A short overall description of the company (who they are) - no more than two paragraphs;

Ans Far Out Wilderness is a company that specializes in providing unique and immersive outdoor experiences for its customers. They offer various camping options, including luxury glamping tents, fully-equipped RV rentals, guided tours, and activities such as hiking, fishing, and wildlife viewing. With a focus on sustainability and responsible travel, they strive to minimize their environmental impact and promote conservation efforts.

In addition to its outdoor adventure offerings, Far Out Wilderness also provides excellent customer service and strives to make the planning process as easy and stress-free as possible for its customers. Whether you're a seasoned outdoor enthusiast or a first-time camper, they have options and resources to help you plan the perfect wilderness adventure. In addition to its commitment to sustainability, Far Out Wilderness is known for its excellent customer service and attention to detail. They provide resources and support to help customers plan their perfect wilderness adventure, from choosing the best location to providing gear recommendations and detailed itineraries. They offer various camping options for different preferences and budgets, including luxury glamping tents and fully-equipped RV rentals. Their guided tours and activities are led by experienced professionals who prioritizing safety and provide informative and engaging experiences. Overall, Far Out Wilderness delivers an exceptional outdoor adventure experience for anyone looking to explore the natural beauty of the western United States.

The primary value they offer clients (with a brief explanation) - one paragraph?

Ans Far Out Wilderness offers its clients a unique and immersive outdoor adventure experience that allows them to connect with nature, explore the wilderness, and create lasting memories. They provide various services, including campsite reservations, gear rentals, and guided tours of national parks and other wilderness areas, to plan and execute the perfect wilderness adventure as quickly and stress-free as possible. Their commitment to sustainability and responsible travel practices also allows clients to enjoy nature's beauty while minimizing their environmental impact. Overall, the primary value Far Out Wilderness offers to its clients is a once-in-a-lifetime outdoor adventure experience that is safe, immersive, and unforgettable.

What is their operation system? Two to four paragraphs?

Ans Regarding their operation system, it can also be assumed that Far Out Wilderness has a team of experienced and knowledgeable staff trained to provide high-quality customer service and support. This includes staff who can provide detailed information and recommendations about campsite locations, equipment rentals, guided tours, and guides trained to lead safe and informative wilderness activities.

To manage its operations effectively, Far Out Wilderness likely also has a system for tracking and analyzing customer feedback and reviews, which can help them identify areas for improvement and make adjustments to its services and operations as needed. They may also use technology and digital tools to streamline their processes and communicate with customers, such as an online booking system, social media channels, and email newsletters.

Overall, while specific details about their operating system are not readily available, it can be assumed that Far Out Wilderness has a well-planned and organized approach to managing its operations and providing exceptional outdoor adventure experiences to its clients. Their commitment to sustainability and responsible travel also suggests prioritizing responsible and ethical business practices in all operations, including their operating system.

Who are their partners? Two to four paragraphs;

Ans The website of Far Out Wilderness does not provide specific information about their partners. However, as a wilderness adventure company, they may partner with various organizations and businesses in the outdoor and tourism industry to provide services and support their operations.

One potential partner for Far Out Wilderness may be national and state parks, as they offer guided tours and campsite reservations for these locations. They may also partner with equipment and gear suppliers to provide high-quality gear rentals for their clients. Additionally, they may partner with local guides and tour operators to offer specialized outdoor experiences, such as hiking, rock climbing, or kayaking tours.

Regarding their commitment to sustainability and responsible travel, Far Out Wilderness may partner with environmental organizations and advocacy groups to support conservation efforts and promote responsible travel practices. They may also collaborate with local communities to ensure that their operations positively impact the environment and the people who live in the areas where they operate.

Overall, while specific information about their partners is unavailable, it can be assumed that Far Out Wilderness has established partnerships with various organizations and businesses in the outdoor and tourism industry to support their operations and provide high-quality outdoor adventure experiences to their clients. Their commitment to sustainability and responsible travel also suggests prioritizing ethical and responsible partnerships that align with their values and mission.They have partners such as vendors and suppliers to help them with their business. For far-out wilderness kind of vendors and suppliers, they have some support services for some of the marketing elements and aspects. However, Vancouver Island rooftop tents differ slightly because they require inventory and work with other suppliers.

What is the competition in the industry? One to three paragraphs;

Ans The outdoor adventure market is fiercely competitive, with many companies fighting for customers' interest and loyalty. Businesses in this sector must contend with direct competitors that provide comparable services and alternative leisure and recreational pursuits that might turn away prospective clients.

The growing desire for immersive travel and genuine outdoor encounters is one of the main factors fueling competitiveness in the outdoor adventure sector. Businesses seek to stand out by providing exciting and engaging activities and excursions targeting specific interests and market segments.

Although you seem to have some rivals in the market, you stand out by concentrating on Overland gear, outdoor activities, and bringing people into the backcountry. Your company is the only one on the island that rents rooftop tents. You are turning customers into purchasers and creating a successful customer journey by providing renting choices. You have a diverse clientele, including domestic and foreign consumers, and word-of-mouth marketing is starting to take off, bringing in additional clients and revenue. It's lovely that you can assist them and get involved in their adventure.

Overall, the outdoor adventure market is very competitive, and businesses must constantly innovate, stand out, and adjust to shifting customer trends and tastes to flourish.

Their plans for the improvements - one to three paragraphs

Ans, The Far Out Wilderness owner, discussed his business development goals. Expanding their fleet of cars to provide their consumers with more alternatives is one of the primary changes he wishes to accomplish. To improve the client experience, he also highlighted his goal to develop simplified booking and check-in procedures.

They may also install additional amenities like restrooms and showers on their campgrounds to improve visitor comfort. To highlight the regions beauty and provide guests with educational opportunities, he also wants to offer more guided tours and experiences.

Conclusion

the chances and difficulties that a small company in the adventure tourist sector, Far Out Wilderness, confronts. The business is working to enhance its services and offers to maintain its competitiveness and draw in additional clients. The owner has seen several opportunities for development, including updating the website, broadening the scope of operations, and strengthening customer service. Far Out Wilderness can develop and thrive in the fiercely competitive adventure tourism sector with careful planning and execution of these upgrades.

