Marketing Strategy & Supply Chain Alignment

This assignment delves into the crucial connection between marketing strategy, supply chain management, and brand building. It examines how proactive sourcing strategies can be effectively aligned with marketing and branding initiatives, particularly within the context of food service. The provided readings encompass diverse perspectives on social marketing, marketing strategy frameworks, supply chain planning, and the role of market choice in shaping business decisions.

International marketing
management
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EXECUTIVE SUMMARY
From the study it can be articulated that a proper marketing plan needs to be prepared in
order to launch the new product in Indian market. Such product enhances consumers who prefer
to consumer nutritional diet and thus aims to prefer more number of consumers to enhance
market share of firm. Effective pricing decision help firm to enhance the profit margin of firm so
that desired results, Carrying out effective marketing mix strategy assesses that business needs to
improve its financial performance in market. Also, role of marketing models aids in enhancing
business performance so that set targets can be attained. Thus, it is significant for firm to
improve its market share and profitability ratio.
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TABLE OF CONTENTS
Introduction......................................................................................................................................4
Literature Review.............................................................................................................................4
APPLICATION OF THEORY TO PRACTICE.............................................................................6
CONCLUSION AND RECOMMENDATIONS............................................................................8
References......................................................................................................................................10
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INTRODUCTION
International Marketing Management is very important part of expansion of business
operation in overseas or new emerging market. It includes development of international
marketing plans and process on the basis of needs and interest of people of overseas market. In
addition to this, it can be said that by having an effective understanding of international work
standards the business firm can easily attain better opportunities in the market. In order to have
better understanding regarding international marketing management the work culture of Coca
Cola. It has been noticed that company is one of leading hospitality firm and provides services in
different areas. Along with this, organisation is also referred as global brand of full range of
products in beverage sector. It reflects that by exploring the working of Coca Cola the learning
about international marketing can be advanced in critical manner. Marketing management allows
to promote services in desired way so that goals and objectives can be accomplished.
LITERATURE REVIEW
Marketing Management Concept
According to Cox and Yang (2007), marketing management is considered as
organisational disciple which allows to promote products and services in appropriate manner. In
addition to this, it can be said that management of Coca Cola can have effective application of
diverse tactics for sustainable development. Classification of marketing management tactics can
be as marketing orientation, techniques and methods that improve brand loyalty. Dibb and
Carrigan (2013) has stated that with an assistance of marketing management the company can
have effective allocation of activities. By having an application of marketing management the
scope of organisation within sector can be advanced effectively. It allows to advance the
customer base and make sure that goals and objectives can be accomplished effectively.
Marketing Mix
Fifield, (2012) has asserted that marketing mix is combination of factors which are
allowed to design strategies in a manner to attract customers. In this, Coca Cola mainly focuses
on the marketing mix elements such as product, price, place and promotion. It has been noticed
that application of marketing mix element is significant because it allows to meet long term
objectives. Kotler and Armstrong (2009) has said that product must be developed according to
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customer needs so that better satisfaction can be offered to them in order to meet objectives.
Pricing also need to design as per economic values. If economic values and customer
expectations are not considered then vital issues might be faced by Coca Cola . Along with this,
the place is a factor which decide the distribution of products and services. It is significant to
have selection of tool properly so that better convenience can be offered to customers. Moreover,
promotion is also a critical element of marketing mix which boosts the success opportunities. By
having effective selection of advertising and promotional method the business firm can easily
attract more and more customers. In addition to this, it can be said that application of marketing
mix provides a support to marketing activities and lead business firm to impressive level of
success.
Marketing plan
For supporting the marketing analysis as well as introducing the new product within the
beverage industry, organisation must focuses on creating effective marketing plan. As per the
view of Hair, Bush and Ortinau (2003) marketing plan plays significant role within the business
that support in integrating the activities of business so that they can easily make aware customers
regarding their products that they are offering. The marketing plan mainly focuses on assessing
the different stages such as situational analysis of the industry and reviewing the current
beverage products that are offered by the range of companies. Another step within the marketing
plan include assessing reviewing the needs of customers that prefer dietary and Caffeine Free
coke to the customers as now a days customers are more conscious towards their health that lead
to in-take dietary coke and beverage products.
