Business Marketing Research Papers

This assignment delves into the field of business marketing through a collection of research papers. Key themes include power dynamics within business, customer, and market relationships; the evolving concept of customer experience management; loyalty programs in small businesses; digital channels in industrial marketing; integrated marketing communications (IMC); innovation in business networks; corporate political activity in the food industry; institutional perspectives on business marketing; value-based sales process adaptation; buyer-seller relationship orientation; knowledge management in franchising; and institutional theory applied to business marketing. The papers provide insights into various aspects of contemporary business marketing practices.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING AND MANAGEMENT
Executive Summary
Marketing management is the application of tracking and reviewing marketing resources and
tactics of an organization towards achieving its success. The study has explored the marketing
management of Coca Cola Amatil in Australia. The study has been organized into five issues. In
issue 1, the study has described brief summary of the organization and the industry in which it
operates. Apart from that, the study has described 5Cs of the organization in terms of customers,
competitors, collaborators, company and context. The study has also explored several ways in
terms of market research and market intelligence towards gathering information about their 5Cs.
The study has also developed marketing strategy for the organization based on the analysis. It
has defined the quality standard of the beverage drinks of Coca Cola Amatil. Apart from that, the
study has also developed marketing tactic for the organization through 7Ps. It suggests that the
organization should use affordable price for the non-alcoholic beverage products, water and hot
beverages.

2MARKETING AND MANAGEMENT
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Issues 1: Organization and Industry Overview..........................................................................3
2.1 Description of Coca Cola Amatil..........................................................................................3
2.2 Industry Analysis...................................................................................................................5
2.3 Mission Statement and Value Statement...............................................................................7
2.4 Marketing Orientation...........................................................................................................8
2.5 Description of Products.........................................................................................................9
2.6 Role of Brand in Marketing Strategy.....................................................................................9
3.0 Issue 2: 5Cs Analysis...............................................................................................................10
3.1 Company..............................................................................................................................10
3.2 Customer..............................................................................................................................10
3.3 Collaborators........................................................................................................................11
3.4 Competitors..........................................................................................................................11
3.5 Context.................................................................................................................................11
4.0 Issue 3: Collection of Information...........................................................................................12
4.1 Collection of Information of Customers..............................................................................12
4.2 Collection of Information of Competitors...........................................................................12
4.3 Collection of Information about Changing Business Context.............................................13
4.4 Collection of Information about Role of Collaborators.......................................................13

3MARKETING AND MANAGEMENT
5.0 Issue 4: Developing Marketing Strategy.................................................................................13
5.1 Potential Target Market.......................................................................................................13
5.2 Value Proposition................................................................................................................15
5.3 Positioning Statement..........................................................................................................16
6.0 Issue 5: Marketing Mix............................................................................................................17
6.1 Product.................................................................................................................................17
6.2 Price.....................................................................................................................................17
6.3 Place.....................................................................................................................................17
6.4 Promotion............................................................................................................................17
6.5 People..................................................................................................................................18
6.6 Processes..............................................................................................................................18
6.7 Physical Evidence................................................................................................................18
7.0 Conclusion...............................................................................................................................18
Reference List................................................................................................................................20

4MARKETING AND MANAGEMENT
1.0 Introduction
Marketing management defines the organizational disciplines inside an organization. It
focuses on the marketing orientation, technique and other methods, which are highly required for
achieving organizational goals (Hutchinson et al. 2015). The study will discuss the marketing
and management of Coca Cola Amatil in Australia. In issue 1, the study will provide a brief
description of the organization and its industry. In issue 2, the study will analyze the 5Cs of the
organization. Apart from that, the issue 3 of the study will describe the ways in which the
organization collects information about their 5Cs. Based on the analysis; the study will develop
potential target market, value proposition and positioning statement in issue 4. Furthermore, the
study will also develop marketing tactics for the organization in terms of 7Ps of Marketing.
2.0 Issues 1: Organization and Industry Overview
2.1 Description of Coca Cola Amatil
Founded on 1904 with headquarter in New South Wales (NSW), Coca Cola Amatil
(CCA) has expanded in most of the Asia-Pacific regions including New Zealand, Fiji, Papua
New Guinea, Indonesia and Samoa. CCA operates in beverage industry and is a public listed
company with products ranging from non-alcoholic drinks to ready-to-eat fruit and vegetable
items. A$5.12 billion was its revenue and A$79.9 million was its profit in the year 2014, which
made it among the top five listed companies in Australia (Ccamatil.com 2017).

