Marketing Opportunities Identification And Evaluation

Social and Cultural Forces

It is considered that organization should endeavour towards using several strategic tools which would assist in size the market for assessment of market opportunities.

Consumer Segmentation

To understand the demand of the market and potential clients, Company needs to bifurcate its customers in different groups. This group mapping also assists organization to make its products and services more customized.

Purchase situation analysis

It examines the uncover expansion opportunities of the market which assists in grabbing potential clients and their need in market.

Direct competition analysis

It is the strategic analysis process in which organization could easily determine the potential opportunity and size of the market by analysing the total turnover and revenue of company.

Analysis of the growth of the industry

It is the strategic planning in which all the potential clients and future growth of the business would be analysed for achieving the set objectives and goals[1].

Environment analysis

This environmental analysis is the strategic planning which assists organization to evaluate the political, social, legal and environmental factors of business. It gives complete information about the clients and their choice of action which ultimately reflects the key details of available market opportunity.

Answer to question no-2

There are main following questions given as below which assists in knowing everything about the particular market to make the right decisions.

• Who are the potential target customers of the offered products and services?
• What the internal and external factors which might affect the choice of action of the people in market?
• Who are the competitors and what are the key core competencies of the company in the market?
• What are the key demand of the clients in market for the particular products and services?
• In which group mapping, products and services offered by company falls in market?

Answer to question no-3

There are several resources which an organization needs to manage while starting up new business.

Particular	Costing (XXX)
Office infrastructure	XX
Hiring team= Staff salary= 1K* 13 employees=13K HR expenses= 7K Managers salary= 5k*2 =10K	XX
Operational plan	XX
Marketing plan	XX
Legal expenses	XX
Tender filling cost with vendors	XXX
Licensing cost in coffee selling	XXX
Space hired	XXX
Project cost escalation	XXX
Total cost	XXX

These above given will be the resources which will be required to start up new business while entering into new market[2].

Answer to question no-4

The marketing requirement document is the document which contains all the required information and details about the clients. It is used by management of company to customize its products and services as per the clients need and demand in market[3].

Answer to question no-5

Opportunities that help innovators develop hard-to-copy marketing strategies that will be profitable for a long time are called Competitive advantages[4].

Answer to question no-6

            The social and cultural factors is accompanied with the customs, lifestyle, values and that characterize society, environment and perception of the people which helps company to identify aesthetics, education, language, law and politics, religion, social organizations, technologies and cultures, values attitude[5]. It helps company to identify the culture, values, attitudes which assist in customization of the offered products and services in market.  It is analyzed that social and cultural forces of company affect the financial viability of marketing opportunities. The financial viability of company is affected by the internal and external factors which also influence the changes in the products and services as per the clients need in market. It may also require high amount of investment in the machineries and changed work process of company[6].

Answer to question no-7

% of Sales growth= 4%

Sales growth amount= $ 15000

Total sales in month= $ 3, 75,000

Investment= $ 10,000

Return on investment= 15000/10000=

=1.5%

Answer to question no-8

            The main marketing research innovative method which is used by organization would be Facebook.  Company by creating Facebook page and ID on the portal could easily connect with clients. It is evaluated that using of social media will be more beneficial for the company to attract the clients in market through the online modes.  In addition to this, organization needs to analysis all these methods and cyber computing enterprises resources system which could be used by management to make effective communication with its stakeholders. In addition to this, Facebook, twitter and other online social media could be used by company to connect with its clients in effective manner. This will not only assist organization to increase its overall turnover but also strengthen the brand image on international level[7].

