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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Rio Tinto is a mining and minerals company headquartered in London. The multibillion-dollar company employs over 98,000 people worldwide and operates in more than 60 different sites in over 50 countries. When the 2008 global recession hit it was clear that a reduction in workforce would be necessary for the company to survive, and 14,000 employees and contractors were let go. HR had been involved in the initial business discussions and understood that the reduction in force (RIF) was necessary. For the first time, Rio Tinto's HR used a coordinated approach globally. Previously, executives and HR directors in the individual business units would have all approached the downsizing differently. But this time with a common approach, the downsizing took place in an efficient, ethical, and sensitive manner, using regional severance policies and a comprehensive database and measurement tools to track the impact of the redirections. High-potential leaders and people with critical skills were…
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Case Scenario It was another bright sunny Monday morning and as usual we had to meet to decide on our strategy for the week. After waiting for close to 30 minutes, Chairman Michael arrived in the Boardroom and apologized even before announcing his “goodie goo-goo morning” greeting. We all responded cheerfully as we were eager to have him lead the meeting. This time round, it was not the normal business. Usually, he would ask about our targets for the week and strategies for achieving them, as well as assessment of the potential risks and benefits. He informed us that the company’s Board expects new work design by considering the COVID-19 safety protocols so that inasmuch as we strive to keep safe, we do not lose focus of our company’s vision. Ghana recorded its first cases of COVID-19 in March 2020 and since then the business of government, corporate entities and other smaller businesses have been impacted significantly. Although there was a lockdown at a point and restriction of…
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