You have completed your Master’s degree in Marketing and wrote your final paper on the topic of advertising through social media. You have been approached by a local, family owned business requesting your help in increasing their sales.
A new competitor has moved into town and the company owners think that sales have gone down because of this new business entering the market. You have looked at the other company very carefully and recognize that the products offered are different enough that the problem is not the extra competition but rather a lack of new customers for the company’s existing products.
This is a family business started 50 years ago by Joe and his wife, Sally. The company has always been very successful and an industry leader; it has a good reputation and very loyal, older customers. You are certain that you can expand the business by attracting a younger customer base and want to create a big social media advertising campaign, but Joe and Sally do not agree. They want your advice but absolutely believe that sales will come back if they increase their existing advertising which has always been through newspapers and some radio ads and this is what they want you to focus on.
They are hiring you for your expertise and knowledge but you are in a very tough position; you know you can fix this for them, but if you do what they want, the company will continue to lose sales and may not survive. You are also starting to make a name for yourself in the consulting field and don’t want to be associated with a project that you know will probably fail. You have already spoken to them about social media advertising but they are firm in their belief that they just need to do more of what they have always done and things will work out just fine.
This is a very delicate situation. You really like Joe and Sally and have great respect for them; they built this business from nothing and you don’t want to offend or upset them. They asked for your help but you completely disagree with what they want you to do because you are certain they are focusing on the wrong problem.
QUESTIONS TO ANSWER:
1. Explain exactly how you would navigate this situation (where you and your client disagree over what the problem is), AND
2. Explain how you would persuade Joe and Sally to accept your professional opinion
You are describing how you would approach, and act in your conversations with Joe and Sally. You want to make them understand that you can help them, but only if they are open to a new way of looking at things.
This assignment will draw on your consulting knowledge, problem solving skills, interpersonal skills, and many of the techniques you have learned in other courses.
LEARNING OBJECTIVE OF THIS ASSIGNMENT:
One of the biggest problems that consultants face is when they have a different view of the problem than the client has. Clients are often emotionally involved in their companies and may have a difficult time separating themselves from the issue(s) right in front of them. This can be even tougher when the company is family owned and has a lot of history.
The objective of this assignment is to learn how to work with your customer in a situation of differing opinions. This is NOT a report on social media.
CRITERIA:
• Your paper must be 2-4 pages
• Double-spaced
• Cover page
• 1 inch margins
• Arial 11 font
• You will lose marks for spelling and grammar errors
• You will lose marks if you don’t submit a professional looking paper
This Assignment is worth 15% of your term mark.
Rewrites will not be allowed so ensure you are happy with what you hand in. No exceptions.
You will be marked late if the paper is not handed in on time and you will lose 10% each day that the paper is late.
PLEASE NOTE:
Students are expected to conduct themselves with academic integrity and in accordance with CNC’s established standards of conduct. Penalties for misconduct, including plagiarism, cheating and personal misconduct are outlined in the Standards of Conduct: Student Responsibility and Accountability document found in the policies section of CNC’s website. All students should familiarize themselves with this document. http://cnc.bc.ca/Visiting/CNC_Policies.htm
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