The Innovator's Dilemma
From the marketing group’s perspective, it is essential that the company offers the drive as part of it marketing strategy. The drive will help the company to promote its business and marketing position in several dimensions. Firstly, the drive will promote the company as an aggressive marketing player in the industry which will establish or maintain its competitive level. Secondly, the drive will promote the relationship between the company and consumers as the consumers will experience the concern and the efforts of the company in promoting affordability. Finally, the drive will strengthen the loyalty of customers to the company as they identify themselves with the drive and the provision of high quality products.
From the perspective of the management, developing the drive will be a mistake in terms of the company’s corporate strategy. According to this discussion post information, the management should not develop the offer of the drive, since it will be costly to the organization as it is another cost driver. Unlike the marketing group’s scope of analysis, the management should take care of all aspects of the organization’s operations in approving the drive. First, the drive will require additional funding, from the company. Secondly, the drive will call for more personnel to implement is from the concept to completion. Finally, the drive will present another administrative task field and promotional burden for the organization.
In business marketing strategy, developing and offering such a drive is important to the company and its entire market. However, despite the advantages and benefits, those come along with the drive - it is evident that the managements’ perspective is different from that of the marketing group. While the drive is an essential component to the marketing group, it is a mistake for the management to develop in relation to other organizational aspects. This explains the dilemma on whether to adopt the marketing strategy or not.
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