marketing manager essay

Marketing Managers: Job Analysis Essay

Job description of a marketing manager, job specification, interview questions, the recruiting method and rationale.

Marketing managers play a vital part in organization by organizing and analyzing market research and survey. They also have to observe the consumers demands, sales, products and services delivered. Moreover, they should assist the organization to make new products and services using research, customer feedback, and other appropriate methods for collecting information. Additionally, they have to identify and implement communication strategies like advertising campaigns to draw more consumers.

Experienced marketing managers ought to recognize target markets and struggle to deliver a message to a certain group (Hartley, 1999). Furthermore, they ought to prepare marketing plans, including budgets and improvement information. They also have to make decisions about pricing and analysis of customers’ feedback about their satisfaction. A marketing manager is accountable to the CEO of the company.

For one to qualify to be a marketing manager, they ought to have familiarity in supervising and managing of professional staff. One should also have “a bachelor’s degree in marketing or related field, and masters in business or marketing” is an added benefit. Moreover, person should show capacity to enhance outputs and constantly advance methods and departmental involvement (Hartley, 1999). Furthermore, for one to qualify to be a marketing manager he should be able to communicate with consumers efficiently. Investigation and evaluation skills are also vital in marketing management.

• Innovativeness
• Team leadership skills
• knowledge in budgeting
• Advertising and marketing knowledge
• Time management skills
• Market knowledge
• Knowledge about the company
• Skills for understanding peoples’ behaviors
• planning and administration skills

I would use external recruitment method because this method involves employing new people in the company. This is advantageous because external employees give new ideas to the company. Furthermore, the method will enable many people to apply and so there will be larger number of workers from which to find the best candidate.

Hartley, D. (1999). Job Analysis at the Speed of Reality. Massachusetts, MA: Human Resource Development.

• Chicago (A-D)
• Chicago (N-B)

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Home Essay Examples Marketing Marketing Management

Job Overview: Marketing Manager

• Category Marketing
• Topic Marketing Management

Marketing management is one of the most famous jobs out there you may not know it but you see it everywhere. Everywhere you go on the road or just into town people are advertising. For big advertisements like the super bowl there is whole teams on that because they spent a lot of money just to get their ad on there. That’s where the marketing management comes in.

You make about 42.2k to 98.9k$ a year you start at about 42.2k. It depends on where you live and work on how much you could make. Marketing managers play a huge role in the marketing of the company they work for. There is more to marketing when it comes to being a market manager. The market manager must know statistics, do research, keep up with the budget, help with advertising, etc. The responsibilities of the marketing manager needs/demands a very strict and described/explained plan. Knowing how to plan according to statistics needs/demands organization, concentration, and a large number of knowledge.

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Marketing managers plan according to the target market and customer happiness (from meeting a need or reaching a goal). If a company has increased customer complaints, it is up to the marketing manager to come up with a plan to increase customer happiness (from meeting a need or reaching a goal). This may mean lowering prices, offering sales and services, or the (putting into) use of better training for workers. Keeping customers happy and returning secures/makes sure of the company will continue to grow and do well and grow. Without returning customers, a company would begin to see a money-making state fall.

Some factors go into marketing (success plans/ways of reaching goals) including information available about people, type or services or products (that are bought and sold) offered, price, availability, and even location. Some services require a target market group like young adults or children. These require using (success plans/ways of reaching goals) that appeal to the desired target market. A marketing (success plan(s)/way(s) of reaching goals) designed to appeal to children would be bright, colorful, possibly have happy music, and childlike advertisements.

The marketing manager has a huge amount of responsibilities including measuring the success of the company. Success of a company is measured through a variety of methods. Customer happiness (from meeting a need or reaching a goal) and a money-making state are only a few of the measurements used to decide/figure out the success of a company. Marketing managers also have to (figure out the worth, amount, or quality of) the happiness of workers, turnover rate, and work (wasting very little while working or producing something). If any of the factors are unsatisfactory, it is up to the marketing manager to provide better training to workers and managers.

