...SPOTLIGHT ON THE NEW MARKETING ORGANIZATION Spotlight HBR.ORG ARTWORK Markus Linnenbrink DIEDRITTEDIMENSION, 2011 JVA/Prison, Düsseldorf Rath, Germany The Ultimate Marketing Machine Most marketing organizations are stuck in the last century. Here’s how the best meet the challenges of the digital age. by Marc de Swaan Arons, Frank van den Driest, and Keith Weed July–August 2014 Harvard Business Review 55 SPOTLIGHT ON THE NEW MARKETING ORGANIZATION In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day. Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace. Marketers understand that their organizations need an overhaul, and many chief marketing o cers are tearing up their org charts. But in our research and our work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new chart. What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist. Marketing leaders instead must ask, “What...
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...Spotlight on LeadershIp Spotlight Artwork Adam Ekberg Country Road, 2005 Ink-jet print HBr.orG Michael D. Watkins is a cofounder of Genesis Advisers, a leadership development firm specializing in onboarding and transition acceleration, and a professor at IMD. He is the author of The First 90 Days and Your Next Move (both from Harvard Business Press). The seven seismic shifts of perspective and responsibility by Michael D. Watkins How Managers Become Leaders June 2012 Harvard Business review 65 SPOTLIGHT ON LEADERSHIP arald (not his real name) is a highpotential leader with 15 years of experience at a leading European chemical company. He started as an assistant product manager in the plastics unit and was quickly transferred to Hong Kong to help set up the unit’s new Asian business center. As sales there soared, he soon won a promotion to sales manager. Three years later he returned to Europe as the marketing and sales director for Europe, the Middle East, and Africa, overseeing a group of 80 professionals. Continuing his string of successes, he was promoted to vice president of marketing and sales for the polyethylene division, responsible for several lines of products, related services, and a sta of nearly 200. All of Harald’s hard work culminated in his appointment as the head of the company’s plastic resins unit, a business with more than 3,000 employees worldwide. Quite intentionally, the company had assigned him to run a small but thriving business...
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...SPOTLIGHT ON REINVENTION Spotlight BELOW Michel de Broin, Encircling, 2006 Asphalt, yellow paint, road sign, 14.8 x 21.9 m Scape Biennale, Christchurch, New Zealand Rethinking Ma Because companies can now interact directly with customers, they must radically reorganize to put cultivating relationships ahead of building brands. by Roland T. Rust, Christine Moorman, and Gaurav Bhalla 94 Harvard Business Review January–February 2010 HBR.ORG Roland T. Rust (rrust@ rhsmith.umd.edu) is a Distinguished University Professor and the David Bruce Smith Chair in Marketing at the University of Maryland’s Robert H. Smith School of Business. Christine Moorman (moorman@duke.edu) is the T. Austin Finch, Sr., Professor of Business Administration at Duke University’s Fuqua School of Business in Durham, North Carolina. Gaurav Bhalla (gaurav. bhalla@knowledgekinetics. com) is the president of Knowledge Kinetics, based in Reston, Virginia. rketing SPOTLIGHT ON REINVENTION I Building Relationships Product-Manager Driven Many companies still depend on product managers and one-way mass marketing to push a product to many customers. magine a brand manager sitting in his office developing a marketing strategy for his company’s new sports drink. He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications. The brand’s performance will be measured by aggregate sales and profitability, and his pay and future prospects...
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...B. Promoting the company name, Velcro, and reinforcing it as a brand to the public. V. Objectives A. To change the market’s perception on Velcro Industries and its products. B. To be able to establish Velcro as a brand, separating it from all the other fabric-fastener type products. C. To transform Velcro into a globally recognized brand rather than a behind-the-scenes manufacturing company. VI. Areas of consideration 1. Velcro Industries 2. Velcro as a brand and not a product 3. Velco Industries makes 35,000 products 4. The company has historically tried to avoid publicity 5. Building around the core of amazing connections VII. Alternative courses of action 1. Start a new branding campaign. ADVANTAGES: By starting a new branding campaign through promotions and a whole new set of advertisements and commercials, Velcro Industries can spread brand awareness throughout their market. Coming up with a creative campaign that can fully utilize and express Velcro Industries as a brand will be beneficial to both the company and the market as it would establish the company as Velcro Industries and their hook-and-loop fasteners as the product and not both as “Velcro”. There will be a separation between the brand and the actual product called hook-and-loop will get its recognition. DISADVANTAGES: This might not produce the desired effect – or will only drive minimum effect. It might cause confusion within the market because most consumers know the fabric fasteners...
