Understanding Marketing

UNDERSTANDING
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of the macro environment in context with an organisation and its selected product
and specify their impact on marketing program of firm.............................................................1
Specify target market for the selected product ...........................................................................3
Formulate two perceptual maps to denote the actual positioning of your organisation in
comparison with the competitors ...............................................................................................3
Discuss about Ansoff's matrix to acknowledge the appropriate strategy for selected brand......6
Mention marketing mix for selected growth strategy.................................................................7
Define how the marketing mix maps on customer buying behaviour and shows the impact of
4ps on each stage of consumer model.........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as the procedure to acknowledge customer base and sustains a
strong relation with them to attain maximised sales. In business world, marketing is considered
as main key to achieve organisational growth and success (Armstrong and et. al., 2018). With the
help of right marketing techniques, psychological understanding of consumers can be
acknowledged in a proper manner. This report is based on Coca-Cola which is a soft drink
manufacturing and retailing company dealing in worldwide context. This firm is established in
1892 and headquartered in Georgia, USA. This assignment is going to focus on Coca-Coal
energy drink which will be introduce in market in 2020. Further, this report is going to mention
about macro environment in which a company is operating. Also, target market for selected
product and perceptual maps are prepared. Information about Ansoff growth strategy and
marketing mix is mentioned for selected product. At last, impact of marketing mix on consumer
behaviour model is discussed in brief.
MAIN BODY
Analysis of the macro environment in context with an organisation and its selected product and
specify their impact on marketing program of firm
Macro environment is referred as the condition which exist within economy at a wider
scale rather than impacting a specific region or sector. Basically, macro environment include
aspects like inflation, spending, GDP, fiscal policy, employment, monetary policies etc. In order
to acknowledge the macro environment in which Coca-Cola is operating, PEST analysis is used.
PEST analysis will help the manager in Coca-Cola to identify the external business environment
in a proper manner. Aspects in this context are discussed below:
 Political factor: These factors include about the political scenario of the region in which
a firm is operating their business activities and processes. This aspect involves political
stability, bureaucracy, corruption, tax policy, trade restriction etc. As UK is politically
stable and corruption is less, operating in UK is easier for Coca-Cola. But, after Brexit,
governmental policies for outside organisations have became more strict which can
Impact the working of Coca-Cola and popularity of Coca-Cola energy drink in negative
manner (Datta, Ailawadi and Van Heerde, 2017).
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 Economic factor: This external factor involves aspects like GDP, growth rate, Inflation,
international exchange rates, labour cost, taxation, unemployment rates, monitory
policies etc. People in UK mainly depends upon service sector for their livelihood due to
which they earn disposable income. This is the reason operating in UK is beneficial for
Coca-Cola as people are capable to buy their products without any difficulty. In case of
Coca-Cola energy drink, price of product is not very high which assures that people from
different financial background can purchase it (De Mooij, 2018). Great recession in 2018
has increased inflation in UK due to which purchasing power of individuals is reduced.
This can reduce the sales of Coca-Cola energy drink in UK.
 Social factor: These aspects incorporates social behaviour, trends, attributes, opinion and
perception of individuals which lives in a region or place. People in UK are modern and
health conscious due to which they prefer to buy only those products which will not harm
their health and well being in any manner. In case of Coca-Cola energy drink, it contains
all the safe ingredients and less sugar than any normal energy supplements. Due to this,
UK people favours purchasing this product of Coca-Cola. But, change in perception and
opinion of people about health standards can impact the popularity for Coca-Cola energy
drink in negative way.
 Technological factors: These aspects are related with innovation, technology
advancement etc. so that customers can be retained for maximum time. UK is a
technological advanced nation where people prefers to do online shopping rather than
shopping from brick and mortar stores. In this context, Coca-Cola is needed to update
their machines and communication mediums on regular basis so that proper interaction
with customers can be maintained (East and et. al., 2016).
Political scenario in UK are not very strict due to which concerned company can perform
their marketing activities for Coca-Cola energy drink without any complexities. They do not
have to follow strict procedure to take permission of government for performing marketing
operations. Also, economic stability of Coca-Cola is high due to which organisation can carry
out different marketing programs like campaigns, promotion, advertisements without any
financial issues for the new product “Coca-Cola energy drink”. People in UK are open minded
due to which they are going to like this new product and marketing tactic of Coca-Cola
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