The Coca-Cola Company: Marketing, Planning and Research

Topics: Coca-Cola, Marketing, The Coca-Cola Company Pages: 19 (3680 words) Published: November 13, 2014


MODULE TITLE: MARKETING PLANNING AND RESEARCH
MODULE CODE: MK0272
STUDENT NAME: LU XUELU
STUDENT NUMBER: 13039825
HAND IN DATE: 01.07.2014
TUTOR: ANDERS WAPPLING
WORLDS:

1.0
Executive summary………………………………………………….2 2.0 External environment analysis…………………………………2 3.0 Market strategy…………………………………………………….....5 4.0 Marketing research result………………………………….....6 5.0 Marketing mix summary………………………………………...9 6.0 and 7.0 Detailed strategy for promotion and Controls…10 8.0 Reflection Stateme…………………………………………..... 13 Reference list…………………………………………………….........16 Appendices……………………………………………………............19

1.0 Executive summary 
The Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).

In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status. 2.0 External environment analysis

A well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy. For the macro aspect, this report utilizes PEST model which examines the politics, economy, social and technological factors in the environment Political Factor

Shifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered. Economic Factor

According to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities. For large-scale non-alcoholic drink firms, economic advancement can be observed in big markets, such as Japan, Brazil, and Germany (Standard and Poor's Industry surveys, 2011). All the relevant companies can’t ignore these emerging markets which will exert a profound influence upon the success of the non-alcoholic beverage industry. Social Factor

Living a healthier lifestyle is so prevalent all around world that has, to some extent, impacted the non-alcoholic beverage industry. As some consumers are shifting to other substitute rather than alcoholic beverages or high-calorie drinks. This continued tendency many render the beverage companies to adjust their product line. Technological Factor

The rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc. In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Coca cola marketing research Essay
  • Essay on marketing research
  • Coca-Cola marketing plan Essay
  • Coca Cola Marketing project Essay
  • Coca-cola Marketing Plan Essay
  • Essay on Marketing Coca Cola
  • Marketing plan coca-cola Essay
  • Marketing planning of coca cola Essay

Become a StudyMode Member

Sign Up - It's Free