Stakeholder Analysis in Organizations

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

Who among the following qualifies as an internal stakeholder?

Customers

Shareholders

Employees (correct)

Local community

Which stakeholders are categorized as external stakeholders?

Trade unions (correct)

Managers

Financiers

Freelance staff

What is the primary purpose of an organization's mission?

To state why the organization exists (correct)

To determine market trends

To dictate employee schedules

To outline the company's profits

Which type of organizational structure allows limited decision-making at lower levels?

Centralized structure Signup and view all the answers

Which organizational type is characterized as not-for-profit?

Charity/not-for-profit Signup and view all the answers

What is a primary influence on an organization's communication activity and campaign plans?

Mission of the organization Signup and view all the answers

Which of the following is NOT a characteristic of primary stakeholders?

Include the media Signup and view all the answers

Which communication tool is best suited for raising awareness?

Public relations Signup and view all the answers

What is a characteristic of decentralized organizational structures?

Power is more evenly distributed among various levels. Signup and view all the answers

Why is an organization's history significant in campaign planning?

It influences its market strategy and communication. Signup and view all the answers

What is a key aspect of organizational culture?

It encompasses shared values and traditions. Signup and view all the answers

Which type of culture tends to promote higher organizational success?

A customer-oriented culture. Signup and view all the answers

How does organizational scale influence campaign planning?

It affects the geographical reach and strategy. Signup and view all the answers

What is the importance of evaluating past marketing campaigns?

It provides insights for future strategies and improvements. Signup and view all the answers

Which of the following is considered an internal source of information for decision-making?

Customer database. Signup and view all the answers

What can be found in a company's intranet that aids in decision-making?

Comprehensive information about products and services. Signup and view all the answers

What is a potential consequence if a network disapproves of your marketing campaign?

Your campaign could struggle and face acceptance issues. Signup and view all the answers

Which of the following methods is NOT mentioned as a way to gather internal information about customer interactions?

Competitor analysis Signup and view all the answers

What aspect should be analyzed to understand customer buying decisions?

What customers think about your brand Signup and view all the answers

Why is it important to know which media and channels your customers use?

To optimize communication and targeting efforts. Signup and view all the answers

What should be considered when using external information sources about markets?

Reputation and reliability of the source are important. Signup and view all the answers

Which factor is NOT relevant when analyzing the motivations of a networking group?

Your company’s financial status Signup and view all the answers

What is the value of understanding customer engagement levels with your brand?

To enhance marketing strategies and customer relationships. Signup and view all the answers

What type of analysis helps in distinguishing your business from competitors?

Market differentiation analysis Signup and view all the answers

Study Notes

Internal Stakeholder Analysis

Internal stakeholders include employees, casual staff, freelance staff, managers, board members, and volunteers (for non-profit organizations)
Connected stakeholders (also called primary stakeholders) have contractual relationships with the organization. These include customers, shareholders, financiers, distributors, and suppliers.
External stakeholders (also called secondary stakeholders) don't have direct connections. They are interested in, and can potentially impact, the organization's activities. Examples include professional bodies, trade unions, governments, the media, and the local community

Organizational Type, Mission, Objectives, and Strategies

Organizations can be categorized as government/public sector, charity/not-for-profit, commercial business-to-consumer (B2C), business-to-business (B2B), or business-to-government (B2G).
An organization's mission defines its purpose and why it exists.
Mission statements profoundly affect communication and campaign plans, including channels and budget.
Communication tools like PR best raise awareness or persuade, while sales promotion increases sales.

Organizational Structure, History, Culture, and Scale

Organizational structure impacts campaign planning.
Centralized structures concentrate power at the top (board or senior management).
Decentralized structures distribute power; teams and individuals have more autonomy.
Organizational history, culture, and scale affect positioning and campaign tactics.
Organizations with customer-oriented cultures are generally more successful. Examples of culture include shared values, traditions, symbols, stories, and legends

