Britvic Case Study

CASE STUDY -BRITVIC

The American Marketing Association defines marketing as follows:

" Marketing  is the performance of business activities that directs the flow of goods and services from producer to consumer or user."

1. MARKETING CONCEPT

It emphasizes on consumer-orientation and satisfaction as well as profitability for the organization.

A business that has a marketing orientation focuses on the needs of customers and consumers as vital.

The term marketing concept consists of following key characteristics:

1-Identifying- It involves identifying the needs and demands of the consumer, identify the location and gain knowledge about the competitors.
2-Anticipate and satisfying- Providing what customer really wants.
3-Profit- The objective of a business firm is to make profit by meeting the customer demands with total satisfaction.

Through research Ralph Chapman identified the need of his poorest customers for an affordable source of Vitamin C ; he then came up with a solution to bottle his fruit juices to enable them to stay fresher for longer without the addition of any preservatives thus providing a successful solution to the market. The small glass bottles provided an easy option for transportation and distribution which contributed to keeping the products cost effective.  The products have been made available at different sites like leisure centers via vending machines.

The company progressed into becoming number two in the branded soft drink business and the leading soft drinks supplier to the licensed premises. The company is constantly developing products and  researching the market to meet the changing tastes and demands of consumers.

1. MICRO ENVIRONMENT &MACRO ENVIRONMENT

A Micro environment relates to the internal environment of an organization. It is also defined as the nearby environment ,under which the firm operates. The elements that have direct contact with the business organization are Competitors, Organization itself, Suppliers , Market, Intermediaries and Customers.

A Macro environment is based on the external factors of an organization that have a direct or indirect influence on its ability to produce, promote and sell to customer. The study of Macro environment is known as PESTLE Analysis i.e. Population and Demographic, Economic, Socio-Cultural, Technological, Legal & Political and Environmental.

• SWOT analysis of Britvic: A strategic set of steps used to assess internal environments:

S - Strong presence in the UK

   -  Diverse product portfolio

W - Lack of global presence

     - Over dependence on partner brands

O - Rise of marketing media

T - Aging population