suggests, focused on the internal production process associated with the product. This is a take-it-or-leave-it approach to marketing in which the customer's needs and wants are scarcely considered ("Marketing Orientation" 10). The production process frames the marketing approach to the product, pricing and distribution; promotional activities are likely to focus on where consumers can purchase the product. Product features and price competition play little or no part in the production orientation.
Companies that have a production orientation focus their activities on manufacturing. They are interested in keeping their manufacturing costs down in order to maximize their profit and their internal efficiency. Indeed, the production orientation is an internal focus rather than an external focus. To some degree, these companies do not react to external forces certainly not as frequently as companies with different orientations--but instead focus on process improvement and on increasing production. These companies are intent on maximizing profit through volume ("Furrer" 19).
Production orientation is most often seen when there are few competitors in the market and when companies are seeking to exploit this lack of competition. By focusing on internal processes, companies are able to realize greater economies of scale, which may help prevent additional competition, and can also rely on the fact that there is little competition to avoid consumers confusing one product with another. Because of this,
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