Advanced Strategic Marketing

Case Study – Tuhura Athletics

Instructor: Dr. Kamran Naqi

Group Members

Asfandyar Khan - MBE203006

Anum Sheeraz - MBE203007

Tehreem Fatima - MBE203010

Shafaq Sheeraz - MBE203011

Nayab Naeem - MBE201003

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Introduction
For the purpose of this case study, we have decided to choose a local Pakistani athletic
wear brand called Tuhura Athletics. The brand is currently doing quite well in Pakistan and has
generated positive word of mouth due to its unique designs and high quality material used for its
products. The company is currently using social media marketing to target audience within
Pakistan (https://www.tuhuraathletics.com/). In order to sell in the international consumer
market, the marketing and brand manager of this organisation must create an effective supply
chain model that allows the organisation to not only target its audience effectively overseas but
also reduce its export cost so that maximum revenues can be achieved. In this regard the activity
theory can be utilized to get better understanding and insides. In addition to this, the concept of
pillars of branding as well as brand being a social construct can be effectively utilized to help the
marketing manager of the athletics to promote Exports of their product in international market.
How the concept of Branding can help in Improving Exports
The brands and branding are socially constructed and there is quite a strong argument for
this statement. In today's competitive consumer market, suppliers are facing several issues
including slow growth as well as the increasing diversity in consumer preferences. In addition to
this, there is intense rivalry in the market and retailers are becoming more powerful in the
consumer market place. At the same time it is true that if the consumer market continues to
become more fragmented, it becomes extremely difficult to reach the target audience. From the
social perspective, when consumer is deciding to buy a product they are basically trying to
express a Lifestyle and showing their symbolic membership in a particular group. Consumers
express their commitment to a certain social world by purchasing particular items. In this regard
the products of Tuhura Athletics will be bought by consumers who want to lead a healthy
lifestyle through exercises or aerobics etc. A huge number of consumers specifically buy these
products because they want to express a certain lifestyle and show their commitment to a certain
social class that find staying fit and exercising is a lifestyle.
Brands are fundamentally social construct in the minds of different actors in a company's
business network. This means that the subjective meanings of various brands are constructed
through social interaction (Lindblom, 1999). These are socially constructed not only in the minds
of the consumer but also in the company's business network because brands are particularly
subject to the relevant business context as well as the consumer perception. This also means that

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over time brands are able to evolve by changes in the brand positioning in the mind of the
consumer. Brands can be simply described as social construct from the network perspective
which emphasizes that the subjective meaning is associated with a particular brand is basically
related to the actors as well as their relationships in a business context. When talking about
consumer goods, the actors are consumers and their relationship with the product that their
buying. It is quite true that often consumer by a particular product out of habit or due to deep
feelings associated with the purchase decision.
Brand Narrative and Storytelling
With the advancements in e-commerce and social media, this phenomenon has
particularly taken on a different meaning. It is quite possible that brands are narrative and change
meaning with the way they are communicated. This is the reason why companies across the
globe are utilizing the Synergy of e-commerce and social media in order to create a unique
opportunity that can help them build brand recognition as well as increased sales while also
increasing engagement with wires and provide them with instant customer service. It has
become exceptionally important for brands to create a compelling story and narrative that can
allow them to connect with their audience at an emotional level (Herskovitz & Crystal, 2010).
We can see this element of an emotional Bank account or commitment that is communicated
through brand campaigns in all advertisement and social media campaigns by famous brands
including Samsung Apple, Google and even celebrity brand including Beyoncé and Miley Cyrus
etc. Brands need to create a compelling story that requires a clearly understood Central character
which makes it easier for the audience to identify with it and ultimately create long-lasting
emotional bonds. The brand narrative is highly dependent upon a strong brand persona. The long
lasting emotional bond created using compelling story telling can ultimately create long-term
value for the business by motivating audience to become loyal customers and showcase the
attributes of brand loyal audience. Increasingly organizations are trying to create affective
narratives that reflect their products and brands in a new light so that consumers feel emotionally
attached to this brand (Escalas, 2004). For this purpose organizations are increasingly using
social media services in order to engage with the buyers and understand their behavior patterns.

