Research Paper on "Marketing Myopia of the Many Examples"
Research Paper 4 pages (1230 words) Sources: 5
[EXCERPT] . . . .
Marketing MyopiaOf the many examples of marketing myopia in progress today across a wide variety of industries, one of the most visible is that of Microsoft' efforts to get back into the mobile phone and operating systems business. With Apple having the world's leading market share from a device standpoint and Google Android challenging them for leadership, Microsoft shows how devastating it is to rely on the five factors defined in the section a Manifesto, Not a Prescription in the well-known article Marketing Myopia (Levitt, 1975). The intent of this analysis is to define a product strategy for Microsoft's mobile device and operating system business that will maximize their brand value and mitigate and help avoid historical marketing errors made in the past.
Marketing Myopia at Microsoft
Companies that often have an exceptional level of commercial success based on technological prowess alone often fall victim to the worst strains of marketing myopia. When technology alone is relied on as a means to differentiate a product and define a market instead of customer orientation, innovation is stifled and avenues of growth ignored (Drucker, 1985). Microsoft had initially entered the mobile device industry with a de-featured version of the operating system, reasoning that a lower level of cost could be achieved by reducing feature count. The economics of building products need to be secondary to making a product that can address current and future customer expectations, needs and deliver exceptionally strong experiences. Microsoft however did not operate from this perspective, and chose to research only the adoption of their existing line of operating syste
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Another aspect of Microsoft's myopic vision of mobile computing is the lack of focus on partnership alliances and the ability to define a suitable 3rd party platform framework. The inclusion of Nokia at present is only after several failed attempts with other partners who could not align with the requirements Microsoft had at the operating system and platform level. Instead of creating a series of Application Programmer Interface (API) routines Microsoft chose instead to require hardware partners to pay for an OEM contract for the software. Competitors including Apple and Google make API toolkits, development systems and free versions of their operating systems to further promote the development of next-generation applications on their platform. Microsoft, again forced into a myopic mindset, chose to look at partners and service providers not as part of a customer-driven ecosystem but as another source of potential revenue over time. This limited the brand value of Microsoft in mobile and initially made hardware partners and service providers consider moving more in the direction of Apple and especially Google, two companies who were, as Peter Drucker observed, using customer insights to drive greater disruptive innovation (Drucker, 2002) Microsoft's recent decision to launch latest mobile operating system without an actual launch date of the devices further shows their myopic nature as well.
Recommended Microsoft Mobile Product Strategy
For Microsoft to cure its myopic view of the mobile computing market it must begin with its product strategy. it's reliance on hardware partners and service providers for their revenue first and support for their phone operating system needs to stoop. Instead of attempting to make these critical members of their value chain pay for the privilege of… READ MORE
Quoted Instructions for "Marketing Myopia of the Many Examples" Assignment:
Assignment 3 Foundations of Marketing Myopia
Marketing myopia refers to focusing on products rather than customers. Marketing myopia describes the vision of organizations that are too constricted by a narrow understanding of what business they are in. Marketers need to understand that customers do not buy products, they buy benefits. You will need to connect or tie the idea of products versus benefits and be able to explain how the two topics can complement each other.
Activity Resources:
*****¢ Levitt, T. (1975, September/October)
*****¢ Luan, Y. J., & Sudhir, K. (2010)
*****¢ Ataman, M. B., Van Heerde, H.,J., & Mela, C. F. (2010)
*****¢ Usman, M., Ullah, I., Kayani, M. B., Haroon, F., & Khan, M. A. (2012)
Main Task: Evaluate Historical Examples of Marketing Myopia to Implement Improvements
An important component of Dr. Levitt�s paper is his �Retrospective Commentary� which includes references to work by Peter Drucker. Within, there are five examples of companies that have failed. Read each of the examples provided under �A Manifesto, Not a Prescription� and select a current �real world� company that fits each of the examples Levitt provides. Add your own evaluation as to how their product or corporate strategy needs improvement to avoid failure as indicated by the examples in the article. Locate two articles written by Peter Drucker to use as part of your research for the below paper.
Include at least five (5) peer-reviewed articles to support your analysis, including those listed above. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Assignment Outcomes
Develop a product strategy intended to maximize brand value and avoid historical marketing errors.
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How to Reference "Marketing Myopia of the Many Examples" Research Paper in a Bibliography
“Marketing Myopia of the Many Examples.” A1-TermPaper.com, 2013, https://www.a1-termpaper.com/topics/essay/marketing-myopia/9053548. Accessed 6 Jul 2024.
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