Marketing Organization, Implementation and Control

byZubair

Zaid Iftikhar

Topic

-Organizational Structure-Implementation Global Marketing Mix-Product Management-Product Characteristics-Managing the Brand Portfolio

Organizational Structure

• Organization is 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.

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Organizational Designs

• Little or No Formal Organization• International Division Structure• Global Organizational Structure

Organizational Design• Little or 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

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Little or no Formal Organization Structure

BOD

Marketing Production IT & Logistic

General Administration R&D

Export Sales

Overseas Marketing

Representative

Local Sales

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.

Global Organizational StructureGlobal Organizational Structure

• Global product structure• Global area Structure• Matrix structure

• These are Popular 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

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These are used when foreign operations are large and not dominated by single country or region.

Global Area Structure

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The matrix organizational structure is one in which functional and staff personnel are assigned to both a basic functional area and toa project or product manager.

The matrix form is intended to make the best use of talented people within a firm by combiningthe advantages of functional specialization and product-project specialization.

MATRIX STRUCTURE

Implementation Global Marketing Implementation Global Marketing MixMix

Product Management andProduct Management andCharacteristicsCharacteristics

The world’s 500 largest Global Companies generated $31.2 trillion in revenue and $1.7 trillion in profits in 2014.

Product ManagementProject management is an organizational lifecycle function within a company dealing with the -Planning-Forecasting and production-marketing of a product or products internationally.

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Product Management• Netflix is 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.

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Product CharacteristicsProduct Characteristics-Basic concepts

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.

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Product CharacteristicsProduct Characteristics• DurabilityDurability 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?

Product CharacteristicsProduct Characteristics-Innovative -Uniqueness-Functionality Whatever else 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

Managing the Brand PortfolioManaging 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.