...AN ANALYSIS OF THE PRACTICE AND APPLICATION OF "STEALTH MARKETING” THROUGH CUSTOMER RELATIONSHIP MANAGEMENT & THE FRONTIER OF COMPETITIVE DIFFERENTIATION (GRAMEENPHONE PERSPECTIVE) By Tarannum Binte Shaheed ID: 081 044 030 An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree Bachelor of Business Administration Fall 2012 NORTH SOUTH UNIVERSITY February 2013 1 AN ANALYSIS OF THE PRACTICE AND APPLICATION OF "STEALTH MARKETING” THROUGH CUSTOMER RELATIONSHIP MANAGEMENT & THE FRONTIER OF COMPETITIVE DIFFERENTIATION (GRAMEENPHONE PERSPECTIVE) Submitted to: Dr. Jashim Uddin Ahmed Internship Supervisor Director & Lecturer, School Of Business BUS 498: Internship Submitted By: Tarannum Binte Shaheed ID # 081 044 030 Bachelor of Business Administration (Fall 2012) NORTH SOUTH UNIVERSITY 2 LETTER OF TRANSMISSION February 15, 2013 To Dr. Jashim Uddin Ahmed Director & Lecturer School of Business North South University Bangladesh Subject: Submission of Internship Report Dear Sir, It is my great honor to submit the report of my 3 months long Internship Program in Grameenphone Ltd. The report titled ―An analysis of the practice and application of Stealth Marketing through Customer Relationship Management & The frontier of Competitive Differentiation (Grameephone‘s Perspective)‖ is the final outcome of successful completion of my internship program at the company. It has been a joyful and enlightening experience for me to work in an organization...
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...figures being used to forecast or tell the true position of an issue or are they being used as tolls to manipulate people. Advertisers and users of advertisements have embraced on the help availed by the use of big data tactics. A good illustration to this is the campaign teams’ especially for political career. Many politicians have found the use of opinion polls helpful because they are able to manipulate them. In such a case, the users of such polls (voters) are deceived to believing that a given candidate is well ahead of other opponents (Fahy 1-2). To conclude, the role being played by big data tactics is enormous and helpful to advertisers or sellers. However, when used for personal gain thus hiding the true position of any issue it turns to be unethical. It deprives off the citizens their freedom of choice and liberty to make sober judgments. In the case of political advertising, it denies the citizens their right to democracy. Opinion-Leader Campaigns Opinion leaders are defined as people with an influential trait in a given society. In most cases, opinion leaders are change agents and very active media...
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...Gans & Stern: The product market and the market for ideas: Commercialization strategies for technology entrepreneurs. * Evaluate the choices about entering the product market, a competitive strategy, or selling the innovation to an incumbent – a cooperation strategy. * Why technology entrepreneurs in some environments undermine established firms, while others cooperate with incumbents and reinforce existing market power. * The interaction between innovator and incumbent depends on the presence or absence of a “market for ideas” The market for ideas: The options for commercialization, The ideas for how to commercialize your invention. * Strong appropriability environment, transacting in the market for ideas will often undermine that secrecy and increase the potential for expropriation (exploit). In contrast, when the innovator controls formal IPR (Patent), the potential for expropriation will be reduced and the innovator is likely to find a cooperation strategy more attractive. * A product market strategy requires that the technology entrepreneurs offers an integrated value proposition and avoids detection and a competitive reaction from established market players. * The value of a cooperation strategy is determined by the price the start-up receives through negotiations in the market for ideas. The value derived from cooperation increases with the threat posed by the start-up innovators to the product market position of the established...
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...manufacturers who focused on functional entry-level products, paying scant regard to design, aesthetics or quality. With the shift in market focus, several players joined the race, slowly pushing out of reckoning manufacturers in the unorganised sector. Such has been the leap in both quality and aesthetics that the organised segment now controls more than 50% of the Rs. 1800 crore (US$ 375 million) market by value year, no-questionsasked warranty, plus after-sales-service at the customer’s doorstep. It was also the first company to introduce four-colour packaging for bathfittings. These not only helped ensure product differentiation, they also reinforced its brand identity. Jaquar Orientation Centres are marketing innovations that provide the consumer (Source: Business Line, April 2009), with Jaquar its undisputed champion. Achievements Jaquar has been a key player in transforming the bath-fittings industry from merely utilitarian to the inspirational. The company has been able to achieve this by metamorphosing bathrooms from dull and drab spaces into sparkling facilities. In the process the brand has set several new benchmarks. It was, for...
