Indonesia is a good example of a fast-growing developing economy. This Wall Street Journal article “Brands Bet on Indonesia as Spending Booms,” (April 7, 2010 – if you don’t have a subscription, click here to learn about the WSJ “back door”) provides some interesting data on buying power growth and how some Western companies are positioning themselves in the growing market. I really like that this video has some great images of Indonesia. Many of my students are not familiar with Asia and this video lets them get a better feel for the country.
This is the first of ABC’s Good Morning America series, “Secrets of America’s Favorite Stores.” This one takes you “Inside Costco,” (5:10, March 29, 2010). As with others in the series (see following posts), you learn some of Costco’s marketing strategy decisions.
One idea for using this video series would be to have students watch the videos (in class or outside of class), and then ask them to identify specific decisions that each retailer makes for each of the 4 P’s. In our book we categorize retailers around the strategy decisions they make. This exercise reinforces their understanding of the 4 Ps and also reminds them of the variety of strategy decisions that retailers have to make.
A special thanks to regular Teach the 4 Ps reader Stephanie Bibb (Chicago State) who brought this series to my attention.
This is another segment from CNN’s Poppy Harlow’s interview with Howard Shultz. This might fit in one of several marketing class sessions. Starbucks is a retailer so it might fit there. But I think it works best when talking about implementation and control of marketing strategy. Thus it might fit with our books with chapter 2 or with chapter 19 in Basic Marketing. Note: I can usually resize videos to make them fit my column, but it did not work with this one — so click here to see it larger on the CNN site.
For a nice green example of segmentation and targeting, see “Electric Car Strategy: Follow the Fleet,” (The New York Times, March 1, 2010). Definitely shows how to tie characteristics of the market (technology, customers, company, and competition) to the target market.
We have posted earlier on Hyundai’s award-winning marketing program from 2009. For an update, see this NPR story “A Year After Program, Under 100 Hyundais Returned.”