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Stakeholder MarketingCIM No.: 133319294

Collier Morrison Belgrave Ltd

Internal & External CustomersStakeholder Marketing

WORD COUNT: 3,622 (EXCLUDIN !""ENDICES#

$%ne 2&12

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DECLARATIO

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 assessment is the result of

my own independent work except where otherwise stated. Other sources are acknowledged in the body

of the text, a bibliography has been appended and arvard referring has been used. I have not shared

my work with other candidates. I further confirm that I have submitted an electronic copy of this

assessment to CIM in accordance with the regulations.

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TABLE O! COTETS

TASK ONE-Audit

S%''ar o) !%dit **************************.*******************...1

TASK TWO- Formal Report

CM+,- Internal E/ternal C%-to'er-*..**********************.******.3

TASK TREE- !re"e#tatio#

0elation-hi Marketing Conet- ***..****************************.1

!endi/ 1 Co'an+akgro%nd*******************************.2

!endi/ 2 5 "rearator 6ork (!%dit 7inding-#************.

**********....28

!endi/ 3 0e)erene Li-t

****************************.*******31

!endi/ 4 5+iliograh****************************.********32

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A"DIT S"MMAR#

CO$$%ER &ORR%SON 'E$(RA)E E&!$O*EE %&!ACT + %NF$UENCE (R%D

C&'" TEA& STRUCTURE AND !ROCESSES US%N( &%NT'ER(S &ODE$

1

Strate.i/ Ape0eneral

Manager 0Manager

&iddle $i#e

!o%ntE/e%ti;e-

Operati#. Corerahi De-igner-

"rod%tion Deart'ent

Te/1#oStru/ture

Co0eetioni-t-

!o%ntant Clerk-

KEE! %NFOR&ED

Co%rier-

i.1

$o

$o i.1$E)E$ OF %&!ACT

$E)E$OF

%NF$UENCE

Strate.i/ Ape04 M and 0Manager harged

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CURRENT $E)E$ OF E&!$O*EE SAT%SFACT%ON TOWARDS C&'5" %NTERNA$SER)%CES

!n Internal S%r;e Eo9*

Undeided

Di--ati-)ied

Sati-)ied

C&'" %NTERNA$ &ARKET%N( CO&&UN%CAT%ONS

G6ord o%nt: 323H

2

=ehnial -ta)) 5 8.generall -ati-)ied?

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&areti#. A""i"ta#t

C&' Ad7erti"i#.

8u#e 292

Word Cou#t: 2,;

Internal & External Customers

A Report on CMB Advertising Employee Relationship

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TERMS O! RE!ERECE

'ACK(ROUND

Collier Morri-on +elgra;e (CM+# Ltd i- an ad;erti-ing agen in == o'eting

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=he )ollo

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O#e %#ter#al Emplo

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!n organiBational -tr%t%re ha- to e are)%ll lanned. Con-ideration ha- to e gi;en to a-t

tradition-? %rrent role'- and )%t%re need- o) the organiBation. !l-o the -iBe o) the

o'an? the nat%re o) it- rod%t-? it- 'arket otential and the te o) tehnolog %-ed

(0a-hid? 193#. CM+ oerate- in a )lat organiBational -tr%t%re and the hain o) o''and

egin- her 'anager and -o on.

7lat -tr%t%re- re;ol;e- aro%nd A%ali)ied and o'etent -ta))? thi- 'ean- oth

e'loee gro%- are 'ore re-on-ile )or CM+@- oeration-. =hi- eno%rage-

ride to e taken in o re-on-iilitie-

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C%lt%re i- the

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=he re-ene o) a -trong agen %lt%re ring- ad;antage-. !n agen

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Responsibility: oth gro%- are held ao%ntale )or their o re-on-iilitie-J thi-

eno%rage- -ta)) to take ride in the

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Reco""end#tions

Emplo

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Intern#! M#r$etin Co""unic#tions Too!s

!ording to +allantne (1998#? Internal Marketing Co''%niation- an e de)ined a- an

ati;it

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COCL"SIO

S%''ar o) reort )inding-:

!o%nt handling -ta)) i- integral to CM+@- oeration- and it- -%e--? e-eiall the

gro%- identi)ied: !o%nt E/e%ti;e- and Creati;e.

