A.

Cases midterm
Chap 1: Puma gives the boot to cardboard shoe boxes
1. What issues are Puma trying to address? 

Puma is looking to deal with following issues: 

 How to make its packaging and carrying material more sustainable and environment-
friendly 
 How to change its packing material so that the problem faced by the customers while
handling the Clever Little bag 
 Manage and allocate resources to create long-term value for shareholders.  
 The needs of customers is gradually changing 
 How to compete in a highly competitive market  
 How to make products suitable for the development of society and integrating
organizational culture, strategy and culture  
 
2. How are Puma’s plans in line with the marketing concept? 

The marketing concept indicates that the company needs to look for the problems of the
customer and then develop a product that can satisfy their needs. Puma's marketing plans align
with Kotler's broader integrated marketing stance, which Kotler calls an 'holistic' marketing
stance (Kotler and Keller, 2007) that expands marketing to include responsibility for society. 

Puma is taking a long-term stance and is willing to bear the rising costs in the short term. It is
creating customer focus across the organization to create customer value. 

Puma by trying to develop an environment-friendly packing material is looking to address the

need of the customers who are environment-friendly and at the same time addressing the
problems faced by the customers while handling the plastic packing materials. 

One of the company's strategic goals is to be the 'most sustainable' sportswear company -
reflected in its culture, competitive positioning, and the tactics it uses in the marketplace. 

Lego builds new dimension with digital vision

1. Market orientation assessment 

 Customer orientation 

  Strongly Agree  Neither  Disagree  Strongly Don’t

agree  agree  know 
 Information about customer 5  4  3  2  1  0 
needs and requirements is
collected regularly 
Our corporate objective and 5  4  3  2  1  0 
policies are aimed directly at
creating satisfied customers 
Levels of customer 5  4  3  2  1  0 
satisfaction are regularly
assessed and action is taken
to improve matters where
necessary 
We put major effort into 5  4  3  2  1  0 
building stronger
relationships with key
customers and customer
groups 
We recognize the existence 5  4  3  2  1  0 
of distinct groups or
segments in our offering
accordingly 
 

 Competitor orientation 

  Strongly Agree  Neither  Disagree  Strongly Don’t

agree  disagree  know 
Information about 5  4  3  2  1  0 
competitor activities is
collected regularly 
We conduct regular 5  4  3  2  1  0 
benchmarking against major
competitor offerings 
There is rapid response to 5  4  3  2  1  0 
major competitor actions 
We put major emphasis on 5  4  3  2  1  0 
differentiating ourselves
from the competition on
factors important to
customers 

 Long –term perspectives  

  Strongly Agree  Neither  Disagree  Strongly Don’t

agree  disagree  know 
We place greater priority on 5  4  3  2  1  0 
long-term market share gain
 than short-run profits 
We put greater emphasis on 5  4  3  2  1  0 
improving our market
performance than on
improving internal
efficiencies 
Decisions are guided by 5  4  3  2  1  0 
long-term considerations
rather than short-run
expediency 
  
 Interfunctional coordination 

  Strongly Agree  Neither  Disagree  Strongly Don’t

agree  disagree  know 
Information about customers is 5  4  3  2  1  0 
widely cir-culated and
communicated throughout the
organization 
The different departments in the 5  4  3  2  1  0 
organization work effectively
together to serve customer
needs 
Tensions and rivalries between 5  4  3  2  1  0 
departments are not allowed to
get in the way of serving
customers effectively 
Our organization is flexible to 5  4  3  2  1  0 
enable opportunities to be seized
effectively rather than
hierarchically constrained 

 Organizational culture 

  Strongly Agree  Neither  Disagree  Strongly Don’t

agree  disagree  know 
All employees recognize their 5  4  3  2  1  0 
role in helping to create
satisfied end customers  
Reward structures are closely 5  4  3  2  1  0 
related to external market
performance and customer
satisfaction 
Senior management in all 5  4  3  2  1  0 
functional areas give top
priority to creating satisfied
 customers 
Senior management meetings 5  4  3  2  1  0 
give high priority to discussing
issues that affect customer
satisfaction 
 
Summary: 

From the totals obtained above: 

 Customer orientation (22 out of 25) 

 Competitor orientation (15 out of 20) 
 Long-term perspective (12 out of 15) 
 Interfunctional coordination (14 out of 20) 
 Organizational culture ( 13 out of 20) 

Total score 62 

Comment : This indicate moderate on Lego’s market orientation. They clearly decide
main consumer for wider age and gender. Addition, it identify the areas where most
improvement is needed (Lego could gradually develop into more of a digital
company) 

– On the weak point: about the competitor orientation where the company seems
quite slowly about response to major competitor actions ( the price is high and there
is plenty of competition, Lego dimensions should be a success thanks to the
toymaker’s brand and the huge number of other brands and characters involved in the
game). Lego believe that ‘there is a bigger market for this toys to life than just six to
12-year-olds” and they will successful.  
 
