Strategic Management

December 2022 Examination

1. You are the marketing director of Citibank, your bank is making huge profits globally in
the consumer banking division, and your organization now wants to cut back on consumer
banking and wants to focus on the business-to-business segment. What type of strategy is
it? Create a strategic plan for disinvestment. How will you handle employee reactions and
anger? Prepare a communication strategy. (10 Marks)

Ans 1.

Introduction

In the case of Citibank which, in general, engages in transactions with as well as providing
services to other banks and the customers of its clients, a complicated system of requirements,
priorities as well as relationships and partnerships emerges. In this context, Citibank is required
to make sure it is using the right combination of customers and banks. This means that the
business-to-business B2B strategy starts with the need to comprehend its business environment.

Here are some similar questions:

 Who are bank's clients?

 Who do the current customers of the bank serve?

 What are the banks most frequent clients' primary industries?

 What's the new set of prospects that could exist based on what makes the bank believe it will
be successful?

 How do I find Citibank most profitable with its current clients?

Concept and application

After Citibank identifies its unified audience, it will create a program that will track the group
and respond accordingly. Monitor conversion processes to ensure happy customers and greater
connection.

In conjunction with a clearly defined program that could help Citibank in making its customers
and lead seem like its successful clients, it will be able by applying personas to client segments.

A persona is a semi-fictional profile of any company's ideal clientele. By categorizing and

separating Market research by Citibank's current client base the bank will be able to create the
mock-up of what it would observe in the clients that it would like to have.

Making out a program

As we continue to discuss on a program centered on business banking. It is important to define

business banking as any firm that generates up to million in sales, with the possibility of a credit
exposure in the range of $24 million. Once that is determined and the bank is able to identify
which markets are its best choices. The bank is aware of upwards of $14 million worth of sales
to make its goals. In addition the bank also understands what it did well when it was working
with manufacturing firms from an industrial and commercial lending perspective.

Now , the bank will need to pay attention to how many businesses are operating in certain
markets that are aligned to its team that have sales of between $2 million to $12 million, and the
industry name of manufacturing. So the bank gathers assets so that it can understand what
attributes, and which businesses they need to be able to capture in its sales process in addition to
defining its sales process around qualifying the lead on the basis of metrics.

Mix of Products

You can check their most recent UCC filings to identify what assets they own as well as which
institutions they're currently working.

Services within the business

Does the bank's client own or lease their space being another data point? If so there is a chance
that the bank will be able to help with loans for real estate aiding them in refinancing based on
rates and conditions. It's about knowing a bank's successful clients and their mix of products and
the expertise of the bank's staff and how it can assist those clients. Packaging it up into a clear
sales procedure and taking that knowledge and getting hold of the information is what makes
potential customers successful clients, and also removes all the friction from lead to opportunity
within the pipeline of the bank.

Driving efficiency

With the help of almost all of the data points and information that can determine the quality of
leads Citibank can increase efficiency not just for its staff but also for prospective customers. If a
member of the bank's sales department knows that they have 100 leads that they've assigned 10,
of which have 11 data points of 15, then they're in most probability much closer to being a
qualified lead.

If the leads and prospects for the bank are similar to its current successful clients the sales team
is better prepared to identify what specific data points they could collect when they put
something into the process.

From there, the data gathered in Salesforce shows them that if they've had previous successful
with these customers and know that this 100 potential clients have similar traits; they'll have
more chance of success. The team is also active as they realize their products to be positioned on
the market, the type and type of conversations they'd prefer to have, and the role or the kind of
person they should target to get in the door.

Harmonizing sales and marketing

It's common to have marketing and sales teams to have a tricky relationship. Marketing
professionals have a tough time getting buy-in from salespeople, who frequently think that
marketing campaigns distracting them from the conversations they have to engage in. Data
shared between teams makes it easy to set between efforts while also increasing the capabilities
of both teams. Salesforce's marketing capabilities are enhanced because Salesforce is able to
monitor product mixes actions, personas, and business trends to help inform sales on what
information a potential or client is focusing on. Sales can access data in real-time, as well as
research results that allow them to better be aware of the marketing collateral they're working
with.

