Doctoral Studies: Business Report for XYZ Company Analysis

This report provides a comprehensive analysis of XYZ Company, a retail organization, focusing on improving profitability through effective marketing and production strategies. The report examines market segmentation, suggesting relocation to high-population areas and a focus on household products and fresh produce, along with the integration of corporate social responsibility. It addresses promotional activities by recommending online marketing and social media campaigns. The report further analyzes channels of distribution and logistics, proposing automation through ERP systems and RFID tags to enhance product monitoring and efficiency. Marketing research tools, including web and mobile analytics and social media analytics, are also recommended to evaluate audience behavior and improve brand recognition. The conclusion emphasizes the importance of these proposed strategies to enhance the business process, reduce expenses, and overcome previous challenges, ultimately aiming to increase the overall profitability of XYZ Company.

Running head: DOCTORAL STUDIES IN BUSINESS
Doctoral Studies in Business
Name of the Student
Name of the University
Author Note

1DOCTORAL STUDIES IN BUSINESS
1.0 Introduction
In this assessment, effective marketing and production strategies are proposed so that
better profitability can be attained by reducing the overall operational of the business and
enhance the market share. The company that is taken into consideration is XYZ Company, which
is a retail organization and intends to serve variety of products to their end-users. The proposed
marketing and production strategy discusses about the market segmentation, channels of
distribution and logistics and supply chain management along with the organization’s products,
quality management and improvement ideas and project management ideas for better
productivity and profitability.
2.0 Discussion
To,
The Board of Directors
XYZ Company
It has been seen that the current business approach is lacking some effectiveness as a
result the overall profitability reduces. Moreover, other business operation costs are also high
which can be reduced by applying some effectual business approaches which is proposed below.
Assessing market segmentation
It is evident that breaking down an entire heterogeneous market into small modules based
on the characteristics like buying behavior and consumer demographics. The significance of the
proper market segmentation are- proper location of the stores, better understanding of the

2DOCTORAL STUDIES IN BUSINESS
consumer behavior, deciding effective retail marketing mix and promotional activities, useful
positioning and accurate decision power for merchandise assortments (Voorhees et al., 2015).
It is seen that XYZ Company is facing difficulty in attracting more customers to their stores due
to inconvenient location. Thus, the company can re-locate their store in high population
metropolitan areas like Hawaii or open their new branch in the place. Moreover, the demands for
household products like- cleaning soaps and detergents and fresh fruit are high and thus the
company can focus on these areas more compared to all other products in the store. It is also
proposed that they can also align the corporate social responsibility (CSR) activity with their
business functions by allowing local farmers to grow fresh vegetables and fruits for them. The
benefit that can be attained is the raw material can be attained in lesser price and the economic
condition of the nation can also be enhanced.
Effective promotional activities should also be adopted so that more people get aware of
their business activities and offers (Dolnicar et al., 2014). Presently, the organization face
challenges in making more people to get knowledgeable regarding their organization and the
cheap price of the products. It is proposed to adapt promotional campaigns and online marketing
process. In addition to that promotion in social media sites like- Facebook, Instagram, Twitter
and YouTube will also enhance the business awareness among the community. Initially a third
party provider for handling the online presence of the organization should be incorporated.
However, in future an in-house IT marketing team should be formulated so that the third party
charges can be avoided and the IT process can be customized.
Channels of distribution and logistics
Currently the business process opted the process of selling different brand in their retail
outlets and online stores. All the materials are obtained from the manufactured in transportations

3DOCTORAL STUDIES IN BUSINESS
media like- buses, trucks and railways and then dispatched to the warehouse of the XYZ
Company. The deliver is then made in bulk and arranged in the retail outlets so that the consumer
can purchase their desired items from there. The problem that the company is facing is lack of
product monitoring during the transportation. This results in stealing of some of the products that
hampers the profitability of the organization. Moreover, the staffs that handle the supply chain
and logistics systems are not well-trained and this is reflected in their working procedures. In
some cases, the staffs overlook proper handling of the material and often damage the products
during unloading materials from the transportation medium. Kiessling, Harvey and Akdeniz
(2014) stated that logistics and supply chain process is the most crucial business operation as
without this process the final products cannot be reached by the customers.
The approach that is proposed is the automation process so that the distribution of the
process can be accomplished accurately. Thus, proper ERP system and tracking process can be
incorporated so that the transportation activities can be tracked by the organization itself.
Incorporation of the RFID tags in each material that provides the benefits of doing less manual
work; operate the supply chain process in lesser costs (Christopher, 2016). This process also
improves visibility and allows the management authority to make improved plan for the future.
Advanced weighing technology can also be used that is equipped with ingenious onboard truck
scales for seamless operations. Mena and Bourlakis (2016) have found the benefits of accurate
measurement of truck’s gross weight and payload weight that allows the accomplishment of the
supply chain process hassle free. The IT team if incorporated in the organization, implementation
of transport management software can also provide competitive advantage to the entire logistic
system. The prime benefits of this process are the integration of all the business operations from
one panel by using computerized shipping and tracking systems (Bowersox et al, 2015). XYZ

