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A passed report from Chartered Institute of Marketing, I prepared it for Project Management in Marketing_Course
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PRODUCT MANAGEMENT ( VIDEO CONFERENCE)
CIM Membership No.
11860681
Total Word Count: 8, 175
June 2011
Personal Statement:
‘I confirm that in forwarding this assessment for marking, I understand and have
applied the CIM policies relating to word count, plagiarism and collusion for all
tasks. This assignment/project is the result of my own independent
work/investigation except where otherwise stated. Other sources are
acknowledged in the body of the text and/or a bibliography is appended. The work
that I have submitted has not previously been accepted in substance for any other
award and is not concurrently submitted in candidature for any other award.’
543- Project Management in Marketing
543 - Project Management in Marketing Membership No. 11860681
ii
TABLE OF CONTENTS
Page
EXECUTIVE SUMMARY ...................................................................................... 1
Product Management (Task Two) ......................................................................... 2
2.1 Critically analysis of findings from the audit ......................................... 2
2.2 Recommendations on improving Product performance ....................... 7
2.3 Critical Assessment of the organization resources ............................ 18
2.4 Project Plan ....................................................................................... 20
2.5 Critical Assessment of the sources of risk from internal and external
perspectives and its’ mitigation ................................................................ 33
2.6 Evaluation of the Operational Implications to the organization if
recomendations are not implemented ...................................................... 37
REFERENCES ................................................................................................... 38
APPENDIX I ........................................................................................................ 39
Brief Background of the Organization ................................................................. 39
APPENDIX II ....................................................................................................... 41
Marketing Audit (Task One) ................................................................................ 41
1.1 Audit of the organization’s approaches to portfolio management ...... 41
1.2 Assessment – how organization can improve the performance of the
chosen product in the context of its overall portfolio ................................. 44
1.3 : Key issues identification .................................................................. 46
APPENDIX III ...................................................................................................... 47
Personal Statement ............................................................................................ 47
APPENDIX IV ..................................................................................................... 48
InfoComm exhibition booking form – sample ...................................................... 48
TEAM 220 vs. HDX 700 price & technical comparison - sample ........................ 49
TEAM 220 vs. C40 price & technical comparison - Sample ................................ 50
543 - Project Management in Marketing Membership No. 11860681
1
EXECUTIVE SUMMARY
This report has been prepared to find out issues causing low performance of
TEAM 220 video conference system in the fast growing UAE collaboration
systems market. With the rapid developments in the collaboration technologies,
businesses are more likely to adopt solutions which provide the flexibility of
connectivity, best in class performance and competitive cost of ownership.
The researcher has collected data about past, present & future market trends of
video conference systems through primary and secondary data collection
sources. The information has been analysed and used as a base for developing
recommendations for the improvement in the product performance.
TEAM 220 was introduced in UAE during 2009. The product has excellent
features and a competitive price but its performance has not been satisfactory
due to certain marketing related factors
The proposed recommendations provide and understating of the current external
and internal situation as well as it provides guidelines for developing a plan to
achieve desired objectives.
A project has been planned to launch a penetration based marketing strategy for
increasing the market share of the product by 5% during next 12 months. Project
implementation plan has also been developed including financial budget
following set industry standards of project management and evaluated on
rigorous evaluation methods of marketing project management.
Internal and external sources of risks identified, analysed and mitigation tactics of
such risks have been proposed. Risk management plan and implementation has
also been developed and evaluated.
Organizational resources have also been evaluated and recommendations have
been given for utilizing the resources for performance improvement of the
product.
Operational implications of not implementing the project as per proposed
schedule have also been highlighted for management review and approval.
543 - Project Management in Marketing Membership No. 11860681
2
Product Management (Task Two)
2.1 Critically analysis of findings from the audit
According to InfoComm International statistics, Middle East and Africa’s (MEA)
audiovisual market is expected to grow at 13% annually to reach $ 3.15 billion
by 2013 from $ 1.4 billion in 2008. Current market of MEA is estimated $ 2.25
billion by InfoComm experts.
Figure 1
The largest country by market share is Saudi Arabia with 40% share, followed by
Qatar with 20% and UAE with 17% market share. Further has been explained in
the below country wise market share chart of Pro AV systems in Middle East &
Africa.
140162
190
224
262
314
0
50
100
150
200
250
300
350
2008 2009 2010 2011 2012 2013
An
nu
al G
row
th in
$M
illi
on
s
Years
Middle East Africa AV Market
543 - Project Management in Marketing
Figure 2
UAE audiovisual market growing with an average rate of
Figure 3
Video Conference Market in UAE:
As shown in the above table, UAE Video conference market is estimated as
USD. 17.18 Millions. The market is divided into 4 sections of Audiovisual
Systems; Video conference systems have majority share of 38% in the overall
systems.
0
20
40
60
80
100
120
Saudi Arabia
Saudi Arabia ,
40%
Saudi Arabia ,
106.4
17.1836
6.783
38%
15%
0
5
10
15
20
Vido
Conference
Systems
Control
Systems
Project Management in Marketing Membership No. 11860681
UAE audiovisual market is estimated to be US $ 45 Million by year 2011. Its’ growing with an average rate of 13% annually since 2008.
Video Conference Market in UAE:
As shown in the above table, UAE Video conference market is estimated as
The market is divided into 4 sections of Audiovisual
Systems; Video conference systems have majority share of 38% in the overall
Saudi Arabia Qatar
UAEOthers
Saudi Arabia ,
Qatar , 20%UAE, 17%
Others, 23%
Saudi Arabia ,
106.4
Qatar , 53.2
UAE, 45.22Others, 61.18
County wise Market Share of AV
6.78311.305 9.9484
15%
25%22%
Control
Systems
Projection
Systems
Other AV
systems
UAE Audiovisual Market
Market Share %
Financial Value of current
Market
Membership No. 11860681
3
is estimated to be US $ 45 Million by year 2011. Its’
As shown in the above table, UAE Video conference market is estimated as
The market is divided into 4 sections of Audiovisual
Systems; Video conference systems have majority share of 38% in the overall
Market Share %
Financial Value of current
Market
543 - Project Management in Marketing Membership No. 11860681
4
Figure 4
As shown in the above table, Video conference market is dominated by Polycom
and others ( other products &Software based services (WEbex, gotomeetings,
etc) TEAM 220 has so only 8% of the market share but there is a big market
which can be exploited by using proper marketing strategies.
The internal audit proves that TEAM 220 has some latest features which are not
been conveyed to the target audience. Below table is elaborates the most
concerned part of the buying decision making factor which are price and
performance.
Price has been considered as an important buying decision making vehicle for
followed by performance. The below figures prove this with reference to detailed
comparison in the attached Audit, this relates to affordable overall cost of
ownership.
On the technical side we conducted to detailed financial & technical comparison
table in the attached Audit. TEAM 220 has higher rating of features compared its
competing products.
