SOUTHERN CROSS UNIVERSITY ASSIGNMENT COVER SHEET For use with online submission of assignments Please complete all of the following details and then make this sheet the first page of each file of your assignment – do not send it as a separate document. Your assignments must be submitted as either Word documents, text documents with .rtf extension or as .pdf documents. If you wish to submit in any other file format please discuss this with your lecturer well before the assignment submission date. Student Name: Divya Ardin Student ID No.: 22453000 Unit Name: Management Communication Unit Code: MNG81001 Tutor’s name: Dr Melinda Muir Assignment No.: 3 Assignment Title: Case Study Analysis/ Recommendation Memo Due date: 5 May 2017 Date submitted: 4 May 2017 Declaration: I have read and understand the Rules Relating to Awards (Rule 3 Section 18 – Academic Misconduct Including Plagiarism) as contained in the SCU Policy Library. I understand the penalties that apply for plagiarism and agree to be bound by these rules. The work I am submitting electronically is entirely my own work. Signed: (please type your name) Divya Ardin Date: 4 May 2017 To: Olivia Worth, Executive of Government and Corporate Affairs From: Divya Ardin, Executive Assistant Date: 10 Jan 2012 Re: Business Case Analysis This memo addresses the shortcomings that Qantas has in the past few weeks, and possibilities of improving them to better their performance. The three main issues are poor way of using social media, bad history with engines and failure to solve disputes and could attain its brand value by giving value to customers. Firstly it talks about the key issues identified following with possible actions that could help resolve the issues and also some brief notes as to what any organization should look at when using social media and finally would propose a communication plan template for the further weeks to come. Key Issues Identified Your headings are not APA First, the company had a poor way of using their social media platform in reaching to its customers. The very fact that the users were able to hijack the platform and rather than a contest post only comments tells much of the weakness Qantas had in designing their platform. This was exacerbated when they did not follow up on what the customers were sending. There was no way they would thus have identified on time the mess they were in, and this delay extended only the bad publicity that was spreading. Secondly, Qantas have had the bad history with its plane engines, a thing that has caused discontent among the customers. Unless these were corrected, Qantas would have trouble continuing safe and productive operations. It is noted that at some point, they even had to ground their planes due to the engine problems. Clients would find it hard to trust the airlines again. Thirdly, they failed to solve disputes with associate companies efficiently, and hence compromising their service to the customers. Without proper synchrony ? and harmony amongst a company and its partners, the company may not be able to sustain itself in the market, for it is not entirely independent. Airlines are particularly required to maintain harmony with other corporations and unions, considering that their operations are mainly influenced by such other companies or associations. Qantas having labor disputes with its associated companies was definitely an obstacle to its operations. Future Actions The airlines could as well improve for the better. One way to do so is to improve their communication with the public, timing it at such times as during an anniversary what anniversary ?. With proper timing, the airlines can still grasp the attention and hence the interest of the customers. The managing director can, for example, send a circular via the media; publications, Twitter and Facebook, targeting all potential and existent customers but containing gratitude for choosing to fly with the airlines, as well as giving an assurance about the improvement of its services. The old customers will feel some sense of apologies being sent to them for the past mistreat, and potential clients will get lured to test these excellent services. Sent during such times as anniversaries and other special occasions such as major Olympics, holidays and peak seasons, the message would have a broad range of individuals to reach and would hence be effective. Factors to consider when using social media You need to introduce the two factors so immediately the reader knows what they are. There are some things to consider before deciding upon the use of social media for a company's publicity. Most importantly to consider is the goals to attain from the advertisement (Houssem Daoud, 2016). The company needs to explicitly discuss and identify within itself what they want to achieve from the message or the use of social media. They also need to analyze how that goal is to be achieved, and what negativities could arise from the usage. This was the company will be alert on how the social media publicity is faring on. Secondly, the content of the information to be sent over the media (SmartBug, 2016). For Qantas to appropriately chose the right social media for message propagation and publicity, they need determine exactly what they want to send to the public. The content to be posted will only have the good effect if the target group receives it over the appropriate media. For example, they need to realize what content can only be shared through Twitter and not via the newspapers, neither via Facebook. As such, considerations need be done as to how much the content will be, and how long it will remain valid in the social media platform of choice. The content to be placed will also depend on the metrics a media can provide (OptinRevolutionPro, 2017). Facebook, for example, is able to support all sorts of media, from written texts to visual images, to audios and videos. It would be appropriate to use for publicity. It also lets the information remain easily visible to other Facebook users, for it remains in its post for a considerable time before being overwhelmed by other posts. It would serve just as good for publicity. Twitter, however, has an even better metric. It offers a better interface with which the user has fun interacting, and also keeps information well for a considerable amount of time. If Qantas were to use a lot of imagery and visuals, Twitter has better metrics to support such, and would hence serve better. This paragraph is too long. You needed a new paragraph for the second issue. There also needed to be balance between the two issues. In conclusion, Qantas has troubles relating to the public. This has already been noted, and the airline needs to please the public again. If the social media is properly used, they will be able to reach the public and win their hearts again, into traveling with them, proving that Qantas is aimed at nothing less than the best for the customers. References You must follow APA for your references Hussen Daoud. “8 Essential Elements of a Social Media Marketing Strategy” (Web Publication). In Social Media Examiner 2016. Accessed via; http://www.socialmediaexaminer.com/essential-elements-social-media-marketing-strategy/ Tony Adragna. “4 Social Factors to Consider When Developing a Marketing Plan” (Web Article). In SmartBug, 2015. Accessed from; https://www.smartbugmedia.com/blog/4-social-factors-to-consider-when-developing-a-marketing-plan 5 Factors to Consider When Choosing a Social Media Monitoring Tool (Web Article). In OptinRevolutionPro 2017. Accessed via; http://www.optinrevolution.com/blog/5-factors-consider-choosing-social-media-monitoring-tool/ Appendix Suggesting that following the following communication plan would be best to gain the company image. Timing Jan 2012 Audience Board of Directors Sender Olivia Worth Key Message Apologies and showing gratitude for choosing the airlines and assurance about service improvements. Desired Outcome Gaining public trust and improving brand image. Medium Media, publications. Materials Direct mail, coupons, discounts. Frequency Every Friday for the next 6 weeks.