Alevtyna Kudinova, CEO of the Academy of Marketing, London.
How often do you feel confident in your decisions? Especially when it comes to business?
How often do you think it would be a good idea to tell someone about your vision to see if you are on the right track?
How often do you want to consult with someone with more knowledge and experience, who has seen more, who has made mistakes and learned from others' mistakes, but who is not a competitor or a subordinate?
For example, at our March Case Study Club session, the meeting was moderated by ASC CIM tutor Oleksandr Savych.
Three facts about Oleksandr:
1
Oleksandr and business. Try to find among businessmen, CEOs of large companies, those who teach other businessmen, marketing directors, and owners in a full-fledged way, not as guest lectures. More than 20 years in marketing, business development director in a company with a budget of $100 million and more than 1500 employees. Worked with Shell, Jeep, Castrol, Mercedes, Audi, etc. brands in the markets of France, Ukraine, and Kazakhstan.
2
Olexander and strategy. What is particularly valued in modern business in developed countries? The successful use of scientific and theoretical developments in real business. Apple builds its sales based on the ideas of the famous economist Daniel Kahneman, insurance companies and insurance medicine use the achievements of Nobel laureate J. Stiglitz, and Amazon builds its communication with consumers based on the work of Richard Thaler. This approach guarantees the absolute innovation of your ideas and ensures the high competitiveness of your company. Alexander is absolutely unique in this aspect. His passion is cars and everything related to them. Moreover, in developing his strategy, Oleksandr relies not only on his own experience and intuition. He has a more reliable tool: science. He has two dissertations on marketing + car business: PhD thesis - "Marketing of auto parts" and Doctoral thesis - "Marketing in the global passenger car market". Multiply this with many years of experience as a teacher and consultant in other businesses, industries, and sectors, and our club members have a unique opportunity to receive feedback from a professional who will note your great ideas and draw attention to unproductive areas of analysis.
3
Olexander and СІМ. A great professional is not always a great teacher. This is a completely different set of skills. More than 10 years of teaching, one of the most difficult modules among all the modules of 6-7 levels (there are more than 15 of them), namely Recourse Management, 90% pass rate for qualification papers. How to tell about the efficient use of company resources in an interesting way? After all, resources are always limited, and any marketer has to make sacrifices for something else. How to allocate people, money, and material resources to ensure the company's growth, as Oleksandr always emphasizes that marketing is not just a positive result, it is growth.
For those who have never worked with the case study method, it is difficult to imagine what a session is. Imagine that you have read a story about a marketer who is in a certain situation and has to decide how to get out of it. So, at the meeting, you offer your solution, and other participants offer theirs. And then the discussion continues around your suggestions.
So, in addition to the factors and consequences of the strategic decision-making of the case study hero, this time we discussed with Alexander: what we are missing in our strategy; what is happening to customers in the digital age, how their consumer behavior is changing; how we build a value proposition, whether we are distributing the numerator and denominator correctly; what is the sales structure in Kazakhstan and how it differs from other countries and markets.
As a result, the participants received not only ideas, insights, and inspiration for new business heights but also specific recommendations, tools, and advice that are universal and highly effective.