Here's a puzzle:
Lanka Sathosa sells rice at Rs. 180/kg while supermarkets charge Rs. 250/kg.
How do they stay profitable?
Dialog charges premium prices but commands 53% market share.
Why don't customers switch to cheaper competitors?
Dilmah could maximize profits by cutting costs. Instead, they invest Rs. 500M+ annually in farmer welfare.
Why?
The answer: Marketing Orientation.
These companies don't just have different strategies—they have fundamentally different business philosophies. Each has chosen a specific way to create and deliver value to customers.
Your marketing orientation isn't just your strategy—it's the lens through which your business views success. It determines what you prioritize, where you invest, and how you compete.
📚 In This Article, You'll Discover:
- The 5 marketing orientations that drive every successful business
- Why Lanka Sathosa survives on 5-8% margins while competitors fail
- How Damro justifies 50% premium pricing through quality focus
- Why insurance companies need 10,000+ agents to sell policies
- How Dialog dominates despite premium prices through customer understanding
- Why Dilmah invests millions in sustainability and still profits
- Cargills' hybrid approach combining 3 orientations successfully
- A practical framework to choose YOUR orientation with action plan
In our previous article, we explored how marketing evolved through five distinct eras. Those eras gave rise to different marketing orientations—the fundamental business philosophies organizations use today.
By the end of this article, you'll know exactly which marketing orientation—or combination—will help your business thrive in Sri Lanka's competitive market.
What Are Marketing Orientations? Your Business Compass
A marketing orientation answers one critical question:
"What should we focus on to create value for customers?"
Different answers lead to dramatically different businesses:
Production Orientation: "We'll win by being most efficient and affordable"
→ Lanka Sathosa keeps prices 28% lower than competitors
Product Orientation: "We'll win by building the best quality products"
→ Damro's furniture lasts 15+ years vs competitors' 5-7 years
Selling Orientation: "We'll win by aggressive promotion and sales"
→ Insurance companies use 10,000+ agents nationwide
Marketing Orientation: "We'll win by understanding exactly what customers need"
→ Dialog creates 50+ different packages for different customer segments
Societal Orientation: "We'll win by balancing profit with social responsibility"
→ Dilmah invests Rs. 500M+ annually in farmer welfare
Your orientation determines:
- Decision-making priorities - What gets approved first?
- Resource allocation - Where does budget go?
- Success metrics - What do you actually measure?
- Team structure - Who has the most influence?
- Innovation focus - Where do you invest in improvement?
⚠️ Why This Matters: Lessons from the 2022 Crisis
The 2022-2023 economic crisis was a brutal test of business orientation:
❌ Wrong Orientation = Collapse
- Premium restaurants with product orientation couldn't adapt when customers became price-sensitive
- Retailers with selling orientation failed when customers stopped impulse buying
✓ Right Orientation = Survival
- Lanka Sathosa (production) thrived by focusing on affordability
- Dialog (marketing) retained customers with crisis-appropriate packages
- Cargills (hybrid) adjusted emphasis while maintaining all strengths
The businesses that survived weren't necessarily the "best"—they were the ones whose orientation matched market reality.
Now let's explore each orientation in detail.
📊 Quick Comparison: The 5 Marketing Orientations
| Orientation | Core Focus | Best For | Example | Main Risk |
|---|---|---|---|---|
| Production | Efficiency & Low Cost | Essential goods, price-sensitive markets | Lanka Sathosa | Quality compromise |
| Product | Quality & Innovation | Premium markets, differentiated products | Damro, Mlesna | Market mismatch |
| Selling | Aggressive Promotion | Complex products, low awareness | Insurance companies | Pushy reputation |
| Marketing | Customer Needs | Competitive markets, varied needs | Dialog | Analysis paralysis |
| Societal | Profit + Purpose | Sustainability focus, brand building | Dilmah | Greenwashing risk |
1. Production Orientation – Win Through Efficiency and Affordability
Core Belief:
"If we produce efficiently and keep costs rock-bottom, customers will buy."
The Philosophy: Success comes from operational excellence—not fancy marketing, not premium features, just reliable products at the lowest possible price.
When Production Orientation Works Best
- Products are essential - Food, medicine, basic household goods
- Customers are extremely price-sensitive - Every rupee counts
- Demand exceeds supply - Availability matters more than variety
- Competition is primarily on cost - Price is the main differentiator
🏪 Real Sri Lankan Example: Lanka Sathosa
Background: Government-owned retail chain serving 500+ outlets nationwide, focusing exclusively on making essentials affordable for average Sri Lankans.