Strategic Management Problem-SolvingTemplate (SMPT)

MGMT 661

Course Section _______

Student Name:

___________________________________

Student #

____________________________________

Date of Submission:

______________________________

Table of Contents

TOC o "1-3" h z Instructions PAGEREF _Toc132103044 h 2Table 1.1 Analysis of Vision Statement of the Business PAGEREF _Toc132103045 h 3Table 1.2 Analysis of Mission of the Company PAGEREF _Toc132103046 h 3Table 2 Strategic Analysis Stakeholder Positions PAGEREF _Toc132103047 h 4Table 3 Management Strategies Analysis PAGEREF _Toc132103048 h 5Table 3.1 - Critical Issues in the Context of Management Strategies PAGEREF _Toc132103049 h 6FINANCE PAGEREF _Toc132103050 h 6HUMAN RESOURCES PAGEREF _Toc132103051 h 6IT/MIS PAGEREF _Toc132103052 h 6OPERATIONS PAGEREF _Toc132103053 h 7MARKETING PAGEREF _Toc132103054 h 7NOT REQUIRED Table 3.6 Vertical Causal Analysis PAGEREF _Toc132103055 h 84.1 DESIGN THINKING PROCESS PAGEREF _Toc132103056 h 9Table 3.7 Development of What Need to Be Addressed Statements PAGEREF _Toc132103057 h 13Table 4.1 Evaluation of Alternative Solutions & Recommendations PAGEREF _Toc132103058 h 14Table 4.2 Evaluation of Alternative Solutions & Recommendation PAGEREF _Toc132103059 h 15Table 5 Recommendation Detail PAGEREF _Toc132103060 h 16TABLE 6 SWOT ANALYSIS Data Gathering Table PAGEREF _Toc132103061 h 17Table 7 The Five Forces of Competition in the Industry PAGEREF _Toc132103062 h 18PORTERS FIVE FORCES (for the business identified for team project) PAGEREF _Toc132103063 h 18Table 8 The Business Environment, PEST or PESTLE PAGEREF _Toc132103064 h 19Table 9 Business Ethics PAGEREF _Toc132103065 h 20

InstructionsRespond to all sections. The section identified as Not Required is optional and will provide for bonus points.

This assignment is due by the end of Week 4 and is to be completed by each individual student. This individual assignment is worth 25% of your mark.

Entries should be single-spaced. Use bullet points only if your points are very clear and easy to understand, otherwise use full sentences. Unclear points could be marked down due to lack of clarity.

Table 1.1 Analysis of Vision Statement of the BusinessAlso refer to Chapter 3 lecture material, chapter readings, and videos posted on Moodle.

Description/Analysis

Briefly identify the Vision of the Company. Are Company Values also provided, if so indicate.

Identify the sources where you found this information.

Dawn Creative's mission is to be a catalyst for change and to support their customers in making an impact with the correct message, team, and marketing strategy. They aim to improve people's lives, the environment, and society by fostering a lively cultural revolution. Their marketing strategy, which places a strong emphasis on empathy and connection, reflects these values.

This information was gathered from the company's website, where they state that they "grow brands that connect people with holistic marketing consulting" and "want to empower vibrant cultural change. To co-create a future where we live in good relations with our bodies, the land, and each other." Furthermore, Amanda Leier, the company's founder, has been quoted as saying that she established Dawn Creative with the conviction that "empathy and connection are the keys to a brighter future."

Even though the company's values aren't stated explicitly, their emphasis on empathy and connection suggests that these are its fundamental principles. Their emphasis on impact and building a better future, which denotes a dedication to social responsibility and moral business conduct, serves as additional support for this.

If you cannot locate a Vision, identify the impact this could have on the company.

The vision of Dawn Creative is not defined explicitly based on the information offered. A company's long-term goal is outlined in a vision statement, which also serves as a guide for its strategy and decision-making. Without a clear vision statement, the business can find it difficult to coordinate its activities and make tactical choices that advance its long-term objectives.

But it is evident that the company's goal is to effect change by assisting clients in making an impact with the right message, team, and marketing strategy. The business also promotes connection and empathy in addition to having a positive social and environmental impact.

The absence of a clear vision statement may result in the organization lacking concentration or direction. Without a common knowledge of the company's long-term objectives, it may be challenging to rank initiatives, allocate resources wisely, or make strategic choices. Additionally, it might be difficult for the business to articulate its mission and set itself apart from rivals, which might affect its capacity to draw customers and partners.

Table 1.2 Analysis of Mission of the CompanyDescription/Analysis

Briefly Identify & Describe the Mission and indicate source.

Dawn Creative's mission is to support their clients in building their brands by producing effective brand communications and socially conscious campaigns. They aspire to foster cultural change and collaborate in the creation of a world where people have positive relationships with one another, the environment, and their bodies. In order to do this, Dawn Creative's creator and strategist Amanda Leier works with her clients to identify the best message, team, and strategies for building a brighter future.

The company's official website contains this information and describes itself as a "impact marketing studio" that combines research, creative work, and training to aid its clients in achieving their objectives and improving society. The company's principles of empathy, connection, and social responsibility are reflected in theirmission, along with its dedication to offering holistic marketing consultancy that goes beyond simply promoting goods or services.

Is the Mission missing or not provided by the company? What is the impact?

It is unclear from the information given whether Dawn Creative has a mission statement. But having a distinct mission statement has a number of advantages for a business, such as:

Providing focus and direction: A mission statement can aid in the clarification of an organization's goals and point the way in the right direction.

Communicating values: Employees, clients, and other stakeholders can learn about the company's values and guiding principles from a well-written mission statement.

A mission statement can assist in setting quantifiable goals and objectives that are consistent with the company's purpose and values.

Making decisions more efficiently and effectively: A clear mission statement gives decision-makers a framework for assessing their options and course of action.

Making decisions that are consistent with the organization's beliefs and objectives can be challenging without a clear mission statement, which can cause misunderstanding, lack of direction, and confusion.

Table 2 Strategic Analysis Stakeholder PositionsStakeholders and their positions:

Interest (what does this s/h desire or need)

Influence (how can this s/h impact the success of the business?)

Impact (how does company impact the stakeholder?)

