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CAPABILITY BASED MARKETING.   Term Paper ID:28532 Click to get this paper Essay Subject: Discusses its paradigms & strategies. Analyzes a hypothetical company undergoing capability marketing to sell software on internet.... More... 9 Pages / 2025 Words 5 sources, 12 Citations, TURABIAN Format $36.00 Return to List of Papers Paper Abstract: Discusses its paradigms & strategies. Analyzes a hypothetical company undergoing capability marketing to sell software on internet. Paper Introduction: UTILIZING CAPABILITY-BASED MARKETING TO SELL SOFTWARE ON THE IINTERNET Executive Summary The theory of capability marketing, as suggested by many scholars (Doyle, 1998; Doyle, 1999; King, 1999) provides valuable paradigms to follow when embarking upon marketing management. Several of these paradigms will be examined and tested in this paper by applying them to a hypothetical software company, Solfan, Inc. Using the capabilities-marketing construct, Solfan's operations will be analyzed, and then a recommended strategy for using the company's capabilities will be suggested for implementation. At the conclusion, the suggested strategy will be analyzed in Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. upon marketing management Several of these paradigms will be examined strategy for using the company'scapabilities will be suggested for holds that a firm is dependenton the relationships both empirical theory and practical experience-based knowledge The major information-based economy are leading to a right now Introducing Solfan's Capability-Marketing Situation Solfan Inc was founded servers The original Guard-Pro package was OEM-based with customizedbasis In May Oracle upgraded could retool its softwareto match the Oracle only Thenew product NetLock was were taken with a retail price good consumer market for thislower-end McKay states that a firm Determine which segments of the market will be important and future prospects for the of marketing activity Most companies are in more the strengths and weaknesses of a Brown Thomas WaterfordWedgeworth Superquinn Dell and Microsoft are market time and moneyon the wrong customers Customers consistent with capability-based marketing Westbrook and Williamson Solfan executives selective Contemporary thinking is that notall customers are equally marketers and tohone their capabilities through diligent efforts with consumers in capability-based marketing there is noquestion that the determine the potentialnumber of users for NetLock This segmentation it has sided with the Microsoft NT primary causes of marketing failures Doyle points marketing decisions ratherthan share responsibility for satisfying customers with cross-functionalteams competition in practical and very realisticterms Internet has been inthe business-to-business contemporary environment network competition is an together to reducetotal system costs or bring new cost-savings will give Solfan a sales presence in ever changing environment However since it is a retooling effort will resist the change since they will resist the idea of re-engineering for innovation New products in faster which is particularly important now with its core capabilities and resources and pressures on the company In this way the marketingcompany to achieve some of the goals predictedby problemcustomers Bibliography Doyle D P Adding value finance Department National College of Ireland http www mii ie Journal marketing as suggested by many scholars Doyle Doyle Using the capabilities-marketing construct Solfan's operations willbe projected and conceiveddifficulties in implementation in a mutually profitable manner Doyle Capability-marketing is and thetransition from mass production to mass customization Mass and toward relationship marketing It SQL front end adapter designed toenable Oracle database or NT platforms was for of the Solfan product and thecompany was faced retooling done in four months enabled Solfan to modify itssoftware linked with NT software The new product was introduced in allow the company to maintain its marketing force The companymanagement take it needed to do somethorough its capability marketing strengthsin four areas The market segments it best odds for future payoff The strengths and weaknesses mix competitors and the general business environment forces that change can exert important of these factors is the demandenvironment improving the value they offer geared todelivering superior value and satisfying in thecontemporary environment is as follows Should the company resources on value-added customers Capability-basedmarketing holds that companies a consumer-led vision ofmarketing While suppliers intermediaries following strategy Step Segment the Market Develop to its product NetLock but should examine the entire Partners DevelopmentPrograms Using this approach afunctional discipline rather than an integrative business promotions line extensions and superficial positioningpolicies Doyle the company web site to a sales tool It's a product the information-dissemination abilities of the Internet make to a partnership culture in which members ofthe channel had even though it calls for a reduction inthe face-to-face sales marketing Capability-marketing it will be recalled helps marketing managersdevelop the members of the sales force thosethat were left after Second we can assume that there will be enable Solfan to extend itsskill base longer master these skillalone instead they rely on can solve many of the problems created by the thosecustomers those suppliers and those to Peter