What Is Product Orientation, and What Does It Mean? Companies, Examples, and Activities

Product orientation is a company approach that focuses on creating and designing high-quality, demand-generating items. In other words, a product-oriented company believes that “if you develop it well, revenues will come.”

A approach known as market orientation is on the other side of the coin. The most significant distinction is that product-oriented businesses create things that they feel will pique public interest, whereas market-oriented businesses create products that address existing public needs. Review definitions and examples of firms that use this strategy to learn more about product orientation.

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Activities that are focused on the product

Product orientation was quite standard until the mid-twentieth century, mainly because consumers didn’t have many options when it came to specific things. “Any client can have an automobile painted any colour that he likes as long as it is black,” Henry Ford said in the early 1900s, as an example of this mindset.

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However, as the marketplace evolved, company strategies were compelled to develop in tandem with customer needs. Many successful organisations today use a blend of market- and product-oriented approaches as absence of rivalry has become increasingly rare in most industries. While it’s still usual for certain businesses to favour one side over the other, few do so exclusively.

Regardless, product orientation remains a critical component of most businesses’ marketing strategy. Product research, product development, and product focus are all heavily emphasised during the product orientation stage of product development.

Product Development

Product research is critical when starting a business or launching a new product since it determines your chances of success. New research can entail a range of activities, such as assessing and testing product concepts, determining how much competition you’ll have, calculating prospective manufacturing costs, and pricing the product to make a profit.

Product Improvement

This is a big element of the process if a company is strongly focused on product orientation. Despite the fact that this stage involves a variety of tasks, the focus is on creating the most robust procedure feasible to ensure demand.

Development usually entails either building and designing a new product or determining how to improve an existing one. It can also entail developing and testing a product, as well as manufacturing, marketing, and distributing it.

Product Concentration

Product focus entails determining selling strategy, manufacturing, and measurements. Companies that concentrate on the product strive to improve their offers on a regular basis in order to remain competitive in their field.

Examples of Product Orientation

While many businesses utilise a combination of market and product orientation, some are more focused on product orientation. These businesses are usually innovators who come out with trendy new things that consumers had no idea they wanted. Here are several examples:

Misha Khatri
Misha Khatri is an emeritus professor in the University of Notre Dame's Department of Chemistry and Biochemistry. He graduated from Northern Illinois University with a BSc in Chemistry and Mathematics and a PhD in Physical Analytical Chemistry from the University of Utah.


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