2. FIVE-YEAR MARKETING PLAN FOR
TREND ONLINE COUNSALTANTS ,
EXECUTIVE SUMMARY
Trend online is a company that seeks to provide all local
Zimbabwean and other African based companies with solutions to
their visibility online. Looking at the rate of technological growth
that is going on it is necessary for one to be considered visible on
the internet and Trend Online Consultant looks forward to be
providing such services in Zimbabwe and in Africa as a whole.
The company offer trainings and seminars to all its customers and
help them develop in the digital world.
3. DESCRIPTION OF THE COMPANY
Trend Online Consultants was formed three years ago by vibrant
entrepreneurs Tavonga M Zindonda and Tapiwa Karim . Tavonga
holds an Bachelors degree in business computer and
management information systems and was once employed at Air
Zimbabwe. Tapiwa is holds Bachelors degree in Law. The
company specialized in creating websites, do search engine
optimization, sells computer related products as a third part,
develops software's for companies, Develops mobile application,
does email and website hosting for any customers that it finds.
The company has six four employees two in marketing and sells,
three in development(Information and Technology) Department.
One in the Public relations and sixth one in Accounting
4. CONTINUED
TOC is a company that will help small, medium and large
business in Africa to be active and productive in terms of being on
the internet. This goal is going to be achieved through the
services the business Is offering such as E-Marketing, E-
Commerce, and many more.
The business does a research on the advertisement and sees
what is lacking for a business to be actively online and helps them
in proving that facility that it would be lacking this helps the
business (Client ) to save money on research as all the work is
done for them by TOC.
5. OBJECTIVES
Trend online would want to have dominated the online business
consultant as much as possible and we would want to grab 60%
of the market share when it comes to market share of marketing
agency is concerned.
We also want to be the leading brand in Africa by 2025 as we
looking forward to having branches in Harare, Lilongwe –Malawi,
Pretoria- South Africa, Zambia, Botswana, Namibia and Da-Slam
– Tanzania.
The company also would love to be registered on the Zimbabwe
stock exchange by the year 2021 and South Africa stock
exchange.
The business is expected to be generating a net profit of $1.7
Million by the year 2023.
6. MISSION STATEMENT
Making business visible and gain online presences through
technological development and making it a flexible market and
environment for Zimbabwean and African business.
7. KEYS TO SUCCESS
Trend online Consultant to be known as TOC is a company of
young people that are zealous and determined to achieve any set
goals.
It also has a board of mature business counsel to give it direction
on their day to day dealing; hence it makes it a solid rock in terms
of achieving any set target.
TOC is also transparent in all its dealings is answerable for any
action they take, a dedicated team of well trained and disciplined
business people is ready to help any client/ customer that is
willing to embrace the new technological growth.
8. COMPANY OWNERSHIP/LEGAL ENTITY
TOC is owned by Tavonga Martin Zindonda and Tapiwa Karim .
Tavonga holds an Bachelors degree in business computer and
management information systems and was once employed at Air
Zimbabwe. Tapiwa is holds Bachelors degree in Law and was
employed at the magistrate court of Zimbabwe.
The company has two major shareholders Mr and Mrs Zindonda.
TOC is registered with Zimbabwe company registration act. It is
licensed as a private limited company.
9. LOCATION
Toc is current located at 18210 Unit L Chitungwiza that is the
headquarters of the company though it looks forward to be
expanding soon, But due to internet services the company has
the ability to assist any company where every they are located so
the address above is the physical address but the virtual address
for the business is www.trendonline.co.zw on that address you
can access all the companies details and services.
10. HOURS OF OPERATION
TOC is a 24 Hour service company the company believes that
business never sleeps so services are provided 24/7(24 hrs 7
Days a week).
This mean at any time the business is active and ready to serve
client need this is mainly because the business (TOC) does not
want its customers/ client to lose any money at any time.
11. PRODUCTS AND SERVICES
Online security
Search Engine optimization
Website development
Website Hosting
Ecommerce
Email Marketing
Graphic designing
Web content creation
Digital Marketing
Android and IOS Application development
12. CONTINUED
Web Application development
Education
customer relationship management
User experience optimization
Web Analyst
PPC management
13. MANAGEMENT
The business (TOC) is being managed by Tavonga Martin
Zindonda as the C.E.O and Tapiwa Karim as the C.O.O.
Janice Mabua who holds a Bachelor’s degree in Accounting and
Finance which she did with Solusi University she will be seeing
the financial running of the business.
The business also has a lawyer that is Happiness Magazine, she
is the one responsible for all the legal matters of the business.
The company also has a board of advisors which includes MR
and Mrs Zindonda, Mrs Chitambo, Mrs Mhaka, Mr Makamba and
Mr Mkwarimba
14. FINANCIAL MANAGEMENT
TOC is a transparent company that works with diligent and
honesty in order to achieve this the company has put in place
Miss Janice Mabua to be the financial director of the company
and she produces all the financial statement as per request either
by the board member, shareholder or government authorities. In
order to avoid fraud and other miss use of fund the company has
put in place three signatories for any finance that will be
transacted out of the company and all these will be inspected by
the C.E.O(Tavonga Martin Zindonda) as he is the one finally
answerable to the financial position of company to shareholders
and Board members.
