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Marketing Concepts in Coca-Cola and Pepsi Part B
Introduction to Marketing
BUMKT1502
Business Report: PART B
Tutor’s Name:
Assignment Due Day
Week 7 Friday Executive summary
Coca-Cola and Pepsi companies were not initially as successful as they are to date. Most of their success is credited to a high level of investment from their managers and CEOs. Coca- Cola did not perform as well in the past. Most of its success came as a result of intense marketing and strategizing. One of the pivotal moments for the company was the sale to a more ambitious group. This acted as a stepping stone for the company to one of the most recognizable brands in the globe. Pepsi on the other hand has proven to be a strong competitor. Most of the strategies are geared towards retaining its customers and acquiring new ones. These two companies are ideal for the analysis of the competitive market in terms of marketing strategies. A company needs to take part in extensive marketing if they intend to remain in the market. Most of the customers demand for the highest form of quality making the competition stiff. The beverage industry is one of the most competitive due to the significance of beverages in the lives of the human beings. Both companies thus have to carry out extensive research so as to maintain their position and choice of preference (Bachmeier, 2009).
Table of contents
Executive Summary………………….………….……………..………………… 2
Introduction……………………………………………………………………… 4
Company overview ………………….………….……………..………………… 4
Marketing Concepts………………………………………..……………………… 5
Micro-environmental forces ………………………………………..………………… 5
SWOT analysis ………………………………………..……………………… 7
Conclusion……………………………………………………………………… 7
References ……………………………………………………………………… 8
Introduction
The business market in the United States is that of a competitive nature. This is owed to the extensive competition between the companies available. The United States is one of the most productive companies in the world. This is credited to the existence of successful business franchises. The business market has developed from a simple market to a more complex market. Most of the innovations have come as a result of the emergence of brand companies such as Coca-Cola and Pepsi. These two companies have been in the market for more than twenty years. It is difficult to have a considerable level of success in an uncertain environment. The fact that the two companies continue to record a high gross profit makes the suitable for the following analysis.
Company background
Coca-Cola Company, an American public company, manufactures retails and markets non-alcoholic beverages. Its SWOT analysis by Taylor (2008) reveals a brand has been a market giant since its engineering by John Smith Pemberton in 1886 and founding in 1892 by Asa Candler. Pepsi, with its headquarters in New York, sells soft drinks such as Mountain Dew, Slice and Pepsi (Pepsi, 2011). Sales of its non-carbonated drinks contribute most to its revenues. It remains a leader in sales of sport drinks, PET bottled water, chilled juice and bottled tea and coffee. Its over 100 brands are distributed worldwide. Just like Coca-Cola, it produces beverage concentrates and sells to independent bottlers in addition to overseeing product promotion. Its major weakness is its dependence on the American market as 52% of its revenue originates from the US.
Market strategy and concept
A market consists of buyers and sellers. The need for a particular good or service is ideal for the buying and selling of a particular commodity. For there to be a supply there needs to be the demand for a commodity. One of the challenges companies are faced with is making their brand appeal to the customer base. If a market environment does not have reliable sellers and produces of goods and services of a company, they are forced to but from one seller. This is not ideal in that the company is in control of the market thus making their business a monopoly. A monopoly simply refers to a business or market that does not allow for competition between businesses. This brings forth a number of disadvantages such as the provision of poor services due to the lack of competition (Besanko, 2010).
Micro environmental forces
The presence of one producer limits the choice of the buyer. A market should therefore encourage the existence of more than one producer so as to improve the market conditions. Coca-Cola has been in the market for a considerable amount of time. Their main competition in the foods and beverage industry is Pepsi. Pepsi is has taken the role of competitor due to the fact that the company provides the same services as Coca-Cola. Both companies provide the famous cola beverage which is the most consumed beverage to date. For the companies to gain more consumers, they need to take part in a high market franchise that creates awareness of the products. This is a difficult test due to the different preferences and demands made by consumers all over the world. The competition between the two is different from most of the companies in the marketplace. Most of their marketing strategies are geared toward selling their brand as the best product in the market. One of the ways of marketing the products is by sponsoring big events such as the Olympics and major shows like the American idol. These shows are viewed across the globe making them convenient for the exposure of the brand. When the company takes on the responsibility of sponsoring another company, the sponsored company is inclined to reciprocate this favor by increasing the market potential of the company. Marketing is thus ideal for the success and sustainability for the company.
Customer privileges are significant for the analysis of the performance of the beverage industries. Customers have a great impact on the determination of the performance of the companies. As stated earlier, the competition is intense owing to the different companies in the market. This makes it difficult for companies to remain in the market for a long period of time. Companies have come out with ways of outsmarting each other to gain new consumers. One of the ways of achieving this is by differentiation the products. The beverage company has come a long way from the time of its inception. Most of the beverages were inspired by traditional cultural aspects in the country. Most of the products of both Pepsi and Coca-Cola were geared toward soft drinks. The companies created products that catered for different flavors available to their customers. Over the years, the demand of the customers continues to dictate the type of product to place in the market. This saw the change of the products from soft drinks to water and energy drinks. This widened the scope of both companies making them subject to the demands of the customers. One of the recent trends in the market is the demand for hot beverages such as tea and coffee. These beverages were initially provided by companies such as Nescafe and star bucks. The choice of Coca-Cola and Pepsi to take on this new market shows the amount of pressure that the company faces in their quest to become market leaders. The invention and innovation of new products continues to play a significant role in the industry. One of the ways the company can continue to maintain their position in the market is by differentiating their products. This would in turn provide more exposure and profit for the company in the long run (Ferrell & Hartline, 2011).
