Value Chain

Only available on StudyMode
  • Download(s) : 76
  • Published : January 9, 2013
Open Document
Text Preview
university of portsmouth | |
|The marketing plan of the Coca-Cola Company | |Principles of Operation & Marketing Management | | | |Hemis Number: 632162 | |11/01/2013 |

| |

Table of Contents
1. Introduction……………………………………………….…….. 1 2. Mission statement …………………………………………….…1 3. Summary of recent performance and financial situation …….1 4. A market overview:Internal and external environmental analysis ………………………………………………….……… 3 5. Marketing objectives and strategies for next 3 years ………...4 6. Recommendation and conclusion...………………………….…6 7. Reference …………………………………………………….….7 8. Appendix ……………………………………………….………. 8

1. Introduction
Owing to the continuous and strong competition within beverage industry, increasing numbers of companies engage in the marketing strategy planning nowadays expect to stay more competitive in the long tern. This marketing plan aims to help the Coca-Cola Company to achieve the sale volumes goal and consolidate the NO.1 position in the soft drink industry.

The Coca-Cola Company ranked number one in the list of the most valuable brands around the world. Meantime, the company is the top beverage producer and retailer, which owns more than 500 brands drinks and sold their products in over 200 countries. What a large scale company inevitably needs its professional marketing plan to manage and guide the corporation to achieve its marketing objectives more efficiently and effectively. When establishing the marketing plan for Coca-Cola Company, business environment must be critically examined, consists of beverage market overview with internal corporate analysis and external analysis. SWOT marketing analysis tool will be used in this marketing plan because Kotler (2003) mentions SWOT analysis is a beneficial tool for company owners who want to do decision-making and understanding dependencies between their companies and its environment. Furthermore, the possibilities for Coca-Cola in the market will be audited after the examining market research; accordingly, the most suitable marketing strategies will be selected for Coca-cola.

2. Mission statement
Coca-Cola Company serves the mission as the roadmap to boost development during the company running. The company aims to refresh the world in people’s mind, body and sprite, as well as to inspire moments of happiness and optimism through its brands and action, and to create value and make a difference everywhere it engages (Mission Statement, 2011).

3. Summary of recent performance and financial situation
Coca-Cola was launched in May 1886 by John S. Pemberton in Atlanta Georgia. In order to satisfy customers what they require and need, Coca-Cola keeps launching new taste beverages or special functional drinks such as energy drinks. This section would sum up some big improvement of Coca-Cola. The company has been actively engaged in new fully recyclable beverage containers since 2009 which have been distributed more than 10 billion packages containers across over 24 countries. Design departments of Coca-Cola declare the new technological PlantBottle containers meeting the highly quality requirements and safely deliver products to consumers. New packaging enables the Coca-Cola Company to reduce the business risk with the impact on the environment. Furthermore, the company not...
tracking img