It has become increasingly necessary for firms to be market orientated. There is no longer a role today for a product oriented approach to business. Discuss and evaluate this statement.

It is always suggested that grocery orientated firms are more presumable to succeed in nowadays business. Consumer-centred is considered to be an indispensable ingredient of modern business. However, as a traditional model of business, harvest- age orientation seems to be overly neglected. In what following, an argument for proceeds orientations existence leave alone be conducted by comparing the personality of different grocery store demands. New concepts such as active demand, positive demand, dynamic demand and static demand will be introduced to distinguish the demands in depth and help fix the importance of product oriented come along to business.

Market orientation is an approach to business which places the requirements of consumers at the centre of the decision making process (pp.152, Dave, 2000). To be trade orientated, firms need to spend a lot of time and resources gathering all the necessary market information. Such fellowship of market includes the size of the market, degree of the competition, consumer behaviour loyalty and trace distribution methods. The firm will then analyse the data carefully and make up their production decision which beat cope the market demand or to fill the market gap.

It is always believed that market orientation can bring firms much more confidence and lower their risk when launching a new product. The success of Sunny Delight in UK soft drink market is a good example.



Independent told that:

Within months Sunny Delight had drop dead the biggest selling soft drink in the UK behind speed of light and Pepsi, with sales of £160 million a year (BBC, 2003)

It is the perfect market understanding that helps P&G to achieve the success. before joining the UK market, the company conducted a long-term market look into seeking the gap of the soft drink market. They found show up those artificial drinks like Coco-Cola and Pepsi were welcomed by the teenagers but...

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