O’Leary et al. (2012) stated that marketing team is liable to promote the mission and vision of the business and serve as a face of the organization and create an overarching image. The teamwork in this aspect can be witnessed through the separate work of ‘marketing research’, ‘product designing’, ‘content development’ and ‘promotion of the products’ (Schjoedt et al., 2013).
Myerson (2012) depicts that this team is responsible for transferring of goods from manufacturing area to the destined position. The collaborative work in this aspect can be seen through the ideas suggested for optimized approach to deliver the final goods, incorporation of the new and updated technology for the betterment of the logistics system and initiate supplier relationship management for developing Excel-based idea-tracking solution.
The technical team provides technical assistance and technical support to the organization. Drive (2013) stared that this team are liable to obtain the updated knowledge of the technology and incorporates in the business operations. The team collaboration in this case can be witnessed from the selection of the appropriate technology that suits the organizational objectives through collaborative idea of all the team members. 1.5
In this step, team members are introduced for the first time and they share their information with their group members (Woodcock, 2017). Fransen et al. (2013) highlighted that team members are make aware of the projects on which they have to work. Language barriers and conflict are the major issue in this context.
In this stage, a team has to perform collaboratively in order to avoid the team conflict. Hawkins (2014) describes that in this stage most of the team fails as team members start working as per as their convenience or jockey for position as their roles are clarified.
Ayoko et al. (2012) depicts that a team start to resolve their differences and enhances each other’s strength by overcoming the weakness present in them. Asking for help, providing constructive comments allows the team members develop a stronger commitment. One of the difficulties in this stage is that in case of new projects, there is a probability of the team to back into the storming phase.
Colombini and McBride (2012) portrays that the goals of the team in this stage is to obtain the organizational objectives. In this stage, team members themselves solve the conflict and formulate new ideas for accomplishing a task. The role of the team leader is to concentrate on developing team members so that the performances of the entire team will not disrupted.
In this stage, the team member celebrates the success of the project and noted down all the advantageous practices. Some of the team leave working at this stage; while some other teams consider this step for future use.
One of the important roles is to trust the team members and identify the advantages and disadvantages of their working approach. In context of the marketing team, the sakes department ember should follow the research and development team and adhere all their instructions for better results. All the employees of all departments have to meet regularly and exchange their thoughts for knowledge sharing.
People with the ability of performing challenging job roles and responsibilities, are likely to have more energy for guiding their other team members so that everyone can fulfill their objectives. Taken for instance, in the cash counter and the customer care department, the company can recruit physically challenged people. This step will also promote their activity of giving all people the chances for getting chance of employment.
Turaga (2013) depicts that people with effective leadership quality, hold them accountable for the team’s performances and invite to offer suggestions and improvement ideas. A team should also do well for all the team members and welcome the perspective of others.
A good team highlights all the good points of their members and suggests solution for overcoming their weakness. In this case, members of effective teams make the team look good first as they value the benefits of the team rather that personal remuneration.
Pugalis and Bentley (2013) stated that accomplishing a work collaboratively will not only enhance the working approach but also ensures the effectiveness of the business outcome. Ideas taken from every team members allow the team to follow an optimized solution for completing a business goal. This section highlights the factors that affecting collaborative work along with a group structure and size, member’s capability, cohesiveness and climate along with the mood and diversity that is entertained in a group. The organization that is taken into consideration is ‘Choose and Purchase, New Zealand’, which is a retail organization and delivers all the household things along with fresh groceries. Thus, in this organization, sales and marketing department plays a crucial role for the profitability and hence the team that is considered in this case is the marketing team.
Employees of an organization consider several factors that drive their intention for remaining in the organization. 44.3% of the employees think that team work and communication is the reason that they are associated with an organization; while, 26.4% and 24.5% employee agrees that knowledge and positive attitude offer a reason for their retention in the workplace (Raes et al., 2015).
This aspect highlights the nature of going along with the majority in order to avoid any undesirable situation. These situations can be raised due to emotional persuasion, personal frustration, time constraints and coercion. The marketing manger should abandon the power of their position and should go in favor of a majority view. Taken for instance, for the company’s field’s sales force, if team-building program have to be developed by corporate training department, there might be different perception of employees to hold the meeting. Some might suggest building’s training center is sufficient, some thought outdoor-type camping facility, hotel or resort. The marketing team manager should ask for majority view and if most of the people voted for outdoor-type camping facility, the training should be hold in the desired place only.
The marketing leader should guide the marketing team and make them understand how the teamwork can enhances their performance. Hawkins (2014) highlighted that a leader should also take feedback from all the members and makes them aware of their individual’s roles and responsibilities. Taken for instance, the leader must guide the online marketing team regarding the new technology through which effective promotion of their brand can be obtained. On the other hand, for direct sales team, the leader can make their sales team to be good in their communication and behave accordingly to the behavior of the customer.
It is necessary for the marketing team to overcome the conflict raised in a team due to difference in perspective. Kauffeld and Lehmann-Willenbrock (2012) stated that conflicts can be of many types- discrimination issues, conflicts with customers, leadership conflicts and performance-review conflicts. Since marketing team of Choose and Purchase, New Zealand targets people belong from different nation and tradition along with the NZ residents, recruiting staffs from different cultural background is a necessity. However, in this case, discrimination due to these cultural beliefs and tradition raises an internal conflict that the marketing leader has to overcome. Garfield and Dennis (2012) suggested that the manager should asks employees regarding their point of confliction and details about the employees, with whom they have problems. A one-to-one session with these employees should be called so that they can communicate and find a resolution by mutual understanding. Moreover, the company’s policy should also be formulated in such a way so that no religious or traditional beliefs of any employee can be hurt. These employees should be asked to adhere the same for overcoming the raised conflict.
