Selling Orientation and Customer Orientation (SOCO) in the Cattle Industry: A Case of FMR AGRO

Abstract

The aim of this report is to analyze the selling orientation and customer orientation in connection to the service quality and customer satisfaction of FMR AGRO. Selling orientation (SO) is the promotion and selling of a particular product as much as possible by the seller. On the other hand, customer orientation (CO) is an approach that places more emphasis on customer needs than the needs of the business. Both of them have a relationship with service quality as well as customer satisfaction. Service quality measures how well a company meets consumer expectations in terms of the services it provides. Customer satisfaction is measured in terms of how pleased customers are with an organization’s products, services, and abilities. The report has been carefully prepared using the knowledge gained from the internship experience at FMR AGRO relating to how well it deals with the SOCO issue that eventually impacts service quality and customer satisfaction. At the beginning of the report, an overview of the company, including its mission, vision, goals, and other important information, is presented. Then the service is defined in detail. The size, trend, maturity, growth of the industry, and role of the cattle sector in our economy are given then. In addition, FMR AGRO’s SWOT analysis is given. Subsequently, some strategies are identified to meet the challenges and opportunities.

To measure the practice of SOCO and the level of service quality, a structured questionnaire was used, and data were collected from the management of FMR AGRO. This study included data from both employees and clients to evaluate the performance of FMR AGRO in terms of service quality. Based on the results, this report provides some discussion and recommendations for FMR AGRO.