How Tuhura Athletics can use this concept?

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 Brand is narrative because there is a strong relationship between its image/identity and
the narrative that is associated with it. When talking about the different dimensions or types of
narrative we come across cognitive narrative, affective narrative, somatic narrative etc. As the
dimension of the narrative changes, so does the way we connect to that particular brand. For
example, a technology based brand is most likely to use or associate a cognitive narrative with it
in order to attract the attention of tech nerds (Bonnin, & Alfonso, 2019). However the changing
times have come to a point where Samsung and Apple use vibrant advertisements that use
affective narrative in order to appeal to the target audience. There commercials are now filled
with people enjoying their lives with beautiful sceneries and dancing away because they have the
latest phones from these Tech Giants. This is a way of associating affective narrative with their
brand so that it can appeal to a larger target audience that aspires to live such a lavish life with
carefree attitude.

Research shows that brands that are not able to tell a compelling inconsistent brand story,
that influence the rational and emotional commitment of the target audience, may be at risk of
being easily destroyed by their competitors who are able to create a strong brand story and
ultimately strong brand narrative. In the current competitive Marketplace, strong story telling
strategies allow organizations like Apple and Google to create a well formulated brand
narrative that connects at a deeper emotional level with the target audience and ultimately
engages them as loyal customers (Herskovitz & Crystal, 2010). In the current marketing
scenario, brand narratives provide real value to organizations as they drive various key
performance indicators like repeat sales by loyal customers as well as an overall positive
customer feedback due to higher satisfaction levels.

Creating a strong and appealing brand persona and narrative is key towards success of
domestic brands in Pakistan that are quality driven. These companies can use their brand persona
and narrative as an important tool in their strategy to achieve higher number of exports as well as
domestic sales. Tuhura Athletics (https://www.tuhuraathletics.com/) can utilize the concepts of
brand narrative in order to connect at an emotional level with the target audience in the
international market. With the use of storytelling techniques, the brand can gain the emotional
commitment of their audience and as a result increase their probability of achieving the goal of
increased exports. Although it takes a lot of time and strategic effort to create the most relevant

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brand narrative that can inspire and influence customers to become loyal customers, it is
exceptionally important for Tuhura Athletics to focus on the four pillars of branding in order to
create a coherent and relevant brand narrative that can provide real value to the organization.

Global Value Chain Analysis and Increased Efficiency

In an attempt to increase the exports of Tuhura Athletics organisation, it is extremely
important for the marketing manager to carry out a detailed global value chain analysis. The
purpose of this analysis will be to ensure that all activities in the value chain that add value to the
organisation are identified while activities that only cost money but do not add any value to the
supply chain should be eliminated so that the overall Global supply chain becomes efficient and
allows Tuhura athletics to sell their products effectively in international market while
maintaining a handsome net profit margin (Gereffi, Fernandez-Stark, 2011). It is important to
understand that selling products internationally comes with its own set of challenges and issues
which include high cost of distribution and networking in international consumer market. With
the use of the Global value chain analysis, the marketing manager of this brand can effectively
eliminate activities that are adding zero value while costing a lot. The result will be an efficient
supply chain that gets the product delivered in less time to international target audience.

Creating Positive Brand Image leading to Brand Trust and Loyalty in online
communities
In this regard, it is also important to understand that the term branding and brand is
subjective term because the perception and feelings of consumers towards a particular brand can
affect its image, identity and positioning in the market. It is quite true that brands can be
destroyed due to negative word of mouth of consumers in the society because when people
interact with each other and share their thoughts about a particular product that they have used,
the image of that particular brand is constructed based on this word of mouth. Right now our
selected brand (Tuhura Athletics) enjoys positive word of mouth in the target audience within
Pakistan which provides this brand with positive brand image and identity. Brand image matters
a lot when a brand is trying to expand internationally via exports (Buehler & Halbheer, (2011).
However, when selling to international clients, Tuhura Athletics will have to work on creating a
positive brand image and ensure that the target audience are able to connect with the brand
while associating positive feelings/perception with this brand. Ultimately the target audience will

