ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS

Student Name: Zubaidah Abdul Rehman Al Din, 20042080

Course: Marketing
Company introduction
The Ras Al Khaimah Free Trade Zone Authority is a rapidly growing service leader dedicated to the empowerment of business
professionals in the United Arab Emirates and on a global scale. The RAK Free Trade Zones commitment to the professional
development of its clients is reflected in the launching of training services as a certified organi!ation for "#$ %&&& and '(&&&. "t is
also a part of #hei)h #a*r +rogram for ,overnment E-cellence.
.y the implementation of *uality and professional processes/ we will ensure that the needs of our clients are met and e-ceeded by
ma)ing the best possible use of the e-pertise of our staff and resources.0
RAK Free Trade Zones 1enter for .usiness E-cellence can provide your business with a wide range of *uality training
services. $ur training programs begin with a thorough assessment of your organi!ations needs and proceed to conduct
professional/ customi!ed and effective training programs.
Follow up evaluation is an essential component of the RAK Free Trade Zones 1enter for .usiness E-cellence in order to
guarantee the training provided has produced both desirable and measurable results.
Employee introduction and training categories
$ur team includes professional trainers providing *uality trainings2
'3 "#$ %&&& and '(&&&
43 1omputer and technical courses
53 English language
5.'.'. .asic 6evel
5.'.4. 6ow "ntermediate
5.'.5. 7igh "ntermediate
5.'.(. T$EF6 +reparation 6evel $ne
5.'.8. T$EF6 +reparation 6evel Two
(3 9anagement
83 .usiness 1ommunication
:3 #oft s)ills courses
;3 1ustomer #ervice
<3 7ealth/ #afety and Environment
%3 1E+A +reparation for high school students
Our role players are:
Feda =asem/ Training #upervisor > Trainer
Zubaidah Abdul Rehman/ Training 1oordinator
?oaa .esaiso/ Training Assistant
?epartmental Trainers
History
"n 4&&( RAK FTZA training section was launched providing basic courses for staff members to develop their )nowledge and
awareness @Employee $rientation and "#$ awareness courses3 as it is vital for an employee to wor) effectively and efficiently in
an "#$ %&&& and '(&&& certified organi!ation.
?uring the end of 4&&8 1enter for .usiness E-cellence was launched by providing courses as per the re*uirements of RAK FTZA
companies and establishments.
Products and services
Training services
1onsultancy services
+rometric computer based certified testing center
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page ' ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
"1?6
T$EF6
,9AT
,RE
$ther list under process 0 verification
Marketing Strengths !ea"ness and #pportunities $S!#T Analysis%
'3 "nternal #trengths and Aea)nesses of the 1ompany
'.'. #trengths
'.4. Aide category of courses
'.5. +rofessional trainers
'.(. .ilingual trainers in Arabic and English
'.8. 6ocation suitability as business area @1enter of RAK3
'.:. $nly certified ".T testing center for T$EF6
'.;. 1lassroom space for 5& attendees
'.<. 6ab space for '5 attendees
'.%. 1ompetitive fee structure as per mar)et
'.'&. Fle-ible course hours for employees and students
Timings
Aee)end classes
'.''. +roven management and support from chairman
'.'4. Aea)ness
'.'5. E-cess demand failure to meet individual courses
'.'(. 6imited technical trainers
'.'8. 6imited e-penses for budget
'.':. 6imited space for seminars2
Will have to look for external venues for seminars accommodating attendees 30-150
6imited trainers for all categories
Most of the trainers ill have to conduct courses in various categories even though they are professionals !"#
might not meet the market demand
1ustomer individualism retention
$or instance even a customer re%uests for a training course and can pay limited amount for course that is not
scheduled hoever there might &e cases to provide alternative or similar courses scheduled in order to retain or
maintain record of the customer for future reference
.elow average manpower or staffing
43 E-ternal $pportunities and Threats
4.'. $pportunities
The opportunities can be customer switching from theoretical courses to technical practical wor)shops which is
more effective for wor) related implementation. This can be done by giving practical life e-amples/ group assignments/
evaluated for effectiveness/ and so on. The change from theoretical to practical is also beneficial in relation to efficiency
and profit generation as not all training center do provide it.
4.'.'. After fully functioning there are possibilities to open in other emirates as new targeting mar)et @e.g. ?ubai or
ABman3.
4.'.4. Automated system
4.'.5. $nline registration system
4.'.(. $nline payment system
4.'.8. E0learning
4.'.:. Access to training materials attended before
4.'.;. Easy access to library and resource center
4.'.<. Free seminars for community relation
4.'.%. Free seminars for )nowledge development
4.4. Threats
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page ) ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
As an education or )nowledge provider there are li)ely to be competitors as RAK is growing with its technology and
business sector. There are li)ely to face competitors li)e consultancy and training providers in general. 7owever there is no issue
as per government policy as we are a part of ,overnment of Ras Al Khaimah.
