Bell Canada: Business Mission, Performance Objectives, Merchandise Flow, Category Management, Branding Strategy, Pricing Strategies

BELL CANADA
Name of the Author-
[DATE]

Table of Contents
1. Business Mission...........................................................................................................................3
a. What business is Bell Canada in................................................................................................3
b. What should business be in the future........................................................................................3
c. What are our capabilities...........................................................................................................3
2. Performance objectives..................................................................................................................4
a. How is the business performing currently? Provide three examples that support your
statement..........................................................................................................................................4
b. Gross Margin Return on Inventory Investment (GMORI).........................................................4
c. Identify two performance measures under each of the following three categories and explain
why the measures would be appropriate for the company:................................................................6
3. Merchandise Flow.........................................................................................................................7
a. Merchandise flow for the company............................................................................................7
b. Recommendation about changing the merchandise flow...............................................................7
4. Category Management...................................................................................................................7
a. Purpose of this section...............................................................................................................7
b. Type of merchandise does this category represent.....................................................................8
c. Category in its’ life cycle...........................................................................................................8
d. Assortment plan for the category...............................................................................................8
5. Branding strategy...........................................................................................................................9
a. Mix of national brands and private label brands sold by the company.......................................9
b. Determine if Company should expand or contract the number of private label brands available
9
c. Private brand strategy the company...............................................................................................9
6. Pricing Strategies...........................................................................................................................9
c. What price adjustments does the company engage in?............................................................10
d. Make two (2) recommendation on possible price adjustments.................................................10
e. What pricing strategy is the company following?....................................................................11
f. Make one (1) recommendation on changing the pricing strategy used....................................11
g. How does the company currently use pricing (apart from pricing adjustments) to stimulate
sales?...............................................................................................................................................11
h. Make two (2) recommendation on how the company can stimulate sales................................11
7. Customer Loyalty........................................................................................................................11
a. CRM process, how is the company getting customer loyalty...................................................11

b. Recommendations on how the company can increase customer loyalty..................................12
8. Summary.....................................................................................................................................12
9. References...................................................................................................................................13

1. Business Mission
The only mission of the Bell Canada is to be recognised by the clients and customers as the
leading communication company of Canada
a. What business is Bell Canada in
Bell Canada (Bell) is a telecommunication company of Canada, the headquarters of the
company is in Montreal, Quebec, Canada. Bell is Canada’s one of the most powerful and
important companies. In the year 1975, it was the fifth largest company of Canada. Bell
commitment is to delight their clients with customer support, services and products. Besides,
Bell also promises to provide proper description of the charges and rates, and also of the
terms and conditions for the services (Mohd, Idris, & Momani, 2013).
b. What should business be in the future
Bell is growing its content across various media properties, and last January they announced
a long-term partnership of their brand with Bloomberg Media in order to develop Canada’s
one of the leading multi-platform for business news brand: BNN Bloomberg. This new
network targets the business decision makers of Canada. In order to maintain the high
standards of the company, Bell follows the strategy of Diversity. There first priority in future
will be on the broadband side, they are putting quite a significant amount of concentration on
it, and they are spending a major part of capital on it. Apart from this, the company is
investing quite good amount in the fibre internet, and currently in Mississauga, Bell is trying
its wireless network and is hoping to achieve the speed of 1Gbps soon. According to BCE
also, Bell Canada is now recognised for competitive future (Johnston, and Bate, (2013). Bell
is investing where there is growth. According to the statement of CEO and president of
national carrier Bell, George Cope, the company will be investing over $20 billion CAD
within the coming 5 years across all over the footprints of telecom service providers, and
within those five years, the company will definitely cover 4.5 million homes and businesses
with fibre internet (Rashid. & Ghose, 2015).
c. What are our capabilities