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help our brand in creating the required strategic brand positioning in the market based on the
perceptions and thinking of the consumer about the products of this brand.
Brands are socially constructed because they are simply a collection of perceptions and
positioning in the mind of the consumers. Brands are in reality made and owned by people. The
brand image is a subjective concept which means that it can be affected by the society that it is
being offered to. Every consumer will hold a different perception for a particular brand. Based
on this concept, we want our international audience to associate positive feelings with the brand.
Once the consumers have positive feelings and perceptions about our brand, brand loyalty and
commitment follows.
The marketing manager of our brand will use social media marketing effectively in order
to create a brand community which allows the targeted audience to trust our brand ultimately
leading to brand loyalty. Research carried out by Laroche et al (2012) focuses on the effects of
social media and its use on creating brand communities that ultimately lead to brand trust and
brand loyalty. Tuhura Athletics can strategically utilize social media as a tool for engaging
international market and creating brand awareness. The purpose of these social media
marketing strategies will be to ensure that the target audience is aware of the products and
services provided by the brand and the story of company’s history is shared with them. Sharing
stories will help in creating attachments and positive feeling and making the consumers feel
connected to the brand. All these activities will eventually lead to enhancing of brand trust and
brand loyalty e of international target audience towards our particular brand.
Activity Theory
In this regard, the Activity Theory by Engestrom is exceptionally relevant. The outcome
that is desired by our organisation is quite simple to identify. Our company, Tuhura Athletics is
focused on achieving an increase in the overall sales by exporting and becoming an active
member of international trade. Currently the products of our selected organization are only
available to local Pakistani communities but the company is now targeting International markets
through exports.
The subject in this regard will be the marketing manager as well as the top level
management of the organisation who will create strategies and utilize various marketing tools
like Global supply chain analysis as well as social media marketing to target the right audience in
the international market who will be interested in buying active wear from our brand that is

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Tuhura Athletics. The tools that will be utilized by the subjects will be the social media
marketing tools like Facebook, Instagram and YouTube. In addition to this, tools like conceptual
frameworks of branding will be used as a basis for creating brand strategies. The object in this
whole situation will be the target audience or prospective customers. The company wants the
target audience in the international market to become the loyal customers of the organization
who will end up providing organization with a huge projected sales revenue.
So using the activity theory, the subject, tools, object and desired outcome for Tuhura
Athletics are as follows:
 Subject: Top level management and the marketing manager, Stakeholders.
 Tools: Social Media Marketing. SWOT analysis, PESTLE analysis, Global Supply chain
Analysis, Relationship Management, CSR, Stakeholder Orientation.
 Object: Target audience in international market
 Outcome: Increase in the level of exports of Tuhura Athletics
The marketing manager alongside the top level management of the organisation will be
using the pillars of a branding as well as storytelling techniques in an attempt to create a positive
brand image in the minds of the prospective customers in international market. The purpose of
utilizing these tools will be to ensure that before the audience make the decision of buying
products from our organisation, they are able to connect with the brand and identify with it in
a respectful manner. With the use of narratives and proper story telling the brand will be able to
position itself in the buyer's black box in a favorable and effective manner. The favorable brand
image will definitely help in achieving the desired outcome which is the increase in actual
export levels of the active wear being sold by our brand. It is extremely important for the
organization to carefully identify all the relevant actors in its supply chain in order to make an
efficient and effective global supply chain framework.
The company can use the activity theory in creating digital marketing plan for selling its
product in the international market. In this regard the company will focus on how each of the
supply chain activities being constructed and what tools and resources are available to the
organisation and the various participants in the Global supply chain. As per the activity theory
change is seen as inherent in all activity systems (Macpherson and Jones, 2008). Organisation’s
knowledge and learning capabilities can be used for transformative interventions thus
allowing the company to continuously revolve and utilize its knowledge and expansive
learning for future success. All relevant actors and participants in the Global supply chain of
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this brand must be identified effectively for the company to successfully promote its exports in
the International consumer market.
The activity theory is more of a descriptive meta-theory or framework than a predictive
theory because it considers the entire activity system beyond just one actor or user (Kaptelinin, &
Nardi, 2006). The activity theory accounts for environment, history of the person, their culture,
motivations and complexity of the real life actions. The company in question (Tuhura Athletics)
can use activity theory by creating activity that is focus on achieving an objective or goal carried
out by the company. Right now the specific goal of our organisation is to increase their exports
in international market and all the actions carried out by the organisation should be focused on
achieving this particular goal.
Relevance of the Pillars of Branding
The four different pillars that make up the branding model are extremely relevant in this
regard. These pillars include differentiation, relevance, esteem and knowledge. Differentiation
is basically the perceived distinctiveness of any particular brand as compared to other similar
brands in the market. At the same time, relevance is basically the personal appropriateness that
individuals feel because of using a particular products. Esteem is the image and regard for the
product or brand itself in the minds of the consumers. Finally, knowledge is an important pillar
of branding because it involves the understanding of what the brand actually stands for. It is
quite important to understand that even if an organization is able to differentiate its brand from
other in the market, relevance is a subjective concept which will differ from consumer market to
consumer market. The relevance of a particular brand can be judged by the consumers when they
interact with that product by using it or being able to afford it. When the marketing manager of
Tuhura Athletics will understand the importance of these 4 pillars of branding and utilize these
while creating brand offerings for the international audience, the likelihood of exports increasing
are higher.
Why Stakeholder Orientation is Important for Tuhura Athletics

