Briefly explain what you would like the MBA students to know about your company/organization. Please include the primary function of your business/division.

Ashoka's mission is to shape a citizen sector that is entrepreneurial, productive and globally integrated, and to develop the profession of social entrepreneurship around the world. Ashoka identifies and invests in leading social entrepreneurs—extraordinary individuals with unprecedented ideas for change in their communities—supporting them, their ideas and institutions through all phases of their careers. Ashoka Fellows benefit from being part of the global Fellowship for life Ashoka’s Global Academy is an entity that identifies, supports, and connects global social entrepreneurs. At present, Ashoka’s Global Academy has six Members, each with a lifetime of experience as a social entrepreneur. From corporate social responsibility to anti-corruption campaigns to social business ventures and microcredit lending, the work of Ashoka’s Global Academy Members have had massive global impact. The Academy captures and disseminates member knowledge through print and digital media products for critical audiences and influential actors—universities, corporations, Civil Society Organizations (CSO's), and policymakers. They market their inspirational stories and ideas by developing new networks, partnerships, and global action frameworks to encourage people to use their insights and take action—as well as gaining greater understanding of the power of social entrepreneurship in society.
 

The project, The Social Entrepreneur Series, offers in-depth profiles of the first five Global Academy members. The Academy is beginning work on a profile of their newest Academy Member, Alice Tepper Marlin. Each profile includes a basic biographical DVD, discusses how each entrepreneur built his/her organization, and draws out common points for social entrepreneurs. Ashoka has also produced several other topical DVDs focusing on ‘how tos’. These are priceless conversations where members share insights and practical wisdom on themes including ‘Thinking Big and Scaling Up” or ‘Creating a Poverty-free World.’ The goal of the project is to develop and begin to an implement innovative marketing strategy for the DVD Series that will target a diverse stream of constituencies—including the corporate world, libraries, universities, and citizen sector organizations. The IMAP team will craft a strategy for entering global markets in eight priority countries (with particular focus on the global South) and design a plan for efficient, effective global distribution of the series.

The project will be aimed at addressing the following questions: (1) What are new ways of sharing this series globally? (2) What is the best way for Ashoka to get the series into as many hands as possible, in as many places as possible? First the team will explore Ashoka’s mission and carefully analyze the content of the DVDs. This will involve a comprehensive understanding of the role of the DVD series in furthering Ashoka’s vision of shaping a citizen sector that is entrepreneurial, productive and globally integrated. The team will then work with Ashoka’s Global Academy and Marketing Department to assess their current marketing strategies. A special focus will be given to identifying and tapping high net individuals to distribute the DVD Series to their personal networks. The final component of the project will be the implementation phase, which may involve an in-country strategy for or supporting the launch of the DVD series.

(Examples: full market analysis; competitive map for relevant products/services; situational analysis with identified gaps and opportunities; process flow diagram and determination of costs of a proposed process; anticipated ROI to implement new activities; recommendations for staffing a new process)

The team will develop a marketing and distribution framework for eight priority countries. The team will take an in depth look at these regions by working with Ashoka to analyze the target markets, distribution systems, and the dominant networks. The team will create a comprehensive action plan through quantitative and qualitative market analysis. This plan will include detailed action steps and measures of success. The global distribution framework should incorporate tactics used by similar product lines while simultaneously developing a new and innovative marketing strategy.
 

• Strategy Identification
• Distribution Logistics
• Product Launch

Comments:

 5 Weeks away from the Michigan campus Local project, hours away will vary throughout project

If international travel is expected, please list the countries involved.
Location to be determined.

Please add specific details of travel expectations.
International travel to one of the target countries is likely. The country will be determined in January and the project description updated as soon as the country is chosen.