This document contains a case study and analysis for Ze Target, a software development company looking to promote their smartphone products. They currently have their programmers doing marketing in addition to development. Three options are presented: changing company culture to attract marketing hires, continuing job searches, or hiring an outside marketing firm. The recommendation is to hire a marketing firm to maintain company culture while gaining marketing expertise. Immediate next steps include creating a request for proposals and finding qualified firms, with short-term goals of selecting a firm and outlining expectations in a contract.

1. Patrick Soutar
Alexis Harrison
Lewis Miller Eric Studholme Mariann Jajo-Yacoub

2. 92

3. AGENDA
Summary
Critical Assumptions
Problem Analysis
Implications
Alternatives
Recommendation
Implementation

4. Ze Target
Case Study

5. Summary
1
Ze Target is a software development company
Ze Target specialises in the development of technologies for smartphones
Currently, Ze Target is looking to promote their product with the use of marketing
As it stands, they are inefficiently doing so by making their top programmers do the
marketing
To fix this, Ze Target is looking to hire an individual to act as an in-house marketing agent
Ze Target is finding this difficult however, as they have an ‘easy going’ work
environment, and the employees they keep trying to hire do not enjoy the environment
they are working in
The three founders are looking for Team KEMPS Consulting firm to find a solution to the
problem at hand

6. Critical Assumptions

There are a lack of rules and regulations in the work place
Ze Target feels as though this led to their success

The employees have innovative ideas for programming
The employees have a great love for developing games for the iPhone, which led to their initial
success

There is a lack of communication between old and new employees
The ‘easy going’ attitude of the older employees did not mesh with the expectations of new
hirees

7. Problem
The problem which is presented in Ze Targets
situation is the issue of finding a solution that
hopefully does not change their desired
atmosphere in the workplace while finding a
method of marketing their product without
the programmers doing it themselves
Finding an employee takes
time away from programming
The new employees are not enjoying
the ‘easy going’ attitude and are not
staying with the company for long

8. Alternatives

Change Ze Target’s Culture

Continue the search

Consider a marketing firm

9. Implications
On the Organization
personnel
-
Not being able to find a
marketing employee forces the
programmers to market which
reduces efficiency
On the
-
The employees are less happy,
and therefore less productive,
since they are forced to
market instead of program,
which is their passion

10. Change the organizations culture

Pros
By becoming more receptive to the attitudes expressed by potential employees during
interviews and switching up the office culture, it would become far easier to find someone
who is a good fit for the workplace.

Cons
Ze Target believes that their laissez-faire attitude was the key to their success in the first place.
Altering something that has worked so well may not be the best idea.

11. Continue the Job search

Pros
By continuing to search for an employee, Ze Target has the chance to find an employee
who can not only put up with but truly appreciate Ze Target’s way of doing things. This way,
the job position will be filled, and Ze Target’s culture will remain unchanged.

Cons
Undergoing a job search is expensive; not only are there costs for advertising the job
opening, but those that are hiring have several time costs due to interviewing, reading
resumés, conducting background checks, etc.

12. Contract a Marketing Firm

2
Pros
As they would work from outside of the office, they would still get as much marketing work
done without affecting Ze Target’s marketing style; the laissez-faire management style can be
maintained and the original team of programmers can continue to work in the environment
that best suits them.
If this option is taken, there is no need to bring in an employee who will not fit the company’s
philosophy.

Cons
Due to the fact that it is an outside consulting firm rather than an employee, any input that is
given may not be taken directly.
The firm is not a full-time employee, so while they will set up marketing campaigns and such,
they are not available for other jobs such as going out and actually selling the product. A
hard-working, lifelong employee can be a valuable asset, but the firm will only be backing you
for as long as the job’s duration.
Depending on how much marketing is needed, paying a full-time employee can sometimes
be less costly.

13. Recommendation
Marketing Firm:
A marketing firm will be the best option for our client because
-Our client can maintain their culture
-Our client will receive superior service in contrast to an in-house marketing agency
-Our client can end the job search

14. Immediate Implementations
-
Create a RFP
-
Find a marketing firm with experience in their field
-
Send out RFP to those whom Ze Target can see themselves working
with

15. SHORT-Term Implementations
-
Meet with firms to check on their proposals
-
Outline expectations
-
Creating a contract with a marketing firm that best fits Ze Targets
goals

16. Long-Term Implementations
-
Monitor Performance