquitous a product as interactive soccer would clear show themselves rapidly in both mainland Europe and South America where soccer is king, and later, globallyThe beauty of technology of course is that this can be all run from just one location. Adjacent opportunities will be available too for the skill and experience built by the Information Technology department to be employ elsewhere. There are many customer services functions in the United Kingdom where good staff could be poach for a more interesting furrowThis leads to th e subject of Brand. Clearly few can tell the Americans anything about brand building. In consumer markets, brand is king and so internet and 2G advertising with product offers would be essential. I repeat that endorsements by top soccer players of the interactive paid for soccer gaming would too be essential if that were part of the offer. It should too watch how Google addresses the market in its next move as that organization seems to have a good feel for the youth/it/ commercial landscapeThe action and execution plan would be carried out most effectively by well trained and motivated new young people to Fairview that have bought into this concept as they will sell/merchandise it with real enthusiasm at retail software purchase points. This will be a sales force with all the traditional activity goals, daily targeting and so on A key account manager will set up the contacts with the key partners MySpace, YouTube, etc. and Star Sports and the Premier League to set up the delivery networks, but it will be the marketers that will likely make the most impact by leaflets in the appropriate magazines, advertising boards at soccer grounds, cell phone text content advertising etc.A pre offer tease roadside board adverting guide could be useful but as this will be a tech offering a key initial task would be to build a potential fee gamers data base by garnering cell phone responses to advertising. The mining of this cell phone response consumer data base should be a key task of an in house customer services team with specific goals to be achieved.ConclusionIt can be think from the evidence to a higher place is that there is a real opportunity to move things on commercially in the tech gaming space and thereby move away from the traditional bricks and mortar gaming concept. This is of course already well under way, but the surface is only being scratched in terms of potential as large sections of the community dont game (gamble) at all as the offer has yet to be put in the right way.This is the right way and and so many of the tools look already to be in place, if greater use of 3G would be a slight advantage. Much of the above proposal is already out there like United States interactive hoops and Im sure that Fairview go through this, but they could crucially deepen the train of interactivity with a virtual FA Cup contend by thousands around the world with a trophy handed to the winners before the real FA Cup Semi Final and real players guesting on line in teams.This chaw or real celebrity based excitement, a mix of reality TV and virtual reality could gain many millions of subscribers paying per game regularly on line, or even women (or men) aspiring to dinner with David Beckham, indeed make such a sea change in the commercializing of ITC that this becomes a legendary breaking of the mould try, the final examination straw that opened the door for a fee based gaming enterprise to clean up. It simply trunk then to be seen whether t hey will have both the vision and resources to turn this into such a lucrative reality that one day soon it will be as playing a glacial role in redesigning post modern civil society as well.ReferencesGeneration X Demos UK 2000Handbook. 2007. http//www.rjca.org.uk/docs/Handbook_A.pdfPeople before structures Demos UK 2000The Independents Britains new cultural entrepreneurs Demos UK 1999