How They Apply Production Orientation:
1. Bulk Purchasing Power
- Buys directly from manufacturers in massive quantities
- Eliminates middlemen completely
- Negotiates rock-bottom wholesale prices
- Result: Rice at Rs. 180/kg vs Rs. 250/kg at supermarkets (28% cheaper)
2. Bare-Minimum Operations
- Simple store layouts - no fancy displays
- Minimal staff - focused on restocking
- Basic packaging - functional, not attractive
- Result: Operating costs 40-50% lower than Keells/Cargills
3. Limited Product Range
- ~2,000 SKUs vs Keells' 15,000+ SKUs
- Focus only on high-turnover essentials
- No premium brands or specialty items
- Result: Faster inventory turnover, lower storage costs
📈 Performance During 2022 Crisis:
- Maintained stock when competitors had empty shelves
- Prices remained 25-30% lower than market rates
- Customer traffic increased 40% as middle class traded down
- Profit margins: 5-8% vs Keells' 20-25% (volume compensates)
✓ Why Production Orientation Succeeds
- Price Leadership: When customers decide primarily on price, being cheapest wins
- Essential Goods Advantage: People need rice, dhal, flour regardless of packaging
- Volume Compensates: Lower margins but 3-4X higher volume per SKU
- Crisis Resilience: During downturns, affordability becomes MORE valuable
❌ When Production Orientation Fails
- Quality Compromise: Cost-cutting that damages product quality loses trust
- No Differentiation: When competitors match price, no other advantage remains
- Poor Customer Service: Efficiency focus means long lines, unhelpful staff
- Sustainability Issues: Extreme cost-cutting can harm workers and environment
2. Product Orientation – Win Through Quality and Innovation
Core Belief:
"If we build superior products, customers will recognize the value and choose us—even at higher prices."
When Product Orientation Works Best
- Quality clearly differentiates you - Customers can see/feel the difference
- Target market is value-focused - Willing to pay more for better
- Innovation matters - Features/performance drive decisions
- Long usage cycles - Quality pays off over years
🛋️ Real Example: Damro – "Built to Last a Lifetime"
Background: Founded 1986, now 800+ stores across South Asia, premium furniture that costs 30-50% more than local competitors.
Material Quality
- High-density foam: 35-40 kg/m³
- Competitors: 25-30 kg/m³
- Result: 15+ year lifespan vs 5-7 years
Premium Pricing
- Damro sofa: Rs. 150,000
- Local alternative: Rs. 80,000
- 5-year warranty vs 1-year standard
💬 Customer Perspective:
"Yes, Damro costs more. But buying cheaper furniture twice in 10 years costs more than buying Damro once. Plus, Damro still looks good after 10 years."
✓ Why Product Orientation Succeeds
- Premium Pricing Justified: Quality difference visible = willing to pay more
- Word-of-Mouth Marketing: Exceptional products sell themselves
- Lower Price Competition: Competing on quality, not price (healthy margins)
- Customer Loyalty: Quality creates lasting relationships
❌ When Product Orientation Fails
- Quality Not Visible: Customers can't perceive the difference
- Price-Driven Market: During crises, quality becomes "nice to have"
- Over-Engineering: Adding features customers don't value
- Ignoring Feedback: "Build it and they will come" mentality fails
4. Marketing Orientation – Start with Customer Needs
Core Belief:
"Understand what customers truly need, then create solutions specifically for them."
📱 Real Example: Dialog Axiata
The Question: How does Dialog maintain 53% market share while charging 15-20% more than competitors?
Answer: Deep customer segmentation and personalized packages.
Students (2.5M subscribers)
Dialog ViU Student: Rs. 99/month for 15GB social media data
vs Competitors' generic Rs. 150 package with only 5GB
Young Professionals (3.2M subscribers)
Dialog Super: Rs. 399/month for 30GB + 200 minutes + international
vs Competitors: Rs. 350 for 20GB without international
Families (1.8M family groups)
Dialog Family: Rs. 1,200/month for 100GB shared + 4 lines
vs Competitors: Individual plans only, no sharing
📊 Performance Metrics:
- Net Promoter Score: 68 (Industry average: 35)
- Customer retention: 89% annually (Competitors: 65-70%)
- ARPU: Rs. 450/month vs Rs. 310 industry average
- Customer Lifetime Value: Rs. 27,000 vs Rs. 15,000 industry
Beyond Single Orientations: Cargills' Hybrid Success
Here's what most businesses miss: You don't have to choose just one orientation.
