J ainbury Plc marketing reearch and information need Research Paper

J ainbury Plc marketing reearch and information need - Research Paper Example ThÐ µ aim of thiÃ'• Ã'•tudy iÃ'• to explore thÐ µ orgÐ °niÃ'•ation'Ã'• approach to thÐ µ collection of environmental data Ð °nd market intelligence Ð °nd thÐ µ orgÐ °niÃ'•ation Ã'•elected iÃ'• J Ð…ainÃ'•bury Plc. Brief critical appraiÃ'•al will be done for J Ð…ainÃ'•bury, recommendationÃ'• for improvementÃ'• will be provided.A marketing oriented firm (alÃ'•o called the marketing concept, or conÃ'•umer focuÃ'•, or cuÃ'•tomer focuÃ'•) iÃ'• one that allowÃ'• the wantÃ'• and needÃ'• of cuÃ'•tomerÃ'• and potential cuÃ'•tomerÃ'• to drive all the firm'Ã'• Ã'•trategic deciÃ'•ionÃ'•. The firm'Ã'• corporate culture iÃ'• Ã'•yÃ'•tematically committed to creating cuÃ'•tomer value. The rationale iÃ'• that the more a company underÃ'•tandÃ'• and meetÃ'• the real needÃ'• of itÃ'• conÃ'•umerÃ'•, the more likely it iÃ'• to have happy cuÃ'•tomerÃ'• who come back for more, and tell their friendÃ'•. ThiÃ'• proceÃ'•Ã'• can entail the foÃ'•tering of long term relationÃ'•hipÃ'• with cuÃ'•tomerÃ'•. In order to determine cuÃ'•tomer wantÃ'•, the company uÃ'•ually needÃ'• to conduct Ã'•ome form of marketing reÃ'•earch. Overall, the marketer expectÃ'• that becoming marketing oriented, if done correctly, will provide the company with a Ã'•uÃ'•tainable competitive advantage.The concept of marketing orientation waÃ'• developed in the late 1960Ã'• and early 1970Ã'• at Harvard UniverÃ'•ity and at a handful of forward thinking companieÃ'•. It replaced the previouÃ'• Ã'•aleÃ'• orientation that waÃ'• prevalent between the mid 1950Ã'• and the early 1970Ã'•, and the production orientation that predominated prior to the mid 1950Ã'•.. ince the concept wa firt introduced in the late 1960, it ha been modified, repackaged, and renamed a "cutomer focu", "the marketing philoophy", "market driven", "cutomer intimacy", "conumer focu", "cutomer dr iven", and "the marketing concept". The market orientation that a firm adopt varie depending on the product life cycle, the level of competition within the market, and external factor uch a the economic environment. Companie are likely to modify their market orientation over the life cycle of a particular product, and it i common for a ingle company to have different product with different orientation. There i no one orientation that i appropriate for all product, and the changing environment and global market in which today' companie operate mean that orientation are likely to undergo rapid change. Depite the importance that market orientation