UMKDQ4-15-M Business Report Sample
Design and delivery
1. Introduction
Service encounter focuses towards a representation of individual experience of using services and products of a particular company as a customer. This report is associated with analysis of 2 services and counters from the reflective journal and experience with 5 different companies in various time frames. Analyzing encounter service problems is necessary for development of effective solutions for future improvement of organizational operations and Customer Service Management strategy. The purpose of the study is to highlight key challenges and appropriate solutions for service encounters in Unilever, John Lewis, Walmart, Saint Gobain Tape Solutions, and Rio Tinto.
2. Two services encounter
Marketing service encounters
The process of analyzing Marketing Services of various companies contributed in understanding different approaches and strategies implemented by multinational corporations and local companies for management of Business and establishment of positive relationships with customers. The identified two potential service encounters from the marketing background on reflective journals are gaps in understanding buyer’s persona and inability for adapting new trends[1].
Gaps in buyer’s persona alignment: Analyzing the marketing aspects of Unilever, John Lewis, Walmart, Saint Gobain Tape Solutions, and Rio Tinto has contributed in experiencing development of gas of understanding customer personal by local and international companies and its negative impact on their ICT strategy. Business organizations operating in various marketplaces are still utilizing their traditional method of communicating with customers in the era of social media platforms. Minimum involvement with social media platforms reduce their brand identity amongst millennial and definitely decrease organizational sales and revenue generation process to a great extent. Gap in understanding on customer personality; changing customer trends, preferences of food product, choices of cosmetics and fashion sense of the millennial created problems in the marketing management of these companies. Minimum involvement with customers by development of advanced integrated market communication strategy for providing regular information and understanding of customer changing behaviour is a potential challenge faced by various companies in maintenance of the marketing operations[2]. Globalization of product and services has also played a significant role in the improvement of cultural globalization that has terms from customer buying behaviour from multiple dimensions. Traditional methods of geographical segmentation are limited to validate a contemporary Marketplace due to modification of customer buying behaviour bi internationalisation and product standardization along with cultural globalization. Dressing style and lifestyle of people are not bounded by cultural and geographical dimension at a contemporary Marketplace. Decision making of society is based on individual storage and financial ability[3].
Challenges of adapting to new trends: challenges of adoption of new technological and waste management trends by various companies are negatively affecting their marketing approaches from multiple operational aspects. Development of concern towards environmental protection and sustainable development along with the UNDP program are transforming international marketing affected by increasing organizational CSR activities and innovation advertisement. Companies operating in multiple second world countries are utilizing traditional methods of Business and manufacturing processes. This process is contributing towards increasing global carbon footprint to a great extent and also reduced organizational value in the competitive Marketplace.
Minimum focus towards adoption of new Trends of sustainability such as utilization of electric vehicles for improvement of supply networks and automation tracking systems for easy home delivery processes are affecting marketing perspectives and customer buying behaviour in various areas. Organizational inability for aligning with changing multi perspective are also reduced in opportunities of availing maximum competitive advantage due to development of alternative products and reason of market competition[4].
Operational service encounter
Unstable cash flow and low waste management strategies are other major operational issues that have been encountered during development of reflective journals on 5 companies’ experiences. Development of effective operational strategy by considering modern tools and technology is necessary for improvement of organizational capabilities of providing quality customer services and products on the contemporary marketplace.
Unstable cash flow: increasing operational cost and production of organizational sales during the covid-19 market is a major reason that has created multiple operational issues for companies in local and international market place operating process. Outburst of covid-19 health increase organizational operational cost by increasing expenses on restructuring of ventilation process, improvement of procurement & logistics management and providing work flexibility to the employees. This process has increased organizational annual expenses on infrastructure and internal projects and results as low budget for investment in the market. However, stock performance of companies like Unilever has dramatically declined and resulted in organizational financial loss[5].
Low waste management strategies: existence of weak waste management procedure is another potential issue identified in operational management practices of various companies during the individual journal development. Minimum focus towards improvement of waste management strategies of manufacturing companies puts a negative impact on environmental sustainability by releasing wastewaters and chemicals directly to the natural ecosystem. This process also degrades soil fertility, integrates extent and minimization of organic material availability is in the Marketplace. Development of an effective waste management strategy is necessary for achieving CSR activities of Environmental Protection and eco-friendly planned development for reduction of organizational waste and carbon footprint.
3. Solutions for the issues
Operational and marketing challenges and put a negative impact on organizational growth and capabilities of competing against potential market competitors for generation of benefit from competitive advantage. Continuous improvement of the operational and management area of companies is highly necessary for maintenance of brand image in the international market place by development of differentiation strategy for product quality maintenance and connecting with targeted customers. The most effective approaches for solving marketing issues are designing an advanced communication strategy and investing on marketing research for collecting information on customer buying behaviour. ICT strategy is necessary for communicating with millennial customers on a regular basis by connecting through various social media platforms for influencing the impulse buying behaviour significantly[6]. Developing attractive contents for social media platforms and organizational websites can help and attract maximum possible customers from various marketplaces and establish positive relationships with them. Providing opportunities for solving customer queries and over chat and phone calls has also possibilities of improving organizational marketing aspects in an area in a significant way.