Cargills (175+ years, Rs. 195B revenue, 407+ outlets) masterfully combines THREE approaches:
1. Production Orientation for Essentials
When: Rice, flour, sugar—basic staples
Focus: Efficiency, low cost, wide availability
Result: Maintained stock during 2022 crisis when competitors had empty shelves
2. Marketing Orientation for Premium
When: Fresh produce, organic items, specialty goods
Focus: Customer segmentation, personalized loyalty programs
Result: Loyalty members spend significantly more annually
3. Societal Orientation for Supply
When: Farmer partnerships, sourcing relationships
Focus: Payments above market rate, supports 30,000+ farmers
Result: Reliable supply, sustained competitive advantage
Why This Works: Each orientation serves specific situations.
Together, they create competitive advantage competitors can't easily copy.
How to Choose Your Marketing Orientation: Practical Framework
There's no single "best" orientation. The right choice depends on your market, customers, and goals. Follow this framework:
Ask Yourself These 5 Critical Questions:
1. How competitive is your market?
- Low competition (1-3 competitors) → Consider Product Orientation
- Moderate (5-10 competitors) → Consider Marketing Orientation
- High (20+ competitors) → Prioritize Marketing or Selling Orientation
Expert Note: In a crowded market, competing on price (a Production focus) is a race to the bottom. You must out-market your rivals by finding a niche and communicating unique value, or use aggressive selling to capture market share.
2. What drives customer decisions?
Survey 20 customers: "Why did you choose us?"
- If 70%+ say "Price" → Production Orientation
- If 70%+ say "Quality" → Product Orientation
- If answers are mixed → Marketing Orientation
- If 70%+ mention "Trust/Values" → Add Societal Orientation
3. What's your product type?
- Essential commodities (rice, basic goods) → Production
- Durable products (furniture, appliances) → Product
- Complex/intangible (insurance, consulting) → Selling or Marketing
- Resource-based (tea, agriculture) → Consider Societal
4. What are your business goals?
- Short-term survival → Production or Selling
- Medium-term growth → Marketing Orientation
- Long-term brand building → Product or Societal
5. What resources do you have?
- Production: Moderate-high investment, 3-6 months to results
- Product: High investment, 12-24 months to results
- Selling: Moderate-high investment, 1-3 months to results
- Marketing: Moderate investment, 6-12 months to results
- Societal: Very high investment, 24-60 months to results
Final Thoughts: Your Marketing Orientation Determines Your Destiny
Remember the puzzle we started with?
Lanka Sathosa sells rice at Rs. 180/kg and stays profitable through production orientation—operational excellence at scale.
Dialog charges premium but keeps 53% market share through marketing orientation—deep customer understanding.
Dilmah invests Rs. 500M+ in sustainability through societal orientation—building reputation competitors can't match.
Each chose an orientation aligned with their market, customers, and goals.
🚀 Your Turn: 30-Day Action Plan
TODAY (30 minutes):
- Identify your current orientation (whether conscious or not)
- List your top 3 customer complaints
- Ask: "Does our orientation match our market reality?"
THIS WEEK (2 hours):
- Survey 20 customers: "Why do you choose us?"
- Analyze responses for patterns (price? quality? service?)
- Decide if orientation change is needed
THIS MONTH (5 hours):
- Design one orientation-aligned initiative
- Get team buy-in on new approach
- Implement pilot and measure results
Total time investment: ~8 hours over 30 days
Expected Results: 15-30% improvement in key metrics
⚖️ The Choice Is Yours
The businesses that will dominate Sri Lanka's market in 2025-2030 won't be the ones with biggest budgets.
They'll be the ones with the RIGHT marketing orientation.
Will that be you?
📚 Continue Your Marketing Education
You've learned:
- ✓ What marketing is (Article 1.1)
- ✓ Why relationships matter more than transactions (Article 1.2)
- ✓ The 5 marketing orientations and how to choose (this article)
Next, learn:
- → The Marketing Mix (4Ps): Product, Price, Place, Promotion
- → Consumer Behavior: Why Sri Lankan customers buy
- → Market Segmentation: Finding your ideal customers
About ChaosHub
ChaosHub is Sri Lanka's free learning platform for business knowledge. We provide practical, beginner-friendly education on marketing, ERP systems, and business management—designed specifically for Sri Lankan professionals and students.
Our mission: Make professional business education accessible to everyone, regardless of budget.
Here's a puzzle:
Lanka Sathosa sells rice at Rs. 180/kg while supermarkets charge Rs. 250/kg.
How do they stay profitable?
Dialog charges premium prices but commands 53% market share.
Why don't customers switch to cheaper competitors?
Dilmah could maximize profits by cutting costs. Instead, they invest Rs. 500M+ annually in farmer welfare.
Why?
The answer: Marketing Orientation.
These companies don't just have different strategies—they have fundamentally different business philosophies. Each has chosen a specific way to create and deliver value to customers.
Your marketing orientation isn't just your strategy—it's the lens through which your business views success. It determines what you prioritize, where you invest, and how you compete.
📚 In This Article, You'll Discover:
- The 5 marketing orientations that drive every successful business
- Why Lanka Sathosa survives on 5-8% margins while competitors fail
- How Damro justifies 50% premium pricing through quality focus
- Why insurance companies need 10,000+ agents to sell policies
- How Dialog dominates despite premium prices through customer understanding
- Why Dilmah invests millions in sustainability and still profits
- Cargills' hybrid approach combining 3 orientations successfully
- A practical framework to choose YOUR orientation with action plan
In our previous article, we explored how marketing evolved through five distinct eras. Those eras gave rise to different marketing orientations—the fundamental business philosophies organizations use today.
By the end of this article, you'll know exactly which marketing orientation—or combination—will help your business thrive in Sri Lanka's competitive market.
What Are Marketing Orientations? Your Business Compass
A marketing orientation answers one critical question:
"What should we focus on to create value for customers?"
Different answers lead to dramatically different businesses:
Production Orientation: "We'll win by being most efficient and affordable"
→ Lanka Sathosa keeps prices 28% lower than competitors
Product Orientation: "We'll win by building the best quality products"
→ Damro's furniture lasts 15+ years vs competitors' 5-7 years
Selling Orientation: "We'll win by aggressive promotion and sales"
→ Insurance companies use 10,000+ agents nationwide
Marketing Orientation: "We'll win by understanding exactly what customers need"
→ Dialog creates 50+ different packages for different customer segments
Societal Orientation: "We'll win by balancing profit with social responsibility"
→ Dilmah invests Rs. 500M+ annually in farmer welfare
Your orientation determines:
- Decision-making priorities - What gets approved first?
- Resource allocation - Where does budget go?
- Success metrics - What do you actually measure?
- Team structure - Who has the most influence?
- Innovation focus - Where do you invest in improvement?
⚠️ Why This Matters: Lessons from the 2022 Crisis
The 2022-2023 economic crisis was a brutal test of business orientation:
❌ Wrong Orientation = Collapse
- Premium restaurants with product orientation couldn't adapt when customers became price-sensitive
- Retailers with selling orientation failed when customers stopped impulse buying
✓ Right Orientation = Survival
- Lanka Sathosa (production) thrived by focusing on affordability
- Dialog (marketing) retained customers with crisis-appropriate packages
- Cargills (hybrid) adjusted emphasis while maintaining all strengths
The businesses that survived weren't necessarily the "best"—they were the ones whose orientation matched market reality.
Now let's explore each orientation in detail.
📊 Quick Comparison: The 5 Marketing Orientations
| Orientation | Core Focus | Best For | Example | Main Risk |
|---|---|---|---|---|
| Production | Efficiency & Low Cost | Essential goods, price-sensitive markets | Lanka Sathosa | Quality compromise |
| Product | Quality & Innovation | Premium markets, differentiated products | Damro, Mlesna | Market mismatch |
| Selling | Aggressive Promotion | Complex products, low awareness | Insurance companies | Pushy reputation |
| Marketing | Customer Needs | Competitive markets, varied needs | Dialog | Analysis paralysis |
| Societal | Profit + Purpose | Sustainability focus, brand building | Dilmah | Greenwashing risk |
1. Production Orientation – Win Through Efficiency and Affordability
Core Belief:
"If we produce efficiently and keep costs rock-bottom, customers will buy."
The Philosophy: Success comes from operational excellence—not fancy marketing, not premium features, just reliable products at the lowest possible price.
When Production Orientation Works Best
- Products are essential - Food, medicine, basic household goods
- Customers are extremely price-sensitive - Every rupee counts
- Demand exceeds supply - Availability matters more than variety
- Competition is primarily on cost - Price is the main differentiator
🏪 Real Sri Lankan Example: Lanka Sathosa
Background: Government-owned retail chain serving 500+ outlets nationwide, focusing exclusively on making essentials affordable for average Sri Lankans.
