Market Orientation Assessment Psion

Topics: Strategic management, Customer, Customer service Pages: 5 (1146 words) Published: May 13, 2014
Market Orientation Assessment:
1.Customer Orientation
Information about customer needs and requirements is collected regularly. DON’T KNOW (0)
There is no statement in the article indicates that Psion has collected information about customer needs and requirements regularly.

Our corporate objective and policies are aimed directly at creating satisfied customers. DON’T KNOW (0)
Since there is no clear statement in the article whether Psion has collected information about customer needs and requirements regularly, the corporate objective and policies are also not clear if it aimed directly at creating satisfied customer.

Levels of customer satisfaction are regularly assessed and action is taken to improve matters where necessary. DON’T KNOW (0)
There is no statement in the article indicates that Psion regularly assess level of customer satisfaction and take action to improve matters where necessary.

We put major effort into building stronger relationships with key customers and customer group. DON’T KNOW (0)
The article did not indicate that Psion put major effort into building stronger relationship with their key customers and customer group.

We recognize the existence of distinct groups or segments in our markets with different needs and we adapt our offering accordingly. AGREE (4)
Psion saw that high-end organizer market was being invaded by new generation of smart-phones, those are phones with organizer capabilities built-in. Psion saw this as a market for integrated devices. Psion knew that their product as standalone organizer had a finite lifespan, thus Psion will create a connected device by did a strategic deal with Motorola to penetrate the market for integrated devices. It shows that Psion recognize the existence of distinct segment in the market with different needs and they create the connected devices to enter it.

Total score for customer orientation: 4
Psion has questioned its future as a maker of handheld electronic organizers due to handheld market has changed too much by a new smart phone products which have functionality as organizer and a phone and also by cheaper organizers. However it seems there is no indication that Psion take any action to collect information from customer about current needs and requirements and put some effort to build stronger relationship with their major customers. Psion did read the signal of changes in the market through recent advertisement, instead.

2.Competitor Orientation
Information about competitor activities is collected regularly. AGREE (4)
Psion knows information about current activities of their competitors such as new products and excess capacity of the rivals.

We conduct regular benchmarking against major competitor offerings. AGREE (4)
Psion did evaluation about major competitor offering.

There is rapid response to major’s competitor actions.
AGREE (4)
Psion apply strategic thrust to response the major’s competitor actions even it have fell through, and spent the last five months going through every option to see what other ways there were to preserve the strategic thrust. When Palm and Handspring done wrote off about $ 300m and make prices dived, Psion decide to pull out and will stop making handheld organizer but still continue to sell existing products. It shows Psion’s rapid response to what have done by the major competitors.

We put major emphasis on differentiating ourselves from the competition on factors important to customers. DISAGREE (2)
Psion do not put major emphasis on differentiating themselves from the competition on factors important to customers, described by Psion decision to stop making handheld and keep sell existing products.

Total score for competitor orientation: 14
Psion knows information about current activities of their competitors, did evaluation about major competitor offering and response to major’s competitor’s action rapidly. However Psion do not put major emphasize on...
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