The impact of market orientation on organization’s performance: the case of Tanzania fertilizer company Ltd

The main aim of the study was to determine the impact of market orientation to the manufacturing firms’ performance in the URT the case being the Tanzania Fertilizers Company Ltd. The study was mainly descriptive cross – sectional. It was conducted using a case study technique in exploring operations reality of the performance of the manufacturing firms in Tanzania by collecting primary data using questionnaires at the TFC. The study used the purposive non probability sampling technique based on the sample of 40 respondents was drawn in the study. The study found that customers focus have great strategic roles that could influence the organizations’ performance and the managements of organizations should use modern management approach in order to attain a competitive level in enhancing the attainment of competitive state of customers focus. Similarly, competitors orientation was found to have strong correlation with the effective firms’ performance as a case of inter functional coordination. From the findings of the study, this study has offered a number of recommendations which are: firstly, manufacturing firms should adopt the concept of customer focus so as to facilitate their firms to maximize their ability to improve performance. Secondly, competitor orientation should be made central to the firms’ performance with the view of facilitating proactive actions against competitors’ strategic initiatives. Last, inter - functional coordination should be encouraged so as to allow common understanding of the operations’ environments.