Strategic Orientation

Posted in Marketing and Strategy Terms, Total Reads: 5871

Definition: Strategic Orientation

In marketing, the most important entity is supposed to be the consumer whom the marketer markets to and who ultimately gives the organisation its revenue. So the principal orientation followed in marketing is ‘customer orientation’ or ‘market orientation’. However, there are drawbacks to this approach. Being too eager to fill the next order can lead an organisation to be myopic and inertial with its current product, which will affect its market share in the long run. So, to develop new products, the marketer has to align with the long-run strategy of the company and adopt the approach of ‘strategic orientation’.

The prime benefit behind such an approach is that strategic orientation is never isolated from any aspect of the organisation. It links the customer, competitor and the product approaches together to define an environment of operation of the company. So on adopting strategic orientation, a company never loses focus from any of these important business aspects. Three approaches for overcoming marketing inertia and extension, as per strategic orientation can be as follows:

  1. Domestic market extension
  2. Multi-domestic market extension
  3. Global marketing

For example, a company marketing in rural Japan and blinded by its current marketing approach, while looking to expand to urban South-East Asia may incorrectly assume that the same marketing approach will be applicable elsewhere and consequently fail. A regular review of the strategic orientation of the organisation as whole can be a useful remedy.


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