Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

1 !e"ie# of t$e different t%pes of orientation 1 1 &ales Orientation 1 2 Produ'tion Orientation 1 ( Produ't Orientation 1 4 Marketing Orientation 1 5 !elations$ip Marketing 2 Des'ription of orientation at TMN Media 2 1 !e'ap of TMN Media 2 2 )"iden'e of t$e sales orientation at TMN Media 2 ( &$ort*termism at MutualPoints 2 4 Possible '$ange on t$e $ori+on ( De"eloping a relations$ip orientation ( 1 )stablis$ sense of urgen'% ( 2 .orm a po#erful 'oalition ( ( Create a "ision for '$ange ( 4 Communi'ate t$e "ision ( 5 !emo"e obsta'les ( , Create s$ort term #ins ( - 0uild on t$e '$ange ( / 2n'$or t$e '$ange in 'ompan% 'ulture ( 9 &ummar% !eferen'es 2ppendi3 Compan% O"er"ie# Compan% Details 4e% Customer 5roups Prin'ipal Competitors

2 2 2 2 ( ( 4 5 5 5 , , / / 9 9 9 11 11 11 12 14 14 14 14 14

Marketing Management

*1*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

1. Review of the different types of orientation

1.1 Sales Orientation
An approach to business that centres its activities on selling whatever it can produce, assuming that customers are inherently reluctant to purchase. (Pearson 2008 2 sales orientation fo'uses $ea"il% on selling t$e produ'ts t$at t$e 'ompan% produ'es 2s su'$ it 'an often $a"e a s$ort*term outlook and fo'us o"erl% on selling to a 'ustomer and not on building a long*term relations$ip #it$ t$em 2s su'$ t$is approa'$ is often popular in markets #$ere t$e ti'ket item is of $ig$ "alue and #it$ limited repeat pur'$ase potential 6$ilst a sales orientation does bare some similarities to a marketing orientation in t$at bot$ make use of pri'ing7 promotion and distribution skills7 t$e sales orientation differs in t$at little t$oug$t is gi"en to #$at t$e 'ustomer a'tuall% #ants 2s t$e sales orientation assumes t$at salesmans$ip is re8uired to sell t$e produ't it 'an also be assumed t$at t$e produ'ts are t%pi'all% not ne'essities 2 popular e3ample of a sales orientation is in life insuran'e #$ere o"ert selling is a 'ommon ta'ti'

1.2 Production Orientation

An approach to business that centres its activities on producing goods more e!!iciently and cost e!!ectively, assuming that price is the only !actor important to customers. (Pearson 2008 2s mass produ'tion te'$nologies and te'$ni8ues be'ame per"asi"e in t$e 21 t$ 'entur% t$e lure of t$e produ'tion orientation pro"ed too mu'$ for man% businesses T$e fo'us #as on making items more and more effi'ientl% in t$e belief t$at t$e '$eapest produ'er #ould gain market s$are T$is approa'$ makes a number of assumptions .irstl% t$at all markets operate on a lo#est 'ost #ins met$odolog%7 #$i'$ 'onsidering t$e su''ess of lu3ur% produ'ts in man% markets is 'learl% not t$e 'ase &e'ondl% it assumes t$at all 'ustomers are t$e same and deli"ers t$e same produ't to ea'$ one #it$ t$e aim of a'$ie"ing e'onomies of s'ale In man% #a%s go"ernments are a fine e3ample of t$is orientation7 #it$ se'tors su'$ as $ealt$ and edu'ation operating largel% on a one si+e fits all met$odolog% Of 'ourse it is #ort$ remembering t$at produ'tion effi'ien'ies remain important7 and met$odologies su'$ as Total 9ualit% Management7 &i3 &igma and :ean Manufa'turing $a"e gi"en 'ompanies t$e tools to enable $ig$l% effi'ient produ'tion of goods and ser"i'es

1.3 Product Orientation

;An approach to business that centres its activities on continually improving and re!ining its products, assuming that customers simply want the best possible "uality !or their money.< (Pearson Marketing Management *2*

