Company and Marketing Strategy

In the previous chapter you learned about the core and basic concepts of marketing. In this chapter we will talk more deeply about the marketing practices of Bangladeshi organizations based on their culture, goal, target and vision.

Because most of the organization must have a future plan to grow that will help them to achieve something in the industry. As most of the organizations are profit motivated, they must try to formulate such  strategies that will help them to attract, retain and grow customers.

Think of Grameen Phone (GP), the market leader (Having maximum market share/largest number of users) in the  mobile  telecommunication industry of Bangladesh. Now on friday of whole July your call charge to GP Numbers is only half compared to other days of the week.

Why  they are offering this even after beings a  market  leader? The answer may be to retain and grow customer. That is what we call a strategy undertaken by GP, Grameen Phone started their journey on November 28, 1996. At that time Pacific telecommunication was doing a monopoly business in the private mobile telecommunication industry of Bangladesh.

The package rate and call rate was very high and beyond the capability of mid class people. But with the service and other facilities GP has successfully grabbed the mobile telecommunication market of Bangladesh having now more than 2.8 million subscribers. It is definitely a remarkable success for a late mover in such a technology oriented competitive industry.

How did they become the leader in the industry?  Of course by satisfying customers and adding good values to the customers with largest coverage throughout Bangladesh. But their better strategy formulation and vision helped them achieve that success.

When you think of fantasy Kingdom, you first think of a theme park full of joy and entertainment.  After introducing Ashu and Lia, two cute dolls in the park with new rides, the park positioned itself as the first theme park in Bangladesh. Through the cost of enjoying rides was initially very high, it was successful to establish itself as the best amusement park in Bangladesh.

After that, Nandan Park has come up with almost same ideas. Still fantasy is leading the industry with its services and new features. They has a long term projection (vision) with this project and they are heading towards fulfilling their goals and attracted their customers? How are they leading the industry? Well, all these are their good and proper objective setting and the use of market oriented strategies.

In the previous chapter we mentioned that marketing is a managerial process. In this chapter we will elaborately explain he managerial tasks of the marketing people mainly called decision about product, price, place (distribution) and promotion which will ensure ultimate goal of the  organizations of making profit. All companies must look ahead (as GP did) and develop long term strategies to meet the changing conditions in their industries and ensure  long-term survival.

The hard  task of selecting an overall company strategy for long run survival and growth  is called strategic planning. In this chapter, we will first look at the organization’s overall strategic planning. Then we discuss how marketers, guided y the strategic plan works closely with others inside and outside the organization to serve customers in a better way.

A model of marketing plan in included in this chapter to guide the students about how to choose customer and please them. These two chapters will provide basic idea of marketing to the readers. After studying this chapter, students will be able to:

  1. Explain companywide strategic planning and its four steps
  2. Discuss how to design business portfolio and develop strategies for growth and downsizing
  3. Assess marketing’s role in strategic planning and explain how marketers partner with others inside and outside the firm to build profitable customer relationship
  4. Describe the marketing process and the forces that influence it
  5. List the marketing management functions
  6. Know how to prepare a marketing plan that is essential for business development

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