MARKETING PLAN

MINISTRY OF ECOCMIC DEVELOPMENT

1
Table of Contents
1. Vision, Mission and Core values

2. Overview

3. Services

4. Marketing Plan

5. SWOT

2
Section 1:

1. Vision Statement:

Our vision is to is to provide a clear information and transparent local governance and inclusive
policy making focused on the labor market in the Maldives.

2. Mission Statement:

We constantly strive to implement the critical initiatives required to achieve our vision. This
includes providing the high quality services to meet the needs of customers. Anchored by a
strong commitment to our values and work spirit, we offer our services with skilled staffs and
that in complimented by our use of the latest technology.

3. Core Values:

· Quality: Both management and staff believe in operational excellence in delivering

quality information and service to the public.

· Customer Service: We provide a dynamic and challenging work environment for our
employees in order to meet and exceed our commitments to the customers we serve.

· We embrace the idea that the ministry is at the service of its customers.

· Technology: We use the latest technology to maximise professional service and

standards.

3
 · Creativity: We endeavour to actively pursue information innovation and solutions to
remain at the cutting-edge of our sector.

· Integrity: Our commitment to the highest ethical standards ensures our accountability for
everything we provide, and are consistently fair to all of our stakeholders.

· Respect: We believe in the worth of all of our individual customers, employees and other
stakeholders, we treat people with the greatest dignity and respect.

Section 2: Overview

Ministry of Economic Development is entrusted with the mandate to develop and promote
inclusive and sustainable economic growth to Maldives, through prudent policies and favorable
business climate. It is the objective of the Ministry to create opportunities for the growth of
enterprises and individuals.

The Ministry has two key roles within its overall portfolio of economic development. That is to
provide leadership and coordination within the government’s overall economic policy making
process and also provide the necessary policy as well as regulatory environment, to nurture and
foster trade, investments and growth to the country.

In carrying out these core roles, the Ministry’s work spans a wide range of areas. The following
are the main components.

The Ministry is tasked with the development of economic and investment policies, in
consultation with other Government stakeholders; develop commerce and industrial activities in
the country; attract and promote investments into the country; regulate imports, exports and re-
exports; develop and promote exports and re-exports; register and regulate businesses,
companies, partnerships and cooperative societies; develop and promote small and medium
enterprises; set and regulate standards in metrology; develop and enforce intellectual property
rights; act as the focal point related to all bilateral, regional and multilateral issues related to
trade and commerce; set the policies, guidelines and create the necessary legislations and
regulations to promote and regulate trade and economic development activities, maritime and

4
land transportation sector, employment, labor and labor related issues and work related to
international conventions and covenants already signed or has to be signed, related to the areas
where the Ministry has the mandate.

Section 3: Services

For the community that keeps growing, services such as employment agencies an integral part.
Due to the problems and fraud in the current labor market in Maldives, we want to leap forward
to provide a more sophisticated service with voluminous advantages to the public.

Currently, we are only able to provide very limited services but we aim to provide a better and
quality service to labor market.

We believe that with this new development and new laws and regulation we can improve the
current services provided by the labor section of the ministry.

There are four core customers we like to attain as well as save with this new development;

▪ Businesses who are involve in tourism and construction industries.

▪ Travelers, who like to get quick and distinctive services.

▪ Government and private offices (employment agencies)

Section 4: Marketing Plan

The Ministry of Economic Development (MED) was formed with a mandate to oversee all activities
and matters related to trade and the economy. The functions of the ministry include the registration
of different types of businesses, investments, companies and intellectual properties among other
trade related entities. As the number of locals moving to the island is increasing progressively a
good marketing plan is necessary to increase the sales and gain product branding.

5
The Ministry of economic development is tasked with formulation of economic and trade policies,
the regulation of trade and investment in the areas other than tourism related investment, and the
economic development of the country through regulation and promotion of trade and investment,
and to provide labor and employment services to the foreign employees in the Maldives.

Government Pledges

· Take measures to stop corruption in awarding quotas for expatriate workers and all
expatriate matters
· Minimum Wage
· Enhancing the capacity of productive youth
· Training for skill development
· Economy that values and recognizes the contribution of workers
· Proud workforce
. Since the establishment of XPAT Online system, customers can access the system from
anywhere in the world.

