Project: Creating the Communication Strategy

Using the same organization, you selected in Week 1, imagine that you will be making a Microsoft Power Point presentation to the organization’s board of directors or other decision-making leaders (depending upon the type of organization you are using). Your work this week will consist of two parts for the presentation.

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First, you will synthesize the key insights you have learned during the past five weeks.
Second, you will present an Integrated Marketing Communications (IMC) strategy, a pricing objective, and a pricing strategy to the board of directors. Because this second part involves new material in the project, it will probably require the most research and analysis to complete this week’s presentation.

The following sections provide greater detail about the two pieces of your presentation.

Note: The expectation for this project is a scholarly presentation. A scholarly presentation has two main distinctions:

The notes sections of slides contain research citations, evaluation, and conclusions—just like in a good scholarly paper. In other words, a reader should be able to read your notes section as if he or she is reading an academic paper. The grading rubric suggests a level of critical thinking for the presentation (in the notes section particularly) that is on the level of a good academic paper.
Key points and information on the slides are highlighted. A good slide contains no more than six lines of text. The slide should just contain the “big ideas” to help guide your reader through the main points.
In addition, for this project in particular, the first several sections of your presentation will use material you composed in the previous weeks of the project. However, use the slides and notes sections to show that you can do more than just copy from the previous weeks’ papers. Show that you can summarize the material and present the most important points to your audience.

Part 1: Summary of Key Insights from the Course Project to Date

Using course work you have completed so far in the course project, summarize key points regarding the organizational mission and how the new product/service and your proposed service delivery enhancements contribute to the organization’s ability to complete the mission.

New Mission; New Product/Service (2 slides)
Provide a brief overview of the new/improved mission statement and the new/improved product or service you are proposing.
Provide the board of directors with supported rationale for how the new product/service contributes to achieving the new/improved organizational mission.
Service Delivery Enhancements (2 slides)
Provide a brief overview of service delivery enhancements to improve efficiency and effectiveness.
Provide the board of directors with supported rationale for how the service delivery enhancements contribute to achieving organizational mission.

Part 2: Communication Strategy

As new material for this week, you need to communicate to your “organization’s” market segment the key benefits that make the organization distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. Justify an Integrated Marketing Communications (IMC) strategy that includes the following:

Advertisement (5–7 slides)
Propose an advertisement featuring the new (improved) services and containing the following elements:

A headline
A subhead line
A brand–positioning statement
An artwork
A layout

Justify traditional and nontraditional channels to carry the advertisement.
In the notes section, justify your channel selection. Use research to support your work.
Pricing (2–3 slides)
Justify both a pricing objective and a pricing strategy for the company on the basis of the information gathered from the case study, an understanding of the competition, and the likely attitude of current customers.
In the notes section, justify why the organization should adopt the pricing objective and follow your pricing strategy, using appropriate examples, research, and reasoning.
Conclusion (1 slide)
Conclude with a statement positioning the brand around the new service delivery.
In the notes section, defend the statement. Support your work with research.

Submissions Details:

The presentation should be 12 to 15 slides in length.
Place any references on the last slide, using APA style.

Business marketingprojectFinancedue ASAP

Running

Head: STRATEGIC MARKETING

STRATEGIC MARKETING 6

Nicholas Calhoun

Strategic Marketing

South University

January 3, 2020

Developing Different Products and Services

Introduction

A product can be simply defined as the bundle of utilities. A product is made up of different features of products and services that go hand in hand with them. Most of the consumers buy products to gain personal satisfactions that they have toward them. At the end of the day, products are made up of both the tangible and the intangible attributes that the consumers experience (Senguo & Kilango, 2015).

About my Organization

The organization that I have been working with for the last few weeks deals with telecommunication. Most of the industries dealing with telecoms in South Africa are thriving in the cooperate world. I have been working with Vodacom. This is one of the organizations that have very high financial status. The secret behind Vodacom becoming a success is through investing a lot of finances in advertising the different products that they have to offer for their consumers. Some of the communication services that Vodacom is able to offer include the mobile voices, converged and financial services, data services, and messaging. The network of the company has really grown to different countries that such as Mozambique, DRC, and Tanzania. A large percentage of Vodacom is owned by Vodafone (Karam & Ken Wilcox., 2016).

