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Case Study example - Coca Cola in the Australian soft drinks market

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Ph.D.
Case Study
Marketing
Pages 19 (4769 words)
Coca Cola Amatil has over two hundred product in the market including mineral waters, energy drinks and juices besides the four leading brands. Coca Cola Amatil Australia is a dominant market player commanding the largest market share in the soft drinks industry in Australia. …

Extract of sample

Coca-Cola Amatil is one of the dominant market players in the Australian soft drinks market. It is the largest manufacturer and distributor of soft drinks and non-alcoholic beverages in Australia, which command 72 percent of the market. The Coca-Cola Company owns a minority interest in Coca-Cola Amatil. Coca-Cola Amatil's managing director is Terry Davis, and the board chairman is David Gonski.The products that are produced and distributed by Coca-Cola Amatil include Coca-Cola, Diet Coke, Coke Zero, Sprite, Sprite Zero, Fanta, Lift, Deep Spring mineral waters, Mother, Appletiser, Grapetiser, Kirks soft drinks, Mount Franklin bottled water, Pump bottled water, Vitamin Water, Powerade, Nestea, Neverfail water coolers, Goulburn Valley juices, Fruit Box, Grinder's Coffee and SPC Ardmona. The Australian beverage company faces stiff rivalry from Schweppes and other smaller players.
Coca-Cola sales are driven by economic factors such as pricing, long-term trends, brand loyalty and awareness and seasonality
Industry trends
Soft drink refers to a non- alcoholic drink whose main ingredient is water. Most soft drinks are sweetened and carbonated. In addition, some have vitamin or higher energy (energy drinks) additives. The retail environment of soft drinks is strengthening and major players are introducing new products. The new products are made for consumers who are health conscious and who need convenient beverages. ...
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