Measuring market orientation of Muscle Pharm Corp. (MSLP:US) May 2014 | Page 13

Equity Research - Company Valuation: Diamondcorp PLC

2.3 SALES VS PRODUCT ORIENTATION
With regards to the sales orientation many salespersons are using tools that include
discounts, buy-one-get-one-free promotions, website banners, a print advertisement or
other methods with the aim to stimulate sales (Ashe-Edmunds, 2014). MSLP offers discounts
and buy-two-get-three promotions or the MSLP Stack which includes multiple products for a
discounted price, indicates a sales orientated focus (Bodybuilding.com, 2014a).
Adding the massive product launch (Sales) of the Arnold SERIES (new product) supported by
Arnold Schwarzenegger himself as a sponsorship, huge efforts in promotion videos and
events underscores once more that MSLP is a mix of a sales and product orientated
company (Schwarzenegger, 2013).

2.4 OVER-RIDING ORIENTATION – SALES ORIENTATED
The discussed facts and examples clearly outline MSLP’s strong sales- and product
orientation mainly supported by MSLP’s strong efforts to push the sales of its product and
MSLP’s focus on the development of new products and its assumption to offer the most
excellent supplements on the market. However, the overriding orientation of MSLP is more
sales oriented than product orientated by the evidence that the company created massive
revenue growth which is not based on the creation of some great products, it is rather the
outcome of an excellent marketing and sales strategy. This strategy includes huge
investments into the extension of its distribution network, announcing of sponsorships and
campaigns that were executed by a strong sales team (MSLP, 2014).

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