] Abu Dhabi ship building company

Abu Dhabi ship building company

IMPLEMENTATION OF MARKETING TECHNIQUES IN THE U.A.E.

ABU DABHI SHIP BUILDING

INTRODUCTION

Abu Dhabi Ship Building Company is a world class ship builder, established in 1996.

It is famous for building commercial and naval ships. It specializes in construction and repair of ships. Humaid Al Shemmari is the Chairman of ADSB while William Saltzer is the Chief Executive Officer. The company claims that it earned more than 1 billion Dirham's as revenue in 2009. ADSB is now capable of handling more than 200 water vessels every year. ADSB boasts of having the best shipyard in the GCC. ADSB is amongst the topmost shipbuilders in the United Arab Emirates.

ADSB employs more than 1200 people as of date. ADSB believes in adding something or the other new to their products and that is their way of facing the modern market. According to ADSB adding something new to their product every now and then has many positive effects, it attracts new customers and it guarantees repeat sales to existing customers of the company. It also generally helps in getting bigger sales than before. Innovation is the key to success at ADSB. ADSB is constantly working towards becoming a valuable resource to its customers. ADSB believes in helping its customers in all possible ways, and not just on selling its ships to them. At ADSB emphasis on the end product and its end result is give than on the product itself because the customer's care about how the product performs and not in the product itself. All businesses should be able to adjust to change, change is the biggest challenge to all businesses, only that business can survive which can accommodate change, at ADSB change is welcomed as a challenge and this has been a reason for the success of ADSB. Ship Building is a long process and it takes months to build a ship. Building a ship requires special facilities. Special yards are required for building ships. Steel is used the most in building a ship. Many other modern technology gadgets for helping navigation are used in ship building.

Ship Building also requires help of naval architecture. Welded steel is usually used for building ships. Ship building hence is a complex and time taking process. These days many yards just assemble pre built parts into complete ships. ADSB has been effective in distinguishing its image in the market. It is looked upon as the best manufacture of Warships in the G.C.C. ADSB has always represented production of quality products according to the needs and requirements of the customers. ADSB has been successful in achieving all that it has promised to its customers. This has generated huge goodwill for ADSB in G.C.C. ADSB has successfully distinguished its customers. It is at present targeting two segments of customers which include the various governments of Gulf countries and the rich of the Gulf countries. ADSB is producing and selling defense ships to the various governments which include modern technology warships and other naval defense vessels and to the rich it is providing the best in class luxurious boats, small ships, yachts' and other luxurious vessels. This has led to successful segmentation in client management of the company. All projects undertaken by ADSB have either provided more luxury and style to its clients or they have helped in enhancing the defense capabilities of countries in the Gulf. ADSB's projects are more accepted in gulf because of the ultimate quality of the final product the company provides. ADSB is famous for fulfilling the smallest details of its clients. Another plus of the company is that people like the Managing Director and the Chief Executive Officer are all in direct touch with the clients because of the size of the product. This instills confidence in the client because he gets to interact with the top most officials of the company and they pay direct attention to his needs and requirements. The company focuses its main attention on various governments in the gulf region, as they are potential clients for its defense vessels. In today's world all countries should have proper defense mechanisms so as to protect them from hostile countries. The various governments of gulf region are a good target because they have high purchasing power due to the oil reserves they hold. Due to the amount of the ships that are built by ADSB it must only aim at customers which are capable of bearing the cost of the product. And due to the fragile nature of the modern world the company's market in the defense area is only increasing by the day.

Since the general population of the gulf countries is rich hence ADSB is also able to sell its luxurious line of products. In today's modern world the purchasing power of individuals has increased hugely. Luxurious water vessels are a symbol of style and status for the rich. ADSB is successfully tapping this area of market in the U.A.E. also. ADSB aims to be the largest builder of water vessels in the G.C.C. To achieve this target it must give the best possible products to its customers. It should provide its customers with the latest technology available. As we all understand that the defense sector is not a sector which invites regular investments by the governments, it is one of the most neglected sectors when it comes to investment. This is so because of various international treaties which dissuade investment into the defense sector. Hence ADSB has to run it shows on limited orders only. This phenomenon increases the competition faced by the company hugely. Moreover things have worsened recently because of the global meltdown and the Dubai, economic crisis. The sales of ADSB have been affected negatively because of the meltdowns. The governments have allocated little funds to be invested in the defense sector this time around. Even the rich have cut down their expenditure on luxury items due to the meltdown. The sales of luxury ships and other luxury water vessels have also come down tremendously. But we must also keep one thing in mind that no government can out rightly reject investment in defense. This has made governments very selective in buying of defense vessels. ADSB has to provide the best in line ships at the lowest cost possible if it wants to survive this meltdown. It must be appreciated that ADSB has made all its decisions relating to its sales while keeping its customers in mind. Even while innovating with its products ADSB should keep in mind the demand of its customers. Even a new technology is good as long as customers are ready to purchase it.