How They Apply Production Orientation:
1. Bulk Purchasing Power
- Buys directly from manufacturers in massive quantities
- Eliminates middlemen completely
- Negotiates rock-bottom wholesale prices
- Result: Rice at Rs. 180/kg vs Rs. 250/kg at supermarkets (28% cheaper)
2. Bare-Minimum Operations
- Simple store layouts - no fancy displays
- Minimal staff - focused on restocking
- Basic packaging - functional, not attractive
- Result: Operating costs 40-50% lower than Keells/Cargills
3. Limited Product Range
- ~2,000 SKUs vs Keells' 15,000+ SKUs
- Focus only on high-turnover essentials
- No premium brands or specialty items
- Result: Faster inventory turnover, lower storage costs
📈 Performance During 2022 Crisis:
- Maintained stock when competitors had empty shelves
- Prices remained 25-30% lower than market rates
- Customer traffic increased 40% as middle class traded down
- Profit margins: 5-8% vs Keells' 20-25% (volume compensates)
✓ Why Production Orientation Succeeds
- Price Leadership: When customers decide primarily on price, being cheapest wins
- Essential Goods Advantage: People need rice, dhal, flour regardless of packaging
- Volume Compensates: Lower margins but 3-4X higher volume per SKU
- Crisis Resilience: During downturns, affordability becomes MORE valuable
❌ When Production Orientation Fails
- Quality Compromise: Cost-cutting that damages product quality loses trust
- No Differentiation: When competitors match price, no other advantage remains
- Poor Customer Service: Efficiency focus means long lines, unhelpful staff
- Sustainability Issues: Extreme cost-cutting can harm workers and environment
2. Product Orientation – Win Through Quality and Innovation
Core Belief:
"If we build superior products, customers will recognize the value and choose us—even at higher prices."
When Product Orientation Works Best
- Quality clearly differentiates you - Customers can see/feel the difference
- Target market is value-focused - Willing to pay more for better
- Innovation matters - Features/performance drive decisions
- Long usage cycles - Quality pays off over years
🛋️ Real Example: Damro – "Built to Last a Lifetime"
Background: Founded 1986, now 800+ stores across South Asia, premium furniture that costs 30-50% more than local competitors.
Material Quality
- High-density foam: 35-40 kg/m³
- Competitors: 25-30 kg/m³
- Result: 15+ year lifespan vs 5-7 years
Premium Pricing
- Damro sofa: Rs. 150,000
- Local alternative: Rs. 80,000
- 5-year warranty vs 1-year standard
💬 Customer Perspective:
"Yes, Damro costs more. But buying cheaper furniture twice in 10 years costs more than buying Damro once. Plus, Damro still looks good after 10 years."
✓ Why Product Orientation Succeeds
- Premium Pricing Justified: Quality difference visible = willing to pay more
- Word-of-Mouth Marketing: Exceptional products sell themselves
- Lower Price Competition: Competing on quality, not price (healthy margins)
- Customer Loyalty: Quality creates lasting relationships
❌ When Product Orientation Fails
- Quality Not Visible: Customers can't perceive the difference
- Price-Driven Market: During crises, quality becomes "nice to have"
- Over-Engineering: Adding features customers don't value
- Ignoring Feedback: "Build it and they will come" mentality fails
4. Marketing Orientation – Start with Customer Needs
Core Belief:
"Understand what customers truly need, then create solutions specifically for them."
📱 Real Example: Dialog Axiata
The Question: How does Dialog maintain 53% market share while charging 15-20% more than competitors?
Answer: Deep customer segmentation and personalized packages.
Students (2.5M subscribers)
Dialog ViU Student: Rs. 99/month for 15GB social media data
vs Competitors' generic Rs. 150 package with only 5GB
Young Professionals (3.2M subscribers)
Dialog Super: Rs. 399/month for 30GB + 200 minutes + international
vs Competitors: Rs. 350 for 20GB without international
Families (1.8M family groups)
Dialog Family: Rs. 1,200/month for 100GB shared + 4 lines
vs Competitors: Individual plans only, no sharing
📊 Performance Metrics:
- Net Promoter Score: 68 (Industry average: 35)
- Customer retention: 89% annually (Competitors: 65-70%)
- ARPU: Rs. 450/month vs Rs. 310 industry average
- Customer Lifetime Value: Rs. 27,000 vs Rs. 15,000 industry
Beyond Single Orientations: Cargills' Hybrid Success
Here's what most businesses miss: You don't have to choose just one orientation.
