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This study aims to analyze the orientation strategy of the Surabaya city manufacturing industry. The method usedin this research is descriptive qualitative method. Source of data usedderived from secondary data through literature review or what is called a studyliterature collected by the researchers themselves through websites, journals, bulletins, for example taken from the Statistics Agency, company or organizational documents, newspapers and magazines, or other publications. Currently the manufacturing industry in Surabaya continues to experience increased productivity and business expansion after experiencing a decline due to the Covid-19 pandemic. This increase is inseparable from the increasing demand for an increasingly varied market, which has become a driving force for business players to grow and meet market needs. This is what is used in the manufacturing industry, namely market orientation, which includes customer orientation, competitor orientation, coordination between functions, and technology orientation. When a company is market oriented, it shows that the company pays attention to its consumers. Market orientation can be seen from customer orientation and competitor orientation. Customer orientation by researchers is placed as the highest priority in terms of providing superior values to customers.  

The basic industry in Pasuruan is developing well. The industry's growth can reach 100 % compared to the previous year. This paper examined and analyzed factors that make Pasuruan's basic industry grow well. This paper tried to give constructive suggestions for industrial development in Pasuruan. Based on our research, there is a need to ensure the economic impact of Pasuruan's industry reaches widely to people. It not only gets more people but also increases the quality of people's lives and sustainable development. Later for the orientation strategy, Pasuruan's target to develop an industrial area will impact greater for the community of Pasuruan.