BSBMKG501: Marketing Opportunities and Management Analysis

This report provides a comprehensive analysis of marketing opportunities for Coca-Cola Amatil, focusing on strategic tools for market assessment, customer segmentation, and competitive analysis. It addresses key questions for market entry, resource requirements, and the importance of a Marketing Requirements Document (MRD). The report identifies competitive advantages and the influence of social and cultural factors on financial viability. It includes a detailed examination of business objectives, market problems (such as product quality), and potential solutions through advanced technologies and customer feedback mechanisms. The report further explores product strategy, pricing, competitive landscape, and target market segmentation, culminating in financial forecasts and recommendations for strategic decision-making. Desklib provides access to this and similar assignments.

Business Management
Business Management
Management Analysis
Name of author-
University Name-

1
Table of Contents
Task-1....................................................................................................................................................1
Answer to question no-1....................................................................................................................1
Answer to question no-2....................................................................................................................2
Answer to question no-3....................................................................................................................2
Answer to question no-4....................................................................................................................3
Answer to question no-5....................................................................................................................3
Answer to question no-6....................................................................................................................4
Answer to question no-7....................................................................................................................4
Answer to question no-8....................................................................................................................5
Answer to question no-9....................................................................................................................5
Task-2....................................................................................................................................................6
Executive Summary...........................................................................................................................6
Introduction.......................................................................................................................................6
Business Objectives...........................................................................................................................6
Market Problem.................................................................................................................................7
Market solution..................................................................................................................................7
Value and Benefits to Customers.......................................................................................................8
Product Strategy................................................................................................................................8
Product strategy and Direction..........................................................................................................8
Product line position statement..........................................................................................................9
Pricing and licensing strategy............................................................................................................9
Competitive Landscape...................................................................................................................10
Trends Impacting the Competitive Landscape.................................................................................11
Time Constraints.............................................................................................................................11
Market Requirements......................................................................................................................12
Key Product Capabilities.................................................................................................................13
Performance Requirements..............................................................................................................13
Internationalization requirements....................................................................................................14
Documentation requirement............................................................................................................14
Distribution requirements................................................................................................................14
Market requirement.........................................................................................................................14
Market Requirements Summary Prioritization Table.......................................................................15

2
Target Market Segmentation & Prioritization..................................................................................15
Addressable Market Summary.........................................................................................................15
TARGET BUYING ORGANIZATION CHARACTERISTICS.....................................................15
GEOGRAPHIC MARKET PRIORITIES........................................................................................16
VERTICAL INDUSTRY BUYING PRIORITIES..........................................................................16
Business-Oriented Customer Use Cases..........................................................................................16
Business-Oriented Use Case-1.........................................................................................................16
Business-Oriented Use Case study-2...............................................................................................16
Financial data..................................................................................................................................16
Sales and revenue forecast...............................................................................................................17
Cost and budget estimate.................................................................................................................18
Conclusion.......................................................................................................................................18
Supporting Data...................................................................................................................................19
Research Information......................................................................................................................21
References...........................................................................................................................................22

3
Task-1
Answer to question no-1
It is considered that organization should endeavour towards using several strategic tools
which would assist in size the market for assessment of market opportunities.
Consumer Segmentation
To understand the demand of the market and potential clients, Company needs to bifurcate its
customers in different groups. This group mapping also assists organization to make its
products and services more customized.
Purchase situation analysis
It examines the uncover expansion opportunities of the market which assists in grabbing
potential clients and their need in market.
Direct competition analysis
It is the strategic analysis process in which organization could easily determine the potential
opportunity and size of the market by analysing the total turnover and revenue of company.
Analysis of the growth of the industry
It is the strategic planning in which all the potential clients and future growth of the business
would be analysed for achieving the set objectives and goals1.
Environment analysis
This environmental analysis is the strategic planning which assists organization to evaluate
the political, social, legal and environmental factors of business. It gives complete
information about the clients and their choice of action which ultimately reflects the key
details of available market opportunity.
1 Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.

4
Answer to question no-2
There are main following questions given as below which assists in knowing everything
about the particular market to make the right decisions.
 Who are the potential target customers of the offered products and services?
 What the internal and external factors which might affect the choice of action of the people in
market?
 Who are the competitors and what are the key core competencies of the company in the
market?
 What are the key demand of the clients in market for the particular products and services?
 In which group mapping, products and services offered by company falls in market?
Answer to question no-3
There are several resources which an organization needs to manage while starting up new
business.
Particular Costing (XXX)
Office infrastructure XX
Hiring team=
Staff salary= 1K* 13 employees=13K
HR expenses= 7K
Managers salary= 5k*2 =10K
XX
Operational plan XX
Marketing plan XX
Legal expenses XX