Technical comparison by RADAR chart method
25%
16%
6%
53%
HD VC Systems Market
HDX 7000
C40
Team 220
Other(products & softwares)
543 - Project Management in Marketing Membership No. 11860681
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Figure 5
Above figure shows some of the unique features which products carries, these features include; Findings of the Analysis:
� Excellent Performance compared to competing products � Best price than the compeering product of same quality � Full HD support which is unbeatable till yet by competing products. � Bandwidth efficiency has far higher than competing products.
0
1
2
3
4
5Price
Product Quality
Performance
Userfriendly
HD Support
Bandwidth
Efficiency
Competetive Analysis
Team 220
HDX 7000
C 40
Score :
Team 220 : 23.5
HDX 7000 : 17
C 40 : 17.5
543 - Project Management in Marketing Membership No. 11860681
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Figure 6
The above figure speaks well about the pricing advantage of TEAM 220 over its competition. The price advantage can be used in following ways to expand the market share of TEAM 220.
� Price has been seen a major concern in the Post recession situation which can be used in advertising and PR campaigns.
� It’s difficult for competitors to reduce the prices at TEAM 220 level due to their higher costs of manufacturing.
� More services can be bundled with TEAM 220 with a little increase in price which would be difficult to beat by the competition.
Based on above figures we can see that TEAM 220 offers a best value for money to the customers. The product has best performing standards using the optimum bandwidth to support the collaboration. Team 220 has a clear edge in Price; we have found in the audit as well as in the above comparison chart the Team 220 has full HD Video capture and delivery capability
$12,974.00
$18,098.00
$26,900.00
$0.00
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
Video Conference Product Comparison
Pri
ce
Price comparison chart
Team 220 HDX 7000 C 40
543 - Project Management in Marketing Membership No. 11860681
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2.2 Recommendations on improving Product performance
These recommendations are based on the internal Audit and critical analysis of
the findings.
Objectives:
Audiviz has not set clear revenue targets for TEAM 220 over the past years.
Having no clear marketing objectives have resulted lower sales of the product.
The objectives for the TEAM 220 for next one year are following;
� Increase product market share from current 6% to 11% over the period of
next 12 months.
� Enhance the channel effectiveness and develop new channels to reach all
target segments.
� Increase the sales revenue by 12% over next 12 months from current $
780,000 to $ $ 850,000.
� Increase product awareness in the target market by 25% over next 12
months.
543 - Project Management in Marketing Membership No. 11860681
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2.2.1 Marketing Strategy
Given the current situation based on finding from the market Audit. Market
Penetration strategy will be adopted to achieve set marketing objectives.
Marketing tactics would be used to implement the penetration strategy;
Team 220 Growth Matrix
Business Unit Strength
High Medium Low
High Medium corporate Small corporate Large corporate
Medium Education Legal services healthcare
Low Construction Semi Government Government
Table 1
SOURCE: David J. Collis, Andrew Campbell, Michael Goold, Harvard Business Review on Corporate Strategy (Harvard
Business Review Paperback Series)
http://www.quickmba.com/strategy/matrix/ge-mckinsey/
The above growth matrix shows some segments which have potential for TEAM 220.
The company should target these segments with the right marketing mix and other
marketing tactics.
2.2.1.1 Segmentation
Product specific segmentation to reach the target market of
TEAM 220 as the product caters to specific need of a team
meeting environment within an organization. Recent
increase in the volume of small and medium size businesses
543 - Project Management in Marketing Membership No. 11860681
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have expanded segments of Video conference potential
customers.
2.2.1.2 Targeting
Undifferentiated targeting strategy will be used to target the
market. TEAM 220 can be used across various industries
and market segments. This can be in an educational institute
or a branch office of a company, or a meeting room of a
business centre.
2.2.1.3 Positioning
TEAM 220 has not been positioned properly in past. The
redefined positioning will be based upon its excellent
features and economical price along with other benefits
which makes it an ideal product for the target customers.
543 - Project Management in Marketing Membership No. 11860681
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TEAM 220 Re- Positioning Perceptual map
Figure 7
The Above repositioning perceptual map clearly shows the quality and price
advantages of TEAM 220 against its competing products which were not used in
the communication campaigns for the product.
2.2.2 Marketing Mix
2.2.2.1 Product
Product TEAM 220 has been developed to meet the growing
needs of high definition video conference system which can
perform on a small bandwidth on internet.
2.2.2.2 Price
As shown in the price comparison table of attached Audit,
TEAM 220 offers best value for money to its customers.
HDX 7000
C 40
TEAM 220
Others
Low Price
High Quality Low Quality
High Price
543 - Project Management in Marketing Membership No. 11860681
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2.2.2.3 Place
Channel expansion is critical to achieve the desired
marketing objectives of TEAM 220 recommended plan.
Existing channel partners have limited reach to all target
segments hence new partnerships have to develop to reach
all potential segments. Digital distribution channel can be
added to extend the reach to the SOHO segment which may
not be focus of the channel partners.
.
2.2.2.4 Promotion
Promotion is the strongest factor lacking in the current
marketing mix of TEAM 220. Promotion can be done by
using few of following promotion media
• Participation in Gulf Information Technology
Exhibition (GITEX), The Largest IT exhibition in the
Middle East which will be organized in September
2011.
• Channel partners sales promotional activities would
be initiated by offering bundle prices and incentives
over achieving a specific purchase value.
• Digital promotion channels will be used to run
sponsored ads on Google.
• Search engine optimization will be done for Google,
yahoo, and bing to generate more leads.
2.2.2.5 People
543 - Project Management in Marketing Membership No. 11860681
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TEAM 220 is service mixed products hence people involve in
the transaction have to be trained to serve the customers
better.
• Sales, customer service employees to be fully train on
all commercial as well as on few technical aspects of
the product to explain it better. Same applies to the
staff of channel partners who would be facing end
users most often, extensive trainings to be conducted
for enhancing the peoples’ skills.
• Technical support employees of the company as well
technical teams, installation teams of the channel
partners to be provided with extensive product
trainings on quarterly basis.
2.2.2.6 Process
The process of product delivery and installation and
commissioning are the points of a service encounter which
builds the rapport of the service provider in mind of the
company.
• Audiviz will strive to improve the process of product
delivery, installation and commissioning. The channel
partners commissioning teams will be equipped with
training to improve the efficiency of delivery.
2.2.2.7 Physical evidence
Audiviz will make sure that all Installation and testing tools
as well as other technical equipment will be provided to the
technical teams for delivering the service within promised
time frame to achieve higher customer satisfaction.
543 - Project Management in Marketing Membership No. 11860681
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2.2.3 Communication Strategy
Push communication strategy will be used to reach the target
audience through various media vehicles;
• Below the line advertising- Trade magazines, research
articles
• Participation in Trade show i.e. INFOCOMM Middle East
during GITEX, the largest IT exhibition in the Middle East.
• Digital media advertising – Facebook, Linkedin, search
engines
• Free Video conference sessions: to give a touch and feel
message to the trade visitors during the exhibition.