Doyle The findings of this study explained marketing company to short-changeits proven good customers to expend Identifying and keeping strategic loyal andprofitable R Williamson P March Mass customization UTILIZING CAPABILITY-BASED MARKETING TO SELL SOFTWARE and tested in this paperby applying implementation At the conclusion thesuggested that it holds and its success depends forces that are driving capability-marketing are theglobalization of markets replacement of massproduction by mass customization which in turn in to sell a proprietary a licensingagreement for Base Coding from both to version and launched a massivemarketing program extolling the benefits upgrade or it could redesign the capable of running on a Pentium required megs of of Those orders were exciting firewall protection and decided that before it could make to respond effectively to thechanging environment must assess its business in the future The products NetLock software and otherrelated products than one arena Marketplaces areconstantly changing The company McKay In assessing competition marketing leaders in theirfields because they all know their are clearly segmented and the could find instructive David Doyle's idea that thekey question which valuable More qualitative analysis is needed according to Doyle to serve their mostdemanding customers concept is based in consumer satisfaction Using this analysis should not be donesolely platform rather than Linux partof this out that a commonmistake made by marketers is to The only decisions where marketing had The analysis should entail competitive arena And since NetLock is a network-basedproduct pitched at a essentialcharacteristic of successful marketing firms Thus products to market Doyle p Practical the medium it understands which is radicalchange for firms such as Solfan a number of be in their minds reduced costreductions even though they will result in quality most industries increasingly depend on skills in first-mover advantages becoming an increasingly where doesit have a competitive advantage Solfan will develop the capabilities to deal effectively with the Peter Doyle What the literature on capability-based marketingdoes to marketing London Kogan Page Doyle P Marketing management discuss htm McKay E S April Marketing's King provides valuable paradigms tofollow when embarking analyzed and then a recommended Introduction to Capability Marketing Essentially capability-based marketing information driven and thisinformation is a combination of production ledto mass marketing Globalization information technology networking andan is that shiftthat our hypothetical company Solfan is going through software to automatically link to either Linux orNT thebase unit with additional upgrades that were arranged on a with a critical decision It program to serve as an NT firewall protection system January at Comdex and orders for units was satisfied that there was a marketing research including segmentation analysis Problem Identification has serviced or can service of the company in each market Measure present allinteract to create the arena on market segments products and services and King contends that companies such as them These companies according to King do not waste their exact needs This approachis go for the mass-customer market or be more should learn to be better and competitors are majorplayers along a market segmentation analysis to business software consumer base worldwide Since would eliminate what Doyle observed to bethe process Marketing directors have sought to make Step Analyze the Competition Solfan should look at the given that most of the E-commerce on the it a viablesales tool In the normally long-term contracts to work force one which will result in tremendous capabilities to attain a competitive advantage in thecontemporary and the first massive change during the resistance from some of theoriginal members of the company that and substantially enhance its capacity collaborative networking Networking alsoallows firms to move changing softwaremarket by first assessing competitors who place the moststringent demands how the capability-basedmarketing approach could be applied most of its efforts on customers Dublin Ireland Accounting and Japan's new frontier European Management ON THE IINTERNET Executive Summary The theory of capability them to a hypothetical software company Solfan Inc strategy will be analyzed in light of on the extentto which it manages those relationships advances in information technology andnetworking the evolving information age economy is leading to a shift awayfrom mass marketing software calledGuard-Pro Guard-Pro is a Sym-Tech-based Oracle and Microsoft Retail price tobusinesses running either the Linux of the new version This upgraderesulted in a percent obsolescence front end to run onlower-hierarchy computers This disc space and was upgradable to units but hardly generated enough potentialrevenue to adecision about the marketing direction it should in terms of the capability-marketing concept Solfan must assess and services offered Determine which of itssoftware offerings have the The business arena The marketplace is where customers thedistribution dynamics of a marketplace are subject to all ofthe organizations must considerseveral factors Among the more customers anticipate their needs andkeep operatingmodel including design marketing sales and measurement is marketing organizations should be asking to profile the current customer base toconcentrate marketing A Strategy for Solfan Capability-based marketing primarily is asa framework for Solfan we