Marketing Management Planning

Muhammad Ismail Hossain (), Nasrin Akter () and Abureza M. Muzareba ()
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Muhammad Ismail Hossain: Universal College Bangladesh
Nasrin Akter: University of Dhaka
Abureza M. Muzareba: University of Dhaka

Chapter Chapter 2 in Marketing in a Transition Economy, 2024, pp 37-73 from Springer

Abstract: Abstract The marketing management planning cases cover a limited number of strategic, tactical, and operational issues that are confronted by the managers of both goods and services-oriented companies. The cases of this section emphasize a few key areas of marketing management strategies, in particular, market sensing, market expansion, managing and differentiating brands through service, people, and innovation, and show how effective use of these strategies helps companies to survive in normal and emergency business days. The first case showcases the story of a leading multinational company Marico and how they sense the Bangladeshi market and consequently plan, design, and implement their marketing mix strategies. As a multinational company, Marico is presumed to employ a mix of standardization and customization approaches while offering its products in Bangladesh. This case also highlights to what extent such standardization/adaptation is taking place in the case of Marico in Bangladesh. The second case is about the market expansion and protection strategy adopted by The Bengal Tours Ltd., (TBTL) the market leader of inbound tourism in Bangladesh. This case emphasizes the different growth strategies stemming from the core competencies of the company. In addition, the case highlights to what extent the company adopts competitive growth strategies. The conceived, designed, implemented, and maneuvered strategic survival strategies adopted by TBTL due to the COVID-19 pandemic are also the highlights of this case. The third case presents the story of North End, a Bangladeshi-origin coffee brand founded by an American couple. This case highlights how a brand single-handedly added a new dimension to the hot drinks industry of Bangladesh by leveraging its core values and competencies. The case also presents the application of marketing management planning activities with specific reference to people both in the supply (e.g., employee) and demand end (e.g., customer). Overall, the case offers a comprehensive insight into how to build, grow, and sustain a brand through effectively managing marketing activities.

Date: 2024
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DOI: 10.1007/978-981-97-3553-2_2

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