Premium Essay

Business Group

In: Business and Management

Submitted By yahya7286
Words 2175
Pages 9
KINGSTON UNIVERSITY

GLOBAL MARKETING MANAGEMENT
BM7017

MODULE HANDBOOK

September 2014

COURSE TEAM
The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk

My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts.

MODULE SUMMARY
Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations.

AIMS
The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a global context • to appreciate the importance of culture in the formulation of and success of global marketing activities and to examine marketing ethics in a global context

LEARNING OUTCOMES
On successful completion of the module you will be able to: • appreciate the central importance of the marketing concept and of market drivers as interpreted through market research and analysis and…...

Similar Documents

Premium Essay

Hunter Business Group

...management responsibility and an orientation of an organization. Relatively less attention will be given to the specific activities of the marketing department, sales group, or advertising function in implementing strategic decisions. We will take the viewpoint of the general manager and the senior marketing executive to address the issues of: ➢ Formulating segmentation and focus strategies ➢ Understanding, attracting and keeping valuable customers ➢ Positioning the business to achieve an advantage over competitors ➢ Identifying and exploiting growth opportunities ➢ Allocating resources across businesses and segments ➢ Managing the channels for gaining access to the served markets, and ➢ Aligning the organization to changing market requirements. The course will use a mix of cases, lecture/discussion, outside speakers, and group projects. This material will be integrated throughout the course with four over-riding themes. First, that successful market strategies deliver superior customer value; second, that successful implementation of these strategies requires a high level of market orientation – a market-driven firm has superior skills in understanding, attracting, and keeping customers; third, that the internet will transform most markets by introducing new business models and enabling personalization of offerings; and fourth, that the market arena in which the strategies are implemented is increasingly......

Words: 3247 - Pages: 13

Free Essay

Business Group Networks and Group Innovation in Emerging Markets

...Business Group Networks and Group Innovation in Emerging Markets Business groups, a constellation of legally independent firms operating under common administrative and financial management and connected by various types of ties, have been recognized as an important innovation powerhouse in emerging markets such as Korea and Taiwan(Chang, Chung, & Mahmood, 2006; Mahmood & Mitchell, 2004; Mahmood & Singh, 2003). Given the pervasive networks between business group members (Hamilton, 1996), scholars have assigned an important role to intra-group networks in understanding where the innovativeness of business group arises in emerging markets. Particularly, scholars have focused on three most commonly observed types of ties in business groups, i.e., buyer-supplier ties, equity ties and interlocking director ties (Belenzon & Berkovitz, 2010; Khanna & Rivkin, 2006; Mahmood, Zhu, & Zajac, 2011). Specifically, buyer-supplier ties within business groups connect firms engaged in commercial transactions and enable them to transfer production materials and market information across firm boundaries. Equity ties connect group members who hold equity stakes in each other through cross-shareholdings, providing a channel for the transfer of financial investment and control. Finally, director ties connect group members as they share the same individuals on the boards, and hence enable group members to coordinate strategies and governance (Mahmood et al., 2011). One explanation on how......

Words: 1186 - Pages: 5

Premium Essay

Responsible Business and Pressure Groups

...Responsible Business Pressure Groups-F.O.E. | Pressure Groups | 1. Introduction Like a mantra, so has responsible business been for the current generation. There are many interpretations of the different underpinning concepts but, with contested definitions. Externally pressure groups seek to pressure the government and business to pursue sustainable policies and practises. The government have a role to ensure societal expectations of business are met. Thus, section two shall review various interpretations of responsible business. Section three shall outline and evaluate the issues surrounding pressure groups, whilst section four shall evaluate the role of government as an enabler and barrier. To achieve these, academic, government and expert materials shall be cited. 2. Copious studies (Carroll 1999; Kerlin 2006; Elkington 1997) have attempted to explain what constitutes ‘Responsible Business’ (RB) through Corporate Social Responsibility (CSR), Sustainable Business (SB), Corporate Responsibility (CR), and Social Enterprise (SE). To have an overview of RB, it is necessary to define the term responsible. And also, answer questions such as to whom, for what is business responsible and how are those responsibilities defined. Argandona and Hoivik (2009; 12) defined ‘responsible’ “as being accountable” i.e. assuming an obligation to care. Friedman (1970) argued that......

Words: 3088 - Pages: 13

Premium Essay

Hunter Business Group Team Tba

...Hunter Business Group Team TBA Question 1 1. What do you think of HBG’s approach? • They should keep working with supplier in order to decrease cost of good sold by implementing economy of scales with their partner/supplier. They should make them try to work on their price because if Stars TBA does not get profitable it will be a big loss for them too. • The approach to customer that HBG apply is right, they diagnose the needs of the client, they are trying to answer this need with a customized offer with standard products, increase penetration of the others products, they imply the customer in the relationship and they measuring the result. • No I don t agree with the “manage cost given a revenue target”. By allowing a fixed cost to marketing expenses you limit your margin of action. You prevent any extra action that could occur during the year, be benefit to the company and that you did not know about when you plan the budget (Ex tradeshow, particular event, counteract incentive put in place by the competition with a better one and so on. .) • They should try to reduce fixed operating cost while in the meantime focus on the most profitable segment of their customer according to the ratio (Cost/expense), which would be to transfer all D client to C. Despite a lower revenue than A to AA it is more profitable and it is the most realistic outcome according to the external upcoming situation. Despite an important individual effort from customers, it......

Words: 623 - Pages: 3

Premium Essay

Business Report for Sky City Entertainment Group Limited and Tourism Industry.

...Business report for Sky City Entertainment Group Limited and tourism industry. Contents Introduction 3 Discussion of findings 3 Industry background 3 Investigation of Financial information 5 Accounting elements 5 Ratios analysis 6 Profitability and Efficiency Ratios 6 Financial Stability Ratios 7 Financial Structure Ratios 7 Investment Ratios 8 Share Market Data 8 Brokers Recommendation 8 Share performance 9 Conclusion: 9 Recommendations 9 Reference List: 10 Appendix 11 Introduction The purpose of investigating the Sky City Group Limited (SKC) and tourism industry is to give a financial advice to a client who has recently asked for it in Vision Consultancy Limited. The sources of information and data used are reliable as it was retrieved from trustworthy websites such as: company’s website, Statistics NZ, NZX company research, tourism industry association New Zealand and Investorwords. The limitations of this business report are that financial statements of SKC used are for previous business year. And SKC does not disclose inventory turnover figure, consequently this ratio cannot be calculated. Also, there might be an increase in tourism after the Hobbit movie is released. Discussion of findings Industry background According to Tourism Industry Association New Zealand (2012), tourism is a fundamental contribution to New Zealand’s economy and way of life. It contributes close to 10% of gross domestic product (GDP), the earning for...

Words: 2308 - Pages: 10

Free Essay

Business Groups and the Big Push in Japan

...Business Groups and the Big Push: Meiji Japan’s Mass Privatization and Subsequent Growth Assignment: Summarize the main points. How convincing do you find the paper? This paper discusses how and by whom a so-called “Big Push” should be operated. A big push is a flood of state-controlled investment across all sectors, sparking off industry (micro level) and economic (macro level) growth. It argues that a state-run big push is likely to fail and instead, pyramidal business groups can coordinate such a big push overall and more efficient. Japan is chosen as the example of such a business-coordinated big push success. The authors argue that nowadays we know that intensive state intervention leads to political rent-seeking, whereas investments go into productive projects which can accelerate economic growth and progress, opposite to rent-seeking. It is therefore likely that an elite will try to take advantage of, or influence governmental decisions and investments. The main argument for a state-run big push is the issue of hold-up problems: In order to develop complementary industries, investors need to be certain of the demand from complementary industries when they’ve built their industry. Sometimes even subsidizing one with the help of the other is needed. Since that seems normally not to be the case, state-run intervention is called for. That explanation was the state-of-the-art-model to coordinate a big push. Japan undertook the following and ended up – as already......

Words: 1043 - Pages: 5

Free Essay

Group Project Business

...updated all the time. Customers will be satisfied with our product and will be willing to pay the switch over costs because of the upgrades this system has compared to Microsoft. Our system takes up less memory space on the hard drive, takes full advantage of the power of the personal computer’s microprocessor, and can run applications much faster than Windows. The software system is also much easier to install and has voice command with a 99.9% accuracy on top of the keyboard and mouse. I believe that the voice command will win our customers over because they are all about that voice command nowadays. To help us analyze the competitive structure in our market of personal computer operating systems we must take a customer-oriented view of the business. We must know what our industry boundaries are in order to stay ahead of the game. We must also know the opportunities available to us and any potential threats. We should incorporate Porter’s Five Forces Model to help us better analyze the competitive structure in our industry. Some factors that might inhibit adoption of our operating systems would include: Our lack of name recognition compared to Microsoft. Although Microsoft has had its ups and downs over the years, they have got much more right than wrong. They obviously have brand loyal consumers that will be difficult if not impossible to steal. Microsofts’ absolute cost advantage will be a tough set back to tackle. Since we are still a new startup company, Microsoft......

Words: 1699 - Pages: 7

Premium Essay

The Burberry Company (Burberry Group Plc); Women’s Wear Strategic Business Unit

...A strategic Analysis The Burberry Company (Burberry Group plc); Women’s Wear Strategic Business Unit Word Count: 2,919. Executive summary This paper offers a strategic outlook of the Burberry group plc (Burberry) company, a major manufacturer and distributor in the UK dealing with luxury clothing and other fashion accessories. The analysis unmasks the strategy behind the company being a pacesetter in the fashion industry especially since commencing online distribution in the UK in 2006. To achieve this, the paper applies the strategic analysis through; PESTEL analysis, SWOT analysis, value chain analysis, Porter’s three generic strategies and five forces of the market. The company has for centuries cemented its activities and most recently it took direct control of distribution of its products by offering licenses to distributors. On analysis of the UK’s fashion industry, various factors emerge as propagating the success of the company. Majorly the success is pinched on; a stable political environment in the United Kingdom, a fresh pool of design talents available to recruit from and favorable government policies regarding the domestic industries. However there are factors such as fierce competition from within the economy, government tax policies on retailers and loss of designer talents to other countries due to fiscal policies that threat to cripple the fashion industry. Additionally, despite the firm being among the trend setter in women’s wear, the women’s......

Words: 4038 - Pages: 17

Premium Essay

The Burberry Company (Burberry Group Plc); Women’s Wear Strategic Business Unit

...A strategic Analysis The Burberry Company (Burberry Group plc); Women’s Wear Strategic Business Unit Word Count: 2,919. Executive summary This paper offers a strategic outlook of the Burberry group plc (Burberry) company, a major manufacturer and distributor in the UK dealing with luxury clothing and other fashion accessories. The analysis unmasks the strategy behind the company being a pacesetter in the fashion industry especially since commencing online distribution in the UK in 2006. To achieve this, the paper applies the strategic analysis through; PESTEL analysis, SWOT analysis, value chain analysis, Porter’s three generic strategies and five forces of the market. The company has for centuries cemented its activities and most recently it took direct control of distribution of its products by offering licenses to distributors. On analysis of the UK’s fashion industry, various factors emerge as propagating the success of the company. Majorly the success is pinched on; a stable political environment in the United Kingdom, a fresh pool of design talents available to recruit from and favorable government policies regarding the domestic industries. However there are factors such as fierce competition from within the economy, government tax policies on retailers and loss of designer talents to other countries due to fiscal policies that threat to cripple the fashion industry. Additionally, despite the firm being among the trend setter in women’s wear, the women’s......