Tuhura Athletics is Pakistan's first high-fashion gym wear brand dedicated to strong, beautiful
women across the country! To help it achieve this goal, the company has adopted a stakeholder
orientation marketing strategy to address the demands of a wide range of primary and secondary
stakeholders. Stakeholder orientation in marketing involves activities and processes that create

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value through relationships with multiple stakeholders such as customers, suppliers, employees,
shareholders, regulators, and the local community.

Tuhura Athletics is based on the belief that women should live their lives on their own terms,
build careers on their own terms, raise families on their terms, run companies on their own terms
and dress on their own terms. They are working on women empowerment and so it is essential
for them to portray themselves as a brand who shows concern and care for women and to be well
in the eyes of the stakeholders. Evidence suggests that caring about the well-being of
stakeholders leads to increased profits. The support stakeholders have for companies they
perceive to be socially responsible can also serve to enhance the firms' profitability. Thereupon,
it is important to make sure they maintain good and long-term relationships with all stakeholders,
creating win-win relationships.

Any firm that truly pursues a stakeholder orientation will be much more likely to act ethically
and it will be more likely to act in ways consistent with the idea of corporate social
responsibility. Tuhura does not just care about their own orientation but they care about the
society in which they are operating and all of its stakeholders, the employees, the customers
and society as a whole.

They are basically working for women empowerment. For this purpose they are also doping
collaborations such as Nomi Ansari x Tuhura where a wide range of comfortable fashion wear
can be found, from products ranging from gym wear to everyday wear. The brand symbolizes
comfort and fashion telling its stakeholders that they are addressing their needs (comfort) while
also keeping in mind their wants (fashionable wear).

Relationship Management
Waskito (2018) stated that Relationship management means establishing a good relationship
with all stakeholders and stockholders of a firm. Relationship management does not mean only
building relationships with all stakeholders but also maintain that relationship so that your
firm will grow. Stakeholders are those who are directly or indirectly affected by the business. So,
establishing a good relationship with them is very necessary. Stakeholders include shareholders,
employees of the firm, government, customer, community and labor unions. The interest of all
stakeholders varies from each other such as shareholder interest is to maximize the wealth of

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firm, while employees want more compensations and luxury offices, on the other hand, the
community wants more job in society and government wants to receive high taxes from a firm.
So, a firm should take care of all of them and build a good relationship with all of them. A good
relationship helps the firms to promote their brand socially and help in increasing the export of
that firm.

