Do Managers have a key role to play in developing a market-driven organisation?
Most organisations will attempt to be market driven, but in different ways. The organisation will be one that responds to changes in the market, primarily, and this means that there a few factors which must be taken into account. The structure of the business will be affected by the type of market it is operating. Markets that are rapidly changeable have mainly smaller businesses with a project structure, or matrix structure. The marketing mix of the company will change too, quite frequently. This means that a lot of primary research needs to be done. Larger companies use Loyalty cards to help predict trends etc… The types of goods or services that the business will offer to the market will differ in price, look, image etc… depending on the wants and needs of consumers. The policies which the business will adopt to try and achieve the objective of being market driven, will be influenced by the market, usually its customer focus, or environmental credentials. GSK, have a Resilience
