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In health and social care, recruitment and planning refers to a process that deals with identifying appropriate individual to help in the organization’s care needs. Recruitment and planning in these settings need better staffing which is achieved through filtering strategies. Planning should also include retention strategies. The first factor to consider is the overall aim of the recruitment exercises in relation to the organizational goals and objectives (Redman, 2013, p 16).
On the same note, an organization should also consider availability of potential workers who meet the job requirement. The management can consider recruiting from employees who are already in the organization or from potential employees who reside in the area. If such employees with the required job requirements are not available, then management must consider the cost that they may incur in training individuals to meet the required standards or providing incentives to motivate potential employees relocate from other areas.
On the same note, an organization should consider the strategies required to attract the right potential employees to work in the organization (Espinilla et al., 2013, p 222.). For instance, the organization may consider using the internet to advertise in order to reach the potential employees.
The issue of the cost of recruitment and financial implications are important factors, training and career progression strategies need to be part of planning and recruitment process. Other factors to be considered during recruitment and planning include applicant’s practical knowledge and skills and the general behavior rating and attitude .Qualification and the experience are important factors in this sector.
There is the need to consider internal recruitment process as a motivation, and a retention strategy which is a common feature in Human resource policies in health and social care settings. Failure to identify the right candidate advertising is the best option a candidate can be identified. The organization can use several advertising approaches including the internet, jobs centers, and newspapers (Gale, et al, 2010, p 609) Recruiting agencies is one avenue of attracting suitably skilled workers.
Task 1.2
Nations across the globe have implemented their own legislative and policy requirements that are likely to influence the identification, recruitment and employment process. It is important for an organization to pursue the set legislations. For instance, in many European countries, government regulations emphasize on equal rights and opportunities for everyone despite the individual religion, gender, race and ethnic background.
Some of the main legislations that guide the process of recruitment and employment include; the discrimination Act of 1975, the race relation Act of 1976, employment policy and legislation employment relation Act of 2004 and Employment Act of 2008 (Department of Work and Pensions, 2013, p. 5).
The sex discrimination act of 1975 protects individuals from being sexually harassed or wrongful dismissal due to protected characteristics. The law also protects potential candidates from discrimination of employment opportunities, rejection and refusing promotion or being given antagonistic working conditions due to protected characteristics. In most organization discrimination takes place when procedures, policies and practices do not favor those who share specific protected characteristics (Townley, 2014, p. 92).
Some of the protected characteristics recognized by law include age, disability that is unfair treatment of a disabled person, gender reassignment this is to treat people in the process to change their gender, marriage, and civil partnership which include married individuals, pregnant women, race, religion, sexual orientation and sex (Stainback and Tomaskovic-Devey, 2012, p 42).
The employment and policy legislation Act of 2004 entails conflict resolution processes in workplaces .The laws recognize the employment tribunal’s rules that include equal wages. The sex discrimination Act of 1975 protects individuals from all types of discrimination. Individuals seeking employment face several challenges; the sex discrimination Act of 1975 covers discrimination including dismissal due to protected characteristics, decisions not to hire individual, and rejection of an individual for training and promotion based on protective characteristics.
The employment Act includes conflict resolution process and implementation of minimum wages and employment standards that need to be adhered to by the employers (Department of Work and Pensions, 2013, p 19).
Task 1.3
The main selection and recruitment approach is the use of interviews. Carrying out interviews, evaluating potential candidates and using tests mostly conducted at the assessment centers can be ideal in ensuring that the best candidate is selected.
Interviews can be the first process of selection, where an individual meets a selection committee comprised of different stakeholders for interviews. Interviews will reveal important traits of candidates. Interviews can provide opportunities to determine employee weaknesses and certain drawbacks. Confident candidates are considered to have strong leadership personalities (Gale, et al, 2010, p 607).
The second approach s the use of assessment center: Potential candidates can be selected and recruited through assessment centers. Assessment centers can administer tests; the results of the tests can help predict potential employee attitudes. Several measures can be used to measure candidate’s performance. Behavior evaluation, IQ tests, psychometric assessment tests are among the commonly used methods of assessing individual capabilities (Gale, et al, 2010, p 605).
The perioperative period includes various processes and procedures that bring about multiple and challenging changes to a patient (Nursing and Midwifery Board of Australia, 2010). A major surgical intervention is accompanied with multiple stressful components such as worries about survival, length of admission to hospital, one’s physical condition after the surgery, separation from the family, and the financial implication, factors that significantly impact on a patient’s recovery (Gouin and Kiecolt-Glaser, 2012).
For example, based on my reading, the patient revealed that during pre-operative phase, he experienced psychological stress and anxiety brought about by the thoughts of fear of death, physical deformity related with the surgical intervention, longer stays in the hospital, longer recovery period, and the cost of the whole surgical procedure and care. He affirmed that the fear, anxiety and stress slowed his recovery (Hudson & Ogden, 2016).
The physical environment of a patient such as lights and sounds can also affect a patient’s recovery (Nelson, et al., 2016). The patient also described the sounds from the equipment and people in the vicinity of the recovery unity as having affected his sleep and sensory, occasionally bringing back the thought of the surgery procedure. This deprived him of emotional peace.
Besides, the patient described his confinement to the hospital bed in the recovery unit under the extensive monitoring machines as a painful and scary experience that distressed him (Hudson & Odgen, 2016). According to Gouin and Kiecolt-Glaser (2012), pain and distress during perioperative period can be influenced by emotions triggered by the physical environment factors result in physical changes in a patient, thus slowing his recovery period.
Surgery also results in inability on the patient. During the perioperative period, a patient is unable to engage in certain duties, responsibilities and activities. This leads them to have low self-esteem and feels insecure (Marks, 2015). The patient also described that during his recovery period, he experienced sudden changes in his social and family life as he could not return immediately to his normal life and perform the duties he valued most.
This made him loose sense of self-esteem and raise insecurity concern on his part. Besides, having to live with a life-changing diagnosis for the rest of his life was traumatizing and frustrating altogether as it was associated with some form of isolation from friends and family. Nonetheless, he acknowledged the contribution of his carers (immediate family and clinicians) who gave him hope in life (Hudson & Ogden, 2016).
Having read the patient’s experience, I have come to appreciate the need for social and spiritual support for a patient undergoing major surgical intervention. The social support is crucial for enabling the patient understand the aftermath implications of the surgery and consequently prepare him on how to live with it.
Spiritual support offers the needed help to a patient to have hope in life again during and after the surgery and treatment procedure (Hudson & Ogden, 2016). Conclusively, I have come to understand the need for perioperative nurses to understand the possible implications of the illness from the patient’s perspective to facilitate their recovery and offer the needed emotional support during their recovery period (Nelson et al., 2016).