PURPOSE OF THE REPORT

The purpose of this report is to find out the prevailing marketing concepts in U.A.E.

It is an effort to find out how different companies in U.A.E. are having similar marketing concepts as their counterparts in the rest of the world.

We concentrate our energies on finding out the marketing strategies of a shipping concern working in the G.C.C. The Abu Dhabi Ship Building company. It is necessary to find out how many companies in reality are following various marketing concepts and is it really benefitting them or not.

LITEREATURE REVIEW:

Marketing concept is a modern philosophy. This philosophy states that all firms should analyze and scrutinize the needs of their customers and then they should act on such needs. This philosophy promotes acting of a firm on the requirements of its customers rather than on competition with other firms. Complete emphasis on customer satisfaction should be given. Moreover a complete involvement is required of all employees of the firm. Employees should aim at full customer satisfaction because if that is achieved then profitability is also achieved. (Kotler) Profitability is important but that should not be the aim of the employees. If concentration is on profitability then satisfaction of customers needs becomes a secondary factor which is harmful for the survival of the company. Since ADSB specializes in producing its own unique ships, it becomes even harder for them to market the product. The product which is produced is new and unique in itself and it has nothing similar in itself when compared to similar products of other companies, this means that it is even harder to convince the customers to buy this product. One needs to force the customers to believe that this unique product is better than the other already existing products in the market. (Kotler)

In order to have some control over the market, the company should follow some basic managerial and marketing rules. These rules if followed properly can help the company in even the worst of patches that the company may face in its whole lifetime. This includes conducting SWOT analysis of the products being produced and in some cases it needs to be followed up by the PESTEL analysis. ADSB needs to refer to its past sales and market conditions and it should also look up the performance of other ship building companies in order to formulate a perfect market strategy. ADSB should also be careful not to violate any of the environmental norms of the country it is working in. (tutor2u) Being environment friendly saves a lot of trouble, it does well for the society and it attracts the customers to ones products. Today customers have no limitation to their wants. The purchasing power of people has increased so much that they can demand anything from the company, only because they have the right kind of money to pay for such products. ADSB has to maximize its production capabilities no matter what cost it has to bear for it. ADSB has to make itself capable of providing all sorts of products that the customers may ask of it. It needs to harness the latest technology in defense warships; the defense warships it is producing should have the latest missile launch systems and should be fitted with the most advanced sonar. They should have one of the most powerful radars fitted on them, if ADSB wishes to sell them to any of the governments. The luxurious boats that it produces should have the best of the interiors with all on board facilities for the owners. It should have a barbecue to a Jacuzzi if ADSB is to sell it to one of its rich clients. (tutor2u)

