...Charlotte Beers (Ogilvy & Mather) Case analysis At the point of planning to the launch of the business, the owner of the business is very passionate and usually experienced in the line-of-business; as David Ogilvy was at the age of 38 when he started his own advertising agency in 1948. Ogilvy & Mather, an advertising agency was started in New York and expanded worldwide. By 1991, O&M was ranked the largest marketing company in the world.[1] But there comes a time when a company must look to adapt a change. With competition growing, clients of O&M changed their demands. O&M was a high-cost agency that was failing in controlling their budget and lowering their cost; they failed to see the reason for a change. Due to that fact, O&M had lost few of their multi-million dollar accounts. Many companies may have either filed bankruptcy or have shutdown in the process of losing their clients but O&M was not the type of company that would give up that easily. In 1992, Charlotte Beers was appointed CEO of O&M and a massive change was underway. She was not the type of person who would dwell on the past, but instead look to better the future. Charlotte Beers clearly made an impression on the O&M employees as she had the ability to inspire. But more importantly, she came up with three strategies which turned the company around 360 degrees; Client Security, Better Work/More Often, and Financial Discipline. Yes these strategies were formed for an advertising agency...
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...Organisational Behaviour Assignment Case Study Analysis: Charlotte Beers 1 Assessment Form |Section One To be completed by the student |Please tick as appropriate | | | | |Name (s) Patrick Stelzer | | | |MBA FT |□ MIB |□ Undergraduate |□ | | |...............................................| | | | | | | | | |............... | | | | | | | | | |12 Parsons Green Lane | | | |MBA PT |x□ MSc |□ Diploma |□ Certificate |□ | |...............................................| | | | | | | | | |................ | | | | | | | | | |London, SW6 4HS | | | | |Specialization................| | | ...
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...Functions of Client and Service Department in Context of Ogilvy Bangladesh By Mahmuda Sarker ID: 10104179 BRAC Business School An Internship report submitted of the requirements for the degree of Bachelor of Business Administration To Suntu Kumar Ghosh Assistant Professor BRAC Business School BRAC University September 07, 2014 Suntu Kumar Ghosh Assistant Professor BRAC Business School BRAC University Subject: Submission of internship report Dear Sir: During my internship attachment with Ogilvy & Mather Bangladesh, I have learnt a lot and I had been given the responsibility to not only look after one account, but work with several accounts like Unilever, Bkash, Edison Properties, Symphony, Aarong, Mi-amore, BATB etc, so that my learning is more widespread. In the course of this internship, I got to learn how advertising is not all about producing billboards and TVCs, but how it has integrated itself into a vast network and how it intends to get into a consumer’s lifestyle rather than bombard them with information. Which is why, the topic I have decided to work on is the Evolution of Advertising and how Ogilvy Bangladesh has adapted to the changes and how those changes reflect on their campaign effectiveness. I have also gotten the chance to experience what life is like in the corporate world and all in all, it was a fantastic learning experience. Thank you for being there as a support whenever I needed it. It was a challenge in completing...
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...___________________________________________________________________________ ____________________________________________________________________________ Introduction During the 1970s and ‘80s, IBM was one of the most successful companies in the world. The company had experienced strong growth in both revenue and profits and had a virtual stranglehold on the market for mainframe computers. In fact the company was often referred to as “Big Blue,” a nickname derived from its massive blue mainframe computers. For four consecutive years in the 1980s, IBM held the top spot in Fortune magazine’s annual list of the most admired companies in the United States. However, by 1993 the quintessential “Blue Chip” company had reached its nadir. Over the three previous years, IBM had lost a total of $15 billion and its stock price was at an 18-year low. The brand had fallen below number 250 in Interbrand’s annual survey of the most valued brands with a brand value, estimated at a negative $50 million dollars. The explosive growth of personal computer networks threatened IBM’s lucrative mainframe and minicomputer business and the company was struggling to turn the situation around. In the late 1980’s and early 90’s, the drivers of innovation and change in information technology were smaller, nimble companies like Microsoft, Compaq, Dell, Oracle and others who offered less expensive systems than IBM that could basically accomplish the same tasks. IBM had fallen behind in technology...
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...Lindo Enterprises is one of the small-scale industries which has established and positioned their product in the market. They are in the business of processing raw seafood into a packed-snacks. Their financial data had shown an increasing sales and profit year after year since 1998. However, they are faced with a challenge of maintaining their competitive advantage and market position through a sustainable 10% annual growth rate for the next five years. Achieving this target would require the considerations and a careful study of the major threat or problems that the business is, and is going to face. Competition is on the top list, distribution of the product both locally and internationally through export-consolidators considering the quality standard, the increasing worldwide trend towards health consciousness which negates the consumption of processed snack foods and the stricter health and sanitary requirements on the import goods of the export markets are the major threat that must be resolved or given action. The analyst had come up with the recommended plan of action that could counter strike the above mentioned threats or problems. A strong campaign for marketing strategies to promote the product and gain the competitive advantage, a nationwide distribution of the product must be targeted, a continuous innovation of the product focusing on its quality and standards that could surpass the export requirements and of course considering to go with the direct exporting which...