Candidate Number 12115954 2008

CIM Professional Diploma in Marketing Marketing Management

Task Number One

T$e produ't orientation #as arguabl% t$e first orientation popular in business as it 'entred on #$at t$e 'ompan% 'ould produ'e T$e ob"ious e3ample is =enr% .ord stating t$at 'ustomers 'ould $a"e an% 'olour model T as long as it #as bla'k T$e 'ompan% ruled t$e roost and produ'ed #$at it did and a la'k of '$oi'e led 'ustomers to like it or lump it In t$e 'ontemporar% business en"ironment a produ't orientation fo'uses primaril% on t$e 8ualit% of t$e produ't under t$e belief t$at as long as good 8ualit% produ't is sent to market t$at t$e demand #ill al#a%s e3ist T$is insular approa'$ to business 'auses man% produ't led 'ompanies to fall be$ind '$anging s$ifts in t$e marketpla'e as t$e% fail to noti'e 'ompetitors> a'ti"ities or '$anging so'ietal s$ifts 2pple for instan'e fo'used too $ea"il% on produ'ing t$eir o#n personal 'omputer and failed to spot t$e gro#ing demand in t$e market for 6indo#s based platforms

1.4 Marketing Orientation

an approach to business that centres its activities on satis!ying the needs and wants o! its customers. (Pearson 2008 2 marketing orientation is t%pi'all% found #$en an entire 'ompan% pra'ti'es a 'ustomer*fo'used approa'$ to t$eir a'ti"ities &o all departments a't #it$ t$e 'ustomer in mind7 not purel% t$e marketing department 2 ke% element in a marketing orientated 'ompan% is t$e use of and 'olle'tion of kno#ledge about t$e 'ustomer If it is to be implemented su''essfull% t$en all departments must learn to 'olle't and s$are kno#ledge about t$e 'ustomer e"er% time t$e% 'ome into 'onta't #it$ t$at 'ustomer In addition to 'olle'ting information about 'ustomers 'olle'ti"el%7 t$e marketing orientated 'ompan% must also transmit information to 'ustomers 'olle'ti"el%7 #it$ a 'ommon message being 'ommuni'ated b% all departments7 e"er% time t$e% tou'$ a 'ustomer 4o$li and ?a#orski @1991A define market orientation in terms of t$ree dimensionsB 1 2 ( T$e generation of market information about t$e needs of 'ustomers and e3ternal en"ironmental fa'tors T$e dissemination of su'$ information among organisational departments T$e de"elopment and implementation of strategies based upon t$is information

2ma+on 'om are an e3'ellent e3ample of a 'ompan% #it$ a marketing orientation7 indeed one ma% suggest t$e% are an e3'ellent e3ample of a 'ompan% #it$ a relations$ip orientation7 as t$e% attempt to offer a personalised s$opping e3perien'e to ea'$ of its 'ustomers

1. Relationship Marketing
a !orm o! mar#eting that puts particular emphasis on building a longer$term, more intimate bond between an organisation and its individual customers. (Pearson 2008

Marketing Management

*(*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

6it$ t$e onset of ad"an'ed IT7 and in parti'ular database7 solutions t$e relations$ip marketing orientation $as 'ome into its o#n under t$e guise of 'ustomer relations$ip management @C!MA T$is ad"an'e in database te'$nolog% $as 'oin'ided #it$ impro"ements in manufa'turing and logisti's to enable 'ompanies to offer personalised solutions to ea'$ 'ustomer T$e relations$ip marketing orientation fo'uses on t$e long*term relations$ip #it$ t$e 'ustomer and as su'$ 'an often onl% enter profitabilit% se"eral %ears into t$e relations$ip

