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Coke is an international company and it has a very strong position internationally.coke does not oIIer any sort oI incentive or discount to its retailers.coke target only young customers in their promotions.coke tin pack is not available in Iar oII rural areas.growing bottled water market.untouched markets.
Coke is an international company and it has a very strong position internationally.coke does not oIIer any sort oI incentive or discount to its retailers.coke target only young customers in their promotions.coke tin pack is not available in Iar oII rural areas.growing bottled water market.untouched markets.
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Coke is an international company and it has a very strong position internationally.coke does not oIIer any sort oI incentive or discount to its retailers.coke target only young customers in their promotions.coke tin pack is not available in Iar oII rural areas.growing bottled water market.untouched markets.
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
Formats disponibles
Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
How ExLernuI ucLors AIIecLIng TIe SLruLegIes PorLer`s Ive orce ModeI oI Cocu CoIu EE muLrIx Ior Cocu CoIu ^oup Membe^_: Wuqur Yuqoob (G) mrun Huzoor KIurum SIeIzud UmuIr TuIIr SuIIoru T Analy_i_ of Coca Cola Stvcngth: Demand oI coke is more than its competitors.Company has a very established name and a good reputation.coke has large market share than its competitors.As the target customers oI coke is young generation, so coke has more brand loyal customers.Most oI the customers are satisIied with the price oI the coke.coke is an international company and it has a very strong position internationally.The environment oI Iactory is very good and attractive. W arge scale oI operations W Strong supply chain management system Wcakncss: Coke does not oIIer any sort oI incentive or discount to its retailers.Coke target only young customers in their promotions.Crown oI the disposable bottle is not good.Demand oI disposal bottle is declining. coke tin pack is not available in Iar oII rural areas. W Some time customer unable to diIIerentiate itselI Irom Pepsi . W ess eIIective campaigns Oppovtunity: W Company may start entering rural areas also.The company may also diversiIy its business in some other potential business.Increased interest oI people in musical groups, cultural shows and sports has provided an opportunity Ior coke to increase its sales through them. Growing bottled water market. Untouched markets. hvcats: The main competitor oI the company is the Pepsi Cola.At the international level, coke has a very strong competition with pepsi. pepsi has started its advertisements more eIIectively to increase their demand and it is a very strong threat Ior coke. Cola drinks are not good Ior the health so the awareness level oI the people is increasing which is a big threat to the company. Intense competition with competitors. Intense price competition. Dependence on bottling partners Sluggish growth oI carbonated beverages ow Extcvna! Factovs EIIcct thc stvatcgics W The macro environment consists oI the larger societal Iorces that aIIect the microenvironment. The external Iactors are not under the control oI the marketers; they can just observe them and make strategies in light oI these Iactors. Some oI these Iactors are given below: 1. DEMOGRAPHIC FACTORS 2. ECONOMIC FACTORS 3. PHYSICAL FACTOR 4. TECHNOLOGICAL FACTORS: 5. POLITICAL AND LEGAL FACTORS 6. SOCIAL AND CULTURAL FACTORS EMOGRAP FAORS W Age The requirements oI diIIerent age groups are diIIerent. coke should target that age group that consumes it the most and make promotional strategies according to their behavior. So their main target is the young generation. W Education A company has to make promotional strategies keeping in view the customer level. II the percentage oI education is high in a country then through advertisements people can be made well aware oI their product and can convey their message easily. Promotion and education has a direct relationship. W Population Distribution Population distribution means how much |population lives In urban areas and rural areas. In Pakistan 35 population resides in urban areas and 65 population lives in rural areas. coke is Iocusing on urban areas as people there are more inclined towards such beverage while people in rural areas are more inclined drinking lassi and desi drinks. EONOM FAORS: W Income and Income per Capita II the income level or per capita income oI the people increases, it will have a positive eIIect on the consumption oI coke. W Inflation II the country Iaces inIlationary trend in the market, the price oI the Coke will ultimately increase which will lower its demand. W Consumption Behavior Pakistan is a consumption oriented society. Due to demonstration eIIect the people are more inclined towards consumption than saving. So the people oI Pakistan spent heavily on Iood items. Hence COKE has a good market share in the present circumstances. W Income Distribution It means how much is in the hands oI rich and poor class. In Pakistan 10 rich people posses 93 oI wealth and 90 people posses 7 oI wealth. II there is balanced distribution oI income in the country, the consumption oI the people will increase hence increasing the sales oI beverages as well. W Payment Mod As the use oI plastic money is increasing the consumption pattern oI the people are increasing. Although it will have a low aIIect on the consumption oI Coke. W Employment Opportunities As employment opportunities increase the living standard oI the people increase and the people consume more. W Aggregate Demand In case oI Coke, aggregate demand oI the product increases in the season oI summer as the hot weather makes the consumers want to drink more. W Aggregate Supply In summer season to cope up with the increasing demand they have to increase the aggregate supply oI their product. W Economic Policies Some oI the economic policies which can aIIect the market oI coke are discussed below: W Fiscal Policy It is the policy oI taxes. II heavy tax is levied on Coke then its price will rise having negative aIIect on its consumption W Monetary Policy Monetary policy is made to restrict or increase the supply oI money in the market. II policies are made to restrict the Ilow oI money in the market, inIlation can be controlled hence increasing the real income oI the people which will ultimately aIIect the consumption oI Coke. W Price Policy II price oI Coke is increased its demand will decrease and vice versa. W Income Policy II income oI the people will increase their purchasing power will increase and hence increasing the market share oI Coke. PSAL FAOR: W Region Pakistan is divided into diIIerent geographical regions. Marketing and sales oI Coke is diIIerent in diIIerent geographical regions. In hot areas its demand is more. W City Size The cities which are densely populated the consumption oI Coke is more. W Climate Coke is more suitable Ior humid or hot weathered countries like Pakistan. It is a source oI reIreshment when a person is thirty due to the hot weather. ENOLOGAL FAORS: W Research and Development Through research and development quality oI the product can be improved or better techniques or machinery can be developed which can increase the production. When technology is advance the supply oI the product increase hence the company experiences growth in their business. POLAL AN LEGAL FAORS: W Political stability: W Mixed Economy W Social Responsibility SOAL AN LRAL FAORS: W Religious #eligious Iactors can inIluence the market sales oI Coke as it happened in 2003 when the U.S-led attack on Iraq, wide sections oI society in Pakistan have banned American multinationals Coke and Pepsi W Social Status Coke is a well renowned brand. People who are brand conscious will not drink beverages oI lesser known brands such as Amrat cola. They will try to show their status by drinking Coke which is known to all as a quality drink. W Media It is a very important Iactor Ior marketing. Media these days is a very eIIective way oI inspiring people to buy a speciIic product. Mai^ix of Coca Cola Cppertun|t|es We|ghts kat|ng We|ghted Score Crowlng demand of nonalchollc 8everage 01 3 03 PealLh Consclos CusLomers 01 3 03 arLnershlp buslness wlLh food chaln 007 2 014 lnncrease usage of smaller beverage producL 006 3 018 lmprovlng economlc condlLlon 008 3 024 1hreats CompeLlLor are lncreaslng ln lndusLry such as pepsl cola 01 4 04 Puge number of subsLlLuLe 01 4 04 lncrease demand of !ulces 008 3 024 lncreaslng rlces of raw meLerlal such as shugar and meLals 004 2 008 Plgh AdverLlslng by CompeLlLor 017 2 034 Plgh flucLuaLlon of exchange raLes 01 2 2 1ota| 1 282
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