References
Gouin, J., & Kiecolt-Glaser, K., J. (2012). The Impact of Psychological Stress on Wound Healing: Methods and Mechanisms. Immunol Allergy Clin North America, 31(1), 81-93
Hudson, B., F. & Ogden, J. (2016). Exploring the Impact of Intraoperative Interventions for Pain and Anxiety Management During Local Anesthetic Surgery- A Systematic Review and Meta-Analysis. Journal of PeriAnesthesia Nursing, 31(2), 118-133
Marks, R. (2015). Non-Operative Management of Knee Osteo-arthritis Disability. International Journal of Chronic Diseases & Therapy (IJCDT), 1(2), 9-16
Nelson, G., Altman, A., D., Nick, A., Meyer, A., L., Ramirez, P., T., Achtari, C., Antrobus, J., Huang, M., S., Wijk, L., Acheson, N., Ljungqvist, O., & Dowdy, C., S. (2016). Guidelines for pre- and intra-operative care in gynecologic/oncology surgery: Enhanced Recovery after Surgery (ERAS) Society Recommendations- Part 1. Gynecologic Oncology, 140(2), 313-322
Nursing and Midwifery Board of Australia (2010). Nursing and national competency standards for Registered nurse. Retrieved from: http://www.nursingmidwiferyboard.gov.au
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In their line of duty, perioperative nurses are bound to the duty of patient confidentiality and ethics. However, in executing their responsibilities, perioperative nurses find themselves in dilemma situations with regards to ethical issues and patient confidentiality concerns accompanying the sharing of patient’s health information (Ulrich et al., 2010). According to the Nursing and Midwifery Board of Australia (2010), ensuring confidentiality of the health information of a patient is at the core of nurses establishing and maintaining trusting relationships with patients, patient’s families, and other health professionals.
With no assurance regarding the confidentiality of their health information, patients could be hesitant to provide sensitive yet important information regarding their health status/condition that can help in provision of high quality care (Price, 2015). However, perioperative nurses are faced with dilemma in situations where they consider appropriate to share a patient’s confidential health information to his or her family member(s) or caregiver for purposes of ensuring the patient continue to receive quality and safe health care.
The ethical implication of this action is the violation of ethics duty by the nurse as well as the potential loss of trust in the nurse and other health professionals in the institution by the patient or family should it be discovered that such confidential information was shared.
Additionally, in situations where the health condition of the patient deteriorates, health professionals find themselves in a dilemma state with regards to protecting the patient’s privacy whilst addressing the carers’ concerns about the patient’s condition (Price, 2015). For instance, patients that have undergone brain surgery are often mentally and physically unstable because of the nature of the surgery and as such are not in a position to interact with family as well as make important decisions concerning their health information, which could be confidential.
At the same time, the patient’s family members might request to know about the health condition of the patient, being unaware and unfamiliar of the hospital procedure and policies and health care code of ethics regarding the application of confidentiality in their context (Ulrich et al., 2010). In this situation, disclosing the patient’s confidential health information to the family members can be a complex task.
Thus, the nurse must obtain the patient’s permission about the information that can be shared, to who and under what circumstances to minimise possible misunderstanding with family member(s) as well as evade possible legal implications accompanying such (Olson & Stokes, 2016).
According to the Nursing and Midwifery Board of Australia (2010), patients have an inherent right to autonomy, which allows for their informed consent or the withheld of this consent. The law of informed consent holds that patients have the right to withhold personal information unless it is required by law to provide such information; or make decisions concerning their own treatment (Taylor, 2014).
Thus, perioperative nurses have ethical and legal obligation to respect and protect patient’s right to autonomy by allowing the patients to make their own treatment decisions or not to provide certain personal information deemed confidential. However, nurses may find themselves in a dilemma in situations where protecting and respecting patient’s right to autonomy could result in harm to the patient (Olson & Stokes, 2016).
For instance, in situations such as multiple series of surgery or uneventful incidents, letting the patient make his/ her own treatment decisions or withhold important information to health care practitioners could result in self-harm or harm others altogether.
In such scenarios, the nurse or health professional might be compelled to violate the duty of confidentiality through such means as disclosing important information concerning the patient to the family or deciding on the suitable heath care for the patient through the help of family and other health professionals without patient’s consent. This could result in an ethical break that can have legal implications on the nurse or health professional involved (Simek, 2016).
References
Nursing and Midwifery Board of Australia (2010). Nursing and national competency standards for Registered nurse. Retrieved from: http://www.nursingmidwiferyboard.gov.au
Olson, L., L., & Stokes, F. (2016). The ANA Code of Ethics for Nurses with Interpretive Statements: Resource for Nursing Regulation. Journal of Nursing Regulation, 7(2), 9-20
Price, B. (2015). Respecting patient confidentiality. Nursing Standard, 29(22), 50-57.
Simek, J. (2014). Specifics of nursing ethics. Kontakt, 18(2), 64-68
Taylor, H. (2014) Promoting a patient’s right to autonomy: implications for primary healthcare practitioners. Part 1. Primary Health Care, 24(2), 36-41
Ulrich, C., M., Taylor, C., Soeken, K., O’Donnell, P., Farrar, A., Danis, M. & Grady, C. (2010). Everyday Ethics: Ethical Issues and Stress in Nursing Practice. Journal of Advanced Nursing, 66(11). doi: 10.1111/j.1365-2648.2010.05425.x
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Perioperative refers to the practice of surgical procedure where patients experience surgical intervention. Perioperative nurses are tasked with the responsibility of taking care of the patient before, during and after the surgical intervention (Banschbach, 2016). During this time of surgery intervention and care, many safety issues many arise. According to Ford (2012), many safety issues such as emotional, physiological, and socio-cultural safety issues may arise during the pre-operative, intra-operative, and post-operative phases of the surgical intervention because of the negligence of preoperative nurses.
Prior to the surgical procedure, perioperative nurses perform a patient assessment to evaluate the nursing care to be given in the operating room and after the patient returns to the nursing unit, or at home. This involves assessing the social, physical, and emotional needs of a patient. From the information obtained, the perioperative nurse can then predict the suitability of the surgical timing for the patient (Ford, 2012).
However, studies have shown that during this assessment period, perioperative nurses are bound to making social mistakes that result in social safety issues. According to Steelman et al. (2013) perioperative nurses, at the interaction level with the patients, may fail to actively engage the patient’s family members who can furnish important information about the patient that can help in assessing the social and physical needs of the patient and consequently help in determining the care to be provided.
In addition, Robinson (2016) states that sometimes the amount of and length of teaching recommended to a patient by the perioperative nurses is not sufficient enough to prepare the patient psychologically for the surgery type and procedure, leading to psychological safety issue during the intra-operative procedure where the patient can be more anxious and less cooperative.
According to the Nursing and Midwifery Board of Australia (2010), the information from pre-operative assessment helps in determining the surgery site and procedure for a patient. However, incorrect or insufficient information obtained from or about the patient can result in perioperative nurses recommending wrong site surgery for the patient, thereby resulting in physiological safety issue during the surgical intervention (Ford, 2012).
Besides, insufficient or inaccurate information from the pre-operative assessment can result in verification errors, scheduling errors, medication error, and patient time-out errors (from the surgical room and out of hospital) (Steelman & Graling, 2013). Thus, wrong or insufficient pre-operative assessment can be a strong basis for physical, emotional, and social safety issues on the part of the perioperative nurses.
