Guinness Essay

Vargo, Stephen L. and Robert F. Lusch (2004a), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.

Our strategy is to have the best and necessary brands - Guinness Director. Vanguard, 2013. Vanguard News. [ONLINE] Available at: http://www.vanguardngr.com/2013/01/our-strategy-is-to-have-the-best-and-necessary-brands-guinness-director/

competition and provides a commonly requested service. Customers will take notice to the fact that

The requirement to generate awareness, not only about the company, but for the industry as a whole.

| Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests.

To define customer orientation in respect to the philosophy underlying The Marketing Concept (May, 2014) is to

- Denison DR and Spreitzer GM, 1991. “Organizational culture and organizational development a competing values approach”. Available at : http://www.denisonconsu

When customers seek for a specific product or service, they obviously want the company to be responsible and well organized. A customer wants to be able to trust the company in which the company delivers everything correctly and the way the costumer wants. When all the customer wants and needs are met, the customer will be to determine which company fits best.

And trade-offs can arise for three reasons: the aim to deliver consistent value to customer, inflexible different activities

as the focal point of the marketing concept (Brassington and Pettitt 2007). This can be clearly seen in the role

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

Diageo plc is a British multinational firm that owns some of the most popular alcoholic drinks in the world. The firm boosts a reputation of not only being the largest spirits producer in the world, but also being the world 's leading premium drinks company. The company has an extensive portfolio and their most popular drinks include Smirnoff vodka, Baileys, Pimms, Blossom Hill and Guinness. The company owns 312,120 Breweries, 312,130 Wineries and 312,140 Distilleries in the world and trade in near 180 markets, and employs more than 200,000 people in about 80 countries; of which include Great Britain, Canada, United States, Ireland, Spain, Italy, Africa, Latin America,

Businesses can develop new products based on either a marketing orientated approach or a product orientated approach. According to Jaworski and Kohli (1993), marketing orientation is ‘the organization-wide generation of market intelligence pertaining to current and

This will help the company to deliver product and services that satisfy customers, hence increasing profitability.

From the 1960’s onwards there was strong competition for customers. Marketing departments were relied on to create an intelligent plan to inform an organisation about what they should produce, how much to charge for a product, where it should be sold, how they should communicated it to consumers, they do this through research and listening to customers. They attempted to understand consumer needs or potential needs. Modern marketers are particularly interested in brands as brands attract customers that stay loyal to the brand. As markets are continuously changing, market research and product development is an ongoing process for a market orientation company.