The Coca-Cola Company: Marketing, Planning and Research
MODULE TITLE: MARKETING PLANNING AND RESEARCH
MODULE CODE: MK0272
STUDENT NAME: LU XUELU
STUDENT NUMBER: 13039825
HAND IN DATE: 01.07.2014
TUTOR: ANDERS WAPPLING
WORLDS:
1.0
Executive summary…………………………………………………. 2
2.0 External environment analysis…………………………………2
3.0 Market strategy…………………………………………………….....5
4.0 Marketing research result ………………………………….....6
5.0 Marketing mix summary………………………………………...9
6.0 and 7.0 Detailed strategy for promotion and Controls…10
8.0 Reflection Stateme…………………………………………..... 13
Reference list…………………………………………………….........16
Appendices……………………………………………………............19
1.0 Executive summary
The Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).
In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.
2.0 External environment analysis
A well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of
MODULE CODE: MK0272
STUDENT NAME: LU XUELU
STUDENT NUMBER: 13039825
HAND IN DATE: 01.07.2014
TUTOR: ANDERS WAPPLING
WORLDS:
1.0
Executive summary…………………………………………………. 2
2.0 External environment analysis…………………………………2
3.0 Market strategy…………………………………………………….....5
4.0 Marketing research result ………………………………….....6
5.0 Marketing mix summary………………………………………...9
6.0 and 7.0 Detailed strategy for promotion and Controls…10
8.0 Reflection Stateme…………………………………………..... 13
Reference list…………………………………………………….........16
Appendices……………………………………………………............19
1.0 Executive summary
The Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).
In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.
2.0 External environment analysis
A well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of