Tuhura Athletics is a Pakistani local brand. Relationship management is very important for
Tuhura Athletics so that this brand is socially constructed and their exports increase. Tuhura
Athletic should take the following steps to build a good relationship.

Relationship with Customers:

Tuhura Athletics should provide athletic wear sports products in all size so that they target each
segment of the market (Inclusive sizing). Tuhura Athletic should make high-quality products as
the standards of ISO 9001 so that Tuhura Athletic products meet the standard of the international
market and needs of international customers are fulfilled and demand for our product increase
and in return our export increases (Itani, Kassar & Loureiro, 2019). Tuhura Athletics offers its
customers many different benefits to increase customer loyalty. Their product range offers
accessories, bags, maternity clothes, body suits, jackets and hoodies, pants, tank tops, body suits,
and what not! This range shows the thought and care they put in their products that they are
offering so much variety to carter the need of every segmentation. When the customers feel that
they are valued they develop a brand image in their mind (social construct) and develop the
feelings of loyalty thus giving rise to brand loyalty.

Tuhura has great faith in its product’s abilities to meet the customers’ needs and expectations.
In addition it is the first sport’s wear that is completely for women. So it is a pioneer online shop
that is offering complete sportswear range for women who want to stay fit and carry on with
their everyday tasks while looking after a family too.

They also offer the best online shopping experience by developing different tabs for all product
categories, user-friendly website and price friendly products that are affordable for all. In
addition, the delivery time is one week at max and the packaging is good too. They do all this for
they know they value of customer experience.

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Relationship with an Employee:
It treats its employees as if they are important. It balances their needs against the need of
ownership to make a higher profit. The needs of the workers are just as important rather than
being something that is considered to be a mere afterthought. The company considers its
employees crucial to its success. For this reason Tuhura makes sure the employees are well
motivated and their needs are catered for even in circumstances like COVID-19.

Tuhura Athletics should maintain a good relationship with an employee because employees are a
valuable asset of a firm. Tuhura Athletics should provide a great working environment as well as
good numeration for performance. In addition to this, employees can be provided with health and
medical insurance and along with it give them bonuses for their extraordinary performance.
Tuhura Athletics should provide a high-quality environment to employees so that they perform
well. All these HR practices are sure to motivate the employees so that the overall performance
of the company is enhanced (Lee, 2017). Tuhura Athletics should focus on the HR practices to
retain their employees and reducing the turnover ratio.

Relationship with Shareholder:

Deakin, Sarkar and Siems (2017) stated that firms work for the interest of shareholders because
shareholders are those who invest in our firm and they are the most important stakeholder of the
firm. It is very difficult for a firm to increase their export without building a good relationship
with their shareholder because for increasing export, the firm needs money and that money
comes from investors. A firm builds a good relationship with shareholder only when firm is
able to increase wealth of shareholder therefore, when Tuhura Athletics expands and
increases their export it ultimately will help to build a good relationship with shareholder
because expansion indicates that management work for the interest of shareholder and their
wealth is maximizing. When the export of Tuhura Athletics increase, it will increase the share
price of a firm which also become a reason of good relationship with a shareholder.

Relationship with Community:

Xu et al. (2017) defined that Community is a society in which our firm operates. To maintain
good relations with the community, a firm should follow Human Rights Policy and focus on
ethical treatment with all employees and provide them safe working environment. Maintaining

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a good relationship with the community is very important for increasing export because the
community is our indirect adertisement tool that promotes our products. To maintain a good
relationship with the community Tuhura Athletics should do the following tasks:

 Providing funds to charities

 Providing funds to special child schools
 Providing funds to open new hospitals in that area where the medical facility is not
available

Relationship with Environment:

Tuhura Athletic should recognize that its work practices have an immense impact on the
environment. Tuhura Athletic should ensure that their wastage does not pollute the environment
and there will be a proper system for wastage control. The raw material that Tuhura Athletics use
in their production is high in quality but the sourcing should be environmentally friendly. Tuhura
Athletics should have a plan for the plantation of 100,000 new trees in their area so that the
effect of pollution is reduced.