5
Tender filling cost with vendors XXX
Licensing cost in coffee selling XXX
Space hired XXX
Project cost escalation XXX
Total cost XXX
These above given will be the resources which will be required to start up new business while
entering into new market2.
Answer to question no-4
The marketing requirement document is the document which contains all the required
information and details about the clients. It is used by management of company to customize
its products and services as per the clients need and demand in market3.
Answer to question no-5
Opportunities that help innovators develop hard-to-copy marketing strategies that will be
profitable for a long time are called Competitive advantages4.
2 Song, Q., Li, J. and Zeng, X., 2015. Minimizing the increasing solid waste through zero
waste strategy. Journal of Cleaner Production, 104, pp.199-210.
3 Ashley, R., 2017. Coca-Cola Amatil: Insights from the company monitor. Equity, 31(6),
p.16.
Hiscock, M., 2015. Shepparton preserving company: The tomato processing industry and the
national interest. In Australia's Trade, Investment and Security in the Asian Century (pp. 83-
94).
4 Smith, B., 2016. Nature and Geography: Tragic Voids within Marketing Textbooks and the
External Business Environment. In Global Perspectives on Contemporary Marketing
Education(pp. 47-64). IGI Global.

6
Answer to question no-6
The social and cultural factors is accompanied with the customs, lifestyle, values and
that characterize society, environment and perception of the people which helps company to
identify aesthetics, education, language, law and politics, religion, social organizations,
technologies and cultures, values attitude5. It helps company to identify the culture, values,
attitudes which assist in customization of the offered products and services in market. It is
analyzed that social and cultural forces of company affect the financial viability of marketing
opportunities. The financial viability of company is affected by the internal and external
factors which also influence the changes in the products and services as per the clients need
in market. It may also require high amount of investment in the machineries and changed
work process of company6.
Answer to question no-7
% of Sales growth= 4%
Sales growth amount= $ 15000
Total sales in month= $ 3, 75,000
Investment= $ 10,000
Return on investment= 15000/10000=
=1.5%
Answer to question no-8
The main marketing research innovative method which is used by organization would
be Facebook. Company by creating Facebook page and ID on the portal could easily connect
with clients. It is evaluated that using of social media will be more beneficial for the company
5 Jacobsen, S. and Barnes, N.G., 2016. The Unfortunate Decline of Blogging Among the
Fortune 500: The Downside of Adopting Substitute Innovations. Journal of Strategic
Innovation & Sustainability, 11(2).
6 David, F.R., David, M.E. and David, F.R., 2017. The Integration of Marketing Concepts in
Strategic-Management Courses: An Empirical Analysis. SAM Advanced Management
Journal (07497075), 82(1).

7
to attract the clients in market through the online modes. In addition to this, organization
needs to analysis all these methods and cyber computing enterprises resources system which
could be used by management to make effective communication with its stakeholders. In
addition to this, Facebook, twitter and other online social media could be used by company to
connect with its clients in effective manner. This will not only assist organization to increase
its overall turnover but also strengthen the brand image on international level7.
Answer to question no-9
Before the display ad campaign the revenue was $100,000 in month
Gross profit= $20,000
Company launched display ad campaign and the revenue grows= $ 1250000
Gross profit= $25,000
Campaign cost is $4,000
Return on investment= (Gain from Investment - Cost of Investment) / Cost of Investment
= (5000-4000)/40000
=25%8
7 Fraser, D.A., 2017. Bioplastics and their integration into the packaging waste stream, in the
region of Victoria, Australia. In SENG 2017: Sustainable Engineering Society Conference:
Engineering Sustainable Cities (p. 24). Engineers Australia.
8 Freeman, B., Kelly, B., Vandevijvere, S. and Baur, L., 2015. Young adults: beloved by food
and drink marketers and forgotten by public health?. Health promotion international, 31(4),
pp.954-961

8
Task-2
Marketing Opportunities Identification and Evaluation
Executive Summary
With the changes in time and ramified economic change, each and every organization
needs to take effective strategic marketing decisions to achieve the set objectives and goals.
There are several internal and external factors which affect the business functions of the
company on domestic and international level. The Market Requirements Document prepared
in this report shows the values, perception, nature pertinent facts and demands of the clients
in market for the particular products and services. In this report, Coca-Cola Amatil Company
has been selected. However, main research is made to identify the choices and demand of the
clients in Australia related to the products and services offering of Coca-Cola Amatil
Company
Introduction
Each and every organization needs to establish the proper equilibrium between the
risk and return of company. The Coca-Cola Amatil Company is offering non-alcoholic ready
to drink bottles in market to its clients. This company has been running its business on
international level. In this report, marketing objectives, risk undertaken and opportunities to
company have been analyzed. After that, market problems, market solution and value and
benefits to customers available from the sold products will be analyzed. In the end, proper
marketing strategy and effective marketing plans have been analyzed which will assist in
identifying the current challenges and future growth of the business. The financial data and
benefits to customers will also be analyzed which will assist in implementing the strategic
decisions9.
Business Objectives
The business objectives of the Coca-Cola Amatil Company are to achieve the set
objectives and goals. It is analyzed that if Coca-Cola Amatil Company has been preparing the
9 Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M. and
Swinburn, B., 2015. Comparison of food industry policies and commitments on marketing to
children and product (re) formulation in Australia, New Zealand and Fiji. Critical Public
Health, 25(3), pp.299-319

