Collaboration – IFG case study analysis

Collaboration – IFG case study analysis

Prefigure obstacles to conquer

The obstacles mentioned by Tonya in conversation with Josh are the traditional marketing techniques used by the International Foods Group and the non-interactive website the company has. To add to this, Josh’s team was relatively new and had no idea of how the corporate structures worked.

International Food Group is a large food company that almost has everything from snacks to soft drinks to frozen pizza to breakfast cereals. They have always been traditionally marketed their products, whether new or old, to people around the world. They never used modern techniques of marketing, like social networking. Also, the website of the company is not at all attractive or exciting for the customers to buy. The simple display all the products on the webpage; a few of them have their recipe, and few have the nutritional content mentioned on the web. The website, on the face, does not appeal to the masses. Further, the working protocols within the organization were also different from Glow-Foods’ ways – making it tough for Josh and his team to settle in (McKeen & Smith, 2015).

Insufficient knowledge of the corporate structure

Josh and his team had been working on a small scale and had no idea of how the corporate businesses work. There are fixed protocols that must be followed, which Josh and his team were not aware of. In IFG, the workers need permission to access social media sites, need to present a budget for the fiscal year, immediate benefits of the projects, and consider the security concerns. However, Josh’s team was not habituated to working under such restrictions and found it hard to cope in initially.

Loopholes of traditional marketing techniques

Traditional marketing techniques are telephone marketing, marketing by direct emails, broadcasts, and printing. Methods of traditional marketing are more expensive as compared to a modern marketing technique. Also, these techniques of marketing get a tiny percentage of customers, various modern methods of marketing reach to the masses.

A non-attractive website

The common problems of a non-attractive website are poor quality visuals, slow speed off uploading images, non-informative content, ill-arranged product listing, and etcetera. The designs on the site and the images displayed are significant for the consumers. An attractive design for good content and persuade the consumer to buy from the business website. Moreover, if the website is taking time to load images and slows down, it de-motivates the consumer, and he would move away from the site. A website must be crystal clear and straight at the point. Its content must be designed in such a way that it is visitors or consumers oriented.

Hence, the three primary issues – lack of knowledge of corporate protocols, traditional marketing techniques, and non-interactive websites of the International Food Group are the biggest obstacles that Josh and his team are facing and need to overcome. So, now the company must take measures to work on modern marketing techniques and design an active and appealing website.

Gaining support for the team

The IT department at IFG was not comfortable with the way Josh’s team had been working and required them to follow specific protocols. His approaches appeared risky. However, Josh can try out his plan on a small scale and test if it is a success among the chosen control group. This slow approach will not only help him to identify the flaws but also enable him to gain support from the other members of the IFG IT department. To reinforce this support, they can start abiding the corporate protocols of the organization and start working the way that the IT office is habituated to work in.

The three-point plan

The three-point planning of Josh’s team is, firstly, connecting directly to the customers and telling them about their upcoming new products through the website, secondly, reaching out to people of different communities and knowing about their interests, and thirdly, using the cloud (companies virtual space) to implement all ideas.

Direct interaction with customers’ through website

Josh’s team came up with the idea that the company must directly upload new product ideas and its development on the website of the company. They also suggested having a real-time response to their customers from internal staff (McKeen & Smith, 2015). It will keep the customers indirect to the brand and also help them to know about customers’ needs and wants.

Reaching out to masses

The team also coined the idea of reaching out to different communities and interacting with them. It will help in gaining knowledge about their requirements and interests, which the company relative used in the marketing strategies and future product planning.

Using companies’ virtual database

The team also came up with the idea of implementing and uploading all such plans on the cloud. It will enable everybody to scale up and down while linking with companies database.

All these ideas presented by Josh’s team were quite innovative and new for the company. By implementing these, they can have sound footing over the new methodology of marketing. It will help them mark their presence in the market and give their customers intact.

Reference

McKeen, J. D., & Smith, H. A. (2015). IT strategy: Issues and practices. Pearson Higher Ed.