Marketing Management in General Soft Drinks Co. Ltd : Report

Added on - 21 Jul 2020

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MarketingManagement
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION..........................................................................................................................1MAIN BODY..................................................................................................................................1CONCLUSION............................................................................................................................11REFERENCES..............................................................................................................................12.......................................................................................................................................................13
EXECUTIVE SUMMARYThis report is based on marketing management which is important for the each and everyorganisation in order to attract large number of the customers towards business products andservices. This project describe the entire information of company, including PESTLE analysis,SWOT analysis, Porter's five force model and other. Main aim and motive of this project is toidentify as a whole information of the company in a systematic manner.INTRODUCTIONMarketing is identify as a management and study of exchange relationship systematically.This concept is used by each and every organisation in order to create, satisfy and keep thecustomers on regular basis. Marketing is also defined as an activity and process ofcommunicating, creating, exchanging, delivering, offering and providing products and servicesthat has value for clients, buyers, society and clients. Management is the process of maintainingand designing an environment in which persons, working together in teams and accomplishdesired goals and objectives of company in an efficient manner (Chan and et. al., 2012). So, bothmarketing and management are important concepts and processes of developing effectivestrategies and designing for services or products, promotions, sales, advertising to influencedesired customer segment.This report is based on The General Soft Drinks Co. Ltd which is responsible and liablefor producing a big range of beverages across Malta. They deal in different products such as DietCock & Sprite, Fanta icy Lemon, etc. Main aim and motive of this business is to fulfil the basicrequirement of clients by providing quality products and services. This project describes aboutthe entire information of company’s background including internal and external analysis,marketing audit, new marketing mix, unique selling preposition (USP) and marketingpositioning.MAIN BODYBACKGROUND STATEMENT OF COMPANY INCLUDING USP AND MARKETPOSITIONING:The General Soft Drinks Co Ltd is liable for manufacturing and producing a differentrange of beverages across Malta and worldwide (Chernev, 2014). They produce a wide range ofvarious soft drinks such as diet coke, Coca-Cola, Fanta, Schweppes, Dr Pepper, Sprite and1
Kristal. They employ over 240 persons in Gozo and Malta at its manufacturing site, distributionsand offices centres. Main motive of this business is decreasing the environmental effect ofbusiness operations and products with a specific focus on climate protection, water stewardshipenergy and recycling. Coca-Cola operates in Malta which is beneficial to local business manGeorge Spiteri. First plant of Coca-Cola was established on 18 May 1952 in Qormi. Mission ofthis business is to become supplier in every segment where they operate and manufacture theirproducts or services (Foxall, 2014). This will be attained by satisfying the retailers andconsumers with the greatest quality goods through dynamic, responsive, dedicated and trainedworkers who are also attached to maintain the interest of all stakeholders. Vision of thisorganisation is to promote and encourage the development and growth of employees at differentlevels of enterprise.Unique selling positioning:It is identified as a marketing concept and strength ofcompany in marketplace. It is also determine as a factor that distinguished goods from itschallengers such as the highest quality, lowest cost or first- ever beverage of its kind USP of TheGeneral Soft Drinks Co Ltd in the number one brand in forms of sales with moreover 500beverage at offer. It is a famous and world's largest soft drink company worldwide (Grönroos,2011). Aim of this organisation is to provide quality and healthy products to the target andpotential customers at reasonable cost. They mainly target those persons who belongs in agegroup of middle, upper and lower class. Basic proposition of company is very simple, timelessand solid. When they bring value, refreshment, fun and joy to its neutral, then they successfullyin nature and protect their brand in particular way. It is essential and important to completeultimate responsibility to give attractive and fair returns to the business owner systematically.Market positioning:Coca-Cola is a famous and popular brand in all over the world withits quality products and services. Market positioning of this business is good in comparison toother organisations. They produce a large number of products such as diet coke, Coca-Cola,Fanta, Schweppes, Dr Pepper, Sprite, Kristal, etc. It is a leading retailer and manufacturer ofnon-alcoholic goods in all over the world (Hanna and Rowley, 2011). Company position inmarket is best famous for its flagship beverage. It is a useful product for the visitors, adults, kidsand travellers who are interested in visiting for Malta. Company has strategically located itselfwith the organisation and soft drink market worldwide. Market Segmentation of company isidentified as a procedure of portioning market in different parts of potential clients with same2
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