pany's marketing orientation in relation to Tiger Beer
Performing an environmental scan in relation to marketing Tiger Beer
Developing a set of recommendations for consideration by the company to improve the performance of the Tiger Beer brand
Proposing a plan for implementing the recommendations to improve the performance of the Tiger Beer brand
One model for assessing a firm's marketing orientation views the process as evolutionary. In this model, a typical firm begins with a production orientation, and then assumes a sales orientation, before adopting an orientation where emphasis is placed on improved distribution capabilities to reach customers more efficiently. Eventually, the marketing orientation of the firm begins to focus on the needs and wants of customers (Kotler 121-125). While there are other models through which a firms marketing orientation may be assessed, this model is applied in relation to APB's marketing orientation for Tiger Beer.
The marketing orientation of APB in relation to Tiger Beer on a global basis is in part (a) focused on improved distribution capabilities to reach customers more efficiently and in part (b) focused on the needs and wants of customers. In the global expansion of the Tiger Beer brand, APB very much focuses on improved distribution capabilities to reach customers more efficiently. This orientation applies in Western Europe, in North America, and in some parts of Asia. Where the Tiger Beer brand is well established (Singapore, Malaysia, and Australia, as examples), however, APB focuses on the needs and wants of customers. This orientation does not extend only to the product. In Singapore, as an example, APB uses the Tiger Beer name to support sports venues that are important to its customer base, entertainment venues that are important to its customer base, and socially responsible behavior, in addition to focusing on the needs and wants of customers related to the pro...