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Marketing Planning Report - Book Report/Review Example

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Companies are now planning strategies to increase the sustainability of their organization’s growth. The present report aims to identify the business drivers of Coca-cola retailer and prepare an effective marketing planning for future growth and development. 1.1 Company Coca-cola is an American multinational beverage company. The organization is involved in manufacturing, retaining and marketing of non-alcoholic beverages, syrups and concentrates. The headquarters of the company is in Atlanta, Georgia (“Our Company”). Often referred to as Coke, Coca-cola was touted as the most valuable brand in the world. The company was first introduced in the year 1886. However official foundations were laid in the year 1892 by Asa Griggs Candler (“History”). The current CEO of the company is Muhtar Kent (“Leadership”). The company boasts of more than five hundred brands and has spread all over the globe. On the basis of long term objectives and planning, the company has created a vision for 2020. According to this, the organization aims to double its revenues by focusing on five major areas- people, profit, partners, portfolio and planet. 1.2 Products The company boasts more than five hundred brands under its umbrella (“Brands”). Coke is the flagship brand of the company. The brand has established different variants in different regions across globe, depending on local preferences and tastes. Apart from coke and its variants the company also boasts various other big brands. Some of them are Sprite and Fanta. The most common difference is their coloring, sprite being colorless and Fanta in orange flavor. Minute Maid is another latest addition in the company portfolio. It is basically a flavored substitute for lemon water. Other major brands in the portfolio include Ceil, Fize, Burn, Honest Tea, Vitamin Water, Smart water, Simple Orange etc. 2.0 Marketing plan 2.1 Current situation The current marketing situation for Coca-Cola Company can be summarized as follows; The industry is observing a continuous decline in sales volume in the soft drinks sectors. These can be attributed to increased competition, new entrants and growing health concerns among consumers. The growing trend in health and wellness can be taken as both threat as well as opportunity. Increasing competition from bigger players 2.2 New product Requirements Looking at the changing consumer needs, the company can opt for new product development process. As discussed earlier, consumers are increasingly shifting towards products which are considered as healthy. In order to get a deeper insight on this changing trend, the company can opt for strategic marketing research. This will include customer surveys from different strata and economies, demographics and of different lifestyle. These customer surveys will not only confirm the current trends among consumers but will also help in identification of new target markets. The organization has come to a conclusion that selling only carbonated drinks will not be enough for sustainable growth and development (David 145-175). The brand will ...Show more
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Summary

Marketing Planning Report Contents 1.0 Introduction 3 1.1 Company 3 1.2 Products 3 2.0 Marketing plan 4 2.1 Current situation 4 2.2 New product Requirements 4 2.3 Projections 5 2.4 resources and capabilities of Coca-Cola 5 3.0 Relevant Audits 5 3.1 Pestle Analysis 6 3.2 Porter’s five forces 6 3.3 Value Chain analysis 7 4.0 Future Marketing planning 8 5.0 Barriers to marketing planning 8 6.0 Ethical issues in marketing planning 9 6.1 Consumer ethics 9 Works cited 11 Name of the of the Professor Course Number Date Marketing Planning Report 1.0 Introduction Focal point of any business strategy is to determine key resources and capabilities of a firm and how a firm can use its reso…
Marketing Planning Report
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