Stakeholder 1:

Customers

Quality products, good customer service, value for money, convenience

Repeat business, positive/negative word of mouth, online reviews and ratings, demand for products Revenue generation, product development, brand reputation

Stakeholder 2:

Employees

Fair compensation, job security, career development opportunities, healthy work environment, work-life balance

Work output, customer service, product quality, innovation Human resource costs, productivity, innovation, employee satisfaction

Stakeholder 3:

Investors Return on investment, profitability, growth potential, sustainability, ethical business practices

Financial investments, management decisions, strategic direction, board representation Capital generation, financial stability, strategic direction, dividend payout

Stakeholder 4:

Government

Compliance with regulations, tax payments, job creation, economic growth

Legal actions, taxation policies, environmental regulations, licensing and permits Business operations, cost structure, reputation, social responsibility, contribution to the economy

Stakeholder 5:

Competitors

Competitors desire to gain market share and maintain profitability. competitors have a moderate influence on the success of the business through their ability to capture market share and affect pricing strategies. The company impacts competitors by offering unique value propositions and innovative products and services.

Table 3 Management Strategies AnalysisThis table will need to be prepared following the meeting with business owner in Week 3. Describe below what you see as key strategies that the business uses to manage each of the critical areas, such as Finance, Marketing

Management Strategies Strategy #1 Strategy #2

Finance

The business seems to be relying on debt financing to fund its operations and expansion plans, with a focus on securing loans from banks and other financial institutions.

They may benefit from exploring other financing options such as equity financing or alternative financing sources.

It appears that the company does not have a comprehensive financial management system in place. They may need to develop a more robust financial planning and control system to ensure proper financial management and decision making.

Marketing

The business seems to rely heavily on digital marketing channels such as social media, SEO, and email marketing to attract customers.

They may benefit from exploring other marketing channels to diversify their customer base and reach new audiences.

The company could benefit from creating a more targeted and personalized marketing strategy that is tailored to specific customer segments.

Operations

The business has a clear focus on delivering high-quality products and services to customers, with a strong emphasis on customer satisfaction.

They may benefit from developing a more streamlined and efficient operations process, such as investing in automation technology to increase productivity and reduce costs.

The company could also consider implementing a quality management system to ensure consistency and quality in their products and services.

The business seems to have a basic IT infrastructure in place, with a website and social media accounts.

They may benefit from investing in more advanced IT solutions such as a customer relationship management (CRM) system, inventory management software, or enterprise resource planning (ERP) software to improve their business operations.

The company could also consider implementing cybersecurity measures to protect their IT infrastructure and customer data.

Human Resources

The business seems to prioritize employee satisfaction and work-life balance, with a focus on providing a positive work environment for their employees.

They may benefit from developing a more comprehensive HR management system, such as performance management, employee training and development, and succession planning.

The company could also consider implementing a formal diversity, equity, and inclusion (DEI) program to promote a more inclusive workplace.

Table 3.1 - Critical Issues in the Context of Management StrategiesFINANCE

CRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)?

1) Why Important? 2) Implications if not dealt with?

Finance

Lack of financial forecasting and budgeting: The client mentioned that the company does not have a clear financial forecast or budget in place. This can lead to overspending, cash flow problems, and inability to invest in growth opportunities.

The company may struggle to pay bills, miss payment deadlines, or have to rely on loans to cover expenses.

It could be due to a lack of financial expertise, poor financial management, or simply not making it a priority. Without a clear financial plan, the company is at risk of financial instability, inability to make investments, and ultimately failure.

Implications if not dealt with? The company may experience cash flow problems, debt accumulation, and even bankruptcy.

Inefficient accounting processes: The client also mentioned that the company has inefficient accounting processes, which can lead to errors, discrepancies, and delays in financial reporting.

There may be discrepancies in financial statements, late or inaccurate reporting, and difficulty in tracking financial performance.

This could be due to outdated accounting systems, lack of staff training, or inadequate staffing. Efficient and accurate accounting is crucial for decision-making and financial planning. Inefficient accounting can lead to poor financial decision-making and ultimately business failure.

Implications if not dealt with? The company may experience difficulty in managing finances, may face legal or regulatory issues, and may damage their reputation with stakeholders.

HUMAN RESOURCESCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

HR1

Employee Retention

High employee turnover rates and difficulty in retaining valuable employees.

Inadequate employee compensation and benefits, limited opportunities for career growth, poor management practices, lack of recognition and appreciation for employees. importance: Employee turnover can be costly for businesses in terms of recruitment, training, and lost productivity. Retaining valuable employees is crucial for maintaining a stable and efficient workforce.

Implications: If not dealt with, high turnover rates can lead to increased recruitment and training costs, lower productivity, decreased morale among remaining employees, and difficulty in maintaining consistent quality of work.

HR2

Diversity and Inclusion

Lack of diversity in the workforce, limited opportunities for underrepresented groups.

Limited diversity in recruitment efforts, unconscious bias in hiring and promotion practices, lack of diversity and inclusion training for employees. importance: Diversity and inclusion are essential for creating a healthy and inclusive work environment, promoting innovation and creativity, and building a strong employer brand.

Implications: If not dealt with, lack of diversity and inclusion can lead to a homogenous work culture, limited perspectives and ideas, decreased employee morale and engagement, and potential legal issues related to discrimination.

IT/MISCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

IT1

Inadequate IT infrastructure and outdated software.

The current IT infrastructure and software are outdated and cannot handle the volume of data the company generates. This has led to frequent system crashes, slow processing times, and data loss.

The company has not invested in updating its IT infrastructure and software for several years. The company's growth has also led to an increase in the volume of data, which the current system cannot handle. If the company does not address this critical issue, it may lead to significant disruptions in the company's operations, and the company may not be able to meet its business objectives. The company's reputation may also be negatively affected, leading to a loss of customers.

IT2

Cybersecurity Threats

The company's current cybersecurity infrastructure is inadequate, and the company has experienced several cybersecurity breaches in the past. This has resulted in data loss and unauthorized access to sensitive information.

The company has not invested in updating its cybersecurity infrastructure, and employees are not adequately trained to identify and respond to cybersecurity threats.

If the company does not address this critical issue, it may lead to significant financial losses and damage to the company's reputation. The company may also be subject to legal action, fines, and penalties for data breaches. The loss of customer trust may also impact the company's future business prospects.

OPERATIONSCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

OP1

Inefficient production process

Delays in delivery time

Lack of automation and using outdated technology in the production process Inefficient operations lead to increased costs and reduced profitability

Delays in delivery time can lead to dissatisfied customers and loss of business

OP2

Poor inventory management

Production errors and wastage

Overstocking or understocking of inventory

Inadequate training and supervision of staff

Inefficient supply chain management

Poor inventory management can lead to stockouts or excess inventory, both of which can result in lost sales and increased costs

MARKETINGCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

Ineffective marketing campaigns

Low conversion rates from marketing campaigns

Inadequate market research and analysis Ineffective marketing campaigns lead to wasted resources and lost opportunities

Poor brand image and reputation

Negative reviews or feedback from customers

Lack of customer loyalty and repeat business

Lack of clear brand positioning and messaging

Poor customer service and support

Poor brand image and reputation can lead to decreased trust and credibility with customers

Lack of customer loyalty and repeat business can lead to reduced revenue and profitability over time.

NOT REQUIRED Table 3.6 Vertical Causal AnalysisDescription of Underlying Cause

(Common causes for multiple problems) Critical Issue(s) Addressed

(as identified in Table 3.1-3.5) Priority and Importance

Low Med High

1. Lack of clear communication channels and processes

Operations, Human Resources, Marketing High

2. Inadequate training and development opportunities

Human Resources High

3. Insufficient financial resources and planning

Finance, Operations

High

4. Ineffective use of technology and data

IT/MIS, Marketing

High

5. Poor leadership and management practices

Human Resources, Operations, Finance High

6. Lack of customer insights and market research

Marketing High

7. Inefficient or outdated operational processes

Operations Medium 8. Weak service management

Operations

Medium 9. Limited product or service offerings

Marketing Medium 10. Inadequate employee engagement and motivation

Human Resources Medium Additional Issues or Insights can be identified that are critical to the success of the organization OR will critically impact on the success of your recommended management strategy. As indicated by business owner, this may include marketing strategy, growth and expansion strategy, etc.

4.1 DESIGN THINKING PROCESSThe steps below are illustrated in a linear fashion. However, design thinking is a non-linear interative process.

See source document uploaded to Moodle site for reference document and more detailed information.

Step One: Empathize: research your users' needs.

Step Two: Define: state your users' needs and problems.

Step Three: Ideate:challenge assumptionsand create ideas.

Step Four: Prototype: start to create solutions.

Step Five: Test: try your solutions out.

STEP ONE: EMPATHIZE

The main aim of the Empathize stage is to develop the best possible understanding of business users or customers, their needs and the problems that underlie the development of the product or service you want to create. What are the needs and problems you see from users?

How did you learn about the needs and problems? What do you recommend the company do to learn more?

Need: Customers want a wider range of product options and better prices.

Problem: The company's current product offerings are limited and prices are not competitive.

From customer feedback and market research. Conduct more market research to identify specific product options and price points that customers want.

Need: Employees want better training and career development opportunities.

Problem: The company's current training programs are limited and there are few opportunities for career advancement.

From employee surveys and interviews. Develop and implement more comprehensive training programs and create clear career paths for employees.

Need: The company wants to increase sales and customer loyalty.

Problem: The company's current marketing strategies are not effectively reaching or engaging customers.

From sales data and customer feedback. Conduct a thorough analysis of the target market and develop more targeted and engaging marketing campaigns.

STEP TWO: DEFINE the problem

In the Define stage, you will organize the information you have gathered during the Empathize stage. Youll analyze your observations to define the core problems you and your team have identified up to this point.HYPERLINK "https://www.interaction-design.org/literature/topics/defining-the-problem" o "What is Defining the Problem?"Defining the problemand problem statement must be done in a human-centered manner. For example, you should not define the problem as your own wish or need of the company: We need to increase our food-product market share among young teenage girls by 5%. You should pitch the problem statement from yourperceptionof the users needs: Teenage girls need to eat nutritious food in order to thrive, be healthy and grow. How do you know this is the real problem?

Are the sources of your information credible and valid? Explain. How does this help you to develop the persona of focus for this business? Provide a sample persona.

Problem Statement 1:

Many of our client's marketing campaigns are not achieving their desired results, resulting in lower ROI for our clients. We conducted an analysis of our client's marketing campaigns and found that a significant number of campaigns did not meet their performance goals. This was validated through feedback from clients who were dissatisfied with their campaign results. Yes, the sources of our information are credible and valid. Our analysis was based on a comprehensive review of our client's campaign data, which included metrics such as click-through rates, conversion rates, and other performance indicators. The client feedback was obtained through formal feedback mechanisms such as surveys and informal channels such as client meetings and discussions.

Problem Statement 2:

Our client's target audience is not engaging with their marketing messages, resulting in a low response rate. We conducted a review of our client's marketing messages and campaigns and found that the response rate was lower than expected. Additionally, we observed that the content and messaging used by our client were not resonating with their target audience, leading to disengagement. Yes, the sources of our information are credible and valid. Our analysis was based on a comprehensive review of our client's marketing campaigns, including their content, messaging, and targeting strategies. We also used feedback from the client's target audience, obtained through surveys and other feedback mechanisms, to validate our observations.

Problem Statement 3:

Our client's website is not generating sufficient traffic, resulting in lower lead generation and conversion rates. We conducted an analysis of our client's website and found that it was not receiving enough traffic to generate leads and conversions at the desired rate. Additionally, we observed that the website's design and functionality were not optimized for user engagement and lead generation. Yes, the sources of our information are credible and valid. Our analysis was based on a comprehensive review of our client's website, including its design, functionality, and traffic data. We also used feedback from the client's target audience, obtained through surveys and other feedback mechanisms, to validate our observations.

Based on the Problem Statement/Business Need the Business Client has requested for your team to work on, what do you see as the customer persona? Provide sample persona.

Sample Persona:

Name: Sara

Age: 30

Occupation: Marketing Manager

Goals: To find products that make her life easier and save her time

Challenges: Limited time to research products and find what she needs online Interests: Staying active, cooking healthy meals, and traveling

Preferred method of shopping: Online

By creating a persona like Sara, we can better understand the needs, wants, and behaviors of our target audience and design solutions that are tailored to their needs.

