Dynamic, a global media agency, has recently taken over MediaHype, a local agency in Melbourne, to expand
Question:
Dynamic, a global media agency, has recently taken over MediaHype, a local agency in Melbourne, to expand its Australian operations. Jeff Tan, a Chinese national, has been appointed to head the new Digital Strategy team, which focuses on reaching and engaging consumers on any online platform.
Jeff successfully landed a lucrative client, BurnFit Gyms, and commissioned him to deliver a revised digital strategy within six weeks. The team had three key deliverables: a new dummy website, a plan for search engine optimization, and a new approach to social media. To meet these goals, Jeff decided to have everyone report directly to him, focusing on interacting with everyone else.
The senior strategy consultants were responsible for market research and data analysis, providing information to Anjana, Joe, and Mike. However, Yuchau and Wen, who report directly to Jeff, were considered "less important" as they helped the other three perform their jobs. Jeff wanted Amanda and Franz to work freely with both senior consultants and report directly to himself.
In the first week, the team seemed to be functioning well, with emails flowing between employees and everyone working towards their deadline. However, by the end of the second week, things had changed dramatically. Anjana Singh, the web editor and content strategist, complained to Jeff twice about his Singapore colleagues, who were not providing feedback on her website mock-ups. Mike Duffy, the social media manager, questioned their involvement in the project and urged them to go with whatever he wanted.
In the third week, Yuchau and Wen expressed concerns about the junior strategy consultants from Dynamic Sydney, Franz Bauer and Amanda Cohen, who were deemed unfit for the job. They believed that they needed to be replaced due to their lack of confidence and need for constant feedback. Jeff decided to call a meeting to discuss the situation and gather their input.
The meeting was divided into three camps: former MediaHype employees, Yuchau and Wen, and Franz and Amanda. Amanda expressed her concerns about the accuracy of her background research and the need for revisions. Yuchau agreed with Wen's findings, but Anjana disagreed, stating that the suggested web content was vague and needed more market data.
Mike agreed with Anjana, but he emphasized that market data is from the research department and should be provided by senior strategists. Jeff intervened to prevent the meeting from turning into a heated argument. He then asked Joe and Aliyah, the team's coordinator, if they had any suggestions for improvement.
Jeff realized that if these issues were not resolved quickly, they could potentially lose their client and fail to meet their one-month internal deadline. He aimed to unite the team and resolve the issues to ensure the team's success.
1. What is the Main Issues and Challenges in the case study?
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr