You have been working as a marketing assistant for Talented Gen & Co. – a small marketing
agency located in Sydney. Last week, Mary Blue – your marketing manager – has offered you
a position as junior marketing associate, and to be successful, you need to develop a
marketing plan for a client of your choice.
Talented Gen & Co. assists small and medium size businesses in Australia with different
marketing strategies. You must choose a small or medium sized business as a client. This is
generally considered as one with less than 200 employees. Students may also like to
consider a small business in their local area /neighbourhood to focus on or even a business
run by friends or family. This business must be business to consumer (B2C), based in
Australia, and currently operating.
The focus of the marketing plan is to review and describe the selected client’s marketing
strategies, including the target marketing and positioning as well as the marketing mix. Then
utilising the information gained from the situational analysis, combined with applying the
MKT101A Assessment 1 Brief Page 2 of 8
marketing principles you will learn in the subject develop a concise outline of marketing
strategy recommendations to assist your client in growing the business.
.1 Inclusive vs Exclusive approach Inclusive approach is an approach whereby everyone is regarded as a talented employee, this simply means that all employees have the right combinations of inborn abilities which are complemented by the knowledge, skills, experience and competencies that is required to give the sterling performance in a specific situation. Exclusive approach is an approach whereby a talented employee represents an extra ordinary efficient employee with a high potential who can make a significant contribution to the organization. Erongo RED is using both approaches inclusive and exclusive approaches of talent management. In terms of exclusive the company is making use performance management system as a practice whereby only employees from job grading C1 and above are introduced to performance management program which is aimed at assessing and evaluating employee’s performance in order to meet their targets. While on the other hand the company also applies inclusivity whereby it accords all its employees irregardless of job grading, skills, educational background etc. equal chances of training and development, study aids, mentoring and coaching. The following table is a sample used by Erongo RED to assess employee performance. Item Description Key performance Area (KPA’S) Key functions that one need to perform Measures/Performance Indicators Indicators that will show that the task is done Baseline Baseline should also be indicated Target Percentage that is being targeted Actual achieved Actual percentage achieved Weighting The weight allocated to the specific task Rating Rating given by the person doing the assessment Score Final score Source: Erongo RED 3.2 Benefits of inclusive approach Inclusive approach benefits Erongo RED in the following manner: 1) It gives an opportunity to employees show their potential through performance 2) Everyone is deeming to have talent of some sort and should therefore have access to programme that develops their talent. 3) Erongo RED targets a small group, focus on them and expose them to training in order to develop them. 3.3 Benefits of exclusive approach Erongo RED decided to adopt exclusive approach due to the following benefits: 1) It gives the company the ability to focus on the succession plan for the company as well as ensuring that there are available future leaders for the company. 2) It helps the company to target resources and also be able to effectively monitor return on investment. 3) It helps the company promote as well development of the employees within the talent pools 3.4 Potential Barrier to exclusive approach Potential barrier to inclusive approach that Erongo RED is currently facing especially to young generation is the fact in many instances people tent to leave the company the after they are trained. 3.5 Talent Management practices being applied by Erongo RED Source: Erongo RED Talent management Policy Document 3.6 Effective the application of talent management practices in Erongo RED Despite talent management being a new concept, the application and practice is becoming very effective in Erongo RED. Erongo RED has managed to develop talent for its employees in various ways and is still continuing. Initiatives by the company includes: Organisational Development initiatives when it comes to training, Performance management, Graduate programme, Levels upgrade for Electricians, the recent investment in renewable energy, Management Development Program for the middle management, succession planning etc. 3.7 Diversity consideration for talent management practices at Erongo RED Erongo RED talent pool is diverse in terms of the following: o Age o Gender o Education background o Skills and expertise>GET ANSWER