Running head: MARKETING 2 MARKETING 3 Bruna Spera Martins Southern States University BU534 – International Marketing MARKETING 1 COCA COLA MARKETING STRATEGY 2 Instructor: Dr. Peggy Bilbruck Environmental influences refer to external factors that impact an organization's marketing decisions involving pricing. Having a pricing goal is not sufficient; an organization must consider many other factors before setting its product prices. Customers are a crucial consideration when making a pricing decision. The three vital elements for consideration about customers are whether they feel that the product provides value, how sensitive the buyers are to prices changes, the number of buyers available. The company needs to collect market size data and try to identify how sensitive customers are on price. The product's price should match the buyers' perception of the value they are likely to get from the product (Zhou, 2019). The number of buyers able and willing to buy the product, determine the demand of the product, and due to forces of demand and supply, it influences the product price. When the demand is high, the company can set relatively high prices. The way competitors sell and price their products has a great impact on the pricing decision of a company. If a customer wants to buy a pair of sneakers from Gucci Company, but the price 20% less in another competing company, the customer is more likely to buy the product from the competitor. Companies should consider matching their prices to that of the competitors to establish and maintain their loyal clients to avoid this problem, which may cost the company its market share. When the competition is too high, the company may also consider giving an extra discount if the customers feel the prices may be better somewhere else. The presence of substitute commodities impacts the pricing decision of a company as well (Kim, 2019) If the prices of certain products become too high, the customers may look for a substitute that solves the same problem. High completion also means and the company should invest more in advertising. The economic forces impact the product pricing decision. The economic environment factors like unemployment levels and interest rates impact the price. When the level of unemployment is very high, many people will have lower bargaining power due to low income, which results in reduced demand for the product, the lower the demand, the lower the price. When interest rates are very high, the company is likely to increase the prices of a product to compensate for the interests. The rate of currency exchange in the international market also influences the product pricing. .

1. Running head: MARKETING 2
MARKETING 3
Bruna Spera Martins
Southern States University
BU534 – International Marketing
MARKETING
1
COCA COLA MARKETING STRATEGY
2
Instructor: Dr. Peggy Bilbruck
Environmental influences refer to external factors that
impact an organization's marketing decisions involving pricing.
Having a pricing goal is not sufficient; an organization must
consider many other factors before setting its product prices.
Customers are a crucial consideration when making a pricing
decision. The three vital elements for consideration about
customers are whether they feel that the product provides value,
how sensitive the buyers are to prices changes, the number of
buyers available. The company needs to collect market size data

2. and try to identify how sensitive customers are on price. The
product's price should match the buyers' perception of the value
they are likely to get from the product (Zhou, 2019). The
number of buyers able and willing to buy the product, determine
the demand of the product, and due to forces of demand and
supply, it influences the product price. When the demand is
high, the company can set relatively high prices.
The way competitors sell and price their products has a
great impact on the pricing decision of a company. If a
customer wants to buy a pair of sneakers from Gucci Company,
but the price 20% less in another competing company, the
customer is more likely to buy the product from the competitor.
Companies should consider matching their prices to that of the
competitors to establish and maintain their loyal clients to avoid
this problem, which may cost the company its market share.
When the competition is too high, the company may also
consider giving an extra discount if the customers feel the
prices may be better somewhere else. The presence of substitute
commodities impacts the pricing decision of a company as well
(Kim, 2019) If the prices of certain products become too high,
the customers may look for a substitute that solves the same
problem. High completion also means and the company should
invest more in advertising.
The economic forces impact the product pricing
decision. The economic environment factors like unemployment
levels and interest rates impact the price. When the level of
unemployment is very high, many people will have lower
bargaining power due to low income, which results in reduced
demand for the product, the lower the demand, the lower the
price. When interest rates are very high, the company is likely
to increase the prices of a product to compensate for the
interests. The rate of currency exchange in the international
market also influences the product pricing.
Federal and state regulations and laws determine the
prices of products. The state regulations are designed to
promote competition, encourage fair and ethical business