5MARKETING AND MANAGEMENT
Figure 1: Coca Cola Amatil Earning Breakdown
(Source: Ccamatil.com 2017)

6MARKETING AND MANAGEMENT
Figure 2: Coca Cola Amatil Divisional Profit
(Source: Banterle et al. 2014)
Figure 2: Coca Cola Amatil Market Volume Composition
(Source: Mialon et al. 2016)
2.2 Industry Analysis
The beverage industry of Australia can be analyzed through Porter’s Five Force:
Factors Explanation
Bargaining power of Supplier  Low bargaining power due to plenty of suppliers
 Big market players are the key clients for suppliers
 Suppliers are neither differentiated or concentrated
Bargaining power of Buyer  High bargaining power from huge availability of soft-drinks
 Bargaining power tends to decreasewith increase of end
consumer brand loyalty

7MARKETING AND MANAGEMENT
Market Competition  Tremendous market competition with key players such as
Coca Cola Amatil,Pepsico, Schweppes, Kirks, Nudie Foods
Australia, Nestle Waters and Dr Pepper Snapple Group
Threat from Substitute  Local firms delivering new flavors of energy drinks such as
juice, soda and drinks items
 Price offered by new firms are quite lower then big players
Threat from New Entrants  High threat from supermarket local brands such as
Woolworths and Coles
 Relatively low barriers for new entries due to zero capital
requirement and less consumer switching
Table 1: Porter Five Force Analysis
(Source: Externally 2017)

8MARKETING AND MANAGEMENT
Figure 4: Porter Five Forces Model
(Source: Kerr and Patti 2015)
2.3 Mission Statement and Value Statement
CCA mission statement is:
“To create millions of moments of happiness and possibilities for our customers,
communities and shareholders”
The statement indicates that CCA tries to ensure satisfaction for its stakeholders, which
would in turn help in earning happiness.
CCA value statement is:
 We are open and straightforward We focus on present and future
 We create initiative and achieve the outcome

9MARKETING AND MANAGEMENT
2.4 Marketing Orientation
According to Vanharanta, Chakrabarti and Wong (2014), marketing orientation
comprises of customer orientation, competition orientation and inter-functional
coordination.CCA offers soft-drinks with differentiated carbon and sugar content so that both
health conscious and casual market segments are addressed. In this way it has able to create
sustainable market position. Considering customer orientation, CCA has targeted age segment
from 13 to 75, low to high income range, health conscious and even corporate sector consumers.
Both suppliers and investors are its prime internal coordination stakeholders. Long-term
relationship is kept with beverage suppliers and strong short-term relationship with Digital
advertisement partners.
Figure 5: Marketing Orientation
(Source: Weaven et al. 2014)

10MARKETING AND MANAGEMENT
2.5 Description of Products
The diversified product portfolio of CCA includes soft drinks, energy drinks, sports
drinks, spring water, flavored milk, fruit juices, tea, coffee and ready-to-eat fruit and vegetable
snacks. The Small Business Units (SBUs) of CCA are water, alcoholic beverage, non-alcoholic
beverage, hot beverage and food. Most of the products are of high sugar and carbon content in
beverage category and its water category is gaining rapid market share (Hingley, Angell and
Campelo 2015).
2.6 Role of Brand in Marketing Strategy
According to Viio and Grönroos (2014), CCA offers wide range of items and most of
those are good in quality, however the taste is quite similar to other alcoholic beverage brands.
Therefore, CCA needs to classify its brand and increase brand loyalty through enhanced
marketing strategy so that customer pool can be retained in future. Therefore, branding will help
in customer retention, accelerated sales and earning revenue, which will eventually help in
developing other business units.