Further, according to the Nursing and Midwifery Board of Australia (2010), the information from the pre-operative assessment can be used in settling professional and legal issues concerning the surgical treatment of the patient as it depicts proof of the medical care provided. According to Steelman & Graling (2013), any documents completed by healthcare practitioners during the pre-operative assessment are legal documents and can be demanded by the court during legal proceedings concerning the health care of a patient.
Thus, the pre-operative assessment should be undertaken with utmost care and keenness especially documentations such as pre-scribed medication, health care, and surgical areas. Ford (2012) adds that pre-operative assessment is part of the professional duty of perioperative nurses to the patients. And as such, accurate assessment and evaluation is a vital part of nursing practice as it forms the basis for efficient and safe care provided to patients.
References
Banschbach, K. S. (2016). Perioperative nurse leaders and their role in patient safety. AORN Journal, 104(2), 161-164
Ford, A. D. (2012). Advocating for perioperative nursing and patient nursing. Perioperative nursing clinics, 7(4), 425-432
Nursing and Midwifery Board of Australia (2010). Nursing and national competency standards for Registered nurse. Retrieved from: http://www.nursingmidwiferyboard.gov.au
Robinson, L. N. (2016). Promoting patient safety with perioperative hand-off communication. Journal of PeriAnesthesia Nursing, 31(3), 245-253
What have you read? (use your textbook and other academic readings)
What have you observed (personal experience)?
How does your community impact the pillars?
*What is the impact of technology?
Politics
Politics are designed to maintain checks and balance system through governance where the ruling class is associated with the rich who influence political decisions (Henslin & Nelson, 2011).
The economy plays an important role in politics where leaders are elected based on the ability to fix economic issues in their country
A community can influence the political pillar of the society through voting or political participation rights (Henslin & Nelson, 2011)
Technology can negatively or positively by getting extra income online or destruction of marriages through social websites.
Marriage and Family
Marriage and family pillar of the society is economically influenced by class and wealth affecting the basic human needs that may lead to family conflicts and child abuse (Kaestle, 2011).
Individual economic status affects his/her marriage and family status. The middle class society members focus on self actualization while low class society concentrates on sharing the available scarce resources (Henslin & Nelson, 2011).
The community impacts the type of spouses that an individual is likely to choose
Technology can negatively or positively by getting extra income online or destruction of marriages through social websites.
Religion
Religion society pillar based on literature economically influence the direction of prosperity.
From personal experience, young generation tends to separate themselves from religious groups where economic development is taught and are likely to develop economically
The community play emphasis and advocate for controlled behaviors and life guidelines based on religious teaching
The young generation rely on technology to get religious teaching (Henslin & Nelson, 2011)
Education
Education influences the economical gap between the rich and the poor where the rich are likely to reach at advanced education levels compared to the poor (Kaestle, 2011).
From personal experience, the rich society obtains quality education considering their financial capability
, advance communities embrace education compared to marginalized communities as educated individuals seek higher positions and good jobs.
Technology provides easy access to education programs and shared knowledge stored in digital libraries.
The four pillars of society hold the society together and are essential for group survival as well as institutional function (Kaestle, 2011). The four pillars of society work together and the absence of one eliminates the rest.
In recent times, scientific underpinnings to practice have become a major issue of concern where those performing roles in the nursing field are required to self-assess themselves for preparedness. Doctor of Nursing Degree was conceived with the objective of accelerating the translation of evidence and research into practices and also improvement of practices into expertise levels (Wysocki et al, 2015). It is essential to have a self-assessment as a DNP nurse so as to reflect on the experiences.
The reflection would entail the linkage of previous learning and the current experiences. The purpose of reflection is to gauge the extent of preparedness to advance in the nursing practice through exhibiting some advanced level skills and personal development. Through reflection, evaluation and synthesizing of information regarding the nursing practice contributes to one’s growth and development while also controlling an individual’s learning.
AACN approved the DNP for the advanced practice nurses who would be required to have sophisticated skills that would be implemented and used in the performance of their roles (Wysocki et al, 2015). The curricular competencies and essential elements in the DNP program are clearly outlined in the AACN. It is necessary to carry out a personal reflection to assess the compliance to these essentials and possession of competencies crucial for nursing practices.
Scientific underpinnings to practice are one of the essentials provided by the AACN which requires DNP graduates to have a reflection to evaluate the outcome competencies after completing the degree program (Wysocki et al, 2015). One of the competencies I would reflect on as per the scientific underpinnings to practice is the development of the care delivery approaches crucial during the performance of roles.
Assessment and reflection while considering the essentials for competencies in safety and quality patient care are another factor I would address where accountability is ensured (Kesten, 2015). The final competency is the ability to evaluate and develop effective strategies during management of the ethical dilemmas. The reflection would address these essentials of the scientific underpinnings to practice which informs the extent of preparedness.
To meet the pertinent DNP competencies, I would be required to possess some abilities, knowledge and vital skills essential for nursing practices. The DNP has been helpful in the integration of attitudes, informatics skills, and knowledge which culturally support evidence-based and culturally sensitive practices at high levels in the nursing field e.g. the leadership level (Kesten, 2015). My self-assessment after completion of the course, reflects on the competencies of the DNP as outlined by the AACN.
The learning outcomes and competencies outlined would form the basis of the self-evaluation. My increased sensitivity to different populations and diverse organizational cultures and improvement in communication skills are some of the skills identified after self-assessment which meet the pertinent competencies of the DNP (Hallas et al, 2012). These skills are essential learning outcomes for an accountable DNP graduate. The self-assessment also helped me evaluate my enhanced skills in leadership and also handling complex clinical issues that are increasing over time.
The enhanced knowledge to improve patient outcomes and nursing practice was also acquired. Through the self-assessment, I was able to evaluate the vital knowledge acquired after the DNP program. I was prepared to influence and design the best healthcare policy options with the focus on various factors such as quality, accessibility, and cost (Hallas et al, 2012). Other factors focused on are safety, equity, efficacy and proper regulations.
The acquisition of this knowledge and competencies is pertinent for a DNP graduate. After completion of the learning course in DNP, more insight on how to integrate theory and practices with the aim of ensuring quality care to all was gained. The self-assessment was important for me as it helped me evaluate my abilities in analyzing practice data and effective evaluation of outcomes in the nursing field.
The integrative abilities in implementing the nursing interventions based on science are pertinent to the DNP competencies which are an indicator of the benefits of learning the course (Hallas et al, 2012). The massive benefits in the form of skills, knowledge, and abilities gained after learning the course as identified through the self-assessment are pertinent to the DNP competencies (Terhaar et al, 2016).
The orientation program for new students is essential in impacting success positively. Having gone through the orientation program as a new student, I would gain more insight and a lot of information essential in enhancing my success at Chamberlain (Price et al, 2015). The orientation is important for me as I can acquire fundamental information needed to connect with people that would influence my success in Chamberlain.
Through the orientations, insight and a better understanding of skills and belief essential for progressing well thus influencing success while in Chamberlain is efficiently gained. Crucial information on the survival tactics and handling complex issues enhance personal growth and academic success (Price et al, 2015).