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...Ethics in Healthcare Marketing Marketing Healthcare Services Assignment 4.2 Ethics in Advertising Paper Abstract Marketing healthcare services is entering a new age. Traditionally, medical organizations refrained from marketing their services for fear of getting tangled in a mess of third party oversight, kick-back rule violations, and the simple fear that healthcare services would cause a conflict of interest. In this day and age healthcare organizations are ever increasing attempting to market their services to gain more patients and increase the viability of their organization. Ehtics in Healthcare Marketing Marketing healthcare services was never the “in” thing for organizations to do. With so many rules and regulations from third parties overseeing the actions of medical centers, many were fearful to get involved in ethical issues when attempting to market services. As we enter the technology age however, patients are beginning to increasingly use the internet and all other media sources to learn more about their care and disease states. People today are “cyberchondriacs”; when was the last time you searched a disease state or your signs and symptoms online prior to making an appointment? In the ever increasing competitiveness of the healthcare industry, more and more organizations are marketing their services in hopes to improve the public knowledge of the services the organization can offer, in the hopes to gain more...
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...Street N475 Michigan State University East Lansing, MI 48824-1032 COURSE DESCRIPTION This course addresses a very fundamental business question: “Why are some firms more successful than others over the long term?” The answer to this important question can be found in the relationship between the organization, its strategy, and its environment. This relationship is complex, uncertain, and always changing. Top managers shape and guide this relationship, making strategic decisions that change the organization's capabilities, shift its position in the environment, and / or lead the firm into a new business. This course is designed to familiarize students with the strategic management process by: * Introducing students to the different aspects of strategic decision-making from a business, corporate, and entrepreneurial perspective (lecture materials) * Exposing students to the complexity and ambiguity of strategic decision-making through the analysis of situations faced by real companies (case studies) * Interpreting (through discussion), and applying (through exercises), fundamental strategic management concepts Prerequisites: MKT 300 Managerial Marketing; SCM 303 Introduction to Supply Chain Management; FI 311 Financial Management; and ITM 309 Business Information Systems. COURSE OVERVIEW Successful management of any enterprise in a global environment requires (1) the thorough...
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...HBR SPOTLIGHT Assets like leadership, talent, and speed are what produce superior market value. A capabilities audit can show you how you measure up-and how to build on your intangible strengths. Capitalizing on Capabilities by Dave Ulrich and Norm Smallwood they admire, people quickly point to organizations like General Electric, Starbucks, Nordstrom, or Microsoft. Ask how many layers of management these companies have, though, or how they set strategy, and you'll discover that few know or care. What people respect about the companies is not how they are structured or their specific approaches to management, but their capabilities an ability to innovate, for example, or to respond to changing customer needs. Such organizational capabilities, as we call them, are key intangible assets. You can't see or touch them, yet they can make all the difference in the world when it comes to market value. These capabilities - the collective skills, abilities, and expertise of an organization - are the outcome of investments in staffing, training, compensation, communication, and other human JUNE 2004 I F YOU ASK THEM WHICH COMPANIES resources areas. They represent the ways that people and resources are brought together to accomplish work. They form the identity and personality of the organization by defining what it is good at doing and, in the end, what it is. They are stable over time and more difficult for competitors to copy than capital market access, product strategy...