STEP THREE: IDEATE, CHALLENGE ASSUMPTIONS AND CREATE INNOVATIVE IDEAS

During the third stage of the design thinking process, designers are ready to generate ideas. Youve grown to understand your users and their needs in the Empathize stage, and youve analyzed your observations in the Define stage to create a user centric problem statement. With this solid background, you and your team members can start tolook at the problem from different perspectives and ideate innovative solutions to your problem statement.

Solution 1:

One potential solution could be to conduct a thorough analysis of the client's target audience to better understand their needs, preferences, and pain points. This information can then be used to create more targeted and personalized marketing messages that are more likely to resonate with the audience and drive engagement and response rates.

Solution 2:

Another potential solution could be to revamp the client's website design and functionality to improve user engagement and lead generation. This could involve implementing more user-friendly features, such as clear call-to-actions, simplified navigation, and responsive design that works well on mobile devices.

Solution 3:

A third potential solution could be to incorporate more data-driven insights into the client's marketing campaigns. This could involve using advanced analytics tools to track campaign performance and identify areas for optimization, as well as leveraging customer data to create more personalized and targeted marketing messages.

STEP FOUR: PROTYPE SOLUTIONS FOR HUMAN-CENTERED PROBLEMS

This is an experimental phase, and the aim is toidentify the best possible solution for each of the problems identified during the first three stages. The solutions are implemented within the prototypes and, one by one, they are investigated and then accepted, improved or rejected based on the users experiences.

By the end of the Prototype stage, you and your team will have a better idea of the business limitations and the problems it faces. You will also have a clearer view of how real users would behave, think and feel when they interact with the end product or services of the business.

What are the limitations of the proposed solutions above?

While the proposed solutions have the potential to address the problems identified in the earlier stages, there are some limitations to consider:

Solution 1:

Conducting a thorough analysis of the client's target audience can be time-consuming and may require additional resources.

Even with a better understanding of the target audience, there is no guarantee that the marketing messages created will resonate with every individual within that audience.

Solution 2:

Revamping the client's website design and functionality may require a significant investment of time and resources.

Changes made to the website may not be universally appreciated by all users and could potentially alienate some of the client's existing customer base.

Solution 3:

Incorporating more data-driven insights into marketing campaigns may require additional resources, including access to advanced analytics tools.

There is a risk of over-reliance on data, which may result in the client losing sight of the importance of human-centered design and the customer experience.

Which of the solutions will bring the most benefit , the WIN, to the business, growth, sustaining competitive advantage?

As the proposed solutions have limitations, it's difficult to determine which one will bring the most benefit to the business without additional information about the specific client and their needs. However, Solution 2 - revamping the client's website design and functionality to improve user engagement and lead generation - could potentially bring the most benefit to the business, as it addresses a core issue of low traffic and conversion rates on the website.

Describe the prototype solution you propose to test.

To test this solution, a prototype of the redesigned website could be created and tested with a small group of users to gather feedback on its usability, design, and effectiveness in generating leads and conversions. The prototype can be created using wireframes or mockups and can include new features such as clear call-to-actions, simplified navigation, and responsive design. The prototype can be tested using methods such as user testing, A/B testing, and feedback surveys to gather qualitative and quantitative data on user experience and website performance. Based on the results of the prototype testing, the website design and functionality can be improved or refined before implementing it on a larger scale.

STEP FIVE: TEST

Test: the fifth and final phase of the design thinking process, where you test solutions to derive a deep understanding of the product and its users.

How would you test the prototype to ensure it leads to success? Monitoring and evaluation?

To ensure that the prototype leads to success, it is important to conduct thorough testing and monitoring. Here are some steps and considerations for testing the prototype:

Conduct User Testing: The prototype should be tested with real users to determine if it meets their needs and expectations. This can be done through focus groups, surveys, or usability testing.

Evaluate Feedback: After testing, evaluate the feedback from users to determine if the prototype is effective in addressing their pain points and needs. This feedback can be used to refine and improve the prototype.

Monitor Metrics: Track key metrics to evaluate the success of the prototype. This can include metrics such as website traffic, engagement rates, conversion rates, and revenue.

Iterate and Refine: Based on the feedback and metrics collected, continue to iterate and refine the prototype to ensure it meets the needs of users and achieves business goals.

What KPIs (Key Performance Indicators) are recommended to measure performance of this solution?

Some key performance indicators (KPIs) that can be used to measure the performance of the solution include:

Conversion Rate: This measures the percentage of visitors who take a desired action, such as making a purchase or filling out a form.

Engagement Rate: This measures the level of interaction and engagement with the website or marketing materials, such as clicks, shares, or time spent on site.

Return on Investment (ROI): This measures the revenue generated from the prototype in comparison to the cost of development and implementation.

Customer Satisfaction: This measures the level of satisfaction and loyalty among customers, which can be an indicator of long-term success.

Table 3.7 Development of What Need to Be Addressed Statements

What Needs to Be Addressed

Lack of effective targeting and personalization in marketing campaigns.

Implications if not Addressed Opportunities if Addressed

Low engagement and response rates from target audience, resulting in decreased ROI and loss of competitive edge.

Increased engagement and response rates from target audience, improved ROI, and increased competitive advantage.

What Needs to Be Addressed

Poor website design and functionality, hindering user engagement and lead generation.

Implications if not Addressed Opportunities if Addressed

Reduced website traffic, high bounce rates, and lost business opportunities.

Increased website traffic, improved user engagement, increased lead generation, and improved conversion rates.

What Needs to Be Addressed

Lack of data-driven insights in marketing campaigns.

Implications if not Addressed Opportunities if Addressed

Ineffective campaign optimization, poor targeting, and decreased ROI.

Improved campaign performance, more targeted and personalized marketing messages, and increased ROI.

Table 4.1 Evaluation of Alternative Solutions & RecommendationsEach statement in the following tables should indicate the specific problem/issue to be addressed, the alternatives provide options in approach to solving the problem(s) and then the final solution/recommendation will be based on options to solve the problem. Select only three of the previously identified (up to 5 from 3.1-3.7)

Statement #1

What Needs to Be Addressed: The client's marketing campaigns are not effectively reaching their target audience, resulting in low engagement and response rates.

