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
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 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
"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.
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 that every activity of an organisation can have an impact
on customer satisfaction. If things do not quite work out as planned
e.g. like the launch of New Coke. By the company learning through
experience of taking risks is vital if better results are to be
achieved next time.
? Have senior management committed to the importance of marketing.
Coca-Cola is now trying to develop the brands vertically (most well
known brands include Coca-Cola, diet coke, Sprite and Fanta), by
creating a deeper consumer desire for that brand than expected the day
before. This involves giving people more reasons to buy Coca-Cola
brands instead of reasons to buy competing ones, such as Pepsi (Owned
by PepsiCo) and Richard Branson's Virgin Cola.
The Coca-Cola company emphasis on creating value by actively meeting
consumers needs with new products to support existing brands to help
generate growth for the organisation. This involved...