MARKETING ORIENTATION AND STRATEGY

Marketing Orientation and Strategy



Marketing Orientation and Strategy

Introduction

There are three parts in this paper. The first part covers the marketing strategy for the launch of computer game with respect to product development life cycle model. Kellogg's marketing mix strategy covers the second part. The third part presents a discussion on the use and impact of ICT on domestic and international marketing strategy for a firm. The firm selected for this particular paper is Crytek, a leading British firm engaged in console and computer game industry (Aaker, 2000, 85).

As a market competitor itself, Crytec had to make strategic decisions in regard to other players in the world of gaming technology in order to remain competitive. In instances, Crytec's market makers and designers experimented with network and institutions-based innovations and strategies. These challenges resulted in the creation of a virtual legal system and a system of governance in order to constitute the marketplace. Analysing Crytec requires treating it at one level as a marketplace and at a second level as a market. EBay as a marketplace draws attention to both the unique nature of its virtual location and the reality of the company as a physical organisation, a capitalist firm that is, in part, a product of a particular brand of market populism (Frank 2000). At this level of analysis, Crytec's business as a company works to organise an internal market in order to deal with transaction costs and solve the problems of opportunism (Aaker, 2000, 86).

Part A: Marketing Orientation and Strategy for Crytec UK

Marketing Orientation

Marketing orientation refers to identifying the needs and wants of consumers that derive the ultimate demand for the products or services, and fulfilling those needs/wants through company's product offering. Marketing orientation has emerged as a follow up of fundamental changes in world's markets. These fundamental changes include a decline of mega brands as a results of price based competitors, the replacement of marketing personnel with the one specialised in undertaking specific tasks, the emergence of a new type of consumer which asks for greater value, and the presence of more stratified and aggressive competitors (Abell, 2008, 45).

This objective aims at fulfilling the needs of a group of people through a product or service, giving it features meets the requirements of customers at an affordable price, good quality, effectively products distribution channel factors. Necessity of changing marketing view shows a link between market orientation and organisational performances (Abell, 2008, 46).

Modern marketing orientation is essential for the current environment. Its essential elements include Customer Orientation, Active Selling, and Service Excellence. The positioning of the product in this context requires certain important attributes, i.e. the placing product active set of mind compared to competitor's brands. Market orientation strategies enabled Coca-Cola to develop products, which bring to consumers a greater value over the market average that in turn reduce consumer's sensibility to price and grow the level of maximal prices accepted by the market.

Product Life Cycle Model

The product life cycle is the chronological process that occurs from birth ...