Most of the business competitors fear joining the telecommunication sector. The main reason as to why most of the organizations fear going for telecommunication because there are high demands and concentration by the government especially when it comes to the budget. Finances are what make the organization a success or a failure. When there is little capital then it means that very few projects will be done and accomplished. When there are enough finances then it means that the organization will be able to accomplish a lot of things. South Africa is the best country to invest in telecommunication due to the fact that there is high growth in the usage of the internet. Most of the goods and services that were produced to make sure that more revenue is gotten into the country are no longer available. This has given way to telecommunication.

The customer services that are offered at Vodacom are of great satisfaction to all the consumers who seek to use their different products. There are the good customer services that are also offered through the social media on platforms such as twitter and Facebook. The different accounts that have been created by the organization make it possible to answer different questions that the customers have about the services and products provided and offering additional clarification that will be needed by the consumers (Mkumbo, 2014). Vodacom was founded in 1994 and since then the company has been going through a lot of progress to be the best. Making and developing a strong brand is what has made the organization to compete effectively. When the consumers identify themselves with the brand of the organization then selling goods and services becomes easier and gaining the loyalty of new consumers who need the goods and services.

The vision of the company is being the best network, offering the best services and possessing the best value. The main aim of Vodacom as an organization is to make sure that they express their empowerment and this touches every part of the business that the organization engages in. according to the purpose of the organization, if one project fails, then another solution that is better is adopted to save the profit that is gotten by the organization. This is what has made the organization be a success (Okharedia, 2014).

The Environment of Vodacom

The environment that directly affects the organization from achieving its laid down goals is known as the task environment of the company. In short these are some of the conditions that affect the organization from being able to achieve its goals or even the different projects that they intend to do. Examples include the different suppliers who provide different commodities into the organization; the different distributors of the goods and services of the organization; the different stock markets; the competitors and also the customers. The task environment of the company is also made up of the different employees and other important parties who work within the organization (Muze, 2014). For instance, in a situation where the organization employees receive the best motivation pertaining to the efforts that they make toward the success of the organization then it means that they will sacrifice their own personal needs for the sake of the success of the organization.

Some of the failures that the organization might be facing include:

Most of the telecommunication organizations work toward making sure that they reach out to the target. This is usually done by the presence of consumer friendly SMS and calls. In any organization, the human resource department makes it possible for the employees to provide the required services to the consumers. In Vodacom, there is still a big gap when it comes to the different issues that deal with communication; there is also the standard gap facing the organization pertaining to the expectations that they have toward the services that are delivered to the consumers; there is also a shortcoming in identifying the different services and goods that the consumers need and what the organization needs to do to fully satisfy the consumers (Kaaya, 2015).

The Different Recommendations

There is need for the organization to work toward ensuring the provision of the best customer care services. This can be done through offering the required training to the employees who work in the organization. There is need to carry out an annual survey to gage the quality of products and services that the organization is offering to the market. The organization should make sure at all costs it deals with the different complaints that are raised by the consumers.

In conclusion, there is need for each and every organization to make sure that it has worked round the clock to provide the best products and services to the consumers. Through this it will be possible to have more profits into the organization and thus compete effectively.

References

Senguo, R. A., & Kilango, N. C. (2015). Marketing Innovation Strategies for Improving Customer Satisfaction: Vodacom Tanzania.Link:

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.735.5345&rep=rep1&type=pdf

Karam, A., & Ken Wilcox. (2016). The China factor: Leveraging emerging business strategies to compete, grow, and win in the new global economy. Hoboken, N.J: Wiley.

Link:

https://www.worldcat.org/title/china-factor-leveraging-emerging-business-st

Mkumbo, W. D. (2014). The Effect of Business Process Outsourcing on Quality of Services Delivered at Vodacom Tanzania (Doctoral dissertation, Mzumbe University).

Link:

http://scholar.mzumbe.ac.tz/handle/11192.1/2383

Muze, R. W. (2014). Assessment of motivation and its impact on employees’ performance in goal Attainment: A case of Vodacom Tanzania Limited (Doctoral dissertation, The Open University of Tanzania).

