E11MG Design Management Report: Alwan Printing Press Analysis

This report provides a detailed analysis of the design management challenges faced by Alwan Printing Press. The study investigates the company's current B2B business model and its limitations, highlighting issues such as restricted market reach and the need for expansion into the B2C market. The research methodology includes qualitative interviews with marketing managers to gather data on the organization's operational issues. The findings reveal the negative impacts of the B2B focus, including limited market size and challenges in sales growth compared to B2C practices. The report emphasizes the importance of brand awareness, customer base expansion, and the need for product diversification. Recommendations include developing a customer-based website and introducing new products tailored for the B2C market to enhance market scope and competitive advantage. The conclusion summarizes the key issues and suggests actionable strategies for Alwan Printing Press to improve its market position and achieve sustainable growth.

Running head: DESIGN MANAGEMENT
DESIGN MANAGEMENT
Name of the student
Name of the university
Author note

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Table of Contents
1.Introduction...................................................................................................................................2
1.1.Scope......................................................................................................................................2
1.2.Purpose..................................................................................................................................2
2.Procedure......................................................................................................................................3
2.1.Data collection.......................................................................................................................3
3.Findings........................................................................................................................................4
4.Conclusion....................................................................................................................................8
5.Recommendations.........................................................................................................................9
References......................................................................................................................................11

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1.Introduction
Design management is a field of organizational management where the organizations
develop strategies for redesigning the different supply chain and project related activities with
the objective of improving the situation. The key changes in the organizational operations are
reflected through the development of organizational structure. It has been noted that the key
project related operations of an organization are reliant on the redesigned culture of creativity
and structural amenities to suit the critical needs of the venture1. In this relation, the research will
specifically aim at analyzing the issues that are being faced by the Alwan Printing Press and the
manner in which the issues might be resolved through specific change management procedures.
1.1.Scope
The research would take the initiative of reviewing and analyzing the organizational
situation of Alwan Printing Press with the objective of improving the operational issues that are
being faced by the venture. It has been noted that the organization face issues due to the lack of
expansion from B2B to B2C markets. The research will critically analyze the issues that are
being encountered by the organization and the factors that are restricting the growth of the
business.
1 Buchanan, Richard. "Worlds in the making: design, management, and the reform of
organizational culture." She Ji: The Journal of Design, Economics, and Innovation 1.1 (2015): 5-
21. Jim, Chi Yung. "Greenwall classification and critical design-management
assessments." Ecological engineering 77 (2015): 348-362.

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1.2.Purpose
The purpose for undertaking the research is to develop cognition on the general issues
that might be faced by the organizations while improving the design thinking capabilities. The
objective of the research is to analyze the design management related issues that are being faced
by the organization and the different measures that might be considered by the venture. The
research will aim at developing an assessment of the issues that are being encountered by Alwan
Printing Press and the different measures that might be considered for improving the sustenance
and growth of the venture.
2.Procedure
2.1.Data collection
The data for the research will be collected through qualitative interview of the marketing
managers of the concerned organization, Alwan Printing Press. The interview would focus on
identifying the issues that are being faced by the organization and the manner in which the
operational changes might be projected on the organization’s activities. The interview will be
conducted through semi- structured interviews consisting of 6 open ended questions. Two
marketing managers would be chosen as per the convenient sampling and their responses would
be collected and analyzed simultaneously. The interview would enable in developing a clear
conception the issues that are being faced by the organization, hindering the growth and
sustenance of the same in the different markets.
The analysis of the collected responses would be made through open coding. In this
relation, codes will be enumerated out of the responses that are provided by the respondents and
analyzed for significance. It would help in enumerating the issue that is restricting the growth
and expansion of the venture while operating in the diverse markets. The assessment of the

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feedbacks from the marketing managers would enable the organization in identifying the issues
and generating strategies for mitigation of the same. It has been noted that the different
modifications that are planned by the organizations are related to the proper understanding of
issues that are being faced by the same2. The assessment of the feedbacks from the marketing
managers would enable the organization in improving the position of the same while operating in
the different markets.
3.Findings
The findings of the interviews were highly relevant and significant enough to understand
the problems and the intensity of the issue that can hamper the business practice of Alwan
Printing Press. It is important to note that the findings are trying to identify the issues that are
posing negative impact over the sustainability of the organisation3. Henceforth, there are four
aspects on which the findings will emphasize such as the issue or the problem, the reactions of
the respondents, its meaning and the implication. It can be stated that the role of this interview
findings will help to highlight the problem and formulating a strong implementation plan that
will foster a mitigating process for the issue.
The most important threat for the Alwan Printing Press is its limitation to B2B business
orientation. All the customers of Alwan Printing Press are considered to be the business
2 Gerlitz, Laima. "Design management as a domain of smart and sustainable enterprise: business
modelling for innovation and smart growth in Industry 4.0." Entrepreneurship and Sustainability
Issues 3.3 (2016): 244-268.
3 Abbott, Howard, and Mark Tyler. Safer by design: a guide to the management and law of
designing for product safety. Routledge, 2017.

