1. MANAGEMENT CONSULTING
BST 540
ZHIHAO YE C1403696
WENZHE CAI C1462623
INAM KHAN C1468186
TINGTING LUO C1449983
KWANCHANOK UGRITSIRIPONG C1474572
BST540

2. Contents
Executive Summary ...............................................................................1
Background ............................................................................................2
Scope of Work & Methodology.............................................................4
Scope of work .................................................................................4
Methodology ..................................................................................4
Analysis ..................................................................................................5
Recommendations.................................................................................6
To choose corporates .....................................................................6
Marketing improvement ................................................................7
Cost.......................................................................................................12
Conclusion...........................................................................................13
Reference ............................................................................................14

3. 1 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Executive Summary
Ash wales is a Wales based charity aiming to provide free smoking quit
and prevention service for adolescent, now intends to move into the
entirely new market—providing the training service to company with
charge, which means that their target customer would be transferring
from adolescent to adult, and the fee would be free to charged. Our
main task is to help our client that how to convince organization to buy
their charged service. Owing to the main problems we found out for
organization, namely, lack of funding and branding awareness,
marketing mix would be mainly focused in the proposal.

4. 2 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Background
Currently, smoking addition still is a serious problem in the UK according to the
research of Tobacco statistics by gender and UK region, published by CANCER
RESEARCH UK 2013, which shows that less than one fifth of British adults smoked
cigarettes. In addition, cigarette smoking prevalence was the 2nd
highest in Wales
with the percentage of 19.8% as table 1 shown below, in addition, smoking
prevalence among adults (aged 16 and over) in Great Britain has decreased since the
early 1970s from average 50% to 22% in 2012 as figure 1 shown below (CANCER
RESEARCH UK 2012), which indicates increasing heath consciousness among British
and greater opportunity for quitting smoke in Wales. Action on Smoking & Health
(ASH) Wales Cymru is the leading voluntary organization to tackle issue of tobacco
use in Wales that through providing training of tobacco and smoking in Wales, and
aims to achieve a reduction in smoking and eventual elimination of the health
problems of smoking. Meanwhile, the charity is currently working on a Big Lottery
Funded Youth Project (the Filter), which would be due in October, 2015.
Table 1
Figure 1

5. 3 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
In order to tackle problem more effectively, we think charity should stress on
marketing techniques which could increase their capability to get funding by
establishing on-going relationship with corporations. Additionally, converting charity
itself from charity to social enterprise is a more sustainable way potentially.
We are Falcon consultancy group, which is made of 5 consultants with various skills
and great passion, the work allocation is on the basic of our strength and interest.
We hereby submit our proposal with our analysis and recommendation below.

6. 4 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Scope of Work &
Methodology
Scope of work
Falcon highlight two main problems on the charity, namely, lack of funding capability
and branding awareness on organization which made charity nowadays are facing
challenging of running out of funding.
Problems would be explained with the marketing analysis technique SWOT,
accordingly, we would come up with recommendation with 4P marketing strategy,
which endeavours to improve their branding among local citizens.
Methodology
Step 1: Identify the issue
1. Main issue
 Explore the ways to convince
corporates
2. Issue break down
Step 2: Research
1. Primary Research
 Charity interview
2. Secondary Research
 Netnography
 Reports
 Charity research
 Social media
accounts
 Official website
Step 3: Analysis
1. SWOT
2. 4Ps
Step 4: Recommendation
1. Sectors to approach
2. Marketing mix improvement

7. 5 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Analysis
Strengths
 Well knowing of local
 Offer tailored service
 A high level of flexibility
 Less customer waiting time
 Expertise in Adolescent
 Established community support
(e.g. filter program, smoke free
area)
 Supported by well-known
organizations (British Heart
Foundation etc.)
Weaknesses
 Never charged before
 No experience with adults
 Limited funding source
 Inadequate marketing,
 Less branding awareness
 Lengthy online donation process
 Less strong relationship with welsh
government
Opportunities
 Private company training service
 Set up a social enterprise—for
future sustainability
 New fundraising medium e.g.
digital & social media
 Increasing public health
consciousness
Threats
 Competition from NHS, providing
similar training free
 Quit, Health Wales provide similar
service
 Threat of running out of funds

