Corporate Strategy: Market Orientation and Success at PRIMARK

This report investigates the effectiveness of market orientation in achieving corporate success, focusing on PRIMARK as a case study. The report explores the concept of market orientation, its benefits, and the corporate strategies employed by firms to attain success. It examines the impact of market orientation on PRIMARK's business performance, identifying the benefits of this approach in achieving desired outcomes. The methodology includes a mixed-method approach, incorporating both qualitative and quantitative aspects. The literature review covers key themes such as market orientation, corporate success, and their relationship. Data collection involves primary and secondary sources, including questionnaires and academic resources. The report concludes that market orientation is crucial for implementing effective strategies that enhance a firm's position and achieve its goals.

Corporate
Strategy

Table of Contents
Title: ................................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
1.1 Background to the research problem.....................................................................................1
1.2 Research Aims and Objectives..............................................................................................1
1.3 Outline of Methodology........................................................................................................1
1.4 Research Significance...........................................................................................................2
Chapter 2: Literature Review...........................................................................................................3
2.1 Chapter Overview.................................................................................................................3
2.2 Theme 1: The concept of market orientation........................................................................3
2.3 Theme 2: The benefits of attaining corporate success for an organisation. ........................3
2.4 Theme 3: The corporate strategy of firm for attainment of success.....................................3
2.5 Theme 4: The impact of market orientation on business performance of PRIMARK........4
2.6 Theme 5: The benefits of market orientation in order to attaining desired success..............4
2.7 Conclusion.............................................................................................................................4
Chapter 3: Research Methodology...................................................................................................5
3.1 Chapter Overview.................................................................................................................5
3.2 Research Philosophy and Justification..................................................................................5
3.3 Research Approach and Justification....................................................................................5
3.4 Research Method/Strategy and Justification.........................................................................5
3.5 Data Collection Method and Justification.............................................................................5
3.6 Data Analysis Method...........................................................................................................6
3.7 Ethical Consideration ...........................................................................................................6
Gantt Chart ......................................................................................................................................6
References .......................................................................................................................................7

