Organization Analysis Paper
Introduction
INTEREST is one of the top micro-advertising corporations, which deals in marketing, for the men and women’s products and services and other general purpose products and services. The main idea adopted by INTEREST is to allow the customers to undergo a mini marketing survey at the time of any card swipe they perform. This survey is recorded by the optimized and well versed robust online servers.
In this way very valuable information about the customers’ trend is recorded that can be sold to the products-based companies for various business purposes. This advanced form of marketing activities initiated at the micro level has provided the INTEREST to start a new competition in the marketing domain of business. There are many other companies that are operating at national and regional level, but they may get into the competition with INTEREST.
These companies mainly include some of the fast growing credit and micro-financing companies who are successfully finding new places to export their marketing services and earn valuable revenues. These companies have adopted the economic pricing strategy that is helping them to capitalize in the markets of the developing countries as well (Rodrigo & Della 2). The rapid expansion of their marketing is a real challenge that is going to come across the way of INTEREST in the near future. INTEREST tends to adopt the premium pricing strategy as compared to the other companies and hence, it might pose a serious problem for the INTEREST. I think, INTEREST needs to look down upon various parameters of the market environment and analyze the market scenario, before determining the various pricing strategies.
This paper aims to discuss certain important organizational and marketing specific aspects related to INTEREST in many ways. The organization’s headquarters are located in United States. Apart from the central headquarters, the organization has many organizational offices located in different states such as New Jersey, Los Angeles and North Carolina. There are many types of advertising introduced by the organization including the famous advertising survey campaign of swiping the cards by the consumers.
Organization’s structure
INTEREST intends to cater the advancing needs of the modern micro-advertising industry. We are thereby producing and delivering high quality services to our valuable customers. We believe in the world of innovation and technology, and hence, also invite people to participate openly in the efforts to transform the dreams into reality.
The organization's headquarters are located in the United States. It has many regional and intercontinental offices and marketing firms that are located in different parts of the world. There are several operational marketing firms world-wide that come under the umbrella of INTEREST. The marketing firms are geographically distributed as per the marketing strategy implemented by the organization. Most of the employees of INTEREST are involved in the concept development, ideas’ generation and marketing development operations. Our top-level management team comprises of a very small number of employees that are working constantly to improve the organization in many ways.
The Founder of INTEREST is Paul Jaeger. As founder of the concept, Paul is perfectly positioned to guide the company through its startup and long term operations. Nathan Mellor, CTO is being added to the software development team as an Android App Specialist. As the operations manager INTEREST has Camilla Bauer. Camilla has been a staple at the cosmetic firm Nu Skin for over 15 years. Michael Smith will be INTEREST’s Affiliate Marketing Specialist. Michael’s specialty is affiliate market has been recognized by several of his past employers.
The final aspect of the team is Justin Mellor and Joshua Turnbow. Both gentlemen are CPA’s with specialties in corporate finance and corporate taxes, respectively. They will be the financial managers of the corporate assets, ensuring that all operations have the best financial assets to support them. INTEREST is thus, very fortunate to have developed a key team of players to guide and propel it into the future. Since INTEREST sees this team as a key asset of the company, they need to be recognized here.
Organization’s objectives and goals
INTEREST intends to enhance its presence in international markets specially Asia and further into the European markets. INTEREST intends to look for the enhancement in the efforts to reach to the customers through e-commerce and marketing firms. The organization also intends to make efforts for the enhancement in the design of merchandise categories and other produce lines. The organization looks forward toward the investment in the projects related to the infrastructural growth to support the rapidly growing advertisements needs. INTEREST's competitors within United States are rapidly growing their companies that deal with marketing based products and services. At international level INTEREST can be looked upon as the most convincing and rapidly growing marketing company; but, still the statistics reflect that, it will be challenged to a greater extent by the other competitors in a given market. Hence, it will pose a major threat to the market share acquired by the INTEREST in the future.
The innovative ideas in the development of software products and services have been introduced in the first decade of the 21st century that has opened the scope of new corridors of marketing for the companies such as INTEREST (Sparrow 2404-2427). These innovative marketing and software development ideas include the deployment of modern ways in the advertisements of various products of the organization. INTEREST has been constantly putting its efforts into the direction that will first of all make the customers aware about it and then create a strong loyal base out of it.
There is a lot of scope to look at, if we talk about the technology applications that are developing rapidly. The organization has been monitoring the growth of technology and is also exploring the ideas related to its applicability with the organization. It is thereby, preparing the products and services that will cater to the various micro-advertising needs of the end customers.
