A Brand Development of Lee Peck Group Advertising Company - Case Study Example

Abstract Lee Peck Group Advertising Company which is a promotional company looks towards achieving objectives which the management looks towards achieving and presents the different process which will help them to achieve those. Along with it a plan to measure the performance has been developed so that deviations are notified and the management is able to take corrective steps quickly. This will help Lee Peck Group Advertising Company to improve their performance and will provide with an opportunity where they can consolidate their brand name. It highlights that Lee Peck Group Advertising Company looks towards attracting offline and companies with e-commerce and looks towards improving their market share and better public image. This will help to improve the overall brand image and help Lee Peck Group Advertising Company to perform better in the future. Table of Contents Introduction 3 Background Information 3 Target Market 4 Target Segmentation 5 SMART Objectives 6 Implementation Process 9 Measurement Process 10 Conclusion 10 References 11 Introduction Brand development determines the long term success of any organization as it helps the organization to have a pool of loyal customers. This helps organizations to gain maximum efficiency as even in difficult times the organization is able to reduce the shocks. Lee Peck Group Advertising Company has worked in this direction and has improved their brand image by consistent performance on the standards which has been predetermined by them. This has helped them to work on the objectives which has been determined by them and has ensured that the resources are used in the correct direction. This report presents the different segment of the society which Lee Peck Group Advertising Company is aiming at. It also highlights the different objectives which the management looks towards achieving and presents the different process which will help them to achieve those. Along with it a plan to measure the performance has been developed so that deviations are notified and the management is able to take corrective steps quickly. This will help Lee Peck Group Advertising Company to improve their performance and will provide with an opportunity where they can consolidate their brand name. Background Information Lee Peck Group Advertising Company is an advertising and promotional company based in UK which started its operations in 2008. Since, its inception the company has gradually progressed and improved its brand positioning by developing polices and strategies through which they will be able to attract the correct section of the society and also ensure that the correct targeted customers are attracted. In addition to it this has helped to develop the required objectives through which the business has been able to gain momentum and will help to achieve the business objectives in a better manner. Target Market The increase in the number of customers using advertising and promotional campaign can be seen from the fact that all organization to increase their customer base has started to indulge in some sort of planning concerning their target market. Targeting the correct section of the society has a positive influence on the manner in which decisions are taken and helps to understand the market better (Ryan & Schmit, 2003). Lee Peck Group Advertising Company has looked towards targeting people of all age group who look towards using some form of advertising to promote their products and services. The company has designed various packages which are addressed towards various groups so that innovativeness will help to attract more customers and will act as a point through which customer satisfaction enhances (Mehrabian and Susan, 2007). A more strategic look out will suggest that Lee Peck Group Advertising Company aims to attract a company which focuses on e-commerce along with companies which doesn’t focuses on e-commerce. The company has designated and designed their services in such a manner that it looks towards attracting companies and others performing in the business sector (Wood, 2002). Lee Peck Group Advertising Company has further ensured that they have developed different facilities and campaign through which they are able to attract people and the industry so that they are able to provide the required services through which more and more people belonging to the different sector to the industry can be attracted. This will help to attract companies and other industrial players which are performing in the global arena and will ensure that they are provided with facilities through which their performance can be improved. Target Segmentation The target market which Lee Peck Group Advertising Company looks towards attracting has helped to determine the different segment which the company looks towards attracting. The different segmentation which the business looks towards achieving is as Online Companies with e-commerce: Lee Peck Group Advertising Company has looked towards targeting customers who have websites and looks towards increasing the efficiency of the website by having more options through which the company is able to perform better. Lee Peck Group Advertising Company on the basis of target segmentation looks towards attracting customers who have the required website and looks towards enhancing their services (Hale, 2003) Offline Companies: Lee Peck Group Advertising Company has further targeted the different segment of customers based on their profile and looks to attract players who don’t have any website. The company for the offline companies look towards designing different services and products which will help them to attract customers and will provide an opportunity through which they are able to ensure that better facilities are provided to the customers. SMART Objectives The different objectives which Lee Peck Group Advertising Company achieves as follows Lee Peck Group Advertising Company has looked towads using the different opportunities through which they are able to increase the business. Lee Peck Group Advertising Company has grown its business and while looking towards improving the different opportunities that come their way the company has ensured that they look towards development on all fronts and hire the required employees. The company with the growth in business has fixed roles and responsibilities on different individuals which happen to be their family members so that better cooperation and coordination is achieved. While looking to do so Lee Peck Group Advertising Company has looked towards matching the resources with the capability that the resources has which will thereby ensure best use of resources. Lee Peck Group Advertising Company has to thereby look towards developing tools to motivate the workforce and at the same time focus on improving the process of communication and look towards working in a manner which will help in the best possible use of resources (Bateman & Snell, 2004). This will also facilitate the entire process of developing the required mechanism through which better strategies for the future can be formulated and will help in the achievement of the goals which they look towards achieving over a longer period of time. This will facilitate in developing an environment where both the employer and the employees are able to work mutually together and look towards long term potential for both. One such method which will help Lee Peck Group Advertising Company is by developing psychological contracts through which a