The paper “ Coca Cola Company - Customer Groups, Internal and Environmental Factors Influencing the Company’ s Market System" is an affecting example of a case study on marketing. Marketing concepts focus on the need of a company to fulfill the needs of a customer while at the same time maximizing the organizational profits. It researches on favorable means of ensuring that the products in the market suit the customer’ s needs (Deeprose, 2006, 37). Marketing is the process of creating awareness of a product to the customers and it involves planning and executing, pricing, promoting and distributing to ensure the exchange of goods and services to customers' needs.
The marketing system refers to a network of individuals, entities or different groups either on a voluntary exchange of valuable information, idea, product or services by making it available and in response to customers’ needs. Marketing systems in an organization enable the managers to work and share information with others in the organization with the aim of collaborating with the customers on products, requirements, and design. It allows marketers to analyze market data concerning the market situation, its competitors and learn the behavior of the customers towards its product.
It also aids the managers in the decision-making process. It is usually designed to be flexible in nature and forward-looking with the target of giving the business a competitive advantage over its competitors as noted by Belpoggi (2006, pp 740). Coca Cola Coke management system is managed by a well trained managerial staff whose main focus is to maximize the opportunities in the market and to create high-profit margins. It uses reward management criteria to serve its employees basing their reward with pay legislation which focuses on ways to be used to motivate employees towards better performance (Feinman, 2006, pp 170). According to this study, the Coca Cola Company depends on the performance of its employees to be able to reap high-quality goods and products.
The company uses the Scanlon plan of cost-saving, cafeteria-style benefits, and profit-sharing as tools to encourage an efficient marketing system in the organization as described by Deeprose (2006, pp 38). The criteria for reward management gives a fair idea on the company’ s internal control systems, its mission and objectives by focusing on customer satisfaction, work quality and quantity, improving problem-solving techniques and working processes. Background Information on Coca Cola Coke CompanyThe company was established in the year 1886 by Dr.
John Pemberton though he died without knowing the success the company has grown into (Deeprose 2006, pp 38). In the year 1991, the coca-cola enterprise merged with the Johnston Coca Cola Bottling Group and worked together to form a management system that was more considerate of the market situation and the needs of the customers.
The success made in that period amounted to a sales of 1.4 billion and with total revenue of $5 billion. The mission statement of the company is to “ maximize shareowner value over time” (Bratten and Gpld, 1999) and it created the above statement by valuing the services offered to its customers and the community at large. Its main objective ensured that there was an increase in the overall sales and volume, expanding the marketing territory of its nonalcoholic drink, ensuring long term cash flows and maximizing profits.