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United States Army Marketing Strategy

519 Words3 Pages

The strategy of a business, organization or division should be focused around their customers. Kotler and Keller explain in Marketing Management, all companies with master marketers have well-staffed marketing departments, accepting the fact that the customer is king (2015, p.37). Marketing is intertwined in the company’s strategic framework in many areas. I will use my organization as an example of how customer marketing and focus is heavily rooted in our strategic plan. In my organization (United States Army Garrison Ansbach) the customer is the units (Rotational Forces, Expeditionary Forces and Soldiers stationed permanently on our base) stationed or rotated throughout or base. These customers are mentioned in multiple areas throughout or …show more content…

Service delivery to our customers, is the garrison’s number one priority. We are not able to strategize our future without the main focus being our customer. If we were to focus our strategy around the US Army strategy, we would fail as a garrison. We can minimize the threat of Soldiers in a European country to almost 0%. That cost to the garrison in resources and customer inconvenience would be too great. Having customer input into our strategic development meetings and semiannual reviews, ensures that we are working towards providing a quality service for our customer. The largest division within our organization is Directorate of Family, Morale, Welfare and Recreation (DFMWR). Their main focus in life is to ensure that the customer’s wellbeing is put first. In my office (Office of Integration and Analysis)(Developer of the Strategic Plan) we ensure that we have many channels of communication interaction with our customers. Our job is to analysis the customer’s needs vs our available resources and make recommendations to the commander on our capabilities of service delivery. This would be an example of Dibbs planning Cycle I: The outputs. This section explains that after the quality of information is made available, the company’s strategic thinking can be better directed (2002, p. 449). Once the commander has made decisions on what services that we can provide our customers, DFMWR markets those services to the customer through multiple channels that are included in their marketing plan. The customer is an everyday part of our mission and vision of being a successful

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