netrashetty
Netra Shetty
Sterling Commerce, an IBM company, provides business-to-business (B2B) commerce solutions that enable the sharing of information among people, business systems, and enterprise systems. The company offers integration products and services through its Business Integration Suite,[1] that address the business problems corporations face when seeking to integrate business processes internally and externally with their customers, partners, and suppliers. Sterling Commerce also provides supply chain execution solutions through its Selling and Fulfillment Suite,[1] that streamline the commerce lifecycle. In support of its solutions, the company also supplies education, consulting, implementation, customer support services, and complete outsourcing of B2B commerce solutions. Clients include companies and organizations in retail, healthcare, banking, distribution, financial services, logistics, manufacturing, local and federal governments, and communications and media sectors. Headquartered in the American city of Dublin, Ohio, Sterling Commerce has offices throughout North America, Europe, and Asia. On August 28, 2010, IBM closes $1.4B acquisition of Sterling from AT&T On May 24, 2010, IBM agreed to acquire Sterling Commerce from AT&T for $1.4 Billion USD.[2]
In spite of the problems faced in terms of financial crisis in the entire US, there are still companies that remain competitive in the US market and one of these is the Barclays PLC. This bank industry is noted to be one of the fastest growing credit card issuers in the nation and has more than 60 existing card partnerships with some of the most successful automotive, travel, educational, entertainment, and financial institutions in the entire US. It is also known as the world’s largest global financial services provide which provides investment banking, management services and other banking services. Although the company is known in the global credit card market, with their million credit card customers, the company is still need to expand their services to reach more customers both in the offline and internet market.
The objective of this report is to provide a marketing plan for the global marketing decision making of Barclays US. Herein, specific factors to consider for having effective decision making approach will be considered. For this marketing plan, the main goal is to analyse the business environment where the company will be marketed. The credit card and banking service of the company is chosen to be marketed in China. It is noted that the main issue for this expansion is in line with the decision making approach of the company on whether the company should be expanded in China.
To be able to solve such issue, the solution is to execute or implement strategic marketing approach in line with the advertisement and promotion to make their target customers become of aware that the company is entering the Chinese market. Furthermore, the strategic marketing planning for expanding in the global market can also be attributed as a better solution to make sure that the products and services (Zou & Cavusgil, 1996) of the company will be introduced effectively, specifically in the Chinese market. The only problem that remains unsolved is to find an industry (bank) which will commit for the distribution of the product. Hence, it is recommended that the industry must be able to use a more rigorous and comprehensive decision making and planning approach to enhance their market value in the Chinese market.
In the marketing entry to the Chinese market, it is essential that the Barclays marketing directors and managers must be able to conduct a market research that will investigate the potentiality of the market acceptance of the products and services offered by Barclays. Investigation should include the market evaluation and identify the most applicable market entry approach to be used to make sure that they will meet the organisational objective of Barclay in providing and reaching more customers in the global market.
Furthermore, it is also important that the marketing manager should consider the investigation of the possible risks; problems and issues that will affect decision making approach as it enter the Chinese market and other part s of the world (Hofstede, Steenkamp & Wedel, 1999). It is also noted that the marketing manager should also develop advertising and promotion campaign to ensure that the Chinese market will be aware of the products and services offered by Barclays.
In spite of the problems faced in terms of financial crisis in the entire US, there are still companies that remain competitive in the US market and one of these is the Barclays PLC. This bank industry is noted to be one of the fastest growing credit card issuers in the nation and has more than 60 existing card partnerships with some of the most successful automotive, travel, educational, entertainment, and financial institutions in the entire US. It is also known as the world’s largest global financial services provide which provides investment banking, management services and other banking services. Although the company is known in the global credit card market, with their million credit card customers, the company is still need to expand their services to reach more customers both in the offline and internet market.
The objective of this report is to provide a marketing plan for the global marketing decision making of Barclays US. Herein, specific factors to consider for having effective decision making approach will be considered. For this marketing plan, the main goal is to analyse the business environment where the company will be marketed. The credit card and banking service of the company is chosen to be marketed in China. It is noted that the main issue for this expansion is in line with the decision making approach of the company on whether the company should be expanded in China.
To be able to solve such issue, the solution is to execute or implement strategic marketing approach in line with the advertisement and promotion to make their target customers become of aware that the company is entering the Chinese market. Furthermore, the strategic marketing planning for expanding in the global market can also be attributed as a better solution to make sure that the products and services (Zou & Cavusgil, 1996) of the company will be introduced effectively, specifically in the Chinese market. The only problem that remains unsolved is to find an industry (bank) which will commit for the distribution of the product. Hence, it is recommended that the industry must be able to use a more rigorous and comprehensive decision making and planning approach to enhance their market value in the Chinese market.
In the marketing entry to the Chinese market, it is essential that the Barclays marketing directors and managers must be able to conduct a market research that will investigate the potentiality of the market acceptance of the products and services offered by Barclays. Investigation should include the market evaluation and identify the most applicable market entry approach to be used to make sure that they will meet the organisational objective of Barclay in providing and reaching more customers in the global market.
Furthermore, it is also important that the marketing manager should consider the investigation of the possible risks; problems and issues that will affect decision making approach as it enter the Chinese market and other part s of the world (Hofstede, Steenkamp & Wedel, 1999). It is also noted that the marketing manager should also develop advertising and promotion campaign to ensure that the Chinese market will be aware of the products and services offered by Barclays.