Sustainability Policy of Tuhara Athletics

Jnr, Majid and Romli (2019) stated that the principle of sustainability applies to all organizations
where the organization claims that its activities are environmentally friendly and do not care
about its employees. Tuhura Athletics should focus on developing an excellent sustainability
policy. Already the efforts of the organization in this regard are praiseworthy.

Organization spends a lot in sustainability policy because sustainability policy not only provide
financial benefit to organization but also provide non- financial benefit to organization. Water
wastage and use of plastic bags create a lot of pollution that harm not only human being but also
the natural resources (Bing et al., 2013). Tuhura Athletics should develop a proper system to
reduce wastage of production by reducing usage of water, reduce plastic usage and recycle the
plastic bags.

Management at Tuhura Athletics makes sure that they are providing a good workplace for
their employees so that they are safe and psychologically satisfied with their jobs. In this way,
employee turnover rate has decreased and image of our organization has become positive not

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only at national level but also at international level. When image of our firm is positive in
international market in this way, export of our products will increase and it is extremely
beneficial for the organization. Another benefit of providing good working environment for
employees is that they are satisfied with job and show good performance which ultimately
increase the performance of the firm.

For Tuhura Athletics, a preferable sustainability policy is given bellow:

 Tuhura Athletics should develop a proper recycling process to prevent environmental

pollution
 Reduce the wastage of water.
 Along with it, Tuhura Athletics should use raw material that are eco friendly
 Tuhura Athletics monthly planted 100,000 new trees in that areas of Tuhura Athletics
production area.
 Eco Friendly packaging can be used to reduce pollution.

Tuhura Athletics should recognize that its work practices have an immense impact on the
environment (da Rocha Vencato et al., 2014). When we have a good sustainability policy then
our image in society is good which can be helpful in promotion of exports.

Corporate social responsibility

For a company to be a socially responsible it first needs to be accountable to itself and its
shareholders. CSR plays an important role in building the brand image believing that customers
will be more likely to do business with brands that they perceive to be more ethical. In this sense,
CSR activities can be an important component of corporate public relations. At the same time,
some company founders are also motivated to engage in CSR due to their personal convictions.
Some major points in this regard to know are that:

 Tuhura Athletics is Increasing its reliance on renewable energy, sustainable resources,

and recycled or partially recycled materials
 Tuhura Athletics is offsetting negative environmental impact; for example, by planting
trees, funding research, and donating to related causes.

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Ethical responsibility is concerned with ensuring an organization is operating in a fair and
ethical manner, Tuhura Athletics has set their own, higher minimum wage if the one mandated
by the state or federal government doesn’t constitute a “livable wage.” Likewise products,
ingredients, materials, or components be sourced according to free trade standards. In this regard,
our brands have processes to ensure they’re not purchasing products resulting from slavery or
child labor. The brand also donated a part of its profits to Shaukat Khanum Cancer Hospital
and also stayed active in charity during the pandemic like Covid-19.

Economic responsibility our brand Tuhura is not only earning profits but also playing an
important role to help our economy. The company provides jobs to many talented people. With
expansion through exports, the company can help to minimize the unemployment rate.

Practical Value for Marketing Managers:

Marketing manager can effectively use this phenomena of brand being socially
constructed to paint positive image of their product in potential International markets. By
ensuring that the four pillars of branding are effectively utilized in in enhancing relevance of
particular products for potential importers in International consumer market, the marketing
managers can successfully increase the exports of their product. It all boils down to the fact that
consumers only by product that they find relevant and hold in high regard as well as have
enough knowledge about. Therefore it is important for marketing managers to ensure that their
prospective consumers in international market are aware of the brand and what it stands for. In
addition to this, it is extremely imperative that consumers find the product relevant to their need
and wants. It is highly unlikely that a consumer will buy a product that is irrelevant to their
particular use or particular Lifestyle. Furthermore, marketing managers need to understand the
importance of brand esteem in the minds of consumers. Consumers will likely buy a product that
they hold in high regard due to its association with charities and corporate social responsibility as
well as environmentally responsible practices.
On the other hand, consumers may not want to be associated with a brand that is known
for their environmentally bad practices like throwing their chemical waste in in drinking water
reservoirs. An example of this concept is when the Indian consumer market stopped buying Coca
Cola because Coca Cola was allegedly accused of spilling waste in the rivers in India due to its
bottling operations in Kerala, India (Singh, Jindal and Samim, 2011). The consumer is no longer
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held Coca-Cola in high regard and the low brands is team lead to use losses for the company
which definitely affected the brand image in a negative manner. This example particularly shows
that brands are socially constructed based on the four pillars of branding because they are highly
subjective and very from one consumer to another based on the experience and feeling of that
particular consumer towards the brand.
Why this Good Strategy Might Fail