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companies that have to put a quote before getting the services. It can create a problem for Alwan
Printing Press to expand and popularise its business. The process is resembled with the brand
awareness and brand value of the organisation and putting stress on those aspects can deliver a
strong sustainable business practice for Alwan Printing Press. As far as the drawbacks of B2B
business is concerned, it has been noted that limited market was the most threatening factor that
could jeopardize the business sustainability of an organisation4. In B2B business, the number of
clients is very limited and a high professional attitude has to be maintained by the business
company. In compare to this, the B2C business is associated with more promising approach
where opportunity for increasing customer is seemed to be a pertinent aspect. Furthermore, the
research of Senaratne and Gunawardane also corroborated the fact that the impact of B2B
business adversely affected the sales process of the respective organisation5. The B2B business
practice is strictly driven by the quantifiable factors like face time and multiple meetings. As a
result of that it becomes a problem for the business organisation to increase its sales growth
within the given time. However, the B2C business practice helps the business companies to
establish qualitative factors like emotions to boost sales and it is easier for the companies to
implement qualitative factors rather than quantitative approaches6. Besides this, decision time is
4 Gasparini, Andrea. "Perspective and use of empathy in design thinking." ACHI, the eight
international conference on advances in computer-human interactions. 2015.
5 Senaratne, Sepani, and Saranga Gunawardane. "Application of team role theory to construction
design teams." Architectural Engineering and Design Management 11.1 (2015): 1-20.
6 Fahimnia, Behnam, et al. "Decision models for sustainable supply chain design and
management." Annals of Operations Research 250.2 (2017): 277-278.

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also essential for the business organisation to ensure its success in the competitive market7.
Therefore, B2C business initiative is supposed to be more effective for the entrepreneurs rather
than the B2B orientation. Therefore, B2C business orientation will help Alwan Printing Press to
expand its business further.
The responses of the interviewees are also associated with the risks of the organisation8.
The first respondent confirms the fact that the competitiveness in the market is too high and it is
considered to be a serious threat for Alwan Printing Press to sustain business. It is important to
create a dynamic business practice and make the decision of the organisation in time so that it
will help to meet the aims and objectives of the organisation effectively. There are certainly a
number of problems that Alwan Printing Press is facing currently in the form of expanding
business within the market. For instance, the decision making process is getting delayed because
of number of business meetings with the client companies9. As a result of that often there are
some substantial changes that client companies are requested and Alwan Printing Press has to
take those suggestions into consideration. Henceforth, prolong meetings with the client
companies create problem for Alwan Printing Press to reach the expected growth of the
7 Schweitzer, Jochen, Lars Groeger, and Leanne Sobel. "The design thinking mindset: An
assessment of what we know and what we see in practice." Journal of Design, Business &
Society 2.1 (2016): 71-94.
8 Grenha Teixeira, Jorge, et al. "The MINDS method: integrating management and interaction
design perspectives for service design." Journal of Service Research 20.3 (2017): 240-258.
9 Raleigh, Gregory G., et al. "Service plan design, user interfaces, application programming
interfaces, and device management." U.S. Patent No. 9,557,889. 31 Jan. 2017.

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organisation. It is true that there are number of clients but decision making of the organisation is
not possible without having the consent of the client companies.
The second respondent is also corroborated the fact that business expansion can be
limited due to the B2B business practice. The brand value and awareness of the organisation will
also get restricted by implementing the B2B practice. Limitation in the B2B practice can be seen
in case of creating a good brand awareness for the business organisation10. It is important to note
that B2B business practice does not create a strong customer base to whom the company can rely
on. As a result of that the vulnerability of future business orientation can be hampered and the
value of the brand will be diminished. Therefore, it is essential for Alwan Printing Press to create
a strong organisational performance and focusing on the B2C business practice to expand its
business further.
The issues create a significant impact over the sustainability of Alwan Printing Press. In
this regard, the responses of the managers identifies the importance of B2C business initiative
where it will be effective to target the normal customers. The purpose of this new initiative will
be associated with attracting the customers and introducing unique products and services as per
the requirements of the customers. Moreover, before designing the products it is essential to
survey the market and extracting information related to the preferences and expectations of the
customers. It will definitely help the organisation to procure good capitalisation over the market
and facilitate a strong brand value in the competitive market. It is a significant aspect for Alwan
10 Pérez, Andrea Teresa Espinoza, et al. "Key challenges and requirements for sustainable and
industrialized biorefinery supply chain design and management: a bibliographic
analysis." Renewable and Sustainable Energy Reviews 69 (2017): 350-359.

