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

scholarly journals Vichy goes to Brazil: the road to success

2019 ◽  
Vol 9 (4) ◽  
pp. 1-24
Author(s):  
Susana Silva ◽  
Dayane Gôuvea Lima ◽  
Juliana Teixeira Correia
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
International Marketing ◽  
Marketing Mix ◽  
Internationalization Process ◽  
Content Type ◽  
Strategy Adaptation ◽  
Academic Level ◽  
International Marketing Strategy ◽  
The Impact

Learning outcomes The learning outcomes are as follows: analyze the risks and difficulties involved in the internationalization process and the impact of cultural variables (external analysis); understand how the balance between adaptation and standardization can be worked out in building a successful international marketing strategy (adaptation vs standardization dilemma); and analyze how a restructuring of marketing mix variables can shape an assertive and effective repositioning strategy (marketing-mix program). Case overview/synopsis The case of Vichy presents a specific internationalization process, from a European brand in a growing segment, to Brazil, a country with extreme cultural diversity where the barriers to internationalization are large and complex. The case can be analyzed from the point of view of brand repositioning, as it discusses the strategies adopted by the brand during entry into the Brazilian market, and its subsequent repositioning, bearing in mind a better adaptation to the market in question. The goal is to encourage discussions about how cultural barriers can influence the internationalization process of a brand and how the balance between adaptation and standardization can be worked out in building an assertive and effective international marketing strategy. Complexity academic level Master 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. Subject code CSS 8: Marketing.

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.

Polaris India: riding ahead in an alternative market

2017 ◽  
Vol 7 (4) ◽  
pp. 1-25
Author(s):  
Soma Arora
Keyword(s):  
Emerging Markets ◽  
Marketing Strategy ◽  
Emerging Market ◽  
International Marketing ◽  
Global Market ◽  
No Production ◽  
Experiential Marketing ◽  
Content Type ◽  
Effective Manner

Subject area International Marketing, Marketing Strategy. Study level/applicability Postgraduate Programs. Case overview This case investigated the effectiveness of experiential marketing on Indian customers and how it can be used to bring about significant positive change to the perception of a brand and its brand promise in emerging markets. Polaris India was a wholly owned subsidiary of Polaris Industries USA Inc. it was founded in India in 2011 with Mr Pallav Dubey as Head of the organization. Polaris specialized in building world class off road vehicles (ORVs) and was a global leader in the same. India did not have a ready-made market for ORVs as such. Mr Dubey was entrusted with the task of creating a market for the product and successfully sell it in the Indian market. There was no production facility in India and all the products were imported as Completely Built Unit (CBU) from US-based production facilities. Mr Dubey tried different communication adaptation methods using traditional styles of marketing which gave limited success. However, the concept of Polaris experience zones, which used the concept of experiential marketing was a hit and started yielding returns. The case study provided an opportunity to explore the reasons behind the success of Polaris India despite having a product whose price was affected by currency fluctuations, a product which was majorly used in agricultural areas in USA but was perceived as a premium product in emerging markets. The case also looked into the question of product adaptation and communication adaptation for successfully selling a product in the global market especially in emerging markets. The role of the chief protagonist Pallav, his contribution to the previous stints at different organizations and the role of a leader in this scenario has been brought to the forefront. Expected learning outcomes The case is expected to deliver answers to the following questions in an effective manner: How to price a product effectively in the International Market? What is Experiential Marketing? How is International Marketing strategy different in an emerging market? 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.

Fiat: a good product with a wrong strategy

2013 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
N.H. Mullick ◽  
Gaurav Tripathi
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Joint Venture ◽  
Business Schools ◽  
Distribution Channels ◽  
Subject Area ◽  
Marketing Management ◽  
Content Type ◽  
Distribution Management ◽  
Good Product

Subject area Marketing, distribution channels and servicing, product portfolios. Study level/applicability This case is suitable for students of business schools specialising in marketing. It is appropriate for students of marketing management and marketing strategy, distribution management and other related subjects. Case overview The case focuses on the debacle of Fiat in India after its recent joint venture pertaining to dealership and servicing ended. The future is unclear and is the topic for debate. Expected learning outcomes The case will help students to understand the reasons for the failure of Fiat in India and to be able to connect the case with the marketing concepts, especially those pertaining to distribution channels. 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.

Quality higher education drives employability in the Middle East

2018 ◽  
Vol 60 (9) ◽  
pp. 1057-1069 ◽  
Author(s):  
Diane Nauffal ◽  
Jennifer Skulte-Ouaiss
Keyword(s):  
Higher Education ◽  
Middle East ◽  
Labour Market ◽  
Professional Education ◽  
Liberal Arts ◽  
Soft Skills ◽  
Skills Training ◽  
Primary Data ◽  
Special Focus ◽  
Content Type

Purpose The purpose of this paper is to analyse and explain the high rates of employability of one group of Middle East youth by focussing on liberal arts and soft skills education as an integral part of quality higher education. Design/methodology/approach This paper employs the survey research method using questionnaires, focus groups and interviews to understand the labour market dynamics in Lebanon and explore factors that correlate positively with gainful employment with a special focus on the graduates of an institution that emphasises the liberal arts and soft skills training. Findings The paper finds that quality higher education – particularly with a focus on soft skills and internships – boosts the potential of graduates to secure their first jobs after graduation. Research limitations/implications Reliable data on higher education, employability and youth are scarce in Lebanon and the region. The paper is based on one labour market study in Lebanon while seeking to extrapolate to Lebanese youth as a whole as well as reflect on employability and youth in the Middle East region. Practical implications The paper demonstrates support for improving quality in higher education as well as making soft skills training and the liberal arts critical components for increased employability of youth in Lebanon and the Middle East. Originality/value The paper is innovative in its reliance on primary data from a labour market survey as such data are scarce in Lebanon. In addition, advocacy for soft skills training and the liberal arts in the midst of focus on science, technology, engineering and mathematics and other professional education at the university level is rare in the Middle East.

