Introduction

Dubai Electricity and Water Authority (DEWA) is a government owned organization mandated with the responsibility of providing electricity and water utilities. Dubai Electricity and Water Management operate within United Arabs Emirates and faces stiff competition from other government organizations offering the same services.Like other organizations, DEWA has been structured into various departments which are designed to offer specific duties to the employees and the members of the public. This allows for specialization in each department strengthening and promoting the level of services rendered to the customers. Among the departments found in DEWA is the Knowledge management section which generally deals with how organizations deals with their knowledge better for the benefit of organization and that of its shareholders(Lehaney, 2004).

The knowledge management section of DEWA is relatively a small one. Recently, it has been discovered that most of the employees working with DEWA do not know about this section despite the fact that they are working in the same organization. Surprisingly, a number of them do not know whether such a department exists in that organization. It is for these reasons, therefore, that am going to develop a promotional marketing strategy for this section to create awareness of the knowledge management section among the employees as well as among the public.

As part of this years plan, knowledge management section seeks to do thorough promotion of this section of the organization to make it known by the staffs of the organization. The Knowledge Management hopes to achieve this through utilization of an effective approach and formulation of certain strategies and policies among them conclusive marketing (Gottschalk, 2005).

From the fact that marketing is a continuous process, knowledge management plan will constantly be revised and adapted to the market conditions. The evaluation of this plan will be crucial in the marketing section of this marketing strategy as it will form the basis of marketing plans for subsequent years.

MARKETING GOALS

The most important goal of this marketing plan is to define a marketing framework for supporting the Dubai Electricity and Water Authority’s knowledge Management section goals in United Arabs Emirates. Among others, the primary goals include,

• Increasing awareness of the knowledge management section among the staffs of the organization.
• Achieving a significant increase on popularity in the UAE market.
• Positioning the section with more promotional events within the country’s demographic.

APPROACH STRATEGY

The knowledge Management section has six employees. There is one manger and five other employees who are responsible to the manager.These six employees will act as the marketing team of the section and will work towards meeting the oorganization’s goal through,

• E-mail advertising
• Print advertising
• Logo design
• Short video contents
• Online interactive quizzes.

ORGANIZATION

Marketing Team Roles and Responsibilities

As earlier noted, the marketing team will comprise of the following individuals who will undertake the respective responsibilities and roles:

Marketing staff role	Responsibilities
Mohammed	-Will oversee the awareness campaign for KM approach and strategy for DEWA staff. -will also print advertising materials such as brochures and guides for management. -will also handle interactive online quizzes with DEWA staffs. -additionally, Mohammed will oversee the press release of DEWA news to the presentation attendees.
Soha	-Will oversee the advertisement of e-mails and videos to presentation attendees. -will also make post training presentations for brochures to the attendees present.
Renu. Mohammed	-will be responsible for print advertising which includes brochures, posters, bookmarks and postcards to all DEWA staffs. -additionally, he will handle e-mail signature advertisement and short video activities to all DEWA staff.
Renu	-will assist in logo design and e-mail advertising to all DEWA staffs -will also be responsible for print advertising medias such as posters and brochures. -additionally he will assist in designing desktop wallpapers for all DEWA staffs.
Aisha	-will beresponsible for presenting original artwork related to Knowledge management article to attendants present as well as collect DEWA knowledge needs.
Renug	Will store and share knowledge sources of latest photos sent via e-mail. -he will also be responsible for brochures, bookmarks, postcards and posters. -additionally, he will oversee the presentation of video libraries and logo/identity designs to all DEWA staffs

 

STRATEGIC KM GOALS AND OBJECTIVES

To achieve the promotional awareness of Knowledge management section of DEWA organization, the section has formulated the following goals and objectives for its three levels of organization:

Strategic Goals and Objective for KM leadership

• To lead as examples by promoting the vision for DEWA success based on Knowledge management principal.
• To develop and recognize human capital through adoption of strategies for valuing and retaining man power.
• To promote and make awareness of knowledge management in energy and water sector.
• To identify initiatives that utilizes knowledge management principals.
• To increase flow of knowledge and information among the people and reward hard work.
• To work in collaboration with other managers to set up rules and regulation for organizations information management.
• To continuously attend and promote KM training for start ups.

