Detailed Analysis of Chillie Chocolate Marketing's Operation Model

This report provides an analysis of the operation model of Chillie Chocolate Marketing, an Australian SME specializing in e-commerce based marketing solutions. The company, which transitioned from an event management background, focuses on providing online marketing services like email marketing, SEO, and social media optimization. The report examines the company's organizational structure, which operates on a linear model with small, autonomous teams, mirroring Google's approach. It highlights the stakeholder layers, including promoters, businesses seeking services, and customers, and the company's emphasis on seamless operations and customer satisfaction. The analysis includes an overview of their operational processes, from marketing pitches and proposal presentations to customer surveys and retention strategies. The report also considers the company's approach to innovation and its ability to adapt to the dynamic nature of the e-commerce market.

Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
Context
E-commerce based marketing facilities are weaving a new business universe in
Australia. Instead of catering to a limited geographical area and restricted demographic
details, new age businesses are thriving on the wings of the internet and expanding their
horizons (Hasan, 2015). www.chilliecholoccatemarketing .com is an internet-based
marketing solution providers. Their physical office is located in McLaren, however, they are
catering to the clients across Australia and serving clients in the cloud-based environments.
They are providing online marketing solutions to the customers with the help of the tools like
Email-Marketing, Search Engine Optimization and Social Media Optimization. This
company graduated its base from being an event management company.
The company has this specialization in procuring the online infrastructure for some
existing businesses that are seeking for an online expansion. They also have a specialization
in marketing the events and on ground publicity campaigns. Recently this company also
added the exercise of “customer retention” in its portfolio as well. This company follows the
structure of an organization where small teams work under the status of a molecule. It means
they act as an autonomous entity for a maximum number of operational decisions.
This company works on a Linear model of the hierarchy where the culture of “first
name organization prevails (Ismail, 2014). There are no formal reporting lines involved.
Since it is an SME working with a staff of 200 employees, many small teams of the
employees cater to the needs of the customer. The company has this goal of maintaining zero
error plan execution and prompt actions in a seamless environment. The concept of zero
error plan execution is necessary for the company because they are dealing in an area where
last-minute amendments are an order of the day (Enge, 2016).
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
It also means that all the team members can practice their discretion during crunch
moments and sail the ship without giving any formal notice to the captain. Google promoted
this culture where they formed small teams with a specialist on board (Schmidt, 2014). Every
specialist is a master in his respective field. The job of the team manager is to create an
interactive platform where the needs of the operations can be communicated in an informal
environment (Wright, 2017).
Small teams of the specialists clubbed together with a manager deals with the client.
They prepare the task sheets. The base camp of the organization has a pool of talented
knowledge workers where they distribute the tasks. Just like it happens in a business process
outsourcing unit.
The operational framework of this organization serves the interests of the stakeholders
well. There are three layers of the stakeholders are present, the first layer belongs to the
promoters of the organizations and the people that are looking for the execution part. The
second layer belongs to the businesses and the service providers that are seeking the services
of the www.chillychocolatemarketing.com. The third layer of the stakeholders is the
customers.
The principle of the “Creation of seamless homogenous layer of ease in the virtual
world works as the guiding line for all the stakeholders, all the three layers of the
stakeholders are in a constant touch where they are listening to each other's feedback on the
merits of check and balance and improving the services (Wu, 2009).
The marketing division pitches the services to the clients and prepares a data from
them. Another team prepares a case study and then company representatives present business
proposals to the prospective clients. Once a client shows interest in the proposal a separate
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
team starts taking care of the needs of the client. The upper layer of the organization conducts
customer satisfaction surveys. In the current practices, most of the internet based SME's don't
conduct surveys to check the efficiency of their teams. Instead, they prefer to understand the
viewpoint of the clients from an objective point of view and inculcate the suggestions for the
implementation at the planning stages (Tsaih, 2015).
Google started this informal culture and now many organizations are following it.
www.chilliechocolatemarketing.com works on a model where small teams share a big
infrastructure. It is an innovated version of the working model of a regular advertisement
agency. A specialized team constantly handles the client and create a seamless environment
for them. A manager working with the specialized team collects the operational requisites and
expedites them with the help of the talent pool (Jefkins, 2016). The command line of the
organization does not follow a reporting culture. It is a right kind of environment where
equally talented people with strong specializations are working in a team and catering to a
product that demands creativity every time.
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
Bibliography
Enge, E. (2016). The Art of SEO: Mastering Search Engine Optimization.
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Ismail, S. (2014). Exponential Organizations: Why new organizations are ten times better.
New York: Diversion Books.
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Running Head: THE OPERATION MODEL OF CHILLIE CHOCOLATE MARKETING
Management College of Business RMIT,
https://researchbank.rmit.edu.au/eserv/rmit:6859/Wu.pdf.
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