Name of the program: Certified Performance and Competency Developer Position: Marketing Manager Project Work Original work

done by: Ms D !arada "eference N#mber:

$%&&%&'&$(
Prepared by )han# *atha On behalf of Middle +arth Cons#ltants Pvt *td

Confidentiality

This document is submitted by Middle Earth Consultants Pvt. Ltd. (MEC) to Clients Name with the understandin that its content would not be divul ed to any third !arty with out !rior written !ermission "rom MEC. ,alidity The validity o" this assi nment is ######## days "rom the date o" submission.

-itle of the role: Competency Mapping .or Marketing

Manager

1. WHAT IS COMPETENCY

Competencies are the characteristics of a manager that ea! to the !emonstration of s"i s an! a#i ities$ %hich res& t in effecti'e performance %ithin an organi(ationa area.)

Competencies refer to skills or knowledge that leads to superior performance. These are formed through an individual/organizations knowledge, skills and a ilities and provide a framework for distinguishing etween poor performances through to e!ceptional performance. Competencies can appl" at organizational, individual, team, and occupational and functional levels. Competencies are individual a ilities or characteristics that are ke" to effectiveness in work. #nce the $o re%uirements have een clarified &and competencies provide a framework for doing this', then competenc" interviewing helps interviewers look for evidence of those re%uirements in each candidate. (or people alread" in $o s, competencies provide a wa" to help identif" opportunities for growth within their $o s. Competencies are not )fi!ed)*the" can usuall" e developed with effort and support &though some are harder to develop than others'. +mplo"ees and their managers together can identif" which competencies would e most helpful to work on to improve the emplo"ees effectiveness. The" can then integrate that into a learning plan that ma" include on,the,$o e!perience, classroom training, or other developmental activities. Competencies are not a tool to e used for evaluating people for la"offs.

Competencies are onl" a wa" of talking a out what helps people get results in their $o s. .hat matters is performance* eing effective and meeting $o e!pectations.

/ome e!amples of competencies re%uired " the emplo"ees are0 ,

Adaptability Commitment Creativity Motivation Foresight Leadership Independence Emotional Stability Colette 4owe 2o letters after "our name are ever going to e a total guarantee of competence an" more than the" are a guarantee against fraud. 3mproving competence involves continuing professional development ... That is the reall" crucial thing, not $ust passing an e!amination.

Analytical Reasoning and Communication Skills

A*O+T THE COMPANY

A management consulting organization ocused on providing high !uality

consulting services to organizations across industry sectors" It #as started in $%%& by a team o pro essionals having rich industry and consulting e'perience" (e have over $)* consulting pro+ects completed or leading organizations across India ,he organization-s ounding principle is to enable its clients to become #orld class through. Customer Focus /rocess Focus 0uman Focus 1evelopment Focus 2alue Focus

,he organization has been serving many clients across India including. Manu acturing Automobile /harmaceuticals Agri business 3anking I,ES Metals 4 Mining Construction /o#er Chemicals 4 Fertilizers5 etc6

It has been asked by a large manu acturing organization to design competency mapping or e# positions in their organization In this conte't I picked 7 positions and mapped competencies based on the key +ob roles o the position

ABOUT THE PROJECT

The project is on competency mapping of some of the key positions in an organization Competencies re er to skills5 kno#ledge and behavior that lead to superior per ormance" ,hese are ormed through individual 8 organizational kno#ledge5 skills and abilities ,he unctional competencies can be identi ied through a person-s ability to do something #ell 9skills: and in ormation that he uses in a particular area 9kno#ledge:5 #hereas behavioral competencies can be understood as mani estations o ho# a person vie#s himsel 9Sel image:5 ho# he typically behaves9traits: or ho# he motives him or her 9motives: Competency mapping is to analyze the combination o strengths in di erent employees to produce the most e ective teams and the highest !uality #ork" Creating a Competency Map ,here are 7 key steps $" Set de inite role ;" Analyze unctional skill 4 kno#ledge <" Analyze behavioral traits 7" Add bars 8 indicators 8 valuators A problem #ith competency mapping5 especially #hen conducted by an organization is

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

that there may be no room or an individual to #ork in a ield that #ould best make use o his or her competencies" I the company does not respond to competency mapping by reorganizing its employees5 then it can be o little short@term bene it and may actually result in greater unhappiness on the part o individual employees

The project is done for the employees of one of the clients of the Organization.