2. Which of the three approaches to marketing presented int his chapter do you think
best describes Lego's approach? Why? 

 Out of the three approaches: product push marketing, customer-led marketing, and
resource- based marketins: I believe resource-based marketing to be the best presented to
describe Lego's approach. This is because it represents a middle ground between the two.
In this approach, companies base their marketing strategies on the consideration of the
requirements of the market and their abilities to serve it. As well as making an effort to
think long term. Lego achieves to think well equally for both the customer and the
product. For example, Lego creates several characters for the digital games to make the
games more appealing. 

3. What marketing principles are in evidence in this case?  

  Principle 1: focus on the customer - 1 believe this case shows this principle because they
are constantly improving and innovating new ways for the customer to have a wide range
to choose from. Recognizing the long-term objective of organization and serving the
highest degree of customer focus. A quote from the case Itself: "We have a tendency to
want to have perfection by the time it gets into consumer hands". Proving they also
believe to have focus on the customer. 

 Principle 2: only compete in markets where you can establish a competitive advantage
Lego being in many different aspects of gaming (whether it be movies, digital games, or
physical games) they have taken on competing in different markets. 

 Principle 5: markets are heterogeneous Lego continuously segments out to different

markets. Lego has reached different customer bases by making and designing many
different characters from a vast number of platforms

Chap 2: Asos founder turns to online homeware

1. Why did Quentin Griffiths enter the competitive home-wares market?

Mr Griffiths found that a huge luxury industry like the home goods market was severely hit in
high streets and due to incompetence behind the fashion market. As a result, people began to be
careful and stop purchasing costly items online. As a result, he saw the online homeware market
as a possible business opportunity.

According to him, the benefit of selling homeware brands on the Internet was that it prevented
some form of storage costs because the items were only stored for a brief period of time before
being sold to the user. Therefore, the company never kept inventories not sold.

One other feature of the company's business strategy was that the retailer did not therefore sell
last season's stock, so it did not keep any inventory for a long time. Creating an online portal and
requiring customers to register in order to access it helped the company build a database of
customers and recognise the items that drew the most interest, allowing it to keep track of its
customer base.

Today, the company, fully focused on the provision of premium home ware products including
mode accessories and children's wear, has reported an unexpected super high growth rate in its
revenues and is a strong rival for other companies in the same sector and intends to increase sales
in the next few years significantly.

2. How is he trying to compete?

To begin with, since the business is an online venture, it has saved a significant amount of
storage or inventory costs, and as a result, the retailer does not keep stock that isn't going to be
sold, and the products are only kept for a limited time before being shipped to the consumer.

Second, the company has benefited from frequent "flash" sales of luxury goods such as angle
poise lamps and kitchen ware at discounts of up to 70% for 48 hours, which has helped the
company experience a huge increase in sales in just two years, with an increase in the number of
potential customers who were previously hesitant to purchase these items.

It has also widened its product line to include fashion accessories and children's clothing. In
addition, it launched websites earlier this year in order to grow its market.

Most notably, Achica has a track record of effectively delivering high-quality products at low
rates to meet the needs of previous recession-stricken economies while still ensuring outstanding
customer service.
Mr. Griffiths expects the business to grow by 5% in the next five years, with revenue increasing
by 650 percent to 14.7 million pounds in 2011.

Amazon eyes online sales boots through ‘ Fire’ smartphone

1. What is driving Amazon’s entry into the smartphone market? Is it an ego trip?

The information in the case suggests that launching a mobile phone presents a good strategic fit
for Amazon, i.e. there is a good match between the company’s capabilities, the market needs and
the marketing strategy.

2. How does it fit in Amazon’s vision ‘to be earth's most customer centric company; to
build a place where people can come to find and discover anything they might want
to buy online’?

