Step 1: Literature review: There should be a brief but insightful literature review on marketing system and community engagement. The literature review reflects a strong platform to be examined throughout the report. A good literature review considers the contemporary theories which are practiced in local and international marketing strategies.
Step 2: Writing case on Milo cricket applying event sequencing map: There is ample secondary data available to draw upon for an effective case on Milo cricket program. This program is already claimed as one of the most successful community engagement programs in Australia. A secondary data search will enable students to capture many events which should be recorded in event sequencing map in three categories mentioned in three different boxes below.
Step 3: Constructing theoretical framework in Popplet: After designing the event sequencing map, a theoretical framework should be developed. The theoretical framework is different from event sequencing map because the events are linked to particular marketing system and community engagement theories. These theories should be organized from box three (relevant to marketing systems and community engagement theories) in the event sequencing map. The Popplet map has two implications. Firstly, students should design it for report writing and should be attached as an appendix in the report. Secondly, the Popplet map is to be presented in class (the presentation format is described later).
Step 4: Explain and justify theoretical framework: In this stage, students should explain the theoretical framework and its implication in the business world. Students are expected to apply marketing system and community engagement theories in order to justify its relevance to current marketing practices. It is expected students should be forward looking by suggesting why these theories are pivotal to developing marketing strategies. It is also recommended that students should develop a critical argument in-favor or against why the chosen theories offer a stronger business platform to Nestle.
Relevance to the engagement theories
According to SAMELSON (2016), community engagement involves steps. Such engagement processes are whereby organizations that are charged with acting or working for the benefit of the community like the provision of multi-building energy solutions work to build relationships. The process may also be to help the community and applying a vision which is collective. The process also happens to be an active way in which changes can be implemented compared to the standard techniques of marketing. Marketing can, however, be described as when a company communicates to the consumer audience that is targeted with the intention of having their consumption choice or behavior changed on either a permanent or short-term basis. Most organizations use marketing as a tool for delivering a social message concerning the product or services such a company could be offering to the audience applicable (SAMELSON 2016).
On the other hand, a market system happens to be a network of sellers, buyers, and other team players who collaborate for trading on a particular service or product (TechnoServe 2017). Market system participants are:
- Direct marketers: - they are the buyers, producers, and consumers who are involved in the driving of a market’s economic activity.
- Suppliers: - who support the provision of services and goods through aspects of equipment provision, finance, and business consultations.
- Entities: - they influence the environment of the business including infrastructure providers, trade associations, and regulatory agencies.
A market system may be specific to a given product or one that cuts across sectors like business development services or labor. The strength or weakness of a market system relies on the level at which participants can get finances, launch businesses, and adopt best practices and new technologies (TechnoServe 2017)
- Emerging Trends
- Decision-making sharing
Currently, the issue of community engagement takes the aspect of SDM (Shared Decision Making) (Sarrami-Foroushani et al. 2017). SDM promotes active involvement of consumers in decision-making processes. Proper communication between the management team of an organization and the clients is a way of improving consumption rates. SDM will, therefore, ensure that a good rapport is created to increase profits for the organization. Through such communication processes, consumers are made part of the business' decision-making process (Sarrami-Foroushani et al. 2017).
Self-management involves the aspect of undertaking mobilization and education of consumers or the community to ensure that it adopts an active role in the management processes of business organizations working for the community (Sarrami-Foroushani et al. 2017).Milos Cricket Sequencing Map
The sequencing map technique is used in the determination of how Milo applies the theories of community engagement and marketing system. According to Milo’s Community Participation and Marketing System, relationships building process with the members of the community involves side by side participation of community members with the firm to ensure the development of the organization’s mission support force for the betterment of the community.
- Event Sequencing Map
Relevance to the engagement theories: -
- On October 2011:
Aus vs. SA first test, Association Perth (Milo into cricket)
- On January 2012
Brand community participation & Mega Clinic Program launched at Blackburn Cricket Club (Milo into cricket)
- February 2012
Milo into Partnership at Cricket Sunbury United Cricket Club
- January 2014
Partnership Test for Milo Cricket Day
- The theory of exchange: -
The theory marketing system for Milo is a process that creates value as well as develops a strong sense of relationship with customers. It also involves exchange which is a process that involves attaining the object desired by organizations from someone and offers another thing in return (Business Performance 2016).
