Anurag Jain's Blog on Bangalore Events, Travel, IIM Bangalore, IIM, IIMB, Management

Sunday, September 02, 2007

Posted 10:48 AM by Anurag

Sep 4: Workshop on Buidling and Sustaining Global Brands

"Warm Greetings!! IIPM is pleased to announce about its next Global Outreach Workshop on ¡§Building and Sustaining Global Brands¡¨. A brief workshop note has been attached for your perusal which has the speaker profile as well as the session plan of the workshop. The workshop will be conducted by Prof. WASIM AZHAR from the Graduate School of Business, Stanford University.

This workshop aims at cross pollination of ideas and intensive brainstorming with the professor and other participants, where new concepts, which are implemented abroad & can be implemented in the Indian scenario .

Following are the Details of the workshop:

Delhi- 1st September, 2007
Hyderabad- 3rd September, 2007
Bangalore -4th September, 2007
Chennai- 5th September, 2007

The investment for the workshop is Rs. 12,000/- per person. For every nomination you get a complimentary invite.

In case you are interested in sending group nominations for this workshop, there will be necessary concessions, the same concessions would be incase there are nominations across other locations.

This fee is inclusive of the workshop, reading material & the certification. Alternatively, we can also organize the workshop exclusively for the employees of one single organization.
Kindly send in your nominations at the earliest since the seats are getting blocked.

For more information call:

Janet D'Silva
Planman Consulting
Phone Number: 41189311
Mobile: + 91 98862 84321

Speaker profile and Session plan

GOP WORKSHOP OUTLINE: Prof. WASIM AZHAR
The Graduate School of Buisness, Stanford University

¡§BUILDING AND SUSTAINING GLOBAL BRANDS¡¨

Profile:

Wasim Azhar is a Lecturer in Marketing at the Haas School of Business at University of California, Berkeley, as well as the Graduate School of Business at Stanford University. He specializes in Global and International Marketing, Pricing Strategies and Tactics and Designing and Managing Distribution Channels.

Wasim Azhar was formerly a Professor of Business Policy and Marketing, and the Pro-Vice Chancellor at Lahore University of Management Sciences in Pakistan. At Stanford since 2001 he has been teaching electives in the MBA program, the core marketing course in the Sloan Program, and in short Executive Education Programmes. He has taught marketing sessions in executive programs in Strategic Marketing Management, Executive Program for Growing Companies, Management Program for Young Entrepreneurs Organisation, Leadership program for Irish CEOs, and Management Program for NFL (National Football League).

Since 2005, Prof. Azhar has taught elective courses in the MBA and EWMBA programs at University of California, Berkeley. He was in the elite 6 + club in teaching evaluations in courses he has taught.

Prof. Azhar has taught in many executive programs in areas including International Marketing, Channels Management, Sales Force Management, Advertising and Promotion, Marketing of Services, Management Development, IT for Top Management, Negotiation Skills, and Corporate Planning and Strategic Management in Pakistan, and some in Malaysia and Sri Lanka, varying in duration from two days to three weeks. These programmes were jointly conducted by McGill University of Canada and the Lahore University of Management Sciences and were attended by senior executives from leading multinational and local corporations from over thirty countries.

In USA, he is on the Board of Directors of Amzone Corporation, AmWest Ventures Corporation, Veri-Sys Corporation, and SoftWeb Corp.

Session plan:

Session I

„X Building a global brand from mass to class
„X Allocation of resources across countries and products;
„X Challenging global leaders;
„X Frameworks for global brand planning.

Samsung Case study discussion:

1. What are the ingredients of Samsung's corporate turnaround strategy? What are the implications for its marketing program?
2. Evaluate Samsung's efforts in building a global brand. What challenges has Kim faced?
3. How well has he responded to them?
4. Assess Samsung's product market strategies. How have they evolved over time?
5. How has Samsung approached different country markets? What should it
do in future?

Session II

„X Building a Global Brand through acquisition;
„X Positioning and repositioning a Global company;
„X Managing a Global Brand Portfolio;
„X Strategies and tactics in home and away markets.

Lenovo Case Study Discussion:

1. What were the reasons for Lenovo's success in its home market China? Can it transfer this success of model overseas? Why or why not?
2. What is Lenovo's point of differentiation? What makes winners in the world markets in the PC industry?
3. Why did Lenovo buy IBM PC business? Why did IBM sell to Lenovo? Will this acquisition work?
4. Should Lenovo use ThinkPad to build the Lenovo brand? Could it do so without hurting the ThinkPad franchise? Or should it keep it under the IBM umbrella?

Session III

„X Building a global identity without emphasis on advertising;
„X Smaller company competing with international gorillas in global markets;
„X Defending home base versus international giants.

Infosys Case Study Discussion:
1. Analyze the defensive (in home market) and offensive (outside home market) strategies of Infosys so far. What have been its achievements? What should it be concerned about?
2. What are the challenges that Infosys faces for (a) defending its home market and (b) developing a global brand? What would you recommend? Why?
3. What should be the core positioning strategy for Infosys that can enable it to have a unique global identity for growth? How should it achieve and maintain this positioning?

Target Audience:
Managers of multinationals competing globally, defending home markets and making forays into foreign markets. "

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