Visa Marketing Audit
HUYNH Minh Thong-VEMBA 5 – GROUP3
Class: BUS 623
Marketing Management
Fall 2012 -- HCMC
Requirement
Giving the appropriate answers, focus on explain the implications of marketing (capital m v/s small m).
Demonstrate writer’s mastery of as many of the concepts (e.g., segmenting, targeting, and positioning, etc), models (e.g., customer equity, customer experience , etc.), and tools (e.g., perceptual and preference maps, the Boston Consulting Group and GE matrices, etc.)
State the distinction between and implications for the organization of the goods-dominant logic and service-dominant logic perspectives.
Company
Visa Incorporation
Table of Contents
IMPLICATIONS OF MARKETING (Capital M vs. Small m) .............................................................3
INTRODUCTION ..............................................................................................................................................5
Company Description ...................................................................................................................................5
Products and services ..................................................................................................................................5
SWOT analysis………………… .......................................................................................................................7
Portfolio analysis..........................................................................................................................................12
BCG portfolio matrix ...................................................................................................................................12
GE matrix .........................................................................................................................................................13
Global brand
Class: BUS 623
Marketing Management
Fall 2012 -- HCMC
Requirement
Giving the appropriate answers, focus on explain the implications of marketing (capital m v/s small m).
Demonstrate writer’s mastery of as many of the concepts (e.g., segmenting, targeting, and positioning, etc), models (e.g., customer equity, customer experience , etc.), and tools (e.g., perceptual and preference maps, the Boston Consulting Group and GE matrices, etc.)
State the distinction between and implications for the organization of the goods-dominant logic and service-dominant logic perspectives.
Company
Visa Incorporation
Table of Contents
IMPLICATIONS OF MARKETING (Capital M vs. Small m) .............................................................3
INTRODUCTION ..............................................................................................................................................5
Company Description ...................................................................................................................................5
Products and services ..................................................................................................................................5
SWOT analysis………………… .......................................................................................................................7
Portfolio analysis..........................................................................................................................................12
BCG portfolio matrix ...................................................................................................................................12
GE matrix .........................................................................................................................................................13
Global brand
References: VISA SPONSORSHIP MARKETING (Victoria Chang) Miriam Kreinin Souccar, “Visa’s Sponsorship Gives it Inside Lane for Olympic Games,” American Banker, November 9, 1999, vol Lavonne Kuykendall, “War Jitters Aside, Card Giants Defending Sponsorship Deals,” The American Banker, March 25, 2003, p. 7. Lavonne KuyKendall, “Gauging Value Has High Degree of Difficulty,” The American Banker, February 27, 2002, p. 1 -----------------------