Marketing and Sales Zarrar

7/21/2019 Marketing and Sales Zarrar

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Alfalah Exchange Company

Marketing and sales in Alfalah Exchange:

his presentation provides through understanding of Afalah Exchange sales and

marketing strategies and also past campaign and nally future strategies of

ales and marketing which hopefully can provide better understanding to

veryone here regarding future strategies so that one day Alfalah exchange

ompany can see glory which current General Manager Mr !hakeel Ahmed

"han# directors of the company and board members have vision

$ne person from each branch in collaboration with branch manager is

esponsible for marketing and sales for that particular branch %ow procedure is

s such that one person from each branch is responsible for carrying out sales

nd marketing strategies which include distributing &yers# educating customers

dentifying campaigns for '(! )f assigned sta* thinks that there is potential of

etting big company with employees of more than +,# so he calls marketing

manager# who then after coordinating with that sta* personally visits the

ompany $ther than this if for example he indenties a potential location for

ew branch again in collaboration with marketing and sales manager they

repare complete feasibility study for that location estimating break even and

other cost and benet analysis

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Main

ranc

Sharja

h

Ajman

Branc

Deira

Branc

Hamd

an

AD

Airpor

Musaf

ah

Al Ain

City

Al Ain

Sanay

Sajaa

Branc

Hamee

m

Al Awir

Branch

Marketing and Sales in

Alalah


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MA!"E#$%& S#!A#E&$EShe market pretty much in case of exchange business is like a battle eld#

where a constant war takes place )n order for battle to be won# di*erent

trategies on how to attack or defend are designed Many exchange companies

re in this battle eld and they are continuously formulating marketing

strategies that best position it against its competition

Competiti'e ad'antage

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)riceDi*erentia

tion

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tionocusocus

+'erall

Cost

(eadersh

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Competition

Marketing)rogram

Competition

Marketing)rogram

SegmentSegment

12AED12AED +pening,ranches

where no one

else has gone

,efore

+pening

,ranches

where no one

else has gone

,efore

#argeting

(a,or

#argeting

(a,or

Al Ain

Sanaya

Al Ain

Sanaya

-)S

Companieswith

minimum

./

Employees

-)S

Companieswith

minimum

./

Employees

Economic

s of

Scale

Economic

s of

Scale


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ccording to the role a company plays in the market place# it can make certain

strategies which involve maintaining or strengthening its position

How we can make Alfalah market challenger

$#1-ust in time approach can win the heart of customers This can be achievedy having strong ties with the corresponding bank so that remittance can reach

as .uickly as possible

osition Defense1/old on to current position by building fortication around

he company0s markets This is the most basic defense but it only works rarely#

or example 1eira# A2man# !har2ah# and Main 3ranch %ow in all these areas weneed to open new branches maximi4ing prots to the limit

ontraction Defense1)f it is no longer possible to win battle over your

ompetitors# than it is best to withdraw from peak positions

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A(A(AH E2CHA%&E

Market

5eader

Market

5eader

ChallengerChallenger 6ollows6ollows /itcher

A(A(AH E2CHA%&E


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Marketing Mix for Alfalah Exchange

Marketing Mix

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)(ACES

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)rice)rice

(akistan )ndia 3anglade

sh

3anglade

sh

%epal /abib

American

(hilippine

s

!3(

)ncentive

s

12AE1 12AE1 12AE1 12AE1 40AE1 12AE1


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Strategies for Alalah to challenge its competitors

rontal Attack

n frontal attach Alfalah can challenge its competitors on its products#

dvertising# pricing and distribution e*orts As far as products are concerned we

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ave to increase our products life# for example we can have air ticket booking#

nsurance# &ash remit etc !pend more on advertising# we should have more

ranches network As far as pricing is concerned we have already reduced our

charges for most of the countries to 78 AE1

lanking attack

ere we can attack their weakness the best attack on their weakness is by

educing the prices of products and that0s Alfalah has done already

Encirclement Attack

ttack the competitor from all fronts so that it will have to protect itself from

every direction

A(A(AH E2CHA%&E MA#!$2

Al Ain Town Center BranchAl Ain Industrial Area Branch

Mussafah Branchan

Al Awir Branch

Main Branch

Sajaa BranchAjman Branch

Sharjah Branch

Deira Dubai Branch

International Airport Abu Dhabi Branch

Hamdan Branch

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Stars

ere we have taken those branches which have potential to become cash cows

or the company All three branches mentioned in star are in high market share

n fast growing industry 6or example newly opened branch Al Ain )ndustrial

ave high potential of having almost 9,,, '(! companies as no other

exchange company is in that vicinity

Cash Cows

ere ) have taken those branches which have high market share in a slow

rowing industry These branches are typically generating cash# for example

eira 1ubai is in mature market and every other exchange company would be

hrilled to own as many as possible

3uestion mark

hese branches are consuming cash from the company like Mussafah and Al Ainown center branch These branches have potential to become a star

Dogs

ranch mentioned here is on breakeven ie !a2aa and target here is to make it

ash cow for the company and within 9 months we are hoping to convert dogs

nto cash cows

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Market segmentation:

$rgani4ations that sell to consumer and business markets recogni4e they

annot appeal to all buyers in those markets or at least not to all buyers in the

ame way 3uyers are too numerous on the other hand companies wary widely

n their abilities to serve di*erent segments of the market thus# rather than

rying to compete in the entire market it should identify the parts of the market

which it can serve in the best way

&eographic

is dividing a market into di*erent geographical units such as nations# states

ountries etc in case of Alfalah we have branches in ve emirates other than

as Al "haimah and ;mm Al


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ere Alfalah should target labor class# 3achelors and those married man who

re supporting their families in their respective countries 6or this there are

many labor camps where we can make our present through mobile van

(ife Style

he goods that consumer buy express their life styles 6or Alfalah it is

customi4ed methods for individual companies

)ersonality

lfalah can use personality variable to segment markets giving products

ersonalities that correspond to consumer personality 6or example many

ndians# are using western union as way of sending money to )ndia# becausecustomer wants to pay extra money for convenience

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Marketing and Sales Zarrar