INTEREST deployed this technology and other latest advertisements techniques to match the requirements as well as advancements in the different field. These products are well versed with the modern form of micro-advertising and are also equipped with different sensors. The evolution of products is subjected to be under focus of INTEREST at the moment.
With the passage of time and continuous advancement in the technological fields marketing entities are trying to introduce new concepts in their marketing that are based on applied technology to their marketing domain. The introduction of technology in the conventional products of INTEREST is really an interesting idea that will start a new sort of competition in the market. The overall impact of this healthy competition will increase the chances of introduction and development of high quality produce line.
However, there are a lot of challenges that are subjected to the real time implementation of this modern and state-of-art technology based idea. INTEREST is a progressive marketing organization that has a clear vision of capturing the global market of men's oriented products and services and women's oriented products and services, furniture and general purpose accessories. INTEREST intends to raise the current revenue level that is in million dollars figures and the net profit figure to maximum level. INTEREST intends to enhance the number of marketing firms to increase at the rate of 10-15 percent on an annual basis.
INTEREST adopts an organizational model that merely involves centralized level decision making primarily. The decisions made by the management are passed on to the regional management and offices that further look for the implementation statistics. They monitor the ground realities and the marketing trends, and accordingly modify those decisions (Yavas & Rezayat 213-234).
INTEREST operates with a central chain of command focusing upon the marketing approach where Chief Executive Officer, Chief Operating Officer and Chief Financial Officer play a vital role in providing the leadership to more than 12000 employees. The management of INTEREST basically is North American and European in their ethnicity and culture. They have been involved in marketing throughout their history. The core marketing model adopted by the INTEREST is of franchisor based. The marketing firms are like franchises operating in different geographical terrain in accordance with the evolving requirements of the market. The core area of marketing operations operated by INTEREST is products domain in nature.
Reward system, communication and performance measurement processes
The managerial hierarchy of various important designations within the INTEREST is stated in the descending order as per the chain of command. It includes - Chairman and Chief Executive Officer, Chief Operating Officer, Chief Financial Officer, and President for South Asian. Apart from the top management there are certain standing committees that include, the Quality Assurance Committee, Audit Committee, Compensation Committee, Nominating Committee, Corporate Governance and Organization Development. The organization has been adopting a policy of facilitating the employees that perform extraordinary in terms of financial benefits and rewards on the recommendation of Nominating Committee from time to time.
Apart from these committees there are several departmental and hierarchal teams that work on various operational work of the organization. The operational staff includes Operations Manager for a store and the supervisors operating under that manager. There are further some workers that operate under the supervision of each Supervisor. The Supervisor looks after the different teams of the employees operating on a certain project. These employees are required to communicate their daily deliverables to their respective supervisor. However, in case of any issue they can report to the respective Departmental Manager, wherein they can sort out all the necessary issues.
In addition, the communication is transparent and is also accountable in nature. The employees are required to register their query in software so that it can be referred to during the later stage, if required. The supervisor is responsible for monitoring the performance of all the employees, and in turn, he is required to report the same to his manager. The Manager will be also evaluating the performance of the Supervisor, and accordingly, he will be rewarding and promoting him. The performances of the employees will be analyzed by the team from the Human Resource Management, since they also need to consider the performance of the employees from other departments. They will finally, be promoting and rewarding the employees that deserve such recognition from INTEREST.
Organizational Aspects: People systems, Culture, and Approach to change
INTEREST is rapidly growing and enhancing in terms of its financial figures. The organization is moving on a positive note that helps to increase the overall revenue by adopting effective and good marketing oriented policies. The marketing value of the capital and physical assets of INTEREST are showing rapid growth on per share basis.
INTEREST is performing better as compared to its competitors. INTEREST strengths include its global presence and second to none in terms of providing quality products in the product domain of children, men and women oriented products and services, micro-advertising based accessories and other marketing services. The brand name of INTEREST has been successfully spread in many nations, followed by the effective marketing strategies. The brand name has received recognition at an international level. Some of the best innovations of the organization are as provided as follows. These are the best digital innovations, which the organization is focusing upon and will develop in a better way in the future.
- Touch: You will be able to touch through your phone.
- Sight: A pixel will be worth a thousand words.
- Hearing: Computers will hear what matters.
- Taste: Digital taste buds will help you eat smarter.