1. Lack of Shared Vision and no inclusion of service inclination: Tuhura Athletics might
suffer from a lack of shared vision. The top level management may not able to effectively
share the vision of the organisation with all the level within the organisation. This could
mean that the management level are disintegrated. The flow of communication is
hindered or flawed. It is also a possibility that the service orientation is not a part of the
overall Vision and Mission of the organisation which would explain the lack of
predisposition with regards to service orientation.
2. Shortsighted Myopic Management Style: It is noteworthy that the management style
utilised at Tuhura Athletics may be short sighted and myopic. Rather than providing the
best customer services to their customers and gaining their loyalty, management may
only be focused on the short-term revenues and sales. If the management style is changed
to a long-term and farsighted one, the company would focus on providing excellent
customer service so that repeat purchases are done by clients.
3. Employee redundancy promoting culture of zero responsibility: If there is a lot of
employee redundancy at Tuhura Athletics, more than one employee is hired for one job it
may promote the culture of zero responsibility. No employee will be willing to carry out
their work and pass the responsibility to the other employees. This way no customer
services work gets done and the overall quality of services is continually declining. On
the other hand, the blame is transferred to the other person and employees do not take
responsibility for any mistakes.
4. Old Staff that is not entirely capable of learning new practices: if most of the staff
employed Tuhura Athletics is aged and old, this limits their capability of learning new
practices like exceptional focus on customer services. If there is a lack of succession
planning at Tuhura Athletics, it would ultimately be causing the decline of the
organisation because no managers are prepared to take lead or charge after the top level

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 management retires. It is extremely important for the organisation to hire and train young
blood that is capable of learning new practices and also promoting them.
5. Culture of Procrastination: if there is a general culture of procrastination at Tuhura
Athletics, most of the work is delayed to the last possible time which reduces the overall
quality and efficiency of the work. Less time is left to put in effort in Customer services
so that customers can be made loyal.
6. No focus on ethical considerations towards customers: If Tuhura Athletics does not
have a focus on ethical considerations towards customers and community as a whole
which reflects in the the lack of service orientation predisposition in the management at
the company. It is important for the management as well as all employees to be trained in
ethically dealing with the issue of customer services.
7. Lack of accountability (no check and balances): Due to the lack of accountability,
checks and balances, it may become a routine practice at Tuhura Athletics to compromise
on the quality of customer services. The management may not put in effort into creating a
culture of higher Customer services because of the culture of lack of accountability. It is
exceptionally important to create a culture where everyone is held accountable for their
actions otherwise the current practices will persist and the quality of customer services
will continue to be low.
8. Lack of motivation in employees due to low employee engagement: One of the major
reasons for the low customer service orientation at Tuhura Athletics could be the lack of
motivation in employees due to poor employee engagement strategies being employed by
the organisation. The management may not put in effort into engaging and involving
employees in decision making and other operational activities. The overall level of
motivation in employees to go the extra Mile for their organisation can be very low and
they only do the bare minimum to keep their jobs. It is a certainly important for the
organisation to work on improving the overall employee engagement in order to boost the
morale and motivation levels in employees so that they work hard towards achieving the
customer services goals of the organisation.
9. Resistance to change: There can be an apparent resistance to change in employees that
hinders them from adopting new and better customer services practices. Due to their

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 uncertainity and job insecurity, the employees resist changing the way things are done
around the workplace at Tuhura Athletics.

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