Center &or 'usiness E(cellence o)*ectives
The main obBective of 1enter for .usiness E-cellence is to provide inclusive in their @private or public sectors3 investment2
=uality training material
=uality in contents of the course
Assure meeting the obBective for each course
1ustomi!ed training course to meet the re*uirements and field of attendees
1ompetitive fee structure
1ompetitive and fle-ible discount
#ponsorship and scholarship possibilities
1ertificate of participation
1ertify participant C certified courses only
9eals @snac)s/ refreshments/ lunch > dinner3 this is in order to provide comfortable environment
Assessment of participant
#pecific
1enter for .usiness E-cellence is targeting specific customers for specific courses for scheduled public courses through
aggressive mar)eting by giving importance to each private or public sector.
9easurable
1enter for .usiness E-cellence is targeting specific customers for specific courses for scheduled public courses through
aggressive mar)eting by giving importance to each private or public sector.
Achievable
?uring the course period of trainings all the improvements will be considered to achieve the obBects.
Realistic
As per the main obBective stated it is realistic to achieve it after a certain period of time.
Time
The amount of time that will occur is before the end of 4&&;. ?uring the year 4&&< all the obBectives will be reviewed for
further improvement and develop effectives for further implementation.
+ar"eting Strategies , +ar"et segmentation
The different groups are2
'3 Age
+eople aged '<D for <&E re*uirements
.elow '< for certain specified courses
43 #e-
9ale
Female
53 $ccupation
Aor)ing professionals
Fon0wor)ing professionals
#tudents
(3 +roduct
The product is training and consultancy services for the above mentioned various categories in group.
83 +rice
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page * ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
The price for each course is competitive and benchmar)ed to run effective course with minimum rate charged that is to
cover trainer fees and other e-penses incurred during the learning process. "n its features it always considers specialty
re*uired in understanding/ fle-ible timings/ days/ and hours with other areas considered during evaluation.
:3 +romotion
The 1.E is considering '&&E effort in mar)eting by2
:.'. Advertising
:.'.'. +ersonal #elling
Fa-
Emails
#ms
+ostal mailing
+osters distribution
:.'.4. Flyers
#alesperson assigned
The +ublicity is also through other advertising companies before two wee)s for commencement of the course.
;3 +lace
All courses can be provided in various locations or emirates as per fle-ibility re*uirement in e-ternal party venues but the
main location will be at RAK Free Trade Zone Authoritys .usiness +ar) @1enter for .usiness E-cellence facilities3. $ther
services2
;.'.'. Transportation
;.'.4. 1atering
;.'.5. Accommodation
+ar"eting Strategies , Target mar"eting
The targeted mar)et is as per the segments mentioned in groups and a survey will be carried on during Gune 4&&; @mid0year3 to
identify and evaluate e-act re*uirements with specific details.
+ar"eting Strategies , +ar"et position
The places locations for mar)eting will begin firstly from Ras Al Khaimah with accordingly with government sectors/ ban)s/
companies/ universities/ schools/ and so on. Upon availability of further seats for registration of each course 1enter for .usiness
E-cellence will start mar)eting in other emirates within UAE when there is enough time for further registrations and
confirmations accordingly with ?ubai/ and carried on by other emirates as well.
+ar"eting Strategies , -mplementation
'3 =uality
'.'. The *uality of the courses offered relates to2
'.4. 1ontent
'.5. Trainer professionalism
'.(. 9aterial *uality printed
'.8. Effectiveness of training delivered
43 ?esign
4.'. The design in 1.E will involve2
4.4. 1ourse contents
4.5. $utline and obBectives
4.(. Evaluation design as per each proBect
53 Features
5.'. The features for selecting 1.E courses are2
5.4. Fee discount for attending more than 8 courses per *uarter
5.5. #pecial rate for families and friends of attendee
5.(. Access to library and resource center
5.8. Access to computer lab
5.:. Access to wireless internet connection within the venue
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page + ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
5.;. 1atering
5.<. Accommodation as per the mar)et rate
5.%. Transportation at a reasonable rate
5.'&. HAccess to E0learning library @limited courses3
5.''. Update on other similar related courses
5.'4. 1ommunity relationship building
HF$TE2 +roBect under process for implementation and development
(3 .rand name and services
5.'5. 1onsultancy
5.'(. Training courses
5.'8. Aor)shop
5.':. $ff0the0Bob training
5.';. $n0the0Bob training
5.'<. Ienues and facility
5.'%. 1atering
5.4&. Transportation
5.4'. Accommodation
5.44. 1oordination for e-ternal courses
5.45. .usiness strategy/ procedure/ and policy development
(3 +ac)aging
(.'. Training handouts or material including
(.'.'.'. "ntroduction letter
(.'.'.4. Training eti*uette
(.'.'.5. Agenda
(.'.'.(. $utline and obBective
(.'.'.8. Trainer profile
(.'.'.:. Training handouts
(.'.'.;. +resentation
(.'.'.<. $ther useful resources and handouts
(.'.'.%. 1.E trainings during the year
(.'.'.'&. 1.E team members and their contact details
(.'.'.''. 1.E services list and application form
.istri)ution channel plan
The product @training course3 will be delivered during the demand for specific number of attendees @minimum '& attendees3.
