Market Orientation - page 3
Keywords: Marketing product orientation Kohli and Jaworski Barriers to Market Orientation
By Rifa Motin on 22/11/2009
Level: Foundation Degree
Page Number: 3 of 4 pages: 1 2 3 4
is no call centre so the administrators struggle to take all the calls and provide top quality customer service as there is a shortage of time and I.T system is not 100% reliable which makes the administrator’s job more difficult.
Cultural Barriers
The combination of structural, system and motivational barriers contribute towards the cultural barrier which is “do the job and go home”. The lack of motivation contributes towards the negative culture of the department. However, there is also a division between admin staff and management, as the admin staff feel that management are not ‘doing enough’ to help make their jobs easier. This cultural barrier prevents the implementation of market orientation in the Claims Department.
Conclusion
The assignment has fulfilled its objectives to explore market orientation and the competitive advantages it can bring to the business. The analysis found that in theory having a customer orientated approach will result in better customer service and higher customer satisfaction levels. Having an inter-functional co-ordination within the organisation will result in an increase in staff productivity and sales, therefore the strategy will be cost effective. And finally, organisations have to be competitor orientated to help them to make informed strategic decisions which enable them to gain a competitive advantage.
The analysis therefore concludes that Marketing is a business philosophy but market orientation is the actual implementation of this philosophy and ultimately there to make profit.
The assignment also demonstrated the analysis of barriers to market orientation which exist within NFU Mutual. The analysis found structural, systematic, motivational and cultural barriers within the Claims Department which could be restricting the performance of the North East Region.
If organisations like NFU Mutual can overcome such barriers, they will be more able to meet the needs of their customers and therefore retain existing customers but also attract new business…hence most successful businesses take a market orientated approach.
Bibliography
NFU Mutual (2009) Our Mission, NFU Mutual Intranet, available online at http://www.ho.nfumutual.co.uk
[Accessed: 28 October 2009]
The Chartered Institute of Marketing (2009) Definition of Marketing, CIM, available at http://www.cim.co.uk
[Accessed: 29 October 2009]
A Richard (2000) Market Orientation: Toward an Integrate Framework, Find Articles, available online at http://findarticles.com
[Accessed: 29 October 2009]
Dr. N Renko (2007) Kohli & Jaworski cited in Influence of Market Orientation on Business Performance, available online at www.edamba.eu
Date Accessed: 7 November 2009
Lloyd H (1998) Barriers to market orientation: the view from the shopfloor, Emerald Insight available online at
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