Marketing Principles/ Coca Cola

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TABLE OF CONTENTS
Page

INTRODUCTION….............................................................................................................Page 3

Assessment Criteria 1.1.............................................................................................. Page 3-4

Various Elements-

Assessment Criteria: 1.2.............................................................................................Page 4/5

Benefits and Costs-

Assessment Criteria: 2.1............................................................................................Page 5/6

Macro and Micro Environmental Factors-

Assessment Criteria: 2.2................................................................................................Page 7

Segmentation Criteria -

Assessment Criteria: 2.3............................................................................................Page 8/9

Targeting Strategy-

Assessment Criteria: 2.4..............................................................................................Page 10

Buyer Behaviour-

Assessment Criteria: 2.5............................................................................................. Page 11

New Positioning-

MY OVER ALL CONCLUSION: .......................................................................................................................................Page 12 REFERENCE..................................................................................................................Page 13

As stated in the course syllabus, this assignment is designed to explain, evaluate, show and demonstrate how businesses implement the following marketing concepts:

Markering Cycle
Marketing Concept
S.w.o.t analysis
P.E.S.T Analysis
Segmentation
Targeting
Positioning
Costs and Benefits

Assessment Criteria 1.1: Explain the various elements of the marketing process

Marketing puts customers at the centre of a firm's activities. Rather than producing goods and services and then seeing if people buy them, companies should focus on understanding customers' needs and meeting these needs better than the competition.

Marketing is essentially for Coca Cola as it’s about satisfying the needs of customers efficiently and effectively, so Coca Colas marketing managers must continually looking for evidence of changing needs. They must also look for factors that might affect its ability to turn inputs into outputs efficiently and effectively.

A full understanding of customers' needs leads to the development of products that will satisfy those needs better than the competition. Companies cannot hope to understand each customer individually, so instead we must talk about segments of buyers who share broadly similar characteristics. We go on, therefore, to discuss the bases for market segmentation.

The elements of the marketing mix – the set of decisions which marketing managers make in order to configure their total product offer so that it meets the needs of buyers. It is usual to examine these as the four Ps of marketing. The first of these is the product itself and we look at how products are developed and positioned to give a company a competitive advantage in the eyes of the market segments. The three further elements are price, promotion and place, and these are used to bring about a consumer response. It is important to recognise that the marketing mix will change during the product life cycle.

Product
These are the means by which organisations satisfy consumers' needs. A product in this sense is anything which an organisation offers to potential customers which might satisfy a need, whether it is tangible or intangible. After initial hesitation, most marketing managers are now happy to talk about an intangible service as a product.

Price
This is a critical element of most companies' marketing mix, as it determines there venue which it will generate. If the...
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