Link:

http://repository.out.ac.tz/491/

Okharedia, A. A. (2014). Level of customer satisfaction: an analysis of Vodacom services in Gauteng province of South Africa. Journal of Business and Retail Management Research, 8(1).

Link:

https://jbrmr.com/details&cid=159

Kaaya, E. V. (2015). Impacts of brand image on customer awareness And sales: A case study of Vodacom Arusha branch (Doctoral dissertation, Mzumbe University).

Link:

http://scholar.mzumbe.ac.tz/handle/11192/1077

Running Head: STRATEGIC MARKETING

Nicholas Calhoun

Strategic Marketing

South University

January 3, 2020

Running Head: STRATEGIC MARKETING 1

Nicholas Calhoun

Strategic Marketing

South University

January 3, 2020

Nicholas

Calhoun

Strategic

Marketing

South

Universi

December

27,

2019

Summarize the key product/service offered by your organization, including the role of the customer service department or direct service required to make a sale to the customer.

Telecommunications, also known as telecom, is the exchange of information over significant distances by electronic means and refers to all types of voice, data, and video transmission. This is a broad term that includes a wide range of information transmitting technologies such as telephones (wired and wireless), microwave communications, fiber optics, satellites, radio and television broadcasting, the internet and telegraphs.

Telecommunication is one of the few businesses in the South Africa that new competitors could hardly join. It’s because the Telecommunication industry is highly concentrated in terms of the budget by the government, plus the various fees and licenses considered necessary for operation. This kind of business environment creates a duopolistic structure in the telecommunication industry in the country. Also, the current good fiscal standing of the country together with the strong growth of internet usage makes the telecommunication industry in the South Africa an attractive industry to invest even though the products and services that contributes revenue to the industry are either weakening or is slowly declining. Mofrica is one of the big players in the telecommunication industry in the South Africa.

Mofrica has an active and dedicated customer service including social media. It has a twitter account created to respond to the issues and queries of the customers. This support service offered by Mofrica is active and responds quickly. The company has been in existence for a period of twenty-two years in the telecommunication industry, with over twenty million pools of customers. The company also has the largest pool of customers as opposed to its competitors. This has given a competitive edge against the competitors. With the high number of customers, the company is able to achieve higher margins of profit as they enjoy economies of scale to a greater deal. With more income than the competitors, the organization has been able to invest in infrastructure that has boosted connectivity even to the neighboring countries. A stiff competition exists between a rising company in internet service provision and us, although we still boast of a whopping 79 percent share in the market. Recently we have expanded our services to a roaming service in the neighboring nations. The expansion has seen the rise of our total income made in this year by a margin of 8 percent we attribute this to the new pool of customers made through the roaming service. Our mission statement states that we strive to give our customers a world-class standard and aim at becoming their critical partners in their daily lives as they grow to achieve their dreams through reliable telecommunication services

Flowchart:

The Task Environment of a company is the environment which directly affects the company from attaining their business goals. In brief, it is the set of conditions that directly affect the organization from attaining their goals which are derived from suppliers, distributors, customers, stock markets, and competitors. In addition, task environment refers to the forces and institutions outside the organization with which an organization interfaces in the course of conducting its business. These forces and institutions are directly significant to the attainment of the company’s goals because they have direct and immediate impact on decisions and actions of managers. The important components of task environment are: customers and clients, suppliers, and competitors.

As per the above flow chart, order is placed by a customer to front sales executive. That executive bills the amount to customer. Once the payment is received, he/she passes the order to operational staff and deposits the fund to accountant. Here, operational staff prepares and delivers the order and accountant readies the bill. With further documentation, it is forwarded for further processing. All these set of activities are properly monitored and supervised by team leader for effective and efficient delivery.

All above roles are mandatory and interdependent on each other. For an example, payment is collected by sales executive but order is prepared by operational staff. If order is not prepared on time, payment will be returned back to the customer. Further, replenishment of inventory is mandatory for successful delivery of orders. Thus, without positive contributions from each other, service delivery process cannot be completed with a success.