15. MARKETING
Toc will be able to be able to expand in business in Zimbabwe to
push through digital marketing services. TOC will use all the
knowledge that I possess and strongly belief that we will push
through and play around with our seven P’s (7P’s) namely
Product, Price, Place, Promotion, People, Process, Physical
evidence .
16. MARKET ANALYSIS
Current in the selected location they are a great opportunity for
TOC to rise up and be the best Digital Marketing Company.
This is mainly because they are a few companies in Zimbabwe
that are doing this job and they is little knowledge about how the
business is run and most of the entrepreneurs are copy cats
hence they wait for one to start and they copy.
Thus the company would love to be first and dominate first.
0%
5%
10%
15%
20%
25%
30%
35%
40%
2019 2022 2025
%growthoverpriorperiod
Local Market Growth
Medium Business Large Business
Small Businesses
17. MARKET SEGMENTATION
Toc has segmented the whole market into 3 major sectors of the
companies that it is looking forward to be servicing and each and
every one of those have different requirement.
Small Business
25%
Large Businesses
55%
Medium Business
20%
Market Segments
18. COMPETITION
Current in Zimbabwe they are a few companies that aren’t even
visible online themselves and claim to be Digital marketers hence
this weakness is what TOC is going to exploit just a few
companies such as global digital, afrigro are the ones offering
some of these service but they are poor in doing so.
19. PRICING
TOC is currently using the market penetration pricing strategy this
is to make the business gain the market share of digital
marketing.
20. ADVERTISING AND PROMOTION
The company uses social media and online visibility search for
companies and goes ahead to all the companies that have a
weak social or online presents and signs an agreement with them
that it will help them grow their social presences and helps the
companies to push their ads and promise them to promote their
business.
The company will run Facebook Ads and google ad words in
order to gain visibility and create an email list
21. STRATEGY AND IMPLEMENTATION
TOC will uses social media as a tool to achieve its goal to gain
visibility it will mainly be active on most of the sites and it will
promote its content for the first month and make sure it is seen as
a Guru (Creating a name) the business the builds any email list
and starts to send its subscription plans and turn its email list to
customers.
22. EXPANSION TO MALAWI
Business Licenses 200
Digital Marketing Course 60
S.E.O Course 90
Robot(Video Editing software) 50
Internet 15
Viddyoze 70
Get responses 200
Many chat 180
Transport 27
Calls 15
Logo 15
Visa Card 20
Advertisement 55
Hard drive 90
Domain 10
Website 180
Content Purchase 60
email 60
TOTAL STARTUP EXPENSES $1397
23. BUGJETS FOR ZIMBABWE
Facebook 20
Hosting 60
Zed-desk Software 90
Robot(Video Editing software) 50
Internet 15
Viddyoze 70
Get responses 200
Many chat 180
Transport 27
Calls 15
Logo 15
Visa Card 20
Advertisement 55
Hard drive 90
Domain 10
Rentals 180
Content Purchase 60
email 60
TOTAL STARTUP EXPENSES $1397
24. BUGJETS FOR SOUTH AFRICA
Facebook 200
Digital Marketing Course 60
S.E.O Course 90
Robot(Video Editing software) 50
Internet 15
Viddyoze 70
Get responses 200
Many chat 180
Transport 27
Calls 15
Logo 15
Visa Card 20
Advertisement 55
Hard drive 90
Domain 10
Website 180
Content Purchase 60
email 60
TOTAL STARTUP EXPENSES $1397
25. BUGJETS FOR ZAMBIA
Facebook 200
Digital Marketing Course 60
S.E.O Course 90
Robot(Video Editing software) 50
Internet 15
Viddyoze 70
Get responses 200
Many chat 180
Transport 27
Calls 15
Logo 15
Visa Card 20
Advertisement 55
Hard drive 90
Domain 10
Website 180
Content Purchase 60
email 60
TOTAL STARTUP EXPENSES $1397
28. SWOT
SWOT stands for Strengths, Weaknesses, Opportunities
and Threats.
SWOT analysis examines these factors for a given business,
project, or personal objective.
29. TOC SWOT
The company did its swot looking at the PESTEL Environments
namely
Political factors
Economic factors
Social factors
Technological factors
Environmental factors
Legal factors
30. POLITICAL FACTORS
These refer to government policy such as the degree of
intervention in the economy. What goods and services does a
government want to provide? To what extent does it believe in
subsidising firms? What are its priorities in terms of business
support? Political decisions can impact on many vital areas for
business
31. ECONOMIC FACTORS
These include interest rates, taxation changes, economic growth,
inflation and exchange rates. As you will see throughout the
“Foundations of Economics” book economic change can have a
major impact on a firm’s behaviour.
