Challenger Strategies for Building Businesses and Brands - Hong Kong

DATES & LOCATIONS

13 Aug - 15 Aug 2014Hong Kong - $5,300 USDRegister

Faculty

Rajeev Batra
Overview

In the past decade, a new breed of challenger businesses and brands from the new Emerging Market Multinationals (EMNCs) have burst upon the world stage, and have built up significant new branded businesses with a broad international footprint. With names like Arcelik, Dabur, Godrej, Haier, HTC, Infosys, Lenovo, LG, Mahindra Tractors, Natura, Ranbaxy, Taj Hotels, Tata Motors, Ulker, WIPRO and others, these EMNCs are giving the incumbent market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing. Yet these successful new business and brands have been built up without using substantial resource, in bold and innovative new ways.

This new Ross Executive Education course builds on field research conducted over the last two years on 39 companies from India, China, Turkey, Brazil and other Emerging Market countries that are gaining share in global markets despite enormous resource and credibility challenges. It builds capabilities in business strategy, innovation, international marketing, and brand building through lessons learned from these new Emerging Market MNCS (EMNCs).

Takeaways
  • Discover strategic business capabilities that are changing the marketplace across Asia and globally
  • Build marketing and branding knowhow and strengths to challenge larger local, regional and global incumbents
  • Develop the strategic framework and tools to create a competitive capability to become a challenger organization

To assist your organization to:

  • Gain market share in emerging and broader markets
  • Position itself to become a major leader on the world business stage
  • Build and manage strong regional and global brand positions on shoestring budgets
  • Successfully challenge incumbent leaders--or fend off challenges from this new wave of EMNCs

New for 2013!

Who Should Attend

The course is for General Managers, Strategic Decision Makers, International Business and Marketing Managers, and Marketing and Brand Managers of both such challenger companies and those coming under challenge from them.

Benefits of Attending
  • Be the first executives to learn from this impactful strategic research
  • Understand a new dynamic approach to marketing and brand-building for maximum impact
  • Develop a strong strategic business mindset for regional and global business application
  • Obtain four strategies to success for companies with weaker resource positions
  • Experience first-hand the knowledge to drive your next level of global business success when you come from from emerging markets
Learning Objectives
  • Discover strategic business capabilities that are changing the marketplace across Asia and globally
  • Build marketing and branding knowhow and strengths to challenge larger local, regional and global incumbents
  • Develop the strategic framework and tools to create a competitive capability to become a challenger organization

To assist your organization to:

  • Gain market share in emerging and broader markets
  • Position itself to become a major leader on the world business stage
  • Build and manage strong regional and global brand positions on shoestring budgets
  • Successfully challenge incumbent leaders -- or fend off challenges from this new wave of EMNCs
Who Should Attend?

The course is for General Managers, Strategic Decision Makers, Marketing and Brand Managers of both such challenger companies and those coming under challenge from them in the regional and global marketplace.

Program Focus

Learning from The New Emerging Market Multinationals (EMNC's):
Strategies for Disrupting Markets and Building Brands

Recent success raises the question of how these relatively-small, under-resourced EMNCs have managed to build sustainable and profitable branded global businesses, fighting and winning against much larger incumbent market leaders. How did these new EMNCs dramatically transform themselves to fight and win against much larger incumbent market leaders?

This 3-day course is about the lessons to be learnt from these EMNCs -- by other EMNCs, by underresourced 'challenger' businesses everywhere, and by the West-based MNCs facing these new competitors. It will be led by Ross Professor Rajeev Batra, co-author of the new book on this research to be published by McGraw-Hill in Summer 2012.

Business Strategy:

  • Discover how the New Challenger EMNCs are Disrupting Markets and Building Global Brands: Four Strategies to Success
  • Strategic Competency-Building to Execute the Four Strategies
  • Choosing Segments and Markets for Overseas Growth
  • Understand how Business-Building and Brand-Building go Hand in Hand to create "Virtuous Cycle"
  • When and How to make Successful Acquisitions and JVs

Strategic Marketing and Branding

  • Discover What it Takes to Build a Strong Global Brand? A Framework and Roadmap
  • Building Brand Awareness and Quality Reputations on Shoestring Budgets
  • Global Brand Strategy: Associations and Architecture
  • Managing Global Brands: Structures and Processes
Fee Policy

The program fee includes tuition, books, instructional materials, and coffee breaks. Fee is payable in advance in US dollars and is subject to change. See our Cancellation, Transfer and Substitution Policy

Contact Information

Executive Education
Asia Pacific Regional Office
Stephen M. Ross School of Business
University of Michigan
12/F Winsan Tower, 98 Thomson Road
Wanchai, Hong Kong
Tel: 852.2509.9088
Fax: 852.2509.9228
Email: Executive Education, Hong Kong

Challenger Strategies for Building Businesses and Brands - Hong Kong

DATES & LOCATIONS

13 Aug - 15 Aug 2014Hong Kong - $5,300 USDRegister

Faculty

Rajeev Batra
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