ROI Calculation

Answer to question no-9

Before the display ad campaign the revenue was $100,000 in month

Gross profit= $20,000

Company launched display ad campaign and the revenue grows= $ 1250000

Gross profit= $25,000

Campaign cost is $4,000

Return on investment= (Gain from Investment – Cost of Investment) / Cost of Investment

= (5000-4000)/40000

=25%[8] 

Task-2

Marketing Opportunities Identification and Evaluation

Executive Summary

            With the changes in time and ramified economic change, each and every organization needs to take effective strategic marketing decisions to achieve the set objectives and goals. There are several internal and external factors which affect the business functions of the company on domestic and international level. The Market Requirements Document prepared in this report shows the values, perception, nature pertinent facts and demands of the clients in market for the particular products and services. In this report, Coca-Cola Amatil Company has been selected. However, main research is made to identify the choices and demand of the clients in Australia related to the products and services offering of Coca-Cola Amatil Company

Introduction

            Each and every organization needs to establish the proper equilibrium between the risk and return of company.  The Coca-Cola Amatil Company is offering non-alcoholic ready to drink bottles in market to its clients. This company has been running its business on international level. In this report, marketing objectives, risk undertaken and opportunities to company have been analyzed. After that, market problems, market solution and value and benefits to customers available from the sold products will be analyzed.  In the end, proper marketing strategy and effective marketing plans have been analyzed which will assist in identifying the current challenges and future growth of the business.  The financial data and benefits to customers will also be analyzed which will assist in implementing the strategic decisions[9].

Business Objectives

            The business objectives of the Coca-Cola Amatil Company are to achieve the set objectives and goals. It is analyzed that if Coca-Cola Amatil Company has been preparing the strategies which establish the linkage between organization development and stakeholder’s growth.  The main business objective of company is to increase its market share of company and strengthen the business functioning at large.  Company has been following the product differentiation strategy to achieve the certain goals and objectives. 

This strategy will assist company to meet its short term and long term goals of increasing its overall market share. The non-alcoholic ready to drink bottles offered by Company has been prepared by using the advance mechanism and system process which will add value for the business of the organization.  However, company by using the cost leadership strategy could easily penetrate the Australian market with its non-alcoholic ready to drink bottles. People in Australia are more inclined towards buying the goods from the organization which are using the advance technologies and system. It poses high amount of opportunities to company[10].

Market Problem

The main market problem which will be faced by Coca-Cola Amatil Company would be to resolve the grievances of clients in market. It is analyzed that if company uses the online dashboard mechanism then it could easily resolve the number of queries in determined approach. It is analyzed that company needs to focus on achieving the set objectives and goals by setting up proper grievance portal and learning path which will solve business issues and strengthen the products quality as well.  The main customer pain point is the quality of the non-alcoholic ready to drink bottles offered in market. Company by using the advance filtered machines could easily mitigate these issues[11].

Innovative Marketing Approach

Market solution

The pain problem quality of the non-alcoholic ready to drink bottles offered in market. These issues arise as company fails to provide the healthy drinks and it negatively impacts the people and their health. The main reason of being not satisfied is related to human health concern issue.  In order to mitigate these issues, company needs to install new machines and online dashboard mechanism which will collect the required information from the clients[12]

Value and Benefits to Customers

The main value to clients would be related to availability of the health non-alcoholic ready to drink bottles for clients. It will provide the health benefits to clients and lower down the unhealthy drinking habits. The diet coke offered by clients will contain zero calories and will be beneficial for clients as compared to others as it contains less unhealthy substances[13].

Product Strategy

The main product strategy of Company is to develop the product differentiation strategy. This strategic planning will assist organization to change its non-alcoholic ready to drink bottles as per the clients need and add value to their preferences.  It is analysed that making non-alcoholic ready to drink bottles as per the clients in market not only strengthen the overall sales of the company but also increase the overall outcomes of the business.  The MRD document reflects that company needs to change its non-alcoholic ready to drink bottles towards less unhealthy and zero sugar coke[14].

Product strategy and Direction

The new product which will be introduced in the Australian market would be Zero sugar diet coke. It will assist organization to implement the product development strategy in market. However, the main issue arise when company undertakes proper strategic program and changes in its value chain activities at large. The advertisement strategy of the same product will include the social media, new product line and conducting seminars which will assist organization to grasp the potential clients in market[15].

