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Marketing Case Study Analysis - Essay Example

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A Critical Analysis of Marketing Myopia Table of Contents Executive Summary 3 Introduction 4 The Marketing Issues Raised by Theodore Levitt in Marketing Myopia 5 A Critical Analysis of Marketing Myopia 7 Recommendation 10 Conclusion 11 References 12 Executive Summary This marketing case analysis focuses on the concept “marketing myopia” as presented by Theodore Levitt…
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Download file to see previous pages In this regard, a deeper understanding of what the relevance is of “marketing myopia” is can be gauged. In the analysis of this case study, Levitt (1975) suggested that the reason behind the downfall of the so-called “growing industry” is generally because of their myopic thinking culture. With this short – sighted vision of what the future of business may possibly offer, firms do collapse. It is indeed necessary to think outside the box and have a bigger picture of what is likely to happen in the industry. Also, he proposed that in order for business to thrive continuously, businesses must be customer – oriented instead of being too much occupied in developing, improving and producing goods and services. Likewise, he also suggested that marketing is needed and not just basically selling since marketing includes communicating the values that the products and services can possibly offer. This recommends that in order to avoid business failure in the future, a proper implementation and execution of the strategies should come next to ensure the sustained business after such careful and balanced analysis and planning of the business context today and in the future. Introduction Starting a business involves risks since its success is never a guarantee. In reality, there are only slim chances of success in every business because only a few out of the total numbers of founded businesses do succeed. The U.S. Small Business Administration suggested that an estimation of over a half of the small businesses do fail within the first 5 years of their operation (Vetbiz Resource Center, 2009). There are many available print and online materials which try to explain why businesses fail. In the book entitled “Small Business Management,” Michael Ames (1983) suggested that the collapse of small businesses can be accounted by the following reasons: the entrepreneur’s lack of experience in handling business, poor inventory management, weak credit arrangement, excessive investment in fixed assets, insufficient capital to sustain the business needs, personal use of business funds, surprising growth in business as well as the poor and inconvenient location of business. On the one hand, there are two more reasons accounting to the collapse of business. According to Gustav Berle (1989) in the “Do It Yourself Business Book”, the increased competition in the market and the low sales are also reasons behind business failure. However, it is the case that businesses may have achieved a certain growth at one point in time which is followed by its collapse after. This failure of businesses, according to Theodore Levitt (1975), is not caused by the saturation in the market but mainly due to the short – sighted thinking culture of firms through having the illusion that such industries are growing. For Levitt (1975), the belief in the so – called “growth industry” should be rejected since for him, such conviction is followed by complacency. With the belief in the “growth industry”, the businesses focus more on developing products and producing goods which they sell to the consumers. Nonetheless, these firms lose sight of what the real needs and wants are which can truly satisfy the customers. Given this, the focus of this paper mainly delves at critically analyzing the case of “ ...Download file to see next pagesRead More
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