The Role of Market Orientation in Enhancing Marketing Competence: An Analytical Study of Krawangi Soft Drinks and Mineral Water Company
Keywords:
Market Orientation, Marketing Agility, Krowangi CompanyAbstract
The aim of this research is to examine the role of market orientation, with its dimensions (customer orientation, competitor orientation, inter-organisational coordination) in enhancing marketing excellence in its dimensions (marketing exploitation and marketing exploration) at the Krouangi Soft Drinks and Mineral Water Company in Iraq. The research adopted a descriptive-analytical approach, and data were collected using a questionnaire designed according to a five-point Likert scale, which was distributed to a simple random sample of 230 company employees. A total of 215 questionnaires were returned, of which 205 were valid for statistical analysis. The data were analysed using SPSS v26. The results revealed a strong positive correlation between the two variables, The study also recommended strengthening coordination mechanisms between different departments, developing market intelligence systems to monitor competitors, supporting exploratory activities by allocating a budget for marketing research and development, and working to achieve a strategic balance between exploitation and exploration activities.
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