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Britvic

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1. Identify three key characteristics of the marketing concept.
Marketing concept is when an organisation should try to provide products and services that satisfy customer’s needs. Customers should be at the centre of all the organisations activities. Putting the customers first allows Britvic to be one of the biggest branded soft drink businesses in UK. * Needs, wants and demands * Value, satisfaction & quality * Exchange, transactions & relationships

2. Explain Britvic’s micro and macro environment.
External marketing environment consists of six categories of forces: political, economical, social, technological, environmental and legal. These are uncontrollable and often called PEST or PESTEL. A Micro environment relates to the internal environment of an organisation.

3. Explain why market research and the information gathered are important to an organisation like Britvic.
The Market research is important to Britvic because without the information gathered they would be unable to expand their business and generate new products that will satisfy the customers.

4. Explain how Britvic might collect and use market research information. Include one quantitative and one qualitative research technique in your response.
Ask specific questions, normally by trained people, for a specific purpose. Methods include - direct questioning, face-to-face surveys, postal or online questionnaires, telephone interviews, focus groups. Advantages include getting a fast response to specific questions, competitors cannot access it, and Disadvantage is that it can be expensive.

5. Explain the process of market segmentation and targeting and the benefits of segmentation and targeting to Britvic.
The first step in the process of product promotion is Segmentation. The division of a broad market into small segments comprising of…...

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