In search for excellence: A marketing plan for Q2 executive search

Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Raymond Vergara

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Fredelita E. De Mesa

Abstract/Summary

Q2 Executive search is a division of Q2 HR Solution that provides executive recruitment and headhunting services for management level positions and above. Matching the best with the best as their claim, Q2 Executive Search has been in the headhunting industry for almost seven years and is continuously capturing market share. They aim to be the HR Solutions Provider of Choice among multinational and blue chip Filipino companies.

The company has annual target sales and revenue quota for each consultant. For the year 2007, P24,500,000 estimated gross revenue must be achieved. However, for the year 2008, the researchers intend to have an increase of ten percent (10%) in the operating profit margin and an increase in six (6%) on their return on sales average. A decrease of twenty percent (20%) in cost of sales should also be reflected.

Through the SWOT analysis and Service Quality (SERVQUAL) survey conducted with the employees of Q2 Executive Search, areas of improvement were determined and marketing strategies were formed to target the need for improvement.

The strategies proposed focused on giving the company a new image that would best represent the company while creating image retention and impact. This encompassed revamping the look of the logo, slogan, tarpaulin, and sales collaterals while adding an audio visual presentation. Events and advertorials were also proposed and planned out as these were expected to create and strengthen good relationships between the company and its prospective and existing clients.

Cost of proposed strategies did not go beyond the allotted budget for the year. An increase in the profit margin and net income can be projected as revenues increased but the budget was allocated properly, which resulted in lower operating expenses.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16100

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

41 leaves

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