2.2.4 Cost & Benefit Analysis
The proposed recommendations have certain associated financial and non
financial costs which have to incur to gain financial and non financial benefits
during the project duration and in the long run.
543 - Project Management in Marketing Membership No. 11860681
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The cost and benefit analysis is shown in the below table:
Cost of resources invested in the proposed
recommendations.
Internal and external cost of employing resources to
execute the project.
Expenditure on training and development of the
employees during the project.
Opportunity cost of the time which employees will
spend in the project related activities and
arrangements of their alternatives during the
proposed period.
Increase in revenue of other portfolio products due
to awareness among the customers about the
services of the company.
Possible reduction in the sales revenue due to lack
of marketing activities.
Slow growth of the product in a fast growing market
will reduce the market share of the product.
Lower awareness of the product as well as
company’s other services.
Weaken relationship with channel partners due to
slow response and less marketing focus compared
to the competition.
Opportunity cost of not implementing the project as
recommended by the researcher.
Increase in revenues will increase the profit of the
shareholders.
Increase in the revenues will result into increments
for employees.
Increased revenues will lead to new markets
development.
Strong financial position will increase the confidence
of the investors and lenders to provide more funds
for expansion to new markets.
Expansion in the distribution channel will open more
markets.
Increased credibility among the suppliers due to a
better position in the market.
Identification of any loop holes to ratify in due course
Identification of challenges and preparation of
solutions according to the
Increased service quality due to employees’
trainings will improve the productivity.
A better understanding of competitors’ activities and
their strengths as well as weaknesses.
Identification of the actual position among the
Fin
ancia
l
No
n-F
ina
nci
al
Costs
543 - Project Management in Marketing
2.2.5 Revenue Projection The above made recommendations will help the company to
increase the market share of TEAM 220 by approximately 5%
within the existing markets
revenue growth is given below.
TEAM 220 Revenue Growth
Year
revenue $730,000.00
Gross Profit $219,000.00Yearly Growth Rate (%)
Table 2
Actual Performance Table
Figure 8
The above Table shows the previous two years product revenue and growththe profits.
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
An
nu
al R
ev
en
ue
an
d p
rofi
t
Project Management in Marketing Membership No. 11860681
competition will help to set up growth plan fo
Revenue Projection The above made recommendations will help the company to
increase the market share of TEAM 220 by approximately 5%
within the existing markets by year 2012. A rigorous forecast
growth is given below.
TEAM 220 Revenue Growth(Actual + Projection) Table
Actual Forecast
2009 2010 2011
$730,000.00 $780,000.00 $850,000.00 $1,030,000.00
$219,000.00 $234,000.00 $255,000.00 $309,000.00
6% 9%
Actual Performance Table for 2009 ~ 2010
The above Table shows the previous two years product revenue and growth
2009 2010
$7
30
,00
0.0
0
$7
80
,00
0.0
0
$219,000.00 $234,000.00
Year
TEAM 220 Past revenue
Benefits
Membership No. 11860681
15
competition will help to set up growth plan for future.
The above made recommendations will help the company to
increase the market share of TEAM 220 by approximately 5%
. A rigorous forecast of
Table
Forecast
2012
$1,030,000.00
$309,000.00
18%
The above Table shows the previous two years product revenue and growth in
revenue
Gross Profit
543 - Project Management in Marketing
TEAM 220 Revenue forecast for 2011 & 2012
Figure 9
The revenue forecasts shown in the above table are based on the rigorous analysis and research as well and it has a direct relation with the proposed project to increase the awareness of the product and expand the distribution channels of the product which wil
With reference to detailed Audit in the Appendix II, it has been analysed to make recommendation for improvement in the sales performance of LifeSize Team 220 through adoption of marketing tools. Following the bperformance of TEAM 220 in the UAE market The company should do following activities to increase the market share and revenue of Team 200 product along with other products in the portfolio.
� Lunch aggressive channel expansion
� Product demonstrations and road shows at several occasions.
� Promotional campaign to increase product awareness in the target market
�
� Re define the product marketing strategy
� Repositioning the product with a new positioning strategy based on STP ap
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
An
nu
al R
ev
en
ue
an
d p
rofi
t
TEAM 220 Sales Forecast
Project Management in Marketing Membership No. 11860681
TEAM 220 Revenue forecast for 2011 & 2012
revenue forecasts shown in the above table are based on the rigorous analysis and research as well and it has a direct relation with the proposed project to increase the awareness of the product and expand the distribution channels of the product which will run for 12months starting in June 2011.
With reference to detailed Audit in the Appendix II, it has been analysed to make recommendation for improvement in the sales performance of LifeSize Team 220 through adoption of marketing tools. Following the below steps will improve the performance of TEAM 220 in the UAE market
The company should do following activities to increase the market share and revenue of Team 200 product along with other products in the portfolio.
Lunch aggressive channel expansion campaign
Product demonstrations and road shows at several occasions.
Promotional campaign to increase product awareness in the target market
Re define the product marketing strategy
Repositioning the product with a new positioning strategy based on STP ap
2011 2012
$850,000.00
$1,030,000.00
$255,000.00 $309,000.00
Year
TEAM 220 Sales Forecast
revenue
Gross Profit
Membership No. 11860681
16
revenue forecasts shown in the above table are based on the rigorous analysis and research as well and it has a direct relation with the proposed project to increase the awareness of the product and expand the distribution
l run for 12months starting in June 2011.
With reference to detailed Audit in the Appendix II, it has been analysed to make recommendation for improvement in the sales performance of LifeSize Team 220
elow steps will improve the
The company should do following activities to increase the market share and revenue of Team
Product demonstrations and road shows at several occasions.
Promotional campaign to increase product awareness in the target market
Repositioning the product with a new positioning strategy based on STP approach
revenue
Gross Profit
543 - Project Management in Marketing Membership No. 11860681
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� Developing a marketing oriented culture to support the growth in
� Improving channel performance with training and support
� Road Shows and live demo Kits to be provided to channel partners at cost to cost basis.
� Expanding the existing channels and removing any barriers to entrants
� Launching channel support initiatives
� Developing Key account management concept to strengthen the relationship with the
channel partners.
� After Sales services improvement.
543 - Project Management in Marketing Membership No. 11860681
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2.3 Critical Assessment of the organization resources
Resources are pre requisite for initiation and success of the proposed product management project. Below table explains the resource requirements for the proposed recommendations. Project Sponsor, Project Manager, Project Facilitator and Project team. Project team would consist of people from Marketing & Sales department, Operations, Finance, Customer Services department. Project team would require some support from their colleagues to provide back up during their absence from their desk. Management to provide required support to the team in running the project successfully. Staff to be trained about developing their marketing skills to run promotional campaigns.
Event management company organize the building of stand during the exhibition Channel partners sales force, customer support staff to execute promotion campaigns. Few customers to collect their feedback about the project, awareness campaign and the product. Training consultants to train the internal sales force. Training consultants for the training of customer services department staff. Female models to assist visitors during the exhibition
Additional office space required for project team to manage the project activities. Meeting room to conduct meetings Facilities to store project related materials, advertising materials, demo units. Computers, IT support, Software, mobile phones for the new team members. Telecommunication services, like Instant messenger, email services on mobile phones for all team members to stay in touch with other colleagues and response instantly if required Data mining facility for the team from the company data base.
