22 Micro environment Micro environment forces and their impact on

22 micro environment micro environment forces and

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2.2 Micro-environment Micro-environment forces and their impact on company/industry The two microenvironments which will be considered in the study that impacts the Coca Cola Amatil organisation include Customers and Suppliers . In the recent market review, it has been surveyed that Coca Cola is the only product which the consumer is well aware of among the different types of beverages available in the market. Many of the consumers are found to have Coca 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 loyalty and resulted in customer retention (Vidler et al. 2018). The consumers of Coca Cola are found to be a vast and massive amount of consumers consist of youngsters and kids. In addition, there Coca-cola Amatil also has customers among retailers in the international trade and restaurants. There are customers who are also associated with a small independent business. Thus coca-cola has been able to capture the attention of the customers for many years. Thus concentrating on the vast customer base of the organization, the company has adopted a strategy of focusing on the ‘ brand love’ . According to the marketing policies of the company, customer loyalty will assist the Coca Cola brand to retain its position in the market and help in gaining profitability (Vidler et al. 2018). According to their marketing strategy, the sustainable growth of the organization is possible only when they are able to maintain a close relationship with the consumers. This relationship with the customer has helped them in generating the required sales and meeting the objectives for the company. The Suppliers of the Coca Cola Company are the business partner that helps in assisting with the availability of the goods as well as services (Mialon et al. 2016). The company has certain strict Supplier Guideline which they follow so that the values and the expectations which are set by the organization can be met appropriately. Further, the Supplier Guidelines also emphasize on the importance of the employees to follow the norms set by the company in respect to the environment and the workplace practices and policies. The company makes sure that the suppliers comply with the policies of the company as well as all the laws and regulation while conducting the business. Especially, the company ensured that the suppliers abide by the regulation s related to child labour, freedom related to the association and working hours of the employees. Coca Cola Amatil also has set new agreements related to the suppliers which are required for their compliances towards SGP. The company conducts auditing of the suppliers to ensure that the quality of the goods can be provided by them. In addition to the suppliers, there are certain bottling partners who follow similar principles and policies for the organization.
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4. The Four P’s of Marketing 4.1 Product There are a variety of products that are manufactured but Coca Cola Amatil. These products come under the non-alcoholic beverage category and alcoholic beverages. These products constitute internationally well-known brands. The company also catered products which are
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