Reference no: EM133343055
- Identify a successful organization. ( you are free to choose a not-for-profit or public-sector agency if you wish.)
- Reflect on how this organization has succeeded thanks to effective use of marketing.
- What customers does it serve? Why are they a good fit for the organization's resources/capabilities?
- How does the organization create value for these customers? (What needs does it satisfy? How does it make their life/situation better?) Share examples of products/services that exemplify this.
- How does the organization communicate this value to customers? (What are the key messages? How does it tell the story in a compelling way? What media/tactics does it use?
For instance:
"My example is Apple. They serve a broad range of customers in markets around the world, which makes sense given the company's size and global reach. More specifically, they focus on people who value design, simplicity, and ease-of-use. This is reflected in all of the company's offerings-the iPhone, iPad, Mac, Apple Watch, AppleTV-and the fact that they work together.
Apple creates value by starting with basic needs and finding ways that technology can help meet those needs better. For instance, most people enjoy consuming content like music and movies. Apple makes it easy for them to access that content easily across devices-phone, tablet, computer, TV. You pay for that content once, then have the ability to watch or listen from anywhere using whatever device you happen to have handy. And the user interface is intuitive and similar across devices so you don't struggle to figure out how to make it work.
Apple uses many tools to communicate this to potential customers. Obviously, they have great advertising (Mac, iPhone, Watch). But the message of simplicity and "technology makes your life better" is conveyed by everything they do, including the design and friendly customer service provided at the Apple Store. Apple's product launch events have become famous for conveying these messages. It's also reinforced by their elegant, functional packaging.
It's no accident that Apple has become the most valuable publicly-traded company in the world."