Main Characteristics Of A Marketing Orientated Organization

813 words - 4 pages

Main characteristics of a marketing orientated organizationMarketing-oriented organization is defined to have characteristics as having focus on customers and the customers are regarded as top of organization chart. Continuous analysis of the marketplace helps them to adapt, promote, and differentiate their products and service to meet customers' needs (Enterprise automation group, accessed 2009). Through satisfying customers, these organizations can get profits. The structure of marketing-oriented organization often has few layers and their policies are not very difficult. Moreover, the strategies of a market oriented organization are generally clear and flexible because it deals with ...view middle of the document...

Furthermore, in Vietnam, Canon centers have been established to provide support services before and after sales for the product line from Canon such as cameras, camcorders, printers and photocopiers (Chau An, 2009). All of these facts show that Canon is a customer-oriented company.Secondly, the organizational structure of Canon is flat structure. Canon focuses on "an organizational structure in which market and customer feedback is quickly relayed to development teams and swiftly reflected in products, but also the boosting of technological strength on the sales front" (Canon, accessed 2010).Thirdly, the strategy of market orientation of Canon is long-term and flexible. Canon has strategies such as "reposition itself effectively through systematic long range technology forecasting, identification of product segments with high potential and introduction of products in these segments ahead of competitors" and using "globalization, alliances and innovation in a well-coordinated manner". The strategy of Canon can be termed as "dynamic competence building in which distinctive competencies are renewed with the objective of dynamically maintaining its competitive edge". (Bowonder and Miyake, n.d.). Recently, Canon has developed a strategy named "VICTORY", which concentrated on Asian market including India, China and Vietnam. The strategy aims to improve the position of Canon in these markets. "Vietnam is the first destination of this plan. We are working to implement a dual strategy making Vietnam market both a...

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