The sales team can continue to put their focus on giving priority to the most competent prospects
at the proper moment. -- employing data from marketing to become informed about where and
why the priority should be given to. And marketing uses that data to support sales in various
ways, for example, by inviting leads for events based on sales , or by contacting leads with soft
digital ads making the first call.

Conclusion

Adapting one's message to the particular needs or difficulties faced by a given industry.
Marketing can help to create those who are in the right position, do the necessary preparation to
reduce a couple of weeks off of sales cycle, and reduce meetings with prospecting down to one
or couple of phone calls versus up to 20 or 15 call. When the two groups come together to work
as one, they are able to find and keep B2B customers who are in the banking industry and in the
process, they're able to be more efficient.

2. The IPL has never missed a season. Despite the Pandemic, the IPL organized its seasons
in the UAE. In the past, the IPL organized its event in South Africa. Do you think that the
IPL brand Why would IPL be so insistent on continuing with its seasons despite the
challenges it faced? Do you think the IPL brand would have been tarnished had a couple of
seasons got missed? Would missing a seasoned impact on the IPL brand. Analyze and
evaluate. (10 Marks)

Ans 2.

Introduction

To help answer this question it's important to reference a news report published by The Times of
India, dated and published on April 9, 2021, 5:55 PM at IST. The headline was "Let The Games
Begin: IPL 14 faces challenges, yet there is a lot riding from its success. The TOI Quick Edits
are written by a team comprised of experienced journalists of the Times of India's Edit Page and
TOI-Online who respond to news stories of importance as they evolve.

The TOI Quick Edits also added that the Indian Premier League has always been about
exuberance and that, once cricket begins, all things will get better. This apart, conducting a
successful IPL given the current circumstances is also a huge boost to sports in general. It will
give a clear message to world that big sporting events can be held with sufficient systems of
control in place. The win could impact the preparations for Tokyo Olympics -- the biggest event
in sports worldwide this year's calendar. Thus, much is riding on this IPL to prove critics
incorrect and prove that this game has truly adjusted to the current norm.

Concept and application

The latest news from Google reports "In 2010 the IPL became the first sporting event in the
world to be live broadcast on YouTube. The brand value for the Indian Premier League in 2019
was around Rs47, 500 crore (US$5.9 billion) according to Duff & Phelps. According to BCCI in
2015, the 2015Indian Premier League season contributed around Rs1,150 crores (US$140
million) to the GDP of the Indian economy. As per the Google News reports on 02-May-2022
"The total value of the IPL following the 2021 edition has been placed around the figure of
35950.53 crore.” Indian Premier League's brand value rises by seven percent; despite lockdown
issues The value of IPL's brand has gone 77% higher despite a four-month delay and the move to
Dubai in 2022. US$4.7 billion. Mumbai Indians have maintained its status as the number one
IPL franchise in the Brand Finance IPL 2021 ranking, following a 13% increase in brand value,
despite the spread of the pandemic. The information was published through
www.crictracker.com. Report was published on February 16th, 2022 at 12:06 IST. It was further
updated on Sep 16, 2022, at 18:00. The highly anticipated and widely watched annual 20-20
cricket tournament IPL has registered a seven percentage increase in value from US$4.7 billion,
according to Brand Finance's latest report world's leading brand valuation consultant Brand
Finance. Every year, Brand Finance puts 5,000 of the most popular brands under the microscope
and is also the source of report (nearly 100 reports) and ranks brands across all countries and all
sectors. The analysis of the brand value that the Indian Premier League and the franchises it
plays in is included in the new Brand Finance IPL 2021 report.

The Indian Premier League2021 is unique because it was played in two parts, resulting in a 4-
month gap. The brand's value has increased due to its reliability and investors can invest in the
tournament, and be expecting significant returns. The viewership certainly went down during the
second phase however media partners saw their share of the attention by using the various
channels available. It is true that the merchandisers were impacted because there were no
physical fans in the stadiums. But, the teams continued to communicate with social and digital
media. Viewers on TV and mobile is steady with the watching. This year's Indian Premier
League is growing in popularity and gaining recognition as athletes promoters show greater
desire to invest in the franchise - either as a media partner or as an owner of a franchise - as it
continues to provide the same quality of entertainment and reliability year after year.

