Vitango Case
Solution 1: The five micro environmental factors that affect the development and introduction of Vitango are:
The Company: The Company in this case is Coca-Cola. Coca-Cola spent years to develop a powdered beverage named Vintage. The company hasn’t any problems with finance related issues. The company had already done successful testing of the products in Botswana. Still the product has issues related to its launching due to preparation & usage of products in countries with lack of pure water and price issue in poor countries. Suppliers and marketing Intermediaries: To promote, sell and distribute the product to the final users the company needs the resellers, physical distribution firms, marketing services agencies and financial intermediaries. In this case Coca-cola may choose to go with direct distribution with its own channels or indirect distribution by selling through the successful running channels like McDonalds or Wendy’s. The problem in this case is that the access of poor people/ target consumers to these channels is very less.
Customers and Consumer Markets: The most important factor in this case is consumer and its behavior. The major consumers of Coca-Cola for Vitango are people of developing/ poor countries. The people in these countries don’t have enough educational resources/ knowledge to judge the benefits of products like Vitango as compared to its price. Even if they have knowledge they are lack of financial resources to buy these products. So, companies like Coca-Cola have to make perfect balance between product awareness and price sensitivity of the products like Vitango.
Competitors: Dealing with competitors is most important strategy of successful company operations. Company cannot achieve its goal if it fails to beat its competitor products. The main competitors of Vitango in this case are other powdered products and soft drinks. The Vitango has advantage of its nutritious contents over the other products but this advantage
The Company: The Company in this case is Coca-Cola. Coca-Cola spent years to develop a powdered beverage named Vintage. The company hasn’t any problems with finance related issues. The company had already done successful testing of the products in Botswana. Still the product has issues related to its launching due to preparation & usage of products in countries with lack of pure water and price issue in poor countries. Suppliers and marketing Intermediaries: To promote, sell and distribute the product to the final users the company needs the resellers, physical distribution firms, marketing services agencies and financial intermediaries. In this case Coca-cola may choose to go with direct distribution with its own channels or indirect distribution by selling through the successful running channels like McDonalds or Wendy’s. The problem in this case is that the access of poor people/ target consumers to these channels is very less.
Customers and Consumer Markets: The most important factor in this case is consumer and its behavior. The major consumers of Coca-Cola for Vitango are people of developing/ poor countries. The people in these countries don’t have enough educational resources/ knowledge to judge the benefits of products like Vitango as compared to its price. Even if they have knowledge they are lack of financial resources to buy these products. So, companies like Coca-Cola have to make perfect balance between product awareness and price sensitivity of the products like Vitango.
Competitors: Dealing with competitors is most important strategy of successful company operations. Company cannot achieve its goal if it fails to beat its competitor products. The main competitors of Vitango in this case are other powdered products and soft drinks. The Vitango has advantage of its nutritious contents over the other products but this advantage