Shopz for Us: Detailed Analysis of CMO Speech and Marketing Strategies

This report analyzes the speech delivered by the Chief Marketing Officer (CMO) of Shopz for Us Company Ltd, Australia, during the 2016 annual road-show. The speech outlines the CMO's role in building a strong brand preposition, aligning marketing and operational activities, and generating revenue through strategic marketing. Key initiatives discussed include revamping the company's brand image, fostering teamwork and collaboration among employees, introducing designer labels, setting up an online platform, pursuing franchise partnerships, and launching public relations activities. The report also highlights the CMO's plans for the upcoming financial year, including vetting designers, developing the online platform, conducting franchise application assessments, and implementing public relations campaigns to improve brand image and encourage teamwork. The CMO emphasizes the importance of consumer behavior, market research, and customer service in achieving the company's objectives and ensuring long-term success in the competitive market.

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Shopz for Us Company Ltd Australia
The company’s Chief marketing office speech during annual road-show 2016.
Our Chief executive officer Mr. Peter Drury, all protocols observed, ladies and gentlemen.
Without much ado, allow me to introduce myself briefly for today, since it’s the first I am
meeting majority of you here at this great company Shopz for Us. My name is Mr. Alvaro
Morata, the incoming Chief Marketing Officer for the company. We are all gathered here today
for the annual road-show for the company and it’s a great opportunity for us to take stock of
what the year has been as well as laying foundation for the new financial year 2017. Our
company is in a great position today in the market and I believe we still have enormous potential
to within us to further strengthen the company position in the market and improve on our brand
image. Ladies and gentlemen, the future belongs to those who prepare for it today and as you can
see Shopz for Us has taken it upon itself to plan for the future and we therefore expect to count
our success come next year during this particular event.
My role as the company Chief Marketing officer majorly involves building a strong brand
preposition of the company in the market, ensuring both the marketing and operational activities
of the company work in tandem and in a way that brings out teamwork for better achievement of
the organizational objectives as set out by the company. I will do this together with my colleague
the company’s Chief operating officer. More specifically, my role involves overseeing the
company’s planning, development and execution of the marketing strategies geared towards
achieving the sales targets across our brands and those that we distribute in all our stores across
Australia. My primary responsibility is to generate revenues for the company through sales by
engaging the company in successful marketing strategies revolving around product marketing
and pricing, market research, improved public relations and advertisements through various
channels such as TV, print media and online platforms. I am also responsible for the new product
development as guided by the demand in the market, improving our supply chain to meet the
demand curve of our market. The role also include customer service which is basically about
improving the experience our customers get whenever they visit our shop and by using the actual
products purchased from us. The customer experience and service is our core activity that

enables us to serve our customers well and improve their loyalty to our products. As a company
we continually seek to improve in all fronts guided by our previous experience and the
opportunities that keep on arising from time to time in our market. The marketing department
under my leadership will continually endeavor to always put Shopz for Us brands in the mind of
any customer in who thinks of buying any men or women clothing in markets where we have
presence. (Ferrell, 2016)
The company has put in place strategic measures that are aimed to improve its performance. Key
among them and the one that falls under my jurisdiction as the company chief marketing officer
is revamping of our brand image in the market. This basically entails telling our people our
values as the company through various media channels that exist. The recent adverse media
reporting about our company need to be dealt with it immediately because we believe that that is
not really who we are as our values are strong in the society and the public in general. The aim
for this strategic decision is to improve consumer confidence in purchasing and wearing our
products knowing very well that it’s made and distributed by a reputable organization. Consumer
behavior and taste is what drives sells, this strategic decision will ensure that our products has
the best moral image and strong brand standing in the market that influences the consumer
behavior in our favor. My department will put a sharp focus on this aspect of our company and
reverse any negative ratings that the company brand may have suffered as a result of adverse
media propagated by some of the media houses and online platforms in Australia. The leadership
of the company as well as its people will therefore stand to benefit from the improved media
relations that the company seeks to achieve in a short term period. The company also has put in
place a strategic measure to ensure that there is teamwork and constructive collaboration among
its internal workforce. The company looks to streamline the functions of the marketing
department and those of operations department with the view of aligning them together for the
purposes of improving teamwork and efficiency of the company business. Under this particular
strategic measure the company will eliminate processes that are not complimentary to each other
and replace them with those that are complimentary to each other. With this, there will be better
co-operation between the marketing department and the operation department that will make it
easy for the company to achieve its business objectives in a seamless and timely manner that
brings more benefit to the company. The marketing and the operations activities of the company
should work hand in hand because it’s through marketing that the company will be able estimate