3. behavior, and protect consumers from exploitation. Some
regulations limit the ability and freedom of sellers to charge
differently for the same commodity. Such regulations may serve
to protect small companies from the big ones that have the
ability to give big discounts and eliminate the small
competitors. The state may set maximum prices for some
products above, which no company is supposed to sell.
Governments may set taxes and custom duties that influence the
pricing decision as the company must find a way to compensate
for extra expenses brought by the tax addition.
Changes in customers' tastes and preferences may affect
the marketing and pricing decision of a company. Change of
people's social behavior and other factors may impact them to
shift preference on certain products affecting the demand and
thus, leading to low prices.
Conclusively, a company has to consider several factors
when setting pricing and marketing objectives. These
influencers may include the completion, customers, government
policies and regulations, economic forces, and changing buyers'
preferences and tastes on products.
Reference
Kim, J. (2019). The impact of different price promotions on
customer retention. Journal of Retailing and Consumer Services,
46, 95-102.
Zhou, J., Zhao, R., & Wang, W. (2019). Pricing decision of a
manufacturer in a dual-channel supply chain with asymmetric
information. European Journal of Operational Research, 278(3),
809-820.
PRODUCT MARKET PROFILE 3

4. Bruna Spera Martins
Southern States University
BU534 – International Marketing
PRODUCT MARKET PROFILE
1
COCA COLA MARKETING STRATEGY
2
Instructor: Dr. Peggy Bilbruck
PRODUCT MARKET PROFILE
2Men's Gucci Tennis 1977 SneakerThe company and product
that I have chosen is Gucci and its Men's Gucci Tennis 1977
sneaker. Gucci is an international Italian luxury fashion and
leather goods brand which was founded in 1921 by one Guccio
Gucci in the city of Florence, Tuscany. The brand is currently
one of the oldest Italian fashion brands operating today. The
current CEO of the company is Marco Bizzari. Furthermore, by
September 2009, Gucci had approximately 278 directly operated
stores globally, with its products wholesale done via franchises
and upscale department stores. The company has developed over
the years as a symbol of abundance that not only represent a
luxury fashion house, but also slang for great success. Thus, its
consistent inspiration for many hip-hop and rap artists is drawn
from its rich history of opulence and boldness. The French
luxury group, Kering is the current owner of Gucci. The former
and its proprietor Francois Pinault also own notable brands like
Alexander McQueen, Balenciaga, and Yves Saint Laurent.
Gucci trades in products for virtually every purpose and gender.
Amongst them is them is the Gucci Tennis 1977 Sneaker. The
latest low-top sneaker by the brand draws its design inspiration
from tennis-shoe. The sneaker is a reinterpretation of another
sneaker found on the brand’s archive, and combines both a
modern spirit and original (classic) details, under which the
Gucci creative director Alessandro Michele describes as ‘‘a
neoclassical philosophy - the act of intentionally imitating an

5. antique example” (GQ Staff, 2020). As a re-imagination of the
70s tennis shoes which arguably both have figuratively and
literally stood the test of time, the Gucci Tennis 1977 Sneaker
is both durable and easy to wear (Gucci International, 2020). It
has a texturized rubber sole and a low-top made of canvas. The
sneakers can be worn with a diverse range of outfits, including
suits, corduroy flares, denim jeans, shorts, etc. Furthermore, the
product comes in Gucci’s signature plain colors, distinctive
prints, neat finish and touch, etc. In addition, the product comes
in seven different styles in ranges, which are all unisex.
1. Who buys the product?
Men of all ages
2. Who does not buy the product?
Women
3. What need or function does the product serve?
The sneaker is footwear.
4. Is there a market need that is not being met by current
product/brand offerings?
Yes. Though there are several sneakers out there from different
brands, the Gucci’s Tennis 1977 Men’s Sneakers have a unique
offering in that they feature a luxurious modern design and a
classic feature. The luxurious touch makes it wearable in any
context and with every outfit.
5. What problem does the product solve?
The main problem that the product solves is the need for
luxurious, durable, and easy-to-wear sneaker-shoes.
6. What are customers buying to satisfy the need for which the
product is targeted?
There are other sneaker varieties, from Gucci or otherwise, that
customers are currently buying.
7. What price are they paying?
Between $ 630.00 and $ 690.00
8. When is the product purchased?
Since the product is currently in the market, it can be purchased
at any time.
9. Where is the product purchased?

