The Coca-Cola Company 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 bn. This was the first time in the history of the companies that Coca-Cola was valued less than its rival enemy. Coca-cola’s 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. SWOT ANALYSIS
Strengths--Brand name reputation-Great variety of products-Bottling-Consistent powerful logo display. Weaknesses--Lack of understanding of cultural differences and consumer behaviour-Packaging-Lack of financial resources by regional bottlers. Opportunities--Increased brand recognisability and global strategy-Bottling system-Increase product line in less developed countries-Increasing product diversification. Threats--New and viable competitors, PepsiCo-Substitutes-Changing attitudes of consumer towards health consciousness-Consumer buying power-Political and economic instability.
Seven P’s of Marketing-
Product: 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. oCoca Cola has a very good global market.
oThe market is growing everyday.
oThe Coca Cola Company is an established product but a few of their other products such as their energy drink and sugar free drinks, juice products, health products and bottled water are fairly new. These products will need a lot of promotion and explanation on its contents. oNew products came later than PepsiCo.
oTheir main competitor is PepsiCo and people prefer Coca Cola products although it is more expensive. oIts products are a household name and its commitments to the likes of people from different cultures and backgrounds make its selling capabilities unique. oCoca Cola complacent in its ability to spot consumer trends.
Coca Cola products sell at a premium price but affordable.
oNot influenced by the lower prices of its competitor, PepsiCo.
PromotionThe absence of brand-building iconic advertising.
oCreating credibility as a world class company by sponsoring big events, e.g.: the Olympics, Fifa World Cup, and International Film Festivals. oPlans to introduce new products for France initially and later to other parts of the world. oPlans to offer a new advertising slogan“Welcome To The Coke Side Of Life”. oPepsiCo uses television frequently for promotion of its non-carbonated drinks. oCoca Cola not making full use of promotion by television, radio and the internet.
PlaceThe emergency of markets such as China and India as new markets needs more vigorous marketing. oCoca Cola’s unique distribution by directly exporting its products to overseas distributors and companies. oCoca Cola markets internationally by licensing and selling of franchise to bottlers around the world. oCoca Cola Company franchising type is manufactures sponsored wholesale system. oPepsiCo uses snack foods and its diverse range of products to get an advantage using supermarket chains. -PeopleoCoca Cola’s inability to safe guard good relationships between company and personnel. oDeath of CEO resulting in management upheaval.
oNew CEO’s appointment at age 60 created problems as he was seen as being too old for the change that Coca Cola needed. oSales personnel need for further training to handle new products. oKey experienced people from around the world brought in to assist in product innovation.
Case studies conducted by students on the Coca Cola products. oCase study on PepsiCo’s ability to spot consumer trends makes the...
Bibliography: annagan T. Management Concepts and Practices. (2002). Third edition. London. Prentice Hall.
Dibbs S., Simkin L. The Marketing Casebook. (2002). 2nd Edition. Thomson Learning. London.
Philip Kotler, Gary Armstrong- Principles of Marketing (2006) 11th Edition. Prentice Hall.
Please join StudyMode to read the full document