the Vitality of the Omni-Channel Innovation Essay

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Type	Essay
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Style	APA
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Perfect Number of Pages to Order	5-10 Pages

the Vitality of the Omni-Channel Innovation Essay

Description/Paper Instructions

 

Com 110 the Vitality of the Omni-Channel Innovation Essay

Problem

This organization, Whole Foods Enterprises, has had an unfavorable sales volume in the last two years. A business environment assessment conducted early this year indicated that our market has been invaded by new rivals who have curved an edge into our market.

An analysis of the big data has indicated that we are not able to reach our entire customer base resulting in our loss of the once established markets in Canton and the larger Texas. This problem can be traced to our fallout with clients who have adopted new social sites for communication, those that we ignored their feedback and the decision last year to reduce our distance of delivery.

The sales and marketing department has embarked on seeking to know the cause of our poor performance through an intense marketing research. Although the problem has been identified, no solution has worked to offer results so far.

Some of the suggested interventions have only ended up increasing the production and delivery cost which has in turn wreaked havoc on the intricately balanced pricing of our products. There is therefore need to implement a solution that is informed by research, one that has been tested by other businesses in the industry but from other regions, one that is cost effective and that can operate with the current organizational set up and the skill capacity we have.

Innovation

Last year Fisher and two others suggested a new development in the field of marketing aimed at reaching to all customers for middle level businesses. This marketing innovation is now popularly known as the Omni channel retailing.

The concept refers to enterprises meeting all their clients in their areas and channel of preferences. The scholars suggested that the traditional marketing techniques were not effective in the contemporary society where clients have different touch points (Fisher et al., 2019).

The dynamics of customer behavior, according to the researchers, necessitates an approach that will meet the people at their preferred places, especially where they seek information, where they buy other related products and even channeling marketing towards people who influence the buyers’ actions (Fisher et al., 2019). Their research adopted a design of reviews and surveys and came up with these recommendations.

Solution

Omni channel retailing has various principles that will provide the just needed interventions to the problem in our marketing department. First, it entails multichannel marketing. Our customers order fast foods through social sites which are delivered by our sales people in the various operational bases in different towns.

The department will identify all the social sites preferred by our clients. Secondly, it entails the sale of products to the different client segments. Our customers can be divided into different economic levels based on their buying behavior. Cognizant of this, the innovation will help us target those with high buying abilities as well as those with little money. Our foods will be packed to cater for these different groups.

Cost

The adoption of this innovation will be considerate of the financial limitation expressed by the planning section in the financial department. The new change will require two more employees in the customer relations department. One will improve the capacity of the sales department with the aim of improving the speed of delivery to our distributed clients.

The other operative will be in charge of responding to customer feedback and organizing the data collected into insightful information to help decision making. The second cost will be on conducting a skill gap analysis and conducting a customer communication competence to the sales and marketing employees.

Although this change will cost the organization in the two stated aspects, it is bound to solidify our hold on the markets, enhance customer satisfaction and in so doing improve our financial sustainability.

Reference

Fisher, M. L., Gallino, S., & Xu, J. J. (2019). The value of rapid delivery in Omnichannel retailing. Journal of Marketing Research, 56(5), 732-748.

 

RUBRIC QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points:  Student failed to submit the final paper. 20 points out of 50:  The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50:  The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately.  Elements of the required response may also be lacking. 40 points out of 50:  The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples.  The answer is complete. 50 points:  The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples.  No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points:  Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points:  Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points:  References to scholarly sources are occasionally given; many statements seem unsubstantiated.  Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points:  Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented.  APA 6th Edition is used with only a few minor errors.  There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points:  Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented.  APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points:  Student failed to submit the final paper. 5 points out of 20:  The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors  10 points out 20:  The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20:  The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points:  The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points:  Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements.  The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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