Coca-Cola Marketing

Topics: Coca-Cola, PepsiCo, Soft drink Pages: 17 (5075 words) Published: February 19, 2013
Product: Coca-Cola
Business Name: The Coca-Cola Company
Tagline: “Enjoy Coca-Cola” (2012)

Table of Contents:
Executive Summary
I. External Environment Analysis
-Definition of Industry
* Demographic
* Economic
* Natural/Ecological
* Technological
* Political
* Cultural/Sociological
-Threats and Opportunities
II. Analysis of Internal Environment
-Overview of company
* Suppliers
* Marketing Intermediaries
* Competitors
* Publics
* Customers
* Value Chain Analysis
-Strengths and Weaknesses

Executive Summary
This Project outlines the history and current scenario of the Coca-Cola Company globally and locally and this project will also look at the company on all aspects from their business functions,  organisational structures to the company's objectives. It tells a brief introduction about the Coca-Cola Company and a detailed view about the product. The Coca-Cola Company sold their products in more than 200 countries, which include more than 400 brands. This makes this company the largest, leading company for non-alcoholic beverages in the world. The Coca-Cola Company contributes to around fifty-two billion servings of beverages every day worldwide and it will continue to rise in the followings years due to the booming in the non-alcoholic beverage business.

I. External Environment Analysis
Definition of Industry
The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Along with Coca Cola, the world's best known brand, The Coca Cola Company markets four of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. Throughout the world, no other brand is an immediately recognizable as Coca Cola. With operations in more than 200 countries, a diverse workforce comprised of more than 200 different nationalities, communicating in more than 100 different languages, The Coca Cola Company is part of the fabric of life in each of the communities they serve throughout the world. It operates as a local business partner, providing quality in the marketplace, enhancing the workplace, preserving the environment and strengthening the community. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain by mixing Coca-Cola syrup with carbonated soda in Jacob's Pharmacy in Atlanta by Willis Venable. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50. Since the year's expenses were just over $70, Dr. Pemberton took a  loss. Today, products of The Coca-Cola Company are consumed at the rate of more than one billion drinks per day.  In 1893, Coca Cola was registered in the United States and then further investment was put into it to expand the business. To handle the enormous capacity of its business, the Coca Cola Company has divided up into six operating units: Middle and Far East Groups, Europe, The Latin America Group, The North America, The Africa Group and The Minute Maid Company. The Head Quarters is situated in the United States. The country that I'm going to be concentrating on is the Philippines and how the company works there. And to show about the Philippine Industry and the production of an economic good or service within the economy, also it is often classified into three sectors: primary or extractive, secondary or manufacturing, and tertiary or services.

Macro environment
The demographic environment of any country is having a great influence on the purchasing pattern of consumers. It involves age,...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Swot Analysis Coca-Cola Essay
  • 211070628 Coca Cola Remon Essay
  • Coca Cola Organizational Management Essay
  • Essay about Cola Wars Continue: Coke and Pepsi in 2006
  • cola war 2010 Essay
  • Cola Case Study Essay
  • Cola Wars Case Study Essay
  • Cola War Case Essay

Become a StudyMode Member

Sign Up - It's Free