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Describe the company target market

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MKTG 2110 Principles of Marketing Assignment - Marketing Mix and CSR for Coca Cola Company Discussion

Paper - "Marketing Mix and CSR"

Purpose - The purpose of this paper is for you to illustrate the role of marketing mix (product, price, place [distribution], and promotion) in helping a company to create value for its target market and satisfy their needs and wants. Doing so allows the company to achieve its strategic goal of long-term profitability and growth. Not only economic sustainability and responsibilities are of great concern, but today's successful companies must take into account legal, ethical, and philanthropic responsibilities - to make business decisions for actions that contribute to the well-being of their stakeholders and society at large, both at the present and into the future. Therefore, you will also discuss the company's actions toward corporate social responsibilities (CSR).

In addition, as you complete this paper, you will develop research skills necessary for self-directed and lifelong learning. You will also engage in critical and analytical thinking, pertinent to successful education.

Directions/ Requirements - Tasks to Complete

Task 1 - Select a company to conduct your in-depth research. The selected company should be regarded as a successful company in its industry, in terms of both financial performance and admirable image.

Task 2 - Give brief history and background of the company.

Describe the company's target market based on demographic and psychographic characteristics as well as buying behaviors.

Task 3 - Clearly describe and discuss each of the marketing mix elements used by the company to create value and satisfy the needs/wants of its target market.

Product - how product attributes/qualities provide desired benefits for the target market.

Price - how price, cost to the target market, is justified by what they get in return.

Place - how the product is made available and accessible for the target market.

Promotion - how the company communicates with the target market to inform about its product and appealing benefits and to achieve desirable image and position.

Task 4 - Describe and discuss how the company engages in CSR.

Remember CSR relates to making ethical decisions and business actions that have positive impacts on many stakeholders and the society. These decisions must be made from initial product design and sourcing to consumption and all stages in between.

What efforts the company has taken to improve the quality of life for those in need, to better the society, to ensure the well-being of future generations, etc.

Reference no: EM133200484

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