Market Assessment of Coca Cola Company

Topics: Coca-Cola, Marketing, The Coca-Cola Company Pages: 28 (6965 words) Published: March 17, 2014
DR. UNITES STATES INTENATIONAL UNIVERSITY (USIU)
MASTERS OF BUSINESS ADMINISTRATION (MBA)

MKT 6000: MARKETING MANAGEMENT
INSTRUCTOR: DR. PETER KIRIRI

Marketing – Term Paper
“The Coca-Cola Company”

Study Conducted by: Priyanka L. Divecha
ID No: 638817
Dated: 14/04/2013

Table of Contents
1.0 INTRODUCTION ....................................................................................................................................... 3 1.1 Background of the Study ..................................................................................................................... 3 1.2 Purpose of the Study........................................................................................................................... 4 1.3 Scope of the Study .............................................................................................................................. 4 2.0 MISSION STATEMENT OF THE COCA-COLA COMPANY ........................................................................... 5 3.0 SITUATION ANALYSIS .............................................................................................................................. 5 3.1 Market Trends ..................................................................................................................................... 5 3.1.1 PESTEL analysis for Coca-Cola ...................................................................................................... 6 3.2 Competitors Analysis .......................................................................................................................... 8 3.2.1 Porters Competitive Forces – Coca-Cola Company ..................................................................... 9 3.3 SWOT Analysis of Coca-Cola Company ............................................................................................. 11 4.0 EVALUATIVE ANALYSIS .......................................................................................................................... 13 4.1 Marketing Mix of Coca – Cola ........................................................................................................... 13 4.1.1 Distribution Strategy for Coca Cola............................................................................................ 16 4.1.2 Ansoff’s Matrix for Coca-Cola Company .................................................................................... 17 4.1.3 BCG Matrix for Coca-Cola Company .......................................................................................... 18 4.2 Consumer Analysis – STP Analysis for Coca-Cola .............................................................................. 22 5.0 RECOMMENDATIONS AND CONCLUSION............................................................................................. 25 6.0 REFERENCES .......................................................................................................................................... 26

The Coca Cola Company – Kenya
1.0 INTRODUCTION
Coca-Cola is one of the world largest and famous brands in the beverages industry. The company was started by Dr. John Pemberton who was a pharmacist in 1886 in Atlanta, Georgia USA. The brand has ever since become the most preferable household drink in over 200 countries across the universe (Gyamfi, 2012).

This report will analyze the marketing environment of Coca-Cola brand looking into both the external and internal strategy of the brand both in the global and the Kenyan market. A situational and evaluative analysis will be conducted and different marketing challenges that Coca-Cola faces will be analyzed.

1.1 Background of the Study
Recognized in 1886, The Coca-Cola Company operated in more than 200 countries, and built markets of approximately 500 different brands and more than 3,000 beverage products around the world. These products include sparkling (carbonated soft drinks) and still beverages, such as...


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