One major limitation is the sales concept where companies are just trying to make sales and can end up compromising the quality of their products. Companies should use societal concept where they put more emphasis on caring for the society’s wellbeing. …
Marketing can also be defined as a process through organization creates effective channels of exchanging of goods and services with their customers, through coordination of the four P’s of marketing, which are product, price, place and promotion. Marketing therefore involves identifying a product that can satisfy a given consumer need, determination of its price, determination of an effective distribution channel for the product to reach the customer, and finally designing ways to inform the potential consumers about the product (Wysong and Flores, 2008, p.54). 1.2 Consumers Needs and Wants Consumers are motivated to buy goods and services by their specific wants and needs, a consumers needs are those items that every person requires for survivor such as clothes, food and shelters. The consumer’s wants refers to those items that a person would consider buying after fulfilling his or her needs, which may include a car, going for holiday among others. However, a want can easily translate into a need when a person desperately wants an item. However, Hartline and Ferrell (2010, p.184) warns that referring to needs as necessities is simplistic since the definition of a need is subjective. Therefore, in this respect, a need occurs when a consumer’s level of satisfaction is below the desired level while a want is a desire of a given product to cater for a need (Hartline and Ferrell, 2010, p.184). As stated earlier, a consumer will buy goods and services primarily to satisfy his or her wants and needs. Therefore, it is prudent for a business to understand the needs, which can be satisfied by its products. As Hartline and Ferrell...
For instance, Coca-Cola has in the past used their bottles to conduct a lottery, whereby a faithful customer who manages to collect specific winning bottle tops gets the reward.
2.37 Consumer profitability.
Companies undergo various costs in the process of advertising, consumer relations, and in the process of trying to increase their sales. Consumer profitability is the difference between the revenue that a company gets customers, and the cost they incur to get those customers (Raaij and Eric 2002, p 1). Coca- Cola Company should do the cost benefit analysis, in order to ensure that revenue incurred in the customer relation process is more than the costs incurred, and that such difference is significant.
2.38 Narrow marketing focus
Narrow marketing involves a product with fluctuating prices in the market, which is usually as a result of change in demand or supply. A narrow marketing strategy involves a company not putting efforts to win new customers. The cost of narrow marketing focus is low sales, fluctuation in product demand. Coca–Cola Company can avoid this pitfall through adopting strategies to get new customers and using good customer relations to retain existing customers. ...
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TABLE OF CONTENTS
CHAPTER I - ABSTRACT 3
CHAPTER II - INTRODUCTION 4
Aims & Objectives 5
Research Questions 5
CHAPTER III - LITERATURE REVIEW 7
Mode of Entry 7
Ownership & Control 12
Conclusion of the Literature Review in Entry Strategy 15
IKEA in China 16
This report completed will attempt to findhow Coca-cola HBC (CCHBC) and its operations management practices enable it to achieve its strategic aims; initiating critical evaluation of CCHBC’s approach to capacity management involving production planning and control; to know the nature of relationship between CCHBC and its suppliers and some reasons why it was able to manage relationships with them the way it does;
The purpose of the research is to understand the operational issues of Coca Cola along with by defining and understanding the problem along with offering solutions for it. In order to achieve the purpose of the study; it was important to study the literature on Coca Cola and different case studies have been studied highlighting the operational issues of the organisation.
This academic proposal is being carried out to determine the current scenario of the Coca-Cola Company’s business in China’s beverage market and the strategies that the company is following for its business outcomes; to understand the strengths, weaknesses, opportunities and threats of the company in its conducting and expanding business in China.
We stay in one global country. This is said because there is free trade and commerce between all the countries. People staying in any country can use products of another country. Everyone is free to travel around the world with valid passport.
Multinational Strategy adopted by COCA COLA.
The international strategy of the multinational companies has occupied many researchers. However there are no widely accepted definitions of international business strategy. One approach adopted in the study of international business strategy is basically from the perspective of strategic focus.
Similarly, consumer behavior is the action taken by purchasing and consuming the product. The paper will discuss two brands; Pepsi and Coke in lieu of Australian background. It will throw light on consumer behavior theories and their application in practice to the marketing and branding of Pepsi and Coke in Australia.
Houston (2006, p.81) asserts that marketing can be said to be a process of social orientation by which customers and organizations are able to meet their needs through value exchange. This definition is actually based on the fact that there has to be the process of exchanging value for marketing to take place.
The author gives recommendations which can improve the existing customer relationship management system of Coca Cola. The marketing concepts will help an organization to identify the local competitors and manage their marketing campaigns effectively. The goals would be achieved through the identification of various resources.
Effective new product differentiation and business diversification strategy helped the organization to increase its market share and brand value. The essay will develop a consultant report for Coca Cola in which the competitive position of the organization and organization’s implemented marketing strategy will be evaluated.
8 Pages(2000 words)Essay
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