Fundamental to deciding upon where a company is to go is defining its purpose or mission, i.e.:

 What business are we in?

 What business do we want to be in?

Amazon intends ‘to be earth's most customer centric company; to build a place where people can
come to find and discover anything they might want to buy online’, therefore the move is highly
consistent, particularly with Firefly. It is also consistent with the success of the Kindle line of
tablet and e-readers.

It is, however, important to be aware that even with the convergence of access to shopping and
devices the new Fire smartphone is another departure from Amazon original core business. It
will be competing against already strongly established brands that are offering familiar operating
systems. It is important that the mission should be defined rigorously and the question of ‘what
business do we want to be in?’ be clearly and unequivocally answered.
 3. What strategic focus does the move signify? What alternatives are open to Amazon
and how could Amazon pursue them?

 By launching the Fire smartphone, it seems that Amazon would hope that it is
winning shares from its competitors in the market by ‘presenting new capabilities’
in a smartphone.
 It also could, also, try to expand the market by:
o Focusing on new uses (probable: the suggestion is competitors’ phones do
not offer the same level of capabilities)
o Getting new users (possible)
o Increasing use frequency (particularly purchases on Amazon website).
 It could, also, try to increase its share by:
o Creating alliances (possible).
 Finally, it could try to increase productivity by:
o Increasing price (not probable)
o Adding value (possible as already included with the extra capabilities
provided they give genuine value to customers)
o Reducing costs (may be possible).

Chap 7: Jaeger targets younger shoppers

1.  How is the fashion market segmented?

Market segmentation is the process of dividing consumers into different categories based on
distinguishing characteristics. The impetus behind market segmentation is that it helps retailers
identify customers who are most likely to buy their products Jaeger uses Priority method-
Multiple variables : age, lifestyle. In this case, Jaeger defines itself as a chain of street stores.
Boutique by Jagger is aimed at the 20-plus woman and retail prices will start at $35 for a top,
around 20% lower than Jaeger’s current entry price point. It will compete with the likes of All
Saints, Reiss and Whistles. 

2. Why and how is Jaeger trying to appeal to younger shoppers? 

Because the purchasing frequency of 20-25 year old is usually higher than that of other are
groups. They are willing to pay more during recession. They are financially independent and are
also more generous than other age groups in shopping. 

- People in this age group are less interested in saving money, so they often spend more
money on shopping and entertainment, which is why they target these age groups the
most. 

- Jagger use 4P : Product, Price, Promotion and Place 

+) Product: Jagger designs products towards a more youthful look. The Jagger divides up many
models so that young customers can choose more freely. This is very important because it hits
young buyer’s psychology of differentiation. 
+) Price: Products for young people are usually 20-25% off compared to other Jagger’s product
to penetrate this potential market. 
+) Promotion: Promote promotions when new products are on the shelves 
+) Place: The stores are located in big cities, shopping centre,…. Jaeger also focus on e-
commerce sites like Amazon, eBay, Alibaba,…. 

Nestle’s refines its arsenal in the luxury coffee war

1. Why is the niche market occupied by Nespresso attractive to generic rivals?
This is a rewarding specialty market for Nespresso which has delighted in a 30 percent yearly
development rate.
The adversaries are explicitly keen on Europe, albeit, because of a lot of this market for
Nespresso (90%).
 Due to the select way that the containers are sold there is conceivably an elective course
to the market (through grocery stores) for conventional items (as long as they don't
encroach licenses). For what reason is Nestlé's reaction to this attack 'not to react'?
Nespresso is an effectively and plainly situated item as the 'Louis Vuitton of coffee' and they
need to secure that position.
2. The reason that Nestle’s response to this onslaught ‘not to response’
- Nespresso is a successfully and clearly positioned product as a ‘Louis Vuitton of coffee’
and they need to protect that position.
- Doing something different such as : cutting prices could easily lead to a price war and
devalue a brand
- The Nespresso offer goes beyond the coffee-marker and pods with the addition of highly
personalized customer service which the generic competitors cannot offer.
3. The main principle to bear in mind is that segmentation is about the market :
customer not products. The three main bases can be used in this case:
- Background customer characteristics (in particular demographics, psychographic
characteristic and lifestyle)
- Customer attitude (benefits and perceptions and preferences)
- Customer behavior ( usage rate, response to element of the marketing mix and
relationship seeking characteristics)

