Marketing in an enterprise part 1

[Enterprise and marketing] 

Marketing , which is a process of developing products or services while analyzing the market environment, focusing on the demand of target customers while fully utilizing their management resources and strengths.

We can offer new value by starting from the needs that our customers are exposed and potentially holding, not production of traditional enterprises and factories.

However, marketing is not just lecture or ideal of corporate activities.

It is what you can actually do and you can practice any company, organization, or individual by taking the right steps.

In some cases, simply directing the direction of consciousness to markets and customers may have a positive effect on business activities themselves.

It is necessary for companies to conduct marketing activities based on the corporate philosophy and vision they state.

The management philosophy is the idea that is the basis of business activities by companies and other organizations, and for employees is the guiding principle of action.

For example, UNIQLO, a leading clothing company, changes clothes, changes common sense, changes the world, "and SOFTBANK Corp., a leading telecom company, has set the management philosophy of" making people happy with the information revolution ".

Meanwhile, vision is often confused with corporate philosophy and mission, but it is a concept or a future image of what kind of development and growth you want to achieve toward the future.

"We anticipate that the future will change in this way, so our company aims for ◯◯".

Steve Jobs, Apple's founder, said, "Delivering computers to ordinary people," and you were foreseeing the future that each of us like today would realize.

With these management philosophies and visions in mind, when practicing marketing, it is natural that the way each company works will differ.

You will also be able to make the best choice by considering what kind of strategy you are taking, or considering the balance with existing products and branding, and so on.

In any case, the leading role is not the provider but the customer.

That is why we are always thinking about what value we can offer to customers, and by responding timely to changes in the times and markets, we should be able to build a more effective marketing strategy.

It may take time, but it is important to act on your way.

【Example】
Let's learn more concretely about marketing activities in companies, with examples.

Please be aware that there is feeling like a living thing rather than trying to fix the company as a fixed organization.

Company A, who is engaged in funeral-related business, had deteriorated business performance due to the current economic downturn.

Because the business content is related to funeral services, I could not make a big PR, and managed to earn money by referrals from local residents and existing customers.

However, not only does it not grow alone, it can not differentiate itself from its competitors.

In this way, it is likely that even the company's survival will be in danger.

However, as the industry as a whole, you can not expect future prospects.

The era is super-aging.

Demand should surely increase, and if you execute even the right strategy, it will not be a dream to make a big leap forward.

For that purpose, including the meaning of breakthrough the current situation, we need to establish an innovative management policy here.

That is what the company president H was thinking about.

Therefore, the president of H first established a department specialized in marketing within the company.

Nonetheless, there are currently few staff, so the staff gathers only one person from each department.

In addition, they decided to have marketing strategy built with plus alpha, while engaging in regular business, rather than only marketing.

Actually, it worked.

Instead of bothering marketing experts head-hunting, by selecting from existing employees, also from the personnel of each department, the idea of ​​marketing gradually spread within the company.

Discuss the marketing strategy through the conference and bring the results back to each department.

That series of flows changed the company-wide consciousness.

The result was "price transparency" and "aggressive sales".

The packaged products born at the Planning & Development Department are put together in a booklet with an impact by the Advertising Strategy Department, and sales staff actively encourages them through individual visits.

Such a method to break the common sense so far was all obtained by practicing marketing.

When
you practice marketing in-house, you tend to think about establishing an independent marketing department or entrust it to an external marketing affiliate, but in that case it may be difficult to get close to the root of the problem There will be.

The reason is that the fundamental of business is the field and the staff who directly confront customers are highly likely to be sensitive to both their needs and wants.

In the case of Company A, we decided to establish marketing special department by practicing marketing, but by gathering personnel from each department, it leads to spreading the importance of marketing throughout the company It was.

The organization of the company seems to be independent of each department, but in fact it is the greatest purpose to combine complex elements and produce synergistic effects.

That's why we need to make comprehensive efforts by doing company-wide marketing.

In that sense, it may seem that marketing players do not necessarily have to be identified as departments.

However, it is also a fact that consciousness is born inside the company by establishing a department specialized for marketing.

What is important is how to disseminate it to all employees about themselves.

Even in that sense, it can be said that Company A's work was successful.

Regardless of whether the performance is good or bad, competition with competitors will not be over in the present age where things are overflowing.

Also, even if it is an oligopolistic market, finally choosing products is a customer, so it is quite possible that any complaints that are accumulated will be superseded by other companies or industries .

Before being admonished by the sense of crisis, it is important to practice marketing.