Should “Tbgo” be dropped from UCF's product portfolio?

2012 ◽  
Vol 2 (8) ◽  
pp. 1-13
Author(s):  
Prafulla Kumar Das
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Brand Management ◽  
International Marketing ◽  
Middle Level ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Product Portfolio ◽  
Content Type

Subject area Business administration, brand management, marketing management, international marketing, strategic marketing. Study level/applicability This case is suitable for MBA students with exposure to marketing strategy and basic marketing. It may also be useful for junior and middle level marketing professionals during their training programs. This case-study may find its application while teaching strategic marketing, marketing management, international marketing and pharmaceutical management. Case overview Unicare Formulations was a reputable pharmaceutical company in India. It started small and with the growth of the industry it could capture significant market share in it chosen segments. It introduced brands in small and niche areas with low innovation and where bigger companies showed little interest. It also infused new blood through outside talent. It brought newer brands to its brand portfolio. A relatively new but promising brand – Tbgo – was struggling. Its marketing head was confused whether to continue with the brand. He needs advice based on management principles. Expected learning outcomes After covering this case study, a student should be able to: use SWOT and environmental analyses to solve complex business problems; explain segmentation, targeting and positioning (STP) and shall be able to use those for preparing marketing strategy; use 4Ps in different combinations in planning brand strategies; use Ansoff's model (product-market grid); use Porter's generic strategy to analyze brand performance and to take appropriate action for brand revival; and internalize the intricacies of brand-building and their impacts on the business performance of a firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Internationalization of Bosnian black coffee brand: bringing the traditional coffee experience to the world

2019 ◽  
Vol 9 (1) ◽  
pp. 1-24
Author(s):  
Selma Kadić-Maglajlić ◽  
Maja Arslanagic-Kalajdzic
Keyword(s):  
Brand Management ◽  
International Marketing ◽  
Product Category ◽  
Strategic Marketing ◽  
Content Type ◽  
Teaching Objectives ◽  
Academic Level ◽  
Challenges And Opportunities ◽  
Product And Brand Management

Learning outcomes The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops). Case overview/synopsis This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company. Complexity academic level This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 8: Marketing.

MIDCOM: a strategic initiative in the Middle East and Africa

2015 ◽  
Vol 5 (1) ◽  
pp. 1-16
Author(s):  
Vimi Jham ◽  
Eric Van Genderen
Keyword(s):  
Middle East ◽  
Marketing Strategy ◽  
Learning Outcomes ◽  
Market Share ◽  
International Marketing ◽  
Global Market ◽  
Marketing Management ◽  
Class Discussion ◽  
Special Focus ◽  
Content Type

Subject area Marketing Strategy, International Marketing. Study level/applicability MBA Course Core course of Marketing Management. Specialization courses in Services marketing, Marketing Management, Retail Management. Executive training workshops on strategy formulations. Faculty development workshops on teaching pedagogy through cases. Capstone courses. Case overview The case talks about the declining share of Nokia globally, which affected Midcom's business. Despite this downfall, Midcom had maintained a majority share in the market. For now, the Middle East and Africa region was least effected by the global market share drop of Nokia, but Nokia's dropping market share was one of the threats Midcom might face in Africa. The segment where Android and BlackBerry Messenger (BBM) had hit Nokia was a minority stake holder in Nokia's share in Africa. The market itself was growing, but there was stiff competition from brands such as Samsung, Tecno, HTC, Apple and other Chinese brands. The case revolves around the strategies adopted by Midcom to maintain its leadership in the market to avoid the threats from its competitors. Expected learning outcomes The case seeks an intensive reading, research and a stimulating in-class discussion on implementing marketing strategy mixed with creating experience in the service industry with special focus on the telecom industry. The case is also open to other angles as per the other intents and context of the course and course instructor. Some of the learning outcomes from the case will be in the area of: customer satisfaction, distribution management, market leadership, retailing, competitive strategies in marketing and international marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes. Subject code CSS 8: Marketing

