Canon Marketing Strategy Essay

3161 Words Sep 4th, 2011 13 Pages
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
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Moreover, the arguments further indicate that being market-oriented is only a start in initiating and ensuring success in the business environment (1995). Competitive advantage encourages business firms to invest on researches that will define their target customer groups that they believed they could serve best. Every business person is determined to know what kind of work they would and would not do for their customers and, in turn, they carefully learn how to fulfill the needs of each kind of customer in their target markets. (1996) emphasized the idea to take advantage of the competitive situation not just by being better in how that product gets sold, serviced, and marketed at the customer interface. It requires that companies create breakthroughs in how they interact with customers, and design a way of interacting that makes an indelible impression on customers, one that so utterly distinguishes them from others that it becomes a brand in itself. Organizations that capitalize on customers' active participation in organizational activities can gain competitive advantage through greater sales volume, enhanced operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty (1979; 1990). Rather than going after every potential source of

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