Customer fit ?

Instead of starting with the product itself, the focus should be on selling only what the
customer specifically wants to buy. Market research is key here. The product will not create
its own demand if it isn’t wanted by the consumer. The product must be something that the
customer finds desirable and there must be something unique about it that sets it apart from
all the rest of the competition. The most effective way to achieve this is to first find the right
untapped market, and then develop the product instead of trying to fit a ready-made product
into a market.

Company fit ?
A marketing program must match the core competencies of the company that is implementing
it. For example, an organization with extensive mass advertising experience and expertise is
more likely to be able to carry out a program that leans heavily on advertising than an
organization less strong in that particular area. An effective marketing program must not only
fit the company’s own core competencies, it must also take account of competitors’ programs.

In order to be effective, a marketing strategy must utilize available resources within the
company, but also take advantage of the market forces that are outside the company. One way
to assess these different factors, or inputs, is by conducting a situation analysis (also called a
SWOT analysis). A SWOT analysis includes a review of the company’s internal strengths and
weaknesses and any external opportunities and threats that it faces.As a result, the marketing
strategy must always involve monitoring and reacting to changes in the corporate strategy
and objectives.