Studio rental to conduct press releases about the product Advertising agency to create promotional materials and brochures for the project and channel partners Printing of brochures, other advertising materials to be used for the project Delivery arrangement for promotional material and demo kits to channel partners/customers by courier or higher packer/removing company/own vehicles Liability Insurance for project team and the equipment. Vehicles for project team members who
Inte
rnal
Human Resource
Ex
tern
al
543 - Project Management in Marketing Membership No. 11860681
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are not having own vehicles during their special assignments
Non –Human Resources
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2.4 Project Plan, Implementation & Evaluation
1. Project Introduction The project has been initiated to increase the market and revenue share of TEAM 220 video conference system.
2. Project Organization – Project Team Project Team consists of following members within the company; Project Sponsor: Manoj – General Manager
Project Manager: Zafar – Channel Account Manager
Project Facilitator: Marj – coordinator
Project Team members:
Perfecto – IT support
Suzee – HR Manager
Sunil – Financial Controller
Vinod - Operations Manager
Von – Graphic Designer
Thomas – Sales Manager
Rijoy – Service coordinator
543 - Project Management in Marketing Membership No. 11860681
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2.1 Roles & Responsibilities
2.1.1 Project Manager: Zafar Project manager will initiate the activities and successfully implement the task including; i. Identify, track, resolve project issues ii. Disseminate project information to the team and other
stakeholders iii. Manage implementation of the tasks and make sure that
deadlines are not ignored. iv. Define the progress of project during scheduled project update
meetings. v. Manage overall project activities within the specified budget.
2.1.2 Project Facilitator - Marj i. Support the project manager in all the activities related to
project. ii. Liaise with all team members and keep them updated about the
developments in all stages of the projects
iii. Coordinate with suppliers for procurement and supply of
equipments and other materials required for the project.
2.1.3 Project Team Members
i. Suzee: HR Manager – To support the project manager in
allocation of human resources for various project tasks.
Project Sponsor
Team Member-
Suzee
Team Member -Vinod
Team Member-
Sunil
Team Member -Perfecto
Team Member -Rijoy
Team Member - Von
Team Member -Thomas
Projec t Manager
Projec Facilitator
543 - Project Management in Marketing Membership No. 11860681
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ii. Vinod: Operation Manager - Arrange for logistics and other
support required for delivering goods to channel partners and
organizing events for product promotion.
iii. Perfecto – IT support – Update company website and social
media sites about the developments in the project. Arrange for
IT support to the project team.
iv. Sunil – Financial Controller – review and manage the financial
resources of the project, control payments to supplier, take
necessary approvals from the G.M ( Project Sponsor)
v. Von – Graphic Designer – Design brochures, POS materials,
product data sheets, compile technical comparisons.
vi. Thomas – Sales Manager – Invite existing channel partners to
events, take market intelligence about competitors’ movements
during all the stages of the project.
vii. Rijoy – Service coordinator – Upgrade CRM database about
the new inquiries received from vendors, take customers
feedbacks about the product performance and provides required
support to the project team.
3 Project Planning & Design
3.1 : Project scope & objectives
The scope of the project is to improve the performance of TEAM 220
video conference system in the UAE market.
Objectives of the project are following;
i. Increase market share of TEAM 220 by 5%
ii. Increase Sales revenue by 12% in next 12 months
iii. Increase product awareness by 20%
3.2 : Project duration
i. Project Duration : 12 months ii. Start Date: June 10, 2011 iii. Completion Date : June 9,2012
543 - Project Management in Marketing Membership No. 11860681
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3.3 : Project deliverables i. Developing and execution of the marketing strategy to increase
the performance and market share growth of TEAM 220 Video conference systems.
ii. Marketing tactics will be divided into small tasks to complete the big picture project objectives.
3.4 : Project management methodologies
Project implementation will be managed by Openproj software and controlled by Gantt chart application.
3.5 Project Resource requirements Please refer to Task 2.3 for where detailed resources requirements have been explained. The financial resources required for project are explained under Project Budget heading 3.8.
3.6 Project constraints Marketing Project would be having some constraints in terms of its scope and deliverables. The project requires full implementation based on duration give above to deliver set objectives.
3.7 Potential Risks Risk Management & Mitigation of those risks of internal and external nature and their mitigation haves been evaluated in the task No. 2.5
3.8 Project Budget
The project budget is based on percentage of sales method. The researcher has proposed approximately 8% of year 2010 sales revenue of TEAM 220 to be utilised for marketing project.
Project Budget: $ 62,000.00 Contingency: $ 5,000.00
Project Budget for Product Management
Project Duration: 4 Quarters
Q1 (June - Aug 11
Q2 (Sept- Nov 11
Q3 (Dec- Feb-12)
Q4 (March-May 12) TOTAL
Public Relations PR Firm $ 500.00 $ 500.00 $ 1,000.00
Press release wire fees $ - Review Program $ 300.00 $ 300.00 $ 600.00 Analyst
subscription/reports $ - Press tour(s) $ - TOTAL Public
Relations $ - $ 800.00 $ 300.00 $ 500.00 $ 1,600.00
543 - Project Management in Marketing Membership No. 11860681
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Web Marketing Online advertising
creative $ - Google Ads program $ 400.00 $ 400.00 $ 800.00
Search Engine Optimization (SEO) $ 1,000.00 $ 300.00 $ 1,200.00 $ 2,500.00
Website development/updates $ - $ - $ -
TOTAL Web Marketing $ 1,400.00 $ 300.00 $ 1,600.00 $ - $ 3,300.00
Advertising
VAR/Channel advertising $ 1,500.00 $ 500.00 $ 1,000.00 $ 500.00 $ 3,500.00
TOTAL Advertising $ 1,500.00 $ 500.00 $ 1,000.00 $ 500.00 $ 3,500.00
Collateral Data sheet $ 150.00 $ 300.00 $ 450.00
Brochure $ 300.00 $ 1,200.00 $ 200.00 $ 200.00 $ 1,900.00 White Paper $ 400.00 $ 400.00 Web Content $ 600.00 $ 300.00 $ 900.00 FAQs $ - $ - Training materials $ 400.00 $ 350.00 $ 200.00 $ 200.00 $ 1,150.00 TOTAL Collateral $ 1,850.00 $ 1,850.00 $ 700.00 $ 400.00 $ 4,800.00
Events (GITEX Exhibition)
15 SQM shell space with 2 sides open $ 7,233.00 $ 7,233.00
Travel expenses $ 1,000.00 $ 1,000.00 Booth Signage $ 300.00 $ 300.00 Telecommunications