- Smell: Computers will have a sense of smell.
The brands introduced by the organization promote the marketing specific norms and cultural requirements of particular region where it is operating (Fang 71-90). The employment requirements and human resource base is based upon the recommendations passed on by the regional management. This recommendation is usually is based upon the professional and educational grooming of that particular society. The organization’s policy is to give the local communities with the adequate employment opportunities to their best and as per the requirement evolved.
Analysis
The overall analysis about the organizational aspects about the INTEREST indicates about the fact that this marketing entity has been active in exploration of marketing specific operations. The marketing specific operations indicate about the seriousness and commitment of the organization’s top management to bring the marketing organization at the highest possible level. These marketing specific operations include supply chain management and logistics-based activities. The marketing domain of INTEREST involves a large number of different product types and we can clearly see great level of diversity in their marketing and marketing plan. The management seems to run INTEREST in a smart manner by adopting a centralized and strong chain of command that is distributed from the top to bottom level.
There are many weaknesses indicated after the exploration of detailed facts about the organizational structure and its design. These weaknesses include the pricing strategies, since they want to place them in the premium segment. However, at the same time, they want to build new applications, bring in new products that will help them in gaining substantial market share. Hence, both the objectives are not possible at the same time. They need to extend their product and service lines and accordingly position them in a given market scenario (Harrison 31-47).
The organization is trying to adopt an aggressive pricing policy and thus its products are specific to a particular class or consumer type. There can be an argument presented in support of this policy that the services line offered by the INTEREST has special class and high quality as compared to the rest of market players. But, this pricing factor needs to be addressed in order to facilitate the enhancement of marketing operations in the new future markets such as Asia.
INTEREST also lacks with the ability and focus on right prioritization of the policies or procedures subjected to the new markets. The decentralized model that would have strong connection with the Headquarters at the macro level, would work best for the INTEREST. The world has become a global village in terms of connectivity and a lot of technological aspects but we know that physical presence at a particular geographical location is entirely different from the web presence or online store facility.
The dynamics associated with the physical presence should be considered and applied appropriately at all the marketplaces. INTEREST lacks a proper planning with regards to the marketing development at the regional level. The marketing strategy mainly focuses on the territories of North America and Europe. INTEREST is trying to move on to other parts of the world with same strategy but it's not the right way. There are a lot of markets that still need to be explored such as India, Central Asia, China and Russia.
However, there are areas that are culturally adjacent to the Americans and seem to be better places for the launching of the marketing operations for the INTEREST. But, they need to reconsider the pricing strategy. Another weakness that has been observed in case of INTEREST’s internal policy review is lack of focus on the fact about its management style. The management is trying to control things by implementing policies at macro level and most of the times without considering the aspirations and basic needs of employees. But, the impact of the growth of the organization is not represented by the actions of employees on a general note (Lechner & Boli, 60). These weaknesses are becoming main cause in the decrease in the store popularity about INTEREST.
Despite of above all weaknesses it is an established fact that the macro-level indicators and the financial policies as a whole seem to be going on in the right direction for the organization. There are a lot of concerns that can be raised after noticing the current state of the employees of INTEREST. We know that employees are considered as the main assets of any organization. Human resource is the most intelligent resource line that a particular marketing or software development entity has. The good part of its growth strategy is that it has a close eye over the rapidly growing technology.
There were some efforts made by the management in order to produce special micro-advertising versions of swipe cards oriented products and services range that is equipped with all the adequate innovative ideas. This trend of utilization of technology in the development of products will set a good market-specific competition. In short, we must admit that in INTEREST the growing effect of the organization's high value and rapidly growing marketing should be passed on adequately to all the employees. The management or medium level management staff people are not the only ones that are making the difference, but it is a team work and all the low level staff and labor are equally part of this effort (Lewis 50). It means that there is still a need to introduce some employee-specific measures that are meant for motivating and recognizing them in the organization.
Recommendations for Improvement
This study aimed to explore the organization specific strategy and policies adopted by the INTEREST. INTEREST is a famous brand name that has its presence in the marketing sectors of men and women oriented products and services, general purpose accessories and oriented products and services. Despite of this distinguishable fact, there are certain factors that need to be considered by the organization for securing its future and promote its development.
The organization needs to work on the matter of dealing with cultural aspects and multinational dimension in real sense. The organization’s management can focus on the policy of launching the product line that can address the local culture needs and demands. It is a matter of fact that lifestyle and culture consideration is an important factor for the all nations and communities around the world (Klarsfeld 363-373).