Marketing Campaign Effects on Stakeholders

Shareholders approve marketing campaigns that align with company values and contribute to positive social and environmental impact.
Marketing managers develop campaign strategies, form budgets, allocate resources, control results, and aim for customer attraction and retention to increase market share.
Marketing teams execute campaign activities, engage in creative development, generate leads, provide feedback, and manage leads, using marketing materials in support of sales efforts and reporting on results.
Sales teams provide feedback, manage leads, and use materials to support sales efforts, while reporting on campaign results.
Project managers develop campaign plans, implement and monitor the plan, providing mentoring and evaluation.
Instructors provide high-quality training, meeting the needs of training clients with programs that include meals and refreshments. Training supports the overall experience of participants.
Catering staffs provide meals and refreshments to improve training experience.
External agencies provide specialized expertise, resources, perspectives, and support for marketing campaigns— impacting pricing to demand.
Competitors provide pricing points of reference for marketing campaigns to influence the campaign's impact.
External National Training Councils regulate and enforce accreditation, licensing, and certifications requirements, that organizations must meet.

Internal Stakeholder Analysis Table

Stakeholder roles like Owner-CEO, Finance Manager, Marketing Manager, Sales Team, and Marketing teams perform functions, and have corresponding effects on organizations.
These roles are listed in a table that includes their impact on campaign planning.

External Stakeholders Analysis Table

Stakeholders like Qualified Instructors, Media, Community, and Government influence campaign objectives fulfillment, and positive or negative reviews regarding the organization.

ZTC (Zafar Training Centre) Description and Analysis

ZTC is a small, private, and profitable company seeking to generate revenue and manage costs.
Organizational structure is functional and centralized, potentially resulting in a longer decision-making process with high accountability.
ZTC's culture is characterized by youth, customer-focused employees, and the willingness to think outside the box.
Historical reputation, brand image, and international standards are positive aspects of the organization, which leads to building trust and engagement towards the campaign.
ZTC seeks best competitive pricing with high quality and to maintain costs.
The objective is to capture 50% market share by 2024, focusing on competitive advantages and expected sales volume.
The organization operates across 6 rooms, serving a total of 200 students daily, suggesting a scale that is prepared to meet demand.

Boston Consulting Group (BCG) Matrix

A visual representation of different product/service portfolio types is shown.

Product Life Cycle (PLC) Analysis

A graphical depiction of the product life cycle analysis showcases the progression of a product/service from its introduction to eventual decline. The stages include introduction, growth, maturity, and decline.

Product Portfolio Analysis

ZTC's main products are offline training programs to build capacity and business skills.
The primary focus is supporting NGOs and communities while increasing customer trust.
Analysis of current sales and market share (e.g., 25% for NGOs in 2022-2023, with sales reaching $13,750).

Marketing/Communication Plan Evaluation

Reviewing and evaluating previous marketing campaigns can identify successful aspects for future campaigns and aspects of previous campaigns where improvements are needed.

Internal Information Sources

Internal information sources include customer databases, financial data, web and social media analytics, typical customer spend patterns, and buying patterns.
An organization can also utilize panels, clubs, and communities of customers and/or prospects.

Strengths and Weaknesses Summary

At this point in the analysis, organizations have probably accumulated information and insights about marketing campaigns. This information needs to be shared with others within the organization.

External Marketing Environment Analysis

PESTEL analysis (Political, Economic, Social, Technological, Environmental, and Legal factors) is used to evaluate the external marketing environment.

Network Analysis

Networks in the marketing environment can significantly impact campaign planning.
Examples include formal groupings like pressure groups and trade unions, and informal networks of like-minded individuals.
Approval or disapproval from these networks can significantly impact campaigns.

Customer Analysis

Customer analysis should look at their motivations, buying decisions, and the media and channels they use to engage.
Where customers come from, what devices they use to access websites, and how their interactions change with the time of day can all be factored in to customer analysis.
This analysis should look at how engaged customers are with the brand on digital platforms, and dwell time on websites.

Research Methods

Research methods like questionnaires, focus groups, interviews, experiments, and observations can help gain insight into customers' needs.

Competitor Analysis

A full competitor analysis helps determine market differentiation.

External Information Sources

External information sources, often available online, can provide insight into various markets, sectors, and industries. Reputable sources with reliable information are crucial.

Summary of Opportunities and Threats

Organizations summarize findings based on the internal marketing environment, detailing opportunities and threats that emerge from the analysis. A SWOT analysis can provide insights.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz explores the various types of internal and external stakeholders within different organizational types, including non-profits and commercial businesses. Participants will learn about the roles and relationships of key stakeholders and the significance of an organization's mission and objectives. Test your understanding of stakeholder dynamics and organizational strategies.