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Agenda Business Journal
Volume no. 11 | 2018/11 Issue no. 1
Title
IMPACT OF MARKET ORIENTATION ON BUSINESS PERFORMANCE OF SELECTED SMALL AND MEDIUM BUSINESSES IN BATANGAS CITY
Author
Fena M. Lopez, Krischa D. Sastado and Joshua Alexin P. Guerra
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Abstract
This research aimed to determine the impact of market orientation on business performance of selected small and medium businesses in Batangas City. The study was limited to forty (40) selected small and medium businesses in Batangas City. The owners or the managers of these businesses were considered as the respondents of the study. The researchers used the descriptive method of research since it involved collecting data in order to answer the questions concerning the status of the study. The researchers used purposive sampling to determine the participants of the stud and used a survey questionnaire as the data gathering instrument. The study found out that the selected small and medium businesses in Batangas City are customer-oriented, competitor-oriented as well as inter-functionally coordinated in a way that creates superior value for their customers. It supports that market orientation is an important determinant of small and medium businesses success. Responsiveness to customers’ need and changing market conditions become important for the success of business and this calls for the introduction of market-oriented products and services and re-orientation of firms operating in the business environment to be market oriented in their processes, routines and outputs. The findings suggested that market orientation is an important strategy for small and medium sized businesses in Batangas City because it could lead to a business’ ability to continuously understand their market in the face of changing market conditions and thus, increase business performance. Based on these results, SMEs in Batangas City are recommended to continuously conduct environmental scanning specifically to better understand their current and potential competitors. Regardless of the company size, every department, facility, branch office, and or any other organizational unit must be well defined and understood that all employees must recognize their role in helping the firm achieve and sustain competitive advantage.
Keywords
business performance, SMEs, Batangas City
References
Armstrong, Gary & Philip, Kotler. (2012). Principles of Marketing. 14th Ed. Pearson Education PTE Ltd. South Asia. Briones, Jesus. (2010). Practical Thesis Writing Guide for College Students.Western Batangas Development Corporation. Philip Kotler & Kevin Lane (2012). Marketing Management. 14th Edition Pearson Education South Asia. Rowena S. Carmona. (2013). “Proposed Personal and Professionals Enhancement Activities for Basic Education Teachers of Sta. Teresa College Bauan Batangas”. Graduate Thesis, University of Batangas. William O. Bearden, Thomas N. Ingram, Raymund W. (Buddy) Laforge (2007). Marketing Principles Perspectives. 5th edition.