Preview

Market Assessment of Coca Cola Company

Powerful Essays
Open Document
Open Document
6965 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Market Assessment of Coca Cola Company
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


References: Daniel Gyamfi (2012), Marketing Management and Strategy; The Situational Analysis for Coca Cola Company, Retrieved April 14, 2013 from: http://www.scribd.com/doc/29849025/CocaCola-The-Situation-Analysis The Global Village Encyclopedia (2013); GVPedia.com, Coca-Cola – Kenya; Coca-Cola: The World’s Most Valuable Brand, Retrieved April 14, 2013 from: http://www.globalvillagedirectory.info/Kenya/Nairobi/Coca-Cola.aspx#business-content Coca-Cola Sabco; Kenya (2013); Latest News on Attracting and Retaining the best talent in Africa, Retrieved April 14, 2013 from http://www.cocacolasabco.com/Territory.aspx/Show/Kenya Kenya News (2013); SoftKenya- All about Kenya; The Coca-Cola Company, Retrieved April 14, 2013 from http://softkenya.com/kenya-news/coca-cola-kenya/ Samreen Awais (2011); PPT on the Marketing Plan of the Coca-Cola Company, Retrieved April 14, 2013 from http://www.slideshare.net/ibtsam/marketing-plan-for-coca-cola-company Datamonitor: Coca-Cola Inc. (2005); Market Analysis on Coca-Cola Inc. Retrieved April 14, 2013 from http://connection.ebscohost.com/c/company-reports/57337983/datamonitor-cocacola-enterprises-inc Quinsy (2011); Studymode; Marketing for Coca-Cola; Retrieved April 14, 2013 from http://www.studymode.com/essays/Marketing-For-Coca-Cola-793773.html Khansam (2011); Studymode; Political Market Trend for Coca-Cola; Retrieved April 14, 2013 from http://www.studymode.com/essays/Political-Market-Trend-For-Coca-Cola-875350.html Brad Hanna (2012); CPG Marketing Trends; Coca-Cola Marketing Trends; Retrieved April 14, 2013 from http://www.cpgtrends.com/2012/02/cpg-marketing-trends-coca-cola-continuesdevelopment-of-plantbottle-packaging/ Coke Solutions (2013); Coca-Cola’s Social Concerns on Target market; Retrieved April 14, 2013 from CIALCONCERNS ON TARGET MARKETX& Business, Retail & Manufacturing, Strategies & Solutions (2012); Ventures; Competition http://www.ventures-africa.com/2012/09/competition-threatens-coca-colas-supremacy-in-kenya/ Barbara Murray (2006); Industry Analysis; Soft Drinks, Retrieved March 20, 2013 from conditions and student engagement with school; Restructuring the principalship, Retrieved March 20, 2013, from http://www.csbsju.edu/documents/libraries/zeigler_paper.pdf Ellenbecker, M (2007), Industry Analysis: Coca-Cola Company; Kenya, Retrieved March 26, Victian, J (2011), SWOT Analysis: Coca Cola Company; Retrieved March 28, 2013 from: http://www.studymode.com/essays/Swot-Analysis-Coca-Cola-Company-698719.html Bobby, S. (2003), SWOT Analysis of Coca Cola Company, Retrieved March 29, 2013 from: http://mba-posts.blogspot.com/2012/06/swot-analysis-of-coca-cola-company.html Sharma, S. (2013), Marketing Mix for Coca Cola Company, Retreived March 29, 2013 from: http://www.scribd.com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola Spencer, R (2011), Product Life Cycle for Coca Cola Company, Retrieved March 29, 2013 from: http://www.tomspencer.com.au/2009/01/25/product-life-cycle-model/ Shriom, F (2009), Coca Cola Product Life Cycle, Retrieved March 29, 2013 from: http://www.studymode.com/essays/Coca-Cola-Product-Life-Cycle-231076.html Sandeep, K (2003), Marketing Analysis for Coca Cola Company, Retrieved March 29, 2013 from: http://www.scribd.com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola Upadhyay, G. (2007), Distribution Strategy of Coca Cola Company, Retrieved March 29, 2013 from: George, K. (2009), Strategies of Coca Cola Company, Retrieved March 29, 2013 from: http://kninn.blogspot.com/2010/02/strategies-of-coca-cola.html Awais, H. (2003), Marketing Plan for Coca Cola Company, Retrieved March 29, 2013 from: http://www.slideshare.net/ibtsam/marketing-plan-for-coca-cola-company Haiban, F (2012), StretchGo: Coca Cola Company in Kenya; Retrieved March 29, 2013 from: http://www.stretchgo.com/index.php/transactions/search-transactions/project/detailproject/50paypal-to-moneybookers
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    Coca Colas Buisness Strategy
    • 895 Words
    • 4 Pages

