The paper “ Coca Cola Company’ s Market Segments, Logistical Flows, External Environment, and Internal Factors" is an engrossing example of a case study on marketing. A market is any platform that exists to provide an opportunity for the exchange of goods and services. Marketing provides an opportunity for stakeholders to endorse their products to customers to gain an edge over their competitors (Kasper & Piet 2000). As stated by Hanssens & Parsons (2003), any market has competition; it is considered that, even with minimal sellers, each participant has the uphill task of fronting their merchandise as the preferred product in the eyes of consumers.
Monopolies are thought to be unsustainable since a business making supernormal returns from their investment in any one market segment will immediately attract new entrants. Most perceived hindrances to entry in a particular market segment are imagined since investment in resources will freely flow between market segments (Becherer & Halstead 2003). Top management in companies also finds it undermining when engaging in unhealthy or vicious competition for high-end markets and appreciate the fact that both high end and low-end segments are crucial for maximum profits (Wierenga 2008).
Marketing systems play a great role in the process of buying and selling goods in the market. A marketing system is defined as a network of various human resources, from single individual entities to groups, that pull together and jointly facilitate the availability of goods or services upon a customer’ s request. These systems exist in any economy. The review of a particular market is essentially a review of its market systems, and the fulfillment of the obligations set out by the system to its member entities (Stavros & Winzar 2008). The main objective of marketing systems is to create distribution channels that serve as interactive platforms for buyers and sellers at all levels of the supply chain.
These channels eventually result in networks in their own right, whose decisions, regardless of how small or insignificant they may seem to be, can have a major outcome in the whole marketing process. As noted by Lusch & Vargo (2006) marketing systems provide a crucial link between the division of labour and specialization, two elements which result in the availability of a diverse selection of a different type of goods and services available at the end of the distribution chain Due to the dynamic nature of existing markets, the structures or networks laid out by a market system normally evolve in the quest for the market system to become more purposeful, And the significance of the resultant system will depend on how successful it is in addressing eminent change. A marketing system can be divided into six categories according to the role played by each. Exchange logistics-involves all logistics incorporated when merchandise changes hands, from transport infrastructure to communication empowerment. Process flows-these are elements influencing the general streaming of resources within the networks of a market system e. g.
information, finance, etc. Role specialization and divisions of labor based on distinct resources-specialists in any one network have the ability to increase efficiency and volumes. This increases the total output of the whole system. Sorting of products-assists in categorizing goods and services being offered into certain specific groups The organizational factor that manages the coordination of all arms operating within a market system to ensure a smooth transition between networks Consumer needs-assists in identifying the needs of target markets for efficient execution of customer instructions.