Roles selected for mapping competencies

$" Marketing Manager Approach for mapping competencies Position Selected Competency Mapping for Manager, Marketing Functional >no#ledge Functional Skills 3ehavioral ,raits

S.No
$"

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

COMPETENCY MAPPIN, -O. MANA,E.$ MA./ETIN,

/e0 1o# E ements of Mar"eting Manager Bversees preparation o sales orders and obtains con irmation rom the customer /lans5 allocates5 monitors and revie#s sales and collection targets to sales sta Follo#s up #ith ma+or parties or collection o dues in time 1ecides on the department e'penditure 1ecides on purchase order terms and conditions

Functional >no#ledge re!uired or Marketing Manager

Marketing Management Competition Sales Management

Functional Skills re!uired or Marketing Manager

Customer Focus 3usiness E'pertise Market Segmentation

3ehavioral ,raits re!uired or Marketing Manager

Communication Skills Cegotiation Skills

19

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

/ersonal initiative

COMPETENCY MAP TAB E ! MA"#ET$N% MANA%E"

&'nctional #no(ledge ! Marketing Management
Cot Meeting E'pectations Meeting E'pectations Far E'ceeding E'pectations 1o not kno# the basics o marketing management /oor in generating product concepts 0as a good kno#ledge o Marketing" Can generate product concepts and appropriate

advertising E'ceeding E'pectations Can Choose Means o Evaluation 0as an e'cellent kno#ledge o Marketing Management Is able to develop uni!ue5 di erentiated product concepts and advertising plans" Dses a number o perspectives in coming to conclusions on a marketing approach" 0as the capability to go beyond mere e'cellence 0as an e'cellent understanding o unctional Marketing

Management" Is able to di erentiate products8services innovatively" Dnderstands the importance o intangibles in the overall communication and Marketing process" Is able to enhance the Marketing ideas using appreciation o other unctional areas" Is an authority on marketing products8services to high net #orth

11

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

&'nctional #no(ledge ! Competition

Cot Meeting E'pectations Meeting E'pectations E'ceeding E'pectations Far E'ceeding E'pectations 0as very little kno#ledge o the key players in business 0as deep kno#ledge o the key players in the business and their drivers Feeds this kno#ledge to appropriate levels in the organization to in luence decision making" 0as e'cellent kno#ledge o the key players in business 0as some kno#ledge o customer behaviors in similar economies5 other than India" Most o ten5 anticipates competitor behaviours" Is seen as an Authority in analyzing the market trends" Most o ten sets industry standards"

12

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

&'nctional #no(ledge ! Sales Management

Cot Meeting E'pectations Meeting E'pectations Incapability to target prospective customers Cot able to generate reasonably good sales" 0as good understanding o locating high net #orth customers and ocuses not only on the products5 but the E'ceeding E'pectations Far E'ceeding E'pectations services and the intangibles" 0as an e'cellent understanding o the Sales /rocess" Dpgrades the process constantly" 1e ines #hat must be done #ithin the sales orces5 in an uncertain environment Euides sales people by giving sales kno#ledge and e'plaining the Selling /rocess 0as got e'cellent kno#ledge o Sales Management"

Cormally generates the highest revenues and margins" 1e ines the strategies to be ollo#ed in uncertain market environment A#are o Social5 Ethical5 and Legal Responsibilities o Sales /ersonnel 1evelops robust systems and builds organization database in retaining customer kno#ledge

13

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

&'nctional Skill ! C'stomer &oc's

Cot Meeting E'pectations Meeting E'pectations E'ceeding E'pectations Far E'ceeding E'pectations Cot clear about #ho are internal and e'ternal customers Cot understanding basic needs o customers Cot understanding the basic tools and techni!ues or methods or getting customer inputs 8 eedback Cot able to understand ho# the customer input in ormation can be put to use or improving products and services Can begin to anticipate the needs o the customer 3egins to interact independently #ith customer and can help them in resolving their issues 3egins to see ho# the customer input in ormation can be put to use or improving products and services 1evelops a culture #ithin his scope o #ork #hich has total customer orientation Can build teams including cross = unctional teams #hich can address process based customer issues /rovides active support or others in driving customer delight 3uilds systems and processes #hich #ill provide higher customer satis action or delight 1rives business results by helping the organization ocus on delighting the customer

