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EXECUTIVE SUMMARY
We have given the final project of Marketing for doing this project, we have to select a good or service. We selected the service that is Student Consultancy firm. The name of this firm is RISING PROFESSIONALS. The firm providing services to those students who are confusing in choosing there career. And they want to get higher studies but within Pakistan. Our sustainable competitive advantage is that we are guiding the students for their studies who want to get higher education but within Pakistan The management system of our firm is decentralized every person is authorized in his or her department and all the decisions are taken through the mutual consultation of all the members. The firm providing the services to the students that are: guiding them for their further studies, training services and helping them in selecting the career. The customers of our product are students of Matric, F.A, B.A, Olevel and A level. And the other students who need guidance for further studies. We first do customer and market analysis before starting the business. After doing the analysis we are starting the firm according to the needs and requirement. We are providing our services in the well establish area. We select the price on the basis of our services that we are providing. For the promotion of our product we do Sales Promotion activities, Direct Mailing and make Public Relations. We also make the advertisement for our product.

Mission Statement
Our mission is to excel in providing excellent for Pakistani students to upgrade their normal career into productive career through training, research and so on. We are committed to developing human capital by sharpening creative thinking of individuals

Vision Statement
Our firm has a single-minded focus, to guide students to the best possible schools, thus enabling them to build their future. We are the stepping stones to your future and remember your success is directly linked to our success

Introduction
The main focus of our company is to provide student consultancy to those students who dont have any guidance or they are confuse to choose their future careers. We are providing them local services according their liking and disliking and to help them out for strengthening their career in best possible ways. Our main focus is to provide them consultancy services within Pakistan so they can utilize their knowledge by interacting different firms in Pakistan.

MANAGEMENT STRUCTURE:

Nayab Nayab Mehfooz Mehfooz Administration Administration Deptt. Deptt. Agha Ahmed Agha Ahmed Hasan Hasan Marketing Marketing Deptt. Deptt. Fahd Saeed Fahd Saeed Research && Research Development Development Deptt. Deptt.

All All Decisions Decisions

Hira Hanif Hira Hanif Finance Deptt. Finance Deptt.

Mujtaba Sadiq Mujtaba Sadiq Sales Deptt. Sales Deptt.

Every person is authorized in his or her department and all the decisions are taken through the mutual consultation of all the members. All the subordinates work under the above mentioned management which is not centralized.

Customer Analysis
We have done customer analysis and we got rough perception from the public that how much these kind of firms are needed in the society. We got the analysis that most of the students belong to Engineering and Commerce and they would like to choose these fields. Most of their parents belong to professional fields i.e. Engineering, Banking, Teaching and they are agreed to avail this service. They dont know the compatible environment outside their institutions. So we are going to provide them knowledge about that compatible environment. Their perception is very much important for our progress. According to us their buying decision is dependent upon some factors e.g. their location, their family references, their residential areas e.t.c. Their income, age group, their occupation, their geographical areas is very much important for their buying decision. Our charges would be enough which will suite every category of the customer. As our target market is the young student or teenagers so we have to keep in mind all the points regarding the demographic conditions. Their psychographic conditions regarding their attitude, their personality and their class consciousness are the psychological factors that can influence their behavior so we have to keep in mind their all psychological aspects. Buyer motivation is another point we have to keep in mind while defining or designing our strategies. What the customer want? How do they be motivated towards our services? What would be their preferences towards our company? We have to keep in mind all these factors

Competitor Analysis
We have also done the competitor analysis and we have seen that there are no direct competitors because all other firms are providing overseas services but we are providing our valuable guidance in Pakistan. So analysis has shown that some indirect competitors do exist in the market.

SWOT ANALYSIS
We have done the swot analysis of our company. We found different points regarding the strengths, weaknesses, opportunities and threats. These are as follows

STRENGTHS:
The strengths of our firm are not of high standards but our firm is strong in the form of price, in our sustainable differential advantage in our management team e.t.c.

WEAKNESSES:
The internal weakness of our consultancy firm is that we are new in this business. The people do not know about our consultancy firm because is newly establish firm.

OPPORTUNITIES:
We have stronger external opportunities because our differential advantage is strong as compare to our competitors. The chances of growth are better in the external environment.

THREATS:
We are new in the firm so there are many weaknesses in the firm. This is the external threat for our firm. Another threat for our organization is that our competitors are very

strong and they have enough experience in this field. The other consultancy firms that provide abroad services are the biggest threat for our organization.

MACRO ENVIRONMENTAL FACTORS:

There are many macro environmental factors that can affect our firm positively and negatively. These factors are as follows

ECONOMY:
Our economy is the mixture of many discrepancies and many ups and downs. Now a day our economy is suffering with many difficulties such as inflation. Low GDP growth, competition and many other factors. According to them a firm like ours that is student consultancy firm can be a helpful part for the progress of economy. As we are providing students the complete career guideline with in Pakistan. So if they become a right person then it would be beneficial for the economy and the country.

