The Global Marketer, FROM Saint Johns' University advises Master Jay (Tanzanian Local music producer)

This is an Outline of the major decisions that Master Jay must undergo in making a decision to
Market internationally. For a successful entrepreneur to smoothly enter to a market he must undergo a certain process sequentially making the decisions that will best fit his needs and desires?
The first step is deciding whether to go abroad; the second decision is deciding which markets to enter; the third step is deciding how to enter the market; the fourth step is deciding on the marketing program; the final step is deciding on the marketing organization.

In deciding to go abroad, a company needs to define its marketing objectives and policies. Ayal and Zif have argued that a company should enter fewer countries when there were certain criteria including:
(1) The market entry and market control costs are high;
(2) Product and communication adaptation costs are high;
(3) Population and income size and growth are high in the initial countries chosen; and
(4) Dominant foreign firms can establish high barriers to entry

In the second decision; that is deciding which markets to enter, a company decides to target a particular country; it has to determine the best mode of entry. Each of its market entry strategies involves more commitment, risk, control, and profit potential.

The third step is deciding how to enter the market
The market entry strategies in order from low risk to highest risk are as follows
(From lowest risk to highest risk)
1) Indirect exporting;
2) Direct exporting;
3) Licensing
4) Joint ventures;
5) Direct investment



The fourth step is deciding on the marketing program, this is commenced by the fact of understanding consumer behavior. Master Jay must understand what type of Music the people in the country he has chosen to invade are reminiscent of. The study of consumers helps firms and organizations improve their marketing program and strategies by understanding issues such as how
• The psychology of how consumers think, feel, reason, and select between different alternatives (example brands, products, and retailers);
• The psychology of how the consumer is influenced by his or her environment (example culture, family, signs, media);
• The behavior of consumers while shopping or making other marketing decisions;
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
• How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
The final step is deciding on the marketing organization: Marketing Organization involves a marketing structure of an organization in which staff specialists have responsibility for particular markets (rather than for particular products of the organization)
Pearson and Wilson’s five steps to make the management system work better
Management system work well
o Clearly delineate the limits of manager’s role
o Build a strategy
o Development and
o Review process
o Build a strategy
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Economic Environment consists of factors that affect:
 Buying power: This means that consumer’ incomes will determine the quantity they can purchase at any fair price. Therefore if the price is within their income range then there is one way or another that those who demand the products will be able to purchase quantities of it.
 Consumption pattern: : shifting consumer spending pattern consumers are seeking satisfaction therefore the perfect presentation of factors like consumer financing can make end users to buy larger quantity of products depending on how much of it he or she can consume in a given grace period of credit facility.
 Consumer concern for value: value is simply the utility comparable to the price. Utility being the ability of a product to satisfy a want hen there are higher possibilities that despite the economic condition value can sale more if it is satisfactory to the end user, this is just through the right combination of good quality and service at a fair price.
Political Environment consists of legal, agencies, and groups that influence or limit marketing actions, under the legal limitation examples are:
o Increasing legislation regulating business
o Strong government agency enforcement
o Greater emphasis on ethics and socially responsible actions

The cultural environment is makeup of institutions and forces that affect a society's
o Values
o Perceptions
o preferences, and
o behavior







Strategies to use during Marketing His Products:
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. Read on for more details on the marketing mix.
The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!


It is the same with the marketing mix. The offer you make to you customer can be altered by varying the mix elements.
• So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.
• Another way to think about the marketing mix is to use the image of an artist's palette. The marketer mixes the prime colors (mix elements) in different quantities to deliver a particular final color. Every new song produced must be original in some way, as is every marketing mix.
• The best tactic used by every coy is that of observing the consumer behavior and placing the product to the people who are actual users of that product. It's simple! You just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made!
Generally Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals; as the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation
there are a lot of solid strategies based on the marketing mix a prepared entrepreneur can secure a good market share for his products the following is a summary of many strategies and the first is:
Product strategies
When an organisation introduces a product into a market they must ask themselves a number of questions.
1. Who is the product aimed at?
2. What benefit will they expect?
3. How do they plan to position the product within the market?
4. What differential advantage will the product offer over their competitors?
We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying ‘Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’ (P.Tailor 7/00)
Philip Kotler in Principles of Marketing devised a very interesting concept of benefit building with a product
For a more detailed analysis please refer to Principles of Marketing by P. Kotler.


