Sample of comment giving by student: RE: Week 2 Collaboration Collapse Hi Helen; I enjoyed reading your literature, I like the point you raised regarding terminating the existing contract because now those benefited from the Coca-Cola chillers becomes it competitor and the easy way to push them away, is by not allowing them to get a space in my chiller any more. Quite interesting the missing ethical part in this action. However I want to bring your attention on very interesting point highlighted by Webster (2002) as the “competition on the spotlight “ as I think Coca-Cola fall in this trap to catch the opportunity of being ahead in the UK market before Pepsi product “Aquafina. I think this trap is very risky area for any orginzation, because as Webster stated “Short-term financial criteria totally dominated the allocation of resources across business units rather than any sense of serving customer needs and building long-term customer relationships” (P.21). And to me the missing critical part in Coca-Cola strategy in expanding its water product in the UK, was what is called “relationship marketing” (RM) which is a perfect strategy to achieve value creation and better product positioning (Mitussis, O’Malley and Patterson, 2006). That might be happening with the collaboration with other firms like Buxton, so instead of pushing them away you allow them to use you facilities and let them help you to understand the market nature better. Regrads; Ahmed References: External Mitussis, D., O’Malley, L. and Patterson, M. (2006). Mapping the re‐engagement of CRM with relationship marketing. European Journal of Marketing, 40(5/6), pp.572-589. Internal Webster, F. (2002). Marketing Management in Changing Times. American Marketing Association, pp.18-23. Dear Victor Interesting post! I would like to add that water is one of the primary necessity of life, and that consumption of spring or mineral water in general is a lifestyle and it is related to a health choice. The failure of Coca-Cola shows that the company did not have a full understanding of the four elements of the strategic context presented by Baines, Fill & Page (2011) which are the organization with its resources and capabilities the target customers, the competition and the environment. Proper understanding of this elements, would allow Coca-Cola to develop a coherent strategic marketing plan that would end up on the developing of a product with a greater chance to success. (Baines, Fill & Page, 2011). In the market Coca-Cola relied on their international brand identity, and expected consumers to just take what they (Coca-Cola) give them. They did not allow the consumer to co-create value. “Once a market segment is selected, a generic competitive advantage strategy should be adopted” (Ebitu, Mbum, & Okon, 2011:176). Coca-Cola failed to do that. Best, Bebe. REFERENCES Internal Reference: Baines, P., Fill, C. & Page, K. (2011) Marketing. 2nd ed. New York: Oxford University Press. External reference: Ebitu, E.T., Mbum, P. A., & Okon, A. E. (2012) “An Exploration of Emotional Intelligence and Market Segmentation, Targeting and Positioning in Selected Central Business Districts in Nigeria”, Intemational Joumal of Marketing Studies, Vol. 4, No. 3, pp. 176. Available from: http://ehis.ebscohost.com.ezproxy.liv.ac.uk/eds/pdfviewer/pdfviewer?sid=994c9f83-a9a4-47c4-954d-99eb34cd9118%40sessionmgr114&vid=2&hid=104 (Accessed on: December 16, 2013)

Sample of comment giving by student:

RE: Week 2 Collaboration

Hi Helen;

I enjoyed reading your literature, I like the point you raised regarding terminating the existing contract because now those benefited from the Coca-Cola chillers becomes it competitor and the easy way to push them away, is by not allowing them to get a space in my chiller any more. Quite interesting the missing ethical part in this action.

However I want to bring your attention on very interesting point highlighted by Webster (2002) as the “competition on the spotlight “ as I think Coca-Cola fall in this trap to catch the opportunity of being ahead in the UK market before Pepsi product “Aquafina. I think this trap is very risky area for any orginzation, because as Webster stated “Short-term financial criteria totally dominated the allocation of resources across business units rather than any sense of serving customer needs and building long-term customer relationships” (P.21).

And to me the missing critical part in Coca-Cola strategy in expanding its water product in the UK, was what is called “relationship marketing” (RM) which is a perfect strategy to achieve value creation and better product positioning (Mitussis, O’Malley and Patterson, 2006). That might be happening with the collaboration with other firms like Buxton, so instead of pushing them away you allow them to use you facilities and let them help you to understand the market nature better.

Regrads;

Ahmed

References:

External

Mitussis, D., O’Malley, L. and Patterson, M. (2006). Mapping the re‐engagement of CRM with relationship marketing. European Journal of Marketing, 40(5/6), pp.572-589.

Internal

Webster, F. (2002). Marketing Management in Changing Times. American Marketing Association, pp.18-23.

Dear Victor

Interesting post!

I would like to add that water is one of the primary necessity of life, and that consumption of spring or mineral water in general is a lifestyle and it is related to a health choice.

The failure of Coca-Cola shows that the company did not have a full understanding of the four elements of the strategic context presented by Baines, Fill & Page (2011) which are the organization with its resources and capabilities the target customers, the competition and the environment. Proper understanding of this elements, would allow Coca-Cola to develop a coherent strategic marketing plan that would end up on the developing of a product with a greater chance to success. (Baines, Fill & Page, 2011). In the market

Coca-Cola relied on their international brand identity, and expected consumers to just take what they (Coca-Cola) give them. They did not allow the consumer to co-create value. “Once a market segment is selected, a generic competitive advantage strategy should be adopted” (Ebitu, Mbum, & Okon, 2011:176). Coca-Cola failed to do that.

Best,

Bebe.

REFERENCES

Internal Reference:

Baines, P., Fill, C. & Page, K. (2011) Marketing. 2nd ed. New York: Oxford University Press.

External reference:

Ebitu, E.T., Mbum, P. A., & Okon, A. E. (2012) “An Exploration of Emotional Intelligence and Market Segmentation, Targeting and Positioning in Selected Central Business Districts in Nigeria”, Intemational Joumal of Marketing Studies, Vol. 4, No. 3, pp. 176. Available from: http://ehis.ebscohost.com.ezproxy.liv.ac.uk/eds/pdfviewer/pdfviewer?sid=994c9f83-a9a4-47c4-954d-99eb34cd9118%40sessionmgr114&vid=2&hid=104 (Accessed on: December 16, 2013)

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