Table of Content
1 Introduction & Definition
2 Global Business and Marketing Strategies
3 Meeting the Market Requirements
4 Nature of Strategy and Analysis
5 Marketing Decisions
List of References
1. Introduction & Definition
The Coca-Cola Company is one of the biggest producers, vendors and suppliers of nonalcoholic beverage and syrups around the world. It’s headquarter is found in Atlanta, capital of the state Georgia in America. It is one of the leading companies of United State and is widely recognized for its flagship product, “Coca-Cola”.
Coca-Cola is now internationally renowned soft drinks company with ambitious plans to upgrade the brand. It owns the majority of soft drinks available in coolers and vending machines in the western world. Though Coca-Cola is the main brand of this company but there are other sub brands named Fanta, Sprite, Dr Pepper, Oasis and PowerAde. One can easily know all about their affiliated brands just by visiting their corporate website. 2. Global Business and Marketing Strategies
Annual report of the year 2005 highlights that company markets its beverage products in more than 312 countries or territories around the world. Today, international presence of Coca-Cola is phenomenal for its logo, colors and advertising standards throughout the world. SWOT Analysis
Market groundbreaker in soft drinks.
Coca-Cola has massive global demand. There is large scale of operations. Advertisement with attractive images is taken deeply in the heart of peoples. This kind of tremendously identifiable branding is one of the greatest strength of Coca- Cola. In addition to that the structure of bottles giving a remarkable strength.
Its slogan, colour, font and logo is another strength of Coca Cola.
Sponsorship of Football, Cricket, Olympics and other social events.
The music of Coca Cola
Branding of Coca Cola is a great strength. The brand image is widely accepted.
Seasonal advertisements, like Christmas, World cup matches etc, through Medias.
One of the major healthcare issues of Coca-Cola is the effects on the teeth.
Due to the sugar present in Coca-Cola continuous drinking may cause health problems.
Addiction to Coca-Cola causes serious health problems, because regular drinking of Coca-Cola affects human body after few years.
Due to the brand market shares, Coca-Cola makes direct competition for competitors which cause the emerging of new competitors in the market.
It has previous unsuccessful marketing strategies for sub brands like Coke Zero and Desani.
Company has the opportunity to introduce new products into marketplace and pulling up for marketing.
Brand recognition of Coca-Cola has significant impact on competitive position.
Today, brand name of Coco-Cola is renowned throughout 94% of the world.
Changes in packaging affected its sales and industry positioning, but more over public are not tended out to be affected by new products..
In packaging business there is a need for ‘green business’ and sustainability.
Bottling system of Coca-Cola enables to take benefit of unbounded development opportunities around the world. This approach offers Coca Cola the chance to deal a large geographic, diverse area.
Company has the opportunities to make investment into the developing countries.
It has also the opportunity to develop social responsibility in narrower demographics.
References: 3. David A. Aaker, (2004), Brand Portfolio Strategy: Creating Relevance,
Differentiation, Energy, Leverage, and Clarity Chapter 1,PP 13-33
4. Jean-Pierre Jeannet, Hubert D. Hennessey, (2001), ‘Global marketing strategies’,
by Houghton Mifflin, Business & Economics PP 325-340
5. Jean-Pierre Jeannet and H. David Hennessey, (2004) ‘Global Marketing Strategies
And Cases In Global Marketing Strategies Annual 2005 Set PP 79-92.
6. Isobel Doole, Robin Lowe (2008) ‘International marketing strategy: analysis,
development and implementation, 5th Edition’, Part 2 PP 231-263.
7. Warren J. Keegan, Mark C. Green, (2002). ‘Global marketing management PP
8. Charles L. Hubbard, N. Carroll Mohn & John C. Reld (1979) ‘The Backcast: A
sales Performance Evaluation Tool at Coca- Cola’, Col.9, No.4, August 1979.
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