The Importance of Derived Demand in B2B Marketing (Coca Cola) Essay

The Importance of Derived Demand in B2B Marketing (Coca Cola) - Essay Example The objective of the paper is to analyze the derived demand aspects of Coca Cola along with the segmentation and marketing channel used by the company. Several aspects such as competitors’ products, substitute products, raw materials and demographic factors among others can help to analyze the derived demand for Coca Cola’s products in market. Coca Cola, as a reputed band with operations all over the world, uses different channels in order to market its products. Coca Cola mainly segments its market on the basis of geographic and demographic factors. The report describes numerous business segmentation prospects for Coca Cola in the global market. With its effective marketing and segmentation strategies, Coca Cola can strengthen its brand image in order to fortify the product demand. Brief Overview To The Company In the year 1886, John Pemberton a pharmacist in Atlanta created history by forming a soft drink which was named Coca-Cola by his bookkeeper Frank Robinson. Later, in the year 1888, after the death of John Pemberton, an Atlanta businessman Asa Griggs Candler bought the rights of the company for a total of USD 2,300. He became the company’s primary President who brought the real vision to the business and the brand. Thus, Candler’s mission to create the invention of the soft drink into the largest beverage company in the world was being fulfilled, after a century when the company produced in excess of 10 billion gallons of soft drink (The Coca-Cola Company, 2011). Headquartered in Atlanta, Georgia, the Coca Cola Company is the world’s biggest beverage company. It employs approximately 146,200 staffs across six operating groups. The product portfolio consists of above 3,000 beverages which are available in excess of 200 countries worldwide (The Coca-Cola Company, 2 011). The main mission of the company and its leaders are to refresh the world. The company through its products wants to bring happiness and encourage moments of cheerfulness among the people of the world. In its large variety of product portfolio, Coca Cola focuses on to make sparkling beverages that will enable the consumers to douse their thirst. Apart from these, the company is also spreading its businesses by developing other products, such as, energy drinks, mineral water and an African juice drink among others. The company’s focus on the soft drink category is evitable as it is selling over 1.7 billion servings of beverage every day all over the world (The Coca-Cola Company, 2011). Soft drinks are non alcoholic beverage that is consumed by larger portion of the age groups, from teens to elders. It is a drink that helps refreshing consumers and brings happiness and optimism in their minds. Thus, the different flavors consisted in the soft drink categories are generally not targeted towards a particular age group or gender, but almost all the population. Statistics reveal that in the year 2011, 92 servings of beverage products were consumed per person worldwide (The Coca-Cola Company, 2011). Drivers of Derived Demand Derived demand is a perception where demand of a specific product comes from or relies on

A Comparative Analysis of Internet Banking in the United Kingdom and Dissertation

A Comparative Analysis of Internet Banking in the United Kingdom and Thailand - Dissertation Example United Kingdom and Thailand 49 4.3 Socioeconomic and Technology Factors Impacting on Internet Banking in Thailand and the UK 50 4.3.1 Thailand 50 4.3.2 United Kingdom 54 4.4 Comparison of Internet Banking Services Offered by Banks in Thailand and the United Kingdom 58 4.4.1 Banks in Thailand 58 A. Bangkok Bank 59 B. Siam Commercial Bank 60 C. Kasikorn Bank 61 D. Overall Impression for Internet Banking Offerings by Banks in Thailand 62 4.4.2 Banks in the United Kingdom 62 A. NatWest Bank 63 B. Lloyds TSB Bank 64 C. HSBC bank 65 D. Overall Impression for Internet Banking Offerings by Banks in the United Kingdom 66 4.4.3 Comparison of Internet Banking Service Offerings by Banks in Thailand and the United Kingdom 66 4.5 Chapter Review and Conclusions 67 Chapter 5: CONCLUSIONS AND RECOMMENDATIONS 68 REFERENCES 71 List of Figures Figure 2.1: Communication Methods and Access Devices in Electronic Banking 16 Figure 4.2.1: Global Competitiveness and Stage of Development for Thailand 53 Figure 4.2.2: Global Competitiveness and Stage of Development for the United Kingdom 57 List of Tables Table 4.1: Comparison of Internet Usage and Population for UK and Thailand 48 Table 4.2: Number of Users of Internet Banking Services in UK and Thailand 49 Acknowledgements Declaration of Originality MASTERS DISSERTATION SUBMISSION FORM Student’s family name: Thasnanipan First names: Nutthapon Student ID No: Course: Master of Business Administration (MBA) Supervisor: Dissertation Title: A Comparative Analysis of Internet Banking in the United Kingdom and Thailand Declaration I certify that this dissertation is my own work. I have read the University regulations concerning plagiarism. I am willing to allow Coventry Business School to use my dissertation as a sample for future students. Signed...In the ubiquitous computing age and a competitive era for banking, customers now present new demands for access and service to keep banks interested in enhancing Internet banking. United Kin gdom now presents 6.5 million customers for Internet banking services, and Thailand has a customer base of around 2 million, with both countries expecting continued strong growth in Internet banking, which also includes mobile banking. However, Thailand presents a GDP per capita of US$ 4,992 that is about a seventh of the US$ 36,120 GDP per capita of the United Kingdom, with a lower penetration of the Internet, cultural preferences for personal relationships and a leaning towards cash transactions.This dissertation presents an examination of relevant and authoritative literature related to Internet banking in Thailand and the UK, an analysis of secondary data for Internet banking for the two countries together with a critical examination of Internet banking services offered by three of the more prominent banks operating in each of the two countries. Internet banking services offered by NatWest Bank, Lloyds TSB Bank and HSBC Bank in the United Kingdom together with those offered by B angkok Bank, Siam Commercial Bank and Kasikorn Bank in Thailand were subject to a critical analysis.