lnternational Marketing of Coca Cola - Essay Example

Only on StudentShare

Extract of sample
lnternational Marketing of Coca Cola

This study looks into Coca Cola Enterprises Limited that intends to introduce a new energy drink in Chile. The drink is Lucozade which is made by using Glucose Fructose Syrup, orange juice from Concentrate, Citric Acid and Sodium Benzoate. The company has already made the decision for the selling price by establishing a price which should not be more than 5% difference with existing drinks in the market. The packaging shall be done in both 275ml plastic bottles and 250ml cans. The company intends to Launch Lucozade brand in Chile. Most of the consumers are health conscious and prefer the low calorie energy drinks. The promotional activities will include endorsements by sports personalities and mass advertisements. The company has set enough financial resources for the operations and timelines for the execution of the marketing plan. The marketing organization includes the chief marketing director, the territory directors, the area directors and the public relations personnel. A situational analysis is the foundation of the marketing plan. The situational analysis will include a thorough examination of the internal and external factors which affect the introduction of Lucozade drink in Chile. It will enable Coca Cola to understand the factors which will influence the market growth in the future. Internal analysis will consider the strengths and weaknesses of Coca Cola enterprises Limited. The internal analysis will consider the company culture and image, the staff, the operational efficiency and capacity. ...
Download paper

Summary

The researcher of this paper is determined to present brief report on the management strategy of Coca Cola Enterprises Limited and gives analysis of both the internal as well as external environments. To manage with this SWOT analysis will be included in the paper…
Author : gbashirian

Related Essays

Marketing
Developing an effective marketing mix for the organizations is one of the crucial aspects in the present advanced technological era. The marketing mix comprises the concept of 4Ps of marketing including Products, Price, Place and Promotion, related to the products and/or services that are rendered by any organization. Product Product or service of an organization can be determined as the fundamental factor for the company in its growth portfolio. In the context of continuous advancement made in business activities, the organizations are highly focusing on their offerings with quality,...
10 pages (2510 words) Term Paper
Marketing
Cervo & Allen (2011 p.67) revealing the client information may not only raise ethical concerns, but also alienates the customers from the business. In attempt to unravel this dilemma, business critics have suggested a number of possible effects that would occur if a firm opts to disclose such information. The case study illustrates the above problem and provides a suggestion on how to handle the problem. Marketing issues at stake The primary marketing issue at stake is the leaking of customer secret information. IFA marketing executives have sought confidential information of customers of...
8 pages (2008 words) Essay
marketing
I found the group activities that were part of the course to be quite stimulating. I will admit that the ‘Functional Presentation’ part of the course provided a greater challenge for me than did the mainly theoretical part of course; however, both sections challenged me to find new ways of learning. I found out that most of the time, businesses in today’s world operate in an environment where customers not only have much more information regarding the available financial services, but they also have greater demands. Financial services have to be offered in environments that meet with the...
8 pages (2008 words) Essay
Marketing
This is achieved through transforming the physical features and insubstantial insights of a marketing offering in relation to the rivalry. It is vital to note that position is not determined by the appearance of the product or the sustenance that it pursues to stimulate. However, it is instead the insight or appearance that takes a distinct location in the mindset of the consumer; furthermore, positioning is a communication, comprising the establishment of a market mix, which creates the natural flow of information from market segmentation through target marketing. It is a form of developing a...
5 pages (1255 words) Essay
Marketing
Marketing is therefore an essential department in every organization since it deals with the product and service proportion thereby catering for the organization’s operations. The department works in close relation with other management departments to ensure the organization operates as a unified whole. In carrying out their mandate, the marketing department develops its operations depending on the nature of the target market for every product or service in the industry. Additionally, the department counsels the production department thereby ensuring that the company produces appropriate...
2 pages (502 words) Essay
Marketing
2003, 504). Marketing structures that play roles in the strategic planning process include formalization, specialization and centralization (Kellar, A. 2009, 389). These structures are, particularly, important in shaping the performance of an organization (Laforet, S. 2012, 163). Formalization is the degree to which working relationships and decisions are governed by standard policies, procedures and formal rules. Centralization is the locus of the authority and control of a decision within an organizational entity. In organizations that are highly centralized, only one or a few top managers...
4 pages (1004 words) Essay
Marketing
At the apex are vital corporate decisions dealing with the firm's mission, visualization, goals, and the allocation of resources in the midst of business units. Planning at this stage involves decisions concerning the divestment of the business units themselves. These decisions drop down the corporate constitution to the business-unit level, where planning is mainly focused on achieving the objectives inside defined product markets. Planning at this stage must consider and be regular with decisions prepared at the corporate level. However, single business unit organizations, corporate and...
4 pages (1004 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!