Kotler suggested that a product should be viewed in three levels.
Level 1: Core Product. What is the core benefit your product offers?. Customers who purchase a camera are buying more then just a camera they are purchasing memories.
Level 2 Actual Product: All cameras capture memories. The aim is to ensure that your potential customers purchase your one. The strategy at this level involves organisations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors.
Level 3: Augmented product: What additional non-tangible benefits can you offer? Competition at this level is based around after sales service, warranties, delivery and so on. John Lewis a retail departmental store offers free five year guarantee on purchases of their Television sets, this gives their `customers the additional benefit of peace of mind over the five years should their purchase develop a fault.
Product Decisions
When placing a product within a market many factors and decisions have to be taken into consideration. These include:
Product design – Will the design be the selling point for the organization as we have seen with the iMAC, the new Volkswagen Beetle or the Dyson vacuum cleaner.
Product quality: Quality has to consistent with other elements of the marketing mix. A premium based pricing strategy has to reflect the quality a product offers
Product features: What features will you add that may increase the benefit offered to your target market? Will the organization use a discriminatory pricing policy for offering these additional benefits?
Branding: One of the most important decisions a marketing manager can make is about branding. The value of brands in today’s environment is phenomenal. Brands have the power of instant sales; they convey a message of confidence, quality and reliability to their target market.
Brands have to be managed well, as some brands can be cash cows for organizations. In many organizations they are represented by brand managers, who have huge resources to ensure their success within the market.
A brand is a tool which is used by an organization to differentiate itself from competitors. Ask yourself what is the value of a pair of Nike trainers without the brand or the logo? How does your perception change?
Increasingly brand managers are becoming annoyed by ‘copycat’ strategies being employed by supermarket food retail stores particular within the UK . Coca-Cola threatened legal action against UK retailer Sainsbury after introducing their Classic Cola, which displayed similar designs and fonts on their cans.
For Master Jay it would appropriate for his music to have a certain brand (brand name) on how it can be known something like slogans or specified voiceovers. This has been implemented by other producers like Akon Uses the word “Konvict Music” in all his productions.
Other Product strategies include:

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.
 Product differentiation: also known simply as "differentiation" it’s the process of distinguishing a product or offering from others, to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as a firm's own product offerings. There are three types of product differentiation:
 Simple: based on a variety of characteristics
 Horizontal: based on a single characteristic but consumers are not clear on quality
 Vertical : based on a single characteristic and consumers are clear on its quality
 Cost leadership: Cost leadership is a concept developed by Michael Porter, used in business strategy. It describes a way to establish the competitive advantage. Cost leadership, in basic words, means the lowest cost of operation in the industry.[1] The cost leadership is often driven by company efficiency, size, scale, scope and cumulative experience (learning curve). A cost leadership strategy aims to exploit scale of production, well defined scope and other economies (e.g. a good purchasing approach), producing highly standardized products, using high technology.
 Market segmentation: Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. These can broadly be viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups.
Examples:
 Gender
 Price
 Interests
While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will develop different ways of imagining market segments, and create Product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage.
Pricing Strategies
An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.
Penetration pricing: Where the organization sets a low price to increase sales and market share.
Skimming pricing: The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.
Competition pricing: Setting a price in comparison with competitors.
Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.
Bundle Pricing: The organization bundles a group of products at a reduced price.
Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99p instead £1 or $199 instead of $200
Premium pricing: The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.
Optional pricing: The organization sells optional extras along with the product to maximise its turnover. This strategy is used commonly within the car industry.
.



