Case Study Harmonix

At the beginning of their business , Harmonix products centered over the marketing philosophy known as “production orientation ”. Production orientation is a marketing strategy that focuses on producing products/services based on the capabilities of a company,rather than consumer demand or market need. This form of orientation was very much evident in the beginning being that Harmonic developed a software that they believe is what the people wanted at that time. Harmonic did not take into consideration the external demands or market trends

However, after the flop of their very first demo software, Harmonix was able to generate with the release of karaoke revolution and Guitar Hero. Both of these software were created after Harmonix shifted from a “product centered orientation" to “market orientation” form of marketing. A “market way” of doing business is more customer oriented and targets specific groups. This form of marketing strategy tries to fulfill the wants of customers and pays close attention to the external market and possible trends. This is exactly what Harmonix did , for it observed the external market and near by competitors and have noticed an increasing interest for rhythm based games. With that information extracted, Harmonix was able to create successful gaming softwares ever since

2) I believe that Harmonix would describe its business as being very well customer oriented. Its main goal is to satisfy its customer needs, while at the same time deliver a product that is believed to be of customers high interest. Harmonix tries to target a specific group of people , making its products much more personalized and tailored to fit specific needs. Harmonic’s profits mainly depends on customers satisfaction.

3) Harmonix’s product is directed to a a specific audience that consist of adults ,teenagers and kids , who all have a particular interest in music. These might include also individuals with ranging levels of expertise when it come stop playing musical instruments . Harmonix was able to create a product that will untimely satisfy the needs of musically inclined individuals by allowing them to engage in a fun way to explore music