Product line position statement

The position statement of company is to provide the zero diet products which contain less sugar. Company offers quality products and non-alcoholic ready to drink bottles which are less determinate for the human body.

To	Children and young people in Australian Market
the	Diet Coke
is the one	non-alcoholic ready to drink bottles
that	Less detrimental and satisfied drinking product
unlike	More clients oriented and increased product demand in market.

 Pricing and licensing strategy

The licensing strategy will follow the stages which require the HGR licensing experiences and then compliance with the technical and policy issue and setting up legal requirement plans[16]. 

[1] Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth, profitability, and family leadership. Springer. 

[2] Song, Q., Li, J. and Zeng, X., 2015. Minimizing the increasing solid waste through zero waste strategy. Journal of Cleaner Production, 104, pp.199-210. 

[3] Ashley, R., 2017. Coca-Cola Amatil: Insights from the company monitor. Equity, 31(6), p.16.
Hiscock, M., 2015. Shepparton preserving company: The tomato processing industry and the national interest. In Australia’s Trade, Investment and Security in the Asian Century (pp. 83-94).

[4] Smith, B., 2016. Nature and Geography: Tragic Voids within Marketing Textbooks and the External Business Environment. In Global Perspectives on Contemporary Marketing Education(pp. 47-64). IGI Global. 

[5] Jacobsen, S. and Barnes, N.G., 2016. The Unfortunate Decline of Blogging Among the Fortune 500: The Downside of Adopting Substitute Innovations. Journal of Strategic Innovation & Sustainability, 11(2).

Assessment Outcome

[6] David, F.R., David, M.E. and David, F.R., 2017. The Integration of Marketing Concepts in Strategic-Management Courses: An Empirical Analysis. SAM Advanced Management Journal (07497075), 82(1). 

[7] Fraser, D.A., 2017. Bioplastics and their integration into the packaging waste stream, in the region of Victoria, Australia. In SENG 2017: Sustainable Engineering Society Conference: Engineering Sustainable Cities (p. 24). Engineers Australia. 

[8] Freeman, B., Kelly, B., Vandevijvere, S. and Baur, L., 2015. Young adults: beloved by food and drink marketers and forgotten by public health?. Health promotion international, 31(4), pp.954-961

[9] Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M. and Swinburn, B., 2015. Comparison of food industry policies and commitments on marketing to children and product (re) formulation in Australia, New Zealand and Fiji. Critical Public Health, 25(3), pp.299-319

[10] Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of business research methods. Routledge

[12] Richards, Z., Thomas, S.L., Randle, M. and Pettigrew, S., 2015. Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents. Australian and New Zealand journal of public health, 39(6), pp.550-556. 

[13] Kipnis, E. and Broderick, A., 2017. The concept of place in international strategic marketing decisions. Strategic International Marketing: An Advanced Perspective, p.93. 

[14] Jenkins, W. and Williamson, D., 2015. Strategic management and business analysis. Routledge

[15] Lanis, R., McClure, R. and Zirnsak, M., 2017. Tax aggressiveness of alcohol and bottling companies in Australia. Canberra: Foundation for Alcohol Research and Education. 

[16] Onkvisit, S. and Shaw, J.J., 2017. The ‘glocalization’of product and advertising strategies. Strategic International Marketing: An Advanced Perspective, p.23.Pricing policy

Coca-Cola Amatil Company would follow the cost leadership strategy which will result to following the cost plus profit pricing policy. This will allow company to sell its new diet coke products at very least price which will add value for the betterment of the client’s needs and demand in market.

Competitive Landscape

There are several competitors who are already hitting the market with their advance strategic programs such as Pepsi, Dew and Redbull are the some of the major rivals

 

trends Impacting the Competitive Landscape

The person in Australia are less worried for the pricing of the non-alcoholic drinks but wants to satisfy with these drinks when it is offered with high quality and less detrimental to their health. If Coca Cola could offer the zero sugar diet coke to clients then it will add value to clients need and increase the overall market share.  The Coca-Cola Company has been facing tough competition from the Pepsi in offering of diet coke in market[1].

