Marketing and Strama Linkage


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Marketing- Strama Linkage awareness has been spearheaded by Prof. Frank Roa of the AGSB Marketing Cluster for many years. Choosing the right company and creating a marketing plan should start in Marketing Management classes!

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Marketing and Strama Linkage

  1. 1. MARKMA – STRAMA LINKAGE As shared by Prof. Frank Roa During Prof. De Ungria’s Marketing Management classes
  2. 2. This is a compilation of ideas shared by Prof. Frank Roa in 1 of Prof. De Ungria’s marketing management classes (2011). Prof. Roa’s views on the Strama are based on his decades -long experience as a Strama professor. His views may be different from other Strama Professors. Also, Strama policies and views may change over time. Professor’s Note
  3. 3. 1. In practice, company strategies are generally marketing oriented. 2. Author Fred R. David’s general strategic concept is marketing oriented. 3. Majority of 13 suggested strategies in his book are marketing actions 4. Both STRAMA and MARKMA are within same year 5. Historically (since 1998), majority of strama paper have been written with marketing objectives Marketing-STRAMA linkage
  4. 4. 1. Local, stand alone business organization 2. Two or more years in business operation (live and legitimate) 3. Business worth at least P5 million (total resources or volume) 4. Operates with at least 5 employees (not outsourced) 5. Not a government agency (eg BIR) or international institution (ADB, WHO) 6. Not the Ateneo university Selecting a subject company
  5. 5. Be aware of timelines! DAY 1 = 1st calendar day after the end of class Deadline for submitting draft: DAY 30 (professor to consultant) DAY 31 to 60 -BUT, penalty = -0.5 to paper grade not transcript grade DAY 61 – see you next term; re-enroll Deadline for presentation/ defense: 90 days -defense DAY 121- Re-enroll in strama class Re-oral is not covered by 120 days Must submit financial statements, with 3 year forecast
  6. 6. Where to Research? 1. SEC 2. NEDA 3. BSP 4. DTI 5. BOI 6. NSO 7. DOLE DOH DOT
  7. 7. FAQ 1: Permit needed? Do you need to get written permission from the company you are writing about (Some companies don’t want to give this. Some company officers are hesitant to sign the authorization)? – Not necessary You can ask your professor to note request letter for information (for academic purposes)
  8. 8. FAQ 2: Data confidentiality Some companies allow their companies to be the topic but don’t allow actual data to be used (for confidentiality reasons). Can we mask data/ company name and just reveal the actual numbers and name to the strama adviser and the strama panel? Must be revealed to the professor Your strama report is a clean copy that will go into the archives for 5 years (not open for public research)
  9. 9. FAQ 3: Same company? Over the years, many students have written strama papers for may companies. Can we write a new strama paper for the same company. What should we avoid? Not for the same company within 1 year since you might be charged with plaigiarism. Let the professor handle this if students from same company. (same info about company is ok)
  10. 10. FAQ 4: Company or brand? Jollibee has many products and many formats. What’s the difference in writing a strama paper for Jollibee, for Jollibee Chicken joy or a Jollibee outlet (EDSA cor. Roosevelt Ave.)? Strama is for companies/ SBUs not for products. Discuss with professor as they may find some leeway. You can talk to company about their strategy but not be limited to the strategy.
  11. 11. FAQ 5: Various concerns… Get data vs 3 competitors Shared service ok? Extrapolate local data If limitations on data (say only available is 2009, no data on trends), then extrapolate Strategy is directional and forward looking. Govt corporations is ok (tourist hotels)