'Main characteristics of a marketing orientated organization Essay\r'

'Marketing-oriented musical ar dressment is defined to wee-wee characteristics as having FOCUS ON CUSTOMERS and the customers atomic number 18 regarded as top of organization chart. uninterrupted analysis of the commercialiseplace helps them to adapt, promote, and differentiate their convergences and attend to to meet customers’ needs (Enterprise automation group, accessed 2009). by dint of with(predicate) satisfying customers, these organizations displace get PROFITS. The body social structure of marketing-oriented organization often has few layers and their policies atomic number 18 not in truth difficult. Moreover, the STRATEGIES of a market oriented organization atomic number 18 broadly speaking clear and flexible because it deals with â€Å"market translation and selection, positioning and differentiation, and market entry or exit decisions” (Drumwright & angstrom; Kosnik, 1989). Fin entirelyy, before fashioning important decisions, organization has to c ar richly regard the EXPECTATIONS OF STAKEHOLDERS, their perceptions and attitudes.\r\nAnalyzing formula’s position, the company is a marketing orientated organization due(p) to having features as customer orientation, design of organization structure, formulation of strategies and stakeholders (Blurtit, accessed 2010). It washbasin be clear seen that all of the company’s performances are closely related to the characteristics of marketing orientation.\r\nFirstly, all decisions of law consider CUSTOMERS FIRST and they dowry the common value of superior shade of products. mandate attaches special importance to the property of products and customer’s convenience. This care is shown in the COMMITMENT of the company: â€Å"We are fully committed to earning the trust of customers by providing well-developed service and support along with well-designed products that are tripping to use and reliable.” (Canon report 2008). According to the scenar io, Canon provides products which offer users â€Å"not only convenience, prime(prenominal) and versatility that in like manner a unparalle conduct lifestyle”. Furthermore, in Vietnam, Canon centers take for been established to provide support operate before and after sales for the product line from Canon such as cameras, camc dedicates, printers and photocopiers (Chau An, 2009). All of these facts show that Canon is a\r\nCUSTOMER-ORIENTED company.\r\nSecondly, the ORGANIZATIONAL STRUCTURE of Canon is prostrate structure. Canon focuses on â€Å"an organisational structure in which market and customer feedback is promptly relayed to development teams and swiftly reflected in products, but also the boosting of technological strength on the sales front” (Canon, accessed 2010).\r\nThirdly, the STRATEGY OF food market ORIENTATION of Canon is long-term and flexible. Canon has strategies such as â€Å"reposition itself efficaciously through systematic long range te chnology forecasting, identification of product segments with full(prenominal) potential and introduction of products in these segments in advance of competitors” and using â€Å"globalization, alliances and innovation in a well-coordinated manner”. The system of Canon potbelly be termed as â€Å"dynamic competence building in which distinctive competencies are renewed with the objective of dynamically maintaining its hawkish edge”. (Bowonder and Miyake, n.d.).\r\nRecently, Canon has developed a schema named â€Å"VICTORY”, which concentrated on Asian market including India, China and Vietnam. The outline aims to improve the position of Canon in these markets. â€Å"Vietnam is the first destination of this plan. We are work to implement a dual strategy make Vietnam market both a production location and an important strategical market for the products of Canon”, said Hideki Ozawa †the lead and CEO of Canon Asia (Tuyet An, n.d.). In s um, the strategy of market orientation of Canon is very clear, solid and well-established so that Canon can carry out plans in put market effectively.\r\nFinally, Canon considers the EXPECTATIONS OF THE STAKEHOLDERS before making important decisions. Canon cares much nearly how well the company has met stakeholders’ expectations such as requires for information, high-level performance, and meaningful engagement (Sustain ability, accessed 2010).\r\nNowadays, in the age of marketing orientation, businesses are led to be PROFIT-ORIENTED. Following this orientation, Canon produces what pot want to buy in order to maximize profit. Grasping the idea that users esteem products which have eye-catching appearance, give them convenience, and keep on time, Canon has released two product lines SELPHY ES3 & ES30, laser printer LBP3250, LBP5050 & LBP 5050N. By providing market offerings that satisfy customers, Canon can also get the income. Therefore, Canon’s profit can be gained through customer satisfaction.\r\nIn conclusion, Canon has characteristics of a marketing oriented organization. Canon not only concentrates on the customers’ satisfaction, having the appropriate organizational structure and formulation of strategies but also takes consideration of stakeholders. Through getting these points, Canon can achieve success as gaining profit and enhancing the position in the market.\r\n'