2.2 Micro-environment Micro-environment forces and their impact on company/industryThe two microenvironments which will be considered in the study that impacts the Coca ColaAmatil organisation include Customers and Suppliers. In the recent market review, it has beensurveyed that Coca Cola is the only product which the consumer is well aware of among thedifferent types of beverages available in the market. Many of the consumers are found to haveCoca Cola or their energy drinks and the healthy drinks every day as part of their breakfast.Further, due to the increase in the range of products available in the Coca Cola portfolio has also
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encouraged customer loyaltyand resulted in customer retention(Vidler et al. 2018). Theconsumers of Coca Cola are found to be a vast and massive amount of consumers consist ofyoungsters and kids. In addition, there Coca-cola Amatil also has customers among retailers inthe international trade and restaurants. There are customers who are also associated with a smallindependent business. Thus coca-cola has been able to capture the attention of the customers for many years. Thusconcentrating on the vast customer base of the organization, the company has adopted a strategyof focusing on the ‘brand love’. According to the marketing policies of the company, customerloyalty will assist the Coca Cola brand to retain its position in the market and help in gainingprofitability (Vidler et al. 2018). According to their marketing strategy, the sustainable growth ofthe organization is possible only when they are able to maintain a close relationship with theconsumers. This relationship with the customer has helped them in generating the required salesand meeting the objectives for the company.The Suppliers of the Coca Cola Company are the business partner that helps in assisting withthe availability of the goods as well as services(Mialon et al. 2016). The company has certainstrict Supplier Guidelinewhich they follow so that the values and the expectations which are setby the organization can be met appropriately. Further, the Supplier Guidelines also emphasize onthe importance of the employees to follow the norms set by the company in respect to theenvironment and the workplace practices and policies. The company makes sure that the suppliers comply with the policies of the company as well asall the laws and regulation while conducting the business. Especially, the company ensured thatthe suppliers abide by the regulation s related to child labour, freedom related to the associationand working hours of the employees. Coca Cola Amatil also has set new agreements related tothe suppliers which are required for their compliances towards SGP. The company conductsauditing of the suppliers to ensure that the quality of the goods can be provided by them. Inaddition to the suppliers, there are certain bottling partners who follow similar principles andpolicies for the organization.
4. The Four P’s of Marketing 4.1 ProductThere are a variety of products that are manufactured but Coca Cola Amatil. These productscome under the non-alcoholic beverage category and alcoholic beverages. These productsconstitute internationally well-known brands. The company also catered products which are
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