DM Public Relations’ Business Proposal to Agency-net

Environmental Analysis

It is well accepted that the advertising industry is a necessity to our society. The industry’s capacity to advance and to bring advertising at viable prices is a fundamental requirement for all. Elementary modifications in innate, financial, communal, and political areas, changing stakeholder outlooks, and all-embracing technological improvements lead to a continuously changing and challenging risk environment. This calls for adjustment from businesses around the globe. As the nature of its business is reducing threat, the advertising industry is chiefly exposed and in danger to these outer forces.

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Strategy Thinking and Planning

Unluckily, in the majority of companies, the strategy exists exclusively in the head of the Chief Executive Officer or in leather-bound documentation that is seated on the shelf accumulating dust. As management tries to apply the strategy, the business demands change with time making it different to the direction of the strategy. The company can be defocused, and resources are squandered. That is why DM Public Relations will assist Agency-net in emphasizing the Strategic Thinking Process. This is not the same as strategic planning. As Mintzberg, 1994, states “Strategic planning isn’t strategic thinking. One is analysis, and the other is synthesis”.

Conventional ways of strategic planning generate reports that are difficult to read, that can be misunderstood, and hard to implement. Strategic Thinking is an existing inhalation process that facilitates senior management to devise a strategy collectively. Involvement in the Strategic Thinking Process lets senior managers achieve rights of the strategy, converse the strategic course to the employees, distribute resources and assess opportunities consistent with an apparent strategic filter, successfully set out the strategy in a timely and judicious manner. To have a holistic view, a focus on intent, thinking in time, hypothesis-driven, and intelligently opportunistic is defined as strategic Thinking by Liedtka (1998, p 31-32).

Strategy Plan

The instantaneous outcome is a short and snappy strategy that is evidently understood and sustained by those who will implement it. It also makes another, even more, extensive effect, that is, a management team that can assume and proceeds strategically each day. Strategic planning comprises the process of emergent strategies to reach a definite objective. DM Public Relations in relation to Agency-net needs to apply to engage the following strategic plan.

Give emphasis to service and continuing support: The Agency-net company must pass up selling merely a single advertising solution at the lowest rates for each customer and attentiveness account selling which very much enhances client preservation.

Establish an Advertising Affiliation: The customer would not like to shop yearly for a new broker. Emphasis on establishing a long-term liaison with customers and make the client and staff members be grateful for the value of a long-term liaison.

Concentrate on target markets: Agency-net needs to concentrate on personal and business customers that they classify and pick to market, rather than permitting potential customers to select us, which could give rise to our brokerage attracting trouble clients from other brokers.

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Market Expectations

Commercial markets now seem to be moving toward essential reporting and restricting the bells and whistles, all-risk products obtainable by only those clients who have contemporary, well-managed, lucrative, low-risk operations. This should assist consistent pricing and, even more vital, make certain that an advertising market is accessible for a large number of risks. Sustained persistence by the industry on enhanced defense, that is, fire and robbery alarms, improvement of buildings, etc., have on track to minimize the ratios of loss. A number of larger advertising companies have raised minimum premiums to thousand dollars for any marketable package advertising solution.

DM Public Relations will assist Agency-net to manage these customers. By implementing strategic methodologies, Agency-net can further improvise on the new systems and increase profits by providing higher service levels.

New Business Opportunities

Agency-net needs to make an intensive effort to sustain and sponsor seniors programs in their vicinity. It should provide support and advice to draw some novel senior clients who are lately retired or just about to retire in the coming months. The company will take account of inserts in restitution, endorsements, and communication, highlighting the significance of the indemnified, taking lively attention and responsibility for attempting to control the harshness and number of claims. The company’s staff should take all prospects when conversing about advertising with a client to put emphasis on the outcomes of multiple claims.

The company supports marketers to take duty for managing claims in affiliation with their advertising broker by setting up alarm systems and keep on to uphold and improve their property. The benefit should be highlighted that good loss proportion assists to control charges and guarantee markets that are desirable to strengthen their business.

Decision-maker briefing notes

As you are all aware, DM Public Relations has come a long way from the days it stepped its foothold on the PR shores. In order to strengthen its foundation and help benefit future global endeavors, we have analyzed the following issues and come up with the under mentions suggestion.

We have to leapfrog from an individual customer response-based company to a larger clientele base. This can be done effectively by implementing innovative methodologies and enable customers to service themselves by giving them to power to choose and select their advertising products directly from a website. By putting a strong knowledge management system in place, we can ensure an error-free, easy-to-use, the user-friendly system that will reduce internal processes and thereby enhance our productivity. Based on our analyses and studies, we expect an increase of business by six times if we implement a web-based advertising operations process.

An estimation of strategic contemplations relating to online advertising applications, mainly: how to tackle competition, how to avoid business being eroded, how to underpin customer affairs and augment new online regulars, reviewing the kind of products appropriate for web distribution has been evaluated. As electronic advertising widens, marketers will transfer their emphasis from investments in portal procedure with partial immediate reimbursement to strategies where they utilize new technologies to gain expediency and trim down incompetence from their value succession (Loebbecke, 2003).

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For most marketers, web-based advertising has ceased to be an autonomous class. The various IT elements liable for serving advertising solution owners, projection, agents, and partners all have e-business tasks concerning their own areas. While this spreading of electronic commerce functionality and facilities is a fine thing, marketers entail to ascertain that these modules sustain universal values in planning, data, and safety methods if they are to circumvent regenerating a concrete infrastructure at an advanced level. To that conclusion, experts suggest that marketers should offer direction, steadiness, and finest practices across all of these fields’ hubs on the five major areas of approach, erudition, functionality, protection, and regularity (Calandro and Lane, 2002).


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Davenport, T. H. and Prusak, L. (1998), “Working knowledge: how organizations manage what they know”, Boston, Ma: Harvard Business School Press, p. 5.

Hitt, Michael (2000) “The New Frontier: Transformation of Management for the New Millenium”, Organizational Dynamics, Winter Vol 28, Issue 3.

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Liang, T.P., Chen, N.S. (2000), “Design of electronic stores”, in Shaw, M., Blanning, R., Strader, T., Whinstone, A. (Eds), Handbook on Electronic Commerce, Springer, Berlin, pp.215-32.

Liedtka, J. (1998) “Linking Strategic Thinking and Strategic Planning”, Strategy and Leadership, Sept/Oct vol 26, No 4, pp 30-35.

Loebbecke, C. (2003), “E-business trust concepts based on seals and advertising solutions”, Information Systems and E-Business Management, Vol. 1 No.1, pp.55-72.

Marchand, D.A., Davenport, T.H. & Dickson, D. (2000) “Mastering Information Management”, FT Prentice Hall: London

McKnight, D.H. (2002), “The impact of initial consumer trust on intentions to transact with a Web site: a trust-building model”, The Journal of Strategic Information Systems, Vol. 11 No.3-4, pp.297-323.

Mintzberg, H. (1994) “The Fall and Rise of Strategic Planning”, Harvard Business Review, Jan/Feb Vol 72, Issue 1, pp 107-114.

Westland, C., & Clark, T. (1999), Global electronic commerce. Cambridge: MIT Press.

Zack, M. (1999) “Managing Codified Knowledge”, Sloan Management Review, Summer Vol 40, Issue 4.

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