...unit operations Uniform Policies across the Tata Group SBU’s annual contribution system (franchise) J.R.D. Quality Value Award Uniform code of conduct High quality Ethical business practices Recruitment process Hand picking chairmen Head hunting talented individuals for SBUs (Tata Administrative Services) Controlling interest 0.01 to 15% in current SBUs 25-50% in new ventures Investors with +26% have legal right to block take over resolutions Strategy .Convert Tata Group into a tighter, leaner organization to deliver a stronger collective identity. Synergize Merge Tata’s 3 electric companies Divest Loss Making Tata Oil Mills Company Ltd. Increase SBU’s control/ownership Purchase equity in SBU’s Branding SBUs adherence via contribution system Promote brand in foreign markets Growth Partner up with other companies Jardine Matheson Group (Hong-Kong) Singapore Airlines Singapore Consortium Bell Canada Raise investment capital via selling 20% of TIL equity Explore JVs with Government Revitalise its management development program Characteristics Private Equity - Expansion Capital 1.Which, if any, of the following initiatives undertaken by...
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... FINAL EXAM PRINCPLES of MARKITING Winter 2012 1. A lifestyle center is a? D A) pedestrian center B) psychographic centric segment C) family centric segment D) shopping center E) upscale center segment 2. Industries often have an established company that is a price leader. When competitors “meet” the leader’s price, the competitor is pursuing a ______?_____ strategy? B A) price war B) pull C) maximization D) status quo E) elasticity 3. All of the following statements about branding are true except? C A) Branding facilitates buying. B) Branding may provide psychological benefits for the buyer. C) Branding differentiates a firm's products from competitors. D) Branding helps focus and facilitate marketing efforts. E) Branding guarantees that the consumer will be satisfied with the product's quality. 4. The goal of follow-up of sales by a salesperson is to build customer? E A) knowledge B) competence C) differentiation D) technical expertise E) loyalty 5. According to the traditional demand curve, a low price will result in: D A) a reduction in the quantity demanded. B) a reduction in the quantity produced. C) an increase derived demand. D) an increase in the quantity demanded. E)...
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...1. Introduction: In 2006 Nanda Home created the hugely popular “Clocky”, a fun and cute alarm clock that wakes up its customers by rolling around the room and requiring the customer to chase it. Over four years later, sales and profit margins have begun to shrink as Clocky’s product cycle nears its end, and Nanda Home is faced with the difficulties of replicating success. Nanda Home’s key issues revolve around how to market and brand a succeeding product to Clocky. 2. Executive Summary: This paper has identified a number of ways to resolve Nanda Home’s issues. In particular, the following points have been proposed: - Focus on product line extensions as opposed to new categories. Create a megabrand. Hire a sales and marketing team to assist Nanda in operating the business. Seek new distribution channels and utilize online marketing tools to expand the brand’s revenues. Look into collaborations. The key impediment to achieving these goals will be in the execution of the ideas. The core solution to overcoming this issue will be ensuring that Nanda has a successful team behind her to help her reaching her goals. 3. Situation Analysis, Evaluation of Options and Recommendation(s) A) THE MARKET SITUATION Customer Nanda Home has taken a product decision to target the alarm clock sector by introducing Clocky. Therefore, its customers will be alarm clock buyers. There are two types of alarm clock buyers: “Need” based buyers require alarm clocks since waking...
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...WINE INDUSTRY | Coopers Creek in New-Zealand | | 30/11/2012 | | ------------------------------------------------- INTRODUCTION Coopers Creek is a medium-sized New Zealand winery, established in 1982, when the New Zealand wine industry was small and relatively unknown. Cooper Creek’s has been growing considerably since its creation and today, it plays a major role on its domestic market (New-Zealand) and appears to be a big actor on the international scene. The company has definitely acquired a strong added value in the wine industry. Along this case study we are going to analyze their strategic choices, from the creation to the future projects and explain how it has succeeded to be a major player, experiencing environment, industry, and organization changes. First of all, let’s have a brief look at the environment. * Political factors: Government regulations in the wine industry increase concerns and new trade barriers. For example, some governments ask for high tariffs on imports. However, the pressure of the WTO has led to a tariff reduction, thus, major wine producing countries imposed their own non-tariff barriers. * Economical factors: The increasing number of middle-class people worldwide has led to an increasing appreciation of wine and a strong demand, particularly, in emerging countries such as China or India. Besides, middle-class in those regions is expected to grow rapidly in the coming years. Currency inflation also...