1-

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

&'nctional Skill ! B'siness E)pertise

Cot Meeting E'pectations Meeting E'pectations E'ceeding E'pectations Far E'ceeding E'pectations 1oes not have broad understanding o goals5 vision5 mission o the organization Cot clear about the elements o value chain Lacks understanding o needs o customer 1oes not possess the re!uisite kno#ledge to understand the actors that e ect the sales o the product Can correlate bet#een various macro and micro actors that e ect the sales o the product Can take up individually5 the process o dra#ing up a business plan or his 8 her area o #ork Can correlate customer inputs and the elements o the value chain Acts #ith an understanding o ho# the market place drives the business 0elps others to see at a big picture Can anticipate some o the e ects on the product sales resulting rom ma+or economic change Can continuously evaluate business 8 product port olio based on broad economic and market indicators Can analyze inancial data or solving problems and identi ying opportunities Dnderstands the business in totality #ith a global perspective Act #ith long term vision or the organization in building sustainable competitive advantage

11

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

&'nctional Skill ! Market Segmentation

Cot Meeting E'pectations Meeting E'pectations Dnable to divide the market segments In ade!uate kno#ledge o potential customers available in the market Able to identi y portions o market that are di erent rom one another Clearly understand the need o potential customers in order to segment the market E'ceeding E'pectations Is a#are o types o market segmentation 1ivides market segments keeping in re!uirements o market segment Sees that segments are su iciently large to +usti y resources re!uired to target them 0as good kno#ledge o types o market segmentation and chooses appropriate one based on the product they are Far E'ceeding E'pectations o ering 1ivides market segments in such a #ay that the di erentiating attributes are measurable so that they can be identi ied Market segmentation is done such that it is easily reachable channels Sees that segments are relatively stable to minimize cost o re!uent changes through communication and distribution mind the

customers that may di er rom each

15

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

Beha*ioral Traits ! Comm'nication Skills

Cot Meeting E'pectations Meeting E'pectations E'ceeding E'pectations Far E'ceeding E'pectations 0as an inade!uate communication style" Cot com ortable #ith usage o non verbal aids Cot clear at providing product in ormation /oor in #ritten communication 1elivers e ective communication using a blend o verbal5 non verbal and other aids" Clear in giving product in ormation 0as air #ritten communication skills Clear in presenting in ormation to target audience Is good at #ritten communication" Can post good advertisements on product Dses all orums or communicating relevant in ormation 2ery good at giving product in ormation Can post e'cellent advertisements on products #ith eye catchy captions

16

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

Beha*ioral Traits ! Negotiation Skills

Cot Meeting E'pectations Meeting E'pectations E'ceeding E'pectations Far E'ceeding E'pectations Cot good at negotiating #ith customers Cot understanding the importance o negotiation in the organizational conte't Cannot understand issues clearly Is not persuasive >no#s his position on an issue or problem Fairly makes out the di erences bet#een his position and that o others Seeks as ar as possible #in = #in situation Can resolve con licts arising out o di erences in a cool and understanding manner Clearly kno#s the state his position on an issue Can clearly make out the di erences bet#een his position and that o others Can rally people behind a decision Convince others or #in@#in situation Can state his position in a clear understandable to others Clearly make out the di erences bet#een his position and that o others #ith strong reasons Can put orth orce ul arguments and convince others Strongly supports and convinces others or #in = #in situation lucid terms

17

$ll desi ns are co!yri ht by Middle Earth and C$M%

Middle Earth Consultants /rivate Limited /lot no );5 /hase = $5 >amalapuri Colony5 0yderabad )***&<5 A"/" India /hone. ?%$@7*@;<))*A%A

18

$ll desi ns are co!yri ht by Middle Earth and C$M%