Chap 8: E – reader
 1. What are the issues here?
In the given case, all the companies offering e-reading devices adjust the price as a response to
sales of iPad. Company A also reduces its product price by 20%. All this price cutting is done
just to match or compete with the new products offered by another company.
As the response of the market to the new product is very good. The competing companies are
launching new products in the market as a response to the new product that is increasing market
share of the launching company.
Different marketers use different methods for segmenting their market. This decision also affects
the competitiveness of each marketer in the market place.
The issue in the given case is that manufacturer’s faces problem in adjusting its marketing mix.
Marketing mix is the combination of price, place, product and promotion of the product.
The marketing mix of any manufacturer or marketer should be such its help the manufacturer in
strengthening its competitiveness in the market. Another issue that is introduction of competing
or homogeneous goods in the market.
2. How can segmentation and positioning research help solve these issues?
Segmenting the market on the basis of specific and researched factors or characteristics can help
the company in correctly positioning its product in the market. The market researches help the
manufacturer in understanding the market trends and provides productive and innovative ideas
for marketing its products.
This will provide the manufacturer to gain a competitive advantage in comparison of its rivalries
or competitors. On the other hand, position researches can help in clarifying the position of every
competitive product in the market.

Zai ( A passion that became a brand)

1. What is zai’s business and why?

Person Simon Jacomet started a boutiques Ski. The place claimed to provide satisfaction to the
needs of wealthy and exacting people who are sking professionals or were potential learners. SJ
was supported by other investors those were his friends and professional skiers too.
The business was doing quite well. Later the founders agreed to invest in research and
development programmes. The founders took the decision of diversification of the business
The facts of the case show that the business operated by SJis a high-performance ski. It can also
be called a winter sport, as the product base and other accessories provided by the business is
related to the sport
The main motive of SJ's business is providing the potentials with an uncompromising
performance along with luxury. Thus, it can be said that SJ’s business is for wealthy prospects
and is related to a winter sport
 2. Why does mr germanier want to expand the business? how can segmentation
research help?

Mr Germanier wants to expand the business because he saw potential to expand in their market
to improve sales growth for their company. They built a strong brand and reputation by word of
mouth and it is a powerful tool for growth.
They use priori approach to segmenation research by searching among demographic and social-
economic characteristic-affluent clients. It help them gets sales-oriented, recognize the specific
demands of particular customer use those insights to develop winter sport products that meet the
target users' demands. For example, opening gold club with the driver the crucial club most
regularly upgraded by golfers, crosscountry skiing for older, affluent clients and other
accessories.
3. Which quantities approach to positioning research might best apply to Zai?

The quantities approach to positioning research might best apply to Zai is multidimensional
positioning analysis because Zai needs to determine their competition, position of competitor and
customers to stand firmly on their potential market

Chap 9: The public image: Kodak

1. Discuss kodak’s choice of target market.

In marketing management, the marketer has to decide its target market. The whole market is
divided into different sections by the process of market segmentation.
The target market chosen by the company covers young women with families. The target market
is chosen by keeping the influence of women in purchase decisions of a household.
It may be argued that women usually do not purchase cameras, but the campaign may influence
the decisions of existing or new mothers. Who in turn influence the decision of their husband or
family members in purchasing the camera.
2. How do social media help kodak connect with its target market?

Kodak has revived its long-standing ‘kodak moment’ slogan and reinvented it for the
Facebook era. eschewing the megapixel race and technobabble that is usually found in camera
marketing, Kodak wanted to re-establish an emotional connection with its customers.
Its new cross-media cam- paign focuses on a range of cameras that make it easier to email a
photo or post it on to Facebook or Flickr. Kodak is already very active in social media, with
employees dedicated to listening to customer feed- back on twitter and Facebook.
This campaign combines the emotional hit of TV with online engagement through
kodakmoments.com. additional online ads explain how the product works, which balances out
some oversimplification in the TV segment.
With a campaign to use Sentimental ads, Kodak has helped to capture simple moments in the
user's life. An example is the image of a father sharing a picture of his child with his wife with
the message: ‘the real kodak moment happens when you share '
 The strategy used by the company, which is taking help of social media for connecting its
target customers is a good one. The social media sites are used by almost every individual
for sharing his/her moments. This helped the company to keep in touch with the families
of the customers.