the expected number of sales per individual products which will then advice the operations
department to work in a way that will be optimal for the company. This strategic measure will
see the performance of each the employee given a fair chance to be on top without any
hindrances that may be brought about by internal competition. In turn this will boost the moral of
all the employees of the company and thus the management will have an easy time in running the
affairs of the company in its endeavor to meet or exceed the company objectives. These major
strategic measures therefore will see our company improve and be more successful in the market.
(Hawkins and Mothersbaugh, 2017.)
My department will implement the following measures and initiatives for the forthcoming
financial year of the company.
(a) In line with the company vision to introduce designer labels across our stores, my
department will immediately begin vetting of the designers whose designs and ideas
marries well with our clientele. The department under my leadership would want to
ensure that we don’t loose our brand identity as Shopz for Us that may adversely affect
consumer behavior towards our products. We will also ensure that the designers whose
work will be displayed in our stores are of good moral standing in the eyes of the public
so that we avoid further adverse media on products and image of our brand. The
designers will audition for this purpose and as company we don’t intent to lock
international designers who can attend the auditions in person or send a representative
who will be able to articulate all the issues concerning such as the theme of the designs as
well as their market niche.
(b) Regarding the company objective of setting up an online platform through which we do
more sells, my department plans to implement this objective using a carefully thought out
plan aimed at getting maximum results or output for the company. We will first launch
this program using existing resources such as our website which will need a few changes
to accommodate capabilities such as visitors being able to view products online, ability to
search products using sizes, colors and other parameters and the capacity of the website
to accommodate increased traffic we envisage as soon as we go online. The interfaces
will be made user-friendly in that the customers will still get the best experience in
shopping with us same way he/she would have experienced if shopping in our one of our
physical stores. The company will also utilize its followers on its social media handles

such as Instagram and twitter so has to leverage on the existence resource to launch
online platforms for selling products. This strategy will also see the company use little
outlay in terms of the budget and thus realize optimal profits for our company and
shareholders.
(c) In seeking franchise partnerships my department will conduct an easement of the
franchise applications which will be made to the company. The easement will be based
on the finding market capabilities of the franchise applicants to see which ones among
offers the best position for us in terms of complimentary marketing activities that will see
our company benefit more. To expound on this, we as Shopz for Us are very keen on
ensuring that all our processes compliment each other as opposed to contradicting each
other. In view of this therefore ladies and gentlemen, Shopz for Us will only approve
franchises whose marketing capabilities compliment what we have and whose other
brand suits our customer base or market niche.
(d) To improve the image of our brand my department will embark on massive public
relations activities that are majorly aimed to improve our image and brand strength in the
market. This will be done in a series of initiatives starting with running of our core
values in the leading Australian media houses along with the products that we sell. We
will seek to let the people and the general public that as Shopz for Us we value our
people dignity and right of association or disassociation. That our company has put in
place measures through its human resource division that ensures no one in the
organization can be forcefully made to engage in any activity that they don’t like. Our
values such as integrity and honesty will remind people of who we are and despite of the
challenges that we may face we have values that guides us and anyone of us going
against it undergoes due disciplinary measures as set out in our human resource manual
on employees code conduct. The company will through its social media platforms call for
customers who think we have best products in the market and that our people are nice and
respectful to be our ambassadors. The main aim of this is to let other people talk on about
who we are so that there is transparency and believability in the message that we are
trying to pass across to the public given that it’s being said by a different and independent
party. To assess the success of the measure taken by the company the marketing
department will carry out a survey in the public to find out about how successful our

brand image campaign is in terms of what the public now thinks about our brand and
people who work for us. The outcome that we will get from this survey will help us make
informed and necessary changes in the initiatives and media campaigns for the
subsequent years.
(e) The department in line with the overall objective of teamwork put in place initiatives that
will encourage all the employees of the company to value teamwork rather than more on
individual success. These initiatives include rewarding employees that contribute more
on achieving this agenda such as giving business leads to other employees in the
company for the greater benefit of the organization as a whole. These rewards ladies and
gentlemen are meant to encourage our employees to work together as a unit and improve
our company’s internal organization. Research indicates that teamwork is likely to bring
out optimal results among the employees as opposed to working in isolation. The reason
behind this ladies and gentlemen is that human beings are social beings in nature. They
are wired to work as a group more than in individualistic manner. The fact that they are
social being makes teamwork achievable and a realistic goal for the company. When
working as a team individual member may, in the cause of their duty, come across an
innovative idea or business lead that is not relevant to his or her department or job
description but the same innovative idea or business lead can greatly benefit a colleague
in a different unit of the organization. With teamwork in place the company is likely to
come up with an innovative product in the market that will give it a competitive edge in
the market thus making more sales. On the other hand the business lead given to a
different person within the organization may materialize simply because the person given
could be in better position to close that particular business for the company due to the
closeness he or she has with the customer in question.
In conclusion therefore my colleagues, it is my sincere hope that Shopz for Us will have a great
year based on the plans that we’ve put in place to ensure that the company continue to improve
and gain a strong brand image in the market. I take this opportunity to wish you all, all the best
in the forthcoming year and may you achieve or exceed both your personal and organizational
targets for the New Year. Thank you for listening!

References
Ferrell, O. (2016). Marketing strategy. [S.l.]: Cengage Learning.
Hawkins, D. and Mothersbaugh, D. (2017.). Consumer behavior.