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Marketing Management

Yathreb Beauty Center


Fatima Alhayki
201000366

Fatima Alhayki

201000366

Class: 2

Table of Contents
1. Executive Summery.................................................................................................... 2
2. Task 1: Yathreb Beauty Center Marketing Function and Objectives ............................. 3
3. Task 2: Yathreb Beauty Center Organizational Structure ............................................. 5
4. Task 3: Yathreb Beauty Center Marketing Team Management .................................... 7
5. Task 4: Options To Improve Performance Management ............................................ 10
6. Bibliography ............................................................................................................ 12
7. Appendix ................................................................................................................. 13

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Fatima Alhayki

201000366

Class: 2

1. Executive Summery
This report describes the marketing function within Yathreb Beauty Center which is owned by
Yathreb Ali. Also it discuses the relationship between the marketing function and the
organization objectives with few examples to illustrate it. Recommendation is also provided
regarding the marketing function structure after evaluating the current structure of the
organization. In order to create close relationship between the external and internal entities and
to develop a competitive advantage for the organization. Moreover, an analysis of how an
organizations marketing team should be managed is critically demonstrated. Also an
identification of the factors that could influence the both team and individual performance.
Finally, the report discuses the available options to enhance performance management of
Yathreb Beauty Center.

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Fatima Alhayki

201000366

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2. Task 1
Yatherb Beauty Center Marketing Function and Objectives
Yathreb Beauty Center is considered a small business or organization, it contains limited amount
of employees. Basically there is no marketing department in this center, instead it contains one
person which is the Business owner and she handles all the marketing activities. The activities
that the owner is responsible to preform are:
Firstly, developing the marketing mix which is concentrating on the product, Price, Place,
Promotion. To illustrate, the owner concentrates on how to position her services in the market
by creating services that certain people need or want and allocate it in the right place. Then
price it with a price at suitably based on the competitors prices and product value. Finally to
correctly promote it using the most suitable method to attract the needed customers. An
example on this is the owner recently changed the place of the Center to an active
neighborhood with no similar centers in it which lead to an increase in the customer rate. This
actually indicates that the owner is conducting research in the market to measure the success of
the business in certain areas which will help her to choose the profitable area to insure the
business success. (Ali, 2014)
Secondly, the owner analyzed the market opportunities that will contribute in increasing the
business market share. Then she created a marketing strategy that concerns in increasing the
services of the center. Which has been set after conducting a marketing research that focused
on the current needs and trends in Bahrain. For instance, the additional services of the center
are to provide a gym that includes a swimming pool and trainers. The owner took this decision
after observing the habits of the targeted customers and the competitors services. Also she
noticed that people nowadays are shifting toward healthier life styles. (Ali, 2014)
Thirdly, she also developed some objectives to promote the center competitive advantage. To
illustrate, she provided a unique services that could only exists in her center; one of these
services is offering special feet treatment (Pedicure). She used social media to create awareness
toward this service and ensured the customers that its only exist in her center. Which increased
the customer rate and the profit of the center has been doubled. (Ali, 2014)
Relationship between marketing activities and organizations objectives
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Fatima Alhayki

201000366

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Objectives

The relationship
The center has some objectives that are related to the marketing function which is actually in
line with each other; at it should be because the objectives of this center is being met by the
marketing function. For instance, these objectives are supported by the marketing function, as
mentioned above that the owner created competitive advantage by making the customer aware
that her center provide unique service that only exists in it. And this action fulfills the objective
of creating a competitive advantage in order to superior the rivals. Which means that the
marketing activates are the only way to achieve all the objectives. Also the marketing activities
are influencing the business function by meeting all the customers needs and making sure that
they are satisfied by the services. (Ali, 2014)
For example, the owner confirms that she is around in most of the days to observe the customer
attitude towards their services. As well as, she created a digital marketing strategy to promote
the center services which enables her to interact with the customers directly. Using the social
media such as Instagram enabled her to ask the customers about their opinions toward a new
service that could be added in the center. (Ali, 2014)
Also the social media is practically free which cutes the costs of the marketing activities and
increase customers easily which leads to additional profit. In the end, marketing activities are
needed to create brand awareness to get customers and eventually will lead to generating profit
and success. It is essential because here the owner is adopting a marketing approach to the
business.

