Hummel’s Digital Transformation Toward Omnichannel Retailing - Case Study - Management Assignment Help

Assignment Task

This professional case study write-up requires you to analyses a real-life MCM/digital situation where problems were identified, how they were solved (or not solved), and lessons learned. Whenever possible, you should use relevant MCM concepts/framework/theory to this practical real-life digital/mcm situation; for example, apply the ideas and knowledge discussed in the coursework to the practical situation at hand. In this case study, the overall outline comprises of eight (8) sections. They are:

1. Contextual Background Information and Analysis

Issues and dimensions to include: Background information: Industry/Company (Products/services; Markets; Philosophy/Vision/Objectives, Cultural diversity etc.) Unit of analysis (UOA): Company (Huawei/Apple), range of product (Mobile phone/laptop), one product item (Huawei P30/P40/MacBook Pro 13”/MacBook Pro 14”) or specific MCM project Business/industry/market, cultural and social environment trends and dynamics Customers: B2B (Business-to-Business) and/or B2C (Business to Customer [End-User], Buying/consumption behaviour/ Cultural, ethical and social considerations Marketing Communication trends and dynamics/traditional and contemporary platforms Assessment of UOA Digital/MCM emerging problems and issues

2. UOA’s Digital/MCM evolution:

(Additional notes – To examine the “when”, “how”, and “why” of the UOA’s Digital/MCM strategies and initiatives. To use an appropriate framework (from lecture notes, journal articles, etc), accompanied by charts/tables and graphs, etc. Data and numbers presented to document the company’s evolution of MCM’s strategies and initiatives) Issues and dimensions to include: Evolution and/or transformation of UOA’s Digital Marketing/MCM objectives, strategies and initiatives Key strategic, people and culture, organization, customer, technology and ecosystem thrusts Types of communication strategies/tools/ platforms Timelines (Schedule) and Deliverables (KPIs) of evolution

3. Digital Marketing/MCM’s CSF:

Issues and dimensions to include: Identify at least 5 CSF relating to UOA’s Digital Marketing/MCM’s issues and challenges. Examples: Personalising and enhancing customer service to a culturally diverse market; implementing multiple MCM’s strategies; Evolving loyalty programs; converting analytics to customer value. Implementing, Communicating, and Monitoring these CSFs against (a) company/product [UOA] missions, goals and objectives; (b) industry/competitor’s MCM? (Marketing, MCM and non-marketing factors)

4. Lessons learned/Challenges Addressed:

Digital strategy enacted, aligned with corporate & marketing strategic vision, transformation; etc. People Digital skills, Talent development, CIO & CTO leadership, Organizational and cultural diversity management excellence, etc. Customers: Value and satisfaction; participation; new products and services offered; solutions redesigned; seamless integration, etc. Ecosystem (channel partners, producers, relationship and network management with partners, etc);

Investments in Technology and Innovation: Digital processes, Customer data management, Application interfaces, Big Data and AI, etc.

5. Clarity of communication: referencing and paraphrasing

6. Clarity of communication: Report structure, format and flow of logic

7. How did the UOA’s MCM/Digital marketing strategies targeted people of different cultural backgrounds, in terms of their differences in lifestyles, habits, preferences and needs? [No more than 100 words]. Support your position.

8. What are the implications of targeting people of different cultural backgrounds on the UOA’s choice of (a) media consumption habits (i.e. smartphone, tablets, PCs), and (b) online advertising (e.g. Google, Facebook, Instagram advertising etc)? [No more than 100 words]Support your position.

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