Canon Marketing Strategy

Topics: Customer service, Customer relationship management, Marketing Pages: 10 (3154 words) Published: August 28, 2011
Understand how the marketing plan supports strategic objectives 1.1 Explain how the strategy of the organisation impacts on the marketing plan 1.2 Identify the component parts of a marketing plan
1.3 Identify issues of risk within a marketing plan

2. Understand the construction of a marketing plan
2.1 Identify the levels of importance of each component of the plan 2.2 Identify mitigation strategies for high risk components of the plan 2.3 Produce a marketing plan

3. Understand how to promote the marketing plan in support of strategic objectives 3.1 Discuss how the plan supports strategic objectives
3.2 Outline an approach to gain agreement for the marketing plan 3.3 Identify an evaluation and review measure for the agreed plan Introduction
            Business organizations are constantly seeking ways to enhance their performances in order to compete actively and aggressively in the market. Profit-seeking organizations have long recognized the importance of creating value in the products and services they offer to the customers all in the common objective to deliver commercial goods efficiently in order to increase the satisfaction of the existing customer-base. Aside from inculcating loyalty among the members of the clients and customers of a business organization, companies are likewise aware of the need to widen and extend the reach of the company’s products and services to new markets in order to increase its share on clients and customers. Strategies, plans and techniques in the areas of operations, communication and marketing, sales, supply chin, logistics, research and development, performance measurements as well as social and corporate obligations and responsibility are continuously improved all for the benefit of the target market. Once companies become successful in these organizational and managerial areas, sustained economic development is envisioned. This paper aims to present a discussion that illustrates arguments and debates regarding the importance of the concept of “market-oriented” companies in the current business environment. Existing literatures are reviewed regarding the organizational and managerial characteristics of market-oriented companies along with illustration using a sample company that exhibits the traits and attitude of being a market-oriented business organization.   

Characteristics of Market – Oriented Companies
A number of existing literatures indicate the importance of being a market-oriented in the business environment among profit-seeking organizations (1993). These arguments are along with the claims of other experts regarding the limitations of being market-oriented since competing business organizations are likewise implementing market-oriented practices. According to  (1988),  (1992) and (1995) aside from having the market orientation needed in the business environment, companies should be able to imbibe faster-learning approaches relative to that of their competitors in order to ensure the success of their organization. Business scholars continue to engage in debates regarding the important managerial as well as organizational characteristics that contemporary companies should exhibit to guarantee success.  

            According to and (1996) organizational learning will ensure the future success of business organizations contrary to traditional inclination and view towards the business organizations’ existing resources such as labor and capital as the primary means of achieving the performance goals and objectives of companies within the business industry (1995). Others emphasized that information and knowledge are the main features of economic success (1973). From these arguments and claims it could be assumed that being market-oriented leads to competitiveness in the business arena and...
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