Strategic Goals and Objectives for Management

• The management should share their own knowledge with their juniors by coaching and mentoring them.
• To promote and uplift the value of human capital working in their organization towards enhancing the organizations performance.
• Initiate and develop one project undertaken by the company that shows that collaborating and utilizing knowledge achieves the best results.
• To recognize and engage stakeholders from other departments within the organization.
• Work in conjunction with general managers to set standards for information management.

Strategic Goals and Objectives for Non supervisory/staffs

• To attend knowledge management training forums.
• Identify and specialize in ones own area of expertise and share across the rest members of the team.
• To share and record knowledge through utilization of knowledge management practices.

 

MARKETING STRATEGY

The marketing strategies form the basis of the marketing plan.They describe into details how the marketing objectives of an organization will be achieved. The core focus of this marketing strategy will be increasing awareness ofKnowledge management section of Dubai Electricity and Water Management Authority educating and sensitizing the members of DEWA staff of the benefits of Knowledge management(Eardley, 2011).

As a matter of fact, KM will focus on promoting and managing knowledge culture within DEWA. The achievement of this requires utilization of proper marketing tools that will see satisfaction of customers as well as maintain a good reputation among the public.

As earlier highlighted in this marketing plan, the primary objective of this plan is to increase awareness and exposure of Knowledge management section of DEWA organization among its staffs in all departments. The objective is to increase staff awareness and visibility of KM to attain leads in the organization as well as aid in increasing revenues for the organization. To achieve this objective, KM section has strategized to create an advertising calendar at the start of each year. The calendar will includethe various advertisingchannels to be used in every month and the cost associated with each advertising channel. Not only will this strategy meet its objective, but also will act as a tool for measuring value against cost incurred in each channel. The information gathered will help in establishing future advertising campaigns(Eardley, 2000).

The Knowledge management section has realized that the adoption of using different methods of advertising will not only increase the degree of awareness of knowledge management, but also will be utilized to inform and persuade customers. As a matter of fact, Knowledge management will be using the following advertisement avenues: e-mail advertising, print advertising, logo/identity designing, short video contents and interactive online quizzes. In addition, posters, postcards and brochures will also be highly utilized. These advertisement channels are discussed as follows:

• Internet advertisement: the knowledge management section will highly utilize this avenue due to its ability to reach a great number of employees and customers. As a matter of fact, the utilization of e-mails will serve as most utilized source of internet advertising where mails will be sent to all employees regarding KM updates on a daily basis. This will be a convenient method since all employees have access to a computer and therefore new information and updates will be received immediately enhancing conveniences. In addition, Knowledge management section of DEWA organization plans to review it website and configure it in customer friendly manner. The website will be updated regularly and all information posted. This will enable easy view of KM services and at the same time promote awareness in the organization and in the public as general. Interactive online quizzes will also be offered to potential staffs and employees where winners will be rewarded.
• Media advertisement: to reach DEWA staffs and the members of the public in general, KM plans to increase its advertisement in the local televisions and radios. KM has identified that the best times to air their adverts is during the local news time and during sports time. Advertising within this time limits reach a considerable number of audience and hence increase its awareness. KM also plans to be producing newsletter on a quarterly basis.
• Print advertisement:this channel of advertisement also serves as a good tool for communication of KM services. For instances, printing brochures, postcards, posters and coupons and distributing them to DEWA staffs will work exemplary well. KM seeks to print attractive brochures and coupons that are appealing to the eyes of the public. This will flow of distribution of information and therefore meet the organization’s objective. Advertising in the local newspaper will also be utilized.
• Logo/identity designs: These will act as the most crucial avenue for information flow to the targeted audience. KM is going to design a logo that will be available on all printed materials from the department. The logo will be designed such that it portrays the company mission, vision and motto. KM will utilize the members of staff of DEWA in designing the logo where the best logo will give the winner an award.
• Short videos: Dubai Electricity and Water Management section plans to utilize short video services by making public announcements during workshops, training and awareness sessions. The presentations will then be up loaded in the e-library application and thereafter displayed during post training presentations.
• Photography: in addition to the above advertisement awareness channels, the Knowledge management section of DEWA will be taking photographs of all events that KM staffs have attended. This will increase confidence among other employees in DEWA and members of the public in general.

