Leadership & Management: Marketing Strategies, Goals & Work Plan

This report outlines the role of a marketing manager within XYZ organization, focusing on the practical implementation and management of marketing operations. It details the organization's vision, mission, goals, and policies, emphasizing customer orientation and employee support. Key success factors include unique products and services, effective segmentation, targeting, and promotional tactics. The report also covers personal career goals, organizational objectives such as IT productivity, business innovation, and corporate social responsibility. It highlights the importance of setting goals, using KPIs to measure performance, maintaining performance through continuous refinement, capitalizing on strengths and weaknesses, and advancing work goals through empathy, active listening, and prioritization. The report concludes by emphasizing the importance of a work plan in creating a sense of direction, focusing on goals, developing teamwork, and enabling adaptability to change.

LEADERSHIP AND MANAGEMENT
LEADERSHIP AND MANAGEMENT
Name of Student
Institution Affiliation

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INTRODUCTION
As a marketing manager at XYZ organization, my role is to focus principally on
the practical implementation and management of XYZ's marketing operations. To ensure
that I am productive and successful in executing my responsibilities, I am needed to
possess' perfect communication as well as logical skills. I am responsible for general
marketing activities, and I am in charge of drawing up, directing and coordinating
functions in marketing to persuade clients to choose the products and services offered by
XYZ against their competitors (Bresler and Lubbe, 2014).
Executive Summary
Vision/Mission Statement and Goals
XYZ organization was founded by entrepreneurs who visualized an opportunity to
create new product and services and followed that perspective in search of making profits
and satisfying its customers. There is an undersupply of talent in the current market trend
which makes it hard for small entrepreneurs to evoke and keep those skills (Burns, Bush,
and Sinha, 2014).
Vision Statement
XYZ organizations are committed to providing perfect products and services to
potential customers and leave a lasting impression on the consumers.
Goals and Objectives
XYZ focuses on being more customers oriented as they operate in achieving
objectives. The aim of XYZ is in providing what the customer wishes to have and
satisfying the needs of customers. The organization has created a good relationship with

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the customers in that they listen to what the customer needs and adjusts by providing the
preference of the majority of the customers. XYZ has created initiatives that assist the
company employees to help them succeed and also improving the needy in the society by
sponsoring them as well as offering essential services to the organization's environments
Bresler and Lubbe, 2014).
Organization’s policy
XYZ has policies and strategies establish the code of conduct in the organization.
The policies outline the duties of the entire staffs in the organization. The organization's
policies and plans are set to secure the employees' rights as well as the employee's
interest in the organization (Burns et al., 2014).
Employee conduct; this indicates the functions and responsibilities of every
worker in the XYZ organization must consider as a condition of employment. It outlines
the behavior of the employee and includes a decent dress code, procedures of ensuring a
safe workplace, discrimination policies and usage of communication resources (Burns et
al., 2014).
Equal opportunities; every XYZ staff is entitled to respect and fair treatment
including promotions irrespective of the sex, race or religion. Discrimination is
discouraged in XYZ, and anyone who practices this will face the law and their duties
terminated in the organization (Burns et al., 2014).
Attendance and Time Off; XYZ workers are required to report to their work
stations on time and should not fail to deliver their duties at any time. Anyone who
intends not to publish to work or falls sick must report to the relevant department for

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consideration. Failure to adhere to this will lead to suspension and fines by the
organization (Davari and Strutton, 2014).
Substance abuse; XYZ employees are prohibited from using drugs and alcohol
during working hours and in the organization’s facilities.
Keys to Success
Unique products and services: The XYZ organization is focused on providing
world-class products and services to its customers and offers the best performance to its
customers. XYZ is distinctive in the following ways.
Segmentation: the different categories of customers are characterized by what
they need. XYZ conducts research in the market and identifies what the customers want
and caters for the requirements in a more successful manner than others in the same field
(Arnett and Wittmann, 2014).
Targeting and positioning: XYZ has targeted the market that is highly profitable
and will result in high profits for the organization. The marketing procedures in XYZ is
more successful and is in alignment with the needs of the consumers targeted by the
organization (Arnett and Wittmann, 2014).
Promotional tactics: XYZ has established marketing strategies that identify to
customers the products and services provided by the organization and why the products
and services offered by the organization are what the customers require (Arnett and
Wittmann, 2014).
Monitoring and assessing: XYZ monitors and evaluates how effective the
strategy used is practically successful. XYZ surveys several customs at random to know

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how they heard of the specific product and service of the organization (Arnett and
Wittmann, 2014).
Marketing plan: XYZ has established a policy that shows how the organization
aims to implement strategies and assess the organization's performance. XYZ's plan is
continuously reviewed and modernized to ensure rapid response to the changes in the
needs of the consumers (Burns et al., 2014).
Company Summary
Company Background
A group of entrepreneurs in 2000 founded XYZ; XYZ has continuously provided
products and services to consumers in a more significant market since its establishment.
The organization's range of products and services has continually developed to match the
needs of consumers over the years. XYZ started with phone call services, message, and
data services. XYZ has resources and facilities that enable it to serve its potential
customers favorably. Today XYZ provides a wide range of electronics used in
communication in a substantial geographical basis (Fine, 2017).
Personal Career Goals
Specific; My career goal as a marketing manager is to advance further and be a
competent marketing manager. I plan to improve my skills in the marketing field. I
expect to attain a higher rank in the organization and be in charge of a broader market
(McCabe, 2017).
Organizational goals