LEGAL:
There are many legal formalities which we have to fulfill while establishing our firm. These legal formalities are very much important for our firms recognition. But some difficulties are also there because a lengthy procedure is involved in this case. And if any change occurs in any legislation then our firm has to adopt it or unable to adopt then it would be difficult to progress in the market. In this many complications are occurred. But this can make our firm secure.

GOVERNMENT:
Govt. has very important impact on our firm. The main aspect is the imposition of taxes. Govt. Day by day changing of policies that can be a bad factor for our firm. If govt. changes any policies regarding our student consultancy firm then we also have to adopt them. And making changes so efficiently for a newly established firm is very difficult job because it affects our cost policy also.

TECHNOLOGY:
Technology is also very effective for our firm. New technology like computer soft wares where we can put all our data would be very useful. We can also use any other technology.

ECOLOGICAL:
Ecological factors like environmental; factors are very effective for our firms working. E.g. bad factors like pollution, noise, terrorism all can create tension in the customers mind and they can be affected severely.

SOCIOCULTURE:
Socio culture factors like our culture, values, traditions and norms can be influential factor. If any of them restrict our firms nature then we cant continue our business so we have to keep in mind all these factors.

SUPPLY CHAIN:
Our supply chain includes our personal relations. Because service oriented firms are mainly dependent on the promotion made by our personal relations. So we have to maintain our supply chain strong. If this breaks then it would be harm ful for our firms business. So our relations should be strong and long lasting.

CURRENT SITUATION INTERNAL

Company Resources: Financial People Time Skills Financial:
Financial resources are the important for the organization. We are new in this business so at the initial stages we required enough money to invest in it. The financial resources of our firm are. First we invest in the business our personal investments and also take loan from SME (Small Medium Enterprises).

People:
It is the newly establish firm, we are not hiring below level staff because the firm is at initial stage. We have not sufficient funds for bearing such extra cost. So the owners of the firm are working as employee.

Time:
The accurate setup of time is very important for any firm. It is according to the nature of business. The working hours of our firm are 9a.m. to 6p.m. This timing is according to our area and its also suits the student.

Skills:
Skills are the ability to apply knowledge and use know-how to complete tasks and solve problems. Workload: a quantitative measure of the learning activities that may feasibly be required for the achievement of the learning outcomes (e.g. lectures and seminars, practical work, private study, doing job efficiently...). All 9

we know that skills are important for doing any job. We assign the jobs according to the skills of the person. For example if the person has good marketing skills, we assign him the marketing job. And according to the skills we assigned all the jobs.

SUMMARY OF SITUATION ANALYSIS

External threats External Opportunities Internal Strength Internal Weakness Key Success factors in the industry Sustainable Competitive Advantage External threats:
In the analysis of competitors and environment external threat is the important part. It affects the organization working. The weaknesses of our firm are the strength of the competitors. We are new in the firm so many weaknesses in the firm. This is the external threat for our firm. Another threat for our organization is that our competitors are very strong and they have enough experience in this field. The other consultancy firms that provide abroad services are the biggest threat for our organization.

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External Opportunities:
We have stronger external opportunities because our differential advantage is strong as compare to our competitors. The chances of growth are better in the external environment.

Internal Strength:
The strength of the firm is that it is not the high standard firm but our firm is strong in the form of price, sustainable differential advantage, team of management etc. Our important strength is our sustainable competitive advantage (SCA).

Internal Weakness:
The internal weakness of our consultancy firm is that we are new in this business. The people do not know about our consultancy firm because is newly establish firm.

Key Success factors in the industry:

A successful people partnership is a coherent set of people systems and processes that reflect the business environment, the enterprise strategy, and organizational values. Each one will be unique to an organization and its employees, but there are some key principles that are common to all the companies that are exploring the New People Partnerships.

Sustainable Competitive Advantage (SCA):

Sustainable competitive advantage (SCA) allows the maintenance and improvement of the enterprise's competitive position in the market. It is an advantage that enables business to survive against its competition over a long period of time. Our sustainable competitive advantage is that we are guiding the students for their studies who want to get higher education but within Pakistan. We guide the students for their future studies within Pakistan.

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Marketing Research
Information Requirements
For the purpose of marketing research, we required the information that is it the need of the students and what type of services they are required and what is there perception about the current student consultancy firms. How much they are aware about the student consultancy firms. Consumer perception was necessarily required.

Research Methodology
For the purpose of the research, we made a questionnaire and filled it by the students of F.C College and Punjab College. They were all the intermediate (F.A, Fsc. A-level) students as they are our main targeted students.

Research Results
We analyze from research that it is the better services which should be provided to the students, who can not choose their careers easily and are not aware about the compatible environment outside the organization. More than 80% percent were in the favor of this kind consultancy firm.

