In the context of contemporary global business environment, marketing as become an essential part of an organization offering nay product or service. The escalated competition and dynamic global market has prompted both the small and large organizations to consider the significance of the role that marketing could play in the viability, sustainability, and profitability of the business. The marketing unit of an organization plays a crucial role in the bureaucratic management and it is the one of the only department that has direct impact on with customers. The role of marketing is quite comprehensive and it consistently contributes to the organizational functioning both in short and long term ranging from package designing to product advertising, and from brand positioning to customers satisfaction (Hollensen, 2015).
The marketing helped Corpnet in creating a link between the company and its consumer. Corpnet’s marketing has a role of action and analysis in the company. It serves to design and offer products that will satisfy the consumer. Throughout its marketing efforts, Corpnet used all the means that company has to sell its products or services to customers. All this have been done in a thoughtful, cost-effective, and structured way. In order to create a link between the company and the consumer, Corpnet’s marketing responds to five functions, which include the following;
Seek to know and analyze the demand.
Plan and develop product or service concepts.
Communicate to consumers’ relevant information about the product or service.
Organize the transaction of property rights.
Distributing products or offering services in their respective markets.
In the initial stage, short-term contributions of marketing for Corpnet involved developing a comprehensive understanding of competitive and economic features of the market and developing a product, which satisfies the identified needs of the customers. It further involves identification of target market, segmentation, crafting, and implementation of most suitable strategies, establishment of internal and external environmental scanning for the identification of threats and opportunities, product development, positioning, development of sales and communication channels, developing partnership, development of retailing activities, brand development, brand positioning, and formation of community relationships.
Whereas, in long-term, it contributes through consistent marketing research and feedback, which helps in making recommendations for improvement in product, service, and prices (Kotler et.al, 2015). It further involves creating sustainable competitive advantage, delivering predefined marketing plan regularly, establishment of information systems for progress identification, understanding strategies of the competitors, improving product and service experience, understanding and developing future needs of the brand, and incorporating feedback and data input from the market for continuous improvement, as well as, to create value and competitive advantage. In a nut shell, marketing is regarded as the backbone of any organization. The level of effectiveness of marketing strategies can make or break a product or service. (Grewal & Levy, 2014).
A superior product always generate competitive advantage for a business; however, it is always crucial for a business to keep on positioning its products distinctively as competitors can redo it any moment, and at this point in time, the only thing that works is the right marketing tactic and approach. Therefore, when a company offers a product or services that is better than the competitors, the marketing tactic that should be used is ‘Product (Competitive) Differentiation’; whose aim is to propose an offer with characteristics different from that of competition. For example, a company can differentiate on the basis of its premium features e.g. Apple Inc. or through cost dominance e.g. Walmart. It is a question of creating a competitive advantage by playing on features that may be of interest to certain customers who do not fully appreciate what other companies offer or who simply want to differentiate themselves from the mass of other consumers or users. It can sometimes be simple details or distinctions that make these clients think better about a specific product or service. Apparently, having competitive advantage allows a company to outperform its competitors. After all, the end goal of any organization is to have a sustainable competitive advantage, which can be capitalized over a long period of time (Grewal & Levy, 2014).
References
Grewal, D., & Levy, M. (2014). Marketing. Boston: McGraw-Hill Irwin. Retrieved on January 12, 2017
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education. Retrieved on January 12, 2017
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall. Retrieved on January 12, 2017
