Capstone Project: Needs Assessment: Capellon

Pages: 13 (5269 words)  ·  Bibliography Sources: 15  ·  Level: College Senior  ·  Topic: Business  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] However, before this step occurs, these pretty demanding internal issues need to be solved. Part of their solution depends on the ability of assembling a marketing team that will be able to represent them in a manner that best reflects their needs: in order for the marketing plan to be a success, the team needs to be cohesive.

An additional issue in connection with the solution is the necessity of engaging in a gap analysis. This will highlight the distinctions present between what the client is requesting, and what the company can actually offer. As a result of all the internal struggles that the company has, it will not be able to provide the clearest picture of confidence to the client. Though the gap analysis will help to shed light on the performance problems, making it so that people who are not conducting their jobs effectively, will have chances to fix the baggage they're bringing to it.

Pinpointing a Solution

To pinpoint a solution, this research has found that so much depends on being able to first comprehend the exact nature of the issues at stake. Team members need to be aware that if they fail at reaching their original objectives, that's not just an issue with their execution, but with the objectives they've selected in the first place. For instance, a 20% increase in sales is something that would be hard for nearly any business to meet as a goal: thus, it's easy to understand why it was so difficult for this company as a result of the fact that their marketing department was quite so fractured. Thus, one of the objectives in pinpointing a solution really needs to revolve around setting realistic objectives. There needs to be a more structured approach to orientating new bosses and getting to show them the ropes: allowing a new box to come on board and then letting this boss flail on his own for months is hardly a professional response.

Continuous Process Improvement

It's important to recalls the observation of Rummler who noted that "quality is a never ending quest and continuous process improvement is a never ending effort to discover and eliminate the main causes of problems." If a company is going to commit to a program for continuous improvement there need to be concrete goals involved in this process. These goals need to connect to the process of minimizing variation and a complete removal of all activities which have no value to the company and to also bolster customer satisfaction: this means that in terms of selling, variation is beneficial to the company as a whole when it's appropriate. Sales people need to stick with their tried and true scripts and connect with the things that work for them, while still adjusting their pitches to individual consumers. If a winning script has proven itself to be effective with most customers, but is generally ineffective with one's current customer, then the script needs to be adjust immediately, so that the needs of the customer are better realized, leading to higher customer satisfaction and balanced dialogue.

Decentralized control will only be effective in this instance if there's a strong sense of teamwork and organization. A good leader can keep all staff members steered on the appropriate path, allowing these team members to feel a certain amount of autonomy and independence regarding these issues. This will give the staff members a higher level of courage to pursue goals aggressively. Another aspect to consider is the act of cutting the sales force, a removing the lowest performing salespeople. During this cutting, there needs to be a determination of whether or not these salespeople can be motivated to perform better, or if they are in the wrong line of work in general. The bulk of the sales force needs to be made up of individuals who are truly driven to succeed and who absolutely want to meet and exceed all sales goals. In order to motivate employees to work as a hard as they possibly can, organizing contests can be effective, with desirable prizes for the top performers. For instance, top prizes can involve things like gift cards or vacations or electronic equipment.

It's important to note that organizational development is generally an effort which is planned and extensive throughout the organization, while being managed from the top down to bolster the overall effectiveness and health through planned interventions in the organization's processes by the use of behavioral science information (Rouda & Kusy, 1995). Thus, effectiveness and health of the organization can be better honed and realized through increased planning, a commitment to health, and an allegiance to removing the negativity from an organization. Thus, all team members need to be committed not only to selling and increasing profits, but they also need to be committed to making the team as strong and as positive as possible. The leader of the team needs to be responsible for providing constructive feedback to all team members, so that everyone is on the same page about what they're doing well and what needs to be improved.

These feedback sessions can also be treated as interventions: staff members need to bear in mind that they're not expected to do everything perfectly the first time. It's largely up to the leadership of the department to provide feedback and guidance so that team members can be pushed along the path of steady improvement. Every time an employee engages in an action which is unsatisfactory or which is ineffective, the team should talk about it and discuss why it was so problematic. This type of protocol not only keeps the lines of communication way open, but it allows a higher level of adaptability within the organization as a whole.

Confronting the Worst Case Scenario

One of the most beneficial things that a company can do is to actively anticipate and engage in assessing potential worst-case scenarios. This can help minimize risk in that all parties involved will be able to determine what the biggest threats are to the company and how to avoid such consequences. For instance, Kent (2008) describes risk and notes that entrepreneurs seek to reduce risk. In this case, the risk which confronts Capellon is not as a profound as the risk which faces certain entrepreneurs, but currently Capellon is in a place where they have essentially manifested their own personal worst-case scenario: organizational dysfunction. Here organizational dysfunction is taking the shape of declining sales with zero objectives being reached.

Yet an additional gem of insight which can be gained from Kent's discussion of risk is that the company needs to engage in more strategic risk in order to best succeed, particularly in connection with the fact that it already has strong, capable people on their team who can execute their strategy with success. The company leaders need to engage in making existing changes to the strategy so that it is able to run at the highest level of effectiveness as possible.

Within this worst-case scenario assessment, one needs to closely consider the true nature of losses and see how many of the problems start from human resources, ultimately as a financial manifestation. Dunn wisely notes that the best companies have punishments in place when people violate policies (2008). This highlights a major shortcoming of Capellon in general: the failures have abounded but there have been no consequences for the team members.

One aggressive, but necessarily proactive move is to punish executives who have interfered with the marketing department, undermining the progress of the overall department. There needs to be a strong message delivered about how there will be zero-tolerance for micromanagement: an appropriate punishment to these company leaders will clearly show all team members the meddling will not be tolerated, and that those who do such things are actually undermining the integrity of the entire organization. Furthermore, the human resources department has also posed a problem to the company, by undermining the marketing department with a series of managers who are largely incompetent and by creating and enforcing a standard of poor communication. There need to be consequences in place for the human resources department: they need to know that there will be a higher standard of accountability set forth. This will send a clear message to the entire company that only the most constructive actions will be allowed and that poor attitudes of work will be treated as things which influence and help to create poor financial outcomes.

Likelihood of Worst Case Scenario

A person who is risk-averse is more accepting of the fact that the worst-case scenario will occur. A person who is more risk-savvy is aware of the fact that risks loom as possibilities on the horizon, but that proactive measures can be used and taken effectively to avoid them. This more sensible approach to risk management means that the company is free to progress forward, with a sense that there… [END OF PREVIEW]

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