Hansa|GCR has provided support to a client over a nine-year period in conducting a global brand management system. This system was used by multiple stakeholder groups to gain insight on what to do to enhance brand and market performance. One of the aspects of the brand management system was the development of linkage analysis to provide additional insight on what the organization could do to enhance the brand and ultimately increase financial results. The following pages provide a snapshot of sample results from this linkage analysis as well as background on the Hansa|GCR linkage approach.
Performance Management System Using Linkage Analysis: Case Study
Hansa|GCR views brand and customer management as fundamental to business management. A linked system of measures needs to inform the business and provide actionable direction for improvement. The best systems actively involve key stakeholders in conceptualizing their system and how it can support the business, plus integrate different functional groups’ perspectives in what can be done with results for on-going business management. Click here to read more…
Tag Archives: Marketing Performance
Case Study – Hansa Marketing Services
Filed under Brand Management, Business, Marketing
A Case Study for Export Performance in Fruit Sector
Case Study about Export Performance in Fruit Sector
This study was prompted after observing the sporadic nature of Uganda’s fruit exports in the last 8 years. This fact was strengthened by the overall fall in exports in Uganda to other neighboringcountries and the dismal engagement in global trade by Sub-Saharan Africa countries despite the advent of globalizations and regional economic integration and corporation. The objectives of this study therefore were to: Determine the relationship between firm characteristics and export marketing strategy, determine the relationship between firm characteristics and export performance.
Determine the relationship between export marketing strategy and export performance, and determine the relationship between management attitudes and export marketing strategy. To achieve the above objectives, a quantitative correlational research design was used to execute the study. Read more on Export Performance
Filed under Operations
Case Study on International Marketing is The Performance of Business
International Marketing is The Performance of Business
International Marketing is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. Cateora and Ghauri (1999). Market entry strategy can be defined as an organised way of delivering and distributing goods or services to any specified market. This market can be local as well as foreign.
The statement that there is no single method for entering any particular market is fairly true. Firms can use different strategies to exploit markets under different circumstances. The market entry strategies of a firm can be influenced by the characteristics of the market (such as sales potential, strategic importance of the market, country barriers and culture), organisation’s characteristics and capabilities and it’s near market knowledge and involvement and also commitment of the management..
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Case Study on Kelly/Brady Advertising Inc
Business situation: In early 2008, School ABC launched a new branding campaign that failed to generate leads. Media cost per leads, cost per enrolls and cost per starts were high and the largest lead source was PDLs and referrals. The marketing dollars being spent were not generating leads which contributed to the school not hitting target goals and lowering their return on investment. In the summer of 2008, School ABC brought in a new CEO. The CEO decided a change was needed to improve the performance of the marketing. During late summer/early fall 2008, Kelly/Brady was brought in to improve School ABC’s marketing performance.
The assessment: Kelly/Brady did a year-to-date data assessment comparing leads, starts and goals by media. The results reflected a high media cost per lead, cost per enrollment and cost per start. Kelly/Brady conducted test calls to see how leads were captured, tracked and distributed. The results concluded that no process was found to properly track, capture, distribute and enter the leads. Also, during the assessment creative was evaluated and found to lack proper messaging to yield cost-effective results. From these findings a strategic plan was put into place to help School ABC improve their return on investment. Get more information about Kelly/Brady Advertising Inc
Filed under Assorted, Industry Specific Cases