Employee training is part of marketing planning and (success plans/ways of reaching goals). Effective and (producing a lot with very little waste) employee help create a happier and healthier customer relationships. Marketing managers have many roles, responsibilities, and expectations. They have a very very hard job that needs/demands a collection of data to help increase sales, customer relationships, and employee happiness (from meeting a need or reaching a goal). Budgets have to be set, advertising has to be done according to the target market, and the overall health of the company has to be measured. A good marketing manager will take the time to (figure out the worth, amount, or quality of) the data that is not acceptable and find a way to fix it.

Mathematics is also important, they may use a mathematical method to solve problems, and they must be able to add, subtract, multiply and divide quickly and correctly. Communication and media is also important since they need the knowledge of producing, sharing and delivering information or entertainment. They need to speak (able to easily and correctly speak or write a language)ly at least English as a second language, if the English the first language, they should know another one and be able to write it, read it, and speak it (able to easily and correctly speak or write a language)ly. (the study of money flow/the flow of money within a country) and accounting are important since they need to know about producing, supplying, and using products (that are bought and sold) and services.

They need to know (the study of (or the location of) mountains, rivers, hills, etc.) and description of a place. Law, Government is important, they need to know the laws, rules, court procedures and the political process. They need to study (the study of how people act towards each other) and (the study of people) as well as (the study of thinking and behavior), to understand the behavior, customs, origins of groups of people and mental process. Fine arts, since they need to be (showing the ability to create interesting new things) and original. Marketing managers are independent people; they like to make their own decisions and take risk for (money made/good thing received). They think about/believe good working conditions important where they can find opportunities for them to advance and be recognized for their work.

Market managers often feel stressed to meet deadlines. have to work over time on their project but they do get paid overtime if you like something like that. You get to travel a lot to talk to people about your project to either get money to keep it going or just going to sell the product to a company. The Project Manager has some tasks that have to be carried out; he/she is responsible for the full project. The Project Manager has to make the best use of all the useful things/valuable supplies so the project can be completed successfully. The project Manager sets the edges/borders for the project, such as schedules and what is done and when it has to be completed.

A Description Project management is the process of managing useful things/valuable supplies over specified time to complete a clearly stated/particular goal. Useful things/valuable supplies may be anything from money to manpower but will include all materials needed/demanded to complete the desired goal. As the business world becomes ever more complex with (related to computers and science) advances and (when lots of countries communicate and talk with each other), project management is quickly becoming a highly searched for skill set. Businesses are dividing their goals both long term and short into smaller easier to manage pieces/parts better known as projects with definite timelines and useful thing/valuable supply setting apart and distributing. This provides for (producing more with less waste) use of useful things/valuable supplies and more positive control over company goals.

Project management follows some very tried and true methods which we will discuss throughout this paper. The first would be the life cycle that breaks the project into four separate stages: 1.Initiation, 2. Planning, 3. Execution and control and 4. Closure. During the (beginning of something/actions you do to get in to an organization) stage, the project scope is organized and listed via project charter and a project manager is selected to oversee the project. As it hints, the planning stage is just that. Described/explained plans are made including risk analysis a job assignment along with a timeline for each job. The third stage, execution and control is where the actual project is worked. Watching/supervising the different tasks of the project is performed to secure/make sure of the project stays on track. The final stage, closure happens once the project goal has been met. The project manager provides written (paperwork that proves or supports something) showing that all judging requirements for the project have been met and provides (paperwork that proves or supports something) of the project sponsors acceptance of the completed project.

All remaining useful things/valuable supplies are released. Maybe the most important stage of the project life cycle is planning. The more described/explained and (focused one’s effort/increased/mainly studied) effort put into this stage the smoother and (producing more with less waste) the rest of the project will move. Described/explained and well thought out risk analysis will reduce or help (reduce) problems arising from unplanned but (able to be seen beforehand) events. (able to do something well/very good) and realistic job scheduling will create a (practical and doable) timeline. A clear and well communicated scope will secure/make sure of all project team members fully understand the project goals.

