Coca Cola_micro Macro Factors

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 equally important in the marketing management. Without proper control of finance, desired marketing scheme could not be implemented; without standard quality of product, end-user would not trust the message conveyed through advertisements; without satisfactory working environment, marketing staffs would not deliver and implement satisfactory marketing proposals. All departments are aiming to be able to deliver better services or product internally and externally of the organisation in meeting customers' changing demands.

1.2 Overview of environmental factors

1.2.1 Micro Environmental Factors

Micro Environmental Factors is also known as internal environmental factors. They include factors which are within or close to the company that have a direct impact on the organisation strategy as follow:

i. Top management

ii. Other functions, such as finance and accounting, Research and Development, manufacturing and purchasing

iii. Suppliers

iv. Marketing intermediaries

v. Customers

vi. Competitors

vii. Public

1.2.2 Macro Environmental Factors

These factors are also known as external environmental factors which relates to larger forces beyond the company's control. They include the following factors:

i. Demographic factors

ii. Economic status

iii. Natural factors

iv. Technological factors

v. Cultural factors

vi. Political or Legal factors

1.3 Overview of the selected organisation

My chosen organisation is The Coca Cola Company for this assignment. The Coca Cola Company (TCCC) is the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups. Its headquarter located in Atlanta, Georgia.(Allen Matt & others) It produces nearly 400 brands including soft drink, sport drink, soup, water, energy drink, juice, tea and so forth in over 200 countries or territories. TCCC markets four of the world's top five non-alcoholic sparkling brands, including Coca-ColaÐ'®, Diet CokeÐ'®, FantaÐ'® and SpriteÐ'®.

The Coca Cola Company's flagship product is Coca-ColaÐ'®. Coca-ColaÐ'® is also generally known as Coke. It was invented by a pharmacist, John Pemberton in the late 19th century. A businessman, Asa Griggs Candler bought Coca-cola from the pharmacist and had successfully market this brand to the public in 20th century.

TCCC generally sell these products either in syrups form or finished products to following customers:

i. Bottling and canning operations,

ii. Fountain wholesalers / retailers

iii. Distributors

iv. Retail shops

v. Supermarkets

vi. Restaurants

vii. Small neighborhood

viii. Groceries

ix. Sports and entertainment venues

x. Schools and colleges.

TCCC has three types of bottling relationships. Bottlers in whom TCCC has:

i. no ownership interest;

ii. a non-controlling ownership interest; and

iii. a controlling ownership interest.

It is estimated that 83 percent of TCCC's worldwide units are not owned or controlled by TCCC in 2006.

(Refer to Annual Report for the fiscal year ended December 31, 2006)

2.0 Micro Environmental Factors

2.1 Organisation

According to Oxford Dictionary, an organisation is an organised body of people with a particular purpose, such as a business or government department. Within an organisation, there are more than one department with different functions and purposes. These functions would work towards the corporate goals collaboratively. There are seven operating structure in TCCC as follow:

Ð'* Africa

Ð'* East, South Asia and Pacific Rim

Ð'* European Union

Ð'* Latin America

Ð'* North America

Ð'* North Asia, Eurasia and Middle East

Ð'* Bottling Investments

Ð'* 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