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...CSR REPORT I-Chiao Lin Intro to Marketing Strategy 09/14/14 The writers of the book The Responsible Company, Yvon Chouinard and Vincent Stanley, state in the start of their book that there is no single company that is responsible, but they all just choose to take different procedures towards being responsible to all of their stakeholders. The book guides employees and businesses to ensure they learn their social and environmental shortcomings and act on them in order to be more responsible. One question one asks themselves when reading this book is: What is the responsibility of the companies? Normally companies will invest highly on maximizing their stakeholders. They will direct all their attention on their direct stakeholders and unfortunately focus less on their indirect stakeholders who matter as much too. We are given a perfect example in the book of Patagonia. It poses a challenge to the companies to take ultimate accountability for their deeds in relations to each and every one of their stakeholders. Among the customers’ checklist, one of them is being progressively open about the social and environmental impact of what you make. The company should be transparent to ensure customer satisfaction and business success. They have to ensure its consumers trust them, and they will earn this only through transparency. One other item on the customers’ checklist is to make things that help the commons. The company should ensure their...
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...Corporate Responsibility and Marketing Strategies Graddad Contemporary Business/508 January 25, 2015 Dr.Garabedian The corporation, Apple, prides its success on "creating innovative, high quality products and services and on demonstrating integrity in every business interaction." According to Apple, their four main principles contribute to the integrity: honesty, respect, confidentiality, and compliance. Even though, Apple has created a code of business conduct that applies to all its operations, as well as their international operations, Apple has, unfortunately let down investors by their unethical conducts. Apple has come under fire since around 2006 as details emerged surrounding the workplace environment at Apple's Chinese suppliers. An article in The New York Times exposed unsatisfactory work conditions that included exhausting 24-hour shifts, exposure to toxic chemicals, overcrowded housing, and horrendous explosions. Foxconn Technology Group operates many of the plants in question in Chengdu, China. According some Apple product users, Apple is said to be a trendy innovator that leads the industry and forces competitors to follow. Nevertheless, when it comes to its supply chain management and treatment of workers in the Chinese factories, Apple hides behind the constraints of prevailing industry practices. The fact that these practices are in violation of not only local and national laws, but also of Apple's own, self-imposed code of conduct. The majority...
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........ 1 2. Marketing Strategy ……...…..………………………………………………... 1 2.1 Background …….….….……..…………………………………………... 1 2.2 SWOT Analysis .……..………..…………………………………………. 2 2.2.1 Strengths ……………………………………………………….…. 2 2.2.2 Weakness ……………………………………………………….… 2 2.2.3 Opportunity ….…………………………………………………… 3 2.2.4 Threats ……….…………………………………………………… 3 2.3 S.T.P.---- Segmentation, Targeting, Positioning …..….….…………… 4 2.3.1 Segmentation ………..…………………………………………… 4 2.3.2 Targeting ……………….………………………………………… 4 2.3.3 Positioning …………..….…...…………………………………… 5 3. Implementation of the strategy for 4ps …..……..…………………………… 6 3.1 Product……………..…………………………………….………………. 6 3.1.1 Core product ……………….…………………………………… 6 3.1.2 Extended product ……….………………………………………. 7 3.1.3 Branding ……………….…………………………...……………. 7 3.2 Price …………………………………………………..…………………. 7 3.2.1 Payment method …………….…………………………………. 8 3.2.2 Price policy ………………….………………………………….. 8 3.2.2.1 Differential pricing ……………………………………. 8 3.2.2.2 Membership pricing policy …………………………… 8 3.3 Place …………………………………………………………………….. 8 3.3.1 Online channels ………………….……………………………... 9 3.3.2 Offline channels ………………………………………………... 9 3.3.3 Distribution channels ………….….……………………………. 9 3.4 Promotion ………………………………………………………………. 10 3.4.1 Online promotion ………………………………………………. 10 3.4.2 Offline promotion ……………...………………………………. 10 3.4.3 Search engine marketing ………………………………………...
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...www.hbr.org SPOTLIGHT ON REINVENTION Because companies can now interact directly with customers, they must radically reorganize to put cultivating relationships ahead of building brands. Rethinking Marketing by Roland T. Rust, Christine Moorman, and Gaurav Bhalla • Included with this full-text Harvard Business Review article: 1 Article Summary Idea in Brief—the core idea 2 Rethinking Marketing Compliments of: Reprint R1001F SPOTLIGHT ON REINVENTION Rethinking Marketing Idea in Brief Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships. The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research, and CRM. These changes shift the firm’s focus from product profitability to customer profitability, as measured by metrics such as customer lifetime value and customer equity. This organizational transformation will uproot entrenched interests and so must be driven from the top. COPYRIGHT © 2009 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. page 1 This article is made available to you with compliments...