9
strategies which establish the linkage between organization development and stakeholder’s
growth. The main business objective of company is to increase its market share of company
and strengthen the business functioning at large. Company has been following the product
differentiation strategy to achieve the certain goals and objectives. This strategy will assist
company to meet its short term and long term goals of increasing its overall market share.
The non-alcoholic ready to drink bottles offered by Company has been prepared by using the
advance mechanism and system process which will add value for the business of the
organization. However, company by using the cost leadership strategy could easily penetrate
the Australian market with its non-alcoholic ready to drink bottles. People in Australia are
more inclined towards buying the goods from the organization which are using the advance
technologies and system. It poses high amount of opportunities to company10.
Market Problem
The main market problem which will be faced by Coca-Cola Amatil Company would be to
resolve the grievances of clients in market. It is analyzed that if company uses the online
dashboard mechanism then it could easily resolve the number of queries in determined
approach. It is analyzed that company needs to focus on achieving the set objectives and
goals by setting up proper grievance portal and learning path which will solve business issues
and strengthen the products quality as well. The main customer pain point is the quality of
the non-alcoholic ready to drink bottles offered in market. Company by using the advance
filtered machines could easily mitigate these issues11.
Market solution
The pain problem quality of the non-alcoholic ready to drink bottles offered in market. These
issues arise as company fails to provide the healthy drinks and it negatively impacts the
people and their health. The main reason of being not satisfied is related to human health
concern issue. In order to mitigate these issues, company needs to install new machines and
online dashboard mechanism which will collect the required information from the clients12
10 Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials
of business research methods. Routledge
11
12 Richards, Z., Thomas, S.L., Randle, M. and Pettigrew, S., 2015. Corporate Social
Responsibility programs of Big Food in Australia: a content analysis of industry
documents. Australian and New Zealand journal of public health, 39(6), pp.550-556.

10
Value and Benefits to Customers
The main value to clients would be related to availability of the health non-alcoholic ready to
drink bottles for clients. It will provide the health benefits to clients and lower down the
unhealthy drinking habits. The diet coke offered by clients will contain zero calories and will
be beneficial for clients as compared to others as it contains less unhealthy substances13.
Product Strategy
The main product strategy of Company is to develop the product differentiation strategy. This
strategic planning will assist organization to change its non-alcoholic ready to drink bottles as
per the clients need and add value to their preferences. It is analysed that making non-
alcoholic ready to drink bottles as per the clients in market not only strengthen the overall
sales of the company but also increase the overall outcomes of the business. The MRD
document reflects that company needs to change its non-alcoholic ready to drink bottles
towards less unhealthy and zero sugar coke14.
Product strategy and Direction
The new product which will be introduced in the Australian market would be Zero sugar diet
coke. It will assist organization to implement the product development strategy in market.
However, the main issue arise when company undertakes proper strategic program and
changes in its value chain activities at large. The advertisement strategy of the same product
will include the social media, new product line and conducting seminars which will assist
organization to grasp the potential clients in market15.
13 Kipnis, E. and Broderick, A., 2017. The concept of place in international strategic
marketing decisions. Strategic International Marketing: An Advanced Perspective, p.93.
14 Jenkins, W. and Williamson, D., 2015. Strategic management and business analysis.
Routledge
15 Lanis, R., McClure, R. and Zirnsak, M., 2017. Tax aggressiveness of alcohol and bottling
companies in Australia. Canberra: Foundation for Alcohol Research and Education.

11
Product line position statement
The position statement of company is to provide the zero diet products which contain less
sugar. Company offers quality products and non-alcoholic ready to drink bottles which are
less determinate for the human body.
To Children and young people in Australian
Market
the Diet Coke
is the one non-alcoholic ready to drink bottles
that Less detrimental and satisfied drinking
product
unlike More clients oriented and increased
product demand in market.
Pricing and licensing strategy
The licensing strategy will follow the stages which require the HGR licensing experiences
and then compliance with the technical and policy issue and setting up legal requirement
plans16.
16 Onkvisit, S. and Shaw, J.J., 2017. The ‘glocalization’of product and advertising
strategies. Strategic International Marketing: An Advanced Perspective, p.23.