Ppt1

Market Oriented Perspectives Underlying Strategy

Prof. S.VenkatPresentation I

IBMNot Low Cost VendorDifferentiate

R&DOpen SourceAdvertisingPersonal Selling

TroublePCsServersMain Frames

Sold PC BusinessNew e-business Emphasis

Hook old databases to online systemsIntegrate Web TechnologyDevelop & run company Web sites

Embrace Smaller businessesScaled down versions

R&D Budget now focused on solving business problems rather than improving hardware

Reorganized internally

• Scope• Goals and objectives• Resource deployments• Identification of sustainable

competitive advantage• Synergy

Components of Strategy

Discussion Question

2. What do marketers mean when they say their firms are market oriented?

Discussion Questions

3. Does having a market orientation make sense? What are the advantages and drawbacks?

• Successes– Chrysler Mini Van– Compaq’s PC network server

• Failures– Edsel– New Coke– McDonald’s McLean

Iomega

• New Technology• External Storage device– Too Pricy– Too Heavy– Too Complicated

• Zip Drive

• Shorter PLC

Discussion Question

4. What must marketing managersunderstand to engage in effective marketing practice?

Discussion Question

5. Which should come first – the customer need or the product idea?

Discussion Question

6. Why do some firms lack orientation towards the market?

Why aren’t firms Market oriented?

• Orientation– Product– Production– Sales

• Different stages of development across Industries and Global Markets

• Strategic Inertia

Discussion Question

7. What sort of decisions must marketing managers make to effectively serve customer needs?

Other Issues affecting Marketing

• Globalization• Growth of the Service Sector• Rapid development of new information and

communications technologies• Growing importance of relationships

Discussion Question

8. So, if one were to plan the various things to be done to market a new product, what are the basic elements that such a plan would consist of?

Discussion Questions

9. Are planned results always delivered in most organizations? What else might you want to include?

• Executive summary• Current situation and trends• Performance review• Key issues• Objectives

Contents of a Marketing Plan

• Marketing strategy• Action plans• Projected profit-and-loss

statement• Controls• Contingency plans

Contents of a Marketing Plan