Definition of TOC 'Mafia Offer' Marketing

I think I just realised what TOC 'Mafia Offer' Marketing really is…

First, here are 2 easy points to agree on:

1. We would probably agree that 'Innovation' essentially means seeking improvements in a company's offering via improving company capabilities, right?
2. We would also probably agree that modern marketing has the negative image of largely being separated from business strategy, operations, et al.  (i.e. 'silo'd).

Now then…

Given that the idea of TOC 'Mafia Offer' Marketing is to create a decisive competitive advantage, which may come through: raising operational capabilities, making internal policy changes, or otherwise changing the perception of a products value in the marketplace…

…Innovation is a pre-requisite of TOC 'Mafia Offer' Marketing.

That is:

Making improvements in the company that will create a decisive competitive advantage in the company's offer.

I adore Drucker's comment that:

"Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."

It is EXACTLY the integration of Drucker's 2 'basic' functions of business: innovation and marketing (through application of TOC tools) which produce the deeply strategic approach called TOC Marketing.

Marketing through TOC can not be divorced from operations, distribution, product development, or sales…

And TOC is a focusing method to identify and elevate key constraints, i.e. innovate where innovation counts.

Hence, Mafia Offers are market offers, strategically built through a company's current competencies plus new innovations which create decisive competitive advantages.

And through the Theory of Constraints tools, such a deep integration of business strategy, innovation and marketing can occur.

That is the quest of TOC 'Mafia Offer' Marketing.

Thus I would suggest that what needs to evolve in the TOC BOK are models that integrate outward focused marketing programs with inward focused innovation and strategy.

I.e. how can the company utilise the market to profit through innovation?

THAT is (perhaps) the fundamental question for a TOC Marketing implementation…

…where innovation is focused by the TOC tools.

I would therefore define TOC 'Mafia Offer' Marketing as:

The pursuit of company wide innovation through TOC tools to create, communicate and deliver maximum values to the marketplace for maximum profit.

Gavriel Shaw
www.gavrielshaw.com

Continue with Extending My Definition of TOC Mafia Offer Marketing.

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Tagged as: mafia offer marketing, mafia offers, theory of constraints, theory of constraints marketing, toc marketing