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production orientation definition: What Is Product Orientation? Product Orientation In A Nutshell

product oriented

If you’re pursuing a production orientation strategy, some of the tools necessary for success include product research, product testing, and product pricing. If you’re pursuing a product orientation strategy, you will use tools such as market research, market testing, and assessing product benefits. In other words, ensuring that your product is tailored to what your customers want, even if it means constant reinvention, is the hallmark of the product-oriented definition. If you decide to implement a product orientation strategy, you must ensure that you offer unique benefits to consumers. In fact, product-oriented marketing works best when you can articulate the distinction regarding what your product does better than the competition’s.

products and services

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Although these concepts are closely related in that they both deal with the product you are selling to your targeted audience, you employ different strategies to achieve your desired goals. For example, product orientation requires a well-executed product-oriented marketing strategy, whereas professionals with expertise in mass manufacturing are typically involved in production orientation. It’s also important to understand that you will use different tools to achieve each of these goals.

Product and market orientations are the talents individuals acquire to maintain a company’s profitability. Product research, product development, and product focus are the three most essential techniques in product orientation. Companies can introduce products or services that customers don’t know about or don’t even need and use aggressive sales techniques to boost sales. “The customer is king” philosophy has become a guiding principle for many companies who focus their strategies. They do this to ensure that client satisfaction, rather than industry profits, is prioritized. Each company has a different approach to achieve this due to its unique structure, beliefs, and culture.

Yet another classic example is the Ford Motor Company, where Henry Ford had made only model of car in black colour irrespective of the perspectives of the consumer. Indeed, most considered his product a threat to the profitable vacuum bag market which was then worth around $500 million. However, the impetus for the company came in 1974 after eventual founder James Dyson experienced a loss of suction from his Hoover vacuum cleaner. Airbus commercial aircraft are made from premium materials and components to increase the two important metrics of performance and safety. Note that columnar structure in the selective responses for cardinal and oblique orientations appear to emerge simultaneously. The figure contains two types of squares, one type involving a black-to-gray gradient, and the other a white-to-gray gradient, in different diagonal orientations.

orientation | American Dictionary

Robinhood – the Robinhood investing app revolutionized trading for the average investor by making the market more accessible. The company developed an innovative product by removing the once prohibitive brokerage fees for retail investors and enabling them to trade in smaller increments. The discourse structure typically establishes two stances or orientations to content – one relatively authoritative and historical, and the other resolutely personal and local. At any time instant, the relative positions, orientations and velocities can be used to compute the total stiffness and damping forces acting at each node. The classical tomography approach requires many pictures of the same particles tilted into different orientations.

For this reason, this approach focused on maximizing efficiency while lowering production costs to meet customers’ price needs. This business strategy dedicated its resources towards its products, and its marketing point was the price. While a sales orientation is often focused on pleasing existing customers, a marketing orientation may direct company focus toward promoting products in ways that attract new customers.

Production orientation

Because a corporation focuses solely on one product, the manufacturing process is more straightforward. Customers can tell you how to make your product through focus groups, questionnaires, polls, and other market research. Sign up today to enjoy all the tools, such as product roadmaps, team radar, integrations, product feedback, and so much more.


production orientation definition focused on market orientation puts consumers’ desires first, creating the product around their expressed needs and wants. This contrasts with product orientation, a business philosophy that emphasizes getting the consumer to become aware of and like the features and benefits of a particular product. Market orientation often includes improvements in customer service and product support geared to solving concerns raised by consumers.

Product Orientation – Meaning & Example

This type of orientation is disadvantageous to a business with a specialty product whose production requires attention to detail. The emphasis on efficiency may interfere with the company’s ability to produce something that meets its customers’ high standards. A production-oriented business is mainly concerned and focused on making or producing as many units as possible. The only target is to produce maximum volume, such a business aims to maximize its profitability by exploiting economies of scale. Solution In a Marketing orientation, the role of marketing research is to determine customer needs and how well the company is satisfying them. Production orientation follows the theory that any product of high quality can be readily sold.

If you choose this strategy, you don’t worry as much about your customers wants and needs as you do about making the highest-quality product as cheaply and quickly as possible. You do so with the belief that if you create a good product at an affordable price, your customers will buy it, regardless of whether it meets their every want and need. The most common types of business orientation are product orientation, production orientation, sales orientation and marketing orientation. Production orientation is a marketing strategy in which the company focuses on products rather than customers’ wants or desires.