=o#e"er on'e a relations$ip $as been establis$ed #it$ 'ustomers it enables t$e 'ompan% to target 'ustomers far more effe'ti"el% and t$erefore be'ome more profitable b% pro"iding e3a'tl% #$at t$e most profitable segment of t$e 'ustomer base re8uires 2ma+on #as mentioned in t$e pre"ious se'tion as a good e3ponent of relations$ip marketing 2not$er e3'ellent 'ompan% is 2meri'an 2irlines7 #$o use t$eir fre8uent fl%er program to target t$eir most profitable 'ustomers and deli"er e3'eptional 'ustomer ser"i'e and "alue to t$at segment

2. Description of orientation at TMN Media

2s #it$ man% organisations7 TMN Media e3$ibits different orientation traits at bot$ different 'ir'umstan'es and in differing di"isions of t$e 'ompan% )a'$ #ill be e3plained belo# but t$e predominant orientation at TMN Media is t$e sales orientation7 #$i'$ #ill 'omprise t$e bulk of t$e follo#ing se'tion

Marketing Management

*4*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

2.1 Recap of !M" Media

2s t$e appendi'es to t$is do'ument outlines7 TMN Media is primaril% an email marketing 'ompan% and despite t$e tremendous potential for using email as a means of enabling 'ustomer relations$ip management @6ilson et al7 2112A t$e predominant "ie# in t$e email marketing industr% is one of making use of t$e medium for s$ort*term gains @0urston7 211/A T$e bulk of t$e 'ompan%>s re"enue 'omes from t$e sale and management of email marketing ser"i'es7 bot$ to its e3isting database of subs'ribers or t$e email database of 'lients T$e 'ompan% operates se"eral #ebsites in areas su'$ as 'as$ba'k s$opping and pri+e dra# 'ompetitions T$ese #ebsites are member dri"en and be'ause t$e% t%pi'all% pro"ide in'enti"es for subs'ribing to t$e site mailing list7 and subse8uentl% re'ei"ing email ne#sletters7 t$e% pro"ide an a'ti"e audien'e for t$e re'eipt of 'ommer'ial emails In addition t$e marketing approa'$ at TMN Media relies $ea"il% on obtaining ne# members for ea'$ #ebsite rat$er t$an on building deeper relations$ips #it$ e3isting members T$is strateg% e3ists largel% for finan'ial reasons as t$e 'ost of a'8uiring ne# members to t$e 'ompan% #ebsite portfolio 'an be managed on t$e balan'e s$eet as t$e a''umulation of assets @ie t$e email databaseA rat$er t$an a 'ost of trade T$is subse8uentl% allo#s profit margins at t$e 'ompan% to be e3tremel% $ig$ and furt$er entren'$es t$is approa'$ o"er a more traditional relations$ip marketing orientation

2.2 #vidence of the sales orientation at !M" Media

T$e pre"ious '$apter des'ribed a sales orientation as ;fo'using $ea"il% on selling t$e produ'ts t$at t$e 'ompan% produ'es 2s su'$ it 'an often $a"e a s$ort*term outlook and fo'uses o"erl% on selling to a 'ustomer and not on building a long term relations$ip #it$ t$em ; T$e "ie# of bot$ t$e email marketing industr%7 and TMN Media in parti'ular seems to support t$is "er% outlook 6$ilst man% se'tors of t$e burgeoning online ad"ertising industr% $a"e used t$e ad"an'ed tra'king me'$anisms a"ailable to dri"e up effi'ien'%7 email marketing still operates in a kind of bla'k bo3 #it$ a''ountabilit% 8uite lo#7 'ertainl% in relation to ot$er forms of online ad"ertising su'$ as pa%*per*'li'k and affiliate marketing Cnfortunatel% TMN Media seem to embod% t$is approa'$7 and #$ilst it remains e3tremel% profitable in t$e s$ortDmedium term7 doubts persist o"er its longe"it% as bot$ 'ustomers and subs'ribers demand greater rele"an'e and a''ountabilit% from email marketing 'ampaigns