In a nutshell, it is important for everyone who undergoes the DNP degree program to ensure the best skills, abilities and knowledge is acquired after completion of the course. Such efforts would ensure the competencies gained impact the nursing practice positively.
The pertinent DNP competencies are essential due to the impacts it has brought to the nursing field by enhancing the development of both effective strategies during management of the ethical dilemmas and care delivery approaches crucial during the performance of roles (Price et al, 2015). The adoption and integration of these competencies into practice would revolutionize the nursing field for the better.
References
Hallas, D., Biesecker, B., Brennan, M., Newland, J. A., & Haber, J. (2012). Evaluation of the clinical hour requirement and attainment of core clinical competencies by nurse practitioner students. Journal Of The American Academy Of Nurse Practitioners, 24(9), 544-553. doi:10.1111/j.1745-7599.2012.00730.x
Kesten, K. S. (2015). Assessment of APRN Student Competency Using Simulation: A Pilot Study. Nursing Education Perspectives, 36(5), 332-334. doi:10.5480/15-1649
Price, D. M., Buch, C. L., & Hagerty, B. M. (2015). Measuring Confidence in Nursing Graduates Within the Framework of the AACN Essentials. Nursing Education Perspectives, 36(2), 116-117. doi:10.5480/13-1162.1
Terhaar, M. F., Taylor, L. A., & Sylvia, M. L. (2016). The Doctor of Nursing Practice: From Start-Up to Impact. Nursing Education Perspectives, 37(1), 3-9. doi:10.5480/14-1519
Wysocki, Kenneth, Patricia C. Underwood, and Susan Kelly-Weeder. 2015. “An essential piece of nursing’s future: The continued development of the nurse practitioner as expert clinician and scientist.” Journal of the American Association of Nurse Practitioners, April. 178-180. Academic Search Premier, EBSCOhost (accessed September 2, 2016).
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The importance of reputation to British American Tobacco
The importance of reputation to British American Tobacco
Introduction
BAT (British American Tobacco) is a multinational Tobacco organisation that has its headquarters in London and operates in approximately 180 countries across the globe (Vance, 2011). The company has had several controversies in the past, which have in a number of ways deteriorated its reputation (Vance, 2011). These include the; Canadian class action lawsuit, HMRC fine due to oversupplying, Australian lawsuit, bribery in Kenya, Burundi and Rwanda, and Pakistan lobbying efforts, among others (Freeman & Chapman, 2010).
However, the company has put several measures to rebuild good reputation, owing to its benefits in the current ever-changing business environment. This essay therefore discusses the importance of reputation to BAT and how health issues affect its operations.
The importance of reputation to British American Tobacco
Reputation refers to opinions and perceptions that people, or customers have about a specific entity. BAT can enjoy many benefits for having a good reputation. To start with, a good corporate reputation is important for BAT because the company can use it as a promotional and marketing tool. In reference to Diermeier (2011), customers always remember unique or outstanding services and products, and they never forget or forgive products or services that fail to satisfy them.
However, if BAT products, for example, satisfy the needs of its target audiences, then these audiences can act as unofficial spokespersons of the company by convincing their friends and relatives to try the products. As such, it can be concluded that a good corporate reputation can reduce the advertising costs of BAT because the company does not need to spend a lot of money on employing or seeking services of agencies of advertising to convince its target audiences.
Moreover, with a good reputation as an already established brand, consumers of tobacco are more likely to prefer being associated with BAT, an indication that a good reputation can act as a promotional and marketing tool for BAT.
Secondly, according to Morphet (2015), a good reputation enhances integrity and credibility. Acknowledging that reputation describes its identity or organisation culture, BAT can become a credible organisation, and prove its integrity whenever people talk negatively about its products or services. This implies that instead of spreading bad reviews and warnings about the company’s products, customers can recommend and promote BAT’s businesses.
Thirdly, a good corporate reputation establishes confidence, trust, superb customer relationships and loyalty (Diermeier, 2011). BAT can enjoy this benefit by avoiding all sorts of controversies and scandals. However, in reference to Morphet (2015), achieving untainted reputation is not about avoiding scandals and controversies; it is more of satisfying the needs of target audiences.
As such, by building a good reputation through observing continuous perfection, BAT can earn a strong sense of security. This implies that the company’s customers can be assured that they will always get satisfactory results if they consume BAT’s products.
Fourth, having good reputation enables an organisation to increase its business opportunities (Komisarjevsky, 2012). As such, having a good reputation can enable BAT to not only attract customers, but also catch the attention of interested business partners and investors. In other words, having a good reputation can help BAT to generate many possibilities for expansion and growth of its business.
Moreover, according to Komisarjevsky (2012), a good reputation can enable a company to survive in a highly competitive market. This implies that with a well-established reputation, BAT is likely to lessen its worries about customers switching to other tobacco providers. This is because the company’s outstanding reputation can make consumers to prefer its products regardless of how expensive they might be because they trust that the products can satisfy their needs.
From a different perspective, Morphet (2015) postulates that a good reputation is important to the careers of CEOs. As such, by having a good reputation, the CEO of BAT is likely to benefit because it is likely to evaluate the CEO’s performance, and make necessary changes. This is because the reputation of an organisation is directly linked to the performance of a CEO (Komisarjevsky, 2012).
Megatrends in Tobacco industry: Health Issues surrounding BAT
Health issue is one of the megatrends in the tobacco industry, which affect BAT’s business operations (McInnes & Lee, 2013). This issue can be discussed further by looking at how regulation, legislation, education, among other factors affect the operations of BAT across the globe. With regards to regulation, World Health Organisation (WHO) drafted a convention on tobacco control measures to ensure high health standards (Lueddeke, 2016).
This convention acts as a regulatory strategy, which not only addresses the addictive tobacco substance, but also promotes awareness of the side-effects the consumption of tobacco has on human health (Miller & Cross, 2014). It holds that tobacco creates a global health epidemic, and this has resulted in many governments across the globe developing a series of restrictive measures such as standardised packing, and bans and warnings of consuming flavoured tobacco (McQueen, 2013).
Health-based regulations, for example, those requiring organisations to print messages such as ‘smoking kills’ or ‘smoking is harmful to your health’ on their packets, and banning of advertisements related to tobacco affect the competitiveness of BAT and other companies operating in the industry (McInnes & Lee, 2013). Additionally, the enactment of WHO convention regulations that are not evidence-based increase complexity and costs and interfere with the ability of tobacco companies (Proctor, 2012).
Education is another factor linked to the health issues in the tobacco industry. Public education and awareness of the health issues of tobacco consumption continues to increase in all parts across the globe (Lueddeke, 2016). For instance, the well-financed anti-smoking education programmes in schools, social media, and societies provide emotionally engaging, detailed, and prominent information about the hazardous effects of smoking tobacco, thus, reduce the demand for tobacco products (McQueen, 2013).
Such programmes also warn target audiences that tobacco companies entice people to smoke their products through different types of advertisements (Freeman, Hawkes & Bennett, 2014). However, some companies in the industry have been in the forefront in sponsoring programmes associated with youth drinking as a way of building their reputation in the public eyes and minds (Proctor, 2012).
