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Benefits of a Marketing Orientation

Marketing is an important process for business organisations. Every type of organisation needs the help of properly defined marketing plans in order to succeed in the long term. The processes of marketing include various elements of business environment that directly and indirectly affect the business operation. To be ahead than the competition, it is vital that the marketing engine of an organisation is running in full flow. Three major things are important for business: market, consumer, and competition. There are various tools and methodologies of marketing, which offer ample scope to take everything into account, and result in effective strategy implementation. The selected organisation is Starbucks, which will be used towards evaluating various theories of marketing.

The company can choose to be a marketing or product oriented organisation, based on the need of the market and the capability of the company. The orientation reflects the company’s approach and focus in the long term. Our company follows all types of orientation including market orientation, marketing orientation, sales orientation and product orientation. Different approaches are followed in separate situations; for example in the growing competition scenario, it is important to shift focus towards developing better and efficient products. Our company has been developing new products such as tea based hot beverages, variety of coffee based products, and cold beverages. However it is also important that our focus must not deviate from marketing orientation. All the value offering and value delivery processes need the marketing orientation of the company’s strategic think tank. Because of the crucial role of business orientation, our marketing department always need to be proactive taking market change based decisions. In the festive seasons, the company’s product offering and pricing strategies need to be modified in order to attract a wide range of buyers.

Our main target audience, who are the young executives and the college students, need to be kept always in the loop of our value offering. The relationship with the buyers is very crucial in order to succeed in the long term. The cost in following the business orientation involves continuous attention towards marketing activities and non-stop attention towards the evaluation of marketing related activities. The exercises of identifying the trend in market and the taste pattern in the consumer preference are the costs involved in the marketing orientation. The benefit of shifting focus towards marketing orientation is multi-faceted. Firstly, the long term based strategic direction can be controlled by the management. Secondly, the company will be able to maintain its relationship with the buyers in a wider context. The customer centric approach in marketing orientation will help the customers getting their required products at desired way of product offering. The introduction of new and innovative products, including the customised soda and non-liquid breakfast items, in the market are result of marketing orientation. It involves cost of implementing the plan, and benefits in reaping better profit and wider product portfolio.