Currently, with the repeated emphasis on the importance of the customers a market-based organization must be sensitive to its customers needs. For this an organization needs to know and adapt to the market.

Market orientation is a key issue for any organization who wants to prosper and survive in the short as well as long run, in the presence or absence of competitors. Consequently, companies have geared up and are becoming more market oriented and have adopted various programs to analyze market performance by improving the services offered to the customers which are in sync with the changing market conditions.

To find the market orientation of a given company in this case “NIRMA LIMITED”.

To enable a better understanding of market orientation an

Most of Nirma’s newly introduced products have not been able to enjoy a stand-alone status as an individual brand. It is usually viewed as a brand extension or sub-brand. Nirma should look at a different brand and not just a brand extension if it wants to get up market in its offerings.

In non-commodity businesses, short term market growth presented an opportunity to make profits, however commodities businesses, which are less adaptable in the short term, thus market growth, appears to reduce their profitability.

The definitions of Kholi and Jaworski have been accepted as a base definition for market orientation by a majority of researchers.

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