Marketing Decisions and Factors Influencing Lucozade Company

MARKETING
PRINCIPLES

2.1
Marketing decisions of the Lucozade company are influenced
by various macro and micro environmental factors.It is
essential that impact of these should be evaluated and analysed
properly so that a appropriate marketing decision can be taken
for business.
The micro environmental factors that affects the marketing
decision are as follows :
Customers : They come in the category of micro factors that
impact the decision making process of the Lucozade company.
Products of the company that includes sports drink and energy
drinks are consumed by its buyers. Identification of their needs
aid in making improvements in the commodities as per the
requirements of the consumers.

Employees : workforce of the enterprise put their
efforts for accomplishing desired goals of the business.
Suppliers : Raw material for making energy and sports
drink comes through various suppliers of the firm.
Quality of the material provided by them needs to be of
superior quality for ensuring better end products.
MACRO FACTORS
Political factors : Changes in political situations
influences the overall marketing decisions of the
business.

Technological factors : New innovations and advancements in
technology affect the production process. New machineries
comes in the market that provide effective and faster methods
for making energy drinks. Company needs to adopt new
technology for ensuring competitive advantage.
Economical factors : changes in the economic conditions
affect the purchasing parity of consumers and financial
revenues of the enterprise also gets affected by it.