Question

BUS314 - Marketing Management

A) A SWOT analysis identifies a firm's strengths, weaknesses, opportunities and threats. Consider where you work or our university. Identify at least one item for each condition in SWOT. For example, e-Commerce might give your company an opportunity to expand to different markets. However, lacking modern technology might be a weakness.

B). The American Marketing Association provides a set of ethical values for its members. Marketers have a professional responsibility to maintain the highest of ethical standards when dealing with all stakeholders (customers, employees, investors, channel members, the community). The AMA Code of Ethics is found here on the AMA official website: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx (Links to an external site.)Links to an external site. There are six "Ethical Values" listed in this code. List these six values and explain how and why each value is relevant in today's contemporary marketing and business environment.

C) Generational cohorts are groups of people of the same generation who have similar consumer behaviors.

1.In which generational cohort do you belong?

2.Which generational cohort do your parents belong?

3. Assume you are buying a car, How would you approach buying a car?

4.How would your approach to buying a car differ from how your parents would approach buying a car?

5.What advice would you give to this automobile firm about marketing to your generation?

D) Explain why marketers have to consider their macro environment when they make decisions.

Please answer all of the questions, if you can not answer all of the questions do not reply.

Answer 1

Coca Cola

The coca cola company founded in Georgia in 1892 and incorporated in 1919 is the world's largest beverage company.

Swot Analysis of Coca Cola

STRENGTHS

a) Brand Awareness : It is one of the most widely recognized brand of the world. Its signature logo, red and white colours, and world famous Jingle resonate with consumer all around the world.

Robust Distribution Network: Coca cola makes its products available in more than 200 countries through the world's largest distribution network. This system enables Coca cola to effectively manage cost, rapidly introduce new products in the market and saturate various geographical locations.

Weakness:

Water Management : Water is a main ingredient in substantially all of its products. As the demand for water is rising and water is becoming scarcer, the overall quality of water will deteriorate leaving the coca cola system to incur higher cost and face capacity constraints that could adversely affect its profit.

Foreign Currency Fluctuations: Since coca operates in many countries it also deals payments in 76 currency other than dollar. Since currency keeps on fluctuating it becomes difficult in ascertaining the financila balance sheet.

OPPORTUNITIES

DIVERSIFICATION: The company has been hard at work at its ample war chest to build a presence in rapidly growing beverage countrues. Currently it owns 16% of keurig Green Mountain and is developing a keurig kold device that is set to debut this fall.

Extended Reach : The population continues to increase at a steady clip. Areas such as India and China have ramped up demand for the company's latest juce offerings.

THREATS:

Nutrition Selection : Its been no secret that soft drinks provider have suffered for late. A cultural shift toward natural and organic products has led many to opt for nutritional waters, smoothies and various healthy beverage options. Thus, core soda offferings that include high amounts of sugar or diet items have fallen out of favour with buyers.

Indirect Competition : Although company such as Starbucks do not compete directly with these brand but they pose a dent in Coca Cola's market share. Starbucks and other companies offers healthier benefits, unique choice, more alternative and customer loyalty rewards that do not easily matches with coca - cola.

b) Six ethical codes listed by ama are:

Honesty: To be forthright in dealings with customers and share holders. Dishonest business will not run longer

Responsibility : To accept the consequences of our marketing decisions and strategies.

Fairness : to balance the needs of the buyer with the interests of the seller

Respect : To acknowledge the basic human dignity of all stake holders.

Transparency : to create a feeling of openness in the market. In todays world the business needs to be transparent because customers and stake holders have now become more aware and want to know about the company.

Citizenship : To fulfill the economic legal philanthropic and societal responsibilities that serve legal stakeholders.

C)

1) i belong to the cohort of college students. i and quantity and brand conscious

2) my parents belong to upper middle age group who givers more importance to quality and ease with which the product is available.

3) while buying a car i would first plan my budget.

second thing i would do is compare cars in that budget .

after finalization of the car i would enquire about the price from various showrooms and other benefits.

4) my parents will not look for various dealers. once they decide they will buy it from the nearest dealer.

5) Advice to the marketer would be to give other benefits with care at low cost such as music system, etc. Tell more about the specification of cars and have easy finance options.