32. SOCIAL FACTORS
Changes in social trends can impact on the demand for a firm’s
products and the availability and willingness of individuals to work.
Demographic, number of working class, net salaries for societies.
33. TECHNOLOGICAL FACTORS
New technologies create new products and new processes. MP3
players, computer games, online gambling and high definition TVs
are all new markets created by technological advances. Online
shopping, bar coding and computer aided design are all
improvements to the way we do business as a result of better
technology. Technology can reduce costs, improve quality and
lead to innovation. These developments can benefit consumers
as well as the organisations providing the products.
34. ENVIRONMENTAL FACTORS
Environmental factors include the weather and climate change.
Changes in temperature can impact on many industries including
farming, tourism and insurance.
35. LEGAL FACTORS
These are related to the legal environment in which firms operate.
In recent years in the Zimbabwe there have been many significant
legal changes that have affected firms’ behaviour. The
introduction of age discrimination and disability discrimination
legislation, an increase in the minimum wage and greater
requirements for firms to recycle are examples of relatively recent
laws that affect an organisation’s actions. Legal changes can
affect a firm’s costs (e.g. if new systems and procedures have to
be developed) and demand (e.g. if the law affects the likelihood of
customers buying the good or using the service).
37. STRENGTHS,
Political
• The company is not affiliated to any political part hence it operates on a
free decision bases
Economical
• The company has a good financial back up and uses the cost efficiency
way to do thing it also has a strong human resources
Social
• The company has a good reputation for providing what it will have
promised to its customers.
Technology
• The company uses the latest technology that is available and is very
flexible to any new changes
Environment
• The company is also empowering other organization on the latest
technology that helps the environment.
Legal
• The company has a strong legal base that updates the company on way to
avoid paying taxes hence they is reduced money going out of the company
38. WEAKNESSES
Political
• The fact that the company does not have any affiliated political part that it
is making the company not to gain some of the privileges that other
political affiliated companies are getting.
Economical
• In as much as company has a good back up financial the company is
affected by the buying power of its customers due to economic hardships
other companies are facing
Social
• The company does a few/ little charity to society
Technological
• The company does some rentals on some technological equipment for its
marketing and production
Environmental
• The company operates in a noise place as it is located in the high destiny
suburbs of Chitungwiza
39. OPPORTUNITIES
Political
• Zimbabwe currently has some kind of political uncertainties hence the organization
hence political parties are offering different incentives to small and medium companies
and TOC can benefit
Economical
• Zimbabwe is running under the banner Zimbabwe open for business hence they are
some investor that are coming into the country and are willing to sponsor upcoming
business
Social
• The society of Zimbabwe is fast growing and is advancing in the technological world
hence the company can utilize that opportunity and dominate the market
Technological
• The company has the ability to dominate the market as it receives latest and up to date
technology in its scope of operation
Environment
• The advancement of agro technology. Toc can create systems that promote the use of
environmental friendly products
Legal
• Zimbabwe has placed some laws that protect the small business hence TOC can use
these laws in its rising, laws like reduced taxes for small companies.
40. THREATS
Social
• Many people are trying to avoid social media which is one of the company's
strengths in advertisement.
Environment
• The company is located in an unconducive environment where a lot of theft
goes on.
Political
• Non
Economic
• They is a lot of uncertainty within the economy of the host country. Therefor the
basic hopes in some promised facility which are not yet proven to be available
Legal
• New laws are coming up day in and out some of the do affect the business
Technology
• Technology is ever changing hence they is always need to keep on upgrading
the team on the latest technology that is coming up.
43. DISTRIBUTION STRATEGY
Place refers to the point of sale. In every industry, catching the
eye of the consumer and making it easy for her to buy it is the
main aim of a good distribution or 'place' strategy. Retailers pay a
premium for the right location. In fact, the mantra of a successful
retail business is 'location, location, location'
Due to the changing enviroment the internet has made the world
to become a small place have the comapany mainly depends on
the internet services.
44. PROMOTIONAL STRATEGY
this refers to all the activities undertaken to make the product or
service known to the user and trade. This can include advertising,
word of mouth, press reports, incentives, commissions and
awards to the trade. It can also include consumer schemes, direct
marketing, contests and prizes.
TOC has recently done its Facebook promotion where it has
offered to create websites for free to charity organizations.
45. PRICING STRATEGY
Price refers to the value that is put for a product. It depends on
costs of production, segment targeted, ability of the market to pay,
supply - demand and a host of other direct and indirect factors.
There can be several types of pricing strategies, each tied in with
an overall business plan. Pricing can also be used a demarcation,
to differentiate and enhance the image of a product.
TOC use the price penetration stratage which allows it to
penetrate throigh the already existing markert.
46. PRODUCT( SERVICE ) STRATEGY
Product refers to the item actually being sold. The product must
deliver a minimum level of performance; otherwise even the best
work on the other elements of the marketing mix won't do any
good.
The company does tailor made service and works hand in hand
with customers at per their request as the company says
customer is king.