11MARKETING AND MANAGEMENT
3.0 Issue 2: 5Cs Analysis
3.1 Company
Coca Cola Amatil has wide range of non-alcoholic beverage drink products, which meets
the various kinds of needs of the customers. Ardjouman and Asma (2015) opined that high
quality of the beverage drinks has added to the organizational strength of Coca Cola Amatil.
High brand reputation of Coca Cola Amatil attracts huge customers groups. Furthermore, wide
distribution network and increasing global presence of Coca Cola Amatil has ultimately
increased its overall sales volume. On the other hand, Coombes and Nicholson (2013) opined
that Coca Cola Amatil has lack of health beverages, which limits its business success. The
organization has huge opportunity towards diversifying its product line towards health beverages
and food products. However, Coca Cola Amatil faces tough competition in the marker from the
companies like Pepsico, Inc, Nestle, Lion Dairy and Drinks.
3.2 Customer
Coca Cola Amatil serves the customers, who have high refreshing needs. The
organization has targeted highly health conscious people. Moreover, it used low sugar level in
their drink categories. While considering the typical behavior of the customers, it can be seen
that most of the customers demand highly quality beverage drinks from Coca Cola Amatil. The
customers mostly purchase the products of Coca Cola Amatil from either retail stores or grocery
shops (Eng and Ozdemir 2014). However, the changing needs and preferences of the customers
towards health drinks seem to be threats on the organization.

12MARKETING AND MANAGEMENT
3.3 Collaborators
Coca Cola Amatil has unique source of suppliers both from domestic as well as
international market. Moreover, the organization always searches for qualified suppliers, who
meet the highest quality standard. Therefore, such unique source of suppliers helps the
organization in providing high quality beverage drinks in the market. Apart from that, the
organization maintains effective relationship with the distributors for reaching the drinks into
several retail, grocery, supermarkets, educational institutes, hotels, bars, corporate houses and
others (Möller 2013).
3.4 Competitors
The current major competitors of Coca Cola Amatil are Pepsico, Inc, Nestle, Lion Dairy
and Drinks. These organizations are also providing almost same quality drinks even in affordable
price. However, there is moderate threat of new entrants in the beverage industry. New entrants
face tough challenges in beating the competitive force of reputed organizations like Coca Cola
Amatil, Nestle and others (Yang and Su 2014).
3.5 Context
According to Viio and Grönroos (2016), stable political condition of Australia and
favorable government support facilitated Coca Cola Amatil in its business success. Reduced
tariff rate and free trade agreement of Australia impose less legal constraints on the organization.
On the other hand, Zhou et al. (2015) opined that increasing income of the people has increased
their spending power, which enhances their ability to spend on beverage products. However, the
customers are more likely to shift in health drink products, which can impose threat for the

13MARKETING AND MANAGEMENT
organization. Advanced digitalization and popularity of social media have actually enhanced the
product promotion of Coca Cola Amatil.
4.0 Issue 3: Collection of Information
4.1 Collection of Information of Customers
Coca Cola Amatil gathers huge information about the customers through effective market
research. The organization use customer survey for gathering valuable information about the
customers. Apart from that, Karjaluoto, Mustonen and Ulkuniemi (2015) opined that Coca Cola
Amatil effectively uses social media for gathering information regarding the needs and
preferences of the customers. On the other hand, the organization also uses product
recommendation tool for understanding the current preferences of customers.
4.2 Collection of Information of Competitors
Coca Cola Amatil effectively collect information about its competitors though applying
market intelligence. The organization often visits and monitors the outlets of the competitors for
gathering information about them. According to La Rocca and Snehota (2014), Coca Cola
Amatil often collects information about the competitors from social media sites. From social
media sites, the organization gets to know about various offerings, discounts and other valuable
information about the competitors. On the other hand, Homburg, Jozić and Kuehnl (2017) opined
that the marketing managers of Coca Cola Amatil frequently attend business conferences. From
such conferences, the organization receives varieties of valuable information about the
competitors.

14MARKETING AND MANAGEMENT
4.3 Collection of Information about Changing Business Context
Coca Cola Amatil always assesses the changing context of the business through
observing the trends in the market. Zhou et al. (2015) pointed out that the organization uses
social media and customer survey for assessing changing preferences of the customers. Apart
from that, the organization also has market intelligence software towards assessing the market
trends in the changing business context. Furthermore, the organization also uses business
conferences for identifying the changing business process and trends of competitor
organizations.
4.4 Collection of Information about Role of Collaborators
Coca Cola Amatil try to search for effective wholesalers in the market over the internet.
Coca Cola research on the B2B supplier directory for getting efficient and unique source of
suppliers. From such directory, the organization also gets effective information about the role of
these suppliers in business process (La Rocca and Snehota 2014).
5.0 Issue 4: Developing Marketing Strategy
5.1 Potential Target Market
Potential STP of Coca Cola Amatil
Segmentation Geographical: Both domestic as well as international customers
Demographic
 Age: Mostly adult, teenage and old people will be the potential
customers
 Gender: Both male as well as female customers

