Role of Marketing in Organization

Marketing strategy and competitive
positioning
In order to remain competitive in global market, companies need to satisfy the customers by
providing value products. Companies which remain in the market are those which adapt to
continuous changing global market through strategic planning and careful management of the
marketing process.
Role of marketing in organisation
In all companies marketing plays a vital role in the corporate strategic planning. To understand the
changing market opportunities and to utilise the organisational resources in an optimal way; market
oriented strategic planning plays an important role. The objective of strategic planning is to build
company's business in order to improve profits and attain a higher rate of growth. The role of
marketing in an organisation can be summarised as follows.
 Understanding customer needs and desires
 Organizational goals for customer value and firm profitability
 Close coordination of organizational units
Relationship between marketing strategy and corporate strategy
Marketing strategy is closely related to and part of a wider corporate strategy. In most companies
Board of Directors is responsible for developing corporate strategy and each business unit develop
their strategy accordingly. The process of establishing an organizational mission and formulating
goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan are part of
strategic planning. Productin, Finance, Marketing and Human Resource are four major components
of the strategic planning.
Marketing strategy and competitive advantage
A plan of action for identifying and analyzing a target market and developing a marketing mix to
meet the needs of that market. The marketing process include study and analsis of market
opportunities, market research as well as finding new markets, market strategy design, planning
and implementation of new market strategies. Competitive Advantage refers to the result of a
company’s matching a core competency (superior skill or resources) to opportunities in the
marketplace. An important factor in developing a competitive advantage in changing and often
unpredictably changing circumstances, is the ability to learn market and and adapt quickly to satisfy
the customer needs. Main competitive advantages are :
 Manufacturing skills
 Technical skills
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