MARKETING STRATEGIES FOR ENHANCED CUSTOMER SATISFACTON AT BIGWAYS LIMITED 1.0 Introduction
Bigways Limited is a manufacturing and distributing company of a unique pesticide that no other company manufactures in the whole of East Africa and has been operating in Kenya for the last six years. The company’s smallest package size of their products is 5kg, and they open for business from Monday to Friday between 9am to 4pm with a one hour lunch break. Additionally, the employees of Bigways have been arrogant to customers. The aim of this paper is to indicate how Bigways can utilize Market orientation and Marketing concept to satisfy its customers. 2.0 Marketing concept
This is the belief that satisfying customers can help achieve organizational goals. It is a management philosophy that seeks to determine and satisfy customers’ needs using integrated marketing programmes to achieve organization goals. (Kotler, 1980) Marketing concept holds that the key to achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently; the company being more effective than competitors in creating, delivering and communicating customer value to its’ selected target customers There are three important dimensions of the marketing concept that must be understood. These are: a)
Integrated company effort
This means giving customers what they want. An organization must decide who their target customers are and then conduct market research studies of their wants and needs. This will aid in creation of goods and services that are easy to use, easy to buy and easy to repair. This helps marketer to manage the market and meet these needs. Customers’ needs identification and satisfaction leads to customer retention which is important in market share holding. This may lead to convenient locations, flexible hours, automation aimed at serving better customers’ needs. 2.2
Integrated company effort
Marketing activities should be closely coordinated with each other and with functional areas of the organization. Sales, finance, production, hour of work together to satisfy customer’s needs. It takes strong leadership from the top to break the barriers around departments and install performance criteria that are compatible with the marketing concept. The management should make effort to co-ordinate all the functions of advertising, sales force, product management, marketing research etc. towards customer needs satisfaction. This also attracts lost customers 2.3 Goal directed behavior
Behaviour should be directed at achieving the goals of the organization.
3.0 Marketing orientation
Kohli and Jaworski (1990) states that, marketing orientation entails one or more departments engaging in activities geared towards developing an understanding of customers current and future needs and the factors affecting them. It’s also the organizational culture that most effectively and efficiently creates the necessary behaivours’ for the creation of superior values for buyers and thus, continuous superior performance for the business. According to Jaworski and Kohli, 1993; Slater and Naver 1994: achieving marketing orientation is associated with superior performance on the one hand and internal company benefits like employee commitment and spirit de corps. Employees must also be highly motivated in order to perform well. Lack of motivation might be the reason behind their arrogance to customers. The following includes various marketing orientations:
3.1 Production Orientation- Improvement of production and distribution in order to reduce costs and improveefficiency. 3.2 Product Orientation- The quality of the product is the paramount for customer satisfaction 3.3 Selling Orientation- Effective selling and promotion aid selling more products attracting prospective customers and retaining the...
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