8. 6 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Recommendations
To choose corporates
The average smoker takes more sick leave each year compared to their non-smoking
colleagues and around four smoking breaks each day, according to the Cost of
Smoking according to UK Businesses Report, published in 2014, which estimates the
financial burden would be £8.7b in lost productivity every year.
Hospitality staffs are more likely to smoke than workers than any other UK industry,
according to data published by the British Heart Foundation (BHF). The situation of
accommodation and food service industry are worst that almost a third (31%) of
workers smoke – almost three times as the level in the education sector (11%),
which ranked lowest. We advise Ash Wales can grant local hotel formal certificate
which they could put them on wall to show they are implementing corporate social
responsibility, furthermore, it could create green image among their customers. The
reason why we choose hotel industry in Cardiff especially because of three aspects,
first, we recommend charity should focus organization which is based on Wales,
cause charity’s brand is called Ash Wales, it would be more well-known and
recognized in Wales, in addition, the charity is located in Cardiff, and Cardiff is the
capital, thus Cardiff would be the place with high business opportunity.
Furthermore, hotel is an industry which takes care of hygiene condition very
consciously to both hotel owner and their customers. Third, the hotels which we
recommend below, all of them are five- star or four-star hotel, accordingly, these
hotel get capability to pay for their staff so that they can build a green image among
the public.
Recommended companies are listed below but are not limited to:
1) Park Plaza Cardiff, Greyfriars Road, Cardiff, CF10 3AL, 029 2011 1111.
2) David's Hotel & Spa Cardiff, Havannah Street, Cardiff, CF10 5SD, 02920 454 045.
3) Hilton Cardiff, Kingsway, Cardiff, CF10 3HH, 029 2064 6300.
4) Cardiff Marriott Hotel Mill Lane, Cardiff, South Glamorgan CF10 1EZ, 029 2039
9944.
5) Holiday Inn Cardiff City Centre, Castle Street, Cardiff, CF10 1XD, 0871 942 9240.

9. 7 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Marketing improvement
Product
Create different services
NHS is our competitor and most of their services are free. However, Ash Wales can
provide competitive advantage by delivering some training and activities that are
different from NHS or outstanding from exist training ,for example outdoor
development training, such as racing, mountain climbing, cycling etc.
Redesign Product description
Course information is too general, we cannot find that much useful detail from their
service description, like on their website, the information is too general, like the
course is described only limited to flexible, customized, and there are only some
pictures showing that they are doing in-door training, which shows that not that
much useful information to attract customer. Therefore, we recommend, first of all,
modify the description of service, in terms of wording, social network should show
something more detailed, like sharing successful story of quitting smoking from
previous trainee which would make it more convincing; in terms of pictures part,
charity can show video regarding to their training, which could make it visualize their
service. Apart from it, we also recommend the charity can create comment area
under their service package, which would be more evident for customers.

10. 8 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Price
Emphasize the low price
The average price for smoking cessation in Ash Wales is significantly lower than the
benchmark, which is around £209 (Stapleton 2001), with the price of £240 charged
by Easyway for this service. The low price service is Ash Wales’ strength point which
could assist Ash Wales to attract businesses by emphasizing the low price, and it is
necessary to put price list on the official website as well as display it through other
promotional methods (e.g. social media, internet advertising).
Discount Rate
As the charity desires to establish a new marketing model, which provides service to
corporates in order to increase funding for operation. To convince companies, Ash
Wales can make a discount rate to which companies expect to cooperate with the
charity. To be specific, although Ash Wales may be open to receive funding from
companies, the charity will not charge companies twice. Instead, Ash Wales can give
discount to employees who prefer to quit smoking to attract internal market. Take
Easyway as an example, this charity cooperates with British Telecom and gives 20%
of discount rate to the employees. Furthermore, Ash Wales can also give the
discount rate to cooperated companies, in terms of activities and campaigns.

