11-05-2013, 11:57 AM
Research project on a advertising agency in Sri Lanka
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Primary activities
Inbound logistics
The inbound logistics of the Sovereiigns Intergrated (pvt) Ltd involve relationships with the suppliers of raw materials such as iron, metal & flex printing materials. The firm purchase iron & metal from Union Metals (pvt) Ltd which is located in close proximity to the company’s workshop in Gonawala, kelaniya & the flex printing materials are imported from the Flex Engineering Limited Company Mumbai, Maharashtra, India.
Operations
As the first step of the operations Sovereiigns Intergrated (pvt) Ltd applies for the available tenders or uses their contact networks to obtain the contracts from the clients. Then the firm conducts a research about the client organization in order to analyze & gather the requirements for the advertisement. Then they hand over the assessed requirements & criteria to the creative department to design an outline of the advertisement. Afterward the firm clarifies the design & gets the feedback from the clients. Finally they conduct a trail to verify the quality & standard of the advertisement and then give the order to the printing section to print the advertisement.
Client Brief
Client Brief is prepared by the client including the requirements of the client, the characteristics of the product to be advertised, the target customers and hand over to the companies creative department.
Creative Brief
Creative Brief is a prepared by the head of the creative department and includes
the marketing strategy, the aggressiveness or otherwise of the advertising campaign, the type of customers to be targeted, the cost constraints of the environment in which the client is functioning etc.
Outbound Logistics
The Sovereiigns Integrated (pvt) Ltd uses a few methods in storing & distributing their products to the customers. The firm uses a warehouse which is in close proximity to Kelaniya workshop to store products until they are delivered to the clients. The firm owns a few product distribution vehicles of various capacities in order to transport products securely such as two vans, a mini truck & a large truck.
Freelances
Sales & Marketing
Sovereiigns Company has used their website and online promotions as a sales and marketing method because it’s less costly & effective in attracting new clients. But at present the firm mostly depends on their vast contact networks such as media & the government related organizations to gain business opportunities.
Services
The firm provides its clients various customer services for instance the transportation of the finished products to the client’s premises, get the feedback of customer & redo the work errors for discounts, fixing the advertising billboards or hoardings in client’s requested locations.
(University of Cambridge 2009)
Secondary activities
Procurement
This function is responsible for the necessary materials& input purchases of the Sovereiigns Intergrated (pvt) Ltd. The company tries to procure high quality materials in an affordable price so they have choosen Quality & price effective suppliers such as Union Metals (pvt) Ltd, Kelaniya & Flex Engineering Limited Company, Mumbai, who supply & export iron, metal & flex printing materials in sequence.
Human resource management
Currently the company has 25 employees in the organization.
Managing Director, Manager (Finance), Accounts Client service, Media Director, Creative Director, Director Studio Print & Media Associate , Creative Production Controllers, Directors Group Account Manager , Creative Group Heads, Account Supervisor Media, Media Planners , Buyers Copywriters, Art Directors, Account Executives, in-house & freelance, multi-generational creative staff that includes full-time copy writers, designers and marketing specialists, HR Manager
The human resource management department of the firm has been facing some issues due to the lack of permanent employees as they mostly depend on freelance employees who work on the daily wage basis. The company still does not have a training & development system to improve the skills of the employees so this had leaded the firm to acquire expertise staffs with high salary rates.
Initial interview
In this step company determines whether the applicant is in fact as impressive as the application submitted. Through this interview company makes the first personnel contact with the applicant. Some candidates get rejected in this stage. During this interview company explain some of their details about the company (about the products, process) as well as about the job (benefits, facilities) and they give the chance to ask questions from them and clarify the doubts they have. Sovereiigns conduct this interview in an informal way.
Selection tests
As Sovereiings is an advertising Company they want candidates with creative ideas and abilities. So through these tests they more focus on checking candidate’s achievements, abilities and their interests it has no formal procedure either it can be a presentation , group discussions or problem solving games, where the tests are vary according to the job. These tests are mainly conducted when selecting employees who haven’t prior experience. When they are recruiting candidates for higher level jobs or with experience in the same field they don’t use this tests.
Final interview
This is the final step of selecting process of the company and it is a structured interview. Panel of senior employees conduct this interview. Through this interview organization take the final decision whether to select the employee or not.
Reward Management
Generally the company’s work hours are 9.00 a.m. to 4.30 p.m. So employees are supposed to work on that period. No additional payment is given for overtime works.
Company does not follow any costly reward management system for the employee performance since it lacks initial capital.
The aim was to reduce process and improve the line of sight between employees’ contributions to the company's success and increases in compensation.