Customer-oriented marketing - a strategy that guarantees success: Starbucks and McDonald’s

The 21st century brings together a number of changes in all fields. The market evolved significantly and it is becoming more and more difficult for companies to differentiate from their competitors and to gain and maintain a leader position in their industry. When it comes to business strategies and market approach, companies are switching from being product/profit-oriented towards customer-oriented. All kinds of companies acknowledge that customers are the core of their activity, that customers are the company’s most valuable asset. The purpose of this paper is to point out the importance of not only willing to be a customer-oriented company, but also acting like one.