BBS Foods: Director of Strategy, Marketing, and Public Relations

This report assesses the critical attributes and skills required for the Director of Strategy, Marketing, and Public Relations position at BBS Foods, focusing on addressing declining sales and expanding into new markets. It outlines key criteria encompassing knowledge of marketing, public relations, and strategic management, along with essential skills like problem-solving, analytical abilities, and communication. The report also highlights attributes such as confidence, cooperation, creativity, and adaptability. It then evaluates three shortlisted candidates against these criteria, providing detailed scoring and justifications for each. The analysis identifies strengths and weaknesses, recommending a candidate and suggesting a training and development plan to enhance their suitability for the role. The report emphasizes the importance of aligning individual employee behavior with organizational goals to drive growth and expansion, ultimately aiming to guide BBS Foods towards achieving its strategic objectives.

Leadership and Management
Development

INTRODUCTION
1. Executive Summary
This Report intends to identify some key attributes that should be present in a person
selected for the position of Director of Strategy, Marketing and Public Relations. It would
identify and describe the role of Director of Strategy, Marketing and Public Relations in BBS.
This report will also gain an insight into CVs and behavioural characteristics of the three
shortlisted candidates and determine which candidate would best suit the job role as per the
current scenario of company. Initially, the report would recognise the skills, attributes and
knowledge needed for the second most senior post in BBS after the CEO. Later, the report
would reflect upon identifying those selected criteria of skills, attributes and knowledge in any
one of the 3 shortlisted candidates and select him for the new job position of Director of
Strategy, Marketing and Public Relations. It is evident that BBS has seen decline in sales over
last 3 years. Looking at the current scenario of BBS, it is recommended that the company will
selects that candidate who has a strong vision and aligns the individual behaviour of employees
towards the accomplishment of organisational goals of increasing growth and expansion by
reaching into new segments of international markets. Once a suitable candidate is selected, it is
recommended that a training and development plan is made and executed so that the proposed
candidate can inculcate those attributes and skills that are missing in him. With this, the
candidate can be made totally suitable as per the criteria set by management for the role of
Director of Strategy, Marketing and Public Relations in BBS Foods so that he can direct the role
of workforce towards the vision of company.
2. List of key criteria
Sales of BBS Foods have declined in traditional market over last 3 years. To deal with
this, company is seeking new markets for its products. To execute this, management has created
a new position of Director of Strategy, Marketing and Public Relations. This will be the senior
most position after CEO and has its direct reporting to CEO. The person appointed for this post
will be responsible for handling a new department consisting of 50 personnel. For the
recruitment of candidate for this post, a list of key criteria have been developed to analyse the
extent to which selected candidates match the requirements of role. The criteria are decided
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keeping in mind the knowledge, skills and attributes of the person. The criteria decided by
management of BBS are:-
Knowledge Marketing- The person should have sound knowledge of theories of marketing. Also, it is
imperative that he knows the various marketing techniques that can be adopted by an
organisation for promotion of its products and services across international markets and
its application in business. It is important that these strategies are chosen keeping in mind
the current and future scenario of business operations (Bush, 2008). Public Relations- The person to be appointed for the post must understand the
importance of public relation for an entity. He is required to review press releases and
sponsor corporate events to aid the company in maintaining and enhancing its image
among people. The person appointed shall communicate the vision and mission of
company to wider base of audience so as to improve the positioning of company's
products and services in market. Strategic Management- Also, the proposed candidate should have brief understanding of
the strategic options available with the company. He is responsible for analysing,
evaluating and executing business plans in relation to internal and external environment
of an entity. This involves financial forecasting, market and feasibility analysis.
Skills Problem Solving- Being the second most senior post in enterprise, it is imperative that
the person selected for this role has the skill of dealing with any problem or hurdle that
may arise during the course of operations. Analytical Skills- It is significant that the person appointed for such high post has
analytical skills to gain an understanding of the internal and external environment,
pricing and advertising strategies used by competitors etc. and develop various strategies
keeping these in consideration.
 Communication- The person selected should have excellent written and verbal
communication skills. He should have professional speaking abilities and be an
empathetic listener so that he is able to speak in public, groups or via social media.
Attributes
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 Confidence- The selected person should have the self belief to handle a situation with
more certainty of success than failure. Cooperative- The proposed person should have the ability to work in coordination and
cooperation with the fellow team members or fellow employees within the entity. Creative- The person with such a senior job role in marketing and strategic function
should be creative and innovative enough to bring new ideas for promotion of company's
products and services and also enhancing brand image in market.
 Adaptive- The selected person should possess the ability to adapt to changes within or
outside the business organisation(Mintzberg, H., 2004).
As per the description of above criteria for selection of person for the post of Director of
Strategy, Marketing and Public Relations, various skills, knowledge and attributes are allotted
scores as below:-
Basis Total Score 100
