Learner's Log Book, the Impact of Web 2.0 on Brand Management - Essay Example

Learner Log Book LLB I. INSTRUCTIONS The purpose of the Learner's Log Book (LLB) is to document the achievements of the learner in a central repository that will be considered as evidence on the effectiveness of the learning process. It is a 'monitoring tool' that e-tutors use to report on individual learners' progress and it is a way of ensuring that learners: Are engaged in their learning process. They are experimenting by doing the tasks subscribed to them by the e-tutor. Avoid plagiarism because learners have to be engaged on a continuous basis and the informal assessment can therefore be used to ensure consistency with the main formal assessment. Provide e-Tutors with the opportunity to get to know the learners evaluate them and mentor them properly. There are templates which will reflect whether learners read, whether they understand, whether they assimilate the knowledge, whether they develop enquiry ability, whether they have the potential to conduct critical thinking and whether they can reflect on the knowledge accumulated by relating to real situations. The onus is mainly on learners to furnish the required information in the templates after each unit based on the Read and Analyze Activity. After filling the information in the template they need to e-mail it back to the e-Tutor. e-Tutor will then comments on the work done and the involvement that takes place and give overall impressions on the learners at the end of the module. II. GENERAL INFORMATION Learner Name: ID Number: Course Title: Article Title: Date of Submission: --------------------------------------------------------- Date of Received Feedback: ------------------------------------------------ III. SUMMARY (100-200 words) Web 2.0 is an improved technology on websites from earlier versions to aid in bettering the interaction between customers and the management of certain organizations or businesses. The ever dynamic business environment in the tourism industry forced the Greek tourism industry to evaluate the use of Web 2.0 as a new service delivery tool. However, the use of customer opinion in shaping up new service delivery comes with its share of risks. It was agreed that the involvement may be broken into segments so that a section of customers were engaged in certain aspects of the web 2.0 while others took time to use the remaining. As a result, it was found that specific factors are considered in the application of web 2.0: the Greek tourism industry is rather more dependent on domestic small business enterprises than multinationals with chains. To add to that, most of them use content generated from users after production processes to decide on service delivery than use web 2.0 to solicit customer reaction to a product before creating it. The analysis brought out a hitherto unknown perspective – the Greek tourism industry would experiences certain challenges in trying to influence its customer market segment using web 2.0 as a means to new service delivery. IV. KEY LEARNING POINTS Introduction of new products into markets needs more than a hasty process of surprising customers with a formerly unknown perspective. For instance, while a company whose product has been doing well in the market may provide a strong possibility for a new one to succeed, others may fall flat if customer needs are not looked at. A look at Web 2.0 as a radical process reveals a shift of focus from manufacturing active paradigm to a customer active one. User-generated content enables a business to address the needs of its customers to their satisfaction. One the other hand, when a manufacturer uses the initial manufacturing processes to decide customer’s needs, more often than not their satisfaction is not met to the levels with which the former way does. In the case of introducing web 2.0 to the Greek tourism industry, however, a few points need to be noted: market characteristics of the Greek tourism industry limits the extent to which components of web 2.0 may be used. For instance, company websites fair better than tools like social networks. A breakdown of the report on usage of web 2.0 in Greek tourism industry indicates a heavy use by accommodation suppliers and tour operators. This shows that more bookings for accommodations and transport are done via the internet than other uses like catering. V. RELEVANT STATEMENTS TO THE SESSION A management team needs to focus more on customer needs. The best ways through which this can be done is via use of new service delivery. Means through which service delivery is done matters so much so that more often than not, it decides the market reaction to a product that is new. While a new service delivery method may encounter problems, innovative ways of doing so would increase chances of the new product penetrating the market with better reception. Web 2.0 is an innovative way of soliciting customer opinion. As compared to the former method used to engage customers in the Greek tourism industry, web 2.0 as a method of new service delivery works better as it is a more radical concept. Formerly, customer opinion was only sought on an already developed product. Web 2.0 not only includes already introduced products, but also seeks to obtain customer opinion on developing ones. Further, the architectural innovation in web 2.0 allows for several approaches in doing this. Social networking sites alongside company websites are just a few examples of tools that are put to use in web 2.0. However, its use is a very tricky affair considering the market segmentation in the Greek tourism industry, which displays a pattern that is not conventional in the sense of the world tourism market. VI. CRITICAL ANALYSIS As a way of sourcing for user response, I find web 2.0 a very appropriate