All these items (join other people in public to show a strong opinion about something) how very much proper planning can improve the chance of (accomplishing or gaining with effort) a successful result to a project. Project organizational patterns (of relationships, movement, or sound) may change/differ depending upon project size and type however the basics are the same. For a given project, there is a project sponsor who fights for the project for the requesting thing/business. A project manager is assigned to oversee the project. The project sponsor function as a representative/sexual relationship between the project manager and the requesting thing/business.

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Home — Essay Samples — Business — Marketing Management — An Analysis of a Marketing Management Career

An Analysis of a Marketing Management Career

• Categories: Marketing Management

About this sample

Words: 912 |

Published: Jan 4, 2019

Words: 912 | Pages: 2 | 5 min read

Personal Career Analysis: Marketing Management

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The Role of Marketing Manager

Updated 13 November 2023

Subject Marketing

Downloads 50

Category Business

Topic Marketing Plan ,  Marketing Strategy

1. Job boards and advertising: this step entails all the expenses that are related to posting the open position as candidates are being sourced. It includes all job boards as well as any other paid recruiting accounts of the company such as LinkedIn Premium. All numbers of postings per every job board are added as well as the cost of every posting. Depending on whether pay per click model is used, the cost per every posting.   

 2. Assessment: this is a step that entails any sort of candidate assessment that the company might pay for. For example, the company may buy necessary tests from consultancies that could be used in the hiring process. Since there are 100 candidates to be hired, the number of such tests and costs are calculated per candidate.

3. External recruiting: this is a step that reflects any costs associated with external recruiting. It includes recruitment agencies as well as headhunters. In addition, the use of any sourcing software is going to fall into this category.

4. Career page: the company may choose to develop, maintain, and redesign a careers page and there are associated expenses. The recruiting costs can be allotted to an external service or a salary of a worker in-house.

5. Partnership: partnering with other companies is a great way of sourcing candidates that are qualified. However, establishing and maintaining these partnerships is not a cheap thing. This stage includes the paid affiliations as well as partnerships that are linked to the company’s recruitment efforts.

6. Event for employer brand: the branding costs are not the same as the marketing costs they include costs that are directly associated with recruiting.

7. Hiring team salary cost: it is often very challenging to calculate the salary costs of the hiring team. The in-house team constitutes the people in this category that have to be paid. This can, however, be achieved by multiplying the hourly salary of an individual with the hours that each spends on recruiting.

Short Answer: Question 3

Competency:

Justification:

1. Targeting

An effective manager of marketing should be able to refine and segment market data.

2. Engagement

When engaged, a marketing manager is able to deliver value-based content via the most appropriate channels.

3. Analytical

He should be in a position to measure marketing effectiveness.

4. Conversion

This helps in tracking prospects to the targeted customers.

5. Marketing technology

Being knowledgeable regarding the current marketing technology such as CRM systems and marketing automation is very important in achieving the marketing goals.

6. Product development

 It is very important for the marketing manager to be conversant with the manner in which the products he is dealing with are developed and launched into the market.

The knowledge of pricing enables the marketing manager to extract the revenue that is most optimal.

8. Management of channel

The marketing manager should be able to establish and maintain the channels of distribution so as to deliver value to the customer who could be the end users.

9. marketing communications

 Effective communication is central to every transaction that is made in the business world.

10. Selling prowess

It is important for the manager to know the process through which the company obtains or acquires customer orders.

11. Management of marketing information

This entails the processes that an organization learns regarding their markets as well as the manner in which that information is used.

12. Planning of marketing

The manager should be in a position to define strategy whole considering the resources of the organization and the market.

13.  Marketing implementation.

Marketing planning is not valuable if the manager does not know how to implement marketing by ensuring that the strategy becomes action plans, which are executed.

