Sat & Co. case demonstrates how market orientation can be achieved and how its implementation could lead to higher business performance in the context of the machine tool industry. Sat & Co. consisted of two divisions: The lathe that made lathes, and numerical control (NC) unit, which has collected CNC machines. Capacity of both units was not enough. The problem was that the division of the lathe is made very basic lathes and CNC division assembled very technologically advanced machines. As a result, both divisions were not able to meet the needs of its customers. Separation lathe was poorly oriented to the market, while the CNC division was based too much on the market. Chairman of the Board was adamant that both units have to survive, and that the market orientation should be achieved, ie, a company must meet the needs of customers and should improve their business performance. "Hide
by Satyendra Singh Source: Richard Ivey School of Business Foundation 10 pages. Publication Date: February 25, 2008. Prod. # 908A06-PDF-ENG
Related Case Solutions & Analyses:
Filling Institutional Voids in Indonesia: Jababekas Foray into Infrastructure
Scholtes Waterservices
IPODERAC: Finding the Path Towards Sustainability
Of Orangutans and Chainsaws: Cargill Inc. Confronts the Rainforest Action Network Advocacy
Paramount Distributing Inc.: The Popcorn Predicament
NTT DoCoMo – Joint Venture with Tata in Indian Mobile Telecom
Open Text Corporation
Y U Ranch: Strategy and Sustainability in Cattle Ranching (A)
Pro Organics (A)
Aiming Toward a Hydrogen Economy: Icelandic New Energy Ltd. (Islensk Nyorka)