You decide to align yourself with may depend on your company’s specific strengths, business goals, and target market demands. If you’re a small business, deciding which business orientation approach to take can be challenging. In a market orientation approach, the company focuses on customers, thus understanding them, to generate demand and distribution. Whereas product orientation is a marketing philosophy skewed toward developing high-quality products, to generate sales. Businesses that adopt this strategy focus on making better products to attract customers, rather than identifying the specific needs of their customers and building products to satisfy those needs.

Business Guides

Thus, orientation believes in creating distribution by focusing on product development. In a market-oriented approach, a company also tries to shape demand by changing consumer behaviors. The company splurges a lot of money on product development and research to ensure that the product sells itself, and they feel that as long as the product is of excellent quality, people will buy it. Many companies are interested in individuals who can speak to and persuade clients while also generating profit for the company.

Within the framework of marketing orientation, companies’ profits are driven by both financial , and non-financial measures. Due to the increase in environmental awareness, the new concept of “Societal Orientation” has emerged. Organizations are formulating marketing strategies and production processes that recognize the impact on the environment, within and without. A sales-oriented approach can be especially effective for a business competing for customers in a saturated market. It can also be a valuable tool for a firm that holds dead stock and wants to reintroduce them to the market. A sales-oriented business puts its energy and efforts into selling an already existing product.

When customers perceive that a company consistently tries to solve its problems, they tend to reward that company by consistently buying its products. In a production-oriented model, a business focuses on making as many products as possible, at the lowest cost available. The demand is always high, and the goal is to keep pushing out quality products as cheaply as possible to maximize the profit margin. The main advantage of a production-oriented approach is that you are constantly revising and improving your product to be the best it can be at the lowest price possible.

Two other types of strategies include market orientation and sales orientation. In a marketing orientation model, a business focuses on identifying the wants and needs of its target audience and determining how many products it needs to make to satisfy those wants and needs. Through the help of marketing people and market research, business owners that pursue this strategy let their customers dictate how many products they make and what type of products they develop. One notable production orientation example is fast food restaurant chains such as Burger King and McDonald’s, which focus on making thousands of burgers a day at a cheap price. If you own one of these franchises, your goal isn’t to sell the best-tasting burger in the industry; it’s to make a decent burger at an affordable price that will keep customers happy. Insurance agencies sell a wide variety of products without worrying about customer demand, because their focus is on offering good products at a price point that a majority of people will find appealing.

They can innovate with new technologies to address customer needs and generate market demand. This type of company believes that if they can make the best ‘mousetrap,’ their customers will come to them. Pre-crisis ideological allegiances and the historical performance records of the rival policy orientations determine baseline preferences.

  • They can innovate with new technologies to address customer needs and generate market demand.
  • You don’t hire salespeople after you’ve decided to add a new product or change an existing one.
  • In the post-industrial information age, the focus of companies has shifted from product orientation to an orientation towards knowledge.
  • The main advantage of a production-oriented approach is that you are constantly revising and improving your product to be the best it can be at the lowest price possible.
  • At the very least, impractical ideas may inform long-term development strategies.

Throughout the years, we’ve seen organizations shift from one approach to another to conform to the changes in consumer behavior. Intel Corp shifted from a product orientation to a market orientation approach in 2005 and introduced products that solve customer problems like computer crashes. The marketing orientation concept has evolved, and for decades, it has been the model of choice for businesses looking to establish brands that can compete for customer attention and loyalty.

This concept dominated the business landscape in the 1900s, where organizations focused heavily on the mass production of products. Emphasis was on streamlining the production process and concentrating on improving efficiencies, with little focus on consumers or anything else. Sampson Quain is an experienced content writer with a wide range of expertise in small business, digital marketing, SEO marketing, SEM marketing, and social media outreach. He has written primarily for the EHow brand of Demand Studios as well as business strategy sites such as Digital Authority.

In a market-oriented approach, the company focuses on understanding what product might help develop a whole new market. Apple – a company famous for envisioning products before consumers knew they needed them. Apple relies on quality and innovation to enter new markets and create demand with products such as the iPod, iPhone, and iPad. A Product Orientation is one of the orientations in which businesses first concentrate solely on product quality.

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