Promotion Strategies
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:
Advertising: Is any non personal paid form of communication using any form of mass media.
Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.
Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.
Personal selling: Selling a product service one to one.
Direct Mail: Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure . Organisations can pay thousands of pounds for databases, which contain names and addresses of potential customers.
Direct mail allows an organization to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales. Listed below are links to organization who's business involves direct mail.
Place strategies
This refers to how an organization will distribute the product or service they are offering to the end user. The organisation must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organisation is to meet its overall marketing objectives. If an organisation underestimatea demand and customers cannot purchase products because of it, profitability will be affected.
What channel of distribution will they use?
Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer.. Direct distribution involves distributing direct from a manufacturer to the consumer For example Dell Computers providing directly to its target custmers. The advantage of direct distribution is that it gives a manufacturer complete control over their product.



Above indirect distribution (left) and direct distribution (right)

Distribution Strategies
Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products eg chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
If a manufacturer decides to adopt an exclusive or selective strategy they should select a intermediary which has experience of handling similar products, credible and is known by the target audience.











CONCLUSION
Because of its factors and the ability of Master Jay to penetrate a global market as an global marketer I would advise him to use Porter generic strategies because a combination of these and a good promotional mix they are the best for him economically and even by the fact that his music can be varied differently depending on different genres to different gender for example the you would prefer HIP HOP genre while old people would like hear the soft oldies. Also the other fact why I would best recommend this strategy is because of the overall fit of different virtues depending on different culture example the invasion of Japan as a country must be segmented differently from the incursion of the American Market. That is why Zif and Ayal (in the first sub question) recommended that when invading the international market a few countries should be receipted first.














REFERENCE:
Books;
Principles of Marketing by Philip Kotler
Principles of Marketing by Frances Brassington and Stephen Pettitt
Manuals;
1. (Kotler, P. and Singh, R. (1981) "Marketing warfare in the 1980s", Journal of Business Strategy, winter 1981, pp. 30-41
2. (Quinn, J. (1980) Strategies for change | Strategies for change: Logical Incrementalism, Irwin, Homewood Il

Websites:
http://www.wikianswers.com
http://www.books.com
http://www.marketline.co.uk
.

This is how to banish world buedens

The Kid - Charlie Chaplin

The Final DRAFT

1. INTRODUCTION

The business name: SPORTS MARKETING AND SPONSORSHIP LIMITED,

NKUHUNGU, DODOMA PLOT NO: 213-330 KITALU A,

P. O. BOX 718, Dodoma

Entrepreneur details: Mr. MAHESABU MFANYABIASHARA

KISASA, DODOMA PLOT NO 543

P.O. BOX 718, Dodoma

NATURE OF THE BUSINESS

The business deals with swimming games in specific. It has an Olympic sized swimming pool and always sponsors swimming competitions at a national level or more. The main reason for the registration of this one portion of the whole business as a separate entity is due to the ability of the swimming pool to be an outstanding feature in the central zone. The only swimming pool that is used both for leisure and sports games at once with a stage that can hold 600 seated people at ago. As a special service provider in the whole of central provinces of Tanzania the business is the only one, one of its kind and has notably been appreciated nationally.

THE OWNERS GOALS FOR THE ENTREPRENEUR

The owner’s goals are quite different from the goal of this special entity. As the Hotel owner he aims to:

· Earn him a lot of profits from his Hotel

· Have his net-worth increase

· Promote his business and renovate it to be a five star Hotel(long run)

THE OWNER’S GOALS FOR THE ENTERPRISE

The owner’s (share holders) goals are that:

· The new entity survives the perilous waters of the entrepreneurial sea over first five years.

· That it makes profits sufficient to support its own operation.

· Build an International stadium and hold Olympic swimming games

FINANCING

The business has one million shares (1,000,000) with a value of one thousand two hundred only each (1,200). The total share capital is one billion two hundred million only (1,200,000,000.00) . Out of the total share capital of the business the total of fifty six percent are from the owner of the whole hotel the rest are divided as follows

Mr. CHALII MAPESA 29%

Mr. MAGORO SONGORO 15%

2. EXECUTIVE SUMMARY

DESCRIPTION OF THE BUSINESS CONCEPT:

The business is a creative idea that came from the son of the hotel owner. One of the aspirations of Mr. Mahesabu was to create a nice hotel with a fully loaded Olympic sized swimming pool. The Hotel was completed one year after commencing the date of the Business plan submission. Having the Hotel erected the owner employed his son a Business Administration Degree holder from Saint John’s University of Tanzania. The son then through brainstorming he formed this company as a separate entity and sold 56% share to his father so that the company can own the swimming pool partially sharing it with the former “THE NEW DIAMOND GRAND HOTEL.”

