Vitango
Question 1 (25 marks)
Identify five microenvironmental factors that affect the development and introduction of Vitango. Explain the role each of these factors played in Coca-Cola's strategy.
Divide your answer into five sections, one for each factor. Factor #1 - The Company
Research and Development works with Top Management, Operations, Accounting, Purchasing and Finance in the case of Vitango these areas need to be looked at simultaneously. Coke-Cola marketing managers need focus on providing a product that will be attainable for the target market; very poor school aged children that suffer from malnutrition. Marketing manager's strategies will need to focus on three areas. The first is the research and Development of the product. The current form of powder will need to be redeveloped in to ready to drink version as the possibility of clean water to mix with could be a challenge for the target market. The second area of affordability will also be looked at. The price of the product can not be too high as the target market will not able to afford it. The third area of education is also another important factor which must be reach target market. Without the education to combine Vitango with a balance diet, the target market may still derive malnutrition problems by missing others nutritional needs. Vitango is a supplement not a replacement for regular diet. Factor #2 - Marketing Intermediaries
With Vitango, there are two basic Marketing Intermediaries of Local Government and the Global Alliance for Improved Nutrition (Gain). Both of the Marketing Intermediaries participate in promoting, educating, and as financial intermediaries. Although some local governments may not have many funds for this type of support, they will play a heavy in Promoting and Educating in their countries. Gain on the other hand will provide financial support with funds made available to the Local Governments to increase demands for fortified foods. For Gain, they also lobby for
Identify five microenvironmental factors that affect the development and introduction of Vitango. Explain the role each of these factors played in Coca-Cola's strategy.
Divide your answer into five sections, one for each factor. Factor #1 - The Company
Research and Development works with Top Management, Operations, Accounting, Purchasing and Finance in the case of Vitango these areas need to be looked at simultaneously. Coke-Cola marketing managers need focus on providing a product that will be attainable for the target market; very poor school aged children that suffer from malnutrition. Marketing manager's strategies will need to focus on three areas. The first is the research and Development of the product. The current form of powder will need to be redeveloped in to ready to drink version as the possibility of clean water to mix with could be a challenge for the target market. The second area of affordability will also be looked at. The price of the product can not be too high as the target market will not able to afford it. The third area of education is also another important factor which must be reach target market. Without the education to combine Vitango with a balance diet, the target market may still derive malnutrition problems by missing others nutritional needs. Vitango is a supplement not a replacement for regular diet. Factor #2 - Marketing Intermediaries
With Vitango, there are two basic Marketing Intermediaries of Local Government and the Global Alliance for Improved Nutrition (Gain). Both of the Marketing Intermediaries participate in promoting, educating, and as financial intermediaries. Although some local governments may not have many funds for this type of support, they will play a heavy in Promoting and Educating in their countries. Gain on the other hand will provide financial support with funds made available to the Local Governments to increase demands for fortified foods. For Gain, they also lobby for