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Printing Press to get involve into the competition. For this, there are several initiatives that the
company must take and bring an effective opportunity to establish its brand awareness into the
market11.
The implication of the organisation is associated with product diversification and
developing a dedicated section for the customers to buy the printing and designing of Alwan
Printing Press. It is important for the organisation to separate the B2B and B2C clients and
customers so that it will be effective to track record of the preferences of the customers. As a
matter of fact, some initial promotional offers can be provided to the customers so that they will
be more attracted and aware of the brand value of Alwan Printing Press. It will help Alwan
Printing Press to compete in the international market and sustain business efficiently.
4.Conclusion
Therefore, from the above analysis it might be stated that Alwan Printing Press faced
significant issues relating to the restricted marketing and targeting practices. It has been noted
during the analysis of the organizational position that the venture offered their services only on a
B2B basis, which restricted their capability of expansion in the markets. On the other hand, it has
also being noticed that the lack of availability of B2C services limited their scope of making
extensive growth. The research critically enumerated and evaluated the issues that the
organization faced due to the lack of market expansion related prospects through conduction of
11 Ahmad, Tayyab, Muhammad Jamaluddin Thaheem, and Amad Anwar. "Developing a green-
building design approach by selective use of systems and techniques." Architectural Engineering
and Design Management 12.1 (2016): 29-50.

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interviews with two of the marketing managers. The strategy formulation related initiatives in an
organization are reliant on the assessment of the issues. Therefore, it can be stated that the design
management related operations would be chiefly based on the assessment of the issues and the
manner in which the same might be mitigated.
5.Recommendations
The recommended options that might be undertaken by the organization are:
 Developing a customer based website: The development of the customer -based website
would enable the organization in improving the B2C segments while making dynamic
expansions. The development of user friendly and customer centric websites offering
value- based propositions to the customers would enable the organization in making
dynamic market expansions while diversifying the market reach. It has been noted that
the concerned organization provides the printing services to the other companies12.
However, the development of their proposition segment for the B2C market would allow
the venture in empowering their market scope while diversifying the nature of the
operations. It would also allow the organization in gaining a competitive edge over the
existing market players.
 Introduction of new products: The introduction of new and innovative range of
propositions for the B2C market would allow the organization in improvising on the
propositions. The key changes in the propositions would allow the venture in modifying
the price of the propositions to suit with the affordability of the customers.
12 Dijksterhuis, Eva, and Gilbert Silvius. "The Design Thinking approach to projects." The
Journal of Modern Project Management 4.3 (2017).

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The recommended activities would be helpful for the other organizations as well, offering
similar services to the B2B markets. The organizations provide large scale supplies to the
customers with the objective of improving their brand value among the supporting industries.
However, the introduction of services for the B2C segments would also allow the organization in
gaining a competitive edge through improved market scope and better expansion opportunities.
Therefore, the research would contribute to the knowledge and strategy development of the other
organizations based on the principles of design management related aspects.

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References
Abbott, Howard, and Mark Tyler. Safer by design: a guide to the management and law of
designing for product safety. Routledge, 2017.
Ahmad, Tayyab, Muhammad Jamaluddin Thaheem, and Amad Anwar. "Developing a green-
building design approach by selective use of systems and techniques." Architectural
Engineering and Design Management 12.1 (2016): 29-50.
Buchanan, Richard. "Worlds in the making: design, management, and the reform of
organizational culture." She Ji: The Journal of Design, Economics, and Innovation 1.1
(2015): 5-21. Jim, Chi Yung. "Greenwall classification and critical design-management
assessments." Ecological engineering 77 (2015): 348-362.
Dijksterhuis, Eva, and Gilbert Silvius. "The Design Thinking approach to projects." The Journal
of Modern Project Management 4.3 (2017).
Fahimnia, Behnam, et al. "Decision models for sustainable supply chain design and
management." Annals of Operations Research 250.2 (2017): 277-278.
Gasparini, Andrea. "Perspective and use of empathy in design thinking." ACHI, the eight
international conference on advances in computer-human interactions. 2015.
Gerlitz, Laima. "Design management as a domain of smart and sustainable enterprise: business
modelling for innovation and smart growth in Industry 4.0." Entrepreneurship and
Sustainability Issues 3.3 (2016): 244-268.
Grenha Teixeira, Jorge, et al. "The MINDS method: integrating management and interaction
design perspectives for service design." Journal of Service Research 20.3 (2017): 240-
258.

12DESIGN MANAGEMENT
Pérez, Andrea Teresa Espinoza, et al. "Key challenges and requirements for sustainable and
industrialized biorefinery supply chain design and management: a bibliographic
analysis." Renewable and Sustainable Energy Reviews 69 (2017): 350-359.
Raleigh, Gregory G., et al. "Service plan design, user interfaces, application programming
interfaces, and device management." U.S. Patent No. 9,557,889. 31 Jan. 2017.
Schweitzer, Jochen, Lars Groeger, and Leanne Sobel. "The design thinking mindset: An
assessment of what we know and what we see in practice." Journal of Design, Business
& Society 2.1 (2016): 71-94.
Senaratne, Sepani, and Saranga Gunawardane. "Application of team role theory to construction
design teams." Architectural Engineering and Design Management 11.1 (2015): 1-20.