6. The product can be purchased directly from the approximately
278 directly operated stores globally, with its products
wholesale done via franchises and upscale department stores.
Apart from Gucci houses and branches, there are other retailers
(both brick-and-mortar and online) that also sells the product.
References
GQ Staff. (2020, February 10). Gucci’s New 1977 Tennis
Sneakers Are The Same-Same But Different. Retrieved May 7,
2020, from GQ - GQ Middleeast:
https://www.gqmiddleeast.com/style/guccis-new-1977-
tennis-sneakers-are-the-same -same-but-different
Gucci International. (2020). Men's Gucci Tennis 1977 sneaker.
Retrieved May 7, 2020, from Gucci International:
https://www.gucci.com/int/en/pr/men/shoes-for-men/sneakers-
for -men/low-top-sneakers-for-men/mens-gucci-tennis-1977-
sneaker-p-606111GZO309361
Date: 2020-05-10
PLAGIARISM SCAN REPORT
Image not found or type unknownImage not found or type
unknown
Exclude Url : None

7. Content Checked For Plagiarism
Men's Gucci Tennis 1977 Sneaker The company and product
that I have chosen is Gucci and its Men's Gucci Tennis 1977
sneaker. Gucci
is an international Italian luxury fashion and leather goods
brand which was founded in 1921 by one Guccio Gucci in the
city of Florence,
Tuscany. The brand is currently one of the oldest Italian fashion
brands operating today. The current CEO of the company is
Marco Bizzari.
Furthermore, by September 2009, Gucci had approximately 278
directly operated stores globally, with its products wholesale
done via
franchises and upscale department stores. The company has
developed over the years as a symbol of abundance that not only
represent a
luxury fashion house, but also slang for great success. Thus, its
consistent inspiration for many hip-hop and rap artists is drawn
from its rich
history of opulence and boldness. The French luxury group,
Kering is the current owner of Gucci. The former and its
proprietor Francois
Pinault also own notable brands like Alexander McQueen,
Balenciaga, and Yves Saint Laurent. Gucci trades in products
for virtually every
purpose and gender. Amongst them is them is the Gucci Tennis
1977 Sneaker. The latest low-top sneaker by the brand draws its
design
inspiration from tennis-shoe. The sneaker is a reinterpretation
of another sneaker found on the brand’s archive, and combines
both a
modern spirit and original (classic) details, under which the
Gucci creative director Alessandro Michele describes as ‘‘a
neoclassical
philosophy - the act of intentionally imitating an antique

8. example” (GQ Staff, 2020). As a re-imagination of the 70s
tennis shoes which
arguably both have figuratively and literally stood the test of
time, the Gucci Tennis 1977 Sneaker is both durable and easy to
wear (Gucci
International, 2020). It has a texturized rubber sole and a low-
top made of canvas. The sneakers can be worn with a diverse
range of
outfits, including suits, corduroy flares, denim jeans, shorts,
etc. Furthermore, the product comes in Gucci’s signature plain
colors,
distinctive prints, neat finish and touch, etc. In addition, the
product comes in seven different styles in ranges, which are all
unisex. 1. Who
buys the product? Men of all ages 2. Who does not buy the
product? Women 3. What need or function does the product
serve? The
sneaker is footwear. 4. Is there a market need that is not being
met by current product/brand offerings? Yes. Though there are
several
sneakers out there from different brands, the Gucci’s Tennis
1977 Men’s Sneakers have a unique offering in that they feature
a luxurious
modern design and a classic feature. The luxurious touch makes
it wearable in any context and with every outfit. 5. What
problem does the
product solve? The main problem that the product solves is the
need for luxurious, durable, and easy-to-wear sneaker-shoes. 6.
What are
customers buying to satisfy the need for which the product is
targeted? There are other sneaker varieties, from Gucci or
otherwise, that
customers are currently buying. 7. What price are they paying?
Between $ 630.00 and $ 690.00 8. When is the product
purchased? Since
the product is currently in the market, it can be purchased at any