Words: 4038 - Pages: 17

Premium Essay

Hunter Business Group

...HUNTER BUSINESS GROUP : TBA ANALYSIS OF THE CASE Brief Background of the Case Star Oil a gasoline services company started TBA (Tyres, Batteries and Accessories), a complementary business which added value to the core business of gasoline sales. The TBA business initial appeared successful as there was a strong correlation between petroleum sales and the auxiliary business but the profits of TBA started showing a progressive decline before turning into a loss making proposition. Star Oil decided to outsource the entire management to HBS (Hunter Business Group) who had a proven track record in turning around businesses dealing in the same domain. As a part of the turnaround strategy, HBC implemented a number of steps. It started the “Gold Accounts” concept which identified potential customers contributing to a major chunk of the sales of TBA. HBG reduced the operational costs of marketing by adopting a matrix consisting of three types of channels, i.e. Direct Mail, Telephone Sales and Field Sales. The customer Contact Matrix was further sub-divided into AA, A, B, C & D categories depending on the sales revenue generated from them and the product mix of sales. The Problems The first year of implementation of the turnaround strategy was successful. Though the overall sales revenue declined as compared with the reported sales of the previous year, the business started generating profits. However, there were a number of problems that were facing the......

Words: 1109 - Pages: 5

Free Essay

Business Analysis and Valuation of Vodafone Group

...   Business Analysis and Valuation  of Vodafone Group    Iryna Saplitsa  Supervisor: Tore Leite    NORGES HANDELSHØYSKOLE     This thesis was written as a part of the Master of Science in Economics and Business  Administration  program  ‐  Major  in  International  Business.  Neither  the  institution,  nor the advisor is responsible for the theories and methods used, or the results and  conclusions drawn, through the approval of this thesis.  2 Acknowledgments  This thesis is written in conjunction with my final semester as a  Master student at  the  Norwegian  School  of  Economics  and  Business  Administration.  The  process  of  completing this paper has been both rewarding as well as challenging. I would like  to  express  my  sincere  gratitude  towards  a  person  that  has  been  very  helpful  in  finalizing this thesis. My academic advisor, Associate Professor Tore Leite, deserves  special  thanks  for  his  support  and  guidance  through  the  challenges  of  applying  financial  theory  into  practice.  I  am  very  grateful  for  his  invaluable  help,  all  constructive comments and timely recommendations.      Iryna Saplitsa  Bergen, June 2008  3 Executive Summary  Every  asset,  both  financial  and  real,  has  a  value.  The  main  factor  of  successful  investments and management of these assets is in the understanding not only what  the  value  is,  but  the  source  of  the  value.  Vodafone  Group, ......

Words: 13830 - Pages: 56

Premium Essay

To What Extent Business Groups Dominate International Economic Negotiations?

...liberalization of knowledge through relaxed protection of the intellectual property works to the advantage of the businesses (Morin p3). The economic and political changes taking place around the world occasioned changes in the political roles. There is an evident decline in the roles of states in the international policing. The business enterprises are increasing taking over from governments in participating in the international economic policing (Fusch, p5). 2. A classic instance of collaboration among businesses was the formation of Basel II. Several bankers from different countries came together to influence the policies formulated around that time. The bankers came from the states that formed G10 at the time (Young, 2012, p665) The rise of academic communities successfully managed to advocate for the scrapping of the monopoly initially exhibited practitioners possessing the IP expertise. Through instilling scepticism relating to the economic implications among the students, they achieved the intended objective. It gave the business community the advantage of influencing the policies and actively engages in protected activities (Morin p22). Before TRIPS, business entities struggled due to restrictions on the use of IP. In 1986, many businesses suffered losses due to the inadequacy of IP protection. Businesses applied material and discursive powers to push for congruence (157). In order to effect amendments to the Basel Accord, businesses across the globe formed a......