Taking into consideration the dominant market position of Mofrica in the land telephony segment, and the rising trend in IP telephony usage, the Group’s market shares in traditional land telephony decreased for the past few years as a result of entry of alternative operators in that segment. Market share of Mofrica in land telephony is still high at more than 70%, which indicates that the Company provides land telephony services for 500 thousand. In 2015 its market share decreased by 2.3 %.

Analyze at least three possible contact point failures in the service delivery process for your organization. Why do you consider these to be possible contact point failures?

The telecom companies prefer to provide quality services to the target customers along with various consumer-friendly call, SMS and data facility. The human resource department of telecom sector guides the employees and supports employees to provide quality service facilities.

The telecom industry is a constantly evolving industry where human resource managers cannot get sufficient time to provide training. Hence, various staffs remain unskilled and improperly capable. Moreover, the lack of communication in the human resource department is one of the critical obstacles which restricts the sector to grow adequately.

There are some factors to consider in succeeding in the telecommunication industry in the South Africa. The most important factor is the reliability of the products and the service they provide and the level of satisfaction their subscribers enjoy. This is considered are a critical stage for the competitors in the telecommunication industry. Having those factors on the right track will surely lead the company to success.

The knowledge gap includes the failure in the service delivery process wherein there is the gap in the service quality process.

The standards gap is the problem in the perception of the management regarding the expectations of the customers towards the design of the service delivery process.

When the organization has the lack of goals then it can affect the management.

There was a gap of communication between the actual service delivered and what the external communication of the organization promised regarding the service.

Recommendation:

The company must improve on its customer satisfaction and technical expertise in dealing with network reliability issues by having more customer service and technical training to all its employees and hire new employees with good customer service expertise and with necessary skills and knowledge of its work. Also, the management must lower its corporate hierarchy by at least 1 level for better upper management visibility, creating a clear escalation procedures and complaint prioritization and easy and user-friendly survey and feedback forms and procedures that is regularly reviewed by top management and tied to each employee’s key performance indicator. Below are few recommendations for the company.

· Make a high customer service skill as a major factor in hiring new employees

· Hire industry experts on customer service into the company

· Get individual consultants and companies to advise MOFRICA LTD on how to improve its internal business processes to be more focus on customer satisfaction

· Conduct customer service training from internal and external sources

· Empower management to be more involve in dealing with customer complaints and issues.

Developing the service skills of employees will have an opportunity for the MOFRICA LTD in attracting more customers and it will be a good practice for the company for more revenue and income recognition.

References

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Babin, B. J., & Zikmund, W. G. (2016). Essentials of marketing research. Retrieved from;

https://www.worldcat.org/title/essentials-of-marketing-research/oclc/1100700046

Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: The tailored design method. Retrieved from;

https://www.worldcat.org/title/internet-phone-mail-and-mixed-mode-surveys-the-tailored-design-method/oclc/1016880878

Karam, A., & Ken Wilcox. (2016). The China factor: Leveraging emerging business strategies to compete, grow, and win in the new global economy. Hoboken, N.J: Wiley. Retrieved from;

https://www.worldcat.org/title/china-factor-leveraging-emerging-business-strategies-to-compete-grow-and-win-in-the-new-global-economy/oclc/1010460788

Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Retrieved from;

https://www.worldcat.org/title/qualitative-research-evaluation-methods-integrating-theory-and-practice/oclc/931600934

Nicholas

Calhoun

Strategic

Marketing

South

Universi
ty

December

27,

2019

Nicholas Calhoun

Strategic Marketing

South University

December 27, 2019

Running

Head: COLLECTING CUSTOMER DATA

COLLECTING CUSTOMER DATA 7

Nicholas C

alhoun

Strategic Marketing

uth University

December

16,

2019

Collecting Customer Data

Research the key elements of a CRM system and defend at least three best practices that your organization can use to improve its customer retention.