14. Responsible

 Responsibility is very important for the marketing manager as he is entrusted with the survival of the sales that the company intends to make.

15. Entrepreneurial

 This entails being able to take risks to ensure the effectiveness of the business.

Short Answer: Question 4

            Job analysis is a process through which the competencies or key skill areas are identified in relation to performance on the job. Information is gathered systematically, documented and analyzed regarding the context, content as well as job’s requirement. Conducting a detailed job analysis of a manager, quality control officers, design engineers, technical specialists and administration assistance entails looking at each of the jobs separately and identifying the competencies that will directly be related to the performance of each position (Schwind, 2016).  

            To perform a detailed job analysis of the five positions, a human resource manager has to follow a pre-set plan that entails involving employees in each category by asking them to complete a job analysis form.   Interviewing employees is also another way to get the required information. Interview questions should be very specific regarding their job duties as well as responsibilities. Next, it is worth obtaining log sheets from workers with information concerning each of their duties and the period of the time that is spent on each, particularly in a week of work. Further, one can complete desk audits where employees are observed while doing their work at varying times of the day as well as weeks’ day while tracking what they do and the amount of time they spend. In addition, supervisors, and managers, as well as another type of employees, can be interviewed, including the customers and clients the employee might interact or converse with while doing the job. Moreover, each of the five jobs can be compared to others in the department including the job grade or the family of the job to indicate where it falls on the scale of pay. Observations are also very important especially if there are other people that perform the same job. One simply observes the workers in performance of their roles as he or she records observations. Observation entails looking at what the employee accomplishes, used equipment, the work environment as well as all other factors that are relevant to the job. Upon getting the findings, it is good practice to review them with workers that do the job and their supervisors to tweak them until there is an accurate reflection of the duties and responsibilities of each job.

            There are different tools that can be used to conduct the job analysis. For example, ONet model lists job-related data for different jobs simultaneously. This tool helps in the collection and recording of basic data such as educational, physical and emotional requirements of the job. FJA model is another tool enables job analysts to collect deeper information regarding the job to generate task related statement. PAQ model is a commonly used tool to perform job analysis by getting the job incumbents and superiors fill a questionnaire. Competency model entails the competencies of the workers and helps in understanding the requirements of a prospective candidate during entry in the organization. The F-JAS model is used in discovering common elements in varying jobs including reasoning and verbal abilities, generation of ideas, attentiveness and other aspects that should be looked for in a candidate. There is also job scan, which is a technique that defines the dynamics of personality and makes suggestions for an ideal model of the job (MSG, 2018).

Long Answer: Question Three

Each issue relating to human resource management has legal obligations or considerations. The human resource manager has to design approaches to employ so as to minimize organizational liability and risk that are associated with different issues (Schwind, 2016).

Collective Agreement

            The collective agreement concerns labor and it is also referred to as collective labor agreement. It is also known as collective bargaining agreement and denotes a special form of business agreement that is collectively negotiated between the management of a company and trade unions that advocate for employees. The terms and conditions of workers in their place of work are regulated by the collective agreement. It regulates the employees’ and employers’ duties through a process of collective bargaining that exists between the employer or employers and a trade union that represents the workers.

            Human resource managers ought to know that whenever a union is avowed to be the exclusive representative of a collection of employees, then a bargaining responsibility arises. Therefore, to avoid liability and risks for the organizations, the human resource managers should not attempt striking deals with individual workers. Instead, they must be able to communicate with the union and discuss a collective agreement, usually in good faith to ensure that the unionized employees’ terms and conditions of any form of employment are governed. It is also important to realize that once the collective agreement is put in place, the human resource managers and the union have to bargain to alter any of the terms therein.

            The human resource managers should act in good faith and enter the process of bargaining with a real commitment to reach a just or reasonable written agreement and utilize their best efforts to realize this objective. They must plan to meet at reasonable times as well as locations that are reasonable. In addition, they must be in a position to respond adequately to requests of the union for information that is relevant to its responsibility as a representative of bargaining. Moreover, the human resource managers should confer on compulsory subjects of bargaining like wage and hour, discipline, benefits as well as other employment terms and conditions.