The SWOT analysis
In order for a company to establish its position in the market, they need to conduct a SWOT analysis. A SWOT analysis is basically a summary of the internal and the external market surrounding of any business. One of the factors to consider in this case looks at the performance of a company in relation to its competitors. The Coca-Cola Company provides a perfect example of the vitality of this type of research. The company has proved to be one of the most successful companies in the present market. This is due to the number of products available to their consumers. The company prides itself with more than 500 brands distributed to different countries all over the international market. One of the ways that the company has been able to maintain this strategy is through franchising their products. The company has managed to list itself in the new NYSE making it a public company. This gives the public an opportunity to own a section of the company by buying shares (Mazzucato & Open University, 2002).
The SWOT analysis is also ideal for the determination of the strengths and weaknesses of the company. All companies fall short of their projections at one time or another. One of the ways of avoiding this situation is by focusing on the internal and external strengths of the business. This makes the companies maximize on their strength and minimize on their weaknesses. Another factor is to focus on the external forces such as the legal and governing authorities. The company has to ensure that its values are in line with the ones of the authorities. This involves ensuring the observation of rules and regulations required for the company to meet before the inception of business (Pride & Ferrell, 2006).
The Coca-Cola Company and the Pepsi brand have been competitors for a long time. This is due to their provision of products that cater for the same clientele. One of the most competitive products of both companies is their cola soft drink. The companies are highly reliant on the American market which acts as a challenge for their growth. The Pepsi Company boasts the performance of mountain dew which brings in a large percentage of the company’s sales. The two have managed to outsmart each other in different parts of the globe. This has made them long time rivals in the beverage industry (Hill & Jones, 2008). Marketing involves intense advertising of a product or a service. A company needs to invest a substantial amount of money so as to improve the reception of its brand. Both Pepsi and Coca-Cola invest a substantial amount of money in advertising and marketing. This is essential for the sustainability of the brand in the households of the internal and external market.
Conclusion
The current market is difficult to venture into due to the intensity of the market factors. Both companies have managed to maintain their position as market leaders due to their market strategies. A company should ensure that it performs market research so that it can determine its competitors, strengths weaknesses. This will is significant in that market research assists the managers in decision making. A company is thus able to take the advantages and use them to its strengths. This in turn brings in profit that improves the performance of the product. Market research also encourages the company to avoid unprofitable investments. This is essential so that the company can project the future when making decisions. Market research is one of the principles of marketing. A company that does not conduct adequate research faces failure in the long run. Both Coca-Cola and Pepsi have proved to be iconic in terms of performance and distribution. This would not have been possible without extensive research and analysis.
References
Bachmeier, K. (2009). Analysis of marketing strategies used by PepsiCo based on Ansoff’s theory. München: GRIN Verlag GmbH.
Besanko, D. (2010). Economics of strategy. Hoboken, NJ: John Wiley & Sons.
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.
Hill, C. W. L., & Jones, G. R. (2008). Strategic management: An integrated approach. Boston: Houghton Mifflin.
Ferrell, O. C., Fraedrich, J., & Ferrell, L. (2011). Business ethics: Ethical decision making and cases. Mason, OH: South-Western Cengage Learning.
Mazzucato, M., & Open University. (2002). Strategy for business: A reader. London: Sage in association with the Open University.
Pride, W. M., & Ferrell, O. C. (2006). Marketing: Concepts and strategies. Boston: Houghton Mifflin Co.
level of unemployment has increased at very high rate in comparison to the employment rate
Running Head: MACROECONOMICS
Macroeconomics
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According to Censky (2011), the level of unemployment has increased at very high rate in comparison to the employment rate. This has occurred in contrast to the expectations that job creation would occur. The unemployment rate has resulted due to the occurrence of a recession in the economy. The nation is under an economic recession; therefore, job creation is quite a difficult task at the present time. Economic recession has resulted due to the government excessive expenditure on response to several emerging disasters. The disasters include occurrence of unpredicted floods, and the occurrence of tsunami. In addition, the stalemate in Washington and the increasing gas prices have a role to play in the emergence of economic recession, and have created a tremendous uncertainty among the businesses.
The economic recession has created uncertainty among the potential business employers. The employers have great fears of dynamics of the existing federal tax policy and spending cuts. This has occurred since the congress has not yet attained a consensus on debt ceiling and effective measures of cutting down the nation’s deficit. The fear of the existing dynamics on the economy has led to small business employers developing a habit of observing what happens to large businesses in terms of job creation.
