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Strategic Marketing Plan - Jehad Alrefaie

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Strategic Marketing Plan - Jehad Alrefaie
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       1  Table of Contents  PROJECT SUMMARY   ................................................................................................................... 2    ANALYSIS OF MARKET SITUATION  ................................................................................................. 3   Problem assessment  .................................................................................................................................. 3   PESTEL ANALYSIS  ....................................................................................................................................... 4   3C ANALYSIS  ............................................................................................................................................. 6   3 C ’ s of Marketing Strategic Concept:  ......................................................................................................................... 6   MARKETING STRATEGY FORMULATION  .......................................................................................... 7    1-   STP (Segmentation, Targeting and Positioning)  . 7   1)   Market Segmentation  ..................................................................... 7   CUSTOMER SEGMENTATION  ........................................................................................................ 7    2-   Unique Selling Proposition (USP) of New Life   ............................................... 8   3-   SWOT analysis  ......................................................................................... 9   IMPLEMENTING STRATEGY THROUGH THE MARKETING MIX   .............................................................. 9   o   PRODUCT  ...................................................................................................... 9   o   PRICE  ................................................................................................................. 10   o   PROMOTION  ............................................................................................ 10   o   PLACE  ............................................................................................................... 11   o   PEOPLE  ............................................................................................................ 11   o   PROCESS  ........................................................................................................ 11   o   PHYSICAL EVIDENCE  ......................................................................... 12      2 PROJECT SUMMARY The project is an economic empowerment project for Syrian refugee entrepreneurs, in Turkey, that aims to motivate them to enter the entrepreneurial world effectively and to create ideas, pilot projects, and start-ups that are competitive and sustainable in the labor market. Statement of Mission: We are here to support and assist Entrepreneurs of Syrian Refugee in Turkey to transform their ideas and experiences into successful projects and create Entrepreneurship environment support refugee to lead and develop their community. The project will offer a safe incubation environment for Syrian Entrepreneurs in Turkey enabling them to: 1-   physical space to develop their projects, present products, and meet the potential customers, suppliers, and partners. 2-   The online platform that targets at providing online merchants and entrepreneurs a platform to present, market, and sell their goods and products that can be constructed within 10 minutes. 3-   Build their capacity in entrepreneurship skills: Entrepreneurship Concepts, Entrepreneurship Models, Business Model, Theory of Social Change, Marketing and Resource Mobilization Investment Means, Feasibility Study and Budgeting, Starting-up and managing small business, Communication skills, time management skills, prioritization and personal planning, Problem solving and decision making. 4-   Networking business associations and other business incubators, exhibitions, Entrepreneurship competitions, and other successful entrepreneurs to contribute to getting fund, and transfer experiences and lessons learned. 5-   Offer legal supportive mentorship to enable the entrepreneurs to obtain the necessary licensing and request approvals from Government authorities. How to register small business incentives for projects of the Turkish government Tax and work permits and Refugee's rights in Turkish law. Questionnaires will be designed to identify the training needs, the current economic and living situation of the target segments.    3 ANALYSIS OF MARKET SITUATION Problem assessment   There are many Syrian refu gees’ women and men in Turkey who have ideas for business or experiences in various aspects related to handicraft, cooking and other skills. A large proportion of refugee have university degrees in various fields. Those generally find employment opportunities very difficult, with jobs limited to a certain percentage of refugees, especially men, without most women having access to employment and earning a living. In a strange country with a different language and laws, opening a private business for refugees is very difficult and risky for men. For women it is more difficult, making most refugee women reluctant to enter the entrepreneurial and entrepreneurial world. Most of those have a big challenge to convert their ideas into private business, for many reasons such as: -The marketing knowledge and tools -The legal knowledge about the laws of open companies, work permission, etc. -Limited financial capacity -Availability of physical or virtual location for presenting, marketing and selling their products and services. -Skills, tools, and knowledge about Entrepreneurship and how we can launch and manage own successful business. Entrepreneurship and small business are considered as one of the fields that attract young people generally. "Ten challenges faced by entrepreneurs when creating start-ups or moving businesses into new countries: Travel Restrictions - Complex Regulatory Policies - Banking & Financial Services Limitations - Struggle For Living Stability - Limited Funding And Investing Options - Language And Cultural Barriers - Psycho-social Background & Trauma - Social Exclusion - Unfamiliar Business Environment - Uncertain Future " (ENTREPRENEURSHIP IN EXILE, Insights into Syrians Startups in Host Countries) (Ahmad Sufian Bayram, 2018).   "64.4% of startups interviewed didn’t register their businesses due to the complicated registration processes in their host countries. Over 50 percent of Syrian entrepreneurs wait until their businesses pass the seed stage. capitals don’t know that these entrepreneurs exist  in the first place and have no way of knowing more about them in a way that allows them to offer support; 2) when Syrian entrepreneurs pitch their concepts, they often fail to attract interest in their business plan in new markets (this is usually the result of underdeveloped PR, marketing, and business development skills); 3) entrepreneurs cater to the Syrian market exclusively and fail to investigate international aid organizations do not seem to prioritize entrepreneurship in their services." (ENTREPRENEURSHIP IN EXILE, Insights into Syrians Startups in Host Countries) (Ahmad Sufian Bayram, 2018) "In Turkey, 40 percent of Syrian SMEs mentioned the language as the single greatest challenge facing their business. Cultural differences add more factor to the challenges faced by entrepreneurs in communicating and connecting with peers, particularly for those who are unfamiliar with the local norms of their new host country. They often face problems when trying to understand the market." (ENTREPRENEURSHIP IN EXILE, Insights into Syrians Startups in Host Countries) (Ahmad Sufian Bayram, 2018). Nowadays, setting up an e-commerce platform is expensive and hard to initially acquire, in addition to securing shipping methods is relatively hard to set up in the beginning. A lot of entrepreneurs are now relying more on social media outlets, such as Facebook and Instagram, to sell their products, without having a legitimate website for their products which is considered inefficient.     4 PESTEL ANALYSIS Political One of the political strengths in Turkey is that the government have policies on liberalization. Turkey is supporters of liberal trade and investment policies which allow open trade between different countries. One of the important factors in Turkey is the municipalities that have special policies to support investment and develop the cities they supervise, as well as trade agreements to encourage exports to other countries such as Qatar, African countries and others Recep Tayyip Erdogan was re-elected for a second presidential term in June 2018, completing the transition towards an executive presidency. Turkey has large external financing needs and its private sector is resilient but highly indebted in foreign currency; the country is therefore highly sensitive to turbulence on global financial markets. The government is trying to curb the weakness of the economy and the lira but will face difficulties to restore foreign investors' confidence. After the country's political system is transformed into a political system and presidential and parliamentary elections are held, Turkey is expected to see a period of political stability stretching back to 2023. However, on the other hand, there is ongoing political polarization between the ruling party and the opposition parties. This is mainly reflected in the position of the political parties towards the Syrian refugees and is used as a pressure card in any election or political battle. The recent elections have shown on more than one occasion a close proportion of popular support for both the ruling party and the opposition parties (50%-50%). The issue of the work of the Syrian refugees is linked to the issues of Turkish and Syrian political rivalries, and Turkey's internal political rivalry between political parties. Turkey, like the European Union, especially Germany, imposes large taxes on commercial and industrial enterprises, some say that the government is a partner of traders in their business through taxes and fees imposed. On the other hand, government policies, especially in recent years, have greatly encouraged investment, industry and export. There are incubators for entrepreneurs to support creativity and innovators and to develop the entrepreneurial sector. One of the current political challenges in Turkey is the great political problems in the Middle East and the great tension in the Syrian arena, and the polarization among Iran, Russia, and America are all factors that directly and indirectly affect the Turkish economy and the investment environment in Turkey. Another important factor that is worth mention is the government laws for e-commerce businesses Where many restrictions are imposed to guarantee of buyers' rights   Economical   Turkey has experienced an economic boom over the last ten years with economic growth rates and export growth. However, over the past three years and as a result of many domestic and regional political factors, the Turkish economy has lost much of its strength, and the exchange rate of the Turkish Lira has fallen significantly over the past year, which has negatively affected the economy. The Turkish economy is suffering from low growth rates, high inflation rates, and an ever-increasing unemployment rate. Interest rates also rose this year ,which affected the movement of buying and selling and raw material prices. However, Turkish exports continue to rise, in addition to high incomes from the tourism sector and services, with a strong demand for investment and purchase of property by citizens of Asian countries, especially the Arabian Gulf. Turkey's economic policy continues to support domestic industrialization, agriculture, export, innovation, and entrepreneurship to support Turkish products and strengthen the local economy. Turkey is highly dependent on mineral oil and products import, which is one of the main challenges. If oil prices increase, it directly affects the country’s GDP. Turkey’s GDP is mainly driven by consumption, spending, and expenditure. Turkey has strong international assessments of the business environment. Turkey has Development Goals which provides direction for prioritizing capital expenditure, encouraging private investment for nationals in the private sector. One of the current economic challenges in Turkey is the current volatile economic situation associated with the volatile local and regional political situation, and how the business environment can maintain its growth under these difficult conditions, especially in terms of sharp changes in the currency exchange rate   Social Technological
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