Post on 20-Jun-2015
description
Seminar: Putting the managerial philosophies to the test
Topic Number: 9
Industry Studies 1
Overview
The way strategy is developed and implemented globally is very dependent on the type of managerial philosophy that is adopted.
In this seminar, we will put this to the test through the development of a marketing strategy using each of the philosophies. There are 3 core managerial philosophies we will look at; ethnocentric, polycentric and geocentric.
We will evaluate how the execution of the campaign would be entirely different depending on each of the managerial philosophies adopted.
3
• Be able to apply each of the 3 managerial philosophies in a live environment
• Determine the strengths and weaknesses of each of the approaches
• Critically evaluate the appropriateness and effectiveness of each in different scenarios
• Demonstrate an ability to present and critique key arguments amongst your peers
Learning outcomes of this seminar
4
The Task
Consider you work for the Coca-Cola Company
headquartered in the USA. You are a marketing manager that is
responsible for implementing a global marketing campaign for the latest energy soft drink into the Middle
East.
Each group is tasked with choosing a different managerial philosophy. Your
task is to evaluate the implementation of adopting the philosophy on the marketing mix
(4Ps). In addition, discuss the implications and consequences of the
approach for the company as a whole.
Structure for the session
You will have 30 minutes to discuss the implications
We will have a debrief at the
end of each 15 minutes to hear your thoughts on each area
Feel free to ask questions but please do not have separate conversations ‘we are all in
this together’!
An Ethnocentric Approach
A Polycentric Approach
A GeocentricApproach
Any questions?