According to Pelton, Strutton and Lumpkin (2002) another step in the marketing plan is
reviewing the product offering that support the organization in differentiating their services from
the rival companies. It would also focuses on highlighting the key strength and weakness of the
organisation along with assessing the opportunities and threats that are commonly faced by the
beverage organisation in the environment. Therefore, this support the organization in dealing
with the weaknesses and threats existing in the environment. On the other hand, Ramaswamy
and Namakumari (2002) has also stated that engaging in the marketing plan also sometime
results in creating the unrealistic financial projection and anticipation that lead to the loss for the
organisation. In addition to this, marketing plan also focuses on assessing the pricing of their
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products that is Glacéau Vitamin-water so that it support the customers in opting their products
and coke product from the rival companies.
Product life cycle
In the marketing terms product life cycle is an effective marketing tool and theory that is
implemented in practice to know the success of the beverage products in the market. As per the
view of Dibb and Carrigan (2013) product life cycle model clearly states that successful product
and services looses their market with the sudden change in the demand and preferences of the
customers or with the introduction of product in the beverage industry. The foremost
effectiveness of product life cycle is that it is consider as proactive approach in which the
management focuses on engaging in effective services with the declining of their different
products (Kraus, Harms and Fink, 2010). For instance, management of organisation reviews that
there sales is constantly declining therefore, to grow their sales of services company must
focuses on using the higher promotional strategies that would results in promoting their new
vitamin water products in the market.
On the contrary to this, Fifield (2012) has also stated that this model is ineffective when
they are handling brands as they are not products they do not have life cycle. Therefore, the
products that are offered by the brand would get affected with the change in market demand and
supply. Along with this, it has been also assessed that marketer of competitor with the help of
using this model would also use the similar strategies and plan of action so that they may also
reach to the desired stage in the cycle. Along with this, it has been also assess that with the help
of product life cycle model it also assists the companies to engage in the planning process so that
company may easily accomplishes their marketing activities (Kotler, 2011). Hence, it is
advantageous for business to draw in more customers and supply them low monetary value
products at the time of introduction and then increases the amount of product to sustain in the
beverage industry. Thus, it helps in maintaining effective pricing strategy and thus enhances
brand image in market.
APPLICATION OF THEORY TO PRACTICE
It can be stated that Coca Cola introduces Glaceau Vitaminwater into India in order to
influence Indian customers towards firm. Thus, it increases the sales and profitability of firm in
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market (Bunnell, 2005). There are different theories which are practices within business in order
to implement the same-
Marketing Management
It can be stated that Coca Cola aims to undertake effective marketing management tools
and thus implement the same in order to inform consumers regarding different products available
within firm in order to enhance sales and profitability of firm in market. Thus, business aims to
target Indian customers by promoting their new range of Glaceau Vitaminwater and thus provide
nutrient water beverage to potential clients (Foroud and et. al., 2010). For this, business aims to
uses social media advertising and hoardings in relation to attain desired performance in market.
Introducing such vitamin water helps in growing the business performance in market and thus
attain desired results. Marketing is considered as an effective concept that helps in influencing
business performance and results into improving success and profit margin. Through carrying out
survey it helps in assessing that Indian customers are attracted towards such type of product and
helps in influencing the sales of firm. Management of Coca Cola identifies such technique and
uses effective promotional tools in regard to promote the product in Indian market (Geunes and
et. al., 2011). For this, different promotional activities such as advertising on television, social
media and hoarding are the best suitable and it leads firm to introduce cited product in
developing country which is India. Hence, using different marketing concepts helps firm to
improve its business decision making. Through expanding the business functions it helps in
enhancing the market share and growth of firm.
Marketing mix
According to the view point of Gubb (2010), it can be stated that it involves 4 P's of
marketing mix which helps in expanding the business performance in market. It is essential for
firm to undertake effective approaches so that business can enhance its market share and
profitability ratio. Therefore, it is essential for Coca Cola to introduce Glaceau Vitaminwater
product range. It is available in varied variants and thus attracts consumers towards firm (Gubb,
2010). Through providing such products it helps in influencing consumers and profit margin can
be enhanced. Following is the marketing mix of Coca Cola which is as follows-
 Product- Coca Cola aims to introduce new product range in market in order to attract
potential customers. Therefore, it helps firm to expand its business operations so that
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performance of firm can be enhanced. Further, it is essential for enterprise to focus upon
Glaceau Vitaminwater product and attracts consumers towards it. It is the best way
through which profit can be enhanced. Appropriate plan needs to be developed which
helps in increasing business performance in market and thus raises its efficiency
(Helman, 2010).
