A Case Study Approach for Understanding Supply Chain Orientation in Indian Pharmaceutical Firms

The supply chain management is considered as a management concept from past two decades as the customers are concerned about timely and safe delivery. The competitiveness has been increasing among the companies to deliver the products as quickly as possible to the customers all around the world. This has made the supply chain management as a vital tool for the management. This is also measured as a competitive parameter for the companies.

Mellat-Parast and Spillan (2014) defines supply chain management as the method of handling material and information moves from the beginning, through the organization, and to the end-user. This is a very important factor of organizational strategy.

Supply-Chain Management is the activities that procure materials and services, and transform them into intermediate goods and final products and deliver them, through a distribution system (Heizer & Render, 2011, p. 452). DELL is a computer technology corporation that develops sells, repairs and supports, computers and computer related products. DELL has realized that supply chain is becoming more and more important for the success of today’s business world and they work accordingly to keep a competitive advantage in the market. This study will examine to what extent Dell has used supply chain management to gain and retain a competitive advantage in the computer market.

This essay will start to explore and define the meaning of customer orientation in depth. The marketing concept and the marketing mix will help discover after what it means to be a customer focused firm. This will occur through the scrutiny of the term in respect to product, price, place and promotion.

Title: A study of contemporary trends in supply chain management in Jewellery industry in India.

In the article Marketing is Everything, the author Regis McKenna emphasizes the significant of managing strategic marketing. He also highlights that the transformation process of marketing and several important marketing elements that lead originations toward success. First and foremost, McKenna compares two periods of companies. Before technology developed, most companies concentrated on sale or product driven. In other words, during that time, products were displayed as the first priority in corporations rather than being customer oriented. Instead of researching customers’ desires and customizing new products for them, manufacturers and sellers did not pay attention to their customers’ needs and only tried to alter their minds to match products.

The main thing behind marketing in a business is finding the customer’s needs and produce the product/ services to satisfy their needs, this way the customer can choose what they would want included in their product/ service. A business that follows this rule is market-orientated.

Marketing is all about creating a really solid decision, which will lead to more money. In this paper I will give some history of my organization, and explain how each element of marketing affects the organization. In addition I will cover the industry in which the organization resides in.

To be a market-led branch everyone must work as a team in the marketing process. Currently key markets are being missed due to lack of team-work and a reliance on the corporation to market the services. Figure 4.6 Illustrates the market-led organisation.

A business with a marketing orientation is essentially led by the needs of its customers.

Business should be market oriented that means to get a better place in the competitive market by providing better quality.

Andre Mazaira, E. Gonza Âs Âlez and Ruth Avendano Ä The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case Marketing Intelligence & Planning 21/4 [2003] 220-229

A market orientated company is one that organizes its activities, products and services around the needs and requirements of its customers. Burton Snowboards use market orientation because it is Customer focused. Jake Burton creates Burton Snowboards for the love of the sport. He practically invented snowboarding and transforms it to a world-class sport. The company focused in riders for its products developments and always wanting feedbacks from them to satisfy customer's needs and wants.

Today’s competitive market requires modern businesses to expand and explore marketing techniques on a lengthened scale. Market orientation has proved to be a main marketing concept that may ensure success in both the fields of consumers and competitors when rightly used. FarmDrop is a contemporary business exemplar that utilises market orientation to sustain and continually grow the company’s initiatives. The importance of market orientation lies in the necessity of being an organisation wide awareness in three different branches. In order to understand the implementation and dissemination of market orientation, the definitions of basic concepts of market orientation, competitor advantage and interfunctional coordination are given. Important questions such as the influence of this new market and a suggestion of further steps have also been discussed.

In recent years, with the economy era full challenge, marketing theory and practice are accelerating the pace of innovation. Marketing not only has widely exploited in the economy and society field, but also more and more enterprises constantly innovate new performance, new competitive, new brilliance in unprecedented enthusiasm. Therefore, diverse strategies are adopted by most firms to discover and meet the needs and desires of its customers (Jobber & Fahy, 2009). Marketing orientation is one of the most successful strategies, such as the Apple company, it put to use and reap significant profit. Some specialists argue that product orientation can be used in all firms, while others debate that marketing orientation is more suitable for all products. However, several obstacles are faced by firms when they intend to move from a product to a marketing orientation. This essay will briefly describe that definition of the marketing orientation and product orientation, examples for some firms use marketing orientation and product orientation respectively as well. Furthermore, it mostly discusses key obstacles for if a firm moves from product to marketing orientation and give some reasonable solutions.