Degree
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Advisor
Eram Abbasi
Project Coordinator (Internal)
Asad Ilyas
Client
Sidat Hyder Morshed Associates (SHMA)
Committee Member 1
Eram Abbasi, Institute of Business Administration, Karachi
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=Sidat%20Hyder%20Morshed%20Associates%20(SHMA)&start=0&context=8598587&facet=">Sidat Hyder Morshed Associates (SHMA), Potential consumers, Career Management Facilitation Centre, Employee counseling, Potential redundancies
Abstract / Summary
This report is a comprehensive account of the market research undertaken on behalf of the Sidat Hyder Morshed Associates (SHMA) group with respect to their emerging venture Career Management Facilitation Center (CMFC). CMFC is proposed to be a facility for all the unemployed or potentially unemployed[1] individuals, where they can come and attend career managing, potential building and confidence enhancing sessions completely free of charge. Working along the modeling lines of a social enterprise CMFC related research was pronged into three targeted segments; individuals as possible users, large firms as potential partners and firm/individuals as proposed patrons. Each of the three categories is briefly elaborated below to clarify their position in the CMFC business model: Individual as Users: The proposed primary consumers of the services that would be provided by CMFC are individuals who have at-least a bachelor’s degree or an equivalent, are between the age brackets of 23 to 60 and have been actively seeking a job since 2 years or more. Such people were sought out using the internet and personal contact and their perceptions and expectations were analyzed based upon the survey questionnaire floated by us. Once the questionnaires were collected and analyzed, a focus group session was also organized to actually gauge the emotions and suggestions of the people who would actually hold the highest stake in the quality of service being provided by CMFC. The individuals contacted were reasonably receptive to this idea and showed a great inclination towards becoming part of such a facility because job hunting and competition in the market has been becoming a major area of concern. Large Firms as CMFC Members: Large firms were targeted to become both the consumers (that is for their employees trainings) and revenue generating streams (that is by becoming sponsors) for the running of the CMFC operations. The HR managers or senior executives of around 20 companies were interviewed in this regard and questioned as to what they thought of such a venture and whether they would be interested in supporting it or participating in it, or not. The trend observed was mixed where companies denied having any mass layoff practices and others being more interested in having recruitment centers being conducted for them. Quite a few showed an inclination towards CMFC and becoming their pool members provided they were given the proper proposals, cost structures and plans. Firms/Individuals as Patrons: Since CMFC is going to be an NPO (Non-Profit Organization) wherein the actual consumers would be given the services completely free therefore it would also need a strong backing of sponsors and possible patrons. Senior managers of large companies were interviewed in this regard and were asked if they would be interested in acting as patrons for one or more individuals that would be enrolled in the CMFC programs. The patrons would be directly depositing their funds to the CMFC account which would be separate from the other SHMA accounts. The patrons would have due authority on knowing the progress of their patronage and therefore they would be provided with a bi-yearly report regarding the ongoing functions and stating the justification of expenses and costs faced by CMFC. Again, the people interviewed were interested to learn more about this proposition contingent upon knowing the full information and operations.
Recommended Citation
Inam, A., Rauf, A. J., Shams, H., Sameen, R., Qamar, S., & Siddiqi, U. A. (2011). Marketing plan of CMFC for Sidat Hyder Morshed Associates (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/171
