MKTG 2030 Study Guide - Market Segmentation, Brand Equity, Pricing Strategies
19 Nov 2012
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One study examined 40 industry groups of 4 companies in each, all with similar financial numbers and apparent prospects. They noticed that what separated winning and losing companies (as measured by total shareholder return) were two factors: strategy and execution: winning organizations devise and maintain a clearly stated, focused marketing strategy. The marketing strategy is a simple value proposition that is based on a deep understanding of the customers. It is an organization"s ability to create superior value for its customers and, in the process, give it a competitive edge over its rivals. The second factor that separates winners from losers is their ability to execute their marketing strategy. There is a gap between devising and implementing a good strategy. Someone in top management may have the idea that customer service is a good strategic priority for the business, but unless they win the hearts of employees, the execution of the strategy is likely to be weak.
