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Marketing essential - Assignment Example

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Marketing essential

The organization has been effectively successful over the last 100 years. The organization has become an icon of global culture. The organization believes in partnership business with several bottlers around the globe. The organization has generated revenue of more than 35 billion US dollar in the year 2010. Moreover the organization has achieved a net income of almost 12 billion US dollar in the same year. These are quite impressive number. Presently the organization is operating in more than 200 countries (Vpcomn, 2008, p.2). Moreover, during this point of time near about 139,600 employees are working under the pay roll of Coca Cola (Vrontis, 2003, p.2). The following parts will reveal various marketing strategies and techniques implemented by Coca Cola in order to become one of the leading global soft drink brands. Executive Summary The leading global organizations are trying to capitalize on the opportunities that have been created due to globalization. After the Second World War the concept of globalization has evolved dramatically around the globe. Coca Cola is one of those organizations who have effectively capitalized on those opportunities. The brand name is hugely popular in more than 200 countries. Current UK soft drink market has become competitive enough. Several potential organizations within the industry including Coca Cola are competing within this competitive UK market. Due to high calorie issue, recently the consumers are trying to consume several fruit flavour juice or low calorie soft drinks (Pitt, 1999, p.1). PepsiCo the only potential competitor of Coca Cola is creating several challenges for the organization by introducing several product lines. The current market trend, huge competition and matured sift drink UK market has make Coca Cola busy to perform its business activities in the UK market (Wmich, 2012, p.1). Mission, Direction and objectives Coca Cola is one of the leading soft drink manufacturing companies. Their business values and activities reflect in their mission statement. Mission The organization used to do business practices according to their mission statement which are: The products will refresh the mind, spirit and body. The organization will inspire optimism moments......through products, actions and brands. The organization will create huge value and will create difference...wherever they are involved (Svendsen, 2013, p.4). Direction and Objective Segment The major business objective of Coca Cola is to expand its diet coke range with the inclusion of several healthy elements. Moreover the organization is trying to achieve an impressive market share by entering in UK fruit drink segment. The organization already has started to execute the require strategies in several parts of the globe. But due to huge market saturation in UK, the organization is planning to enter in the fruit drink market by monitoring all the strategies and current market trend (Jones, 2010, p.9). Market Summary This part will reveal several elements of consumer market, business ...Show more


Marketing Essential Table of Contents Introduction 4 Executive Summary 4 Mission, Direction and objectives 5 Market Summary 6 Consumer Market 6 Business Market 6 Market Trend and Market Growth 7 Current Product offerings 7 Business Environment 8 SWOT Analysis 8 PESTLE Analysis 10 BCG Matrix 11 Porter’s Five Force Model 12 Key Issues 13 New product Development 13 Marketing objectives (SMART) 14 STP Analysis 14 Product and Brand decisions 17 Pricing Decision 18 Channel and Logistic Decision 18 Marketing Communications Decisions Tools 18 Customer Service and Internal Marketing 19 Marketing and Service Mix: 7Ps Framework 19 Financial Forecasting 22 Implementation and Control 23 Implementation 2…
Author : demetris98
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