DATA TO SUPPORT THE BUSINESS OPPORTUNITY

The concept has more strength and opportunities than the weaknesses and threats. The following are a few Facts that will prove this statement.

ü There are five colleges in Dodoma region.

ü The average number of students are eight thousands students

ü Competitions are held annually

ü There are more than forty primary and secondary schools in the region

ü The average number of students is 1 thousands

ü Each category of completion is sponsored to take place for two consecutive months. Universities on their own, secondary school on the own, primary schools on their own and finally the ordinary competition for eighteen years and above on its own.

ü This is the only facility its kind in the Central region.

ü The population of Dodoma, Tanzania is 180541 according to the Geo Names geographical database

ü All the above are showing the availability of markets

HIGHLIGHTS OF THE FINANCIAL RESULTS

The management has its focus on the increase of the net-worth through publicity and public relation. The share capital will be paying a dividend of not less than 50% of the total earnings so as seduce investors to buy more shares.

The net-worth is aimed at increasing by fifteen to twenty five percent annually. This therefore is a projection that the company will grow rapidly.

Within the first two years the company has aimed at drawing a good will of 1 billion from its good-publicity. The first forty percent in the year of commencing interschool competition sponsorships and the rest in second year planned to sponsor inter-collage and street competitions.

3. ENVIRONMEMENTAL ASSESSMENT AND INDUSTRIAL ANALYSIS

ENVIRONMENTAL ANALYSIS

Ø Political factors:

The National assembly is located at the city and therefore when the parliament is sitting usually there are high fluctuations of demand recreational facilities Such as this swimming pool. Therefore during those months the business will not be conducting competitions through sponsorships at all.

All competitions held through Coaches and facilities will be paid for highly. That means that at the two seasons equivalent to four months in a year there will be premium rates to use this facility.

The business must register with the registrar of companies before the license is issued.

There is high compliance with the facilities and the new company because the major share holder is an experienced and compliant businessman

The Safety of the people or participants is guaranteed because the hotels coach has a full time rescue team using the latest rescue equipments and first aid kits

Ø Economic factor

Most residents in Dodoma earn an average income; this will have negative impact to the business because the sport will be slow moving. This will be dealt with in the pricing strategies.

However this economic condition of the residents is a challenge because the company will be able to harvest a reputable Goodwill at a cheap cost.

Ø Social cultural factor

People in Dodoma have not been used to pay for swimming. There is however a lot of potential customer to these new product customers has been spotted in a small pool at Mirembe. There is overwhelming demand there especially during weekends.

The province however has been exposed to a lot of competitions and have been challenging at national level in football. This shows a good trend for support will be there for competitions.

Ø Technological factor

The Olympic sized swimming pool is an investment that used the most recent equipment from scratch. Everything that is operational to the pool is electronic from: Pool cleaning, Water sterilizing, time counting, acid neutralizing and even the rescue boats use electric charge.

INDUSTRY ANALYSIS

Ø Industry demand Trend

In the past ten years the industry had only one firm that was Mirembe camp site

Five years ago another later another one was built at Dodoma Hotel

Today the industry is comprised of four firms. Three have been built already (including this one) and one is on completion at the Royal village.

This shows that there is surfacing of competitors because the demand is growing rapidly due to increasing population in Dodoma when the collages are in the study years.

The competition is now very stiff and every other day the rest of the entrepreneurs are forced to use the loss leader strategy so as to attract consumers

The main aim of the company is not to be the lower priced facility but the quality and variety leader. That is why the Hotel has its own coach who can train customer how to swim and holding competition

Therefore apart from better facilities and additional services the industry demand trend seems to need a superb sense of recreation and even more of such facilities

Ø Demand for Products

Because students have been admitted from different walks of life and from very different places this intermingling has formed the sharing of interests and therefore even the local people have started developing the interests to swim. This is because of their counterparts who come from all over the country.

Training facilities are not provided professionally here therefore the company will enjoy the monopoly market for this service.