Market Design
We have analyzed that the current situation is suitable for our product. If we want to extend our product in the future then there is a chance of growth of our product.

Market Research
It has shown that over all student consultancy industry is growing now a day. It is on growing stage, there is a chance of increase in the industrys market share.

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Marketing Strategies (Product):

Product Mix:
We have selected Positioning as Marketing Strategies and selected Positioning in relation to competitors from Positioning Strategies. This strategy means that we have some very strong Differential Advantage and we can directly compete with our indirect competitors and position our services directly against the competitors. We have a strong differential advantage of providing the students consultancy to choose them their best careers as there is no firm is providing this kind of services.

Product Life Cycle Management:

Our product is at the introductory stage and by the market survey on monthly basis we can say that our product would be in the growing stage soon and this is the stage where we can introduce our new service also.

Brand Name, Brand Image and Brand Equity:

RISING PROFESSIONALS
RISING PROFESSIONALS is a combination of two different words which means to rise as a professional. We are using it according to our companys business that will

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help the students in choosing their best careers as a professional. Our brand name will attract the students to become a professional.

Product:
Our product is service as well as augmented. We will provide the services to the students in choosing them their best careers so it is augmented.

Marketing Strategy (Promotion)

Promotional Goals:
For promoting our service of consulting firm, we have divided our promotion into two parts which are as follows.

Above Line Promotion:

In this promotion, we have decided that we will use Print media for promoting our service. In this regard, we will issue Brochures and give advertisement on newspaper.

Below The Promotion:

It is such kind of promotion in which our consumers (students) is unaware that promotion is taking place. By keeping in mind our services, we have decided to promote our service through following tools Sales Promotion Direct Mailing Public Relations

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o Sales Promotion
For Sales Promotion, we have decided that first 25 students who will gain our supreme services, a discount of 25% would be given to them.

o Direct Mailing
Mailing is also a major tool for the awareness of anything. In this regard, we will choose random E-Mail addresses and will send them an E-Mail which contains our Vision and Mission Statement and also a brief introduction of our services.

o Public Relations
To build contact with someone is very important. Public relations consultants focus on building relationships with all the 'publics' of an organization. They are effective communicators who are adept at problem solving, able to see multiple points-of-view, and are calm even in the most hectic situations. So for this we will expand our relations which help us in the promotion of our consulting firm.

Marketing Strategy (Distribution)

Geographic Coverage:
We have selected Siddique Trade Centre for governing and controlling our organizations operations. We have selected this place because this plaza contains large business family. Offices of different firm are located there. So according to us, it is a right place to earn bread and butter.

Distribution Channels:
Distribution channels regarding our service are mainly the personal relations of every member of the firm. These relations are very much important for the promotion and distribution of our product. As these can widely spread information among their references.

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MARKETING STRATEGIES (Pricing)

We as a RISING PROFESSIONALS Student Consultancy Firm are representing a group of well-reputed student consultancy firm. We provide absolutely services to students who wish to study with in Pakistan and want some guideline place the right students in right courses at right institutions. We are regional representative for various colleges and universities. Therefore some charges are made to students for any services provided by our organization. This includes seminar presentations, personal counseling, and evaluation of qualifications, advice or recommendations, actual placement into an appropriate institution, assistance in making the student application, preparation for student interviews.

By Geographical market:
We would do our marketing in the Schools and Colleges because our main focus is the young students who want some guideline about their career. We would do our marketing in the institutions of established area like GULBERG, DEFENSE and CANTT.

MARKETING STRATEGIES (Price):

We set the price of our services up to Rs.10, 000. We are charging this price according to our services which we will provide to all the students and everyone can afford it easily. The customer can get commendable services from us.

Pricing objectives:
Our main objectives are to provide best services to our customer and for the best services we have to incur some cost and to cover that cost we have set a definite price which is suitable to our services provided.

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Pricing Method:
We set our price after including our cost plus demand of the services and after calculating the competitor indexing. We calculate this after consulting all the steps and set a reasonable price for the customer.

Pricing Strategy:
As our consultancy firm is new in the market so we set price low as compare to other competitor. Our main focus is to provide the best services to the customer.

Discounts and allowances:

We provide 50% discounts to our first 25 students. And some allowances and initial facilities like free spoken English course of one week free interviewing training session e.t.c. will also be provided to the initial customers.

IMPLEMENTATION:
ASSIGN RESPONSIBILITIES:
Every member is given his or her responsibilities according to their designations. They would perform as the heads of every department and they have the obligation to encourage their subordinates so that they can perform their job very well.

GIVE INCENTIVES:
At the commencement of the business no extra staff will be hired but as the time passed further employees are hired if we expand our business in future. And then the incentives and perks are offered to them according to their performances.

TRAINING ON SELLING METHODS:

Training will be provided to the staff members so that they can perform their work effectively and efficiently. They will be trained according to the objectives of the company.

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APPENDIX

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