2.3 Short$ter%is% at MutualPoints

T$e 'ompanies flags$ip #ebsite is MutualPoints 'om7 a #ebsite t$at led t$e #a% in re#arding members #it$ re#ards for s$opping online 6$ilst t$e #ebsite #as $ig$l% inno"ati"e and popular in its earl% da%s7 re'ent trends in t$e marketpla'e $a"e seen 'ompetitors o"ertake it b% offering far more re#arding 'as$ ba'k deals to 'ustomers 6$ereas MutualPoints persists #it$ offering 'ustomers 51E 'as$ ba'k deals7 ne#er sites su'$ as 9uid'o $a"e stolen large '$unks of t$e market b% offering 111E 'as$ ba'k

Marketing Management

*5*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

T$is '$ange in t$e 'ompetiti"e marketpla'e $as left MutualPoints in an interesting 8uandar%7 as t$e site 'ontinues to enFo% a "er% large members$ip of in e3'ess of 1 million members but suffers from a fall in 8ualit% of t$ose members T$is fall in 8ualit% is epitomised b% t$e nature of re#ards generated t$roug$ t$e site7 #it$ in e3'ess of ,1E of all re#ards earnt "ia so 'alled 8ui'k re#ards at #ebsites su'$ as Pri'erunner and 4elkoo t$at pro"ide little "alue for t$ose 'ompanies but $elp to keep up t$e appearan'e of $ig$ "olume at bot$ MutualPoints and t$ese partners =o#e"er t$e falling 8ualit% of t$ese leads does raise serious 'on'erns o"er t$e longe"it% of t$is approa'$ as ad"ertisers realise t$e poor 8ualit% t$e% are getting from t$eir online ad"ertising t$roug$ t$ese '$annels 2ttempts $a"e been made re'entl% to engender a greater relations$ip marketing approa'$ on t$e #ebsite but t$ese attempts are still "er% mu'$ in t$e minorit% in 'omparison to e3isting strategies )8uall% t$e monetisation of t$e 'ustomer database at MutualPoints takes a similarl% s$ort*term "ie# T$e site pro"ides in'enti"es for members to open and 'li'k t$roug$ to ad"ertisers "ia t$e email bulletins sent out to t$em and t$is basi' relations$ip pro"ides "er% large numbers for ad"ertisers in t$e basi' email marketing metri's of open rate and 'li'k t$roug$ rate 6$ilst t$ese metri's remain t$e predominant units of measurement in t$e email marketing se'tor t$e strateg% #orks "er% #ell for t$e TMN Media 'ompan% and is e3tremel% profitable to it =o#e"er t$e 8ualit% of t$ose 'li'ks for t$e ad"ertiser is lo# as t$ere is little in$erent moti"ation for t$e 'ustomer to 'li'k t$roug$ to t$e ad"ertiser abo"e earning t$eir re#ard for doing so .inall% t$e "alue for t$e members of t$e #ebsite is lo# be'ause t$e offers ad"ertised to t$em are e3'essi"el% generi' It $as been suggested t$at untargeted email7 e"en from a kno#n sender7 is o"er#$elmingl% t$oug$t of as spam @Ta%lor7 211/A7 #it$ $alf of respondants in a 9 Intera'ti"e and Marketing &$erpa stud% regarding email to be spam e"en if it is not of interest to t$em &o t$e relations$ip bet#een MutualPoints and its members is o"er#$elmingl% transa'tional7 #it$ little relations$ip bet#een t$e t#o parties Customer ser"i'e is a fine e3ample of t$is approa'$7 #it$ a lo# 'ost 'all 'entre used on t$e sub*'ontinent despite fre8uent 'omplaints from users about t$e poor ser"i'e offered

2.4 Possi&le change on the hori'on

T$ere are signs $o#e"er t$at a '$ange in orientation is being 'onsidered7 and t$is #ill be 'o"ered in more dept$ in t$e follo#ing '$apter T$e staffing budget at t$e 'ompan% is a telling e3ample of t$e potential '$ange in approa'$ 6$ilst t$e sales team out numbers t$ose in t$e marketing department b% t$ree to one t$e 'ompan% $as re'entl% emplo%ed a marketing dire'tor for t$e first time T$e ne# re'ruit $as t$e remit of impro"ing t$e marketing orientation at t$e 'ompan%7 and to $opefull% en'ourage e3isting and future #eb properties to emplo% greater 'ustomisation for ea'$ member

