Assessing the Marketing Environment

Paper Summary:

This paper discusses the three levels of the marketing environment, the internal environment, the micro-environment and the macro-environment, and uses the Coca-Cola product C2 as a case study to assess if it should be launched in the U.K. The author uses the PEST model to analyze the wider macro-environment, Porter's five forces model to identify opportunities and threats that are arising in the micro-environment and a SWOT analysis to assess the current market place and competitors, to identify strengths, weaknesses, opportunities and threats. The paper also includes recommendations based on the results of the analysis. This paper includes appendices.

Table of Contents:
Executive Summary
Introduction
Analysis
Marketing Environment
Internal Environment
Micro-environment
Macro-environment
Conclusions
Recommendations
References
Websites
Bibliography
Appendices
Appendix I: SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Appendix II: The Marketing Environment
Marketing Environment

From the Paper:

"Coca-cola should concentrate on increasing the sales of the 'Diet Coke' which has the advantage of being a well known and trust brand and which is in the perfect position to take advantage of the current demand for a healthier soft drink. A renewed marketing campaign should be used to convert more consumers to Coca-cola, and away from rival brands."

Sample of Sources Used:

• Anon. (2001) Why Coca-Cola has lost it's fizz. Strategic Direction. Vol.22. No 1. pp. 19-21. London: Emerald Group Publishing Ltd.
• Fifield, P. (1992). Marketing Strategy. Oxford: Butterworth-Heinemann
• Foust, D. (2004), Gone Flat (Coca-Cola). Business Week. December 20, pp. 45-52.
• Gale. (2005). The 2005 Soft drink report: new flavour introductions and health-conscious formulations offset a flat year. Beverage Industry. 22 March 2005, p. 96 (3)
• Gale. (2006). Coke unveils lower-carb, lower-cal soft drink. Chain Drug Review. 21 June 2004, p. 26 (11)

More papers on Assessing the Marketing Environment:

• Analytical Essay # 149950 : "Green and Sustainability Marketing"
• Dissertation or Thesis # 149911 : "Scottish Power - Marketing Dissertation"
• Research Paper # 52550 : "Marketing Ethics"

APA Citation:

MLA Citation: