Market Orientation Assessment Essay

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 differentiation. 3.Long-Term Perspectives We place greater priority on long-term market share gain than short-run profit. DISAGREE (2) Psion still struggling to keep their existence and it makes them decide to put priority on making money. We put greater emphasis on improving our market performance than on improving internal efficiencies. DISAGREE (2) Psion decided to pull out and stop making handheld organizers even though they intend to keep exploiting the intellectual property it has gleaned from more than 20 years. Decisions are guided by long-term considerations rather than short-run expediency. AGREE (4) Psion decision to retain its 28 percent stake in Symbian and by the acquisition of Teklogix to move to the enterprise wireless market as a less risky market is clearly based on long-term consideration. Total score for long-term perspectives: 8 Due to currently struggling to keep their existence, Psion decided to put priority on making money compare than put priority on long-term market share and improving market performance. However decisions are guided by long-term consideration by move to les risky market. 4.Interfunctional Coordination Information about customer is widely circulated and communicated throughout the organization. DON’T KNOW (0) There is no indication about this matter in the article. The different department in the organization work effectively together to serve customer needs. DON’T KNOW (0) There is no indication about this matter in the article. Tension and rivalries between departments are not allowed to get in the way of serving customers effectively. AGREE (4) The article do not indicates clearly about tension and rivalries between department of Psion, but the article mentioned that there is provisional revenues from the combined enterprise division between Psion and Teklogix which shows that combined enterprise division expected to work closely without tension and rivalries each other to serve customers effectively and meet the expectation of revenues. Our organization is flexible to enable opportunities to be seized affectively rather than hierarchically constrained. DON’T KNOW (0) There is no indication about this matter in the article. Total score for interfunctional coordination: 4 5.Organizational Culture All employees recognize their role in helping to create satisfied end customers. DON’T KNOW (0) There is no indication about this matter in the article. Reward structures are closely related to external market performance and customer satisfaction. DON’T KNOW (0) There is no indication about this matter in the article. Senior management in all functional areas give top importance to creating satisfied customers. DON’T KNOW (0) Senior management meetings give high priority to discussing issues that affect customer satisfaction. DISAGREE (2) From the article, the most important issue is about strategic management to survive and keep the existence of the company, thus we conclude that  management meetings give high priority to discussing these issues instead of issued that affect customer satisfaction. Total score for organizational culture: 2 Total Score: 32 The highlight is on the struggle and effort made by company to stay alive, it tried to find new cooperation with other company to win over new market, decided to abandon the old market and focus on the less risk market In overall, they have lack market orientation that enables them to keep performing well in the respective market. It focused on the competitors instead on their customers, Psion saw the situation as failing without any hope, which maybe correct but maybe if they have taken another path , we may see the market of handheld product differently today