3. Developing a relationship orientation

T$e pre"ious '$apter outlined a number of issues regarding bot$ t$e s$ort*term su''ess of TMN Media and t$e long*term positioning of t$e 'ompan% in t$e marketpla'e T$ankfull% t$ere are a number of measures t$at 'an be taken to e"ol"e t$e 'ompan% to#ards a relations$ip marketing Marketing Management *,*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

orientation and t$erefore position t$e 'ompan% #ell for future '$allenges7 #$ilst maintaining 'urrent profitabilit% .innegan and 6ill'o'ks @211-A outline a number of 'ultural and ps%'$ologi'al 'ontra'ts #it$in an organisation t$at are fundamental to de"eloping a su''essful relations$ip orientation7 in'luding kno#ledge s$aring and 'ompan% 'ulture Ot$er ad"o'ates of relations$ip marketing suggest alternati"es Patri'ia &e%bold for instan'e $as ad"o'ated t$e follo#ing steps in a number of $er studies into relations$ip marketing @1999 G 2111A 1 2 ( 4 5 Make it eas% for 'ustomers to do business #it$ %ou .o'us on t$e end 'ustomer for %our produ'ts and ser"i'es !edesign %our 'ustomer*fa'ing pro'esses from t$e end*'ustomerHs point of "ie# Design a 'ompre$ensi"e7 e"ol"ing ele'troni' 'ommer'e ar'$ite'ture .oster 'ustomer lo%alt%*t$e ke% to profitabilit% in ele'troni' 'ommer'e

In $er later #ork s$e suggests building a 'ustomer Iflig$t de'k>7 #it$ t$e follo#ing stages in"ol"ed in its 'reation 1 2 ( 4 5 , / Create a Compelling 0rand Personalit% Deli"er a &eamless Customer )3perien'e 2'ross C$annels and Tou'$points Care about Customers and T$eir Out'omes Measure 6$at Matters to Customers =one Operational )3'ellen'e Jalue Customers> Time Pla'e Customers> KDN2K at t$e Core Design to Morp$

.or t$is report $o#e"er t$e organisational '$ange model used #ill be based upon t$e %hree &tage Process o! 'hange model de"ised b% so'ial s'ientist 4urt :e#in @1951A and de"eloped furt$er b% ?o$n 4otter @199,A Lewin Unfreeze Change Refreeze 4otter )stablis$ sense of urgen'% Create guiding 'oalition De"elop "ision and strateg% Communi'ate t$e '$ange "ision )mpo#er ot$ers to a't Create s$ort*term #ins Consolidate gains and produ'e e"en more '$ange Institutionalise ne# approa'$es in t$e future

3.1 #sta&lish sense of urgency

.or su''essful '$ange to $appen in an organisation7 t$e #$ole organisation $as to #ant to '$ange and 'reating a sense of urgen'% is t$e first step to a'$ie"ing t$at T$is 'ould be done b% raising a#areness of poor sales figures or $ig$lig$ting '$anges in t$e marketpla'e 2t TMN Media t$e Marketing Management *-*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

follo#ing steps 'ould be taken to 'reate t$e sense for '$ange o Identify potential threats, and develop scenarios showing what could happen in the future .or instan'e use s'enarios of 'ompetiti"e t$reats in t$e marketpla'e #$ere greater 'are o"er 'ustomer satisfa'tion is gi"en7 using t$e e3ample of t$e MutualPoints #ebsite7 #$ere market s$are $as been se"erel% eroded due to inno"ati"e 'ompetition o Examine opportunities that should be, or could be, exploited T$e #eb 2 1 lands'ape pro"ides ample opportunit% to e3pand t$e e3isting #ebsites into ne# 'ustomer fo'used areas #$ilst maintaining t$e 'ore 'ompetiti"e strengt$ of email marketing T$e la'k of 'ompetiti"e mo"ement in t$is field offers a tangible opportunit% to regain market leaders$ip o tart honest discussions, and give dynamic and convincing reasons to get people tal!ing and thin!ing T$e use of statisti's and marketing en"ironment anal%sis 'an en'ourage frank e3'$ange of "ie#s bet#een all stake$olders

