Coke

In: Business and Management

Submitted By sampratinaskar
Words 9924
Pages 40
Inroduction
Within this report the macro-forces of an industry will be analysed, continuing on to compare the marketing mix of two organisations within that industry. All organisations - with their suppliers, customers, competitors, and publics - have a macroenvironment. This environment consists of macro forces that act on and affect the organisation and are generally outside their control, as opposed to the micro forces which also affect the organisation, but are generally under their control. The marketing mix is the term used to describe how an organisation goes about developing a product and selling it to the market.
The industry chosen is soft drinks which industry falls into the category of fast-moving-consumable-goods (FMCG's), as it is a product that is consumed, and is fast-moving. These won't sit in a supermarket or convenient store for long, as they are constantly being purchased. Other examples of a 'FMCG' are canned foods, ice cream, soup, cereal, potato chips and a whole lot more.
Part 1
There are six main macro forces making up the "macroenvironment." These are: • The demographic environment - which is the study of human populations in terms of size, density, location, age, sex, race, and occupation 1. Studies in this area, for example, can show the changing age structure, which is necessary, as marketeers need to understand who makes up the market, thus allowing them to make the most effective decisions for the marketing mix.

• The economic environment ' which has an effect on consumer purchasing power and spending. For example, if the average income drops, then there is likely to be less buying power 2.

• The natural environment ' involves natural resources that are needed as inputs by marketers or which are affected by marketing activities 3. An example of this is the non-renewable resource, where companies will face…...

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