Crown Institute: BSBINM601 - BizOps Enterprise Rebranding Project

This project focuses on the rebranding of BizOps Enterprise, an Australian-based national retail company facing challenges due to increasing competition in the online retail market. The project begins with an executive summary and introduction, highlighting the need for rebranding to regain compet...Read More

Running head: MANAGE KNOWLEDGE AND INFORMATION
MANAGE KNOWLEDGE AND INFORMATION
Name of the Student
Name of the University
Author Note

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Executive summary
This paper is going to shed a light about the organization BizOps Enterprise and discuss the
issues that the organization is currently facing because of their marketing. The organization is
currently planning to revive their image in the market in order to retain their customers and
acquire new customers that is going to help in the long run. This paper will provide data
collection method, the results and a communication plan that will help to communicate the
decision that will be taken t rebrand the organization to the employees and which will help
the organization gain a competitive advantage in the Australian market.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Brief overview of the company..............................................................................................3
Current issues of the company...............................................................................................3
Rebranding of BizOps Enterprise..........................................................................................3
Results of the collected data...................................................................................................5
Communication plan..............................................................................................................5
Conclusion..................................................................................................................................6

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Introduction
Rebranding is considered to be the process that helps in changing corporate image of
a company or an organization (Ginn, 2018). It is said to be a marketing strategy of providing
a new symbol, name or some kind of designing change of an organization that is already well
established in the market. Rebranding is done to make a different identity for a specific brand
from their competitors in the market (Collange & Bonache, 2015). This paper is going to
focus on the company, BizOps Enterprise and present the present perception of the
organization among the people and methods that can be fruitful to rebrand this organization
in order to gain competitive advantage in the market.
Discussion
Brief overview of the company
BizOps Enterprise is a national retail company that provides a range of products from
food t electronics in the market. BizOps Enterprise is an Australian based organization. It has
more than 150 retail online outlets and also takes phone orders of the customers. The
company has been a success in Australia however has a huge competition in the market with
big giants like Amazon.com. Currently BizOps Enterprise has about 33 percent of the total
market.
Current issues of the company
BizOps Enterprise currently only serves the customers in Australia. However, because
of the huge competition in the online retail market the organization has been facing some
issues. It has been seen that the lack of innovation of the organization has become a huge

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problem of the company. This has led to BizOps losing potential customers in the market that
has automatically resulted in the declining sales of the company as the customers have got a
better substitute. It is important for the organization to consider rebranding in order to have
some competitive advantage in the market from the other big companies that currently exist
in the market. BizOps needs to come up with innovative ideas in terms of their marketing and
needs to adopt new ideas that may help in attracting the customers to help them gain revenues
in the market.
Rebranding of BizOps Enterprise
BizOps currently needs rebranding so that they can thrive in the market. This is going
to be beneficial and is going to help the organization to retain their customers who have
already started to consider other online retail outlets as the other retail stores are much more
innovative and they constantly come up with innovative ideas in order to make the shopping
experience of the customers better day by day. For rebranding of the organization, BizOps
Enterprises, the first step is to collect data and do research which will help the organization to
understand what is the perception of the customers about the brand and what are the issues
that the customers and the staffs are facing which has led to the decline of revenues and this
will make the organization take measurable steps to rebrand their organization that will help
BizOps to gain a market position and also make them unique in comparison to the other
companies that are currently operating in the market. An action plan needs to be made that
will address the data collection methods that will help the organization to gain knowledge.
Action Objective Resources Time frame Measurement
Online survey Understand the
perception of the
customers about
the organization,
BizOps
Enterprise.
Internet, desktop
or laptop.
3-4 months Final report of the
data which will
tell about the
issues and the
perceptions of the
people about the

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organization.
Survey among
the staffs
Issues they might
be facing in the
organization and
their perceptions
about the
organization.
Internet, desktop
or laptop.
2-3 months Prepare a report
considering the
final data to locate
the issues or room
for improvement.
Interviews To understand the
views of the
people about
BizOps.
Recording
machine, pen and
paper.
3-4 months Locating the
issues that are
within the
organization and
the perception of
the people and of
the staffs.
Fig: Action plan for data collection
This action plan needs to be put into action in order to collect data which will help the
organization to understand the current perception of the people about the organization which
will help the organization understand where BizOps is currently lacking in terms of their
marketing and what are the steps that need to be taken while considering the rebranding of
the company that will make them unique and different from the other existing online retail
companies in the market.
The first action of collecting data is online survey. In the age of digitalization most
people are on the internet which is why this method is considered. According to scholars,
surveys are important for a research and even organizations to make the right decisions
(Shepherd, Williams & Patzelt, 2015). Fincham & Draugalis, (2013), opines that online
surveys are less time consuming and the results are instant with the help of different
softwares that makes it easy and get instant results. Thus online surveys will be conducted
however, the time frame to collect the data will be about 3-4 months, as for rebranding the
data needs to be collected from a wide range of people and customers to make sure BizOps
caters to a wide range of people and customers and understand all the perceptions of people.

