Introduction and objective of the report

Discuss about the Marketing Management and Global Entrepreneurship.

An effective and potential marketing plan helps to clarify the basic marketing elements of business operations in order to figure out the objectives, activities and business direction of the entire business and its associated employees. The marketers have made a thorough market research before creating the marketing plan for the new services or products of an organisation. Mok et al. (2013) has mentioned that after that the marketers and business experts have analysed the trends and potential threats of the particular market and create marketing plan to attract the customers.

In this report, there will be discussion on the new service from Tutis group, a famous Australian company, which assists various organisations to deploy, embed and design the system and processes of the training management ((Tutis.com.au 2016)). Tutis group will launch a new service in the market in order to help the employees of every organisation with the change management with the use of change management training. In this report, there will be discussion on the market opportunities, customers and competitor analysis of this newly launched change management training of Tutis group. Even this report will explain the communication and delivering value of this new service. This report will also reveal the steps and process followed by Tutis group in order to develop the newly launched service (Tutis.com.au 2016).

According to Solnet et al. (2012), marketing plan involves the broader aspects of the business plan of an organisation with proper developing of strategies to creates the product and services unique and interesting to the consumers. A potential marketing plan also helps the business organisation to be focussed to the established goals in order to attain success in near future. As opined by Wilson et al. (2012), situational analysis has been considered as the foundation of a potential marketing plan as it involves a detailed identification and explanation of the internal and external factors, which has the potentiality of affecting the business operation of an organisation. In order to understand the external factors of the change management training service of Tutis group, PESTLE analysis will be appropriate.

Political Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	v  The stability of Australian government has positive impact on the launch of the new training services of change management. v  There are no major cases of corruption in recent times, in various organisations of Australia; therefore, the management of every organisation will adopt the change management training.
Economical	v  The taxation policies, rules and regulations of Australian government is strict, therefore, Tutis group has to follow all these policies in strict manner for launching the new change management training (Tutis.com.au 2016). v  The concept of change management has been so popular in global manner and because of the globalisation; Tutis group has introduced change management training in order to make the employees capable of contemporary trends.
Social	v  Lusch and Vargo (2014) have mentioned that the growth of population can determine the importance of the training of change management. v  The attitudes and choices of the training services have great impact on the particular change management training of Tutis group. v  The change management training educates, motivates, inspires and influences the employees of the organisation for providing better performance while doing a task.
Technological	v  With the effective use of advanced technologies, Tutis group has developed the training service of change management. v  Perreault et al. (2013) have suggested that the constant research on technological development helps an organisation to offer some services that are appropriate according to the contemporary trend. v  Digital revolution has completely changed the process of training services of Tutis group.
Legal	v  Australian legislations, rules and regulations are suitable to launch a new service in the market. v  The higher management of Tutis group is capable and efficient to handle the legal disputes in a matured manner.
Environmental	v  The change management training of Tutis group is environment friendly as it is a process and not product, which may become responsible for waste disposal, energy consumption and changing climate.

Table 1: PESTLE Analysis

(Source: Peppers and Rogers 2012)

In order to understand the microenvironment of the change management training of Tutis group, Porter’s Five Forces will be applicable in proper manner.

Tutis group’s change management training faces a tough competition in the training industry of Australia from various famous companies such as Learn quest, GP strategies, Global knowledge and Infopro Learning. Shani and Chalasani (2013) have stated that low switching cost and customer loyalty has a direct impact on the entire quality of the newly launched products or services. However, Tutis group enjoys a strong position in the raining industry of Australia, as it understands the contemporary trends of business and offer relevant training programmes.

Market situation analysis

Figure 1: Porter’s Five Forces

(Source: Mullins et al. 2012)

The power of the customers can determine the quality of the provided services (Kotler et al. 2015). As Tutis group offers innovative training services to its clients, therefore, the buyer power is moderate for this company. However, in certain cases, the consumers become demanding, as there are various training industries in Australia, which provide potential training services in cheap price.

