1.1 Skanwear Organisation
Skanwear (was NMC) is a profit organization, which was
launched by CEO Richard Long back in 1989. NMC primarily supplied generic
workwear until they noticed a gap in the market for Arc Flash and Flame-Resistant
clothing, which was when they transitioned to Skanwear.
Skanwear is a family run small-sized enterprise with 42
employees. The organisation’s current turnover is £7,500,000; with its team
increasing and business increasing the projected target is to reach £20,000,000
by 2020. Skanwear headquarters is based in Doncaster (UK) and has global
offices located in Australia, Switzerland, Sweden and the USA where 4 of our
virtual workers are. (Corporate
Range of Products / Services
Skanwear provides Arc Flash and Flame-Resistant PPE for
other organisations that work on live electricity or handle electrical
equipment to protect and reduce the risk of an Arc Flash Hazard. The
organisation primarily targets the Energy and Utility Sector however supplies
relevant garments for those who work in: Oil and gas, Wind and Electrical
Engineering. Services the organisation provides are as followed: Safeline – An
online web portal which contracted customer can reorder garments, Branding,
Bespoke products, Global Distribution, Virtual Meetings and Arc Flash Awareness
The customer base for
the organisation is a B2B supplying client such as ABB, Western Power Distribution,
FieldCore, Roll’s Royce, General Electric, Schneider, Siemens, Alstom and DFS.
Stakeholders who aren’t in contract can also purchase protective workwear
through our website which would also touch B2C.
Arco, Tranemo and Bulwark are competitors of Skanwear as they are all providers
of similar products at competitive pricing. Arco being the largest competitor
has a wider product range of at least 22,000 and at least 150 members of
trained staff. (Arco.co.uk, 2017)
Single Minded Proposition
Skanwear’s single-minded proposition (SMP) is ‘Saving
Lives’ which is centric in everything they do.
The organisation works
in a functional organisation. The organisation is split into different
departments; Customer Services, Product Development, Sales & Marketing,
Finance and Operations which staff report to their Managers which then report
to the Directors and/or CEO. This format allows for departments to remain
specialised within their field of work.
The organisation uses
ZOW who produce the garments from the Product Development department’s designs.
The report will be
used to show how internal communications can build and develop Skanwear’s brand
and how this can affect both internal and external stakeholders. The report
will address the organisations current situation regarding brand and suggest
methods on how brand building could add credibility. The report will include a
recommendation on a Marketing Communications plan targeting existing and new
customers with a focus on building the brand.
1.3 Methods of Internal
Communications most relevant to the organisation that support the brand.
communications is necessary in order that internal members should be motivated
and involved with the brand in such a way that they are able to present a
consistent and uniform message to non-members’. (Fill and Turnbull, 2016 p.312)
This suggests that by beginning with internal stakeholders the brand message
can then be spread not only amongst the work place but also to those external
of it. The following are examples of which would be most relevant to the
organisation taking into consideration its size and functional organisational