Title: “Why marketing strategy is considered as an important aspect to an organisation’s

success”

As we know that a successful company depends on the cooperation of functional areas.

The examples of functional areas of the organization are accounting and finance, human

resource, administration and marketing, etc. However, today’s successful companies

depend on marketing which is mainly focusing on creation and retention of customer

value (Jobber 2010). For example, Zappos is one of the successful companies in today

because of their powerful marketing strategy which mainly take good care of their

customers in term of understanding what their customers’ wants and needs; then creating

customer value in order to fulfil their customers’ satisfactions (Armstrong 2011).

Therefore, here we are going to explain why the marketing strategy can become an

important aspect to an organization’s success nowadays.

In the old concept, marketing is defined as the task of creating, promoting and delivering

goods and services to customers (Kolter 2003). In the new concept, marketing means

managing profitable customers’ relationships then only building brand awareness and

positioning the brand as customers’ best choice which is more related to the relationship

marketing (Ambassador n.d.). Actually, marketing is more than just persuading

consumers while it focus on how to attract new customers by promising superior value

and also how to retain current customers by delivering higher satisfaction (Armstrong

2011). Besides, marketing is also the performance of activities that seek to accomplish an

organization’s vision, mission and objectives by designing a perfect marketing strategy

planning to satisfy the needs and wants of customers (William 2009).

Every successful company definitely have their own game plan for a long run survival

and growth in the market. The purpose of marketing planning process is to establish a

clear direction to fit between the organization’s intentions and capabilities and its

changing marketing opportunities. Therefore, there are 4 steps which are defining the

company’ mission, goal setting, designing a business portfolio and developing functional

plans.

In order to survive in the competitive market today, a successful company will start in

defining the company’ mission as a clear mission acts like an “Invisible hand” in

directing and guiding the whole company. However, the company’ mission should be

market-oriented, realistic, competence, motivating, consistent and fit current market

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environment (Handlin n.d.).

For example, the mission of McDonald is not aimed to become the world’ largest and

profitable quick- service restaurant while it is aimed to become the most preference place

and way for their customers to eat in every time then only follow by the profit earning.

From the mission of McDonald, it seems like more market-oriented which is more

focusing on discovering and meeting the needs and desires of their customers through

their product mix.That is why McDonald is awarded under the world’s most visited fast-

food chain with a high market share in the world. This is because; McDonald study and

understand what their customers’ wants and needs in well then only provide special

products and services to serve their customers; by this way, it can help McDonald to

attract and retain more and more loyalty customers (Armstrong 2011).

After that, the company mission will be turned into a detailed supportive goals and

objectives in order to come out with a strong business portfolio which can fit its strength

and weaknesses to opportunities in the environment. In the process of designing a

business portfolio, it must analyze and evaluate the current business portfolio or strategic

business units (SBU), finding out what are the strengths and weaknesses from its,

deciding which SBUs should be focused and invested more or less then only developing

more powerful and flexible strategies for growth and downsizing for the future market.

For instance, SWOT Analysis is one of the most essential elements in the business

portfolio analysis which can help the company to detect what are the strengths,

weaknesses, opportunities and threats from the internal and external factors in the market

(Joseph n.d.).

In the strategy planning, it involves also the cooperation between functional departments

in developing a functional plans and strategies in order to be success. This is because; the

successful organization depends not only on how perfect every department accomplishes

its work but also on how well each department coordinates their activities. For example,

the major functional departments will be marketing, finance, accounting, operation,

human resource and others who must work together in order to accomplish the goal of the

company.

However, in the strategy planning, marketing play a vital role the company’s strategy

planning as marketers who are the most close with customers and the understand well in

the needs and wants of customers in the market. For instance, the marketers need to

conduct survey and Research and Development (R&D) in the market insight, customers’

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perception, competitors, other forces and factors in the internal and external environment

in order to collect all valuable information. After collecting all valuable information,

marketers have to explain the ideas and concept of marketing philosophy to every head of

functional departments so that those functional departments can coordinate their activities

and also practice an effective value chain management in a ready for serving customers

(Jobber 2010).

Furthermore, marketers have to work closely with the operation, production, finance and

accounting managers by expensing less in resources and cost overhead in order to

maximize profit in the market (Armstrong 2011). For example, if there are more products

an organization manufacturers, the organization can have a warehouse full of products

but without marketing, those products in the warehouse may be profitless inventory

(Lowe n.d.). That is why we said marketing strategy is the most important aspect to an

organization success.

Normally, an organization’s success rests on a well-known reputation in the market.

When the company meet the high expectations of public, the business will expand and

the sales will increase. In other word, once the brand awareness becomes a reality,

customers will start to spread the brand by telling friends and family about the products

that they discovered. Then the sale of the organization will increase steadily.

Actually the reputation of an organization is built up by marketers through active

participation in marketing programs, community programs and effective publicity and

communication events no matter internally or externally. In term of the marketing

program, the examples can be website development, public relations, broadcast

advertising and trade show, etc (Lorette n.d.). That is why we strongly argue that

marketing can help to build a strong brand awareness in the market.

In a nutshell, the goal of every business is to maximize profit and expand the business,

and without marketing, this is impossible to happen. This is because; none of the

potential customers would know about the business offerings when there is no marketing;

then the sales of the business may be declined and finally shut down and leave from the

market. Therefore, marketing strategy is considered as an important aspect to an

organisation’s success.

(1148 Words)

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