4DOCTORAL STUDIES IN BUSINESS
Company also gets the benefit of monitoring all these process through portable devices and
office system and can identify any breaching of the organizational proceedings.
Marketing research tools
Business experts believed that regular researching of the market and organization
provides the precise knowledge of the company's progress as well as the growth of the
competitors (Babin & Zikmund, 2015). Hair (2015) furthermore stated that market research also
allow an organization identify their potential customers and the areas where the organization
need improvement so that maximum financial growth can be obtained. In this case, the XYZ
Company can implement advanced web and mobile analytics to evaluate the audience behavior.
However this process can be better viewed in case of online products sale as this process of
advanced web and mobile analytics provide the details of how many customers have signed-up,
how many of them viewed a products and purchase.

5DOCTORAL STUDIES IN BUSINESS
Image 1: Accurate evaluation of the organization’s popularity through advanced web and
mobile analytics
Moreover, social media analytics tools can also be used in order to assess the
effectiveness of the online presence of the concerned organization and the response that people
have for the company (Campelo et al., 2014). Castellucci and Podolny (2017) stated that analytic
tool “Crowdbooster” is the best social media analysis tool that can help XYZ Company to gain
insights into their audience engagement position. This tool will help the organization to monitor
the actual state of the performance of social media campaigns and identify the most engaged fans
and followers. This effective web analytic tool often provides recommendations to reach more
brand evangelists for better brand recognition.
Image 2: Numerical calculation carried out by Crowdbooster
3.0 Conclusion
Thud, it can be concluded that even though XYZ Company is making a progress, some
changes in the current business procedure is required. Firstly, the improvement need in selecting
a place where more customers can visit their store. Focus on some highly demand products like
house-hold products and fresh vegetables and fruits can also allow the organization to gain

6DOCTORAL STUDIES IN BUSINESS
customer’s loyalty. Another improvement that is identified is in their advertisement and
promotion of the products and offers through social media sites as people intend spend more
time on their digital device. Web analytics tools should be implemented for assessing their
market position and the number of customer prefer their brand compared to the competitors’
place. Lastly, enhancement in logistic and supply chain process with incorporation of the
automation technology will allow the management of an organization to monitor the business
process. It can be thus stated that, incorporating all the proposed strategies will help XYZ
organization to improve their current business process reduce the excess expense on overcoming
the adversities that they have to incur previously.

7DOCTORAL STUDIES IN BUSINESS
4.0 Reference List
Babin, B.J. & Zikmund, W.G. (2015). Exploring marketing research. Cengage Learning.
Bowersox, D.J., Morash, E.A. & Daugherty, P.J. (2015). Boundary spanning in channels of
distribution. In Proceedings of the 1988 Academy of Marketing Science (AMS) Annual
Conference (pp. 470-474). Springer, Cham.
Campelo, A., Aitken, R., Thyne, M. & Gnoth, J. (2014). Sense of place: The importance for
destination branding. Journal of Travel Research, 53(2), pp.154-166.
Castellucci, F., & Podolny, J. M. (2017). The dynamics of position, capability, and market
competition. Industrial and Corporate Change, 26(1), 21-39.
Christopher, M. (2016). Logistics & supply chain management. Pearson UK.
Dolnicar, S., Grün, B., Leisch, F. & Schmidt, K. (2014). Required sample sizes for data-driven
market segmentation analyses in tourism. Journal of Travel Research, 53(3), pp.296-306.
Hair, J.F. (2015). Essentials of business research methods. ME Sharpe.
Kiessling, T., Harvey, M. & Akdeniz, L. (2014) The evolving role of supply chain managers in
global channels of distribution and logistics systems. International Journal of Physical
Distribution & Logistics Management, 44(8/9), pp.671-688.
Mena, C. & Bourlakis, M. (2016). Retail logistics special issue. International Journal of Physical
Distribution & Logistics Management, 46(6/7).
Voorhees, C.M., White, R.C., McCall, M. & Randhawa, P. (2015). Fool’s Gold? Assessing the
impact of the value of airline loyalty programs on brand equity perceptions and share of
wallet. Cornell Hospitality Quarterly, 56(2), pp.202-212.