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...IMPACT OF STEALTH TECHNOLOGY ON AIR DEFENCE “Stealth refers to a wide range of steps that can be taken to make aircraft harder to detect. There is a payoff and a price.” - Jay H Goldberg [i] CHAPTER I INTRODUCTION 1. The latest trends in military aircraft manufacturing are towards development and incorporation of technology which can provide with means to avoid detection. This enhances its survivability by reducing its radar signature and hence reducing the possibility of being detected by enemy radars. The degree to which this is achieved differs from aircraft to aircraft. Certain aircraft like the B-2 and F-117 have been manufactured with this technology as the basis and are thus referred to as Stealth Aircraft. In other aircraft, stealth is achieved to a lesser degree but it nevertheless helps them in enhancing their survivability against enemy air defence. The day is not far when this technology is likely to find wide spread use in the field of aviation. 2. The dictionary defines stealth as "evasion of notice". Applied to Aerial Warfare, it implies the ability of an aircraft, or platform, to carry out its mission without being detected. Other terms such as "LO" - low observables, or "RO"- reduced observables, have also been used which imply the same thing. The very concept of 'Stealth' conjures up an image of something moving in secretly without being detected. 'Stealth' technology actually is all about the art of making aircraft, missiles and...
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...Boeing: Selling a Dream(liner) Think about the biggest purchase that you’ve ever made. Was it a car? A computer? A piece of furniture or an appliance? Think about the time you put in to researching that decision, all the factors that you considered in making your choice, and how much the purchase ultimately cost. Now imagine that you are part of a buying team for a major airline considering the purchase of multiple commercial jets, each costing over $100 million. A slightly different situation? Such are the customers that Boeing deals with every day. Selling commercial and military aircraft involves some of the most complicated transactions in the world. At those prices, a single sale can add up to billions of dollars. And beyond initial prices, Boeing’s clients must consider numerous factors that affect longer-term operating and maintenance costs. As a result, the airplane purchase process is nerve-rackingly slow, often taking years from the first sales presentation to the day Boeing actually delivers an airplane. For such purchases, Boeing knows that it takes more than fast talk and a firm handshake to sell expensive aircraft—it takes a lot of relationship building. So Boeing invests heavily in managing customer relationships. Individual salespeople head up an extensive team of company specialists—sales and service technicians, financial analysts, planners, engineers—all dedicated to finding ways to understand and satisfy airline customer needs. These ...
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...Research in Motion and Blackberry Word count (to nearest 100) MKT 201 : 11 am section. Instructor: Professor Deepak Outline Company Overview and Project Focus Research in Motion (RIM) is one of Canada’s companies that are declared in its US official website to be “a global leader in wireless innovation, [that] revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999” (“Research In Motion”, n.d.). The BlackBerry product line includes the BlackBerry Playbook tablet, BlackBerry smartphone, and software for businesses and accessories. RIM launched the Blackberry smartphone in 1999. Indeed, RIM was a global leader with a strong position in the world market in early 2000s. RIM was first to understand that mobile application had to be simple to use. Company Mission and Vision Every company strives to satisfy its customer needs by implementing the strategies within the company’s mission and vision. A mission statement describes the firm’s objectives of the activities it plans to take. However, the vision statement includes the steps that should be taken to achieve the company’s goals and strategies. RIM’s mission statement states, “To develop socially and professionally responsible and proactive managers and leaders with holistic perspectives and competencies” (Ricketts, 2011). To denote furthermore, the mission emphasizes on hiring highly skilled employees that are able to deliver products of value...
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...different people. For example: Let’s take Income as a segment. If you are a person with high income your lifestyle would probably include habits of the SEC – A class such as dining out of home frequently and that too in top class restaurants, wearing only branded clothes and buying the best cars. Whereas if you are a middle class income group consumer, you would be more wary of spending money and would rather concentrate on savings. So now how does VALS affect a marketer? Consider the case of a Banker. What would a banker sell someone who had a high income lifestyle? Investment options with a dedicated relationship manager to take care of their needs. In fact, the bankers also have a term for high income individuals known as HNWI – High Net worth Individuals. But, if the customer’s lifestyle was that of a low income customer, you are more likely to be targeted for savings. The VALS framework The VALS framework was developed keeping a consumers resources as well as his capacity to accept innovation in mind. The X axis consisted of primary motivation (explained below) and the Y axis consisted of resources such as income, education, confidence etc. Thus these two factors were determined to be critical to define the values attitude and lifestyle of any consumer. After researching above 1500 consumers, Arnold Mitchell actually divided consumers into...