Brand Finance India's Managing Director Ajimon Francis, commented:

"The IPL in 2021 was an open-to-all-weather tournament. The organizers were able to establish a
healthy as well as determination while also ensuring that biobubbles, lockdown and social
distancing policies didn't stop them from finishing the entire tournament. Advertisers and teams
lost momentum and restarts, of course, was not helpful to the teams who had won during their
winning time in the initial half. This led to an ebb of attention towards the end of the game. The
IPL committee that runs the tournament has demonstrated determination in what it is planning to
do which gives assurance to new and existing players of their ROI being protected.

The IPL's sponsors IPL have seen a huge increase in the number of cryptocurrency players:
advisers, enablers or exchanges and many others found the IPL platform to provide the fastest
method to reach Indian viewers. Fintech brands were able playing a prominent role in the
sponsorships throughout the season. IPL platform is being increasingly perceived as a good
return on investment due to its one and half month to two month window to connect with huge
fan following. Although the audience interest fell a bit as a result of the time gap of four months
that existed between the beginning and the second phase during the playoffs, by the time it was
evident that the numbers were increasing. Indian Premier League continues to draw top
international talent, just as its counterparts the English Premiere League (EPL) and the LaLiga
have been able to achieve in the soccer world.

The Tata Group has won the title sponsorship of the IPL, making a bold announcement of their
corporate plan in partnering with new age businesses in pharmacy,online retail, and the recently
acquired legendary airline brand Air India. There's also a major benefit to the media sponsorship
contest that will ensue. Reliance's Jio,Disney, Sony, and the streaming giants Google and Meta
are all in the run for broadcasting and media rights to IPL. IPL.

Conclusion

This query has been appropriately answered by citing every one of the rational points, and the
conclusion should include Paajivs's post in the Hindu published on APR 23, 2019 16:48 in the
evening, with the headline, "Why the Indian Premier League has been an enormous success"..
The writer emphasizes the fact that the IPL has taken off for a nation where the cricket board has
been snubbed by the structure of T20 illustrates that the story of the tournament's success is an
illustration of the potent mixture of serendipity as well as opportunism.

3. You are the head of the corporate strategy for cinema express a successful theatre chain
having 20 theatres with 80 screens in tier two towns of India the Pandemic hitting hard at
the theatre business with prolonged shutdowns business has been badly hit. Along with this
consumer sentiment has been dampened deeply.

a. As the company's head of strategy, what strategies would you evolve in ensuring your
organization remains relevant in the post-pandemic world? Create a strategic plan. (5
Marks)

Ans 3a.

Introduction
When developing a strategy plan as the leader of a corporate office It is appropriate for me to
refer to the viewpoints that are offered by Deloitte, Titling, Media & Entertainment Industry
Outlook (2022) published by Jana Arbanas, Vice Chair, US Telecom, Media & Entertainment
Sector Leader. Jana Arbanas believes that the media and entertainment industry of 2021
witnessed continued changes from technological progress and ongoing impacts of the pandemic
that is spreading across the globe, and evolving generational behaviors.

Concept and application

Because of the frequent occurrence of COVID-19's spikes in the media, people wanted to access
more information as well as entertainment at home but they tended to stay away from larger
public events. Digital media engagement also remained high over the more healthy summer. This
is evidence that the spread of the disease only has accelerated existing trends in the digital world.

Live entertainment as well as enhancement in venues

In the midst of the epidemic, social discrimination guidelines and widespread closures forced
many to consume television at home. According to the data of August 2021 84% of those were
spending more of their time on online entertainment at home as opposed to in-person
entertainment outside of it. This led me to know that there wasn't any possibility that the massive
opening could have been planned later during the course of. Even when the pandemic might have
been eliminated substantially, it's likely to have had a lasting impact on people's behavior for
some time to come. What is this saying regarding the future direction for live entertainment?

The difficulty for entertainment venues, such as concert halls movies, stadiums for sport, and
theaters--is to draw those who aren't interested in leaving the at home. How can show that the
services they provide in these venues are enhanced beyond those available at home?

