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- The Main Steps:
- Step 1 Mission statement
- Step 2 Corporate objective
- Step 3 Marketing audit
- Step 4 SWOT analysis
- Step 5 Assumptions
- Step 6 Marketing objectives and strategies
- Step 7 Estimation of expected results
- Step 8 Identification of alternative plans
and mixes
- Step 9 Budget
- Step 10 Detail of implementation in first
year
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- In the United Kingdom, all
advertising is allowed if not specifically forbidden.
- In Germany, everything is
forbidden if not specifically allowed.
- In Italy, everything is allowed,
even if forbidden.
- In Belgium, nobody knows what’s
forbidden.
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3
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4
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- “ Japanese and American
- management is 95% the same
- and differs in all important respects ”
- T. Fujisawa
- Co-founder of Honda Motor Corporation
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5
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- “ You do not negotiate a contract;
- you do negotiate a
relationship ”
- [ Chinese businessman ]
- Fred Robins
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6
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7
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8
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- Defining the Business
- The Philosophy of the Business
- Product / Market Scope - focus and commitment
- Selection of Products / Markets / Segments
- The Technologies to be Mastered
- Determining Goals / Objectives
- Targeting
- Market Objectives
- Learning, Entry, Takeover, Holding
- Functional Strategies - The Marketing Mix
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9
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10
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11
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12
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- It is very clear that those firms that exhibit their acceptance of the
host - China - early have been generously rewarded with business
opportunities. Among these are Coke, AIA, C.P. Group, Motorola, Nokia,
Volkswagon, and IBM. Lou Gersner visited China no less than 12 times
prior to becoming IBM's CEO.
- Bill Gates and Jack Welch are also frequent visitors to China. IBM
donated at least 20 million dollars worth of advanced computers to
Chinese government and universities. Motorola made very clear and
explicit efforts to help China gain PNTR in the U.S. Congress and WTO
membership. Obviously, Chinese are no different from Westerners. They
appreciate friendship and sincerity, especially in their times of need.
Western firms and executives must take off their own shoes before
stepping into Chinese shoes if they wish to succeed in business in
China.
- ...from Piset Wattanavitukul's Awakening Dragon - Doing Business in
China
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13
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- China market does have its risky side. Chinese consumers have a strong
national pride so multinational companies could lose important market
segments by seeming too foreign to the locals.
- The Chinese have a collectivist mindset whereby most of them like to fit
into the society and they like to establish good relationships with
others.
- The Chinese are usually concerned
of the views of others.
- In China, the people need to have a good trust foundation to have
business dealings with others.
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14
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- In China, guānxì provides the necessary social glue between parties
who interact over an extended period.
- Guānxì refers in this context to a long-term relationship based on
mutual obligation.
- One begins to build guānxì by doing small favors, taking one out to
dinner, or bringing a gift.
- Trust also grows with the relationship, and one relies on the honor of
his guānxì partner rather than legal remedies to vouchsafe an
agreement.
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- In China, the word “Guanxi” means having a close relationship with
others. It does not matter whether the relationship is on a social or
business level but as long they have a network with others, the Chinese
believe that they will be able to get things done faster.
- The Chinese people treat “Guanxi” with high regard. The parties involved
will try to keep the relationships as much as they can and enjoy mutual
benefits.
- Usually, the Chinese will seek for a win-win situation by
giving-and-taking most of the time. This type of business style usually
differs from that of the foreign companies. However, foreign investors
need to understand the amount of importance that the Chinese places on
“Guanxi”.
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16
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17
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- The 21st Century has reduced the impact of distance between
nations to the level of instant messaging and direct access to real time
information and business intelligence.
- In this new time of innovation, efficiency, total quality management and
just in time processes as well as the use of information technology to
drive sophisticated strategic planning, finance, marketing, accounting
and human resource processes; “there really hasn't been a professional
ethics framework defined for Muslims to ethically manage their
businesses in the 21st century corporate environment.”