way of reaching out to customers and providing for their needs as suggested by them. It is a very successful means to doing the aforementioned as response is obtained fairly faster than many other methods. Tools like social media that are pivotal in crowd-sourcing find an appropriate avenue for addressing customer concerns too. In assessing its success rates, we find that the management’s response may be more prompt due to the fact that a firsthand opinion of customers suffices in trying to create a better product that is tailored towards meeting the specific needs of a wider market. In the case of the Greek tourism industry, the segmentation of customers into smaller components that can respond to a particular part of the assessment gives a broader perspective as to how a bigger market would behave. The Greek tourism industry, however, displays characteristics that are not likely to show the normal s-curve due to other factors that are at play. A clear way of doing away with this out-of-normal display in s-curve would be to use a wider application of web 2.0. For instance, a wider integration of tools that augment web 2.0 should be done. Effectively, tools like the RSS feed should be integrated into various websites – both in related and auxiliary markets. As such, RSS feeds should be integrated into the websites of government ministries that work in tandem with the tourism industry (Sullivan, 2003). Employing the right tactic in dealing with market segments in the tourism industry should prove useful. For instance, when using web 2.0 tools like social networks, it should be noted that a market segment from a specific age bracket is the likelier beneficiary. Therefore, more aggressive campaigns should be waged in using other websites which cut across the age divide. As a competence enhancing new service delivery, web 2.0 should be given a better position in the Greek tourism industry. The challenges that make the market segment a more complicated one should be given more attention if any changes are to be obtained. The shift cannot be expected to furnish faster due to technical issues. The reaction of management teams towards the implementation of web 2.0 also matters as they are the key decision makers who play the role of implementing changes as proposed by customers. Apart from acceptance and the readiness for this technology by both the management and customers, it should be noted that the slow response that was likely in the Greek market would not only be a near-permanent feature, but also one which would be looked at with more skepticism if not properly implemented. Therefore, the timing of entry needs to be appropriate. The seasons when tourists flock more would be the best bet for the introduction of such a new service delivery method. VII. PRACTICAL IMPLICATIONS In a real business case web 2.0 is a very good means to creating a brand, and more appropriately, brand loyalty. First off, use of web 2.0 through the social networking sites like Twitter and Facebook costs less than a company website would. As a business owner, creating a page in Facebook or a Twitter handle would go a long way in building a follower base which could generate a perpetual response towards a product or service. On the other hand, integration of RSS in websites is likely to bring in more interaction with customers from industries that complement the business. This is due to the fact that the RSS feeds are usually integrated such that they appear in relevant websites. They could also be tailored to harmonize the auxiliary industry products. This in effect produces an interaction that is highly likely to fair better with the market segment that uses the internet often (Spindler, 2012). The use of social networking sites needs a sober approach as customer reactions at times may elicit a reprimand from the person assigned the duty of running the Facebook page or Twitter handle. This should be done with utmost care as more often than not, it would mirror a side of the company that may not be out there (IT Governance Research Team, 2009). VIII. LEARNING REFLECTIONS New service delivery is evolving with each waking day. It is prudent to adapt an attitude that would go with the dynamicity that is displayed by businesses that would like to stay afloat and make as much profits as possible. The whole idea of using user-generated content is novel and mostly saves an organization the expensive task of going out there to source for customer response on a newly-developed product or service. Web 2.0 is a very good tool to use when in need of a response mechanism from a specific market segment. As it stands, it is easier to use application integration in devices so as to gain a better use of web 2.0. Effectively, most companies that develop operating systems have smaller auxiliary companies which create applications that are tailored towards achieving greater market penetration. For instance, the android, windows mobile, symbian and iOS operating systems used in mobile telephony have successfully been used to provide a medium through which applications can be created for user-interaction (Kuchinskas, 2007). References Spindler, S. 2012. The Impact of Web 2.0 on Brand Management: How to Use Web 2.0 Efficiently to Create a Higher Brand Value. Scholarly Research Paper. GRIN. IT Governance Research Team. 2009. How to Use Web 2.0 and Social Networking Sites Securely. Business and Economics. I.T. Governance LTD. Sullivan, D. (April 1, 2003). Making an RSS Feed. Search Engine Watch. Retrieved from http://searchenginewatch.com/article/2065614/Making-An-RSS-Feed Kuchinskas, S. (May 15, 2007). How to Use Web 2.0 Inside Your Company. CBS. Retrieved from http://www.cbsnews.com/8301-505125_162-51066093/how-to-use-web-20-inside-your-company/ IX. e-TUTOR COMMENTS AND FEEDBACK Mark: Read More