New world wines in the UK market: re-thinking the right strategies for 2020

2013 ◽  
Vol 3 (4) ◽  
pp. 1-10 ◽  
Author(s):  
Carlos Rodriguez ◽  
Christian Felzensztein
Keyword(s):  
Marketing Strategy ◽  
New World ◽  
International Marketing ◽  
Comparative Data ◽  
Strategic Decision ◽  
Brand Strategy ◽  
Content Type ◽  
The Uk ◽  
The Right

Title – New World wines in the UK market: re-thinking the right strategies for 2020. Subject area – International marketing, international strategy, strategic decision making, consumer behaviour, brand strategy. Study level/applicability – This case study is intended for MBA and Masters courses, specially in MSc Marketing, MSc Strategy and International Business. Case overview – The case presents new comparative data of a decade consumer research of imported wines conducted in the UK in the years 2002 and 2012. The task of the students is to understand consumer ' s changes, new preferences and new trends in this industry and to implement the new international marketing strategy for the Chilean wine industry in the UK market. Expected learning outcomes – The students should be able to identify the key issue of this case study, which is related to how Chilean wines can compete better in the international market place, facing strong competition from both Old and New World wine producers. It is also important to understand the comparative data from 2002 versus 2012, the changes in consumers ' preferences and new trends of this industry. How to implement the marketing strategy in a highly competitive environment is a key task for the students. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Macrantha Sealant: A Positioning Strategy

2021 ◽  
pp. 003802292110146
Author(s):  
Shraddha Purandare
Keyword(s):  
Business Performance ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Product Management ◽  
Strategy Analysis ◽  
Positioning Strategy ◽  
Performance Challenges

This case study outlines the dilemma faced by an entrepreneur about promoting and positioning his product in the market. The entrepreneur was aware of the huge scope available in the Indian sealant market. Though he wanted to launch the product in the market, he was in a fix to target an appropriate market. The instructor can use the case to discuss the promotion and positioning strategy analysis to mitigate the risk. Readers must think strategically about the business performance challenges if proper strategies are not put in place. This case can be taught to address issues of marketing management, strategic marketing, product management, etc., in management courses.

scholarly journals International marketing strategies of emerging market firms

2018 ◽  
Vol 35 (2) ◽  
pp. 202-214 ◽  
Author(s):  
Nathaniel Boso ◽  
Yaw A. Debrah ◽  
Joseph Amankwah-Amoah
Keyword(s):  
Marketing Strategy ◽  
Emerging Market ◽  
International Marketing ◽  
Marketing Strategies ◽  
Future Research ◽  
Special Issue ◽  
Content Type ◽  
Theoretical Perspectives ◽  
International Marketing Strategy ◽  
Emerging Market Firms

Purpose The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and to advance a narrative for future research on emerging market firms’ international marketing activities. Design/methodology/approach To achieve this agenda, the authors invited scholars to submit quality manuscripts to the special issue. Manuscripts that addressed the special issue theme from varied theoretical perspectives and methodological approaches were invited. Findings Out of 70 manuscripts reviewed, 7 are eventually accepted for inclusion in this special issue. The papers touched on interesting research topics bothering on international marketing practices of emerging market firms using blend of interesting theoretical perspectives and variety of methods. Key theoretical perspectives used include resource-based theory, internationalization theory, institutional theory and corporate visual identity theory. The authors employed unique sets of methods including literature review, surveys, panel data, and process-based qualitative and case-study enquiries. The authors used some of the most advanced analytical techniques to analyze their data. Originality/value This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, the authors discuss how each paper included in this special issue helps advance the agenda to develop scholarly knowledge on emerging market firms’ international marketing strategy.