A CRM type of system is identified as a software tool which assists in the management of interactions with company constituents. In order for a company using CRM such as Mofrica to be successful, the system ought to be efficient enough to track along with report information regarding the type of people that they engage within a manner that helps in the attainment of goals. Mofrica CRM should possess various elements for it to be successful. These elements are integrating technology since it is a networking company this element will help in enhancing efficient coordination as well as in enhancing service delivery (Singh & Chanda, 2014). The second element is conduction of continuous measurement as well as improvement which is essential in enhancing improved performance in the company. The other element is updated customer information which is readily accessible to all the company stakeholders as this will help in the delivery of better as well as personalized services.

There are a variety of strategies that Mofrica can use in ensuring effective customer service. They include segmentation of customers which helps in understanding the different needs of each customer that the organization serves. The organization is able to set goals along with objectives for every segment of its customers. Another strategy is communicating often and in an easy way. It helps in keeping in touch with all its customers as well as uncovering current opportunities. Nonetheless, there is use of social collaborating tips. There are varieties of social media platforms that Mofrica can use to maintain its quality in networking services and by using social media to brand itself and manage its customers, Mofrica is in a better position to enhance its quality (Al-Rabayah & Alsmadi, 2017).

Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?

These pieces of data entail user experience which helps in prioritizing the various features of the company and in the creation of a better user encounter with the products and the services of the company. It can also help the organization understand the functions that are popularly used. The second piece of data is learning how they discovered the business as this helps in measuring the effectiveness the sales as well as the marketing teams of the company. The other piece of data is purchase behavior of the customers which is essential in enhancing sales as it offers information that helps the company in comprehending the buyers and their buying behavior (Karam & Ken Wilcox, 2016).

The other piece of information is the last sign-in date which is vital in targeting the customers that are slipping away from the company by getting constructive feedback on the same. Lastly, there is keeping track regarding their physical address which helps in maintaining constant communication with the customers thus having a higher customer base. All these pieces of information from the key segment of Mofrica are essential in helping the company to attain a higher competitive advantage over its rivals in the field of mobile networking.

Justify five survey questions that might be used to evaluate the segment’s experience with your organization. Why do you need to know this information?

These survey questions entail overall satisfaction which acts as a measure of how appropriately the organization is pleasing its customers. An example is; “What is your satisfaction with Mofrica?” The other question is an attribute question such as; “What is your personal satisfaction with the Mofrica mobile networking services and products?” This will help in measurement of particular aspects of satisfaction within the organization thus understanding what areas exactly to improve on. The other questions are behavioral questions which can be; “How likely are you to come back again to Mofrica?” This question helps in gaining insights in the intended behavior (Babin & Zikmund, 2016).

Nonetheless, another question is demographic question such as; “What is your familiarity with Mofrica?” It helps in understanding any notable distinctions between the segmented audiences. The other type of survey question is an open-ended one such as those regarding an open slot for feedback on Mofrica products and services. It gives customers an opportunity to offer deep and comprehensive explanations on Mofrica products and services.

Justify a plan for how customer data will be collected. The plan should detail the methods to be used and where those methods will be integrated into the organization’s processes

The customer data of the key segments of Mofrica customers will be collected in two major ways. These techniques are online surveys as well as email campaigns. Online surveys entail gathering information from people on online platforms such as social media platforms like Facebook (Dillman & Christian, 2014). Email campaigns are methods of surveys that companies use to attain information from its customers through emails sent to subscribers of its products. Email surveys will be sent to all the customers of Mofrica Company on their satisfaction regarding the company products and overall satisfaction on Mofrica Company operations.

Online surveys that will be carried out in Facebook pages as well as Twitter pages and LinkedIn of Mofrica will entail survey questions that will be open ended whereby customers can give their feedback on Mofrica to help in improvement of the services and products of the company. All these techniques will facilitate efficiency in enhancing customer care at Mofrica and improving performance at the company which will facilitate improved competence in the organization and enhance the sales of Mofrica (Patton et al., 2014).

References

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Al-Rabayah, W., Khasawneh, R. T., Abu-Shamaa, R., & Alsmadi, I. (2017). Strategic uses of social media for improved customer retention. Retrieved from;

https://www.worldcat.org/title/strategic-uses-of-social-media-for-improved-customer-retention/oclc/1005699682