Customer Driven Strategy

Customer driven strategy is concerned with meeting the needs of the organization's actual and potential customers, and as a result, delivering the objectives of the organization, such as profit. Designing a customer driven marketing strategy base on the answer of two questions. The questions are: "What customer will we serve" and "How can we best serve targeted customer?" (Kotler et al 2009). A example of best practices in customer-driven strategy is illustrated in the following case.

Vision Computer Pty Ltd began modestly as a computer services company in 2009, short on money and operated from one of the founder's granny flat. It first set up as a contractor to design networking for a the Real Estate. Slowly Vision Computer spread the word of its expertise to the largest Franchise Real Estate in Australia.

Even as Vision Computer experienced high-level growth and a rising number of national wide customers. The management of the company discovered, due to population grew in Sydney. And the demands on computer repairing and services were increasing. The company could expand their services to the retail customer. The management of the company believed they can not serve all customers in every way with a single market offering. Instead of competing on cost, they deliver the most reliable and efficient services to their customer. For example, they provide 24 hours on call on site services. Every month, they run free trial lesson for those retired senior people who willing to learn how to use computer.

As the company provide the wide range of services, the customer is satisfied and delighted. Customer are happy to come back to use their servises. Company is rapid growth in the last twelve years.

This example indentify as a deliberate part of Vision Computer marketing strategy, they have set out to become driven by the customer. There are three main strands to this approach to strategy:

1 Understanding the customer;

2 Resposiveness by the organization to customer needs;

3 Provision of real value for money by the organization.

4 Retaining existing loyal customer