Words: 347 - Pages: 2

Free Essay

Group Case -Business Ethics

...found BAT is trying to attract more young African buyers of its product by adjusting marketing strategy to meet young people's needs. They are actually promoting and selling cigarettes in form of “single sticks”, which is attractive to young people of poor African countries like Nigeria, Malawi and Mauritius, who cannot afford to buy a whole packet of cigarettes. Now, there is nothing wrong with marketing one's product to target an audience of possible consumers. However, in this case, BAT allegedly targeted African children as young as 11 by aggressively marketing single sticks' to them. The company also hosted events that targeted young people despite their publicly stated commitments. Now, we know that most ethical issues concerning business consumer relations refer to the ‘marketing mix’, ethical issues in product policy, marketing communications, pricing and marketing strategy. Ethical Issues in marketing management – Product Policy At the most basic level, manufacturers should exercise due care in establishing that all reasonable steps are taken to ensure that their products are free from defects and safe to use as well as effective and fit for the purpose. Cigarette may be effective as they claim it to be. It works as stress reliever and give one some attitude, the purpose may be fulfilled, but it is not a safe product in any measure. And though consumers’ right to a safe product is not an unlimited right, but here they targeted children as young as 11 found......

Words: 2996 - Pages: 12

Premium Essay

Business Post Group

...INSTITUTE OF FINANCE MANAGEMENT (IFM) FACULTY OF ACCOUNTING, BANKING & FINANCE BACHELOR OF ACCOUNTANCY THE PRACTICAL TRAINING PROJECT REPORT OF BUSINESS POST GROUP COMPANY PERFOMANCE CASE STUDY: THE PERFORMANCY OF BUSINESS POST GROUPCOMPANY NAME: KIBONA, HEZRON. REG NO: IMC/BAC/13/75086 SUPERVISOR: SWEDI, ZAKARIA. Table of Contents ACKNOWLEDGEMENTS IV ABTRACT V DECLARATION VI CHAPTER ONE 1 INTRODUCTIONS 1 1.1Brief Overview of the Project of Business Post Group Company 1 1.2 Brief Background 1 1.3 The Formation of Business Post Group Company. 2 1.4 Present Status 2 1.5 THE COMPANY ANALYSIS OF BUSINESS POST GROUP. 3 1.6.1 Business Activities 3 1.6.2 Listing 3 1.6.3 Form of Financing 3 1.6.4Market 4 1.6.5 Group Structure (if multinational company) 4 1.6.6Market Capitalization 4 CHAPTER TWO 5 2.0 BUSINESS POST GROUP (UK MAIL GROUP PLC) SHARE PERFORMANCE FOR YEAR 2011, 2012, 2013 and 2014. 5 2.2THE USEFULL INFORMATION OF ANNUAL REPORT 6 CHAPTER THREE 7 3.1Liquidity Ratios 7 3.1.1 Current Ratio 7 3.1.2 Acid test (quick) Ratio 9 3.1.3 Cash Ratio 10 3.2 PROFITABILITY RATIO 12 3.2.1 Return on Capital Employed (ROCE) 12 3.2.2 Return on Shareholder’s Equity (ROE) 13 3.2.3 NETPROFIT MARGIN 3.3EFFICIENCY RATIO 17 3.3.1...

Words: 7402 - Pages: 30

Premium Essay

Business Interests of Organized Crime Groups

...Business Interests of Organized Crime Groups Mary Weyer August 20, 2011 Business Interests of Organized Crime Groups Organized crime groups are infecting the United States at an increasing rate. The temptation of making fast easy money to people in low income areas is too great to resist. Legitimate businesses are at risk of being victimized by organized crime theft and fraud activities New World Encyclopedia, 2008). No one is safe from organized crime and its danger. Organized crime victimizes businesses, individuals, provides illegal services, and provides illegal goods. The main goal of organized crime is to make as much money as they can through any means be it legal or illegal. What are the business interests of organized crime groups? The business interest of organized crime is running a web of web sites scams. These scams claim that they are in trouble and need money. The goal of the scam is to get as many people as they can to send them money. Human trafficking is where individuals are sold for forced agricultural labor, forced industrial labor, and sexual exploitation (Lyman, 2007). Human trafficking includes children, women, and men. Money that has been embezzled or acquired through illegal services or goods will be placed in a legal business that they have set up for the purpose of laundering so it appears to have been acquired legally. Organized crime groups sell drugs in the United States and all over......

Words: 691 - Pages: 3