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Introduction to Marketing Outcome 1

In: Business and Management

Submitted By libby42
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1. Identify three key characteristics of the marketing concept.
Three characteristics of the marketing concept applied by a successful organisation are customer satisfaction, where the company will aim to find out through research, what product their target customer needs and wants and supply this. Supplying the right product at the right price in the right place with the right promotional information is key to a company running a profitable business. The company will work together applying a systematic managerial function or philosophy to achieve this. 2. Explain Britvic’s micro and macro environment.
The Microenvironment - forces that make a direct impact on an organisation. These include forces that deal directly or indirectly with the company. The public, organisations, employees, suppliers, customers, marketing intermediaries and competitors are all grouped under microenvironment. The organisation have some control over these forces.
Britvic microenvironment-
Name change in 1971
Merged with Canada Dry Rawlings in 1986
Buying the Tango brand and acquiring UK Pepsi and 7up franchises
1995 – 2004 Britvic went from strength to strength buying other competitors brands and rights to energy drink brands both here and in Ireland.
Owning 7 manufacturing plants and employing around 2700 staff
Distributing to approximately 200,000 outlets across the UK
Lead suppliers of still drinks and soft drinks suppliers to licensed premises in the UK
Licensed to produce PepsiCo brands
Sponsorship and association with main events

The Macro environment – all the factors that can influence a company, but are outside the organisations control. PEST which can be broken down into 4 broad groups:
Political – employment law, taxation and legislation.
Economic – interest rates, unemployment rates, downturns.
Sociocultural – demographics, customer views on environmental issues…...

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