This includes partnering with governments and less sophisticated public health groups, and this has enabled them to reduce the opposition of their industry operations in different regions (McInnes & Lee, 2013). This clearly indicates that their purpose is not to reduce youth smoking, but instead serve the tobacco industry’s needs, for example, marginalisation of public health advocates, control of harsh regulations on them, participation in policy making, and diffusion of opposition from educators, among others (Lueddeke, 2016).
In other words, it is evident that in the current tobacco business world, despite the increasing efforts in anti-smoking education and public awareness, little success has been achieved from the anti-smoking campaigns. This indicates that the demand for tobacco companies’ products is still on the rise.
With regards to legislation, many health-related laws have been adopted pursuant to the Tobacco Act by governments across the globe to control the sale, manufacturing, labelling, promotion, and consumption of tobacco (McQueen, 2013). However, public consultations are pursued whenever new laws are developed (Freeman, Hawkes & Bennett, 2014).
One of the new laws regulating the tobacco industry is Tobacco Products Labelling Act which stipulate the health-related labels that must be displayed tobacco products. This law reduces the smoking rates, thus reducing the demand for tobacco products of BAT and other companies in the industry (Lueddeke, 2016). Additionally, the 2010 Prevent All Cigarette Trafficking Act, which some of its acts is still under litigation prohibits mailing of tobacco products and requires mail order and sales retailers to comply with requirements pertaining age verification (McInnes & Lee, 2013).
For instance, this law requires retailers to pay appropriate taxes for tobacco products. However, due to health concerns, many governments across the globe have and continue to raise taxes associated with tobacco business pursuant to Tobacco Act (Proctor, 2012). This law not only reduces the demand for tobacco products from companies such as BAT, but also increases the price of tobacco products and restricts companies from expanding to countries with stringent tobacco laws (Miller & Cross, 2014).
However, despite taking appropriate health-related measures through regulations, legislations, and education or public awareness, the issue of tobacco addiction still remains a difficult issue to solve in many countries across the globe (McQueen, 2013). The addicted victims continue to boost the tobacco business because they can do without it.
However, most governments across the globe have taken effective rehabilitation measures to counter the issue of tobacco addiction, which in a number of ways have proved to be successful (McInnes & Lee, 2013). Therefore, the issue of health reduces the demand of tobacco products, thus, reduces growth and expansion of BAT and other companies operating in the tobacco industry.
Conclusion
The benefits of reputation to BAT include; reduces the advertising costs, enhances integrity and credibility, establishes confidence, trust, superb customer relationships and loyalty, enables an organisation to increase its business opportunities, and is important to the careers of CEOs. Regulation, legislation, education, among other factors affect the operations of BAT across the globe. These factors reduce the demand for tobacco products, thus, restrict the growth and expansion of BAT in its global tobacco business.
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Freeman, M. D. A., Hawkes, S., & Bennett, B. (2014). Law and global health. Oxford, United Kingdom: Oxford University Press.
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Morphet, J. (2015). Applying leadership and management in planning: Theory and practice. Bristol, UK: Policy Press.
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Low-caloric foods which have already been frozen and can be warmed in a microwave have over the recent past continued to receive wide acceptance by consumers prompting many big food manufacturing companies to embark on expansion strategies both in the production potential and market share (Wall & Griffiths, 2012). The economic aspect in the demand estimation of the firm’s food for managerial and marketing decisions is to be covered in this paper.
The basis of the assignment is on focused on two regression models or equations highlighting two marketing options, and the data used in the demand estimation is for the month of April from 26 supermarkets that sell the firm’s foods. Thus, for effective marketing decisions to be made it becomes inevitable to adopt a multifaceted approach by considering a wide range of factors that have potential to influence the demand and supply of the firm’s foods (Frank, 2013; Samuelson & Marks, 2013).
Calculations
In demand estimation, it is very imperative to apply analysis of demand in managerial economics to achieve the biggest market share possible (Sullivan & Sheffrin, 2013; McGuigan, Moyer & Harris, 2014; Metcalf, 2015). The demand estimation of either a single a multiple products in the market are very essential to provide a firm’s management as well as marketers with necessary market insights (Frank, 2013; Metcalf, 2015).
This is a very important step in devising and planning for an appropriate marketing strategy based on informed decisions that are data based as evidence (Frank, 2013; Sullivan & Sheffrin, 2013).
For the first option, the regression equations or model used in the calculation of the firm’s demand elasticities as well as the allowable standard errors and regression statistics are shown below:
Elasticity Implications
The implications of elasticity have far reaching effect on the quantities demanded as well as supplied in a market (Pettinger, 2012). According to Samuelson and Marks (2013), reiterate that this is because it provides important insights on demand estimation and making vital marketing decisions on whether the firm should embrace a discounting strategy or increasing or decreasing prices for its foods for increased generation of revenue.
Elasticity implications are a true manifestations of the law of demand to determine market equilibrium, whereby this phenomenon concurs with the law of demand and market dynamics, which outlines that demand is inversely related to prices whereby the former increases with a decrease in the latter and vice versa (Wall & Griffiths, 2012; Samuelson & Marks, 2013).
According to Frank (2013), calculation of elasticitiees allows the determination of the nature of demand in the market whether it is elastic or inelastic and also if it is absolute or in absolute value so that the sensitivity of consumers to prices can be established for an appropriate pricing strategy to be devised. The calculated elasticity values are shown in the table:
Pricing Recommendations
The firm’s price demand elasticity obtained through calculations is a 1.19 absolute value, which means that it is elastic. According to Wall and Griffiths (2012), this elasticity implies that price discounting is definitely that more appropriate marketing strategy that the firm can adopt. This is mainly because, this strategy has a very high potential to optimize market expansion and increase sales significantly (Frank, 2013).
This means that, by the firm reducing the prices of its foods, a significant influence of the foods supply and demand as well as sales levels. As a result, income elasticities of 1.62 and 1.11 are obtained through demand estimation calculation for both option 1 and option 2 respectively, which means that both are elastic an indication that the is a significant influence of the quantities demanded by consumers based on per capita income (Wall & Griffiths, 2012; Metcalf, 2014).
Therefore, in a market where consumers’ sensitivity to changes in prices is high because of their per capita income provides the company with an effective economic condition to embrace reduction of prices or provision of discounts in order to increase sales (Pettinger, 2012; Metcalf, 2015).
The Demand Curve
The firm’s calculated demand and supply based on the changing factor, that is, the price as well as the plotted firm’s demand and supply curves assuming that, apart from prices all other factors that affect the foods’ demand remained constant. Therefore, firm’s food prices utilized in plotting demanded and supplied food quantities of the firm are increasing at a fixed interval of 100 cents between 100 and 600.
Equilibrium Price and Quantity
According to Wall and Griffiths (2012), the determinant of market equilibrium is the relationship between the market demand and market supply. For instance, the market equilibrium for the food prices of the firm foods obtained through calculations is equivalent to the equations quantity supplied and for quantity demanded. Therefore, the intersection at where the two curves meet is referred to as point P, and which at the market equilibrium price value of 384.48 (Frank, 2013; Metcalf, 2015).