o Re"uest support from customers, outside sta!eholders and industry people to strengthen your argument 0% using 'ustomers and suppliers to support t$e need for '$ange #ould pro"ide signifi'ant impetus to t$e '$ange pro'ess 4otter suggests t$at for '$ange to be su''essful it re8uires -5E of managers to bu% into t$e '$ange re8uired7 so t$is first step 'annot be o"er emp$asised

3.2 (or% a powerful coalition

To su''essfull% filter t$is '$ange t$roug$out t$e organisation re8uires t$e use of influential leaders$ip and "isible support from management T$is doesn>t ne'essaril% $a"e to 'onsist of traditional 'orporate po#er bases7 but merel% a group of influential leaders #$ose po#er derides from a "ariet% of sour'es7 in'luding Fob title7 status7 e3pertise7 and politi'al importan'e 2t TMN Media t$is stage #ould 'onsist ofB o o o o Identif% t$e true leaders in t$e organi+ation7 su'$ as t$e )*Commer'e manager 2sk for an emotional 'ommitment from t$ese ke% people 6ork on team building #it$in t$e '$ange 'oalition C$e'k t$e team for #eak areas7 and ensure t$at it $as a good mi3 of people from different departments and different le"els #it$in t$e 'ompan%

3.3 )reate a vision for change

6$en t$e notion of '$ange is first mooted man% ideas #ill be pus$ed for#ard to implement t$e '$ange T$e t$ird step of t$e '$ange model is to $arness all of t$ese ideas and fo'us t$em into a 'o$erent "ision for '$ange 6$en t$is "ision for '$ange is 'lear and "isible to all #it$in TMN Media it #ill enable '$ange to o''ur far more 8ui'kl% and effe'ti"el% &ome steps to a'$ie"e t$is ma% in'ludeB

Marketing Management

*/*

Candidate Number 12115954 o o o o

CIM Professional Diploma in Marketing Marketing Management

Task Number One

Determining t$e "alues t$at are 'entral to t$e '$ange De"elop a s$ort mission statement for t$e '$ange Create a strateg% to implement t$e "ision )nsure t$e '$ange 'oalition 'an des'ribe t$e "ision in a su''in't ele"ator pit'$

3.4 )o%%unicate the vision

Communi'ating t$e "ision after it $as been formulated #ill determine t$e su''ess of t$e '$ange to a relations$ip orientation T$e "ision #ill be 'ompeting #it$ da%*to*da% operational tasks so #ill need to be bold and 'lear to get t$roug$ .innegan and 6ill'o'ks emp$asise t$e importan'e of using ta'it 'on"ersations to deli"er t$is message and t$e use of 'on"ersation #ill be used in pla'e of large s'ale 'orporate meetings T$is in 'ombination #it$ I#alking t$e #alk> #ill form t$e fo'al point of 'ommuni'ating t$e "isionB o o o o Talk about t$e "ision often Openl% address 'on'erns 2ppl% t$e relations$ip "ision to all aspe'ts of t$e business :ead b% e3ample

3. Re%ove o&stacles
=opefull% on'e t$is stage of t$e '$ange pro'ess $as been rea'$ed bot$ leaders and staff are beginning to bu% in to t$e '$ange "ision so t$e ne3t stage is to remo"e obsta'les and allo# t$em to implement t$e relations$ip marketing orientation 2 number of steps 'an be used to ensure t$at barriers to '$ange are remo"edB o o o o Identif% '$ange e"angelists to deli"er t$e '$ange !e'ognise and re#ard people for '$ange Identif% t$ose t$at resist '$ange and #ork #it$ t$em to establis$ #$at>s re8uired 2't s#iftl% to remo"e barriers to '$ange