Rental $ 450.00 $ 450.00 Refreshments $ 250.00 $ 250.00 Invitations $ 150.00 $ 150.00 Lunch - Dinner for
channel partners $ 1,200.00 $ 1,200.00 Give Away, promotional
items $ 800.00 $ 800.00 TOTAL EVENTS $ 7,233.00 $ 4,150.00 $ - $ - $ 11,383.00
Direct Marketing Campaigns
Creative development $ 100.00 $ 100.00 Emails to trade visitors
during exhibition $ 300.00 $ 300.00 Emails to existing
customers $ 200.00 $ 200.00 TOTAL Direct
Marketing Campaigns $ 300.00 $ 300.00 $ - $ - $ 600.00
Channel Marketing Programs
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Cost of Demo Units to be provided to Partners $ 16,000.00 $ 8,000.00 $ 24,000.00
Channel Partners Sales Force Training $ 3,000.00 $ 2,500.00 $ 2,500.00 $ 8,000.00
Road Show shared with channel parnters $ 1,500.00 $ 1,500.00 $ 3,000.00
$ -
$ - Marketing programs
with retail partners $ 1,000.00 $ 800.00 $ 1,800.00
$ - TOTAL Channel
Marketing Programs $ 21,500.00 $ 10,500.00 $ 4,800.00 $ - $ 36,800.00
SUMMARY Q1 (June -
Aug 11 Q2 (Sept-
Nov 11 Q3 (Dec- Feb-12)
Q4 (March-May 12) TOTALS
% of TOTAL
Public Relations $ - $ 800.00 $ 300.00 $ 500.00 $ 1,600.00 $ 0.03
Web Marketing $ 1,400.00 $ 300.00 $ 1,600.00 $ - $ 3,300.00 $ 0.05
Advertising $ 1,500.00 $ 500.00 $ 1,000.00 $ 500.00 $ 3,500.00 $ 0.06
Collateral $ 1,850.00 $ 1,850.00 $ 700.00 $ 400.00 $ 4,800.00 $ 0.08
Events (GITEX Exhibition) $ 7,233.00 $ 4,150.00 $ - $ - $ 11,383.00
$ 0.18
Direct Marketing Campaigns $ 300.00 $ 300.00 $ - $ - $ 600.00
$ 0.01
Channel Management, and development $ 21,500.00 $ 10,500.00 $ 4,800.00 $ - $ 36,800.00
$ 0.59
TOTALS $ 33,783.00 $ 18,400.00 $ 8,400.00 $ 1,400.00 $ 61,983.00
% of TOTAL 0.545036542 0.296855589 0.13552103 0.022586838
Important Budget Highlights:
1 60% of the budget will be spent on channel management & development.
2 20% of budget will be spent on the GITEX exhibition
3 20% of the budget will be spent on other marketing activities
Table 3
4 Project Implementation schedules
4.1 : Implementation schedules;
Below attached Gantt chart explains the implementation schedule of the project over the planned time.
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543 - Project Management in Marketing Membership No. 11860681
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Figure 10
Note: Gantt chart has been printed using MS office one note, it has been prepared using openproj software which doesn’t support the printing to a word document. All 15 pages (3.56MB) couldn’t be attached due to 4MB maximum file size limitation by CIM. All pages attached to hard copy of the report.
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5 Project Termination and Evaluation
5.1 : Project Termination Decision
Upon the completion of the duration, the project will be terminated and
project evaluation will be conducted by the project manager.
5.2 : Project evaluation
5.2.2.1 Direct method of evaluation
Direct evolution method quantifies the changes occurred due
to implementation of the project.
� Increase in Sales Revenue: Sales revenue can be measured over the
period of project duration. Sales can also be compared to last year’s
growth rate+ average sales over the years compared to the year of
project.
� Cost – Benefit Analysis:
Another direct method of evaluation where cost of a project is deducted
from the benefit of the project
Cost of TEAM 220 Projects: (C) $ 62,000
Projected Profit from the project for 2011: (P) $255,000
Profit = (P - C): Profit: 255,000 – 62000 = 193,000
Projected NET Profit after for year 2011 = $ 193,000.00
5.2.2.2 : Indirect method of evaluation
� Increase in Customer Inquiries:
Increase in the number of inquires shows a sign of increased awareness
among the target markets. The customer inquiries will be routed through
channel partners.
� Profitability margins:
Change in profitability is a result of change in the sales revenue. This can
also be a measure of project implementation.
543 - Project Management in Marketing
5.3 : Potential Growth
Potential growth forecast for TEAM 220 is given in below table:
Figure 11
The researcher
and after the implementation of the project. The Project will start at end
of 2nd quarter of 2011 and will finish by end of 2
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
An
nu
al R
ev
en
ue
an
d p
rofi
t
Project Management in Marketing Membership No. 11860681
Growth Forecast
Potential growth forecast for TEAM 220 is given in below table:
The researcher has rigorously estimated the forecast of the sales during
and after the implementation of the project. The Project will start at end
quarter of 2011 and will finish by end of 2nd quarter of 2012.
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
2011 2012
$850,000.00
$1,030,000.00
$255,000.00 $309,000.00
Year
TEAM 220 Sales Forecast
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Potential growth forecast for TEAM 220 is given in below table:
has rigorously estimated the forecast of the sales during
and after the implementation of the project. The Project will start at end
quarter of 2012.
revenue
Gross Profit
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2.5 Critical Assessment of the sources of risk from
internal and external perspectives and its’ mitigation
2.5.1 Risk Identification Risk is the defined as the probability of a threat which can cause damage to an activity and affects the ability of an organization to achieve its objectives. There are mainly four types of risks involved in the projects.
i. Performance Risk Performance risk is also known as quality or technical risk. This risk is mostly associated with technological products and services. the probability of performance risk occurrence with the TEAM 220 project is moderate but not major because the product has been tested and evaluated by the manufacturer as we as by the Audiviz Team.
ii. Project Management Risk Project management risk occurs when project planning, resources and schedules are either not prepared or not being implemented. The project management in the TEAM 220 project is minor as the project implementation is under control of the project manager and implementation team is being closely observed by the project manager.
iii. Organizational Risk The organization can cause risk to the project by poor planning of funding, delays in release of funds or lower priorities of project during funds imbursement. The organizational risk can be seen as a major risk for the project TEAM 220, accurate planning has been done and project management team would make sure that supplies of funds keep its flow running during project duration.
iv. External Risk External risk is a major risk during the project. This risk is caused by external sources, either competitors or by another party without an intention to harm, changes in broader macro environment and industry may cause some risk, mitigation of this risk can be done by identifying it timely. Marketing intelligence to be regularly collected to and competitor environment has to be regularly analysed by the marketing team to find sources of external risk and mitigate them.