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...Marketing principles Table of Contents INTRODUCTION 1 TASK – 1 1 1.1 Various elements of the marketing process 1 1.2 Evaluate the benefits and costs of marketing orientation 2 TASK 2 3 2.1 Macro & Micro environment factors influencing marketing decisions 3 2.2 Propose segmentation criteria for the products 4 2.3 Targeting Strategy for products 5 2.4 Impact of buyers behavior on marketing actvities 5 2.5 New positioning for the product or service 6 TASK 3 6 3.1 Development of prodcuts to sustain competitive advantage 6 3.2 Explaining how disribution is arranged to provide customer convience 8 3.3 Explain how prices are set to reflect an organisation’s objectives and market conditions 9 3.4 Integration of promotional actvity to achive marketing objectives 9 3.5 Additional elements of the extended marketing mix 10 TASK 4 10 4.1 Marketing mixes for two different segments in consumer markets 10 4.2 Differences in marketing products and services to businesses rather than consumers 10 4.3 International marketing differs from domestic marketing 11 CONCLUSION 11 REFERENCES 12 List of tables Table 1: Market Segmentation 4 Table 2 : Questionnaire for Tesco service 5 list of figures Figure 1: Elements of Marketing Process for Tesco 1 Figure 2 : Environmental Factors affecting Tesco 3 Figure 3 : Classification of Products 7 Figure 4: Distribution channel of intermediaries 8 INTRODUCTION The heart of success of the business...
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...1.0. Introduction The first joint venture international full service advertising agency to set up in Bangladesh, GABL is today the largest stand alone agency in Bangladesh with billings of USD 6 million in 2006. GABL is a market leader with a dynamic team of young and talented professionals and has won an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work done in India and Bangladesh. In additional work done for its local as well as multinational corporate has won innumerable local and international Awards and accolades. GABL is a member of the Grey Group owned by WPP. 1.1 Origin of the report This report is based on the Internship program in Grey Advertising Bangladesh Ltd., client servicing department, as a partial requirement of the B.B.A Program. It is a three credit course to complete the B.B.A program of the Institute of Business Administration, Jahangirnagar University. This report has been prepared under the direct supervision of Assistant Professor Mohammad Nazmul Islam. 1.2. Objective of the study Main objective • To depict a clear picture of activities of an advertising agency from the perspective of GREY Advertising Bangladesh Ltd. Specific Objective • To know the total account management process of Grey Advertising Bangladesh. • To identify the role of the functional departments’ of Grey in delivery of service to the clients...
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...Week 1 Weekly Questions 1. In your own words, define marketing. Marketing is the process of selling and obtaining products and services through social activities. 2. Give some example of marketing activities that you see out in the “real world”. For example, Coles sells food and necessity to people. The shop of Clinique provides some cosmetics to the women. Central market sells lots of fruits to people. 3. Explain the ‘marketing philosophy’. What is the difference between the ‘marketing philosophy’ and a ‘market orientation’? Marketing philosophy: a) Production concept----focus on manufacturing efficiency b) Product Concept----focus on quality - as the firm sees it c) Selling Concept----focus on ‘just sell it’ d) Marketing Concept----achieving goals depends on knowing needs and fulfilling them e) Societal Marketing Concept----is serving individual wants what’s best in the long run Marketing orientation is to know the demand and need of customers and create customer value from the information. Marketing concept is an attitude to customer, companies focus on what customers need and understand customers deeply and create the products customers want. 4. Discuss the new marketing challenges in the 21st century as per chapter 1.s a) Growth of non-profit marketing b) Rapid globalisation c) IT & Electronic marketing d) Changing world economy e) Ethics and social...
