Marketing Plan of Coca Cola

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An Assignment
The Marketing Plan of


Course instructor

Professor: Md. Zakir Hossain Bhuiyan Ph.D

Course title

Marketing Management
MKT 601 (Section A)
The Issue on Focus

The Marketing Plan
Submitted By

Md. Shamsul Atefin[04512530]
Abu Raihan Ahmed [04512528]
Md.Asif Iqbal [04512529] Nadira Begum [04512523] Date of Submission
April07, 2011

Stamford University Bangladesh


Contents:Page No.
1) Executive Summary 5

2) Introduction 6

3) Situation Analysis 9

a) External 9

i) Customer 9

ii) Competitor Analysis 10

b) Internal 11

i) Company 11

ii) Context 11

4) Market Summary 12

a) Market Growth 12

b) Market Demographics 12

c) Psychographics Segmentation & Market Trends 13

d) Market Needs 13

e) Market Behavior 13

f) Market Share Growth Rate 14

g) Market Growth 15

5) SWOT Analysis 16

a) Strengths16

b) Weaknesses17

c) Opportunities18

d) Threats18

6) Competition19

7) Product Offering20

8) Keys to Success21

9) Critical Issues22

10) Marketing Strategy23

11) Mission24

12) Marketing Objectives25

13) Financial Objectives26

14) Target Markets26

15) Strategies 26

16) Positioning27

17) Marketing Mix28

a) Product28

b) Promotion28

c) Place29

d) Price30

18) Financial Analysis31

19) Break Even Sales32

20) Sales Forecast35 33

21) Implementation& Control 34

22) Recommendations 35

23) Appendixes 36


We are the students of MBA studies in The Stamford University Bangladesh and we have established this marketing plan after critically examining and thoroughly researching over it. It consists of examining market research, auditing situation analysis and carefully scrutinizing the soft drink industry and possibilities for Coca Cola in the market. We have carefully analyzed the internal and external business environments and critically examined the industry in general, considering all external threats and opportunities.


How did this global icon get its distinctive shape?

1. Introduction

On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs' Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. From humble beginnings 125 years ago, the Company has evolved from one product -- Coca-Cola -- to more than 500 brands in 2011. We've grown from selling a modest 9 drinks a day in 1886 to 1.7 billion a day. And we've expanded from one city in one country to availability in more than 200 countries around the world. Our activities cover all sectors of the beverage industry....
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