The sponsors can be considered as efficient suppliers of Tutis group. As Tutis group enjoys a moderate, numbers of sponsors, therefore, the demanding power of the suppliers are low (Tutis.com.au 2016).

As the training industry of Australia is constantly growing, therefore, there are a vast scope and possibilities for the new training organisation. Tutis group is famous for its various range of employee trainings and other services, therefore, the management is not afraid of the new entrants in the market.

The threat of substitute services of change management training of Tutis group involves conflict management, workforce development training and other trainings that are closely related for employee performance.

Tutis group operates its business in the training industry of Australia and the size of the market involves at least 63%. After launching the change management training, the forecast of market share of Tutis group will be minimum 38% in the entire training industry of Australia. The demand of training industry involves innovation and creativity in order to offer something new for the development of the employees.

SWOT analysis will help to understand the internal strengths and weakness of the change management training and external opportunities and threats of this particular training.

Strengths	Weaknesses
v  The government of Australia is supportive for any kind of new training services as it enhances the basic capabilities, skills and knowledge of the employees. v  Tutis group has enjoyed some loan before initiating the particular change management training for the existing employees of the company. v  Large market, free media and large democracy is the major strength of the change management training of Tutis group.	v  As opined by Cheng and Krumwiede (2012), new legislations has a direct impact on the newly launched services or products of an organisation. v  There are constant changes in the economic condition of Tutis group, which has direct impact on the business operation of Tutis group. v  According to Lin and Chang (2012), labour costs have the capability to have negative impact on the possibilities of the new products or services in specific market.
Opportunities	Threats
v  Tho and Trang (2015) have mentioned that the training industry is emerging in gradual manner. Therefore, there is large opportunity for Tutis group. v  The loyalty of consumer is the major opportunity for the change management training.	v  High marketing and competitive force are the potential threats of the change management training. v  Slow down of economy will influence the training service (Sharma 2015).

Table 2: SWOT Analysis

(Source: Hudson 2013)

The factors that will determine the success of the change management training involve its creativity and different type of providing training to the employees of various organisations. The change management training appropriately use the modern technology, which will help to bring success after its launch in the Australian training industry. The entire management is approachable and maintains a good customer relationship with the clients. Tutis group enjoys a stable financial condition, which will help the newly launched training services to gain success in short period.

Chowhan (2016) has stated that the market segmentation involves a proper marketing strategy that suggests a division of a vast target market.       The change management training of Tutis group targets the employees of every Australian organisation, which undergo a complete transformation within the organisation in its internal structure and the process of business operation in the training industry of Australia. According to Calabretta et al. (2016), market segmentation and targeting customers include the common requirements, priorities and interests on particular services. The change management training of Tutis group will compete in various cities of Australia, however, it has plan of business expansion with offering this training services to the international clients with effective use of modern technology. Both male and female employees aged in between 25-45 are the targeted customers with minimum post graduation degree on their particular subject from every economical and occupational background. Those employees, who possess positive attitude towards the change management, are the targeted customer of the change management training of Tutis group. The behavioural traits of the target market of change management training engage those customers, who are once a year buyer of various training service of Tutis group.

Competitive rivalry

According to Wardle et al. (2012), competitor analysis helps to determine the basic strengths and weaknesses of the existing potential competitors of the particular industry for identifying top competition. Similarly, Tutis group thoroughly analyses the potential challenges from the competitor companies like Learn quest, Global knowledge and GP strategies. Tran and Nyland (2013) have mentioned that broader level of competition actually helps to suggest creative services in order to attract the new customers and retain the existing one. The business experts of Tutis group has thoroughly understand the profile such as its services, condition of the finance and company background of the competitor companies in the training industry of Australia. Even the marketers have a good conversation with the suppliers of the services of the competitor companies in order to have a basic knowledge and view about the training programmes. Sohal (2013) has stated that only after making a thorough market and competitor analysis, an organisation create potential strategies in order to compete on the same industry with its competitor companies.