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...Strategic Alliance Abstract Organizations are facing exciting and dynamic challenges in the 21st century. In the globalized business, companies require strategic thinking and only by evolving good corporate strategies can they become strategically competitive. A sustained or sustainable competitive advantage occurs when firm implements a value – creating strategy of which other companies are unable to duplicate the benefits or find it too costly to initiate. Corporate strategy includes the commitments, decisions and actions required for a firm to achieve strategic competitiveness and earn above average returns. The goals of corporate strategy are challenging not only for large firms like Microsoft but also for small local computer retail outlets or even dry cleaners. I hope to offer a concise description of strategic alliances as well as a picture of who is participating in them and why. The states of affairs that encouraged this “rising era of collaboration” will be reviewed and the necessary steps in formulating alliances. Examples of companies that are or were involved in strategic alliances will be discussed, others of which were thriving and the others of which they were not. This paper is not intended to serve as a comprehensive study of strategic alliances. Introduction Corporate alliances, which are now called “strategic”, are in fact not new. Westinghouse Electric and Mitsubishi were allied for seventy years. The alliance between Ford and Mazda dates...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...A study on Different Media Planning strategies at Selected Organizations In the partial fulfilment of Post Graduate Diploma in Management By: Bhargav Radia (P1139) Under the guidance of: Dr RAJESH ASRANI External Guide: Mrs Upasana Miterani Mrs Nikita Panchal N.R. INSTITUTE OF BUSINESS MANAGEMENT AHMEDABAD (2011-2013) DECLARATION We Moulin Gajjar, Mohammad Ali & Bhargav Radia students of the two year PGDM programme at N R Institute of Business Management hereby declare that the report on summer training and project work entitle is the result of our own work. We also acknowledge the other works/publication cited in the report. (Signature) (Signature) (Signature) Moulin Gajjar Mohammad Ali Bhargav Radia Place: Ahmedabad Date:3/08/2012 ACKNOWLEDGEMENT I express my sincere thanks to Ms. Upasana Miterani and Mrs. Nikita Panchal Marketing Executives, ACTIVE MEDIA, AHMEDABAD. Who guided me throughout my project with constant co-operation, encouragement and motivation. I thank to record my gratitude to our college Director for his encouragement and valuable support towards us. My project guide Mr. Rajesh Asrani has provided his valuable inputs as and when required. I thank him for his help and constant support. ...
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...Need scantron and pencil 3-4 questions on Wyly 3-4 questions on videos shown in class 2 questions on guest lecture (nonIP) Plus PPts Importance of entrepreneurship to the economy * Small firms provide 60-80 percent of net new jobs and account for >50% of U.S. innovations * About 97 percent of U.S. exporters are small businesses with fewer than 500 employees * Based on research, ACQUIRED SKILLS ARE MORE IMPORTANT that specific inherent traits Entrepreneurial characteristics * Visionary; creative; innovative | * Adaptable; problem-solver; results oriented | * Persuasive; inspirational | * Confident; determined; a self-believer | * Competitive; ambitious; one who perseveres | * Honest | * Disciplined; hard working | * Organized; a planner; a decision-maker | * Understanding | * Leader; team player | * Networker/Sociable/Interpersonal Skills | * Opportunistic | Six Dominant Themes 1. Commitment and Determination (Persistence) 2. Leadership (Persuasion_ 3. Opportunity Obsession (Passion) 4. Tolerance of Risk, Ambiguity and Uncertainty 5. Creativity, Self-Reliance, and Adaptability (Resourcefulness) 6. Motivation to succeed (Action Organizational forms of business and tradeoffs Three basic legal forms of business: 1. Sole Proprietorship: A business owned and managed by a single person ADVANTAGES: * ~70% of all businesses, ~ 4% of revenue * Simple, Flexible...