Chap 10: Samsung to launch new mobile payment service in the US

1. What Issues is Samsung trying to adress?
In the US, Samsung is facing stiff competition by coming late to the mobile payments scene .
Samsung’s handset revenue has been declining since 2014. The company has been struggling to
defend its market share, squeezed between premium marker Apple and lower cost Chinese rivals
such as Huawei and Xiaomi. Samsung’s global market share year on year fell from 26.2 per cent
in the second quarter of 2014 to 21.9 percent this year.
New US standard requires merchants and banks to switch from a card system using magnetic
strips to chip by next month to prevent fraud.
2. Why is Samsung launching Samsung pay in the USA?
USA potential market, Americans are gradually turning to non-cash payment services, to prove
that is the appearance of many electronic wallets of Apple, Google, etc. The world’s largest
smartphone marker hope its platform will have an edge of rival services from apple and google
in the annual $67 billion mobile payment market Samsung’s technology is designed to work with
existing credit card readers.
Moreover, they have some competitive advantages such as:
+) Samsung technology is designed to work with existing credit card readers.
+) Samsung rolled out the payment service in its home market last month and said its adoption
was ‘beyond our expectations’ with about $30 million transactions in its first month.
+) Their payment system will become popular choice, given its compatibility with existing
magnetic-strip can readers. Apple pay and Android pay require retailers to install equipment
compatible with their near-field communication technology.

Volvo’s heart will ‘remain in Sweden’

1. How has Volvo achieved differentiation over the years?

Volvo car was manufactured by a company from country S. however, the brand was purchased
by a company from another country. The plants of the car were not to be changed from their
correct place.
The company was prepared to position the car in bigger markets and because of the car’s brand
in the market company’s chairman was sure that the car will do well.
Differentiation refers to the unique characteristics that are present in a product or marketer which
differs it from other products or competitors in the market. The market can differentiate its
product from that of its competitors in any ways. This differentiation helps marketers in taking
pricing decisions.
The facts of the case show that the car is able to make a good reputation in the motor vehicle
market. This can be clearly seen that the benefits and satisfaction offered by the car are different
from the other cars that are present in the market. The differentiation that is achieved with the car
in these years is listed below:

 Product differentiation: The car is able to make a difference and good reputation in the
market, thus differentiating itself from the similar cars offered by other marketers.
 Brand differentiation: The car has made its brand in the market as the best or superior in
terms of safety and technology, thus differentiating it from other vehicles.

2. Why did Geely acquire Volvo?

Volvo car was manufactured by a company from country S. however, the brand was purchased
by a company from another country. The plants of the car were not to be changed from their
correct place.
The company was prepared to position the car in bigger markets and because of the car’s brand
in the market company’s chairman was sure that the car will do well.

Competitive Marketing strategy refers to a process of planning a long term strategy of a

company for gaining a competitive advantage in the market in which it operates. The strategy
provides the company to create a defense against its competitors and a good return on its
investment.

The facts of the reading show that Volvo brand was purchased by a company from another
country. By purchasing Volvo, the C Company was able to enter into the global brands vehicle
market.

The brand was purchased by the company because of the position of the brand in the market. The
brand was able to create a competitive image I the market. It was one of a marketing strategy
decision.
This will help the company in making new customers and will itself become a competition with
other companies operating in country.

3. Suggest strategies for Volvo to build upon its unique strengths.

Volvo car was manufactured by a company from country S. however, the brand was purchased
by a company from another country. The plants of the car were not to be changed from their
correct place.
The company was prepared to position the car in bigger markets and because of the car’s brand
in the market company’s chairman was sure that the car will do well.
Differentiation refers to the unique characteristics that are present in a product or marketer which
differs it from other products or competitors in the market. The market can differentiate its
product from that of its competitors in any ways. This differentiation helps marketers in taking
pricing decisions.
The facts clearly state that the car was able to differentiate itself from the similar products in the
market. This differentiation must be sustained to enjoy a competitive advantage. Few suggestions
that can be used by the company for exploiting the market and maintaining its comparative
advantage are given below:

1. Defining of target market clearly

2. Enhancing relations with customers
3. Creating brand credibility.
4. Launching valued and unique products.

Chap 11: Black Friday breaks record at John Lewis

1. What are the issues facing John Lewis here?

The issues that John Lewis is facing are: It is facing the unmanageable crowd in their premises
which can create unnecessary disturbance to the public and nearby retailers also. It will also
adversely affect the parking facilities outside. Over ordering on the website leads to crashing of
website which would result in delaying of orders for the consumers. Extra manpower is needed
by the organization to handle these heavy operations which would increase the spending of John
Lewis, resulting in high operation cost.
2. How do they impact on the marketing mix?