11. 9 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Promotion
Create bundling promotion
In order to enhance the flexibility and attraction of services, we would suggest Ash
Wales to bundle the training programs by combining different services together with
lower price comparing to a sum up of separate prices of different services. Obviously,
to ensure the flexibility, which type of bundling should be chosen is freely decided by
target corporates.
Increasing awareness of target customer
In terms of the cooperation with companies, Ash Wales need to create its brand to
target companies. For example, give a first stage of training or trail activities to
companies without any charge. In these free “sample” services, Ash Wales offers
customers tailored services, which is the unique selling point to distinguish the charity
from NHS’s free service, and make customer feel interested and confident to join the
program. In addition, Ash Wales can place some posters or guideline related to
smoking cessation in the places where reach target audience, such as smoking points
in corporates, schools, shopping malls and hospitals. Therefore, it would facilitate
people’s awareness of smoking cessation and awareness towards Ash Wales. Besides,
charity should keep contact with potential corporate asking feedback from them so
that they can design a descent service for organization.
Improve social networking
Searching engine
It can be clearly seen that Ash Wales has allocated some money to promote its brand
and website on Google searching engine. However, the sufficiency needs to be
improved because the triggered words can be designed to maximize the chance of
displaying the advert link of Ash Wales, as long as the marketer follows the Custom
Search Guides of Google. For example, if potential audience searches by using key
words “Ash Wales”, the advert link is triggered. Nevertheless, it could be useless
because the official website link of Ash Wales is just below the advert link. In addition,
searching with the key words of “quit smoking wales”, “wales smoking” and other key
words related to “Wales” and “smoking”, the advert link tends to be triggered with
small possibility. Therefore, Ash Wales should modify the triggered queries to ensure
that the investment to be worthwhile.
Social media
The manager of Ash Wales indicated that there are four people taking charge of the
marketing sectors, which is enough to manage most accounts of social media
websites. However, the feedback and performance of social media are not desirable.
Ash Wales has only 687 likes on Facebook and 1,951 followers on Twitter (recorded
on 15/06/2015), which are very small numbers comparing to their potential
competitor as Easyway with 320,000 likes on Facebook and 2,554 on Twitter. Ash
Wales is lacking interaction with followers and the public, so to get more interaction
with them. Ash Wales needs to frequently update events, news, and advertising on
social networking, besides, consistency should be kept among all the social media.
Therefore, in order to increase the interaction and improve the perception towards

12. 10 | P a g e
Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
the ability of services, Ash Wales should post some successful cases on social media
by requesting their previous trainee to share their stories, in addition, build up
relationship with customers through social media by re-tweeting or replying the
message of customers to keep tracking of event. Easyway is a good example in
building relationship with customer, they always reply whoever mention them in
twitter. Therefore, charity should focus on their social media to get word of mouth
advertisement which is cheapest but most effective.
Improve donation process
To be frank, the donation button is not easy to be spotted, besides, the process of
donation is too lengthy to operate it requires nine steps. By contrast, take ‘Invisible
Children’ as an example shown below, on their website, they set an eye-catching area
to get attention, and create one flow-up donation button which could follow around
the whole page, what’s more, there are only two steps for the whole donation
process. We know establishing a payment system is costly, therefore, we put it as the
recommendation for its future prospective, so far, the charity can try to modify the
exiting donation page and process which make it quick and easy. In addition, Ash
Wales con also put the cooperation with PayPal as a possible solution.
Conduct different ways to pay and some rewards in order to attract customers/
referral
Easyway is quite creative in terms of payment that they allow customers to use Tesco
voucher to work as a part of training fee, like one pound voucher could equal to one
pound training fee, or fifty pence. In addition, gas/petrol cards, Boots voucher and
other voucher also can be taken as cash substitute in payment. By doing these, it
could appeal to a group of customers who are willing to quit smoking but unwilling to
spend money on it.
Apart from it, the voucher which is collected by charity could be considered as a
reward for those who purchases service or for those who recommend the course.