Politics have significant influence in the development of an effective-economic status of a nation. The nation has experienced political games that have resulted in a decline on the wage level for employees effectively. Politicians have engaged in a blame game of who has responsibility of decline in wage level, in the nation. In addition, the politicians have minimized the chances of job seekers participating effectively on job recovery. The reduction on employment levels formed the basis of political rhetoric that emerged from two sides of the nation’s politics. For example, the republican claim that the nation has inherent regulations and the stimulus-spending binge is not effective; therefore, job creation has a limitation. In addition, the republican add that the existing national debt forms challenge that the private sector has to face in order to create jobs. The government, on the other hand, claim that the public understands that there is a limitation on the available jobs. In addition, the government promises to implement reform patent laws after the congress passes the bill in order to create jobs.
Macroeconomics makes an analysis of the behavior, performance and decision-making of the nation’s economy. Unemployment rate is one of the factors that macroeconomics takes into consideration for the analysis of the entire economy. Censky (2011) article depicts a correlation of unemployment and employment rates in which the two factors have a negative correlation. This correlation results from the fact that the economy is in a recession due to the uncertainty created by several factors; such as, tsunami, stalemate in Washington, higher gas prices and floods. The uncertainty has led to employers developing a reluctant attitude towards employment. As such, the employment rate has reduced drastically for the whole nation.
Politics inherent in a given nation determines the strength of the economy. The government acts as the governing organ for formulating an effective macroeconomic policy. These policies include monetary and fiscal policies. As the government engages extensively on politics, the economy becomes a victim of subjection into a recession. However, the government may avoid such circumstances through concentrating on analyzing, as well as formulating an effective measure to adopt in order to safeguard the nation’s economy.
Reference
Censky, A. (2011). June Jobs Report: Hiring Slows, Unemployment Rises. CNNMoney.
Retrieved from: http://money.cnn.com/2011/07/08/news/economy/june_jobs_report_unemployment/index.htm?iid=HP_LN&iid=EAL
Baptism Ritual in The Catholic Church
Baptism Ritual in The Catholic Church
There are many rituals in different religions; however, baptism has always had a central part and role in Christianity. This is very significant, especially among the Catholics who firmly believe that it is only through baptism that a person is fully initiated into Christianity. This is one of the significant rituals in Catholicism even though there are other rituals like mass, the last rites of a dead person, the anointing of the sick, matrimony and other rituals which are performed in the catholic church with relation to faith and trying to affirm the faith of the individuals who attend the church to fully believe that God is what is expressed in the bible as well as in the traditions of the church. This paper discusses the baptism ritual, the reasons why it is done and how it is done, and how this impacts the whole aspect of being a Christian.
Baptism existed even during the time of Jesus, and john the Baptist is the primary prophet renowned for making baptism resound with great importance just before the beginning of the public ministry of Jesus Christ. However, a lot has changed from the time of Jesus to the present time (Ferguson, 2009). During the time of Jesus, baptism was explained in two ways: baptism by the fire and baptism by the water. However, as Jesus stated to Lazarus, for any person to see the kingdom of heaven, they had to be reborn against through water. This is the firm belief of most Christians regarding the eligibility of one to be a Christian. It is from these beginnings and backgrounds that the ritual has developed into what it is today.
In the bible, there is no explicit statement that a person had to reject the devil or make a vow to stick to God for them to be baptized, and this explains the ‘puritan’ baptism practiced during the time of Jesus and the contemporary Christianity baptism which requires a person to do a lot of things and which is in an orderly manner (Spinks, 2017). In the current catholic church, baptism is done both for children and also for adults. The children are baptized believing that their baptism will change their place in heaven due to the original sin and place them closer to God. However, the baptism of the adults is the type of baptism that ensures that a person has a change of heart and they begin following Christ with new inspiration and faith.
Firstly, a person is trained on how to run and go on with Christian life, and after being trained about Christian faith and what it entails, the person is then initiated into the Christian faith through the ritual of baptism, which is done in a process. Firstly, in some places, the members undergo mandatory retreat before they are baptized, while this does not happen in most places. During the day of baptism, several things happen, including vows rejecting the devil and stating clearly that one will follow Christ from the time of baptism henceforth. The other part of the ritual is cleansing using water (Spinks, 2017). In the catholic church, this is done by pouring water on the head or the forehead of the person to signify that the sins committed from birth and the original sin are all washed away. There is also lighting a candle to symbolize that the person will be a light to those around him to spread the good news. These rituals are significant and serve a significant role in changing a person from a non-believer into a believer.
In conclusion, these rituals are significant to catholic Christians, and it means a lot to them. Without baptism, Catholics do not recognize a person as being fully catholic or Christianity.
References
Ferguson, E. (2009). Baptism in the early church: history, theology, and liturgy in the first five centuries. Wm. B. Eerdmans Publishing.
Spinks, B. D. (2017). Reformation and modern rituals and theologies of baptism: from Luther to contemporary practices. Routledge.