The marketing team in Choose and Purchase, New Zealand should have five marketing sub-departments of- communication and brand department, product marketing, integrated marketing, field and partner marketing department along with digital marketing and operation. The different marketing departments along with their job responsibility are described below:
The Communication and brand department of ‘Choose and Purchase, New Zealand’ are responsible for maintaining public relations management and social media promotion. The marketing manager should monitor the training of the employees from this department so that they can utilize all the recent technology and approaches to attract more customers to their organization. The product marketing department team is liable to maintain the approaches for product marketing, content marketing and analyst relations. Fransen et al., (2013) highlight that in these aspects the manager should take a note of their working procedure and objectives so that the leader can analyze whether or not this department is fulfilling their business aims. In case of integrated marketing, the marketing head should possess knowledge of information technology so that proper automation or digital procedures can be included in the business for better business performance. Another approach of hiring an IT manager can be obtained for this sales department. In such case, the marketing lead have to regular communicate with the IT marketing department for marketing automation process, event and digital marketing and note down the performance based on the internet traffic, high ROI or online sales. In addition to that, the marketing team leader is also responsible for handling the field and partner marketing, where all the supplier’s and vendor’s progress are monitored (Kauffeld & Lehmann-Willenbrock, 2012). Organizing meeting with external stakeholders, will allow ‘Choose and Purchase, New Zealand’ to align the business objective of their organization to that of these stakeholders. In this way, the marketing leader can obtain transparency among the business partners. The last department that the marketing team-lead of ‘Choose and Purchase, New Zealand’ should monitor is digital marketing and operations. The promotional and marketing working procedures are assessed combined. Website maintenance, campaigns performance or performance of online marketing is assessed in this case. The marketing manager of the company has to monitor the outcome of online sales through assessing monthly, quarterly and annual sales, email list activity, customer acquisition cost and develop goal completion rate to obtain marketing goal.
A leadership plays a crucial role in encouraging their team members to accomplish their job role efficiently. Woodcock (2017) stated that effective leaders encourage diverse team and encourages a teamwork rather than individual work. These leaders allow the team member to share knowledge regarding their diverse culture and work experiences and make other learn does that knowledge can also be diversified. The leaders also establish effective norms and process checks in order to make the team members focused on the vision and values (Drive, 2013). In this case, good communication is also valued for open and honest communication. Moreover, a marketing team leader also monitors all the work progression for balancing the task and relationship needs. The leaders should also engage in finding new ways of marketing and promotional activities so that the team members can learn how to behave in the workplace and align their working abilities with all the team members.
There are number of strategies through which team cohesiveness can be attained:
Stoverink et al. (2014) depicted that not every member in a team works with same effort but their effort should be encouraged so that they can work with more effectiveness in the future. Each person contributing different skills and experience and it is the liability of the team members to utilize their skills in the necessary business approaches so that better effectiveness can be attained.
Woodcock (2017) depicts that successful teams require diversity not it terms of tradition but in terms of talent and knowledge. Diversity within a team brings all the talent to achieve the business mission. According to Forbes report, fostering innovation through a diverse workforce results in retaining the top talent and helps the organization to expand their business globally. The marketing team-lead of the chosen company should make their marketing tam employees ware of the benefits that they can get from a diverse team. In addition to that, most of the emerging companies also desire to focus change on leveraging diversity. Among them 40% of the companies are significantly more focused in implementing diversity within the workplace (Forbes, 2017).
Moreover, proper reward system should also be introduced for employees, who adhere to the diversity policies and avoid discrimination in order to make the diverse people conformable in the working environment.
Cohesiveness and positive climate can only be attained if employee found the business follows an ethical procedures and transparency is maintained (Thompson et al., 2015). Thus, marketing managers of ‘Choose and Purchase, New Zealand’ should give constructive feedback throughout a project and after the project. Stoverink et al. (2014) depicted that not only the positive feedback is shared but employees should also be aware of what didn’t worked well throughout the process. The marketing team leader also asks for what are the problem areas that they are facing and want to implement for their conformability. In this way, the subordinates can feel that their opinion matters. Drive (2013) moreover portrays that leaders should also celebrate the success and failure through their constructive feedback. The marketing leaders should also adopt the same approach so that their marketing team can continuously improve and outperform for the enhancement of the business sales.
Conclusion
The assessment for the team work for the marketing department of the retail organization ‘Choose and Purchase- New Zealand’ identifies different factors that affects the team works, structure of the marketing department and the factors that help improving the team cohesiveness. It is concluded that conformity, effective leadership skills of a marketing leader and conflict management skills in a marketing leader is important for effective teamwork. In context of the group structure, five different departments are identified that comprised the entire marketing team. These departments are communication and brand department, product marketing, integrated marketing, field and partner marketing department along with digital marketing and operation. Lastly, the factors through which he existing team cohesiveness can be improved are facilitation by the marketing leader, finding new ways of marketing and promotional activities, good communication, encouraging individual’s effort, implementing diversity and give and ask for feedback.
The marketing leader should lead with consistency that is to follow all the organizational policies equally and do not implement favoritism. The leader should behave ethically and judge all the decisions whether or not it is for the betterment of the marketing department or the entire company.
Moreover, the marketing leader should also increase emotional intelligence among entire teams. Thus, the marketing manager of ‘Choose and Purchase, New Zealand’, should work on strengthen the group identity, developing the ability of the team so that they can outperform under pressure and take accountability for achieving goals and positive outcomes. In addition to that the marketing managers also provide regular training to their IT team, promotional team or sales department. This training will make these employees aware of all the recent trends through which the company can attract more customers. Through this training, ideas about new products and facilities development or new promotional strategies can also be incorporated.
Reference List
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