Begun marketing strategies analysts Begun. Stakeholders are responsible for the management of the company’s operations. Indeed, according to the Coo’s statement, “For our stakeholders it has always been about stewardship and to adhere to professional and moral standards of conduct in all that we city’. Although the organizational review does not expand on the stakeholders’ moral and professional standards, it can be assumed that the word “stewardship” means management. Management is a broad word that would need to be defined in more details.
Indeed, it does not appear throughout the organizational review that the different stakeholders roles are clearly and precisely defined. Hence questions can be raised about who is responsible for the marketing activities at Begun and how implementation and monitoring are conducted. According to the organizational review, the marketing and non-marketing professionals are “self- directed teams”. Hence another question can be asked on how strategies are communicated to them and what kind of briefing they had received to implement such strategies.
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It also raises the question of consistency throughout the different stores, especially if Begun aims at being a national company. Indeed the Buffo’s big picture is to be a national leader in its industry within the next ten years. However, there is no information on the short term objectives that would lead to the achievement of this goal. Their role and responsibilities are not mentioned either. This Is even more concerning as according to the organizational review, Begun overall SOOT analysis remains the same as the one made In 2008.
This Indicates a ace of performance measures or at least Issues In their ability to act on their weaknesses and take advantages of their opportunities. Also, It can be noted that there are discrepancies between Begun vowels statement and their actual focus. Indeed, In their vision statement the chair of the board Insist on delivering high quality product, but In reality a cost cut strategy Is put In place as price of sourcing has been priorities. This indicates a poor communication strategy throughout the company and can easily counter act the flow of the marketing strategies that have en chosen by the stakeholders.
Additionally, a review of their PEST analysis should behaviors. Indeed it is mentioned that interest rates are rising, that the employment rate is different than the one estimated and that the “trend towards house proud purchase is growing stronger than anticipated. This statement should give rise to new opportunities for Begun. The objective of the marketing campaign is to increase sales. Three types of products have been identified: BBS, outdoor furniture and BBC consumables.
Three types of marketing activities have been put into places: dado advertisement, magazine/PR and direct marketing campaign and advertisement through loyalty programs. The resources required for the first strategy are straight forward yet pricey. For that type of campaign financial and human resources are needed as well as the appropriate choice of channel. If Begun intends to grow nationally, it might want to choose a national radio station. Human resources would include the marketing project and designers personnel.
The same kind of resources is needed to implement the second type of strategy, although the channel would be efferent. The third strategy requires building a customer database. Hence little is needed but a website, an email address and the designer and IT personnel. Communication and team building are something lacking when only referring to the organizational overview. This should come first from the board to communicate clearly the objectives and the process of implementing these strategies. These should be clearly thought and put in place along with the marketing plan.
Change of suppliers has been one way of implementing their strategies along with finding the eight channels to implement their radio and PR strategies. Begun also managed to increase their customer database to implement their third strategy. Monitoring the return of their investment is mostly done through sales figures. Conclusiveness’s has a vision to expand nationwide. In order to achieve their goal they put into place a few marketing strategies. However it seems that a proper marketing plan is lacking and this issue should be addressed as soon as possible in order for them to maximize their return and have a higher impact.