The Apparel Brand which was founded in 1991 was facing certain problems relating to the sales and profits. The brand has recently decide that they need to launch themselves as an individual brand independent of the retailers they were selling their products to. For similar reason, the brand has also planned to launch an e-commerce website, where they would sell their products exclusively and create a market demand for themselves. The team was formed to plan the launch of e-commerce website. The team aimed at planning and strategizing the launch in terms of product, prizing, customers, marketing , web designing, and other essentials required to be set up to start an e-commerce venture. Once the tasks have been allotted to different people in the team responsible for this set of tasks, the meeting shall be conducted to follow up with each member and analyze how the tasks are going and how is team working as a whole (Braun, Peus, Weisweiler & Frey, 2013).
The main objective of the team was to launch an e-commerce website for the company to expand its market and have control over its distribution. The main objective was divided into sub objectives which were to be reviewed weekly, monthly and yearly depending upon the nature of task. The primary goals were to identify the market potential and cater to the same with the available range of products. All the decisions regarding the product, pricing, market placement of brand, customer targeting, and website design etc had to be done keeping in mind the financial expenses of the same. The goals achieved out of these till dates are the establishments of appropriate marketing mix that would yield good results. The product range and pricing for the targeted market has been worked upon and also the marketing and promotional plans have been formulated. the goals which have not been achieved yet is the formulation of website launch plan. There are a variety of ways in which company can go online and the right decision is very essential as the company is less known in the market yet.
While developing the webpage of the company, there were a few issues faced which need to be discussed in the meeting. The first issue faced was the choice between going exclusive and launching the company’s own website or selling the company’s products on other shopping websites as the company is not known as an exclusive brand to the customers yet. Another important issue is the issue of creating the right look book as the company is not much experienced in retail and it might need help of other professionals to enable larger basket size of their sales. These are few issues faced while making decisions regarding website launch which needs to be discussed with the team and then the tasks can be carried out further with the help of professionals and experts (Park, Sung & Kim 2015).
The possible processes for resolving team issues can be leading a Brainstorming session or conducting iterative convergence through Delphi Method. Brainstorming method of decision making revolves around the idea of the more the better. The pool of ideas from each member is gathered, and with new suggestions new ideas can keep popping up. This might eventually give the group one great solution for the identified problem (Proctor, 2014). Another technique which can be adopted is Delphi Method of group discussion. In this method the ideas of each member is submitted anonymously. No member shall know who gave which suggestion. All the suggestions are regulated in the group and each member gives inputs to improve the suggestion. This process is continued until one final decision is achieved (Jeston and Nelis, 2014). Among the two methods brainstorming is less time confusing but it can be influenced by the seniority and affection of members towards each other. However, Delphi Method can be more time consuming but it is free of biasness and confusion regarding the opinions of others (Zsambok, 2014).
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Team Meeting Agenda |
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Date & Time: 6/25/2017 3:00 PM Location: Office Meeting Room No. 3 |
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Meeting called by: Apparel Pvt. Ltd. Type of meeting: Team Meeting Facilitator: Team Head Note taker: Individual Members |
Attendees: All Team Members Please read: Meeting brief sent on Individual Mails Please bring: Individual Performance Indicator Sheets |
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Agenda Items |
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Topic |
Presenter |
Time allotted |
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Product Mix |
Member A |
15 min |
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Pricing Mix |
Member B |
15 min |
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Promotion Mix |
Member C |
30 min |
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Website Owning Decision |
Member D |
25 min |
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Product Styling Decision |
Member D |
15 min |
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Financial Forecasting |
Entire Team |
30 min |
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Other Information |
The meeting agenda clearly lays down the steps and procedure that would be followed during the team meeting regarding which the business control has to be formulated and decisions are to be made. This meeting would discuss first face of planning and set the standards for carrying out tasks in next phase of project execution (Schwarz, 2015).
During the meeting various issues were discussed which were face by each member while conducting their tasks. The product mix was developed which was finalized on the mix of linen shirts and pants which would include basic designs as well as the ones inspired by latest fashion, style and colors prevalent in the market. The second decision was made regarding pricing of the product which would be kept at the margin of 150% of the cost price as the targeted market is of higher income group. With relation to the website, the team decided to go with company own website which shall be followed by extensive promotional activities for the brand to be recognized by the potential customer. The team also decided to go for experts and stylists to create an exclusive look book to be launched with website (Sleep, Bharadwaj & Lam, 2015).
References
Braun, S., Peus, C., Weisweiler, S., & Frey, D. (2013). Transformational leadership, job satisfaction, and team performance: A multilevel mediation model of trust. The Leadership Quarterly, 24(1), 270-283. https://dx.doi.org/10.1016/j.leaqua.2012.11.006
Jeston, J., & Nelis, J. (2014). Business process management (3rd ed.). New York: Routledge.
Park, E., Sung, H., & Kim, E. (2015). The role of online store services in online impulse buying of apparel products. Global Fashion Management Conference, 4(9), 612-613. https://dx.doi.org/10.15444/gfmc2015.04.09.10
Proctor, T. (2014). Creative problem solving for managers: developing skills for decision making and innovation (4th ed.). London: Routledge.
Schwarz, R. (2015). How to Design an Agenda for an Effective Meeting. Harvard Business Review. Retrieved 25 June 2017, from https://hbr.org/2015/03/how-to-design-an-agenda-for-an-effective-meeting
Sleep, S., Bharadwaj, S., & Lam, S. (2014). Walking a tightrope: the joint impact of customer and within-firm boundary spanning activities on perceived customer satisfaction and team performance. Journal Of The Academy Of Marketing Science, 43(4), 472-489. https://dx.doi.org/10.1007/s11747-014-0395-4
Zsambok, C. (2014). Naturalistic Decision Making (3rd ed.). New York: Psychology Press.
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