The issues faced by John Lewis would have adverse impact on marketing mix. Huge discounts
are provided on this day which decrease the price or reduce the profit margin of the retailer.
Marketing would be affected as John Lewis would not be able to provide after sales services to
such a huge crowd which would also reduce the customer satisfaction and that might result in a
low demand of these products from John Lewis after his sale ends. This would also have bad
impact on place concept of marketing mix as it would be very difficult to physically distribute all
these product.

Chap 12: Dyson to double number in UK engineering team

1. Why is Sir James Dyson set to double thenumbers of his engineering team?
Person JD worked in the electronic household goods industry and was considering
doubling the number of workers in one of the company's teams. The company intended to release
a robotic vacuum cleaner. The organization's main goal was to produce and introduce a new
vacuum cleaner.
According to the facts of the reading, Person JD employed the same number of current
employees. Person JD did not provide an explanation for his behavior. It could be argued that the
organization's heavy recruiting was done in order to concentrate on the production of a new
generation of appliances.
Since the organization's vision was to work toward the future, it's reasonable to believe
that new recruitment was done for the purpose of development of a new generation of electronic
appliances. The organization wanted to effectively utilize its available resources by employing
an accurate number of workforce.
2. How successful would you expect Dyson to be at innovation?
As in the case, the company had a good recession and its R&D spending and personnel had
steadily risen during the global downturn. They also want to recruit a range of graduating and
postgraduate staff in fields ranging from microbiology, fluid, mechanical, electrical, acoustic and
software engineering to work in new product lines. So, we expect Dyson to be well-performed at
innovation. Beside these, there are also some disadvantages of Dyson innovation in new products
instead of traditional kitchen devices. Dyson may suffer failure if they only focus on internal
factors. Others factors like price crunch, lack of collaboration, missed connection with
customers, industry competitors can affect

Chap 13: The customer is more right than you know

1. What are the issues here?
The case is related to the problem of customer relationship management. Through customers,
this can bring in better sales and deliver the competitive advantage to the companies. Companies
create intimate relationships with customers and from there the customer is seen as a marketing
team. It highlights the issues of customers to be treated as opinion leaders.
This opinion leader is the important tool in communication from the perspective of social media.
These issues are the issues of complaint management and customer service.

2. How are the companies cited trying to deal with these issues?
In the case, a shop of super jam is where the customers are treated to be more effective in
giving warm sales. According to him, customers are effective for creating sales. The sales
increased due to the work done by customers as they have found more independent shops for to
sell jam.
Another, Triumphant Events have classified its customers to be affiliates. The customers in the
business are also treated as marketing team. The company Wonga provides loan services to its
customers. A voice award was also awarded by the company for voting in the bill payment
category by the customers.
These company also have building a stronger and closer links with customers. This helps in
moving up the marketing relationship ladder. The main approaches are creating structural ties,
building delighted customers and creating benefits of loyalty.
The company through 'relationship marketing ladder' wants to move up their customer- as they
make them their partner so that they can make their marketing team. Whenever there is a
requirement, they also work in service recovery, as was the case of identifying the negative
feedback and later discuss them with the customers.
All the customer relationship with the companies in vignette nurture will shows the importance
of the relationship management as the capability. As in the case, Pauley Creative - specialist
digital marketing group for the construction industry discusses the negative feedback with the
customers.

