Organisational Studies

15 Pages 3692 Words

in charge of each material category.

5. People – it is important to train, develop and grow people into owners of a process which seeks to build customer bonding and purchase favourability.

6. Technology – use of technology to provide a better customer memory, and give customers the communication options they want to help them repeat the purchasing experience.

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7. Knowledge and Insight - investment in customer knowledge and insight, must be continuous.

8. Process - processes need to be focussed around existing customers, giving each the value they want, and communicate as every one wishes to be engaged by the company.

Once these eight components are aligned, a company can start to give the end-customer what they require, thereby empowering them to be involved in the entire process.


1.3 Market Strategies

Kotler (1994, p 68) defines market strategies as “the marketing logic by which a business unit expects to achieve its marketing objective”.

Traditionally market segmentation grouped customers with si...