ou receive an email from Nancy Tooket, Managing Director: Retail Operations, BizOps Enterprises

Subject: Company profile and branding update

Hello,

As discussed at our recent management meeting, BizOps Enterprises has decided that it is time to

refresh its brand and increase the company profile with a view to increasing market share,

particularly in the retail arm of the organisation. Currently we have 33 per cent of the market;

Lamarck has 38 per cent; Apollo has 15 per cent; Fergusson's has 9 per cent; and smaller businesses

make up the rest.

Recently, there have been some issues with our current approach identified through anecdotal

information. The problem appears to be a lack of innovative ideas to project our brand, resulting in

loss of potential customers and declining market coverage.

We know that there is room for improvement in how we are perceived in the market place. We

already have a few ideas but it would be good to know what the current perception is - from our

existing customers and also from potential customers. I would like to get ideas from our staff as well.

As our marketing manager, could you please conduct some research and let us know a bit more

about the following so we can think about how we should move forward:

Current perceptions of BizOps Enterprises

Best practice in the use of logos and branding activities

What other businesses are doing in this area

Refer to the 'Project Instructions' section that follows for details of the tasks you are required to

complete.

Regards,

Nancy Tooket

Managing Director: Retail Operations

You will need to access and read the following BizOps Enterprises documents, policies and templates

to familiarise yourself with the scope of the organisation's operations:

Company profile

Company business plan

Organisation operational plan

Information management policy

Confidentiality policy

Privacy policy

Communication plan template

Risk management plan template

Collected staff data

Collected customer data

Sales report

Project instructions

Section 1: Obtain information on business issues

Task One

Prepare report that gathers business information needed for informed decision-making in BizOps.

As part of the report, you will need to do the following:

a. Access the collected staff data and collected customer data using the provided weblink.

This data was collected by a series of surveys seeking opinions on branding and marketing

issues. You may include information collected via such other methods as staff performance

appraisal feedback forms, focus groups and customer perception reports.

b. Review the sales report attached in Annex . You may consider such other business

performance data as market share and information gathered via third-party reports.

c. Identify, define and analyse business problems and issues, such as financial, operational,

cultural and behavioural issues.

d. Identify information required to reach a decision on problems/issues, such as reviewing staff

survey evaluations to address staffing issues.

e. Test information for reliability and validity and reject where contradictory or ambiguous.

Task Two

You will be observed verbally communicating with stakeholders from formal and informal networks.

This may include organising a brainstorming session with colleagues or consulting with an industry

network in a meeting. As part of the communication you need to do the following:

a. Gather corporate knowledge and other information that is not held in formal systems, such

as knowledge of internal processes.

b. Review the information that has been provided, such as by consulting with managers and

team leaders.

Section 2: Analyse the information

Task Three

Make report that analyses and reviews the information and knowledge collected in Task One.

As part of the report, you will need to do the following:

Identify the objectives of the information analysis and ensure they are clear, relevant and

consistent with the decisions required.

Analyse the information to identify patterns and emerging trends, and interpret the

information to determine cause and effect of the trends.

Undertake statistical analysis, sensitivity analysis and other techniques to draw conclusions

based on the information and knowledge. The analysis must be selected from the following

methods:

correlation calculations

short- to medium-term trend analyses

long-term trend analysis

dynamic programming

linear programming

queuing theory

simulation

transportation methodology

regulation analysis

probability assessments.

Task Four

Ensure documentation reflects a logical approach to evaluate evidence and draw conclusions,

such as making sure documentation is clear, realistic and relevant.

Task Five

Outline any necessary adjustments to the management information systems or decision support

systems to make sure they meet the information-processing objectives.

Section 3: Make decisions on the business issues identified

Task Six

Make report outlining the decision-making process to address the identified business issues. As part

of the report, you will need to do the following:

a. Review whether sufficient valid and reliable information/evidence is available to support a

decision.

b. Use a risk matrix to evaluate whether risk management plans are appropriate to determine

an acceptable course of action.

c. Identify and recommend appropriate quantitative methods to assist decision-making,

such as data modelling, cost-benefit analysis, break-even analysis and a feasibility study.

d. Consult with specialists and other relevant groups and individuals in the decision-making

process. This consultation meeting will be observed.

e. Outline how the group/individual making decisions has the authority to do so.

f. Outline how decisions are made in a timely manner, and in accordance with BizOps'

guidelines, procedures, objectives, values and standards.

Section 4: Disseminate information to the organisation

Task Seven

Make communication plan that outlines how information will be disseminated to the relevant

groups throughout BizOps. You must do the following:

a. Ensure advice/information needs are documented and are specific to location, format

and time line requirements, such as following confidentiality procedures.

b. Ensure regular updates of document information and databases, and that procedures

exist for updating databases.

c. Ensure the design and test systems meet information requirements of decision makers, such

as by developing a flowchart for the range of components in the knowledge

management system.

d. Ensure information is up-to-date, accurate, relevant and sufficient for the recipient, such as

by checking how the information will be used.

e. Adhere to confidentiality/privacy policies when transmitting or releasing information and

advice.

f. Utilise technology that provides optimum quality and efficiency, such as by assessing the

suitability and capabilities of different technologies.

g. Maintain corporate knowledge and ensure security in relation to storage and retrieval of

information, such as using data protection strategies.

h. Regularly review and update communication plans by outlining a schedule for review.

Task Eight

You will be observed verbally disseminating information to stakeholders and specialists in a formal

situation using the communication plan you developed, such as in a meeting using language, tone

and pace appropriate for the audience and the purpose of the session.