Essays Micro Marketing Environment

Coca Cola's Micro And Macro Environment

University of Wales(MBA , Semester 1)Managing MarketingDate : 28th Sep,2009Table of ContentsPart AIntroduction and explanation of Macro environment................................pg 3The Coca-Cola...................................................................................................... pg 5Introduction............................................................................................ pg 5Bottlers.................................................................................................. Pg 6Influence of macro environment on Coca-Cola.............................. Pg7Conclusion........................................................................................Pg8Part BMarketing Mix......................................................................................................Pg 9Introduction............................................................................................Pg9Ingredients of marketing mix.................................................................Pg 9Marketing Mix of Coca-Cola................................................................................Pg 11Conclusion......................................................................................Pg 13References.................................................................................................Pg 14Part ASelect an organization and discuss how macro environment has influence its marketing decision making , for last 12 months and how it is likely to influence in future.

Macro environmentMarketing's main role is to match competences, capabilities and resources within the organization and market opportunities outside outside of the organisation. Understanding of customer's needs is main essence of whole story but marketers should also be aware of factors and forces that can cause customer needs to be evolve. A change in customers'' needs will directly affect ability of organisation to serve customers, this really implies for marketers to be aware of what is happening in external or macro environment.

(Businessdictionary.com[accessed : 11 Sep , 2009 )Suresh Bedi (2004) describes Macro environment as composition of social and international forces that affect the society within which an organization operates. There is not much that companies can do to control these powerful forces therefore it is very much of importance for marketers to understand these factors and forces so that they can devise an optimal marketing strategy to handle these conditions.

According to Kotler(1984) ," The macro environment consist of the larger societal forces that affect micro - environment (internal)."These forces are ,EconomicNirmalya Kumar(2004) suggested that this element indicates economic trends of external environments and identifies overall economic disposition of individuals and society , their paying capacity , earning , interest rates , inflations and unemployment rates.

This factor is of very much...

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The Macro Market Environment Essay

734 Words3 Pages

The Macro Market Environment

Before a Company launches a new product it must be aware of the environment that this will be introduced in. This is done to make sure that the product meets all expectations and respects the specifications that are needed to abide by the law. There are a number of factors, which need to be taken into consideration before a product is launched. One of these is the Macro-Market - the National Environment. This consists of the Political Environment, the Economic Environment, the Social & Cultural Environment and the Technological Environment, amongst others.

One of the most meaningful aspects that must to be taken into consideration when introducing a new product…show more content…

There are various factors that affect what purchases the consumer makes. The most vital of these is his income, that is - how much money he earns, this will in turn determine the amount of money he is able to spend. Budgets, inflation, deflation and if he has a job and also the type of job, influence the consumer's income. The spending power of consumers who use their credit card frequently on the other hand would be affected by credit limits and interest rates. The economic situation in the country will help the Company decide on the terms of payment, credit limit, etc.

The Social & Cultural Environment helps understand the behaviour of consumers. This includes 'values, perceptions, preferences and behaviours' - Kotler. This is significant because it helps the managers avoid any features in their product, which would not be accepted by the consumers in that particular country. This might be because it goes against their religion, culture or traditions. The Company might want to customise their product according to the country it is sold. For example, McDonald's serve corn soup and teriyaki burgers in Japan and pasta salads in Rome. While in India where cows are considered sacred, McDonalds sell Veggie Burgers instead of beef. To improve their image with their customers McDonalds gets involved in community activities, as it did in

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