As opined by Agrawal (2013), customer analysis involves a critical portion of an effective marketing plan and it specifies and ascertains that the offered services are potential enough to satisfy the requirements of the customers. Tutis group follows the B2B marketing as it involves the services of an organisation in order to resale in a manner of wholesaler, which sells services to a retailer. The change management training of Tutis group has been made for the employees of organisation, who prefers professional development for further success in their career. Pépin and King (2013) have reflected the fact that there is value chain process followed in business-to-business marketing. The geographical market of Tutis group demands for innovative training programmes for personal and professional development. Mainly the organisation, who are the clients of these training services arranges tender of various companies and selects only the cheap and effective training services. The population of Australia increases in gradual manner and the training industry in this country can be considered as an emerging industry, which has a vast scope and possibilities to grow in near future. As Tutis group effectively meet and satisfies the requirements of other business organisation of Australia with providug adequate and suitable training services to their employees for better performance, therefore it serves the policies of B2B marketing. At the end of this continuing annual year, Tutis group can expect minimum 46% market share from the training industry of Australia. However, the management should make effective strategies in order to cope up with the changing demands and criteria of the customers for retaining the present position in the training industry. Tutis group should use modern technologies in order to offer online training for saving the time of employees. The overall objectives of Tutis group are following:

• To increase the morals and job satisfaction of the employees
• To enhances the process of innovation to create more management training

Buyer power

Tutis group takes help of the business experts in order to suggest innovative new management training services for perfect sales revenue at the end of the annual year. Tutis group should improve the fundamental quality of the change management training in order to meet the established objectives. Even the management of Tutis group should engage the quality controller of the management training. According to Lancaster et al. (2013), it is important for an organisation to improve own existing strategies in order to compete with the existing competitor companies in the particular industry.

Tran (2013) has mentioned that building a strong and stable brand name help to advertise in addition, promotes newly launched services in order to attract the potential customers. However, there are also complete different and contradictory statement have been established in certain cases. Jackson and Chapman (2012) have argued that the process brand marketing does not possess that capability to build and create a strong brand name. The quality and service of the change management training of Tutis group actually reflects the policies of serving its clients in appropriate manner. In today’s competitive business world, the training industry of Australia is emerging in constant manner and Tutis group holds a stable position in this specific industry (Tutis.com.au 2016).

The service:

The key feature and objectives of some product or services provide vast information in order to help the consumer while purchasing it (Brown 2012). The feature and objectives of the change management training of Tutis group are following:

• It includes new technology for attracting the new generation of Australia.
• The change management training of Tutis group involve a systematic approach, which develops completely new role and responsibilities of the employees.
• Change management training will provide a long-term commitment to the organisation, where, the particular employee is associated.
• Change management training also encourage the sense of ownership and influence the employees to perform their assigned tasks within the transformed environment of the organisation.

Jackson (2013) has mentioned that the augmented product suggests the non-physical portion of a product or services offered by the organisation. The benefit of some services can be considered as augmented product or services. The augmented service of the change management training of Tutis group involves its wining power of the intellectual and emotional support of the employees.

As opined by Jackson and Chapman (2012), the classification of the service involves different features such as the tangibility factors, market segments and the basic skills of the provider of the specific services. The classification of the change management training of Tutis group engage pure services, which suggests active performance that is not included as tangible product. It also involves non-good services, as it requires fee for providing professional services to the employees. Another classification of the change management raining suggests its owned-good services as it improves the professional skill of the employees for better performance within the organisation.

