BizOps Enterprises
Project: Analysis of Customer and Staff Data
Assessment 3
Advanced Diploma of Leadership and Management
BSBINM601 Manage Knowledge and Information
Introduction
This report is aimed to develop a action plan for BizOps Enterprise for re-branding and gaining market share. Also to analysis of collected customer and staff data and to develop a risk management plan to assess the method of re-branding and gaining market share. This report is also aimed to improve the company profile and maintain existing and potential customers
Scope
- Using and analyzing customer and staff data
- Focus on company profile and re-brand
- Intend to improve market share
- Market research
Information action plan
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Activity: Analysis data from customer and staff. |
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Objectives for information search |
Re-branding Gaining market share Company profile |
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Steps to take |
Read the feedback received from staff and customer from assignment Website search Past data available |
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Information required |
Information |
Source |
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Customer and staff feedback |
Attached information |
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Past data |
Company database |
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Information form different source |
Etc. website |
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Market share report |
Marketing research company |
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Data collection methods |
Surveys, Computer |
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Steps to test the data |
Reliability |
Previously used and tested |
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Sufficiency |
Gather additional information |
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Validity |
Verify date, source content, author, legal compliance |
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Report
Objective
This report is aimed to identify staff awareness and perception of BizOps's branding and marketing and identify the trends and patterns. This report is also aimed to analysis the cause and effect of people's perception of BizOps's branding.
Step s of review and analysis the data
- Look for a theme and sub theme
- Distribute findings
- Identify areas to address
- Consult with a range of stakeholders
- Formulate changes
- Develop objectives
- Monitor progress
Findings
Staff
The way they think about the logo
- 5% think that the logo is Old fashioned
- 75% think that the logo is boring
- 80% think that the logo can not symbolize what BizOps
- 75% think that they want to see the logo changed
The way they think about the promotional activity that BizOps carry
- 50% think website, conferences, flyers are the most effective promotional activity
- 55% think that the number of marketing activities are not enough
- 75% think that the frequency of marketing activities are not enough
Some promotional activities that they think BizOps should undertake:
- Sponsorships
- Providing a scholarship
- Being more dynamic at conferences- presenting rather than just having a stall
- Sponsoring a sports event
- Having a window display in the local shops
- Having rewards for the 15th customer that month
- Branding more items with BizOps logo
What does the staff think about the Logo?
*A = Staff who have been at BizOps Enterprises 10+years
B = Staff who have been at BizOps Enterprises 5-10years
C = Staff who have been at BizOps Enterprises 3-5years
D= Staff who have been at BizOps Enterprises less than 3 years
Customer
Company awareness
- 46% customers find out about BizOps from Website,
- Only 8% customers find out about BizOps from Newsletter
Customer perception
- All the customers think that the products met with their needs
- Over 85% customers happy with our products and service, however, only 40% customers think that we are friendliness
Promotional reach and awareness
- 44% customers didn't receive our newsletter
- 60% customers didn't aware of our promotional activities
- Over 80% customers would like to be informed by newsletter or website
How would our customers like to be informed about BizOps activities
*50 customers responded to the website survey
Emerging trends or patterns
BizOps Enterprises is experiencing loss of potential customers and declining market coverage. After analysis the data from the staffs and customers, we discover the trends that the reason of losing potential customers and declining market is because of the lack of innovative ideas to project the brand.
New and innovative ideas form the results
- Redesign the company logo
- More promotion activities
- Being more dynamic at conferences- presenting rather than just having a stall
- Sponsoring a sports event
- Having a window display in the local shops
- Branding more items with BizOps logo
Risk management plan
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Risk |
Probability |
Impact |
Proposed control |
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Loosing existing and potential customer from re-branding |
Low |
High |
Effective communication with customers |
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Financial Risk- More number and frequence promotion activities |
High |
High |
Consult with marketing specialist company |
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Slow down the production line when modifying production machine for re-branding |
Medium |
Medium |
Take different stage for modifying production machine |
Communication plan template
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Objective: Re-branding, Gaining market share, Company profile |
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Information checked for accuracy, sufficiency, currency and relevance |
Yes |
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Audience |
CEO Managers Staff Customer (External stakeholders) |
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Location |
BizOps Office building level 8 |
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Dissemination methods |
Presentation Workshop Conference Meeting |
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Time line |
5 weeks |
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Policies/procedures to be met |
Privacy and confidentiality legislation Freedom of information legislation AS 5037:2005 Knowledge management |
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Security/confidentiality status |
Followed the BizOps policy and procedures for security and confidentiality Comply with legal and regulatory obligations |
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Action |
Presentation for CEO on 15/11/2016 Holding a workshop on 18/11/2016 Do another customer survey after workshop |
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Documentation |
Report Presentation handout Attached table, graph and trends Information action plan Risk management plan Project budget |
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