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Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Referral scheme
Referral scheme is known as if one person who is using some product or service,
he/she persuades another person to buy it, in return, both of them would get
some reward in terms of coupon or cash back etc. from the organization where
they buy their product or service from. Now this referral scheme is running quite
successful by Liberty living company and Giffgaff Company.
Place
When we first time to visit the place of charity, it is difficult for us to find it as there is
only one small tag on the door showing their charity name and leading to their
second-floor office. To us, we are the person who is searching for the place on
purpose, what if for those potential customer who is just passerby? According to this,
we think nowadays charity should put on some poster on their front glass door for
their campaign promotion as shown below, and set up an eye-catching billboard on
the wall.
Besides, we also recommend charity could change their location in the future, try to
locate on the ground floor with large space which could be more attracting.

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Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Cost
In terms of the cost of improvement, it will not charge a large amount of money
because most of the recommendations are free or low cost, such as creating different
service, redesigning Product description, emphasizing low price, creating bundling
promotion and making good use of social media accounts. In the recommendation,
Ash Wale should provide discount and reward for companies and customers.
Therefore, once Ash Wales provides discount and reward, it means it has a new
transaction or collaboration, which also means the cost of these promotions are pay
off. In addition, these costs only occur when Ash Wales have contract with customers.
Thus, Ash Wales can benefit from these recommendation with a relatively small
amount of money, which can be fully employed in the short term future.
Recommendation like SEO and improving donation process may require more money
to conduct. Walters (2015) analysed that SEO service may generally cost £3000-9000
per month but the cost still can be lower down by using SEO in-house which normally
costs £100-1200 a year. In terms of donation process, some other donation
improvement may significant expensive and unaffordable, however, PayPal only
charges UK non-profit organisations a fee of 1.9%, adding 20p per transaction within
the UK (PayPal 2015). Therefore, Ash Wales can consider the budget and funding
before deciding whether conduct these improvement in the short term or long term
future.

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Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Conclusion
As mentioned above, there are two main problems that the charity is encountering
now—lack of funding capability and branding awareness. Subsequently, we put on a
series of recommendation in order to solve the problems. We think nowadays the
most accessible efforts for the charity should be taken in terms of charity themselves,
like improve their service package, redesign their website, and modify the place
layout. Afterwards, charity could combine different types of promotion technique to
approach their potential customers. Even so far the charity is facing severe problem,
but it could be solved step by step as discussed above.

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Contents
Executive Summary................. 1
Background............................. 2
Scope of Work &Methodology 4
Scope of work...................... 4
Methodology....................... 4
Analysis ................................... 5
Recommendations.................. 6
To choose corporates .......... 6
Marketing improvement ..... 7
Cost........................................12
Conclusion..............................13
Reference...............................14
Reference
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h t t p : / / w w w . c a n c e r r e s e a r c h u k . o r g / h e a l t h - p r o f e s s i o n a l / c a n c e r -
s t a t i s t i c s / r i s k / t o b a c c o # h e a d i n g - O n e [ A c c e s s e d : 1 0 / 0 6 / 2 0 1 5 ]
C a n c e r r e s e a r c h U K , 2 0 1 5 b , [ O n l i n e ] . A v a i l a b l e a t :
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P a y P a l . 2 0 1 5 . S e l l i n g w i t h P a y P a l [ O n l i n e ] A v a i l a b l e a t :
https://www.paypal.com/uk/webapps/mpp/paypal-fees[Accessed: 10/06/2015]
Stapleton, J. 2001. Cost effectiveness of NHS smoking cessation services. London, Kings
College, 1-4.
Walters, M. 2015. The cost of doing SEO in-house (for small businesses) [Online]. Available at:
h t t p : / / w w w . s e o m a r k . c o . u k / s e o - c o s t s / [ A c c e s s e d : 1 0 / 0 6 / 2 0 1 5 ]