Sabana Consulting

 

PROCESS OF DEFINING, ANTICIPATING, CREATING AND FULFILLING CUSTOMERS NEEDS AND WANTS PRODUCTS AND SERVICES.

 

 

CUSTOMER ANALYSIS

 

 

The costumer analysis is very important in the marketing plan because it help us to know who are costumers are and what are their wants. It deals with the customer segments that the company is going to take care. The analysis must be based inidentifying the target customer, identifying the needs of the target customer and based on those two will be satisfied by the companies’ services. 

 

Using this survey with 15 questions we can analyze the answers of 107 potential customers and identify their needs and wants:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• Companies don’t have preferences between hiring men or women,

• Companies prefer to hire people between 26 and 31 years old.

• Companies prefer to hire a person with at least professional education.

• Companies focus on hiring people with good education, skills and experience.

• The lack of skills is very important at the time of hiring.

• Most companies use their own area to hire employees.

• Most companies use recruiting companies because of time and the variety of profiles.

• Most companies use recruiting companies for middle administrative charges in the company.

• Most companies hire employees for indefinite and defined time.

• Companies consider confiability a very important factor for using a recruiting company.

• Most companies have not had bad experiences with recruiting companies.

• Most companies don’t use recruiting companies because they send the adequate person for the job profile and costs a lot of money.

• Most companies are willing to pay up to 15% for a non-experienced person with professional studies.

• Most companies are willing to pay between 10% and 15% for a person that will work on an operative charge.

• Level of experience affects the payment for the recruiting company.

 

SELLING SERVICE

 

​Advertising:  

 

Advertising is always present is the communication between the seller and the user, in Sabanas consulting advertising is one of the most imp.ortant keys, the company will use via television, newspapers, magazine, internet and posters.

 

 

 

Web page:

 

This is the main way of communication Sabanas consulting will use, in this platform the person in charge will publish all the content and information the worker need to apply for the interview. This page will be updated once a month

 

 

 

 

Social networks:

 

Nowadays these channels of communication are ways that effectively catch people attention, Sabana consulting will use Facebook, Twitter and YouTube, and will publish frequently photos, comments, videos and update information. We also want to generate a two-way communication with the costumer to get feedback to know what they think about the service.

 

 

 

 

 

Email Marketing:

 

Having a database with all the people that is looking for a job is easier to send personalized mails to them  giving them actualized information, tips, facts among others.

 

 

 

 

SERVICE PLANNING

 

The service planning of Sabana Consulting involves some activities in which we are going to offer an qualified service to give customers a good experience, while we supply the needs of search the best job profile of their companies.

 

Test marketing:

 

Sabana consulting used an effective technique in order to know more what our customers need, to offer a focused service in which the clients be satisfied, so the entering to the market would be right. The test marketing was developed with a survey made by more than 100 people of Bogotá and some colombian cities, in which we look entrepreneurs, traders, freelancers, and every person that can request services and will need any kind of job.   With survey we expect to become acquainted about what are the most important aspect whether personal and profesional at the moment to contract someone, what percentage they are willing to pay, what are the types of work that most required and which ones are willing to search through an external consulting firm.

 

The obtained of some of this results:

 

• The education is the main feature at the moment of hiring people in a 27,1%. Followed by the experience with an 26,2% and abilities with 25,2%. And that the reliability with an 57%, is an determinant factor at the moment of selecting the worker, followed by the experience in a 26,2%.

 

• The most common recruiting method in companies is in charge the dedicated area with internal sources, with the 47,7%. The Internet job portals followed with the 35,5% and at last are the external consulting companies. We find that the reason that people dont use at first an external recruiting company is because they not choose the worker based on specified profile and the costs.

 

• We found that the possible consumers are willing to pay to a recruitment company the 15% of the first salary whether of hiring a person recently graduated or an operating charge.

 

• According to the results, one reason why they will use the services of a recruitment company is because of the availability of profiles in a 44,9%. And the types of jobs they will more ask in an external recruitment company are administrative middle levels.

 

 

 

 

 

 

 

 

 

Source: http://onlinebizstartup.com/wp-content/uploads/2015/06/Test-Market.jpg

 

 

Market positioning and Brand:

 

For the positioning of the brand Sabana consulting is focused on the  advertising by social networking and web pages, in which the company will be positioned being more known with the brand in order to start gaining market and entering to compete in the industry.

 

 

 

 

 

 

 

Source: http://www.evolucionmarketing.com/img/index/brand.png

 

 

Devise guarantees to the customer:

 

The devise of guarantees are esential importance because if our customer don't meet the expectations with the candidate recommended, the company wouldn't ask for our services in an second opportunity. So we offer the guarantee that if the customer is not satisfied with the services of the selected worker they can request a change in the period of the first month to three months .   For the company the word of mouth is very important specially at this initial stage because we need to get recognized in the market,  for this reason is necessary to improve everyday and do the best service for the customers.

 

 

 

 

 

 

 

 

Source: http://images.thelindenmethod.co.uk/layout/guarantee.gif

 

PRICING

 

• As we mentioned before, we expect to attain a 10% average fee of the annual gross salary of any hired employee

• We have referenced the market in Colombia and found an accepted range between 25%, down to 10%, being the more common a 15% fee.

• Nevertheless, we are considering a flexible range to negotiate our fees between 17% and 5%

 

 

 

 

 

 

 

 

 

• As our business continues to develop aligned with our objectives, we expect to increase the Revenue per Placement by the end of first operating year, to attain an average fee of 15%

 

 

MARKETING RESEARCH

 

Marketing research is the process of gathering, recording and analyzing of information about issues relating to the marketing good and services.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

These four factor (Product, place, price and promotion) are clue variables to evaluate the company and competitors, for this reason, we expect to analyse, determine and evaluate monthly our service in comparing to competitors, through social media, we can observe the customer need and the comments posted in our page.

 
Through those options, we will develop corrective actions to improve the company and also acquire a competitive advantage in compared to other organizations. All of this gathering, recording and analyzing data, performing numerous scales, instruments, procedures, concepts and techniques to collect information. 

 

COST/BENEFITS ANALYSIS