Marketing Management Report: Case Study of Coca-Cola & Sainsbury

This report analyzes the marketing management strategies of Coca-Cola and Sainsbury, drawing insights from two articles. The report examines the marketing concepts and leadership styles employed by Coca-Cola, highlighting their 'test and learn' approach and the importance of innovation. It identifies key stakeholders such as employees, customers, and the government, and evaluates the benefits of these strategies. The report then applies the Ansoff matrix and customer decision-making processes to analyze Coca-Cola's market development strategies. The second part of the report focuses on Sainsbury, exploring their use of data analytics and the transformation of their leadership. It identifies stakeholders including employees, higher officials, and customers, assessing the benefits of data-driven approaches. Finally, the report applies the Ansoff matrix's diversification strategy to Sainsbury's initiatives, emphasizing the potential for growth through new services like data analytics. References for both articles are provided for further reading.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Article 1
https://www.marketingweek.com/2018/11/30/lloyds-bt-and-virgin-media-raise-awareness-
of-disability/
Marketing Issues/Concepts Illustrated in Article
The marketing concept which is being illustrated in the respective article is the
keeping brands by innovating the test and learn approach to navigating the rapidly changing
market which will be the key to the success of the rising retailers such as Amazon. Coca-Cola
has tried in introducing innovative aspects in the different products and services which will
be beneficial for the overall success of the organisation (Chernev 2018). The leadership
position which has been used in the respective article is democratic and transformational that
helped in marketing model in adapting to the changing the marketing strategy depending on
the category.
The CEO of Coca-Cola has commented in the respective article that the main focus of
the company is to build sophisticated brands which will be beneficial for the overall success
of the firm in a positive manner. The test and learn approach have helped Coca-Cola in
navigating the rapidly changing market which will be beneficial for the overall success of the
firm in a positive manner. To quickly browse to the needs and demands of the market which
is changing, Coca-Cola tried to implement the appropriate leadership style which proved to
be beneficial for the overall success of the firm.
Identification of Important Stakeholders
The different stakeholders who play an important role in Coca-Cola Company are the
employees, the government and the customers in the market. The employees benefitted from

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the innovative approaches which were applied by the company as this assisted in
understanding the changing marketing conditions and gain competitive advantage. With the
test-and-learn approach, the Coca-Cola company has been able to navigate rapidly to the
changing market to meet the different demands along with preferences of the customers and
the employees (Foxall 2014). Furthermore, the company followed the different government
rules and regulations in such a manner which will be useful in generating success amidst the
fierce competition from the other competitors in the market.
Benefit or Not Benefit from Issues
The employees and the customers benefitted from the innovative approaches of Coca-
Cola as the company is one of the top-marketers which tried in creating a strong brand image
in the market in comparison to the other competitors. Coca-Cola is becoming nimble as they
are launching various kinds of products and services within a short period which helped the
company in becoming more useful towards the different types of aspects in becoming
successful.
Responding to the Issues/Concepts by Application of Marketing Theory
The marketing theory which can be used to analyse the respective concept of innovation
used by Coca-Cola is the Ansoff matrix through proper market development concept in an
effective manner (Dawes, 2018). With the implementation of market development aspect,
Coca-Cola tried to focus mainly on analyzing the different kinds of methods in extending the
market by creating new market sectors. The strategy is being followed by Coca-Cola as to
reach to the new markets with the existing portfolio of the products by innovating them in
such a manner which will be beneficial for the overall success of the organization positively
(Yin, 2016).

