Analysis of Westrac's Marketing Operations: Improving Business Value

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MRKT20052: Marketing Management and Digital
Communications
Term 1, 2019
Assessment 1b: Analysis of article 2
How Westrac’s marketing operations investment is proving the
team’s business value
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There are many issues which are illustrated in this article which is lacking marketing of Westrac
in the market. Marnie Davey who is a marketing and customer experience manager of Westrac
believes that lack of marketing tools and is responsible for the lower income of the company.
Westrac is not that popular in the country because the company works in the form of e-males and
spreadsheets and as a result of less number of consumers actually know about a company which
is a big issue illustrated in the article (Cameron, 2019). Westrac is Australia’s equipment
solution business having the capacity of 3000 employees but still very few consumers know
about the existence of the company and as a result growth of the company is not developing
which is also a big issue. Another issue for the company is they fail to give the visual
representation of their products and services to the customers and as a result there is less number
of customers. Company is also not sure about the capabilities and duties of their employees and
as a result, there is more workload on the employees due to which there is a downfall on the
performance of the employees, which is also a big issue for the organization.
There are many stakeholders in the organization which are Marnie Davey who is the marketing
and customer experience manager of the Westrac. Amu walker is also the main stakeholder of
the company who is a marketing product manager of the company. Westrac collaborated with
Cooperate in order to develop specific features in digital marketing (Davey, 2019). Other
important stakeholders of the company are Justin Cannon who is the tech entrepreneur of the
company, Tom Spencer who is the start-up manager of the company and Rohit Gupta who is the
product developer of the company. Alhan Kohler and McPherson are also key stakeholders of
the company.
Westrac can respond to these issues in order to advertise their company more with the help of
digital marketing and various strategies. Marnie Davey believes that Westrac can be able to
produce more products and build more consumers with the help of digital marketing. Westrac is
providing various services to their customers like live chat on its site in order to solve the issue of
the customers without wasting their time in waiting. Westrac also plans to use various marketing
tools in order to deliver campaigns more effectively. Introduction of tech investment will also
assess the company in improving the collaboration of real-time and it would be easy for the team
in order to integrate their day-to-day workflow. Collaborating with the Cooperate is again a good
respond towards which will help the company in providing a unique visual representation of the
company resources, performance of the employees and the servicesprovided by the company.
Cooperate will assess the company in building the campaigns so that the company does not have
to rebuild their campaign again which will save lots of time of the company. Company has also
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introduced a master marketing calendar in order to gain the granularity at the level of Campaign.
Westrac is using marketing operation platform as a tool of communication in order to contribute
fluent marketing (Holding, 2019). Marnie Davey believes that establishing a digital campaign in
the company is the biggest success of the Westrac in order to build more consumers and to
enhance the growth of the business. This will allow the company to distribute the workload of
their employees so that employees can get to know about their job in the company and as a
result, they will perform better in the organization. According to Marnie Davey, these are the
best strategies for the company in order to respond to the various issues illustrated in the article.
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References
 Cameron, N. (2019) How Westrac’s marketing operations investment is proving the
team’s business value Retrieved from https://www.cmo.com.au/article/660104/how-
westrac-marketing-operations-investment-proving-team-business-value/
 Davey, M. (2019) About us. Retrieved from https://au.linkedin.com/in/marniedavey
 Holding, S.G. (2019) About us. Retrieved from http://sevengroup.com.au/about-us
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Appendix
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