Alternative #1

Conduct a thorough analysis of the client's target audience to better understand their needs, preferences, and pain points. This information can then be used to create more targeted and personalized marketing messages that are more likely to resonate with the audience and drive engagement and response rates.

Pros

Provides a deeper understanding of the target audience

Enables the creation of more targeted and personalized marketing messages

Cons

May require additional resources and time for research and analysis

Alternative #2

Revamp the client's website design and functionality to improve user engagement and lead generation. This could involve implementing more user-friendly features, such as clear call-to-actions, simplified navigation, and responsive design that works well on mobile devices.

Pros

Improves user engagement and lead generation

Provides a better user experience

Cons

May require a significant investment of time and resources

Alternative #3

Incorporate more data-driven insights into the client's marketing campaigns. This could involve using advanced analytics tools to track campaign performance and identify areas for optimization, as well as leveraging customer data to create more personalized and targeted marketing messages.

Pros

Enables data-driven decision making

Provides a more personalized and targeted marketing approach

Cons

May require additional resources and expertise to implement

Recommendation & Rationale

Based on the evaluation of the alternatives, we recommend implementing Alternative #1, which involves conducting a thorough analysis of the client's target audience to create more targeted and personalized marketing messages. This approach will provide a deeper understanding of the target audience, resulting in more effective marketing messages and higher engagement rates.

Table 4.2 Evaluation of Alternative Solutions & RecommendationStatement #2

What Needs to Be Addressed: The client's website is not optimized for user engagement and lead generation, resulting in low conversion rates.

Alternative #1

Conduct a website audit to identify areas for improvement and optimize website design and functionality to improve user engagement and lead generation.

Pros

Provides a thorough analysis of website performance

Enables optimization for user engagement and lead generation

Cons

May require a significant investment of time and resources

Alternative #2

Implement a chatbot or other automated tool to assist with customer support and lead generation on the website. Pros

Improves customer support and lead generation

Provides a better user experience

Cons

May not be suitable for all types of businesses or industries

Alternative #3

Implement a referral program to incentivize existing customers to refer new leads to the business.

Pros

Increases lead generation

Builds customer loyalty

Cons

May require additional resources and management to implement and monitor

Recommendation & Rationale

Based on the evaluation of the alternatives, we recommend implementing Alternative #1, which involves conducting a website audit to identify areas for improvement and optimizing website design and functionality. This approach will provide a thorough analysis of website performance and enable optimization for user engagement and lead generation.

Statement #3

What Needs to Be Addressed: The client's marketing campaigns are not effectively measuring performance or ROI, making it difficult to identify areas for optimization and improvement.

Alternative #1

Implement advanced analytics tools to track campaign performance and identify areas for optimization. Pros

Enables data-driven decision making

Provides detailed insights into campaign performance

Cons

May require additional resources and expertise to implement

Alternative #2

Conduct A/B testing to compare the effectiveness of different marketing messages and strategies.

Pros

Enables data-driven decision making

Provides insights into the effectiveness of different marketing strategies

Cons

May require additional resources and time for testing and analysis

Alternative #3

Hire a marketing consultant or agency to provide expertise and guidance on campaign optimization and performance measurement.

Pros

Brings external expertise and perspective to the campaign

Can provide insights and recommendations based on experience and best practices Cons

May require a significant investment of resources

Recommendation & Rationale

Based on the evaluation of the alternatives, we recommend implementing Alternative #1, which involves implementing advanced analytics tools to track campaign performance and identify areas for optimization. This approach will enable data-driven decision making and provide detailed insights into campaign performance, making it easier to identify areas for improvement and optimization. Table 5 Recommendation DetailRecommendations & Supporting Detail

Timing

IM = 0 to 15 days, ST = 0 to 3 months,

MT = 3 to 9 months, LT = 9 to 15 months Priority

Low, Medium, High and Justification

Recommendation #1

Conduct a thorough analysis of the client's target audience to better understand their needs, preferences, and pain points.

Timing: ST (0-3 months) Priority: High

Justification: This recommendation is critical to improving the effectiveness of the client's marketing campaigns. Understanding the target audience is the foundation for creating effective and targeted marketing messages. By conducting a thorough analysis of the target audience, the client can create more effective marketing campaigns, leading to increased engagement and response rates.

Rec #1 - Critical Success Factors & Risks to be Managed

Success Factors:

Adequate resources allocated for research and analysis

Access to reliable and relevant data sources

Risks:

Analysis may not be comprehensive enough to fully understand the target audience

Data collected may be unreliable or outdated

Recommendation #2

Conduct a website audit to identify areas for improvement and optimize website design and functionality.

Timing: ST (0-3 months) Priority: Medium

Justification: This recommendation is important to improve the client's website performance and user engagement. A website audit can help identify areas for improvement and optimization, resulting in improved user experience and higher conversion rates.

Rec #2 - Critical Success Factors & Risks to be Managed

Success Factors:

Comprehensive audit of website performance and functionality

Clear action plan for optimization and improvement

Risks:

Audit may not identify all areas for improvement

Optimization and improvement may require significant investment of time and resources

Recommendation #3

Implement advanced analytics tools to track campaign performance and identify areas for optimization.

Timing: MT (3-9 months) Priority: High

Justification: This recommendation is important to enable data-driven decision making and improve the effectiveness of the client's marketing campaigns. Advanced analytics tools can provide detailed insights into campaign performance and identify areas for optimization, leading to more effective and targeted marketing messages.

Rec #3 - Critical Success Factors & Risks to be Managed

Success Factors:

Adequate resources allocated for implementation and management of analytics tools

Data collected is reliable and relevant for decision making

Risks:

Analytics tools may not be suitable for all types of marketing campaigns

Data collected may be difficult to interpret and analyze without expertise and training.