relationship between the employer and the employee is tried to be established and expectations regarding the inputs and the outputs is developed (Arnold, 2005). This will help to ensure that the differences which exist between the management and the employee is reduced and will make both of them come together and work towards a common objective. Lee Peck Group Advertising Company has to develop process through which employees become motivated and looks towards being creative in designing different programs through which performance gets enhanced. Lee Peck Group Advertising Company through the process of taking decisions has to look towards ensuring that the motivational level of the employees doesn’t get affected. The fact that motivation has a large role in shaping the performance of the organization and determines the manner in which the organization will be successful will thereby require development of steps through which better efficiency can be achieved. The fact that Lee Peck Group Advertising Company has looked towards employing people from within the family circle they have to ensure that they look towards keeping the respect and pride of each individual. This will also have a positive impact as it will ensure that the top management will look towards taking decisions through which be based on a collective goal and will thereby ensure that the long term potential of the company will be looking at. The management was able to find out that the business has thrice the employees than required and had to look towards reducing the number of employees that the organization had (Bateman & Snell, 2004). The collective effort and decision of all the members within the management ensured that they were able to determine the workforce through which better facilities can be developed and the goals of the business can be achieved. This requires that Lee Peck Group Advertising Company look towards reducing the differences if not removing it completely so that the entire organization performs as a single unit and each member looks towards the well being of all (Arnold, 2005). The process to fetch maximum benefit has to look towards ensuring that the major issue which Lee Peck Group Advertising Company is facing regarding the reduction of the employees is considered. The management has to ensure that the process of reducing the level of employees doesn’t create suspicion in the mind of the employees regarding job security. Instead a process has to be determined where the underperforming employees are given a serious reason for their removal and while doing so care is taken that the hardworking employee doesn’t have to bear the brunt. This will also require that Lee Peck Group Advertising Company looks towards making the employees understand the reason for the decision and in the future when the performance improves than the management will look towards ensuring that more and more people who have been removed will be taken back. This will help to ensure that the process of removing the employees doesn’t receive sharp reactions and will ensure that the transformation process becomes simpler. Lee Peck Group Advertising Company has to look towards improving their market share which can be increased by increasing the participation of both the managers and the employees. The management has to move away from the traditional method of passing decisions which is one way to process which is two way and looks towards ensuring that the employees and the managers are heard. There should be meeting at all levels and all employee of the company should be allowed to voice their opinion. This will also have a positive impact as it will help to find out the different opportunities which exist and will also provide the required space through which decisions will be better. Involving the employees and the managers will help to find out the issues which they are facing and the reason of differences can be determined. This will help the management to find out ways through which the differences are reduced and the management looks towards improving the overall efficiency within the system. This will help to develop a prcess through which the management is able to take better decision which facilitates the overall process and improves the market share (Enright & Subramanian, 2008). Implementation Process The implementation process for Lee Peck Group Advertising Company will require that the company looks towards developing proper strategies through which the organization is able to develop strategies which will ensure that the objectives are achieved. The overall process will require that Lee Peck Group Advertising Company develops towards improving the brand image and will require developing strategies which will provide the required path through which the goals will be achieved. The overall implementation process will require that the process is implemented through a process where the different directives are established through which the business will determine the manner in which the goals will be achieved. The process will require that the implementation process looks towards finding out the different areas through which efficiency will be gained and the process of implementation will provide maximum benefit. Measurement Process The measurement process is the most imperative aspect and will require that Lee Peck Group Advertising Company looks towards measuring the performance and taking corrective actions so that the business is able to gain maximum efficiency. The process entails that the performance is monitored at regular intervals and steps are taken through which the business is able to make the required changes (Anthony, 1998). In addition to it Lee Peck Group Advertising Company has to look towards measuring the performance at regular intervals so that the process through which the objectives can be achieved can be determined and the business is able to ensure that different developments which will ensure better performance is developed. The measurement process will help to transform manner in which the business performs and will help to ensure that the objectives are achieved. This will keep the business on track and will help to remove the gaps through which the overall efficiency is maximized (Cable & Judge, 2006). Conclusion This report examines the different segment of the society which Lee Peck Group Advertising Company is aiming at. It also highlights the different objectives which the management looks towards achieving and presents the different process which will help them to achieve those. Along with it a plan to measure the performance has been developed so that deviations are notified and the management is able to take corrective steps quickly. This will help Lee Peck Group Advertising Company to improve their performance and will provide with an opportunity where they can consolidate their brand name References Anthony, R. 1998. Management Control Function. 2nd Edition, Harvard Business School Press, Prentice Hall, UK Arnold, J. 2005. Work Psychology: Understanding human behaviour in the workplace 4th ed. Harlow: FT Prentice Hall. Bateman, T. & Snell, S. 2004. Management: The New Competitive Landscape. 6th Edition, McGraw Hill, New York Cable, D. & Judge, T. 2006. Person-organization fit, job choice decisions, and organizational entry. Organizational Behavior and Human Decision Processes, 67(3), 294–311 Enright, M. & Subramanian, V. 2008. An organising framework for MNC typologies. Business & Economics, 47 (6), 145-157 Hale, J. 2003. 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