Marketing strategy for building materials company "Izolacja - Matizol" example
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Pliki
Data
2006
Autorzy
Tytuł czasopisma
ISSN czasopisma
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Abstrakt
The inspiration for this dissertation paper was a real life situation. I was given an opportunity to improve my knowledge while enhancing actual experience. Through working for “Izolacja – Matizol” I managed to base my paper on resolving a problem of the company. The problem is very serious and can turn out pivotal for the future of the enterprise.
It is namely the lack of marketing department within the company structure. Such a drawback these days is unthinkable and president of “Matizol” understands it. So far the marketing activities were jointly handled by all departments in the company. The changeover of such situation is highly and commonly desired.
The company can not afford to take risk. By risk I understand lack of dedication or focus on marketing issues. “Izolacja – Matizol” is a building materials producer, and the results of competition are starting to have loud overtone. Thus, building a marketing department is internally and externally enforced. Building it, virtually, from the scratch makes it as much of excitement as challenge.
Such creation was my ultimate goal. The development of marketing department is a time consuming and dedication-requiring activity. I was able, however to see, listen and experience the corporate culture. This facilitated the current situation analysis and stimulated recommendations. The drive was to develop at least a framework which could be used to establish marketing in its purest form possible inside the company. I managed to understand that company is desperately looking for the recognition of the issue. Moreover there is an ongoing time pressure, which makes any activities even more demanded. The subsequent analysis is a form of agenda. All the matters mentioned are crucial and require in-depth approach. The list consists of all the vital steps that have to be undertaken in order to implement marketing strategy for Matizol company. This does not mean we are dealing with a perfect recipe which will make company thrive from the spot. Marketing in this respect is a thorough and complex matter. It needs permanent focus and ongoing improvement approach from the whole spectrum of stakeholders.
The time to do it is now. There is no turning back and the margin is getting smaller every day. Hence the implementation needs to be carried out immediately. Some actions require sequential actions – because establishment is a process. Most of them, however need to be scheduled synchronically. This will facilitate implementation and assure the cohesion of pivotal activities.
Having analyzed the company in a very profound manner, it can be said that optimism is applicable. The subsequent recommendations justify this claim. Consequence and pertinacity should be ingrained in the entire approach and considers as axioms. The establishment of marketing is possible then. Entire framework is included in the dissertation and provides a comprehensive solution. Its applicability is immediate but requires more detailed approach from the perspective of corporate coordination.
Inside the company, there is capacity and willingness. Change is bound to take place and if the approach implied by this dissertation is considered reasonable it might justify its applicable value. If it works for the benefit of the company – the ultimate goal is achieved.
Opis
Słowa kluczowe
marketing and management theory, company "Izolacja-Matizol", marketing strategy, segmentation, target market, positioning, customers analysis, SWOT analysis, products, price considerations, promotion