Research for this dissertation has already been conducted.Reaserch and finding have been enclosed too,However, please you are free to add findings where appropriate. This includes:
1. Interviews that I have completed with the company
2. Survey with the clients and its result
3. presentation about the report that I have already presented to my tutor – all points from the presentation must be included in the report.
It is therefore crucial that you will read all my enclosed material carefully as it will form the base for this dissertation.
1. About the project
The project is about how Acxiom adapts its legacy, products and services to keep up with changes in its target markets.
Acxiom is a company in transition, historically based in marketing data and systems integration, it is currently developing its strategy for the future in a digital era that includes new and different approaches to service provision.
Acxiom was rapidly expanding at the beginning of the millennium, undertaking many acquisitions however it has not been able to capitalise on this and has not adapted to the digital era as rapidly as it needs to so is facing some serious challenges.
In order to inform the strategy, Acxiom require this project
1. to research and identify examples of the attributes,
2. to research and identify examples of behaviours
3. to research and identify examples of best practice
4. to research and identify examples of ‘must avoids’ of companies that have successfully transformed themselves and established a new position in the market and taken market share from competitors.
5. compare and contrast Acxiom to these companies
6. make recommendations on the best models for it to adopt for a sustainable future.
7. cost analysis that will reveal gaps in current performance and underutilized opportunities, which will aid in the transition.
The project needs to take into consideration Acxiom’s global position and the additional challenges that presents in ‘local’ markets.
You must also consider other options and opportunities for Acxiom and to apply some ‘blue sky thinking’ to the ideas about the products and services.
In addition to this, Acxiom is essentially a US company and has struggled to adapt what works in the US to what works in Europe which is why I think this is such as exciting project because it has a global perspective as well as addressing some fundamental strategic problems for ma $multi-million business.
Please use relevant framework and business models to support your argument.
A proposal has been created and accepted by Acxiom, therefore the report must be written accordingly and all the objectives must be fulfilled
2. Proposal created by myself and accepted by Acxiom
Objectives and Scope
Objectives
The objectives of the analysis are to:
• Understand Acxiom’s current position and how it relates to a shift in data connectivity (you must use appropriate frameworks)
• Identify how Acxiom needs to adapt its business strategy in order to successfully transition into a neutral connector of data between clients
• To understand previous successes and failures from other industries to help inform a more successful/ lower risk strategy
Scope
key employees have been intervened (the transcription is included and is very important to read it as it is one of the main source of information for this dissertation) and completed survey with Acxiom’s clients/prospects/agencies. The outcome of the survey was unfortunately inconclusive, however it still must be incorporated into the report. This primary research together with secondary research will form the base for the analysis and reaching the report objectives
Methodology
Interviews with personnel – Internal Analysis (this part is conducted by myself – however I am providing full transcription of those interviews and you will then need to incorporate it into the report
The purpose of these interviews was to determine where Acxiom is now and any steps made towards transitioning into a safe haven of neutral data connectivity. From the material supplied you will also need to identify what the personnel identify as their primary markets and customers. From the material supplied you will also need to establish the internal process of developing new products and any management hurdles that may help shape the detail of recommendations.
Service Portfolio analysis – this part you are required to do it
To help determine Acxiom’s current position, we will look at the present allocation of funding and resources available to develop new products.
2. Customer and market analysis
Customer –
• Interview current, prior and potential clients
• Current clients – Understand the key strengths of Acxiom and their public perception
• Previous customers – Learn why they decided to switch providers
• Companies who have never used Acxiom – Determine market perception
