Marketing Assessment Outcome 1 & 2
Britvic Case Study
Question 1
The three key characteristics of marketing concept are: * Customer Orientation – this means that the company is focused on the customers, they know what the customers want and expect and satisfy those wants and needs. By being customer focused Britvic make all their marketing decisions based on their customers’ wants and expectations and the customer is then fully satisfied. For example, Britvic focuses on their brand loyalty and therefore create new products and tastes with different contents to suit all their customers. This will increase brand loyalty and image, which is very important for any business. * Marketing Research – in marketing concept: knowing and understanding customer’s needs, wants and expectations is the most important thing. Marketing research can help and identify those on a regular basis to help improve customer satisfaction. This way Britvic knows what the customers want, who are they, what their expectations are, and what the best method of communication with them is. This helps Britvic know what products they need to improve, what new things they could come up with and when to launch. * Marketing Planning – this is a goal-oriented approach to marketing. The main goal of Britvic is to sell their products and satisfy their customers. This is the aim that Britvic has set for themselves. To get there they need definite policies to help them achieve that goal, this is to ensure that their actions to achieve the goal are safe and promising. As Britvic’s goal is to sell many of their products and satisfy customers they need to plan ahead. They need to plan how they want to sell their products, they need to plan their marketing research and all other aspects of selling their products to earn the most profit.
Question 2
Every company is affected by different things,