Impact of Marketing Strategies on Organizational Performance Research Proposal
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Impact of Marketing Strategies on Organizational Performance
Most of the business leaders thought that gaining an advantage against their competitors is enough to declare themselves as the successful organization. While other believes that they can be successful if they keep the trust and loyalty of the consumers. But without second thoughts, competitive advantage or their influence in the market are achieved is only the effects of their application of various strategies such as technological support, strong investments, organizational culture and practice, the efficiency of the suppliers, and the use of appropriate marketing strategy. All of these factors contribute in the organization’s performance.
Background and Problem Statement
Of all the years, many organizations are attempting to use the marketing as their strategic approach in terms of the competition. From the plain explanation regarding the marketing principle, it has a purpose to influence the buying behavior of the consumers by persuasion, giving information, and many other techniques all for the very one reason – to establish its effectiveness in the market. Still, the organizational leaders believe that the marketing is one of their important aspects towards success. However, what would be the appropriate marketing strategy that they can apply in order to motivate or create an effect in the performance of the organization?
The first objective of the study is to determine the level of influence in application of the marketing strategies in terms of the organization’s performance. The second objective is identifying the appropriate marketing strategy that can be use by the organization which in return can possibly increase their performance. These two objectives are connected to each other wherein the benefits can be enjoyed by the organizations.
The study understands the need of the organization to increase their performance due to the various impacts of the financial crunch, economic recession, international market trends, and globalization. Therefore, several questions are presented to help the study meet the proposed objectives.
1. What is the basic function of marketing strategy?
2. What are the marketing techniques being applied by the organization?
3. What are the possible effects of the marketing within the organization and in the market?
In the formulation of an effective marketing strategy, there are several internal forces and external forces incorporated. The use of the technologies such as Internet and the World Wide Web can be considered as another innovative action on marketing. From the previous researchers, they establish the idea that the use of the e-marketing strategy delivers a significant in the performance of the firm. An approach of the organization regarding the performance varies depending on their target market and/or nature of business. If the focus of the organization is the effectiveness of the web or e-marketing, then the people can evaluate the sale volume, profitability, and market share that it created. Through that measurement, the business can either create another marketing strategy or be satisfied in the effects of the modernization (Lages, Lages, and Rita, 2004). Significantly, the organizations run to the idea of marketing to avoid the effects of the recessions which is also became their act to survive in the intense competition in the market. Firms that value the importance of marketing in their system became proactive and beginning to pull the strategic plans. Through the usual marketing segmentation, positioning and branding, and marketing communications, the strategy became favorable and helpful in generating the customer loyalty. The breakthrough actions of the organization will result not only in a superior market performance, but also in giving superior value to their consumers (Srinivasan, Rangaswamy, and Lilien, 2005).
The effects of the marketing, according to the previous studies, can be reflected on the firm’s performance. The appropriate marketing strategy relevantly creates impact in making process towards the competence and develops a relationship in the organizational culture (Sung-Joon and Sung-Ho, 2005). The benefits of the marketing activities in the business reflect in the strength of the industry to eliminate or at least minimize the effects of various challenges. The influence of marketing activities can be part of the culture of the organization can be basis for the actions that the leaders will create in the future (Krohmer, Homburg, and Workman, 2002).
The proposed method of the study is the use of the secondary information. The method allows the study to measure the effectiveness of the various marketing that are mostly applied by the organizations. In addition, the secondary information can create the conceptual framework or trends in marketing which is best applied most especially in the issues of modernization.
Krohmer, H., Homburg, C., & Workman, J., (2002) “Should Marketing be Cross-Functional? Conceptual Development and International Empirical Evidence”, Journal of Business Research, Vol. 55, Accessed 25 January 2011, from https://people.creighton.edu/~jpw60034/Research/JBR%202002%20Should%20Mktg%20be%20Cross-Functional.PDF
Lages, C., Lages, L.F., & Rita, P., (2004). “The Relationship between E-Marketing Strategy and Performance”: A Conceptual Framework in a Web Context, Accessed 25 January 2011, from http://fesrvsd.fe.unl.pt/WPFEUNL/WP2004/wp446.pdf
Srinivasan, R., Rangaswamy, A., & Lilien, G., (2005) “Turning Adversity into Advantage: Does Proactive Marketing during a Recession Pay Off?” International Journal of Research in Marketing, Vol. 22, Accessed 25 January 2011, from http://www.geileon.com/LilienRangaswamyMarketingRecession.pdf
Yoon, S., & Lee, S., (2005) “Market-Oriented Culture and Strategy: Are They Synergistic?”, Marketing Bulletin, Vol. 16, Art. 4. Accessed 25 January 2011, from http://marketing-bulletin.massey.ac.nz/V16/MB_V16_A4_Yoon.pdf