Many people have been musing over Six Sigma’s possible implementation in marketing and whether it will be a success in that right. Marketing is one of the largest aspects of business to include process management. In most cases, persons have two different stand points when it pertains to this process in this department and whether it will be a positive or negative addition to the business.
There are persons who favor regular Six Sigma in marketing and those who feel that this process needs to be modified first. The former will be less costly to many businesses while the latter, when modified, will be able to fully change marketing making it both effective and efficient.
Directly applying Six Sigma to marketing has several connotations. Persons feel that it is far capable of fitting within this part of a business and needs no necessary amendments in order to work efficiently within it. These persons believe that for this process to be directly applied to marketing and work well, is for it to be applied on one project at a time and solely on that basis. These projects may include promotions, sales, and distribution. This method proves more cost effective as less money is spent on amending the procedure to fit within marketing. Additionally, there are several activities which are undisciplined and creative in character that define this department of a business, and are able to provide businesses with undeveloped and aspiring ways in order to make the process more structured and disciplined.
On the other hand, there are those who believe that the Six Sigma approach will have to be modified in order to successfully make changes in the marketing industry. This is simply in an attempt to accommodate the several aspects of marketing activities. Six Sigma Marketing has been created for this approach. Often abbreviated to SSM, it is a modified version of the DMAIC model which provides modified and essential tools within business, that are specific to this department. This new DMAIC approach offers a disciplined, fact-based and targeted look at the market and enables businesses to figure a superior value. SSM focuses on market share, products, and value which differ drastically from the original Six Sigma process.
SSM (Six Sigma Marketing) has a few processes and approaches that are used to identify each product or market that needs growth. Belts and leaders then evaluate these products or markets using several metrics. These metrics include competitive intensity, market growth rate, and current market share, which are all used to assess the most effective targets for the business. SSM essentially provides marketing businesses with the appropriate tools in order to focus on specific market opportunities.
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