MNM2604
ASSIGNMENT 2 SEMESTER 2 2024
UNIQUE NO. 713888
DUE DATE: 17 SEPTEMBER 2024
, MNM2604
Assignment 2 Semester 2 2024
UNIQUE NO. 713888
DUE DATE: 17 September 2024
Business-to-Business Marketing
Report: Strategies for Optimizing Business Unit Management
Introduction
Metrofile Holdings Limited and On the Dot are companies operating diverse portfolios of
business units. Metrofile Holdings Limited specializes in information and records
management, while On the Dot is a distributor of media products. Both companies face
challenges in managing their business units effectively to maximize overall company
success. This report is prepared to explore strategies for managing these units more
effectively by focusing on innovation, marketing research, and market segmentation and
target marketing.
Types of Innovation (1 page)
Innovation is crucial for companies to remain competitive and seize new opportunities.
For Metrofile Holdings Limited and On the Dot, three types of innovation—product,
process, and business model innovation—can be particularly impactful (Tidd & Bessant,
2020).
1. Product Innovation
This involves creating new or improved products or services to better meet
customer needs. For Metrofile Holdings Limited, product innovation could mean
developing advanced digital solutions for records management, such as cloud
storage options or AI-powered data analytics tools (Smith, 2019). These
ASSIGNMENT 2 SEMESTER 2 2024
UNIQUE NO. 713888
DUE DATE: 17 SEPTEMBER 2024
, MNM2604
Assignment 2 Semester 2 2024
UNIQUE NO. 713888
DUE DATE: 17 September 2024
Business-to-Business Marketing
Report: Strategies for Optimizing Business Unit Management
Introduction
Metrofile Holdings Limited and On the Dot are companies operating diverse portfolios of
business units. Metrofile Holdings Limited specializes in information and records
management, while On the Dot is a distributor of media products. Both companies face
challenges in managing their business units effectively to maximize overall company
success. This report is prepared to explore strategies for managing these units more
effectively by focusing on innovation, marketing research, and market segmentation and
target marketing.
Types of Innovation (1 page)
Innovation is crucial for companies to remain competitive and seize new opportunities.
For Metrofile Holdings Limited and On the Dot, three types of innovation—product,
process, and business model innovation—can be particularly impactful (Tidd & Bessant,
2020).
1. Product Innovation
This involves creating new or improved products or services to better meet
customer needs. For Metrofile Holdings Limited, product innovation could mean
developing advanced digital solutions for records management, such as cloud
storage options or AI-powered data analytics tools (Smith, 2019). These