Marketing is all about satisfying the needs of the customer and managing to earn profit out of it. Making this involves a lot of hard work and it is not an easy job. First of all, the product that one produces should be of the best possible quality, it should match the specifications of the customers. The product is the main key to success for any firm, if the product is not the best and everything else is perfect, even then the company has no chance of success. (Kotler) Next in line comes the price of the product, the price of the product decides whether it will sell in the market or not. The price of the product should be such that it should cover all the costs incurred in the process of production and it should even fetch a sizeable profit to the manufacturers. All this should happen with keeping in mind that the price should be the best in the market in comparison to the company's competitors. The price of the product should be capable of giving and edge to the company in the market. If the company wishes to succeed in the market it should be able to correctly promote its product. There are so many producers of the same product in the market these days and all wish to be the best. Promotion refers to the process of bringing your product in front of the customers in the correct manner so that they are lured to buy your product than of any other producers. There are different techniques of promotion available these days like advertising and promotion through tele-communication etc. One should be able to bring his product in front of the potential customers. A good promotion technique has a lasting effect on the customer. The company should focus its energies on matching its resources with the need of its customers. A company's success should be dependent on its ability to satisfy its customers' needs. This concept has surfaced up during the 1960's. Research is an essential part of marketing concept. Research helps companies to find out the needs of their customers. Special attention on quality of product should also be given. The company should innovate on better ways to reach the customers. The managers at ADSB should be able to choose wisely so as to what new changes need to brought into the company's products. Such decisions affect the market reputation of the company heavily. Market policy of the company should aim at keeping the price of the vessels as low as possible in this era of economical meltdowns but at the same time they should successfully accommodate the change in technology in its products also. Such policies help in fighting the competition from other companies. Although it may reduce the revenues of the company for some years to come, but it will prove to be very beneficial in the future as this policy will enable the company to create a stronghold in the defense water vessels market in the G.C.C. In this manner even the current customers of the company will also remain faithful to it because of the low prices. Moreover it will increase the overall sale of the company which will fetch more revenue into Abu Dhabi which will ultimately help it out of the economic crisis. If the government sees that production of defense vehicles is fetching it revenue indirectly then it may itself start investing more in the company. This will be very beneficial for ADSB.

Research Methods

Research is the desire to know facts by conducting a systematic investigation.

There are many ways to conduct research. It includes sampling, interviewing, surveying etc. The data that one may collect through research can be classified into primary and secondary data. In this particular assignment for research we have interviewed three top officials of the concerned company Abu Dhabi Ship building Company. This helped us to provide an insight into the way the company works, by interviewing its employees we were able to gather information as to how much importance the company is giving its customers and whether it was properly following the marketing concepts or not. We also gathered information on the company's marketing techniques. The interview helped us understand the importance of ship building companies for the economy of U.A.E.

Research Results

The results that one gets out of the Research act as a basis for further action. They act as a basis for all the managerial decisions that are taken in the company. Such results are not 100% correct and minor variations are usually present from the reality. Research results are very important for ADSB it will help it in paving its path ahead. The ship building business is growing day by day with increase in dependency on cargo ships to move freight from one part of the world to the other. In today's uncertain world, all countries also need to have the latest up to date naval defense vessels. With such increase in the demand of ships, ADSB should be able to identify its potential markets in the best possible manner and they should be capable of producing what the customers in the market require in this changing world. ADSB must conduct more researches and it should properly interpret them in order to succeed.

ANALYSING AND DISCUSSION OF THE RESULT

According to the interview of the employees of ADSB it becomes clear that company has given full emphasis on customer satisfaction. The company is following all the modern management and marketing trends.

The company is prompt in after sale service and in giving the desired product to its customers.

Whether it is an employee at a lower managerial level or the head of marketing department all the employees work towards a common cause i.e. CUSTOMER SATISFACTION.

CONCLUSION AND RECCOMENDATION

The company seems to rely heavily on feedback from current customers for market orientation. This needs a change, the company should also conduct surveys and collect sample data in order to be more customer oriented. ADSB needs to use internet as a means to reach out to its potential customers. It needs to advertise more about itself on the internet and promote its product on the internet. In today's modern world internet has taken over all other methods of communication. Internet is the largest source of providing information to the people. If ADSB can successfully manage to advertise itself on the internet, it can do wonders for the company. Grabbing a hold on the internet advertisement will mean high increase in the sale of the company. ADSB needs to make its website more popular by advertising about it on other famous websites. If the website of ADSB will be easy to access for the common people, ADSB will have more potential clients. Moreover special discounts to new customers should be given by ADSB so that it leads them re-order again with ADSB only. Moreover looking at the kind of industry ADSB is operating in, ADSB should develop personal selling techniques. (marketing a commonly misunderstood term) (marketing a commonly misunderstood term) ADSB needs special employees which can identify the potential customers and go and try to extract business deals from them. In the shipping business it is more feasible if the producers go to the employees rather than vice versa because of the sheer cost and size of the projects. Clients of ship building industry are usually governments or very rich people, so ADSB needs to provide that personal touch in order to lure these people to give business to it. ADSB has provided some of the best defense ships in the G.C.C. this itself is proving as a positive for ADSB. ADSB's good work is acting as a marketing agent for it as it is luring potential customers to give business to ADSB. ADSB should create a brand out of itself. It should be a brand in defense water vehicle production. This will not only boost up its sales but it will increase the goodwill of the company hugely. Once a brand is created, vessels of ADSB will sell by its name. It will also help the company in venturing out into new venues then, and even those ends shall bring success because of the brand name of ADSB being attached to them. (Leduc) If feasible and possible ADSB should tie up with smaller vessel producing companies. This will help in reduction of work in the core company itself and will provide extra sites for production of more vessels and will fetch in extra revenue. It will also help in decentralizing the expenditure of the company. Taking such a step shall also increase ADSB's goodwill. (Leduc) A strategic relationship with various governments will also help ADSB in increasing its sale. Moreover due to various environmental problems ADSB should work in an environment friendly manner, its vessels should be according to the water pollution norms of U.A.E. and other members of G.C.C. This will also help increasing the company's overall sales and goodwill. ADSB has to put in more effort into gathering data about the market. It has relied very heavily on feedback from customers till now. (Cyprus) There is now a need to gather market data for ADSB because of the increased competition in the market. ADSB should also correctly analyze its recent failures in order to prevent them in the future. ADSB should fully implement its annual plans. It should try not to deviate from them. Deviating from a set plan may give short term profits but in the long run it acts as a cause of concern only. The top management only should devise the best possible annual plans for ADSB every year and they should be followed word to word every year. (Cyprus)

