Information technology's impact on relationship marketing strategy effectiveness

Global Communications & Diversity Marketing

Marketing

In today's modern society, Global Communications has not been extremely profitable, which has produced issues and created a huge downward spiral in sales. Along with that, a decrease in sales means a decrease in profit for the company and has put doubts in the minds of investors. When investors begin to doubt the company's abilities, stock prices drop and its future is questioned. From there, Global Communications is vigorously examining solutions to solve this problem. By addressing the issues, companies will have a very bright and lively future for employees and consumers. It has been discovered that technology has grown very quickly in the business world. With this growth in technology, numerous people have been able to compete with in the telecommunications industry. For example, the typical companies are not the only ones that are fighting for the market. The cable companies have also learned how to adapt and are cutting into the market as well. Therefore, Global Communications decided that this type of competition has decreased in value of stock prices and has made the company look into different methods to increase profitability. "The success of Extension programs is due to the loyalty of committed participants, volunteers, and lay leaders, as well as support from local decision-makers and elected officials. Since its inception, Extension has been fostering those relationships with core constituencies. Unfortunately, in some cases, these core constituency groups did not include people of color or limited-resource audiences. If Extension is to truly build relationships with these diverse audiences, time and attention must be invested in establishing mutually beneficial relationships" (Relationship Marketing: A Strategy for Marketing Programs to Diverse Audiences). From there, it is known that for Global Communication a basic understanding of diversity is crucial when developing strategies for relationship marketing (Global Communication).

Considering these factors, Global Communications must change its business model to allocate for modern growth. For example, shipping jobs overseas would assist in alleviating some of the financial difficulties that the company is facing at the moment. However, they must also find a way to create more revenue. With additional influences, Global Communications can tap into the small business and consumer market, which will ultimately expand world wide (Global Communication).

The current problems facing on Global Communication has had an effect on several different stakeholders. With that, the board, stock holders, senior management team, and the union are the main groups have been engaged with the current situation (Global Communication).

From there, the board and senior management team have been trying to relocate the company into a better position so that the future of the company will be secured. This promising future will be able to support jobs that are available at the present time and create others (Global Communication).

Along with that, the union has bees trying to characterize the employees in a losing situation due to the fact that it has not a part of the decisions of the senior management team. In the past, they have given up certain benefits to create an atmosphere of give and take; however they have been feeling that they have been taken advantage of by not being included in the current company decisions (Global Communication).

With the Relationship Marketing, Global Communication should have Database marketing with a friendly, more intelligent face for their customers. It is known that many database marketing types just use the database as a list and mail things to it. However, relationship marketing implies a deeper knowledge of the customer, which will become very profitable for the company because the customers will very satisfy. This is because there is some kind of give and take between company and customer (Relationship Marketing Program).

From further research, it has become apparent that Global Communications has become a world leader in the telecommunications industry by making use of a multi-cultural workforce, which allows the company to go every corner of the world. Therefore, stock prices and profitability are greater than before, which secures the future of the company and allows Global Communications to give employees a stable workplace.

By working as a worldwide team, the company has the ability to conquer a lot of obstructions to have an impact on the industry (Global Communication).

In this paper, it has been discussed that Global Communications had to face rising struggle with the progress of the company. The company has come to realization that the employees are what make the company in order to overcome the struggle. However, the union had to be able to see that this decision was an essential move for the good of the company. Despite this new decision, the relationship between the two groups had to be mended before the company could move forward as a whole. From there, the senior management team had to view the union as a partner and incorporated them in the decision making process, which created a working relationship, ultimately leading to better future dealings (Global Communication).

With that in mind, Global Communications has taken a huge step forward by tapping into different markets. By working with other satellite and wireless companies can create other issues entirely, which means that for the time being, their international plans are just in theory. To make this theory work, they have to be committed to accept foreign cultures, rules, and regulations so that a solid reputation can be gained in the international market (Global Communication).

In effort to grow new business, Global Communications will develop a corporate branding and internet marketing scheme. For increased profitability, the company will outsource their call centers to India and Ireland, ultimately resulting in lower operations costs. Top contributors will be enticed to remain employed at Global Communications with a new employee development program and engagement in important company decisions. Corporate branding and internet marketing are good choices for growing the business. Risks are minimal since latest online technology provides multiple security options for protecting internet users from predators. Companies such as TriCipher offer advanced security protection with voice recognition, among other products. (Wolfe, 2005). The corporate branding strategy will enable Global Communications to become a common name used in the telecommunications market worldwide" (Global Communication).