IB BUSINESS MANAGEMENT ARTICLES

Author: Leena Palekar, IB Business Management Teacher

Research articles posted for comment from Business Management students across the globe who can relate marketing theories to practice.

Please note: The following articles have been created specifically to generate discussion in this forum and are currently unpublished.

Article 1

(click the link below to download – PDF 248KB)

HOW TO LAUNCH A NEW PRODUCT IN A WELL ESTABLISHED MARKET? – A case study of Toyota’s Aurion V6, Hyundai’s Nemesis and Tata Motor’s Nano

This article looks at new product development process. 

Case studies of Toyota's Aurion car launched in Australia last year form the basis of this article.  Ansoff's growth strategies are analysed to gain a better understanding of what marketing strategies these companies have resorted to in order to successfully launch their new cars.

Article 2

(click the link below to download – PDF 212KB)

Adapting Marketing Mix to external environment changes – An overview of the Food and Beverages Industry

The external environment of modern businesses is ever changing. There areseveral factors which are beyond the control of a business. But to many, the changes present opportunities, which lead them to find new and innovative ways to market their products and services. This overview analyses marketing strategies incorporated by businesses in the Food and Beverage industry in the face of external environment changes and how they have adapted to suit these changes.

The overview is aimed at Business Management students who can relate marketing theories to practice.

In using Michael Porter’s competitive strategies, students can relate to the various strategies that companies test and try to remain competitive. The overview also gives students and teachers the opportunity to discuss and comment on the issue as well as add new case studies of other companies.  They can also extend their analysis to other industries and evaluate each other’s comments and critiques.