               First, it is important for the human resource managers to be prepared, especially, when faced with the upcoming concern of bargaining. They should have sufficient knowledge regarding the present collective agreement as well as the alterations that have taken place in the recent past. It is important to review filed grievances since the last agreement. Secondly, the human resource managers should know the bargaining unit, which is very important in helping the team in preparing its proposals that will be more likely accepted by the union. Thirdly, it is paramount to have the necessary data to support any made positions. This should entail having copies of past bargaining agreements, financial documents as well as other information sources that are required to support positions.

            It is worth noting that management of strong diversity has a potential of providing an organization with the competitive gain in the market. However, the human resource management team has a duty of providing workers with a safe work environment that is free from harassment, discrimination as well as intimidation. With no proper management, the workplace can be a place for actions and behavior entailing unlawful as well as unfair practices of employment. Therefore, to minimize organizational liability and risks that are associated with the issue of diversity, the human resource managers ought to set an effective strategy regarding the management of divert. Firstly, it should establish a diversity task force that is able to offer leadership, continuity, and focus to direct the organization’s diversity efforts. Specifically, the task force should ensure that most of its time and energy are focused on connecting the initiative of diversity management with other goals of the business. Secondly, there must be a well-designed cultural audit to identify the strength, climate, challenges, and understanding of the organization regarding diversity management. Therefore, an organization will have empirical data that can be analyzed to suggest future directions as well as actions that should be taken. Thirdly, it is important to create a diversity committee that should be comprised of members that represent every facet of the workforce of the organization. The diversity committee should develop a statement about diversity that is consistent with the organization’s strategic goals. Fourthly, the human resource managers should empower the committee to establish programs that will support diversity and make the environment safe for every worker.

Health and Safety

            It is very important to note that human resources department of any organization has a vital responsibility of guaranteeing the health and safety of every worker. Failure to facilitate the wellbeing of the employees can lead the organization to liability and risks. For this reason, human resource managers need to make use of every resource available to create and sustain health and safety standards for their companies.

            First, the managers should establish effective open communications to maintain the trust of employees regarding any observed health and safety issues. With open communication, employees will freely express their concerns on issues that they believe interfere with the goals of the organization regarding occupational safety and health. Therefore, best supervisors should be recruited and educated to encourage accessibility as well as interactions. Second, strict safety policies should be implemented. Awareness should also be spread through labeling of environments that are not safe and posting of general signs to warn the employees. Moreover, the qualification and expertize needed for someone to enter a certain region should be referenced. Third, there needs to be coordination with facility management such that the occupational safety and health goals are harmonized with the human resource and facility managers’ goals to be at a better position to protect the employees. Lastly, provision of health and safety training is very important for every employee. The training programs ought to entail emergency action plan as well as first aid training. Ensuring that each work zone is supplied with first aid kit ensures that even the smallest injury is quickly remedied.

Schwind, H. F. (2016). Canadian human resource management. Canada: McGraw-Hill Ryerson Ltd.

MSG. (2018). Job Analysis Tools.  Retrieved on 10th

January, 2018 from http://managementstudyguide.com/job-analysis-tools.htm

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• Why I Want to Become a Marketing Manager

Why I Want to Become a Marketing Manager - Essay Example

• Subject: Social science
• Type: Essay
• Level: Ph.D.
• Pages: 1 (250 words)
• Downloads: 14
• Author: mayerlizeth

Extract of sample "Why I Want to Become a Marketing Manager"

 Marketing management is a very creative job. It has become all the more interesting with the use of the latest technology. These days, new ways of marketing management are emerging with the use of the latest apps, smartphones, and iPads. These things have increased social connectivity and have provided marketing managers with cheap yet effective means of gathering information about consumers. The importance of marketing management for businesses cannot be overemphasized. Any business fundamentally depends upon marketing management to be successful.