 Price- It is another crucial concept that needs to be undertaken by Coca Cola management
so that it enhances the sales of firm in market. However, business is selling its products in
Indian market which is still a developing country therefore it needs to adopt penetration
pricing strategy (Jahdi and Acikdilli, 2009). Hence, it is beneficial for firm to attract
customers and provide them low prices at the time of launching and then gradually
increases the amount. Thus, it helps in maintaining effective pricing strategy and thus
enhances brand image in market.
 Place- For launching new product Coca Cola selects Indian market and thus enhances the
sales of firm. It is essential for firm to identify appropriate place where product can be
introduced and attracts wide range of consumers so that sales and profitability of firm can
be enhanced (Kotler, 2011).
 Promotion- Further, in order to promote cited firm's product it helps firm to use social
media, television advertising and hoardings so that large number of Indian customers can
be attracted. It is the best way through which business can enhance the sales and market
share (Kraus, Harms and Fink, 2010).
Role of marketing models
It is essential for company to adopt effective marketing models for promoting the product
in Indian market. Coca Cola management prepares effective marketing plan in relation to
promote the product Glaceau Vitaminwater in Indian market. It is significant for firm to develop
such product in market and attain desired results. In order to improve business performance it is
effective for firm to undertake marketing tools so that success can be attained (Bunnell, 2005).
CONCLUSION AND RECOMMENDATIONS
It can be concluded from the study that Coca Cola aims to prepare effective marketing
plan and thus introduce Glaceau Vitaminwater in Indian market and thus attracts potential
customers towards firm. For this, business introduces its product in Indian market and enhances
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market share of firm. It helps in enhancing profitability of firm in market so that desired results
can be attained. It is significant for business to undertake effective marketing strategy so that
Coca Cola can enhance its operations in international market and thus expand the business
product into market.
It can be recommended to firm that business should focus upon adopting effective pricing
strategy in order to enhance business performance. Also, launching such product should benefit
consumers so that they prefer to consumer it more as compared to other rivals.
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REFERENCES
Bunnell, T., 2005. Strategic marketing planning in international schools.International Journal of
Educational Management. 19(1). Pp.59-66.
Cox, A. and Yang, T., 2007. The proactive alignment of sourcing with marketing and branding
strategies: a food service case. Supply Chain Management: An International Journal. 12(5).
pp.321 - 333
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and Hastings
reflect on social marketing in a period of social change. European Journal of Marketing. 47(9).
pp. 1376–1398.
Fifield, P., 2012. Marketing Strategy. 3rd ed. Routledge.
Foroud, A. and et. al., 2010. A multi-objective framework for dynamic transmission expansion
planning in competitive electricity market. International Journal of Electrical Power &
Energy Systems. 32(8). pp. 861-872.
Geunes, J. and et. al., 2011. Approximation algorithms for supply chain planning and logistics
problems with market choice. Mathematical programming. 130(1). pp. 85-106.
Gubb, J., 2010. Will a market deliver quality and efficiency in health care better than central
planning ever could? Yes. BMJ. pp. 340.
Hair, J. F., Bush, R. P. and Ortinau, D. J., 2003. Marketing research: Within a changing
information environment. Richard d Irwin.
Helman, U., 2010. Resource and transmission planning to achieve a 33% RPS in California–ISO
modeling tools and planning framework. In FERC Technical Conference on Planning
Models and Software.
Jahdi, K. S. and Acikdilli, G., 2009. Marketing communications and corporate social
responsibility (CSR): marriage of convenience or shotgun wedding? Journal of Business
Ethics. 88(1). pp.103-113.
Kotler, P. and Armstrong, G., 2009. Principles of Marketing 11th Edition. New York: McGraw-
Hill Publishing.
Kotler, P., 2009. Marketing management. Pearson Education.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Kraus, S., Harms, R. and Fink, M., 2010. Entrepreneurial marketing: moving beyond marketing
in new ventures. International Journal of Entrepreneurship and Innovation Management.
11(1). pp.19-34.
Pelton, L. E., Strutton, D. and Lumpkin, J. R., 2002. Marketing channels: a relationship
management approach. McGraw-Hill College.
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Ramaswamy, V. S. and Namakumari, S., 2002. Marketing Management: Planning,
Implementation & Control: Global Perspective Indian Context. Macmillan.
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