3.* )reate short ter% wins

.e# t$ings moti"ate '$ange better t$an seeing su''ess first $and7 espe'iall% amongst managers eager to see profitabilit% maintained 6it$ a number of s$ort*term targets on t$e #a% to meeting t$e long*term goal t$is 'an be a'$ie"ed and dri"e t$e team on t$roug$ ea'$ stage of t$e '$ange pro'ess7 #it$ ea'$ #in moti"ating staff furt$er o C$oose ine3pensi"e proFe'ts earl% in t$e pro'ess o 2nal%se t$e importan'e of ea'$ goal be'ause failure earl% on 'an se"erel% $arm t$e '$ange pro'ess o !e#ard t$ose t$at $elped attain t$e goal

Marketing Management

*9*

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

2 fine e3ample of t$is at TMN Media is t$e implementation of a 'onsumer re"ie#s se'tion on MutualPoints to pro"ide a lo# 'ost e3ample of $o# 'onsumers in'reasingl% #ant to intera't #it$ #ebsites T$e proFe't #as lo# 'ost and deli"ered in e3'ess of t$ree $undred re"ie#s in t$e first da% of operation

3.+ ,uild on the change

6$ilst s$ort*term gains are 'learl% important in building momentum t$e% also run t$e risk of persuading t$e 'ompan% t$at su''ess $as been prematurel% a'$ie"ed T$erefore it>s important to maintain t$e long*term "ision and understand t$e prin'ipal of 4ai+an7 or 'onstant impro"ement as s$o#n so su''essfull% at To%ota @:iker7 2114AB o 2fter e"er% #in7 anal%se #$at #ent #ell and impro"e upon it o &et fres$ goals to build on t$e momentum o .res$en up t$e '$ange team #it$ ne# members and ne# ideas

3.- .nchor the change in co%pany culture

T$e final7 and arguabl% t$e most important7 element of an% pro'ess of kno#ledge and 'ultural '$ange is #$at Nonaka and Takeu'$i @1995A refer to as Internalisation7 or #$en kno#ledge be'omes internalised #it$in ea'$ emplo%ee and be'omes $abitual and part of t$e 'ompan% 'ulture

T$e &)CI model of kno#ledge 'reation s$o#n abo"e emp$asises t$e important aspe't of 'ontinuous '$ange to ensure t$at all '$anges are built upon rat$er t$an reneged and t$is forms t$e fo'al point of t$e a'tions re8uired in t$is se'tionB o Talk about progressL tell stories @0ro#n 2114A o )nt$use about t$e 'ulture in re'ruitment de'isions o )nsure original '$ange agents $a"e a lega'% at t$e 'ompan%

Marketing Management

* 11 *

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

3./ Su%%ary
C$anging an organisational 'ulture is not an eas% pro'ess to undertake7 but if done 'orre'tl% 'an lead to long and lasting su''ess 6$en %ou plans are 'arefull% made and built upon t$e proper foundation7 implementing '$ange 'an be mu'$ easier7 and t$e '$an'es of su''ess are mu'$ impro"ed T$e pre"ious eig$t steps all pla% a part in a'$ie"ing t$is '$ange and making '$ange and impro"ement a part of 'ompan% 'ulture Onl% #$en t$is is full% engrained 'an true "i'tor% be de'lared #ord Count $ %%&'

