Assessment task 1
2) Explain Britvics micro and macro environment
The micro environment is the internal factors of an organisation which the business has control over.
“The forces close to the company that affect it’s customers – the company, the market channels firms, customer markets, competitors and publics” (Kotler, 2012)
Customers – Britvic supply to over 50 countries world wide. They supply to the hospitality trade as well as in small local shops, supermarkets and vending machines in leisure centres. Information taken from www.britvic.co.uk
Suppliers – Britvic is the number one supplier of still and on premises soft drinks in the UK. They are also the number two supplier of carbonated and take home soft drinks in the UK.
Competitors – Britivcs main competitors are Coca Cola, S H S group and Nichols PLC
Information taken from (http://www.hoovers.com/company-information/cs.competition.Britvic _plc.982776199eecc30a.html)
The macro environment is the external facts that a business has no control over. This is analysed using the acronym PEST or sometimes known as PESTLE.
“The macro environment consists of the larger forces which affect the way in which an organisation operates and over which the organisation has little or no control” (FVC, 2014)
Political/legal
Economic
Social/Culture
Technological
This is a PEST analysis for Britvic
Political – Health and safety/packaging rules are changing which could affect Britvic as if the price of packaging increases this could increase the price of the products that they produce. Laws on healthy eating and drinks can also affect Britvic as the fruit juices could be a more popular choice for customers but the sugary soft drinks could decline in the market.
Economical – Poor weather can lead to problems with the supply of ingredients e.g. poor weather can reduce the amount of sugar crops. If this does incur