Corporation Concept 7Cs Compass Model

This Slide presents an Iconic representation of a team of people that represents a Corporation (putting in context the metaphor that any organization is the people it contains). The main concept of the traditional mix (4Ps) is the “Product”. In the Compass model the core concept if the corporation. It is the target for the actions defined in the plan. Putting the customer outside the Compass diagram can be misunderstood as taking the focus out of him, but instead it give a higher relevant part. The consumers play more important role. The reasons of leaving the Corporation as the center of the compass are:

1. The Corporation is surrounded by the customers
2. The Corporation is the center to execute the marketing actions
3. The Corporation is surrounded by the consumers instead of just the customers

Reasons of why the Corporation was introduced in this model, and locate in the center are:

1. Need to put more emphases on the organization of the companies
2. Need for execution of marketing plans combined with the company’s objectives
3. Need to tackle internal communication related problems like corporate communication or corporate identity system

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