Ø Competitiveness of the company and the Entrepreneurs

FACTOR	COMPANY	ENTREPRENEUR
STRENGTHS	The coy has a good capital budget	Owners are highly experienced.
WEAKNESS	The distance to the Hotel is the furthest from the city centre than any other facility	They are highly motivated by profits

4. DESCRIPTION OF THE BUSINESS VENTURE

The venture offers:

· Gymnastics

· Massage

· Swimming Trainings

· Swimming competitions

· Styles and barbershops also salon

· Hotel accommodation

· Entertainment

The SIZE of the business is a medium enterprise

The personnel required mainly are the manager and the coordinator.

Manager’s responsibilities are to: 1.plan 2. Control

The coordinator’s task is to: 1.Organize plans 2. Structuring strategic move towards goals

Other staff of the pool has been employed by the hotel management including Coach, rescue team members, body guards and guards

Background of an entrepreneur

Mr. Mahesabu is a son of Tax collector. He’s father of four; two boys, two girls he dedicates eight hours of his life in his Businesses and the other sixteen is for rest with his family. His son has graduated and joined his businesses as well. He is quite successful as it is said.

RESUME

Certificate in entrepreneurship: (1978) Institute of Development and Management

Certificate of secondary school Education: (1977) Mawenzi secondary School

Worked with Hilton Hotel as the chief Accountant for seven years (1980-1987)

Worked for Double tree Hotels as Chief financer (1988-2000)

Entrepreneur 2000- to the minute

History of the business

The business was founded by great grandparents after their retirement. They gave out money to start a business that will feed them because their working age had passed. The main reason why the business has had continuity is that the parents passed ownership of these businesses in their wills to their children. This has repeated several times where sons work elsewhere but as parents got older and pass away they come to run the business that parents started. However this time history has been ridiculed, a fresh from school has joined in the business early. He has expanded the business to extend that part of its activities are an independent registered entity carrying out activities that had no chance in the past. He moves forward and prepares a plan of this diversification and claims to go global in five years. This awards him a “Senior Managing Director” post in the overall hotel management.

5. PRODUCTION/OPERATIONAL PLANNING

Production Plan

The company is aiming at producing swimming stars from the swimming competitions. The raw materials are the students who come to practice daily in our waters. The students are trained not only swimming but also the styles which are less breath taking but faster in movement. A student who has practiced for at least a year following a regular time table can do marvelously when it come to competitions.

Operational Plan

The business renders a service to its customer and regularly rewards its customers with various sponsorships and rewards to winners. Training order form can be filled on the web or at the desk and after paying an amount at the bank the customer is given a set of exercise and a lot of time tables. That is the path to a star here.

6. MARKETING PLAN

The Market conditions

There are truly no such stars here In Dodoma.

The strategies

ü to create such true stars

ü to fix their names on national board

ü to compete with the stars from coast

ü To compete with other international stars

PRODUCT

Swimming skill

The knowledge and exhibition of it

The leisure it comes with

PRICE

Affordable charge will be placed for member ship and training

PROMOTION

The main kinds of promotion that will be used is publicity and public relation through the sponsorships.

Another method that will be used is Billboards that will take our advertising to new heights. However this will be done from the second financial year.

The manager has also strategized for a meeting with taxi drivers in town for a lunch so that the drivers in town also have a chance to know the location of this facility.

The other kind of promotion is that of car stickers. This will be done on Commuter buses and the taxis too.

In third financial year Radio advertisement will be used.

PLACE

Since the facility is immobile the director’s and manager’s decision to use high level advertisement will have created mobile premises where our products and information will be scattered. For example the billboards located at the bus stand and Jamhuri stadium will offer visible images and services information offered at the facility.

Also Taxi drivers are like our sales representatives getting a commission for each customer they get to the facility

The car stickers are also out for testing. This is because their impact has not yet been known.

7. SWOT ANALYSIS

Competitive factors from inside and outside the organization compared to the current competitors and expected ones.

Strengths:

Ø The facility is the only one of its kind in the whole of Central province

Ø It is a perfect point for both recreation and relaxation

Ø It is inviting to have a day out here even if there are sports

Ø The centre is also meant for styling

Ø Reasonable prices are given to the quality service packages

Weaknesses:

Ø The pricing is higher than all the competitors, the average people would hardly afford

Ø Water supply is also in question in terms of consistency

Ø Advertisement budget is still limited

Opportunities:

Ø There is a vast market from learning institutions

Ø Chances are that the sport will take lead above football in a short while

Ø Visitors have been demanding more of this facility

Ø Plans to construct two more universities in the region will increase the demand

Ø Dodoma will soon be a business centre therefore prices will be affordable

Threats:

Ø Malicious competitors may come out to renovate their centers

Ø The possibility of losing lives may damage the business reputation

8. ORGANISATIONAL PLAN

The type of the business is a limited company with three share holders namely:

Mr. Mahesabu Mfanyabiashara 56% (title: The Chief Executive Officer)

RESUME

Certificate in entrepreneurship: (1978) Institute of Development and Management

Certificate of secondary school Education: (1977) Mawenzi secondary School

Worked with Hilton Hotel as the chief Accountant for seven years (1980-1987)

Worked for Double tree Hotels as Chief financer (1988-2000)

Entrepreneur 2000- to the minute

Mr. CHALII MAPESA 29% (title: Manager)

RESUME

Advanced Diploma in Marketing: (1995) Collage of Business Education

Advanced diploma of Secondary education (1992) Jamhuri High school

Certificate of secondary school Education: (1990) Jamhuri Secondary school

Worked with Ashton Media as Account manager (1997-2007)

Works at Double tree Hotels as Marketer (2007-to date)

Mr. MAGORO SONGORO 15% (title: Chief Coordinator)

RESUME

Bachelor of Business communication: (1993) University of Dar Es Salaam

Advanced diploma of Secondary education (1992) Jamhuri High school

Certificate of secondary school Education: (1990) Jamhuri Secondary school

Worked with Ashton Media as Account manager (1997-2007)

Works at Double tree Hotels as Marketer (2007-to date)

Board’s Responsibilities: It’s comprised of share holders above 25% only

§ Passing and voting for names of day to day administrators

§ Recruiting

§ Resolutions in case of sale of shares

§ Deciding on the dividend percentages

Chief Executive officer’s Responsibilities

§ Making financial settlement through the bank

§ Attending cooperate meeting and invitations outside

§ Chairman of all general meetings

Manager’s Responsibilities

§ Secretary to all general meeting

§ Planning the courses of action

§ Executing controlling time

§ Employing auditors/coaches

§ Financial reporting to authorities like T.R.A

Coordinator’s Responsibilities:

§ Bursar to the day to day operations

§ Structuring

§ Organizing

§ Budgeting

§ Preparing financial statements

9. FINANCIAL PLAN

Cash flow Statement

Cash flow statement is the statement that want to know the amount of cash available in your bank or in your wallet or purse, the how much cash do you have at the beginning of the month. Therefore the difference between this two is known as net change in net change in your cash during the month. This cash flow includes operating cash flow, cash flow from investment activities and cash flow from financing.

SPORTS MARKETING AND SPONSORSHIP LIMITED

Fore casted Cash flow statement as for the year ended 31^st December 2011

Asset 2009 2010 Tsh: (000) Tsh: Cash …………………………………………………140,350 95,900 Account Receivable (net)……………………………95,300 102,300 Prepaid expenses……………………………………..6,240 5,860 Inventories…………………………………………...165,200 157,900 Land………………………………………………….75,000 90,000 Buildings……………………………………………..375,000 260,000 Accumulated depreciation – buildings ……………... (71,300) (58,300) Machine and equipments…………………………….428,300 428,300 Accumulated depreciation machinery & equipment.. ( 148,500) (138,000) Patents………………………………………………... 58,000 65,000 Total asset 1,159,209 1,093,660 Liabilities and stockholders’ Equity Account payable ( merchandise creditors)…………….43,500 46,700 Accrued expenses ( operating expenses)………………14,000 12,500 Income tax payable…………………………………….7,900 8,400 Dividends payable……………………………………..14,000 10,000 Mortgage note payable due 2001………………………40,000 0 Bond payable…………………………………………...150,000 250,000 Common stock Tsh 30 per share……………………....450,000 375,000 Excess of issue price over par- common stock…………66,250 41,250 Retaining earnings………………………………………373,640 349,810 Total liabilities and stock holder Equity 1,159, 290 1,093,660

Income statement

The income statement is that statement that show the company’s profit or loss during the operating period of a specific year. The following is the extracted Income statement of Helton Hotel.