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Risk Probability and Impact Rating
Probability of Occurrence
Impact of the risk
Description Risk Rating
Description Risk Rating
Almost certain 5 Catastrophic 5
High 4 Major 4
Moderate 3 Moderate 3
Unlikely 2 Minor 2
Rare 1 Insignificant 1 Table 5
2.5.2 Risk Analysis Risk analysis has been carried out by using Fish Bone Analysis method. Fish Bone Analysis:
Figure 12
Compliance
Communication
Knowledge
Tools & Techniques
Implementation
Strategic risk Operational risk
Inadequate skills
Commitment No expertise
Failure of
the Project
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2.5.3 Risk Mitigation
Risk Managements Table
Risk Identification, Analysis and Mitigation
Risk Impact + Rating ( 1 - 5)
Probability Of occurrence
Rating (1-5)
Causes Mitigation
1 No full-time project team to deliver all tasks before the deadlines.
Project delivery may not be adhered to the planned date (5)
5 25
Project team members still have their regular job tasks to be performed along with the project tasks. Assigned task may not be completed according to schedule.
Project team members would be motivated to work with plan and inform the project manager for any urgent task they prioritize upon the project schedule
2 Lower response from the channel partners bout the marketing initiative and training
May drop the moral of project team (3)
5 15
Distributers have not introduced the culture of providing trainings to channel partners’ staff.
Convincing the channel partners’ management about the benefits of higher sales after the staff training.
delayed release of payments to suppliers resulting in delayed deliveries of Project related equipment, material
reduces the pace task scheduled plan as well as overall project growth (4)
3 12
delay in cheques sign process or banks clearance of account receivables due to an external factor
Financial control to keep the reserve funds for project related payments to suppliers for smooth activity processing.
3 Late deliveries of orders to channel partners due to delays in imported goods delivery
Channel partners would be more likely to abstain refrain from ordering in future unless sure about stock. (4)
4 16
Delayed bank transfers and cheque clearance hence making the order process slow
Purchase order only acknowledged once the advance payment received, All P.Os to be acknowledged only after payment receipt.
4 Slow product repairing and service requests response
more likely to affect repeat purchases from existing customers (3)
4 12
Engagement of customer support staff with ongoing projects due to manpower shortage.
All service calls to be entered into database with a clear deadline to be met using all possible means
5 Lack of Commitment among team members
less interest in project related tasks assigned to them (4)
4 16
This may be caused due to some other internal issues within organization
HR Manager to keep information about any ongoing issues and provide support to team members for resolving such issues
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Table 6
6 Lack of communication among team members
direct impact over the project progress and assigned task completion (3)
3 9
caused due to work load of regular duties
Project facilitator to make sure the messages have been delivered to right people by employing 'read receipts' while sending email and other web based communication
7 shortage of product stock
delayed delivery to channel partners and negative impact on rapport ( 3 )
2 6
stock shortages due to unexpected sales or delays in the import shipments
new orders to be placed immediately when stock level decreases till reserve stock
8 Employees turn over during the project activity
directly affecting the project activity if the team member has been assigned the role in the project (5)
4 20
Better job opportunities available with other organizations that may attract the employees.
HR manager to take quick action by offering equal incentives to employees or higher a suitable person before the employee leave the organization.
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2.6 Evaluation of the Operational Implications to the
organization if recommendations are not implemented
The above project would cause following implications if not implemented as proposed;
i. Decrease in Product Market Share As analysed in attached audit in the appendix, market share for TEAM 220 has grown slowly over the past two years. Development of a new technology will reduce the market share causing to phase out gradually.
ii. Decline in marginal revenues The competition has not yet been able to develop solution which provides same quality with competitive price of TEAM 220, If competitors develop such product, it will directly affect the marginal revenues of TEAM 220.
iii. Lower product awareness The project will increase the brand equity and product awareness among stakeholders. Delays in implementing the project will have a negative impact over the product awareness.
iv. Weak position among the competition Project implementation will enhance the image of company compared to its’ competitors due to a stronger product, delays or cancellation of the project will keep the company in the weaker position among the key competitors.
v. Employees development The project team in particular and other employees in general would get motivation due to implementation of the project as success of the project will result into increments and bonuses for them, cancellation of the project may decrease the morale of the employees.
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REFERENCES
McKee. F., Cox,E., Housden, M., & Parkinson,L., 2009, Project Management in Marketing. Butterworth-Heinemann, Oxford, UK.
Magicks, P, Donnally, R. & Harrison, G., 2009, The Marketing Planning Process. Butterworth-Heinemann, Oxford, UK.
Kotler, P., Keller, K.L., Koshy,A., Jha, M.,2009, Marketing Management. 13th Edition, PESRSON, Delhi, India.
InfoComm International, January 2011, Economic Snapshot survey, New
York, USA.
LifeSize Product Comparison, 2011, LifeSize Corporation, IL, USA.
Videoconferencing industry report, February 2011, Weinhouse Research LLC, New York, USA. Fishbone, 2004, available at : http://www.ibm.com/developerworks/lotus/library/fishbone/ (accessed on 20-
May- 2011) Beattie, M., Austin, S., Priest, K., 2010 Asia Pacific Market Forecast & Provider Review, Weinhouse Research LLC, New York, USA. David J., Andrew C., Michael G., Harvard Business Review on Corporate Strategy (Harvard Business Review Paperback Series) available at: http://www.quickmba.com/strategy/matrix/ge-mckinsey/ (accessed 15-05-11)
543 - Project Management in Marketing
Brief Background of the Organization
Introduction Audiviz Technologies is an audiovisual systems integrator based in Dubai, UAE. Audiviz is a privately held business established in year 2002, since inception. Corporate office is in Dubai and a branch in Abu Dhabi UAE. Audiviz has completed more than 700 systems integration projects since 2002.Audiviz specializes in audiovisual systems, and has done some high profile projects in recent years.Management Structure The company operates on a function structure. Business is run by General Manager who acts as a CEO while Managing Director (President) is the owner of the business.
Customer Base Audiviz has been serving customers from Government, corporate, hospitality, military, Oil and Gas, Education and financial services sectors. It has built a credible reputation among these sectors. Audiviz channel partnerships are with several ICT (Information and Communication Technologies) who serve major and smaller customers across the county. As company operates in Business to Business environment, it targets qualconscious corporations who strive to create a difference from their competitors even in terms of audiovisual systems design and implementation. Bringing latest technology for customers has always been a goal of the management. The latest technology offering differentiates Audiviz from its competitors.Position in Market Audiviz positions itself as a Value added distributer and premium integrator with a philosophy of serving customer needs with suitable technology. Today, Audiviz is known as one of leading audiovisual systems distributer in the country. The market leader takes around 35% of the market share while Audiviz has approximately 13% market share. Audiviz stays ahead of many competitors due to its well trained and experienced workforce. The TeamEngineers, and technicians in the country. They are certified from industry bodies
Project Management in Marketing Membership No. 11860681
APPENDIX I
Brief Background of the Organization
Audiviz Technologies is an audiovisual systems integrator based in Dubai, UAE. Audiviz is a privately held business established in year 2002, since inception. Corporate office is in Dubai and a branch in Abu Dhabi UAE. Audiviz has completed
ystems integration projects since 2002.Audiviz specializes in audiovisual systems, and has done some high profile projects in recent years.
