Trade Association A is a non-profit organization that provides educational servi

Question

Trade Association A is a non-profit organization that provides educational services to the financial services industry.

Trade Association A assists its customers through trade shows, conferences, seminars, and

research studies. Trade shows are typically done three times per year. They draw around 500

attendees each and generate about $1 million on in revenue. Conferences are done about 30 times a year and average between $50 and 500 thousand in revenue. Finally, seminars are smaller sessions of around 10 to 50 attendees and there are 150 of these per year. Seminars average $5 to 50 thousand in revenue each.

Trade Association A has been in business for over 75 years, employees over 100 people and has revenues in excess of $25million.

Currently, attendance at seminars has been down. The President of Trade Association A has requested that the organization cut the costs of producing these seminars. The President wantsto target the marketing element of this because he does not want to cut costs at the event itself (cheaper venues etc.) at this point but feels as though if the target audience were selected better and with a better marketing message they could increase response rates while preventing the sending of marketing materials to a disinterested audience. To this end, Trade

Association A begin to look at how to value engineer (improve while cutting costs) in the marketing element of seminars.

Do you feel the President was right in limiting the project to marketing? How would you have responded if you were the person running the project? What would you have said if you were the President?

What do you think about doing a high-­level process overview and then a more deep process map of the areas that you feel matter most? Why might you do this?

Do you think they could have leveraged historical data more in the marketing process? Do you think they will be leveraging this more? If so how?

Do you think they are wise to not have performance measures in place to monitor the process? What measures would you suggest they have?

Explanation / Answer

In this specific condition president was right limiting the project to marketing as this type of approach would reduce the overall cost of seminar and holding the seminar would definitely be added extensive cost to its overall availability of operational capabilities..
If I was the person running the project then I would have implemented or changed the whole structure to webinar based service provision where we would have used Technology as a tool for implementation of such a specific strategy for influencing the customers as well as generating revenue from the same platform. I would have directly looked into the aspects of changing the whole system and moving a system to digital platforms where availability of market opportunities can easily be expanded worldwide and implementation of such a specific program would provide adequate uses of cost as digital webinars are relatively very cheaper as compared to organizing the seminar in physical location.

High level process overview provide extensive information about any specific and Didi that is being researched. This type of overview also increases the chances of getting in string information as well as implementation of search information for betterment of organisation. This type of approach also includes an organisation or any specific individual to assess different criteria successfully where implementation of the key findings can be easily look upon for their feasibility.
Deep process map requires extensive time as compared to a high level process overview. As availability of high level process overview directly increases the overall effectiveness by A reduction in cost as compared to the Deep process map.

Using historical data would not have been visible in this kind of situation as the company is facing changing environment of customers choice is. Implementation of new technologies as well as using different social media platforms to create information regarding the specific company and create and influence to the customer by using target market Technology would be the most appropriate way of implementation of such a specific and Strategies for benefiting the organisation. Using these approaches would provide a leveraged to their overall availability of aspects as well as improvement in operational capabilities of the specific organisation.

It is essential to have performance measure for having an idea of the total efficiency of the system. Measuring the processes on the basis of their performance is one of the most essential parts of providing adequate support to the overall availability of opportunities for the organisation to maintain better quality of standard in process operation. This specific measurement tools such as flow of economic entity as well as availability of human resources and their impact on the specific process would be the most appropriate measurements that could be assessed for our implementation of such a specific process.

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