1. Market Oriented Perspectives
Underlying Strategy
Prof. S.Venkat
Presentation I

2. IBM
Not Low Cost Vendor
Differentiate
R&D
Open Source
Advertising
Personal Selling
Trouble
PCs
Servers
Main Frames

3. Sold PC Business
New e-business Emphasis
Hook old databases to online systems
Integrate Web Technology
Develop & run company Web sites
Embrace Smaller businesses
Scaled down versions
R&D Budget now focused on solving
business problems rather than
improving hardware
Reorganized internally

4. Components of Strategy
•
•
•
•
Scope
Goals and objectives
Resource deployments
Identification of sustainable
competitive advantage
• Synergy

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

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

8. • Successes
– Chrysler Mini Van
– Compaq’s PC network server
• Failures
– Edsel
– New Coke
– McDonald’s McLean

9. Iomega
• New Technology
• External Storage device
– Too Pricy
– Too Heavy
– Too Complicated
• Zip Drive
• Shorter PLC

10. Discussion Question
4. What must marketing managers
understand to engage in effective
marketing practice?

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

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

13. Why aren’t firms Market oriented?
• Orientation
– Product
– Production
– Sales
• Different stages of development across
Industries and Global Markets
• Strategic Inertia

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

15. Other Issues affecting Marketing
• Globalization
• Growth of the Service Sector
• Rapid development of new information and
communications technologies
• Growing importance of relationships

16. 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?

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

18. Contents of a Marketing Plan
•
•
•
•
•
Executive summary
Current situation and trends
Performance review
Key issues
Objectives

19. Contents of a Marketing Plan
• Marketing strategy
• Action plans
• Projected profit-and-loss
statement
• Controls
• Contingency plans