Page 27 - Kirin Holdings Teaching Note
P. 27
STRATEGY
HOW DID ISOZAKI GROW THE BUSINESS?
Kirin Group has worked for over a century developing its
product base. To all intents and purposes, it has been a
product-oriented company.
COMPANY ORIENTATION
Sales Orientation Volume output is the objective.
Simply get as much product onto the
market
Product 1885 Navel Gazing
Orientation Look internally at production
processes and systems to produce
the most efficient and effective
operation
Marketing 2019 Satisfy the customer at a profit to the
Orientation company
However, by the completion of its 16MTBP it had become
both a product orientated and marketing-oriented company
in that Kirin Group concentrates on producing different
product offerings to customer bases.
