Marketing-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 “market definition and selection, positioning and differentiation, and market entry or exit decisions” (Drumwright & Kosnik, 1989).
Finally, before making important decisions, organization has to carefully consider the EXPECTATIONS OF STAKEHOLDERS, their perceptions and attitudes.
Analyzing Canon’s position, the company is a marketing orientated organization due to having features as customer orientation, design of organization structure, formulation of strategies and stakeholders (Blurtit, accessed 2010). It can be clearly seen that all of the company’s performances are closely related to the characteristics of marketing orientation.
Firstly, all decisions of Canon consider CUSTOMERS FIRST and they share the common value of superior quality of products. Canon attaches special importance to the quality of products and customer’s convenience. This care is shown in the COMMITMENT of the company: “We are fully committed to earning the trust of customers by providing well-developed services and support along with well-designed products that are easy to use and reliable.” (Canon report 2008). According to the scenario, Canon provides products which offer users “not only convenience, quality and versatility but also a unique lifestyle”.
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
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 production location and an important strategic market for the products of Canon”, said Hideki Ozawa – the Chairman and CEO of Canon Asia (Tuyet An, n.d.). In sum, the strategy of market orientation of Canon is very clear, solid and well-established so that Canon can carry out plans in target market effectively.
Finally, Canon considers the EXPECTATIONS OF THE STAKEHOLDERS before making important decisions. Canon cares much about how well the company has met stakeholders’ expectations such as requires for information, high-level performance, and meaningful engagement (Sustain ability, accessed 2010).
Nowadays, in the age of marketing orientation, businesses are led to be PROFIT-ORIENTED. Following this orientation, Canon produces what people want to buy in order to maximize profit. Grasping the idea that users favor products which have eye-catching appearance, give them convenience, and save time, Canon has released two product lines SELPHY ES3 & ES30, laser printer LBP3250, LBP5050 & LBP 5050N. By providing market offerings that satisfy customers, Canon can also get the income. Therefore, Canon’s profit can be gained through customer satisfaction.
In conclusion, Canon has characteristics of a marketing oriented organization. Canon not only concentrates on the customers’ satisfaction, having the appropriate organizational structure and formulation of strategies but also takes consideration of stakeholders. Through getting these points, Canon can achieve success as gaining profit and enhancing the position in the market.
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