The present study aims to analyse the buoyancy driven fluid flow and heat transfer characteristics using different heater orientation in liquid nitrogen for cooling superconductor. For this purpose, a localized circular heater (analogous to superconductor) generating heat at constant rate submerged in liquid nitrogen enclosure is analysed. The study is performed with two orientations of heater; one is vertical and another is horizontal. The entropy generation associated with heat transfer and fluid flow is also discussed in the present study. The Rayleigh number, average Nusselt number, maximum vertical velocity, entropy generation and Bejan number are used as comparing parameters for two orientations of heater. Under same heat generation rate, Rayleigh number is comparatively higher for vertically oriented heater whereas average Nusselt number is comparatively higher for horizontally oriented heater. The maximum vertical velocity of fluid is higher when heater is vertically oriented. The horizontally oriented heater has comparatively less value of thermal entropy generation than vertically oriented heater but horizontally oriented heater has higher value of fluid friction irreversibility. In summary, horizontally oriented heater has comparatively higher value of total entropy generation than vertically oriented heater. Bejan number is higher for horizontally oriented heater. In overall study, the value of Bejan number is less than 0.5; therefore, it can be said that fluid friction irreversibility is more dominated than heat transfer irreversibility.