HI5004 Marketing and Management
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Marketing and Management (HI5004)
Added on 2020-05-11
HI5004 Marketing and Management
Marketing and Management (HI5004)
Added on 2020-05-11
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Running head: MARKETING AND MANAGEMENTMarketing and ManagementName of the Student:Name of the University:Author’s Note:
1MARKETING AND MANAGEMENTExecutive SummaryMarketing management is the application of tracking and reviewing marketing resources andtactics of an organization towards achieving its success. The study has explored the marketingmanagement of Coca Cola Amatil in Australia. The study has been organized into five issues. Inissue 1, the study has described brief summary of the organization and the industry in which itoperates. 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 interms 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. Ithas defined the quality standard of the beverage drinks of Coca Cola Amatil. Apart from that, thestudy has also developed marketing tactic for the organization through 7Ps. It suggests that theorganization should use affordable price for the non-alcoholic beverage products, water and hotbeverages.
2MARKETING AND MANAGEMENTTable of Contents1.0 Introduction................................................................................................................................32.0 Issues 1: Organization and Industry Overview..........................................................................32.1 Description of Coca Cola Amatil..........................................................................................32.2 Industry Analysis...................................................................................................................52.3 Mission Statement and Value Statement...............................................................................72.4 Marketing Orientation...........................................................................................................82.5 Description of Products.........................................................................................................92.6 Role of Brand in Marketing Strategy.....................................................................................93.0 Issue 2: 5Cs Analysis...............................................................................................................103.1 Company..............................................................................................................................103.2 Customer..............................................................................................................................103.3 Collaborators........................................................................................................................113.4 Competitors..........................................................................................................................113.5 Context.................................................................................................................................114.0 Issue 3: Collection of Information...........................................................................................124.1 Collection of Information of Customers..............................................................................124.2 Collection of Information of Competitors...........................................................................124.3 Collection of Information about Changing Business Context.............................................134.4 Collection of Information about Role of Collaborators.......................................................13
3MARKETING AND MANAGEMENT5.0 Issue 4: Developing Marketing Strategy.................................................................................135.1 Potential Target Market.......................................................................................................135.2 Value Proposition................................................................................................................155.3 Positioning Statement..........................................................................................................166.0 Issue 5: Marketing Mix............................................................................................................176.1 Product.................................................................................................................................176.2 Price.....................................................................................................................................176.3 Place.....................................................................................................................................176.4 Promotion............................................................................................................................176.5 People..................................................................................................................................186.6 Processes..............................................................................................................................186.7 Physical Evidence................................................................................................................187.0 Conclusion...............................................................................................................................18Reference List................................................................................................................................20
4MARKETING AND MANAGEMENT1.0 IntroductionMarketing management defines the organizational disciplines inside an organization. Itfocuses on the marketing orientation, technique and other methods, which are highly required forachieving organizational goals (Hutchinson et al. 2015). The study will discuss the marketingand management of Coca Cola Amatil in Australia. In issue 1, the study will provide a briefdescription of the organization and its industry. In issue 2, the study will analyze the 5Cs of theorganization. Apart from that, the issue 3 of the study will describe the ways in which theorganization collects information about their 5Cs. Based on the analysis; the study will developpotential target market, value proposition and positioning statement in issue 4. Furthermore, thestudy will also develop marketing tactics for the organization in terms of 7Ps of Marketing. 2.0 Issues 1: Organization and Industry Overview2.1 Description of Coca Cola AmatilFounded 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, PapuaNew Guinea, Indonesia and Samoa. CCA operates in beverage industry and is a public listedcompany with products ranging from non-alcoholic drinks to ready-to-eat fruit and vegetableitems. A$5.12 billion was its revenue and A$79.9 million was its profit in the year 2014, whichmade it among the top five listed companies in Australia (Ccamatil.com 2017).
5MARKETING AND MANAGEMENTFigure 1: Coca Cola Amatil Earning Breakdown(Source: Ccamatil.com 2017)Figure 2: Coca Cola Amatil Divisional Profit
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