Nokian Tyres
Weighing Up The Past To Improve The Future
Background
Given the constraints on marketing expenditure brought about by a global economic slowdown, you have been asked by the Marketing Director to critically analyse the processes that were applied to a marketing activity which has been fully implemented in the last twelve months. The aim of this review is to evaluate what contributed to the effectiveness, success or failure of the activity. This information will be used to make an assessment of performance management, and supporting systems and procedures, within the marketing department, in order to drive improvements for future marketing activities.
It is recognised that individuals taking this assignment come from a variety of backgrounds. The nature of this assessment, however, allows candidates who do not work directly in a marketing department to review a department either in their own or another organisation, with a view to understanding how it could be made more efficient and effective.
It is acceptable to recognise that marketing may be the role of one person within the organisation, be devolved to parts of the organisation, be partially outsourced or consist of some combination of these approaches. Regardless of what is currently in place, this assignment provides a set of circumstances and constraints that could be applied to any organisation, and on this basis candidates can demonstrate what they would or could do, given the opportunity.
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The issue of international marketing and financial investments in foreign markets, as well as the origin and development of multinational companies have long studied by researchers world-wide.
числу которых относится российский рынок. Позволяя получить общее представление о состоянии маркетинговых практик в стране и проводить их межстрановые сопоставления, данная методология оставляет открытыми вопросы о возможности ее применения для оценки маркетинговых практик отдельной компании. Вместе с тем, анализ исследований, посвященных проблематике маркетинга, выявил отсутствие системного изучения маркетинговых практик, применяемых компаниями на российском рынке.