Coca Cola's Micro and Macro Environment.

Essay by muzaffarUniversity, Master's February 2010

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University of Wales(MBA , Semester 1)Managing MarketingDate : 28th Sep,2009Table of ContentsPart AIntroduction and explanation of Macro environment................................pg 3The Coca-Cola...................................................................................................... pg 5Introduction............................................................................................ pg 5Bottlers.................................................................................................. Pg 6Influence of macro environment on Coca-Cola.............................. Pg7Conclusion........................................................................................Pg8Part BMarketing Mix......................................................................................................Pg 9Introduction............................................................................................Pg9Ingredients of marketing mix.................................................................Pg 9Marketing Mix of Coca-Cola................................................................................Pg 11Conclusion......................................................................................Pg 13References.................................................................................................Pg 14Part ASelect an organization and discuss how macro environment has influence its marketing decision making , for last 12 months and how it is likely to influence in future.

Macro environmentMarketing's main role is to match competences, capabilities and resources within the organization and market opportunities outside outside of the organisation. Understanding of customer's needs is main essence of whole story but marketers should also be aware of factors and forces that can cause customer needs to be evolve. A change in customers'' needs will directly affect ability of organisation to serve customers, this really implies for marketers to be aware of what is happening in external or macro environment.

(Businessdictionary.com[accessed : 11 Sep , 2009 )Suresh Bedi (2004) describes Macro environment as composition of social and international forces that affect the society within which an organization operates. There is not much that companies can do to control these powerful forces therefore it is very much of importance for marketers to understand these factors and forces so that they can devise an optimal marketing strategy to handle these conditions.

According to Kotler(1984) ," The macro environment consist of the larger societal forces that affect micro - environment (internal)."These forces are ,EconomicNirmalya Kumar(2004) suggested that this element indicates economic trends of external environments and identifies overall economic disposition of individuals and society , their paying capacity , earning , interest rates , inflations and unemployment rates.

This factor is of very much importance as customers sort out their needs according to their paying capacity. For example if...