4.1- Customers:

One of the most important techniques in marketing is the concept of segmentation and targeting.
These two tools allow to identify their most likely customers and tailor messages to these
customers in order to increase their chances of offering the right information to the right
customer. Segmentation is the process of splitting up a huge group of all possible customers into
meaningful sub groups. We offer services that ranges from employment agency to individuals.

4.2- Marketing Activities:

The best way to attract customers looking for the exact products we offer is by implementing
specific marketing strategies. There are various promotional activities we would take place to
promote our services:

➢ Build a functional, clean and professional website: Building a

good website will allow customers to get access to an online portfolio displaying the
services provided by the labor section and links to request submission tutorials or a
dashboard with latest publications.

6
➢ Print media: We will distribute printed flyers and materials to
the target audience. Not limited to companies, hospitals and government institutes.
➢ Forum: We will invite all the employment agencies and
public to participate in this forum. The forum will provide all the information and the
changes that has been made to our system, to the public and open a question and
answer session.
➢ Social media: Social media plays a key role in Marketing, as
in this age almost everyone in the country follows the social media. Therefore, we
could create a social media platform to share our services to the audience by
advertising on Facebook, Instagram and on YouTube in order to reach our goal in
Marketing . Our leaflets will be handed out to our customers which will also include
the information such as our aim, contacts and regarding our services. This will enable
the public to reach out to us easily without much restrictions.
➢ Communication: By creating an email address database of our
customers it would be easy for the employees to reach out or engage in regular
communication with the customers. This will be helpful for us to send our regular
updates to our customers regarding our services. We would also record their contact
number and their social media profiles if available.

➢ Call center: When customers contact the Ministry of

Economic Development regarding an information deal, the ministry will plan the
responses. They also will keep track of the calls which they have made and received,
as well as information about the customers requests and the background information.
This data can be used to provide the customized prompts. The call center will make
use of the Computer Telephony Integration (CTI) for managing the staffs and also to
track the phone calls. This will ensure that the services being provided are improved
and is efficient.This is because at the back office there will be specialized staffs whom
handle every phone call rather than the staffs attending to the both sides ; back office
and the call center.

7
 ➢ Staffs are responsible for:

· Equally distributing calls across the agents

· Routing the call to the right agent
· Monitoring how many customers are in the queue, on hold,
etc..

4.3- Expansion plan:

The reason we need to expand our services is due to the demand for our services and also to
maintain our labor force controlled rate.We aim to provide our customers with excellent services
with speedy process. This will gain their trust for our services and hence more people will be
interested to reach out to us. In order to improve our services ,it is important for us to hire more
staffs to recruit and so we will plan for this year to employ more staffs and train them to deal
with the customers. This will hence enable our services to be up to a good standard and in a
good quality which will please the public.

Section 5: Strengths, Weaknesses, Opportunities, and Threats

(SWOT Analysis)

8
Strength: Weakness:
· Presently not enough resources to cope with the
· Experienced and hardworking staffs
demand
· Direct Marketing Expertise
· Existing staffs require training to learn the new
· Excellent customer service
technology
· Good reputation for quality and service provided
· Lack of economic growth & new job creation
· Good communication within sections.
· Shortage of appropriate job skills training
· Teamwork.
· employees are not happy with their work
· Skilled efficient trained staffs.
environment
· Capabilities
· Timescales,deadlines and pressures
· Reliability of data, action and projects

9
Opportunities: Threats:
· Increasing Marketing Budget · Changes in regulation can impact the public
· Government backing and action related to · Take in fees can cause upward
development programs · Web to service increase competition
· Improving customer service and employee · Lack of funding
training · Mass unemployment
· Improve organizational structure and · High dependence of a city economy
communication procedures in economic · Market demand
development
· New contracts and partners
· Professional development. in economic
· Political and economical effects
development
· Competitive intentions
· New technologies make direct marketing more
efficient
· New services technology drives down costs
· Political influences and NGO’s.

10