How does becoming market-orientated improve ABC's competitiveness?

• A. It focuses solely on cost reduction.
• B. It encourages the development of a unique selling proposition as a mass producer of eco-friendly concrete.
• C. It discourages new product development.
• D. It reduces market research.

Answer: (B)

Market orientation centers on understanding what customers want and how the market is evolving, then shaping products and strategies to meet those needs. For ABC, this means spotting demand for eco-friendly concrete and designing a product that genuinely stands out in a crowded market. Having a clear unique selling proposition as a mass producer of eco-friendly concrete gives ABC a competitive edge because buyers increasingly value sustainability and the added benefits it provides, not just the lowest price. This approach also supports ongoing product development and market research, keeping ABC aligned with changing preferences, rather than focusing solely on cutting costs or ignoring new opportunities.