You received an email from Nancy Tooket, Managing Director: Retail Operations. Subject: Company profile and branding update Hello, As discussed at our recent management meeting, BizOps Enterprises has decided that it is time to refresh its brand and increase the company profile with a view to increasing market share, particularly in the retail arm of the organisation. Currently we (Retail Operators) have 33% of the market; Strategic Directions has 38%; Apollo has 15%; Fergusson’s has 9%; and smaller businesses make up the rest. Recently, there have been some issues with our current approach identified through anecdotal information. The problem appears to be a lack of innovative ideas to project our brand, resulting in loss of potential customers and declining market coverage. We know that there is room for improvement in how we are perceived in the market place. We already have the few ideas but it would be good to know what the current perception is – from our existing customers and also from potential customers. I would like to get ideas from our staff as well. As our marketing manager, could you please conduct some research and let us know a bit more about the following so we can think about how we should move forward: • Current perceptions of BizOps Enterprises • Best practice in the use of logos and branding activities • What other businesses are doing in this area Please prepare a presentation slide to present the management and staff regarding the BizOps brand and increase the company profile with a view to increasing market share, particularly in the retail arm of the organisation. Refer to the ‘instructions to the student section that follows for details of the tasks you are required to complete. Regards, Nancy Tooket Managing Director: Retail Operations
Instruction to the student Read the following BizOps Enterprises documents available on MOODLE such as policies and templates to familiarise yourself with the scope of the organisation’s operations: • Company profile • Company business plan • Organisation operational plan • Information management policy • Information action plan template • Communication plan template • Collected staff data • Collected customer data Read the information you have been given to help you respond to the project’s requirements or provide the evidence and/or documents requested. Complete the following questions: Question: 1 Please prepare a presentation slide to present the management and staff regarding the BizOpsbrand and increase the company profile with a view to increasing market share including • Current perceptions of BizOps Enterprises • Best practice in the use of logos and branding activities • What other businesses are doing in this area Question: 2 Use the information action plan template from Moodle to develop an action plan for collecting data from staff and customers for the rebranding exercise by: • Clarifying the objectives and steps to take • Determining the information you require • Identifying the sources of the information, including research conducted via the internet, journals, articles on branding and marketing • Clarifying the methods used to collect the data • Describing what steps to take to test the data collection methods and results for sufficiency, validity and reliability
Question: 3 Access the collected staff data and collected customer data. This data was collected by a series of surveys seeking opinions on branding and marketing issues. Analyse the data and prepare a report that outlines: • The original objective • How you reviewed and analysed the data to identify any trends or emerging patterns and the cause and effect of people’s perceptions of BizOps’s branding • The range of methods selected for presenting the findings in a report • The findings, using the selected methods • Emerging trends or patterns • Whether you have sufficient and reliable information • New and innovative ideas from the results. Question: 4 Use the communication plan template provided to complete a communication plan that determines how you will disseminate information internally to management and staff about BizOps’s rebranding. Make sure your plan adheres to any privacy and confidentiality policy requirements.