Role Description of a Marketing Officer at Unilever Inc - Assignment Example

Name of the student: Course Tittle: Name of the professor: Date: Task one Role description of a marketing officer at Unilever Inc Unilever industry competitors consist of Seasoning, Condiment production and Sauce Company in the United States (Unilever, p 6). The industry under which Unilever company operates in is manufacturing which deals with products like spices, salad dressings, seasoning, Sugar, Salt, vinegar and many others (Unilever, P 6). Unilever Vision Unilever is a unique company, with a proud history and a bright future. We have ambitious plans for growth and an intense sense of social purpose. We work to create a better future every day, with brands and services that help people feel good, look good, and get more out of life (Unilever p 8). Unilever Mission We are a successful, growing, sustainable business.  We will work to create a better future everyday. We will help people look good, feel good and get more out of life with brands and services that are good for them and for others (Unilever, 2012). We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact (Unilever, p 8). The Company Objectives and goals i. Sustainable growth ii. The product should reach and inspire people iii. Meet the customer needs and wants all the time iv. To create better future everyday v. To develop new ways of doing business vi. To conserve and maintain the environment Marketing departments is one of the core departments within Unilever Company. Marketing department is the core department which drives the company objectives and ensures that the company goals and objectives are achieved. It is the only department which double up as cost centers and revenues centers while other parts are only cost centers (Nissanke and Thorbecke, p 321). Marketing job help in marketing of the company product through direct sales and advertisements hence the company is able to achieve its objectives of sustainable growth. Marketing departments ensures that the company product reaches to the customer at the right place and right time hence the product is able to inspire the customers. Another role of marketing officer is to carry out marketing research and through the marketing research, they are able to know the customer needs, taste and preferences hence they will be able to liars with the production departments to produce goods which meet the customer needs and wants hence this will help in meeting the objective of satisfying the customer needs and wants all the time (Nissanke and Thorbecke, p 322). The marketing officers also help in meeting the company objective through business development activities. We can conclude that marketing department is the heart of organization in terms of meeting customer needs and wants and also in ensuring that company goals and aims are met (Reinhart and Rogoff, p 86). Company Annual Marketing work plan Financial Goals Objectives Measurement Targets To enable the company to excel financially To sustain manageable and sustainable company growth i. turnover growth ii. increase in gross profit iii. increase in sales turnover iv. increase in customer base v. 15% Annual turnover increase vi. 20% GP increase vii. 30Annual sales increase viii. 10% increase in customer base Customer Goals Objectives Measurement Targets To increase customer market share To investigate and know our customer needs, wants and the best way forward to meet this i. carry out regular marketing survey ii. carry out regular customer based survey iii. in-house staff training and supplier training i. 1000 customer survey monthly per market segment ii. 1000 customers surveyed monthly per shop iii. quarterly staff training and team building session Process Goals Objectives Measurement Targets Professionalize each and every part of our business to put the right people, structure and system n place within the business i. Business review and appraisal system ii. collaboratively analyze the business development systems with all head of departments iii. educate and ensure that all the staff members have a clear understanding of company goals and objectives i. to come up with new management structure and organization system ii. analysis to be completed each and every beginning of the month iii. regular departmental meetings People Goals Objectives Measurement Targets Enhance and improve the ability of people to change and adapt to changes to develop high performance culture and employee spirit i. increase employee performance and employee turnover through job satisfaction ii. provide room for career development for staff iii. to meet 80% employee satisfaction iv. develop individual development plan Through the marketing work plan of the organization, the company can easily work efficiency since it incorporates and interlink all the departments of the organization through specific aims targets and objectives (Reinhart and Rogoff, p 89). Work plan help in ensuring effectiveness and efficiency through developing clear guidelines on how the organization should work hence the job holders have specific goals and targets which he or she needs to meet. The work plan is helps in contributing to cost effectiveness of the company through establishing efficient system which are easy to maintain and control. The new employee if recruited simply fits in within the organization and learns through other organization members hence help in ensuring cost effectiveness. Work plan helps in improving the overall work output through motivating the employees to work hard to reach the set targets in the work plan. As a motivating factor, the work plan is an essential tool which is capable of increasing the overall output through sales turnover increase. Job description form helps in the following areas; i. It helps in disciplining the employees ii. It also helps in motivating employees iii. Job description form spells out duties and functions of each and every employee within an organization. The job criteria for the description form are to be performed and analyzed against the employee or department output. Risk problem which the company should be aware off before employing a staff include; i. Age of the employee ii. Health of the employee iii. Marital status iv. Gender v. Characters vi. Abilities Risk analysis Age Health Gender Character Ability i. how many years will the employee work ii. what is the employee maturity level Chronicle illness which might affect employee performance cost involve in maintain the employees fit male female faithfulness Unfaithfulness experience training cost The work plan above might result to lack of innovativeness within the company since it has rigid set rules and regulations which the employee or job holder is expected to perform daily. It might lead to monotony and boredom as it contains repetitive work. The work plan might also result to low output and lack of job satisfaction due to lack of creativity and innovativeness by the employees. Task 2 The current performance management system has several loop holes which needs to be rectify to improve the company performance. First, the marketing work plan is narrow and does not target the overall marketing sector. The new management and marketing plan will be as follows Customer Goals Objectives Measurement Targets To increase customer market share to increase sales of the company To investigate and know our customer needs, wants and the best way forward to meet this iv. carry out regular marketing survey v. carry out regular customer based survey vi. in-house staff training and supplier training vii. free gift viii. advertisement iv. 1000 customer survey monthly per market segment v. 1000 customers surveyed monthly per shop vi. quarterly staff training and team building session The new employee in the department will be taken through two day training on market analysis process and customer management process which will ensure that company marketing and customer management objectives are met. Their performance will be evaluated as follows objectives Target Target met variation The formal feedback will be conducted after ensuring that the deviation of the result has been measured and recorded and formal questionnaires will be delivers to measure the employee understanding of the overall management programs of the company and necessary recommendations will be given. The company training program for new employee and the employee abilities and skills will be evaluated against their performance. Reference Nissanke, M. and Thorbecke E . ‘Business planning and development. World Development, Special Issue, 34 (8).pp 331-333,( 2006) Reinhart, C. & Rogoff, K. . Marketing and HR development tool kit. An international historical comparison. American Economic Review, 98 pg 87-88, (2008) Unilever’s Annual Report from Company Website www.uniliver.com Accessed march 2nd 2014 pg 6-9, 2012 Read More