Entrepreneurial-oriented strategic renewal in a Brazilian SME: a case study

2020 ◽  
Vol 27 (2) ◽  
pp. 219-236
Author(s):  
Débora Monteiro Moretti ◽  
Flávia Chaves Alves ◽  
José Vitor Bomtempo
Keyword(s):  
Business Performance ◽  
Quantitative Methods ◽  
Real Life ◽  
Holistic View ◽  
Content Type ◽  
Strategic Renewal ◽  
Real Life Situation ◽  
Resource Environment ◽  
New Framework

PurposeFirms around the world seek new paths to maintain competitiveness and renew their businesses. Although entrepreneurial-orientation (EO) is extensively researched, there is some ambiguity regarding different variables that mediate the effects of such strategy on business performance. Hence, current literature lacks in-depth studies that provide useful tools for companies to implement effective change, in contrast to the quantitative methods normally applied.Design/methodology/approachThrough an in-depth case study, the authors explored whether the implementation of an entrepreneurial-oriented strategy by an incumbent firm in Brazil would renew its business and potentially increase its performance.FindingsThe study showed that performance is achieved when the pervasiveness of EO activities spurs the company's boundaries, promoting not only intraorganizational changes but also multiple-stakeholder engagement.Research limitations/implicationsThis study reinforces the idea that EO alone may not be sufficient to increase firm performance and must be considered more comprehensively. Although case studies always suffer from the problem of generalization, the authors provide a good illustration of a strategy being implemented in a constrained-resource environment.Practical implicationsThis paper contributes to practice by discussing a real-life situation of a small company from an emerging economy.Originality/valueThe authors provide a holistic view of the firm, presenting the managerial changes in a new framework, which combines EO and inward- and outward-looking perspectives.

The rebranding of VoiceStream to T-Mobile

2018 ◽  
Vol 14 (6) ◽  
pp. 635-647
Author(s):  
Anthony Allred ◽  
Skyler King ◽  
Clinton Amos
Keyword(s):  
Brand Management ◽  
Senior Management ◽  
Historical Background ◽  
Graduate Courses ◽  
Content Type ◽  
Communications Industry ◽  
Branding Strategies ◽  
Depth Interviews

Synopsis VoiceStream was a strong brand within the digital wireless communications industry at the time CEO Robert Dodson led the company. It had a loyal following of customers and a strong reputation for value. Despite pushback from senior management, CEO Robert Dotson made the decision to undergo a rebranding strategy during a period of declining revenue and growth. As VoiceStream transitioned to T-Mobile, it had initial success, but faced the challenge of how to position the brand long term. Research methodology This case study was written with the historical background of a well-known company and traces key decisions made during the company’s rebranding transition. This case comes complete with insights from then current CEO, Robert Dotson. Relevant courses and levels This case is suitable for undergraduate and graduate courses in marketing, management or strategy, where students are studying brand management. Additionally, this case will be valuable for courses that include advanced branding strategies such as rebranding. This case could also be used for discussion in positioning and advertising techniques. This case includes, via in-depth interviews, critical strategic insights from CEO Robert Dotson. The case illustrates some of the major opportunities and threats associated with the VoiceStream/T-Mobile rebranding strategy.

scholarly journals Strategiese bemarkingsbestuur by enkele leweransiers aan die landbou in die Republiek van Suid-Afrika

1986 ◽  
Vol 17 (2) ◽  
pp. 93-100
Author(s):  
J. J. Van Zyl
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Agricultural Sector ◽  
Free Market ◽  
Theoretical Background ◽  
Point Of View ◽  
Marketing Management ◽  
Strategic Marketing ◽  
The Republic ◽  
The Individual

Strategic marketing management of some suppliers to the Agricultural sector in the Republic of South Africa The Republic of South Africa is at present in a state of change within the economical, political, social, institutional, physical and international environments. Change in these fields is still in an early phase and rapid changes can be expected in future. From a management point of view, these changes are a fact and must be considered and taken into account in the decision-making process. Modern enterprise in the free-market system functions within the framework of the changing environment and the ability to grow and develop are dependent on the ability of the individual firm to adapt to these changes. The aim of the research was to determine how marketing management of some suppliers of capital equipment to the agricultural sector apply strategic marketing principles and practices, to enable their firms to adapt to constant external changes. Apart from a theoretical background some empirical research was undertaken to determine the composition of the management and marketing strategies. The emphasis is, however, on the formulation of the marketing strategy and the implementation of the marketing strategy.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

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