When Coca-Cola focused on developing its soft drink business but missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on its soft-drink business, it was suffering from ________ because it defined competition in traditional category and industry terms.
A) factor elimination
B) marketing myopia
C) factor reduction
D) category points-of-parity
E) reliance on product description

Question

Quizplus · Accepted Answer

Coca-Cola's failure to recognize the emerging market for coffee bars and fresh-fruit-juice bars suggests that it was suffering from marketing myopia, or a narrow outlook focused on the company's existing products and traditional competition. By defining competition based on category and industry terms, Coca-Cola missed opportunities to expand into adjacent markets.

When Coca-Cola Focused on Developing Its Soft Drink Business but Missed