- In the same fashion, there really hasn’t been a strategic planning or
marketing approaches developed and applied by Western companies where
they have integrated Islamic values in their intrinsic meaning and
expression based on how they are lived by the different Islamic
communities around the world.
- Islamic communities are approached through Western and Westernized
methods, means and models of consumption, concepts, believes, images and
strategies.
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18
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- The differences in zakat among the four Sunni Imams are not as major as
among the Sunni and Shi'ia Imams.
- For example, in Fiqh Jaffariah , there is no zakat on paper currency.
So, for the followers of this Fiqh there is no Zakat on bank accounts.
When General Zia-ul-Haq, the Pakistani military ruler instituted
compulsory zakat in Pakistan, the Shi'ia 'Ulema revolted against it and
refused to abide by the government's zakat ordinance. Ultimately the
government excluded Shi'ias from the yearly bank account deductions.
This led many Sunnis to declare themselves Shi'ias on their bank forms
to avoid paying zakat on their bank accounts
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19
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20
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- Ethics is defined as a set of moral principles that distinguish what is
right from wrong, and in an Islamic context, the Qur'anic term khuluq is
closest to it.
- Also, some other terms referenced from Qur'an describing the concept of
good are khayr (goodness), birr (rightousness), qist (equity), and 'adl
(equilibrium and justice).
- Source: Islamic Business Ethics: Book Review by Dr. Rafik Issa Beekun
(Published by The International Institute of Islamic Thought, 84 pages)
- Review By Rafi-uddin Shikoh.
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21
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- For an organization to practice ethics from an Islamic perspective the
author switches to referring to the concept as an organizations 'social
responsibility.' This interestingly very much correlates to the existing
global emphasis and debate on Corporate Social Responsibility (CSR).
- Perhaps CSR is a separate topic, but interesting comparisons could be
made between the current global CSR models and the Islamic perspective
on Corporate Social Responsibility.
- The three domains of Islamic perspective on corporate social
responsibility identified include its stakeholders, the natural
environment, and the general social welfare.
- Source: Islamic Business Ethics: Book Review by Dr. Rafik Issa Beekun
(Published by The International Institute of Islamic Thought, 84 pages)
- Review By Rafi-uddin Shikoh.
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- The
have profiled a fast booming Central Anatolian province of
Kayseri in Turkey with a population of 1 million characterized by unique
harmonization of religious adherence, entrepreneurial spirit, hard work
and regional/global success.
Their conclusion was on the ‘evidence that Islam and Capitalism
Can Coexist.'
- The NYT article had a great quote from Ahmet Herdem, the mayor of
Hacilar, a town of 20,000 people in the same region, who underlined
that, “in European countries, workers take a 15-minute smoking break;
here we take a 15-minute prayer break."
- This respect to faith combined with strong work ethics and an
entrepreneurial spirit contributed to the emergence of the best-known
Turkish companies, 17 of the Top 500 Turkish companies of 2005 are from
this region, such as Orta Anadolu (a large denim producer), Boydak
Holding (a giant conglomerate with the largest Turkish cable factory),
and Istikbal (one of the largest furniture manufacturers in Turkey, all
of them have a global presence.
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23
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- European sociologists have compared this to the 'Protestant Ethics'
practices of Christian business communities of the past, and more
recently labeled these entrepreneurs:
- Trading and business endeavors has always been an integral part of
the Muslim cultural environment, with the Prophet Mohammed and many of
his companions themselves being successful traders. Islamic faith
encouraged trade and profit, albeit in a just manner.
- People from other Muslim communities can certainly learn from this
successful manifestation today by the entrepreneurs of Kayseri who are
competing globally while applying their faith as a means of strength in
this day and age of modernity.
- MUSIAD (The Turkish Industrialists and Businessmen’s Association) while
providing support to the Turkish economy; it also promote Muslim
business values and the building of strong trade relations among Muslim
countries.
- Members of the MUSIAD are 8000 small to mid-sized companies are also
known as the “Anatolian tigers”, which produce 10% of the Turkish gross
national product.