Title:
“Market orientation and Corporate success"- A study on PRIMARK
Chapter 1: Introduction
1.1 Background to the research problem
The main purpose of research work is to analyse market orientation and corporate success
for attainment of business goal and objectives in an effective and efficient manner. Market
orientation and implementation of corporate strategy are two different and important aspects
which are requires to be considered by the businesses for the reason of successfully
implementation of organisational operations in regards to reaching at higher competitive
advantage. In the present investigation area PRIMARK is the chosen organisation, as the
company is most suitable in analysing the study over the area of identifying the effectiveness of
market orientation in attaining corporate success.
1.2 Research Aims and Objectives
Research Aim
“To identify the effectiveness of market orientation and corporate success in competitive
market”. A case study on PRIMARK.
Research Objectives
 To define concept of market orientation.
 To analyse benefits of attaining corporate success for an organisation.
 To determine corporate strategy of firm for attainment of success.
 To ascertain impact of market orientation on business performance of PRIMARK
 To identify benefits of market orientation in order to attaining desired success.
1.3 Outline of Methodology
The primary obligation of an investigator is to select the most suitable methodologies for
the purpose of carry out the work in right manner. In the present, work investigation is based on
analysing the effectiveness of market orientation and corporate success in competitive market, in
this mixed method will be more suitable as it covers qualitative as well as quantitative aspects.
1.4 Research Significance
The key significance of this present investigation is to explore the area of proper market
orientation that helps a business in implementing a suitable and well planned strategy which is
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effective for the business in systematically executing business operations, that could be resulted
in attainment of growth and opportunity. Therefore, this area of investigation is effective in
enhancing the idea and knowledge base of individuals in regards to the chosen subject area.
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Chapter 2: Literature Review
2.1 Chapter Overview
This refers as the most effective part of an exploration, thus this is effective in conducting
an in-depth evaluation over the a chosen subject area in respect to developing detailed analysis.
Therefore, this area is effectual in carry out the work in right manner via the support of
accumulating information from secondary sources like books, journals, published research
articles etc. This part is effective a detailed theoretical framework which supports the work in
right manner to reaching at key outcome.
2.2 Theme 1: The concept of market orientation.
As per the article published on tutor2u, market orientation can be define as a approach
which helps business to full fill needs and wants of customers (Marketing Orientation, 2018). This
focus on customers actual requirement rather than what organisation thinks for its customers.
Market orientation approach is very helpful in success of an organisation. As in this company is
developing and manufacturing products as per the demand of customers. Company following
this approach majorly consider market and consumer requirement first and produce products
accordingly. This helps in attracting more and more customers as consumers requirement will be
full filled by market orientation approach.
2.3 Theme 2: The benefits of attaining corporate success for an organisation.
As per the view point of Chanel Suitherland 2019, corporate success is very beneficial for
organisation (5 Key Benefits of Organizational Development, 2019). There are various benefits
of accomplishing corporate success for a company as it lead to continuous improvement of
organisation. This helps in increasing communication as well as aligning all employees to
achieve desired targets of organisation. Corporate success will lead to development of employees
and conducting business activities in effective and efficient way. Organisation will be able to
manufacture or produce better products and services which will be able to full fill needs and
wants of customers. This is beneficial in enhancing profits of organisation.
2.4 Theme 3: The corporate strategy of firm for attainment of success.
As per views of Bill Liabotis, 2018, there are different corporate strategy of firm which
helps in attainment of success. Here, strategy includes achieving growth, customer focused
growth strategies and executing growth strategies (Three Strategies for Achieving and Sustaining
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Growth, 2018). All these strategy has their own importance which leads in growth and success of
business in an effective and efficient manner. In case of achieving growth strategy, best process
and execution infrastructure should be develop properly, for customer focused need and
requirements of users has to understand and executing growth strategies can be developed by
execution of organisation capabilities, performance management and leadership. Therefore, all
these strategies assist in better achievement of goals and objectives for business.
2.5 Theme 4: The impact of market orientation on business performance of PRIMARK.
According to opinion of Jeevan Jyoti and Jyoti Sharma, 2019, market orientation is
defined as business perceptive which helps in making customer to focal point of overall
operation of company. The respective organisation has to analyse impact of market orientation
on business performance. This helps to know about need and demand of consumers in an
effective and efficient manner which assist in fulfilling their requirement. This helps in
increasing performance of business in terms of rising profits and gains, market share, growth and
so on. This helps in creating satisfaction, brand value, goodwill of business at market place and
all users purchase products and services from same place.
2.6 Theme 5: The benefits of market orientation in order to attaining desired success.
As per the view point of Jim Woodruff 2019, market orientation is very helpful in
achieving desired goals and objective of organisation (The Advantages of Marketing
Orientation, 2019). Market orientation approach lead to develop and manufacture products as per
the requirement of customers. This can be consider a major benefits for a company as it directly
affect revenue and profits in a positive manner. It focus on increasing sales and income of
organisation by providing products as per customers requirement. Market orientation is helpful
in satisfying needs and wants of customers as well as enhancing customer base. This lead to
increase market share and gain competitive advantage.
2.7 Conclusion
From the detailed analysis of the project it has been concluded that market orientation is
the most important aspect which perform a vital role in implementing suitable strategy that
creates value for the firm in attainment of higher position that could be resulted in reaching at
the significant aim and targets.
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Chapter 3: Research Methodology
3.1 Chapter Overview
Research methodology is refers as the most essential aspect of investigation area which
assist the overall work in right manner. This consist over various applications that are associated
as under:
3.2 Research Philosophy and Justification
This section is encompasses over three types i.e. Interpretivism, positivism and
pragmatism. In the present investigation work interpretivism philosophy will be the most
appropriate tool, as it is effective in providing suitable guidance with the support of opinion
analysis of various authors and writers.
3.3 Research Approach and Justification
This part of methodology is based on deductive, inductive and abductive investigation
approach. In the present study area, inductive approach will be the most efficient source as it is
effectual in providing detailed evaluation with the support of theories and hypothesis.
3.4 Research Method/Strategy and Justification
In the existing investigation area, survey is recognised as the most suitable research
strategy, as it is effectual in assisting the overall work in right manner with the execution of
survey via the help of developing questionnaire.
3.5 Data Collection Method and Justification
In the resent investigation area, both primary as well as secondary sources will applicable
in accumulation of relevant data. For primary data collection, researcher has to use questionnaire
which should be filled from capable person who provide correct information for research work.
This helps in reaching to conclusion for research work. Similarly, in case of secondary data
collection, researcher has to collect information from authenticate sources such as newspaper,
books, article and google scholar for their work. Here, given topic is market orientation and
corporate success which requires views and opinions of customers for providing of products and
services to them in effective and efficient manner.
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3.6 Data Analysis Method
In the, investigation into consideration, thematic analysis will be the most suitable way to
analyse information, as it is supportive in carry out the work in right manner with the help of
developing themes that covers aim and objectives of the investigation.
3.7 Ethical Consideration
The researcher has to collect data and information from authenticate sources. Each and
every data and information has to be data security, confidentiality and reliable so that correct
outcome is achieved in an effective and efficient manner. Therefore, this ethical consideration
has to be kept in mind by researcher while collecting data and information in appropriate
manner.
Gantt Chart
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References
Books and Journals
Abdulai Mahmoud, M. and Hinson, R. E., 2012. Market orientation, innovation and corporate
social responsibility practices in Ghana's telecommunication sector. Social
Responsibility Journal. 8(3). pp.327-346.
Duanmu, J. L., 2011. The effect of corruption distance and market orientation on the ownership
choice of MNEs: Evidence from China. Journal of International Management. 17(2).
pp.162-174.
Hong, J., Song, T. H. and Yoo, S., 2013. Paths to success: how do market orientation and
entrepreneurship orientation produce new product success?. Journal of Product
Innovation Management. 30(1). pp.44-55.
Kam Sing Wong, S. and Tong, C., 2012. The influence of market orientation on new product
success. European Journal of Innovation Management. 15(1). pp.99-121.
Urde, M., Baumgarth, C. and Merrilees, B., 2013. Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research. 66(1). pp.13-20.
Online
Marketing Orientation. 2018. [Online]. Available
through<https://www.tutor2u.net/business/reference/marketing-orientation>.
5 Key Benefits of Organizational Development. 2019. [Online]. Available
through<https://explorance.com/blog/5-key-benefits-organizational-development/>.
Three Strategies for Achieving and Sustaining Growth. 2018. [Online]. Available through:
<https://iveybusinessjournal.com/publication/three-strategies-for-achieving-and-
sustaining-growth/>.
Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and
Customer Satisfaction. 2019. [Online]. Available through:
<https://journals.sagepub.com/doi/abs/10.1177/0972262912460188?journalCode=visa>.
The Advantages of Marketing Orientation. 2019. [Online]. Available
through<https://smallbusiness.chron.com/advantages-marketing-orientation-
20975.html>.
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