environmental issues- threat or opportunities. Marketing management presentation. done by PGDM students of marketing specialization from Sri Balaji Society. Taking Coca-Cola as an example to understand the study.

1. Environmental
Issues
Threat or Opportunity?
SHIVAM GUPTA
NOORUL HASSAN ANSARI
PRAVEEN KUMAR
ABHINAV
MONICA RAI

2. Content
 What is marketing environment.
 Types of environment.
 External environment (opportunity and threat)
analysis.
 Market Opportunities
 Internal Environment (opportunity and threat)
analysis.
 Opportunities for Coca Cola
 Threat for Coca Cola
 Conclusion

3. Marketing Environment
 The market environment is a marketing term
and refers to factors and forces that affect a
firm's ability to build and maintain successful
relationships with customers.

4. A business unit must monitor key
macroenvironment forces and
significant microenvironment factors
that affects its ability to earn

5. Business unit strategic Planning
Process

6. Types of
Environment

7. EXTERNAL
ENVIRONMENT
INTERNAL
ENVIRONMENT

8. EXTERNAL ENVIRONMENT

9. Political Analysis and Factors
 Those Non- Alcoholic Beverages .
 Changes in Laws and Regulations
 Political Conditions, specifically in international
markets
 Changes in Non-Alcoholic business era.
 Ability to penetrate emerging and developing
markets,

10. Economic Analysis
 In 2001, the recession influenced the company’s
operations, but because of aggressive actions
the US Economy estimated to have returned in
positive growth in 2002.
 By researching for new products are cost
effective, the company could sell its products at
a lower price, so its customers would purchase
more Coca-Cola products at a lower price.

11. Sociological Analysis
 This analyses the ways in which changes in
society affect the organization such as changing
in lifestyles and attitudes of the market.
 Healthier lifestyles: Coca-Cola Light or Zero,
instead of drinking beer or other beverages.
 Demand for healthier drinks results in demand
of carbonated drinks and this pulled down the
revenues of Coca Cola.

12. Technological Analysis
 The efficiency of companies
 Since the technology is advancing.
 Entrance of cans and plastic bottles.

13. Environmental Analysis
 Development of safe environment in the
Bottling plant.
 Providing employee benefits for improve in
efficiency.
 Meeting all the standards of FSSAI.

14. Legal Analysis
 Providing the safe environment as mentioned in
the law.
 Minimum Wages to the daily workers

15. Market Opportunities
 Is an area of buyer need and interest that a
company has a high probability of profitably
satisfying.
 Three main sources of opportunity:
 To offer something that is short supply.

16. To supply or offer existing product or
services in superior way.

17. Totally new product or services

18. Marketing Opportunity Analysis
 Can we articulate the benefits convincingly to a
definite target market?
 Can we locate the target market and reach them
with cost effective media?
 Does our company have or posses access to the
critical capabilities and resources we need to
deliver the customer benefits?
 Can we deliver the benefits better than any
actual or potential competitors?
 Will the financial rate of return meet or exceed
our required threshold for investment?

19. Opportunity matrix
1 2
3 4
High
High
Low
Low
Success Probability
Attractive

20. Threat matrix
1 2
3 4
High
High
Low
Low
Probability of Occurrence
Seriousness
1. Competitor
develops a superior
lighting system.
2. Major prolonged
economic depression
3. Higher cost
4. Legislation to reduce
number of TV studio
license.

21. Opportunities for Coca Cola
 Bottled water consumption growth.
 Increasing demand for healthy food and
beverages.
 Growing beverages consumption in emerging
markets.

22. Threats for Coca Cola
 Changes in consumer tastes.
 Legal requirements to disclose negative
information on product labels.
 Competition from PepsiCo.

23. Internal environment
 It’s one thing to find the attractive opportunities
and another to be to take advantage of them.
 Each business need to evaluate their strength
and weaknesses.

24. INTERNAL ENVIRONMENT
 EMPLOYEES
 MANAGEMENT
 CORPORATE CULTURE
 SUPPLY CHAIN
 CUSTOMERS

25. Another Dimension to the topic

26. Conclusion
 PESTEL CONTROLS THE EXTERNAL
ENVIRONMENT AND YOU CAN CONTROL THE
INTERNAL ENVIRONEMENT.

28. Q and A