Executive summary
CEH Investments is a mortgage broker company which is committed to providing the best mortgage and lending services. The aim is to keep building client database and have the regular loyal customers. CEH Investments and is a sole proprietorship business owned by Maria Halabi. The business is situated Ontario, Canada with its head office being in Toronto City. The city is a prime location for the business headquarters because it offers conducive environment for the business to achieve its aim of a consistent building of the client database and have the regular loyal customers. Furthermore, Toronto City is a business harbor with several businesses, and it is expected that the workforce will be in need of loans for various reasons and decent housing. This implies that Toronto City is a business hotspot for a mortgage and lending company with clients already in waiting. The idea of a sole proprietor was favored by the owner to achieve her dream and create opportunities for employment. Initially, the business will commence with three staff permanently employed.
S.W.O.T analysis
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Strengths Minimal start-up budgets Professional staff One package with many financial products |
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Weaknesses High compliance costs unfriendly market scenario can impact revenue |
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Opportunities Establish and develop new plans and financial products Multiple yields from each customer Diversify the mortgage portfolio business |
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Threats Lack of protection of patents on new financial strategies New legislations in the mortgage business High costs of errors and omissions |
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Political: The industry is regulated by the government by managing taxation rates, stamp duty obligations and the alteration of laws. The safeguard of consumers is monitored by the state and it may be unfavourable for the enterprise. |
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Economic: The savings are impacted by The rate or degree of economic growth which also affects the business The state economy affects the financial demands of the workforce which in turn affects the mortgage business |
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Social: The consumption behaviour of clients is affected by their social status. |
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Technological: Technology development demands efficient business operation Innovative technology influences the introduction of new products and services that are web oriented |
CEH Investments aims to target small and medium-sized enterprises. Furthermore, our comprehensive package of additional advisory services to the client will attract most of the new clients and retain them.
The mortgage industry is the most growing industry in Canada. This is because Canada is a developed state and therefore the need for housing will continue to grow. The desire to own more than a single home is proof of the existing market opportunity.
CEH Investments will implement the following marketing strategies:
a) Diversification: CEH Investments will expand its business to other cities and states to increase its customer base
b) Development of products: regarding the assessment of the current market products and client needs, CEH Investments intends to customize its products and services to meet the needs of the market
CEH Investments will provide services to mortgage customers of two classes
The slogan “East or West Home is Best” will be our positioning statement. The market positioning statement will be “Homes before and after retire” and a nicely designed photo of an extended family will be put above the phrase.
One of the employees is a financial expert and is therefore expected to offer help or financial advisory services to clients at all times. Corporates, investors and individual staff will be the first target.
The organization expects to offer its target customers services during lunch breaks and leave them with notebooks branded with our corporate color and logo. Other customer inquiries will be handled through emails and company website.
The company will optimize the current networks of the financial institutions to access customers for mortgages easily.
Social media advertising and door to door promotion will be used to create awareness
The existing employees will undergo training and development; attend workshops and seminars to improve job performance
The Toronto residents need proper housing as well as the medium and small sized businesses for they usually shy away from the high rates offered by established companies.
The change in the Canadian legislation on interest rates has led to the increase of property value, thus causing congestion in the industry. However, the high rates of the existing businesses make medium and small sized business to shy away. Therefore, we expect to take advantage of this opportunity.
The changing consumer needs will be examined to provide products that are relevant to the market.
a) Client feedback: to determine the views of the customers, online research, and advertising will be used
b) Competitors’ response: the reaction of the potential competitors after the initial market entry and initiation of the marketing plan will be assessed to ascertain its effectiveness.
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Strategy |
Actions |
Who |
When |
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Preparation Execution Supervision |
Company aim: providing the best mortgage and lending services SWOT analysis: Consider both internal and external factors of the company Execution of the 4P marketing mix Appraisal of all strategies at all stages in all departments |
Senior management -Marketing department Senior, junior and other employees. Senior, junior and other employees |
Nov. 2017 to April 2018 Jan. –June 2018 (examined after every 3 months) |
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