Marketing management

ASSIGNMENT
PGP2B

Faculty Name:-
PRESENTED BY:-
Gunjan A Rana
Rohit Shivhare
Vivek Kumar
Chandan kumar
Naghma
 “A business strategy whereby customers’
need and wants, as identified by the
marketing funtions,determine corporate
direction”
 It is the oldest type.
 Assumption is that customers will prefer

easily available low cost goods.

 The emphasis, therefore, is on improving

production efficiencies.
 Here the assumption is that the customers
prefer quality, performance and innovative
features in a product and therefore, prefer
to buy them.
 Therefore, organization's priority is to
continually improve these three factors in a
product. Product improvement is constantly
in focus for product oriented
marketers/organizations.
 They believe that the superior features of
the product will automatically bring the
customers to their door steps.
 Here the assumption is that the customers don’t
buy or don’t buy enough unless one sells them.
 So, the marketers should do aggressive promotion
and selling and thus they will be able to sell more
even if the customers had not thought of buying in
the first place.
 Marketer should sell more things to more people to
make more money and more profit.
 Selling effort has to be adopted in cases where the
organization has over capacity to produce more
than the market demands.
 It believes in selling what it makes rather than
producing as per the market demand.
 Start with the customer and not from the
product as is the case with product and
selling orientation discussed earlier.
 It is customer oriented.
 Study what the customers want and develop

and produce those goods/services.

STEEL PLANTS:-
 BHILAI STEE PLANT
 JINDAL STEEL

ALUMINA PLANTS
 HINDALCO
 BALCO
Car industries
 Skoda motors
 Mercedes
 Bmw

 Parker pens
 Nokia mobiles
 DTH SERVICES
 TATA SKY
 RELIANCE BIG TV,
 DISH TV

 INSURANCE COMPANY
LIC, ICICI
 Mobile company
 Micromax mobiles
 lava mobiles

 Automobile company
 Tata motors
 maruti suzuki
 Definition….
The Marco Environment is the environment,
which shows the whole company in the
whole world.
 Definition…

“The Micro Environment is the environment, which

shows the company in a smaller part e.g. one
country. “
Skoda is since 1991 part of the VW-Group.
That means that they have access to the
market in the whole world.
To get a better overview about the macro
environment I am going to explain it with
the PESTLE analysis, which stands for
"Political, Economic, Social, Technological,
Legal and Environmental analysis".
  Skoda is part of the VW-Group, which in
Germany is partly owned by the state
Niedersachsen. So the state has some how
something to say. But the most important
factor is that the VW-Group is the “boss” for
Skoda.
Of course, they have their own managers and
can make their own decisions, but they have to
go also through the VW-Group.
 Since Skoda is part of the VW-Group its
economic growth continuous grew.
Especially in Germany there was a high
growth last year, because of the
“Abwrackprämie” (similar to the English
cash-for-clunkers program). Skoda is also
an “independent” company, which has to
look after the market and do their own
econmic programs.
Skoda is one of the biggest entrepreneurs in
the Czech Republic, because of that; the
company has got a very high esteem for the
workers there. Furthermore Skoda takes
much responsibility for the workers.
 In the beginning of the 90th Skoda was not
very popular and they did not have a very
good image.
But then the change came, Skoda became a
member of the Volkswagen group, and a
restructure of the brand began.
Skoda could use some of the technology from
the Volkswagen group
 Skoda is a very large entrepreneur, so they
have to cover several things on the law, but
these factors are not very important for the
consumer himself, so I will not describe them
in detail. I will only say that they are covered
by the company.
 The company has a green production
nowadays, as the most automobile
companies. Furthermore Skoda as introduced
some “Green line” models, which are very
environmental friendly and safe fuel.