Naser Feghi Farahmand - Academic Member of Islamic Azad University Tabriz Branch, Tabriz, Iran
Davoud Noroozzadeh - Young Researchers Club, Islamic Azad University, Ardabil, Iran
Ahad Noroozzadeh - Academic Member of Islamic Azad University Germi Branch, Tabriz, Iran
Mehdi GasabpourDehkhargani - PhD Student in Islamic Azad University Tabriz Branch, Tabriz, Iran

Background: As Porter’s diamond (1990) suggested, the business environment highly influences firms’strategies. Today, most of the companies have to decide their strategy depending from a worldwidebusiness environment. Yet, strategy researches and the growing importance of marketing for businesssuccess also show that customer dimension must be taken into consideration. On some markets and incertain industries, the offer is much higher than the demand and then, companies need to attractcustomers. On the national level, companies multiply customer surveys in order to reach theirexpectations. On the global level, this is more complicated. Adaptation seeks to customise productofferings to be more tailored to a particular culture’s needs and tastes, and thus, can gather a greatermarket share than would be allowed by offering only a standardised product. In this thesis, we decide tolook deeper at industry circumstances, corporation’s customisation strategies and competitiveadvantages of customisation in order to know whether companies can use customisation to be moreprofitable. We also want to investigate how the development situation of the industry and the functionof customer orientation influence the company’s strategies; and how companies use their customeradaptation strategies to adapt their products and marketing to local markets.Purpose: The purpose of our work is to develop companies’ awareness on the effects of customisationand of adapting their products to customer behaviours by developing customers’ point of view and bycomparing it to companies’ strategies.Results: According to the research results;customer orientation is positive significant with Continuing to reduce costs, Improved operating resultsand these results are consistent and predictable, Providing centralized addressing and prioritizingopportunities for improving operations, Increased ability to create value, Transfer to the importance ofensuring customer needs, Established quality policy, Improvement in mental status and perceptions ofconsumers and Increased confidence in customers.

Customer orientation, customisation, corporate marketing strategy, Nestlé, French/ Chinese Dairymarket