All plans should be reviewed on a regular basis to check for any deviations. If any deviations are found they should be corrected as soon as possible. Following annual plans is the only way the company can successfully achieve its long term targets. Since the company itself is based on coastline area therefore cost of production is less. Production of vessels is best done at the coastline. ADSB has this advantage. It also has complete knowledge about the condition of the oceans in and around the G.C.C. ADSB has the local advantage over other sellers. Moreover ADSB is producing most of the parts that are required in ship building itself. Import costs and delays are avoided in this manner. Fewer taxes have to be paid due to this also. ADSB has a huge advantage over many gulf based ship producers because of its non reliance on support in building of the vessels from foreign countries like the U.S. ADSB has enough capital and technology available at its disposal that it can produce all types of vessels in its ship yards in Abu Dhabi itself. ADSB should take this factor to as much advantage as it can.

Appendix

QUESTIONNAIRE

INTERVIEW 1:

Mr. Mike Stamford (Director of Marketing)

GENERAL QUESTIONS:

  1. What does the term "market orientation" mean to you?
  2. What kinds of things does a market-oriented company do?

    • For us at ADSB market orientation means identifying the needs of our customers and then put in our maximum efforts to fulfill those needs. It's all about customer satisfaction.
    • A market oriented company identifies and analyses the market conditions around itself and then it tries to focus its energies on functioning in a manner that its product turns out to be the product that the customers want. In the terms of ADSB, market orientation would be assessing the needs of the members of GCC, which may vary from naval to commercial ships, and then delivering the best possible vessels to them.
  3. What organizational factors foster market orientation?
  4. What organizational factors discourage this orientation?

    What external factors foster market orientation?

    What external factors discourage market orientation?

    I believe that all internal factors of an organization affect Market orientation and in turn affect it back. In order to succeed management must take decisions based on statistics from market orientation.

    • It is not always possible for the firm to run its show completely in harmony with the market conditions. Some decisions of the management may not be based on market oriented statistics and even the general functioning of the company sometimes is not in harmony with the market conditions
    • External factors like political situation, government laws etc affect the market conditions and it also affects the working of the company. If tax rates are low I think it really creates a boost in the market conditions and the supply tends to increase. Lenient government laws on functioning of business make it easier for a company to work on the statistics of market orientation
    • External factors like high interest rates, less availability of credit affect market orientation and the company sales. Strict laws of the government in respect of functioning of business in the country also adversely affect the market.
  5. What are the desirable consequences of this orientation?
  6. What are the undesirable consequences?

    • The desirable consequences of market orientation are that you are able to give full satisfaction to the customers and you know what to produce. You don't end up guessing the needs of the customer.
    • The undesirable consequence of market orientation is that mostly the needs of the customers may not lead to optimal usage of resources and its cost of production may be high for the company.
  7. Can you think of business situations in which this orientation may not be very important?

Do you have any views on the importance of market orientation?

What are the limitations of implementing market orientation in this country?

