Business Management

Assignment #2:
Instances for CUEGIS in Marketing and Finance are as follows:

CUEGIS and Marketing:

Change: Case Study #1: Cupcake maker optimises post-purchase customer
experience, increases triggered email revenue 70%.
Trends in consumer behaviour lead businesses to adapt to objectives, strategies, and
operations in Marketing. Baked by Mellissa (BBM) is a cupcake maker founded by
former assistant media planner Melissa Ben-Ishay. The company was taking tons of
orders online, and the team realized it’s post-purchase customer experience and
delivery notification strategy was lacking. So, the team decided to combine a post-
purchase tracking platform with its email marketing platform to improve its flows and
post-purchase marketing approach. By combining order tracking with tailored email
flows, the team was able to create more personalized customer experiences. BBM was
already running several triggered email campaigns. However, they were not using
triggered emails for customers’ post-purchase shipping updates. This new initiative
allowed BBM to add a new custom triggered email campaign for their customers’ orders’
shipping journey.

Ethics and Environment: Case Study #2: TOMS and corporate philanthropy.
Every business decision has moral implications. These consequences may prove to be
significant or internal and external stakeholders and the environment as a whole.
TOMS was founded by Blake Mycoskie in 2006. Since 2006, TOMS’ footwear business
has donated more than 60 million (!) pairs of shoes to children in need all over the
world. TOMS puts its social and environmental philanthropy on full display in virtually
every aspect of its branding. This not only lets potential customers know the kind of
company they’re dealing with right off the bat, but also reinforces TOMS’ brand values
consistently across all channels. Take a look at TOMS’ homepage. Right underneath
the carousel, the company tells you that, for every product you purchase, TOMS will
help someone in need. TOMS’ philanthropic mission is constantly reinforced throughout

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 its website and marketing materials. As a result, it’s almost impossible to think of
TOMS without thinking of the company’s various outreach projects and corporate giving
initiatives.

Ethics: Case Study #3: Everlane’s commitment to radical transparency.

The socially accepted moral principles that govern behaviour and decision-making is
what ethics is all about, and this is something Everyone has grown to uphold. Founded
in 2010 by Michael Preysman, Everlane is boldly committed to ethical manufacturing. All
of Everlane’s garments are made in factories that meet the most stringent quality
standards – not only in terms of the clothes themselves, but also in how workers are
treated. Everlane only partners with manufacturers that demonstrate a strong
commitment to their workers’ welfare, a fact the company prides itself upon in its
marketing material. By boldly revealing precisely how much each of its garments costs
to make, Everlane can offer its customers the kind of transparency consumers want
while enjoying the considerable karma this kind of radical transparency offers.

Innovation: Case Study #4: Ex Machina Trolls Tinder With Bots!

Innovation generally refers to changing or creating more effective processes, products
and ideas, and can increase the likelihood of a business succeeding.
What’s the best way to promote a film about the blurred lines between AI and human
intelligence? If you’re the marketing team that was tasked with generating buzz for “Ex
Machina,” which debuted at SXSW in 2014, the answer is with a demonstration. The
marketing team created a fake profile for one 25-year-old “Ava” and then used robots to
respond to incoming messages. It’s one of the rare examples of advertising working well
on Tinder, and has proved to be successful as well as innovative.

Strategy and Globalisation: Case Study #5: Influencers, Sponsors, and Events – Red
Bull.
Worldwide movement toward economic, financial, trade,
and communications integration is Globalisation. Austrian company Red Bull is one of
the most iconic brands in the world and surprisingly its main product is simply an energy
drink. One of its main marketing strategies is to host and sponsor extreme sports and

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 athletes all across the globe. From the Red Bull Air Race all the way to Red Bull BC
One (Breakdancing), it helps become a figurehead brand for each sport. Generally, the
sports are much niche which allows Red Bull to position themselves a lot easier as the
main sponsor, further promoting their brand. Aside from events, Red Bull’s packaging
also plays a part in its global appeal.

CUEGIS and Finance:

Change and Strategy, Size:

Industrial and Commercial Bankof China (ICBC) is the largest of China's "Big Four"
state-owned commercial banks. It is the largest bank in the world in terms of market
value and one of the world's top 10 banks by assets. ICBC made significant investments
to expand its network bandwidth, but the resulting high bandwidth costs made this
solution not sustainable or scalable in the long term. Because most of ICBC’s web traffic
originates from HTTP users, the bank concluded that the best solution was to optimiese
HTTP traffic. ICBC's online banking servicesare expected to grow quickly. "Partnering
with F5 enabled the bank to provide the best technology and services to its
customersand future-proof its network for the challenges and opportunities to come,"
said Ding Zhe, General Manager of Security and Applications at Digital China. With
proper renewal strategies and globalisation tactics, ICBC has now become the largest
bank in the world.

Strategy; Purpose of Finance:

Invoice Discounting refers to arranging the funds against the submission of invoices
whose payments are to be received in the near future. The receivables invoices are
discounted with the banks, financial institutions or any third party. On submission of bills,
they will pay the discounted value of bills and on the due date, they on the business
behalf will collect the payment.
Long term Financing are the profits that are being kept aside by the company over a
period of time to meet the future capital needs of the company. Funds raised by an
NBFC named Neo Growth Credit Private Limited via private equity routes from
LeapFrog Investments amounting to Rs 300 Crores is one example of Long-term
Financing.

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 Change; Cost of Finance:
Mortgage loan is a secured loan that allows you to avail funds by providing an
immovable asset, such as a house or commercial property, as collateral to the lender.
The lender keeps the asset until you repay the loan. Costs need to be considered as
higher costs tend to require longer term sources.

Strategy; External Factors:

If the price of a stock fluctuates rapidly in a short period, hitting new highs and lows, it is
said to have high volatility. During an economic expansion, consumer confidence is
usually high. Consumers accordingly tend to spend more than they do at other
times, especially for bigger-ticket items and durable goods (e.g., automobiles and
household appliances). The increase in consumer spending in turn helps the economy
sustain its expansion.Sentiments of individual investors about the stock market improve
with consumer confidence about the economy, as if individuals were unaware that stock
prices are a leading indicator of the economy.

Amount required:
A gearing ratio higher than 50% is typically considered highly levered or geared. As a
result, the company would be at greater financial risk, because during times of lower
profits and higher interest rates, the company would be more susceptible to loan default
and bankruptcy. Some of the most common examples of gearing ratio include the time
interest earned ratio (EBIT / total interest), the debt-to-equity ratio (total debt / total
equity), debt ratio (total debts / total assets), and the equity ratio (equity / assets),
capitalization ratio.

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