THE MARKETING STRATEGY
"Marketing is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of enterprise."
(Peter Drucker, 1954)
International marketing is becoming more important to companies as the world shifts from distinct national markets to linked global markets. Globalization brings homogenization of consumer needs, liberalization of trade, and competitive advantages of operating in global markets. Companies are forced to think and act globally in order to survive in such a dynamic environment.
The rapidly changing environment is affecting all automotive industry players. The industry is being reshaped as never before by environmental issues, legislation, market fragmentation, new technologies, new materials, advanced manufacturing techniques, new selling methods, emerging markets and, above all, by consolidation and collaboration.
PSA: Marketing Oriented?
The PSA group certainly showed a lot of 'ambition' and in keeping with this theory, they unveiled many new plans and formed alliances. In effect, marketing cannot be looked at on its own as it involves many different stages before the final product reaches the customers.
How to develop marketing oriented business:
It is useful to revisit Peters and Waterman (In Search of Excellence) . They identified the following characteristics of high performing companies
1.Closeness to the customer - intimacy and a profound understanding of their needs.
2.Productivity through people - Recognizing that employees are the most important internal customers of a business.
3.A bias for action - Doing- as opposed to talking about doing
4.Value driven - Providing continuous value to customers through products and service offerings.
5.Simple form lean staff - organization structures that facilitate customer interaction.