OIDD 615 Operations Strategy

OIDD 615 Operations Strategy

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OIDD 615 Operations Strategy

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OIDD 615 Operations Strategy

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Course Code: OIDD615
University: University Of Pennsylvania

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Country: United States

Question:
XYZ Company has now decided to rework its marketing and production strategies to increase market share and reduce overall costs. Since you oversee marketing and operations, top leadership has requested that you prepare a formal proposal for the Board of Directors that focuses on a new marketing and production strategy.
In your formal proposal, assess market segmentation, channels of distribution and logistics, supply chain management, and marketing research tools that XYZ should use given their products, quality management ideas, quality improvement ideas, project management ideas in terms of operations, and the overall new marketing/production strategy. 
Your response should demonstrate thoughtful consideration of the ideas and concepts presented in the course by providing new thoughts and insights relating directly to this topic. 
Answer:

A good marketing strategy aims to increase sales, increase market share, improve customer loyalty, establish a company brand better and ensures that profitable customers are retained by the business (Quester, Neal, Pettigrew, Grimmer, Davis, & Hawkins, 2016). Therefore, for XYZ Company to succeed in implementing a successful strategy, they have to put more emphasis on certain marketing plans that will ensure its success. In this proposal, we shall take a look at the various aspects that should be considered if the company is to have a successful strategy.
One of the plan to include is market segmentation which is an important technique of marketing that helps the business reach a certain group of potential customers by using an approach that will be appealing to them. XYZ Company needs to evaluate each segment so as to ensure that they don’t waste time and resources on the segments that will not buy their products. For it to succeed, marketing segments characteristics should match with the qualities of their product and their ability to achieve sales performance objectives.
Also, for the strategy to be a success, XYZ Company should evaluate the potential of the segment by analyzing the number of potential buyers in that segment, the number of customers in need of the product being offered by the company as well as their income (Wedel & Kamakura, 2012). The company should also evaluate the competitive situation in each segment which is a factor in the success of the strategy where the company should evaluate whether the competitors’ sales is below or above the market potential which informs the company of their chances of succeeding in that specific segment. Lastly, the cost of marketing the products in a segment should also be evaluated to determine its value where you have to analyze promotional campaign cost against the expected sales. If the promotional costs are higher than the expected sales, then the segment value is low.
The second item to consider in the strategy is the channels of distribution and logistics where a good marketing strategy should interpret what the customer want which should be combined with the empirical market data such as consumer preferences and numbers, the location of the consumers so as to establish manufacturing starting point. On completion of manufacturing, the products are to be moved to the consumer location expecting that the will be satisfied. The product reaches the customers through a distribution channel that bridges the gap that is between producers and the consumers and also plays an integral role in marketing concept operation (Williams, 2014). In addition to these channels of marketing satisfying demand through supplying products to the right location at the correct price and quantity, they should also stimulate the demand by promoting retailers, wholesalers and manufactures activities. Thirdly, assess the supply chain management which will assist the company in identifying business process gaps that could be solved through technology solutions.
For the strategy to be a success, the level of coordination and collaboration between different operations, like from forecasting to manufacturing, should be carefully evaluated so as to order fulfillment, and to also determine the level of effectiveness of the current planning operations of the company’s supply chain (Gil, Gangopadhyay, Zhou, Gordon, & Nayak, 2010). The company’s information system should be evaluated as well to identify and fix gaps so as to improve productivity. XYZ Company should then analyze past and current operations to develop a detailed plan on how supply chain operations should be improved. The fourth item in our strategy is figuring out what market research tools to use so as to ensure the company’s brand long-term success. Market research helps the company in figuring out what makes the customers tick which keeps the company ahead of the competitors as the market is in a state of change that is constant. Market research to use should include the following; Open Strategy which will compile up-to-date reports and tools on market data, consumer research and also case studies (Bradley, 2017). Another tool to use should be MyBestSegments which will provide useful data that will help the company do a market research on any type of services or products by exploring different demographics. Another tool is Quora which will provide authentic feedback from the customers. this tool informs the company on issues like the customers’ opinion on the problem they are looking to solve and also their opinion about competitors in the market.
The strategy should also include ideas on how to improve quality management which is the company’s main objective so as to satisfy people’s needs; employees through individual growth, customers through quality, community through social contribution and the shareholders through productivity. For this reason, the strategy should propose some ideas on how quality management could be achieved (Bergman & Klefsjo, 2010). They include; customer-orientation, where the products manufactured, should be aligned with what the customer desires and also need. Secondly, action guided by priorities where the most critical problems are identified and given the first priority when solving problems. Thirdly, control procedures should be put in place which will ensure that corrective decisions are not made from the results but during the process as it’s too late to take any corrective action from the results. The last idea should be taking actions based on facts and figures.
Quality improvement ideas should put in into consideration in the company’s strategy. These ideas are; conducting an employee satisfaction survey as happy employees translates to happy customers (Ryan, 2011_. this ideas’ main goal is to increase the staff’s overall satisfaction level and also to identify areas of concern and setting goals to improve them. Another idea is performing a case costing analysis with the aim of reducing the supply costs of certain procedures. Another idea is to investigate all the company’s inventory practices. Lastly, our strategy should contain some ideas for project management which will bring project success. These ideas include; accepting and internalizing requirement paradox as the success of projects depends on accurate and complete requirements (Kerzner, 2017). Another idea is creating implementation teams around a compelling, motivating and an attractive project theme as project teams responds better to a mission that is compelling. The last idea is to plan, work, and deliver incrementally as value proposition evolves when the project beneficiaries adopt incrementally.
Overall, this proposal of a marketing strategy outlines the company’s overall game plan for finding customers, minimizing costs, which in turn translate to increased market share is the main goal the board of directors would want to hear as it is aligned to the company’s objectives. Also, as the company embraces this strategy, one aspect that will remain in place is the continued focus on employee relations and a high level of customer service.
References
Bergman, B., & Klefsjö, B. (2010). Quality from customer needs to customer satisfaction. Studentlitteratur AB.
Bradley, N. (2017). Marketing research: tools & techniques. Oxford University Press, USA.pp.45-67
Gil, R., Gangopadhyay, D., Zhou, J., Gordon, S., & Nayak, S. (2010). U.S. Patent No. 7,761,319. Washington, DC: U.S. Patent and Trademark Office.
Kerzner, H., & Kerzner, H. R. (2017). Project management: a systems approach to planning, scheduling, and controlling. John Wiley & Sons.
Quester, P., Neal, C., Pettigrew, S., Grimmer, M. R., Davis, T., & Hawkins, D. (2016). Consumer behavior: Implications for marketing strategy. McGraw-Hill.
Ryan, T. P. (2011). Statistical methods for quality improvement. John Wiley & Sons.pp.766-800.
Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.
Williams, L. R. (2014). Understanding distribution channels: An inter-organizational. Journal of Business Logistics, 15(2), 173.

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