Customer relations development is another important factor that can improve the organizational development and marketing spreading for any services-based organization. It means that INTEREST can work on the establishment of smooth customer relationships at the regional levels and its management should avoid launching their marketing and managerial decisions to be taken at the headquarters level.
The organization can setup the customer relations management and complaints dealing or customer care centers at the local level with all he necessary backup facilities. The aspect of enhancement of customer care and employee friendly policy making can help the organization to double its revenues in the next decade or even before. Generally, organizations and various marketing setups, at a global level, look into the work-style that involves integrated teams within that particular work environment (Daft 60).
The cross border mobility is much easier now-a-days, and as a result the figure that indicates about migration or displacement of people from one country to another has increased significantly. The concept of integrated teams is becoming more common among multinationals and large organizations. The international management literature has also identified this fact and started to give more importance to the management of integrated teams as part of human resource management. Studies have pointed out toward the positive sides of using integrated teams in an organization.
Conclusion
The speed of lead generating is the biggest key to success. A study done at MIT says that after people have requested information the time span to actually reach them is very minimal. Their interest can drop at as early as the 10 to 20 minute mark. INTEREST Marketing will create a state-of-the-art marketing process that provides both information and customers to businesses. We provide our clients the opportunity of accessing real-time feedback from our application INTERESTs user base.
INTEREST collects valuable information as well as obtain commitments from potential customers that businesses are targeting through the process we coined micro targeted marketing. Through this revolutionary process, we are able to effectively, quickly and precisely target prospective clients within a given demographic radius of the business as the user uses INTEREST to simply un-Lock their phone.
We have even noticed several characteristics of the given company’s culture. The key characteristics include the formation of the structure, the ethical principles implemented, overall transparency within the organization, the effective way of communicating all the tasks and responsibilities within the organization and the culture of motivation and appreciation. Each of these characteristics of the given corporate culture will have great influence on the employee behavior (Daft 70). If we are rewarding employees for their appreciated performance, they will be motivated to work even better. Their job efficiency and job satisfaction level will increase. The implementation of ethical principles and transparency within the entire organization will install the values of honesty, trustworthiness and morality amongst the employees.
Finally, it is a researched fact that integrated teams are preferred over the monoculture teams especially when performance requires multiple skills and judgment. This entire matter needs to be looked at in a very detailed way so that a clear and concise understanding about the subject matter can be established. The financial and marketing oriented benefits that are obtained by the organization is due to the hard work put up by its employees and we know that employees are the most important asset of any organization (Srivastava & Thakur 16-35). The employees of INTEREST come from different cultural and ethnic backgrounds who work together under one stake and interest that is to get at the highest professional level.
References
Rodrigo, F., & S. F. Della. "Organizational Analysis of Work and Cognitive Ergonomics in Self-Management Working Groups in the Cosmetic Industry." Journal of Ergonomics 4.123 (2014): 2.
Yavas, B.F., & Rezayat, F. “The Impact of Culture on Managerial Perceptions of Quality.” International Journal of Cross-Cultural Management 2.3 (2003): 213-234.
Fang, T. “From Onion to Ocean: Paradox and Change in National Cultures.” International Studies of Management & Organization 35.4 (2006): 71-90.
Harrison, L.E. The Central Liberal Truth: How Politics Can Change a Culture and Save It from itself. New York: Oxford University Press, 2006. Print.
Lechner, F.J. & Boli, J. World Culture: Origins and Consequences. Malden, MA: Blackwell, 2005. Print.
Lewis, J.P. Mastering Project Management: Applying Advanced Concepts to Systems Thinking, Control & Evaluation, and Resource Allocation. New York: McGraw-Hill, 2008. Print.
Sparrow, P.R. “Globalizing the international mobility function: the role of emerging markets, flexibility and strategic delivery models.” International Journal of Human Resource Management 23.12 (2012): 2404-2427.
Klarsfeld, A. “The diffusion of diversity management: the case of France.” Scandinavian Journal of Management 25.4 (2009): 363-373.
Srivastava, S., & Thakur, M. “Mentoring and Performance: Testing a Mediated Model in Supervisory and Formal Mentoring in Business Organization.” International Journal of Business Insights & Transformation 6.2 (2013): 16-35.
Daft, R.L. Management. Stamford, CT: Cengage Learning, 2013. Print.
