Business Analysis Business And Marketing World - 839 Words

1. Introduction 1.1 Background In business and marketing world, with an incessant competition, to find what customers need is one of the most key things that a company needs to identify. However, customers in the market are different in both physics and mental. Thus, customer segmentation is needed in order to create and focus the firms’ suitable strategies. Nowadays, ethical consumption is getting more interested by some customers. With a rising concern of ethical customers, it is important for the firm to understand these customers and develop strategies to serve their need (Peattie, 2001). As supported by Pedersen and Neergaard (2006), the firms have to adjust themselves in coherent with customer ethical consumption as more people are expected the firm to act ethically (Creyer Ross Jr, 1997). As a result of serving these needs, firms’ ethical behaviour perceived by customers could produce a positive image to company as well as sales (Mohr et al., 2001). Also, as revealed by Becker-Olsen (2006), 8 0% of respondents in the study said that firm should engage in CSR activities, and believe that it will benefit the firm. Moreover, as reveal in many studies which will be discussed in the literature review chapters, more people is showing intention to ethically consume as a reward to the positive behaviours of firms, and will avoid any product that unethically produced. However, the ethical intention doesn’t always transform into actual behaviour. As revealed by Brey et al.Show MoreRelatedMarketing Analysis : The Business World1796 Words   |  8 PagesIn the realm of the business world, there are many industries that offer to provide products and services to their customers. In addition, each industry has a list of firms that that specifically provide consumers with their needs and wants. The soft drink industry in particular, includes carbonated beverages, juice, bottled water, ready-to-drink tea and coffee, and sports and energy drinks. 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