The most significant factors that can cause a shift in demand as well as supply curves are prices and income per capita within the region considered for statistical analysis of market dynamics (Wall & Griffiths, 2012). For instance, when the prices of the firm’s foods is decreased by 300 cents from 500 cents to 200 cents, an inelastic demand of 0.44 in demand elasticity results leading to an increased supply of demanded units of the firm’s foods by 284,400.
According to Wall and Griffiths (2012), this phenomenon concurs with the law of demand and market dynamics, which outlines that demand is inversely related to prices whereby the former increases with a decrease in the latter and vice versa. Alternatively, there is a likely for the supply and demand curves of firm’s foods to be shifted by consumer income whereby decreasing consumer income levels, especially during a recession leads to an outright decrease in demand (Pettinger, 2012; Wall & Griffiths, 2012).
In conclusion, it is evidently clear that demand regression equation calculations are an ideal technique for the estimation of demand in the market for food products and in particular low-calorie and microwavable foods. Therefore, these calculations and modeling as well as demand plots can be can be a very important way through which informed marketing decisions can be made. However, it is also imperative to consider other factors that inform purchasing decisions in order to come up with an appropriate marketing strategy for the expansion of the firm’s market share as well as continue gaining more market competitiveness.
References
Frank, R. (2013). Microeconomics and Behavior, (7th ed.). New York, NY: McGraw-Hill.
McGuigan, B. P., Moyer, R. C., & Harris, F. H. (2014). Managerial economics: Applications, strategies and tactics, (13th ed.). Stamford, CT: Cengage Learning.
This report will analyse the Adidas Company. This report provides an analysis and evaluation of effective marketing planning process, techniques for controlling marketing activities, contemporary marketing techniques, and their use in global and international markets. Furthermore, the report examines the skills of marketing managers and their role in the effective management of the marketing team, value of a brand from a number of different stakeholder perspectives, and the organisation’s marketing campaigns in different international markets.
Methods of analysis will include SWOT analysis, marketing controls, and international marketing trends. Results of analysis depict that Adidas has abundant opportunities and strengths, but suffers from a number of weaknesses and threats. The report finds that Adidas has taken advantage of its strengths and opportunities to develop effective marketing plans that have assisted them to achieve their marketing objectives.
The Adidas Company has adopted marketing controls, such as annual control, profitability control, and strategic control that have helped in spotting deviations in its marketing activities and provided timely remedies to the variations. Adidas has implemented contemporary marketing techniques, such as email marketing, PR marketing, mobile marketing and the use of social media that have assisted in growing awareness of its new products in different international markets.
Marketing manager skills, such as excellent communication skills, problem solving skills, and project management skills are noted to be vital in offering effective management to marketing teams. Stakeholders, such as employees, suppliers, and customers play a significant role in influencing the value of the Adidas brand. The various stakeholders participate in building the brand equity.
The Adidas has tailored its marketing campaigns to suit the different international markets. The company uses local athletes from various countries and influencers of markets to promote its new products, X 15 and ace 15 in different international markets. The report recommends that Adidas should design products that are affordable to several customers and implement marketing techniques that promote and differentiate its products from its competitors.
Introduction
The purpose of this report is to analyse the effective marketing planning processes and evaluate techniques for controlling marketing activities of the Adidas Company. This report also studies the contemporary marketing techniques and their use in global markets, examines skills of a marketing managers, and evaluates their role in providing management to the marketing team. Furthermore, this report assesses the impact and value of the Adidas Company brands from diverse stakeholders perspectives. In addition, this report looks into the marketing campaigns the Adidas Company has employed in different international markets.
The competitive global market calls for companies to plan their marketing activities, establish their strategies and accomplish their objectives more effectively. The contemporary marketing techniques aim to create a link between the customer and the organisation. Companies attract customers through social media content significant to their needs or writing newsletters that have valuable information.
Businesses that employ contemporary marketing techniques are seen to be successful in achieving their objectives than those companies that rely on conventional marketing techniques. The report will utilise references from the company website and other research articles. Besides examining the Adidas Company marketing strategy, this report will look at modern strategies that the company can utilise to expand its international markets.
Effective marketing planning process
Companies in all industries require marketing plans to succeed. Effective marketing planning process offers companies guidelines on how to market and trade their new products in the market within a specific period. The marketing plans guides the company in choosing an appropriate target market and then fulfill the customer needs in that segment. Moreover, the marketing planning process establishes the promotional strategies that can boost the sales volume of the company products.
The Adidas Company is an international corporation that designs and fabricates sports shoes, outfits, and accessories. The company is a leading sportswear in Europe and the global market. The Adidas Company has adopted a three divisional structure for its Adidas brand. The divisions include sport performance, sport heritage, and sport style. The adidas sport performance division centers on novelty, functionality, and design.
Furthermore, the division designs products for sports performance market, but have design appeal that pushes the consumers to wear the products off the playing field. The adidas sport heritage division includes adidas original products that aim to expand the exclusive and valid heritage of adidas to the lifestyle market. The sport style division is a fashionable assortment that consists of men’s and women’s shoes, clothing, and accessories.
The division targets young consumers who are looking for fashion-oriented sportswear products. The three divisional structures assist the Adidas Company to design and market innovative products, which satisfies the needs of varied customers. The Adidas has introduced new products like X 15 and Ace 15. X 15 is designed for players who control and bringing order to a chaotic game, while Ace 15 is designed for players who cannot be controlled.
Therefore, the Adidas Company requires an effective marketing planning process that would establish a target market for its new products and formulate plans of marketing its products and fulfilling the needs of that market. The marketing planning process is achieved through five fundamental steps. The five steps include objective and goal setting, assessing organisational resources, evaluating risks and opportunities, developing marketing strategy, and implementing and monitoring marketing plans (Adidas 2016).
Objective and goal setting
This initial stage of marketing planning process includes setting of goals and objectives the company wants to achieve. The company should link the marketing plan with its mission statement and determine the primary target audience. Moreover, the company should establish the profit margin it wants to achieve after implementation of the marketing plans (Social care institutes for excellence 2013).
The Adidas Company has developed a global brand in sporting products industry by designing quality new products that seeks to fulfill the expectations of customers. The Adidas Company has developed objectives that will assist the company to expand the global market of its new products. The company objectives include market penetration, which would aid in attaining market share in the global markets that the company competes.
The market development objective will enable the company to capture new business markets and respond to the needs of customer segments. In addition, the product awareness objective would offer visibility and realization of the company new products. The company objectives conform to its mission statement that states that the Adidas Company endeavor to be the global leader in sporting products industry with brands built on passion for sports and a sporting lifestyle (Chartered Management Institute 2015).
Assessing organisational resources
Marketing plans are influenced by internal factors, such as organisational resources. The organisational resources include capacity in manufacturing, advertising, finance, and technology. Assessment of these resources will enable organisations to locate their strengths and limitations. Strengths aid organisations to develop objectives, establish plans for accomplishing objectives, and gain from marketing opportunities. On the other hand, resource limitation might hold back an organization from benefitting on marketing opportunities (MLF4 2012).
