Intent and capturing intent in marketing strategy

Abstract

Organizations use intent, both strategic and tactical to guide strategy and to execute strategy. Organizations frequently signal intent to the market and competitors as a part of their overall vision for the future. Intent in business is a point of view and / or a purpose about a firm’s future and its future position and /or the course of action the firm wants to take in evolving its future and its future position, to create and exploit current and future opportunities. From an individual perspective, intent is a strong purpose or aim, accompanied by a determination to achieve a desired outcome or

result. Evidently, the intender has to arrive at a path to achieve the desired result. The study examines the nature of intent in the overall context of management decision making and development of marketing strategy for an organization. The study also attempts to outline aspects of laying out intents for an organization as well as capturing the intents of major competitors in the process of strategic

decision making and formulating business marketing strategy. An empirical desk research study on India’s leading passenger car firm Maruti Suzuki has been carried out with specific focus on intents and capture of competitors’ intents. The study concludes with discussion of intent for management decision making and drawing implications for marketing strategists