The company operates on a function structure. Business is run by General Manager CEO while Managing Director (President) is the owner of the
Audiviz has been serving customers from Government, corporate, hospitality, military, Oil and Gas, Education and financial services sectors. It has built a credible reputation among these sectors. Audiviz channel partnerships are with several ICT (Information and Communication Technologies) who serve major and smaller
As company operates in Business to Business environment, it targets qualconscious corporations who strive to create a difference from their competitors even in terms of audiovisual systems design and implementation. Bringing latest technology for customers has always been a goal of the management. The latest
ering differentiates Audiviz from its competitors.
Audiviz positions itself as a Value added distributer and premium integrator with a philosophy of serving customer needs with suitable technology. Today, Audiviz is
ing audiovisual systems distributer in the country. The market leader takes around 35% of the market share while Audiviz has approximately 13% market share. Audiviz stays ahead of many competitors due to its well trained and experienced workforce. The Team includes some of the best project managers, Engineers, and technicians in the country. They are certified from industry bodies
Membership No. 11860681
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Audiviz Technologies is an audiovisual systems integrator based in Dubai, UAE. Audiviz is a privately held business established in year 2002, since inception. Corporate office is in Dubai and a branch in Abu Dhabi UAE. Audiviz has completed
ystems integration projects since 2002.Audiviz specializes in audiovisual systems, and has done some high profile projects in recent years.
The company operates on a function structure. Business is run by General Manager CEO while Managing Director (President) is the owner of the
Audiviz has been serving customers from Government, corporate, hospitality, military, Oil and Gas, Education and financial services sectors. It has built a credible reputation among these sectors. Audiviz channel partnerships are with several ICT (Information and Communication Technologies) who serve major and smaller
As company operates in Business to Business environment, it targets quality conscious corporations who strive to create a difference from their competitors even in terms of audiovisual systems design and implementation. Bringing latest technology for customers has always been a goal of the management. The latest
Audiviz positions itself as a Value added distributer and premium integrator with a philosophy of serving customer needs with suitable technology. Today, Audiviz is
ing audiovisual systems distributer in the country. The market leader takes around 35% of the market share while Audiviz has approximately 13% market share. Audiviz stays ahead of many competitors due to its well trained and
includes some of the best project managers, Engineers, and technicians in the country. They are certified from industry bodies
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and leading manufacturers’..I.e. InfoComm International, Crestron, Extron, LIFESIZE, BOSE, etc. Industry Memberships: Audiviz is a certified member of Infocomm International; InfoComm International® is the leading non-profit association serving the professional AV communications industry worldwide. Founded in 1939, the association offers industry expertise and market research serving press and others seeking information about the industry Services Audiviz provides following services;
A. Systems Distribution
Audiviz provides systems distribution to UAE market. Major focus of products is
on Projection equipment, Video conferencing equipment, and sound systems.
B. Systems Integration
Systems integration highly depends upon the skills on technical team. With some of the well known and certified people on board, Audiviz has been involved in some of the high profile projects over the past few years. There is lot of design work involved in integration and company has resources who meet the lead consultant’s requirements in terms of providing wonderful designs. Audiviz integrates following systems
C. Maintenance and Service
The company offers comprehensive programs to its customers for systems maintenance support. Guaranteed uptime of technology, hardware /software repair are part of the maintenance service. The support service is not only for company’s own clientele but also for competitors’ clients who want to change the vendor. Many new accounts have been won due to excellent service being offered by Audiviz. Ensuring that presentation equipment delivers maximum reliability and optimum performance are the daily targets of support team
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APPENDIX II
Marketing Audit (Task One)
1.1 Audit of the organization’s approaches to portfolio management
1.0 PEST ANALYSIS
Political Economical Stable Political situation compared with other Regional courtiers. Government initiatives for technology adoption Government initiatives to expand the technology Infrastructure. Impacts of global political developments
Reduced corporate budgets post recession. Businesses closures during recession Reduced lending available to businesses Global stock markets impact. Growth in business start ups – services sector Exchange rate fluctuations Low interest rates and inflation
Social Technological
Wise spending methodologies are being adopted Trends to develop price based buying models Recession created ‘value-focused’ buyers Go green initiatives by social groups An expansion in usage of internet over past few Years’ shows the changing social trends.’
UAE has 23rd ranking on Global IT acceptance Report after Belgium and ahead of Ireland. High speed IT infrastructures (Fibre optic based) Low IP based communication solutions E-marketing developments (customers & users) Online purchasing making buying easier Reduced life cycle of technological products Increased rate of technological upgrades and Replacements.
2.0 PORTERS 5 FORCES: Industry Analysis
Threat of New Entrants (Low Risk) Developments in services offerings from Telecom Services Providers. Tough procedure of qualification Credibility is an important factor of selection Cheaper manufacturing in China, India etc
Supplier bargaining power (Low Risk) OEM manufacturing Higher technological involvement Some vertical integration via acquisition
Competitive rivalry in industry (High Risk) Strong, capable rivals with good track record Long presence. lower quality brands also available Pro-active competitor investing in marketing Online buying making price comparisons easier Similar dist. channels so substitution possible
Customer bargaining power(High Risk) Alternatives products are of lower cost and quality Difficult t switch from one brand to another Developing retail market for HD cameras segments Economic downturn increasing customer Promiscuity Price.
Threat of substitute (High Risk) Lower cost/quality alternatives available Greater availability/comparison via web Conferencing services. Movement to mobile based 3G services
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3.0 Industry SWOT Analysis
Strengths…
Research & Development based organization focusing on innovation
Full HD support with minimum bandwidth requirements
Competitive prices in the industry
Superior user experience during the conference
Product range can meet the needs of the target segments
Selling point of being low cost than competing brands of same quality
Reduced costs due to economies of scales
Weaknesses…
Weak direct distribution channel to end users
Intermediaries between distributor and end user (+ high involvement product)
Poor marketing of product features to the target segments restricting high sales
Small turnover restricting marketing budgets
Confusion over current & future direction of business due to economic melt
Down.
Low response levels during previous campaigns
Little differentiation between physical appearance of other product offerings
Perceptions of ‘ ‘ low quality brand’ due to competitive pricing
Competitors’ propaganda against the quality vs. Low prices
Opportunities…
More than 25,000 small and medium sized prospective customers in UAE.
Business are more interested to adopt cost efficient systems due to impacts
2009 recession.
Opportunities to expand the market share by an aggressive penetration
Supported by marketing efforts.
Expansion in the distribution channels can increase the reach to many
Target segments.
Number of new start ups /branch offices increased compare to 2009
Numbers.
Lower equipment prices help the customer decision making process
Effective use of digital marketing can increase the customer awareness
Threats…
HD capable web based conferencing can cause damage.
More aggressive competitors’ strategies to counter the LifeSize expansion plans
Huge marketing budgets of competitors who have larger market shares.
Competitors enjoy rapport with in the target markets due to long presence.
Higher market spends from the competition especially TANDBERG
Reduced funds for new technology adoption in some segments (Real Estate)
Competitive pressures & marketing spend from Cisco for TANDBERG
Increasing rate of android based mobile apps and services offered to attract
New prospects by 3G mobile video calling service providers.
