Marketing Management Essay Example | Topics and Well Written Essays - 2000 words - 7

Marketing Management - Essay Example An organisation’s management is the team of employees who are entrusted by the stakeholders to come up with policies and decisions that will see the firm to achieve its objectives as well as adapt to any changes that are foreseen in the market environment. Marketing myopia is a common problem facing a number of organisations as the management fails to venture and analyse the larger perspective of their industry but rather concentrate on a single objective that ends up being redundant due to the dynamic nature of current markets. A company that is a market leader in an industry can be rendered redundant if its market approach does not rhyme with the current ramifications, forces, factors and shifting trends in the market (Soman and Marandi, 2010). The failure of organisations to define their objectives from the customers’ perspective makes them be more oriented to the products that they produce and with time they will eventually lose touch with the clients since they are not responding to their needs. Customer is always supreme in any business since the company is set to meet their needs. Marketing myopia occurs when organisations chose to be product-oriented rather than being customer-oriented to serve the needs of clients thus end up neglecting the opportunities that are present in their industry (â€Å"Harvard Business†, 2013). With time, different firms will seize the opportunity and through their aggression the previous companies will be rendered redundant since their products will no longer be appealing to the customers. The essay is going to elaborate of how management makes mistakes in choosing the objectives of their organisation and in particular it will deal with the case of Blackberry (Lee, 2013). Research in Motion (RIM) the firm that manufactures BlackBerry line of products was a renowned technology giant in America during its early years since it was the only firm