P a g e | 18 1.3 –Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives By the end of this chapter, the learner should be able to: ➢Identify where improvements to organisational capabilities can be made ➢Determine needs within different resource areas ➢Recognise and record any additional need for expertise outside of the organisation. Addressing gaps In section 1.2 of this unit, we addressed the organisation’s capabilities and resources. You should now focus on identifying any gaps where you think improvements could be made to the organisation’s capabilities that would allow it to reach its marketing objectives. Resources may include: ➢Budget allocations ➢Human resources, e.g. staff roles, the level and number of staff ➢The product/service ➢The work environment, e.g. building ➢Partnerships with other organisations. A strategy to increase the budget may be to appeal to investors through a persuasive presentation that refers to forecasts to show how the company can grow as a result of more investment. You may identify a skills or knowledge gap in your workforce. If this occurs, then you may need the help of experts in a certain field. Organisational expertise may include: ➢Marketing experts ➢Sales experts ➢I.T. developers ➢Product experts.