Market Plan and Market Research
Module Name – Module Code - Student Number -
Name of the Student
In the role of marketing consultant, I am presenting a marketing plan and a marketing research brief for Coca-Cola, a leader in the soft-drinks industry.
Marketing is definitely one of the major factors that contribute towards the success of any business. Especially in today’s growing competitive economy it is essential that correct marketing is executed so as to survive and grow in the globalized world.
This academic report is intended to provide a detailed analysis of the marketing plan of Coca-Cola Company. The external environment is analyzed to demonstrate the threats that it imposes. It will also help to understand the monitoring system to be able to deter these threats. The analysis is made on the internal capabilities of the company as well. Within these analyses, the objectives of the company have been discussed. A reflection has been done on the marketing strategies undertaken by the company. Amidst all these, possible implementation, control and monitoring system have been highlighted.
The marketing plan is followed by a marketing research to identify the area of opportunities.
Several resources have been studied to put together the plan and the research.
These resources are mentioned at the end of the report.
Coca-Cola was invented way back in the year 1886 by Dr. John Pemberton. He was a pharmacist in Atlanta in Georgia. The formula of Coca-Cola was fabricated by him in the backyard of his house in a three legged pot made up of brass (History of Coca-Cola). The intention at this point was to make a tonic for headache which turned out to be so tasty and refreshing that it gained orders due to this reason. The name Coca-Cola was pronounced by Frank Robinson, who was partner of Pemberton as well as a bookkeeper. He penned the words “Coca-Cola” in a script which is represented as a flow. This is how the name appears today on the brand and is famous overall. At that time, the average sale in a day was nine drinks. In the entire year, the sale was 25 gallons of the syrup.
With the passage of time, when Pemberton started to lose health, he decided and sold off the company to Asa Candler for a consolidated price of $2,300 in 1891. The first time that Coca-Cola was bottled was in 1894, by the owner of the Biedenharn Candy Company, Joseph Biedenharn. With the increased fame of the brand, there were fake imitators that entered in the market. To avoid confusion, the currently famous contour bottle was designed by the Root Glass Company of Terre Haute, Indiana.
By the year 1919, the product of the company was spread to all the states and the territories. In the same year, the company was bought by a group including Ernest Woodruff for $25 million. Robert Woodruff's (eldest son of Ernest Woodruff) leadership for more than six decades made Coca-Cola a big success all over the world. On May 15, 1950, Coca-Cola was the foremost consumer product to appear on the issue of Time magazine.
Robert Goizueta became President of the company in 1981. Soon, he was recognized as one of the most successful leaders worldwide.
The Company introduced “New Coke” in 1985 and later brought up Coke II. This was unable to get the public’s favor and the people demanded their own previous coke back.
Visualizing and passing through all ups and downs, today, Coca-Cola is available in 200 countries over the world and the trademark “Coca-Cola” is represented in about eighty languages (The History of Coca-Cola).
Objectives of the Company
The objective of the company is to utilize its assets— its brand, the financial strength of the company, excellent distribution system, worldwide reach, and last but not the least a strong sense of commitment by the team that manages and executes work all across the world—to attain...
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