1. Customer-Oriented Concept with Holistic Approach
Customer, Customer and Customer!!!!!
Due to hyper competition scenario has drastically changed and shifted from selling to market or
customer.
Prof. Richard stated in his concept of hyper competition (Strategic Management) that due to
globalization, technology enhancement and increasing disposable income competition has been
increasing. Due to high FDI allows in India there is less entry barrier for new player. But the
question is that if there is wide competition in the market. How the existing player will survive
and sustain.
There is merely one solution for all the quires arise in the mind of management that’s customer.
Don’t try to make them fool as they are more educated and Government also took initiative to
aware consumers towards their rights.
What’s Customer-Oriented approach
Customer-oriented approach is the process of producing those products and idea, which are
willing by customer to buy. It is wastages of organization resources if we spend on R&D for
those ideas which would not be acceptable by our prospects customers.
Customer-Oriented approach helps you to understand customer better and serve them
accordingly.
Customer-Oriented approach involves various activities to serve customer better
1. Conduct market research to understand needs, wants and preference of customers.
2. Take feedback from existing customer to know about their likes and dislikes about
product.
3. Provide after sales services to reduce post dissonance.
4. Try to provide unique product.
A diagram draw below depict that to serve their customer better we have to keep updating
ourselves as per their changing needs.
BHarti Bhutani managementexplorer.com Page 2

2. Figure -: Customer-oriented Process
If we implemented the holistic approached with customer oriented approach will give us
immense experience in-terms of market share, profit and level of satisfied customers. Though
‘Holistic approach’ we can integrate all marketing heads (internet marketing, social marketing,
4p’s, relationship marketing et al)at one place, so that we can easily inter-relate all the head at a
time.
BHarti Bhutani managementexplorer.com Page 2