The better the marketing management, the better the planning, administration, execution, control, and modification of the business. Customers’ loyalty to a brand can be primarily attributed to marketing management because the brand image is also controlled by marketing managers. To conclude, Marketing Management is a very good profession with a lot of opportunities for development and creativity and a lot of importance. Job opportunities are abundant. I am looking forward to becoming and growing myself as a Marketing Manager. 

• life in the future 2050
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Marketing Manager

Introduction.

The Coca-Cola product has some utilities which are necessary in ensuring that purchases and exchanges occur between the company and its customers. Utility can be explained as the value or satisfaction that the customer gets after acquiring a Coca-Cola product. There are four forms of utility which aid in the creation of customer satisfaction. They include time, place, form and possession.

Form as a type of utility is the Coca-Cola brand that is offered to its customers. The company research crew is required to carry out the research into the customers with an intention of identifying what kind of brand the customers need. The research team creates a form utility by transforming the needs of customers in a beverage product having an added value. From this market research, the Coca-Cola Company is able to develop the beverage brand being in line with the customer needs (Sandhusen, 2000). Form utility is vital to the company since it lowers the production cost, improves productivity and the competitive advantage.

Another form of utility is the place utility where the beverage product from the Coca-Cola Company is within the reach of potential customers. Place also refers to how convenient the nature of the distribution channel and sales operation is. Improving place utility is crucial to the Coca-Cola Company since customers will find it convenient to buy beverage products from the company. The company also engages into the provision of customers’ services via the company’s website where they get to interact with customers and answer their questions.

Time utility is another important form of utility in the Coca-Cola Company. It ensures that the beverage products are available to the customers any time they need them. Time utility is enhanced in the Coca-Cola Company by ensuring that there is an effective and efficient supply chain that will ensure that the beverage products from the company are being delivered on time. The Coca-Cola Company has also included the late delivery where some of its beverage stores are being run the whole day (Sandhusen, 2000). The Coca-Cola beverage Company also uses the possession utility where the company’s customers assume their ownership of the beverage products. This enables them to attain benefits even in their own businesses. The company usually offers refrigerators to wholesalers and retailers to store the company’s beverage products. This refrigerator helps to improve the performance of the product as well as adding a stronger benefit. The possession utility helps to advance the value of possession as it offers the Coca-Cola Company’s customers some better financing options where the retailers can lease some of the company’s assets or be given for free instead of purchasing them (Sandhusen, 2000).

In order to enhance the operations of the Coca-Cola Company, the management must concentrate more on marketing since it will ensure that the company’s products perform as expected in the market. A sales plan needs to be created to enable the targeting of marketing and sales efforts as well as choosing the most appropriate sales channels for the beverage products from the Coca-Cola Company.

In addition, a sales goal needs to be specific as well as measurable. The beverage products are classified based on their quality and nature. These products are then broken down into parts that are manageable. Another important factor that the Coca-Cola Company considers is the sales activities. There needs to be a sales plan in the company that will include some activities involving sending of selling sheets to different stores and selling the Coca-Cola Company beverage products.

The Coca-Cola Company constantly engages into the activities that are aimed towards building the markets. The website is nowadays being used by the company since it has reached the market readily. Other ways of product promotion used by the Coca-Cola Company include selling through institutions such as schools and local communities. The company also sponsors sporting activities as a way of promoting the beverage brands (Isdell & Beasley, 2011).

Such multi-national company like the Coca-Cola Company must endeavor to expand its operations to new markets. Expanding to the new markets requires that the Coca-Cola Company strengthens its business resources and infrastructure .While expanding to the new market, the company needs to identify the correct buyers. Buyers include wholesalers, retailers and end users of the product. If the company faces challenges in reaching the end consumers of the beverage product, a distributor or a company’s representative can be hired (Hays, 2004).