  • Market orientation may not be so important in case of a Monopoly, but I don't think there is any other situation where u can overlook market orientation.
  • I being from the marketing field myself feel that market orientation is essential for all kinds of business. This is the best way to keeping a customer happy. One should give full attention to the needs of the customers.
  • I don't believe there is any limitation of implementing market orientation in U.A.E.

MARKET ORIENTATION QUESTIONS

  1. Do you conduct surveys in your company to determine the customer's current and future needs?
  2. If yes, do you survey both the end user and intermediaries?

    How often do you conduct such surveys?

    If no, why not?

    How do you collect industry information in your company?

    • Yes we conduct survey in that respect.
    • We concentrate on the customers who will finally use our products in most cases but when it comes to defense vessels we also concentrate on the intermediaries.
    • We usually conduct such surveys annually.
    • We like to collect feedback from our existing customers and we also try to gather information from our potential customers.
  3. Do you have interdepartmental meetings in your company?
  4. If yes, do you discuss customers' future needs in those meetings?

    How often do you have such meetings?

    Do you share information regarding customers among the various departments?

    How do you share this information?

    • Yes
    • Customer's future needs are one of the backbone themes of our discussions in such meetings.
    • Such meetings are held on a quarterly basis
    • We like to keep all the departments informed about the needs of customers.
    • The heads of the various departments are given such information and it is their job to flow it down.
  5. Does your company respond to the customer future needs and wants?
  6. If yes, how and how fast are you in responding to customer needs?

    If no, why?

    What are the obstacles to prevent you responding?

    • Yes we do respond to such needs of the customer.
    • We immediately give the necessary orders to the concerned departments.
    • If we have already completed the work in question then it becomes difficult to make changes.

    Do you think customer comments and complaints help you to do a better job?

    If yes, do you encourage customer comments and complaints?

    Are there any particular procedures that your company follow to handle customer comments and complaints?

    If yes, what are these procedures and how do you implement them?

    • We encourage our customers to give feedback. I think it's the best way to make corrective changes in the work. This is one of the major positives of market orientation. This is the essence of market orientation.
    • We keep in touch with our customers on a regular basis through emails and phone calls. And in our annual review we contact all our customers for their feedbacks.
  7. Do you think after sales service is important in making the customers satisfied?
  8. If yes, does your company provide after sales service?

    How prompt are you in providing this type of service?

    How do you provide this type of service?

    • The sale of an article is only the first step, what are important are ones after sale relation with the customers. I can assure you that we have after sale service on our top list of agendas here at ADSB.
    • Yes we provide regular after sale service.
    • We try to respond to after sale service as swiftly as possible.
    • We try to bring in the vessel to our workshop so that we have all the necessary equipments to deal with all kinds of issues.
  9. What does customer commitment mean to you?
  10. Do you think you are committed to your customer?

    If yes, how do you show this type of commitment?

    • A customer will only continue business with us as long as we are meeting our commitments. Customer commitments is a necessity, it is a basic requirement for a firm like us to survive in such strict competition around us.
    • We are very committed to our customers.
    • We try to complete our projects on time and we try to give the best possible deals to our customers.
  11. Do you create customer value in your product?
  12. If yes, how do you create such value?

    Are you always looking at ways to create customer value?

    If yes, what is always meant to you?

    If no, why not?

    • Yes we do.
    • We try to provide the customer the best vessels at the minimum possible price.
    • Yes.
    • We try to innovate in our methods of production so that we increase the value of the product qualitatively while reducing its production cost.
  13. Do you think customer satisfaction is the most important issue in becoming customer-oriented?

If yes, do you measure customer satisfaction in your company?

How often and how do you measure customer satisfaction?

  • It is important but not the most important.
  • We do measure customer satisfaction in our company
  • Customer satisfaction measurement is a continuous process, as long as we find our customers happy I feel we are completing our jobs.

INTERVIEW 2

Mr. ABDULLAH KAMAL

(Asst. Manager Sales)

GENERAL QUESTIONS:

  1. What does the term "market orientation" mean to you?
  2. What kinds of things does a market-oriented company do?

    • Market orientation is identifying the needs of our customer.
    • A Market oriented company produces only those products that fulfill the desires of its customers.
  3. What organizational factors foster market orientation?
  4. What organizational factors discourage this orientation?

    What external factors foster market orientation?

    What external factors discourage market orientation?

