Continental Can Case Study

Continental Can Case Study

Question Number 1

Buying Process and Buying Pattern of Costumers

The buying needs and buying demands of typical users differ from one part of the world to another and from one area to another, however, some habits, processes and patterns remains constant. It is also eminent to mention here that the individual needs and demands differ to great extent, but the establishment of general liking and the general buying trend assist sales persons and managers in accessing the general buying patterns of the users. In case of can business, the sales of soft drinks and beverages is not limited to any particular age group, but different groups are generally found to be interested in one or more particular types. For instance, teenager and even children below 13 form the market segment interested in soft drinks and non- alcoholic beverages and thus they are more inclined towards buying these drinks. On the other hand, young adults and adults both are interested in soft drinks as well as other beverages including beer, and thus form market segment of that. The buying pattern and thus the buying process of the costumers is formed accordingly, with the young adults and adults buying beer cans more often and soft drinks cans, and the age group interested in these drinks is also expected to expand with the passage of time. This implies that after a few years, the target market of beer would include more people from various age groups, including more young people and the soft drink market would have to suffer as a result. It is due to the same reason that the growth of canned bears is expected to grow at a rate of 3%, which is even more than the rate of growth of the overall population. This implies that although population would not grow exponentially but the buying pattern and the buying process would be changes and accelerated.

Question Number 2

Marketing Strategy of Continental Can Company

Continental Can Company is one of the largest manufacturers of cans, and is one of the largest organizations operating in the packaging industry. There are three major product division of Continental Can Company, with the major products being soft-drink cans, beer cans, motor oil cans, aerosol cans, food and a variety of other oblong cans as well. Thus, the industry is working with a number of different organizations at the same time and is working for a variety of business, assisting them in making the product acceptable and presentable. The price of packaging is always kept a little below the general market rate, so that the costumers can get more benefits for lesser price and thus more and more clients get attracted to the organization (Traynor, 2008). The distribution takes places through various channels and the organization ensures that significant differences is maintained between the manufacturing price and the sales price of cans, so that the organization continues to make profit. Different types and forms of cans are made for different products and ...