Product Orientation Product orientation is often about innovation or know-how or, as my best Chinese friend Victor in Xiamen/China once said to me, "upgrading the product". This strategy aims to further improve existing products or develop new products to solve existing problems or keep up with the competition. In product orientation, company leaders focus heavily on product features and benefits. For example, a company that sells toothpaste might constantly search for better formulas for the composition that makes teeth appear whiter, strengthens gums, is gentle on the oral mucosa, and also guarantees fresh breath for a long time. These improvements allow the company to stay ahead of the competition and maintain its position in the market. In other words, product-oriented strategies focus on customer satisfaction, feedback and newly identified needs. The company regularly surveys existing customers and seeks out new focus groups to find out what makes customers happy. By satisfying specific customer needs, the company develops strong trust and customer loyalty.