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...Project Report on Advertising Agency Table of Content ADVERTISING........................................................................................................................................3 INDUSTRY SNAPSHOT..................................................................................................................................4 NATURE OF THE INDUSTRY..........................................................................................................................5 MEDIA.....................................................................................................................................................7 IN-FILM ADVERTISING.................................................................................................................................9 WORK ENVIRONMENT .............................................................................................................................10 PERSONAL CHARACTERISTICS.....................................................................................................................11 EMPLOYMENT AVENUES.............................................................................................................................12 PUBLIC SERVICE ADVERTISING....................................................................................................................12 REGULATION.........................................................................................................
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... | |The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780 who was stationed at Calcutta. The | |paper was brought out on Saturdays and was first called the Calcutta General Advertiser or Hickey's Bengal Gazette. | | | |Publishing a newspaper is an expensive business as Hickey realised to his cost. He was losing money faster than the newspapers | |came out of the printing press. To make ends meet, Hickey decided to take on advertisements or ads. | | | |The earliest ads consisted of simple messages 'classified' into different categories for easy reference with a mailing address | |from where they could be ordered. These became the forerunner of today's classified advertisements in newspapers. For instance, | |today's newspaper carry sale of autos, electronic items, domestic services, pets, etc under these headings. | | | |Hickey's paper was the first to carry such advertisements but these were mostly from 'patent' medicine manufacturers. The | |concept of chemists or druggist...
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...Introduction Coca Cola markets nearly 2,400 beverages products in over 200 geographic locations. As a result development of a superior value system is imperative to their operations. Throughout this paper we will analyze their value system by using Michael Porter’s value chain analysis model. In an attempt to paint a current picture of the non-alcoholic beverage industry we will assess the market activity by using mergers, acquisitions and IPO’S as our benchmarks to determine if the market is growing or contracting. Value Chain Analysis A value chain is a model used to disaggregate a firm into its strategically relevant value generating activities, in order to evaluate each activity's contribution to the firm's performance (Terms V 2006). Through the analysis of this model we can gain insight as to how a firm creates their competitive advantage and shareholder value. The value chain of the nonalcoholic beverage industry contains five main activities. These include inbound logistics (suppliers), operations, outbound logistics (buyers/ customers), marketing and sales, and service. Inbound Logistics (Suppliers) Some of Coca Cola’s most notable suppliers include Spherion, Jones Lang LaSalle, IBM, Ogilvy and Mather, IMI Cornelius, and Prudential. These companies provide Coca Cola with materials such as ingredients, packaging and machinery. In order to ensure that these materials are in satisfactory condition, Coca-cola has put certain standards in place which...
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...|University of Wisconsin-Madison | |School of Business | |Business Strategy MHR 723 | |Monday evening 6:15 -9:00 | |Spring 2008 | Ms. Lori Cross Telephone : (608) 298-0058 Mobile : (608) 692-2000 e-Mail : lcross@bus.wisc.edu or lj_cross@msn.com Office : Grainger 4281 Office Hours : 4 - 6 (before scheduled classes) by appointment Course Description and Objectives Few leaders would disagree that a firm’s performance is directly linked with their chosen strategy and their ability to implement that strategy. Traditionally, books and articles on strategy have focused on the development of a strategic plan, based on situational and competitive analyses and forward-looking forecasts. In today’s world, these traditional methods are no longer sufficient to address rapidly changing environments and the challenge of executing global strategies. This course will explore...
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...978-0-07-310274-0). Nameplates: PLEASE BRING YOUR NAMEPLATES EVERYDAY TO CLASS. THIS IS MY MEANS TO GET TO KNOW YOUR NAMES. Course Description “Key concepts and theories in organizational change and development. The focus is on the student's development of diagnostic skills necessary for the identification of organizational problems and opportunities and the effective management of organizational change.” Specifically, this course addresses the formal and informal structures within an organization from the perspective of bringing about change in those structures. We will start with a brief overview of change, and general intervention concepts. Using Jick and Peiperl’s outline, we will then successively discuss the change process in terms of the challenges of change, envisioning change, implementing change, the recipients of change, and the change agents. There are many subtopics embedded in each of the latter topics such as team building, large-group interventions, structural design, work design, employee involvement, compensation systems and...
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...LEADERSHIP IN ORGANIZATIONS(Draft Syllabus) B01.1302.25 Spring 2010 Professor R. Kabaliswaran Office: KMC 7-56 E-mail: rkabalis@stern.nyu.edu Office Hours: 11:30 AM– 1:00 PM on class days and by appointment Class Hrs: Wed 1:30-4:20 PM on Jan 27; Feb 3, 10, 17, 24; Mar 3, 10, 24, 31; Apr 7, 14, 21, 28. Due Dates Team Case Write-up: 2/24. Final Team Project : 4/28. Indiv Take Home Final: 5/2. ____________________________________________________________ _________________ Course Overview Welcome aboard! What do leaders do? What happens inside organizations? And how do these relate to each other? In a nutshell, that’s the stuff this course is made of. Business organizations of all types face chronic management problems that pose significant challenges to them. These problems include the difficulty of designing organizations capable of coping with highly dynamic business environments, the challenge of developing strategies and structures for hypercompetitive conditions, the greater complexity of managing global enterprises, the difficult task of shaping a corporate culture, managing politics and conflict between individuals and organizational units, motivating employees who are more mobile than ever, designing attractive incentive systems, managing and harnessing intellectual capital, and so on. Such challenges and how the top leadership can deal with them are the subject of this course. The course has two major components. The first is “macro” in nature. It focuses on organizational...
