Ch. 4 - The Marketing Environment

The marketing environment is affected by many different factors. It can be social , environmental or

even political. How ever companies must come up with ways to overcome these different factors in order to succeed in the world of business. Coca Cola for example is affected by its environmental impact. As the world continues to grow one question on everyone's minds is, what does big business do to protect the environment? For instance Coca Cola is improving on the way they produce their plastic bottles , as an improvement on the environment and to satisfy the demands of society. To improve their bottle they would like to use less raw materials that go into their production of plastic. They would like to remove petroleum from the process and introduce their new “plant-bottle”. This would be less costly, eco friendly and popular with the public. Another concern for the marketing environment is age. Coca Cola does not target a certain age, because they are popular with both the

old and the young. For the young Coca Cola is known as “cool” young drink to be drank anywhere with anything. As for the old it is a drink that they all grew up with. It stays being a classic drink with the same refreshing taste as when they were young. They also do not target a certain income for customers. Coca Cola's products are cheap enough for the poor to enjoy and good enough for the quality a rich person would love. These components allow them to target a variety of groups of people.  With the advancement of technology Coke has only grown even bigger due to the quick use of the media to advertise more and connect with their customers / clients via Facebook,twitter, Instagram,Pinterest and google plus. This helps because all over the world Coca Cola is the number one drink to be drank. Thus the saying “ where there are people , there is coke.” they have a large distribution network that allows them to be in the most remote of areas or in large cities. One of the largest issues in the marketing environment for Coca Cola is the obesity issue. As the country fights against obesity (one of our nation’s largest issues) they are faced with a change in the way they market their drink and a new issue to resolve. As a result of this issue Coca Cola has created new drinks with little to no calories. They’ve also

launched a new ad campaign to pull the nation together on the epidemic. Coca Cola has also joined with pro sports teams to gets up and active known as “play ball” campaign. Through all these efforts Coca Cola shows how they would like to fix their end of the deal when it comes to obesity. They affect the entire market by targeting everyone.  They meet the needs of the people, the government and society as a whole in order to be the success that they are today.