Milo manages to use cricket events to involve community participation while also developing its beverage products like Milo liquids, snack bars, and cereals. The company also takes part in innovate activities which are part of the marketing system. The organization’s cricket activity engagement of the community dates back to 1992. The organization has been participating in the landscape of Australian Cricket as a strategy for ensuring community engagement. By so doing, Milo engages in what is referred to as brand community participation. Theoretically, the proposition of a marketing system that is aggregated comprises of several activities including events and programs as those hosted by Milo.
Through the motivation of community members to be taking part in sharing their rituals and traditions, widely perceived as cricket in Australia, growth is accrued. The community’s history, consciousness, and culture are perpetuated (Chandra 2013). As much as the programs would involve the participation of a large number of individuals, the company also targets a critical mass in which consumers would need to get affiliated as a result of the massive participants’ number.
With the growing nature of the environment of the business and the preferences and demands of consumers diversifying, Milo has adopted community participation practices and market systems. The organization has indulged in several instances of practices involving community engagement in Australia with Cricket as the most important practice. With the sequence of activities involving cricket widely distributed in the country, the organization has engaged the mass and also encouraged cultural interaction. In such instances, community members participate in Milo organized events or even those associated with the brand. Through such participation of the public, the community is motivated. The organization also holds cricket activities for young children. Through activities like training and funding young cricketers, Milo tries to implements the theory of exchange. In such a case, the organization trains and funds young cricketers after which its brand gets recognized which in turn, increases its demand. To add on the same, since marketing is all about concepts of promoting goods and services, Milo has been a significant stakeholder in Australian cricket events. This involvement has also been a major way in which the organization supports its products (Bass 1990).
All in all, the organization has been participating in the landscape of Australian Cricket as a strategy for ensuring community engagement. By so doing, Milo engages in what is referred to as brand community participation. Theoretically, the proposition of a marketing system that is aggregated comprises of several activities including events and programs as those hosted by Milo. However, through activities like training and funding young cricketers, Milo tries to implements the theory of exchange. In such a case, the organization trains and funds young cricketers after which its brand gets recognized which in turn, increases its demand. To add on the same, since marketing is all about concepts of promoting goods and services, Milo has been a big stakeholder in Australian cricket events. This involvement has also been a major way in which the organization promotes its products (Bass 1990).
SAMELSON, L. (2016). The difference between Community Engagement and Marketing. [online] Community Power. Available at: https://www.communitypowermn.org/the_difference_between_community_engagement_and_marketing [Accessed 27 Jul. 2017].
TechnoServe (2017). What is a Market System?. [online] TechnoServe - Business Solutions to Poverty. Available at: https://www.technoserve.org/our-work/how-we-work/what-is-a-market-system [Accessed 27 Jul. 2017].
Sarrami-Foroushani, P., Travaglia, J., Debono, D. and Braithwaite, J. (2017). Key concepts in consumer and community engagement: a scoping meta-review. [online] Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4074380/ [Accessed 27 Jul. 2017].
Bass B. (1990), From Transactional to Transformational Leadership: Learning to Share the Vision, Organizational Dynamics, London.
Brikend A. 2011, Management Research and Practice. Research Centre in Public Administration and Public Services, Romania.
Brown, M.E., Trevino, L. K. & Harrison, D.A. 2005, Ethical leadership: A Social Learning Perspective for Construct Development and Testing, Organizational Behaviour and Human Decision Processes, New Yok.
Business Performance Pty Ltd 2016, Workplace Environment and Employee Performance. Available from: https://www.businessperform.com/workplace-training/workplace_environment.html. [22 November 2016]
Chandra S. 2013, A Literature Review on motivation. Available from: https://hbr.org/2008/07/employee-motivation-a-powerful-new-model. [23 November 2016]
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