Coca Cola Marketing Management

Marketing Management

Six largely uncountable external forces influence an organization’s marketing activities and shape opportunities is known as macro environment. And we are going to link six forces with marketing of Coca-Cola in 2013.

1.Demographic

Characteristics of a population are expressed by age, sex, religion, education level, income level, and etc., which can have a great influence on a company.

The demographic factor is very important as people are consumers of Coca cola and they lead company to either prosperity or bankruptcy. Coca cola is popular all over the world and people from different backgrounds have created some traditions how to drink it confluence with the local beverage. For instance, people from Israel tend to drink cola with the national dish Hummus. Likewise, Georgians like drinking it with the most traditional food called “Khinkali”.

Nowadays coca cola is popular among every rank age starting with toddlers going to grandparents. They enjoy drinking coke with their grandchildren, as they feel as young as their grandchildren do. The company decided to be affordable for every class including teenagers and businessman. The company is studying the changes in these characteristics in order to increase their profit and have good reputation.

2.Economic

Economic factor is the set of fundamental information, including labor costs, interest rates, government policy and etc., that can effect a business.

Coca cola operates in 200 countries, so the company should take account the economic situation of every country, as changes can affect their revenue. If a country is in recession, or facing the financial hardships, isn’t likely to import as many colas as used to be, so the company has to decrease number of produced good. Conversely, there can be a steep increase in selling good , if a country is in a strong financial situation, or if there is rapid urbanization and there’s an upward trend in growing young population.

As it’s declared in Coca cola’s official webpage, their emerging markets segment represents the highest growth potential within their portfolio, with the largest population and number of countries.

The markets are inherently more volatile, particularly because of currency fluctuations and economic environment. E.g. the price in Ghana is much lower than in Spain.

3.Natural

The natural environment is composed of natural resources, which has been directly influenced by human. That type of environment consist raw material and energy resources. Nowadays more and more companies are trying to be ecological, consuming less resource on the planet. Being a drink company, Coca cola can’t make many changes in input, however there can be campaign to recycle Coke