Millennium Pest Control Services Case Study Example | Topics and Well Written Essays - 2500 words

Millennium Pest Control Services - Case Study Example Having completed this initial and important part of the marketing strategy, the firm is now in the process of configuring the value, set the price, communicate the set values to the prospective customers and deliver the values to the utmost satisfaction of the customers. "Consumer-focused marketing is the single most important factor that determines the success of an enterprise. Marketing is not just about selling. It requires a clear and astute understanding of what consumers want and the ability to deliver it to them through the most appropriate channels for a profit. It includes the planning, pricing, promotion and distribution of products and services for consumers, both present and potential." (Katherine Adam, Radhika Balasubrahmanyam, and Holly Born 1999) In today's competitive business environment, achieving the organizational twin objectives of maximizing the revenues and minimizing the costs depends entirely on the organisation's ability to improve upon the technical excellence by adopting innovative methods and improving the value of the products being offered to the customers. At the same time, adopting innovative techniques of production will lead to the creation of organizational values. It is very essential for a firm to constantly aim at the configuration of its value. "Configuring value means defining, creating, branding and pricing the offer" (Mark, 2004) While, the processes of defining and creating values are the crucial tasks in the success of any business, the processes of branding and pricing can be attempted with ease once a proper value is defined and created. The value configuration is a process by which the firm aims to create and occupy an unforgettable place for its products in the minds of the customers. The value configuration describes the ways by which value is created by the company for its customers and the ways by which such creation of value is exhibited as a reflection on the quality of the firm's products and services. This can be achieved by providing the customers the superior quality of the products or services, backed by the after sales services if required. Most of the firms forget the utility and value of the 'after sales service' as an important tool for gaining the brand loyalty. Thus the process of value creation encompasses managing quality in the entire chain of processes until the stage of the final co mpletion of the production or rendering of a service. To define organizational value is a difficult task, as the term takes different connotations under different circumstances depending on the perspectives to which it relates. It can be said that the best known value configuration is the value chain. While Porter's value chain framework (1985) is generally accepted as the common language for representing and analyzing the logic of firm-level value creation, Mark Gabbot (2004) presents the framework of value as an alternative to the traditional 4Ps approach. Adding value to the services and products in an organization is entrusted to the operations management for evolving suitable operational strategies to achieve higher value for the products and services. An organization may adopt all or any of the following strategies for value creation: Trying out different