WAKE UP AND FACE REALITY

Mohammad Suyanto

Abstract

"Almost all the strategic principles and tactics that work for large companies can also be used effectively to market their products by small companies. Any strategy or successful learning that consumers in a particular product category can usually be applied successfully to other products that are not related, but the dynamics of the same consumer. Companies top marketing personnel to educate them gain a deep knowledge of customers through daily life. Seeing the ads on television, a walk in the mall, talking with friends and family. Failure to clearly state the benefits for consumers are the biggest problems in the marketing world today. Many companies have spent millions of dollars to provide information about the company to the consumer, but they could not make the sale "said Eric Schulz in his book The Marketing Game. That's the reality.

Carol Loomis, Fortune magazine editors research the 150 companies in three time periods, namely 1960-1980, 1970-1990 and 1989-1999. In each period, only three or four that could grow 15% or more. Approximately 20 to 30 companies achieve growth of 10% to 15%, 40 to 60 companies achieve growth of 5% to 10%, 20 to 30 companies to grow 0% to 5% and 20 to 30 companies did not grow up (down). With such reality, it is not surprising if companies start doing some bad things to increase their growth rate.
Reality is the core of the strategy. The purpose is similar to a dream, get up and face reality. The point is the market reality. It's better to be first than to be a better, that's the reality rather than fantasy. "While the CEO can not do all those things today, one thing they should always consider is the morality market. If one of your marketing experts to meet you by bringing a new product, ask how many similar products that previously was in the market. Then urge him to explain why consumers want to buy the product, rather than competitors' products. If the answer is not satisfactory, send it back to his office. But before he left, remind her that one of the first law of positioning is better to be first than to be better. That is reality not fantasy. Similar to a dream destination. Get up, and face reality "says Jack Trout. "Marketing is too important to be left to the marketing department" said the late David Packard, co-founder of Hewlett-Packard.


source:http://journal.amikom.ac.id