E-marketing in the library of Birmingham Report Essay

E-marketing in the library of Birmingham Report - Essay Example E marketing, the use of digital technologies on the internet to achieve marketing objectives such as customer relationships, understanding market needs and satisfying consumers through value formation, is the rule of the day, and not the exception. The internet platform offers a massive potential for marketers to market their products and services to global populations in the most efficient and effective way, therefore, reducing business costs incurred in direct traditional advertising option. This paper presents a report on the E marketing in the Library of Birmingham, using the SOSTAC e-marketing analysis model, with an aim of establishing the library of Birmingham’s online marketing current situation, objectives of the online marketing strategies, online marketing strategies, online marketing tactics, online marketing actions, and the control metrics. In addition to that, this report will evaluate the effectiveness of online marketing strategies of the library, goals of onl ine marketing, and recommendations for the future strategic direction of the library. E marketing offers great opportunities for the library of Birmingham, which if explored to the maximum have an incredible capacity of enhancing the library experience and increasing attendance accordingly. For instance, e-marketing increases the library’s visibility to the general population in Birmingham thus creating awareness of the library and its services to the prospective service consumers. Besides creating awareness, e-marketing strategies create value for the library and its services by highlighting its major attracting features such as online catalogues, online search services, and exciting web contents, among others. Exciting content displays, and organization offers the readers enhanced ways of finding books in the library and evaluating particular resources in the library through reviews through an interactive online channel. Overall, e marketing is a crucial strategic managemen t decision for the library of Birmingham because it will fit the library in the modern library situation that has changed drastically due to technological advancements (Von and Jung, 2003). E marketing has the potential of enhancing not only service delivery, but also creating value for the library in terms of increased library visitation, increased market access and enhanced returns on investment. Introduction E-marketing has emerged to be one of the fast growing revolutionary concepts in the business world today (Chaffey et al, 2008), with many global businesses and corporations, in response to the pressures of a fast changing global environment, seeking to provide value that meets customer expectations (Palmer, Cockton and Cooper, 2007). E-marketing is the use of digital technologies of the internet to achieve marketing objectives, to establish close, good and everlasting relationships with customers, understand their needs, satisfy these needs both effectively and efficiently, a nd to keep them happy while online (Chaffey, n.d). The main purpose of marketing is to communicate information, and to increase awareness of products and services to the prospective customers in the market (Housden and Thomas, 2002). The crucial role of e-marketing in today’s business world cannot be underrated, especially given the statistics that UK E-Commerce sales reached 121 billion pounds in 2010, while according to eMA, UK B2C E-Commerce reached 4.2 billion pounds by the end of 2012, and are further expected to rise to total value of ?221 billion by 2016. Overall, the internet has gained massive recognition as a dominant business platform (Linh and Tung, 2008), and literally transformed the expression ‘

Employee Relations in Marks and Spencer Case Study

Employee Relations in Marks and Spencer - Case Study Example However, with fast technological developments and greater linkages between various countries around the world, there was greater competitiveness in the retail sector thus creating a need to adopt less adversarial approaches to employee relations. The Company realised that they had to engage their employees a little more. This led to some of the present staff management practices adopted by the company. The company has tried instituting some sound principles within management but there are still certain problems here and there. (M&S, 2007b) In the past, there were no cases of Sunday trading. Workers in the retail sector counted on the fact that their work arrangements did not necessitate additional efforts. However after introduction of Sunday trading in the UK, there was a need for all retail companies to adjust their employee schedules to suit this change. Marks and Spencer was no exception; in response to this change, it created flexible hours for its employees so that it could allow employees to balance their social life with their careers. In the early nineties, most workers within the retail sector used to work for a period of thirty six to thirty eight hours per week. In Marks and Spencer, eighty percent of their employees used to comply with this rule. But currently, most workers need to put in more hours in order to meet demand. M&S have adjusted to this through employment of more workers and through better employee schedules. (Mellahi et al, 2002) Trade Union Actions The TUC is one of the most influential bodies in the United Kingdom especially when it comes to protecting workers rights. Marks and Spencer has had to watch out for the activities and protests conducted by some trade Unions. One such example occurred in the year 2001. Marks and Spencer has opened up some stores in different parts of the world including France. The Company had made the decision to close all the stores in Europe and halt operations immediately. This was one of the most controversial issues the retail giant has ever faced. In a speech made by the TUC General Secretary, the Union highlighted the fact that Marks and Spencer were not really faced with financial difficulties in those operations. The Union also asserted that the closures were simply and endeavour by the organisation to impress City sentiments rather. They believed that the company was not really concerned with issues surrounding profit making. TUC also said that they were trying to protect foreign worker's rights in general. Marks and Spencer tends to export their bad employment practices into other countries. The Trade Union brought to the forefront the issue of complacency prevailing in M&S stores. The Company had not been very considerate at some stage in their firing and hiring processes. These practices are quite common in the UK despite their notoriety. But in some European countries like France, these employment practices are quite unlawful. The trade Union spoke about how M&S has been sacking employees without notice in those countries and how it faced the full arm of the law. (Storey et al, 2005) TUC advocated for more dialogue and consultations between employees and employers at all times and not when issues have spiralled out of control. The actions of this trade Union and others have caused M&S to change some of its employment practi