2. Can impersonal data points really result in meaningful relationships? Explain.
(Zubaidah AbdulRahman # C00281812) Impersonal data points are part of their marketing information sstem! It helps in building and maintaining meaningful relationships b deli"ering #hat readers prefer during a parti$ular publi$ation issuan$e! %he de$isions that &eredith's resear$h is making are based on those data points! %he higher the points are then the higher the s$ores #ill be to draft $ontents that are signifi$ant for their readers #hile maintaining signifi$ant relationships #ith #omen! (ata points are the foundation of &eredith to build $ustomer relationship! Quantitative data) %he sstem $onsists of analti$al and statisti$al parts based on data gathered through sales re$ords and sur"es fed into impersonal data points! It enables deeper kno#ledge #ith impersonal targeting strateg and transforming it into su$$essful and effe$ti"e relationship b &eredith! *or e+ample, there are 8- million $ustomers and ea$h ha"ing .00 data points and ea$h $onsisting of information related to $ustomer, their relati"es and friends! &eredith is able to generate s$ores and numbers for possible highest $ategor, interests and preferen$es! Segmentation) &eredith trul kno#s their $ustomer and the are able to target the segment of their potential $ustomers due to information related to demographi$s, personal fa$ts! Impersonal data points are the ba$kbone for meaningful relationships! *or e+ample, due to impersonal data points that sho# o"erall basi$ information related to people in that parti$ular demographi$ region! Core categories) /ased on #hat the $ustomer interests are &eredith has de"eloped $ore $ategories to meet different needs of $ustomers! *or e+ample, the $ore $ategories are famil, health, home and personal de"elopment! 0ot 1ust one2person #ill be interested in single $ategor but it #ould be $ombination of t#o or more sho#ing positi"e impa$t on $ustomer relationship! %hese $ore $ategories are de$ided based on impersonal data points so most of the $ustomers prefer to read about famil, health, home and personal de"elopment enabling good relationship #ith them! Information gathering) It is influen$ing e"er person based on information gathered! %his gathered information allo#s impersonal data point $reation! *or e+ample, in a parti$ular season, if most of the $ustomers are buing more of health and beaut produ$ts then it is time that health $ore $ategor $omes into pla to maintain meaningful relationship! - 1 - Meredith Company Case Study Analysis Report Compilation of customer information) &eredith's resear$h enables to kno# #hat their $ustomers are shopping, #here and #hen! %he pro$essing of information ensures that personal li"es of $ustomers are tou$hed! *or e+ample, most of the $ustomers are shopping for furniture then that information is $olle$ted to make $ontent for home $ategor! Customer needs and wants) &eredith is offering #hat their $ustomer needs and #ants and it is ensuring loalt of #omen to $ontinue reading their publi$ation for long2term relationship through impersonal data points! Life events) Customers en1o $ustom e+perien$e based on spe$ifi$ life e"ent! Impersonal $hanges are taken into $onsideration and do3ens of life e"ents are studied for $ontent drafting! A$$ordingl, &eredith is able to $ompile not 1ust single life e"ent but number of e"ents gathered from impersonal data points! *or e+ample, the ma1orit #ill be anal3ed su$h as is it more of people getting married, en1oing graduation from $ollege, or $elebrating promotion and $areer gro#th! %he progress of $ustomers in their life and reading about those life e"ents #ill benefit &eredith to maintain signifi$ant relationship #ith their $ustomers! romotion and offers) %his tpe of information attra$ts most of the #omen! %he al#as look for en1oing shopping and doing some sa"ings as #ell! 4hen the get promotion and offers for their preferred produ$ts and ser"i$es during a parti$ular season then the be$ome more satisfied to that parti$ular sour$e of information! *or e+ample, during ba$k to s$hool time, mother #ill look for promotions and offers in books, pen$ils, sharpeners, $olors, et$! &eredith deli"ers promotions and offers during parti$ular time and it builds $onse5uential relationship #ith their potential $ustomers! In order to affirm the abo"e analsis, I ha"e $ondu$ted se$ondar resear$h #hether impersonal data does influen$e in $reating and maintaining meaningful relationships #ith $ustomers and I ha"e found that it is pra$ti$al! %he $on$epts presented in this $ase stud are rele"ant to Customer Relationship &anagement (CR&)! Ami$s, 2001, states that 6CR& is about bringing together $ustomer satisfa$tion, intera$tion and "alue2added b means of targeting $ustomers through use of te$hnolog and building deeper relationships #ith them7! It applies the similar #ith &eredith be$ause the are making use of impersonal data points to $reate and maintain meaningful relationships #ith #omen! - 2 - Meredith Company Case Study Analysis Report !. "hat recommendations would you ma#e to $eredith%s executives? (Zubaidah AbdulRahman # C00281812) I #ould like to re$ommend that &eredith Corporation should e+pand and offer $ustom $ontents for men and $hildren as #ell! 4hen it is about famil then it is not 1ust about #omen but men and $hildren as #ell! &eredith might offer $hildren stuff that #omen are interested to bu but the might be missing #hat father's are buing for $hildren! It is not 1ust that #omen are shopping al#as but men also go for shopping like $ouples or ba$helors! It #ill be an opportunit for &eredith be$ause of similar population rate of males and females in the 89A! %here are brands dedi$ated to females and unise+ but there are also brands dedi$ated to males or $hildren! It #ill be an opportunit for &eredith for ensuring meaningful life for men as #ell! In $hart 1, it sho#s that :;!2 per $ent are males in the 89A, #hi$h is 5uite attra$ti"e per$entage for fo$using on publi$ations for men! 9u$h data points related to interests and preferen$es or #ants and needs of men #ill benefit brands! Chart 1) <er$entage of *emales and &ales <opulation in the 89A (4orld /ank, 201=) - 3 - Meredith Company Case Study Analysis Report &eferences Ami$s! (2001)! Allo#ing Customers to <la) %o#ard Ri$h CR&! Retrie"ed 2- &ar$h 201: from http)>>ritim!$ba!uri!edu>#orking?20papers>Am$is220012hedoni$2"er2 -?-/1?-(!pdf 4orld /ank! (201=)! <opulation, female (? of total)! Retrie"ed 2- &ar$h 201: from http)>>data!#orldbank!org>indi$ator>9<!<@<!%@%A!*B!Z9 - 4 -
How Would You Characterize The Fit Between MHC's Environment, Competitive Strategy, Structure, and Technology? Indicate Any Issues With This Fit That Might Influence The Success of The Strategy.
Given The Strategy, How Can HR Be Supportive With Tactical Actions? What Type of Structure Should The Corporate HR Function Adopt To Match The Competitive Strategy?
In what ways might OD and Training collaborate to maximize the effectiveness of the strategy? What forces are currently operating that drive or act to restrain the new strategy? Which of those needs to change?
What Sources of Support and Residence Are Likely To Exist in Creating and Implementing The New HRPS? What Tactics Could Be Used To Reduce or Eliminate The Resistance?
Given The Facts of The Case, What Would You Suggest As An HRD Strategy? Provide Specific Tactics That Can Be Used by HRD To Support The Competitive Strategy.