Scribd
Upload
31 views

Creating Competitive Advantage

The document outlines four evolving company orientations: production orientation focuses on efficient manufacturing; product orientation focuses on innovating products to meet customer needs; marketing orientation focuses on brand placement and advertising to gain competitive advantage; and sales orientation focuses on moving products and generating cash flow through sales and promotions.

Uploaded by

Isaac Omwenga
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
31 views

Creating Competitive Advantage

The document outlines four evolving company orientations: production orientation focuses on efficient manufacturing; product orientation focuses on innovating products to meet customer needs; marketing orientation focuses on brand placement and advertising to gain competitive advantage; and sales orientation focuses on moving products and generating cash flow through sales and promotions.

Uploaded by

Isaac Omwenga
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

1

Four Evolving Company Orientations

Name

Institution Affiliation

Course Name

Instructor’s Name

Date
2

Four Evolving Company Orientations

The manager focuses heavily on manufacturing in the production orientation. In their

business operations under production orientations, managers' primary focus is to ensure they

produce quality products that meet the requirements of the clients and at a low cost that can

give them a competitive advantage. To achieve this goal, companies opt to reduce production

costs by getting raw materials at a low cost. On the other hand, when referring to the product

orientation, this is centred on the product's innovation. This means that managers try to make

the existing products better by continually improving them to meet the clients' requirements.

Therefore, the business in this stage focuses on the features of the products and their benefits.

Concerning marketing orientation, a business seeks to flood the market with brand

placements and advertisements. Here, business is focused on making sure that their brand

stays on the top to gain a competitive advantage over their competitors. Besides, marketing

orientation also seeks to create customer loyalty by associating their brands with certain

feelings and positive solutions. Finally, sales orientation aims to move the product to the

market to sell it to generate cash flow. At this stage, the objective of any business is to ensure

that there are more sales to many clients so that they can get as much cash as possible for

them to make a profit. To achieve these goals, businesses adopt different strategies such as

running promotions to woo more clients into buying their products.


3

References

Philip, T., & Kotler, A. (2020). Principles of Marketing, Global Edition. Pearson Education

Limited.

You might also like