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The next action is to conduct a survey among the employees of BizOps. This survey
will be different from the ones that will be conducted among the people and the other
customers. In this survey the perception the employee have about the organization will be
done and the other thing will be what according to them might help the organization to gain a
competitive advantage in the market. According to scholars, employees are one of the most
important resources of an organization and thus it is important to consider and take
suggestions of the employees so that the company can have a greater perspective and make
effective changes that will be beneficial for the organization (Wolf, 2013).
The other action that is going to help in collecting data will be interviews. Interviews
are considered to be important because while conducting interview one may ask more
questions which enhances the details and gives a proper reason about their choice which can
be beneficial (Anyan, 2013). Thus BizOps has to consider this method which will help the
organization in acquiring more detailed and enhanced data.
Results of the collected data
The collected data has been of immense help for the organization BizOps Enterprises.
According to the survey and the interview it has been assessed that BizOps according to the
people is a helpful and a good retail outlet however, in terms of their technology it is not
advanced like the other online retails that are currently operating in the country. According to
people, the marketing methods of the organization is not advanced and unique which attracts
the customers and the alternative options are providing the customers with better offers and
the marketing is more attractive when compared. The quantitative data that were collected
have been helpful to understand that customers are shifting and considering other retail stores
because of the better offers and the attractive advertisements which influence them to
purchase products from other outlets. The interviews that had been conducted were easier and

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helpful in terms of understanding why they thought that the organization lacked innovation
and in terms of what like lack in innovative marketing and other discounts offered and many
more. The information was reliable as the surveys were done by people of all age especially
the ones who use online retail stores extensively and also there was no tampering in any sort
of information. The surveys that were conducted had the option of recommending something
that the customers or the people would like which help the organization would make certain
changes in order to rebrand BizOps. One of the innovative ideas that people suggested were
to campaign and promote the company in social media as social media today has become a
rage. Many suggested changing the logo of the business and making it more attractive that
would help people recognize the logo all at once which is a positive way for rebranding an
organization. Many suggestions suggested creating an official website that would help and
connect with the customers and where they would provide all the necessary information to
facilitate transparency. These are the new trends that most of the giant companies are
following and incorporating this will help BizOps to rebrand their organization and their
identity that will help them gain a competitive advantage in the market.
Communication plan
Stakeholder Action Message Delivery method/
venue
Time
Employees Provide them a
letter with the
details that why
BizOp’s is
considering
rebranding.
The necessary
steps the
organization is
considering to
take in order to
rebrand
Ask for
suggestions and
their views on the
Rebranding the
organization
because of the
problematic
situation that has
arised in the
organization.
Face to face
communication in
a conference
room. Letter and
email.
1-2 days

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decision.
Management Communicate the
reasons why the
organization is
considering
rebranding
The results of the
data that has been
collected is well
communicated
Ask for
suggestions and
their views on the
decision
Rebranding the
organization
because of the
problematic
situation that has
arised in the
organization.
Steps that are
being considered
to do so.
Face to face
communication in
a conference
room. Letter and
email.
Presentation.
5-7 days
Fig: Communication plan to provide information to the stakeholders of BizOps
Conclusion
BizOps is currently facing some issues which is they are losing their customers
because of the lack of innovation in terms of their marketing as well as their service. It is
important and necessary for BizOps Enterprise to rebrand their organization to gain
competitive advantage over their competitors and also retain their customers and have more
customers to gain revenues which will be profitable for the organization.

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Reference
Anyan, F. (2013). The influence of power shifts in data collection and analysis stages: A
focus on qualitative research interview. The Qualitative Report, 18(18), 1-9.
Collange, V., & Bonache, A. (2015). Overcoming resistance to product rebranding. Journal
of product & brand management, 24(6), 621-632.
Fincham, J. E., & Draugalis, J. R. (2013). The importance of survey research standards.
American journal of pharmaceutical education, 77(1), 4.
Ginn, S. (2018). Rethinking rebranding. The British Journal of Psychiatry, 213(2), 500-500.
Shepherd, D. A., Williams, T. A., & Patzelt, H. (2015). Thinking about entrepreneurial
decision making: Review and research agenda. Journal of management, 41(1), 11-46.
Wolf, J. (2013). Improving the sustainable development of firms: the role of employees.
Business Strategy and the Environment, 22(2), 92-108.