THE MICRO-ENVIROMENT MARKETING POWERPOINT (theory and case study), Assignments of Marketing

Download THE MICRO-ENVIROMENT MARKETING POWERPOINT (theory and case study) and more Assignments Marketing in PDF only on Docsity!

THE

MICRO-

ENVIRONMENT

OF MARKETING

Presented by the members of

Team 1

DEFINITION OF

3C MODEL 04 SUPPLIERS

3 MAIN ELEMENTS

02 OF 3C MODEL

MARKETING

05 INTERMEDIARIES

THE KEY AIM OF

03 3C MODEL 06 PUBLICS

The 3C Model by Ohmae was developed in 1982 by the Japanese organizational theorist Kenichi Ohmae. The model integrates what the author believes to be the 3 most critical elements that managers initiating a strategy should be focusing on. It offers the strategic outlook and guidance on the factors that are required for the business and attaining the success of the objectives such as higher sales of the products offered, elevated profits, competitive advantage,

THE 3C MODEL

3 main

elements:

CUSTOMER

COMPANY

COMPETITOR

THE 3C MODEL ● (^) Competitors’ Advantage where the competitors’ products offer – this area is features that cause the customer to prefer these other products over yours and where they are willing to pay for this differentiation. ● (^) Competitive Advantage where a company’s products offer – this area is features or other qualities that cause the customer to prefer your product over a competitor’s AND where they are willing to pay for this differentiation. ● Price war between products and where the – there is little differentiation customer is still willing to pay the price demanded. Your customers have trouble seeing your value versus your

z

CUSTOMER COMPETITOR

COMPANY

C ’sompetitor advantage Competiti ve advantag e

WAR

WHO ARE THE CUSTOMERS?

GENERALLY

A customer is an individual or

business that purchases

another company's goods or

services.

IN COMPANY’S MICRO-

ENVIRONMENT

Customers are the most

important actors in the

company’s micro-

environment.

FIVE TYPES OF CUSTOMER Consumer markets consist of individuals and households that buy goods and services for personal consumption. MARKETS: Business markets buy goods and services for further processing or use in their production processes Reseller markets buy goods and services to resell at a profit. Government markets consist of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them. International markets consist of these buyers in other countries, Including consumers, producers, resellers, and governments.

COCA-COLA IN VIETNAM’S CUSTOMER PERSONAS MARKET CHARACTERISTIC WHO Age: 35-60 Income: 5-15M VND Sex: All WHERE Live & work: Urban area Shopping & entertainment: Supermarket, Mall WHAT Need: Quench the thirst Want: Drinks Demand: Refreshing after drinking Attitude: Coca-Cola is the brand with the highest recognition rate Behaviors: Coca-Cola is the most frequently consumed brand. WHEN Shopping: Tet holiday, meet family or friends Brand awareness: through internet advertising, TV advertising... HOW Giving people more of the drinks they want (personalized bottle design, PR campaign,...)

With marketing team taking the lead, other departments like manufacturing, finance, legal and human resources take the responsibility for understanding the customer needs as well as creating customer value.

Marketing managers needs to work closely with them as that will help them to with broader strategies and make decisions plans.

Various groups in an organization like the top management, finance, operations, human resourcing, research and development (R&D), accounting, etc… needs to be taken into account designing the marketing plans. by the marketing management for

COMPANY

Each firm should consider its own size and industry position compared with those of its competitors.

The organization must know how to do a competitive analysis of competitors and have a competitive advantage.

Competitors are rivals who compete with the organization in market and resources as well.

COMPETITORS

GET IT!^ GET IT!

GET IT!^ GET IT!

GET IT!^ GET IT!

Beverage market share chart

in Vietnam (2016)

They affect Coca-cola price, advertisement, sales promotion programs and many others.

Their main competitors at the moment are companies that produce products fairly similar to theirs.

Coca Cola competes in the non-alcoholic drink market.

41,3 %

Coca- Cola PepsiCo.

Tan Hiep Phat

Others

Marketing intermediaries of Coca-Cola

Leans onto the e-

commerce market

Pandemic’s

problems are

solved

’Bribe' marketing

tactics

Spread a strong

brand image Reduce marketing costs

Coca-Cola

PUBLI

CSA public is any group that has an actual or potential interest in or

impact on an organization’s ability to

achieve its objectives.

EXAMPLES FROM COCA-COLA

their internal publics^ Coca-Cola motivates

financial rewards^ They offer employees to^ to motivate reach greater pinnacles.

responsible members of^ Coca-Cola became the communities (local publics)

partnership with World^ They’ve had a global Wildlife Fund for almost a decade, which is one of the world’s leading conservation organisations.

OUR TEAM

DOAN TUAN MINH NGUYEN THU HUYEN NGUYEN THANH CONG

TRAN KIM NHU NGOC NGUYEN TUONG VI NGUYEN THI QUYNH ANH

THAN THI THAO HIEN

TRAN THI NHU QUYNH

VU QUANG ANH

PHAM MINH NGOC

DO THUY TRANG