Driving more foot traffic and generating revenue

One method for entertainment venues to drive revenue and increase visitor numbers is to turn
into more flexible venues. Uplifting the venues themselves so that the overall quality of
experience can be improved, could be an important factor. Though there are many sporting
events that can be watched at home or in large screens, studies have found that only a positive
event at a stadium can boost attendance as well as fan loyalty. Other venue operators, such as
concert venues and movie theaters should take into consideration which live elements enhance
the experience of patrons and make the in-venue experience virtually unstoppable. The question
is What is the best way to help venues use social media or mobile apps in order to improve their
experiences or locate each in the event to enhance your experience in different ways?

Create bespoke and unique experiences

Production firms, even though the content could be directly delivered to users through streaming
services or social media platforms There are opportunities to create bespoke experiences that
only happen in person, which cannot be accessed through a screen. Exclusivity in experiencing
live perks (e.g., giveaways), (e.g., meet-and-greets), as well as digital experience (e.g. additional
AR/VR capabilities) can be a possibility that is being considered in the present.

Conclusion

Live entertainment's future is exclusive with a hybrid approach and multipurpose . It's a mix of
the digital and tangible world. Strategic questions to be considered are:

What protected and exclusive events can they offer to high-paying customers interested in live
events these days?

Can entertainment venues extend their offerings and scopes to be in-demand multi-purpose
venues?

What can companies in the entertainment industry do to meet the needs of every kind of
customer and create experiences that can blend the in-person with the digital?

b. How would you reposition your company’s brand in the future? Create two new
products for your theatre chain which can ensure relevance and protect the company from
unforeseen circumstances. (5 Marks)
Ans 3b.

Introduction

Companies and venues who can master the integration art will gain the most from this, due to the
ability to offer services to the largest number of customers. While integrating immersive
experiences in person, with alternatives such as remote watching, experiences that take mixed
approaches, live streaming, as well as virtual co-presence will appeal to all those who would
rather be seeking to leave their home, and at the same time those who prefer to remain in the four
walls, i.e. theater.

Concept and application

Live events that occur within the game world itself or those that air on streaming media websites
are also two alternatives. These hybrid events can help content creators musicians, venues, and
performers extend their reach to international fans while providing bigger-than-life performances
in both virtual and real theater worlds.

Metaverse

In 2022 it is believed that money, as hype, will animate "the metaverse" invoking the future of an
interactive 3D "place" that allows people to meet and interact with digital representations of
themselves. This is a possible scenario that could take some time to be fully realized. The
metaverse isn't likely to be a single entity, and could take different forms based on the various
industries and their needs need to be appropriately addressed. The reason is that it's so potentially
transformative, and expansive, it's likely to suffer from speculation and generalization. Due to
this, investors and companies should be both disciplined and vigilant when evaluating potential
metaverse opportunities.

Mixing experiences, platforms, audiences, and marketplaces, the metaverse is a 3D virtual

"place" where-in people interact through the representation of themselves. Most definitions claim
that a "metaverse" is an alternative reality to the real world, with online goods, experiences,, and
activities that's compelling enough to draw both business and consumers. It may include VR and
AR, as well as (VR) and enhanced (AR) as well as mixed reality and exist in both the digital and
physical environments. For instance the industrial or enterprise metaverse may use digital twins
to create 3D simulations, remote collaboration, which blends the virtual and built worlds. Indeed,
a metaverse might simply be known for its ability to connect the physical and digital together
seamlessly.

AR and VR World

Trends in include virtual meetings with shoppable media, social camera filters, AR for clothing
furniture shopping and a variety of the products, immersive learning, spatial computing, and
even enterprise research using VR and AR could all come together to form the metaverse.
Nonetheless, to reign in the real world, they'll require substantial standardization, adoption and
interoperability, at the same time, creating greater security and trust.

Conclusion

There is a lot of discussion about the role of AR, however, some definitions of the metaverse
place it inside VR What are the ways these technologies can be being merged into a metaverse?
What about consumer VR has sold an estimated 16 million headsets, but the consumer AR still
lives in the smartphone, compared to an estimated 1 billion handsets sold every year. Both are
prone to come up with ergonomic difficulties, hardware limitations, and the possibility of
problems. In the event that a virtual world requires advanced VR or AR equipment and a
hundred million users are willing to wear them as frequently as they surf social media, the
adoption of these technologies could take several years, or even longer. However, hyperscale
technology platforms are focusing on the competitive advantages of controlling this metaverse.
The world is investing accordingly.