Business Capstone Project: Techbuy's IMC Plan and Workplace Issues

This business capstone project focuses on Techbuy, an Australian company selling computer hardware and software. The project outlines Techbuy's marketing objectives, which include increasing sales and brand awareness, in relation to the launch of a new computer system. It includes a target audience segment analysis based on socioeconomic factors, and details the communication objective of developing brand awareness and promoting products. The assignment proposes visual advertising as the ideal style and discusses methods for measuring the IMC plan's effectiveness, such as customer response and advertising tracking. Furthermore, it identifies workplace issues related to financial implications, management challenges, and public relations problems. The project also examines how knowledge from the degree study can be applied to solve these workplace problems, considering accounting, management, and public relations implications. The document provides a comprehensive integrated marketing communication plan for Techbuy, addressing key aspects from marketing objectives to the identification of workplace issues.

BUSINESS CAPSTONE PROJECT
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Contents
Brief background of company...............................................................................................................3
Product and services..........................................................................................................................3
Marketing objectives.........................................................................................................................3
Information on the target audience segment analysis............................................................................5
Communication objective......................................................................................................................6
Advertising style....................................................................................................................................7
Measuring IMC plan`s effectiveness.....................................................................................................8
Identification of issues in workplace.....................................................................................................9
How do you apply knowledge from this degree study in solving your workplace problems, including
appropriate analysis and justification...................................................................................................10
What strategies are addressed for the project including consideration of knowledge in accounting,
management or public relations implications: and/ or other organizational resource implications......10
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Brief background of company
Product and services
This business capstone project is made for the Techbuy which is an Australian company. This
company is being engaged in the business of selling computer and other parts of the
computer, basically the hardware and software. The main products used to be offered by the
company to the consumers are:
 Peripherals- UPS, Mice, Keyboards, Speakers
 Storage & Hard drive- media, Memory cards, Hard drives
 Computer parts & PC hardware- Video cards, RAM, cases, CPU`s
 Software- Internet security, antivirus, windows
Some of the other computer products which are also offered by the company in the market
are-
Consumables & Printers (Inkjets, Toner, Multifunction, Laser); Computer Systems (tablets,
notebooks, Desktop, Server); PC Gaming Gear (headsets, keyboards, gaming mice); mobiles
& phone, wireless & networking; electronics and appliances and much more.
Marketing objectives
Marketing is known as an indispensable part of business strategy. Through marketing,
awareness about the services and product is used to be created by the business organization.
The marketing objective of the Techbuy is the part of its strategic planning process (Chaffey,
2017). As the objectives of marketing are interrelated with the main business objectives of
the company. Techbuy has set its marketing objectives in context to promote the services as
well as the products which are used to be offered by the company in the potential market
( Baker & Hart, 2016). The marketing objectives are being set in such a way that they might
be achieved within specific time period. In addition to this, the objectives or goals of
marketing are also set by the company in a flexible manner so that they could be modified in
case of any trends in the market or according to the demands and preferences of the
consumers.
The main marketing objectives of Buytech are:
Increase sales
Increase awareness of product
Launching the brand
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Effective Brand Management
In this report, an integrated marketing communication plan is being made for the company
i.e. Buytech as the company is planning to launch a new computer system.
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Information on the target audience segment analysis
Market segmentation provides a base for the company to target their main customers who
tend to purchase their product or services. Customers raise the value of marketing which is
heading for at them, intended for them in addition to, which proficiently offer the information
they require for making purchase decisions (DeVault, 2017). The target audience for the
product i.e. new computer system is segmented on the basis of a factor given below:
Socioeconomic- The segmentation of the market in order to target the potential customer for
the business is being done over here by considering the socio economic norms (DeVault,
2017). The segmentation of market according to the aspects of socioeconomic is generally
used to be done by determining the attributes related with eth consumers such as- occupation
of the consumers, educational level, household income, membership in many associations, a
neighborhood of residence etc. Such attributes tend to be more developed in context to the
relationship to the behavior of consumers, for the most part as a replication of lifestyle, the
range of service used the first choice of brand as well as price sensitivity.
The plan for marketing is being done over here for the new computer system, hence the
market segment is also carried out by considering some aspects (Hamon, 2017). This market
segment is suitable for the company for the new computer system, as the occupation of the
consumers is also related to the socio-economic norms. An individual whose occupation is
related to the computers filed requires a computer for various purposes. Therefore the new
computer system tends to be purposeful for such consumers. They might show their
preference for such product. In addition to this, one of the other reason for selecting the
market segment as per socioeconomic aspect is related to the educational level of the
consumers (Bowie & Buttle, 2013). As the individuals who are in education field require
computer system for study purposes. Hence this aspect has led to select this market segment.
