Marketing Case

Ans: The term marketing concept consists of following key characteristics:

1- Identifying 2- Anticipate and satisfying 3- Profit These characteristics are illustrated as follows:

1- IDENTIFYING Identifying is probably the most important task that generally involves the location and identification of needs and demands of the public and to gain the knowledge of competitors in the market. This process can be done through market research and public surveys about what products and services people want from the producers, then plan to produce and fulfil the customer requirements keeping the prices in mind.

2- ANTICIPATING AND SATISFYING A key character of marketing is to provide the services and products what customer REALLY wants and to ensure that the customer feels that their contact with the marketer is building a good relationship among the two. That is to supply the right products, to right customers, at right price and right time. In this way, customers feel satisfaction and comfort with both the product and the marketer as the customer is getting benefits. Hence, the customers will prefer this marketer rather than any other one with same product.

3- PROFIT Undoubtedly, the ultimate objective of marketing is to make profit but this must be done by fulfilling customer demands with total satisfaction in order to create a beneficial relationship. This not only results in the increase in profit but also develops the opportunity for the marketer to become a prominent supplier among other competitors in the market. Therefore, more satisfaction results in more profit for a particular marketer or organisation.

Q 2

A) The Micro Environment consists of those internal elements over which an organisation has control or it can use these elements to improve their market activities and strategies.

Let us have a SWOT analysis on the case study:

SWOT analysis: A strategic set of steps used to assess internal environments of an organisation with regard to its external environments.

In accordance to BRITVIC:

1- Strength: Britvic gained more and more strength right from its origin. Now the main strength points of Britvic are:

Brand loyalty

- High financial position

- Biggest brand acquisition

- High market shares

- Well skilled workers

- Effective distribution channels

- Familiar company name

- Modern technology

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