Enhancing Companys Digital Performance - Report Example

Number Subject Name Lecturer’s Name Coffee Bean Company Due date Date Submitted Coffee Bean Company The Coffee Bean Company is in the process of development a commercial website, for the purpose of promotion of its business of roasted coffee beans. In relation to this, the present paper presents two parts. The first one contains a report on the communication tools to be implemented in the workplace and the communications strategy for the clients and workplace. The second part addresses the work plan, the industrial codes, and the review methods for improving communication in the project Report For the success of this promotion project, the company has realized the importance of effective communication both within the organization as well as with the customers, and the huge benefits it could bring about. Therefore, effective communication is among the most important strategy that will be applied in the whole promotion project. Concerning this, the company has identified and put in place communication tools and strategies for effective implementation of the project. Communication tools implemented at workplace We have implemented various communication tools at the workplace, to engage various stakeholders within the organization. We are implementing the selected communication tools. These tools include advertisement, direct mail campaign, social media, trade shows and newsletters (Dubey, 2014). Advertisement is the first and most valued promotion tool. It regarded as the main tool of created awareness of our roasted coffee beans to current and potential customers. It will be very effective in the promotion of our products, as well as branding our company. Direct mailing campaign has been launched, which is aimed at the generation of leads, through various forms of the offer, or a call to action. It will particularly concentrate on the sending direct mail to current and potential clients, which may lead to additional revenue generation from sales (Manik, Gupta & Jha, 2015). Social media is a very significant tool, which will be aimed at provision of information concerning our products, services as well as our enterprises. It is also aimed to be an effective platform where people will post their opinions, regarding the three. Trade shows and seminars will be aimed as a tool for addressing various tools. However, its primary objective in the promotion of the roasted beans will be to lead the introduction of our products and services, as well as its announcement. Communication Strategy of workplace and clients In order to effectively apply the above-mentioned communication tools, the company should apply effective communication strategy. The selected communication strategy, will involve the clients and the workplace individuals. The first step will involve mapping the present situation. It will involve an alignment with the overall business of the organization, by understanding where the firm is, and where we want to go. It will also involve an immediate SWOT analysis of the firm. The second part will involve talking all stakeholders. It will involve interviewing the current and the potential customers, so s to learn what are their priorities. In this activity, we will apply the (B)ARROW framework to as the right questions (Lowe & Barnes, 2012). The third phase will involve communication of the future goals and vision of the firm. It will involve strategizing communication, by framing the promotional messages, which will offer the specific details of our products. Then, the strategy will incorporate the employee engagement. In this case, they will be provided the specific directions, allocate resources appropriately, specify the audience and develop a time frame of the promotion project. It will be geared towards achieving the set objectives. Other Requirements Work Plan In order to have a resourceful promotion campaign, the whole process should follow a strategic work plan, as presented below. Targets: it will involve the identification of the exact types of customers to sell the products to. This will involve the existing as well as new customers. Objectives: it involves identification and communication of the targets and objectives. These will involve creating extensive awareness of our product, which would resultantly increase sales by 25%. Tactics: it will involve stating the tactical steps to be used, in promoting each target. It will involve a clear analysis of how to achieve the two objectives stated earlier. Implementation: This will involve going into the action of creating the company’s website, as well as the promotional video. It will also involve putting the promotional tools mentioned earlier, such as an advertisement into action. Time Frame: it will involve setting the deadlines for every activity. Therefore, it will require the development of a simple timeline of all the promotional campaign activities. Evaluation: it will involve an evaluation of whether the whole promotional campaign, communication tools as well as the campaign website is working according to the objectives (Jiang, Shang, Liu, & May 2015). It will also assess the effectiveness of all the applied communication and promotional strategies. Legislative and Regulatory requirements