Today…
 Product Orientation
 Market Orientation
 Market Share
 Market Growth
Product Orientation
Production
Manufacture
Aggressive
Capabilities
Product
Sales
Customers
Effort
Production Orientation is when a business
focuses on the production process and seeks
to make goods which are viewed as superior
British Motorcycle Industry
 Britain ruled the world of
bikes in 30s and 40s.
 BSA, Norton & Triumph
neglected consumer tastes
as sleeker models arrived
 Suzuki, Kawasaki and
Honda catered for this.
Look at what happened!
Market Orientation
Customer
Potential
Marketing
Needs
Market
Products
Opportunities
Customers
&
Services
Market Orientation starts with the consumer
and looks at consumer needs. It is customer
orientated.
Sony Walkman
 Designed due to
people’s needs for a
small tape recorder
 Workers used
headphones to listen
to music and the
Walkman was born
Henry Ford and Model T
 The World’s First
Assembly Line churned
out the Model T Ford.
 Henry Ford ‘boasted’
that “it was available in
any colour… as long as
it’s black!”
Ford was customer orientated because the savings
made by the assembly line were passed down to the
customer by offering cheap automobiles
Advantages of Market
Orientated approach
 Respond quicker to changes in market
due to market research
 Stronger position to meet new
competitors
 Can anticipate market changes
 More chance of new product success
Market Share
USFast FoodSales
31%
McDonald's
36%
Burger King
Wendy's
KFC
7%
7%
19%
Others
Market Share is the percentage of customers who
buy/use a company’s goods/services
Market Growth
 Increasing market share means a
business increases sales at the expense
of competitors.
 However, firms can also increase sales if
the whole market grows.
 Market growth occurs when the number
of people buying/using the good/service
increases