7owever one0to0one training is also provided upon special re*uest and demand also dependable upon trainer availability.
The channels for mar)eting will be2
1.E team members mar)eting locally for targeted private or public sector
1.E will hire e-ternal source before two wee)s of the course in case of not filling the seats available
The customer can attend similar course scheduled free of cost if not meeting the training effectiveness passing for :&E that is
ta)en place immediately after the course. "f the course is not scheduled within the ne-t : months the customer will be offered for
pay bac) system or select other alternative course.
All the courses are updated continuously for update information delivery as per the mar)et trends and changes in the wor)ing
environment/ technology/ or other advanced areas identified.
The overall distribution of mar)eting plan in terms of internet will be through emails and website @under development as a part of
proBect3.
Pricing decisions
+ricing is reasonable covering only cost or e-penses of the courses. +rice range is2
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page , ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
1onsultancy 8&&& 0 8&&&&
Training courses 4&& 0 5&&&
Aor)shop 8&& 0 8&&&
$ff0the0Bob training '&&&& per month
$n0the0Bob training 5&&&& per month
1omputer 6ab '48 per hour @'5 attendees3
6ecture venue '&&& per day
1atering 4&& D e-penses or *uotation
Transportation H#ubBect to location
Accommodation HRAK 5&& 0 :&&
1oordination for e-ternal courses '8&& per course
"usiness strategy' procedure' and policy development
"n the competition for pricing not all education or )nowledge providers ma)e available for the above mentioned list of services2
$ff0the0Bob training
$n0the0Bob training
1omputer 6ab
6ecture venue
1atering
Transportation
Accommodation
1oordination for e-ternal courses
"usiness strategy' procedure' and policy development
The discounts that will be provided to our customers are group/ special/ and sponsorship. The importance of price for each course
is to cover all the e-penses incurred for running it2
Advertising
#alesperson cost
1ourse material production
Trainer fees
E-ternal venues @if any3
Accommodation
1atering
All the above is important to overcome from business loss for running effectively and avoid e-cess pay without income
generation.
The payment structure is as below2
$n site registration2 cash/ or che*ue
Registration via email2 sent cash/ che*ue or ban) > wireless transfer
Promotional Plan
The mar)eting promotion strategy for 1.E is conduct promotional activities within the budget approved and to target as much
effective in*uiries with total satisfaction in response.
'udgets
The initial startup for mar)eting promotion is estimated to AE? 5&&&& for 4&&; @public seminars that will conducted from
summer onwards3 as per the *uotations and proposals received from advertising companies and professional trainers.
Evaluation and Control
Upon completion of seminars and mar)eting plans it will evaluated as per the below targeted awareness media2
'3 #urveys @RAK FTZA staff members/ RAK FTZA companies and RAK private or public sectors3 C registered attendee@s3
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page - ! (
ITTIHAD UNIVERSITY, COLLEGE OF MANAGEMENT AND INFORMATION SYSTEMS
Student Name: Zubaidah Abdul Rehman Al Din, 20042080
Course: Marketing
43 +ersonal #elling C registered attendee@s3
53 #alesperson C registered attendee@s3
(3 Advertising companies C registered attendee@s3
All the above after evaluation develops a targeted registration will be aggressively carried on for 4&&< year.
7owever/ the budget will be controlled and assured that all the e-penses are covered and profits are gained to start effective
functioning of mar)eting ne-t year.
Conclusions
The aggressive cost effective mar)eting plan will result in2
1ommunity relationship within the country
Awareness in all the emirates in UAE
Targeted different categories of customers
.enefiting and ta)ing advantage of courses and as a certified center for prometric test
Finally there will be an image development for RAK Free Trade Zone Authority for its clients and investors and develop itself as
a reputed education and training provider.
'i)liography
Training 1ourses attended
!ertificate in (trategic Marketing )raining !ourse
o '80Apr0&:
o RAK Free Trade Zone Authority/ RAK/ UAE
!ertificate in "asic Marketing *noledge + (kills )raining !ourse
o &409ar0&:
o RAK Free Trade Zone Authority/ R. A. K./ U. A. E.
!ertificate in ,nformation re%uired for (u&mitting "usiness -lan or .pplication
o &(0Aug0&(
o RAK Free Trade Zone Authority/ R. A. K./ U. A. E.
!ertificate in (ystem Of Marketing / -rocessing
o ':09ay0&(
o RAK Free Trade Zone Authority/ R. A. K./ U. A. E.
!ertificate in 0.* $)1. - O&2ectives
o '409ay0&(
o RAK Free Trade Zone Authority/ R. A. K./ U. A. E.
E-ternal courses training materials2
'3 Essentials of 9ar)eting J +reparing an Effective 9ar)eting +lan/ #pearhead Training/ ?ubai
43 The 9ar)eting +oc)etboo) 0 KLMNOPQ RSTPQ RSOU/ Feil Russell0Gones
53 9ar)eting Tool Kit 0 An Encyclopaedia of Fresh/ Tested 9ar)eting "deas/ Fic) Robinson
Marketing Plan: Center !r "#$ine$$ E%&ellen&e Page ( ! (