Advanced Linguistic Pontificators
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Advanced Linguistic Pontificators is in its first year of operation. While Daug is experienced in this field, this is his first foray in creating a seminar and training company. In order to gain sufficient revenue, it will be necessary to develop and implement a strategic marketing plan. The basic market need is for a high quality, effective seminar and training production company. This market need will be addressed through ALP's service offerings.
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ALP possesses good information about the market and the customers within. This information will be leveraged to better understand who is served, their specific needs, and how ALP can better communicate with them.
|Medium size companies||6%||6,234||6,608||7,004||7,424||7,869||6.00%|
|Large size companies||5%||2,107||2,212||2,323||2,439||2,561||5.00%|
Advanced Linguistic Pontificators is providing its customers with several different seminars and training courses for medium to large size companies. ALP seeks to fulfill the following benefits that are important to customers.
Advanced Linguistic Pontificators has observed two differing trends within the training industry.
These two patterns of behavior are fairly indicative of the differentiation between surviving or withering companies, and companies that excel.
Despite the growing recognition that cutting the HR budget during downturns is a counter-productive idea, in practice it is still quite common. Fortunately for ALP, the customers that Advanced Linguistic Pontificators prizes are the ones that are most likely to make it through economic downturns.
The national seminar/training industry has grown into a $987 million dollar industry in the last ten years. The last four years have seen a 4.5% industry growth rate. This growth can be explained by several phenomena:
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Advanced Linguistic Pontificators.
There are many different competitors in this space:
The competition is on a national scale. Being local is insignificant in this industry. Companies will fly a speaker in from wherever they are in the country. Buying habits are based on word-of-mouth referrals, reputation, topic/skill needed, availability, etc.
Advanced Linguistic Pontificators will provide medium to large size companies with training programs and seminars covering the subjects of advanced reading, stress management, and time management. The advanced reading course will teach speed-reading with increased comprehension and memory. Stress management will teach techniques to better deal with stress, and time management will teach methods to become more efficient with the limited amount of time that we all have.
The subjects will be taught in either seminar format or training program format. The seminar format is a presentation that concentrates on a specific topic. For the seminars, the audience just observes. A training program is like a seminar but with a twist, the attendees are not merely spectators but actual participants in the entire process.
Additionally, Daug will offer seminars to the general public. This will not be a targeted segment, but will be used to increase awareness of Advanced Linguistic Pontificators to drum up future business.
The following are Advanced Linguistic Pontificators' keys to success:
Advanced Linguistic Pontificators is still in the speculative stage as a start-up service provider. The critical issues that they face are the need to:
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