Time Constraints

In this non-alcoholic ready to drink bottles, Coca-Cola has fewer problems of time constraints. However, at the time of festivals and peak seasons, the sales of the non-alcoholic ready to drink bottles increased by 20% since last two years. There are no time constraints in the sales of non-alcoholic ready to drink bottles by Coca-Cola in market.

Market Requirements

 The main market requirement is related to use of the advance technologies and system process which could disperse the valuable information of the newly offered customized non-alcoholic ready to drink bottles to clients. It will assist company to showcase the quality and intents o the non-alcoholic ready to drink bottles to its clients. Ideally, people wants from company to offer less detrimental drinks and zero sugar diet coke.

Essential Underpinning Knowledge for Marketing Opportunities Evaluation

Key Product Capabilities

Requirement	Description
MR Identifier	SBN340013818
Name	Diet Coke and zero calories drink
Directive	Offered to make clients more satisfied and help them to live healthy life.
Rationales	It will assist clients to buy less detrimental drinks and buying zero diet coke.
Affected Users	If consistently use then it may result to unstructured human body and sugar disease to clients
Business-Oriented Use Case	Business to business relation with the marketing company to promote its business and set up strong position in market.
Buying Criterion	With the product description and contents information
Differentiator	Unique and more tasty and less unhealthy as compared to other rivals such as PEPSI

 Performance Requirements

It is the amount of financial and physical resources required to make the changes in the existing value chain activities of the business. It will at least require AUD $ 2 million investment from the company which will be required to set up new business machines and plants in the factory.  It will also require investment in the research and development department and marketing channels of the business[2].

Internationalization requirements

Company have already entered into the joint ventures and legal compliance program in its business to meet the legal requirements. It is analysed that company needs to establish the harmonization in its domestic and international rules and regulations to meet the legal compliance program.  This harmonization in its policies and business program will mitigate the cultural issues and diverse market program issues.

Documentation requirement

This document will be prepared by the sales management team which will help management department of organization to increase the client’s satisfaction at large. This post purchase document assists in mitigating the business issues and working programs. It will cover the market demand, clients need and rivals offering in market[3].

Distribution requirements

Market requirement is related to use of the advance technologies and system process which assists organization to provide the required gods and services to its clients. In addition to this, Company needs to set up proper compliance program in its value chain activities to comply with the domestic and international compliance program. However, licensing to use particular machines is also required by the management to run the business effectively.

Market requirement

Company needs to strengthen its value chain activities and more 40 sales persons will also be hired in its sales team to strengthen the sales team.

Market Requirements Summary Prioritization Table

CATEGORY	PRIORITY	IDENTIFIER	NAME	DIRECTIVE	RATIONALE	USER
Sales plan	1st	Total customers market needs in market	Sales team	Line managers	For the increased business sales	Sales teams and managers
Value chain activities	2nd	Internal process system and costing sheet	Line managers	Management and employees	Creating core competency in business	Clients and managers

Target Market Segmentation & Prioritization

The main market which company needs to focus will be children and people between the ages of 22 years to 40 years. These are the top most clients who will be eager to drink non-alcoholic drinks in market.

Addressable Market Summary

All the competitors such as PEPSI and other rivals are customizing the products and services offered in market for the better satisfaction of the clients. Coca Cola needs to change its all the drinks in the different market as per the client’s taste, choices and demand in market.

TARGET BUYING ORGANIZATION CHARACTERISTICS

In order to target buyers in market, it is required to set up different outlets stores in market which will assist organization to grab the potential clients in market. The customizing the non-alcoholic products as per the client’s needs will increase the overall turnover of the business at large.

