MARKETING STRATEGY AND INNOVATION AND PROJECT MANAGEMENT

MARKETING STRATEGY AND INNOVATION AND PROJECT MANAGEMENT

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1)You have mentioned a few industries, like food, oil & gas, kids wear & toys, airline, nonprofit, healthcare, services….where certifications have an important role. Certifications indirectly affect every aspect of our life and it is becoming a powerful tool for business strategy and marketing. \n2)To develop the marketing plan, I will open two threads. One about SES value proposition and another one (to be discussed tomorrow) about a digital marketing plan.\n\nFirst of all, what is the economic value proposition IDIEM is delivering through its LEED Certification? For a corporation? For a builder? For a developer?\n\nWe understand as economic value for a professional buyer something that helps him/her to save money or make money.\n\nYou can list the specific customer benefits that derive from LEED certification and from Catalogo Verde. And even better, to assign each specific benefits to the different DMU members similar to what we did in KONE case.\n\nNow let’s face the marketing challenge of IDIEM. Reading the case, it looks that IDIEM enjoys a great degree of credibility. At the same time we are being told that they did not use any promotional programs at all.\n\nI will ask you to analyse what are the sources of credibility of IDIEM and at the same time why has IDIEM been a publicity-averse organization in Chile for its entire life?\n\nIn a later thread we will work out a marketing program that should fit IDIEM culture and their business nature.\n3)In parallel I would like to use AEDAS to introduce the Procurement Management knowledge area, I leave you some references.\n\nWhat kind of procurement routes and/or kind of contracts are used in the industry?\n\nWhat can be AEDAS positioning or strength/weakness in any of them?\n\n\nSlideshares from different authors related to PMBOK\n\nhttp://www.slideshare.net/pankajsh10/project-procurement-management-pmbok-5\n\nhttp://www.slideshare.net/tjcornish/Project-Management-for-Good-Procurement-Practices\n\nProcurement route RIBA provides an interesting view of the kind of procurement routes or kind of contracts for this industry.\n\nhttp://www.designingbuildings.co.uk/wiki/Procurement_route\n4)http://tedxtalks.ted.com/video/Surprising-Cities-Keith-Griffit;search%3Akeith%20griffiths\n\nMy question is: what capabilities need an architectural practice to develop and deploy to evolve and adapt to these requirements?\n5)The international network across Asia, Europe, the Middle East and Americas provides clients with a breadth of design-led expertise and knowledge in architecture, interior design, building consultancy, master planning, landscape and urban design.\” I think contracts are becoming complex and some of the local practices require something more in order to get the orders.. so merging and consolidating to models that can manage those projects could be a kind of answer. What is the role of Design and R&D group there?\nWhy are there tensions around its financing?\nHow should Aedas support the R&D group in economic terms?\n\nWhat collaboration and communication formulas could be adopted to ensure the future of the R&D group?\n\nIs it possible to ensure Aedas keeps a general level of expertise with the size of the R&D group in regards to the whole structure of the firm?
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