TABLE 6 SWOT ANALYSIS Data Gathering TableUse the Business Provided for Team Project

Strengths/ Positives

INTERNAL

Expertise in marketing strategy and execution

Established client baseSkilled and experienced team of marketing professionals

Strong brand reputation in the market

Problems/

Challenges/ Weaknesses

INTERNAL

Ineffective marketing campaigns leading to low engagement and response ratesWebsite design not optimized for user engagement and lead generationInadequate measurement of marketing campaign performance and ROI

Opportunities

EXTERNAL

Increasing demand for digital marketing services

Emerging technologies and tools for data-driven marketing strategies

Growing market for social media and influencer marketing

Threats

EXTERNAL

Increasing competition from new entrants and existing players

Economic instability and fluctuations in the market

Evolving regulatory and legal landscape in the marketing industry

Table 7 The Five Forces of Competition in the IndustryPORTERS FIVE FORCES (for the business identified for team project)IMPACT/FORCE

Low, medium, high

Rivalry among Competitors

The competition in the marketing service industry is high. There are many companies providing similar services to clients. This competition can be intense, especially when the client is a large company with a significant marketing budget HIghPotential Entry of New Competitors

The entry barriers in the marketing service industry are relatively low. New companies can easily enter the market with minimal investment in infrastructure and resources. Medium

Competitive Pressures from Substitute Products

here are substitute products in the marketing service industry, such as in-house marketing teams and DIY marketing tools. These substitute products can affect the industry's profitability and growth potential, High

Competitive Pressures from Supplier Bargaining Power and Supplier-Seller Collaboration

The marketing service industry relies on suppliers such as media outlets, creative services, and data providers. The bargaining power of suppliers and supplier-seller collaboration can affect the industry's profitability and competitiveness Medium

Competitive Pressures from Seller-Buyer Collaboration and Bargaining

he clients in the marketing service industry have significant bargaining power, which can result in price pressure and lower margins. Additionally, some clients have in-house marketing teams that can compete with marketing service providers. High

Table 8 The Business Environment, PEST or PESTLEOpportunities Threats

Political

The government's policies on promoting small businesses can provide opportunities for the marketing service provider to acquire new clients.

The government's initiatives towards digitalization can benefit the business by promoting online marketing services.

Changes in government policies or regulations can negatively affect the business, for example, restrictions on marketing practices or data privacy regulations.

Political instability in the country can have an adverse impact on businesses, leading to a decrease in demand for marketing services.

Economic

Growth in the economy can lead to an increase in consumer spending, which can lead to an increase in demand for marketing services.

The availability of funds for businesses can provide opportunities for marketing service providers to expand their client base.

Economic recessions or slowdowns can lead to a decrease in demand for marketing services.

Inflation can increase the cost of marketing services, leading to decreased demand.

Societal/

Cultural

Increased social media usage and the growing importance of online presence provide opportunities for the business to expand its digital marketing services.

Trends towards sustainability and social responsibility can lead to an increase in demand for ethical marketing practices.

Changes in societal attitudes towards marketing can negatively impact the business, leading to decreased demand.

Cultural differences in different regions can pose a challenge for the business in terms of effectively targeting its marketing services.

Technological

Advancements in technology can provide opportunities for the business to offer new and innovative marketing services.

The increasing use of artificial intelligence (AI) and big data analytics can help the business to better understand consumer behavior and preferences, leading to more effective marketing strategies.

Rapidly evolving technology can pose a challenge for the business to keep up with the latest trends and developments.

Cybersecurity threats can negatively impact the business, leading to a loss of trust among clients.

Legal (including regulations, privacy)

Compliance with data privacy regulations can provide opportunities for the business to build trust among clients.

Regulations promoting fair competition can create a level playing field for marketing service providers.

Changes in regulations or non-compliance with existing regulations can lead to legal challenges and penalties.

Intellectual property disputes can negatively impact the business, leading to a loss of reputation and revenue.

Environmental

Growing awareness of environmental issues can provide opportunities for the business to offer eco-friendly marketing services.

Green initiatives and corporate social responsibility (CSR) can help the business to build a positive image and reputation.

Environmental disasters or climate change can negatively impact the business and its clients, leading to decreased demand for marketing services.

Increasing regulations on environmentally harmful practices can increase the cost of providing marketing services.

Table 9 Business EthicsDefinition

Business ethics is a practice that determines what is right, wrong, and appropriate in the workplace.

What does business ethics mean for this business? Have they clearly defined what is right or wrong based on their communication and interaction with internal and external stakeholders?

Answer

The firm seems to place a heavy focus on empathy and connection as the keys to a better future, based on the chat with the client. Although they haven't stated it outright, these values probably guide their ethical approach to conducting business.

Application

How do you see this business demonstrating their business ethics?

Answer

This company's emphasis on making a positive, long-lasting change and having a social influence appears to be a sign of its ethical behaviour. They are able to develop impactful brand communications and campaigns that are in line with their ethical ideals by teaming up with experts that share their values.

Impact on project work

How will you approach this project considering the business ethics of this organization?

Answer

As a provider of marketing services, I am aware of the value of business ethics and how they can affect a project's success. I will give priority to the client's ethical principles and ensure that they are reflected in every facet of the project so that I can approach this project while keeping in mind the business ethics of the corporation. This implies that I will make an effort to be honest and transparent in all of my communications, respect the rights to the privacy and intellectual property of all parties concerned, and give sustainability and social effect first priority in all decision-making processes. I will be able to guarantee the project's success as well as its alignment with the client's moral standards and objectives by doing this.

Strategic Management Problem-SolvingTemplate (SMPT)

MGMT 661

Course Section _______

Student Name:

___________________________________

Student #

____________________________________

Date of Submission:

______________________________

Table of Contents

InstructionsRespond to all sections. The section identified as Not Required is optional and will provide for bonus points.

This assignment is due by the end of Week 4 and is to be completed by each individual student. This individual assignment is worth 25% of your mark.

Entries should be single-spaced. Use bullet points only if your points are very clear and easy to understand, otherwise use full sentences. Unclear points could be marked down due to lack of clarity.

Table 1.1 Analysis of Vision Statement of the BusinessAlso refer to Chapter 3 lecture material, chapter readings, and videos posted on Moodle.

Description/Analysis

Briefly identify the Vision of the Company. Are Company Values also provided, if so indicate.

Identify the sources where you found this information.

If you cannot locate a Vision, identify the impact this could have on the company.

Table 1.2 Analysis of Mission of the CompanyDescription/Analysis

Briefly Identify & Describe the Mission and indicate source.

Is the Mission missing or not provided by the company? What is the impact?