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...MODULE 1 (Sarah Prady) Identifying Global Business Opportunities Global Business Opportunities We are a construction company that focuses on the future of the environment as well as people all over the world. We have a lot of experience, passion, and knowledge about constructing homes that are energy and meet the universal green standards. Our core business consists of constructing “green” homes for people to purchase in hopes to live a more eco friendly lifestyle in order to help save our planet and our future. Potential Markets Although there are several markets available all over the world right now, we are currently focusing our energy and attention on expanding and developing overseas in Russia. Unfortunately Russia is very advanced already and has recently begun to expand their business’s efforts towards reaching the consumers within the “green” market. Russia currently has one company that is already succeeding within this field due to the fact that they are local from the country, start up cost are high and equipment is more accessible. However, given the current economical conditions anything is possible and any business can be successful to those willing to take risks. Absolute and Comparative Advantage I would not say that Russia has a comparative or absolute advantage overall. We both have the equal resources and opportunities to gather materials necessary, we are both large in size, and we both have the same advances and availability of technological...
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...VIETNAM TOURISM MARKETING STRATEGY TO 2020 & ACTION PLAN: 2013-2015 (PROPOSED) Executive Summary Developed by: European Union funded Environmentally & Socially Responsible Tourism (ESRT) Capacity Development Programme Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed) Executive Summary Page 1 © 2013 Environmentally and Socially Responsible Tourism Capacity Development Programme This publication has been produced with the assistance of the European Union funded Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT). The content of this publication is the sole responsibility of the ESRT programme and can in no way be taken to reflect the views of the European Union. The European Union and ESRT do not guarantee the accuracy of the data included in this publication and accept no responsibility for any consequence of their use. By making any designation of our reference to a particular territory or geographic area, or by using the term “country” in this document, ESRT and the EU do not intend to make any judgements as to the legal or other status of any territory or area. ESRT and the EU encourage printing or copying exclusively for personal and non-commercial use with proper acknowledgement of ESRT and the EU. Users are restricted from reselling, redistributing, or creating derivative works for commercial purposes without the express, written consent of ESRT and the EU. Environmentally...
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...Study of Promotional Strategies for Cars in India 1 Table of Contents 1. Objective 2. Scope of Work 3. Rationale 4. Theoretical Framework and Review of Literature i. ii. iii. iv. Promotional Strategy Promotional Mix Message and Media Strategy Communication Model- AIDA 5. Promotion Process For Cars i. ii. iii. iv. v. vi. vii. viii. ix. Selecting the target market Product and Brand Positioning Promotional Decisions Advertising Direct Marketing Interactive/Interactive Marketing Sales Promotion Publicity/Public Relation Personal Selling 6. Ford Fiesta and its Promotions i. Target Market 2 ii. Adopting offer to suit target segment iii. iv. Market Competition Strategic Promotion of Ford 7. Questionnaire 8. Analyzed Survey Report of the Questionnaire 9. SWOT Analysis 10. SWOT Analysis of Ford Fiesta 11. Conclusion 12. Bibliography 3 Chapter 1 Introduction 4 Objective To study and analyze the elements of Promotional Strategies. Study and analysis of promotional strategies of Ford India for its product Ford Fiesta. Study the customer response regarding the promotions of cars in India. Scope of the Project Study the basic aspects of Promotional Strategies such as Sales Promotion, Personal Selling, Advertising and Publicity. Studying the customer response regarding promotions of cars in India through a questionnaire. Study the promotional strategies of Ford Fiesta with all the tools of promotion. Analyze and interpret the...
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...Ingredient Branding Philip Kotler· Waldemar Pfoertsch Ingredient Branding Making the Invisible Visible Professor Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Professor Waldemar Pfoertsch China Europe International Business School 699 Hongfeng Rd. Shanghai 201206, China wap@ceibs.edu e-ISBN 978-3-642-04214-0 ISBN 978-3-642-04213-3 DOI 10.1007/978-3-642-04214-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany Printed...
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