Market Orientation Philosophy

Market Management is very fundamental to any business. Most firms exist not because of their products, but because of their customers. The customers form the basis of the market. It is, therefore, critical that an organization practices favorable market management. There are different market management philosophies. Among them is the market orientation philosophy which is commonly applied by most businesses. Market orientation philosophy focuses on delivering products that specifically meet the needs, desires and requirements of the customer putting into consideration production efficiency and product functionality (Pride & Ferrell, 10). The following paper gives the results of a practical study of the aspect market orientation in a local grocery store.

The grocery store that I visited is the Fresh Fanatic Inc. that is located on 88 Washington Avenue, Brooklyn, New York. This store has a variety of grocery, fruits, vegetables, meat, cheeses nuts, cereals and other food products. It also has diverse products such as mouth washes and toothpastes to improve dental hygiene. I noticed three products in this store that have many varieties. These are:

Cereals

Under this category, there were 65 different kinds of cereals. Some of the products were;

risp choco crunch
frost flake bran berry buzz,
blast apple maple raisin,
banana cinnamon pecan,
almond wheat rice oat
corn honey mini multi squares puffs pebbles clusters bunches
Kellog Quaker Newman Mills
Kashi Ralston Nestle
Boo-Berry Cereal
Addams Family Cereal
All-Bran cereal
Almond Delight – Ralston
Alpen weetabix
Alpha-Bits – Post Cereals
Apple Jacks

Nuts

The following were the different varieties of nuts

Almond
Brazil nuts
Cashew nuts
Cacao nuts
Chest nuts
Coconuts
Macademia nuts
Pea nuts

Chees
Roquefort
Camembert
Cotija
Chèvre
Feta
Mozzarella
Emmental
Cheddar
Gouda
Taleggio
Parmigiano-Reggiano
Manchego
Monterey Jack

On the other hand, there were products that lacked much variety. An example is the Peanut butter. In the store that I visited this product only had two varieties. One variety contained oil and the other did not have oil.

Cereals are household meals in America. Almost every family consumes cereals on a daily basis. This predominance has led to production of a variety of muesli in the country. Specifically, breakfast cereals are dominant. The firms consider the market orientation in the production of cereals. Companies that produce cereals have, therefore, focused on the needs of customers to maintain a competing edge in the market (Michman, Mazze & Greco, 14). The different kinds of cereals owe to the fact that cereals have been produced to suit different age groups. There are cereals that are specifically produced for children. These cereals mostly contain vitamins that are essential for child development such as bone and teeth development vitamins. The aspect of market orientation begins to clearly show in this case. There is cereal for teens and adults too meeting the specific needs of these groups (Michman, Mazze & Greco, 15). The cereals also value on oil content, most producers have resorted to produce cereals with less oil. The decision is due to the customers love for food stuffs that are not oil. Peanut butter is of few varieties because it is hard to manipulate its content. Peanut has a unique taste that customers look for when they purchase peanut butter. Manipulating its content reduces product functionality since the basic ingredient has to be peanut alone (Pride & Ferrell , 14).

Letter

To the

Market manager,

AlGood Food Company,

7401 Trade Port Drive

Louisville KY 40258

Phone: 502-637-3631

Fax: 502-637-1502

Re: Introduction of a Strawberry flavored peanut butter

I commend your company for the good work it has been doing in the production of Peanut butter over the years. I am a consumer of your peanut butter product and would want to put in my suggestion on a new brand of peanut butter that you could produce. The quest for strawberry products is apparent in America. It is evident in the market orientation of America. Almost all other products that can be flavored have majored on straw berry flavoring. I would wish to commend the production of a peanut butter brand that has strawberry flavor.

I am confident that this will not only meet the customer’s desires but will also boost your sales and expand your customer base.

Thanks for consideration

Yours Faithfully,

Dtuy

Works cited

Michman Ronald, Mazze Edward and Greco Alan James. Lifestyle marketing : reaching the new American consumer. Westport, Conn. : Praeger, 2003. Print.

Pride, William & Ferrell O C. Foundations of marketing. Australia : South-Western, 2014.print