Beverage industry is one of the most dynamic industries that are applying this concept to great effect (Boone et al. 2009, p. 194). Beverage industry is broadly classified as alcoholic and non alcoholic. In both categories there are exemplifications of global marketing. World’s non alcoholic industry is grappled with tough competition by the two large players Coca Cola and PepsiCo. Both the giants are expanding their value horizon across different countries. Though there are numerous companies engaged in providing global beverages, the two giants are at top with extensive portfolio of products tailor made for countries. Though both companies are equally successful, Coca Cola leads the global market, with PepsiCo being on its tail continuously (Cardello 2011). Provide a detailed assessment of the environmental issues affecting Coca Cola global business and marketing strategy. Given guidance in terms of opportunities or threats they may pose for the company in the future. Coca Cola Company is one of the leading companies in the world that is dealing in the manufacturing and distribution of non-carbonated beverages. The brand portfolio of the company entails more than 400 brands including beverages, juices, tea, sports and energy drinks, coffees etc. Strong brand name and brand portfolio has led the company ahead of its close competitors, Pepsi which has a brand value of $12,690 million as compared to $67000 million of Coca Cola (The Coca Cola Company 2011). Since its inception, it has continuously improved upon its marketing strategy that has facilitated the customer recall and recognition of brand overall the world making it easy for Coca Cola to explore new markets. The international marketing strategy of the company can also be quoted as the major reason behind its huge success. However, intense competition and threats are ever-present elements of the external environment that might have a large impact on the company’s profitability. SWOT ANALYSIS SWOT analysis can provide a snapshot of the current performance of the company and of the dark areas that are required to be eradicated so as to avail the new opportunities that can further enhance the company’s performance. SWOT analysis is the best way to study the impact of external environment on the organization’s marketing and global strategy (Mind Tools Ltd. 2011). STRENGTHS: Leading Brand: This is a recognizable fact that Coca Cola has a strong brand name and brand value that is incomparable. From the last few years, company has invested a lot on the promotions that has enhanced the brand’s customer recall and recognition as well. Large scale of operations: Coca Cola is known as the largest manufacturer, marketer and distributor of non alcoholic beverages in the world having a large scale of operations. Currently, Coca Cola is successfully operating in more than 200 countries due to having a support of the strong infrastructure across the world. WEAKNESSES Negative perception of coke: It is a known fact that a recognizable product “coke” can be harmful for a body. Therefore, this shift of trend towards weight reduction and health can adversely affect the company’s profitability in the future. Lack of popularity of many Coca Cola’s brands: Furthermore, many of Coca Cola’
Global Marketing - Standardization vs. Adaptation by Coca Cola By Customer Inserts His/her Name Customer Inserts Grade Course University Name (29, June, 2011) Introduction The days are over when ‘survival’ was the mainstream goal of every company. The technology has revolutionized leaps and bounds and has removed all the domestic and international barriers of expansion…
This report aims at identifying various strategic and marketing elements of the company and to discuss the company’s current position. The report will firstly include a discussion of the environmental factors impacting the company’s marketing attempts, followed by a discussion of the market segmentation and use of the STP principles within Burberry.
The strategy of the company is to provide priority to the employees in order to keep the customers happy and satisfied. Hence, the internal marketing strategy has helped the company to gain competitive advantage. An alternative strategy has been presented for further development of the company in this paper.
Effectively, the company started investing in acquiring business that gave the company high-profit margins instead of low-profit margins. In this case, the company had realized that the products that gave the company low-profit margins were not centered on fulfilling the needs of the customer.
In regard to product branding, unlike customers, companies will be reluctant to buy branded products because of the expressive pull of the name. A large part of the cost in B2C branding is in the promotion and advertising and industrial organisations will not be prepared to pay this premium.
It took less that a year for Amazon to become the world’s largest online bookstore with more than 1 million book titles. The vision of the company is based on customer need fulfillment through innovation and use of the internet technologies. Amazon served three distinct customer groups that include seller customers who sell their products through Amazon fulfillment facilities, developer customers who use Amazon web services that enable them to create any virtual business and customer customers who buy low priced and a wide variety of Amazon merchandise (Osterwalder and Pigneur, 2010, p 23).
Government regulations and laws are now more concerned with the production of eco-friendly automobiles. The whole industry is concerned with the environmental issues such as reduction of the pollution levels of cars. This regulation led to the development of an all-electric car.
WH Smith is one of Britain’s leading retailers and sells newspapers, magazines, books, stationery and entertainment products through a chain of high-street stores and travel retail stores. The company has also developed an internet portal to extend its presence into the emerging e-retail business.
This despite the research carried by the company that the freshness of the product was not given the importance by the consumer when purchasing the product. The other companies make greater use of the vegetable oil, which result in the better shelf life
The company, Macpac was established in New Zealand. McIntyre found a group of young men from Canterbury Mountaineering Club who was proceeding towards South American Andees for an expedition at that time. The idea first came into the mind of Bruce McIntyre of making
The case of The Globalization of CEMEX manifests strategies in international business, particularly of a global corporation as it journeyed through diverse challenges in its local market and how it emerged successful in its global domain. Case facts revealed that
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