Conducting quarterly market research for understanding customer buying behaviour of different Marketplaces in the region can help in understanding associated factors that control customer behaviour and assume upcoming behaviour and develop appropriate marketing strategies for customer retention. This process can also help in selecting appropriate Strategies for improvement of service and product quality by maintaining international standards based on customer changing perspectives and requirements[7].
The major solutions for improvement of operational issues faced by Unilever, John Lewis, Walmart, Saint Gobain Tape Solutions, and Rio Tinto are implementations of new technology and development of effective waste management strategy. implementation of new technology for automation manufacturing and quality control can help in increasing organizational flow of revenue and contribute to the improvement of unstable financial situations in the future market. Focusing towards regular improvisation organizational business management and operational management approaches by utilization of software for maintenance of records can help in reduction of mistake probability in development of balance sheet and budget. Utilization of clean fuel for restructuring of the supply network can contribute in improvement of procurement and logistics management approaches in a significant way and help in improvement of organizational operational qualities. This process can also contribute to the improvement of organizational engagement with corporate social responsibilities for positive development of brand identity in the contemporary marketplace.
Development of effective marketing and operational strategy can contribute in fulfilling customer needs and increasing customer perceived value for maximization of organizational sales in a significant time frame. Establishment of positive relationships with millennial customers is necessary for business organization for maintaining potential future growth effectively by creating loyalty and trust customers. This process is also necessary for development of a new customer channel and entering a new marketplace for regular improvement of marketing performances and operation in order to deliver quality product and services to the customer. Increase of customer satisfaction level has capabilities of improving brand identity and performance in stock market and reflects on return on investment and retention of internal stakeholder as well[8].
4. Relevant theories and models
Marketing Communication mix
Figure 1: Marketing Communication Mix
Marketing Communication mix is a contemporary marketing theory that focuses on the development of communication strategy between organization and targeted stakeholder by various alternatives. According to this theory, a focus on development of advertisement with multiple digital and traditional methods is necessary for targeting extended demographic customers for profit maximization. Important elements of this theory are advertisement, public relation management, direct marketing management and sales promotion. Consideration of all the elements for improvement of marketing aspects can help in establishing transmission business models and effective communication strategy with customers and government bodies for practicing or diversifying business inter-local and international market place[9]. Focusing towards public relation maintenance can help in organizational engagement with CSR activities and community services that can generate generous sympathy and willingness among customer minds and increased impulsive buying behaviour. In addition, this process can also positively contribute to the improvement of organizational marketing strategies by developing various segments based on psychometric and demographic implications of customers. Promotion of sale ineffective methods has the ability of creating opportunities for business cooperation with various companies that can help in minimization of operational cause for the opportunities of insourcing and outsourcing process.
Stakeholder mapping theory
Stakeholder mapping theory focuses on development of stakeholder identification and differences chart for making different Strategies for retention and development of effective business ideas. Analysis of various stakeholder contributions and importance in organizational operations and marketing development is highly necessary for development of HR policies. Mapping of stakeholder necessity also contributes in improving skills by providing appropriate training and wise resource allocation procedure for the purpose of increasing organizational capabilities of delivering Quality Services. This theory is highly applicable for improvement of operational processes in various industries from fashion to food for understanding the role and responsibility of different stakeholders in organizational project and marketing management processes. Systematic management of internal and external stakeholders by fulfilling their requirement has the capabilities of improving organizational brand image among market competitors by reducing internet problems and increasing organizational sales.
Ansoff matrix
Ansoff matrix is one of the effective business models that contribute to the improvement of product and service quality by suggesting innovative Strategies and quality control methods. Product differentiation and market development are the two potential concepts that can be implemented for improvement of both marketing and operational areas of companies belonging to different industries as encountered during reflective journals. Product and service differentiation strategy focuses on development of unique ideas for creating new products or services that have low competition in the competitive Marketplace and higher demand. Product differentiation strategy has the ability of increasing organizational revenues and total assets by effective decision making and problem solving Strategies for development of new products and services. Customer buying behaviour is tempted towards new products in the market for excitement and social media influence. Market development aspects of Ansoff Matrix can help in entering a new market place that has low market competition and higher potential of increasing customers.
5. Conclusions
From the above discussion, it can be concluded that improvement of marketing and operational services on a regular basis is necessary for aligning with contemporary changing marketing perspectives for retention of customers and achievement of maximum competitive advantage. Both local and international companies can improve their marketing and operational practices by aligning with major changes on the macro environmental factor and buying behaviour of customers. Consideration of covid-19 impact on buying behaviour for development of services and operational management strategy can positively contribute in establishment of good terms with targeted customers and increasing of organizational sales and revenue generation process to a great extent. Consideration of global warming perspectives and increasing carbon footprint in organizational operation and management is necessary for improvement of CSR activities and development of brand value in the competitive marketplace. Engagement with innovation is a technique for improvement of Integrated Marketing Communication strategies can help in understanding customer preferences and importance of cross-cultural consideration in development of business strategies.
Reference List
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