Coca cola is one of the largest soft drink concentrate and syrup manufacturers which operate in almost all the countries in the world.
During the first few months of 2000, Coca-Cola’s market capitalization was almost three times that of its chief competitor, PepsiCo and at the end of the year 2005, PepsiCo was able to surpass Coca-Cola by $.5
This was the first time in the history of the companies that Coca-Cola was valued less than its rival enemy.
Coca-colas relegation means that the company should do a thorough study and investigation, i.e. a marketing audit and recommending a plan of action to improve the company’s marketing performance.
improve Brand name reputation
Great variety of products
Consistent powerful logo display.
INTERNAL ENVIRONMENT: Seven P’s of Marketing- to predict the objectives of the Coca Cola Company are to ensure customer satisfaction. They are in business with products and therefore they need to sell it and consequently, customers are necessary.
Coca Cola has a very good global market.
The market is growing every day.
Their main competitor is PepsiCo and people prefer Coca Cola products although it is more expensive.
Its products are a household name and its commitments to the likes of people from different cultures and backgrounds make its selling capabilities unique.
Coca Cola complacent in its ability to spot consumer trends.
Price of Coca Cola products sell at a premium price but affordable.
Not influenced by the lower prices of its competitor, PepsiCo.
Creating credibility as a world class company by sponsoring big events, e.g.: the Olympics, Fifa World Cup, and International Film Festivals.
Plans to introduce new products for France initially and later to other parts of the world.
Plans to offer a new advertising slogan "Welcome to the Coke Side of Life”.
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