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Fatima Alhayki

201000366

Class: 2

3. Task 2
Yathreb Beauty Center Organizational Structure
Current Organizational Structure
As a relatively small size business, it is obvious that Yathreb Beauty Center structure is simple or
entrepreneurial. It contains 15 employees including the owner (CEO), an assistant (receptionist)
and the employees. As for the departments of the business; the CEO is basically the marketing
manager which she preform all the marketing responsibilities and finance manager. Also shes
the production manager where she handle the inventory decisions and human recourses
manager which she deal with the recruitment process as seen in figure 1 (Appendix). (Ali, 2014)
The chain of command in this business mainly follows the unity of command principal, which all
the staff reports to the CEO and receive instructions from the CEO only. There are many
disadvantages in this business structure such as, it creates pressure on the CEO because she is
responsible for all the function within the business, and it really needs a lot of responsibility and
time to keep it work. (Organisational Structures, 2014)
Additionally, it was effective for a certain time, because the business has to grow and this kind
of structure is only effective up to a specific size. As mentioned before that the owner considers
expanding the center which means more staff and more responsibility. This indicates that the
structure of this center should be changed in order to success before its too late to change.
Because this type of structure mainly unable to change in some business that has been using it
for a long time.
Recommended Structure: functional Structure.
The most suitable structure for this organization is the functional structure which organizes the
employees in the organization into different sections. This type of structure is needed in this
center to provide stability and efficiency in it.
Firstly the owner should hire a manager for the center in order to preform some of the functions
and supervise the staff. Then she has to divide the staff into groups which each group provides
different functions and services. For example, Group A: hair stylists, Group B: makeup artistes,
Group C: Body treatments specialists and Group D: Fitness trainers. Each group should contain a
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201000366

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leader which is mainly the senior level employee which should be selected based on her
experience and this leader will only report to the centers manager.
As seen in Figure 2 (Appendix) the CEO will pass the tasks to the manager which will inform it to
the receptionist and the group leaders (senior level employees) and they will pass it to the junior
level employees. This process will minimize the CEOs responsibilities in order to make her
focuses on the other functions of the center. As seen in Figure 3 (Appendix) the manager in
cooperation with the owner will be handling all the activities regarding production, recruitment
and Marketing. While the finical activities will handle them the receptionist in cooperation with
the CEO.
The new structure will enable the owner to concerns her self with the customer services by
cooperating with the manager; that will be observing the customer satisfaction rate. As well as
the complaints and suggestions of the customers. Additionally, the assistant (receptionist) will
firstly interact with customers either while making appointments by telephone or greeting them
personally, and she also will report to the manager. As for the suppliers, the owner will handle
the product orders and payments to avoid any errors that could cost time and money.
These groups will be seen as different departments of the organization to give the center sense
of professionalism. This structure is suitable for Yatherb beauty center because its a small
organization that focuses on delivering certain services. Thus, this structure will enable the
center to maximize performance through encouraging peer cooperation between diverse
departments through supervision and coordination. It also will facilitate closer working
relationship between the external entities and internal entities with the business. As well as, it
will derive specialization skills and development for the staff.
This structure will enhance the productivity level because workers with specialized skills can
work quickly and confidently, which will eliminate the work errors. Moreover, it mainly aims to
maximize efficiency and success to the organization and it will enable the CEO to clearly allocate
responsibilities to the right person. (Davoren)
Market Oriented Organization
Yathreb Beauty Center is a market oriented organization which concerned about what the
customers need in order to satisfy them. Through coordinating the efforts among the different
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Fatima Alhayki