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24
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- European sociologists have compared this to the 'Protestant Ethics'
practices of Christian business communities of the past, and more
recently labeled these entrepreneurs:
- Trading and business endeavors has always been an integral part of
the Muslim cultural environment, with the Prophet Mohammed and many of
his companions themselves being successful traders. Islamic faith
encouraged trade and profit, albeit in a just manner.
- People from other Muslim communities can certainly learn from this
successful manifestation today by the entrepreneurs of Kayseri who are
competing globally while applying their faith as a means of strength in
this day and age of modernity.
- MUSIAD (The Turkish Industrialists and Businessmen’s Association) while
providing support to the Turkish economy; it also promote Muslim
business values and the building of strong trade relations among Muslim
countries.
- Members of the MUSIAD are 8000 small to mid-sized companies are also
known as the “Anatolian tigers”, which produce 10% of the Turkish gross
national product.
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25
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- European sociologists have compared this to the 'Protestant Ethics'
practices of Christian business communities of the past, and more
recently labeled these entrepreneurs:
- Trading and business endeavors has always been an integral part of
the Muslim cultural environment, with the Prophet Mohammed and many of
his companions themselves being successful traders. Islamic faith
encouraged trade and profit, albeit in a just manner.
- People from other Muslim communities can certainly learn from this
successful manifestation today by the entrepreneurs of Kayseri who are
competing globally while applying their faith as a means of strength in
this day and age of modernity.
- MUSIAD (The Turkish Industrialists and Businessmen’s Association) while
providing support to the Turkish economy; it also promote Muslim
business values and the building of strong trade relations among Muslim
countries.
- Members of the MUSIAD are 8000 small to mid-sized companies are also
known as the “Anatolian tigers”, which produce 10% of the Turkish gross
national product.
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26
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- Since 1999. there have been commonly accepted rules about debt levels,
interest income and industry activities in which a Muslim may invest.
- The Dow Jones Islamic Index uses these screening criteria as do most of
the Islamic mutual stock market funds.
- However, not all Shari'ah scholars do agree to compromise, considering
time and circumstances in regard to debt levels and interest income.
- Each single investor needs to decide on his own which position to follow
and many still feel uncomfortable discussing whether stock investing is
similar to gambling and whether or not Shari'ah scholars accept it.
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27
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- If the answer is positive regarding stocks, the question of the short
sale arises.
- The leverage for the short position is much more delicate. A Salam
contract requires that the full amount be paid immediately and therefore
leveraging does not take place and the short position is not replicated
as it would be in a conventional hedge fund.
- The fund of fund concept of Eric Meyer from Shariah Capital therefore
uses the Arbun contract. Arbun
could be translated as down payment. The buyer pays 10% of the price for
the stocks as a down payment.
- If the price in the future is below 90% of the price on the transaction
date, the buyer will buy the stock cheaper in the market place. His down
payment remains with the seller.
- If the price goes up instead, the seller has to buy the more expensive
stock and take a loss.
- With Arbun there are two concurrent sayings of the prophet, one
permitting and one forbidding Arbun and consequently the different
schools of thought interpret Arbun differently. The Hanbali School
generally accepts it while the Hanafi school seems to declare it Haram.
Any Muslim investor seeking to look into such a model should therefore
ask for clarification of how the majority of the school he aims to
follow interpreted this issue.
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31
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- http://www.answers.com/topic/philip-kotler
- http://www.nationbrandindex.com/
- http://www.dinarstandard.com/finance/finance_instit120604.htm
- http://dinarstandard.com/marketing/IP_PnG0303506.htm
- http://www.dinarstandard.com/innovation/Clusters71606.htm
- http://www.islamic-finance.net/siber/lib3/sarker.html
- http://dinarstandard.com/rankings/ds100/DS100Brands.htm
- http://cob.jmu.edu/white/cob487/258,3,Slide3
- http://www.islamic-finance.net/siber/lib3/sarker.html
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Notes
