The Hindu : Tamil Nadu News : ‘Sustain performance levels to ensure career growth’

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Monday, Sep 08, 2008
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Tamil Nadu

Tamil Nadu

‘Sustain performance levels to ensure career growth’

Staff Reporter

Clarity in communication vital to find right link
International marketing is not all fun

Photo: M. Balaji

words of wisdom: S. Arun, Chief Executive Officer of Mehala Group of Companies, Tirupur, addressing the management students of Sree Saraswathy Thiyagaraja College, at Pollachi on Saturday. –

Pollachi: Students should learn to sustain their performance levels to ensure career growth, said S. Arun, Chief Executive Officer, Mehala Group of Companies, Tirupur.

He was speaking on “Challenges in International Marketing” at the inauguration of the Tycoons Management Association, Department of Management Studies, Sree Saraswathi Thyagaraja College (STC), Pollachi.

“Brand identity can get one into the market, but to sustain, one has to use the opportunity,” Mr. Arun, added.

Highlighting the challenges in international marketing, Mr Arun, observed that problems start the moment a dialogue was established between parties. Ask more questions, understand the fineprints and learn to pay attention to every aspect of the agreement.

Delays, problems in placing the bar coding label could also spell disaster to profit margins and customer base, he said.

Clarity in communication and perseverance would help in finding the right link. He said management graduates should be fine-tuned to perfection to understand customers’ requirements.

They should be prepared for last minute surprises. Markets, customers, foreign exchange, anything could spring a surprise. Politics and changes in foreign and trade policies too could spring a surprise. “Timing is the essence in international market. Unfortunately, the buyer sitting on the other side does not know the process and can be difficult. So ensure that the agreements are binding, perfectly packaged and according to agreement. Rules may look simple, but don’t ignore them,” he said.

Apart from these, structural changes pose a challenge in international marketing. “India is the biggest instigator of anti-dumping duties in the world.”

Cautioning students about the challenges ahead he said: “Don’t think international marketing is all fun because of the travel and exposure involved. Foreign trade that brings you trips come with risks and challenges.”

Social Audit compliance was a serious issue and there were too many certifications, which again was money-making proposition without any significance.

Business Line Club

The Hindu Regional General Manager, D. Rajkumar, inaugurated the Business Line Club on the occasion. He spoke on “Contemporary Business Awareness for MBAs through Business Line.”

He said Business Line would continue to be a companion of students during their studies and all along their career.

S. Venkkatesh, Chairman of STC, Vijay Mohan, Vice-Chairman of STC, S. Mani, Dean of Management Studies, spoke. The office-bearers of TYMA were installed.

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