Marketing and Coca-cola
Programme: BTEC Higher National Diploma (HND) in Business
Unit Number and Title: Marketing Principles (Unit 4)
Unit Level: 4
Assignment Ref. Number: F/601/0556
Module Tutor: Raja Khan
Email: raja@guildhall.ac
Date Set: 25/05/2012
Learning Outcome
The aim of this assignment is to measure the outcome of students’ learning in terms of knowledge acquired, understanding developed and skills or abilities gained in relation to achieve the learning outcomes (LO) and criteria (i.e. P,M,D):
LO1: Understand the concept and process of marketing.
LO2: Be able to use the concepts of segmentation, targeting and positioning.
LO3: Understand the individual elements of the extended marketing mix.
LO4: Be able to use the marketing mix in different contexts.
Assessment Criteria
AC 1.1: Explain the various elements of the marketing process.
AC 1.2: Evaluate the benefits and costs of a marketing orientation for a selected organisation.
.
Table of Contents
LO1: The Concept and Process of Marketing 1
Table of Contents 2 1.1 Introduction 3 1.2 Consumers Needs and Wants 4 1.3 Customer’s Value, Satisfaction and Exchange Relationship 4 1.4 Evolution of Marketing, Marketing Orientation, Customer Orientation and Competitor Orientation, Efficiency and Effectiveness 5 1.5 Limitations of the Marketing Concept and Other Strategies 6 2.0 Market Audit of Coca-Cola Company 6 2.1 SWOT Analysis 6 2.1.1 Strengths 6 2.1.2Weaknesses 7 2.1.3 Opportunities 7 2.1.4 Threats 8 2.2.0 PEST Analysis 8 2.2.1 Economics 9 2.2.2 Social 9 2.2.3 Technology 9 2.3.0 Marketing objectives of Coca – cola 9 2.3.1 Target market and Market mix for Coca – Cola Company 10 2.3.1.1 Product. 10 2.3.1.2 Price 10 2.3.1.3 Place 10 2.3.1.4 Promotion 10 2.32 How Market Orientation can yield competitive advantage for Coca cola. 11 2.33 How coca-cola can make use of
Unit Number and Title: Marketing Principles (Unit 4)
Unit Level: 4
Assignment Ref. Number: F/601/0556
Module Tutor: Raja Khan
Email: raja@guildhall.ac
Date Set: 25/05/2012
Learning Outcome
The aim of this assignment is to measure the outcome of students’ learning in terms of knowledge acquired, understanding developed and skills or abilities gained in relation to achieve the learning outcomes (LO) and criteria (i.e. P,M,D):
LO1: Understand the concept and process of marketing.
LO2: Be able to use the concepts of segmentation, targeting and positioning.
LO3: Understand the individual elements of the extended marketing mix.
LO4: Be able to use the marketing mix in different contexts.
Assessment Criteria
AC 1.1: Explain the various elements of the marketing process.
AC 1.2: Evaluate the benefits and costs of a marketing orientation for a selected organisation.
.
Table of Contents
LO1: The Concept and Process of Marketing 1
Table of Contents 2 1.1 Introduction 3 1.2 Consumers Needs and Wants 4 1.3 Customer’s Value, Satisfaction and Exchange Relationship 4 1.4 Evolution of Marketing, Marketing Orientation, Customer Orientation and Competitor Orientation, Efficiency and Effectiveness 5 1.5 Limitations of the Marketing Concept and Other Strategies 6 2.0 Market Audit of Coca-Cola Company 6 2.1 SWOT Analysis 6 2.1.1 Strengths 6 2.1.2Weaknesses 7 2.1.3 Opportunities 7 2.1.4 Threats 8 2.2.0 PEST Analysis 8 2.2.1 Economics 9 2.2.2 Social 9 2.2.3 Technology 9 2.3.0 Marketing objectives of Coca – cola 9 2.3.1 Target market and Market mix for Coca – Cola Company 10 2.3.1.1 Product. 10 2.3.1.2 Price 10 2.3.1.3 Place 10 2.3.1.4 Promotion 10 2.32 How Market Orientation can yield competitive advantage for Coca cola. 11 2.33 How coca-cola can make use of
References: • Baker J M. and Michael S, (2010), “Marketing Theory: A student Text” Sage Publication Ltd [Online] Available at http://marketingmixx.com/marketing-basics/marketing-mix/98-marketing-mix-of-coca-cola.html [Accessed October 2012]. • Berkowitz, E, (2010) Essentials of Health Care Marketing London: Jones & Bartlett, Learning, 20 • Erik M • Ferrell, O. C. and Hartline M. (2010). Marketing strategy. United Kingdom: Cengage Learning. • O 'shaughnessy, J. (1995). Competitive marketing: A strategic Approach. London: Routledge. • Silk, J. A. (2006). What is marketing? Boston: Harvard business school press • Wysong, S