201000366

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departments of the center the organization will be able to meet the customers expectations. It
will also facilitate the performance between the departments to increase market share, profit
and growth rate of the organization. If the different groups or departments of the center
worked together to satisfy the customers it will positively effect the marketing function. It will
emphasize on the centers professionalism and good image. Thus, the center will generate more
revenue and will outstand their rivals. (Organisational Structures, 2014)
4. Task 3
Yathreb Beauty Center Marketing Team Management
Team management skills
As mentioned that there is only one member that handle all the marketing activities within
Yathreb Beauty Center which is the owner. She set a deadline for each task to properly fulfill all
her duties that include market research, data records, and market analysis and so on. (Ali, 2014)
Planning
The manager of the center could conduct research about ways to improve the marketing
activities then assess them based on the marketing information. After that the manger reports
the information directly to the CEO in order to evaluate them. (The Role of the Marketing
Manager, 2014)
Organizing
The CEO should arrange the business priorities which begin with achieving the objectives of the
center to accomplish success. By organizing the tasks and handing it to the manager whom will
be responsible for allocating it to the group leaders. This indicates that the CEO is giving
authority to the manager in order to organize the centers activities. (The Role of the Marketing
Manager, 2014)
Coordinating
As mentioned that the manager will allocate the tasks to the leaders that will began
communicate the roles to the rest of the group members. By doing this each staff will have a
role to preform in to avoid in work errors. In order to work effectively to achieve the
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organization objectives that mainly about satisfying the customers. (The Role of the Marketing
Manager, 2014)
Controlling
This part is the sole responsibility of the CEO which will set targets, values and principals for the
center. In order to have full control on any deviations that may occur in the center by setting
corrective actions to maintain it. Also to be able to measure the current success level in
compare to the expected level. (The Role of the Marketing Manager, 2014)
Staff Management
The CEO in cooperation with the manager will handle all the recruiting process such as hiring,
firing and staff licensing. However the training and defining tasks will be the sole responsibility
of the manager. The manager will train the staff and make sure that they hold the right skills to
preform the required service or task. (The Role of the Marketing Manager, 2014)
Leadership
The CEO defined some objectives for the center; however she needs to communicate these
objectives properly. Also leadership skills are required in the center structure to provide
motivation and enthusiasm to create positive environment. Also clearly establishing a vision is
an important step to make the employees realize that the center is aiming toward somewhere.
(The Role of the Marketing Manager, 2014)
Leadership style
The most suitable leadership style for this beauty center is the Four Types of Leader Styles:
House & Mitchell because the center environment should be friendly and warm to make the
organization function like one family.

1. Supportive, being supportive is an important aspect in the beauty center because this
job consumes a lot of effort. To illustrate, the employees are humans that may
encounter many circumstances that could prevent them from preforming their job
properly. Therefore in cases such as sickness the manager should show consideration
toward the employee and provide support by understanding her situation. Moreover,
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Fatima Alhayki

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the manager or CEO has to treat the employees with respect and fairness to create a
friendly atmosphere. In order to make the employee adapt in the environment which
will lead to better productivity. (The Role of the Marketing Manager, 2014)
2. Directive, the CEO and the manager should properly mentor the employees to
overcome or prevent errors in the workplace. Also the manage have to clearly provide
tasks and schedule each employees working hours. The CEO should be responsible
about setting rules and procedures for some situations such as penalties for the
unacceptable behaviors. (The Role of the Marketing Manager, 2014)
3. Participative, including the employees in the decision making process is an important
action that gives the employee sense of belongings in the organization. For example,
include the employees in the decision of adding new service to the center after all the
employees are also part of the world. (The Role of the Marketing Manager, 2014)
4. Achievement Oriented, by setting targets and seeking performance improvements the
employee will feel that she is obligated to improve her performance and work hard.
Expressing confidence in the team will make the members feel that they are
independent and trusted by the leader. Also it will enable the employee to confidently
preform the task and personally handle errors. (The Role of the Marketing Manager,
2014)
Influencing Factors On individual and Team Performance
Conflict
There are many factors that could influence the performance of the individuals and the teams
that may occur in the workplace. The most common factor that influences business such as
Yathreb Beauty Center is conflict; which is basically disagreements that arise within the team.
The main causes of the conflicts are usually, feedback that could be perceived as criticism, a
person who has anger management problems and poor communication. (Management and Coordination of Marketing Teams Performance, 2014)
An example for that is in some point in the center the manager or CEO could provide negative
feedback or in other words constructive criticism, to improve the performance quality.
However, there are some people that wont accept criticism and will take it as negative criticism
or even will think of it as personal problem with the CEO. Thus, the performance of this person
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201000366