    • The decision of the board of directors and their policies affect market orientation.
    • Sometimes the workers don't apply the decisions properly and that is a hindrance to the market orientation policy.
    • I think the general economic conditions affect market orientation. Market orientation is a part of a good economy.
    • High credit rates affect market orientation negatively.
  5. What are the desirable consequences of this orientation?
  6. What are the undesirable consequences?

    • The desirable consequences of market orientation are producing what the customers want.
    • The undesirable consequences are that sometimes producing what the customers need is not easy and it may not always generate profit.
  7. Can you think of business situations in which this orientation may not be very important?

Do you have any views on the importance of market orientation?

What are the limitations of implementing market orientation in this country?

  • I don't think there can be a situation where market orientation won't be important.
  • I think market orientation is important because it helps us serve our customers in a better manner.
  • I don't believe there is any limitation of implementing market orientation in U.A.E.

MARKET ORIENTATION QUESTIONS

  1. Do you conduct surveys in your company to determine the customer's current and future needs?
  2. If yes, do you survey both the end user and intermediaries?

    How often do you conduct such surveys?

    If no, why not?

    How do you collect industry information in your company?

    • Yes
    • We try to concentrate on both but more emphasis is given on end users.
    • Once every year.
    • By assessing the general condition of the shipping businesses in and around GCC and by taking feedback from our patent customers.
  3. Do you have interdepartmental meetings in your company?
  4. If yes, do you discuss customers' future needs in those meetings?

    How often do you have such meetings?

    Do you share information regarding customers among the various departments?

    How do you share this information?

    • Yes
    • If there is any change in any ongoing work then yes such topics are discussed.
    • Every quarter.
    • The concerned department is notified at a short notice.
    • Asst. Managers like me are responsible for such jobs
  5. Does your company respond to the customer future needs and wants?
  6. If yes, how and how fast are you in responding to customer needs?

    If no, why?

    What are the obstacles to prevent you responding?

    • Yes
    • We try our level best to respond as soon as possible.
    • I don't think we face a lot of problems if a customer wishes to change things.
  7. Do you think customer comments and complaints help you to do a better job?
  8. If yes, do you encourage customer comments and complaints?

    Are there any particular procedures that your company follow to handle customer comments and complaints?

    If yes, what are these procedures and how do you implement them?

    • Yes, customer's comments are always welcome at ADSB
    • We always encourage customers to give us feedback, there are employees specially employed for after sale service and for staying in touch with customers.
  9. Do you think after sales service is important in making the customers satisfied?
  10. If yes, does your company provide after sales service?

    How prompt are you in providing this type of service?

    How do you provide this type of service?

    • After sale service is essential for success of any entity.
    • Yes we provide regular after sale service.
    • We try to be as quick as possible.
    • Depending on the situation, we either repair the vessel at site or bring it to our workshops.
  11. What does customer commitment mean to you?
  12. Do you think you are committed to your customer?

    If yes, how do you show this type of commitment?

    • Customer commitment is all about delivering the right thing at the right price to the customer.
    • We are very committed to our customers.
    • We give our customers the best deals in the market.
  13. Do you create customer value in your product?
  14. If yes, how do you create such value?

    Are you always looking at ways to create customer value?

    If yes, what is always meant to you?

    If no, why not?

    • Yes we do.
    • By being specific in our work and providing the best in class products.
    • Yes.
    • We keep on adapting to new technologies so as to give the best to our customers.
  15. Do you think customer satisfaction is the most important issue in becoming customer-oriented?

If yes, do you measure customer satisfaction in your company?

How often and how do you measure customer satisfaction?

  • It is very important indeed.
  • Yes we do measure it.
  • I don't think there is a measure of customer satisfaction, as long as we give them the best product I feel they will be satisfied with us and would love to give us more business.

INTERVIEW 3:

MOHAMED SALEM AL-JUNAIBI

(General Manager)

GENERAL QUESTIONS:

  1. What does the term "market orientation" mean to you?
  2. What kinds of things does a market-oriented company do?

    • Market orientation is working on customers' needs.
    • A market oriented company works towards satisfying the needs of its customers.
  3. What organizational factors foster market orientation?
  4. What organizational factors discourage this orientation?

    What external factors foster market orientation?

    What external factors discourage market orientation?

