Managerial Marketing BUS620
November 19th, 2012
Coke has been the leader in the soft drink industry for decades. Coke has a strong customer loyalty base, while appealing to new customers through effective marketing. In recent years, the soft drink industry has changed with consumers becoming more health conscious. With the consumer market changing, soft drink sales have dropped and the demand for healthy drinks are in demand. To be able to make up the difference of the drop in sales, Coca-Cola needed to come up with some innovative new products and marketing strategies that would appeal to a new market of the beverage industry. In the last decade, PepsiCo. has gained leverage on Coca-Cola, because Pepsi made beverages that appealed to the changing consumer market. In two thousand-four, Pepsi owned fifty-two point three percent of the market in China after Coke produced a plant there (SinoCast, 2004). Coca-Cola has faced struggles in the past decade due to the lack of effective marketing and new product development. The individuals that were making the decisions for Coca-Cola were focusing on their best seller Coke and Diet Coke, and discovered that two products were not enough to keep the corporation running. When using the PESTEL analysis, the first key component is to do an environmental scan (Finch, 2012). PESTEL is an acronym known as the six environmental factors which are the framework (Finch, 2012). The six environmental factors are political, economic, social, technological, environmental, and legal (Finch, 2012). The PESTEL analysis is based upon understanding forces and trends and can pertain to any given industry (Finch, 2012). Coca-Cola did not do any environmental scan, and solely relied upon the traditional beverages and marketing...
References: Coca-cola battles with pepsi-cola in northeast china. (2004, Oct 19). SinoCast China Business Daily News. Retrieved from http://search.proquest.com/docview/308482216?accountid=32521
Finch, J. (2012). Managerial marketing. San Diego, CA: Bridgepoint Education, Inc.
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