Arab Open University

Tutor Marked Assignment (TMA) – PT3 Form

Academic Year 2022 - 2023 Semester: FALL

Branch: Program:
Course Title Exploring Innovation and Entrepreneurship / A Course Code: B205A
Student Names: Students ID’s:

Ali Mohammed Hijazi Team Leader 200064

Jassim Almulla 210037
Ali Dashti 211809
Abdulaziz Albana 213621
Ali Atef Jammal 210862

Section Number: Tutor Name:

Total Mark: Awarded Mark:

Mark details
Questions Business Plan Total
Weight 100 100
Allocated Marks
Marks

Criteria Presentation Referencing Word Count E-Library Total

Up to 5 5 5 5 20
Marks deduction
Marks

100 Student’s Total Mark /100

Notes on plagiarism:
A. According to the Arab Open University By-laws, the following acts represent cases of cheating and plagiarism:
 Verbatim copying of printed material and submitting them as part of TMAs without proper academic
acknowledgement and documentation.
 Verbatim copying of material from the Internet, including tables and graphics.
 Copying other students’ notes or reports.
 Using paid or unpaid material prepared for the student by individuals or firms.

B. Penalties for plagiarism ranges from failure in the TMA to expulsion from the university.

Declaration: I hereby declare that the submitted TMA is my own work and I have not copied any other person’s work
or plagiarized in any other form as specified above.
Student Signature

…………………….
Tutor’s Feedback
I-Business Plan of Online Marketing Agency

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II- Table of Contents

I- Cover Page 1

II- Table of Contents 2

III- Team Structure 3

IV- Industry Analysis 4

V- The Proposed Service 6

VI- References

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III- Team Structure

"OMarketing" Online Marketing Agency is a new business to be opened and operated in the state

of Kuwait to severe the digital market. The new business shall be run by a group of Kuwaiti

youth. The main responsibilities and roles of this team, which consists of 8 members, are to

manage, plan and implement the strategy of the agency to achieve its goals and objectives. Roles

and responsibilities are distributed on team members in a way that ensures efficiency and cost

effectiveness. The organizational chart of the new company shall consist of:

Marketing Manager| A full time marketing manager is responsible for:

- Setting and executing marketing strategies

- Developing and implementing campaigns

- Following the implementation of online marketing plan

- Providing directions and recommendations

Web Designer| A full–time web designer who shall be responsible for:

- Designing graphics and brand items including logo, banners and virtual content.

- Developing attractive ads and promotions for clients and customers.

- Developing and creating virtual content for social media.

- Making on-time updates for the marketing content.

Data Analyst| A part-time data analyst who shall be responsible for:

- Collecting, organizing and analyzing marketing data and information

- Developing reports based on data analysis

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 - Providing information that helps in the decision-making process

Relationships Builder| A full-time relationships builder who shall be responsible for:

- Building and keeping good relationships with current and potential clients.

- Managing and solving problems brought by customers

- Improving and fostering long –term relationships with customers.

Accountant| A part-time account who shall be responsible for:

- Developing and preparing financial reports

- Analyzing financial performance in terms of profits and losses

- Forecasting expenses and costs

SEO Specialist| A part time search engine optimization specialist shall be responsible for:

- Performing keyword research activities

- Identifying and solving link resources problems

- Monitor and manage changes in search engines

HRM| A part –time human resources manager shall be responsible for:

- Planning human resources needs

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 - Selecting and recruiting new employees

- Motivating and promoting employees

- Organizing and conducting training courses

IV- Industry Analysis

Our agency shall operate in a competitive market that has great potentials for the success and

growth of online marketing. The size of the online marketing market in Kuwait is constantly

expanding with more than 4 million users of the internet. Until recently, online marketing was

restricted to online banking and financial brokerage services. However, since the outbreak of the

COVID 19 pandemic, the online marketing industry started to flourish greatly. Currently, most

businesses in Kuwait have online presence to reach their customers. The volume of the online

marketing operations has grown to about US$1,412.00 billion in 2022. There is a strong trend

that the growth of this market shall continue to reach US$6.19 billion by 2025. At the same time

the rate of user internet penetration has reached 59% in 2022 and it is expected to reach 61% by

2025 (Istizada ,2021).

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- Competition

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The online marketing industry in Kuwait is very competitive due to the fact that the market is

dominated by key players with good market position and capabilities. The main competitors in

the market include Icetulip, MarketKing, Quaive Creative Studio, DA Studio, Addicta, Sendian

Creations, Diwan Events, and Refocus Media. The size of these companies varies greatly.

MarketKing is considered the largest online marketing agency in terms of the number of

employees and revenues.

- New Entrants
There is high threat from new entrants due to the attractiveness of the industry as well as the

highly advanced Kuwait technological infrastructure. Because the operation costs of the online

marketing business is not high, more and more new entrants are tempted to enter the market.