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Furthermore, the customer decision making process I the other aspect which can be
followed by Coca-Cola as this will be beneficial for them in analyzing the needs of the
customers along with evaluation of the different alternatives which can be applied by the
company in meeting the diverse needs of the customers with proper purchasing power of the
customers in purchasing the various products and services effectively (Cherney, 2018).
The particular aspect can be followed by Coca-Cola which will be beneficial for the gaining
of the information to become more competitive.
 Need
 Gathering or searching for Information (Hollebeek, Conduit & Brodie 2016)
 Evaluation of Different kinds of Alternatives
 The purchasing power of the customers to buy products and services
 Evaluation after the Post purchase
Article 2
Marketing Issues/Concepts Illustrated in Article
https://www.marketingweek.com/2018/12/13/sainsburys-transforming-business-data/
The marketing issue which has been illustrated in the respective article related to
Sainsbury is similar to the usage of the data analytics in an effective manner. From the article,
this has been clear that Sainsbury is not focusing much on data analytics which can provide
them with new opportunities in developing new procedures for unlocking the different
possibilities that can prove to be beneficial for them in the future. In the previous role of the
director, this was being noticed that there are more than 1400 stores in the market that are
playing a significant role in analyzing the behavior of the customers in a better manner.

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Through the use of data analytics, the nectar innovation is the major innovation which is
appropriate for overhauling the loyalty program of Sainsbury positively. The Sainsbury is
trying to test the new Nectar in Wales which will be integrating approach for making the
shopping of the customers more effectively. With the digitization of the technology, the
Sainsbury has improvised the loyalty program and scheme which will be more relevant for
the agro shoppers.
The other concept which has been introduced is the transformation of the leadership at
Sainsbury which is more technologically advanced, and data analytics and the leaders play a
critical role in upskilling the business leaders of the company to become more active.
Moreover, Sainsbury has developed two-hour data camp program to train those who
are the higher officials in the organization which will play a significant role in managing the
skills and ability to solve the problems with proper usage of the analytics.
Identification of Important Stakeholders
The relevant stakeholders who are included in the company are the different employees,
higher officials of the organization along with the customers who play a significant role in
managing the overall efficiency of the firm in a positive manner (Neykov, Antov & Brezin,
2017). The most benefitted stakeholders of the organization are the higher officials such as
the managers who will be generated from the transformational leadership approach which
will be providing the different upskilling their knowledge inappropriately handling the
various activities.
On the other hand, the customers will be benefitted from the upgradation of the
different skills which will be making their shopping easier. Due to the Nectar Innovation,
there will be involvement of the loyalty program which will be showcasing the various
discounts and offers for the different loyal customers of the Sainsbury Company.

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Benefit or Not Benefit from Issues
The higher officials and the customers will be benefitted the most from the
upgradation of the skills of the data analytics in a positive manner. With the inclusion of the
Nectar Application, this will allow the customers to choose their essentials from the same list
and order the same from the market in a positive manner as well. On the other hand, the
higher officials are the other individuals who will be benefitted from the application and
upgradation of the technology as this will assist them in introducing the programs which will
help them in serving the customers (Vohs et al., 2018).
Responding to the Issues by Application of Marketing Theory
With the application of the Ansoff Matrix, the diversification strategy can be adopted
by the Sainsbury in a positive manner (Yin, 2016). Sainsbury will utilize the diversification
strategy wherein the firm can grow by diversifying the business by developing new services
such as the introduction of the data analytics which can improve the overall productivity of
the firm. However, the diversification is the risky approach, and this will be the growth
strategy which will be the reasonable choice for reduction of the overall business portfolio
risk in a positive manner (Rezaei, 2015).

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References for Article 1
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Dawes, J. (2018). The Ansoff Matrix: A Legendary Tool, But with Two Logical Problems.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
References for Article 2
Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing
practice: A partial least squares (PLS) path modeling approach. Journal of Retailing
and Consumer Services, 22, 1-15.
Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D.
M. (2018). Making choices impairs subsequent self-control: A limited-resource
account of decision making, self-regulation, and active initiative in Self-Regulation
and Self-Control (pp. 45-77). Routledge.
Yin, N. (2016). Application of AHP-Ansoff matrix analysis in business diversification: The
case of Evergrande Group. In MATEC Web of Conferences (Vol. 44, p. 01006). EDP
Sciences.