Coca Cola - Micro Macro Factors

1.0 Introduction

1.1 Overview of marketing management

According to Philip Kotler (2000):

"Marketing management has the task of influencing the level, timing, and compositions of demand in a way that will help the organisation achieve its objectives. Marketing management is essentially demand management."

"The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value."

Marketing management is essential to an organisation in introducing, promoting, maintaining a product's brand name within the market. The management would not solely focus on marketing metrics but also other departments from production to finance. All departments play an equally important in the marketing management. Without proper control of finance, desired marketing scheme could not be implemented; without standard quality of product, end-user would not trust the message conveyed through advertisements; without satisfactory working environment, marketing staffs would not deliver and implement satisfactory marketing proposals. All departments are aiming to be able to deliver better services or product internally and externally of the organisation in meeting customers' changing demands.

1.2 Overview of environmental factors

1.2.1 Micro Environmental Factors

Micro Environmental Factors is also known as internal environmental factors. They include factors which are within or close to the company that have a direct impact on the organisation strategy as follow:

i. Top management

ii. Other functions, such as finance and accounting, Research and Development, manufacturing and purchasing

iii. Suppliers

iv. Marketing intermediaries