    Coca Colas Buisness Strategy

    Typing Template for APA Papers: A Sample of Proper Formatting for the APA 6th Edition…

    • 895 Words
    • 4 Pages
    Better Essays
    Read More
  • Best Essays

    Assignment 5: Capstone Project: The Coca-Cola Company
    • 4079 Words
    • 17 Pages

    Assignment 5: Capstone Project: The Coca-Cola Company

    Create an executive summary of the company that discusses the company, industry, products and services, and competitive advantages in the marketplace…

    • 4079 Words
    • 17 Pages
    Best Essays
    Read More
  • Better Essays

    Financial Analysis of PepsiCo and Coca Cola
    • 1271 Words
    • 6 Pages

    Financial Analysis of PepsiCo and Coca Cola

    PepsiCo and Coca Cola are two major companies that manufacture beverages. They compete to be the number on manufacturer and distributor of beverages in the world. These two companies are very identifiable in this market and you know them as PepsiCo and Coca Cola. These two companies have undoubtedly dominated the markets worldwide that they both receive universal recognition for their different products. Although, there are many other manufacturers and distributors of beverages these two are the major competitors. Not only do they produce soda drinks, they also produce flavored water, spring water, and some energy drinks.…

    • 1271 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Brad's Drink
    • 4094 Words
    • 17 Pages

    Brad's Drink

    NASDAQ. (2012, December 18). Retrieved from NASDAQ PepsiCo Revenue & Earnings Per Share (EPS): http://www.nasdaq.com/symbol/pep/revenue-eps…

    • 4094 Words
    • 17 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Coca Cola Limited Marketing Strategy
    • 5346 Words
    • 22 Pages

    Coca Cola Limited Marketing Strategy

    Botha J, Bothma C, Brink A. (2005), Introduction to Marketing, 3rd edition, Cape Town: Juta and Co Ltd.…

    • 5346 Words
    • 22 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Financial Analysis Coca-Cola
    • 2232 Words
    • 9 Pages

    Financial Analysis Coca-Cola

    Financial Analysis is very important to present how well a company is being managed. Keeping track of financial statements, taxes, audits, and various other areas of financials show how well a company is doing, or better yet has done in these years, and the probability of improvement in the future. Having data on how a company will do in the future is important so that management, investors, and creditors can see if there are areas that need improvement and work on them they become an issue and hinder the growth of the company. In this essay I will compare financial data from Coca Cola Company and PepsiCo. This essay briefly describes what vertical and horizontal analysis is, and then it goes over the vertical analysis from both companies, comparing one to the other. The same is done with the horizontal analysis of both companies, comparing both as well. The description of the ratio analysis and the ratio analysis of both companies is shown, including the liquidity ratio, solvency ratio, and profitability ratio. It concludes with this writer’s own opinion which company is more financially healthy with examples; using comparison of the data acquired from the appendixes A & B. Also, three recommendations to improve each company financial health for the future.…

    • 2232 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Coca-Cola: History & Future
    • 578 Words
    • 3 Pages

    Coca-Cola: History & Future

    After visiting the website of Coca-Cola, we’ve found out that Coca-cola has seven different product lines which are: waters, teas, sports drinks, soft drinks, juices, juice drinks, energy drinks, and coffees. The different types of water range from different brands of plain bottled water to flavored and vitamin waters. The variety of teas include green tea, different flavors of herbal teas including caffeinated, decaf, sweet instant and ready to drink teas. Sport drinks are to help replace fluids and electrolytes lost during physical activity. Soft drinks include carbonated non-alcoholic beverages, but are divided into regular, low–calorie, no-calorie, caffeinated and caffeine –free drinks. Juices and juice drinks are divided into 100% fruit juice, and other fruity drinks made with a small percentage of actual juice to no actual fruit juice. Energy drinks have a blend of different herbal ingredients to aid alertness along with caffeine or taurine. Coffees are coffee based drinks, presumably caffeinated, decaf, and sugar free. Coca-Cola Company has developed and acquired products designed to meet the desires of multiple consumers.…

    • 578 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Examine Coca-Cola Product or Service from the Coca-Cola Company Using the Boston Consulting Group Matrix
    • 422 Words
    • 2 Pages

    Examine Coca-Cola Product or Service from the Coca-Cola Company Using the Boston Consulting Group Matrix