Supplier power

According to Lancaster et al. (2013), any kind of special, relevant and interesting attributes of the offered products and services make the product or services more attractive and it can help the company to capture a perfect position in the market. The relevant attributes of the change management training of Tutis group involve modern technologies and often provide online training to the employees. The faculty of Tutis group has more than ten years of experience in the training industry of Australia and obviously, it is an important aspect to continue its business operation in the competitive training industry of Australia. There are various famous new training organisations in Australia, which provide effective training services to its clients at very cheap price; however, they lack the training experiences that Tutis group possess.

Tran (2013) has mentioned that the process of product or service branding play an important role both for the famous organisation or small business. As Tutis group is going to launch a completely new service of change management training for the employees of Australian organisation in order to enhance their professional skills for performing better within organisation. As opined by Brown (2012), product branding is essential for business operation of a company as it helps to recognise the close interlink in between the strong branding policies and successful business for aspiring and building a brand, which emulates a perfect level of success in near future. Similarly, the management of Tutis group have clearly understood that the concept of service branding of their newly launched change management training will not just suggest a logo or motto of the company, however, it reveals the external perception of the entire business operation. Jackson and Chapman (2012) have determined that the business experts should define the character of the products or services in order to analyse its concerns and requirements for the targeted and segmented consumers. The management of Tutis group has aimed to create a long-term and stable relationship with the clients with maintaining proper service branding policies and procedures. Even the management interacts with the existing employees in order to know the gaps and flaws of the change management training and what are the areas that needed to be improved for providing better quality services to the clients. However, there are no labelling or packaging decisions, as it is a service and not product.

Lancaster et al. (2013) have suggested that branding strategy involves a long-term plan in order to improve a successful brand for achieving an established and fixed objective. The branding strategy should be done according to the maintenance of the unique promises, reputation of the company and its brand value of Tutis group Australia. Tutis group is famous in the training industry of Australia as it successfully operates its business, therefore, the brand position of this particular company should be interesting and different from the existing companies in the training industry of Australia. The branding position of change management training involves sustainability and helpfulness for attaining future goals with potential and trained employees, who can cope up with the changes of the organisation. The management of Tutis group has provided a name to the newly launched training services as change management training. As opined by Tran (2013), in order to launch and start a completely new service, an organisation always requires proper and relevant licence. Similarly, Tutis group has to enrol for the license in order to continue their newly launched training service in the training industry of Australia. The marketers will thoroughly research the competitor companies’ position in the same industry and their offered courses for enhancing the quality of the change management training of Tutis group. The business experts suggest offering an initial free training course of 3 days for the interested employees of Australian organisation in order to test the market of the offered service.

Threat of new entrants

The price of the change management training of Tutis group in ranged in between AU$495.23-AU$596.14 and this amount is changeable according to the session of the training process. Tutis group expects minimum 64% return in the market share as the service quality is excellent. The pricing strategy helps an organisation to decide appropriate price for the offered services (Lancaster et al. 2013). Tutis group has taken market penetration strategies for deciding the suitable process for the change management training.

• To increase demand of the service
• To differentiate the service from the existing management services
• To present relevant information about the service

Product	·         Change management-training service.
Place	·         This training service is available in various locations in Australia.
Price	·         The price is selected in between AU$495.23-AU$596.14.
Promotion	·         The management uses social media platform such as Facebook, Twitter, Instagram, blog and official website of the company for promoting and launching the service (Tutis.com.au 2016). ·         Tutis group also follows direct mailing to the existing clients. ·         Even this group offers user trial for attracting the consumers.

Table 3: Promotional mix

(Source: Tran 2013)

The promotional budget forecast of change management training involves AU$123.00. The management will develop potential strategies such as splitting the training course in several portions in order to help the clients with their short and fixed time schedule. The advertisement of the change management service of Tutis group appears on the magazine, and online channels such as YouTube and Facebook. Tutis group of Australia employs significant and effective IMC tool such as advertising in order to spend the message of the launch of new service of change management training to attract a large number of customers. The sales promotion stimulates the preferences of the customer of immediate purchase and the direct marketing reach to the segmented and targeted customers.

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