Project and Observation

Student instructions

You need to complete the scenario-based project below.

You receive an email from Nancy Tooket, Managing Director: Retail Operations. Email:

Subject: Company profile and branding update

Hello,

As discussed at our recent management meeting, BizOps Enterprises has decide 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 Operations) have 33 percent of the market; Strategic Directions has 38 percent; Apollo has 15 percent; Fergusson’s has 9 percent; 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 a few ideas nit it would be good to know what 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 BizOpsEnterprises

· Best practices in the use of logos and brandingactivities

· What other businesses are doing in thisarea

Please prepare a presentation to give to management and staff on Friday 26th August. Refer to the student instructions below for the details of the task requirements.

Regards, Nancy Tooket

Managing Director: Retail Operations

Student Instructions

You will need to access and read the following BizOps Enterprises documents, policies and templates to familiarise yourself with the scope of the organsiation’s operations:

· Company profile

· Company businessplan

· Organisation operationalplan

· Information managementpolicy

· Information action plantemplate

· Communication plantemplate

· Collected staff data

· Collected customerdata

Read the information you have been given to help you response to the project’s requirements or provide the evidence and/or documents requested.

Complete the following tasks.

1. Use the information action plan template to develop an action planfor collecting data from staff and customers for the rebranding exerciseby:

· Clarifying objectives and steps totake

· Determining the information yourequire

· Identifying the sources of the information, including research conducted via the internet, journals, articles or branding andmarketing

· Clarifying the methods used to collect thedata

· Describing what steps to take to test the data collection methods and resultsfor sufficiency, validity andreliability.

2. 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 reportthatoutlines:

· The original objective

· How you are reviewed and analysed the data to identify any trends or emerging patterns and the cause of people’s perception of BizOpsbranding

· The range of methods selected for presenting the findings in areport

· The findings, using the selected,methods

· Emerging trends orpatterns

· Whether you have sufficient and reliableinformation

· New and innovative ideas from theresults.

3. Use the communication plantemplate 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 privacyand confidentiality policyrequirements.

Once you have completed your action plan, analysis report and communication plan, your assessor will divide you in groups of 4 or 5. Where the other group members will enact as your team members and you need to brief your team members on the documents and report you have prepared and seek feedbackfrom them. You trainer will assess you based on the observation checklist criteria and will go through the criteria’s before the assessment commences