The Market Orientation of Coca-Cola

763 Words2 Pages
bulb-icon

Recommended: Coke customer relationship management

The Market Orientation of Coca-Cola

I had researched the information by contacting the Coca-Cola's customer service help-line for an information pack and by contacting
The Coca-Cola Company's Industry and Consumer Affair's officer (Alneka
Warren) by email. I have also visited the Business library for further information relating to Coca-Cola and used various textbooks and various web sites from the internet.

The two marketing orientations are:

1. Product orientation

2. Market orientation

Product orientation

This can be defined as "An approach to business which places the main focus of attention upon the production process and the product itself"
(Needham & Dransfield 1995).

Market orientation

Market orientation is defined by Ian Chambers as "A market orientated business is one which continually identifies, reviews and analyses consumer's needs."

Market orientation is reflected on the Coca-Cola Company's mission statement: "Consumer demand drives everything we do." Another brief from their mission statement includes "We will serve consumers a broad selection of the nonalcoholic ready-to-drink beverages they want to drink throughout the day."

Coca-Coca has an "action orientation", instead of waiting for change to happen it is at the leading edge, driving action forward.

Findings

A market orientated organisation like Coca-Cola would:

? Know what its customers, consumer, client needs. As they know people like Coca-Cola and want it available to them.

? Understand ...

Show More
Related

  • Zora Neale Hurston and Their Eyes Were Watching God

    3388 Words  | 7 Pages

    Zora Neale Hurston was, the daughter of a Baptist minister and an educated scholar who still believed in the genius contained within the common southern black vernacular(Hook http://splavc.spjc.cc.fl.us/hooks/Zora.html).  She was a woman who found her place, though unstable, in a typical male profession. Hurston was born on January 7, 1891   in Eatonville, Florida,  the first all-incorporated black town in America.  She found a special thing in this town, where she said, "... [I] grew like a like a gourd and yelled bass like a gator," (Gale, 1).  When Hurston was thirteen she was removed from school and sent to care for her brother's children.  She became a member of a traveling theater at the age of sixteen, and then found herself working as a maid for a white woman. This woman saw a spark that was waiting for fuel, so she arranged for Hurston to attend high school in Baltimore. She also attended Morgan Academy, now called Morgan State University, from which she graduated in June of 1918.  She then enrolled in the Howard Prep School followed by later enrollment in Howard University.  In 1928 Hurston attended Barnard College where she studied anthropology under Franz Boas. After she graduated, Zora returned to Eatonville to begin work on anthropology.  Four years after Hurston received her B.A. from Barnard she enrolled in Columbia University  to begin graduate work (Discovering Authors, 2-4).  Hurston's life seemed to be going well but she was soon to see the other side of reality.

    Read More

  • Coca Cola - Growth, Employment, Business Cycle And Inflation

    1218 Words  | 3 Pages

    One of the Coca-Cola Company’s strongest strengths lies in its ability to conduct business on a global scale while maintaining a local approach, one of the most intelligent strategies thought up by the human resource department of Coca-Cola.

    Read More

  • Coca-Cola Enterprises Inc.

    6303 Words  | 13 Pages

    With the various things such as mixed cultures quality assurance employee training etc. it can be seen that Coca Cola is determined to be ‘The very best’. As a whole, Coca Cola do not only want to make profit and be the No.1 dinks company, but they also wish to help the community and environment to the best of their ability. With the amount of money that they have put into doing this, they push themselves to become even more successful by gaining more and more trust from customer. BLIOGRAOPHY Advanced Business: Michael Fardon Frank Adcock Ian Birth David Cox Michael Matchan

    Read More

  • Their Eyes Were Watching God by Zora Neale Hurston

    1887 Words  | 4 Pages

    In 1925, she moved to New York and became a significant figure in the Harlem Renaissance. A year later, she, Langston Hughes, and Wallace Thurman organized the journal Fire, considered one of the defining publications of the era. Meanwhile, she enrolled in Barnard College and studied anthropology with arguably the greatest anthropologist of the twentieth century, Franz Boas. Hurston’s life in Eatonville and her extensive anthropological research on rural black folklore greatly influenced her writing. Their Eyes Were Watching God by Nora Neale Hurston was published...

