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THE MARKETING STRATEGY Marketing is not a specialized activity at all It encompasses the entire business It is the whole business seen from the point of view of its final result that is from the customers point of view Concern and responsibility for marketing must therefore permeate all areas of enterprise Peter Drucker 1954 International marketing is becoming more important to companies as the world shifts from distinct national markets to linked global markets Globalization brings homogenization of consumer needs liberalization of trade and competitive advantages of operating in global markets Companies are forced to think and act globally in order to survive in such a dynamic environment The rapidly changing environment is affecting all automotive industry players The industry is being reshaped as never before by environmental issues legislation market fragmentation new technologies new materials advanced manufacturing techniques new selling methods emerging markets and above all by consolidation and collaboration PSA Marketing Oriented The PSA group certainly showed a lot of ambition and in keeping with this theory they unveiled many new plans and formed alliances In effect marketing cannot be looked at on its own as it involves many different stages before the final product reaches the customers How to develop marketing oriented business It is useful to revisit Peters and Waterman In Search of Excellence 4 They identified the following characteristics of high performing companies 1Closeness to the customer - intimacy and a profound understanding of their needs 2Productivity through people - Recognizing that employees are the most important internal customers of a business 3A bias for action - Doing- as opposed to talking about doing 4Value driven - Providing continuous value to customers through products and service offerings 5Simple form lean staff - organization structures that facilitate customer interaction The marketing strategies of companies are looked at not only by the internal factors as stated above but are also looked upon by many external factors too It is
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