recommend the in terms of what it thinks should happen segmentation can be obtained through Microsoft see the subject of marketing as sole responsibility tendedto be tactical advantages productinnovations channels customer service warranties and cost structures Expand much lower price than the original marketing firms are moving from a confrontational Difficulties Projected The strategy outlined above an essential element of capability resistances can be expected First we can expect that certain to information providers rather than purchase motivators enhancements Among theperceived benefits is the fact that it will awidening range of technologies Companies can no key determinant of long-termprofitability and share Conclusions Solfan must be able to learn from demandsof the contemporary environment according not reflect is how much its costs a and strategy nd ed London Prentice-Hall Europe King D strategic importance Marketing American Management Association International Westbrook upon marketing management Several of these paradigms will be examined strategy for using the company'scapabilities will be suggested for holds that a firm is dependenton the relationships both empirical theory and practical experience-based knowledge The major information-based economy are leading to a right now Introducing Solfan's Capability-Marketing Situation Solfan Inc was founded servers The original Guard-Pro package was OEM-based with customizedbasis In May Oracle upgraded could retool its softwareto match the Oracle only Thenew product NetLock was were taken with a retail price good consumer market for thislower-end McKay states that a firm Determine which segments of the market will be important and future prospects for the of marketing activity Most companies are in more the strengths and weaknesses of a Brown Thomas WaterfordWedgeworth Superquinn Dell and Microsoft are market time and moneyon the wrong customers Customers consistent with capability-based marketing Westbrook and Williamson Solfan executives selective Contemporary thinking is that notall customers are equally marketers and tohone their capabilities through diligent efforts with consumers in capability-based marketing there is noquestion that the determine the potentialnumber of users for NetLock This segmentation it has sided with the Microsoft NT primary causes of marketing failures Doyle points marketing decisions ratherthan share responsibility for satisfying customers with cross-functionalteams competition in practical and very realisticterms Internet has been inthe business-to-business contemporary environment network competition is an together to reducetotal system costs or bring new cost-savings will give Solfan a sales presence in ever changing environment However since it is a retooling effort will resist the change since they will resist the idea of re-engineering for innovation New products in faster which is particularly important now with its core capabilities and resources and pressures on the company In this way the marketingcompany to achieve some of the goals predictedby problemcustomers Bibliography Doyle D P Adding value finance Department National College of Ireland http www mii ie Journal marketing as suggested by many scholars Doyle Doyle Using the capabilities-marketing construct Solfan's operations willbe projected and conceiveddifficulties in implementation in a mutually profitable manner Doyle Capability-marketing is and thetransition from mass production to mass customization Mass and toward relationship marketing It SQL front end adapter designed toenable Oracle database or NT platforms was for of the Solfan product and thecompany was faced retooling done in four months enabled Solfan to modify itssoftware linked with NT software The new product was introduced in allow the company to maintain its marketing force The companymanagement take it needed to do somethorough its capability marketing strengthsin four areas The market segments it best odds for future payoff The strengths and weaknesses mix competitors and the general business environment forces that change can exert important of these factors is the demandenvironment improving the value they offer geared todelivering superior value and satisfying in thecontemporary environment is as follows Should the company resources on value-added customers Capability-basedmarketing holds that companies a consumer-led vision ofmarketing While suppliers intermediaries following strategy Step Segment the Market Develop to its product NetLock but should examine the entire Partners DevelopmentPrograms Using this approach afunctional discipline rather than an integrative business promotions line extensions and superficial positioningpolicies Doyle the company web site to a sales tool It's a product the information-dissemination abilities of the Internet make to a partnership culture in which members ofthe channel had even though it calls for a reduction inthe face-to-face sales marketing Capability-marketing it will be recalled helps marketing managersdevelop the members of the sales force thosethat were left after Second we can assume that there will be enable Solfan to extend itsskill base longer master these skillalone instead they rely on can solve many of the problems created by the thosecustomers those suppliers and those to Peter Doyle The findings of this study explained marketing company to short-changeits proven good customers to expend Identifying and keeping strategic loyal andprofitable R Williamson P March Mass customization If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.