Market Orientation Assessment Psion

Levels of customer satisfaction are regularly assessed and action Is taken to Improve matters where necessary.  There is no statement in the article indicates that Poison regularly assesses level of customer satisfaction and take action to improve matters where necessary. We put major effort into building stronger relationships with key customers and customer group. The article did not indicate that Poison put major effort into building stronger relationship with their key customers and customer group.

We recognize the existence of distinct groups or segments in our markets with efferent needs and we adapt our offering accordingly. Poison saw that high-end organizer market was being Invaded by new generation of smart-phones, those are phones with organizer capabilities built-in. Poison saw this as a market for integrated devices. Poison knew that their product as standalone organizer had a finite lifep, thus Poison will create a connected device by did a strategic deal with Motorola to penetrate the market for integrated devices.

It shows that Poison recognize the existence of distinct segment In the market with different needs and they create the connected devices to enter it. Total score for customer orientation: Poison has questioned Its future as a maker of handheld electronic organizers due to handheld market has changed too much by a new smart phone products which have functionality as organizer and a phone and also by cheaper organizers. However it seems there is no indication that Poison take any action to collect information from customer about current needs and requirements and put some effort to build stronger relationship with their major customers.

Poison did read the signal of changes in the market through recent advertisement, instead.Information about competitor activities is collected regularly. Poison knows information about current activities of their competitors such as new products and excess capacity of the rivals. We conduct regular benchmarking against major competitor offerings. Poison did evaluation about major competitor offering. There is rapid response to major’s competitor actions.

Poison apply strategic thrust to response the major’s competitor actions even it have fell through, and spent the last five months going through every option to see what other ways there were to preserve the strategic thrust. When Palm and Handspring done wrote off about $ mom and make prices dived, Poison decide to pull out and will stop making handheld organizer but still continue to sell existing products. It shows Poison’s rapid response to what have done by the major competitors.

We put major emphasis on differentiating ourselves from the competition on factors important to customers. Poison do not put major emphasis on differentiating themselves from the competition on factors important to customers, described by Poison decision to stop making handheld and keep sell existing products. Total score for competitor orientation: Poison knows information about current activities of their competitors, did evaluation about major competitor offering and response to major’s competitor’s action rapidly. However Poison do not put major emphasize on differentiation.

Long-Term Perspectives

We place greater priority on long-term market share gain than short-run profit. Poison still struggling to keep their existence and it makes them decide to put priority on making money. We put greater emphasis on improving our market performance than on improving internal efficiencies.  Poison decided to pull out and stop making handheld organizers even though they intend to keep exploiting the intellectual property it has gleaned from more than 20 years.

Poison decision to retain its 28 percent stake in Simian and by the acquisition of Tektronix to move to the enterprise wireless market as a less risky market is clearly based on long-term consideration. Total score for long-term perspectives: 8 Due to currently struggling to keep their existence, Poison decided to put priority on making money compare than put priority on long-term market share and improving market performance. However, decisions are guided by long-term consideration by move to less risky market.

International Coordination

Information about customer is widely circulated and communicated throughout the organization. There is no indication about this matter in the article. The different department in the organization work effectively together to serve customer needs. Tension and rivalries between departments are not allowed to get in the way of serving customers effectively.

The article do not indicates clearly about tension and rivalries between department f Poison, but the article mentioned that there is provisional revenues from the combined enterprise division between Poison and Tektronix which shows that combined enterprise division expected to work closely without tension and rivalries each other to serve customers effectively and meet the expectation of revenues. Our organization is flexible to enable opportunities to be seized affectively rather than hierarchically constrained.  Total score for international coordination.