Unit 3 – P1 M1 D1
Mahbub Rahman
,Mahbub Rahman – Unit 3 – P1 M1 D1
Table of Contents
Introduction .............................................................................................................................................2
The two businesses ..................................................................................................................................2
Growth strategies ................................................................................................................................2
Survival strategies ................................................................................................................................5
Effectiveness of Coca-Cola’s marketing ...............................................................................................7
Conclusion ................................................................................................................................................9
Bibliography .............................................................................................................................................9
1
, Mahbub Rahman – Unit 3 – P1 M1 D1
Mahbub Rahman – Unit 3 – P1 M1 D1
Introduction
For this task, I am going to describe the different marketing strategies that two different
organisations use in order to promote their products or services, and also compare them.
Marketing is a practice in which a business tries to understand the market that it operates
in, and also to understand how to satisfy customer needs in order to meet the objectives of
the business. One of the organisations I am going to discuss will be Coca-Cola, and the other
organisation will be Oxfam. I will also evaluate the effectiveness of Coca-Cola’s marketing
(which will be done briefly throughout the task, but mostly in the last section).
The two businesses
Coca-Cola is an international organisation that works in the private sector. This means that
the main objective of the organisation is to make profit. The type of products it sells is soft
drinks. Here, I am going to talk about the different marketing strategies that Coca-Cola uses
to market the main product that they sell, the Coca-Cola soft drink (when I refer to Coca-
Cola throughout this task, I am referring to the product most of the time).
Oxfam is also an international organisation that does charity work. This means that it works
in the voluntary sector, so its main objective is to help the less fortunate people that live in
this world. They sell a wide range of products; varying from books to clothing to music and
so on (these are usually donated to them by the public). In this task, I am going to talk about
the marketing of fair trade products (and stores) in general. However, due to it being a
charity organisation, they do not usually market particular products, but instead focus on
marketing the organisation itself with the objective of people buying their products and
donating money to the charity. Also, they usually have a low budget for things like
advertising.
Growth strategies
Growth strategies are used when companies want to increase their market share and sales.
There are four different growth strategies that are identified in the Ansoff Matrix (created
by Igor Ansoff); market development, market penetration, product development and
diversification.
2
Mahbub Rahman
,Mahbub Rahman – Unit 3 – P1 M1 D1
Table of Contents
Introduction .............................................................................................................................................2
The two businesses ..................................................................................................................................2
Growth strategies ................................................................................................................................2
Survival strategies ................................................................................................................................5
Effectiveness of Coca-Cola’s marketing ...............................................................................................7
Conclusion ................................................................................................................................................9
Bibliography .............................................................................................................................................9
1
, Mahbub Rahman – Unit 3 – P1 M1 D1
Mahbub Rahman – Unit 3 – P1 M1 D1
Introduction
For this task, I am going to describe the different marketing strategies that two different
organisations use in order to promote their products or services, and also compare them.
Marketing is a practice in which a business tries to understand the market that it operates
in, and also to understand how to satisfy customer needs in order to meet the objectives of
the business. One of the organisations I am going to discuss will be Coca-Cola, and the other
organisation will be Oxfam. I will also evaluate the effectiveness of Coca-Cola’s marketing
(which will be done briefly throughout the task, but mostly in the last section).
The two businesses
Coca-Cola is an international organisation that works in the private sector. This means that
the main objective of the organisation is to make profit. The type of products it sells is soft
drinks. Here, I am going to talk about the different marketing strategies that Coca-Cola uses
to market the main product that they sell, the Coca-Cola soft drink (when I refer to Coca-
Cola throughout this task, I am referring to the product most of the time).
Oxfam is also an international organisation that does charity work. This means that it works
in the voluntary sector, so its main objective is to help the less fortunate people that live in
this world. They sell a wide range of products; varying from books to clothing to music and
so on (these are usually donated to them by the public). In this task, I am going to talk about
the marketing of fair trade products (and stores) in general. However, due to it being a
charity organisation, they do not usually market particular products, but instead focus on
marketing the organisation itself with the objective of people buying their products and
donating money to the charity. Also, they usually have a low budget for things like
advertising.
Growth strategies
Growth strategies are used when companies want to increase their market share and sales.
There are four different growth strategies that are identified in the Ansoff Matrix (created
by Igor Ansoff); market development, market penetration, product development and
diversification.
2
