BTEC EXTENDED DIPLOMA IN BUSINESS (MARKETING)
Unit 3- INTRODUCTION TO MARKETING
Assignment Brief 2: Market Research
Launch date: 16/10/12
Submission date: 2/11/2012
Assessor Mr Njagi R.
Coca cola Company
Is a multinational company that produces beverages drinks such as soda, juices and bottle water.
They also produce other accessories such as t shirt, bags and road fare promotions.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. Their aims and objectives
-To refresh the world - in mind, body and spirit
-To inspire moments of optimism - through our brands and actions
-To create value and make a difference everywhere we engage.
P3: how Coca Cola Company uses marketing research to contribute to the development of its marketing plans.
Market research is a systematic gathering, recording and analysis of data about issues relating to marketing products and services.
-Market research reduces the chance of the coca cola company making the wrong decision.
-Effectively market research therefore improves the chances of success and reduces risk of the coca cola company.
-define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing.
-It also increases the overall sales in the company. An organization that does this can improve its competitive advantage.
-It raises awareness of the products among consumers and encourages retailers to stock the product.
-Market research helps the coca cola company to determine the needs and
Expectation of the consumers (end user or purchasers).
P4: Use marketing research for marketing planning.
Is the process which develops market strategies that will help the company to attain its overall objectives
Swot analysis is the process which combines
Refers to the internal factors of a company, which provides competitive advantage.
Strength of the coca cola company can easily be new, innovative products or services, the location of company, quality processes and procedures and specialist marketing expertise.
Are internal factors of the company, which may not stand comparison with competition or are not, performing effectively.
An example might be, lack of marketing expertise, poor quality products and services produced by your company and undifferentiated products and services( for example, not presented as clearly different or better than those of your competitors)
Focus on events and developments externally to a company. This might include new territories for a product or services, or a new segment of a market, and moving into new company that offer improved profits. -threats
Are external development factors of a company which could damage overall performance. These threats can originate from government policy, such as taxation being introduced on your products or services, competitors having superior access to channels of distributions.
Smart objectives stands for
This means the objectives of the coca cola company must be clearly stated and focused so that the company can achieve its goal.
In order for coca cola Company to see how it performing against its objectives, it needs to be able to quantify its performance.
For an objective of coca cola Company to be useful, it needs to be something that the company is in a…