Question 1

The three key characteristics of a marketing concept are product quality, needs of the customer and market research.

Market research – The owner of Britvic, Ralph Chapman realised that during the great depression period many of his poorest customers needed an affordable source of vitamin C. He found a way of bottling fruit juices so that they stayed fresher for a longer amount of time. The idea became an immediate success as it identified the customers’ needs and wants and made them the sole focus of the business.

Needs of the customer – Britvic is priced affordably so that anyone can buy and drink their products. The company target younger people with things like packaging and advertisements and target adults and older people with products that have no added sugar and provide them with vitamins and other healthy ingredients. This meets the needs of a wide variety of consumers.

Product Quality – Britvic has a constant flow of new and improved products. For example Britvic plan to launch a new Tango product which has no added sugar. It will be called Tango Clear and is designed to attract older consumers due to the new packaging and the all-round healthiness of the product. Improving quality of products attracts new consumers into buying the product as it may offer them something the need or want that the previous item did not offer.

Question 2

Britvic’s micro environment has the factors surrounding its organisation as a whole. The company has huge control of these factors because they include things such as suppliers, customers and competitor brands. Britvic has purchased many competitor companies in the last decade which has helped the brand to become number two in the branded soft drinks business. Britvic now supplies a wide range of products from fizzy drinks to mineral waters and fruit juices. The company supplies products to