15MARKETING AND MANAGEMENT
 Income: Customer mostly having secure source of income will be the
potential customers
 Education: Mostly educated persons will be chosen as customers
 Household: The organization will choose customers beyond
 Occupation: College students, business person, corporate officials,
athletics
Psychographic
 Attitude: People having positive attitude towards their life
 Lifestyle: People having sophisticated lifestyle
 Personality: People having positive personality
 Brand Preference: People having high level of brand preference
 Price Sensitivity: People having moderate price sensitivity
 Conservative/Liberal: People having liberal mind to taste new
beverage drinks
Behavioral
 Purchase History: People having long history of purchasing beverage
drinks
 Store Preferences: People, who are more likely to purchase from
retail stores and departmental stores
 Information Source: People seeking information over internet
 Benefit sought: People seeking some extra benefits from the products
Target  The organization will target all teenagers, adults and old people
 The targeted customers will have secure source of income

16MARKETING AND MANAGEMENT
 College students, business person, corporate officials, athletics
will the target for the organization
 People mostly having positive personality and positive attitude
towards the life will be the target for the organization
 The organization will also target the people having high brand
preferences
Positioning  High quality of the products
 Real Cola Taste
 Revitalizing Ingredients
 Extremely Refreshing
 Thirst Quenching
 Best Soft Drink
 Affordable Price
Table: Segmentation, Targeting and Positioning of Coca Cola Amatil
(Source:)
5.2 Value Proposition
The quality of the products of Coca Cola Amatil will always be having high standard for
meeting the needs of customers having high brand preferences. The beverage drinks of the
organization will have real cola taste, refreshing quality and revitalizing ingredients, which will
meet the refreshing needs of the athletics and other hard working people. The soft drinks of the
organization will also will also meet the thirst quenching needs of the customers. Apart from
that, Coca Cola Amatil will provide its beverage drinks to the customers at affordable prices. It

17MARKETING AND MANAGEMENT
will actually satisfy the price sensitive customers. Moreover, all these qualities of Coca Cola
Amatil will make it able to stand out unique in the market over its rival organizations.
5.3 Positioning Statement
Positioning Statement of Coca Cola Amatil
To Health conscious people having needs of refreshing beverage drinks and
energy drinks
Coca Cola
Amatil is the
Highly refreshing beverage drink company
That Can give customers a refreshing feelings through their thirst quenching soft
drinks and energy drinks
That is because  High refreshing quality
 Revitalizing ingredients
 Thirst Quenching Quality
Table 2: Positioning Statement of Coca Cola Amatil for Target Market
(Source: Created by Author)

18MARKETING AND MANAGEMENT
6.0 Issue 5: Marketing Mix
6.1 Product
Coca Cola Amatil will provide non-alcoholic beverages like Coca Cola, diet coke, Coca
Cola Vanilla, Fanta, Deep Spring. Apart from that, the organization will also incorporate health
drinks for meeting the specific needs of athletic customers. Furthermore, the organization will
also offer pure water for meeting the thirst quenching needs of the customers. Moreover, the
drinks of the organization will be produced by standard quality water. Apart from that, the hot
beverages like coffee and tea will meet the refreshing needs of the customers.
6.2 Price
The organization will always use affordable price for satisfying the price sensitive
customers. Moreover, initially, the organization will use price penetration strategy by keeping
the price low towards gaining high market share. However, gradually, it will use competitive
pricing strategy towards for gaining increasing profit.
6.3 Place
The beverage drinks of Coca Cola Amatil will be available in retail stores, departmental
stores and grocery shops. The products will also be available in the supermarkets. It will enhance
the convenience of the customers towards accessing the products.
6.4 Promotion
Coca Cola Amatil will use various advertising and promotional strategies towards
increasing the customer demands. Moreover, the organization will use print media and digital
media towards reaching large volume of customers. Apart from that, the organization will also