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...(1992). Sur/petition: Creating Value Monopolies when Everyone Else is Merely Competing. HarperBusiness, New York. * Glasmeier, A. (2000). Manufacturing Time: Global Competition in the Watch Industry, 1795-2000, * Morrison, A. (1999). Swatch and the Global Watch Industry. Ivey Case #9A99M023. University of Western Ontario. * Pictet. (2003). The Watch Industry: What makes it tick? Geneva. Pictet & Cie. * Porter, M. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press, 1998. * Porter, M. E. (1998). On Competition. Harvard Business School. Boston * Porter, M. (1976). Interbrand Choice, Strategy and Bilateral Market Power. Vol. 146, Harvard Economic Studies. Cambridge, MA. Harvard University Pres. * Roberts, J. (2004) The modern firm, organizational design for performance and growth. Oxford University Press. Oxford. * Thomson, N; Baden-Fuller, C. (2010). Basic strategy in context: European text and cases. Chichester, Wiley. | | * Zaugg, K. (1991). Swatch after swatch after swatch. Electa, Milano. Articles * Abrami, R; Kirby, W; McFarlan, M; Wathieu, L; Wang, M. (2007). Fiyta, The Case of a Chinese Watch Company, Harvard Business School. * Anwar, T. (2012). ,Selling Time: Swatch Group and the Global Watch Industry. Thunderbird International Business Review. * Barrett, M. E. (2000). Time marches on: the...
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...MKT 1003: Principles of Marketing Group Case 5: Tata Nano Prepared for: Assoc Prof Ang Swee Hoon Submitted by Yee Kuan Teck (A0087051J) Yin Jianan (A0088292U) Seow Yuxin (A0083446B) Jeannette Koh (A0083591Y) A.P.Pravweenraam (A0088362X) Augustus Set (A0086766L) Lam Yan Ting (A0088777A) Lai Yee Chuang (A0084426A) Table of Contents 1.0 Introduction 3 2.0 Background information 3 2.1 Product Description 3 2.2 Market Segmentation 4 2.3 Targeted Market Segment 4 2.4 Current Competitors 4 2.5 Current Marketing Mix (4Ps) 5 2.5.1 Product 5 2.5.2 Price 5 2.5.3 Promotion 5 2.5.4 Place 6 2.6 Current Sales 6 3. S.W.O.T Analysis (Tata Nano) 6 3.1 Strengths 6 3.2 Weakness 7 3.3 Opportunities 7 3.4 Threats 8 4.0 Recommendations 8 4.1 Improvement to Product Perceptions: Advertisement Focus 8 4.2 Improvement to Distribution Channels: Mobile Showrooms 9 4.3 Improvement to Marketing Methods: Personal Selling 9 4.4 Improvement to Marketing Methods: Radio and TV Commercials 9 4.5 Improve Financing: “Micro”- Credit 10 4.6 Continuous Innovation 10 5. Conclusion 10 1.0 Introduction The Tata Nano is a car born from the vision of Mr Ratan Tata, the chairman of the Tata Group and Tata Motors. He envisioned a car that every middle-low income Indian would be able to afford. The outcome of this is the world’s cheapest car. Since its inception, the Tata Nano has received tremendous attention from the media, and yet it is unable...
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...TRADIGITAL MARKETING Submitted by: Rahul Singh Shubhankar Som Shivi Shrivastava Sathya Saurabh Sharma Saurabh Tirpude WHAT IS MARKETING? Marketing is the process of planning, designing, pricing and distributing ideas, goods and services in order to satisfy customer needs and generate revenue and make profit. To quote the American Marketing Association's definition, it is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" Diluting all the verbosity, it melts down to one simple word “SELLING”!! This is the prime purpose behind any kind of marketing. The "selling" is accelerated with the help of properly chalked out plans called marketing strategies. With "selling" as the ultimate goal, marketing strategies are influenced by two basic factors: 1) Acquisition of customers; 2) Retention of the acquired customers. So every other strategy that is laid out will focus on the above two. A Company has to work closely towards achieving these two to attain the desired cutting edge over its competitors. There are also a few other objectives like creating awareness (informational and educational) about the product, brand-building and accelerating sales. CONCEPT OF TRADITIONAL MARKETING: With the world changing at every nanosecond, marketing is also...
