HARVARD CASES Case 14 WESCO Distribution, Inc. Synopsis In June 1997, Jim Piraino, VP of marketing for WESCO Distribution, Inc., is preparing for a yearly review meeting with WESCO CEO Roy Haley. Haley wants the firm to reach annual growth goals of 6% to 8% in revenues and 12% to 16% in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts program, which WESCO has developed to serve its major industrial customers in response to
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Risk-based Auditing PHIL GRIFFITHS CHAPTER 1 What is Risk-based Audit? The Internal Audit identity crisis Let’s face it, if you are reading this book, you are probably either already an auditor, preparing to become one or responsible for managing or overseeing the function. The other possibility is that you are considering a role in Internal Audit – if this is the case I hope to be able to whet your appetite and show you what a wonderful opportunity it brings. Whichever category of reader
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in the past? What’s next? 12 Question 2: Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. 13 Question 3: Can Gillette ever become as successful at marketing to women? Why or why not? 14 Summary 16 References 18 Abstract This paper seeks to analyze the super-brand Gillette. It discusses its history, strategic growth techniques, and current global success
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brand breath or boundaries and its depth or complexity The Role of Brand Architecture: * To clarify brand awareness: Improve consumer understanding and communicate similarity and differences between individual products and services. * To improve brand image: Maximize transfer of equity between the brand and individual products and services to improve trial and repeat purchase. 3 Steps of Developing a brand architecture strategy: Step 1: Defining Brand Potential Define the brand potential
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direct selling but still sells its products via retail partners only. Due to fierce competition of online niche players, who do not have high overhead costs and a large back‐office, profit margins are under pressure and sales are declining. The tour operator has specialized itself in long haul traveling, which means fly‐hotel vacation trips outside of Europe. This market segment is shrinking because of the current economic circumstances, which inevitably
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Management. Although HCU’s MBA merely has a history of 3 years, it has already gained a good reputation. Today in 2012, the registration rates show an increase as the number of students reached 26. MBA applicants are increasing slowly. Two fundamental reasons contribute to this increase. On one hand, MBA is needed in the workplace. More students are choosing MBA due to pressures from their current jobs. On the other hand, the Lebanese culture regards education as a vital tool for progress and social welfare
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The case illustrates how this organization strives to serve customers and achieve a profit. The case intentionally emphasizes features of Toyota's manufacturing system, rather than its marketing strategies per se, to show how the whole organization is focused on serving customer wants and needs, not just the marketing department. Suggestions for Discussion Questions 1. In what ways is Toyota's new-product development system designed to serve customers? There are a number of features to this system
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Caribbean as a separate unit, and has an effective and efficient banking system (ICBS).(Barclays) Strong customer relationships which resulted in its market position and maintained its margins. Core Competencies: (CIBC)Market leader in credit card sales, retail banking, offshore and capital market activities. (Barclays) onshore business, rationalization, and controlled development of offshore business. Conclusion: There are a few resources that both companies can take from each other. Firstly, CIBC
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Sheth, Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA; author of The Self-Destructive Habits of Good Companies: . . . And How to Break Them “Chaotics is about real events in real time. World authorities on marketing and strategy Philip Kotler and John Caslione address the global financial crisis with experience, wisdom, and hands-on advice.” —Dr. Evert Gummesson, Professor of Marketing, Stockholm University School
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Executive Summery Most of the South Asian economies (e.g. India, Pakistan and Bangladesh) have made significant economic progress in the last two decades and are well on track to becoming major regional or even world economic powerhouses. In the recent years, many MNCs are increasingly putting more attention to the emerging. Asian countries for competitive advantage. One classic example is China. With a population of more than 1.3 billion China is predicted to be the largest economy in the
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