Project Management in Marketing Final Report

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


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.


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:


The market is divided into 4 sections of Audiovisual


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

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is estimated to be US $ 45 Million by year 2011. Its’


The market is divided into 4 sections of Audiovisual


Market Share %

Financial Value of current

Market


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)


5

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


6

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


7

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.


8

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


9

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.


10

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


11

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


12

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.


13

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.


14

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


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


competition will help to set up growth plan fo

Revenue Projection The above made recommendations will help the company to


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


15

competition will help to set up growth plan for future.

The above made recommendations will help the company to


. 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


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


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


revenue

Gross Profit


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


17

� 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.


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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


19

are not having own vehicles during their special assignments

Non –Human Resources


20

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


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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


22

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


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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


24

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


25

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.


26


27


28


29


30

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.


31

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.


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


Growth Forecast


The researcher has rigorously estimated the forecast of the sales during


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



32


has rigorously estimated the forecast of the sales during


quarter of 2012.

revenue

Gross Profit


33

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.


34

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


35

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


36

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.


37

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.


38

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)


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


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


39

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


40

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


41

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


42

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


43

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


45

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.


46

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


48

APPENDIX IV

InfoComm exhibition booking form – sample


49

TEAM 220 vs. HDX 700 price & technical comparison - sample


50

TEAM 220 vs. C40 price & technical comparison - Sample

Project Management in Marketing Final Report

Business

product performance

project plan

product management task

portfolio management

risk management plan

performance improvement

marketing membership

class performance