Marketing Concept - Britvic

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Question 1 Identify three key characteristics of the marketing concept.

‘Marketing concept is a philosophy that an organisation should try to provide products and services that satisfy customer’s needs through a coordinated set of activities that also allows the organisation to achieve its goals’ (Dibb, 2012:18). According to marketing concept customers should be at the centre of all the organisations activities. Therefore all departments of organisation are responsible for customer satisfaction and only in that way organisation goals can be achieved. According to Drucker, the aim of marketing is to make selling superfluous, is to know and understand the customer so well that the product or service fits him/her and sells itself. Marketing puts customers in central of all business activities, finding out what customers wants, meeting customer needs, supplying them more efficiently and effectively and creating and maintaining profitable relationships. Putting the customer in the middle of all company’s operation allows Britvic to be one of the biggest branded soft drink businesses in UK. Britvic provides fresh, bottled fruit juices with source of Vitamin C.

Question 2 Explain Btitvic's micro and macro environment.

Marco forces of marketing environment can affect all organisations operating in market. External marketing environment consists of six categories of forces: political, economical, social, technological, environmental and legal (Dibb, 2012:76). Those forces are uncontrollable and often called PEST or PESTEL. Generally, businesses can prepare for the unexpected by using PESTEL analysis. For example a new legislation of television advertising of food and drink to children has led to the use of non – television campaigns i.e. sponsorship and celebrity endorsement like Wimbledon or British pantomimes play an important role in Britvic’s marketing strategy. Micro environment factors are factors close to a business that have a direct impact on...
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