There is a product life cycle which is an important concept in marketing. These are the stages that the beverage product goes through from the time they have been manufactured until they are being released into the market. The main stages include the introduction where the Coca-Cola Company’s beverage product has been researched and developed. During the introduction stage, a new product is launched in the market. It records the poor sales. Distributors are always unwilling to take the unproven beverage products from the Coca-Cola Company. A new product requires numerous promotions to make potential customers aware of the product. An example is one of the most recent products like the Minute Maid (Sandhusen, 2000).

The next stage is growth, where these new brand sales are increasing at a faster rate before the maturity stage where the sales come nearer their highest. This stage aims at encouraging customers to adopt the new product. The Coca-Cola Company may either use the penetration pricing or skimming. As a result, the product gains its acceptance; and as the market grows the huge profits the company is making attracts other competitors. When the sales near their highest, the rate of growth starts to slow down. This is attributed to the entrants of new competitors and saturation in the market. The final stage is declined where sales begin to fall.

For the new beverage products that the Coca-Cola Company is manufacturing as successful in the market, there is a need for the continuous advertising aimed at promoting the awareness of the new beverage brand among customers. The Coca-Cola Company needs to engage in the intensive distribution and at the same time to increase the number of distribution outlets (Sandhusen, 2000). When it proves hard for the beverage company to sell its products in the market, the adoption of price leadership is the next option. In case of such new product like the Minute Maid by the Coca-Cola Company, the high promotional spending needs to be emphasized. The company needs also to improve the product either by improving its flavor or improving the packaging style of the beverage brand.

Marketing techniques can be used in the Coca-Cola Company to improve its sales that are declining. Advertising can be used to remind buyers of the existence of this product. At the same time, it tries to capture new customers. Another technique which is used by the Coca-Cola Company is the price reduction to attract more buyers. Adding the value to the beverage drinks is another way of improving the sales of this beverage drink. Another possible option of increasing the sales is by trying to sell the beverage product abroad to foreign nations (Isdell & Beasley, 2011).

The Coca-Cola Company is currently selling its new Minute Maid beverage products not only in America, but also for other nations around the world in a bid to increase its sales. Brightening the packaging helps in attracting more buyers as it is considered trendy and stylish by most of people. It is worth noting that the duration of the product life cycle varies. Some strategic decisions made can change the life cycle (Sandhusen, 2000).

The marketing mix is referred to as various kinds of choices that the Coca-Cola Company will have to make when introducing a new beverage brand in the market. The marketing mix comprises of the 4Ps which include Product, Price, Place and Promotion. The product that the Coca-Cola Company is delivering in the market should have the ability to satisfy the needs of customers. The beverage drink should have the flavor that customers have been yearning. The cost of the drink needs to be friendly to customers. Just like the other Coca-Cola Company’s drinks, they need to be differentiated to serve all customers. The Coca-Cola Company brands should have a competitive advantage over the drinks from other companies.

Place is another marketing mix that requires the emphasis. The buyers of beverage brands from the company need to know where they can acquire these products. All the beverage brands that are manufactured by the company need to be readily available every time the customers need them. Online sources can be used to give the information where customers can get some feedbacks regarding the beverage brands produced by the Coca-Cola Company. Attending trade fairs is important to the beverage company as it is able to promote something new as well as to develop its existing products (Sandhusen, 2000).

Price is another consideration that the Coca-Cola Company will have to make regarding the beverage drinks. Customers need to feel that they get the value for the beverage that they are purchasing. The company will attempt to find out what will be the effects of decrease or increase of beverage brand prices. Customers are sometimes sensitive to the changes in price. When the drink prices are lowered, they may lead to earning a market share; whereas, in some cases, an increase in price may increase the profit margins or result into poor sales. Pricing in the Coca-Cola Company should compare with that of the competitors’ in other beverage manufacturing companies (“The Coca-Cola Company”, 2008).

