5). From the economic perspective, marketers create utility or benefit in forms of time, ownership, place etc (Boone and Kurtz, 2009, p. 5) that produce the want satisfying power for the ultimate users of the products or services in the market. The contemporary marketing environment is highly complex and dynamic due to the influence of technology, competition, and globalization and so on and therefore no marketer would be able to succeed in its market landscape unless it plans better for the future. In order to identify marketing potential and threats for a particular product or service, the marketer has to foresee how different marketing variables can impact its business. Marketing plans in recent years have attracted wider attention of business organizations, because these are found to have helped marketers establish a stronger competitive stance and maintain long term profitability through sustainable competitive advantage. This paper presents a detailed marketing plan for Coca-Cola Company, comprising of major marketing analyses and environmental scan of the company. This paper gives relevant description of marketing objectives and marketing strategies of Coca-Cola, and presents SWOT analysis to analyze both internal and external environments of the company. Introduction Coca-Cola means much more to people than merely something to drink. It has emerged as an American icon with rich tradition and cultural impact among people worldwide (Armstrong & Kotler, 2005, p. 8). A company that started in 1883 has long been successfully keeping its brand relevant for more than 100 years and one among Fortune 500. Coca-Cola has dominated world market for soft drinks and the extent of its brand success can be recognized from the fact that it is recommended instead of normal water in many countries (Johansson, 2009, p. 64). This report presents a marketing plan for Coca-Cola. Planning is an extremely significant element to successfully implementing and performing a marketing activity. The main objective of marketing is to sell products or services to the potential customers and therefore a marketing plan should virtually be a strategy to help the marketer gain an advantage over other providers of the similar goods or services in the market (Carpenter and Sanders, 2009, p. 10). Coca-Cola: Company Overview The Coca-Cola Company is world’s largest beverage company that manufactures, distributes and markets non-alcoholic beverage concentrates and syrups. The company licenses and markets more than 500 non-alcoholic beverage brands, mainly sparkling beverages with variety of beverage products such as waters, enhanced waters, juices, juice drinks, ready-to-drink tea and coffee, sport drinks etc (Datamonitor, 2011, Annual Report, 2011). The company owns most famous four brands in beverage, Coca Cola, Diet Coke, Fanta and Sprite. The Coca-Cola Com ...
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Coke has been easily termed as junk food that contains empty calories which contribute towards the number of obese in the world. With the consumer concern growing, governments may be forced to take action against Coke and other junk foods.
According to the research findings Coca Cola Enterprises Limited is the world’s largest bottler and distributor of soft drinks. The company can achieve success by launching Lucozade brand in Chile and emphasizing on marketing strategies which aim at enhancing the customer experience. The promotional efforts should address the health benefits of drinking Lucozade.
It explains all the insights and necessary description of how Coca Cola has developed itself as a successful brand despite the presence of its major competitor, Pepsi. Market analysis: Market analysis of Coca Cola can efficiently describe the factors that determine the attractiveness of its market.
One of the major factors that have contributed to the success of Coca-Cola in the soft drink industry is a strong marketing strategy. The mission statement of Coca-Cola is comprised of three aspects First, to refresh the world, secondly to make a difference and create value and thirdly to inspire moments of happiness and optimism.
Promotions will aid the company in creating in attracting and retaining customers from its introduction through its maturity and decline (Kotler 2005).
The Coca-Cola Coffeehouse will capitalize on its parent company's competitive advantage on marketing specifically advertising.
In serving these two broad market categories, Coca-Cola Coffeehouse will employ different marketing techniques and tools. The business organization recognizes that the buying decision of individual consumers largely differ with that of organizational buyers.
A lot of their marketing campaigns in the past are related with sports, many of which were individual sports. They had promotions that showed men living on the edge and doing risky stunts. This is certainly creating special images of their products in comparison to Coca-Cola.
The writer thinks that Coca Cola has to identify the products whose demand will be the maximum at the time of Olympics. It also needs to maintain continuous flow of raw material supply for the production unit. If the company can handle such pressure, it can surely expect to increase their profits in London Olympic of 2012.
Integration of the elements brings out a marketing strategy for a product. Marketing mix helps Coca Cola Company to reach their set target without wasting resources. Incorporation of the elements helps
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