Strategic Management


Increase in public expectations and the rise in social and environmental problems within the local and global circles calls for continuous quality improvement and innovation. Under such challenging business environment, companies require orientation strategies allowing them to cope with the changing environment. Companies need to chart a course within this increasing dynamic environment. Some of the strategies adoptable by the company include brand, market and customer-oriented strategies(Verweire, 2014).

Brand Orientation

Brand Orientation as a strategy can be used by companies that would like to adopt social innovation. Managing a brand oriented company involves controlling and organizing the operations in a manner that is likely to attract value and competitive advantage. In addition, as a result of macro-environment constraints, brand oriented companies need to position their products at very low prices. Under such circumstances, these companies develop and maintain customer value while targeting the market(Verweire, 2014). An example of brand-oriented company is Grameenphone CIC. This is an organization that aims at maintaining a relationship with its customers. The major objective of the CIC is functioning as nodal points for information exchange, entertainment and citizen-centric services. The strategy has its pros and cons in delivering its mandate. One of the pros is increasing the market share. In addition, the strategy creates a viable environment favorable for innovations that are brand conscious. The major disadvantage is taking care of macro-environment constraints when creating the a competitive age(Nijssen&Frambach, 2001).

Market Orientation

Majority of organizations in the world follow market orientation strategy as their major philosophy. The major objective of any business around the globe is developing and maintaining customer satisfaction. Market-oriented companies display huge priority in the business by understanding the taste and preferences of their customers. The market orientation strategy is heavily concerned with processes and activities that aim at satisfying customers through a continuous improvement of their products. Most companies dealing with electronics use this strategy in the aim of garnering a solid consumer base. An example of a company employing market-oriented strategy is Dell. The company ensures that it undergoes continuous improvements to meet the needs of the customer. The major aim is forging lasting relationships that are unaltered(Nijssen&Frambach, 2001). The major advantage for this strategy is attaining high levels of customer’s experience. Market-oriented companies improve their goals through maximum utilization of the internet and producing cost-efficient products. A huge disadvantage for the market orientation strategy is relying on an integrated effort for customer satisfaction. Furthermore, the strategy requires joint accountability and collaboration a concept that is hard to attain. The three antecedents of market orientation include individual, inter-group and organization-wide. A disadvantage in this orientation strategy is the lack of cohesiveness in the above-named organizational factors.

Customer-oriented strategy

In the current competitive market, organizations are adopting the strategy that focuses on the customers. Building the customer culture is a key issue that helps in achieving a competitive advantage. Companies in the league of Nike, Nordstrom and Virgin have all succeeded in the creation of brands through active listening of customer’s need. In short, these companies have succeeded in the creation of customer focus culture that attains the vision promised to their customers. Similarly, companies such as Barclays have been successful in developing leadership behaviors and other competencies that realize the customers need(Nijssen&Frambach, 2001). The major con of this strategy is the lack of an alignment that creates the desire of listening to the customer. Furthermore, organizations choose to remain in the status quo with lack of desire in improving their products and services to the customer. The strategy, however, has several advantages such as understanding the target market through segmentation of the customer. The strategy realizes the need of understanding the billing process for the services and products(Verweire, 2014).


Nijssen, E. J., &Frambach, R. T. (2001).Creating customer value through strategic marketing planning: A management approach. Boston, MS: Kluwer Academic Publishers.

Verweire, K. (2014). Strategy Implementation. Hoboken: Taylor and Francis.

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