19MARKETING AND MANAGEMENT
use social media channels for encouraging the new generation customers for purchasing the soft
drinks.
6.5 People
Coca Cola Amatil will high talented and skilled employees, who can add their unique
ideas towards creating differentiation in the product lines. Apart from that, the organization will
also hire talented sales person towards increasing sales volume of the products.
6.6 Processes
The organization will use advanced technology in the production of non-alcoholic
beverage drinks. Moreover, the advanced technology of the organization will help in effectively
processing the beverage drinks. Apart from that, the organization will use social media channels
in their marketing process towards enhancing the customer demand in the market.
6.7 Physical Evidence
The well trained employees of Coca Cola Amatil will ensure production of high quality
beverage drinking water. Apart from that, great website of the organization provides adequate
product information to the organization. Furthermore, the different sizes of bottles of beverage
drinks serve different types of needs of the customers.
7.0 Conclusion
While concluding the study, it can be said that Coca Cola Amatil is highly popular for its
high quality beverage drinks. The brand reputation of the organization attracts huge customer
volume. The organization serves the customers, who have the needs of soft drinks and energy
drinks. Coca Cola Amatil collects customer information through customer survey and social
media channels. On the other hand, the organization collects competitor information from

20MARKETING AND MANAGEMENT
business conferences and the outlets of the competitors. The organization should target people,
who have highly refreshing needs. Moreover, the revitalizing and refreshing ingredients of the
beverage drink products will satisfy the needs and preferences of the customers. Coca Cola
Amatil should provide non-alcoholic beverage, water and hot beverage to the customers at
affordable prices.

21MARKETING AND MANAGEMENT
Reference List
Ardjouman, D. and Asma, B., 2015. Marketing Management Strategies Affecting Performance
of Small and Medium Enterprises (SMEs) in Cote d'Ivoire. International Journal of Business
and Social Science, 6(4).
Banterle, A., Cavaliere, A., Carraresi, L. and Stranieri, S., 2014. Food SMEs face increasing
competition in the EU market: Marketing management capability is a tool for becoming a price
maker. Agribusiness, 30(2), pp.113-131.
Ccamatil.com. 2017. Coca-Cola Amatil – Australia, New Zealand & South Pacific. [online]
Available at: https://www.ccamatil.com/ [Accessed 12 Oct. 2017].
Coombes, P.H. and Nicholson, J.D., 2013. Business models and their relationship with
marketing: A systematic literature review. Industrial Marketing Management, 42(5), pp.656-664.
Eng, T.Y. and Ozdemir, S., 2014. International R&D partnerships and intrafirm R&D–
marketing–production integration of manufacturing firms in emerging economies. Industrial
Marketing Management, 43(1), pp.32-44.
Externally, S. 2017. Acapmag.com.au. [online] ACAPMAg - The voice of downstream
petroleum. Available at: http://acapmag.com.au/home/2015/05/coca-cola-amatil-ltd-an-in-depth-
analysis/ [Accessed 12 Oct. 2017].
Hingley, M., Angell, R. and Campelo, A., 2015. Introduction to the special issue on power in
business, customer, and market relationships. Industrial Marketing Management, 48, pp.101-
102.

22MARKETING AND MANAGEMENT
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Hutchinson, K., Donnell, L.V., Gilmore, A. and Reid, A., 2015. Loyalty card adoption in SME
retailers: the impact upon marketing management. European Journal of Marketing, 49(3/4),
pp.467-490.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract concept to marketing management
tool. Journal of Marketing Communications, 21(5), pp.317-339.
La Rocca, A. and Snehota, I., 2014. Relating in business networks: Innovation in
practice. Industrial Marketing Management, 43(3), pp.441-447.
Mialon, M., Swinburn, B., Allender, S. and Sacks, G., 2016. Systematic examination of publicly-
available information reveals the diverse and extensive corporate political activity of the food
industry in Australia. BMC public health, 16(1), p.283.
Möller, K., 2013. Theory map of business marketing: Relationships and networks
perspectives. Industrial Marketing Management, 42(3), pp.324-335.
Vanharanta, M., Chakrabarti, R. and Wong, P., 2014. Institutional life of intuitive insights:
Legitimacy of virtuoso intuitive marketing management. Industrial Marketing
Management, 43(5), pp.760-768.