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.

Niyogi books: making a difference in the Indian book publishing industry

2017 ◽  
Vol 7 (1) ◽  
pp. 1-23
Author(s):  
Trisha De Niyogi ◽  
Sushil S. Chaurasia
Keyword(s):  
Strategic Management ◽  
Marketing Strategy ◽  
Learning Outcomes ◽  
Publishing Industry ◽  
Publishing House ◽  
Book Publishing ◽  
Business Environment ◽  
Communication Strategy ◽  
Book Publishing Industry ◽  
Content Type

Subject area Marketing strategy. Study level/applicability The course is well suited for MBA and Executive MBA class on Strategic Management, Marketing Strategy, Brand Management, Entrepreneurship, Innovation and Change in emerging economies. The case can also be taught to senior undergraduate students to explore the issues mentioned in the case as an integrative case for courses like Strategic Management and Marketing Strategy. Case overview Niyogi Books had positioned itself as an independent publishing house with a focus on the niche area of trade books. Due to the internet, digitalization and globalization the dynamics of the book publishing industry had changed considerably, and the company needed to think and reflect on its current position and future strategy. Niyogi Books had added new products and new markets along with other innovations to succeed in the business of publishing. But the way ahead for Niyogi Books was to innovate in light of fast-paced technological advancement. The company needed to balance the digitization of content as well as retailing with its existing print strategy. A related issue is the need to plan an innovative and cost-effective communication strategy to boost sales. Expected learning outcomes The learning outcomes are as follows: analyze the business environment of the publishing industry, realize the need for a branding strategy for small business and apply communication strategies single/multi-channel setting, understand the need of an organization to purposefully adapt an organization’s (self-) resource base (management capability to effectively coordinate and redeploy internal and external competences) and analyze the role of a growth strategy and how it can be used to devise a product/marketing strategy. 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 11: Strategy.

Private label outsourcing at MegaTex – necessity, accessory or a parasite?

2016 ◽  
Vol 6 (3) ◽  
pp. 1-20
Author(s):  
Sushil S. Chaurasia ◽  
Rani Poojitha Devi Kolati
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Private Label ◽  
Strategic Choices ◽  
Content Type ◽  
Executive Mba ◽  
The Subject ◽  
E Mail

Subject area The subject area is marketing strategy. Study level/applicability The case is well suited for MBA and executive MBA class on retailing management, strategic management, marketing strategy and brand management. Case overview Retailers see private label as a strategic weapon against brand manufacturer to increase store profitability, but looking at the private label from brand manufacturer’s perspective, determinants and strategic choices are even more complex than that of a retailer. The case is about MegaTex Ltd.’s strategic call for private label production opportunity by Maximus Fashion and Retail Limited. The case discusses the dilemma of MegaTex for manufacturing private label in spite of having their own brand in competition. The case compels to drive strategic questions such as in what circumstances brand manufacturers should concentrate on manufacturing their own brand or should they concentrate on both private label and their brand? Or, as an alternative, should they purely dedicate themselves in manufacturing private label and stop manufacturing their own brand? Expected learning outcomes Participants will be able to understand the concept and economics of private label. Participants will be able to understand the determinants and strategic choices for private label from retailer’s and manufacturer’s perspective. Participants will be able to understand the rationale for which brand manufacturer opts for manufacturing private label in spite of having its own brand in competition. Participants will be able to identify the situations under which a brand manufacturer should concentrate on manufacturing his/her own brand or both private label and his/her brand. 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 11: Strategy.

China's Huawei struggles to show its 5G kit is 'clean'

2019 ◽  
Keyword(s):  
Developing Countries ◽  
Middle East ◽  
Market Share ◽  
Critical Time ◽  
Government Contracts ◽  
5G Networks ◽  
Network Infrastructure ◽  
Content Type

Subject Huawei's 5G kit and cybersecurity Significance Western concerns about Huawei equipment forming the backbone of 5G networks are escalating. This comes at a critical time: many network operators will conduct 5G trials in 2019 ahead of rollouts planned by year-end. Impacts Firms dependent on government contracts are particularly likely to avoid Huawei in their 5G offerings. Non-Chinese network infrastructure providers stand to gain market share from Huawei’s losses. Developing countries, especially across the Middle East and Africa, will not shun Huawei.

Lammtara Pictures: creating a cultural entertainment organization – the way forwards

2015 ◽  
Vol 5 (3) ◽  
pp. 1-15
Author(s):  
Melodena Stephens Balakrishnan
Keyword(s):  
Middle East ◽  
Learning Outcomes ◽  
United Arab Emirates ◽  
North Africa ◽  
Subject Area ◽  
Master's Level ◽  
Content Type ◽  
Link Type ◽  
The Way

Subject area Entrepreneurship and strategy. Study level/applicability Undergraduate and graduates. Case overview This is a case that can be used to teach advanced undergraduate classes or lower-level master's level classes in the areas of strategy, leadership and entrepreneurship. The case will appeal to SMEs, policymakers in the area of entrepreneurship funding, incubators and other funding firms associated with entrepreneurs. Expected learning outcomes As the case is specific to the United Arab Emirates (UAE) – it can be used to study UAE or the Middle East North Africa region. Ideally, students should be encouraged to read up on the region/country prior to studies. They should also understand the need and state of entrepreneurship in the region. 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.

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