(a) Identify and briefly discuss SIX business orientations.
Business organisations basically exist to provide products and to maximise profits. But there can be a marked difference in their approach to do business depending on the orientations they modulate their business strategy. The following six business orientations are discussed hereunder: (a) Production orientation: Here the main focus is on the production and management ensures that there is enough capacity to mass produce and whatever is produced it is sold at a relatively low price. Consumers are sensitive to prices and there is less costs associated with advertising and promotion of the goods. Competition is almost inexistent. An example is the production and sale of tomatoes. Whatever amount is produced it is sold on the marketplace. (b) Product orientation: Here management decides to produce a product and production is undertaken without any assessment through proper research techniques being made whether the product is needed or not. Management has at least ensured that the quality and design of the product is good. This type of business orientation is quite risky as it can fail on the market if people do not need it nor are willing to use it in spite of marketing strategies being undertaken. (c) Sales orientation: This concept underpins the need to canalize all energies towards selling the product. The particular product is made available to consumers and salespersons use aggressive selling techniques to sell at all costs. Management usually sets sales targets and bonuses to induce salespersons to maximise sales. An example of this kind of product is “fairness facial cream” being marketed through door-to-door selling. (d) Marketing orientation: A company that claims to be marketing oriented do not make the product until such time it has researched and is convinced what the