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Recap

Amity International Business School MBA IB Semester II International Marketing (Session 6 and 7) Cmde R Bhandari (retd) YSM, VSM. Session 2 and 3 --- Corporate and Marketing Strategy Session 4 and 5 --- Organisation Design and relevance to Corporate and Marketing Strategy

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Recap

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  1. Amity International Business SchoolMBA IB Semester IIInternational Marketing (Session 6 and 7) Cmde R Bhandari (retd)YSM, VSM

  2. Session 2 and 3 --- Corporate and Marketing Strategy Session 4 and 5 --- Organisation Design and relevance to Corporate and Marketing Strategy Case Studies and Analysis: Strategy of WIPRO, TCS, IBM, Google Turn around and Growth strategy of DFS Org Structure and SWOT of one Global Product Mfr and one Global service provider Failure of AT&T and Bell to retain market share due inappropriate organisation design Recap

  3. Design and Delivery of Marketing Plan

  4. 7 P’s Product --- mass / niche/ customized/ IP/ sector specific/ VED scale to client / open architecture / documentation etc Price --- cust capability, market demands, internal costs, margins/ value add/ position in value chain Place --- geography / culture/ literacy / environment / Promotion --- Word of Mouth / Events / C Sat / Roadshows People --- skill sets / domain specific / niche areas / currency / age / appearance / communication skills / cultural awareness Physical evidence --- facility / resilience/redundancies / certifications / demonstration / USP / IP / vibes Process --- resilience/ continual improvement/ six sigma / measurable outcomes / accuracy / motivation / people development/ domain knowledge / learning curve / market sensitivity Branding and Brand Projection

  5. People --- recruitment / payroll / career management Supply chain – warehousing/ inventory control / logistics management / freight forwarding Accounts --- billing and recoveries / investment advisories Managerial --- contract management / CRM / feedback surveys / market analysis Legal and Actuarial --- research and proposing Technology --- development / implementation / servicing and maintenance Editorial --- content / analysis / directory listings / publishing Media – content / packaging / TRIPS / animation 3rd Party Opportunity Examples

  6. Trade Events --- exhibitions / networking Sponsorships --- linked corporate events / visibility enhancement / piggy back publicity on products (Microsoft Gold Partner) Award Events --- industry related Relationship management --- sensitivity / ability to deliver / ex employees / ex clients Brand Building and Mktg Opportunities

  7. Market needs – products and gaps Product design and delivery – what and how Marketing strategy and expenditure budget Measurable Outcomes – gauge of activity and gauge of success Plan Review Mechanisms --- frequency, participation, review committee, PDCA cycle, Mktg Plan Components and Deliverables

  8. Assignment and Group Presentations 3#: Draft a Marketing Plan, with background data, expense budget, and measurable outcome evaluation methods for presentation to the Head of Marketing of EXL Services for 3rd party servicing of Health Insurance in North America. Groups will be selected at random and will present in Session 7 Group Assignment

  9. Identified groups to prepare and present Case study on Asiatic Cruise Lines http://exeter.openrepository.com/exeter/bitstream/10036/32414/1/ng2.pdf Groups will be selected at random and will present in Session 7 Case Study

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