Team building enhances the cohesiveness and success of organisation groups and teams. For example, a series of OD exercises can be used with members of cross-departmental teams to help to them learn to act and function as a team. An OD expert can work with team members to increase their communication skills, facilitate their ability to confront one another, and accept common goals. 2) Survey-feedback Activities Survey feedback begins with a questionnaire distributed to employees on values, climate, participation, leadership, and group cohesion within their organisation. After the survey is completed, an OD consultant meets with groups of employees in order to provide feedback about their responses and the problems identified. Employees are engaged in problem solving based on the data. Other activities include inter-group activities, process-consultation activities and symbolic leadership activities. Page 10
SOLUTION 3 a) Positioning is how a product or service appears in relation to other products or service in the market. A productʼs position is the way the product is defined by consumers on important attributes. i.e. the place the product occupies in consumerʼs minds relative to competing products. Because consumers cannot re-evaluate products every time they make a buying decision, they "position" products, services, and companies in their minds. The objective is to create and obtain a distinctive place in a market for a company and/or its products and /or services. Marketers must therefore plan positions to give their products/ services the greatest advantage in selected target markets and design marketing mixes to create those planned positions. In the case of Baileys Irish Cream Liqueur the brand has a three strand positioning strategy that is easily identifiable. 1) Its rich creamy good taste. 2) Its warm, welcoming and relaxed personality. 3) Its authentic stylish premium image. All are strongly evident in their current television commercial featuring Lewis, Kelly and friends enjoying themselves and also on the Baileys website. b) The following are the three steps of developing a positioning strategy. Step 1 Identify possible competitive advantages. Key to winning and keeping customers is to understand their needs and buying processes better than competitors do and deliver more value. Competitive is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify competitive advantage. Product differentiation e.g. features, performance, style and design, or attributes. Image differentiation i.e. symbols, atmospheres, events. Services differentiation: delivery, installation, repair service, customer training services. Personnel differentiation: Hiring, training better people than competitors do. Step 2 Select the right competitive advantage – criteria for determining which differences to promote.
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