GEOGRAPHIC MARKET PRIORITIES

Coca cola firstly needs to focus on the North America as people in that area are more inclined towards buying non-alcoholic drinks from the market. After grabbing the particular area, Asian countries such as china, India and Brazil will be the good place to expand the business on international level. The number of people in these countries is already too high which will pose increased business opportunities for Coca Cola for its increased overall turnover.

Task 1 – Marketing Opportunities Identification and Evaluation

VERTICAL INDUSTRY BUYING PRIORITIES

The vertical integration which could be undertaken by Coca-Cola is related to production of the new energy drinks in different market. This new market development and product development strategy will assist organization to meet its set objectives and goals[4].

Business-Oriented Customer Use Cases

Coca Cola has focused to use the customers oriented product development program in which all of its non-alcoholic drinks will be customized for attracting the more clients on international level.

Business-Oriented Use Case-1

Currently offered non-alcoholic drinks will be used by clients as drinking product which will be less unhealthy for their life style. It will keep clients follow healthy life style.

Business-Oriented Use Case study-2

In this business case study, company will use the online cyber computing analysis system which will assist organization to tap the new clients through the online modes. These new technologies not only attract more clients but also create strong core competency in market.

Financial data

It is analysed that in order to customized all of its non-alcoholic drinks, company needs to make at least AUD $ 3 million investment in its research and development department and value chain activities. It is analysed that company might find high cost of capital at the initial time while customizing the products and services in market.  Nonetheless, customizing the non-alcoholic drinks will affect the costing of these product by AUD $ 1.2. Company needs to increase the price of its non-alcoholic drinks products in market.

[1] Nguyen, T. and Nguyen, T., 2015. Factors that make a marketing cam-paign go viral: Case study: Campaign” Share a Coke” by Coca Cola in Vietnam.

[2] Müller, O., Schmiedel, T., Gorbacheva, E. and Vom Brocke, J., 2016. Towards a typology of business process management professionals: identifying patterns of competences through latent semantic analysis. Enterprise Information Systems, 10(1), pp.50-80.

[3] Mialon, M., Swinburn, B., Wate, J., Tukana, I. and Sacks, G., 2016. Analysis of the corporate political activity of major food industry actors in Fiji. Globalization and health, 12(1), p.18

[4] McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & SonsThe forecasting of the sales is done on the basis of the collected sample survey. It will show the positive and negative implication of the business which will be identified on the basis of collected information.

Cost and budget estimate

Particular	Costing- Year-1(Amount in AUD $ in million)	Costing- Year-2(Amount in AUD $ in million)
Product development cost	7.2	7.6
Manufacturing and distribution costs	8.2	9.5
Sales and Marketing costs	8.5	9.1
Support and Training costs	12	13.5
General and Administration cost	14	15.5
Other costs	5.5	6.5
Total Cost	55.5	61.5

After assessing all the internal and external business factors, it is analysed that company needs to use proper product development strategy to achieve the certain goals and objectives. It is inferred that company needs to use proper strategic program and advance technologies to achieve the set objectives and goals.

Risk and Consequences

	RISK NAME	DESCRIPTION	SEVERITY	MITIGATION OPTIONS
1.	Increase in the costing	Due to the high inflation rate and increased interest expenses	30%	Use of the forward and hedging funding
2.	Increased employee turnover	With the changes in the work process and business complexity, it might increase the overall turnover.	30%	Use of the proper training and development program and effective strategic approach.

 The customization in its offered products and services will increase the overall sales of the business[1].

Research Information

Data have been collected by using the primary and secondary sources such as using the online documents, websites, journals and observation.

Product diagram 

[1] Lobstein, T., Jackson-Leach, R., Moodie, M.L., Hall, K.D., Gortmaker, S.L., Swinburn, B.A., James, W.P.T., Wang, Y. and McPherson, K., 2015. Child and adolescent obesity: part of a bigger picture. The Lancet, 385(9986), pp.2510-2520.

