marketing myopia

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marketing myopia

  1. 1. MARKETING MYOPIA
  2. 2. WHAT IS MARKETING MYOPIA? <ul><li>SUSTAINED GROWTH DEPENDS ON HOW BROADLY YOU DEFINE YOUR BUSINESS- </li></ul><ul><li>AND HOW CAREFULLY YOU GAUGE YOUR CUSTOMER’S NEEDS. </li></ul>
  3. 3. Marketing Myopia <ul><li>Marketing myopia according to Theodore Levitt is the short sightedness , narrow view of marketing and its environment. </li></ul><ul><li>He encouraged the companies to shift the domain definition from product to the market focus. </li></ul>
  4. 4. Value & Satisfaction <ul><li>If performance is lower than expectations, satisfaction is low </li></ul><ul><li>If performance is higher than expectations, satisfaction is high </li></ul>
  5. 5. AUTOMOBILE INDUSTRY-TWO WHEEL SEGMENT <ul><li>SUNDARAM CLAYTON AND SUZUKI MOTOR CORPORATION-HAVE PARTED THEIR WAYS AMICABLY FROM TVS-SUZUKI JOINT VENTURE. </li></ul>
  6. 6. MAJOR PLAYERS IN INDIA <ul><li>HERO HONDA </li></ul><ul><li>KAWASAKI-BAJAJ </li></ul><ul><li>TVS-SUZUKI </li></ul><ul><li>YAMAHA-ESCORTS </li></ul>
  7. 7. AREA OF FOCUS:TVS-SUZUKI <ul><li>WHILE BEING AMONGST THE MAJOR PLAYER’S THE MARKET VALUE OF TVS-SUZUKI SOARED UPTO RS 700 PER SHARE.THEY CONTROLLED 17% OF THE 10.2 BILLION MARKET. </li></ul><ul><li>THEY PROVIDED THE INDIAN MARKET WITH MOTOR BIKES LIKE TVS-SUZUKI SAMURAI WHICH WAS INDEED A GRAND SUCCESS. </li></ul>
  8. 8. FAILURE OF TVS-SUZUKI <ul><li>FOLLOWING THE PATH PAVED BY YAMAHA (KOREA) , KAWASAKI (U.S.A) SMC DECIDE TO ENTER THE INDIAN MARKET INDIVIDUALLY. </li></ul><ul><li>AS A RESULT SMC ENDED THE JOINT VENTURE BEFORE THE “FIERO” LAUNCH. </li></ul><ul><li>SUZUKI SHAOLIN - A DISASTOR. </li></ul><ul><li>SMC DID NOT ACCEPT THE RECESSION AS THE SALES CAME DOWN. </li></ul>
  9. 9. CAUSES OF MARKETING MYOPIA <ul><li>SHIFT IN CONSUMER PREFERENCE FOR FOUR STROKE MOTORCYCLE AND DROP IN DEMAND OF TWO STROKE MOTOR CYCLES AND SCOTTERETES. </li></ul><ul><li>SMC’S DECISION TO WITH DRAW FROM TVS-SUZUKI WOULD DEPRIVE TECHNOLOGICAL INPUTS. </li></ul>
  10. 10. RESCUE ACT <ul><li>FIERO A 150 CC SEGMENT BIKE PRICED AROUND RS 50000 WAS EXPECTED TO BOOST THE SALES. </li></ul><ul><li>COMPANY SAW VACCUM IN THE TWO WHEEL SEGMENT- B/W MOPED AND AUTO START SCOOTER ( i.e HONDA ACTIVA). </li></ul><ul><li>THEY CAPTURED SCOOTERETTE SEGMENT BY TVS SCOOTY. </li></ul>

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