Page 34 - Fisherman's Friend Teaching Note
P. 34
Lofthouse of Fleetwood contracts its marketing activities
to an independent company, IMPEX, so that it can focus
on manufacturing, the question is does this make LOF a
sales, product or marketing company?
COMPANY ORIENTATION
Sales Orientation Volume output is the objective.
Simply get as much product onto the
market
Product Navel Gazing
Orientation Look internally at production
processes and systems to produce
the most efficient and effective
operation
Marketing Satisfy the customer at a profit to the
Orientation company
The answer is that LOF is both a product orientated and
marketing-oriented company in that LOF concentrates on
producing different varieties of Fisherman’s Friend while
IMPEX focuses on its sales distribution and marketing of
the product.
