Marketing III – Assignment

1. The company chosen is Coca-Cola Ltd and the product chosen is Coke. 2. A distribution channel is a set of interdependent organizations that help make a product available for use or consumption by the consumer or business user. Channel intermediaries are firms or individuals such as wholesalers, agents, brokers, or retailers who help move a product from the producer to the consumer or business s user. The Coca-Cola Company uses both direct and indirect selling. 3. The product type is perishable, it is a standard product and in-expensive. The company Coke used different channels of distribution with respect to their product life cycle. When we talk about product life cycle , all products are actually dead in nature from the beginning , as we can see many examples such as ‘Ford Cutina’ was launched later and became ‘Ford Sierra’ , which later was improved and became ‘Ford mondeo”, which was later improved and launched as the new Mondeo in 2001.So the product we see is born, grows, and then dies, So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle. The five stages of product life cycle are Development, Introduction, Growth, Maturity and Decline. The coca cola company is currently in the maturity stage due to its large and well developed customer network in the world due to its well established distribution channelling, as customers do not wait if the products have not been delivered in the markets on time. Furthermore Coca Colas cost management, brand management in the foreign market, and efficient marketing channels have allowed to a high market share which is the key for higher profits with the growth rate being slow in the industry. 4. The customers of Coke are spread out word wide and geographically they are well dispersed around the