4.0 Product Competitive Analysis
Product Features & Price Comparison Table S. No Product Futures
LifeSize Team 220
Polycom HDX 7000
TANDBERG C40
1 Video Modes:
1.1 1920x1080p 30fps Yes Yes Yes - Option
1.2 1280x720p 60fps Yes Yes Yes - Option
1.3 1280x720p 30fps Yes Yes Yes
1.4 Dual Stream @1280x720p 30fps Yes No Yes
1.5 Spatial resolutions >200 9 13
2 Bandwidth Utilization/efficiency 1080p 30fps 1700 kbps >2500 Kbps 2500kbps
2.1 720p 60fps 1100 kbps 2048 Kbps 2200kbps
2.2 720p 30fps 768 kbps 1728 Kbps 1792kbps
2.3 resolution @ 768kbps 1280x720p
30fps 704x480p
30fps 720x480p 30fps
2.4 Max. bandwidth point to point 6 Mbps 6 Mbps 6 Mbps
3 Multipoint (MCU) Participants 4 CP 4 CP 4 CP
3.1 1080p 30fps Yes No No
3.2 720p 60fps Yes No No
3.3 720p 30fps Yes Yes No
3.4 Max bandwidth per CP participant 4 way @ 2
Mbps 4 way @ 2
Mbps 4 way @ 2.5Mbps
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4 Transcoding video/audio Yes Yes Yes
5 Custom layouts for each participant Yes No No
6 H.460 Yes Yes Yes
7 HD Multi camera HD Yes Yes Yes
8 Multi display Yes Yes Yes
9 MSRP Hardware $11,999.00 $12,999.00 $16,900.00
10 Options:
10.1 HD Audio Speakerphone Included $1,000.00 Not Available
10.2 Software Included $3,099.00 $8,200.00
10.3 1 year support $975.00 $1,000.00 $1,800.00
11 End User Selling Price (MRSP) $12,974.00 $18,098.00 $26,900.00 Source.LifesSize comparison documents – sample attached in appendix IV
5.0 Product SWOT Analysis
Strength Weaknesses Team 220 has latest Full HD video capturing and delivery The product performs better than the competing products The prices are competitive than the competitors which Gives an edge of ‘being affordable for many’
Poor product positioning Core features driven strategies rather than value addition Lack of marketing activates and procedures resulting in Lower revenues against the competition.
Opportunities Threats Market has good potential for high quality product with an affordable initial investment Development of technology is leading people to consider Growing market of collaboration systems Expanding customers segments creating many opportunities.
Web based video conference services Offered with HD cameras. Price reduction from the competitors
6.0 PORTFOLIO ANALYSIS
Stars
Projection Systems
Question Marks
Video Conference Systems ( TEAM 220) Build selectively
Cash Cows
Other AV systems
Dogs
Control systems
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1.2 Assessment – how organization can improve the performance of the
chosen product in the context of its overall portfolio
Audiviz Technologies is a leading audiovisual systems provider to UAE market.
The company carries systems which help people in collaboration.
One of the products offered by Audiviz is LifeSize® TEAM 220 Video conference
solution for a team environment.
Team 220 has excellent features but its revenue has been lower than expected
as compared to competing products of same range.
As been part of Marketing team at Audiviz I have conducted research to find out
what are reasons behind the lower performance of TEAM 220.
The research has been conducted to assess the performance of TEAM 220
video conference systems by utilizing all possible means available with
permission from the Management.
1.2.1 Research Methodologies Adopted
Due to lack of available resources to organize and exclusive field research, I have
conducted internal and desk research to identify the causes of lower sales of Team
220.
1.2.1.1 Internal Research
Company’s Database, financial records, Sales leads, inquiries and
invoices have been used to collect data about the performance of the
company.
1.2.1.2 Depth Interviews
Depth Interviews have been conducted with Sales Manager, Channel
Sales team, technical support team supervisor, and during the research
process.
1.2.1.3 Desk Research
The desk research has also been conducted to identify the causes of poor
performance of TEAM 220. It has also helped in understanding trends and
competition offerings. This research has proven to be very helpful as it
employs many independent research organizations, i.e. Weinhouse
Research, IDC, and industry bodies like InfoComm International. I have
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also searched through the company website and other material available
online at various platforms.
1.2.1.4 Qualitative Research
The Qualitative research has been conducted by utilizing interview
techniques in a casual manner within the company as well as with the
channel partners. The qualitative research has helped to understand the
partners’ perspective about the understanding of product actual and
perceived performance. Both single and double barrel questions have
been asked to respondents to get relevant answers.
Life Size Team 200 has been developed to meet the needs of teams meetings in Full
HD 1080 format data video capabilities. Even having best features and a competitive
price, Team 220 could not do well in the UAE market since its introduction in year
2009.
Below are some interesting factors about the product which have been assessed
during the audit analysis for product performance improvement.
� LifeSize TEAM 220 provides Full HD Video conference solution with most
competitive prices in the market
� It provides best quality of image with the lowest bandwidth consumption
� The HD standard has not been promoted as the USP of the product
� Product perception is negative among the target customers due to lack of
awareness
� Lack of Awareness about the product salient features, advantages and
technology on the basis of any marketing and promotion campaign.
� Road shows and Demos have not been conducted for new prospects.
� Market has potential which can result into higher reverences and profits.
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1.3 : Key issues identification
� Existing approach to portfolio management is based on sales oriented system
of supplying and installation. The approach core focus is on volume sales
using existing distribution channels.
� Available resources utilization is not at the optimum level due to lack of
management processes.
� After sales services are not up to the industry standard due to poor training of
the staff.
� Distribution channels are not contacted for improving the delivery of service
and other operational matters.
� Promotional materials and product support is not considered as an important
factor of sales performance.
� Existing channel are not exploited with a key account management approach
in focus.
� Product awareness is lacking among the sales & marketing teams and
channel partners’ sales force.
� Merchandising is not monitored and stocks are being kept for more than 60
days in stock.
� Easy to sell products are being kept in the stock.
Total word count for Task 1: 1635
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APPENDIX III
Personal Statement
Provide a brief statement confirming the following:
‘I confirm that in forwarding this assessment for marking, I understand and
have applied the CIM policies relating to word count, plagiarism and collusion for all
tasks. This assignment/project is the result of my own independent
work/investigation except where otherwise stated. Other sources are acknowledged
in the body of the text and/or a bibliography is appended. The work that I have
submitted has not previously been accepted in substance for any other award and is
not concurrently submitted in candidature for any other award.’
Zafar Iqbal CIM Membership No. 11860681
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48
APPENDIX IV
InfoComm exhibition booking form – sample
543 - Project Management in Marketing Membership No. 11860681
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TEAM 220 vs. HDX 700 price & technical comparison - sample
543 - Project Management in Marketing Membership No. 11860681
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TEAM 220 vs. C40 price & technical comparison - Sample
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