Marketing Orientation
Paper Background
Mr. Dammika Rupasinghe is a Businessman and the proprietor of the D R Enterprises operated in the North Central Province. D R Enterprises is one of the oldest Kitchen apparatus manufactures who introduced the industrial String hoppers machine first time in Sri Lanka. In 1980 this product made a turnaround point of his business having a huge demand as a new invention. At that time Mr. Dammika was facing some difficulties of producing and distributing as per the pertained demand to this product.
In 1990, the market was little bit of competitive with number of competitors. Mr. Dammika has continuously developed the product using his technical knowledge for making the competitive advantage. Because of his product consciousness he upgraded the technology, quality and durability of the machine without concerning the cost of production. The high unit Price of the product and the availability of the product choices in the market led him a difficult time for the product sales. In 2013 he made an arrangement to restructure the sales force of D R Enterprises with an attractive incentive scheme.
Mr. Rajitha Wickramasinghe is the Marketing Executive of the D R Enterprises who has recently completed the Preliminary Certificate in Marketing conducted by the Sri Lanka Institute of Marketing. Now he is the key strategic driver of the DR Enterprises within the process of organizational restructuring project towards a Marketing orientation.
Assume that you are Rajitha Wickramasinghe who has been assumed duties in the Organizational restructuring project.
Task 1 – Analyze the above case and discuss the similarities with the theory that you have learned in the class for making a report based on different Era’s of Marketing orientation.
Task 2 – Advice Mr. Dammika Rupasinghe about the concept of Marketing orientation and Relationship Marketing and benefits of these concepts for a sustainable development of D R Enterprises.
Task 3 – Identify the key Macro elements that would have an impact in the success of D R Enterprises.
Task 4 – Mr. Dhammika Rupasinghe is planning to introduce a new product, Industrial Gas Oven targeting Hotels and pastry shops. Develop an appropriate Marketing Mix to introduce this product to its Target Market.