CM+@- )lat -tr%t%re eno%rage- tea'

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RE!ERECES

Resour$es% Books

(led1ill, &B 299# !ta"eholder Mar"eting. 2nd Edition. U? El-e;ier Ltd.

8o#e", 8B!B The Advertising Business# Operations, Creativit, Media $lanning,%ntegrated Co&&unications. London? Sage "%liation-.

Ra"1id, SB 3Organi'ational Behaviour. Canada? Meth%en "%liation-. 148.

Si.1, !BN a#d Kumar, NB 29(&ploee )elations Manage&ent. India? Dorling inder-le.

Re"our/e": O#li#e

ri))in? D. Benefits in a Flat Organi'ational !tructure? De'and Media

htt:>>-'all%-ine--.hron.o'>ene)it-)latorganiBational-tr%t%re21.ht'lG!e--ed on

1 !ril 2&12H.

14
http://smallbusiness.chron.com/benefits-flat-organizational-structure-281.htmlhttp://smallbusiness.chron.com/benefits-flat-organizational-structure-281.htmlhttp://smallbusiness.chron.com/benefits-flat-organizational-structure-281.html

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Slide 1

1

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Slide

The Reichheld Service Profit Model

How CMB Can Use the Reichheld Service Profit Model

Analysis of an additional Service Quality Model & Relationship

Maretin! Models

Applica"ility of each Model to CMB Advertisin!

Reco##endations

$

1

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Slide

EMPLOYEE

RETENTION

EMPLOYEE

SATISFACTION

%

PRODUCTI&ITY

E'TERNAL

SER&ICE

(UALITY

INTERNAL

(UALITY

CUSTOMER

SATISFACTION

PROFITABLE

)RO*T+ CUSTOMER

LOYALTY

%

TE RE%CE$D SER)%CE !ROF%T&ODE$

=he -er;ie ro)it le i- a-ed on the idea that i'ro;ing rod%t and -er;ie attri%te-

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Slide

18

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+o, this "ode! c#n i"-rove CMB.S Intern#! Service

(u#!it/0

"roer training o) -ta)) (e-. !o%nt e/e%ti;e- a- the

deal diretl

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1

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Slide

+o, this "ode! c#n i"-rove CMB.S E1tern#! Service

(u#!it/0

'ell(functionin! and loyal staff

)oyal staff produces !ood service

*ood service ce#ents clients+ loyalty

Client loyalty leads to advocacy

Client Advocacy leads to revenue, profita"ility and !rowth

-

OW TE &ODE$ CAN 'E USED TO %&!RO)E C&'S EHTERNA$ GUA$%T*SER)%CE

=rained !E- deli;er etter lient -er;ie 5 e))eti;e read and interreted rie)-?

allo

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Slide

.

SER)%CE GUA$%T* (A!&ODE$

=hi- 'odel i- %-ed to identi) )i;e 'aor ga- that organiBation- )ae

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Slide

2&

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Pros of this Mode!0

Allows for the identification of !aps "etween client e/pectation

and actual CMB service

The identification of these !aps allows for i#prove#ent of CMB

services and client satisfaction

Cons of this Mode!0

Ti#e and cost for conductin! !ap analysis

Can lead to lower staff #orale

0

OW T%S &ODE$ CAN 'E A!!$%ED TO C&'

!ro": !ilit to identi) an ga- et

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Slide

1

OW T%S &ODE$ CAN 'E A!!$%ED TO C&'

C0M i- e-t de-ried a- a three laered olletion o) oerating hilo-oh? roe--e- andtehnologie- that hel o'anie- i'ro;e it- -ale-? -er;ie and 'arketing oeration-. =he-elaer- inl%de:

1. =he hilo-oh o) organiBing the )ir' in 'ore %-to'er entri

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Slide

Pros of this Mode!0Allows for CMB to "e #ore client focused

Syste#s and Procedures can #ae CMB efficiently run

Custo#er data"ase on CMB client infor#ation for ease ofreference

Cons of this Mode!0 2nputtin! of client data in custo#er data"ase

Software can "e costly

Co#pany 3verhaul

4

!ro": !llo

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Stakeholder Marketin

CIM !o."1##1$2$%

Most Suit#2!e Mode! for CMB0

The Service Quality *ap Model #ay "e the #ost suita"le to the

advertisin! "usiness in which CMB operates5

Re#sons0

2t can "e easily applied without disruptin! the creative culture

Addressin! of !aps #ay "e relatively cheaper

2ssue of affectin! staff #orale can "e easily counteracted

67

&OST SU%TA'$E &ODE$ FOR C&'

