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Term Paper sample - Marketing Plan for Coca-Cola Co
Pages 6 (1506 words)
Executive Summary Coca-Cola, a popular carbonated soft drinks company has presence in over 200 countries and 160 brands to its credit. The company now plans to launch energy drink in the UK market. It enjoys brand equity but its credit rating is affected. Nevertheless, due to obesity concerns being high in UK, the external environment in UK is conducive to launch of its new product targeting the young, health-conscious consumers…
To create awareness about a healthy lifestyle should be the focus of its strategy and the sales would automatically follow. Regular monitoring is essential to know where the strategy is moving. 1. Company History Started in 1886, Coke was marketed as a tonic containing extracts of cocaine and caffeine-rich kola nut until 1905 (Bellis 2011). As the popularity of soda fountain declined, the company released the “New Coke” formula in 1985. Today more than one billion drinks of Coke are consumer every day. In 125 years of its existence the company has developed more than 160 low and no calories drinks in its range of products (The Coca-Cola Company 2010). It currently has more than 500 brands and is available in more than 200 countries across the world. Coke now plans to launch an energy drink in the UK market and since the market is already saturated, it has to evaluate the market characteristics, which would help the company to formulate the marketing strategy. 2. Environmental Analysis 2.1 Economic Analysis The UK is one of the most globalized countries and its economy is the sixth-largest economy in the world. ...
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