matketing concept Essay Samples

matketing concept

Executive Summary The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Since 1886, sold in the United States, are now sold in more than 200 countries and include the leading soft drink products in most of these countries. The aim of this report is to determine whether the organization practices the marketing concept well. Firstly, analysis the Marketing concept and segment the whole market, then analyze every segment. Secondly, from measurability, accessibility, substantiality and action ability to determine the company whether performs an effectively segmentation. Thirdly, identify which market-coverage strategy for the company using now. Fourthly, analysis the positioning strategy of the company’s product, compare with the competitors and list the competitive advantages. Finally, describe the marketing mix of the company’s product. The result of this report: coca-cola company done a quite well job in the marketing in the past time. And I suggest increase customer retention, increase customer quality and increase the market share is the key priorities. Table of Contents Executive Summary…………………………………………?.……..1 1. Introduction…………………………………………………………..3 2. Market…………………………………………………………?.?3 2.1 Marketing concept……………………………………?.…….3 2.2 Identify the segments that exist in the market……………….3 2.3 Market segmentation……………………………………??4 3. Identify the effectively segmentation……………………?……..5 4. Market-coverage strategy………………………………?……?7 5. Positioning strategy…………………………………………..……..8 6. Marketing Mix……………………………………………………?.8 7. Conclusion……………………………………………………?.?10 Bibliography……………………………………………………?……11 Marketing Report 2003 ?Coca-Cola Company 1. Introduction The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Since 1886, sold in the United States, are now sold in more than 200 countries and include the leading soft drink products in most of these countries. The aim of this report is to determine whether the organization practices the marketing concept well. This report will focus on the segmentation of the one of product line, which is a beverage product of Coca-Cola Company in Untied State market. Firstly, analysis the Marketing concept and segment the whole market, then analyze every segment. Secondly, from measurability, accessibility, substantiality and actionability to determine the company whether performs an effectively segmentation. Thirdly, identify which market-coverage strategy for the company using now. Fourthly, analysis the positioning strategy of the company’s product, compare with the competitors and list the competitive advantages. Finally, describe the marketing mix of the company’s product. ‘‘Soft drinks’’ means nonalcoholic carbonated beverages containing flavorings and sweeteners, excluding, among others, waters, flavored waters, juices and juice drinks, sports drinks, teas and coffees; 2. Market 2.1 Marketing concept The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. Senior managers drive it, passionate about delighting their customers. (Frain, 1999, P64) 2.2 Identify the segments that exist in the market The main consumers of the market are people in the age group of 30 and below. This can be seen by our company’s advertising campaigns, which are aimed towards the young people. That is a huge group people, and they will need our products everyday, they request our products cheaply and refreshment, and also request our products with different tastes. (Jabbonsky, 1993) 2.3 Market segmentation Market segmentation is the process of classifying customers into groups with different needs, characteristics or behavior. Because buyers might require separate products or marketing mixes, a market is divided by Market segmentation. The major segmentation variables are Geographic, Demographic, Psychographics and Behavioral. (Kotler, 2001, Pp293) Geographic: “Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, municipalities, cities or neighborhoods.?(Kotler, 2001, Pp294) Our company’s products sold in more than 200 countries and our company operating structure includes the following operating segments, North America, Africa, Asia, Europe, Eurasia, Middle East and Latin America. In these segments, we focus on everywhere including urban, suburban and rural. (Berthoff, 2002) Demographic: “Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality.?(Kotler, 2001, Pp294) Our company targeting on young people under 30, we do not consider the customers?gender, family size, family life cycle, income, occupation, education, religion, race and nationality.

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