Linkage among Environmental Opportunity, Competency and Organizational Essay

Linkage among Environmental Opportunity, Competency and Organizational Success - Essay Example 1 The technological environmental represent the application to marketing of knowledge based on discoveries in science, inventions and also innovations new technology will results in new goods and services for consumers. Improved existing products better customer service and care and often lower prices through the development of more cost-efficient production and distribution methods (Louis, 1992) Though technology can quickly make products obsolete for example calculators wiped out the markets for slide rulers. It can quickly open up new marketing opportunities. It has led to spawning of new industries for example computers, laser and xerography industries. Marketing managers might closely monitor the technological environment for a number of reasons. This may be the means by which a firm introduces major products breakthrough giving of a competitive edge. For example after years of technological research, Procter and Gamble scientist succeeded in perfecting a formula for a combination of shampoo and conditioner which was introduced in the market place as part plus, this brad become the leading shampoo in the united states and captured twelve percent of the market keeping in mind that it competes with more than 1,100 other products. 2 By the application of new technology marketing managers have greatly improved services to their customers. Electronic communication has brought consumers the convenience of in home shopping and also twenty-four hour banking at the automated teller machines. The more competent he becomes in the organizational competent. According to Louis (1992) new technology can greatly help marketing managers in making decisions that will result in increased productivity and overall efficiency in its operations. Computer aided designs super workstations, and computer aided manufacture tends to speed up the process of bringing new products to the market. Designing products by computers allow firms to thorough test products for potential problems, which increase their competitive ability by eliminating costly errors before the products go into manufacturing. This not only assures business survival but also ensures the continued success of a business. Computerized mapping systems will give marketing managers instant geographic and customers information. Computer maps will also help markets in targeting markets, planning advertising analyzing competitors and distributing their products. Advancement in communications technology will help creating computer networks that allow marketer to share information with dealer's distributors and co-workers in such areas as finance, research and development. Laptop computers and cellular phone technology will definitely increase sales force productivity since the salesman will do less paperwork hence spending were time with clients and prospects. Technology can not be separated with competency and success of the business since for any organization undertaking its business technological rate and level has had great implications especially in areas of new products development customer satisfaction and also its role in controlling and standardizing quality of products. 3 Marketing managers understands that economic environmental influence consumer buying power so as to achieve success. The health of an economy will influence consum