Coca Cola Micro Macro Factors

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1.0 Introduction 1.1 Overview of marketing management According to Philip Kotler (2000): "Marketing management has the task of influencing the level, timing, and compositions of demand in a way that will help the organisation achieve its objectives. Marketing management is essentially demand management." "The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value." Marketing management is essential to an organisation in introducing, promoting, maintaining a product's brand name within the market. The management would not solely focus on marketing metrics but also other departments from production to finance. All departments play an…show more content…
There are seven operating structure in TCCC as follow: • Africa • East, South Asia and Pacific Rim • European Union • Latin America • North America • North Asia, Eurasia and Middle East • Bottling Investments • Corporate According to Credeur (2007), TCCC depends on soda for 80 percent of revenue, while PepsiCo depends on 60 percent on soda for its revenue. 2.2 Customers According to Oxford Dictionary, a customer is who buys goods or services from a shop or business. In other words, he or she someone who makes uses of or receives the products or services of an individual or organisation. Meeting Customers' demand or requirements is vital to an organisation's survival in competitive industry. Failure to do so indicates that the said organisation's business strategy could not cope up with current trend of market and maintain its position in the industry. It would eventually be substituted by the other competitors. Therefore, to be proactive of the customers' demand and know the timing of product launching would be the organisation's competitive advantage in beating down other competitors. Establishing customers' loyalty towards the brand is the priority of TCCC. Branding through heavy advertisements is the approach used by TCCC to attract end-customers. As for the retailers, TCCC collaborates with large or small retailers in growing each others' sales. The Coca-Cola Retailing Research Council provides research relating to food retail industry in helping retailers to
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