Company Name: Computer Industrial Automation Company
 
Management Function Analysis
The company is characterized by its effective marketing strategy, as well as its marketing communications system.

On marketing strategy, the company has adopted three specific approaches - (a) Market driven approach; (b) Customer Leading approach; and (c) Product Pioneering approach. On marketing communications system, the company has been successful in managing the various "Value Links"

With its market-driven orientation, the company understands and responds to market needs more effectively than its competitors. Because product offerings are created in response to articulated needs, market uncertainty is effectively minimized. It also helps towards creating an initial user base for the technology.

Over time, the company has been able to adopt the customer leading approach to uncover the latent needs of customers, and to direct their preferences and behaviors in new directions. This customer leading approach is supported by the product pioneering approach, allowing the introduction of new products to these loyal customers of the company.

The company has done a good job in communicating with their target audiences on the value prepositions of their products. As the product and related messages are handed off along the distribution chain, each step represents a potential place where the message may not be communicated effectively. "Value links" exist in those places along the distribution channel where interactions take place and value is either enhanced or diminished. The effectiveness of marketing communications at key value links, at various sales interactions, service interactions and delivery interactions, has contributed to the company success in expanding the customer base and maintaining loyalty amongst existing customers.
 
Implications for SMEs
The important lessons that can be learnt by SMEs are the importance of market-driven orientation of the company's business strategy, the importance of market segmentation identification and cultivation, and the importance of not loosing value across different "Value Links" in the business operations process.

SMEs may start up with a product or service in need at the time of business startup, and most business failures are caused by the inability of the SMEs to keep pace with the changing value and needs of their target customers. Continuous market intelligence gathering is essential and this requirement is the key component of the Market-driven approach described in this case.