Promotion and the Product Life Cycle

Researching Marketing Questions

Emma Trevino

MKT/571: Marketing

Instructor: Morgan Cloward

May 9, 2019

MEMORANDUM

TO: Senior Vice President

FROM: Emma Trevino

CC: Market Research Analyst

DATE: 08- May-2019

SUBJECT: Marketing Analysis

Summary

This is a report in response to the summary analysis carried out by the market research analyst and expounds more on the analysis. This report includes information about the major areas of increase and decrease in revenue and insights that would assist in design marketing strategies that will continue growing. I have provided additional analysis that will help build marketing goals and strategies.

Revenue

When comparing the time periods from January to June 2015 and January to June 2016, the revenue generated between these two time periods increased the year of year. The report provides three times frames, and from the time's frames revenue generated increased drastically. Most of the revenue generated came from domestic sales in all the three-time frames. The revenue made from the domestic sales average at around 87% in the time tables and the strongest in the organization. There is a positive trend when it comes to revenue generated from international sales though it is so small and there is a need to shift focus more on international sales. From the report, there are no significant drops in the revenue by any certain customer class though clients such as Delta Appliance experienced small drops in revenue. The overall performance of the organization is that it has made average gains which can be improved as discussed later in this report

Trends

The gross profit has been the biggest issue with most of the top customers having decreased for the month to date figures. Most of these top customers have indicated a negative gross profit percentage. The continuous negative percentage might result in a negative effect on the bottom line despite the bottom line gross profit percentage is unchanged. Revenue generated from international sales across the board is low compared to that generated from domestic sales. At the beginning of each time frame, the revenue between the domestic and international sales is split in a fifty-fifty ratio, but by the end of the time period the split ends up to be an eighty-twenty ratio. Based on these trends experienced in the organization, there is a need to take drastic measures to ensure that revenue generated and the sales are improved.

Additional Analysis

There is a need for the marketing department to carry out thorough research and putting more focus on international market trends. The international market trends in terms of revenue and sales seem not to be doing well as compared to the domestic markets. Operating in the international markets is considered to be difficult as there are many risks and challenges faced. There is a need to understand these challenges and risks and come up with strategies that minimize the risks and tackle the challenges faced. This will help drive the maximum the sales and revenue of the international markets thus increasing the overall sales of the organization (Verbeke, Tulder, & Lundan, 2014). There is a need to set strategies that will help increase the target market base and reach of the company. Understanding the needs of different customers from international markets will help increase international sales.

Thank you for your time.

Emma Trevino

Name of Company: The Coca Cola Company

Company Headquarters Location: Atlanta, Georgia, United States of America

Selected Product Name: Coca Cola soft drink

General Description of Company:

The coca cola is a multinational organization and is the leading producer of soft drinks all over the world. Established in 1892, the company has grown over the years and has been recognized as the largest beverage company in the world and operates in over two hundred nations in the globe (Hays, 2010). As of 2018, reports had estimated the company to have over sixty thousand employees. The recent financial year reports of the company indicated that it had made $31 billion in terms of revenue. The organization is a public company that is owned by thousands of shareholders and investors around the world in terms of stock.

General Description of the product:

The coca cola soft drink, commonly referred to as Coke is a soft drink manufactured by the coca cola company (Sundar, 2012). The soft drink comes in many variants with the most being the coca cola zero sugar. All these variants are to ensure that the soft drink is able to reach different consumers with different needs such as those on a diet and those from various diseases such as sugar related issues. The soft drink is sold in over 200 countries globally.

References

Hays, C. (2010). Pop: Truth and Power at the Coca-Cola Company. New York, NY: Random House.

Sundar, D. B. (2012). Unleashing the Entrepreneurial Potential of Women:initiative of Coca Cola Company. Global Journal For Research Analysis, 3(8), 1-3. doi:10.15373/22778160/august2014/175

Verbeke, A., Tulder, R. V., & Lundan, S. (2014). Multinational Enterprises, Markets and Institutional Diversity. West Yorkshire, England: Emerald Group Publishing.