As the individuals who are student will also show their interest in such product.
The segmentation of the market is being recognized by exploring and analyzing many
different characteristics about potential customers. This market segmentation will help in
targeting the potential customer for the business.
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Communication objective
The objectives are set for the advertising which is linked with company`s marketing and
another business objective. As the overall objective of the company is to increase the level of
sale of its product as well as services so that higher profit could be attained and the business
could be run successful deprived of any interruptions (DeVault, 2017). The objectives of the
integrated marketing communication plan are discussed below:
 Developing brand awareness- Through the marketing plan, the awareness about the
brand will be developed (Kappel, 2017). Individual`s awareness about the brand will
be evoked so that they may consider the brand while making decisions regarding the
purchase.
 Promoting services/product and company knowledge- Another objective of the
communication is to promote the services and product offered by the company.
Through the marketing campaign, services and product will be promoted among the
targeted customers. Besides this, the knowledge or information about the company
among the consumer will also be promoted through the marketing plan, as it is one of
the objectives of the communication (DeVault, 2017).
 Influence interests or consumer attitudes- Another objective of the marketing
communication plan is to influence the attitudes or interest of the consumers. The
attitude of the consumers in regards to their purchasing making decision will be
influenced in a positive manner (Pack, 2017).
 Developing the product`s image- One of the other objectives is to influence the
purchase intentions of the consumers by developing the image of the product among
the mind of consumers.
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Advertising style
Advertising style involves a range of method through which advertisement or promotion of
the product or service could be done. The advertising style which will be suitable for the
integrated marketing is visual advertising. The information about the new computer system
will be given through the television advertisement. As through this style of advertisement,
whole information about the new computer system could be easily dispersed (Pack, 2017).
Through the television advertisement, whole information about the system of the computer,
such as- configuration system, parts of computer, integrated system etc. The new computer
system could be displayed through the television more effectively, and this style of
advertising will help in creating the promotion of brand awareness (Rodela, 2012). As the
consumer could be evoked about the product`s information in a more effective manner
through this style of advertising. The consumers who are going to be targeted with the
marketing plan will be easily influenced through the advertisement, as the ad will be created
in such a way that it will make an influence on the mind of the students regarding the
purposeful use of the computer system.
The information dispersed through the visual ad will develop an image of the product in the
mind of the consumers. As this will be crucial in making the influence of the consumers for
the company`s product i.e. the new computer system.
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Measuring IMC plan`s effectiveness.
The evaluation of IMC plan is crucial to be done in order to assess the effectiveness. As
through the evaluation, it could be evaluated that the objective for which plan was made has
been achieved or not. Through the evaluation, various aspects could be assessed, such as the
effectiveness of the plan in achieving the objective and the pitfalls in the plan (Dib, 2016). It
is essential to pursue to measure the effectiveness of the integrated marketing communication
plan in a well-timed manner so that performance during the campaign could be adjusted or
optimized. Measures for evaluation of the effectiveness of integrated marketing
communication plan are discussed below:
The response of the customers- One of the best ways to evaluate the effectiveness of
integrated marketing plan is assessing the response of the customers. As in the case, the
response of the customers is positive then it can be assessed that the marketing plan has
become successful (Fuggetta, 2012).
Copy testing- This technique could be used to assess the evaluations of the consumer when
the marketing is finished or in its final stage of the development prior to the production
( Baker & Hart, 2016). The reaction of the consumer in regards to the main message of the ad
as well as the format of the message in which it is going to be presented can be examined
through this.
Advertising tracking- As per this evaluation technique, a portion of an advertisement will be
shown to the consumer without showing the name of the brand (Hamon, 2017). Through this
technique, it will be evaluated, whether the respondent consumer recognizes the
advertisement as well as the brand. In addition to this, it is an effective technique which will
allow measuring message recall, aided as well as unaided brand advertisement and likeability.
Eye tracking- One of the other technique that will be used for measuring the effectiveness of
the marketing is eye tracking technique. It is a prevailing tool that impartially measures the
responsiveness of consumers and their impulsive reaction to marketing communications. This
technique will empower to acquire information on the visual attention by considering the
movement of the eyes of consumers.
