Measuring market orientation of Muscle Pharm Corp. (MSLP:US) May 2014 | страница 15

Equity Research - Company Valuation: Diamondcorp PLC 3.3 MARKOR SCALE EVALUATION The degree of MSLP market orientation was measured with the amended MARKOR Scale established by Pitt and Boshoff (2010). The figure no. 1 below illustrates the detailed results. Due to the fact that giving recommendations to improve MSLP market orientation in this part of the assignment is the primary purpose; the detailed questionnaire with the answers is added in the Appendix. Meeting with customers Adopting of clients suggestions Great marketing plan 7 Market research 6 Detecting customer preferences 5 Compliants never fall on deaf ears Surveys end user s 4 3 Coordination between departmetns Deteting of shifts in industry 2 1 Reaction to competor product launches Review effect of changes 0 Planning of responses to changes Interdepartmental meetings overlapping department discussions over c. needs Reviews of its product development something happens to customer, regognition Hardly ignores change in customers needs Responds to to peer price changes Availabilty of data on customer satisfaction Alertness over competitors Muscle Pharm Firm XY - Best in class Figure 1: Outcome MARKOR SCALE MusclePharm – own illustration - Intelligence generation - How well the organisation generates intelligence (3.15/7) LOW - Intelligence dissemination - How well this intelligence is disseminated throughout the organisation (4.8/7) RELATIVELY HIGH - Responsiveness- How well the organisation responds to changes in the market and in the environment(4.15/7) MEDIUM-HIGH The overall degree of MSLP’s market orientation is 4.0 which provide the firm a medium performance in the market orientated dimension. The lowest performance was measured in the dimension of intelligence generation due to the fact that MSLP is not conducting significant market research on the industry while the highest performance was achieved in the dimension intelligence dissemination. In addition, MSLP scored 4.55 in the dimension responsiveness which equals to a medium-high market orientation in this section. 11