Total Integration Essay Example | Topics and Well Written Essays - 2250 words

Total Integration - Essay ExampleTechnology compete a big role in setting the pace for these changes. As we arise the era of globalisation and liberalisation, and the channels of communication become diverse and more(prenominal) consumer friendly, reaching show up to the customer is not considered the labor movement of trade department in isolation. Now the customer tidy sum be reached through the online route, different types of web-services and so forth besides the traditional methods like media advertising, sponsorships, word of mouth publicity etc. Now an increasing tension is being laid on creating goodwill amongst the existing as well as prospective customers. much(prenominal) efforts require that an corporate approach is adopted towards the ultimate objective.Total desegregation strategy is a broader endpoint which involves an integrated approach in dealing with human resources, manufacturing, marketing, R&D and other supporting fly of the business entity. Environ mental concerns and philanthropic efforts have to a fault become integral parts of the creating goodwill and adding more market space. In concomitant to adding more features, repute addition becomes the key component of product differentiation. grocery store led forces engage that the company should come out with a product which appeals to the customers requirements. Piercy (2002) points out that total integration calls for change in thinking of the company from the traditional functions like marketing, sales, production etc. to the need for seeking active cooperation and coordination from all the stakeholders in the business. much(prenominal) an approach in fact divides the marketing function also in four different segments namelyIntegrated or Full service Marketing Departments Such marketing departments atomic number 18 the ones which have become a norm now a days. Value addition and customer care happen to be the topmost priority in these types of marketing wings. Lack of adequate to(predicate) time, a fast life, range of available other brands in the market and evolving needs of the customer necessitate such an approach on the part of the manufacturer and the service provider. The emphasis in such an approach is not on operational effectiveness, but on value addition and other effective strategies instead. porters beer (1996) points out that, for a company to outperform its rivals it has to establish a difference and subsequently to preserve it. This gage be done in a effective manner by delivering a greater value to the customer, creating comparable value at lower cost or to do both. The full service marketing departments are not only meant for soliciting sales orders, but they also have the added responsibility of reaching out to the customer, by integrating marketing campaigns or otherwise. In view of added responsibilities to such department Piercy (2002) states that such departments can wield clout in the company affairs. In fact while produc t differentiation is key to an integrated approach, the evolving nature of core competencies has also become the hallmark of globalisation and competitory era. Nicholas (1996) also points out towards the changing nature of core competencies when he points out that Core competences can indeed deliver sustainable competitive advantage, but with competitor making inroads into the turf and affecting the needs of the customer, a phase invariably arrives when companies are supposed to unlearn these competencies and a company which can move easily through such a transition process find the sustainable business goal rather easily.