Matthew Morrow's blog

As the business world has steadily evolved, marketing has become more and more of an integral part of the success of any one company. While executive’s utmost concerns is commonly their bottom line, it is important to note that the position a company’s marketing team has instilled within the company’s customers poses a direct correlation towards success and profitability. Whether the company strategizes to become “trendsetters, unique, innovative or ahead of its time,” (Globe and Mail Update) each proves to be a point of differentiation thus allowing firms to gain market power in an increasingly competitive environment. For instance consider a local boxer company Saxx. While there could certainly be debate as to whether undergarments are a need or a want, I believe that due to the societal atmosphere we now live in this particular product can most defiantly be viewed as a need. Furthermore with these types of products, market structures often incorporate characteristics that involve fierce competition. Therefore a creative point of differentiation is fundamental to corporate success. For Saxx, the company faces fierce competitors within their industry. Specifically companies such as Joe Boxer and Calvin Klein have been producing quality products for years, each of whom offer comfort and a style particular to any male. However in the recent past this up and coming company has been able to meet the ultimate desire of any boxer wearer, comfort. Through their innovative and unique technology, Saxx’s use of the most comfortable material and development of an inner pouch which prevents irritation and overall discomfort has provided the most comfortable product of its kind. Certainly, this is one example of a company who has marketed themselves by successfully identifying the ultimate desire of their consumer and making it clearly apparent to them.