- Buyers
The size of buyers in the market is huge because online marketing has become an essential part of

any business. Therefore, each company operating in the market seeks to obtain online marketing

services. Thus, our agency shall be able to find clients in the market.

- Suppliers
Kuwait has well-established providers of communication and internet services supported by

advanced infrastructure. Basically, Kuwait is classified as one of the most advanced countries in

terms of the internet infrastructure. Additionally, social media such as Facebook, Youtube,

Instgram and Blogs possess high power because of their strong effect on users (Gurău, 2020).

- Substitutes
The threat of other substitutes such as TV, Billboard and Newspapers is average. This is due to

the fast growth of the internet users as well as the fast growth of the e-commerce in Kuwait.

Accordingly, it is not expected that the demand on online marketing shall drop by any means

(Fortune, 2022).

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V- The Service

Our proposed business is online marketing agency that seeks to offer services for companies and

organizations that want to conduct online adverting and promotion.

The Proposed Services

- Manage social media accounts for potential customers to market and promote their

products.

- Conduct online marketing, advertising and promotion activities for target customers.

- Perform market research activities on current and future market trends for different

companies

- Build social media profiles to keep different businesses engaged with customers.

- Design and develop websites that offer and promote the services and products of

organizations.

- Create suitable content to develop brand awareness in the market (Bhasin, (2019).

Benefits of Our Business

- Provide low-cost online marketing and advertising activities for target customers.

- Create attractive and well-designed websites and content that enable companies to

differentiate their products and services.

- Allow equal access to companies of different sizes and activities to online marketing.

- Offer more affordable online marketing activities for target customers.

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 - Produce result driven interaction with current and potential customers in a way that helps

customers to segment their customers (Trudell, 2021).

Target Market

The Kuwaiti economy has been booming because of the considerable rise of oil prices.

Accordingly, economic activities are flourishing with strong desire of companies to gain more

market share through advertising and marketing. Adding to that, the huge costs of traditional

marketing has caused organizations to look for better alternatives. Our company targets the

following:

- Organizations that seek to have online presence and social media profiles.

- Small organizations with limited budget that cant' afford the costs of traditional

marketing.

- Individuals and groups who don't have offline locations and conduct their businesses

online (International Trade Administration, 2021).

Added Value

For the purpose of market penetration our agency shall offer high value services for

reasonable prices. Therefore, at the first stage of operation we shall set low limit profit as a

type of competitive advantage.

Expansion Opportunities

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 - COVID-19 has caused most businesses and customers to use the internet to perform

transactions.

- The number of internet users in Kuwait is increasing constantly.

- There is growing number of people who work from home and seek online marketing.

Challenges

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Our proposed business is expected to face several challenges including the following:

- Growing competition because of the increase of the number of new entrants

- Economic recession caused by the global economic crisis due to the Russian -Ukrainian war.

- Finance problems that need to be overcome to secure the minimum limits of capital to operate

the business in its initial stage.

Source of Finance

The necessary capital needed for the operation of our proposed business shall be secured from

different resources including the following:

- Personal savings offered by the members of the management team. This is going to be the

main source of finance for the project.

- Family finance will be also used and shall be secured from family members.

- Bank loans especially low interest and long-term ones shall be sought by the owners of

the business.

References

- Bhasin, H. (2019). 7 Advantages of Online Marketing – Benefits of Online Marketing.

Available at https://www.marketing91.com/7-advantages-of-online-marketing-benefits-
of-online-marketing/ Accessed on 29 Oct, 2022.
- E-commerce in Kuwait. Available at <
https://home.kpmg/kw/en/home/campaigns/2020/03/ecommerce-ecosystem-in-
kuwait.html> accessed on Oct 25, 2022.
- Fortune. March4, 2022. The Key Services of Online Marketing Agency. Available at
https://www.fortune.my/the-key-services-of-an-online-marketing-agency.htm#:~:text=So
%20what%20exactly%20does%20an%20online%20marketing%20agency,and%20social

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 %20profiles%20into%20your%20overall%20marketing%20strategy. Accessed Oct27,
2022.
- Gurău, C. (2020). "Integrated online marketing communication: implementation and
management", Journal of Communication Management, Vol. 12 No. 2, pp. 169-184
- International Trade Administration. September 14, 2022. Kuwait : Country Commercial
Guide. Available at https://www.trade.gov/country-commercial-guides/kuwait-
ecommerce Accessed Oct 23, 2022.
- Istizada (2021). Kuwait Online Marketing Country Profile. Available at <
https://istizada.com/wp-content/uploads/2016/02/Kuwait-Online-Marketing.jpg >
Accessed Oct 27, 2022.
- Ratchford, B.T. (2019), "The Impact of Digital Innovations on Marketing and
Consumers", Marketing in a Digital World (Review of Marketing Research, Vol. 16),
Emerald Publishing Limited, Bingley, pp. 35-61
- Trudell, L. (2021), "Marketing online services: product, market and strategy", Online
Review, Vol. 15 No. 3/4, pp. 207-225.

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