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Topic: Student Questions

Demand Must Meet Supply?hmmmm..

Posted by Anonymous on 5/14/2005 at 12:32 PM ET 100 Points
Sergio Zyman the former chief marketing officer of Coca Cola says in his book that the real goal of a marketer is to sell EVERYTHING a company can profitably make.

He says that instead of getting manufacturing to produce what the market currently demands that manufacturing should produce everything that it can profitably make and that its the job of the marketer to devise marketing stratagies and tactics to sell 100% of what manufacturing produces.

Do you agree with this?
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  • Posted by koen.h.pauwels on 6/1/2005 at 6:29 AM Member
    I get from Sergio's statement that marketing should set challenging goals for itself: if you forecast 5 million cans, you should not be content but try and find ways to increase it (with the production capacity of your company as a short-term ceiling). In this interpretation, I agree: it could mean creative ways to increase usage of current customers, going into new markets, or developing new products they want. There's the rub for Coca-Cola: they were so focused on selling more cola they lost sight of consumer trends moving to alternatives eg water (while PepsiCo thrived). Therefore, one problem with his statement is that it induce such blind spots. Another potential problem, as in Rikki's first answer above, is that you may want to leave some demand unsatisfied for fashion products
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