GuidelinesforIndustryIssueUpdatesI&II

Theindustryissueupdateguidelinesgivenbelowisaboutanalyzingbusinessmarketprocessesf a selected industry on the processes of (a) understanding and creating value OR (b) understandinganddeliveringvalue. Participantsmayalternativelyselectrelevanttopicsoftheirchoicerelatedtotrendsinbusiness markets (like electronic commerce, use of social media, branding in business markets etc), or presentation of case studies describing the resolution of a marketing problem in a business market context or solving a live business problem, in consultation with the faculty latest by session5&6. AnalysingBusinessMarketProcessesinaselectedbusinessmarket Selectingthestudycontext Selectabusinesstobusinessmarket,firmandaspecificmarketofferingfortheexercise.You maychoosetodotheexercisebasedonaliveprojectorbasedondatafromsecondarysources. PreliminaryStudy:Understandingthecontext Do a preliminary study to understand the business challenges as well as the business opportunities for the selected business market offering, the business unit and the business market at large. Groups may choose to examine either the process of creating value or the process of delivering value in depth. In either case the first step is to understand the value deliveredtothecustomerandthepossibilitiesforimprovementincreatingordeliveringvalue. UnderstandingCustomerValue In this section, comment on the current understanding of customer value by the business unit withrespecttothemarketofferingselectedforthestudy. Whatisthevaluecurrentlydeliveredtothecustomers? Createavaluemodelandvaluepropositionfortheoffering. Will better understanding of value in monetary terms relative to the next best offer help organisation in crafting marketing strategy, creating customer value anddeliveringvalueeffectively?How? Critique the current marketing strategy/ plan of business unit / market offering selectedandmakeanalternatemarketingstrategy. Youmayincludeinformationrelatedtomarketingsensinglikedefiningthe market,monitoringthecompetition,assessingcustomervalueandgaining customerfeedback

IndustryIssueUpdateI:UnderstandingandCreatingCustomerValue
(a) AssessingCurrentscenario What are the challenges the organisation/ business market faces in creating &realising value from new market offerings? How is technology and market strategygettingalignedinthecustomervaluecreationprocess?Whatarethe possibilitiesforimprovement? Howcancurrentofferingsbemadeflexibletodeliversuperiorcustomervalue andrealisehighervalueatthesametime? (b) UnderstandingbestPracticesintheindustry&possibilitiesforimprovement What are the best practices in the Indian / Global industry in understanding, creatinganddeliveringvalue?Giveexamples. Explain a few successful strategies relevant to the selected project topic in understanding,creatinganddeliveringvalueemployedbyfirmsintheIndian/ globalIndustry You are encouraged to conduct interviews with a few practitioners in the selected industry to understand successful practices and include it in this section. (c)Recommendations What are your recommendations in improving the role of marketing in the processofcreatingvalue? Are the suggestions actionable? What resources and support would you need tomakeitwork?

IndustryIssueUpdateII:UnderstandingandDeliveringCustomerValue
(a) AssessingCurrentScenario How can the process of gaining new businesses be improved? What are the currentchallenges? How can customer share/ customer loyalty be improved by focussing on deliveringsuperiorvalue? (b) Understanding best Practices in the industry & possibilities for improvement What are the best practices in the Indian / Global industry in understanding anddeliveringvalue?Giveexamples. Explain a few successful strategies relevant to the selected project topic in understanding and delivering value employed by firms in the Indian/ global Industry

You are encouraged to conduct interviews with a few practitioners in the selected industry to understand successful practices and include it in this section.

(c)Recommendations: What are your recommendations in improving marketing effectiveness on thetopicchosenfortheproject? Are the suggestions actionable? What resources and support would you needtomakeitwork? SubmissionoftheReport: The report should be 1012 pages in length (word document, single spacing, Times New Roman, fontsize 11, one inch margin on all sides) and may focus on Creating value through new market offerings or managing current offerings or Delivering value (gaining customers and sustaining customer relationships). The sections on creating value or delivering value need to be included depending on the exercise selected. In the introductory chapter you may give a brief description of business market scenario as explained in the initial part for this write up. The report should include the following sections;howeveryoumaymakeappropriatechangesasrequired. 1. Introduction: ProjectContextandCurrentBusinessScenario 2. UnderstandingValue Defining the market, monitoring the competition, assessing customer value and gainingcustomerfeedback 3. CreatingValueORDeliveringValue:Process,PracticeandChallenges 4. CreatingORDeliveringValue:BestPractices 5. Recommendations Annexures InterviewTranscript