In the early 1920s, Ford promised its customers that they could have any colour car they wanted, "as long as it was black." Ford's management assumed anyone buying a car would accept the colour black, so it made products affordable by offering only one variety in large quantities. Ford is an example of a market-oriented firm.

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Ford's approach of offering cars in only one color (black) to streamline production and reduce costs is an example of a product orientation, not market orientation. A market-oriented firm focuses on meeting the needs and wants of its customers through a diverse product offering, whereas Ford's strategy was focused on efficiency and standardization, not customer preference.

In the Early 1920s, Ford Promised Its Customers That They