The above techniques will be considered for evaluating the effectiveness of the marketing
communication plan (Kappel, 2017). In case the marketing plan for the new computer system
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is not being evaluated as effective then a new plan will be considered and the pitfalls of this
marketing plan will also be considered while preparing the new marketing plan, if necessary.
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Identification of issues in workplace
This report is also related to the challenges of management, accounting as well as public
relation issues faced by the organization. Through the research, knowledge could be gained in
context to the issues at the workplace in addition to the ways to encounter such issues. It is
crucial for the company to consider the issues in the workplace which are related not only to
the professional accounting, such as financial accounting; but also with the public relations
issues. As these issues, are crucial to being identified or else business processes could be
interrupted.
Issues related with the financial implication are one of the major problems at the workplace.
The fraud activities pursued by any employee or accountant at the workplace are a problem
for the business. As due to the fraudulent activities, business could be exposed to the risk. In
addition to this, quite a few financial consequences occurred due to the injury of any
employee at the workplace. As such issue also affect the company negatively (Clatworthy,
2012). As because of the workplace injuries, the productivity of the business also gets
affected. One of the other financial implications related to the issue is the cost incurred on the
training of the new employees. In order to gain the new employee, the company has to make
expenses in the training program which can cause the problem to the business. As when any
new employee joins the company then, he or she may require some training in order to know
their working procedure (Hall, 2010). Therefore, the training program could make extra
expense for the company.
Another issue at the workplace is related to the management of the company. There are
several problems which occur in the company that is directly or indirectly related to the
management aspects. A conflict situation is one of the major issues related with the
management implication at the workplace. As there are a number of reasons which can cause
conflict between the employees (Allen, 2015). The reasons which can cause conflict among
the employee are- cultural differences, behavioral variation, the difference in the ideas,
thinking etc. Variation in the behavior of the employees may cause conflict among them; this
conflict not only causes issue or stresses for the employees but also cause a problem for the
business. Productivity of the business also gets affected due to the conflict among the
employees and management.
The issues related to public relation are- it requires time as well as appropriate resources to
handle new technology. In addition to this, creativity and innovative approaches are also
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required on a continual basis. Another issue related with public relation is that the differences
between cultural and linguistic aspects can also cause a negative effect on the campaign.
How do you apply knowledge from this degree study in solving your workplace problems,
including appropriate analysis and justification
The knowledge gained from the degree study; supported in solving the problems or issues at
the workplace. As through the course, knowledge about several topics such as project
management, marketing aspects as well as other management aspects including
communication factors is being acquired. These topics not only helped in acquiring
theoretical knowledge but also laid support in making plan or strategy for applying such
knowledge practically. The marketing management, studied in the course, helped in solving
the issues related to marketing aspects at the workplace. For instance, the issues related to
selecting the segment of targeted consumers was being solved through the knowledge gained
from segmentation factors of marketing. On the other hand, the communication aspects
studied in the course also helped in
What strategies are addressed for the project including consideration of knowledge in
accounting, management or public relations implications: and/ or other organizational
resource implications.
Strategies are being considered for the project in order to manage the issues related to the
accounting, public relations, and management. These strategies support in managing the issue
and carrying out the project in a successful manner. Some of the strategies are as follows:
The financial issues will be solved through practicing the appropriate standards of accounting
so that any fraudulent activity shall not be pursued by the employee or the accountant in
recording the transaction in the books of accounts of the company (Hamon, 2017). In addition
to this, the cost which used to be incurred for the several purposes such as- training expense,
expense on the injuries occurred at the workplace will be managed in an effective manner.
On the other hand, the issues related to the management aspects such as conflict situation will
be managed by establishing the friendly relationship among the employees. The soothing
environment will be established at the workplace so that any conflicting situation shall not
arise which could affect the project. In addition to this, effective communication will be done
in order to carry out the management processes in an effectual manner and the influence of
factors which may interrupt the communication process will be eliminated (Allen, 2015).
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In order to manage the issues related to public relations, an appropriate strategy has been
made, which instigate to adopt the technology which could be useful for managing the issues
of handling the new technology. In addition to this, the cultural, as well as linguistic aspects
of the target audience, are also considered in the strategy and the advertisement campaign is
created in such a manner that shall not affect such aspects.
Such strategies are considered to manage all the issues and to get the project on the floor in a
successful as well as effective manner; so that the objectives of the organization could be
achieved.
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