SPORTS MARKETING AND SPONSORSHIP LIMITED

Fore casted Income statement

For the year ended December 31st 2011

2009/2010 Tsh “000” Tsh Sales……………………………………………………… 1,100,000 Less Cost of goods sold………………………………….. 710,000 Gross profit 390,000 Operating expenses: Depreciation expenses……………………………………… 23,500 Patent amortization …………………………………………. 7,000 Other operating expenses………………………………………196,000 Total operating expenses……………………………………. 226,500 Income from operations 163,500 Other income Gain on sale of investments ……………………………………..11,000 Other expenses Interest expenses……………………………………………………26,000 (15,000) Income before income tax…………………………………………. 148,500 Income tax expenses………………………………………………… 50,000 Net income………………………………………………………….. 98,500

Balance sheet

Is the statement that shows the balance of Asset and Liabilities, sometimes the Balance Sheet show the ability of asset to pay dept in the organization.

SPORTS MARKETING AND SPONSORSHIP LIMITED

Forecasted Balance sheet as at 31^st December 2011

ASSET Tsh: (000) Non Current Asset Buildings 375,000 Less: Depreciation (71,300) 303,700 Land 75,000 Machinery and equipment 428,300 Accum dep of machine (148,500) 279,800 Total noncurrent asset 658,500 Current Asset Account receivable 95,300 Inventory 165,200 Prepaid expenses 6,240 Patents 58,000 Cash 140,350 Investments 35,700 Total Asset 1,159,290

LIABILITIES Tsh: (000) Authorized share 1,000,000 @1,200 Tsh 1,200,000 Authorized sha re and issued Share equity 607 @ 1,200 728,150 Retained earning 373,640 Total Long term liabilities 1,101,790 Short term liabilities Account payable 43,500 Accrued expenses 14,000 Total Liabilities 1,159,290

Ratio analysis

SPORTS MARKETING AND SPONSORSHIP LIMITED

Ratio analysis

From 1/1/2009 to 31/12/2011

Working Capital (Current asset – Current Liabilities) Cash in hand Sundry debtors (due till to day) Sundry creditors (due till today) Stock in hand Net profit 0.00 Cr Wokg: Capital Turnover (Sales Account/ Wkg Capital) Inventory turnover (sales Accounts/ Closing stock)

Current Ratio 0.00:1 (current asset: current liabilities) Quick ratio 0.00:1 (current asset – stock: current liability) Gross profit% 0.00% Net profit% 0.00% Recv. Turnover I days days (payment performance of debtor) Return on investment% 0.00% (Net profit/ capital Acc+ net profit) Return on wkg. Capital 0.00% (Net profit/ Working capital) %

10. ASSESSMENT OF RISKS

There is a guarantee that there will not be any unfavorable market trends because the population has been projected to grow rapidly due to the increased number of higher learning institutions.

However the costs incurred in trimming new talents are at high risks if these people are uncooperative and wants to move on once they have swimming skills. This will be overcome by contractual agreement with the trainees before they join our team. All trainees must sign for a contract of not less than five years

Unexpected new competitors will be over whelmed by new price packages and newer facilities that will be bought during pool renovations

Change in technological inputs has been taken like a risk by the managers but the chief Executive has promised to work hand in hand with international companies so as the business will be the latest technology user in the country.

Other common risks like fire and accidents have been insured.

11. APPENDICES/APPENDIX

Supporting documents will include:

§ The company profile

§ Certificate of in corporation

§ Boards’ resolution on shares

§ Contracts for using the swimming pool and its employees

§ Bank statement

§ Business License

§ Business Tax Identification Number

§ Memorandum

§ Articles of association