Principles of Marketing Tutorial 1 by Shanice

Group Members:

shancekwan — 2024-05-03 03:48:35 UTC

Shanice Kwan Yau Ka (0358514)

Rahmath Fathima (Saba) (0348281)

Tan Ai Ling (0350789)

Hoh Syn Yenn (0358484)

Claire Ee Xue Ern (0350677)

Introduction of the company

2024-05-03 03:56:12 UTC

Coca-Cola has been a catalyst for social interaction and inspired innovation, since its birth at a soda fountain in downtown Atlanta in 1886. They are committed to offering people more of the drinks they want across a range of categories and sizes while driving sustainable solutions that build resilience into our business and create positive change for the planet.

Marketing Concept

shancekwan — 2024-05-04 06:34:30 UTC

Chosen marketing concept: Production concept

Definition: Mass-production-focused brands maintain cheap prices and cater to a wide range of consumers. A narrow profit margin is associated with each item sold, but big volume sales guarantee a significant profit.

Appendix 1

2024-05-04 07:55:03 UTC

With >500 brands available in >200 countries, it represents the highly available in production concept

Appendix 3

2024-05-04 07:58:19 UTC

The reason why coca cola is so affordable:

Economics of scale

Appendix 2

2024-05-04 08:02:06 UTC

Production volume: 2 billion unit cases annually

Justification

2024-05-05 16:18:19 UTC

Coca Cola is one of the most recognisable consumer brands worldwide, with products available in more than 200 nations and territories. Besides, Coca Cola prioritises affordability, employing strategies such as price pax mix to attract to consumers from varied economic background.

Reference

shancekwan — 2024-05-09 12:22:28 UTC

Baek, D.S. (2023). The Coca-Cola Company: Nonmarket Strategies, Global Expansion, Environmental Controversy, and the Plastic Predicament. [online] Linkedin. Available at: https://www.linkedin.com/pulse/why-coca-cola-cheaper-than-water-high-cost-low-prices-baek--08x7c/ [Accessed 5 May 2024].

Britannica (2024). Britannica Money. [online] www.britannica.com. Available at: https://www.britannica.com/money/The-Coca-Cola-Company.

Coca-Cola (2024). About Us. [online] The Coca-Cola Company. Available at: https://www.coca-colacompany.com/about-us.

Coca-Cola HBC (2023). Supply Chain. [online] Coca-cola HBC. Available at: https://www.coca-colahellenic.com/en/about-us/what-we-do/supply-chain.

Rodriguez, A. (2022). The Five Concepts of Marketing and Understanding the Marketing Concept. [online] Rock Content. Available at: https://rockcontent.com/blog/marketing-concept/.