9. time. 9. Where is the product purchased? The product can be
purchased
directly from the approximately 278 directly operated stores
globally, with its products wholesale done via franchises and
upscale
department stores. Apart from Gucci houses and branches, there
are other retailers (both brick-and-mortar and online) that also
sells the
product.
10%
Plagiarised
90%
Unique
560
Words
3617
Characters
Date: 2020-05-10
PLAGIARISM SCAN REPORT
Image not found or type unknown Image not found or type
unknown
Exclude Url : None
Content Checked For Plagiarism
Men's Gucci Tennis 1977 Sneaker The company and product
that I have chosen is Gucci and its Men's Gucci Tennis 1977
sneaker. Gucci
is an international Italian luxury fashion and leather goods
brand which was founded in 1921 by one Guccio Gucci in the
city of Florence,
Tuscany. The brand is currently one of the oldest Italian fashion
brands operating today. The current CEO of the company is

10. Marco Bizzari.
Furthermore, by September 2009, Gucci had approximately 278
directly operated stores globally, with its products wholesale
done via
franchises and upscale department stores. The company has
developed over the years as a symbol of abundance that not only
represent a
luxury fashion house, but also slang for great success. Thus, its
consistent inspiration for many hip-hop and rap artists is drawn
from its rich
history of opulence and boldness. The French luxury group,
Kering is the current owner of Gucci. The former and its
proprietor Francois
Pinault also own notable brands like Alexander McQueen,
Balenciaga, and Yves Saint Laurent. Gucci trades in products
for virtually every
purpose and gender. Amongst them is them is the Gucci Tennis
1977 Sneaker. The latest low-top sneaker by the brand draws its
design
inspiration from tennis-shoe. The sneaker is a reinterpretation
of another sneaker found on the brand’s archive, and combines
both a
modern spirit and original (classic) details, under which the
Gucci creative director Alessandro Michele describes as ‘‘a
neoclassical
philosophy - the act of intentionally imitating an antique
example” (GQ Staff, 2020). As a re-imagination of the 70s
tennis shoes which
arguably both have figuratively and literally stood the test of
time, the Gucci Tennis 1977 Sneaker is both durable and easy to
wear (Gucci
International, 2020). It has a texturized rubber sole and a low-
top made of canvas. The sneakers can be worn with a diverse
range of
outfits, including suits, corduroy flares, denim jeans, shorts,
etc. Furthermore, the product comes in Gucci’s signature plain

11. colors,
distinctive prints, neat finish and touch, etc. In addition, the
product comes in seven different styles in ranges, which are all
unisex. 1. Who
buys the product? Men of all ages 2. Who does not buy the
product? Women 3. What need or function does the product
serve? The
sneaker is footwear. 4. Is there a market need that is not being
met by current product/brand offerings? Yes. Though there are
several
sneakers out there from different brands, the Gucci’s Tennis
1977 Men’s Sneakers have a unique offering in that they feature
a luxurious
modern design and a classic feature. The luxurious touch makes
it wearable in any context and with every outfit. 5. What
problem does the
product solve? The main problem that the product solves is the
need for luxurious, durable, and easy-to-wear sneaker-shoes. 6.
What are
customers buying to satisfy the need for which the product is
targeted? There are other sneaker varieties, from Gucci or
otherwise, that
customers are currently buying. 7. What price are they paying?
Between $ 630.00 and $ 690.00 8. When is the product
purchased? Since
the product is currently in the market, it can be purchased at any
time. 9. Where is the product purchased? The product can be
purchased
directly from the approximately 278 directly operated stores
globally, with its products wholesale done via franchises and
upscale
department stores. Apart from Gucci houses and branches, there
are other retailers (both brick-and-mortar and online) that also
sells the
product.
10%

12. Plagiarised
90%
Unique
560
Words
3617
Characters