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...and defensible marketing strategies if properly designed. Gives some indications of possible methods for segmenting that may meet Wright’s criticisms. Recently, Malcom Wright presented a daunting challenge to the marketing discipline[1] – to justify the ongoing use of segmentation and target marketing. Although his article was written in response to what he characterized as a “startling” argument by Mitchell that zodiac signs be used for segmentation[2], he used the occasion to attack the concepts of segmentation and targeting per se. Although Mitchell’s example of zodiacal segmentation was perhaps light-hearted, his argument is not. Mitchell posits, as do most marketing academics and practitioners, that the firm will be better off – in terms of greater unit sales at (possibly) higher prices and/or lower cost of sales – by emphasizing our approach to certain groups of people and deemphasizing our approach to others. Wright’s argument In essence, Wright totally denies the validity of segmentation and targeting on two grounds. The first ground is that, for segmentation to have validity, the segments are associated with a stable set of preferences. The second ground is that, even if segmentation works, we need to prove that targeting these segments provides a superior return to the firm than does shotgun marketing. He holds[1] that neither ground has been proven, either by Mitchell or by marketers in general. But is he correct? Target marketing defined and explained Not all...
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...NEW MEDIA PAPER NEW MEDIA PAPER COMSTOR | COMSTOR | Brandgagement michiel hutten 2054625 Brandgagement michiel hutten 2054625 2014 2014 Table of Contents Introduction 2 Chapter 1: Business description 3 Chapter 2: Brandgagement 4 Examples of succesfull brandgagement 5 Chapter 3: Applicability Comstor 7 Roadway for brandgagement 7 Recommendation 8 Bibliography 9 Introduction In this report the possible applicability of brandgagement by Comstor is further clarified. The first part of this report contains a business description of Comstor. In the second chapter brandgagement will be explained. What is brandgagement? Which companies are using brandgagement at the moment? What are the benefits of brandgagement? What are the costs to introduce brandgagement by Comstor? When brandgagement is explained, the applicability for Comstor will be outlined. Finally there will be some recommendations. Chapter 1: Business description This chapter provides a description of Comstor. There is a description of the core business, the Westcon group and the turnover. We will also take a look at the competitors and the global activities of Comstor. Comstor is the leading Distributor of Cisco's advanced networking products. Comstor also sell a number of other brands, but the main brand they sell is Cisco. Comstor provides expertise and experience at each stage of the sales process, including consultancy, design, implementation and support for single...
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...Introduction Coca Cola markets nearly 2,400 beverages products in over 200 geographic locations. As a result development of a superior value system is imperative to their operations. Throughout this paper we will analyze their value system by using Michael Porter’s value chain analysis model. In an attempt to paint a current picture of the non-alcoholic beverage industry we will assess the market activity by using mergers, acquisitions and IPO’S as our benchmarks to determine if the market is growing or contracting. Value Chain Analysis A value chain is a model used to disaggregate a firm into its strategically relevant value generating activities, in order to evaluate each activity's contribution to the firm's performance (Terms V 2006). Through the analysis of this model we can gain insight as to how a firm creates their competitive advantage and shareholder value. The value chain of the nonalcoholic beverage industry contains five main activities. These include inbound logistics (suppliers), operations, outbound logistics (buyers/ customers), marketing and sales, and service. Inbound Logistics (Suppliers) Some of Coca Cola’s most notable suppliers include Spherion, Jones Lang LaSalle, IBM, Ogilvy and Mather, IMI Cornelius, and Prudential. These companies provide Coca Cola with materials such as ingredients, packaging and machinery. In order to ensure that these materials are in satisfactory condition, Coca-cola has put certain standards in place which these...
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...Introduction The world is standing at the threshold of a new millennium. We expect it to be full of successes, discoveries, developments and happiness and this will be possible due to globalization, technological advancements (changes) and the dramatic economic changes. Whenever we talk about economy, we mean financial performance of a country, company or a firm. So in this case the most used and the important term is technology. The term technology is the most crucial part of the business world as it helps us to give logistic supports on time. Origin of the report The report titled as, “Marketing Activities of DHL”, is to be submitted on 18th August 2008 to the course instructor Nazia Nabi (Lecturer, School of Business) who authorized and assigned us to do this report. Background of the report The report titled as, “Marketing Activities of DHL”, is originated from the partial requirement of the course Services Marketing. It is actually a joint student – faculty learning experience, where the students learn the Marketing Activities of several business service organizations or firms. Objective of the report This report seeks overall information about marketing activities. By this report we tried to represent the actual relevant use of marketing activities in business. Basically there are two objectives behind doing this report, and they are as follows: * The first and the foremost objective of the report is to fulfill the partial requirement of the course Services...
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