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will be affected negatively and it will affect the whole team performance. Moreover, when the
manager fails to communicate the task or the role properly the employee will struggle in
fulfilling her duty. Or even will preform it improperly that will slows the teams performance as
well as will consume the employees time because she will have to do it again.
Another problem is that some people fail to contain their anger in sensitive situation which will
cause a huge conflict. Also an angry person is usually confused and unable to work properly
which indicates that anger negatively effect the person performance. Which eventually will
affect the whole team performance.
Conflict in these cases are mostly destructive conflict which results in decrease in productivity
and satisfaction, negative results and divide groups. In such situations communication between
the conflicted parties is the best solution to solve the issue. Through negotiating with them and
separating the problem from the person by finding common ideas and redefining the issue.
Then creating solutions by compromising or collaborating which both will reduce the stress and
make each part satisfy. (Management and Co-ordination of Marketing Teams Performance,
2014)
5. Task 4
Options to improve performance management of the marketing team
Staff management
As mentioned that the marketing team in this organization is only one person (CEO) which
indicates that she needs to employee more staff the concerns about marketing. Or delegating
marketing responsibilities to employees within the organization. This solution will reduce the
amount of work that the CEO preform regarding the marketing function and will bring new ideas
from different sources (employees). (The Role of the Marketing Manager, 2014)
Planning
The center CEO completes and evaluates all the marketing activities and functions personally
with no other parties to evaluate her work. Sometimes even experts make mistakes in their
work, which indicates that the CEO could make errors that no one will notice and eventually
these errors will affect the marketing function. Therefore, the CEO should either employ a
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Fatima Alhayki

201000366

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marketing employee with knowledge in marketing or seek for advice from professional
marketing consultant. (The Role of the Marketing Manager, 2014)
Key Recommendation
Yathreb beauty center must handle the problem of lack of employees in their business by
changing their structure to the functional structure as mentioned. By doing this the center will
be properly managed in order to expand it without being concerned about whether the
expansion will harm the business or not. In addition, restructuring the center should include
redefining the business objectives, mission and vision to make the employees aware of the
centers aims for the future. Another aspect should be taken under consideration is the
marketing function of the business that lacks professional opinion; which will improve the
performance of the marketing activities.
McKinsey 7S Model Hard and Soft Issues
McKinsey 7S Model introduces seven interdependent factors which are divided to hard and
soft elements which enable the organization to analyse their performance. The Hard Ss are the
strategy which concerns about the plan to build a competitive advantage for the organization.
The Structure which is how the organization function and who reports to whom as in the Beauty
centre is simple structure and should be functional. The System which is the activities that the
staff preform to complete the tasks. (Management and Co-ordination of Marketing Teams
Performance, 2014)
As for the Soft Ss it contains the style as the leadership style that is adopted within the
organization which in the centre it should be House & Mitchell Style. Also the Staff and their
capabilities which in the centre the staff are qualified but they lack for guidance. Finally the Skills
which are the employees actual competences that adds value to the organization which in the
centre refers to their experience in providing professional services. (Management and Coordination of Marketing Teams Performance, 2014)

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Fatima Alhayki

201000366

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6. Bibliography
Ali, Y. (2014, October 26). Yathreb Beauty Center. (F. Alhayki, Interviewer)
Davoren, J. (n.d.). Functional Structure Organization Strength & Weakness. Retrieved October
29, 2014, from Small Businesses : http://smallbusiness.chron.com/functional-structureorganization-strength-weakness-60111.html
Management and Co-ordination of Marketing Teams Performance. (2014). Bahrain: Bahrain
Polytechnic.
Organisational Structures. (2014). Bahrain: Bahrain polytechnic.
The Role of the Marketing Manager. (2014). Bahrain: Bahrain Polytechnic.

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Fatima Alhayki

201000366

Class: 2

7. Appendix
Yathreb Beauty Center is salon that provides various services for female customers within
Bahrain. It is fully owned by Yathreb Ali a Bahraini citizen and was established at 2009. The
center is currently located at Hamad Town which is a new location for it. The center offers
professional services that consist of hair styling & treatments, body treatments, manicure &
pedicure, Makeup and soon will provide fitness services. The services are provided by experts
with qualifications that enable them to practice such activities. The targeted customers for the
center are females aged from 13 to 70 which are basically females from all ages. Because the
center is providing essential services that all females need. The center provides high quality and
professional services with moderate price that all different levels could cope with. (Ali, 2014)

Figure 1: Yathreb Beauty Center Current Structure: Simple Structure

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Fatima Alhayki

201000366

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Figure 2: Yathreb Beauty Center Recommended Structure: Functional Structure regarding


managing employees

Figure 3: Recommended Structure Regarding Organization departments resources

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