Functional Areas of Business : Human Resources, Labour Relations, Marketing, Production and Operations

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Introduction In this assignment, you will continue to develop your Business Blueprint. You will examine three of the functional areas of your business: production and operations, marketing, and distribution. You will work on four areas of your Blueprint document: Part Title Marks A Human Resources and Labour Relations 25 B Marketing—Your Customer 25 C Marketing—Product/Service, Price, Place/Distribution, and Promotion/Communications 30 D Production and Operations 20 Total 100 Instructions Develop each part of your report by answering the questions that are applicable to your specific business concept. The word counts in each part give you a guideline about how detailed your report must be. Send your completed assignment to your Open Learning Faculty Member when you have finished this module. If you are unsure about what is required in an assignment, contact your Open Learning Faculty Member. Part A: Human Resources and Labour Relations Prepare position descriptions for the top three jobs in your business. Include job qualifications, job details, level of responsibility, amount of authority, level of decision making, and reporting structure. If you will be doing all three jobs, estimate the amount of time you will devote to each job function. Describe the strategies you will use to fulfill all the critical functions in your start-up business. Will you recruit family members? Will you contract virtual employees? Will you hire part-time, full-time staff or possibly contract-out some of the work? What critical functions MUST be fulfilled for your company to be successful? What are the management and union strategies for dealing with conflict? (Maximum 1,500 words) Part B: Marketing—Your Customer Identify the market segment you are targeting for your business idea. Describe the profile of this target market, using the five forms of segmentation: Demographic (age, gender, occupation, income, education, population statistics, etc.) Geographic (location details and a map) Psychographic (personality or lifestyle related info) Benefit (product features they are buying) Volume (amount purchased and frequency of purchase) Segment, or break down, the target market you described into customer groups such as, families, young professionals, teens, seniors, etc. Select the best segment to which to market your business idea. Give your rationale to support your choice of market segment (niche market). (Maximum 1,250 words) Part C: Marketing—Product, Price, Place, and Promotion Describe your product or service and the strategies you will use to introduce it to your niche market. Explain how you will create a consumer-perceivable competitive advantage over your competitors for your business idea. Try to be as explicit as possible when describing this competitive advantage, which is also called a unique selling proposition (USP). Is this competitive advantage sustainable? Describe your pricing strategy. Give your rationale for choosing this strategy. You might want to create a competitive price comparison chart to help to describe how you plan to price your product/service Describe the distribution channels most commonly used in your industry sector. What distribution channel(s) will you select for your product/service? What is your rationale for choosing this channel(s)? If you are providing a service, how will you deliver the service? Is the service a continuous process or an intermittent process? Will a final physical product be delivered? Will your company work only online or will it need access to a physical premise? Preamble to the question that follows…The combination of advertising, personal selling, sales promotion, and public relations used to promote a product or service is called the promotional mix. Each organization creates its own mix for each product or service to be able to deliver its message to its identified target market and reach its communications goals. In today’s competitive market it is important that marketing fully integrate these components as well as others such as direct marketing, packaging, websites, social media, mobile marketing, and more to be sure that one consistent message is delivered to the customer. Choose a promotional campaign for a product or service that you have noticed within the last three months and use it as an example to help you describe and develop at least four components of a promotional mix (advertising, personal selling, sales promotion, public relations and publicity, etc.) for your business idea. Be sure to focus on the integrated marketing communications (IMC) (p.382) concepts when building the outline for your business’s promotional campaign. (Maximum 750 words) Note: You are not required to provide a complete communications plan (which would include a media plan, budget, and rationale which would require you to write at least 5,000 words plus exhibits). Part D: Production and Operations Briefly identify and describe the following five key elements of your operations plan: Production process—How are you going to produce your product or service? How will you assure quality will be maintained? (Refer to Exhibit 15.1) Site selection—Where is your business going to be located, and why? Facility layout—What is your physical facility going to look like? Resource planning—What resources do you need, when do you need them, and how will you get them? Describe the supply chain system you plan to use. Communications—What tools do you need to get started (computer(s) and Internet service, various types of phones, fax, and order system, etc.)? Modules 4 look at the functional areas of a business enterprise: human resources management, labour relations, marketing—a customer focus, marketing strategies (product/service, pricing, place/distribution, and promotion)—and production and operations. It is important to note the integrative nature of the functional areas. Each functional area must interface seamlessly with the other functional areas in order for the business to succeed. A company producing a new type of air conditioner may have all the resources in place to produce and market the product, but if the company has overlooked how to manage its distribution channels, the business will most likely fail. How do the functional areas work together? Firstly, top management makes the initial strategic decisions—what is the focus of the business, how will it operate, where will it be located. Then, using the vision and other strategies already in place, the marketers decide which products will be brought to the market. They will work with the operations, production, and research and development (R&D) people to design the products/ services and then develop a communications strategy. The finance people advise on the economic merits of the project and ensure that the company has the necessary resources to produce, market, and sell the product. For all this to take place, management must pay close attention to the details related to both setting goals and then achieving them through effective implementation. Every business, large or small, must consider and develop each of the functional areas. In a micro-business, one person may wear virtually all the hats, rotating though the entire job functions and contracting out when additional or specialized help is needed. In a small organization, one or two people may be assigned to each functional area. In large organizations, entire departments may be needed to handle a functional area. In this module, we will focus on four functional areas: human resources and labour relations, marketing, marketing strategies, and production and operations. There are four topics covered in this module: Topic 1: Human Resources and Labour Relations Topic 2: Marketing—The Customer Focus Topic 3: Marketing Strategies—The 4 Ps—Product/Service, Price, Place/Distribution, and Promotion/Communications Topic 4: Achieving World-Class Production and Operations Not completed: label45594. Select to mark as complete. Learning Outcomes By the end of this module, you will be able to: Determine the human resources needs of your business. Determine a target market for your proposed business. Identify the five basic forms of market segmentation. Develop an overall marketing strategy for your proposed business, encompassing the 4Ps of marketing. Understand basic consumer behaviour. Understand how to use marketing research to better serve existing customers and find new ones. Identify the key production and operational requirements for your business. Not completed: bootstrapelements74200. Select to mark as complete. Activities ✓ Complete and check off the following module activities: Activity 1: Human Resources Management and Labour Relations Activity 2: Building Relationships with Customers Activity 3A: Marketing—Product/Service and Price Activity 3B: Marketing—Place and Timely Distribution Activity 3C: Promotion and IMC  

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