Promotion considers when, how and where the Coca-Cola Company’s message about its product can reach the potential customers. Advertising can be done via radio, television or billboards in order to reach the audience. Another factor to consider while promoting the Coca-Cola Company’s beverage drink is the best time to promote this drink. Beverage drinks have a season, especially during holidays; people will tend to consume more beverages since they are merry making. Another factor that also needs to be considered is choosing the promotional activity. How the competitors conduct their promotion also influences on the purchasing behavior of customers.

The marketing mix can be useful to the Coca-Cola Company as it will enable the company to decide on how to take a new challenge in the market. The marketing mix can also be used to test the company’s existing marketing strategies or whether to try a new beverage product. It may continue with the already existing brands too. To ensure that the market mix is being successful in such manufacturing company like the Coca-Cola Company, the market mix needs to be tested. The experts in the Coca-Cola Company need to ask questions and also keep making changes to the mix until they have become satisfied. The mix needs to be reviewed regularly as the market continues to grow and expand (Isdell & Beasley, 2011).

Environmental factors affect the performance of the Coca-Cola Company. The purchase of the beverage drink depends on some environmental factors. The technological environment advancement will result into the development of more machinery, hence, it will trigger more output in terms of manufacturing. When the production increases, the Coca-Cola Company is able to keep up with an increasing demand in the market. Machinery enables the manufacturing companies to produce more beverage drinks; hence, it is able to cope with the increasing demand of the product in the market. Some innovations made such as self-freezing and beverage dispensers are some of the development that have occurred in the beverage industries such as the Coca-Cola Company.

Demography affects the sale and distribution of beverages by the Coca-Cola Company. Ethnic considerations and age affects the consumers’ preference for the soft drinks and beverages produced by the Coca-Cola Company. With age, health is given much more emphasis whereas teens will tend to use most of beverages being offered in the market since they appear different and funny. The economic environment is also influential for the Coca-Cola Company. During the hard economic times, people tend to cut on spending and even on eating. During such hard times, people are reluctant to spend their hard earned money. They will even forego some of the meals. This translates to the consumption of beverages. Since the people’s disposable income is less during such hard times they shift to other options for them to remain hydrated. Thus, they shift to the less expensive tap water. The Coca-Cola Company can turn such a situation into the opportunity by investing more in the cheaper bottled water in order to remain prepared with the uncertain future (Isdell & Beasley, 2011).

The Coca-Cola Company as a firm is surrounded by a distinct environment having people with different attitudes, opinions, lifestyles, beliefs and values. The social environment changes over some time; hence, the company has to constantly develop a product that will be readily accepted by the people in the region. Social factors, like obesity, will influence on the Coca-Cola Company to produce beverages promoting the healthy lifestyle to the population. The Coca-Cola Company has since taken up the challenge for promoting the healthy lifestyle through its three principles: Think, Drink and Move (“The Coca-Cola Company”, 2008). Through this program, the Coca-Cola Company sponsors and supports some education programs that encourage people to eat healthy diets, remain physically fit and have the healthy lifestyle. The nutritional information is also found on the company’s website and on recyclable bottles (“The Coca-Cola Company”, 2008).

The United States is a leader in the consumption of the Coca-Cola Company’s brands of beverages followed by Mexico. The high sale of Coca-Cola is attributed to the presence of undrinkable water and, as a result, the locals have turned to safe drinks being bottled. Coca-Cola, due to its high sugar content, is used by the poor and under-fed laborers as a quick source of energy. Another reason for the high sales of the Coca-Cola Company’s products is due to the hot climate in Mexico. Thus, it serves as refreshment. There is also the abundant water and sugarcane which are the readily available resources in Mexico. The Coca-Cola Company has many brands ranging from Fanta, Sprite, Diet Coke, PowerAde, Minute Maid, Georgia, Del Valle and the Vitamin Water. The Coca-Cola Company has its consumers in more than two hundred countries all over the world. It is estimated that the Coca-Cola Company has almost two billion servings per day (“The Coca-Cola Company”, 2008).

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