STRATEGY IMPLEMENTATION

To achieve the above goals and objectives, Dubai Electricity and Water Management Authority knowledge management section will be guided by the following checklist. This action plan outlines what has to be done and by who. As a result, KM strategies will be accomplished. The following checklist will guide KM in this year:

Action to be carried out	When	By who
Development of KM website	May 20th, 2013	Mohammed
Preparation of logo/identity and brand	May 30th ,2013	Aisha
Opening of website to the members of the public and staffs	June 10th,2013	Renu Mohammed
Website test operation with DEWA staffs, family and friends	June 21st,2013	Renu
Place advertisements in the local newspaper	June 30th, 2013	Soha
Introduce KM to DEWA staffs and distributing of brochures, posters and postcards	July 3rd to July 10th,2013	Renug
Release of website specials	July 21stto July 27th,2013	Mohammed
Invitation of publishers and writers	July 29th	Aisha and Renu
Official opening of KM website	August 1st 2013	soha

 

As part of the overall objective of Dubai Electricity and Water Management Authority and that of Knowledge management section, the above persons will oversee the implementation of the above action plan without failure. Any sort of discrepancy should be addressed to the manager.

BUDGETS

Particulars	Cost in ($)	Measure of success
Developing of website	6,000	1,500 hits per month
Search engines advertisement costs for increasing awareness	9,00	Sites listed in the web link
Website test operations costs	1,500	Smooth performance of the site
Ten color brochures printed and distributed within DEWA organization	5,000	Brochures carrying vital information in strategic locations
Advertisement on local newspaper	4,000	Featured on page five
Costs for hosting sites	1,500	Featured on Google search engine
Publishers costs	6,000	Two articles written and distributed on all major paper outlets
Official opening	1,000	150 persons in attendant
Total cost	34,000

 

 

 

Conclusion

After establishing DEWA’s knowledge management section and the overall marketing strategies and objectives of the organization, the need to establish a market positioning arises. This helps to create good reputation in the minds of the target group, thereby, establishing the sought after perception of Dubai Electricity and Water Authority as compared to its competitors.

A significant positioning is vital. It forms the basis of all communications in organization ranging from advertising, promotions, branding and publicity. The presence of one important positioning for all communications portrays an excellent and consistent image of the organization. This will in turn maximize the returns on marketing investment.

As a matter of fact, Knowledge management section of the company is hopeful that it is going to achieve the strategies that I have discussed above upon proper implementation of the checklist mentioned above. This will eradicate the problem among the members of the extended DEWA fraternity and utilize this department as a tool of improving their knowledge.

Lastly, the need of KM to go public and engage in corporate social responsibilities will increase its credibility through getting people by surprise and maximize DEWA’s returns.

 

(Works cited)

Eardley, Alan. Innovative knowledge management concepts for organizational creativity and collaborative design. Hershey, PA: Information Science Reference, 2011. Print.

Frappaolo, Carl. Knowledge management. Oxford: Capstone, 2002. Print.

Gottschalk, Petter. Strategic knowledge management technology. Hershey PA: Idea Group Pub., 2005.print.

Gummesson, Evert. Total relationship marketing: marketing strategy moving from the 4Ps–product, price, promotion, place–of traditional marketing management to the 30Rs–the thirty relationships–of a new marketing paradigm. 2nd ed. Oxford: Butterworth-Heinemann, 2002

International exhibition & conference on water, energy technology and environment, 13-15 March 2006, Dubai International Exhibition Center, Dubai, United Arab Emirates. Dubai, United Arab Emirates: Dubai Electricity & Water Authority, 2006. Print.

Jain, SubhashC..Marketing planning & strategy. 6th ed. Cincinnati, Ohio: South-Western College Pub., 2000.Print.

Lehaney, Brian. Beyond knowledge management. Hershey, PA: Idea Group Pub., an imprint of Idea Group, 2004. Print

Liebowitz, Jay. Knowledge management handbook. Boca Raton, Fla.: CRC Press, 1999.

Maier, Ronald. Knowledge management systems information and communication technologies for knowledge management. 3rd ed. Berlin: Springer, 2007. Print.

Panda, TapanK.. Knowledge management: a global perspective. New Delhi: Excel Books, 2008. Print.

Eardley, Amrit. The knowledge management toolkit: practical techniques for building a knowledge management system. Upper Saddle River, NJ: Prentice Hall PTR, 2000. Print.

 
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