The Adidas Company has several strengths that assist it to achieve its objectives. The company has strong financial position that is attributed to its several stores around the globe that make the company to achieve a profit of billions of dollars annually. The company trades its products from company owned stores, online stores, and supermarket stores. The effective distribution system enables the company new products to be available through diverse channels. The Adidas Company has increased consciousness of its new products through supporting major sports organisations, such as UEFA, NBA, world cup, and Olympics. The Adidas Company has uitilised YouTube to create videos that promote consciousness of its new products. Moreover, Adidas created videos that used David Beckham to promote its new products X 15 and Ace 15 (Nadeau et al. 2015).
However, the company has some limitations that prevent it from taking advantage of marketing opportunities. The company faces a risk of over dependency on outsourcing. The Adidas Company has subcontracted a bigger percentage of its production to third party manufacturers, such as Asia to benefit from easy accessibility of raw materials and fair labour cost. The premium prices of X 15 and Ace 15 sporting shoes due to inventive technology and manufacturing techniques have made the products exorbitant to deprived customers, particularly in developing countries (Adidas 2015).
Evaluating risks and opportunities
Nevertheless, the company has myriad of opportunities that will aid in fulfilling its marketing plans. The shifting lifestyle, taste, and preferences of rising economies have increased demand of premium brands. Furthermore, the company can extend its product line that will unlock new opportunities and attain an edge over its rivals through differentiation. In addition, the Adidas Company can integrate backwards that will aid in protecting their patent rights and combine their research and development division with the operational division in order to enhance brands innovation and development (Teach a man to fish 2014).
Nonetheless, the Adidas Company faces threats that might influence its marketing plans. Despite Adidas being a global brand, it still faces strong competition from other premium brands, such as Nike. Moreover, local companies and substitutes provide standard competition to Adidas brands. The over dependency on outsourcing its production has made supplier to have more bargaining power than the company (Institute of Risk management 2013).
Developing marketing strategy
Marketing strategy assist organisations to win market shares and converse to target market the advantages and aspects of a new product. Furthermore, the marketing strategy communicate the general value to their customers (Planning effective marketing strategies 2013).
The Adidas Company utilizes online marketing and other promotion campaigns to communicate their legacy of innovation and technology to customers. The company uses celebrities in its online marketing. Adidas use players like Mesut Ozil to promote its Ace 15 sporting shoes. Adidas argues that Ace 15 is built to control and suited to players like Mesut who bring order to a chaotic game. On the other hand, Adidas use players like Gareth Bale to promote its X 15 sporting shoes. The X 15 is built to give thorough traction to energetic and agile players in the world. The Adidas has adopted sports marketing through sponsoring sporting events that offer many opportunities to the company, such as new products promotion and brand consciousness. In addition, the Adidas utilises search engine optimization (SEO) tools to optimize its website by considering the key words used by people in search engines. The strategy has generated high consumer traffic for Adidas. Furthermore, Adidas place banner advertisements on other webpage that has promoted awareness of its new products (Khankaew et al. 2015).
Implementing and monitoring marketing plans
After developing the marketing plans, organisation follow the steps outlined in the plan towards achieving the stated objectives. The organisation provides continuous assessment to evaluate whether adopted strategies are achieving the objectives and goals. The Adidas Company stresses flexibility when implementing their marketing plans. The environmental opportunities and threats might not match with the company expectations. Shift in consumer demand, extension of distribution channels, and changes of supply costs might influence the outcomes, thus should be included into the monitoring of the plan (MLF4 2012).
Needs and techniques for controlling marketing activities
For Adidas Company to effectively control its marketing activities should adopt control systems that provide standards for assessing performance in each division of marketing. The outcomes of marketing departments, such as interactive advertising and marketing research department cannot be evaluated by similar standard because they are not similar. Hence, Adidas should implement control system that has matching standard for each department.
Furthermore, effective control system should be able to discover variation and report them to the management. The control system should also recommend possible remedies that can correct the deviations. In addition, the control system should be easily understandable by employees and cost-effective to the organisation. A control system that is customized to Adidas specifications provides comprehensive information that is significant to the company line of business (Adidas 2015).
Annual plan control
Annual plan control assists Adidas to evaluate its current marketing activities and outcomes to ensure that the yearly sales and profit objectives are attained. The annual plan control detects any variations on the performance of its X 15 and Ace 15 products and suggests possible corrective actions. The annual plan control utilizes tools, such as sales analysis, market share analysis, market expense analysis, and financial analysis to evaluate marketing activities and detect any deviations (Adidas 2015).
Profitability control
Profitability control helps Adidas Company to establish the definite profitability of its X 15 and Ace 15 products, market segments, and distribution channels. The information generated from profitability control will influence the company decision on extension, reduction, or deferment of its marketing activities.
The profitability control will identify the functional expenditure, allocate the functional expenditure to the marketing entities, and prepare income statement for every marketing entity. Therefore, the profitability rely on the of sales and marketing cost analysis in determining the profitability and expenditure of the marketing entities (Adidas 2015).
Efficiency control
The efficiency control aids the Adidas Company to enhance the effectiveness of its marketing activities, such as video marketing, network marketing, and blogging. The efficiency control assesses and reduces the marketing expenses of the marketing activities. Efficiency and profitability control are closely connected. Higher profits signify efficient management of the marketing activities (Adidas 2015).
Strategic control
The strategic control ensures that Adidas marketing objectives and strategies are suited to the present and predicted marketing environment. Furthermore, the strategic control will evaluate if the company is pursuing the opportunities presented by the distribution channels, products, and markets. T
he company management should continuously utilize the strategic control because the continuously shift in marketing environment might render the company objectives, strategies, and policies obsolete. Moreover, the strategic control examine the company marketing efficiency by employing tools, such as marketing audit and marketing effectiveness ranking appraisal (Adidas 2015).
Contemporary marketing techniques and their use in Global and International markets
Companies seek to expand their market share by venturing into global markets that are unsaturated and that offer the companies with several growth opportunities. Companies use contemporary marketing techniques to promote their new products in international markets. Most companies recognize they have limited markets when they concentrate in their local markets.
Hence, companies respond by looking international opportunities to raise their market share and customer base. The emergence of technology that crosses both cultural and national boarders presents the companies with the opportunity of utilizing technology to promote their products in global markets.
Moreover, the technology has resulted to development of contemporary marketing techniques, such as email marketing, social media, blogs, and public relation marketing that aid companies to market in global and international markets. Adidas Company has responded to customer migration to online world by embracing email marketing to promote its new products. Adidas utilizes email marketing to connect with current and prospective customers (Direct Marketing Association 2014).
Public relation marketing increases the awareness of the new products offered by Adidas and advances the company reputation in the media. The public relation marketing also publicizes new products introduced to the market by the company. The PR is responsible of writing press releases, newsletters, and speaking about the organisation in public meetings, which help in promoting the image of the company (Introduction to Public Relation 2012).