Cargills (175+ years, Rs. 195B revenue, 407+ outlets) masterfully combines THREE approaches:
1. Production Orientation for Essentials
When: Rice, flour, sugar—basic staples
Focus: Efficiency, low cost, wide availability
Result: Maintained stock during 2022 crisis when competitors had empty shelves
2. Marketing Orientation for Premium
When: Fresh produce, organic items, specialty goods
Focus: Customer segmentation, personalized loyalty programs
Result: Loyalty members spend significantly more annually
3. Societal Orientation for Supply
When: Farmer partnerships, sourcing relationships
Focus: Payments above market rate, supports 30,000+ farmers
Result: Reliable supply, sustained competitive advantage
Why This Works: Each orientation serves specific situations.
Together, they create competitive advantage competitors can't easily copy.
How to Choose Your Marketing Orientation: Practical Framework
There's no single "best" orientation. The right choice depends on your market, customers, and goals. Follow this framework:
Ask Yourself These 5 Critical Questions:
1. How competitive is your market?
- Low competition (1-3 competitors) → Consider Product Orientation
- Moderate (5-10 competitors) → Consider Marketing Orientation
- High (20+ competitors) → Prioritize Marketing or Selling Orientation
Expert Note: In a crowded market, competing on price (a Production focus) is a race to the bottom. You must out-market your rivals by finding a niche and communicating unique value, or use aggressive selling to capture market share.
2. What drives customer decisions?
Survey 20 customers: "Why did you choose us?"
- If 70%+ say "Price" → Production Orientation
- If 70%+ say "Quality" → Product Orientation
- If answers are mixed → Marketing Orientation
- If 70%+ mention "Trust/Values" → Add Societal Orientation
3. What's your product type?
- Essential commodities (rice, basic goods) → Production
- Durable products (furniture, appliances) → Product
- Complex/intangible (insurance, consulting) → Selling or Marketing
- Resource-based (tea, agriculture) → Consider Societal
4. What are your business goals?
- Short-term survival → Production or Selling
- Medium-term growth → Marketing Orientation
- Long-term brand building → Product or Societal
5. What resources do you have?
- Production: Moderate-high investment, 3-6 months to results
- Product: High investment, 12-24 months to results
- Selling: Moderate-high investment, 1-3 months to results
- Marketing: Moderate investment, 6-12 months to results
- Societal: Very high investment, 24-60 months to results
Final Thoughts: Your Marketing Orientation Determines Your Destiny
Remember the puzzle we started with?
Lanka Sathosa sells rice at Rs. 180/kg and stays profitable through production orientation—operational excellence at scale.
Dialog charges premium but keeps 53% market share through marketing orientation—deep customer understanding.
Dilmah invests Rs. 500M+ in sustainability through societal orientation—building reputation competitors can't match.
Each chose an orientation aligned with their market, customers, and goals.
🚀 Your Turn: 30-Day Action Plan
TODAY (30 minutes):
- Identify your current orientation (whether conscious or not)
- List your top 3 customer complaints
- Ask: "Does our orientation match our market reality?"
THIS WEEK (2 hours):
- Survey 20 customers: "Why do you choose us?"
- Analyze responses for patterns (price? quality? service?)
- Decide if orientation change is needed
THIS MONTH (5 hours):
- Design one orientation-aligned initiative
- Get team buy-in on new approach
- Implement pilot and measure results
Total time investment: ~8 hours over 30 days
Expected Results: 15-30% improvement in key metrics
⚖️ The Choice Is Yours
The businesses that will dominate Sri Lanka's market in 2025-2030 won't be the ones with biggest budgets.
They'll be the ones with the RIGHT marketing orientation.
Will that be you?
📚 Continue Your Marketing Education
You've learned:
- ✓ What marketing is (Article 1.1)
- ✓ Why relationships matter more than transactions (Article 1.2)
- ✓ The 5 marketing orientations and how to choose (this article)
Next, learn:
- → The Marketing Mix (4Ps): Product, Price, Place, Promotion
- → Consumer Behavior: Why Sri Lankan customers buy
- → Market Segmentation: Finding your ideal customers
About ChaosHub
ChaosHub is Sri Lanka's free learning platform for business knowledge. We provide practical, beginner-friendly education on marketing, ERP systems, and business management—designed specifically for Sri Lankan professionals and students.
Our mission: Make professional business education accessible to everyone, regardless of budget.
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