Positioning Paradise

Tata Consultancy Services – eat your heart out. We’re on a GMIX at BaliCamp! While this is plenty of information to set the stage for second years, the first years will undoubtedly benefit from some additional background. GMIX, which stands for Global Management Immersion eXperience, is a four-week internship that SBS students can elect to take during the summer between their first and second years (see http://www-gsb.stanford.edu/gmp/opportunities/gmix.htm for more information). For additional info on Tata, you’ll have to wait and see…

Our team was lucky enough to land a project on the Island of the Gods, none other than Bali, Indonesia. Rather than chronicle our failed attempts at catching the perfect tube, mastering Bahasa Indonesia, or chasing down the latest styles in Balinese teak home furnishings, we thought we’d share a bit about our intellectual journey and the challenge and reward that comes along with applying some of our new found book smarts in a foreign land.

BaliCamp (http://www.balicamp.com), a wholly owned subsidiary of the Sigma Group based in Jakarta, Indonesia, was our home for the full weeks of this experience. BaliCamp, with 80% of its 120 employees trained in software development, was chartered to become a programmers’ paradise where engineers, in unison with the beauty surrounding them, would be inspired to develop the best code on earth. While the programmers seem to have bought in to the idea, the North American and European companies have yet to, enter yours truly.

We can start out by saying, God Bless the Cases! We’ll never again complain about there being too many pages to read! Our first reference was to the Tata Consultancy case from our Strategy class (yes, Galeno actually brought it…good looking out!). We were able to take an industry behemoth in the major competing country (India) and use it to map out the key success factors for companies in the software outsourcing business. It also gave us a baseline understanding of consumer preferences when choosing outsourcing partners. After only two days of talking to software engineers and project managers, we were reliving every lesson from MIA. (Shawn, what does SQL stand for again?) It was very helpful to be able to have basic discussions with the “techies” while working on our project. MIA was to thank for opening communications lines to an unfamiliar field.

Having gotten our feet wet understanding how BaliCamp operates, we are digging into the goal of our project…to develop a marketing strategy that will help BaliCamp penetrate the US market. The course framework from Marketing has been our next friend in the time of need. The 3 C’s, 4 P’s segmenting and the whole nine yards provide a handy way to frame the problem and to develop a well-structured solution for the company. Most important, it enables us to clearly communicate to our managers a different approach (than they were accustomed) for identifying market opportunities.

So how can we reach our targeted customers in a way that would let them know that BaliCamp is a unique company in the midst of a generally undifferentiated market? How will we find our targeted customers, ones whose EVC includes BaliCamp’s resort-like facility which inspires creativity and communication? Two marketing cases come to mind: Levi Strauss’s failed attempt to launch a tailored suit line and BMW partnering with MGM Studios to cross-market Z3’s and the GoldenEye movie. So, we know that product offering and distribution channel must be consistent with the brand. We also know that well-crafted non-traditional marketing tactics can make a big splash. Armed with this, and many other lessons from the first-year core, we are setting out to save the world and make BaliCamp a serious player in the US.

And all that in only the first week of our project. You’ll have to catch up with us on campus to find out how the story ended. We’re just happy to tell you that come registration time, when you’re wondering what’s the value that $400 stack of course readers…we have really enjoyed putting those pages into practice. That’s positioning paradise.

By La Vonda Williams, Claudio Galeno de Araujo Filho, and Shawn Carolan, MBA2s

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After a year-and-a-half hiatus, The Reporter has once again opened its cyberdoors for business. We encourage you to step right in and have a seat – we would like to welcome you to The Virtual Reporter. Our address is www.virtualreporter.org.

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We wanted to extend to you a heart-felt welcome to the Stanford Graduate School of Business. You are among an extraordinary group of people who have achieved incredible feats in their professional and personal lives. You have demonstrated that you could balance assertiveness with compassion and that you would not allow professional ambition to overshadow social responsiveness. Check also Help for students tuition fee and Building Career.

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Tata Consultancy Services – eat your heart out. We’re on a GMIX at BaliCamp! While this is plenty of information to set the stage for second years, the first years will undoubtedly benefit from some additional background. GMIX, which stands for Global Management Immersion eXperience, is a four-week internship that SBS students can elect to take during the summer between their first and second years (see http://www-gsb.stanford.edu/gmp/opportunities/gmix.htm for more information). For additional info on Tata, you’ll have to wait and see…