MARKETING

MYOPIA

Afina, Dian, Giovani

R46JKT
CASE SUMMARY
Myopia or nearsightedness,
A short-sighted and inward looking approach to marketing that focuses on the
needs of the company instead of defining the company and its products in terms
of the customers' needs and wants. It results in the failure to see and adjust to the
rapid changes in their markets.
So mostly those companies which are experiencing myopia are missing the
opportunity to grow in other sub-units business. Which allow the competitor in the
same industry to steal the opportunity.
Aside of missing the opportunity to grown in other sub-units business the
company which is experiencing the myopia is also missing the opportunity to get
the superior customer value.
PROBLEM STATEMENT
– Not Seeing the Big Picture.
– Product Focus not Customer Focus.
– Believe that they are in an growth industry while losing growth opportunity.
– Losing the growth opportunity to competitor in the same industry.
ANALYSIS
– Based on Kotler and Keller Marketing Management and the article from HBR,
The company that experience or is facing the treat of a decline is the company
that focus its orientation toward the market place, based on the production or
product concept not marketing concept, with the marketing concept company
have identify customer needs and make product to carter it.
SOLUTION
– “What business are we really in?” question.
– Not sell things but satisfy customers.
– Accepting that there will be a competitive alternatives to identify customer
needs and push company to grow.