Marketing Requirements Document

References

Ashley, R., 2017. Coca-Cola Amatil: Insights from the company monitor. Equity, 31(6), p.16.
Hiscock, M., 2015. Shepparton preserving company: The tomato processing industry and the national interest. In Australia’s Trade, Investment and Security in the Asian Century (pp. 83-94).

Jacobsen, S. and Barnes, N.G., 2016. The Unfortunate Decline of Blogging Among the Fortune 500: The Downside of Adopting Substitute Innovations. Journal of Strategic Innovation & Sustainability, 11(2).

David, F.R., David, M.E. and David, F.R., 2017. The Integration of Marketing Concepts in Strategic-Management Courses: An Empirical Analysis. SAM Advanced Management Journal (07497075), 82(1).

Fleisher, C.S. and Bensoussan, B.E., 2015. Business and competitive analysis: effective application of new and classic methods. FT Press.

Fraser, D.A., 2017. Bioplastics and their integration into the packaging waste stream, in the region of Victoria, Australia. In SENG 2017: Sustainable Engineering Society Conference: Engineering Sustainable Cities (p. 24). Engineers Australia.

Freeman, B., Kelly, B., Vandevijvere, S. and Baur, L., 2015. Young adults: beloved by food and drink marketers and forgotten by public health?. Health promotion international, 31(4), pp.954-961.

Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of business research methods. Routledge.

Ingram, T.N., LaForge, R.W., Williams, M.R. and Schwepker Jr, C.H., 2015. Sales management: Analysis and decision making. Routledge.

Jenkins, W. and Williamson, D., 2015. Strategic management and business analysis. Routledge.

Kipnis, E. and Broderick, A., 2017. The concept of place in international strategic marketing decisions. Strategic International Marketing: An Advanced Perspective, p.93.

Lanis, R., McClure, R. and Zirnsak, M., 2017. Tax aggressiveness of alcohol and bottling companies in Australia. Canberra: Foundation for Alcohol Research and Education.

Lobstein, T., Jackson-Leach, R., Moodie, M.L., Hall, K.D., Gortmaker, S.L., Swinburn, B.A., James, W.P.T., Wang, Y. and McPherson, K., 2015. Child and adolescent obesity: part of a bigger picture. The Lancet, 385(9986), pp.2510-2520.

McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Mialon, M., Swinburn, B., Wate, J., Tukana, I. and Sacks, G., 2016. Analysis of the corporate political activity of major food industry actors in Fiji. Globalization and health, 12(1), p.18.

Müller, O., Schmiedel, T., Gorbacheva, E. and Vom Brocke, J., 2016. Towards a typology of business process management professionals: identifying patterns of competences through latent semantic analysis. Enterprise Information Systems, 10(1), pp.50-80.

Nguyen, T. and Nguyen, T., 2015. Factors that make a marketing cam-paign go viral: Case study: Campaign” Share a Coke” by Coca Cola in Vietnam.

Onkvisit, S. and Shaw, J.J., 2017. The ‘glocalization’of product and advertising strategies. Strategic International Marketing: An Advanced Perspective, p.23.

Richards, Z., Thomas, S.L., Randle, M. and Pettigrew, S., 2015. Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents. Australian and New Zealand journal of public health, 39(6), pp.550-556.

Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M. and Swinburn, B., 2015. Comparison of food industry policies and commitments on marketing to children and product (re) formulation in Australia, New Zealand and Fiji. Critical Public Health, 25(3), pp.299-319.

Smith, B., 2016. Nature and Geography: Tragic Voids within Marketing Textbooks and the External Business Environment. In Global Perspectives on Contemporary Marketing Education(pp. 47-64). IGI Global.

Song, Q., Li, J. and Zeng, X., 2015. Minimizing the increasing solid waste through zero waste strategy. Journal of Cleaner Production, 104, pp.199-210.

Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth, profitability, and family leadership. Springer.