    For a company like The Coca Cola Company, the technological environment is a very important part of how to stay relevant and how to stay ahead of the competition. When it comes to mobile devices and how to utilize this age of smart phones and the apps that come with them, The Coca Cola Company has partnered with Spotify to launch a new social music app. “Coca-Cola Placelists let teens tag the world with music by browsing Spotify’s genre-spanning library of more than 20 million licensed tracks, then linking the perfect songs to the perfect places or events – around the corner or around the world (coca-colacompany.com, 2013)”. The Coca-Cola Company is trying to be apart of music sharing on the Internet, which is popular with teens and young adults. When it comes to social media being used to market the Coca-Cola brand and reach larger audiences, Coke is doing just that. “Through dramatic projects such as Coca-Cola.TV, Coca-Cola.FM and live-streaming music events, Coca-Cola has shown the world how revolutionary they can be and how this type of marketing evokes emotional, long-lasting customer engagement (forbes.com, 2013)”. Obviously The Coca-Cola Company is realizing that being apart of social media is the new way of staying on top of their game and remaining the huge brand that they are. As far as new technology, The Coca-Cola Company is trying to revolutionize the fountain dispensary game within fast food restaurants. If you’ve been to a Burger King lately, then you’ve seen the new fountain dispensaries from Coca-Cola. These new fountain dispensaries allow you to choose from any Coke product with the touch of a finger, on a touch screen, letting the consumer pick from over 100 different possibilities to choose from. This means anything from soda to juice to different types of tea, “We believe this will do for beverages what mp3 did for music, says Ray Crockett, director of…

    • 422 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Favorite Brand Paper
    • 1366 Words
    • 5 Pages

    Favorite Brand Paper

    The Coca-Cola Company has offered consumers “delicious and refreshing” (The Coca-Cola Company, 2014) beverages for over 100 years, beginning at a soda fountain in 1886 located in Atlanta, Georgia (The Coca-Cola Company, 2014). Coca-Cola has since grown to over 100 brands, $48 billion dollars in net operating revenues, and $9 billion dollars in net income as of 2012 (The Coca-Cola Company, 2014). Their beverages are available in more than 200 countries around the globe and North American accounts for 21% of their unit case volume world-wide (The Coca-Cola Company, 2014).…

    • 1366 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Research Coca-Cola
    • 5671 Words
    • 33 Pages

    Marketing Research Coca-Cola

    The purpose of given work is studying theoretical bases of advertising activity and their practical application on the example of JV "Coca-Cola Almaty Bottlers" LLP.…

    • 5671 Words
    • 33 Pages
    Powerful Essays
    Read More
  • Good Essays

    Growth Strategy of Coca Cola
    • 2885 Words
    • 12 Pages

    Growth Strategy of Coca Cola

    Thank you, Alan, and good afternoon, everyone. What a great privilege it is to be in our nation's capital today to address the National Press Club.…

    • 2885 Words
    • 12 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Corporate Level Strategy of Coca Cola
    • 341 Words
    • 2 Pages

    Corporate Level Strategy of Coca Cola

    Corporate-level strategy Diversification The Coca-Cola produced new RTD (Ready-To-Drink) coffee with Italy-based café. International expansion Their products are launched in more than 200 countries.…

    • 341 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Brand Preference of Coca Cola Products
    • 7770 Words
    • 32 Pages

    Brand Preference of Coca Cola Products

    This is certify that Mr. _______________________________ roll number _______________________ a student of Master Of Business Administration, third semester of this institute, has completed the Summer Training project report titled “___________________________________________________ of six week duration. To the best of my knowledge and believe, the above said report has been researched and prepared by the said student.…

    • 7770 Words
    • 32 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Analysis on Cocacola Market
    • 8049 Words
    • 33 Pages

    Analysis on Cocacola Market

    Coca-Cola started their operation in Bangladesh for more than 100 years. Like other country’s they decentralize the authority of distributing the Coca-Cola to two franchisors- Tabani Bevebrage Ltd (TBL) and (Abdul Monem Ltd) AML. TBL is resonsible for distributing Coca-Cola in Dhaka, the capital of Bangladesh and Rajshahi Divisions. AML is responsible for distributing to the rest of the country-Chittagong, Khulna, Barishal and Syllhet. However, Coca-Cola mainly concentrate their distribution in the urban areas of Bangladesh.…

    • 8049 Words
    • 33 Pages
    Powerful Essays
    Read More
  • Best Essays

    Coca Cola
    • 1472 Words
    • 6 Pages

    Coca Cola

    The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Coca-Cola is recognised as the world’s most valuable brand. The company’s portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Powerade, Minute Maid and Georgie coffee. Globally, Coca-Cola is the number one provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the company’s beverages at a rate of 1.6 billion servings a day. With an enduring commitment to building sustainable communities, the company focuses on protecting the environment, conserving resources and enhancing the economic development of the communities where they operate. (1)…

    • 1472 Words
    • 6 Pages
    Best Essays
    Read More