Assessing the Marketing Environment Case Study by RabAllan

Assessing the Marketing Environment
Assesses and analyzes all three levels of the marketing environment for Coca-Cola's C2 product.
# 111189 | 2,248 words | 21 sources | APA | 2007
Published on Jan 13, 2009 in Business (Companies) , Business (Marketing)

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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
Marketing Environment
Internal Environment
Appendix I: SWOT Analysis
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)

Cite this Case Study:

APA Format

Assessing the Marketing Environment (2009, January 13) Retrieved August 14, 2020, from

MLA Format

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