MARKETING MANAGEMENT

Marketing Management



Executive Summary

Decentralization encourages initiative, responsibility, development of personnel, fact-based decision-making and flexibility; in short, all the qualities necessary to adapt to new conditions. The paper consists of six tasks each task gives it appropriate answer in this assignment. Task One: Describe and critically evaluate the proposed decentralisation of the marketing activities. Task Two: Identify the range of marketing activities that it would be appropriate to decentralise, and assess how best to source and develop appropriate people to produce a successful “remote” team. Task Three: Recommend approaches to the management and coordination of the activities of the “remote” team, to create effective working relations, taking into account the benefits and constraints of managing virtual teams, including cultural considerations where appropriate. Task Four: Critically evaluate the relationships marketing has with other functions within the decentralised organisation, and illustrate how these relationships can be built upon, to enhance the effectiveness of the “remote” team. Task Five: Recommend appropriate performance measures for the “remote” team, with suitable targets for management and measurement of individuals against objectives and standards and appropriate provision for feedback and appraisal of those concerned. Task Six: Propose measures by which the budgets can be managed and the activity costs incurred by the “remote” team can be monitored, in order to ensure the proposed decentralisation is suitably justified to the senior management to gain approval. In the last paper conclude and summarise all the findings with recommendations made.

Table of Contents

Executive Summary2

Introduction6

History6

Task 17

Description of the proposed decentralisation of marketing activities7

Critical evaluation of the proposed decentralisation of marketing activities9

Example10

Task 210

Identification of a range of marketing activities for the decentralisation10

Assessment of sourcing appropriate people to produce a remote team13

The principles of action14

TRAINING-PHASE 114

CONFLICT-PHASE 215

Decisions are not made easily within the group15

NORMALIZATION -PHASE 315

PERFORMANCE-PHASE 416

END-STAGE 517

Recommendation of approaches to management & coordination of activities of the remote team17

Roles Goals and tasks for Team members18

Goals and Roles18

Tasks18

Benefits, constraints and cultural issues when managing the virtual teams18

1. Open Mind18

2. Entrepreneurship19

3. Strength through Diversity19

4. Freedom with Responsibility19

Relationship between marketing and other functions within the decentralized organization19

Task 420

Evaluation of the relationship between marketing and other functions within the decentralized organization Main Functions of Marketing20

Market research21

Decisions about the product21

Pricing decisions22

This role involves setting a price that is convenient for one hand to the target market (so you can get it) and another for the company or organization (to perceive profits.)22

Distribution22

Promotion22

For Sale22

Illustration on, how these relationships can be built to enhance the effectiveness of the remote team23

Effective team building in other departments of organization finance23

Production Team23

Media Team24

Task 524

Recommend appropriate performance measures for the "“remote”" team24

Task 627

Proposed measures to manage the budgets27

Ways to monitor the activity costs that are incurred by the "remote" team28

Justification of proposed decentralisation to gain approval of the senior management29

Conclusion30

Bibliography31

Appendices33

Marketing Management

Introduction

British American Tobacco is the second largest stock market quoted group by global market share. The company was founded in 1902 and have become one of the world's most internationally diversified consumer goods businesses. British American Tobacco is the only tobacco business with a significant ...