Question:
Task 1:Presentation
AC1.1, AC2.1, AC2.2, AC2.3, AC4.3
a. Provide a background to your chosen organisation, using the organisation summary guidelines
b. Examine FOUR key changes in online customer behaviour as a result of changes in the digital environment
c. Illustrate FOUR ways that the internet can be used as a vehicle for revenue generation
Task 2-Briefing Paper
AC1.3, AC3.1, AC3.2, AC3.4, AC4.4, AC5.2
a. Describe the role of digital marketing activities in supporting the offline extended marketing mix for your chosen organisation
b. Evaluate the strengths and weaknessess of your chosen organisation’s current digital marketing mix
c.Assess TWO potential benefits of automating elements of the digital communications Mix for your chosen organisation
Task 3- Digital Marketing Plan
AC1.4, AC4.2, AC5.1, AC5.4, AC6.4
a. Produce a customer persona for ONE customer segment of the chosen organisation
b. Reccomend TWO SMART digital marketing objectives in response to the online behaviour of the segment for the chosen organisation
SOLUTION/ANSWER
a. Provide a background to your chosen organisation, using the organisation summary guidelines
The Abu Dhabi National Oil Company (ADNOC) is a World leading energy producer established in 1971 and headquartered in Abu Dhabi. Its operations are anchored in the overall hydrocarbon value chain through a network of fully-integrated businesses with diverse interests ranging from exploration, production, storage, refining and distribution of a wide range of petrochemical products. The company objectives are creating improved efficiencies through benchmark performance, integrating a balanced scorecard approach in the entire group and aligning with their key performance indicators. The company vision is working collaboratively in harnessing energy resources in services for the nation. Similarly, their mission is operating through partnership, innovation and a relentless focus on high performance and efficiency for maximizing value for energy resources. As part of the company initiative of objectives, mission and vision attainment, the management has initiated a process of merging its two largest offshore operations. As noted by Yusuf et al. (2015), merging is intended to streamline management and operations and driving an entrepreneurial culture in expectations of attaining a prolonged low oil price environment. The strategy involves the merging of the Zakum Development Company (Zadco) and the Abu Dhabi Marine Operating Company (Adma-Opco). This strategy is expected to lead to a significant implication in the organisation HR strategy (Rai & Victor, 2012). In this case, this report would evaluate on the extent to which the change in organisation design in the merger would influence HR strategies.
ADNOC company organisation design is characterized by dedicated offshore companies which include Zadco and Adma-Opco. The offshore companies are involved in the development and delivery of oil from Abu Dhabi waters. You may refer to below graph to illustrate history of both companies.
Figure 1: Concessions and Key Agreements
The current HR strategy in ADNOC includes developing world-class talent, enhancing HR recruitment strategy and employee capacity development considering the aggressive upcoming project expansion. It equally operates through an HR master plan and integrated workforce planning in the overall group, linking the recruitment to the business strategy while at the same time increasing the bar through a competency-based performance management system.
b. Examine FOUR key changes in online customer behaviour as a result of changes in the digital environment ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………Please contact our team to receive this assessment in full based on your organisation of choice and level of expectation
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