MKT101A - Marketing Environmental Scan Report
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Marketing Environmental Scan Report (MKT101A Marketing Environmental)
Added on 2020-04-13
MKT101A - Marketing Environmental Scan Report
Marketing Environmental Scan Report (MKT101A Marketing Environmental)
Added on 2020-04-13
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Running head: Marketing fundamentals Marketing fundamentals
Marketing fundamentals Table of ContentsIntroduction.................................................................................................................................................3Background of the company........................................................................................................................3Situation analysis of the Coca Cola Amatil...................................................................................................3PESTLE analysis........................................................................................................................................4SWOT analysis.........................................................................................................................................5Competitive analysis....................................................................................................................................6Consumer buyer characteristics...................................................................................................................8Conclusion...................................................................................................................................................9References...................................................................................................................................................92
Marketing fundamentals Introduction The report talks about the trading activities and operations of the company. It tells that how is dealing with various products and services. It explains the SWOT analysis and Pestle analysis to beat the competitors in the market. Further, the report explains that how the company is using marketing mix strategy within the organization. In addition, it explains the key characteristics of the consumer behavior in the global market. It describes that how the market influences the buying behavior of the consumers. Background of the company Coca-cola Amatil is one of the largest drink beverage companies in the Asia Pacificregion. CCA operates and manages its operations and business activities in six countries such asIndonesia, Papua, Nez Zealand, Australia, Fiji, and Samosa. It was founded in 1904 with itsheadquartered is located in Sydney Australia (Kähärä, 2009). There are approx 14,700employees employed in the company. The firm is dealing with various products such as sportswater, energy drinks, iced tea, spring water, soft drinks, flavored milk, tea, coffee and vegetablessnacks and products around the world. In today’s era, the company is expanding and increasingits profit and revenue across the world. The main aim of the company is to maximize andincrease the revenue and profit while maintaining the sustainability of the beverage industry(Ouppara and Sy, 2012). The company is using effective and unique leadership styles to motivatethe employees within the organization. The core values include integrity, passion, respect,accountability, collaboration, diversity, leadership and quality. The company maintainssustainable human resource management to attract more candidates in the market (Andini andSimatupang, 2014). Situation analysis of the Coca-Cola AmatilThe marketing and situational analysis play a vital and integral role in Coca-Cola Amatilto gain the competitors benefits across the world. PepsiCo, Golden circle and Nudie foodsAustralia are the main competitors of the CCA. The company can use SWOT analysis and3
Marketing fundamentals PESTLE analysis, Porter five forces model to evaluate and analyze the plans, policies, andstrategies of the competitors across the world (Guthrie, Cuganesan and Ward, 2010). PESTLE analysis Pestle analysis is the strategic tool to evaluate and analyze the external environment ofthe company. Pestle analysis comprises political factors, economic factors, and socio-cultural,technological, environmental and legal factors. These factors affect the business activities andoperations adversely. The pestle analysis has been discussed below (Andini and Simatupang,2014). Political factor: The political factors include political instability, the risk of military invasion,wage legislation, and trade regulations also affect the success and growth of the company. Thesefactors must be managed and controlled by the company to gain various competitors advantagesaround the world. Economic factor: The economic factors include saving rate, interest rate, unemployment rate,economic growth rate, inflation rate, saving rate and foreign exchange rate. These factors alsoaffect the trading activities and operation of the firm. The company should consider and analyzethese factors to overcome on the competitors in the world (Handayati, Simatupang andSridharan, 2011). Socio-cultural factors: The socio-cultural factors include demographic factors, culture, values,attitudes and religious of the employees. CCA must focus and evaluate these factors to beat thecompetitors in the market. Technological factor: The technological factors also influence the growth and success of thecompany. The rate of technological diffusion and changes in the technology are the majortechnological factors which affect the growth of the company adversely (Jones and Reid, 2010). Environmental factor: The environmental factors include climate change, waste managementin beverage and food sector, weather and pollution. Entire factors influence the position of theCCA adversely in the global market.Therefore, the company must identify these factors toovercome on the competitors across the world. 4
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