From: INCOSE2004 [INCOSE2004@comcast.net]
To: INCOSE2004@comcast.net
Sent: Sat 12/4/2004 6:26 PM
Subject: INCOSE meeting 12/14/04 - System Engineering and Marketing--an Insider's Story

International Council on Systems Engineering (INCOSE) San Francisco Bay Area Chapter
+++ December 14th +++, Tuesday Evening Monthly Program

Speaker: Atanas Maximov

Topic: System Engineering and Marketing--an Insider's Story

Abstract:
Come see how the principles of for-profit marketing and strategic business management have been applied to a not-for-profit, 501(c)3 organization--the International Council on System Engineering (INCOSE). Atanas Maximov, a graduate student in business at California State University, Hayward, and also a graduate student at Reutlingen University of Applied Science, Reutlingen, Germany, is pursuing a dual Master's degree from these institutions. As part of his Capstone Experience, and in full support of SF Bay Area Chapter (SFBAC) of INCOSE as well as the INCOSE Member Board, Atanas has studied in detail the mission, vision, goals, messages, operations, and strategies of INCOSE and has compared them with several, current, marketing concepts. These marketing concepts include the bowling alley strategy, the adoption curve, and sales messaging channels (how do you reach your target audience--what is your target audience). The draft of the thesis report was presented to the Member Board in Toulouse, France in June 2004, and was presented to the Board of Directors of INCOSE in October 2004 at their off-site in Seattle. This is the first time that the report and its contents has been shown and discussed outside the formal INCOSE hierarchy, and serves as good guidance for firms who are contemplating systems engineering, marketing, or strategic business activities.

Bio:
Atanas comes to INCOSE very well suited to provide this analysis and to speak with us this evening. He has worked for DaimlerChrysler AG, Stuttgart, Germany in the Marketing Communications Department - Maybach. Project work - creating marketing communication strategy for the Maybach brand--the most elite car manufactured today. He also spent some time working at Robert Bosch GmbH, Reutlingen, Germany in the Purchasing Department- Passive Electronic Components. As Assistant to the senior purchasing agent he supported procurement strategy, presentations, contracts and data manipulating with SAP R/3 ERP system. Before that he was a trained mechanic, a member of the Bulgarian national Olympic sharp shooting team, and an instructor in that sport.
As an international representative, he is fluent in Bulgarian, German, Russian, Serbo-Croatian, and English. Come and hear this talented young man describe what he found as he applied marketing, strategic business, and systems engineering concepts to our own organization.

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RSVP online at http://www.incose.org/sfbac/rsvp.html
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When: Tues +++ December 14th +++
5:30 PM Social Half-Hour and Light Refreshments
6:00-6:30PM Discussion of topics/potential speakers for upcoming meetings
6:30-7:30PM Presentation followed by questions
Networking and sidebars to 8 PM.

Place: Cisco Systems, San Jose, Bldg I, Kodiak Conference Room.
285 West Tasman Drive (corner Vista Montana)
Take the First Street exit off of Highway 237.
South on First, right at Vista Montana, and just before Tasman, left into parking lot.
Proceed to Building I. Come to the front door.
If arriving late, the meeting is in the conference room directly to the right of the front door - knock on the window to be let in.
Maps at www.incose.org/sfbac/cisco-bldg_i.html

Donation: FREE for members; $4 for non-members
Reservations: RSVP online at http://www.incose.org/sfbac/rsvp.html

For more information, contact:
Carol Ann McDevitt, 408-525-4565, cmcdevit@cisco.com or
Dorothy McKinney, 408-742-8790, dorothy.mckinney@lmco.com or
Tom Jackson, 408-742-2013, t.l.jackson@lmco.com

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Our programs are posted at http://www.incose.org/sfbac/
The INCOSE website is at http://www.incose.org

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The mission of the International Council on Systems Engineering (INCOSE), a non-profit professional society, is to "foster the definition, and practice of World Class Systems Engineering in industry, academia, and government." The SF Bay Area Chapter presents thought-provoking monthly programs for its members and their guests. Learn about the INCOSE at www.incose.org.