Modern Shed is a Seattle based company which construct portable modern backyard sheds which could be used as a home office, art or music studio, an exercise room, man cave, craft space, diva den, hobby room, photography studio, meditation room, writer’s den, or just a place where a person can hang out and relax in his or her garden (Wright, 2018). These sheds are designed as stylish prefabricated backyard dwellings that can be used for any purpose by using limited resources. The Modern Shed company’s structure lacked an in-house marketing and sales department so Ryan Smith, the owner of the company, outsourced Scott Pearl to be the firm’s marketer because he had experience and interest in the real estate market.
The Level of Planning and Goal Setting That Marketer Scott Pearl Perform for Modern Shed
In Modern Shed company, Scott Pearl is the head of virtual marketing and sales department. Pearl has been outsourced by the company’s owner to head the marketing department; therefore, he is not an employee of Modern Shed which places him outside of the company’s executive-level management. This position limits him from roles such as defining the mission of the company, and he also cannot set strategic companywide goals and plans which are usually developed by senior management (Katsikeas et al, 2016). According to the Modern Shed video, Scott Pearl explains that his main role is to carry out tactical and operational planning for the company. For example, Pearl is carrying out tactical planning and goal setting when he decides what Modern Shed is supposed to create and target for the sale of its products. Nevertheless, he is performing lower-level operational planning and goal setting when he engages in setting a specific goal of how to sell a certain number of the company’s sheds within a short time period. Before Pearl joined the Modern Shed, the company had very few clear sales objectives, so it was his duty to change that, and establish a perfect and clear plan on how sales of the company’s products will be carried out.
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How Scott Pearls Goals Meets the Criteria of Effective Goal Setting as Discussed in Chapter 5
The five main characteristics of effective goals include; they should be specific and measurable, they should be challenging but realistic, they should cover key result areas, they should be linked to rewards, and lastly, they should have a defined time period (Michie, Atkins & West, 2014). According to the Modern Shed article, Scott Pearl has been able to meet the criteria of effective goal settings. Pearls goals, as shown by the video, encompass specific sales targets that are both measurable and specific. One good example that supports that his goals are specific and measurable is when he stated that out of all Modern Shed’s products sold, the larger dwellings should account for about 25 percent. By setting such a goal, Pearl will not be creating goals for every facet of every employee behavior, but he is looking at areas of success which are the most critical to the organizational performance.
Since Modern Shed was popular in the sales of small backyard studios, Pearl goals met the second criteria of challenging but realistic goals by determining that if the company could sell two 10ft ×12ft sheds per month that would be an achievable first sales goal (Wright, 2018). Pearl is also setting new goals as the company is planning to build larger sheds measuring 12ft ×16ft where he has plans of how to achieve higher targets with this new venture. His ideas include pitching these larger sheds as “nanny solution” for the well-to-do families of Seattle living in upscale neighborhoods with mid-century modern architecture (Wright, 2018). His goals include time period which should not be too short because the goal will be unattainable and should also not be too much. Time setting is important because it protects the company against perfectionism and procrastination which would affect its profitability. The last goal in the criteria of effective goal setting is the link to rewards. Pearl achievements should be linked to positive payoffs such as salary increase and other rewards that of value to the individual. Therefore, Ryan Smith is supposed to reward Pearl because he will be able to meet their assigned goals.
Some of the Ways in Which Scott Pearl’s Plans and Goals Benefit Modern Shed as an Organization
Providing legitimacy, a source of motivation, a guide to action, a standard for performance, and a rationale for decisions, are the benefits organizations get from goal setting and planning (Katsikeas et al, 2016). From the video, by giving a clear explanation about the market and consumer target of the company, the marketing plan developed by Scott Pearl for Modern Shed builds legitimacy in the eyes of employees and outside stakeholders. Since Modern Shed is a new product concept that does not have a marketplace that is clearly defined, this legitimacy is critically important for the company to establish itself in the market (Wright, 2018). When Pearl joined the company, the firm lacked clear direction on its sales, but his planning and goal setting now guides the company which attributes to standard performance that can be measured.
Serious uncertainties surround Modern Shed because of the lack of an established market for its main product. Some of Pearls sales ideas assume that the economy and harsh economic conditions can change quickly (Wright, 2018). Pearl is supposed to use the scenario building technique which helps managers to analyze current trends to help him anticipate areas of potential turbulence and then visualize on potential future changes which could interfere with the current goals and plans.
References
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing , 80 (2), 1-20.
Michie, S., Atkins, L., & West, R. (2014). The behavior change wheel. A guide to designing interventions . Great Britain: Silverback Publishing.
Wright, M. (2018). Motivation And Productivity Guide: Find Methods For Self-Motivation, Time Planning, Goal Achieving And Personal Productivity . Washington: Amazon Digital Services LLC.