=he -er;ie A%alit ga 'odel 'a e 'o-t -%itale to the ad;erti-ing %-ine-- in

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CIM !o."1##1$2$%

24

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

AEDI' (

COMA# BAC)*RO"D

(+ ,-O ARE ,E.

Collier Morri-on +elgra;e Li'ited e-tali-hed in 19? ha- 42 -ta)) 'e'er-? o'ri-ing a )%ll-er;ie ad;erti-ing agen -eialiBing in all area- o) 'arketing o''%niation-

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CIM !o."1##1$2$%

Our I mai# /lie#t" areJ C%'C Fir"tCari@@ea#, !re"ti.e oldi#.", TSTT a#d Sta#dardDi"tri@utor" 1i/1 a//ou#t" or ;9 o our proit"B

2+ ,-AT ,E DO.IBB Strate.i/ Ad7erti"i#.:-

8 CM+ rod%e- and lae- o''%niation- 'aterial )or all 'edia (ao;e the line? elo< theline and online#.

8 0e-on-ile )or the entire roe-- )ro' lient engage'ent thro%gh rod%tion to di-tri%tionthro%gh rele;ant 'edia.

8 F%r -%-tained rand de;elo'ent8 0elea-e-8 Media Con)erene-

8 F%r "0 aailit i- -%orted o%r E;ent Manage'ent Caailit

In addition to o''%niation- )or e/i-ting lient- and e;ent 'anage'ent? CM+ ha- al-o handledthe State and go;ern'ental o''%niation- roet-J one e/a'le o;ern'ent In)or'ationSer;ie- Li'ited 5 Marketing and !d;erti-ing )or th S%''it o) the !'eria- and CFM and'an other-*.3+ ,-AT4S O"R OSITIO I T-E MAR)ET.C%rrentl? there i- no e;idene or %nia-ed reort on ad;erti-ing agenie- rank or gro-- ann%alre;en%e? d%e to agenie- not

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CIM !o."1##1$2$%

MCann %'an 0e-o%re- Manager

Te/1#i/al Sta:rahi De-igner-? Co+%er-? !o%nt E/e%ti;e-? E;ent "lanner-

Support Sta:!o%nting Clerk-? !d'ini-trati;e>0eetioni-t-? Co%rier-

%&!ACT + %NF$UENCE ON TE %NTERNA$ + EHTERNA$ CUSTO&ER EH!ER%ENCE

Sta &a#a.eme#t:(Sta)) Manager !d'in>0 Manager#

%nternal %&pact-%nfluence#

Di--e'ination o) a%rate and o'lete in)or'ation to enale -ta)) to ahie;e oti'aler)or'ane.

=he ro;i-ion o) in)or'ation -o that -ta)) %nder-tand- the onte/t and rationale ehinddei-ion 'aking.

(xternal %&pact-%nfluence#

Co''%niation 'edia on an i'ortant %date- or 'aor hange-

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CIM !o."1##1$2$%

28

Media Deart'ent i- re-on-ile )or re-earhing? lanning and %ing -ae and airti'e inaordane to the ao%nt rie) reA%ire'ent-J ta-k- are to e o'leted -# and their re-eted target a%diene. !o%nt handler- do 'orethan 'erel take in-tr%tion- %t al-o ad;i-e lient- on ho< the rod%t or -er;ie -ho%ld eranded or o-itioned in the 'arket.

Support Sta (!o%nt lerk-? !d'in>0eetioni-t-? Co%rier-#

%nternal %&pact-%nfluence#

!o%nt lerk- are re-on-ile )or handling the organiBation- )inane- (e.g. rearing -alara'ent- )or -ignat%re#

!d'in>0eetioni-t- are re-on-ile )or the da to da r%nning o) the o))ie oeration- (e.g.en-%ring the o))ie eA%i'ent i- )%ntioning roerl and -tationer i- releni-hed#

Co%rier- are re-on-ile )or the ik% and dro o)) o) all o'an related akage-? 'ail

and 'e--age-.

