Harvard Business Article Review

1. Marketing Myopia

2. Team Members
• SHRADHA BHAT C-10
• KUNAL MEHTA P-40
• PIYUSH WHANMANE P-59
• AMOL MESHRAM P-42
• GIRISH TOLANI P-54

3. Learning's from Article
• The Paper marked the beginning of the modern
marketing movement
• Company’s had narrow understanding of what
business they are in
• It exhorted CEOs to re-examine their corporate
vision; and redefine their markets
• Focus on long-term profit objectives

4. Learning's from Article
• Grab the missing opportunities which were plain
to see once they adopted the wider view
• There is a greater scope of opportunities as the
industry changes
• It trains managers to look beyond their current
business activities and think "outside the box".

5. Learning's from Article
 Sustained growth depends on how broadly you
define your business—and how carefully you
gauge your customers’ needs.
 What business are you really in?
 Narrowing the thoughts
 They viewed themselves as providing a product
instead of serving customers.
 Putting themselves at risk of obsolescence.
 Meeting customers’ needs rather than selling
products.

6. The Idea in Practice
 We put our businesses at risk of obsolescence
when we accept any of the following myths:
 Myth 1: An ever-expanding and more affluent
population will ensure our growth
 Myth 2: There is no competitive substitute for
our industry’s major product.
 Myth 3: We can protect ourselves through mass
production.
 Myth 4: Technical research and development will
ensure our growth

7. Maruti Gypsy
• Gypsy was one of India's first sports utility
vehicles.
• The brand had the tagline of " There is a Gypsy
in Everyone".
• Gypsy did not change itself in tune with the
changing industry requirements.
• The company enhanced the power from 975cc to
1300 cc only after 11 years.

8. LML Vespa
• LML Vespa was with the collaboration of Bajaj,
LML & Piaggio.
• Two wheeler industry was redefined from
scooter to motorbike
• When scooters was considered a work- machine,
it was Vespa which redefined the market.
• LML was not able to upgrade their scooter.

9. Ambassador
• Can be called as the first Indian car.
• 1958 to 1980's Ambassador ruled the Indian
market
• HM never bothered to rationalize the price of
the brand.
• Branding and product development.

10. HMT Watches
• Market share.
• Neglected its strength .
• Advertisement
• Retailer Stores

11. Aarey Energee Drink
• Industry- Flavoured milk
• Was a leader initially, Now
Amul Kool is the market leader
with 90% share
• Concentrated to Mumbai
market
• All competitor products
available in Tetrapacks
• Government owned
organization

12. Doordarshan TV Network
• Only option available to Indian Viewers till late
‘80s
• Hugely successful programs like RAMAYANA,
MAHABHARATA, Chhaya-geet, Malgudi Days
etc.
• Did not catch up with the latest technology,
trends & changing consumer tastes
• Tough competition from new satellite channels