in Digital Media In this promotional campaign, the company has to observe various digital media legislative and regulatory requirements. One of them is that it has to comply with the Telecommunication Act, which requires the approval of any local council before installation of any telecommunication facilities. In addition to this, the company needs to comply with the digital advertisement rules, such as the Data Protection Act, and Privacy and Electronic Communication. In this case, some of the requirements are that the company should avoid misleading, unfair as well as aggressive marketing and promotion practices. These requirements are under the regulation of the Trading Standards. In addition to this, the compliance with the CAP code is significant (De Oliveira Santini, Sampaio, Perin, Espartel & Ladeira, 2015). The code states that all the promotional communication through the digital media should be legal, decent, truthful as well as decent. As a result, the information should not cause widespread offense cause distress or fear, or exploit the inexperience of the consumers. Industry code of practices and guidelines practiced in the project The implementation of the above project will be under the guidelines and code of practices of the industry. The codes and practices observed in the project include careful, legal and correct representation of the information given to the society (Gautam, 2012). The organization is ensuring that its promotional campaign is not misleading to the public. It implies that there is enough evidence to proof their claims in the overall advertisement campaign. In the production of the roasted bean products, the company observes the health standards required. In this case, they include the production of the products in the clean area, and maintaining health standards in all the production steps. The company is committed to observing fair pricing of its products, without exploitation of the inexperienced customers. Review Methods to improve communication methods and work effectiveness According to Bezawada & Pauwels (2013), improvement in communication methods and work effectiveness requires implementation of several strategies. The one put in place by the Roasted Bean Company include encouraging sharing, input and dialog, both of the organization, customers, and other external stakeholders. This is enhanced through a creation of reward for an open dialog. Managers lead by example is another strategy to be employed, to encourage the employees to emulate the leaders in the organization. The managers will encourage this through sharing, commenting, giving feedback and answers to their employees. To show the provision of value to the employees, the Roasted Bean Company has implemented the employee buy-in strategy. The strategy is aimed at increasing the royalty of the employees, hence work effectiveness and increases company’s productivity (Chin-Fa & Chih-Hu, 2015). For almost all communication between the staff and between the company and customers, online tools will be used extensively rather than meeting. The strategy will save considerable time, which will alternatively be used to enhance work effectiveness, in addition to improving communication. References Bezawada, R, & Pauwels, K 2013, 'What Is Special About Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance', Journal of Marketing, vol. 77, no. 1, pp. 31-51. Chin-Fa, T, & Chih-Hui, H 2015, 'The Effects of Price Promotion Framing of Travel Products on Consumers' Perception: Promotion Depth and Need for Cognition as Moderators. (English)', Marketing Review / Xing Xiao Ping Lun, vol. 12, no. 1, pp. 1-26. , vol. 54, no. 1, pp. 56-70. Available from: 10.2501/JAR-54-1-056-070. [15 July 2015]. De Oliveira Santini, F, Sampaio, CH, Perin, MG, Espartel, LB, & Ladeira, WJ 2015, 'Moderating Effects of Sales Promotion Types', BAR - Brazilian Administration Review, vol. 12, no. 2, pp. 169-189. Available from: 10.1590/1807-7692bar2015140057. [15 July 2015]. Dubey, J 2014, 'Personal Care Products: Sales Promotion and Brand Loyalty', Journal of Contemporary Management Research, vol. 8, no. 1, pp. 52-71. Gautam, V 2012, 'An Empirical Study on Financial Products Offered by Indian Retail Banks to Assess the Relationship Between Sale Promotions, Time to Reward Receipt, and Customer Preference', Journal of Relationship Marketing, vol. 11, no. 4, pp. 233-247. Available from: 10.1080/15332667.2012.730969. [15 July 2015]. Jiang, Y, Shang, J, Liu, Y, & May, J 2015, 'Redesigning promotion strategy for e-commerce competitiveness through pricing and recommendation', International Journal of Production Economics, vol. 167, pp. 257-270. Available from: 10.1016/j.ijpe.2015.02.028. [15 July 2015]. Lowe, B, & Barnes, BR 2012, 'Consumer perceptions of monetary and non-monetary introductory promotions for new products', Journal of Marketing Management, vol. 28, no. 5/6, pp. 629-651. Available from: 10.1080/0267257X.2011.560889. [15 July 2015]. Manik, P, Gupta, A, & Jha, PC 2015, 'Multi Stage Promotional Resource Allocation for Segment Specific and Spectrum Effect of Promotion for a Product Incorporating Repeat Purchase Behavior', International Game Theory Review, vol. 17, no. 2, p. -1. Available from: 10.1142/S0219198915400216. [15 July 2015]. Read More