Chap 14: Letting go can cut both ways

1. Why are companies such as Pirelli, Bass and Tarmac embracing strategic customer
management?
Strategic account management is a process at the organizational level that goes beyond sales to
encompass building strategic, mutually beneficial relationships between the company and its key
customers. The PJs are the experts in the field. With more discounted products, customer
satisfaction will increase.
As the times passes and there start building up the commercial relationship with the customers
which further affects the profit level of the company. In the 1990s, one of the management fads
was the 360-degree review where employees rated the performance of their bosses.
The best solution in this regard is to raise prices or let the types of customers start having more
time with deliverers. Companies like Pirelli, Bass and Tarmac will practice and hold strategic
account management to be able to maintain corporate profitability and sustainability. It will
ensure that the company's performance and productivity will not be affected.
2. What stages are advocated to improve customer management and why?
Person PJ had advocated three stages which are given below:
1. The board members of the organization are included in the account management, encouraging
the board members to be personally involved in account management. The board will set the
targets, aims and objectives of the company.
2. The next stage is in the training room, providing the right tools for account managers. It is
critical to train the managers with the facts of the tools to expand their performance.
3. The final and most important part is out in the field, coaching account managers as working
with their customers. the account managers are coached for dealing better with the customers.

Building up the commercial relationship with the customers is further affects the profit level of
the company. Especially in a difficult market, it is much better to focus on generating extra
revenue from your existing customers to make the most profitable accounts. when having
effective customer management, so means an improved client experience, a focused marketing
plan, increased revenues and stronger working relationships for businesses.
Chap 15: Mastercard cashes in on smart transit
1. What are the issues facing MasterCard?

- Most of the MasterCard users live in big cities, which is home to half of the world’s population,
and the other half “financially excluded” group is being targeted by MasterCard. It proves that
MasterCard’s market is still not fully realized.
- Urbanization will bring more partnerships, including private and public, to the cities’ networks.
So the transit system-typically MasterCard- seems impossible to tackle the enormous amount of
works alone.
2. How is the company attempting to address this issue?
To take forward the issue of the market, the company have been cooperating with other
orgazations such as UN, WB etc through initiatives. Have more public private partnerships
would be needed as urbanization, increasingly automated and connected urban areas whose
authorities use data to inform the provision of public services. Moreover, need to take 5–7 per
cent of the peak of the peak traffic off to less used routes.

Chap 16: GM backs away from drive to end use of ‘Chevy’

1. What can the impact of an internal memo be on marketing?
The problem here is the manager of the company GM has instructed their employers through
memo for using nick name of Chevy as an abbreviation for Detroit carmakers flagship brand. If
anyone using Chevy instead of Chevrolet will have to put 25cent coin in plastic can.
The internal memo had a severe impact on the marketing. It focuses on the connection and
relationship between managers and employees to create the success of the business. The impact
on customers would be that the customers would conclude that there is a sign of growing turmoil
under GM's new chairman and chief executive since he joined six months ago and made many
changes.
For the success of the organization, external communication is necessary as compared to internal
communication. The organizations will soon be going to convert their employees into the brand
ambassadors which will backfire the other companies like GM.
2. What could GM do now?
The marketing strategy will be outlined in the near future by the automaker. GM CEO who E
will make changes to increase the car's speed and increase accountability for it.
GM could implement a stricter and more precise marketing and advertising strategy that
everyone could understand.
GM should be required to come up with such strategies that will help with the marketing. It
focused on external marketing . The strategy should start with outside marketing and then run
some other internal marketing program.
Chap 17: Eco-friendly fabrics
1. What are the main issue raised here?
The luxurious cashmere subsidiary of company I, U.B in M money, is responsible for quality
management of nomadic herders. The M&S corporation gathered information on environmental
matters. Farmers in China were given subsidies in exchange for effective land management.
Various programs for improving exploration methods would also aid in the education of many
people who care for goats.
The key issue discussed in this case study is that of environmental conservation and
sustainability, relay the environmentally sound message to consumers. Another problem was also
existed for the welfare of animals.
Various programs have been launched under the sustainable agriculture science, education and
funded projects to develop improved combing techniques. the agency of country U.S have
invented campaigns for teaching the people on how to take care of animals
2. How are cashmere producers and marketers addressing it?
Country C provided subsidies to the farmers for good management of land and signed a deal to
work with the Royal Society for the Prevention of Cruelty to Animals. Various projects have
been financed for the improvement in exploring techniques and help to teach many people who
take care of goats. The Italian company establish relationships with nomadic herdsmen and to
monitor quality control to maintain optimal conditions for the animals
For the problems addressed in the case study, the cashmere producers addressed this issues as
corporate social management programs for investigating production chains and establishing
long-term partnerships with managers.
However, in the field of marketing, there is also a concern about how to create advertisements
and supply chain marketing is not feasible, which can be due to the fact that in most situations,
the whole supply chain, as well as careful measurement, is not possible.

B.Final Parts