BHO6505 Marketing Management and Global Market

Question 1

A marketing professional can be of several benefits to Leopard Controls Company. A marketer can play a vital role in increasing the number of clients and thereby increasing the company’s returns. First, a professional marketer can be involved in evaluation of demand for BMS services. This will involve accessing the current situation of the building industry. This will be used to evaluate demand of the BMS services for the new buildings as well as considering the numbers of players in the market. Second, a marketing professional can be used to identifying and approaching target clients. This involves approaching potential clients to persuade and convince them about the company’s products in offering building surveillance. This role is important in bringing clients to the business directly. Third, is assisting designing the BMS package. This is a very important activity that enable the company present what it offering to clients. This involves designing of the application to meet specific client’s needs, pricing and nature of the services (Winer, 2014). This help the company create products that meet customer’s need while giving the best price. Fourth, a marketing profession can develop promotional activities for the company. These include promotional activities aimed at increasing awareness of the company’s product. This process involves developing of advertisements and putting them in appropriate media that will reach the target audience. A marketing professional can also help the Leopards Controls with marketing research in the BMS industry. This is an important activity in every industry that can enable the company understand the market and make changes in terms of product design or marketing approach. The market research will enable Leopards Controls to formulate marketing strategies for success in the market (LaPlaca, 2008). Lastly, a marketing professional will enable the company attain a competitive edge in the market. This will involve the company understanding and using it strength to attain a competitive advantage over it competitor in the industry.

Question 2

The Leopard Controls approach to marketing is a naive one. The company approach to gaining market share is good for clients but not necessary for the business. This is because of the prices that the company charges their clients and the quality of services they proclaim to offer. Price and quality are perceived by customers to be positively related. The profitability of the company is also dependent the number of activities that the company is engaged in (Levy, 2012). Due to this situation in Leopard Controls Company, several advantages and disadvantages are associated with the approach. The following are the advantages and disadvantages of this approach;

The Leopard Controls marketing approach has a number of advantages. First, the approach allows for low cost. This gives the Company a low price edge in the market. This low price of the company’s gives a competitive advantage in the BMS industry. Second, the company offers it product in the best flexible terms than the other competitors in the market. When other companies in the BMS industry in Australia and global market protect their software from designing, installation and maintenance, Leopard Controls offers clients with flexibility term that they can get the software from other places and then they offer installation services. This means that Leopard Control allows clients to make several choices with their flexible BMS systems services. Third, the Leopard Control BMS system approach to market is client orient. This approach gives clients first priority. This makes it easy to convince clients to accept Leopard Control BMS system services. The clients’ needs are given first priorities giving the company a customer value centered approach that is appealing to both potential and regular clients of the company. Lastly, the Leopard Controls marketing approach is low risk strategy for the company. The company allows the client to purchase their own software and the company offers to install and maintain. The company also outsources the design of the BMS application. This reduces the risk that the company is involved in the BMS systems services in the industry.

The leopard Control marketing approach has several drawbacks in the market. First, the approach exposes the company under stiff competition. The company services are open to any stages in the process of designing, installing and maintain BMS system. This is different to competitors who enter into contracts with clients requiring them to only access services from specific company. Second, the marketing approach lacks marketing barriers. This indicates that any new entrant in the market would cause stiff competition to the company. Third, the marketing approach has low profits margins for the company. The company exists to make high returns on capital which is not factored in the Leopard Controls marketing approach (Sarangi, 2009). Lastly, the marketing approach is not sustainable. The Company involvement in BMS system without market discriminations or investment to its original software reduces the chances of the company’s survival in the future. This means that the company operations are not well established to last.    

Bibliography

LaPlaca, P. (2008). Industrial marketing management. . Industrial Marketing Management , 37(3), pp.245-246.

Levy, S. (2012). Marketing management and marketing research. . 28(1-2), pp.8-13. 

Sarangi, S. (2009). Marketing management.1st ed. . New Delhi: Asian Books.

Winer, R. a. (2014). Marketing management. 1st ed. . Harlow, Essex: Prentice Hall.