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Master of Business Administration 2020-22: Individual Assignment 2 Philips India

This document summarizes an individual assignment for a B2B Marketing course regarding a lighting contract bid between Philips India and the Cricket Association of Bengal (CAB). Key elements Philips could highlight in their bid include efficient lamps, durable towers and poles, backup power systems, and maintenance services. Stakeholders include CAB, sponsors, players, spectators, and environmentalists, with interests like reliability and cost effectiveness. While bureaucracy and low bids present risks, the assignment recommends Philips submit a bid to gain experience, expertise, and future prospects in outdoor cricket lighting projects.

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144 views4 pages

Master of Business Administration 2020-22: Individual Assignment 2 Philips India

This document summarizes an individual assignment for a B2B Marketing course regarding a lighting contract bid between Philips India and the Cricket Association of Bengal (CAB). Key elements Philips could highlight in their bid include efficient lamps, durable towers and poles, backup power systems, and maintenance services. Stakeholders include CAB, sponsors, players, spectators, and environmentalists, with interests like reliability and cost effectiveness. While bureaucracy and low bids present risks, the assignment recommends Philips submit a bid to gain experience, expertise, and future prospects in outdoor cricket lighting projects.

Uploaded by

kusumit1011
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MASTER OF BUSINESS ADMINISTRATION

2020-22

Term – IV
2021-2022

B2B Marketing B
Individual Assignment 2
Philips India
Course Instructor

On
30/07/2021
1. What are the key-value elements that Philips can list out for CAB? (300 words)

Philips can list out the following key-value elements for CAB:
 2KW Proprietary-designed Lamps
- Lower Power consumption than of competitors’
- Generates Less Heat and Radiation
- Longer Life
- Reduced Glare (built-in reflectors)(Higher quality TV Broadcasting)
- Light Intensity Monitor and Controller (reduced power consumption, optimized
on the daylight levels)
- Efficient Light Scattering Systems (uniform lighting for spectators)
 Towers & Poles
- 4 Tower System ensuring adequate lighting from all angles
- Inward Bent Poles (Increased Intensity & Lower Power Usage)
- Special Alloy Coating (Increased Lifespan of thirty years)
- Retractability Features
- Colours and Textures to blend with the daytime sky
- Structures optimized for Calcutta weather (Greater stability with less vibration
and damage withstanding high winds;)
-
 Twin Power Lines
- Power Backup System
- Special Failure Changeover Mechanism (Ensures Interruption-free Matches
during Power Supply Disruptions)
- Significantly reduces the time for restart from 15-20 Minutes to a mere instant
 Auto Cleaning Feature
- Reduces Regular Maintenance Cost (Savings equivalent to 100 person-days per
year)
 5-Year Maintenance
- Quarterly Visits by Philips Engineers to assess the Health of System
- Provide required services and recommendations

2. Who are the different stakeholders, and what are their interests? (300 words)

The different stakeholders as identified from the case are:

- Cricket Association Bengal – As the final decision making authority lies with the CAB’s
Chief/ President, the interest of the Chief should highlight the interest of the
organization. The following interest was identified:
o Economical
o Minimal Total Cost of Ownership
o Technologically Relevant
o Reliable and Efficient (lower breakdown rate)
o Long Life
o Environmentally Free
o Lower Maintenance Costs
- The Sponsors – Since the sponsors are known to have a strong influence over the
decision-making process; their interests needs to be managed
o Reliable
o Opportunity for advertising
o Environmentally Friendly

- Cricket Players – Since Cricket Players are the primary actors in the whole process, their
interest is of utmost significance
o Reliable and Efficient
o Low Glare and Radiations
o Good Playing Conditions at all times

- Others – To manage the externalities and the external environment, the interest of
others such as Spectators, Media Persons, environmentalists, and others need to be
taken into consideration.
o Reliability and efficiency
o Environmentally Friendly

3. Should Sen submit a bid or not? Provide reasons to support your answer (300 words)

The Pros and Cons of submitting the bid are listed as below:

Pros:
- Opportunity – The Eden Garden’s contract is an opportunity for Philips to establish
its name in the outdoor lighting in the Indian Subcontinent with respect to Cricket.
- Future Prospects – The deal, if it goes through, will help Philips gain an advantage in
other deals with respect to similar projects.
- Future Expertise – A deal of this nature will help Philips understand the orientation
of the buyer in a similar organization and help it tailor its future offerings in a similar
manner.

Cons:
- Bureaucracy – With powers at multiple centres and decision making rested with the
most powerful actor; the individual interests might overpower the whole process
- Buyers’ orientation – It Will be difficult to convert a buying oriented buyer to sell on
the lines of value maximization
- Competitors – Low ball quotes from the competitors, as mentioned in the case,
might keep Philips out from the consideration set or might lead Philips to cut its
quoted prices.
- Operational Challenges – Setting up coordination with various different outsourced
companies, meeting timelines due to environmental, political issues and others
- Costs and Profitability – Payment issues related to CAB, controlling costs and
expenditures to ensure the project profitability can be another challenge.
In my opinion, Sen/ Philips should submit the bid as the cons listed above are mere
operational challenges and would exist in any sort of deal the organization makes. The deal
comes as an opportunity unless the organization have any serious costs involved with
submitting the bid; Sen should submit the bid.

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