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...Introduction Strategies are important for all businesses, regardless of the products or services that they offer. Through strategic management and operations, companies are able to integrate new and effective means of running their respective businesses. In turn, these strategies results in an increased profit of sales, stable market position and greater levels of customer loyalty. In the fast food industry, businesses such as McDonald’s must establish certain business and marketing strategies. Primarily, the main goal of McDonald’s, just like any other organization is to sustain their competitive advantage in the global market. Overview of the Company McDonald’s has a rich history that started out in 1954. The company was put to the spotlight by Ray Kroc. Throughout the years, marketing ideas have poured through and helped the company become one of the most renowned fast food brands globally. The trademark design for the fast food was carefully studied and it came with a happy clown character known as Ronald MacDonald (McDonald, 2012). McDonald’s trademark sandwich, The Big Mac, is one of the many innovative products, the happy meal approach was also a creative marketing tool used to entice children to eat at McDonald’s because of the toys or other novelty items they can get. McDonald’s restaurants offer a substantially uniform menu, common in the usual fast foods. Many fast food restaurants, including McDonald’s, offer hamburgers, cheeseburger, chicken sandwiches, French...
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...like to thank him for showing us some example that related to the topic of our assignment. This research assignment would not have been possible without the support of many people especially group members; Mubashir, Safeer, Usama and Shahriyar for sharing the literature and invaluable assistance. Without helps of the particular that mentioned above, we would face many difficulties while doing this Introduction of Pepsi Co. International: Mr. Caleb Bradham a young pharmacist from New Bern, North Carolina City. In January 1898, this was the starting period of Pepsi-cola. Caleb Bradham created a drink, which is call "the Brad Drink". In 1903 Brad index the name drink Pepsi. At Marco level he ongoing his own produced and build his own organization. The trade extended and this drink achieved appreciation time. This company appears at 24 states of America with more than 250 dealers in 1909. First time Pepsi packed in 16.5 ounce packing size. Pepsi-cola has launched its new filler in 12 ounce in 1932. New promotion struggle is started with the name of "Refresh without Filling" in 1950 by Pepsi-cola. The chemical formula also changed which caused to decrease its...
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...Vladimir Bulut MRKT 55010 Dr. Eberhart May 30, 2013 CAMPAIGN SPOTLIGHT When Aaron Perlut moved into St. Louis seven years ago he honestly said “I didn’t know what to expect”. Together he and his wife reluctantly came on a business opportunity, decided to give it some time and get to know the city and fell in love with it immediately. St. Louis, as one of the biggest cities in the US, really has a lot amenities to offer that other cities lack of. There are is a great cultural heritage, cheap cost of living, lots of business and educational opportunities. In an effort to share his way of looking at St. Louis, he decided to start up a nonprofit organization along with his friend and co-worker Brian Cross, who is a native of St. Louis. They both agreed not to look at this project as traditional marketing campaign but more as a movement. Therefore they decide to take an untraditional bottom-up approach, involving and relying on the city’s most precious asset – its people. The opportunity for this project to get involved is available to everyone. There is a lot room to grow because St. Louis has been getting a bad reputation as a city with high crime rates and not good place to live in. In order to address this issue, a community-focused web site is lunched for people to input ideas and pitch it out in the open. The ideas are listed by categories into marketing, beautification, the arts, sustainability, non-profit, education, sports, entertainment, Weird and other. After ideas...
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...in maintaining and creating relationships with customers. Customer relationship management is not only business but also strong personal connection within people. Development of this type of connection takes the business to new stages of success. Once this personal and emotional linkage is built, it is very quite easy for an organization to identify the actual requirements of customer and help them to serve them in a better way. It is a belief that more the sophisticated strategies involved in implementing the customer relationship management, the more strong and fruitful is the business. A CRM system consists of a historical...
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