Essay from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 65%, University of Ulster, course: BSc Business Studies, language: English, abstract: Marketing Orientation theories appear to be everywhere and failing to deploy a marketing orientation approach for companies is somehow deemed a failure. This report will critically evaluate for Group Lotus PLC (Lotus) the benefits, advantages and disadvantages of marketing orientation, and provide recommendations considering whether this is in correlation with a marketing orientation approach.