Orientation to Marketing

8/7/2019 Orientation to Marketing

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ASSIGNMENTPGP2B

Marketing management

PRESENTED BY:-

Rohit Shivhare

Vivek Kumar

Chandan kumar Naghma

Faculty Name:-

Gunjan A Rana





` ³A business strategy whereby customers¶ need

and wants, as identified by the marketingfuntions,determine corporate direction´



Productionorientation

Product Orientation

Selling orientation

Marketing orientation



` It is the oldest type.

` Assumption is that customers will prefer easily

available low cost goods.

` The emphasis, therefore, is on improvingproduction efficiencies.



` Here the assumption is that the customersprefer quality, performance and innovativefeatures in a product and therefore, prefer to buythem.

` Therefore, organization's priority is to continuallyimprove these three factors in a product.Product improvement is constantly in focus for product oriented marketers/organizations.

` They believe that the superior features of the

product will automatically bring the customers totheir door steps.



` Here the assumption is that the customers don¶t buy or don¶t buy enough unless one sells them.

` So, the marketers should do aggressive promotion andselling and thus they will be able to sell more even if thecustomers had not thought of buying in the first place.

` Marketer should sell more things to more people tomake more money and more profit.

` Selling effort has to be adopted in cases where theorganization has over capacity to produce more than themarket demands.

` It believes in selling what it makes rather than producingas per the market demand.



` Start with the customer and not from the product

as is the case with product and selling orientation

discussed earlier.

` It is customer oriented.` Study what the customers want and develop and

produce those goods/services.



STEEL PLANTS:-

BHILAI STEE PLANT

JINDAL STEEL

ALUMINA PLANTS

HINDALCO

BALCO



C ar industries

Skoda motors

Mercedes

Bmw

` Parker pens

` Nokia mobiles



DTH SERVICES

TATA SKY

RELIANCE BIG TV,

DISH TV

` INSURANCE COMPANY

LIC, ICICI



` Mobile companyMicromax mobiles

lava mobiles

` Automobile companyTata motors

maruti suzuki



Definition«.

The Marco Environment is the environment, whichshows the whole company in the whole world.



Definition«

³The Micro Environment is the environment, which

shows the company in a smaller part e.g. one

country. ³



Skoda is since 1991 part of the VW-Group. Thatmeans that they have access to the market in

the whole world.To get a better overview about the macroenvironment I am going to explain it with thePESTLE analysis, which stands for "Political,Economic, Social, Technological, Legal and

Environmental analysis".



` Skoda is part of the VW-Group, which in Germany ispartly owned by the state Niedersachsen. So the

state has some how something to say. But the mostimportant factor is that the VW-Group is the ³boss´

for Skoda.Of course, they have their own managers and canmake their own decisions, but they have to go also

through the VW-Group.



Since Skoda is part of the VW-Group itseconomic growth continuous grew. Especially inGermany there was a high growth last year,

because of the ³Abwrackprämie´ (similar to theEnglish cash-for-clunkers program). Skoda isalso an ³independent´ company, which has to

look after the market and do their own econmicprograms.



Skoda is one of the biggest entrepreneurs in the

Czech Republic, because of that; the company

has got a very high esteem for the workers there.Furthermore Skoda takes much responsibility for

the workers.



In the beginning of the 90th Skoda was not very

popular and they did not have a very good image.

But then the change came, Skoda became a

member of the Volkswagen group, and arestructure of the brand began.

Skoda could use some of the technology from the

Volkswagen group



Skoda is a very large entrepreneur, so they have

to cover several things on the law, but these

factors are not very important for the consumer

himself, soI

will not describe them in detail.I

willonly say that they are covered by the company.



The company has a green production nowadays,

as the most automobile companies. Furthermore

Skoda as introduced some ³Green line´ models,

which are very environmental friendly and safefuel.



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Orientation to Marketing