Integrating technology with marketing : a case study of Heavy Mechanical Complex (Pvt.) Ltd., Taxila, Pakistan | |
| Author | Rahman, Asif Ali |
| Call Number | AIT RSPR no. SM-96-52 |
| Subject(s) | Marketing--Pakistan--Taxila--Management Technology--Pakistan--Taxila |
| Note | A research study submitted· in partial fulfillment of the requirement for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Conceptual issues in technology and marketing have changed with the advancements in technology and changing needs of the customers, both of which have gone global and more complicated making them more difficult to manage for maximal benefits. The edge lies in enabling technology, tuned to meeting and satisfying market needs. I Marketing is a tool which provides a liaison between technology and utility by providing to the technology, a dictionary of market needs and then by providing to the customer the required technology thus accomplishing the utility. Technology stands no chance of success without the proper input from marketing in the form of a whole package of information about customers' needs and requirements. Similarly, marketing seems illogical without the proper feedback from technology. Here one should keep in mind that technology comprises four components; technoware, inforware, humanware and orgaware. Thus in order to ensure adequate . consideration of technology and its amalgamation with marketing, one must assess the dynamics of technology strategies of a firm, how it affects the marketing strategies of that firm and how this change in marketing strategies have a further impact on the technology strategies thus creating a never ending cyclical process. These are the reasons that an effort has been made to create an interface between technology and marketing in this research. The company chosen for this research is "Heavy Mechanical Complex (Pvt.) Ltd., Pakistan (HMC)". It is a capital goods manufacturing company with a wide array of products. The product chosen for this research is "Sugar Plant". In this research, it has been tried to judge the compatibility of technology and marketing capabilities of the company. Technology and marketing strategies of the company has also been taken into account at this point. Another important aspect of this research is that a model named ''Basic Integrated Model" has been proposed in this research as a new dimension in the fields of technology and marketing. In the basic integrated model, an emphasis has been given to both technology and marketing and their affects on each other has been studied. This research is carried out with one basic concern which is to device a specific way for the company HMC, so that it may be able to remain competitive in the future marketplace which is becoming more and more competitive. For this purpose, inte1views were carried out in Pakistan with HMC's officials and the workers and officials of eight sugar plants. These eight sugar plants have been selected in such a way that three of the sugar plants were the customers of HMC, two were the customers of lttefaq Foundries Lahore, one was the customer of Karachi Shipyard, one sugar plant was imported and the last sugar plant was set up by the combination of equipment purchased from a lot of domestic and international sugar plant equipment manufacturers. In short, it can be said that taking HMC as a case study, an effort has been made to contact a practical model of the integration of technology and marketing, as these are the two factors which play the most vital role in an enterprise. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W. ; |
| Examination Committee(s) | Ramanatham, K. ;Igel, Barbara; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |