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Is Coca-Cola Market Orientated? Induction: Plan To answer this question, I have analysed the method of Coca-Cola and then matching the results from my analysis to the methods which are related to each orientation and then describing which orientation best describe Coca-Cola. I had researched the information by contacting the Coca-Cola's customer service help-line for an information pack and by contacting The Coca-Cola Company's Industry and Consumer Affair's officer (Alneka Warren) by email. I have also visited The City Business library in Moorgate for further information relating to Coca-Cola and used various textbooks and various web sites from the internet. The two marketing orientations are: 1. Product orientation 2. Market orientation Product orientation This can be defined as "An approach to business which places the main focus of attention upon the production process and the product itself" (Needham & Dransfield 1995). Market orientation Market orientation can be defined by Ian Chambers as "A...

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