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Q1. Using brand development and management strategies as well as communications and PR, create a brief...

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Operations Management

Q1. Using brand development and management strategies as well ascommunications and PR, create a brief marketing contingency planfor a business whose sales are being drastically negativelyaffected by the current COVID-19 pandemic. What opportunities andthreats (profit/not-for-profit activities) do you foresee? What arethe direct/in-direct effects on their bottom line/brandimage/public perception? Apply what you’ve learned.

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Ans MARKETING CONTINGENCY PLAN of a restaurant I foresee the following Opportunities and Threat Owner of a south Mumbaibased quick service restaurant that is registered on largest and most valuable online food ordering and delivery platform got a call from the platforms representative The food tech platform had recently ventured into grocery delivery and the call was to find out if Shah knew any grocer who would be willing to sell grocery through it which was doing brisk business till a few months ago had seen its daily orders drop 80 per cent due to the lockdown DIVERSIFICATION into ESSENTIALS Sensing an opportunity restaurant offered to double up as a grocer as he had the space to stock and sell manpower and other wherewithal There has been no looking back since then Starting with three products it has expanded to more than 100 products in the past one week and it now sells everything from grocery and vegetables to cheese and butter In a short span the restaurant has become the top seller in value and volume terms on platform MOTIVATION for the team Though the margins are thin and leaves him with only 2 per cent after paying off 8 per cent as commission to the food tech platform its an additional revenue stream and has boosted the morale of the staff amid a lull phase of the main business INSPIRATION for the Industry Encouraged by the response food delivery platform is reaching out to other restaurant partners and gauging their interest in doubling up as grocers The key to a solid contingency plan is communication Moving to a virtual event research virtual event delivery options For some events such as roadshows with proper safety measures like usage of masks gloves social distancingetc a webinar delivery platform may suffice Develop ad creative and email messages now to be ready to announce the cancellation or postponement and be prepared to quickly swap these messages into campaigns when and if necessary Clearly communicate home working policy to workers Communications including internal and external communication of safety measures and response plans with employees customers suppliers lenders regulatorsgovernment bodies and other key stakeholders in the business Check monitor and comply with WHO guidelines and the requirements and guidance issued by government bodies and local authorities in connection with the health and safety of employees including the Centers for Disease Control and Prevention in the United States CDC Check monitor and comply with notification obligations required by government bodies including local entities and make all appropriate containment isolation or quarantine arrangements    See Answer
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