本文主要讲述的是营销近视案例分析，营销近视可以定义为在制定营销策略时缺乏远见和对消费者需求的意识(Smith et al.， 2010)。制定营销计划时，只关注如何解决公司的产品和流程。消费者的实际需求还没有确定，因此在客户想要什么和公司认为客户想要什么之间可能存在一种扭曲的看法。本篇伦敦论文代写文章由英国论文通AssignmentPass辅导网整理，供大家参考阅读。
Marketing Myopia can be defined as the lack of vision and awareness of consumer needs when it comes to marketing formulation (Smith et al., 2010). The marketing plan is devised only with focus on how company product and process could be solved. The actual consumer need is not identified, so there could be a distorted perception between what customer wants and what the company thinks the customer wants.
Arthur does suffer a marketing myopia as he has not considered all reasons why consumers would buy from the big markets like Sainsbury and Tesco. He launches a supermarket trying to sell products with aggressive guerilla style marketing, but in doing so, he does not seem to have considered what could have made the store marketing unique in terms of product, price, place and promotion.
Value might have to be created in terms of the existing product (like price, product, process or promotion improvement) in the existing market or new product in the existing market or existing product in the existing market or new product in new market. Value for Arthur’s supermarket mainly stems from the incremental innovation form. Value created here would be slow and deliberate. It would be planned for and released in stages to the consumer so that the consumer becomes a sustained part of the company’s innovation attempt.
The product market strategy includes four strategies (Zott & Amit, 2008). Firstly, the existing products are sold in existing markets where market penetration has to be designed for. Secondly, there are newer products sold in existing markets and here incremental innovations on new products will help. Thirdly, there are existing products sold in the new markets and here, the focus is on market development. Finally, new products are sold in new markets and here the strategy is radical innovation.
Now in the case of Arthur’s case study, his people’s supermarket would be placed in the incremental innovation category. He is presenting a new form of product and service in an existing market.
New geographic markets, new market segments and newer marketing channels are three ways of market development strategies for selling the existing products to a new market. Now people’s supermarket is a food cooperative and is part of the food cooperative movement from Rochdale, England. Now, since it is a part of a local movement, the new market development would not be applicable for Arthur’s situation.
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