What Happened To The Malaysian Market

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BPMM 1013 PRINCIPLE OF MARKETING (GROUP C)

CASE STUDY

SEMESTER TWO 2020/2021 SESSION A202

LECTURER: DR SAFWAN MARWIN BIN ABDUL MURAD

COCA COLA: WHAT HAPPENED TO THE MALAYSIAN MARKET

GROUP MEMBER:

GROUP 11

1

281264

Tan Zhi An

2

280891

Nurul Izzyan Binti Ismail

3

281079

Shaarmila A/P Ravechandran

4

281119

Nor Athirah Izzati Binti Mohamad Zahir

5

281198

Chong Xin Nam

6

281329

Nur Anis Nadhirah Binti Mohd Basri

7

281441

Nur Rasyidah Binti Abdul Manah

8

281567

Muhammad Izz Syahmi Bin Samsul

9

281587

Nur Ilma Izyani Binti Abdul Rahim

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TABLE OF CONTENT

Question

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Question 1

Do you think Coca Cola is driven by a production, selling or marketing orientation? Explain

TWO (2) reasons why you said so.

In my view, Coca-Cola is predominantly using a marketing-driven approach or

marketing orientation because it puts importance on the need to satisfy the customer’s needs

and wants. For example, by researching the shift in customers’ demand, Coca-Cola could

change its product or develop a new product catered to the customers’ needs and wants. Such

an example is when the customers focus more on health products. In this case, Coca-Cola

develops a new product such as Light Coke which is lower in calories than usual.

Besides, Coca-Cola is also more focused on the market. When faced with a marketing

crisis, Coca-Cola makes an effort to bring back their customers by developing new slogans,

advertisements, and new and unique products that could attract the market. For example, Coca–

Cola with Coffee and Coca-Cola with Coffee Zero Sugar. However, do not misconceive this.

Coca-Cola is not driven by selling orientation. Instead of solely focusing on the efficiency of

sales to aggressively sell their products, it uses advertising and campaigns to introduce their

products that satisfy consumers’ needs and wants to the market. Ergo, Coca-Cola is not entirely

driven by selling orientation.

Lastly, Coca-Cola cannot be said to be production-oriented because this orientation is

more focused on the quality of the products it produces rather than meeting the end needs and

wants of customers. For example, it centres on manufacturing and production processes in

making products with features and quality that could attract customers. Hence, it is also

justified that a production-oriented approach does not drive Coca-Cola.

Question 2

Why is domestic market important to Coke? Why does Coke not focus most of its attention to

growth opportunities in the international markets? Discuss TWO (2) reasons.

Coca-Cola is the world’s largest soft drink company. It sells its product in over 200

countries around the world. Coca-Cola is a well-known sparkling and non-sparkling beverage

brand. The sustainability of the development of the company is to keep up with the market.

However, soft drinks sales growth has been reduced to 2 percent annually in the Malaysian

market. It shows that Coke in international sales has increased about 31% per year while

domestic sales are only growing about 7% yearly. Despite its many growth opportunities in the

global markets, Coke also wants to increase its demand and sales in this domestic market. Coke