Knowledge:
Marketing
Public Relation
Strategic Management
14
13
15
Skills:
Problem Solving
Analytical Skills
Communication
10
10
8
Attributes:
Confidence
Cooperative
Creative
Adaptive
10
5
5
10
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3. Key Elements that should not be taken into account
As BBS company is planning to recruit competent candidate for the post of Director of
strategy, marketing and public relations. BBS company may require different kind of skills and
attributes for this specific post but there are some of key element and quality of candidate that
should not be consider for this post. As the BBS company sales rate is fluctuating due to which
firm is facing huge decrease in sales. Some of the elements that company should not consider in
the selection process are further explained in detail. It is found in profile of ArthurMc Loughlin
is quite witty in nature. Although he scored very high rate in social ability but his witty nature
and over friendly sense of humour is not effective for this specific post and should not be taken
into account. As BBS company is facing decrease in its sales rate due to which its productivity
and profitability is effected badly. In this serious scenario, ArthurMc Loughlin witty nature is not
applicable for the post of Director of Strategy, marketing and public relations (Renz, 2016).
As this post is most senior position in the Management Group after Chief executive
officer, it requires more mature and problem solving person to handle the situation well in order
to formulate appropriate strategies for the firm to increase its sales. It is found in the profile of
Ciaria Canavan, that she was appointed for the role of Head of Strategy for the business without
taking any interview. This practise was inappropriate, as it creates a bias situation for all other
employees who could be better than her in aspects of marketing strategies knowledge, skills and
attitude. Giving preferences on the basis of well – known family background should be avoided.
Thus this practices should not be taken into account.
4. Scoring Criteria for each candidate for the post of Director of Strategy, Marketing and
Public Relation:
Arthur McLoughlin
Basis Rating Justification
Knowledge Planning and
Execution
10 of 15 After reviewing
overall profile of
Arthur Mc Loughlin it
is found that he is
having good
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knowledge of
marketing strategies
and he has represent
Ireland on the Board of
the European
Federation of
Marketing
Associations. In terms
of rating scores on the
basis of business
planning and
strategies Arthur will
be scored 10 out of 15
because his ideas and
strategies were very
beneficial for the
organisation due to
which company's
revenue was increased
to 25 percent.
Marketing 3 of 5 On reviewing the
profile of Arthur
McLoughlin it was
observe that he in good
expressing and
representation. For
marketing the products
an individual should
have such quality in
order to convince and
influence customer to
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buy the product and
services. In relation to
marketing an
individual should have
effective ideas in
order to enhance the
marketing through
promotion and
advertisements. In this
category Arthur will be
given 3 out of 5
because he is great
influencer and have the
capabilities to develop
appropriate marketing
strategy to attract the
customers towards the
products.
Customer and Personal
Services
10 out of 15 After proper analysis
of Arthur McLoughlin
it is found that he has
good potential to
handle the customers
and personal services.
In this category,
Arthur scored 10 out
of 15 as it was
observed in his profile
that he was rated high
for social ability to
influence the people
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well. For the post of
Directors of Strategy,
Marketing and public
Relations Arthur
McLoughlin is suitable
as he is able to link up
with people easily. He
has good effective
connection with the
customers.
Administration and
Management
4 out of 5 After reviewing the
profile of Arthur
McLoughlin he is
having good
managerial skills. He
is well liked by his
staff members and
peers. He has the
capacity to create
positive organisation
culture which very
important to handle
overall administration
and management roles.
In this category,
Arthur has scored 4
out of 5 because has
good managing skills.
He prefers to build
good relation with the
team members and
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support them to
motivate them to
perform best at their
roles and
responsibilities.
Although a couple of
time he become
emotional and irritable
when his team fails to
perform duties as
expected by him.
Skills Communication Skills 8 out of 10 In relation to
communication skill
Arthur McLoughlin
will be scored 8 out of
10 as it was found that
during a presentation
to the Board he was
able to influence all
the board members
with his creative ideas
and thoughts.
Analytical Skills 7 out of 10 On reviewing the
profile of Arthur
McLoughlin it was he
has good knowledge of
marketing strategies,
industrial relations and
international marketing
. In terms of analytical
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skills he has been
scored 7 out of 10 that
is based on his profile
that states that he is
having good
knowledge about
marketing field and
and international
marketing strategies .
This analytical skills
may help the firm to
increase their sales
rate.
Interpersonal Skills 7 out of 10 On the basis of Arthur
McLoughlin profile it
is found that he has
effective competent
interpersonal skills
which is important to
influence others. In a
company interaction
with individual is very
important and in this
category Arthur scored
7 out of 100. He is
good enough to have
effective
communication with
others. Moreover, he
is involved in
different activities of
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an organisation and
believes in practising
good communication
channel among the
employees to avoid
conflicts at workplace.
Attributes Friendly behaviour 8 out of 10 On the basis of profile
of Arthur McLoughlin
it is identified that the
he is very friendly
with his team members
.He has the ability to
develop a positive
culture. He believes in
supporting team
members in order to
achieve organisation
goals and objectives.
Friendly behaviour is
one of most important
trait that should be
incorporated so that
better relations can be
established between
employees and
management. In this
category Arthur will be
scored 8 out of 10,
because of his friendly
nature with superiors
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