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Recap Session 2

Amity International Business School MBA IB Semester II International Marketing (Session 4 and 5) Cmde R Bhandari (retd) YSM, VSM. The Marketing Plan *Product / Offerings definition, scoping --- Horizontal and Vertical Specify Target Customers and Segments – potential revenue

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Recap Session 2

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  1. Amity International Business SchoolMBA IB Semester IIInternational Marketing (Session 4 and 5) Cmde R Bhandari (retd)YSM, VSM

  2. The Marketing Plan *Product / Offerings definition, scoping --- Horizontal and Vertical Specify Target Customers and Segments – potential revenue *Competencies and Evidence – capacity, performance, scalability, C Sat Geography and Pricing *Investment and Expenditure Budgets Expected Outcomes and Reports --- Quantitative and Qualitative Tracking and Feedback mechanisms * --- To be integrated with Delivery and Operations for gap identification and bridging plan Recap Session 2

  3. Growth Strategy and Success Factors of Copernicus High Level Strategy of Selected Knowledge based Company Recap of Case Study / Assignment

  4. Roles and Responsibilities of Marketing Teams

  5. Structure dependent on company’s product / service offerings and the operating market Interaction with other departments/ functions varies from brief / occasional in case of mass consumption products to total integration in case of 3rd party service providers. Marketing, sales and operations go hand in hand in case of services. Marketing Team Hierarchy and Reporting Channels

  6. Organisational Design Organisation Effectiveness Organisation Structure Imperatives Size Technology Environment Span of Control Number of Levels Administrative Hierarchy Centralisation Formalisation

  7. Mechanistic v/s Organic

  8. Directly Linked to Corporate Strategy Continuous Engagement with Delivery /Operations Need for Domain Experience Cross Functional Information Sharing Services Marketing Teams

  9. Review the Organisational Structure, with emphasis on Marketing and sales, of one global product brand (eg Samsung) and one Service provider (IBM/ Oracle/ HP/ Fujitsu) and anlayse SWOT of same. Assignment to be prepared in groups. Two randomly selected groups will present and moderate the discussions during Session 5 Assignment 2#

  10. The failure of retaining market share by AT&T and Bell – (Initial Reference pg 458 – Moorhead and Griffin) Case study to be prepared in groups. Two randomly selected groups will present and moderate the discussions during session 5 Case Study

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