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Marketing Principles Essay

4287 words - 18 pages

Unit 4- Marketing Principles – Level 4
Table of Contents
Introduction 3
About Coca Cola 3
Benefits and costs of a Marketing orientation for a selected organisation 4
Macro and Micro environmental factors which influence marketing decisions 5
Propose segmentation criteria to be used for products in different markets 6
Choose a targeting strategy for a selected product / service 7
How buyer behaviour affects marketing environment activities in different buying situations 7
Propose new positioning for a selected product / service 8
How products are developed to sustain competitive advantage 9
How distribution is arranged to provide customer convenience ...view middle of the document...

The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola are discussed here with the setting of prices with the aim of achieving objectives and the promotional activities adopted are discussed here. Additional elements of marketing mix, and the different strategies that should be adopted when selling to businesses rather than customers and the strategies that are used in international marketing are discussed in this assignment.

About Coca Cola

The company Coca Cola started in 1886, in Atlanta and this drink was initially made as a trial and to fulfill the curiosity of a pharmacist in Atlanta. And as this was considered as a special drink, the demand for it started to grow and it gradually became a company which was named as Coca Cola and this company now has expanded into the globe and is spread among so many countries. In the early days, Coca cola coupons were given out for complimentary first tastes to attract customers. The bottling of Coca cola was started in 1894.And as the drink was stored in bottles, it was easy for the people to take to where ever they went and it was another reason for the growth in demand for Coca Cola. The methods of Advertising the company used, have helped immensely for the growth of the company and they sell 1 billion servings every day (Coca cola website, 2013)

Coca cola operates a franchised system for distribution since 1889 and have been very successful. The drawback of the company is that most of the beverages that are being sold by them are unhealthy. However the demand has not got heavily impacted because, most of the customers are addicted to having these beverages. Coca Cola Company offers about 500 brands and is spread among about 200 countries. And they have a competitive advantage and its difficult for the competitors to bypass Coca cola (Coca cola website, 2013)

Task 1.2

Benefits and costs of a Marketing orientation for a selected organisation

Market orientation is related to the performance of the company. Since the available resources in the environment are limited, companies should carefully assess if the benefit of being market oriented is high than the cost which has to be incurred. This is based on the conditions in the environment. And these conditions are critical for the company to survive or grow (Singh, 2004, p.26)
As a result of the heavy advertising and attraction of customers, the company Coca cola, has ended up building a valuable brand name in the world. And has great opportunities to expand further and excel in all aspects of performance in the trade.
Being marketing oriented enable the company to achieve a higher level of Branding and Coca Cola had achieved this and they stand ahead of their competitors. Another benefit is that the company is encouraged to innovate new products and Coca cola innovated more than 20 new drinks. And the company tends to be aware of the trend and the demand of the...

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