Marketing concept is considered a simple and intuitively appealing philosophy. The marketing management concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than do competitors kotler 038 armstrong, 19, pg14. This concept is based on the understanding that a sale does not depend on an aggressive sales force, but rather on a customer’s decision on buying a particular product. Under this concept, companies design and produce what customers want, therefore satisfying consumers and making profits kotler 038 armstrong, 1993, pg11. In the market, there are many successful and well known companies have adopted the marketing concept while following it faithfully, those companies such as mcdonald’s, disney, toyota, procter 038 gamble p 038 g , nike and many other companies. Later in this essay, i am going to pick two companies which have adopted the marketing concept and bring the company into success.

Case one: how mcdonald’s applies the marketing concept mcdonald’s is one of the most successful companies who uses marketing concept in operating its business. When someone says fast food restaurant , the first name that will appear in most of the people’s mind is mcdonald’s, which is the world’s largest food service organization. From this point of view, we noticed that mcdonald’s has strong brand equity and is a very valuable asset.

Why mcdonald’s becomes so successful in the marketplace? it is all due to how the company delivering the value and satisfaction to their customers. Mcdonald’s is the word’s leading food service retailer with more than 30 restaurants serving 47 million customers each day in more than 100 countries. Throughout the world, mcdonald’s finely tuned system delivers a high standard of what the company call q.s.c 038 v , which stands for quality, service, cleanliness, and value kotler 038 armstrong, 19, pg553.

Mcdonald realizes that their customers have different culture and value which are based on nationality and religion. To suit all the nationalities and cultures they adapt their products to each countrys taste and preferences. In indonesia, malaysia and saudi arabia for instance, all the meats they use are halal meats and they use no pork. Mcdonald’s able to monitors product and service quality through continuous customer surveys and outs great energy into improving hamburger production methods in order to simplify operations, bring down costs, speed up service and brings greater value to customer. Recently, mcdonald’s begins its new brand image by launching the new marketing campaign i’m lovin’ it to strengthen and expand its market share amidst the highly competitive fast food service retailing industry. This happened because mcdonald’s is planning to double sales in four years time. All of mcdonald’s restaurants globally would incorporate the marketing campaign, meanwhile depicting how customers around the world feel about the brand and the way mcdonald’s fits into their lives.

From experience in countries i have visited, which have mcdonalds restaurants, in general, mcdonald’s has the same services and standard of quality. Case 2: giordano – asia biggest casual clothier won’t stop changing giordano, a hong kong retailer chain, provides a satisfaction guarantee for its merchandise. Service at giordano is excellent and the retail chain has been voted in three successive years as the top retailer in singapore. Giordano is providing customers with reliable products or services at competitive price and easy available. It sells value for money casual cloths with stores located at convenient locations such as near underground train stations and in housing estates. Kotler, ang, leong, 038 tan, 1996, 149, 348 while in malaysia, we are able to find giordano’s outlet easily in almost every shopping malls. Giordano is a strong emphasis on customer service and on understanding customers needs.

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By being a lean and mean operation, the group has been able to retain flexibility. This has helped it to innovate faster than anyone else in the same clothier market. The core values of giordano are quality, knowledge, innovation, service and simplicity.

The far eastern economic review ranked giordano no.1 for being innovative in responding to customer needs for three consecutive years 1994 96. In singapore, the company won the excellence service award in 1996, 1997 and 1998. Employees were trained to adhere to a list of very strict customer oriented performance standards. According to the chairman, we are not just serving our customers, we are managing their needs. If we think we are serving our customers, we are like servants, good service gives people a good feeling. Isnt all these services are able to build customer satisfaction through quality, service and value? this is why giordano can survive until today when the biggest attack on economy crisis 1997, still unable to push down its business! giordano is truly market and customer driven. The success strategies include the company’s positioning and quality service, recruitment and selection policy, training and development, above market reward and compensation system, flat structure, quick decision making, information systems and logistics giordano always change its clothing design to meet the customer expectations.

Jeans, whites, khakis and basic tees continue to dominate giordanos array of merchandise. Giordano expanded its products to include low rise, boot cut jeans plus a variety of shirts and tops, and kiddie apparel from its giordano juniors line. Giordano keeps innovates its ideas and designs of products for reposition itself against its competitors in its existing and new market. The golden spikes baseball center executive summary this marketing plan is designed to give a blueprint for marketing a new indoor baseball practice and batting cage facility, the golden spikes baseball center.

I have included a complete market analysis, target market summaries, a swot analysis, a detailed milestones table, and other relevant discussions. My ambitions for this marketing plan include: · using my existing relationships within the local little league, high school, and college communities to build and establish this business opportunity. · identifying the local market forces, target markets, and promotional opportunities. I hope this marketing plan creates a long term growth model for this company’s success.

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The south bay community is growing rapidly and i am convinced that an indoor practice and batting cage facility will be a most welcomed commodity within this community. The fuel for this growth in this community is a rapidly expanding housing market. Many families are discovering that you get more bang for the buck for housing compared to other areas of san diego county. A by product of this rapid expansion is the amount of kids that have moved onto the area. So many have moved in that the local little league district had to expand in order to accommodate the number of kids that wanted to play. Chula vista high school is a baseball powerhouse that is routinely ranked in the top ten nationally.

Other high schools are currently being built to handle the drastic increase in enrollment. The reality is that southern california and in particular san diego, is a hotbed for baseball talent. I believe that an indoor baseball practice facility and batting cages will be a thriving business. The local competition consists of a family fun center that has old style, outdoor, batting cages only. The chula vista area is experiencing rapid growth and a rapid influx of baseball players, from little league thru high school, that will need a place to train, year round, to give them the competitive edge that they will need to be successful. The golden spikes baseball center will provide baseball players of all abilities the opportunity to hone their skills and to become as successful as they can be.