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IT productivity; XYZ has invested in developing the IT department which will
enable growth and enable the organization to grow economically. It has facilitated by
increasing the number of employees and facilities (Cania, 2014).
Business innovation; this will ensure the attainment of objectives in XYZ. It will
develop the current products and services that the organization offers in the current
market (Cania, 2014).
Corporate social responsibility; XYZ is developing programs which will be
beneficial to the community and the environment. It will be useful for the community
where the organization operates as well as improving the public image of the
organization (Lazaroiu, 2015).
Setting Goals
Personal goals give an individual sense of self-satisfaction. It enables one to
respect and value your abilities and provides the notion of what you are capable of
achieving at large. Before setting a goal, one needs to understand the needs of the
organization and where there is a need for refinement. One should analyze to identify the
strengths and weaknesses of the organization. Set goals provide direction for the
organization to realize where the team is heading and put in efforts that will make them
achieve the desired targets (Shamir and Howell, 2018).
Through setting the goals of the organization, it will motivate employees. The
employees will establish short-term goals, and in the process, they will have the belief in
achieving the ultimate goal (Shamir and Howell, 2018).
KPI’s to measure goals

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KPI's are used to assess the purpose related performance of an organization. KPI's
use performance management as a method to realize matters make resolutions as well as
track methods of solving the issues. There is a need for a continuous category of facts to
measure success related to goals. The organization can create scorecards for the key
performance indicators. The strategic objectives and goals can be traced and achieved by
use of the KPI's (Haryadi, 2014).
Maintaining Performance
To maintain performance in marketing it needs some specific sacrifices and
activities in the organization. The organization is required to perform and seek
continuous refinement consistently and to establish the dynamism trend in the
organization. The organization is expected to give support to employees and consumers
(Haryadi, 2018).
Capitalizing on Strengths and weaknesses
As a marketing manager, I am needed to understand that some strengths and
weaknesses are likely to be experienced in the organization. The strengths opportunities
should be used as an advantage to enable a manager to be more productive. The strengths
are required to be used to decrease hazards that are likely to occur. The weaknesses
should be refined and use them as advantages to develop a career. I am expected to get
rid of defects to prevent hazards that are likely to be experienced (Jefferson and Tanton,
2015).
Advancing Work Goals

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Embrace empathy; as a marketing manager, I am required to understand distinct
ideas which as a result give a capacity to gain an accurate and deep understanding of the
marketing field (Jefferson and Tanton, 2015).
Listen actively; a marketing manager should know how to listen to other
employees and show them that you value what they think. It is advisable that one
acquires a good listening skill (Jefferson and Tanton, 2015).
Prioritizing activities needs one to collect the entire list of tasks. As a
professional one can identify the urgent and important goals that should be settled.
Evaluation of value for activities is necessary to know which one is more worthy than
others (Haryadi, 2014).
Positive Role Model through a Work Plan
Creates a sense of direction; a work plan will ensure that my duties as a
marketing manager will have a sense of leadership in the organization. The work plan
enables an employee not to deviate from the normal responsibilities and in the process
achieve the set goals (Haryadi, 2018).
Focus attention on goals and outcomes; the plan will enable employees to be
goal oriented on the required result. By the employees having a center of attention on the
target, they will feel motivated. XYZ team can focus their attention on goals and the
outcomes (Foxall, 2014).
Develops teamwork; a universal plan creates collaboration among members of
an organization in distinct departments. XYZ employees at various departments can
function as a team despite their different lines of jobs (Foxall, 2014).

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Enables an employ to expect for any challenge and deal with the change;
when one plans effectively, it will allow them to predict future problems and help them
adjust to changes and prevent them prior. XYZ employees have learned to adapt to
changes and find ways to control dangers before they occur (Foxall, 2014).
Conclusion
A marketing manager should focus on the implementation and management of the
organization's operation. It should happen while considering the organizations' objectives
and putting into account the appropriate skills and a work plan.

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Appendix 1 – Work plan
Work activity
Descripti
on
Goal/
s KPIs
Timefra
me
Person
responsible
Establish a
departmental
communication
plan on marketing
procedures
To ensure
continuous
disseminatio
n of
information
to customers
and
employees
Ensure
that
inform
ation
reache
s a
broade
r
market
Communica
tion plan
completed
11/2018 Communication
department
Updating
strategies
Report on
work plan on
a yearly basis
Ensure
that
set
strateg
ies are
of a
current
trend
Strategic
plan
completed
12/2018 Directors of departments

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Reference:
Arnett, D. B., & Wittmann, C. M. (2014). Improving marketing success: The role of tacit
knowledge exchange between sales and marketing. Journal of Business Research, 67(3),
324-331.
Bresler, M., & Lubbe, I. (2014). Marketing management.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Cania, L. (2014). The impact of strategic human resource management on organizational
performance. Economia. Seria Management, 17(2), 373-383.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing, 22(7), 563-586.
Fine, S. H. (2017). Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.
Haryadi, S. (2018). Chapter 2 of Network Performance and Quality of Service: Determination of
Key Performance Indicator (KPI). Retrieved from osf. io/preprints/inarxiv/6gtnd
Jefferson, S., & Tanton, S. (2015). Valuable content marketing: how to make quality content
your key to success. Kogan Page Publishers.
Lazaroiu, G. (2015). Work motivation and organizational behavior. Contemporary Readings in
Law and Social Justice, 7(2), 66
McCabe, M. B. (2017). Social media marketing strategies for career advancement: An analysis
of LinkedIn. Journal of Business and Behavioral Sciences, 29(1), 85.