Marketing Assignment 1

Assignment 1

Question 1: There are six actors of microenvironment. The actors include the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Five different actors that affect the development and introduction of Vitango are: the company, customer market, suppliers, publics, and marketing intermediaries. The company is about marketing plans, finance, research and development, purchasing, operations, and accounting. The company is all the departments working on the Vitango project. In the article, “Vitango: Fighting Malnutrition”, the major problem with nutritional products is price. For marketing managers to address the price problem they would have to work closely with other company departments. The marketing manager must work with accounting, finance, and operations to find a solution to the pricing problem. All of these departments will be a part of the pricing solution. The article states that the company can work with governments and GAIN to address the price problem. Working with governments requires a contribution from all the company’s departments. For example: Finance and accounting calculate tax rates with the government, as for research and development outlines the benefits of the product to the government. The main issue is because of the impurity of the water in Africa. Coca-cola wants Vitango to be in a ready-to-drink formula and not the powder. The company has to gather information and examine at the financial state and accounting. Coca-cola would have to make a new product (reformulation) and that could bring the price down which would affect the company’s profit.

There are five types of customer markets: consumer markets, business markets, reseller markets, government markets and international markets. The Vitango case does say that malnourished children in developing countries are the market. Coca-Cola tested the product in Botswana in Project Mission in schools. Vitango appears to fall into...