Table 2 Strategic Analysis Stakeholder PositionsStakeholders and their positions:

Interest (what does this s/h desire or need)

Influence (how can this s/h impact the success of the business?)

Impact (how does company impact the stakeholder?)

Stakeholder 1:

Stakeholder 2:

Stakeholder 3:

Stakeholder 4:

Stakeholder 5:

Management Strategies Strategy #1 Strategy #2

Finance

Marketing

Operations

Human Resources

Table 3.1 - Critical Issues in the Context of Management StrategiesFINANCE

CRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)?

1) Why Important? 2) Implications if not dealt with?

Finance

HUMAN RESOURCESCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

HR1

HR2

IT/MISCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

IT1

IT2

OPERATIONSCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

OP1

OP2

MARKETINGCRITICAL ISSUES

How is it manifested?

Why is it happening? Cause(s)? Why Important? Implications if not dealt with?

NOT REQUIRED Table 3.6 Vertical Causal AnalysisDescription of Underlying Cause

(Common causes for multiple problems) Critical Issue(s) Addressed

(as identified in Table 3.1-3.5) Priority and Importance

Low Med High

10.

Additional Issues or Insights can be identified that are critical to the success of the organization OR will critically impact on the success of your recommended management strategy. As indicated by business owner, this may include marketing strategy, growth and expansion strategy, etc.

4.1 DESIGN THINKING PROCESSThe steps below are illustrated in a linear fashion. However, design thinking is a non-linear interative process.

See source document uploaded to Moodle site for reference document and more detailed information.

Step One: Empathize: research your users' needs.

Step Two: Define: state your users' needs and problems.

Step Three: Ideate:challenge assumptionsand create ideas.

Step Four: Prototype: start to create solutions.

Step Five: Test: try your solutions out.

STEP ONE: EMPATHIZE

How did you learn about the needs and problems? What do you recommend the company do to learn more?

STEP TWO: DEFINE the problem

In the Define stage, you will organize the information you have gathered during the Empathize stage. Youll analyze your observations to define the core problems you and your team have identified up to this point.Defining the problemand problem statement must be done in a human-centered manner. For example, you should not define the problem as your own wish or need of the company: We need to increase our food-product market share among young teenage girls by 5%. You should pitch the problem statement from yourperceptionof the users needs: Teenage girls need to eat nutritious food in order to thrive, be healthy and grow. How do you know this is the real problem?

Are the sources of your information credible and valid? Explain. How does this help you to develop the persona of focus for this business? Provide a sample persona.

Problem Statement 1:

Problem Statement 2: Problem Statement 3: Based on the Problem Statement/Business Need the Business Client has requested for your team to work on, what do you see as the customer persona? Provide sample persona.

STEP THREE: IDEATE, CHALLENGE ASSUMPTIONS AND CREATE INNOVATIVE IDEAS

Solution 1:

Solution 2:

Solution 3:

STEP FOUR: PROTYPE SOLUTIONS FOR HUMAN-CENTERED PROBLEMS

What are the limitations of the proposed solutions above?

Which of the solutions will bring the most benefit , the WIN, to the business, growth, sustaining competitive advantage?

Describe the prototype solution you propose to test.

STEP FIVE: TEST

Test: the fifth and final phase of the design thinking process, where you test solutions to derive a deep understanding of the product and its users.

How would you test the prototype to ensure it leads to success? Monitoring and evaluation?

What KPIs (Key Performance Indicators) are recommended to measure performance of this solution?

Table 3.7 Development of What Need to Be Addressed Statements

What Needs to Be Addressed

Implications if not Addressed Opportunities if Addressed What Needs to Be Addressed

Implications if not Addressed Opportunities if AddressedWhat Needs to Be Addressed

Implications if not Addressed Opportunities if AddressedTable 4.1 Evaluation of Alternative Solutions & RecommendationsEach statement in the following tables should indicate the specific problem/issue to be addressed, the alternatives provide options in approach to solving the problem(s) and then the final solution/recommendation will be based on options to solve the problem. Select only three of the previously identified (up to 5 from 3.1-3.7)

Statement #1

Alternative #1

Pros

Cons

Alternative #2

Pros

Cons

Alternative #3

Pros

Cons

Recommendation & Rationale

Table 4.2 Evaluation of Alternative Solutions & RecommendationStatement #2

Alternative #1

Pros

Cons

Alternative #2 Pros

Cons

Alternative #3

Pros

Cons

Recommendation & Rationale

Statement #3

Alternative #1

Pros

Cons

Alternative #2

Pros

Cons

Alternative #3

Pros

Cons

Recommendation & Rationale Table 5 Recommendation DetailRecommendations & Supporting Detail

Timing

IM = 0 to 15 days, ST = 0 to 3 months,

MT = 3 to 9 months, LT = 9 to 15 months Priority

Low, Medium, High and Justification

Recommendation #1

Rec #1 - Critical Success Factors & Risks to be Managed

Recommendation #2

Rec #2 - Critical Success Factors & Risks to be Managed

Recommendation #3

Rec #3 - Critical Success Factors & Risks to be Managed

TABLE 6 SWOT ANALYSIS Data Gathering TableUse the Business Provided for Team Project

Strengths/ Positives

INTERNAL

Problems/

Challenges/ Weaknesses

INTERNAL

Opportunities

EXTERNAL

Threats

EXTERNAL

Table 7 The Five Forces of Competition in the IndustryPORTERS FIVE FORCES (for the business identified for team project)IMPACT/FORCE

Low, medium, high

Rivalry among Competitors

Potential Entry of New Competitors

Competitive Pressures from Substitute Products

Competitive Pressures from Supplier Bargaining Power and Supplier-Seller Collaboration

Competitive Pressures from Seller-Buyer Collaboration and Bargaining

Table 8 The Business Environment, PEST or PESTLEOpportunities Threats

Political

Economic

Societal/

Cultural

Technological

Legal (including regulations, privacy)

Environmental

Table 9 Business EthicsDefinition

Business ethics is a practice that determines what is right, wrong, and appropriate in the workplace.

What does business ethics mean for this business? Have they clearly defined what is right or wrong based on their communication and interaction with internal and external stakeholders?

Answer

Application

How do you see this business demonstrating their business ethics?

Answer

Impact on project work

How will you approach this project considering the business ethics of this organization?

Answer

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