    Read More

  • Coca Cola International Strategy

    708 Words  | 2 Pages

    “Global availability “ Coca cola product was bottled and spread around the world more than one decade ago.

    Read More

  • Marketing Case Study: SWOT Analysis Of Coca-Cola

    882 Words  | 2 Pages

    Coca-Cola’s goal was to propel Coke to be the number one beverage in the market. In addition, the company looked towards diversifying their portfolio of offerings by introducing other lines of soft drinks. As competitors such as Pepsi infiltrated the market, Coca- Cola lost sight of their company’s objectives. Executives became immersed in other issues such as government allegations, syrup prices, ownership of company franchises and ignored the principle issues such as the marketing and sale of their product.

    Read More

  • Pepsi Cola Marketing Strategy

    494 Words  | 1 Pages

    Pepsi Cola Marketing Strategy PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel.

    Read More

  • The Traditional Nuclear Family

    815 Words  | 2 Pages

    Growing up in the 1960’s many of us, myself included had identified and or glorified the concept of the traditional nuclear family. The traditional nuclear family is in reference to the iconic “Leave it to Beaver” family. In this iconic television comedy the wife June stays home and tends to the home, her family and attends social events while Ward kisses June at the door after a homemade breakfast and goes off to work each day briefcase in hand. In modern times such as today, this idealized suburban 20th century family has faded out into history.

    Read More

  • Trends Of Coca Cola

    857 Words  | 2 Pages

    Learning from experience Coca-Cola has had some fierce competition over the years but nothing in the form of an entire health market shift like now. As well as mounting political persecution of its products like they are facing today. They must rely on past experiences to get through but likely will need to start studying the new trends to stay relevant.

    Read More

  • Coca-Cola Brand Image

    809 Words  | 2 Pages

    Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.

    Read More

  • The Function of the Nuclear Family

    1571 Words  | 4 Pages

    Murdock’s idealised view of the family could now be seen as outdated as it is no longer the most common family structure in Britain today although it can still be used as an argument against other perspectives. While there have been many changes to the structure of the family and the roles performed within it, the nuclear family remains an ideal for the majority of people in society.

    Read More

  • Survey on Family life

    1646 Words  | 4 Pages

    ...estion that favored the female parent over the male was whose side of the family had preference over the other, and the results were mostly of matrilineal descent. Richardson, a feminist researcher, concluded that the family is the “source of a women’s strength” and I completely agree. The claim is in agreement with my survey seeing as how the mother is dominant in many aspects of family life. Along, with my conclusions with women being dominant in a family, I also acknowledged that the people who responded to my survey whose parents were divorced seemed to have a bitter outlook on their family life. They often used negative comments when answering if their kin was close or not, or who made decisions in the family. I believe that today’s society is falling into a downward spiral of divorce, separation, and remarriages, and in most cases are effecting the nuclear family negatively. Family should be a support system in your life, and not looked upon negatively. In a forward direction, we see more egalitarian families emerging, and patriarchy’s declining. A family is in important social institution within our society and should be held highly within our kinship, and nuclear families.

    Read More

  • Environment Analysis and Market Research: A Case Study of Coca Cola

    2321 Words  | 5 Pages

    The Coca Cola Company has been among the world’s top companies that have been able to perform well in all the areas of the world. The company follows the latest strategic research and evaluation methods to formulate such strategic policies that helps in not only meeting the customer expectations and desires but also achieving various organizational goals and objectives.

    Read More

  • Coca-Col Marketing Mix Assignment Of The Coca Cola Company

    1844 Words  | 4 Pages

    As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.

    Read More

  • Coca Cola Bottling Company: Planning, Management, Leading and Controlling

    1550 Words  | 4 Pages

    Look SDmart, Retrieved 05/16/07, from http://findarticles.com/p/articles/mi_m1365/is_1_31/ai_63974359/print. Coca-Cola: A Technological View, retrieved 5/18/07, from http://projects.olin.edu/ahs/HOT2004/PolarBears/content.htm. Coca-Cola Our Company- Around The World, retrieved 5/18/07 from http://www.coca-cola http://www.thecoca-colacompany.com/ourcompany/aroundworld.html Nutrition Business Journal. Penton Publishing. October/November 2005.

    Read More

More about The Market Orientation of Coca-Cola

Open Document