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Rakesh Belwal's Blog
Dear Students,
Welcome to the Strategic Management Session. In order to enrich our understanding of Strategic Management, I am initiating this weblog to identify organizations in Ethiopia that have maneuvered themselves up so strategically that they are well accepted by their stakeholders. Can we identify some top performing organization and start discussing and digging the reasons of their success in strategic terms.....viz. vision, mission, strategy, and the like.
I can cite one local successful organization "Ambassador Garment' that has successfully marketing the suits through its more than 40 branches in Addis Ababa. Can you attempt to discuss what lies in its success....? Can you bring some other local examples to the forum?
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May 6th, 2007 @ 3:59AM |
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One educational website claims that “There are several different advertising and marketing strategies that exist throughout Africa. Similar to the United States, many businesses rely on the mass media in order to promote their goods and services, such as the radio, television commercials, and newspaper ads. However, these forms of advertising are not very effective in rural areas, which tend to be less developed. Outdoor advertising is a prevalent method of advertising throughout Africa, but especially vital in rural areas. African businesses must promote their goods or services in a manner that is most effective for that particular region. It is essential for us to recognize the economic diversity that exists in Africa, and not to assume the same marketing strategies are used throughout the entire continent.”
You are aware about state of Radio, Television and News paper media in Ethiopia. Moreover, you know outdoor advertising facilitated by agencies such as BT Digital and Mono 2000. How do you feel about the claims of the website? To what extent you agree or disagree? Do you also feel that “It is essential for us to recognize the economic diversity that exists in Africa, and not to assume the same marketing strategies are used throughout the entire continent?” Please structure your participation in three paragraphs pertaining to the questions and cite references wherever possible.
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January 4th, 2007 @ 1:08AM |
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The basic aspect of branding is their power to provide distinctive reasons to customers to prefer one brand over another. These differences lack in commodities which are mainly preferred over the other on the basis of price. When consumers see differences between major brands in most product and service categories, brands command such loyalty that consumers purchased them without even first checking prices. Even basic commodities like bottled water, vodka, and chicken have been successfully been branded by marketers across the globe on the basis of perceived differences between brands of those commodities and the commodities themselves. The differences being cited were either on certain attributes e.g. consistent quality, taste, and health concerns or in terms of communication (through brand name, packaging, advertisement, etc.) of the superiority of the product. The so called pure commodities like ‘Electric utilities’ are attracting branding on the basis of bundled services, environmental or social responsibility, customer service, energy-reduction consulting, add-on services, etc. in developed countries. There are evidences of major brands (Harley-Davidson, Body Shop, Starbucks, Compaq, Wal-Mart, and Hotmail) known to have built their businesses with little or no advertising. Even “ingredient branding,” branded components of other brands’ products or services e.g. Intel, Lycra, and Nylon have been quite successful for certain products or services. However, the over popularity of certain global brands (Aspirin, Cellophane, Escalator, Kleenex, Thermos, Band-Aid, Scotch Tape, Super Glue, Chap Stick, and Xerox etc.) make them vulnerable (or run the risk theirof) towards becoming generic descriptors.
Marketing in Ethiopia seems to be more inclined towards commodities. Branding in Ethiopia can not be attributed something new. There are certain brands found to have secured better positions in consumers’ mind. However, explicit attempts to build such brands are probably missing….and certain brands seem to have evolved naturally in the marketing process.
Do you feel the same….or you keep a different opinion. Can you site some brands that have been explicitly built by their marketers in Ethiopia. Will branding really help here? Please provide your opinions with suitable references to justify your arguments.
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May 23rd, 2006 @ 4:30AM |
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Oranizations in Ethiopia rely more on the selling concept than the marketing concept. There are fewer concers among the business empires towards customer orientation. Somehow, government monopolies also share the same notion that they exist for provison of services but only in their own way. Their way to deliver the products and services seems to be a rigid one having literally no scope for customers expectations for minor changes.
Do you also perceive in similar way ........? Is this true only for Ethiopia or largely for Africa ?
Can you quote some examples for and against the hypothesis.
Please comment ...without any hesitation. (whereever possible pl. give references or evidences). |
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April 7th, 2006 @ 6:55AM |
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