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...“Strategy as Stretch and Leverage” G. Hamel and C.K. Prahalad (1993) A Critical Analysis Word Count: 1624 Introduction Strategy, and the form it should take when used in business processes have long been a source of debate – and with extremely varied outcomes being proposed as the ‘best approach’. This said there are some key themes and core strategic ideas that have emerged and developed across these ideas over time. In this article by Hamel and Prahalad (1993), strategy is discussed as stretch and leverage. This analysis will look at where Hamel and Prahalad’s article sits in the grand scheme of the strategy debate. It will go on to analyse the supporting theory including the reality of any assumptions made by its authors. Finally, the analysis will close with a conclusion based on the articles strengths and weaknesses, as well as a personal perspective considering the theory put forward. Placing of the article in the wider strategy debate Elements of Hamel and Prahalad’s article can be attributed to a number of recurring themes in various different strategy debates. The most appropriate position, however, could be that it lies in the resource-based and positioning spectrum. Essentially – and very broadly – these opposing views are organisation and environment-led respectively. There are elements in Hamel and Prahalad’s article that draw on ideas from both these approaches, although it could be interpreted that it largely adopts the resource-based view. The resource-based...
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...The factors affecting the effective team construction: external conditions, the team structure, job design, process.External conditions, including sufficient information, effective leadership, trust atmosphere, performance evaluation and incentive system. Alibaba company have these support including timely information, the right equipment, and full staff, encourage and administrative support. The team to achieve targets must be larger organization from management and the necessary support; these sufficient resources as Alibaba company laid a foundation. Alibaba members of effective teams trust each other. And they also exhibit trust in their leaders. Trust in leadership is important in that it allows the team to be willing to accept and commit to their leader’s goals and decisions. Alibaba through the performance appraisal to the staff appraisal, encourage employees to ensure their positions, remuneration, working of rationality, second through the performance evaluation, help employees find out their reasons of the poor performance and motivate their potential. Design features work to improve the level of employee motivation, increase the effectiveness of the team. Efficient team needs to work together and take joint responsibility to complete important tasks. Computer technology allows Alibaba organizations to communicate more easily，quick ，content is also more extensive communication. E-commerce enabled employees and customers can contact at any time, helping to ensure the...
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...be made and justifications towards the attitude. We will explain the fundamental strengths and weaknesses toward computer and network security and will provide expert views regarding computer and network security. An overview of the origin and history of computer and network security. Lately enthusiasm for security was energized by the wrongdoing submitted by Kevin Mitnick. Kevin Mitnick carried out the biggest computer related wrongdoing in U.S. history. The misfortunes were eighty million in United States dollars, and licensed innovation and source code from a mixture of organizations. From that point forward, data security came into the spotlight. Open systems are being depended upon to convey budgetary and individual data. Because of the development of data that is made accessible through the web, data security is moreover needed to develop. Because of Kevin Mitnick's offense, organizations are underscoring security for the protected innovation. The web has been a driving power for information security change. Web conventions in the past were not developed to secure themselves. Inside of the TCP/IP correspondence stack, security protocols are not actualized which leaves the network open to assaults. Modern advancements in the web structural engineering have made communication more secure (Daya, 2015). Description of firewalls and examples of their use. Firewalls are a system intended to keep unapproved access to or from a private system. A firewall can be actualized in...
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...S w 9B12M003 SHER-WOOD HOCKEY STICKS: GLOBAL SOURCING Megan (Min) Zhang wrote this case under the supervision of Professor Paul W. Beamish solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-02-13 In early 2011, the senior executives of Sher-Wood Hockey (Sher-Wood), the venerable Canadian hockey stick manufacturer, were pondering whether to move the remaining high-end composite hockey and goalie stick production to its suppliers in China. Sher-Wood had been losing market share for its high-priced, high-end, one-piece composite sticks as retail prices continued to fall. Would outsourcing the production of the iconic Canadian-made hockey sticks to China help Sher-Wood to...
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