First of all, I think that both product and market orientation are depended on each other.

Because if we
don’t focus on our product, we can’t approach to the market and vice versa.

Some experts said Apple combines product and marketing orientations. But I think Apple is more focus
on product orientation. Because they really focus on its products and they place a premium on quality
and relies on innovation to break into new markets and generate demand. It's clear that product
innovation and enhancement are Apple's goals. As we all know, Mac OS and the other Apple products
are become better and better in these days. They develop high-quality new products to address existing
consumer issues and they conduct frequent customer surveys to discover areas for improvement.
Furthermore, they respect their customer relationships and seek to efficiently meet their needs.

Coca-Cola is well-known for its market-oriented strategy. Coca-Cola is now attempting to vertically grow
its brands which are Coca-Cola, diet coke, Sprite, and Fanta by instilling a stronger consumer interest for
them than was anticipated the day before. This entails giving consumers more reasons to purchase
Coca-Cola products rather than competing brands like Pepsi. Coca-Cola said "Consumer demand
drives everything we do." The Coca-Cola Firm places a premium on creating value by aggressively
satisfying consumer requirements with new products that complement existing brands and help the
company expand. Coca-Cola was tasked with creating a plan for a Company brand, which included
conducting product and packaging research, producing precise consumer messaging, and soliciting
customer input. Advertising, point-of-sale merchandising, and product sampling are all part of their
integrated marketing initiatives. However, people in these days are knowledgeable and we all know that
soft drinks are not good for our health, so those new flavors will not help Coca-Cola meet consumers'
growing health concern.

Reference-

Available at: ( https://www.ringcentral.co.uk/gb/en/blog/business-orientation-product-orientation-and-

market-orientation-whats-the-difference/ ) ( https://www.investopedia.com/terms/m/market-
orientation.asp ) (Accessed: 31 Aug)