The main functions of DEL have been identified and divided in to separate departments which specialist in one particular function of the organization. The major functions of DEL an be categorized as Sales and Marketing, Procurement, Manufacture and Design, Research and Development, Accounting, IT and Human Resources management. These functions communicates through intranet, emails, newsletters as well as group meetings and has integrated communication in order to provide the customer with the best of services and efficient supply chain management that drives the performance and purpose.
Sales, Customer service transfer information to Marketing and Marketing will send certain requirements and feedback to R&D and Procurement as well as Finance for edges approval, all these information are flown internally and externally by effective IT Infrastructure and in turn helps DEL improve their products and service qualities and delight the customers. Finance and HRS decides on the allocation of budgets for each functions, incorporated by data received from past year activities.
Information flows back and forth within these departments and integrated communication plays a major role within the organization. Oodles main important Stakeholders are the shareholders, Suppliers, Distribution channels, Financial Institution, Employees, and Customers. Power Strictures have few rules and little bureaucracy; swift decisions can ensue. The unique characteristic of power culture is centralized management power. Oodles culture can be identified as a power culture where the activities of the organization are controlled by a team of three directors and independent directors.
A culture of openness prevails at work. Open dialog and open door policy for employees and the associates are the greatest asset in the eyes of the management. Page | 1 Role of Internal Communication Effective internal communication has been linked with improved bottom nine results for organizations by employee engagement (encode-decode information as it’s a two-way process). In order to run a successful organization DEL has brought down the right internal communication methods within its Sables. Effective internal communication(LLC) will results in better operational effectiveness.
DEL has aligned the ICC strategy to its strategic goals involving its leadership teams and have planned ICC for all levels in the organization in order to communicate and share the vision by using a common language to communicate the key message. Social media are powerful communication tools hat are important element of an effective communication strategy. Of course they’re among many available channels, each of which can be highly effective for particular audiences and circumstances. Blobs and Linked are some methods used by Oodles workers.
Although it’s conveniently accessible the staff at all levels are not trained and educated for these methods. Therefore, it doesn’t’ involve ideas and information from all parties of the organization. The organization also uses Emails and E-Newsletters as a way of Internal Communication tools. This allows the information to be decentralized and deadly accessed by all the employees. The tool will enhance the productivity of the organization and quality of service and products offering to the consumer. Disadvantage of using emails would be the restrictions emails create in terms of capacity and content.
And the technology limitations can also be an adverse effect for information flowing from one end to another, i. E. Unauthorized accessing (hacking) of confidential information and & information can be seen by rivals Allocation of Resources and Implementing Workplace Flexibility The organization has two main resources mainly, i. E. Finance and Human Resources. The company bases its impairment calculation on detailed budgets and forecast calculations which are prepared separately for each of cash-generating units to which the individual assets are allocated.
These budgets and forecast calculations are generally covering a period of five years. Performance and purpose have been the drivers of its growth that is a good investment for our shareholders, a good environment for our employees, a good corporate citizen and a good custodian of our nation’s resources. DEL recognizes that its people are its greatest asset and therefore it strives to attract the best talent, to provide meaningful development opportunities for employees at all levels and to reward and recognize high performance.
It has maintained talent development -“Fast Tracking” programmer and reward structures. DEL also employees indirect staff, esp. for IT Infrastructure and invariably in outlets as sales reps and restaurant staff. They have created IT infrastructure impeccable by using flexible workplace environment which in turns improves service quality and satisfaction for customers by speedy check out times, etc . Restaurant that are placed within the outlets have gained much appreciation ND It attract more customers to DEL for it serves many purposes for customers to shop with them.
Resources used to manage Internal Communication DEL has allocated budgets for integrated communication systems such as flawless IT infrastructure in order to manage the internal communication by supporting the digital strategy and development objectives. Apart from that the budgets are also being allocated for managing and improving intranet, websites and the social media pages handled by professional staff and the employees are continuously trained and updated on system upgrading.
Key skills required to implement and manage change would be; Interpersonal skills, Understanding change and being proactive, persistence, flexibility, creativeness and to be able to think outside the box. Page | 2 Customer Value proposition of DEL- “Mind Body & Soul Experience” through fashion DEL is a successful local and international fashion merchandise retailer,because of its customer driven approach and ever evolving business with the taste and preference of different customer segments and target markets. DEL provides a complete Mind, Body and Soul “experience to each one of their customers and creates lifestyles with fashion. Inspiring, glamour and verve is what the customers can look forward when shopping in DEL Department stores, where the store was revamped to constitute this value proposition which has become irresistible. Their Values are to love, serve, style, innovate, give, save, enjoy and inspire.