Marketing Management

* 11 *

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

References
6ilson =7 Daniel ) and M'Donald M @2112A .a'tors for &u''ess in Customer !elations$ip Management @C!MA &%stems. (ournal o! )ar#eting )anagement Jolume 1/ @1*2A p19(*219 0urston7 ? @211/A *mail mar#eting, ma#ing it customer centric DM2 )mail Marketing Coun'il $ttpBDDdmaemailblog t%pepad 'omDdmaMemailMmarketingM'oun'D211/D1,Demail*marketing $tml Na''essed on 11t$ ?une 211/O Ta%lor7 T @211/A &pam is in the eye o! the beholder DM2 )mail Marketing Coun'il $ttpBDDdmaemailblog t%pepad 'omDdmaMemailMmarketingM'oun'D211/D1,Dspam*is*in*t$e $tml Na''essed on 11t$ ?une 211/O Pearson @211/A )ar#eting +lossary Pearson )du'ation $ttpBDD#ps pearsoned 'o ukD#psDmediaDobFe'tsD1452D14/-,/-Dglossar%Dglossar% $tml Na''essed on 11t$ ?une 211/O .inegan D and 6ill'o'ks : @211-A ,mplementing '-). /rom %echnology to 0nowledge ?o$n 6ile% G &ons 4$oli7 2Fa% and 0ernard ? ?a#orski 1991 Market*OrientationB T$e Constru't7 !esear'$ Propositions7 and Managerial Impli'ations (ournal o! )ar#eting 54 @2prilAB 1*1/ &e%bold7 P 7 @1999A 'ustomers.com, !andom =ouse &e%bold7 P 7 @2111A %he 'ustomer -evolution, !andom =ouse :e#in7 4 @1951A /ield theory in social science1 selected theoretical papers =arper G !o# 4otter ? @199,A 2eading 'hange =ar"ard 0usiness Press
:iker7 ? 7 @2114A %he %oytota 3ay, M'5ra# =ill

Nonaka7 I and Takeu'$i7 = @1995A %he 0nowledge$'reating 'ompany. 4ow (apanese 'ompanies 'reate the 5ynamics o! ,nnovation O3ford Cni"ersit% Press &eel%*0ro#n &7 Denning &7 5ro$ 4 and Prusak : @2114A &torytelling in 6rgani7ations. 3hy Marketing Management * 12 *

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

&torytelling ,s %rans!orming 28st 'entury 6rgani7ations and )anagement 0utter#ort$*=einemann

Marketing Management

* 1( *

Candidate Number 12115954

CIM Professional Diploma in Marketing Marketing Management

Task Number One

.ppendi0
)o%pany Overview
TMN Media $as o"er 5 %ears e3perien'e in managing email marketing 'ampaigns T$eir long*term 'lients range from international blue*'$ip 'ompanies to lo'al enterprises7 all of #$i'$ take ad"antage of t$e #ide range of media ser"i'es a"ailable In*dept$ kno#ledge of t$e email and list marketpla'e enables TMN Media to pro"ide a 'ompetiti"e and effe'ti"e approa'$ to rea'$ing a target audien'e "ia opt*in 'onsumer databases of / million emails and 4 million uni8ue postal re'ords T$eir ser"i'es range from email marketing to blind net#ork and #ebsite ad"ertising7 all of #$i'$ are managed b% professional and e3perien'ed team members T$e MutualPoints #ebsite #as one of t$e first e3ponents of re#arded s$opping in t$e C47 pro"iding members initiall% #it$ s$ares in t$e 'ompan% in return for s$opping7 and subse8uentl% #it$ 'as$ ba'k T$e #ebsite $as o"er 1 million members

)o%pany 1etails
TMN Media is part of TMN pl'7 an 2IM listed P:C sin'e 2111 TMN pl' #as founded in 1999

2ey )usto%er 3roups

T$e market for MutualPoints is t$e 'onsumer market Customer resear'$ s$o#s t$at t$e ke% demograp$i' for t$e #ebsite are females aged (1*,1 and in t$e lo#er e'$elons of t$e so'ialD#ealt$ 'lassifi'ations

Principal )o%petitors
T$e re#arded s$opping se'tor $as gro#n tremendousl% sin'e MutualPoints led t$e #a% in 1999 and no# 'ontains a large number of 'ompetitors 9uidCo leads t$e market #it$ ot$er maFor 'ompetitors in'luding !points7 Pigsba'k and 5reas% Palm

Marketing Management

* 14 *