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Marketing Organization, Implementation and Control
The document discusses organizational structures and product management for global marketing. It describes three types of organizational structures - little or no formal organization, international division structure, and global organizational structure. The global structure can be organized by product or geographic area. Product management involves planning, forecasting, and marketing products internationally. Key product characteristics for global marketing include durability, meeting customer requirements, environmental impact, innovation, uniqueness, functionality, culture/context, packaging, and design. Companies must effectively manage their brand portfolio which includes all trademarks applied to products and services.
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Marketing Organization, Implementation and Control
- 1. Marketing Organization, Implementation andControl by Zubair Zaid Iftikhar
- 2. Topic -Organizational Structure -Implementation GlobalMarketing Mix -Product Management -Product Characteristics -Managing the Brand Portfolio
- 3. Organizational Structure • Organizationis defined by the formal structure, coordination and control systems and Organizational culture. • It’s the formal arrangement of roles, responsibilities and relationships with in the organization. • It’s a Powerful tool with which to implement strategy. 15:53
- 4. Organizational Designs • Littleor No Formal Organization • International Division Structure • Global Organizational Structure
- 5. Organizational Design • Littleor No Formal • Little or no formal organizational recognition of International activities of the firm. • This category ranges from domestic operations handling an occasional international transactions on ad hoc basis to separate export department 02-01-2017
- 6. Little or noFormal Organization Structure BOD Marketing Production IT & Logistic General Administration R&D Export Sales Overseas Marketing Representative Local Sales
- 7. International Division Structure •Organizational structure that groups each organizational function into a division. These divisions can correspond to either products or geographies. • Firm in this category recognize the ever- growing importance of international involvement.
- 9. Global Organizational StructureGlobalOrganizational Structure • Global product structure • Global area Structure • Matrix structure
- 10. • These arePopular among International companies with diverse products. • Similar products are grouped under one product head e.g. perfume and cosmetics each focusing on single product segment for its global marketing. Product Structure 15:53
- 11. These areused when foreign operations are large and not dominated by single country or region. Global Area Structure 15:53
- 12. The matrixorganizational structure is one which functional and staff personnel are ssigned to both a basic functional area and to project or product manager. The matrix form is intended to make the best se of talented people within a firm by combining he advantages of functional specialization and roduct-project specialization. MATRIX STRUCTURE
- 13. Implementation Global MarketingImplementationGlobal Marketing MixMix
- 14. Product Management andProductManagement and CharacteristicsCharacteristics The world’s 500 largest Global Companies generated $31.2 trillion in revenue and $1.7 trillion in profits in 2014.
- 15. Product Management Project managementis an organizational lifecycle function within a company dealing with the -Planning -Forecasting and production -marketing of a product or products internationally. 15:53
- 16. Product Management • Netflixis an American multinational entertainment company founded on August 29, 1997. • On 6th of January Netflix has launched its services in 130 countries. • Now its available in 190 countries and 24 languages. 15:53
- 17. Product CharacteristicsProduct Characteristics -Basicconcepts A product can be defined as a collection of physical, service and symbolic attributes which yield satisfaction or benefits to a user or buyer. •Local products - seen as only suitable in one single market. •International products - seen as having extension potential into other markets. •Multinational products - products adapted to the perceived unique characteristics of national markets. •Global products - products designed to meet global segments.
- 18. Product CharacteristicsProduct Characteristics •Durability Durability is the capacity of a product to maintain performance of the functions for which it was engineered over its lifetime. • Customer Requirements When we say a product is of high quality, we mean that it meets or exceeds all the user/customer's requirements. • Environmental Issues Does operating the product adversely affect the environment?
- 19. Product CharacteristicsProduct Characteristics -Innovative -Uniqueness -Functionality Whateverelse a product does, it must fulfill its purpose. -Culture and Context Some kinds of products will not sell in some cultures. o McDonald's hamburgers do not sell in Italy. -Packaging -Design
- 20. Managing the BrandPortfolioManaging the Brand Portfolio -Total collection of trademarks that a company applies to its products or services. -When large businesses operate under multiple different brands, services and companies, a brand portfolio is used to encompass all these entities under one umbrella. -PepsiCo is the brand portfolio name of several food and beverage companies that include not only Pepsi, but also brands such as Frito Lay, Quaker and Tropicana.