(xternal %&pact-%nfluence#

!o%nt lerk- (a'ent to -%lier-? 'anaging ao%nt- reei;ale- and %-to'erao%nt olletion-#

!d'in>0eetioni-t- ()ront line -ta)) 'eet- and greet- lient-? -%lier- 'edia

Co%rier- (ti'el deli;er o) reati;e 'aterial to en-%re lient ad lae'ent-#

C&'S !ROCESSES AND SU!!ORT TO %TS %NTERNA$ CUSTO&ERS

CM+ ha- de-igned the %rrent and reent organiBational -tr%t%re to etter -er;e all e'loee-?

reaking do

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CIM !o."1##1$2$%

Sta.e 24!)ter rain-tor'ing -e--ion-: Media lanner roo-e- a 'edia lan? de-igner reate-art

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CIM !o."1##1$2$%

=ehnial Sta)): 9& -ati-)ied> 1&di--ati-)ied

S%ort Sta)): 1&& -ati-)ied

Ti&el deliver of salaries, /o0 letters 1++8 satisfied7

=ehnial -ta)): 1&& -ati-)ied S%ort -ta)): 1&& -ati-)ied

A#al

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CIM !o."1##1$2$%

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CIM !o."1##1$2$%

AEDI' 1

RE!ERECES

Resour$es% Books

+ligh? ". and Do%gla- =. (2&&4#C)M 9nplugged# )eleasing C)Ms !trategic :alue. Ne< $er-e?

$ohn 6ile Son- In.

ledhill? M. (2&1!ta"eholder Mar"eting. 2ndEdition. U? El-e;ier Ltd.

$one-? $.". (1999# The Advertising Business# Operations, Creativit, Media $lanning, %ntegrated

Co&&unications. London? Sage "%liation-.

%'ar? Q. and 0einartB? 6. (2& Custo&er )elationship Manage&ent# A 5ata0ased Approach.

Cornell Uni;er-it? 6ile.

0a-hid? S. (193# Organi'ational Behaviour.Canada? Meth%en "%liation-. 148.

Singh? ".N and %'ar? N. (2&11#(&ploee )elations Manage&ent. India? Dorling inder-le.

Resour$es% Online

Do%gla-? !. et al. The %&pact of Mster Custo&ers on (&ploees

htt:>>&>e&82&.d) G!e--ed 1&th Ma 2&12H

ri))in? D. Benefits in a Flat Organi'ational !tructure, De'and Media

htt:>>-'all%-ine--.hron.o'>ene)it-)latorganiBational-tr%t%re21.ht'lG!e--ed on 1 !ril

2&12H

%thiala? ". %nfluence-%&pact 4rid. htt:>>&>in)l%enei'atgrid>

G!e--ed Ma 1&th2&12H

Shar'a? 0. (2&1. What is the %nfluence-%&pact 4rid 1%nfluence-%&pact Matrix7;

htt:>>

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CIM !o."1##1$2$%

AEDI' 2

BIBLIO*RA-#

Resour$es% Books

!nder-on? . and err? C. (2&&1# Custo&er )elationship Manage&ent. 6i-on-in? =he M ra>&>e&82&.d) G!e--ed 1&th Ma 2&12H

ri))in? D. Benefits in a Flat Organi'ational !tructure, De'and Media

htt:>>-'all%-ine--.hron.o'>ene)it-)latorganiBational-tr%t%re21.ht'lG!e--ed on 1 !ril

2&12H

%thiala? ". %nfluence-%&pact 4rid. htt:>>&>in)l%enei'atgrid>

G!e--ed Ma 1&th2&12H

Shar'a? 0. (2&1. What is the %nfluence-%&pact 4rid 1%nfluence-%&pact Matrix7;

htt:>>

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http://www.ep.liu.se/ecp/026/055/ecp0726055.pdfhttp://smallbusiness.chron.com/benefits-flat-organizational-structure-281.htmlhttp://www.justpmblog.com/2009/10/06/influenceimpact-grid/

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PIMBS -SM - June 12- 13319294

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