marketing plan

Topics: Coca-Cola, Cola, The Coca-Cola Company Pages: 10 (4285 words) Published: November 2, 2014

Final Presentation
Principle of Marketing
(Developing a Marketing Plan of Coca–Cola, Pakistan)
Submitted by:
Saad shahzad (12046005005)
Muttayab khan (12046005035)
Usman Khalid (12046005006)
Submitted to:
Mr. Zeeshan shakuat
Class: BBA (H) Fall 2013
University of Management and Technology
Submission Date: 31st December 2013

Acknowledgement
First of all we will like to thank Almighty ALLAH who has blessed us with knowledge, understanding and ability to do the project. This project is a dedication to our parents who have enabled us to stand on our own feet and have guided us in all matter of life. We are also thankful to our teacher Mr. Zeeshan shakuat who has helped us in increasing our knowledge about marketing. May ALLAH bless them Ameen.

O my Lord! Open for me my chest and ease my task for me , and loose the knot from my tongue that they may understand my speech. (Ta-Ha: 25-28) The objective of this project is to overview the marketing strategies of Coca-Cola. C o n t e n t s

Page Executive Summary …………………………………………………………………………………………………………………………………….4 Introduction………………………………………………………………………………………………………………………………………………..4 Vision, Mission & Values...................................................................................................................................5 Goals ………………………………………………………………………………………………………………………………………………………..…6 Coca-ColaToday…………………………………………………………………………………………………………………………………………..6 Portfolio ………………………………………………………………………………………………………………….………………………………….6 BCG Matrix ………………………………………………………………………………………………………………………………………………….7 Financial Analysis ………………………….………………………………………………………………………………..……………….….………7 Current Market Situation……………………………………………………………………………………………………….………………….…8 Micro-Environment …………………………………………………………………………….………………………………….……………………8 Macro-Environment ………………………………………………………………………………………………………………………….…….....11 SWOT Analysis ………………………………………………………………………………………………………………………………………….…14 STP Module ………………………………………………………………………………………………………….……………………………………..15 Segmentation ……………………………………………………………………………………………………….…………………………………….15 Targeting ……………………………………………………………….……………………………………………….……………………………..……17 Market Positioning ……………………………………………..…………………………………….…………….………………………………….17 Marketing Mix ……………………………………………..………………………………………………………….………………………………….18 Recommendation ……………………………………………………………………………….………………………………………………………19 Conclusion ……………………….…………………………………………………………………………………………………………………………19 Executive Summary

The Coca-Cola Company is a global business enterprise and one of two main soft drink sellers. The Study of this report helps the reader to know that how Coca-Cola has achieved its current market position. This report highlights those factors that company has adopted during its long journey of 52 years in Pakistan. The report includes mission, vision, goals and objectives, micro-environment, macro-environment affecting coke. It also includes segmentation, targeting, positioning, 4ps and recommendations. The reader of this report can expect that after having complete study he/she can certainly have a broader view of operation of Coca-Cola in Pakistan. Like who are the competitors, what are the problems that company is facing in expanding its business? In Pakistan Coca-Cola is very much local business and company has provided this region with 52 successful years of service. The dedicated service that company has been providing has made the company the proud holder of several most widely recognized brands in the world. Introduction of Coca-Cola

The Coca-Cola Company began its journey in 1886, when an Atlanta pharmacist, Dr. John Pemberton began to produce Coca-Cola syrup for sale in fountain drinks. The bottling business started in1899, when two businessmen Benjamin Thomas and joseph whitehead secured the exclusive rights to bottle and sell Coca-Cola. Type Soft Drink (Cola)...
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