    • The company's planning and organizing functions give a boost to market orientation.
    • Improper flow of communication within the organization is responsible for this.
    • A good political environment promotes market oriented companies.
    • Hard business laws and fiscal policies affect market orientation negatively.
  5. What are the desirable consequences of this orientation?
  6. What are the undesirable consequences?

    • The desirable consequence is increasing the company's sale.
    • The undesirable consequence is sometimes working against the rule book of the company to satisfy the customers.
  7. Can you think of business situations in which this orientation may not be very important?

Do you have any views on the importance of market orientation?

What are the limitations of implementing market orientation in this country?

  • If any company wishes to succeed in today's environment I am confident that they will have to be market oriented.
  • I think market oriented work should form the backbone of all entities.
  • I am not aware of any such limitations.

MARKET ORIENTATION QUESTIONS

  1. Do you conduct surveys in your company to determine the customer's current and future needs?
  2. If yes, do you survey both the end user and intermediaries?

    How often do you conduct such surveys?

    If no, why not?

    How do you collect industry information in your company?

    • Yes we do conduct such surveys.
    • We concentrate on the end user usually.
    • It is an annual process.
    • We rely on feedback from our current customers.
  3. Do you have interdepartmental meetings in your company?
  4. If yes, do you discuss customers' future needs in those meetings?

    How often do you have such meetings?

    Do you share information regarding customers among the various departments?

    How do you share this information?

    • We hold such meetings on a regular basis.
    • If the conditions require any such decision we do discuss them.
    • Quarterly.
    • Yes such information is shared with all departments
    • We notify the managers of different departments.
  5. Does your company respond to the customer future needs and wants?
  6. If yes, how and how fast are you in responding to customer needs?

    If no, why?

    What are the obstacles to prevent you responding?

    • Yes
    • We put in all our resources to respond to the need of the customers.
    • We are capable of handling all kinds of situations.
  7. Do you think customer comments and complaints help you to do a better job?
  8. If yes, do you encourage customer comments and complaints?

    Are there any particular procedures that your company follow to handle customer comments and complaints?

    If yes, what are these procedures and how do you implement them?

    • Yes, we look forward to the comments of our customers; it helps us serve them better.
    • There are not any particular procedures but if a customer wishes to give his comments we make it a point to note it and work on it.
  9. Do you think after sales service is important in making the customers satisfied?
  10. If yes, does your company provide after sales service?

    How prompt are you in providing this type of service?

    How do you provide this type of service?

    • After sale service is crucial for survival.
    • We provide top of the line after sale service.
    • We try not to delay.
    • We have a separate department established for after sales and it takes proper care of such things.
  11. What does customer commitment mean to you?
  12. Do you think you are committed to your customer?

    If yes, how do you show this type of commitment?

    • Keeping a customer happy and fulfilling his demands is our prime aim.
    • We are very committed to our customers.
    • We complete our projects on time and work according to the smallest specification of the customer.
  13. Do you create customer value in your product?
  14. If yes, how do you create such value?

    Are you always looking at ways to create customer value?

    If yes, what is always meant to you?

    If no, why not?

    • Yes.
    • The value is added on its own as long as we are committed to our work.
    • We try to be continuous in our process of adding value to our goods.
    • Innovation is the best way to do that.
  15. Do you think customer satisfaction is the most important issue in becoming customer-oriented?

If yes, do you measure customer satisfaction in your company?

How often and how do you measure customer satisfaction?

  • Yes it is.
  • Whenever it is possible to measure such satisfaction we do that.
  • I can't describe it in words, but a happy customer is a satisfied customer.

REFERENCES:

  • Marketing Concepts. (n.d.). Retrieved on April 15, 2010 from http://www.businessdictionary.com/definition/marketing-concept.html
  • The marketing concept. (n.d.). Retrieved on April 15, 2010 from http://www.netmba.com/marketing/concept/
  • What is a Marketing Concept. (n.d.). Retrieved on April 15, 2010 from http://www.wisegeek.com/what-is-a-marketing-concept.htm
  • Advertising, Sales and Marketing. (n.d.). Retrieved on April 15, 2010 from http://www.businessknowhow.com/marketing/5marktech.htmhttp://www.businessknowhow.com/marketing/5marktech.htm
  • Marketing Techniques. (n.d.). Retrieved on April 15, 2010 from http://www.thetimes100.co.uk/theory/theory--marketing-techniques--186.php

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