Social media sites, such as face book, and twitter offer Adidas exclusive opportunity to interact with customers and promote its new products. Adidas has utilized social media networks to increase consciousness of its new products, X 15 and Ace 15.In addition, studies suggest that companies who participate in social media platforms and mobile marketing enjoy higher loyalty from their customers.
Moreover, Adidas has embraced mobile marketing by acquiring an Australian fitness app maker, Runtastic. The app maker have over 130 million downloads and 75 million registered members globally, and is offered in 17 languages, thus giving Adidas a platform to market and promote its new products (Mobile Marketing Association 2014).
Adidas has shifted its bulk of its marketing budget into online marketing through focusing on instantaneous content and online video. The company has developed Adidas’ digital newsroom that aid in promotion of its new products. The brand newsroom aid the company to create quality contents that is unique and form emotions. Furthermore, the digital newsrooms create content that is tailored to its audience and it is delivered promptly and to the accurate standards (Adidas 2015).
Marketing manager skills and their role in the effective management of the marketing team
Technology advancement has altered the role of marketing to a point that the duties of present marketing managers vary significantly from those of some years ago. Nowadays marketing managers should understand how trends, technology, and social media work in the marketing mix. However, there are essential skills that marketing manager must possess to enhance their management and performance of marketing roles.
The Adidas Company success greatly depends on the effective management of its marketing managers to devise strategies that enhance new products promotion and increase sales. The marketing manager should possess excellent communication skills and create open and operating channels of communication. Strategic thinking is a vital skill that assists marketing managers to reflect and solve challenges with exceptional perspectives.
Furthermore, the marketing manager is able to make decisions based on long-term viewpoint and recognize how to handle the exclusive needs of each member participating in the project. The marketing managers are faced with the need to handle challenges from clients, team members, and the management. Excellent problem solving skills enable the marketing manager to handle swiftly the challenges from the three stakeholders.
In addition, the marketing managers are required to hone their project management skills to guide their teams in realizing their objectives and taking advantage of social media opportunities (National careers Service 2012).
Marketing managers play a vital role in providing effective management to their marketing teams. The marketing managers develop departmental targets and individualize them for each departmental staff. Moreover, they demonstrate how the individual targets would assist the department and the organisation as whole.
The marketing managers also identify the distinctive behavior of the team members and encourage them to achieve their targets by utilizing their unique traits. In addition, the marketing managers conduct performance appraisal of their marketing teams and congratulate them in departmental meetings when their transitional targets are achieved. This strengthens the significance on their individual capacities (National careers Service 2012).
Impact and value of a brand from a number of different stakeholder perspectives
Brand equity can enable companies to set premium prices to their products because customers believe that products with famous names are better than products with unrenowned names. Customer-based brand equity results when customers recognize the brand and hold exceptional brand association in their mind. Adidas has positioned itself as a premium brand and customers are willing to pay more for its products. The positive customer-based brand equity has offered Adidas long-term revenues and capability of charging premium prices for its new products (Angulo-ruiz 2014).
Employees play vital role in developing brand equity. Adidas recognizes its employees as major stakeholders in building the value of its brand. Adidas involves their employees in decision-making process and boost their satisfaction in order to attract the best talent that would help in designing new products. In addition, suppliers aid companies to have excellent reputation in the market. The brand equity of the Adidas Company assists in attracting reliable suppliers who might not be willing to render their services to unbranded firms (Cornell University ILR School 2013).
Organisations marketing campaigns in different international markets
The competitive environment prompts companies to develop marketing campaigns that will increase the brand consciousness and sales. However, due to diversity organisations should tailor their marketing campaigns to suit the international audience when expanding to international markets. The Adidas Company has used different marketing campaigns to promote its X 15 and Ace 15 products in different international markets.
The Adidas has promoted its new products in the US market by utilising online marketing that feature top players of National Hockey League (NHL) and National Football League (NFL). Moreover, the company has initiated major basketball marketing campaigns that resulted to a significant increase in its sales. The online purchasing has made it easy for consumers to purchase products directly from manufactures.
Adidas has adopted online purchasing by placing links on other websites like Google homepage that create high consumer traffic to the company website. The links help to promote product awareness to potential consumers. Furthermore, use of SEO tools to optimize the company website has made it visible to new consumers (Tesseras 2014).
The Adidas has used the Chelsea FC’s players and collaborated with the British Paralympics Association to promote its new products in the UK market. This year Adidas launched a marketing campaign dubbed I am here to create that comprised a sequence of films that featured several sporting celebrities. The marketing campaign aired in fifty countries during broadcast of UEFA champion league and the Grammys awards.
In China market, the campaign featured the local players that have the power of influencing the market. The marketing campaign helped to promote the X 15 and Ace 15 sporting shoes that Adidas launched to the market. Adidas has embraced Web public relations (WPR) by placing news of product or service launches on company’s website and review sites for consumers to read. Furthermore, Adidas uses direct e-mail for its online promotion. Both WPR and direct e-mail have helped adidas in promoting its new products to consumers (Department for culture, media, and sport 2012).
Conclusion
A company success is greatly attributed to the effective role played by is marketing function. Adidas effective marketing planning has guided the company to develop business activities that helps in achieving its organisation objectives. Marketing control systems have aided Adidas to assess its marketing activities and offer swift remedies to detected deviations. The Adidas Company has embraced contemporary marketing techniques, such as social media that have significantly enhanced its new products awareness. Furthermore, the Adidas marketing techniques that are tailored to different international markets have been successful in promoting its new products.
Recommendation
Customers are noted to be satisfied with the design and durability of the Adidas products, however in aspects of price; Adidas should design products that are affordable to deprived customers, especially in developing countries. Moreover, the company can provide special offer of price in a certain period to boost its sales and attract more customers. In addition, Adidas should develop more marketing campaigns and techniques that promote and differentiate its brands from competitors.
Online marketing,Top player brand ambassadors,Sponsoring teams
References
Angulo-ruiz, F., Donthu, N., Prior, D. & Rialp, J. (2014) ‘The financial contribution of customer- oriented marketing capability’, Academy of Marketing Science [online] 42 (4), 380-399. Available from [17 October 2016]
Institute of Risk management (2013)A risk management standard [online] available from <https://www.theirm.org/media/886059/ARMS_2002_IRM.pdf> [17 October 2016]Khankaew, C., Ussahawanitichakit, P. & Raksong, S. (2015)A CONCEPTUAL FRAMEWORK OF ALTERNATIVE MARKETING STRATEGY AND MARKETING OUTCOMES‘Allied Academies International Conference’ Academy of Marketing Studies [online] 20(2), pp. 1-16
Mobile Marketing Association (2014) ‘MMA and adidas publish The Mobile Marketing Playbook to Drive Global Marketing Efforts’Marketing WeeklyNews [online], pp. 179
Nadeau, J., O’Reilly, N. & Heslop, L.A. (2015) ‘Cityscape promotions and the use of place images at the Olympic Games’Marketing Intelligence & Planning[online] 33(2), pp.147
Planning effective marketing strategies for a target audience– Adidas (2013) Business Case Studies LLP, London [online] available [17 October 2016]
