What is Marketing Myopia? Myopia literally means short-sightedness.

Marketing Myopia is the inefficiency of the Top Management to broadlydefine its business and meetcustomer needs resulting to thedecline of the product. Examples from the realworldworld Daewoo Motors industan Motors!inetic onda"ager #ndustry $actors responsible for MarketingMyopia- by Theodore %e&ittMyopia- by Theodore %e&itt The belief of the companies that as more and more of the population becomes affluent' the market expandsand more and more people buy the goods.The belief that there are no substitutes for theindustry(s ma)or products.Emphasis on mass production and in economies of scale i.e. being product oriented rather then beingcustomer oriented.%ack of experimentation' impro&ement' andmanufacturing cost reduction. *+E,+#EW M an #ndian automobile manufacturer is a part of -irla group of #ndustries.The company was the largest car manufacturer in#ndia before the rise of Maruti .dyog %td. /M.%01mbassador launched in 2345 was known as the first#ndian car' owes its design and technology to -ritishcar model Morris *xford built by Morris Motor 6o

at*xford' ..!.1mbassador 7uickly occupied and ruled #ndianmarkets from 2345-2358 1mbassador- 9.66E999T*,: 9T*,: 1mbassador was widely used as a taxicab and as ago&ernment limousine.#t was the only car with Diesel option.1 sturdy car' ideal for #ndian markets."erception of being less expensi&e to maintain.%arge 9paced.*&er 2;< of brand sales came from the #ndian=o&ernment. ,easons for the -rand$ailure$ailure M ne&er knew where they fit in the existing economy.1mbassador ne&er changed with times. #t focussed ononly one segment till 233> and within that time M.% wasable to bring out brands for each segment within thenation. M did try to make some changes and upgrades buto&erall the look and built-in 7uality remained the same.1mbassador sales dipped badly in the year ?888 but Mne&er bothered to rationali@e the price of the brand. E&entoday it costs o&er ,s. A88888

Indica took away the taxi car market and thecustomers got a new

option for diesel car withmodern technology.Immense competition from other major dealers likeMUL, Hyundai etc.. In the year 2 2, Mr. !tal "ihari #ajpai replaced !m$assador with a "M% Limo, from then on it lostthe position of $eing the first politicians& choice.'he car lacked the (uality and refinement. )attlingsound and

rustling were some of the commoncomplaints.

"ossible %earnings 1 brand exists in the market till it becomes dated'after that it is &irtually impossible to re)u&enate the brand.-rand must go to the customers for new ideas.,ationali@e the price in the light of emerging market.6hanges in product along with the change in marketcan sustain the brand e&en in emerging market.-est example is M1,.T# 588 ' the brand is stillsur&i&ing because it made changes along withchanging consumer &alues and demands.