DEL has succeeded in rebinding with the changing needs and wants and has identified each clusters and positions well with its unique value proposition of catering to fashionable men and women from all walks of lives with midnights income earners, providing an unforgettable and prestigious hopping experience combined with convenience shopping for a good price with an array of diverse products from Clothing, Accessories to Homeward, to eateries and hang-out spots within the department stores, with a long list of brands to select from under one roof, the experience and service is unbeatable and the locals and international tourists who visits are experiencing this value at all times, providing with the trendiest collection available in the island, for over two decades. Oodles Product levels The main attraction or the sale for DEL has been their clothing lines and we can disgorges each product level of the DEL Brand as below. Core Product- The Benefit/service the customer really buying from DEL- Inspirations for Lifestyles. Consumers really buy inspirations from DEL designs and the impeccable visual merchandising. The core products has been satisfying the consumers over arrears now and has been evolving with technology and trends.
In online and offline forms they have succeeded to touch the emotional appeal of the customers effectually. Complete Mind, Body and Soul experience is offered from each and every product for consumer satisfaction. Actual/Basic Product- Core benefits turned into basic product with features, quality and brand name. Chic, quality and comfortable designs of DEL. Defines casual and professional, men and women. Expected Product- The expectations of the buyer from the product. DEL provides Trendiest fashion, excellent outlook, comfort, confidence, status of fashioning the brand “DEL”. The collection comes out each time surpassing expectation of consumers.
Augmented Product- Augmented products is prepared around the core product and actual product by offering additional services. The exceptional service rapped around each product segment, the array of within the DEL brand, the most inspiring shopping experience and the facility of purchasing online, cash on delivery and local and International home delivery as well as pick up from store facility, value for money. Potential Product-All the augmentation and transformation a product undergoes in the future to enhance or the develop product. Oodles next revolution will be to house world renowned designer clothes under the brand for those who loves the prestige and the world famous designer lines.
DEL has been always marketing oriented and provided great al of satisfaction among each customer by using the product levels effectively to convert anybody who shops at DEL to a brand loyal consumer for life. The exceptional marketing strategies that has underwent to create each levels effectively within each brand is exemplary and the positioning of each brand has been reinforced by this approach like no other retailer in Sir Lankan has been able to cater to that level till date. Page | 3 DEL Brand Attributes C] Brand Identity Mind, Body & Soul. It is a concept that has fashioned the evolution of the brand’s philosophy – gearing DEL to the status of international superstore. It shows that DEL caters to; inspiration for the Mind, stimulation for the Body and aspiration for the Soul.
In the future, the DEL brand will be developed as a mnemonic – represented by the three horizontal bars that form the graphical illustration of the letter E in DEL. (Source-www. Del. Elk) Picture of Sender Personality Physique Ambitious, Dashing Strong Trendy Competitive Chivalrous Vibrant Fashionable Enormous (superstore) Glamorous Well rounded and Stable Relationships Culture DEL Loyalty card for everyone shops Love and serve, at DEL. CARS Activities. i. E. DEL Style and Innovate, Foundation, EMBARK for animal Give and Save, sheltering, habitat for Humanity. Enjoy and Inspire. Impeccable fashion shows, Social media advertising International Fashion pageants sponsoring i. E.
Miss Asia, Miss International, Miss Earth. Etc Reflection Evolving, Self-I mage Inspiring and Adoptive With a steady and disciplined approach to brand with taste and time, exceeds the values, goals and authentic brand expectation identity, with the product am to surpass offerings, as well as the service and expectations set forth by them and the ambiance, reflects status and social customers, never losing sight of their lass for a shopper. Spectacular visual responsibilities towards the environment merchandising in store is a main and the people. Attraction. A focal point in building and maintaining competitive advantage and capitalistic on the opportunities that lie ahead.
Picture of Receiver Page | 4 Positioning Statement and Branding of DEL- “Classy, Modern and International” with Multi Branding to serve each target market through differentiated marketing “Products are created in the factory, but brands are created in the mind” – anonymous. Positioning is how the brand is being perceived by its consumers ND DEL has positioned itself as the most reputable retailer with the largest department store of over softest, representing contemporary style at an international level. It position itself as an all-round destination with an array of in-house sub-brands. DEL has positioned itself as the Product category leader and is an market price and sophisticated shopping destination with high quality products, also essentially glamorous and finest superstores.
